The secrets to successful product demos.

Good products speak for themselves. That is to say, once you show people how great they are, they don’t need a master salesperson to make the case for them – it’s self-evident. That’s why product demos are so great.  But some product demos are better than others. Why? Let’s find out.

Why do product demos?

There are generally two reasons to do a demonstration: to visually show how the product works, or to allow potential customers to experience it for themselves. The demo is a chance for you to show what your product is capable of, and silence the doubters, while giving customers  a taste of what their lives would be like with this item in it.

What makes a good demo?

To perform a successful demonstration, it’s not enough to just understand what you’re selling. You don’t want to just explain what you’re selling; you want to actually sell it. But too many people fall into the trap of just rattling off a list of features. To quote an old sales adage, it’s not the steak that sells – it’s the sizzle. You need to make people understand the benefit – how it will make their lives easier, fuller, more fun.

But that’s not enough. You have to be adaptable. Today’s savvy consumers will instantly recognize if you’re reciting a pitch you’ve memorized. And they may trip you up with an unexpected question. You don’t want a set-in-stone plan – you want a versatile playbook that can be adapted for different audiences. That way it will come across as fluid and unrehearsed. A more natural approach seems more legitimate.

But that’s still not enough – you need to be honest and avoid long-winded diatribes about why your product is the best. Let the product speak for itself as much as it’s possible. For example, you could talk for hours about virtual reality and the new headset or headphones you’re selling. Or you could offer to let someone slip it on and experience it.  It’s obvious which is more effective.

And it’s not just tech products that can benefit from a successful product demo. Kitchen knives, multi-tools and practically anything else becomes more tangible and useful when you can see it in use.