3 Basic Reasons your Software Product Demonstrations Fail

#presenting #presales #demos #sales #presentations #presentationskills

Take it from me, many software product demonstrations are absolutely woeful.

Not because the presenter is inexperienced.

Not because the flaky software is the tech equivalent of a bed bug infested mattress.

Nope, it’s much for straightforward.

It’s because many technical folks are often pretty bad at ‘appropriately’ demonstrating their wares.

Sounds crazy, huh. Tech folks being rotten as presenting technology – that can’t be right.

But it’s true and there are three basic reasons why:

1.     Do not pass go, do not proceed to P.O.

The number one rule in demos is not having the slickest software. Nor is it having uber modern presentation facilities, replete with barista and a well-stocked bar.

It’s understanding you audience.

If you don’t, then do not pass go, do not collect permission to proceed – onwards to the holy grail of a signed purchase order.

Sounds simple, but many a best laid sales opportunity has been blown to pieces by not understanding the who, why and what makes your audience tick.

I've learnt this the hard way over many years and have the scars to prove it. Like watching a colleague presenting some tech babble to a CIO, who jokingly described him as a “used care salesman with the ability to talk underwater”. Or when yours truly presented an ROI report to a room full of network engineers and sysadmins.

2.     Show and tell – but wait, there’s more!

If you’ve got kids, you’ll be familiar with school “show and tell”. You know, when young nippers take a toy to school, stand at the front of the class, and proceed to describe everything about the toy - in minute detail.

Well, I’ve seen a fair bit of “show and tell” in software demos.

Usually goes like this…

Pre-sales tech gets up in front of prospective customers.

The ultimate software pro – primed and ready to rock.

…and then

Proceeds to describe every feature and function, widget, artefact, component, screen, field – in minute detail.

…and you know it's “show and tell” time when you hear

“Let me just show you this feature, it’s so cool….”

“If you’ve got time, I’d love to explain this …”

3.     Wingmen and Mavericks

Do you have an Iceman, Maverick or Goose in your presales ranks? You know the types – all guts and glory. No need for prep, just give me the keyboard and I’ll dogfight my way through anything the audience throws at me.

Some years back as presales manager, I had one such guy on my team. With minimal notice and preparation, they could spin a great yarn and quickly build a demonstration. No need to prep for this Top Gun, No siree – they could always ‘wing’ it. What’s more, the sales team was in awe because Top Gun always agreed to give a demo before fully understanding or questioning the requirements – plus during demo time he could talk a rusty gate of its hinges.

But man, the devastation.

Like over exaggerating a products capability to such an extent that the cost of remediation (at our expense) tripled the initial sales revenue.

…and the rationale of my Maverick pre-sales gun?

“Never let the implementation get in the way of an opportunity”. True words spoken; I kid you not.

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Of course, all of these issues can be resolved. With training, presales professionals can deliver outcome focused demonstrations that illustrate technology in context of solving business issues and customer problems. Before every presentation, the best account teams will work closely to discuss and agree requirements before any demonstration is cast in stone; continually refining to make sure it hits the mark.

As for taming mavericks and wingmen, well that’s easy too – just ground them.

Happy Demos!