The “Great Demo!” Model 7900 Westpark Drive, Suite T107 McLean, VA |
The Basic Idea "Do the Last Thing First" – Showing the best, most compelling screen(s). < 2 minutes – Show how a user would get there. < 4 minutes – On Target? The audience will ask for more deail. ~ 20 to 30 minutes
Remember the Chain of Pain? Identify where in the chain your product capabilities address the CBIs Use the chain to map your solution upwards to demonstrate positive impact on final decision makers The Demo should illustrate clear solutions to prospects CBIs
The Great Demo Pattern Present the Illustration - Summarize Do it - Summarize Do it Again - Summarize Questions and Answers Summarize
Prepping the Demo 7900 Westpark Drive, Suite T107 McLean, VA |
Research Direct – Customer's Current Workflow – Examples of Reports – Specific Problems they are encountering – Their vision for a solution Indirect – Company Website – Industry Web sites / journals – Your Marketing / Sales Team – Competitor Sites
Coordinate Infrastructure If going onsite, make sure to coordinate infrastructure needs with client – Using client machines? – Network connectivity – Projector – Speaker Phone – Conference room – Whiteboard If demo requires other special infrastructure
Create The Outline Introduction Present the Illustrations for each Solution For Each Solution – Re-present the Illustration for that Solution – Rapidly demonstrate that set of Specific Capabilities, followed by a brief summary – Walk more deliberately through demonstrating that set of Specific Capabilities. Summarize for that set of Specific Capabilities Summarize for all sets of Specific Capabilities Questions and Answers Final Summary
Summary and Introduction Create the Summary First – Begin with the End in Mind Then Create the Introduction
Summary Take into account the objectives Summary Outline – "Thanks for inviting us. Our objective today was to... We shared a number of solutions with you. Let me review these in order." For Each solution – "I showed you the ability to [Specific Capability]" – "Initially, I showed you the [Illustration]" – "Then I showed you briefly how I prepared that [Illustration]" – "I then ran through that process again, in more detail." "We then addressed your questions" For Each Question – Restate the question briefly – Restate the answer, briefly "I believe we met our objective this afternoon and that we do provide the abilities you need to address your problems. Thanks again for coming this afternoon."
Introduction Use the summary, but change to future tense Add a checkpoint to get agreement you’re on track with expectations
Summary Introduction Take into account the objectives Summary Outline – "Thanks for inviting us. Our objective today was is to... We shared will share a number of solutions with you. Let me review these in order." For Each solution – "I showed will show you the ability to [Specific Capability]" – "Initially First, I showed will show you the [Illustration]" – "Then I showed will show you briefly how I prepared that [Illustration]" – "I then ran will run through that process again, in more detail." "We then addressed will address your questions“ “Is this agenda in line with your expectations for today?"
Building the Demo 7900 Westpark Drive, Suite T107 McLean, VA |
Create the Illustration(s) Most important tool Concise, visual method of communicating the reality of a solution Understand both – What the final output is – How it is consumed Should generate hope and curiosity
Situation Slide For each Illustration, develop a Situation Slide Should generate hope and curiosity Customer: Company Name and Job Title who owns the CBI Specific Capability(ies) needed The Delta (what is desired, what is possible with proposed solution) – Cheaper – Better – Faster – Not possible before – Be Specific Money Time People
Create the First Pass – “Do It” Straight line: Shortest path from launching the product to producing the Illustration No extra explanations, no additional talking, no side trips: Just Do It!
Create the First Pass – “Do It” Two Goals – Technical Proof: Your product can achieve the Illustration just shown – Your product is fast, easy and logical to use Create a vision of reality – Use realistic names (not "demo", "123", etc.) Reduce the number of steps as much as possible
Create the Second Pass - "Do it Again" Similar to the first pass, but allows for exploring more options, develop more details, and explain more fully what you are doing. Will often be used to address questions generated during the First Pass Must still focus on the Specific Capabilities needed by the customer - don't get off track.
Delivering the Demo 7900 Westpark Drive, Suite T107 McLean, VA |
Build the Timeline Introduction: 1 to 2 minutes Illustration: 1 to 2 minutes Do It: 1 to 2 minutes Do It Again: 5 to 10 minutes Q&A: 5 to 10 minutes Summary: 2 to 4 minutes
Practice Get flow and timing right Get messaging right Present to internal selling team when warranted and possible Adjust and Refine
Confirm! Confirm the Agenda! Confirm Infrastructure!
Demonstration Roadmap Slide showing the specific outline for the customer demonstration Can be used as a reference point throughout the demonstration