Running effective demos is one of the most commonly misunderstood parts of the sales process. Too many founders think the demo is where the real “selling” happens, when in reality it’s just the tip of the iceberg.
You’re selling change, not tech
What you’re often selling is change – not just your product. And the work you do before and after the demo is way more important than the demo itself. The demo is almost like a formality, a “check-the-box” moment to show that your tech can actually do what you said it can. But the real magic happens in the discovery phase and follow-up.
I speak to so many founders who lean too heavily on the product demo, using it as a way to simply dump features and functions on people. But that’s a recipe for boring, ineffective demos that lose people’s attention.
Most of the time, people don’t even know they have the problem you’re trying to solve. Your job is to show them that problem and get them excited about the art of the possible.
The best sales processes don’t even need a full-blown demo. You can do it through a compelling presentation or working session instead. But when you do have a demo scheduled, here’s how to make sure it’s effective:
Preparation is Key
Far too many founders just show up to the demo and treat it like an isolated meeting, pitching and demoing in a vacuum. That’s a huge mistake. The preparation you do beforehand is crucial.
- Nail the discovery first – First, you need to nail the discovery process upfront. Really dig into your prospect’s pain points so you can tailor the demo to addressing those specific issues.
When you get to the demo, you want to be able to say “Remember when you told me X was a big problem for your team? Well, here’s how our solution solves that.”
- Don’t demo to strangers – Make sure you also do your homework on who will be attending the demo. Don’t just show up and start demoing to a room of new faces. Reach out ahead of time, even if it’s just a quick 5-10 minute call, to understand their specific expectations and goals for the demo. Get a feel for their level of involvement and excitement about your solution.
Use the demo as an opportunity to get more of the right people involved. If you uncover that someone else needs to be part of the process, position the demo as a “workshop” or “working session” to get them excited about attending.
Tell a Compelling Story
When it comes time for the actual demo, don’t just jump straight into product features. You need to set the stage and get people excited. Think through a full narrative – a beginning, middle, and end.
- Identify their problems – Start by reminding them of the problems you uncovered in the discovery phase. “Remember how you told me your current process is completely broken and costing you tons of time and money?”
- Show the art of the possible – Then transition into showing them “the art of the possible” – how your solution can transform their workflow and deliver tangible results.
- Keep the audience engaged – Throughout the demo, keep people engaged by directly involving them. Call out individuals by name and ask for their thoughts. “Dan, you mentioned last time that streamlining your reporting was a top priority. What do you think the implications would be if you could do that with just a few clicks?”
The goal is to make it feel less like a one-way presentation and more like an interactive working session. Get people excited and feeling like they’re a crucial part of the process, not just bystanders watching a glorified product tour.
Handle Tough Moments with Confidence
Even the best-laid plans can go awry during a demo. Maybe people aren’t engaged, or you’re sensing some skepticism in the room. Don’t be afraid to acknowledge it and get proactive.
You can actually use those moments to your advantage. Call it out directly: “It seems like we may not be the right fit here. Let me show you something that’s completely off-base, and you can let me know if I’m way off base.”
More often than not, they’ll say “No, no, keep going!” – which gives you the opportunity to re-engage them and get the demo back on track. The key is maintaining confidence and control of the situation.
The Payoff of Doing it Right
When you master the art of running effective demos, the payoff is huge.
- You’ll close higher contract values
- And shorten your sales cycles.
Why? Because you’re not just selling a product – you’re selling an exciting vision and a solution to their most pressing problems.
The discovery phase and the demo are deeply interconnected. They shouldn’t be treated as isolated stages, but rather as part of a holistic sales process. What you uncover in discovery directly informs what you show in the demo. And the questions and feedback you get during the demo then shape your follow-up.
It’s all about that constant feedback loop – using each stage to inform and improve the next. Too many founders get stuck in the mindset of “Okay, discovery is done, now it’s demo time.” But the best sales teams see it as an ongoing, iterative process.
So, forget features and functions. And stop treating the demo as an afterthought or a necessary evil. Approach it with the same level of strategic rigour as the rest of your sales process and you’ll really see the impact effective demos can have on your business growth.
Author: Matthew Codd
I’m Matthew, I have 15 years of commercial leadership experience, helping VC-backed B2B technology companies scale revenue and transition from founder-led sales.
I use my experience to help early-stage start-ups with GTM expertise, sales best practice, and hiring insights.
I co-founded Cosmic Partners in 2022. We are SaaS sales recruitment specialists for VC backed B2B tech companies.
