Closing deals rarely happens with a single phone call. Great salespeople spend time courting potential customers, adapting the pitch to their current needs, pain points, and future goals.
One resource that can be a make-or-break moment is a stellar sales demonstration (also known as a demo). Whether showcasing software, a sleek new gadget, or a game-changing service, a successful demo goes beyond boasting about product features and impressive social proof. It crafts an experience that resonates and seals the deal.
We’ll take you through everything you need to know to master the sales demo. From planning your pitch to fine-tuning a sales demo agenda, learn how to captivate your new prospect and close deals.
A sales demo is an explanation of a product that shows exactly what it does. It’s a unique opportunity to connect the dots between what a product or service offers and the unique challenges a prospective client faces.
The B2B sales cycle begins with outreach, often with a discovery call to build rapport and define important aspects of a prospect’s business. Typically, a sales demo comes after this research stage. It’s a conversation that happens once a client expresses interest but needs a clearer understanding of how your offering fits their needs. Sales reps often lead the presentation, although specialists or technical experts may step in for support for more complex products.
The sales demo is often the moment prospects and decision-makers close deals or decide to pursue other options. The stakes are high, but so is the reward. When sales reps feel out their prospects and provide an effective demo, it can turn a hesitant “Maybe” into a confident “Yes.”
Although your demo shouldn’t follow a template to a tee, be sure to check off these boxes each time you prepare a new one:
During discovery calls, ask pointed questions to understand where the client is in their buying journey. Ask about timelines, the decision-makers, and any potential roadblocks. For instance, if they’re comparing competitors, focus on what differentiates your product features from specific use cases. But if they’re close to a decision, steer the conversation toward expected outcomes and implementation.
An agenda gives structure and sets expectations for your sales demo. Plus, it shows your professionalism and attention to detail, which reflects positively on your product and brand.
For greater impact, tailor the agenda to solving problems and addressing pain points brought up during discovery. For example, you can dedicate five minutes to address integration concerns or 10 minutes to review time-saving features. A clear agenda not only keeps your sales pitch on track but also reinforces your commitment to the client.
At this point, there should be a rapport with your client that carries over from your initial outreach and discovery call. This is the time to bring it home with extra personalization. Start the sales demo with something personal, like “Last time, you mentioned you opened a new office. How’s that going?” Something simple can go a long way to keep the sales process from feeling generic.
It’s easy to get prospects’ businesses mixed up with one another. A quick review of the information in your customer relationship management (CRM) software helps you keep all your ducks in line and avoid forgetting important details.
Use Otter to revisit meeting notes and call transcripts quickly. Otter uses AI technology to summarize conversations, identify key takeaways, and even measure prospect sentiment from every meeting. This helps you demonstrate how your product solves problems for prospective clients, getting you one step closer to cutting a deal.
Another way to personalize the sales demo is by asking questions throughout. Take a moment after major sections and ask, “Does this address your goals?” or “Would you like to go deeper into this product feature?”
Pay attention to feedback and pivot when necessary. When clients hesitate, provide use cases or relevant examples to highlight how the product solves their problems.
The difference between a sales demo and a product demo is simple. A sales demo presentation is for a specific prospect, focusing on how your product or service solves problems. It’s tailored to engage buyers, address unique customer needs, and guide them toward a purchase.
Once you make the sale, a product demo is the next step. This is when sales reps educate customers about how to use the product, whether they’re new users, upgrading to a different version, or experiencing problems. While a sales demo seeks conversion, a product demo nurtures satisfaction. Each one is vital to delivering value — just at different stages of the customer lifecycle.
Now it’s time to start working on your sales demo presentation. Use these best practices to make your prospect ask, “Where do I sign?”
First impressions matter. If your sales demo is over a video call, make sure your space is professional and distraction-free. Test out your equipment — the screen sharing feature, microphone, and internet connection. Likewise, organize your desktop and close unrelated tabs to avoid screen-sharing distractions. For in-person sales demo presentations, arrive early to set up materials and test equipment.
Successful sales demonstrations are about creating a free-flowing dialogue. Focus on hearing your prospect (including reading body language, vocal tone, and eye contact) rather than aggressively selling your sales deck. Active listening helps you adapt your sales demo presentation on the fly to emphasize product features that matter most to decision-makers.
Use tools like Otter to handle note-taking so you can maintain eye contact and fully engage without worrying about jotting everything down.
Not every prospect responds to the same approach. And different salespeople naturally excel with different B2B sales structures. For example, one salesperson might be a gifted storyteller who excels at describing use cases, while another might have a knack for technical deep dives. Train your sales team on different sales demo examples and techniques (like BANT or MEDDIC) so everyone can easily adapt.
Ideally, outreach and discovery calls reveal all your prospect’s pain points, prospective roadblocks, and problems to solve. You don’t want to miss any details, so double-check to make sure everyone is on the same page throughout the demo. Ask if there are any questions, concerns, or additional factors to reconsider.
Small details can make a big splash. Add the prospect’s company name and logo to your sales deck or sales demo agenda. It demonstrates that you tailored the presentation just for them and showcases your commitment to custom problem-solving.
A sale is the beginning of a new professional relationship. Prioritize making your prospect feel at ease, building a back-and-forth conversation rather than a pushy sale. When prospects feel comfortable, they’re more likely to open up and view the sale as a partnership rather than a simple transaction.
Sales demos are a moment to continue getting to know a potential new client. Instead of jotting down notes and losing pieces of the conversation, use OtterPilot for Sales.
OtterPilot for Sales is an AI-powered platform specifically made for sales professionals — empowering you with automated call notes, customized Sales Insights that automatically sync to your preferred CRM system including Salesforce or Hubspot, and generated content like email follow-ups. Try OtterPilot for Sales today.
Closing deals rarely happens with a single phone call. Great salespeople spend time courting potential customers, adapting the pitch to their current needs, pain points, and future goals.
One resource that can be a make-or-break moment is a stellar sales demonstration (also known as a demo). Whether showcasing software, a sleek new gadget, or a game-changing service, a successful demo goes beyond boasting about product features and impressive social proof. It crafts an experience that resonates and seals the deal.
We’ll take you through everything you need to know to master the sales demo. From planning your pitch to fine-tuning a sales demo agenda, learn how to captivate your new prospect and close deals.
A sales demo is an explanation of a product that shows exactly what it does. It’s a unique opportunity to connect the dots between what a product or service offers and the unique challenges a prospective client faces.
The B2B sales cycle begins with outreach, often with a discovery call to build rapport and define important aspects of a prospect’s business. Typically, a sales demo comes after this research stage. It’s a conversation that happens once a client expresses interest but needs a clearer understanding of how your offering fits their needs. Sales reps often lead the presentation, although specialists or technical experts may step in for support for more complex products.
The sales demo is often the moment prospects and decision-makers close deals or decide to pursue other options. The stakes are high, but so is the reward. When sales reps feel out their prospects and provide an effective demo, it can turn a hesitant “Maybe” into a confident “Yes.”
Although your demo shouldn’t follow a template to a tee, be sure to check off these boxes each time you prepare a new one:
During discovery calls, ask pointed questions to understand where the client is in their buying journey. Ask about timelines, the decision-makers, and any potential roadblocks. For instance, if they’re comparing competitors, focus on what differentiates your product features from specific use cases. But if they’re close to a decision, steer the conversation toward expected outcomes and implementation.
An agenda gives structure and sets expectations for your sales demo. Plus, it shows your professionalism and attention to detail, which reflects positively on your product and brand.
For greater impact, tailor the agenda to solving problems and addressing pain points brought up during discovery. For example, you can dedicate five minutes to address integration concerns or 10 minutes to review time-saving features. A clear agenda not only keeps your sales pitch on track but also reinforces your commitment to the client.
At this point, there should be a rapport with your client that carries over from your initial outreach and discovery call. This is the time to bring it home with extra personalization. Start the sales demo with something personal, like “Last time, you mentioned you opened a new office. How’s that going?” Something simple can go a long way to keep the sales process from feeling generic.
It’s easy to get prospects’ businesses mixed up with one another. A quick review of the information in your customer relationship management (CRM) software helps you keep all your ducks in line and avoid forgetting important details.
Use Otter to revisit meeting notes and call transcripts quickly. Otter uses AI technology to summarize conversations, identify key takeaways, and even measure prospect sentiment from every meeting. This helps you demonstrate how your product solves problems for prospective clients, getting you one step closer to cutting a deal.
Another way to personalize the sales demo is by asking questions throughout. Take a moment after major sections and ask, “Does this address your goals?” or “Would you like to go deeper into this product feature?”
Pay attention to feedback and pivot when necessary. When clients hesitate, provide use cases or relevant examples to highlight how the product solves their problems.
The difference between a sales demo and a product demo is simple. A sales demo presentation is for a specific prospect, focusing on how your product or service solves problems. It’s tailored to engage buyers, address unique customer needs, and guide them toward a purchase.
Once you make the sale, a product demo is the next step. This is when sales reps educate customers about how to use the product, whether they’re new users, upgrading to a different version, or experiencing problems. While a sales demo seeks conversion, a product demo nurtures satisfaction. Each one is vital to delivering value — just at different stages of the customer lifecycle.
Now it’s time to start working on your sales demo presentation. Use these best practices to make your prospect ask, “Where do I sign?”
First impressions matter. If your sales demo is over a video call, make sure your space is professional and distraction-free. Test out your equipment — the screen sharing feature, microphone, and internet connection. Likewise, organize your desktop and close unrelated tabs to avoid screen-sharing distractions. For in-person sales demo presentations, arrive early to set up materials and test equipment.
Successful sales demonstrations are about creating a free-flowing dialogue. Focus on hearing your prospect (including reading body language, vocal tone, and eye contact) rather than aggressively selling your sales deck. Active listening helps you adapt your sales demo presentation on the fly to emphasize product features that matter most to decision-makers.
Use tools like Otter to handle note-taking so you can maintain eye contact and fully engage without worrying about jotting everything down.
Not every prospect responds to the same approach. And different salespeople naturally excel with different B2B sales structures. For example, one salesperson might be a gifted storyteller who excels at describing use cases, while another might have a knack for technical deep dives. Train your sales team on different sales demo examples and techniques (like BANT or MEDDIC) so everyone can easily adapt.
Ideally, outreach and discovery calls reveal all your prospect’s pain points, prospective roadblocks, and problems to solve. You don’t want to miss any details, so double-check to make sure everyone is on the same page throughout the demo. Ask if there are any questions, concerns, or additional factors to reconsider.
Small details can make a big splash. Add the prospect’s company name and logo to your sales deck or sales demo agenda. It demonstrates that you tailored the presentation just for them and showcases your commitment to custom problem-solving.
A sale is the beginning of a new professional relationship. Prioritize making your prospect feel at ease, building a back-and-forth conversation rather than a pushy sale. When prospects feel comfortable, they’re more likely to open up and view the sale as a partnership rather than a simple transaction.
Sales demos are a moment to continue getting to know a potential new client. Instead of jotting down notes and losing pieces of the conversation, use OtterPilot for Sales.
OtterPilot for Sales is an AI-powered platform specifically made for sales professionals — empowering you with automated call notes, customized Sales Insights that automatically sync to your preferred CRM system including Salesforce or Hubspot, and generated content like email follow-ups. Try OtterPilot for Sales today.
.png)
