Is your demo script falling flat? Is your prospect coming out of a call with more questions than answers? It might be time to retire your generic product demo. Especially if a/ your product does many different things or b/ your product is used by a broad range of personas. The solution: getting up close and personal with your prospect. Use your call to ask the right questions and build a custom pitch that addresses the prospect's needs and demonstrate value in their specific context.
Personalization at scale sounds great... On paper. In practice, the two can often seem contradictory. Being scalable is what got you to adopt a one-size-fits-all demo script isn't it?
The pendulum between growing a scalable business and keeping things personal usually goes too far in both directions. And it's especially true when it comes to sales. But being scalable doesn't have to mean repeating the same answers like a robot. The sales leaders we've chatted to on our show - Zero to Won - each have their approach to streamlining sales while also leaving room for personalization. And we asked them to share the frameworks they use to personalize their product demos:
David Apple, Head of Sales and Customer Success, was inspired by SPIN selling when setting up his sales process. The framework helps guide his team's product demos at Notion, and previously at Typeform. The term SPIN selling is an acronym for Situation, Problem, Implication, and Need-Payoff. Each stage comes with certain types of questions to help with client discovery. By applying the SPIN methodology you should be able to understand:
Now that you've been able to delve into the specifics of what brought the prospect to you in the first place, you can leverage those insights throughout your demo: highlight the right features, frame them in the terms they used to describe them, and show how your product is similar to the hypothetical solution which they described.
Martin Duhamel, Head of Sales EMEA at Front, is a fervent believer in the 5 Whys. The methodology can be applied to many different professions with a view to unearthing underlying issues to a given problem. As it pertains to sales, the framework enables reps to push questioning beyond the basic formulation of the problem as it exists in the prospect's mind and tackle deep-rooted problems that they may not be aware of. Here's how it works:
Once you've identified the fundamental problem that the prospect is trying to solve, you can weave that story into your demo and lay out a strategy to solve the practical issue that brought them to you in the first place, while also bringing them closer to their big picture goals.
You just nailed the demo. You brought in all the right bits of information, answered all the right questions, and even managed to tick boxes that the prospect hadn't formalized in their minds. However, the prospect has received a lot of information and is struggling to make sense of all of it. You can also apply questions after the demo to help your message settle in! Here's how the T.E.D. approach works to counter T.M.I.:
The T.E.D. framework builds on psychological triggers to make sure your message sticks. It also helps you ensure that your champion will be an effective promoter of your solution to other decision-makers by building arguments that pertain specifically to their company. Personal, at scale.
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