A good demo requires a proper narrative or story. And James gives us the perfect analogy. Watching a typical demo is like sightseeing with a guidebook. We are told what to look at, but don't really have much context. But if you have a guide that tells a story, everything changes. It what you see is much more memorable. Therefore, pre-sales and sales need to act like the docent and explain what the prospect is seeing. WOW. A great example is not just explaining a feature, but why the company developed it!! Look at features as solutions that solve problems other customers used to have.
So what are the keys to storytelling. The most effective presentation hits an argument in three ways: Ethos (Heart), Logos (Brain), and Pathos (Gut). Ethos: Establishing authority to speak on the subject and that you are trustworthy. Appeal to the heart and be relatable. Logos: The numbers. The value. The logic of the argument if you will. Pathos: The one BIG idea. This is where you appeal to a person's emotions. For example, you will be able to sell more stuff through your existing sales team. And this is where you really need to know your audience. Use these three to craft a story/message that will appeal to your audience. Use one and you won't b effective, use two and you might be OK, but three is the best. And remember, the most successful demo is the one where the customer can imagine themselves in it!
In a nutshell, here is the storyline: Other people have had a similar problem. Here is how they solved it. Maybe that could work for you.
Connect:
Connect with James on LinkedIn and be sure to check out one of his whiteboard presentations. They are great!
Connect with Greg on LinkedIn and check out Omedym’s website and their LinkedIn and Twitter
