Alan Wanders, Growth Manager at Motivii shares his rundown of what a converting SaaS demo should look like.
Demoing SaaS is easy. You’ve just got to show your prospect the platform, help them understand how it tackles their problem, and then set their expectations for what they’ll pay for the tech.
OK, in practice, it’s more difficult than that sounds. Sometimes it’s much more difficult. That’s why I’ve put together some tips to help you have the best possible demo as soon as possible.
Ask a bunch of questions straight away to help you do the most relevant demo that you can.
For your own sake, please don’t launch straight into the product part of the demo right away. The temptation is always there. Unless you’re pitching a product or feature that doesn’t exist yet (it happens), you’ll want to ‘prove’ everything you’re saying as quickly as possible. And the quickest way to do that is by diving into the tech.
Instead, ask questions to better understand what your potential buyer is looking for, and whether you’ll actually be able to give them a demo they want to see. These questions should do a mixture of things:
- Establish rapport
You probably already know how to do this, but if you don’t, I don’t have time to tell you how to do it here. Read Dale Carnegie instead.
- Find out what parts of your platform to demo
Chances are some of your platform won’t be relevant. A bit like an advent calendar, you should find the right sequence for presenting your platform, so your demo tackles your prospect’s problem in a natural way.
Always show the most important things at the beginning of the demo. Don’t wait for a grand finale because you might run out of time, or your prospect’s attention span might run dry…
- Qualify the buyer
Are you speaking to the buyer? You might be speaking to someone with buying interest, but you might not be speaking to the buyer. Find out who’s going to make the final decision on buying the product. You can be quite open about asking this. And if you’re not speaking to the buyer, follow up with questions like ‘What else can I provide to help you present this to your director?’
- Why us?
How did your customer find you? That’s a really important question, because it helps you understand how effective your marketing campaigns are.
If they’re unearthing a bunch of irrelevant leads, it’s time to change what traffic your site attracts. If you’ve reached out to this person directly, ask why they said yes to the demo.
The whole process should be a conversation
Don’t talk too much, even if you’ve got lots to say. It’s not a pitch, it’s a conversation. Your buyer should be helping you along by explaining what will be relevant to how they work, and what won’t be.
Features need to take the back seat. Instead, you should dive into the tool only when you’re demonstrating a point.
Find out how you can improve your buyer’s life in a really specific way. Whether that’s offering help around something else they’re working on or just making them look smart in front of their boss for suggesting a tool that’s going to speed things up.
But what if your buyer isn’t being forthcoming with information?
Most people like a challenge, but this can be really annoying. “I’m trying to help save you time by demoing all the things you find important!!”, you’ll want to say.
But if you’re really not getting much from your buyer, maybe they don’t know exactly what they’re looking for. That can be an opportunity.
Instead of wrapping the demo around them, use a client from a similar industry as a case study, and talk through how they use the platform. You should be bringing up relevant clients anyway.
Make it fun
I always audibly groan when I hear someone tell me to have fun with something at work, and I audibly groaned writing it just then. But I still think that most people expect technology demos to be a monotone slog, so anything you do to inject a bit of delight will go a long way.
Pre-upload your buyer’s name in your platform & take them through a story, poke fun at industry norms & wildly exaggerate how terrible things were before your product was invented. Adding these layers will help your buyer stay engaged.
That’s the questions out of the way. What else helps?
The best way of combating objections that your potential buyer might have is by bringing them up before they do. Do people often ask about whether you have in-app support? Make it a core part of your pitch, even if it’s not your strongest feature. You’ve got off to a good start: you’ve framed the conversation, and your buyer is less likely to ask about it later.
Add three final points
Round off the session with up to three concluding points. This is an opportunity to give structure to the exploratory session and drum in what the most obvious benefits of your product are to your client.
Outline next steps, then go for the close
By asking, ‘so what do you think?’ straight off the bat, or attempting to close right away, you’re missing an important step. The success of a product often comes down to how it’s launched, so you want to outline the process before your buyer has a chance to puzzle over it. This final step gives your buyer the confidence to see how easily the product could become a part of their company’s toolkit.
After all this, you’ll be ready to ask… ‘Are you ready to move forward?’