4 tips to focus on pain and persuade clients 2020 -

Sales demonstration is the moment when the salesperson has the opportunity to show the product or service to his potential customers. It’s time to be persuasive and show didactically how the solution addresses the client’s pain. For that, some strategies are necessary.

In the inside sales model, it is common for salespeople to use a videoconference to demonstrate what they sell.

It can be either a physical product or a service or a software (called SaaS sales).

The sales demonstration can be either pre-recorded or in real time, live.

In these cases, it is in the vast majority of times the seller to provide potential customers with an overview of resources, highlight cases and be didactic when showing how to apply the solution in practice.

But, how to do this, delivering value that the client needs, while being empathetic with his pains?

That’s what, from now on, we deal with in this post. We will talk about the existing types of sales demonstration, as well as 4 steps for you to be more persuasive in this mission.


Good reading!

The most common sales demonstration types

Sales demonstration

Before we can better understand how a sales demonstration can have greater persuasiveness, we need to separate them into types.

And 3 of them are basically the main ones.

  1. Demonstration for a group;
  2. Individual demonstration;
  3. Technical demonstration.

It is important to understand that each one has its own characteristics and that the negotiation techniques vary from one to the other.

Furthermore, within your sales routine, you may have to face one or all types of sales demonstrations.

Here, let it be clear, we are talking about inside sales. The sales model made within the company, ok?

1 – Demonstration for a group

It is a presentation in which the salesperson demonstrates his product or service to a group of people.

This usually occurs when there is more than one person responsible for making the purchase decision.

So, it is necessary to have a larger organization and deal with different types of expectations and objections.

The questions will range from the simplest (from things you have even explained in the videoconference) to the most complex and technical.

And you have to be prepared to answer them all. A valuable tip here is: leave your sales playbook open.

It will provide answers to top-notch objections and you will be able to respond more quickly to questions that arise.

2 – Individual demonstration

Sales demonstration

This is a presentation made exclusively for one person. It is easier to focus on the pains presented.

The seller must make the so-called “active listening” and intervene only in a didactic way.

Ask open-ended questions and let the qualitative answers indicate which path you should follow in your speech to achieve your sales close.

Be sure to ask, too, if that person will be responsible for having the final say on the purchase.

This will help you to focus on the main benefits of your solution and communicate them in a didactic way.

After all, if that person is not the decision maker, he will need to report on the videoconference to his superiors – and it is essential that he has understood everything!

3 – Technical demonstration

It can be either individual or for a group. But here, instead of talking about business, benefits and sharing cases, the focus is on the technical part.

This is very common for companies that work with a technical pre-sales. The person responsible for combining a project scope.

In practice, there is not much mystery. The ideal (if possible) is to put someone on your product or service development team for further clarification.

This, of course, depends on the magnitude of the project. In smaller sales you certainly won’t need to take anyone off your technical team.

Your salespeople need, in addition to understanding business, to know technical aspects of what they sell.

Benefits of a sales demonstration focused on customer pain

Sales demonstration

We can highlight 3 advantages that you reap almost immediately when you manage to make your sales demonstration more assertive and didactic.

  1. Proof;
  2. Wish;
  3. Customization.

All of them are elements that help the prospect not only trust (even more) what you sell, but also see an undeniable value in your product or service.

1 – Proof

The most obvious benefit of running a customer-focused sales demonstration, in your pain, is the ability to prove what a company promises.

Your organization’s website can say what you want. It can list resources, show screens of your system, display social proof, show the plans page …

But until a potential customer really sees – with their own eyes – what your solution can do for them, they will not be convinced that you are the best alternative.

Nor will you really understand what his needs are or focus on really helping him above all else.

After all, no one will make the decision to buy until they are absolutely sure that that is the ideal solution.

That what the company actually says it does can happen in practice, regardless of the price it costs.

After all, if you solve the customer’s pain, if you can prove your worth to him, most of the way will have been covered.

2 – Desire

Sales demonstration

While it is important to show what your product or service does, you must also arouse desire for what you sell.

So, while you understand the customer’s pain, you focus on the benefits it brings. And the feeling it creates.

You see, it is very different from simply listing the features.

You will even be being didactic, but you will not be able to arouse desire, or that “glare in the eye” of the prospect – do you understand the difference?

Either way, you will always be empathetic. You will hear what the customer has to say and show that you can help them.

But it will do this by arousing good emotions in him.

3 – Customization

Finally, a sales demonstration that focuses on the customer’s pain will allow a personalized speech for each of the prospects.

Your marketing team can even create specific pages to capture leads according to the needs of a specific type of customer.

But in any case, it will be necessary for the sellers to direct the speech to who will be negotiating at that moment.

Following a ready-made, closed sales script is important at first to get the conversation to the desired level.

But, from there, it is essential to personalize the speech, the terms, the way to intervene. All.

You want to generate empathy, right? For this, apply some rapport techniques that will show the best way to deal with each specific client.

How to make a perfect sales demo?

Sales demonstration

An assertive sales demonstration needs to prove what you say, arouse desire and be personalized.

But, how to achieve this in practice?

We separate 4 steps for you to be persuasive while delivering the value that the customer needs.

  1. Preparation;
  2. Value display;
  3. Assertive responses;
  4. Guidance.

Shall we check each one?

1 – Preparation

Before you consider starting a sales demo with a new prospect, you need to do some research on it.

It is essential to find enough to make a personalized presentation, focused on your needs.

What to do? Well, first of all, talk to the SDR who qualified the lead: ask for some impressions about the conversation they had.

Enjoy that your CRM system has an integrated webphone and listen to the call that the pre-sales team made with the prospect:

  • what needs did he expose?
  • how was his receptivity to the questions?
  • what tone did he use?
  • what did he put in need? Doubt? Objection?

Finally, extract all possible information. See his history of interaction with the company.

The emails you opened; the emails you answered; the materials you downloaded.

Another important point: what terms did he use in the conversation with SDR? Use in your presentation!

And do so by telling a story about how a customer in the same situation that he solved his problems, for example.

Tell in a way that the customer can imagine themselves in the same situation. Use some mental triggers for this.

If you really want to customize the sales demonstration for each customer, in addition to what we mentioned earlier, you need to know:

  • who will see the product or service demonstration;
  • what is the position and power of influence of each of these people;
  • the daily challenges they face;
  • the goals they hope to achieve;
  • how they think their solution can help them.

Another important tip: set an agenda for the demonstration.

Show how you structured the moment and ask for an opinion on which points the customer considers most important to be focused on.

This way, you will already start from a positive point, leaving him comfortable and confident that you will probably meet the existing needs.

2 – Show the value

Sales demonstration

As we said earlier, however much you list all the features of your service (something necessary, of course), it will not sell them alone.

To attract someone to buy something you must make them understand how your offer will in practice bring undeniable benefits.

In other words: you need to describe, show very clearly, the value of what you have to offer your buyers.

Here again comes the idea of ​​making them see themselves as having this benefit. And not just talking about a feature that seems so far away.

Listing a resource will not cause you to arouse a strong and even immediate desire in the customer. Make you see yourself benefiting from the use – yes, there!

Always look for ways to, when having to talk about a resource, present it as a benefit. Result. End – not middle, ok?

3 – Answer the questions

A really effective sales demo focuses (by now, you know, right?) On customer needs.

And to understand what they really need you, logic, you must ask the right questions.

Encourage them to speak – and listen carefully to find an opening where you will enter.

So, if you start talking about yourself, the company, the product, the cases, you will be starting in a bad way.

Start with questions like:

  • I realize that you want to get X, Y and Z, correct?
  • what specific features are you looking for in this type of service?

Once you know this information, you customize the product demo to the strongest needs.

After all, you want to allow for a positive experience at all times, right?

And, well, although no presentation is the same, you will never be able to escape issues like price, conditions, support, among others.

Obviously you will not fail to respond, but always say this accompanied by a positive or explanatory comment.

4 – Guide the next steps

Sales demonstration

Finally, end each of your statements with a “next steps” kind. That is, what should people do after the sales demonstration?

Therefore, an action plan must be executed as soon as the “bye” is given between both parties in the videoconference.

It is up to the salesperson to guide these steps. Give incentives and clear instructions on what needs to happen.

This will depend on the company’s sales process. But in general, after the video call is over, the seller will send a commercial proposal on the agreed terms, right?

The important thing is not to let the opportunity stagnate in one step of your sales funnel.

Move the card to the proposal stage and give it time to evaluate and respond.

If it takes too long, you put the follow-up step into action, encouraging him to return to the condition offered.

A well-targeted sales demonstration, focused on customer pains, personalized, is the right way for you to prove your value and guide your negotiation very well.

So, how can we help you?

If you were unsure about the article or want to know more about how CRM helps companies, talk to a consultant whenever you want.

Enjoy and read two articles that will help you positively impact your customers at all times.

The first brings some important sales techniques to be applied in your business.

The second talks about the importance and how to set SMART goals in your company.

Good sales!

A hug from CWT, your CRM. #RunCWT