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Doing Killer Product Demos

Doing Killer Product Demos. Jeff Zimmerman October 2010. What Is a Product Demo?. “A dramatic visualization of product superiority or a product breakthrough” Scott Cook Founder of Intuit. Goals Of This Presentation.

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Doing Killer Product Demos

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  1. Doing Killer Product Demos Jeff Zimmerman October 2010

  2. What Is a Product Demo? “A dramatic visualization of product superiority or a product breakthrough” • Scott CookFounder of Intuit

  3. Goals Of This Presentation • Learn general principles and practical tips for creating and giving great product demos • Broadly applicable • Live demos to sales prospects • Live demos to internal stakeholders • Recorded demos (Flash, YouTube) • Static screenshots

  4. Why Are Demos Important? • People judge the demo … not the product • PR coverage is free … great bang for the buck • Increasing use of visual media in marketing

  5. Jeff’s “Top 10” Principles for Creating and Giving Killer Demos

  6. #1. Know Your Objective • The goal is to wow the audience • Make them think “I gotta have that!” or “my friend needs this” • Who is the audience? (e.g., prospect, journalist, sales team) • Does the person have direct experience for this problem or product? • What do you want them to believe after the demo?

  7. #2. Focus! • Limit the demo to 2 or 3 major points • Demo only the best • Benefits • You control the takeaways • Audience assumes the rest

  8. #3. Keep It Short • Live demos: < 30 minutes • Litmus test: can you hit the mainpoints in 10 minutes? • Recorded demos: < 2-3 minutes • Enables conversational meeting • Allows time to get “off track” to address questions … what the audience cares about • Easier to keep the audience’s full attention

  9. #4. Set Up The Problem • Why should the audience care? • How many people are impacted by this problem? • How severe is the impact? • Would people pick up a magazine to read about this problem?

  10. Where’s The Customer Problem? Confidential

  11. #5. Bring It To Life • “Bring to life” both the problem and the solution to drive home the point • Techniques: • Visuals … including physical objects • Analogies • Before and after • Direct comparisons to competitors • Statistical data to prove your point • Customer testimonials and stories

  12. Before After

  13. Visual, Comparison

  14. #6. Slam The Competition • Are you comparing your product to the competition or an older version of your product? • Think broadly about substitutes, not just the direct competition • If you are making comparisons, be explicit

  15. MGD 64 v. Bud Light

  16. #7. Use Structure For Emphasis • Create the demo around 1-3 key points • Create a “module” for each point • Each module is a mini-story, with a beginning (the key benefit), the middle (the demo … proof) and the end (restate the benefit) • Be willing to change the order • Remember high-school English class

  17. #8. Don’t Forget Logistics • Be wary of Internet connections • For in-person demos, face the screen toward the reporter … not yourself • Position yourself properly relative to the computer and the audience • Talk to what you’re doing … navigate slowly and obviously … show them where to look • Be prepared to fill “dead air” • Use large fonts and/or resolution

  18. #9. Invest In Sample Data • Show the feature at its best • Clear customer problem that is visibly solved • Avoid the non-demo • “I want to show you ____, but it doesn’t work in this demo” • “If this was set up, you could see how it could save you time”

  19. Quicken Bank Account Forecast

  20. Clearent Profitability Report

  21. #10. BuildA Great Product! • If the product addresses a real customer problem and solves it well, you have the foundation for a great demo • The demo can be a litmustest for new products

  22. Checklist • Know your objective … to “wow” the audience • Focus! … 1-3 major points … only the best • Keep it short … 30 minutes max • Set up the problem … why is this important? • Bring it to life … visuals, before>after, data, etc • Be willing to slam the competition • Use structure to reinforce points • Don’t forget the logistics • Invest in compelling sample data • Build a great product!

  23. Thank You! Jeff Zimmerman jpzimmerman@gmail.com

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