What's the Role of the Seller During Your Software Demo?

The Software Demo: What's the Seller's Role?

Software demos are powerful tools in helping your prospect understand how you can help them solve their most critical business issues.

A good demo can be the difference between a closed deal and a resounding "no thanks".

Yet, with solutions engineers (SEs) or other technical leads taking center stage, it's easy to wonder "Where exactly does the salesperson fit in?"

Many SEs find themselves in demos without any meaningful support from their sales counterpart. This is a shame because the role of the seller during a software demo is a key one for success.

You key objective: Setting the Stage

Your most fundamental job is to set expectations and clearly articulate why the demo matters. Here's that looks like:

Setting the Stage: Begin with a brief overview. Remind your audience "Why they're here?"

• The problem: Clearly articulate the customer's pain points. What issues are causing them headaches, lost revenue, or inefficiencies?
• The solution (in broad strokes): Outline how your software addresses these problems. Don't get into features yet, just the concept.
• The stakes: Help them envision what happens if these issues don't get solved. Lost opportunities? Unhappy customers? This gives the demo urgency.

This establishes context and focuses attention. It's about demonstrating value upfront and aligning everyone's objectives.

Goalkeeper

Keep everyone on track to achieve the core meeting objectives you outlined at the start. Step in if the demo wanders or discussions turn overly off-topic. It's okay to be the "bad guy" who brings focus back!

• Protect your purpose: If the demo strays from addressing the agreed-upon pain points, politely nudge things back. You can say something like, "That's a great point, but to stay on track, let's focus on how we directly tackle [main customer problem].
• Time-keeper: Don't let discussions run too long. Know how much time you have, and guide the demo towards its key goals.

Mastering the Art of Observation

While your SE takes the technical lead, your role is equally important. You're the "eyes on the ground" with a few crucial tasks:

• Read the Room: Body language, expressions, and verbal cues all reveal how the demo is landing. Are people engaged? Are there objections brewing? Is confusion setting in?
• Step in: Your intervention might be needed. If people are checking their phones or turning off their camera, it's time to inject energy. Ask them a question, or refocus the demo on their core problems.

Ask the Questions Others Might Not

Don't be afraid to ask questions, even if they seem overly simplistic. This is a superpower:

• Challenging Assumptions: It's easy for a demo to devolve into a "features parade". Forcefully ask if features align with the buyer's most urgent needs. It's better to confirm this now rather than later.
• Think Like a Newbie: If the terminology is too complex, ask for explanations everyone can understand. This benefits the entire audience! It creates clarity and buy-in from less tech-savvy decision-makers.
• Analogies: Can the SE use metaphors or examples from everyday life to make the concepts more relatable?

Taking Great Notes

Actively listen and note: What resonated the most? What are lingering questions? What are the buyer's top priorities?

• What resonates: Which features sparked excitement? These are likely important to address in later follow-up.
• Lingering questions: Did the demo answer everything? If not, it's your signal to address the unresolved issues later.
• Priorities: Which problem seemed to be the most urgent for the buyer? Make a note for further emphasis.

Maintaining Momentum: Closing the Demo

As the demo closes, you become the lead again. This is where you seal the deal:

• Circle Back to the Start: Reiterate the business challenges outlined at the beginning. Now, show them clearly how your software addresses each one.
• Confirm Commitment: Is solving these issues actually something they see as urgent? Get a solid "yes" for alignment.
• Lock in the Next Steps: Don't end with vague promises to "follow up". Schedule next steps immediately, and send a formal recap of the demo and agreed-upon actions.

A Final Word

Software sales take a collaborative effort. It's the seller's responsibility to enable this, both during and beyond the demo itself.

• Protecting Your SE: Don't let them get pulled into unnecessary conversations. Step in to keep the focus on what the customer really cares about.
• Debrief: Afterward, review notes with your SE. This shared information can refine your approach and highlight where the most value lies for the buyer.

The software demo isn't a spectator sport for sellers! Be involved, ask questions, and focus on what the customer wants. Work with your tech expert, and you'll see WAY more deals close successfully.

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