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Successful Product Demonstrations
How to wow the crowd and win new customers
volume #1, article #10
By Dianne Smirl, CME-Designate
Have you ever visited a trade show booth to be shown ABC Company’s latest and greatest new widget and, halfway through the presentation, something went wrong? It happens to the best of us. The product demonstration gremlin has even struck the software giants once (or twice) when showcasing a new application. So how do you ensure your product demonstration is deserving of a standing ovation?
Set Objectives For Your Presentation
Be crystal clear about what you want to achieve with your demonstration. Will your product solve a particular problem for a customer? How can you showcase your solution in three minutes or less, and leave your prospect hungry for more? Always keep your customer’s needs top of mind and be sure to do a trial run of your demonstration with a current customer before unveiling it to the masses. If your customer is impressed, you’ll know you’re on the right track.
Test It, Test It And Test It Again
If the demonstration doesn’t work at the office, the chances of it being a success on the trade show floor are slim to none. Make sure your demonstration works reliably before you leave for the show, and do an early morning practice run each day of the event. You never know when the product demo gremlin will choose to strike.
Make It Visual And Interactive
The best product demonstrations have strong visual appeal and incorporate hands-on participation by a prospect. Giving your customer a test drive allows them to experience the unique benefits of your product first hand. Be sure to highlight your best capabilities.
If The Gremlin Takes Over, Shut It Down
There’s nothing worse than watching a trade show exhibitor struggle with something that clearly isn’t working right. Have a back-up plan in case your demonstration becomes temperamental. Rather than trying to fix the problem mid-stream in your presentation, with a customer in tow, stop the demonstration and move the conversation along to a different subject.
Appoint A Demonstration Manager
Allocating responsibility for product demonstrations to one or more members of your booth staff frees up other staff to concentrate on qualifying leads. It also pays to have a technical team on hand whenever you are conducting demonstrations. A little contingency planning goes a long way.
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