The $50M demo framework

Gal Aga outlines a demo framework that helped drive $50M in ARR by focusing on the buyer’s needs rather than a standard product tour:

1. Define “what good looks like”
   Demos should validate that a product addresses root problems. Create a clear map linking common customer problems to product features, so AEs know exactly which demo paths address each root cause.

2. Identify “lightbulb moments” in discovery
   Use discovery not just for qualification but to uncover “lightbulb moments”—specific buyer challenges that inform which demo path to take. Ask targeted questions to find these unique insights.

3. Recap the “Why” before each demo section
   Keep connecting each feature to the buyer’s needs. For instance, if access to CxOs is challenging, recap with something like, “Your team struggles to access CxOs behind email walls.”

4. Demo solutions, not features
   Shift from a product tour to a problem-solving approach. Instead of saying, “Here’s our analytics,” show a scenario, like how Aligned could bring visibility into buyer engagement, making it easier to reach decision-makers.

5. Validate value, not understanding
   Make the demo an interactive value discovery. Instead of simply asking if it “makes sense,” prompt buyers to envision how they’d use it, e.g., “How might this help your team with multithreading?”
   

How to avoid early discounts

Salman Mohiuddin advises salespeople to pause before offering discounts after a successful demo.

Here are five checks to make sure you're negotiating strategically:

• Confirm value alignment
  Ensure every decision-maker sees the value and understands the business case. If they don’t, you need to clarify this before moving to price discussions.

• Establish vendor preference
  Find out if you’re their top choice. Ask directly, "Aside from pricing, which platform does your team feel best meets your needs?” If you’re not the favorite, keep working on building confidence before discussing pricing.

• Involve procurement early
  Get procurement on board sooner rather than later, ideally through your champion. Make sure they know the value of your solution and the problems it solves. Avoid offering discounts prematurely, as procurement will negotiate from your starting price.

• Clarify next steps
  Know the full approval process before negotiating. Ask, “If we agree on price, could you outline the approval steps and who’s involved?” This ensures you’re not left in the dark about signing stages.

• Use “give” and “get”
  If offering an incentive, request something in return, such as a multi-year deal or a case study. This two-way exchange strengthens the negotiation without setting a precedent of discounting without a trade-off.

Transform demos into powerful stories

Keith Weightman emphasizes improving sales demos with these five clear steps to make presentations impactful and engaging:

1. Identify the FAA
   Start by understanding what the buyer wants to Fix, Accomplish, or Avoid (FAA). Ask why this goal matters and why it’s urgent. Use their answer as the core of your story.

2. Define win themes
   Pick 1-3 unique themes that highlight why your solution is the best choice. Make sure these themes stand out and are tailored to the buyer’s needs.

3. Create a structured story
   Avoid random feature-hopping. Build a clear storyline that flows logically, using language and examples that resonate with the buyer’s world. Write an outline or even a script to keep on track.

4. Prepare the demo environment
   Customize your demo with the buyer’s terminology and workflow. Set up specific pages, clicks, and fields so you won’t have to apologize for technical issues, poor internet, or irrelevant data.

5. Do a dry run
   Practice the entire demo before going live. This rehearsal helps you catch and fix issues with story flow and timing, so you can present confidently.

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