Magnus Marketing Blog

Having worked with a ton of startup software companies, both traditional and SAAS, I have seen just about everything with respect to demos. What follows is a list of DO and DO NOT's based on actual experiences across a variety of companies:

1. DO - Run a professional demo that plays to the client interests and highlights specific functions or features that are relevant or key for them. Ask if a particular function is important or if they need additional features.
DO NOT - Cover everything and go over every feature or function, particularly if certain aspects are not relevant. Research the company a bit in advance and tailor the demo to the company.

2. DO - Ask questions and intersperse follow up questions and observations regarding the prospects questioning and commentary. Acknowledge when a positive comment is made from a prospect and confirm that the information is accurate.
DO NOT - Intersperse the demo with self serving commentary like "I knew we built a great product when we developed it!" or "You really are a smart guy who realizes great stuff when you see it". Or worse yet, talk and talk and talk without acknowledging anyone else on the demo or centering the discussion solely on you, your company, and the greatness or capability of your product.

3. DO - Acknowledge that a particular feature or function is not present in the software. Determine whether it is something that SHOULD be there or can be billed to the prospect as a time & materials project.
DO NOT - Off the cuff say, "NO, we don't do that" and end the conversation without asking for clarification of what the prospect wants, scoping out the requirement, or understanding how impactful from an overall market adoptive stance the additional feature can be.

4. DO - Acknowledge and address objections when they arise, stop the presentation and ask for clarification and try to "turn the thinking" to your insight unless the objection is really something out of bounds for the company or product.
DO NOT - Let an objection go, especially in early product launch, without further clarifying and understanding it. By not asking why the prospect believes what they do or why they perceive the issue, an opportunity to better understand the buyer is missed.

5. DO - Use demo's as a showcase and step forward in the sales process, chances are a demo is only the FIRST serious look at what you have to offer. Use the first demo to really understand and further qualify your prospect and gain more insight into why they are your prospect.
DO NOT - Assume demo's are the act of closing a deal or that they should only be reserved for "certain" people or after certain steps are achieved. We live in a VERY small world where word of mouth is powerful. Not allowing someone to see a demo can send a negative message that your product is not really that great also.

Many of the entrepreneurs I have worked with are very close to their creations and forget to separate themselves from the act of selling a solution - yah, that is another thing - you are selling a solution. Making sure that the software solves a problem which is clearly demonstrated along with the benefits also helps, not just a long winded boring speech. And, hey, don't forget - I am on the demo also!