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Sell the way buyers buy

Gal Aga attended over 100 sales demos as a buyer. He highlights six ways to stand out and why most demos fail to make an impact:

1. Engaging introduction

   • Skip the deck and small talk.

   • Create a genuine connection quickly.

   • Clearly align on demo expectations and show preparation.

2. Thoughtful reflection

   • Avoid BANT checklists and generic phrases.

   • Have a conversation that prompts the buyer to ask hard questions about their business.

   • Help the buyer structure their understanding of the problem they're trying to solve.

3. Valuable slides

   • Focus on discovery, not logos or awards.

   • Frame problems, trends, and solution approaches.

   • Create slides that can be easily incorporated into the buyer's internal business case.

4. Effective discovery

   • Don't rush through discovery to showcase features.

   • Use questions and slides to demonstrate understanding and fit.

   • Make the buyer feel confident in the solution and partnership before the demo.

5. Targeted demo

   • Avoid feature dumps and focus on capabilities that directly solve the buyer's problems.

   • Allow time for discussion and addressing concerns.

6. Controlled call

   • Treat the call as a top priority.

   • Allocate time for a strong wrap-up, including a value validation question.

   • Share ideal next steps and leave time for discussing the buyer's process.

Increase your close rate

Ethan Smith maps out his successful demo strategy that boasts a 90% close rate. Here's how he does it:

1. Limit the screenshare

   • Wait 8-10 minutes before sharing your screen.

   • Reaffirm the prospect's pain points first.

   • Share the screen briefly to show the solution, then stop sharing.

   • Use this to spark a conversation and maintain engagement.

   • Repeat for each pain point to keep the dialogue active.

2. Use open questions

   • Avoid closed questions like "Does that make sense?" or "Any questions?"

   • Instead, ask open-ended questions like, "I showed you that feature as I believe it could add value—do you agree?"

3. Closing the demo

   • Identify clear next steps based on the conversation.

   • Ask, "What would it take from your side to move forward?"

   • Address any questions about next steps or onboarding.

   • If the response is positive, schedule a follow-up meeting or onboarding session.

The art of the cinematic demo

A while ago, David Weiss shared his effective demo framework called the "Cinematic Demo." This approach is simple, memorable, impactful, and focused on the buyer.

Here’s how to execute it:

1. Preparation:

   • Identify features that solve specific buyer problems.

   • Break these into separate stories and talk tracks, called "Demo Fragments."

2. Execution:

   • Step 1: Hot opening

     • Recap the buyer's problem and the impact of solving it.

     • Promise to show how you will solve it, focusing only on their main issues.

   • Step 2: Demo with Tell-Show-Tell

     • Start with a strong Demo Fragment.

     • Explain the problem, show the solution, and discuss its impact.

     • Encourage discussion on the solution's effectiveness and implications.

   • Step 3: Repeat

     • Apply Step 2 to all relevant problems and fragments.

   • Step 4: Conclusion

     • Leave 10-15 minutes to confirm solutions and discuss impacts.

     • Identify others who should be involved.

     • Plan further evaluations and book next steps.

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