How to Host an Effective Product Demo to Boost Sales (With Demo Script Examples)

In this article, we’ll explain what product demos are, why they’re beneficial, and how to run one effectively, along with some proven tips and demo scripts from sales pros who host product demos every day. Let’s dive in!

What is a product demo?

A product demo, or sales demo, is an in-person or virtual demonstration that illustrates the ways in which a physical product or piece of software operates. Product demos can be pre-recorded or delivered in real time and are used by salespeople to give prospects an overview of various features, highlight use cases, and communicate value.

Enkele veel voorkomende variaties van de productdemo zijn:

  • One-to-many demo: A regularly scheduled presentation in which one or more sales reps give a general overview of their product to a group of interested prospects. Prospects often have to register online to attend these demos, and the demos can be live, pre-recorded, or a mix of both.
  • One-to-one demo: A live presentation in which a sales rep shows off specific product features based on the individual needs of a single prospect or team.
  • Technical demo: A one-to-one demo in which your prospect gets hands-on experience with your solution and uses it for themselves within a structured setting.

The benefits of product demos in the sales process

Er zijn drie specifieke voordelen die productdemo's een essentieel hulpmiddel maken voor B2B verkopers: bewijs, opwinding en personalisatie. Laten we eens kort kijken naar elk van deze...

Bewijs

Het meest voor de hand liggende voordeel van het hosten van een effectieve productdemo is de mogelijkheid om bewijs te leveren voor je eigen beweringen. De website van je bedrijf kan zeggen wat het wil. Het kan producteigenschappen opnoemen, screenshots van software delen en getuigenissen van klantenlaten zien -allemaal nuttige dingen.

Maar totdat een potentiële klant met eigen ogen ziet wat jouw product of softwareoplossing kan doen, zal hij er niet van overtuigd zijn dat jouw aanbod het soort waarde en gebruikerservaring biedt waarvan jij beweert dat het dat kan.

De meeste mensen zullen pas een aankoop doen als ze er absoluut zeker van zijn dat het product dat ze van plan zijn te kopen kan doen wat het bedrijf dat het produceert zegt dat het kan, vooral bij hogere prijspunten. Daarom is bewijs van het product zo belangrijk.

Opwinding

Hoewel het belangrijk is om te laten zien wat je product doet, moet je mensen ook enthousiast maken over wat je verkoopt. Een goede productdemo geeft je deze kans.

We zullen het later in dit artikel hebben over hoe je enthousiasme kunt creëren. Voor nu moet je begrijpen dat focussen op de tastbare voordelen van een product in plaats van simpelweg de kenmerken op te sommen, de beste manier is om enthousiasme en verwachting te creëren voor alles wat je bedrijf verkoopt.

Gerelateerd: Waarom succes het enige is dat je verkoopt in B2B-verkoop

"Ik probeer mijn demo's luchtig en authentiek te houden. Omdat ik graag bedrijven help groeien en graag problemen oplos, probeer ik gewoon dat enthousiasme in het gesprek te laten lekken terwijl mijn potentiële klant en ik alle geweldige dingen verkennen die mijn product voor hen kan doen."

MikeCarroll, hoofd groei bij Nutshell

Personalisatie

Tot slot stelt een productdemo - vooral een die in realtime wordt uitgevoerd - bedrijven in staat om hun presentaties te personaliseren voor hun kijkers. U kunt geen unieke webpagina's maken voor elke persoon die interesse toont in uw producten. Maar u kunt wel elke één-op-één productdemonstratie die u geeft aanpassen aan de kenmerken en voordelen die uw specifieke prospects nuttig zullen vinden.

Zoals je weet, is personalisatie in verkoop noodzakelijk. Productdemo's maken het gemakkelijk om deze filosofie in je verkooppraktijken te integreren.

"Als mensen je precies kunnen vertellen wat ze nodig hebben, is het makkelijk om ze dat te laten zien. Wat een uitdaging is, is het personaliseren van de demo van een product voor een persoon of team dat niet precies weet wat ze nodig hebben, maar wel weet dat ze een CRM nodig hebben. Ik personaliseer een demo door het verhaal van Nutshell te vertellen, hoe we het gebruiken, hoe het ons team helpt. Hoewel ik onderzoek doe naar het bedrijf dat Nutshell wil proberen, ga ik er niet van uit dat ik weet wat ze nodig hebben. In plaats daarvan probeer ik meer van mijn eigen ervaring in de demo te stoppen."

Mike Carroll, hoofd groei bij Nutshell

4 steps to the perfect product demo

Een productdemo kan het bewijs leveren van een product, enthousiasme opwekken voor het aanbod van een bedrijf en de verkoop verhogen via personalisatie... maar alleen als die productdemo effectief wordt gehost. In dit gedeelte beschrijven we een proces in vier stappen om je te helpen uitstekende verkoopdemo's te hosten, ongeacht het soort product of software dat je verkoopt.

1. Get prepared

Voordat je overweegt om een videoconferentiegesprek aan te gaan met een nieuwe prospect of naar het kantoor van een potentiële klant te rijden om het aanbod van je bedrijf persoonlijk te demonstreren, moet je je prospect voldoende onderzoeken om de demo specifiek op hem of haar te kunnen afstemmen.

"Als je in de B2B-verkoop zit en je kunt hun logo kopiëren van hun website en het in je demo plakken waar het zou verschijnen als een klant, doe het dan," suggereert Frank Chiodo van Trivr Eats. "Als je hun branche kent en de woordenschat van je demo kunt aanpassen aan hun terminologie, doe dat dan. Hoe je ook tijd kunt investeren in het vertellen van het verhaal over hoe zij jouw product specifiek zouden gebruiken en er voordeel uit zouden halen, het zal hen helpen zich een leven voor te stellen nadat ze ja hebben gezegd."

Als je je demo op deze manier wilt afstemmen op elke individuele prospect, moet je dat weten:

  • Wie zal je productdemo bekijken
  • Welke rol elk van deze mensen heeft
  • De dagelijkse uitdagingen waarmee ze worden geconfronteerd
  • De doelen die ze hopen te bereiken
  • How your product or software can assist them

Once you’re able to answer these five questions, you’ll be in a much better position to host an effective product demo. But there’s one more thing you should do as well: Make sure to set an agenda for your product demo and share it with your viewers.

This is an important part of the preparation process. It will help ensure you stay on track during your presentation. It will also make your prospects more comfortable, as they’ll know exactly what to expect from you. Comfortable prospects are much more likely to make purchases.

2. Describe value

Zoals we al eerder zeiden, zal die gigantische lijst met functies op je website, hoewel noodzakelijk, je producten of software niet echt verkopen. Om iemand te verleiden iets te kopen, moet je hem duidelijk maken hoe hij baat heeft bij jouw aanbod. Met andere woorden, je moet de waarde van je product of software voor je potentiële klant beschrijven.

Bekijk de volgende twee voorbeelden en beslis welke beter klinkt:

  1. "Onze nieuwe truck heeft 385 pk!"
  2. "Met onze nieuwe truck kun je gemakkelijk je boot of vijfdewieltrailer trekken!"

De tweede, toch? Dat komt omdat de eerste zin gewoon een kenmerk opsomt. De tweede beschrijft de waarde van die functie. Tenzij je een echte gearhead bent, is de waarde "385 pk" in principe nutteloos. Maar door te beschrijven wat je met 385 pk kunt bereiken, wordt de waarde veel betekenisvoller en aanlokkelijker.

Zoek bij het maken van de inhoud van je productdemo altijd naar manieren om de waarde achter de producten die je verkoopt uit te leggen, in plaats van je te richten op de functies.

"Als je elke functie probeert te demonstreren, is het net alsof je uit een waterpijp drinkt en raak je gemakkelijk de prospect kwijt," zegt Jared Knotts, Account Executive bij Nutshell. "Laat alleen zien hoe jouw oplossing hen kan helpen hun doelen te bereiken." 

3. Answer questions

Effectieve productdemo's richten zich op de persoonlijke behoeften van de prospect. Maar om echt te begrijpen wat een prospect van je producten nodig heeft, moet je het hem eerst vragen. Daarom raden we aan om elke productdemo te beginnen met een snelle vraag- en antwoordsessie.

Zoals business coach Maria Marquis zegt over productdemo's:

"Als we het gevoel hebben dat we alle onderwerpen moeten bespreken, praten we uiteindelijk 25 minuten tegen onze deelnemers voordat we ze erbij betrekken. En vragen 'heb je nog vragen?' telt niet als echte betrokkenheid. Hoe meer je over jezelf praat, hoe minder je praat over de echte problemen die je prospect probeert op te lossen."

Begin je productdemo's dus met vragen als:

  • "Ik begrijp dat je A, B en C wilt bereiken. Klopt dat?"
  • "Je bent momenteel op zoek naar manieren om Uitdaging X te overwinnen, correct?"
  • "Welke specifieke mogelijkheden zoek je in dit type product?"

Als je deze informatie eenmaal weet, kun je je productdemo aanpassen aan elke individuele prospect en hem een betere ervaring bieden. Maar laat het daar niet bij! Maak zowel tijdens als na uw presentatie tijd vrij om vragen te beantwoorden.

"Elke demo is anders, maar iedereen vraagt naar de prijs, contracten, onboarding en ondersteuning", zegt Nutshell Head of Growth Mike Carroll. "Je moet klaar zijn om die vragen op verschillende manieren te beantwoorden, want hoewel de vragen hetzelfde zijn, is de intentie of context erachter altijd anders."

The best product demonstrators are those who focus first and foremost on their audience and seek to understand the questions they have, then answer them as clearly as possible. If you can do that, you’ll find success with product demos, guaranteed.

4. Provide next steps

Sluit ten slotte al je productdemo's af met een onderdeel "volgende stappen". Wat moeten mensen doen na het bekijken van je presentatie?

"Je productdemonstratie moet eindigen met een oproep tot actie: hoe kunnen mensen kopen, bestellen, zich aanmelden?" adviseert John Moss, de CEO van English Blinds. Geef specifieke aanwijzingen, stimulansen en aanwijzingen om dit te doen."

The exact call-to-action you work into your product demo will depend on you, the product you’re trying to sell, and your unique audience. But every product demo should include some kind of next-step section.

Laat je prospects niet vastlopen in je verkooppijplijn! Duw ze zachtjes in de richting die u wilt. Als je je productdemo effectief host, zullen ze je waarschijnlijk volgen.

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3 sales demo script examples from certified supersellers

To find out what it takes to deliver world-class demos, we interviewed revenue experts at three leading sales orgs: Rattle, Gong, and GetAccept. They shared not just their demo frameworks, but also insights into why they work.

1. Rattle: Qualification and demo in one

Ranjay Matharu sells sales software to salespeople. When you’re selling a sales tool (Rattle is a CRM-to-Slack automation tool) to sales and revenue operations leaders, nothing short of an exceptional demonstration will do.

Here’s the high-level structure:

  • Step #1: Qualification
  • Step #2: Sales deck
  • Step #3: Product demo
  • Step #4: Next steps

Step #1: Qualification

Most sales organizations split qualification and product demos into separate meetings. SDRs usually run the former and AEs handle the latter. But Ranjay does things a little differently.

“As long as you can get the right information during discovery, I think you should do qualification and show the product,” he explains. “Asking and answering questions for 45 minutes is exhausting. Show them something. Get them excited.”

That’s why his demo calls include a dedicated qualification section at the top. To make sure he gets all the information he needs, Ranjay uses the SPICED framework from go-to-market consultancy, Winning by Design.

  • Situation: Facts, circumstances, and background details about your prospect.
  • Pain: The challenges that brought the prospect your way.
  • Impact: How you impact your prospect’s business.
  • Critical Event: Deadline to achieve that impact.
  • Decision: The process, committee, and criteria involved in purchasing a solution.

But this demo structure doesn’t rely on SPICED. You can have just as productive a conversation using BANT, MEDDPICC, FAINT, or another jumble of letters.

The single most important thing is that you use your qualification questions to understand why someone is on the call. What are their pain points? What challenges are they facing? What goals and objectives do they have?

Understanding that is the secret sauce to a good demo because it reveals what buyers care about and therefore what you should show them.

Step #2: Sales deck

Immediately after qualification, Ranjay pulls up a sales deck. It’s his way of framing the upcoming product demo. It establishes the problem, quantifies the risks of doing nothing, and shines a spotlight on the solution.

While a useful tool, sales decks can also go really wrong. The difference between an amazing presentation and a tedious PowerPoint is razor-thin. To keep his prospects engaged, Ranjay cut all extraneous content, leaving just the essentials of a great story.

He starts with the problem.

Rattle's sales slide deck presenting the problems prospects face

Then he agitates the pain.

Rattle's sales slide deck presenting the problems prospects face

Finally, he presents the solution.

Rattle's sales slide deck presenting solutions

By the end of the deck, Ranjay wants his prospects chomping at the bit to see his product. That’s when he fires up a screen share and opens Rattle.

(When I said sales decks are tough to get right, I meant it. For some inspiration, check out Zuora’s deck—often called the “best sales deck ever—and this teardown by strategic narrative consultant Andy Raskin.)

Step #3: Product demo

Although it’s a relatively simple product, Rattle has hundreds—possibly even thousands—of use cases. Reps can’t prepare engaging stories for all of them. Ranjay’s solution was to analyze Rattle’s product usage and rank use cases by popularity. He discovered his customers were using a handful of applications far more than others.

  1. Missing MEDDIC fields
  2. Overdue or upcoming start/close date
  3. Logging calls after meeting
  4. No activity
  5. Real-time visibility for the executive team

These became his demo use cases and he crafted a compelling way to showcase each one. All his stories follow the same rough outline.

Use Case Script

[Problem acknowledgment] “You mentioned that forecasting is a huge issue.”

[Product solution] “Let me show you how Rattle can solve that.”

[Buyer feedback] “Could you see yourself using this to impact accurate forecasting?”

Rattle’s sales reps know all five stories like the back of their hand. While they can reel off each one without even thinking, the trick is knowing what stories to tell.

“The most important thing is to show the most relevant use case based on your qualification,” says Ranjay. “If you don’t, they’re gonna tune out.”

That’s where everything you learned during qualification comes in. Often, reps default to features they think are cool. But what you need to do is open your demo with the use case most relevant to your buyer—even if you personally find it boring.

Step #4: Next steps

Before hanging up, Ranjay always sets next steps with his buyer. For most of his deals, there are two options available:

  1. Set up a product trial
  2. Arrange a second demo with stakeholders

Setting up an extended trial is Ranjay’s default. Seeing the product is one thing, he says. Experiencing it first-hand is something else entirely.

However, he’s aware that not every prospect will be bought in enough to progress to a trial. Perhaps the buyer wasn’t convinced by what they saw. Maybe they need to bring in other stakeholders. In these situations, Ranjay pushes for another demo with a wider group of stakeholders.

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2. Gong: Five-act script

Gong doesn’t really do boring. That extends to their demo scripts, too. It’s upside-down and packed with smart psychology to educate prospects without lecturing them.

Here’s the framework:

  • Act #1: The contextual overview
  • Act #2: The “upside-down” demo
  • Act #3: Social proof
  • Act #4: Solve exactly
  • Act #5: Next steps

According to Jonathan Costet, senior growth marketing manager at the revenue intelligence platform, all great demos start with a contextual overview.

Act #1: The contextual overview

Even the best demo falls apart without context. You’ve got to establish what you’re talking about and (perhaps more importantly) why you’re talking about it.

Through the first 10 minutes, you’ve got three key objectives:

  • Set the problem with the status quo
  • Spell out the stakes, including your buyer’s current pain and potential benefits
  • Start a conversation that resonates with your buyer

Although sellers are taught to focus on benefits, Jonathan encourages people to switch their focus to losses. You see, negativity bias means people respond far more strongly to possible losses than potential gains.

One of Gong’s features is automating low-impact tasks. The benefits-focused pitch would be: “You’ll have more time to dedicate to other projects.” Good, but not that emotive. Now consider the loss-focused pitch: “You’ll stop wasting time doing repetitive tasks that are easy to automate.”

Can you feel the difference?

Act #2: The “upside-down” demo

Context-setting isn’t all that revolutionary. But Jonathan’s second act is. Most demos build to a crescendo. They start small and escalate to the buyer’s most agonizing pain point. That makes sense…in theory.

But that’s not how it works in real life.

If you start with something small and minor, your buyers will switch off. They’ll pull up Slack or check emails on their phone. By the time you get to your big reveal, you’ll have lost them.

That’s why Jonathan advocates for the “upside-down” demo.

He puts his buyer’s biggest pain point right at the start.

“We came to this framework after analyzing 67,149 sales demos,” he says. “While a lot of it might feel counterintuitive—like not ramping up your sales demo—it’s the best way to keep the conversation engaging and boost win rates.”

Example Script

Rep: During our first call you told me you were struggling with [Problem #1]. Is that right?

Prospect: Yes, that’s right.

Rep: Got it! Let me show you how our solution can help.

If you align your demo with your buyer’s pain points from the first minute, you’ll be miles ahead of your competitors.

Act #3: Social proof

Okay, you like your logo slide. Each company name represents a big win. But your buyers probably don’t care that you sold Microsoft or GE. Indeed, getting social proof wrong can be costly. According to Gong, misusing social proof tactics drops your close rate by 22%.

The point here isn’t that social proof is bad. You just have to be careful about it. The trick is to tell before-and-after stories from comparable companies—same size, vertical, goals, and so on.

Here’s a sample story:

Example Script

Acme Corp [Customer] needed to automate low-value tasks for their sales reps and build a scalable sales process [Objective]. They rolled out our platform and built automations to handle data entry, information sharing, and research [Solution], allowing them to increase active selling time by 40% [Benefit]. Currently, their sales team is generating 25% more leads [Benefit] and 30% more revenue than before [Benefit].

The difference between this and a logo slide is immense. Before-and-after stories show the journey and improvement. They build credibility through others’ success and convince prospects that they can achieve the same.

So drop your logos and start telling stories.

Act #4: Solve exactly

Most successful demos are around 45 minutes long. That’s not a lot of time to exhaustively demonstrate a product. Instead of delivering a surface-level look at everything, Jonathan suggests reps slow down and go deeper on a handful of use cases. 

When demoing anything, your goal is to identify your prospect’s pain points and explore how your product or service could help. Here, Jonathan uses open-ended questions and statements to kickstart deeper discussion.

Drop general questions at any point in the demo:

  • I’ll pause here if you have any questions.
  • What are you thinking so far?
  • Do you have any other concerns or needs that we haven’t talked about so far?

Or use a feature-specific question to prompt a response to particular functionality:

  • How do you see your team using this product?
  • Before we dig into this feature in more detail, I wanted to ask you: how does your company currently handle [common problem]?”
  • Is this something you’d use for [use case]?

Bring things back to your prospect’s objectives with goal-focused questions:

  • Why do you need this solution now?
  • Why is this such an important problem for you to fix?
  • Why is it important to solve [challenge] by [deadline]?

Asking probing questions during your demo allows you to hone in on your buyer’s most important pain points. When you do that, you can turn a generic demo into a highly personalized experience.

Act #5: Next steps

The purpose of a demo isn’t to get a signature. That comes later. According to analysts at Gartner, great demos achieve two key objectives:

  • The prospect sees how they would use the solution
  • The prospect sees how the solution would solve their problems

Once you’ve achieved those aims, it’s time to wrap things up. But that’s not the end of the demo just yet. High-performing reps always set next steps. They never let a conversation peter out with a vague, “See you later.”

Example Scripts

Do you have your calendar in front of you? Perfect, I’ll send the invitation now…did you get it?

How does [date and time] look for you? Is there anyone else we should include at this point in the discussion?

As a next step, I’d suggest [next step]. Does that sound good? When works best for you early next week?

Your optimal next step depends entirely on your sales process. It could be a technical discovery, executive stakeholder sync, or contract negotiations. The most important part is that you book your next step before you hang up.

3. GetAccept: Unique qualification and a back-to-front demo

Madison Simon was GetAccept’s first sales hire. Working closely with Vice President of Growth, Dailius Wilson, she helped build GetAccept’s sales motion. It was an intense experience.

“He put me into the fire a lot,” Madison laughs. “But I learned a lot through doing. He taught me a lot of his own methodologies so they’re not processes that you’ll find on Google.”

GetAccept’s demo structure is one of those unique systems.

Check out the overview:

  • Part #1: Deeper qualification
  • Part #2: Product demo
  • Part #3: Action items

Composed of just three parts, it might look simple, but there’s a lot of flexibility for reactive personalization and adaptation.

Here’s how it works.

Part #1: Deeper qualification

Before prospects make it to GetAccept’s AEs, they’ve already gone through a basic qualification run by an SDR.

“It’s a checklist of five things to make sure they’re qualified for a meeting,” explains Madison. It covers things like company size, decision-maker status, and tech stack integration.

The basic qualification leaves a lot of questions unanswered so Madison spends the first half of her demo calls exploring the deal’s context. She uses a custom qualification framework created by Dailius combined with a couple of tweaks of her own.

  • Organizational structure: What roles, processes, and workflows are relevant to this project? Document the roles, responsibilities, and workflows of each person. 
  • Politics and players: Who is involved in this process? Identify your champions, users, decision-makers, technical stakeholders, and blockers. Work out whose buy-in you need for the deal.
  • Challenges and pain: What are your prospect’s challenges and pain points? Analyze whether or not you have unidentified challenges and how much each challenge is inhibiting the prospect’s success.
  • Goals and objectives: What is your buyer’s ideal state? Can you add value or impact to their ideal state? If you’ve identified multiple objectives, work together to decide which actions will make the most impact.
  • Needs vs. wants: What features does your buyer consider necessities and which are nice-to-haves? You need to understand where you satisfy their requirements and where you add additional value. 
  • Timeline: What sparked their solution search? How did they find you? Do they have an ideal go-live date? Is there urgency? If there isn’t a timeline, how can you create one?
  • Technology stack: What relevant technologies are in play? Is your buyer considering adding more? Can you condense or simplify their tech stack? How would you integrate your product with their systems?

The discovery part of the call isn’t just simple fact-finding. Madison uses each question as an opportunity to introduce and position GetAccept. If she asks about a pain point, she’ll hint at how her product can help solve it. If a prospect mentions timeline, she’ll assure them GetAccept has an efficient implementation strategy.

She’s also borrowed a particularly effective oratory technique from political speech writing.

“I dig into my prospect’s pains and their ideal state, and constantly go back and forth,” she explains. “These are your challenges, but where would you like to be? These are your pain points, but what are your goals for this year? I constantly toggle between the pains and future states.”

Flicking between the negative status quo and the positive future amplifies both experiences. It makes the status quo feel worse and the solution seem better. It’s incredibly effective in motivating buyers.

Part #2: Product demo

There are two parts to GetAccept’s product demo: end state and explanation. In the first, Madison immediately showcases the result of implementation. Like Ranjay at Rattle, she has a handful of pre-scripted use cases and uses her earlier qualification to select the most relevant.

  • Pre-meeting agenda template
  • Proposal template
  • Handover template

“When I send someone the pre-meeting agenda, I use our product to send it,” Madison says. “When I meet with them, I use what I sent them as an example. I say, ‘You got this pre-meeting agenda, some information, and a video. What did you think of that? This is what your customers would experience.’”

It’s like jumping straight to the, “So what?” It shines a spotlight on the benefits like internal efficiency gains and improved customer experience. When a buyer’s eyes light up, Madison doubles down with a back-end explanation, pulling up GetAccept and walking through how she made the magic happen.

It’s a simple but impactful structure.

Part #3: Action items

GetAccept’s deals typically feature two demos. While reps try to tailor the first demo to their qualification, it’s still relatively generic. What comes next is a fully personalized product demo.

“I take their documentation, logos, and colors, and I brand the platform,” Madison explains. “I put their content in it. I will embed some videos they’ve posted. I pretend I’m an AE at their company and run my sales process as if I were their teammate.”

To keep prospects on the hook, Madison sets them action items ahead of the second demo: collect sales collateral, send some example pieces of content, or share their brand toolkit. It makes the next stage a shared responsibility.

It also weeds out the time-wasters. If someone’s not willing to dig out a couple of pieces of sales collateral, are they really going to convert? Probably not.

(BONUS) Outreach: How to tell great stories

All three demo frameworks we’ve talked about rely heavily on storytelling. But there aren’t many reps who can spin a yarn like Stephen King. Telling good stories is hard. 

Thankfully, Outreach’s Andrew Mewborn has some advice.

But before we talk about stories, let’s rewind a bit. Because great product storytelling needs great product marketing.

Take your product or service’s top three value propositions and identify three features associated with each value proposition. And then describe the benefits connected to each feature.

Here’s his example for one of Outreach’s value propositions.

Value Prop

  • Drive predictable and measurable revenue growth

Kenmerken

  • Sequences
  • Automatic posting of activities to SFDC
  • Task prioritization

Voordelen

  • Allow your reps to strive toward the perfect sales process
  • Don’t let reps waste time with data entry
  • Top reps don’t waste time on low-converting leads

Your next step is to write the stories for each feature. Your goal is to illustrate the value proposition and highlight the benefits without sounding salesy.

To do that, Andrew uses a seven-sentence framework:

  • Once upon a time, _______
  • Every day, _______
  • But one day, _______
  • Because of this, _______
  • Because of that, _______
  • Until finally, _______
  • And ever since then, _______

If you’ve ever taken a creative writing course, you’ll recognize steps one through six as Pixar’s fourth rule of storytelling. (Andrew added the seventh sentence himself.) If it’s good enough for WALL-E and Toy Story, it’s good enough for your sales demo.

Here’s what the storytelling framework looks like when you fill it out for Outreach’s sequences feature.

  • Once upon a time, there was an SDR named Mark.
  • Every day, he would reach out to prospects and get a response after two or three emails.
  • But, one day, he realized that two or three touches no longer worked.
  • Because of this, he started doing eight to 12 touches.
  • Because of that, he couldn’t keep up with eight to 12 touches per prospect. Leads were falling through the cracks because he didn’t have a consistent process.
  • Until, finally, he discovered the Outreach sequence.
  • And, ever since then, Mark has had a consistent process to follow up with every single lead—with no leads falling through the cracks.

Repeat this process for every feature and you’ll end up with nine awesome product narratives. Depending on what your prospect cares about, you can chop and change which ones you use during your demo.

Your turn: Demo your products effectively

"Gepersonaliseerde demo's hebben een enorme impact op onze verkoop", zegt Mike Carroll van Nutshell. "Ons totale activeringspercentage (testgebruikers die klanten worden) is gemiddeld 12-14%. Als proefteams een demo krijgen, stijgt dat percentage tot bijna 40%. Mensen willen zien hoe je product werkt en hoe het voor hen gaat werken."

A well-hosted product demo will allow you to provide prospects with proof that your company’s offerings do what you say they will. It will also give you the opportunity to personalize your selling process to each potential customer and get them excited about the things you sell.

Denk er dus aan om de vier stappen te volgen die we in dit artikel hebben beschreven:

  1. Get prepared
  2. Describe value
  3. Answer questions
  4. Provide next steps

Op zoek naar een andere manier om de verkoopcijfers te verhogen? Koop een Nutshell abonnement voor uw team. Onze populaire CRM- en verkoopautomatiseringssoftware is eenvoudig te gebruiken en zit boordevol handige functies die je kunt gebruiken om betere relaties op te bouwen, klanten blij te maken en meer producten van je bedrijf te verkopen. Probeer Nutshell vandaag nog gratis uit!

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