The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 years ago

Friday Fundamentals EP 11: How To Give a Great Demo


On this episode of Friday Fundamentals, we discuss the nuts and bolts of giving a good demo.

A demo is an emotional event. When people see your product, they may not remember the features you've showed them. They remember the feeling they felt when you were showing them your demo. 

Speak to the 'why'. 

... of your friendly neighborhood sales hacker podcast. It is Friday fundamentals and today we've got Travis Bryant, who is our guest this week on the show, and we're going to be talking about how do you give a great demo, and Travis started off as a sales engineer. He knows both the marriage and the perfect union of technical and relationship skills that are require the art and the science of sales, and so he's going to talk to us about what makes a great demo. Now, before we get there, we always have to thank our wonderful sponsors. So Friday fundamentals is brought to you by outreach. Outreach triples the productivity of sales teams and powers them to drive predictable and measurable revenue growth by prioritizing the right activities and scaling customer until engagement with intelligent automation. Outreach makes customer facing teams more effective and improves his ability into what really drives results. Now coming up in March, so you should be listening to this.

It should be like the first or second week of February. Remember there's always a time delay. We've got unleash. So unleash's the conference that outreach runs. It's going to be in San Diego. So if you're in the east coast, this is a place to go to escape the terrible, Shitty east coast winters. It's going to be March ten through twelve and San Diego. Listeners of the pod get a hundred dollars off. All you got to do is center the code sh pod. So hop over to unleash dot outreached io and use the code sh pod to save a hundred dollars off your ticket. I'm going to be there. I'm doing a session with Dan Cook, VP sales from lucid chart, who's been on the pod before. It's going to be awesome. We will get there. But now we want to talk about Friday fundamentals. We've got Travis Bryant, entrepreneur and residents at red point and deep, sort of former sales leader from sales force and optimizedly, among other places. Travis, in your opinion, how do you give a great demo? Use outreach. Obviously we can make this good. That's IT and stop. Yeah, yeah, so this is a topic I get super fired...

...up about because, first of all, everybody can think that just showing a product is demo and there is a real art to it and, like a lot of crafts, there is mastery. So breaking it down into a couple of practical guidelines, I suppose, because everybody's product varies quite dramatically, so it's hard to be specific here. But the first thing that I would say is that a demo is an emotional event. It is not a technical event. So what do I mean is that when people see your product, they don't remember the features and functions that you showed them, they only remember the feeling that they had as you were showing it to them. And so the most important element to to insent or create is an emotional response as the product is being demonstrated and and that's where the leg work really becomes important, of...

...story and the narrative thread and how the components of the product that you're showing speak back and resonate emotionally with those individuals and and there is no substitute now for the leg work that's involved to tailor that vocabulary, that story, that narrative thread, to resonate with the people who are on the the other side of the line. Digging down from that, then, what do I mean by story and narrative thread? Well, showing off features and functions in a product and clicking around here because they're cool or because they're new are completely irrelevant if they don't serve the story and you have to start thinking a bit like a screenwriter, right. How do you create that Narrative Hook that lets people know where you've come from in the story, where you are in the story and where you are going in the story? And there's there's a lot of...

...effort that goes into how to build that threat so people can all along. And if you think about also, the majority of Demos that are are done are today are done online, and so you can't really get that response, the visual response that people are leaning in, they're paying attention that there you can their eyes get bigger. They want to ask a question. They've got that body language. So you have to create those moments in that narrative thread that to guide them along and to give them the opportunity to ask those questions. In the early days of when I was an essay at sales force, we used to joke about the shit show harbor crews, which was just getting on and just pointing out tabs like like you'd be on the the harbor crews in New York Harbor, pointing out, over here is a stature liberty and over here is Ellis Island. That was the accounts tab and the context tab and the opportunities tab and and we really evolved our thinking. They're to try... create a story that would be able to guide people to why was this something that you were going to buy was going to help your business run better? And that, to me, is another key part, is that story, that narrative thread that guides through the product. Everything is speaking back to not the what, but the why. Why is this going to make your business better? Why is this going to take advantage of an opportunity that you have in your business? Why is this going to eliminate a risk or threat that you have in Your Business? Everything, when you point out at feature, it's not it does this, it's this is how this works and why this is valuable, why this is going to impact you personally or your team or your company in some sort of positive, positive faction. There's a difference between giving a training of a product where you have to teach people how to use it and giving a demo, which is you have to teach people why they should part with their hard earned money to purchase it, and I think...

...that idea of story, narrative thread and tying what you show them back to the why is core principles that I've always used to help make it a more entertaining and a more emotional reaction to what you're showing to try to incent a decision. I love it. That was incredibly useful. Remind us, Travis, you mentioned it on Tuesday, but if people want to get in touch with you, what's the best way to get in touch and how should we reach you? Linkedin tea, Bri Eighty or travis at sales human group? Awesome, Travis. Thanks so much for being on this week. We'll see you soon. Hope to see in San Francisco the next time I'm there, and thanks for being such a great guest. Thanks, am it was great.

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