Sales demonstration: how to make and focus on the customer’s pain? See 4 tips!

sales demonstration

sales demonstration

Sales demonstration is the time where the seller has the opportunity to show the product or service to their potential customers. It’s time to be persuasive and didactically show how the solution overcomes the client’s pain. For this, some strategies are needed.

In the inside sales model, it is common for sellers to use a video conference to demonstrate what they sell.

It can be either a physical product or a service or software (so-called Saabs sales).

The sales demo can be either pre-recorded or real-time, live.

In these cases, it is most often the responsibility of the seller to provide potential customers with an overview of resources, highlight cases and be didactic in showing how to apply the solution in practice.

But how to do this, delivering the value the customer needs, while empathizing with their pain?

That’s what, from now on, we’re dealing with in this post. We’ll talk about the existing types of sales demonstrations, as well as 4 steps for you to be able to be more persuasive in this mission.


Good reading!

The most common sales demo types

Before we can better understand how a sales demonstration can be more persuasive, we need to separate them into types.

And 3 of them are basically the main ones.

  1. Demonstration for a group;
  2. Individual demonstration;
  3. Technical demonstration.

It is important to understand that each one has its characteristics and that negotiation techniques vary from one to the other.

Furthermore, within your sales routine, you may have to face one or all types of sales demonstrations.

Here, let’s be clear, we are talking about inside sales. The sales model made within the company, ok?

1 – Demonstration for a group

It is a presentation in which the salesperson demonstrates their product or service to a group of people.

This usually occurs when there is more than one person responsible for making the purchase decision.

So you need to have a bigger organization and deal with different kinds of expectations and objections.

The questions will range from simple (from things you’ve even explained in the videoconference) to more complex and technical.

And you have to be prepared to respond to all of them. A valuable tip here is: leave your sales playbook open.

In it will be answers to top type objections and you will be able to respond more quickly to the doubts that arise.

2 – Individual demonstration

sales demonstration

This is a presentation made exclusively for one person. It is easier to focus on the presented pain.

The seller must do the so-called “active listening” and only intervene in a didactic way.

Ask open-ended questions and let the qualitative answers indicate which path you should take in your speech to get your sales closed.

Also, be sure to ask if this person will be responsible for having the final say on the purchase.

This will help you focus on the key benefits of your solution and communicate them in a didactic way.

After all, if this person is not the decision maker, they will need to report about the videoconference to their superiors – and it is essential that they understand everything!

3 – Technical demonstration

It can be either individual or for a group. But here, instead of talking about business, benefits and sharing cases, the focus is on the technical part.

This is very common for companies that work with a pre-sales technician. The person responsible for combining a scope of some project.

In practice, there’s not much mystery. The ideal (if possible) is to ask someone from your product or service development team for further clarification.

This, of course, depends on the magnitude of the project. In smaller sales you certainly won’t need to take off anyone from your technical team.

Your sellers need, in addition to understanding the business, to know the technical aspects of what they sell.

Benefits of a sales demonstration focused on customer pain

We can highlight 3 advantages that you reap almost immediately when you manage to make your sales demonstration more assertive and didactic.

  1. Proof;
  2. Desire;
  3. Customization.

All of them are elements that contribute to the prospect not only trust (even more) in what you sell, but also see undeniable value in your product or service.

1 – Proof

The most obvious benefit of running a customer-focused sales demonstration, on your pain, is the ability to prove what a company promises.

Your organization’s website can say what it wants. It can list features, show your system screens, show social proof, show the plans page…

But until a potential customer really sees – with their own eyes – what your solution can do for them, they won’t be convinced that you’re the best alternative.

Nor will you really understand what his needs are or will you focus on really helping him above all else.

After all, no one will make the decision to buy until they are absolutely sure that it is the ideal solution.

That what the company actually says it does can happen in practice, regardless of the price it costs.

After all, if you solve the customer’s pain, if you can prove your worth to them, most of the way will have been covered.

2 – Desire

sales demonstration

While it’s important to show what your product or service does, you also need to spark desire with what you sell.

So, while you understand the customer’s pain, you focus on the benefits it brings. And in the feeling it generates.

Mind you: it’s very different from simply listing the features.

You’ll even be being didactic, but you won’t be able to arouse desire, or that “glow in the eye” of the prospect – do you understand the difference?

Either way, you will always be empathetic. You will listen to what the customer has to say and show that you can help them.

But it will do this by arousing good emotions in him.

3 – Customization

Finally, a sales demonstration that focuses on the customer’s pain will allow for a personalized speech for each of the prospects.

Your marketing team can even create specific lead capture pages based on the needs of a specific type of customer.

But anyway, it will be necessary for sellers to direct the speech to those who will be negotiating at that time.

Following a ready-made, closed sales script is important at first in order to bring the conversation to the desired level.

But, from there, it is essential to customize the speech, the terms, and the way to intervene. All.

You want to generate empathy, right? To do this, apply some rapport techniques that will show you the best way to deal with each specific customer.

How to make a perfect sales demo?

An assertive sales demonstration needs to prove what you say, spark desire, and be personalized.

But how to achieve this in practice?

We’ve separated 4 steps so you can be persuasive while delivering the value the customer needs.

  1. Preparation;
  2. Show of value;
  3. Assertive answers;
  4. Guidance.

Let’s check each one of them?

1 – Preparation

Before considering starting a sales demo with a new potential customer, you need to do some research on them.

It’s critical to discover enough to make a personalized presentation, focused on your needs.

What to do? Well, first of all, talk to the SDR who qualified the lead: ask for some impressions of their conversation.

But first, better understand the role of pre-sales in your company and why it is different from the salesperson. Listen:

CRMPipeRun · Difference between Pre – Sales and Sales

Enjoy your CRM system has web phone integrated and hear the call to the pre-sales team made the prospect:

  • What needs did he expose?
  • How was his receptivity to the questions?
  • What shade did he use?
  • What did he put as a need? Doubt? Objection?

Anyway, extract all kinds of information possible. See his interaction history with the company.

The emails you opened; the emails you responded to; the materials you downloaded.

Another important point: what terms did he use in the conversation with SDR? Use in your presentation!

And do this by telling a story about how a client in the same situation as he solved his problems, for example.

Tell it in a way that the customer can imagine themselves in the same situation. Use some mental triggers for this.

If you really want to customize the sales demo for each customer, in addition to what we’ve already mentioned, you’ll need to know:

  • who will see the product or service demo;
  • what is the position and power of influence of each of these people;
  • the daily challenges they face;
  • the goals they hope to achieve;
  • How they think your solution will help them.

Another important tip: set an agenda for the demonstration.

Show how you structured the moment and ask for feedback on which points the customer considers most important to focus on.

This way, you will start from a positive point, leaving him comfortable and confident that you will probably meet the existing needs.

2 – Show the value

sales demonstration

As we talked about earlier, however much you list all the features of your service (something necessary, of course), it won’t sell them alone.

To entice someone to buy something you must make them understand how your offer, in practice, will bring irrefutable benefits.

In other words: you need to describe, show very clearly, the value of what you have to offer your buyers.

Here, the idea of ​​making them see themselves having this benefit comes in again. And not just talking about a feature that seems so far away.

Listing resource will not cause you to arouse a strong and even immediate desire in the customer. Make him see himself benefiting from use – then yes!

Always look for ways to present it in the form of a benefit when you have to talk about a resource. As a result. In the end – not in the middle, ok?

3 – Answer the questions

A really effective sales demonstration focuses (by now you know, right?) on customer needs.

And to understand what they really need you, logic, must ask the right questions.

Encourage them to talk – and listen carefully to find a loophole you’ll enter.

So, if you start talking about yourself, the company, the product, the cases, you will be starting in a bad way.

Start with questions like:

  • I realize you want to get X, Y and Z, correct?
  • What specific features are you looking for in this type of service?

Once you know this information, you can customize the product demo to your strongest needs.

After all, you want to allow for a positive experience at all times, right?

And, well, although no presentation is the same, you’ll never be able to escape issues such as price, terms, support, and more.

Obviously you won’t fail to respond, but always say this accompanied by a positive or explanatory comment.

4 – Guide the next steps

sales demonstration

Finally, end each of your demos with a kind of “next steps”. In other words, what should people do after the sales demo?

Therefore, an action plan must be executed as soon as the “goodbye” is given between both parties in the videoconference.

It is up to the seller to guide these steps. Give clear incentives and instructions for what needs to happen.

This will depend on the company’s sales process. But generally speaking, after the video call ends, the seller will send you a business proposal under the agreed terms, right?

The important thing is not to leave the opportunity stagnant in one step of your sales funnel.

Move the card to the proposal stage and give it enough time to evaluate and respond.

If it takes too long, you put the follow up step into action, encouraging him to give feedback for the condition offered.

A well-targeted sales demonstration, focused on the customer’s pain, personalized, is the right way for you to prove your value and lead your negotiation very well.

So, how can we help you?

Enjoy and read two articles that will help you positively impact your customers at all times.

The first one brings some important sales techniques to be applied in your business.

The second talks about the importance and how to set SMART goals in your company.

Good sales!