How can you differentiate your brand with product demonstrations?

1 Why product demonstrations matter

Product demonstrations are not just a way to show off your product's functionality and features. They are also a way to communicate your brand identity, personality, and values. A product demo is an opportunity to connect with your audience on an emotional level, to demonstrate your understanding of their needs and challenges, and to persuade them that your solution is the best fit for them. Product demonstrations can also help you establish credibility, authority, and trust, as well as generate feedback, referrals, and testimonials.

3 How to craft your product demonstration script

A product demo is not a lecture or a presentation. It is a conversation and a story. You need to create a script that engages your audience, captures their attention, and guides them through a logical and persuasive journey. Your script should have a clear structure, with an introduction, a body, and a conclusion. Your introduction should hook your audience with a catchy headline, a relevant problem statement, and a value proposition. Your body should demonstrate how your product solves the problem, using real-life examples, stories, and testimonials. Your conclusion should summarize the benefits, overcome the objections, and call for action.

4 How to deliver your product demonstration

A product demo is not only about what you say, but also how you say it. You need to deliver your demo with confidence, enthusiasm, and clarity. You need to use simple and concise language, avoid technical jargon and acronyms, and explain any terms or concepts that might be unfamiliar to your audience. You also need to use visual aids, such as slides, videos, or screenshots, to support your verbal communication and make your demo more engaging and memorable. You also need to involve your audience, by asking questions, soliciting feedback, and addressing their concerns.

5 How to follow up after your product demonstration

A product demo is not the end of the sales process. It is the beginning of a relationship. You need to follow up with your audience after your demo, to reinforce your value proposition, to nurture your leads, and to move them closer to the purchase decision. You need to send a thank-you email, with a recap of the demo, a link to the recording, and any additional resources or information they might need. You also need to schedule a next step, such as a trial, a consultation, or a proposal, and keep in touch until they are ready to buy.

6 How to measure and improve your product demonstration

A product demo is not a one-time event. It is a continuous improvement process. You need to measure and evaluate the effectiveness of your demo, using metrics such as attendance, engagement, feedback, conversion, and retention. You also need to seek and act on feedback, from your audience, your peers, and your managers, to identify your strengths and weaknesses, and to optimize your demo strategy and skills. You also need to test and experiment with different elements of your demo, such as the headline, the structure, the features, the stories, and the call to action, to find out what works best for your audience and your product.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?