Have you ever bought a tool after a sales person showed how many ways it could be used? Have you ever ordered a kitchen utensil after seeing a chef use it in an infomercial? Have you ever signed up for a free app trial after a representative explained how it worked and what it could do for you?
A product demo is a powerful way to convince potential customers to buy your product. Explaining a product’s attributes and benefits isn’t always a walk in the park, though. It requires thorough product knowledge, strong persuasive skills, and an effective presentation.
Here are five tips for product demos that sell – whether one-on-one or to a crowd.
1. Know your product
While it’s fine to give attention to a demo’s style and artistic details, nothing builds your confidence and competence like in-depth understanding of the product. When you’re able to relate your product to your prospect’s circumstances and needs, easily explain the benefits it will bring them, and answer any question they might throw your way, your presentation will shine. So get to know your own product! Study up on its history and development. Learn every feature. Talk to a variety of users for info and insights. Use it yourself until you’re proficient. Now you know what you’re talking about, and it’s going to show – and sell.
2. Customize your demo
If you’re fortunate enough to know who you’ll be demonstrating to, work out in advance how you can directly tie product features to the real-world problems they face. Tailor your presentation so that it shows your prospects how things will dramatically improve for them once they own and use your product.
Let’s say you’re demonstrating a payroll app for small businesses. You learn that one of the biggest complaints business owners have is how tedious, time-consuming and error prone manual payroll calculation is. What should you focus on in your presentation? Your app’s speed, ease of use and accuracy.
3. Conduct a dry run
You’re probably tired of reading articles that advise you to practice, practice, practice before you present — but practice really is the most important key to success. So seriously: Run through your demo until you’ve mastered it. And whenever possible, do some practice run-throughs in the actual space where you’ll be presenting, using the same equipment you’ll use on presentation day. This way you’re thoroughly familiar with your tools and your space, and how to use them for the best possible impact.
4. Engage the customer
There are a number of ways to engage your customers during a product demo. One effective technique is asking them questions to prompt a conversation. This helps you empathize with their problems and gauges their interest in the product’s different features and benefits. Another technique is to encourage them to take an active part in the demo. If you’re introducing a physical product, let them hold it, press its buttons, do the actual work it’s designed for, etc. Walk them through the steps of the process, answering any questions that come up.
5. Be ready to answer questions
As part of your preparations, anticipate and practice answering Frequently Asked Questions (FAQs) about your product. Practice responses until you’re comfortable, and sound natural and spontaneous. As the saying goes, fake it until you make it. Some prospects may bring up negatives about your product – difficulties, problems or shortcomings they’ve heard about or experienced. That’s okay, if you’ve anticipated such things and worked out how to respond calmly, confidently, honestly and without seeming defensive or offended.
If you’ve chosen to make slides part of your product demo, we’re always ready to help. Check out our big slide library to find the perfect slides to make your demo a winner.