Deny The Demo

Completing a comprehensive demo is the most important step to selling software right? Or is it? I think this is a misconception about software sales. In the past, we've been focused on getting a demo at all costs; and I think it's been costing us. As I've discussed before, we recently began a transformation of our sales process and we're seeing that the demo is the last thing the world you want to do to get a deal done.

When we're selling to demo it means that getting a demo is the driving motivation of our conversation with a client. This leaves no space in our sales conversation to see if the prospect and the software we're selling are actually a fit. And yes, thats important. If its not a fit; it won't work in the end. For us, it really is about selling the right product to the right client and then making sure that both sides get the win. If it's not a win-win, then its a lose-lose. So it's critical that we start with the fit... if its all about the demo, then it doesn't matter if there's a fit or not.

Ok, so it's a fit, now, let's do a demo right? Well, no. Now it's about the value; we need to build a business case so both sides can see value. This can look different from client to client, so we can't assume it's the same for everyone. We need to spend the time to figure this out; that means we ask questions, lots of questions. And when a prospects says, ok, its good, just show me a demo. That's when we Deny the Demo!

Finally, we've got a fit and value has been created, now it's time to do a demo. Ultiamtely the demo is about demonstrating the fit and the value you just created on the call not about the cool features we have (and we do have cool features). The demo confirms all the hard work we've done at the beginning of the call, and now we know how to tailor the demo so we only show what we need to to. If we do the step work, the deals will follow.