“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?
Product walkthrough demos generally suck (I've seen a lot of them). I think doing a good one is easy. Here's how I like to think about it – 1/13
— April Dunford (@aprildunford) August 19, 2022
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.
Alex Lim
Alex Lim is a certified book reviewer and editor with over 10 years of experience in the publishing industry. He has reviewed hundreds of books for reputable magazines and websites, such as The New York Times, The Guardian, and Goodreads. Alex has a master’s degree in comparative literature from Harvard University and a PhD in literary criticism from Oxford University. He is also the author of several acclaimed books on literary theory and analysis, such as The Art of Reading and How to Write a Book Review. Alex lives in London, England with his wife and two children. You can contact him at [email protected] or follow him on Website | Twitter | Facebook
