Anatomy of a good online demo
Some of my best presentations happened when the screen share died and I had to actually talk with the prospect. But going live without a net is risky because it puts a lot of pressure on the individual rep to be in top form all day every day. It’s also impossible to get a scaleable, repeatable sales process to assimilate new Reps into your sales team.
Your playbook needs to help Reps guide the conversion without become a one-sided lecture and be flexible enough to support the Rep no matter what direction the conversation goes. For example, when do you jump into a live demo? Or open an ROI calculator? Where do those assets live and can the Prospect get to them later?
Here’s what to do:
Leave room for a conversation
To create space for conversation, each section of your presentation should close by your asking a leading question that prompts the next part of your discourse, and thus moves relentlessly to the conclusion that your product will fix their problems.
A great leading question is to ask them to provide a parallel situation in their own organization to the one you’re describing
Anatomy of a good deck
Even if your Reps are comfortable with extemporaneous sales pitches and live demos, a sales deck is a good asset to have ready. Here’s a good outline for a typical deck. Just a couple things to remember:
- When you’re first building your deck, use a creative brief that describes each section (and slide with in it) and get sign off on the content and objective of each section before you spend time making it look great.
- The less text there is, the more likely you’re going to have a conversation rather than a lecture.
- Animated builds look cool the first time, but if you’re going to be jumping back and forth throughout the presentation, then you’ll feel like an idiot waiting for the dropping ROI number every time you pass that slide.
Section 1: Intro
- Cover slide with the prospect’s name and your key value prop or tagline
- Brief agenda with a clear objective for what they’ll take away from the time they’re giving and assurance this is going to a concise presentation.
- Who you are and why you’re qualified to talk about this stuff
Section 2: The Setup or the Big Picture
- What you’re seeing in the industry. Here’s where you can qualify them to see what pain point is most relevant
Section 3: Your solution
- Use case study examples with real dollar values where possible.
- Remember video gets attention 10x more than stills and 100x more than text
Section 4: Next steps
- Questions. Give it a dedicated slide
- Next steps. Get a commitment for WHEN you’re meeting and who else needs to be there.
Section 5: Reference
- This is where you can hold relevant slides for referral in response to a question. A reference set is great because you can anticipate lots of scenarios without getting too deep in the weeds in the primary presentation. As a side benefit, your prospect will see you know your business as you scroll through the in-depth stuff.
- DealPoint for demo & next steps
- Keynote or PowerPoint for the slide deck
- Don’t forget to qualify throughout and stay focused on the bits that they care about.
DealPoint makes this a lot easier to manage. Your prospects will thank you.
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