learn how to make a product demo using storytelling – WAU
Selling is a multi-step process, and a good product demo is one of the last steps to close a deal. In this article, you will see how storytelling can transform your product demos and help you sell more.
If you invest in Inbound Marketing, you know the importance of building a relationship with your potential customers before trying to sell. When a company prioritizes the delivery of value and helps the public to understand (and solve) their problems, it becomes much easier to close a deal later.
But, after all the nutrition and content, it’s important to ensure that the prospective customer sees your solution up close and knows it’s the best possible choice. One of the best ways to do this is through a product demo.
In this article, you will see how to use storytelling, the ability to tell engaging stories, to improve your demos and close more deals. Is ready? So, let’s go!
In this article, you will see:
- how a product demo works;
- why product demonstration is essential to your business process;
- how storytelling will make a difference in the success of your demonstration;
- 7 steps to use storytelling to build a killer demonstration;
- 4 bonus tips to raise the level of your product demonstrations.
How a product demo works
Not every product or service is the same and, as a result, it is difficult to define a single demonstration model.
Still, the principle you need to keep in mind is that it doesn’t matter if you sell to other companies or to the end consumer, the idea is to get your product up and running in front of the customer and show the transformation that this solution can cause in his life.
Knowing this, remember that there are many types of products and services, and each needs to be demonstrated in a different way. As a general rule, we recommend the following:
- high ticket products: typically, need to be demonstrated in person to the customer (in person or online), since this type of sale is more complex and requires greater attention;
- low ticket products: can be demonstrated online. One option is to record a video and place it on the sales page of your website, or even offer a trial version with a careful onboarding process.
If you have a product or service that is difficult to demonstrate fully functioning “live”, you can prepare a representation of it in a controlled environment.
Why product demonstration is essential to your business process
No matter how much you talk about the product, nothing will be more impactful for the customer than seeing it working and knowing how it will solve their problems in practice.
Therefore, demonstrating the product is not just any step in your business process. It is the definitive proof that the promise you made throughout the nutrition process can really be fulfilled.
This means that if you don’t use product demonstrations, you will still sell, but you risk leaving a lot of money on the table.
How storytelling will make a difference in the success of your demo
As Roberto Justus would say:
“It is not enough to be, it has to seem.”
And it has everything to do with how you demonstrate your product. It doesn’t matter if you have the best solution on the market, if the prospective customer doesn’t have that perception, he can choose a competitor.
That’s where storytelling comes in. Through a well-told story, it becomes much easier to convince your audience that this is the perfect option to solve their problem.
But watch out: telling a persuasive story has nothing to do with lying! We are talking about help the person to see everything that your product delivers, in a clearer and more attractive way, and not to cheat and “make up” your solution to look better than it is.
If your product has flaws, fix each one quickly instead of trying to “fix” the problem with lies and call it storytelling (or copywriting).
7 steps to using storytelling to build a killer demonstration
Now that you understand why you need a good product demo so much, and that the best way to do that is using storytelling, the question remains: how to do this?
Using the ability to tell stories to build a killer demonstration is not easy and there is no use in deluding yourself.
But think about it: on the one hand, it is good news. In addition to greatly reducing the chance of losing ready leads at the end of the business process, you will be able to sell to leads from competitors who have not done their homework when making your demonstrations.
To complete this mission, it is important that you follow the steps below!
1. Adjust the language to your prospective customer’s standard
Rule number 1 of product demos: speak in a way that customers understand well. It is terrible when the salesperson uses jargon or language that only he understands.
And the worst: the professional who falls into this type of trap usually wants to demonstrate knowledge or authority, but does not realize that he is losing the sale in the name of his own ego. In other words, if the customer does not understand the demo, you will not close the sale. That simple.
To solve this problem, it is very important that you know your audience and persona. The better you understand the person who will make the final decision, the easier it will be to speak in a way that they find interesting and that conveys the message convincingly.
2. Master the product like no one else
Another issue that makes all the difference is knowing the product itself well. If you arrive at a meeting or start a conference and are not sure what you’re talking about, customers will notice.
Believe me: they always do. Even more when they ask specific questions about features and how the product can help them in a practical way.
Some ways to show that you know the product are:
- navigate quickly and safely through it in all its details;
- talk about aspects that are in the product manual and reference where they can review this information later;
- be agile and safe when answering questions.
3. Don’t sell features, but results
Thiago Reis, one of the greatest sales specialists in London, has an analogy about this part of the sales process that makes perfect sense.
He usually says that his client is like Mario, from the game Super Mario Bros. Your product is like the little flower that Mario eats. Instead of selling this little flower, you should sell the result of it, that is, how Mario looks after eating it – a giant and much stronger being, almost indestructible.
That’s exactly it: when giving a presentation, don’t waste time discussing how many features your product has, but which ones are the results that it will bring to the client, the transformation it will make in his life (or business).
4. Tell your customer’s story
The product demo is just an excuse to tell the story that really matters: your customer’s transformation path.
His role is to show how he will move from someone who was in great pain to someone who overcame this problem. But what about your product? It is the tool of liberation and victory that will take the client from the bad state to the good.
It may seem silly, but it is amazing how many people are trying to talk about themselves when all the client wants is to know: “what do I get from this?”.
5. Be concise
No need to repeat yourself during the demo. It is one thing to repeat key terms to emphasize the main points you want to highlight – this is a very useful feature in storytelling.
But quite another thing is to repeat at all times some benefits and functions of the product. This can tire the prospective customer and make him think that you repeat yourself because, in fact, you don’t have much to offer.
Being concise in the presentation of the information will help the client to assimilate the information better and be convinced that you know what you are talking about.
6. Plan the entire demo
It doesn’t matter if your demonstration is going to be done on a recorded video or live in front of the customer. It is essential that you plan each step well – including a script.
It is true that if something comes out of the script, you need to adapt and have common sense to deal with the situation, but having a clear idea of what the next step is in each step of the presentation helps to make it more logical and coherent.
7. Make room for questions
Think carefully about the ultimate goal of a product demo. The idea is that the prospective customer is convinced that your solution is the best choice for him, right?
This involves taking all the doubts he has. Then, make room for him to ask questions and answer without hesitation all of them. The more accurate and transparent you are, the easier it will be to win customers’ trust and close a deal at the end of the meeting.
You may also be interested in these other content!
Complete checklist for making a successful product launch
Types of product launches: know the 6 main
4 Ps of marketing: understand the concept of the Marketing Mix
Product marketing: what is it and what are the stages?
4 bonus tips to raise the level of your product demos
If you follow the tips above, you will already have your way paved for a great product demo. But, if you want to be out of the curve, you’ll enjoy applying these 4 bonus tips.
1. Anticipate objections and kill each one
The sales objections are the stones in your path, and you will have to remove each one before you claim victory and declare the sale complete.
The best way to overcome a problem is to anticipate it. So, think ahead of time about the main objections that may lurk in the mind of your prospective customer. After that, create ways to include these objections in the middle of the demo, before the customer even does it, and get rid of them right away.
This has a powerful effect for two reasons:
- Obviously, it takes the person’s reasons for saying “no” out of the way;
- It shows that you recognize her conflict, but you are still confident that you can help her.
2. Speak slowly and with authority
Did you know that persuasive people speak more slowly? According to a survey, people who speak more slowly show knowledge of the subject and convey a greater sense of authority.
The survey noted that this is true only when the audience agrees with the ideas presented. However, let’s be honest: if the person asked for a demo of your product, they want to believe you.
So, you don’t have to run over and try to say everything at the same time. Speak slowly to convince your future customer.
3. Talk more about what is most important to the customer
If you realize that the customer needs a particular resource more or that a certain point in your solution is much more relevant to them than the others, focus on that.
There is no need to talk about everything that your solution can deliver if the customer is really looking for a part of what it offers.
4. Balance the duration of the demo
There is no right or wrong when it comes to the duration of the demonstration, but be balanced. A very short presentation can leave the customer with doubts, and a very long presentation can make him lose interest.
The secret is to apply the previous tips well, how to be concise and tell your client’s story. If he does, he won’t even watch the time go by and finish the presentation convinced that there is no better choice.
Product demonstration is a step overlooked by many commercial teams, but it shouldn’t. This is the final proof that your solution deserves the trust of customers. So don’t delay to follow the tips above and transform your sales at once.
Do you want to dominate product presentations and other types of meetings with your customers once and for all? So, check out our super presentation kit and increase your credibility when speaking in public!