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5 tips for making your product demo more fun… and closing more sales, too

“Sooo here’s how you log into our product… make an account… do a basic thing…”

This is definitely not how to make your product demo engaging and fun.

… But as April Dunford points out, it’s how most product walkthroughs tend to be:

  • Too focused on elementary, bland, and boring stuff.
  • Too focused on features instead of the value they bring to customers.
  • Skimming the benefits, but not expounding on them enough. “This will save you time.” Yeah? How much time?

Instead of doing demos like everyone else, April suggests improving yours and closing more sales by taking a few intentional steps…

First, set the stage: Start by positioning your product in a specific context. What’s the real problem? How do we solve it? What are the tradeoffs? Where do you fit?

Remember, your walkthrough is not a lecture… It’s a conversation.

Show customers why your product is unique: “We built [product] because it delivers [value] like nobody else and it’s ideal for [customer].”

Spell it out for your customers; don’t make them figure it out on their own.

Emphasize the product’s differentiated value: For example, “We’re the only solution that cuts your dev time in half. Here’s how we do it.”

Cut down—or completely eliminate—the time you spend on features that don’t move the needle for the customer sitting in front of you.

Include proof: You say you deliver value? OK, prove it. Provide stats, customer references, quotes, and video testimonials in your slides.

End by agreeing on what happens next: Don’t just wrap it up, pack it up, and leave. Instead, nudge customers to take the next step.

“We would be happy to dive deeper… Should we arrange a proof of concept meeting? Who should we reach out to? Can we give you a quote?”

All this will make your product walkthrough much more engaging. It’s also an opportunity to position yourself as a different, better alternative to your competitors.