I see this all the time, I’ll bet you do to.
Watch a demo of a product on a web site or at a trade show and you’re sure to hear:
And another cool thing is…
Cool to whom?
Why is it cool?
How do you expect them to remember the cool feature when you just said that the last 10 of them in a row were cool?
See the problem?
People tie new info to info they already know. Cool does not tie to anything.
Details about what the cool thing can do to help them do their job, now that sticks!
Long Boring Technology Product Demos (LBTPD) are way more common than you might think. Avoiding Demo Data Dumps is a key demonstration skill that you must master to be successful in technology sales.
To see if you are guilty of giving a LBTPD, take the quiz below:
- Do you ever say "and another cool thing is", be honest :>)
- Do you show more than 3-4 key features?
- Have you ever done a "menu walk" of the product to be sure that you did not miss anything?
- Does your sales person keep saying: "show them this, show them that"?
- When you ask for questions, do you hear crickets?
OK, so what can you do about it?
It’s actually incredibly simple: PUT YOURSELF IN YOUR AUDIENCE’S SHOES!
Only show what they want to see and nothing more.
That means understanding what your audience is looking for.
If you don’t know what they need, never start showing features, ask what they want to see.
So, next time you find yourself doing a demo, before you show anything: Ask yourself, "Do I know what they are interested in?" Before you show a feature, ask yourself: Do they care?" If they don’t care don’t show it.
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