4 Tips to Help You Rock the Product Demo
Today’s buyers have abundant information sources to help them make purchasing decisions, and they rank product demos as a key source. In a 2018 study of B2B buying preferences conducted by TrustRadius, respondents ranked product demos as their #1 information source. Demos ranked #2 in helpfulness, just behind free trials, and #3 in trustworthiness as an information source, outranked by free trials and referral from friends or colleagues.
Demos can give buyers the next best thing to trying out a product with their own two hands: a real-life view of how a product works and how it can help them.
Here are four tips to help you create persuasive, engaging product demos.
1. Sell the solution
A demo isn’t a platform for providing a laundry list of bells and whistles, taking a deep dive into technical or design issues, or tooting your brand horn. Demos need to show how the product will benefit customers. They need to identify specific problems or challenges the customer faces and show how the product will solve them.
Achieving this goal requires solid market research to help you identify your customers’ problems and effectively explain how these issues impact them. Be authentic and honest with your audience. Don’t oversell or lie about what your product can do for them.
2. Differentiate your product from the competition
If you have competitors, you need to define your product’s value proposition. What makes it stand out from the rest? Does your product have multiple uses? Do you have the most comprehensive service in the industry? Whatever differentiates your product from the competition, you need to define that value in the product demo.
3. Use video
A video demonstration is the next best thing to conducting a live product demo in front of an audience. Resist the urge to produce a testimonial. Without the benefit of an in-person audience, you still need to show how your product works and talk about its merits through the customer’s lens. Video also provides a cost-efficient way for you to tailor your product demo for different customers and significantly increase your reach.
4. Practice, practice, practice
Bungling a product demo is a marketing nightmare that’s hard to overcome. A lot of things that have nothing to do with your product itself can go wrong, and plenty of rehearsal is your best weapon to diffuse unexpected mishaps. Have a backup plan ready for a variety of scenarios.
Give your product demo the attention it deserves. It’s one of the best marketing vehicles you have to help consumers decide they want to buy the product in the first place and then influence their decision to buy your product specifically.