Gone are the days of long, drawn-out, two-hour copier demonstrations. The mysteries of the green button are no more. Yet, there are still times when you will be called upon to show your wares, push some buttons, click a mouse or two, and close a deal.
The tidbits and advice contained in this article apply to any demonstration – from copiers to document management to toner fulfillment to IT services to luxury submersibles. It’s called “transferable skills.” You can take this anywhere.
And yes, advice on how to give an effective product demo is voluminous, varied and tedious. So, here are a few basic ideas on how not to embarrass yourself and give a good demonstration that aligns with your prospects and gets a close.
Understand your audience’s needs
We’ve got to understand what our audience wants to see.
A simple word of advice: there is a big difference between presenting for your manager, at an OEM or during a “demo-rama.” These performances are academic, unrealistic, formulaic and necessary. The demo is all about checking the boxes with unusual flair – not deviating from the requested tasks. So do so. Win the contest.
On the other hand, tailoring your demonstration for the prospect is more detailed and real world. The boxes you’re looking to check are the benefits of collaborating with you to solve a problem and the impact of the solution. For example, it isn’t that your recommendation processes items at a certain speed per minute; it is the ability to complete tasks on time without staying late or working on a weekend.
Pro tip: Use the word “Imagine.” Tell their story as you understand it today. Help your audience visualize how your copier will fit into and improve their daily operations.
Master your device
Knowing your device inside and out is essential. Familiarize yourself with every feature and functionality so you can demonstrate them seamlessly. This not only boosts your confidence, it creates trust in your audience.
Tip: Practice makes perfect. Run through your demonstration multiple times to ensure smooth delivery. Be prepared to answer any technical questions that may arise.
Be ready, but shape the landscape
Before you earn the right to show a solution, you have to have a clear picture of the exact issues your presentation will address – the days of throwing everything against the wall are over. If you attempt to show EVERYTHING, you will lose the sale.
Prep three use cases to show exactly how your system solves the agreed-upon problem and the results of the solution. Of course, be ready for on-the-fly questions, but the core issues are the ones you and your prospect agree on. Don’t go down rabbit holes.
Pro tip: Have a contingency plan in case something goes wrong. Run the worst-case scenario with contingencies; for instance, how you will respond if the device fails or when something goes wrong, like losing connection or dropping the toner bottle.
Translate specifications into real-life benefits
Your prospect is more interested in how your product solves their problems than its technical specifications. Translate features into tangible benefits and link them to the deliverables that address your audience’s pain points.
Example: Instead of saying, “This copier prints 60 pages per minute,” say, “Imagine being able to manage your monthly reports in half the time, freeing up your staff to focus on more critical tasks.”
Keep it brief
Attention spans are short, and your demonstration should respect that. Aim to be concise and to the point. Highlight the key features that are most relevant to your audience and avoid overwhelming them with too much information.
Pro tip: Structure your demo to cover three main points. This keeps it organized and makes it easier for your audience to retain the information.
Always confirm and always ask for next steps
At the end of your demonstration, confirm that you have addressed all the audience’s questions and concerns. Summarize the key points, ask for their feedback and ask for the order.
Pro tip: Have the paperwork ready — a purchase agreement, contract or simply an agreement to move forward with proof of concept. Your goal is to achieve a higher level of commitment. You’ve done the work, you’ve proven a concept, it’s time to move forward. Be prepared with pricing and all the paperwork required and secure a signature.
A few words about remote demonstrations
From face-to-face to screen-to-screen: mastering online presentations
The move from face-to-face to screen-to-screen is no longer novel; everybody is doing it. Online sessions are routine but there are a few basic things to remember when presenting from a keyboard.
Appearance – simple yet professional: I call it “approachable professionalism.”
Sure, maintaining a good appearance is important, even if only the upper half of your body is visible. While it might be tempting to wear pajama bottoms off-camera, wearing full professional attire boosts your confidence and you’re prepared for any unexpected movements or angles.
Lighting and camera setup: Proper lighting can make a significant difference in how you appear on camera. Position your light source in front of you to avoid casting shadows and ensure your face is clearly visible. Ensure your camera is at eye level to create a natural and engaging connection with your audience. Adjust your background to be professional or your company logo.
Multiple connections/resources: Having backup connections and resources can save you from potential technical difficulties. Ensure you have a stable internet connection and backup devices, such as an additional laptop or tablet, in case your primary device fails. Familiarize yourself with the meeting software and have important documents and presentations easily accessible.
Meeting structure: Just like in real life, your well-structured meeting keeps your audience engaged and ensures you cover all necessary points efficiently.
Application use: Make sure you are comfortable using these applications and practice beforehand to avoid any technical hiccups.
Document management: Have contracts at the ready digitally and ready to send over at any point. I do not like data sheets or copies of slide decks. I know your management will want you to “deliver a contract in person,” and sometimes that works. But in the eyes of your prospect, we’re not all that important. Don’t be afraid to send over a contract with pricing and review right then and there. Make changes, and then agree to meet, but get the good stuff out on the table.
There is no shortage of advice when it comes to showing your solution to prospects, and of all the subjects related to selling, this is an area for continuous education and improvement. You cannot consume too much when it comes to speaking to an audience.
So do so.
Sell on!
Greg Walters
is an entrepreneur and founder of the notorious destination site TheDeathOfTheCopier, where he comments on all things imaging, the rise of managed services and the advance of business technology. A prolific writer and frequent speaker, Greg shares his passionate, unique – and often provocative – view of technology and people, addressing the impact of digital on 21st century business. His 2014 book, Death Of The Copier, offers a controversial summary of the early days of Managed Print Services and the not-so-distant future of the hard copy industry. Reach out to Greg at greg@grwalters.com.