1. What does your prospect actually need?
Step 1: Nail down your prospect’s pain points and requirements
One of the surest paths to becoming a trusted sales advisor is doing the necessary work to find out who your prospects are and what’s troubling them. Once you know what potential customers need, or what their challenges are, you can tailor your sales demos to them.
To uncover important details about who you’re selling to, start by using company webinars or emails to gather key information.
For example, according to Livestorm’s Head of Sales Barnabe Lourdel, “You can use polls to gather feedback during your webinar, or add a survey to your promotional emails to gauge interest in various topics.”
The information you collect can then be used to guide your sales demos.
If you’re presenting to an individual client, rather than a group of interested leads, you may need to dig a little deeper by conducting some online research or speaking with them directly to gain a better understanding of their requirements.
- What does their company do?
- Who are their competitors?
- What specific issues are they experiencing?
Not only will the answers to these questions help clarify your prospect’s pain points, they’ll point you toward the product features or benefits to emphasize during your demo. The goal is to customize your presentation to your client’s situation.
Why customize your demo?
While it can be tempting to save time by creating a cookie-cutter demo you can use over and over, a certain amount of personalization in sales is important. Different industries, companies and clients, for example, may experience different challenges and opportunities.
Take a moment to think about how much more interested potential buyers become when you tailor your sales calls, pitches and prospecting efforts directly to them.
Sales demos are no different.
Research and preparation are essential for understanding your prospect’s specific needs, instilling confidence and eventually closing the sale.
Imagine that, like Pipedrive, your company sells a CRM used by a variety of sales organizations. Now imagine a car dealership company is considering using your product to record, track and follow up on car sales.
You wouldn’t re-use a demo based on common sales challenges and solutions; you’d look into car dealership problems and fixes specifically and build your presentation from there. Once your prospect had agreed to your demo, you’d then take steps to make sure the right people were going to be there.