Walk into any department store on a given weekend and you’ll see a product demo.
You’ll come across a plethora of product specialists demonstrating and selling everything from fitness equipment to children’s toys. Think Hamleys. On every floor they have friendly staff engaging crowds of children with the latest gadgets. It’s an extremely powerful sales and marketing tactic for the brand.
It can work for you too
Costing you nothing, product demonstrations offer you a real-time opportunity to substantiate every claim you make in your sales and marketing materials, while connecting with your customers at a critical point in the sales funnel. And as we all know, the greater the connection, the higher the conversion.
So let’s have a look at how to make a compelling demo that will make your product stand out.
Know your product
By the time they enter your store, today’s savvy prospects will have researched your product and competitors online. At the demo, they will have specific questions that they have not been able to answer through their research. They’ll expect answers and if they don’t get them they’ll take their business elsewhere.
As a rule of thumb, if you can’t answer 85-90% percent of the questions asked during the demo, you shouldn’t be doing it.
Understand the issues faced by your prospects
Compelling demonstrations demand a deep understanding of the issues faced by your prospects and customers. Understanding lets you map the benefits of your product to your prospects needs.
How has your product or service helped others like them? Use past customer stories to show how your product solved their problems and ask other members of your team for their stories, so you can build a repository of case studies.
Tell a story
Structured demos are memorable demos. If you just string together feature after feature, prospects won’t remember what you showed them.
Instead, try a time-compressed story based on a “day in the life” of your prospect. This sort of demo mirrors what happens in their world, making it easy to follow and remember.
Keep it concise
Keep your demo short, after all, your product should be easy to understand and use, so the demo should follow suit. A short demo piques curiosity, which keeps the prospect engaged and interested in future conversations, which is exactly what you want.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
