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.

Noen vanlige varianter av produktdemoen inkluderer:

  • 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

Det er tre spesifikke fordeler som gjør produktdemoer til et viktig verktøy for B2B-selgere: bevis, spenning og personalisering. La oss ta en rask titt på hver av disse...

Bevis

Den mest åpenbare fordelen med å arrangere en effektiv produktdemo er muligheten til å bevise dine egne påstander. Bedriftens nettside kan si hva den vil. Den kan inneholde en liste over produktegenskaper, skjermbilder av programvare og kundeuttalelser - og altdette er nyttig.

Men før en potensiell kunde faktisk ser hva produktet eller programvareløsningen din kan gjøre med egne øyne, vil han eller hun ikke være overbevist om at det du tilbyr, gir den verdien og brukeropplevelsen du påstår.

De fleste vil ikke kjøpe et produkt før de er helt sikre på at produktet de planlegger å kjøpe, kan gjøre det selskapet som produserer det, sier at det kan, spesielt i høyere prisklasser. Det er derfor produktbevis er så viktig.

Spenning

Selv om det er viktig å vise frem hva produktet ditt gjør, må du også få folk til å bli begeistret for det du selger. En skikkelig produktdemo gir deg denne muligheten.

Vi skal snakke mer om hvordan du skaper begeistring senere i denne artikkelen. Inntil videre må du bare være klar over at den beste måten å skape entusiasme og forventning til det du selger, er å fokusere på de konkrete fordelene ved et produkt i stedet for bare å ramse opp funksjonene.

Relatert: Hvorfor suksess er det eneste du selger innen B2B-salg

"Jeg prøver å holde demoene mine lette og autentiske. Siden jeg elsker å hjelpe bedrifter med å vokse og løse problemer, prøver jeg å la denne entusiasmen komme til uttrykk i samtalen når jeg og den potensielle kunden utforsker alle de fantastiske tingene produktet mitt kan gjøre for dem."

‍MikeCarroll, leder for vekst hos Nutshell

Personlig tilpasning

Til slutt vil en produktdemonstrasjon - spesielt en som gjennomføres i sanntid - gjøre det mulig for bedrifter å tilpasse presentasjonene til seerne. Du kan ikke opprette unike nettsider for hver person som viser interesse for produktene dine. Men du kan tilpasse hver enkelt produktdemo du holder, slik at den dekker funksjoner og fordeler som de potensielle kundene vil finne nyttige.

Som du vet, er personlig tilpasning avgjørende i salgsarbeidet. Produktdemoer gjør det enkelt å innlemme denne filosofien i salgspraksisen.

"Når folk kan fortelle deg nøyaktig hva de trenger, er det enkelt å bare vise dem det. Det som er utfordrende, er å tilpasse produktdemoen til en person eller et team som ikke vet nøyaktig hva de trenger, men som vet at de trenger et CRM-system. Jeg tilpasser en demo ved å fortelle historien om Nutshell , hvordan vi bruker det og hvordan det hjelper teamet vårt. Selv om jeg gjør research om selskapet som prøver Nutshell, tar jeg ikke for gitt at jeg vet hva de kommer til å trenge. I stedet prøver jeg å legge mer av min egen erfaring inn i demoen."

Mike Carroll, leder for vekst i Nutshell

4 steps to the perfect product demo

En produktdemo kan være et bevis på at produktet fungerer, skape begeistring for selskapets tilbud og øke salget ved hjelp av personalisering ... men bare hvis produktdemoen arrangeres på en effektiv måte. I dette avsnittet skisserer vi en firetrinnsprosess som hjelper deg med å arrangere fantastiske salgsdemoer, uansett hva slags produkt eller programvare du selger.

1. Get prepared

Før du vurderer å ta en videokonferansesamtale med en ny potensiell kunde eller dra ut til en potensiell kundes kontor for å demonstrere bedriftens tilbud, må du undersøke kunden godt nok til at du kan skreddersy demonstrasjonen for vedkommende.

"Hvis du driver med B2B-salg og kan kopiere logoen deres fra nettstedet deres og lime den inn i demoen din der den vises som kunde, bør du gjøre det", foreslår Frank Chiodo fra Trivr Eats. "Hvis du kjenner bransjen deres og kan tilpasse ordlyden i demoen til deres terminologi, bør du gjøre det. Hvis du investerer tid i å fortelle historien om hvordan de konkret vil bruke og dra nytte av produktet ditt, vil det hjelpe dem til å forestille seg livet etter at de har sagt ja."

Hvis du ønsker å skreddersy demoen din til hvert enkelt kundeemne på denne måten, må du vite det:

  • Hvem som skal se produktdemoen din
  • Hvilken rolle hver av disse personene har
  • De daglige utfordringene de står overfor
  • Målene de håper å oppnå
  • 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

Som vi sa tidligere, er den enorme listen over funksjoner på nettstedet ditt nødvendig, men den selger ikke produktene eller programvaren din. For å lokke noen til å kjøpe noe, må du få dem til å forstå hvordan de kan dra nytte av det du tilbyr. Du må med andre ord beskrive hvilken verdi produktet eller programvaren vil tilføre den potensielle kunden.

Ta en titt på de to eksemplene nedenfor og bestem deg for hva som høres best ut:

  1. "Den nye lastebilen vår har 385 hestekrefter!"
  2. "Med vår nye lastebil kan du enkelt trekke båten eller campingvognen din!"

Den andre, ikke sant? Det er fordi den første setningen bare lister opp en funksjon. Den andre beskriver verdien av å ha denne egenskapen. Med mindre du er et skikkelig girhode, er "385 hestekrefter" i utgangspunktet ubrukelig. Men ved å beskrive hva 385 hestekrefter kan utrette, blir statistikken mye mer meningsfull og fristende.

Når du lager produktdemoer, bør du alltid se etter måter å forklare verdien bak produktene du selger, i stedet for å fokusere på funksjoner.

"Hvis du prøver å demonstrere hver eneste funksjon, er det som å drikke fra en brannslange, og det er lett å miste potensielle kunder", sier Jared Knotts, Account Executive hos Nutshell. "Hold deg til å vise hvordan løsningen din kan hjelpe dem med å nå målene sine." 

3. Answer questions

Effektive produktdemoer fokuserer på kundenes personlige behov. Men for virkelig å forstå hva kunden trenger av produktene dine, må du først spørre dem. Derfor foreslår vi at du starter hver produktdemo med en kort spørsmålsrunde.

Som bedriftscoach Maria Marquis sier om produktdemonstrasjoner:

"Når vi føler at vi må komme inn på alle talepunktene, ender vi opp med å snakke til deltakerne i 25 minutter før vi involverer dem. Og å spørre "har du noen spørsmål?" teller ikke som ekte engasjement. Jo mer du snakker om deg selv, desto mindre snakker du om de reelle problemene som potensielle kunder prøver å løse."

Begynn derfor produktdemoene med spørsmål som f.eks:

  • "Jeg forstår det slik at du ønsker å oppnå A, B og C. Stemmer det?"
  • "Du leter for øyeblikket etter måter å overvinne utfordring X på, ikke sant?"
  • "Hvilke spesifikke egenskaper er du ute etter i denne typen produkt?"

Når du har denne informasjonen, kan du tilpasse produktdemoen til hver enkelt kunde og gi dem en bedre opplevelse. Men ikke stopp der! Sett av tid både under og etter presentasjonen til å svare på spørsmål.

"Hver demo er forskjellig, men alle stiller spørsmål om pris, kontrakter, onboarding og support", sier Mike Carroll, Head of Growth, på Nutshell . "Du må være klar til å svare på disse spørsmålene på ulike måter, for selv om spørsmålene er de samme, er hensikten eller konteksten bak dem alltid forskjellig."

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

Avslutt hver produktdemo med et avsnitt om "neste skritt". Hva bør folk gjøre etter å ha sett presentasjonen?

"Produktdemoen må avsluttes med en oppfordring til handling - hvordan kan folk kjøpe, bestille, registrere seg?", anbefaler John Moss, administrerende direktør i English Blinds. Gi spesifikk veiledning, insentiver og oppfordringer til å gjøre det."

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.

Ikke la potensielle kunder bli sittende fast i salgspipelinen! Dytt dem forsiktig i den retningen du ønsker at de skal gå. Hvis du gir en effektiv produktdemo, vil de sannsynligvis følge deg.

LAST NED

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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.

LAST NED

16 maler for salgsprosesser for B2B-pipelines

Enten du skal lage din første salgsprosess eller revidere en eksisterende, vil disse Nutshell-godkjente malene gi deg et godt forsprang.

GRATIS NEDLASTING

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

Funksjoner

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

Fordeler

  • 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

"Personaliserte demoer har stor innvirkning på salget vårt", sier Mike Carroll fra Nutshell. "Vår samlede aktiveringsrate (prøvebrukere som blir kunder) ligger i gjennomsnitt på 12-14 %. Når testteamene får en demo, øker dette tallet til nesten 40 %. Folk vil se hvordan produktet fungerer og hvordan det vil fungere for dem."

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.

Husk derfor å følge de fire trinnene vi har beskrevet i denne artikkelen:

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

Leter du etter en annen måte å øke salgstallene på? Kjøp et Nutshell abonnement til teamet ditt. Vår populære programvare for CRM og salgsautomatisering er enkel å bruke og fullpakket med praktiske funksjoner som du kan bruke til å bygge bedre relasjoner, gjøre kundene fornøyde og selge flere av bedriftens produkter. Prøv Nutshell gratis i dag!

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