How can you use psychology and neuroscience to create a persuasive product demo?

A product demo is the final nail in closing the sale. A person remembers only 30% of what he hear, about 50% of what he sees in advertisement but will remember for long something he has experienced. A product demonstration if done properly can catch the attention and will capture it for long. It should have a WOW moment which makes the audience engaged. It must be interactive and easy which can be repeated by the audience. It must have a story which can be remembered after the demo is over. It should establish the USP of the product. It should be simple and easy to do and comprehend.

In my days at Google consulting businesses on how to build effective video ads for YouTube, a simple rule of thumb is to capture your audience's attention within the first 5 seconds (the period of time before they can click "Skip"). Grabbing attention in the first 5 seconds starts with setting the right tone. Across the board—whether you're looking for a lift in brand metrics or how long the viewer watches—people are more likely to watch humorous ads, and those ads also see greater lifts in ad recall and brand awareness. If humour isn't right for your brand, consider taking a "suspenseful" or "emotional" tone in the first 5 seconds as these types of ads are associated with higher ad recall.

Acquiring the skill of persuasion is paramount. At Duke University, I learned that it begins with the first statement, especially in product demos. Start by capturing attention with a hook or a question that taps into their pain points. This primes their interest, making them eager to explore how your product can provide a solution. Mastering this initial engagement sets the tone for a persuasive demonstration.

Revolve the storyline on the use cases of specific personas. If customers see themselves in your story, then you win. Everything else — the CTAs, the script, the cinematography — are secondary. Gotta nail the relevance in the storytelling first. Also sprinkle your demos with feature highlights and tailor it with how tech-savvy your audience is. I say product demos should only be short and sweet. A second CTA where you invite them to a tailored demo with the sales team will be better especially for enterprise B2B SaaS.

To me, the most persuasive SaaS demos are recognizable for 7 ingredients 1. It hooks the viewer by diving straight into the essence of the problem while putting it in the context of an urgent situation. 2. It takes the buyer on an imaginative (desirable) journey and connects the story to something they want/admire 3. It leverages storytelling, analogies, or personal experiences to communicate complex concepts/situations in a simple way. 4. It’s reflective 5. It feels completely human, i.e., conversational, on the same wavelength as the buyer, and refrains from jargon. 6. It subtly addresses all their frustrations, fears, doubts, and hopes. 7. It speaks to their inner voice, i.e., the story that’s going on in their head

There's this airline that totally nails the art of seamless communication—Ryanair. Lately, I've been keeping tabs on their marketing game, and it's impressive. They've managed to strike a chord with their audience by not just highlighting their strengths but doing it with audacity and a dose of memes. What's fascinating is how they've turned social media into a playground. They weave humor into tweets, ride on reviews, and use it all to echo their service excellence. Now, I get it, not every brand can rock the audacious vibe like Ryanair does. But hey, the takeaway here is the clever use of social listening, humor, and customer reviews to connect with your audience. It's a strategy that speaks volumes without sounding too serious.

Transparency is vital for trust. Clearly communicate product details, pricing, and policies. Avoid 'selling air" hype or misleading information; instead, provide realistic expectations. Make sure to personalize your approach. Tailor your communication style accordingly to your buyer. This often fosters a connection that goes beyond just a transactional relationship. Deliver on promises and be reliable! This consistency reinforces your reliability and strengthens trust over time. Lastly, be ethical and prioritize long-term relationships over quick sales.

Building rapport is equally important. First view of your product is less about features and more about how you make your audience feel at home. Understand their pain points, show them you care, make them believe you have done it for others. Use a joke or a common reference, let them take it easy. The more comfortable your audience is during the demo, higher chances you have of taking deal to next level

In 2018, while I was heading the Brand and Digital at YONO SBI, we decided to use all social and customer touchpoints to stay connected with the customer, follow through on email and resolve queries on agreed upon TATs. Infact, 4 of the team members used to spend considerable number of hours in reviewing, responding, and resolving comments on App store and play store.

Building rapport is the secret sauce in making your product demo truly unforgettable. It's not just about presenting features; it's about creating a connection. Think of it like a dinner party – your product is the star dish, but rapport is the ambiance, the laughter, and the shared moments. Customers don't just want a solution; they want an experience. So, sprinkle some rapport magic into your demo, turning it into a conversation rather than a monologue. Remember, in the grand theater of sales, rapport is your standing ovation!

First of all - forget the word demo, replace it with 'Proof of value' It puts you in a different mindset. It helps you focus on the essence. It does the biggest favor to your prospect Next - Proving the value is about three simple things: 1 - Showcasing how you solve their biggest problem, not more, not less 2 - Exceeding their expectations in the way you do that 3 - Minimize the time you have to use the software I've seen 30 second 'Proof of Values' that won the deal. Just because we have a 30 minute demo slot doesn't mean we should use it.

Show how your product goes beyond just the features and illustrate precisely how our product seamlessly integrates into their work routine, solving challenges and enhancing their daily work experience. Remember this isn't just a demo; it's a personalized journey into what the future of their daily work life could be. Focus on the value and the burdens it eases.

Demo is never about showcasing technical superiority or features. It is about how you deliver the business value. Don't use jargons. Instead, tell audience how they can get better or enhance their processes while using your product. If it needs you to introduce a feature, then do it but don't make it the only 'hero' of the conversation. Always remember, stories are about your customers and not about you. Show them the value and they will listen

When presenting a persuasive product demo, I've found that clarity is absolutely vital. Imagine your product as the main character in a story, where its features take a central role in making it distinctive, and the benefits bring about positive outcomes. Real-life stories breathe life into these features and perks, showcasing the practicality of the product. This strategic method combines both logic and emotion, emphasizing the relevance and impact of your product in a business context. Ultimately, this approach turns your demo into a compelling narrative, enabling your audience to easily grasp the practical benefits your product brings.

Product demo is the most important part of the sales process. At this stage, you can either win the customer over completely, even if he or she had doubts, or you can ruin the most successful sale. You should never demonstrate a product without being sure how the customer will view the demonstration. A long time ago, as an aspiring salesperson, I demonstrated how well floor graphics remove. The customer was already holding a pen to sign the contract. But when he saw how easily I removed the sticker, he cancelled the contract signing, thinking about vandalising in trade center where these graphics should have been lying. I was not helped by assurances that the adhesive would activate over time and no one would be able to remove it so easily.

Addressing objections is key in a product demo. Use facts, like data supporting your product's claims, and evidence, such as case studies or live demonstrations, to showcase quality and effectiveness. Leverage comparisons to highlight your product's unique advantages over competitors. This approach engages the audience's critical thinking, helping them overcome doubts. By proactively addressing potential concerns with clear, credible information, you can effectively sway decision-making in your product's favor.

Be ready with responses to commonly asked questions. Get a list of FAQs from your product marketer. They should be able to help with right messaging and positioning in your responses. Try and have responses with facts, data points to reinforce your claim. Cite sources preferably renowned media publishers like HBR, Forbes. Use your cheatsheet effectively during the conversation. Let your audience complete the question and then think through before answering. Always try and create an atmosphere where it is easier for prospect to ask questions

I love objections! It's not easy to believe, I didn't love them right away. I love objections because they are essentially unspoken needs. Perhaps the client hadn't realised all their needs before, and now they've slipped out. And it's good to have the opportunity to understand those needs now. It may be worthwhile to go back to the needs clarification stage and ask more questions of the client. Or maybe it is worth re-emphasising the benefits of buying the product, if they sounded unclear. However, to feel at ease in such a difficult situation, you need to know your product in detail, your competitors, and the specifics of both the market and your customer.

Drive action in your product demo by creating urgency. Recently, we showcased a limited edition product exclusive to premium customers, leveraging scarcity and exclusivity. By emphasizing the unique value and including enticing incentives, we activated the audience's fear of missing out and desire for gain, prompting swift and decisive action.

In a convincing product demo, making people feel a bit of urgency is like giving them a gentle nudge to act fast. It's like saying, "Hey, there's only a limited amount of this awesome thing, and you don't want to miss out!" We also make them feel special, like they're getting something unique. And just to sweeten the deal, we throw in some extra perks or bonuses. It's all about creating a feeling that if they don't decide quickly, they might miss out on something great. It's like saying, "Don't wait, this is too good to pass up!"

When I started working in sales, I used to wonder if this approach was a form of manipulation. My answer is no. No, if you have really prepared a special offer in case of an accelerated order placement. Or there really is a possibility that the product will run out of stock. In that case, this approach is an accelerating kick for the slow-witted. I have always preferred, if possible, to accelerate the purchase decision by analysing the client's market situation, drawing his attention to the actions of his competitors. If he hesitates any longer to buy my great product, his competitors will beat him to it. In my experience, this kind of reasoning works better.

A compelling call to action (CTA) is crucial in a persuasive product demo. It directs your audience on the next steps, using action verbs like 'sign up', 'buy', or 'contact'. Highlighting benefits, such as cost savings, problem-solving, or tangible results, provides clear reasons to act. Creating a sense of urgency with phrases like 'now', 'today', or 'limited time' triggers an immediate response. This combination of direction, motivation, and urgency effectively converts audience interest into commitment, guiding them smoothly from being viewers to becoming customers. End your demos with a strong CTA to maximize conversion and engagement.

This is most important step of this demo. If there are agreed action items like 2nd round of demo with other stakeholders or something else, schedule meeting then and there only. Ensure right recipient has the meeting invite before you close the call.

Three really simple ideas that work every time in my 18 yr career: 1. WIIFM - What’s in it for me. Speak and talk about the product from the perspective of the customer not your perspective. It shifts how they engage with you because now you are not speaking at them you are speaking to them. 2. KISS: Keep it simple stupid. Not recommending you dumb it down but explain it in a way that simplifies their understanding of what you are communicating. Stay away from jargon 3. People remember things in three’s. Your key takeaways, key benefits keep them to three and repeat it seven times seven different ways across the demo. Sure you might have 10+ features but focus on the three most important ones for the person there.

One of the easiest ways for product marketers to study consumers is through the use of eye-tracking techniques. Eye trackers will monitor both the participant’s eye movements and pupil size throughout the time that they are engaged with the marketing material.

I think an effective product demo leverages principles of psychology and neuroscience to persuade. Focus on benefits rather than features to engage the emotional brain. Tell a story with a beginning, middle, end to keep attention. Use visual aids sparingly to allow imagination. Leave space for questions to build engagement. With subtle persuasion rooted in understanding human behavior, your demo is sure to convert prospects into customers.

Tailor your presentation to the audience by researching their preferences and needs. Utilize storytelling to engage the brain and make information memorable. Emphasize benefits over features, tapping into the brain's responsiveness to personally relevant and beneficial content. Incorporate visuals and emotional appeals to stimulate the brain's emotional centers. Leverage social proof, create urgency, and highlight simplicity and usability. Understand cognitive biases and engage multiple senses for a more impactful demo. Use priming to influence perceptions positively, design materials with neuro-friendly clarity, and include interactive elements. Incorporate neurological triggers and apply neuro-linguistic programming.

What is missing from most CTAs (calls to action) are what psychologically trained persuaders call a "harm". On the extreme end it is called FUD: fear, uncertainty, doubt. Be direct, but weigh out how much "harm" you want them to feel about not taking action on your solution. Let me share a "harm" built around generating immediate action vs "thinking about it". Timeframe it: 1. How long has the problem been going on? 2. How much longer can you afford it to go on? 3. Who suffers the most if this doesn't get solved soon? 4. Where would you be today if this was solved a year ago? 5. What scares (or concerns or worries) you the most about not solving this? 6. It this was already solved, how much freedom, money, etc., would it give you?