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Product demo 101: how to sell the product not the idea

Many product demos focus on the features rather than the benefits for their customers. It is crucial that you consider your customer’s pain points and how your product solves those in your demo. Let’s take a look at how to prepare for a product demo that sells the products like hotcakes.

Step 1: Know your customer

As with anything related to business, you need to impress and convince your customer to buy from you. To do this you have to ensure that your demo uses language that your customer understands and highlights the benefits and pain points your product solves. You also need to know where the customer is in the sales funnel. If they are new customers, they may like to hear background information about your business. If they are return customers, they may want more information about the product or service you are offering them, so you need to adapt your demo

Step 2: Hone in on the benefits

Do you know all the features of your product or service? It is important to link the feature to how it benefits your customer. Most people want to know how something will benefit them before they will part with their hard-earned cash. So, it is important to highlight their pain point and how your product will help them to deal with it.

STEP 3: Consider your environment

Will your demo take place online or face-to-face? If you are demoing your product at a shop then ensure you don’t crowd the cash register or a pathway where people want to walk while they browse in the shop. You should also let your customers interact with the product if it is safe for them to do so. If you are demoing the product online, ensure that you are always in the frame as you demonstrate the product and give your customers time to ask questions.

STEP 4: Keep it short

Remember to focus on the pain point of your customer, ask them questions and listen to their answers. This will help you to highlight the benefits which they are struggling with and know if you need to move on. Because you have done great research on the pain point which matters most to your ideal customer, you should be able to keep your demonstration short.

STEP 5: Practise

This is not a time to practise your improv skills. You need to practise your demo. Make sure you know how to use the product and all the functions it has on offer. The demonstration should be lively and inviting, therefore make sure more than one person can demo the product so that the presentation doesn’t get stale after a while.

STEP 6: Give a call to action

You have given the demo, and the customer is suitably impressed and wants to take the next step. You need to make sure you have the product or documents ready for the customer to move further down the sales funnel. If they seem interested but not ready to buy, you need to have a flyer (that they can take away with them) which highlights the benefits you mentioned as well as your contact details.

By following these six steps you will be well on your way to creating a great product demo.

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