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Improving your SaaS product demo

In any considered B2B SaaS purchase, the product demo is often a key part of the sales process. A product demo is a valuable tool for getting new customers interested in your SaaS product. It's also a tool to establish your credibility and industry knowledge.

However, in a large number of cases, potentially lucrative demos quickly turn into a sinkhole of wasted opportunity, not to mention waste of effort and resources.

Let's try to understand how to prepare for a good SaaS product demo.

Goals of the demo

A product demo is never about showcasing the long list of features of your product.

It's more about,
  1. Understanding the prospect's pain points.
  2. Showcasing how your product is a good fit to solve that pain.
  3. Leaving your prospect believing that your product is a great solution to their pain.
  4. Establishing confidence with the prospect about your team.
  5. Showcasing your product as a stable and matured solution.

Failure Reasons

Most of the demos fail because:

1. Failure to understand what prospect's pain points are. 
Many times we enter a demo meeting without doing much of background work. We are too focused on our product features and we fail to understand the pain points of a prospect. This easily gets a prospect confused and disinterested in the product.

2. The demo is too complicated.
In an attempt to showcase lots of features we end up making the demo overly complicated. Showcasing features that are of no use to a prospect is just a waste of time for him. Also, if the product requires many complicated steps, the prospect might become hesitant to incorporate it in their business processes.
Try to make the demo as simple as possible while focusing on the features that are required to solve the problem.

3. Using overly technical or overly simple language.
The language of the demo has to be customized as per the audience. If, its a tech-savvy group of prospects, it's important to be forthright with technical specifications. If, the audience does not have much technical knowledge, it's important to dial-back on the technical jargon, and discuss the product in terms they can relate to.

4. Poor product stability while demo
Any time during a demo you say “Oh, just wait a moment” or “It’s never done this before” you’ve lost it. It immediately raises a doubt about your credibility. No business wants to invest in a product that is unproven or unstable. 
Make sure your demo does not have failure paths. No software is perfect and surely your product can have error paths, but you should prepare your demo script keeping in mind not to cross those failure paths.

5. Not taking the next step
A product demo is a tool. It's a means to an end, not the end itself. Going into a demo, you should have a plan on where you expect to move the sales cycle next. Don't just thank the prospect for their time, go all the way to the sale.

Keeping above points in mind, we can deliver a better and fruitful product demo.

Please do leave your feedback in the comments section.


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