1. Planning Your Demonstration

2. How is selling construction technology different than other products?
What steps are involved?

3. Planning Your Demonstration
Customer Selection & Interview
Site Selection
Site Visit & Reconnaissance
Interface with Engineers & Surveyors
Gather Design Information
Setup Equipment
Describe Features & Benefits / ROI
Demonstrate Relevant Features
Review After the Demo

4. Customer Selection & Interview
Select a customer that is:
Patient and accepts technology
Already using other technologies
Ensure the customer:
Feels confident trying the technology
Dedicates resources
Identify problems that can be eliminated
Get commitment
Set expectations
Agree to a time frame
Choose a customer that is patient and won’t give up easily when something goes unexpectedly.
Ensure the customer is willing to dedicate money and personnel to best prepare for adoption of the technology.
Make sure the right people will be present at the demo.
Discuss desired outcomes when discussing expectations

5. Site Selection
Small example site design (easiest) or actual customer site
Get an idea of current projects and pick:
A non-specialty project
Easily accessible
Suitable to the application of the technology
Free of devices that may cause radio interference
Pick a non-specialty project so you can demo on applications you know well.
Lots of support will be involved with a new customer. Try to avoid sites with difficult access like remote locations.
Make sure to demo on site where the technology will work. For example, avoid a wooded site if you are showing GPS.
Sources of radio interference can include radar, microwave, cellular towers, etc.

6. Site Visit & Reconnaissance
Do a recon visit well before the demo
Visit the site and take note of:
Size of the project (length and width)
Obstructions that can affect GPS
Locations for equipment setup
Design and control point locations
Sources of radio interference
Problems that can be addressed
Locate in Google Earth and take pictures to discuss with your Trimble Representative
Size: Record length and width, elevation change. GPS site calibrations and radio coverage are limited by project length.
Obstructions: Examples include mountains, trees, power lines, buildings, etc.
Potential locations: Near the middle of the project with no obstructions.

7. Gather Design Information
If you choose to demo on a real project, you will need the following:
A paper set of plans for the project (paper rules over CAD)
Control points from the Surveyor
Design information from the Design Engineer
Do this well before the demo – it will take time
Don’t take on unneeded liability
Don’t create new control points
Don’t alter data
Assist in gathering data form the Surveyor / Engineer
Control Points:
North, East, Elevation for control points
Must have at least five (5) 3D points
Must surround the project and not be in a straight line
Must be more precise than required project tolerance
Design information:
Know the units (Meters, US Survey Feet, or International Feet)
Linework (CAD data in DWG, DGN, or DXF format)
Surface (LandXML or 3D faces in a CAD file)
Don’t take on liability:
Only use the information given to you
Don’t alter data unless you understand the associated liability
If you interface with the Surveyor or Engineer, get to know them well:
You will need them to provide design data and control points
You may deal with them on future projects

8. Setup Equipment Practice setup before you visit the customer
Make sure the customer is present
Choose a good location
Describe the top features / benefits as you set up the equipment
Let the customer get their hands on the equipment
Make sure to point out the ruggedness
Use best practices
You are setting an example for the customer
Consider the demo an initial training
Make sure the right customer personnel are present during the equipment setup so they know what is involved.
Choose a good location for equipment setup that is:
Secure
Has a reliable power source
No obstructions or radio interference
Won’t have to be moved later

9. Describe Features & Benefits / ROI
Explain features and benefits of each component
Know the top 5 features of products demonstrated
Speak clearly, concisely, and in simple terms
Explain why each feature is beneficial
Equipment is designed to be easy, but it’s still tech
Discuss Return On Investment (ROI)
How can each feature save time and money?
How quickly can the equipment pay for itself?
Use an ROI spreadsheet to calculate real savings
Equipment is designed for construction
Don’t overdo it – keep it simple and stick to the top 5 features.
Make the setup seem easy, but be clear that the customer still needs dedicated, trained personnel to manage the technology.
The equipment is made for construction. It is designed specifically with construction in mind and it is designed to be easy to use.

10. Demonstrate Relevant Features
Demo a design relative to customer’s work
Show top 5 features that relate to the workflow
Show features that address problems
Demonstrate as much ROI as possible
Focus on issues that can’t be resolved without technology
Don’t forget software – it wins people over
Don’t show features that don’t apply. For example, don’t show road staking if the customer doesn’t build roads.

11. Review After the Demo Review what you have covered
Review the features customer liked most
Reiterate increases in productivity and ROI
Discuss how tech could be used on other projects and throughout the company
Sell the entire portfolio
Ask for questions
Ask for concerns
Ask for their initial impression
Avoid giving approximate prices

12. Questions / Comments? Thank You!