Tips for a killer Product Demonstration
With so many companies under one roof, it’s hard to stand out at trade shows. Here are some tips.
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Tips for Product Demonstrations
A product demonstration or “demo” is a demonstration in which a product is displayed to potential buyers. It’s really that simple but that doesn’t mean it’s that easy.
An excellent product demo can be extremely effective in engaging prospects and stopping traffic. The aim is to leave a lasting impression so that people want to buy your product. For this reason, trade shows are a great place to hold product demonstrations – you have access to so many people that could potentially be interested in your product and if they don’t have the need for it, you have a platform on which you can try to convince them that they do or that they will need it.
Why have a product demonstration
Generates interest – a product demo is all about getting prospects interested in your product to increase the likelihood of them purchasing your product. You need to convince them to make the final purchase.
Enhances your sales and marketing efforts – product demonstrations offer the desired visual support that helps to improve a sales promotion.
Clear the air – demonstrations help address customer concerns and misconceptions about the product. It is a great way for customers to be up, close and personal with the product and ask questions as well as see it in use.
Saves time and expense for sales team – you’re demonstrating the product live in front of so many people that may have come from many different countries – hence saving trip expenses if your sales team were to travel around to showcase the product.
How to make your product demonstration REALLY good
Practice makes perfect – write a script and know what to say but practice over and over again so that it doesn’t sound rehearsed. The demonstrator can come up with things to say in the middle of the demo but they need to have a list of bullet points or features that they will focus on. Avoid techie-talk – your customers want to know how it will benefit them not how your product works internally and how it was made. It needs to look natural and effortless so rehearse it to exhaustion.
Design a space for the product demo – if space allows, have a little corner or area where the demo will take place. Have a good backdrop in case people are taking photos of the demo. This will also make it look more interesting.
Charismatic demonstrator – the person should be lively, energetic, fun and engaging. This should be someone fun to listen to and easy to understand.
Add some spice – A great product demonstration focuses on creating excitement about a new product. Keep it fun, exciting, short and entertaining. Add some humour, maybe funny props or anything that will get the audience going. Try to keep it within 2-4 minutes.
Know your product – like the back of your hand. The demonstrator should have incredible knowledge about the product so they can address any concerns that may arise on the spot. You need to be ready for any questions that potential customers may have. They also need to be able to sort out any technical or other glitches that might come up in the middle of the demonstration. Be prepared for questions and have answers ready.
Test everything before the demo starts – if possible, at the venue where the demo is taking place. Stay clear of any unfamiliar equipment and do not assume that everything available at the conference site will work. What you do not want is your product demo ending because the product was not working – try explaining to clients that that was an electrical glitch and not an issue with your product!
Emphasise the benefits – combine the features of the product with the benefits enjoyed by prospects. You need to tell them why they are going to love it and why they really need to buy this product now. Make the demo about your clients. Every feature that you demonstrate should be tied directly to a customer problem (and how your product is likely to solve it).
Keep it simple – don’t make the product seem overly complex. Highlight a few good features that would be of high value to potential customers.
Anticipate problems – plan what to do if something goes wrong. Have a technical person on hand as well as someone who can answer customer questions if the demonstrator is not able to. When you’re practicing the demo, write down a list of the failures most likely to happen, then discuss how they can be solved. Be prepared for questions and have answers ready. Where possible, have an extra product and spare cables handy, as well as anything else that may affect the functioning of the product. If it is taking place in a foreign country then you need to ensure that your kit will work.