How do you make sure you convert the “demo”? Somtimes the final step in the sales pipeline..

You work for such a long time to finally have an opportunity to demonstrate your product or service, this is your time to be personal and shine. Here are some top tips.


1. Book in a discovery call.

This is not part of the demo, it is a different call. The objective is to learn about the prospect’s requirements, needs, potential objections, and most importantly, the problems you need to help solve. The good demo hangs off this preparatory call.

2. Record the discovery call.

You can focus 100%, and not worry about making notes, or missing something. Tell the prospect. “I’m assuming you are ok if I record this discovery call? It will help me listen, and not have to take notes. I can then really understand what to show you during the demo”.

3. Make sure the key people will be on the demo.

Has the prospect got the ability to make or influence the final decision? If not, who else could be involved to make sure there is the ability to say yes.


1. Summary at the start.

Start the whole demonstration with a summary slide or opening part.  “This is what we heard from our last call, this is how we will address this in this demonstration”.  Use EXACT phrases or words that you heard in the discovery call to depict problems you will solve.

2. Explain timings.

If you booked in 30 minutes, explain this will take no more than 30 minutes.  You should not need to ask about “are you ok for time”, the invite has already booked in the right amount of allocated time.

3. Encourage “Cameran On”

It helps you connect with the person.  You can also check in to make sure they are paying attention, and look for signals of frustration, or commitment.

4. Plan for interaction.

30 minutes of just you speaking is poor planning. Work our when and how your audience can get involved, and feel part of the experience.  My approach here is to warm them up, and then keep them warm from start to finish.  But you have to plan for this.

5. Be distraction-free.

Just focus on the demo, nothing else.  Turn off your phone, email, close browsers and alerts.  Also, if you are in an office, tell others that you are in a demo, so that you are not interrupted.

6. No pre-amble.

Time is critical. Just get on with it!

7. Get to the point.

No need for “We were formed in 1997, and since then we have…”.  Just focus on the demo!

8. This is not a London Bus Tour.

Only show what is relevant, they don’t need to see or be told about the things that are not relevant to their needs.

9. Don’t train, demonstrate.

They don’t need to know how simple the coding is, or how things got built. Just how it works, and what problems it solves.

10. Build-in enough time to ask for the business.

“So… how do you feel about proceeding?”

If you need some help with your demo process, please let us know.

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