Prioritize the problem - not the solution

Jen emphasizes that the main goal isn't to show the value of your solution first. Instead, help prospects see why the business problem your solution solves should be their top priority.

Most companies have numerous issues they want to fix, but limited time and money. Jumping straight into a product demo often leads to false hopes and inaccurate forecasts. Prospects might agree your solution is better, but still delay action because other problems are more urgent.

Jen suggests treating inbound conversations like outbound ones. If someone insists on seeing a demo first, show them, but save time for these important questions:

• “We agreed the problem is X. Who might have a different opinion on what ACME should be solving? Why?”

• “What other business problems need addressing before this one?”

• “Who might be skeptical about prioritizing this problem? Why? What would they prioritize instead?”

• “Who is likely to support keeping things as they are? Why?”

Remember, an accurate pipeline is better than a big pipeline.

Better questions for demos

Michael advises stopping the use of these phrases in demos:

• "Any questions?" - Usually gets a "no."

• "Does that make sense?" - Comes off as condescending.

Instead, try these 10 questions to engage your customers:

1. How does what you're currently doing compare to this?

2. You stated Y is your biggest challenge. How would this help (if at all)?

3. How do you see yourself using this part of the product?

4. You mentioned your colleague (name) earlier. How do you imagine him/her using this?

5. What was most relevant from what I showed here?

6. What would stop you from using this?

7. How does this compare to other solutions you've looked at?

8. How do you imagine your team using this?

9. You mentioned Z was a goal for you. How could this help achieve that (if at all)?

Including "if at all" gives buyers an easy out, preventing them from feeling cornered or pressured.

Simple guideline for better demos

Dominic shares tips on improving product demos. Most demos he observes feel like one-way PowerPoints, causing prospects to lose interest.

Here’s how to make your demos better:

1. Pre-call: Review your notes. Pick 2-3 key features. Prepare a story to tell.

2. Intro: Recap what you learned from discovery. Get confirmation from the prospect.

3. Show: Highlight the top feature that addresses the prospect's main pain point and goal.

4. Ask:

   • How does this help you solve ABC? (Relevance)

   • What impact does this have on your business/team/you? (Impact)

   • Imagine a team member using this. How do you see them using it? (Emotional appeal)

5. Repeat Step 4 for 1-2 more features.

6. Recap: Summarize learnings and define the next steps.