12 Do’s and Dont’s I’ve learnt about explaining a paradigm – shifting software to clients.

(After, that is, explaining the underlying paradigm-shifting business solution…. a post in itself. Stay tuned!)

1. Do set the stage. The easiest way to earn a prospect’s respect is to show you understand his company, his industry, his pain points. Start by repeating (in brief) the business pitch that got you the demo – and then lead into the actual software.
2. Do talk about the ‘why’ as well as the ‘what’ and the ‘how’. When you mention a ‘new’ feature or function make sure to link it back to a benefit or problem solved. Then show him – don’t just tell him – exactly how your software solves it.
3. Don’t expect him to take you on faith. Why should he? Use references and customer stories, sprinkle user anecdotes into your narration.
4. Don’t talk too fast. One of the most common mistakes I see, where the presenter (out of nervousness or eagerness) pushes out information faster than his audience can absorb it. People need time to process what they just heard, so talk a little slower and pause between thoughts. At least at the start and then adjust the speed as you go on.
5. Do have a plan. I’m a believer in ‘planned spontaneity’. I like to start with a loose sequence of how I want to take him through the features/menus/functions. That way I can control the pace and the narrative and still be flexible enough to respond to questions.
6. Do make it interactive. Converse, don’t lecture. If the demo is voice-only keep asking questions, listen to the answers, listen to the tone of voice. If it is a face-to-face meeting watch body language, watch the audience, watch how they watch you.
7. Don’t overuse PowerPoint. Show the actual software as much as you can and explain verbally what they’re looking at (rather than slides describing the software).
8. Do take control. But do it nicely. Keep the meeting on track. You asked for this demo, you got it, now take ownership of it.
9. Don’t be ‘monochrome’. Strive for a balance between technical, business, and social. Wrap up a technical point in a business point, go from a business point to a social joke, explain a benefit in a metaphor.
10. Do be confident (but don’t be over-confident). Nobody likes a guy who swaggers Or who fades into the furniture. Where’s the line? Common sense and good manners.
11. Do end strong. Don’t taper off, don’t be vague, don’t leave things up in the air. End with a clear call to action, repeat it, make sure you get a clear response.
12. Do believe. As a salesman a certain amount of acting is called for but find something in the pitch that you genuinely believe in. That sincerity will color the rest of your pitch and make it look and sound more convincing.

What are your tips for giving good technical demos? Let me know!