From 'Wow' to Win: My 3-Step Formula for Powerful Demos

If you've followed my journey, you know I'm obsessed with discovery calls.

Why? Because discovery calls set everything up for success.

But today, let's imagine you've nailed that juicy discovery call, thoroughly qualified the prospect, and are now stepping into the demo.

I love demos, too.

Maybe it's the excitement of waiting for that wow moment or the magic of showing how you can solve someone's problem.

I'll be honest, though - I wasn't always this disciplined.

In the past, I used to pitch a lot during demos. 😅

But as I've aged (yes, 41 years young!), I've learned something important: Your demo isn't really about pitching. It's about connecting.

So, how can you do this effectively?

Here are the three golden rules that transformed my demos:

1. Start with a second mini-discovery

"Wait, another discovery?!" I hear you.

But trust me - this is powerful.

Picture this: maybe someone new is on the call, or your original contacts need a reminder.

Here's exactly what you said:

"Thanks for your time today. Before we jump into the demo, let's quickly recap why we're all here."

You list their top 2-3 challenges clearly on a slide.

Then, there's the magic move - you ask them:

"Out of these challenges, which one is most critical to solve right now, and why?"

Why do we do this? To ensure that their pains are fresh in their minds and that their emotions are fully engaged again.

People are more likely to buy if they are emotional.

2. Connect their pain directly to your value

Now's your moment to shine. But don't get tempted to show off every feature of your product. Keep it sharp and laser-focused.

Instead, remind them of their most significant pain point:

"You mentioned [Pain 1] was your top priority. Let me show you exactly how we tackle this with [Feature 1]."

Then, go directly to the point.

This is usually when you hear that precious "wow." This is the moment your prospect realizes you truly get them.

3. Discuss pricing transparently and define clear next steps

You've engaged everyone, and the demo has been going well. Don't ruin it now!

Set aside at least 15 minutes to transparently lay out pricing, payment terms, and start dates.

Everything should be crystal clear.

Schedule another call if your pricing needs more discussion due to enterprise deals or complex structures.

Here's precisely how to transition:

"Based on what you've seen, here's our pricing and how we can get started. Let's discuss openly - are we aligned?"

Then, clearly outline the following steps:

• Do we need to involve procurement?

• Is a legal review required?

• Who should we involve in onboarding?

Spell out these steps.

Nothing should be ambiguous.

Demo isn't showtime, it's your time to demonstrate how you can solve those problems.

People don't buy because your software is cool. They buy because they believe your product will solve their problems.

Keep your demos human and focused, and, above all, show them what will happen when they finally implement your solution.

Show them how their life will be easier and better.

Thanks for reading this far, see you all next week!