The Death of a Disco Demo

Well, it happens a lot ‘round here!

The Value Discovery or Disco Demo is easy, right? We introduce those present, set the upfront contract, ask great questions to uncover their situation, dig deeper to find some pain, ask how that is impacting their performance or the business, then we run our demo based on personalisation and relevance, deliver the prospect three ‘wows’ and then set up the next meeting.

Simples?

So why is there such a big drop-off at this stage? The answer may be something you have not considered!

Memory

Watch this video: Test of Selected Attention

How much in the video did you catch?

This is new incoming information, you have probably never seen it before, just like the prospect experiences during your demo, you are being given brand new, incoming information.

So, what has this to do with your Discovery Demo's?

Time, and time again I see elaborate presentations with animations, pictures, words on a screen, and the dreaded flickering cursor all running at the same time whilst the SDR/AE talks over the presentation, creating a visual and audio extravaganza.

The problem is, we don’t tell the prospect what to focus on!

The brain is complex, when different messages come into the brain, it prioritises what comes in. Research has shown us that we simply cannot multi-task. It is not a software issue or a skill we simply can’t do it. We can only pay attention and remember one, like in the video. During the Disco Demo the prospect is more likely to be watching the moving graphics and not listening to what you are saying.

In the video (above), if I told you to watch the black van, would you see it change to a taxi. Yes.

Try this: In the next video concentrate on the basketball hoops

We only remember what we pay attention to! Did you notice the basketball hoop disappear? Show the video to a colleague - do they see it disappear?

So, what is the effect of too many messages coming in?

Think about the video again, what do you remember? It was a few houses, cars, and bikes, maybe a lamppost? Do you remember anything important?

What will the prospect remember about your presentation – you were selling a software solution, pretty graphics, nice animations, nice tone, err!

Tell the prospect what to concentrate on and keep presentations simple.

Ownership

Do you have a sandbox (demo) version of your solution?

If you want the prospect to buy into your solution, and you want to create a deep memory of your demo, you must give them a sense of ownership!

How often do you let the prospect try your software on the demo?

If you say that your solution will save time, then let them experience that claim!

Now you can ask them how this will impact on their time, et al…

Spacing the Demo

For you and your prospect Recall is key. Allowing the prospect to show/repeat what you have shown them is key to making a deep memory.

Therefore, if you are teaching three ‘Wows’ you will not be able to teach them at the front or back of the demo. They need to be evenly shown throughout the demo. Each ‘Wow’ will need to be taught, demoed, and confirmed, I would say around four minutes for each differentiator, that’s twelve minutes plus three for recap.

Remember we can overcomplicate our message by having too much incoming information, tell the customer what to concentrate on, make demos simple and interactive.

I do, you do, you remember, you are more likely to buy.

Feedback

By failing to prepare, you are preparing to fail.

Do you practice cold calls, by running realistic role-plays?

It would be crazy to get the prospect to Disco-Demo and not have practiced the demonstration - right?

Effective role play is a mirror to the real world, allowing sales reps to perfect their skills in a supportive environment.

Role-plays are not just about acting out sales scenarios; they are about creating a realistic environment where sales reps can practice, make mistakes, and learn in a safe and controlled setting.

There is no failure, only feedback!

Conclusion

Ensure you spend adequate time perfecting your demo. No one likes to hear a mumbled sentence-filled demonstration with lots of animation, words on the screen, and the irritating flashing curser.

Think about the prospect and their experience and you might just drive more sales.

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