Nathan Gold

Presentation Coach, Trainer, and Speaker

Demo in the beginning of the sales call

I think you would agree that a demo is generally a crucial part of every sale. In fact, many people agree that the product demo is the lynchpin in a sales cycle. But, most people hold the demo off so long that people get irritated that they have not been given the chance to see your product in action.

Think about it for a moment.

When you want to buy a product, you want to see it first. Right? What about when you watched your last product demo. Didn’t you decide whether or not to do business with that company based largely on the demo?

The product is the reason that you have been invited to present your company and its products! Can you imagine walking into a car dealership to buy a car and not be given a chance to sit in the driver’s seat or take a test drive? Of course not!

Do you honestly think that people really care who you are and how many investors you have before they have decided to do business with you or move to the next steps? I don’t think so.

Did you know that most executives have said that the product demo is the one place in the sales cycle that most sales are ended? It’s true.

So, why not demo right up front? Get to the heart of the matter and the reason that you will get money from the person on the other side of the table. Once the demo is over and the audience says, “Wow! That’s amazing. Who are some of your customers?” or “OK. Is your company well funded?” the chance to share that information will be given to you. Most presentations or sales pitches begin by force-feeding the audience with who, what, when, where, how, and why before the demo starts. It's time for that approach to stop.

I recommend and coach people to reverse this cycle and do the demo up front. Then, let the questions guide the remainder of your sales call.

Keep this in mind…People begin to fall in love with you and your company primarily during and after the product demo. If you do the demo in the beginning, you get to qualify the prospect earlier on in the sales call. If qualified, you now have more time to explore the “real” issues of the customer-to-be or you get to leave early and not waste each other’s time. It’s a win-win all around.

This approach will also set you apart from the competition because they will probably not demo in the beginning of their sales call.

How do you want to be remembered?

Remember, demo in the beginning and demo with passion...Nathan