<aside> 💡 In the fast-paced world of sales, the quality of your demos can make or break a deal. This comprehensive checklist is designed to help Account Executives refine their demo techniques and for sales managers to coach their teams more effectively. From preparation and execution to follow-up, these actionable steps ensure your demos are engaging, personalized, and impactful, driving better results and stronger customer relationships.

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📌 1️⃣ 19 steps Sales Demo Checklist

<aside> 💡 This comprehensive checklist will guide you through the preparation phase of your sales demo, ensuring that you understand your prospect's needs and tailor your presentation to address their specific challenges. By following these steps, you'll be well-equipped to deliver a compelling and effective demo that advances the deal.

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Preparation Phase

1. Research and Discovery
   • [ ] Review the customer’s exact words from the discovery call to describe their priorities and problems.
   • [ ] Identify key stakeholders and their roles.
   • [ ] Prepare a "State of the Union" slide summarizing key objectives, priorities, status quo, and desired future state.
   • [ ] Identify any gaps in the information and prepare additional discovery questions to fill them.
2. Customize the Demo
   • [ ] Categorize features into:
     • Table stakes (common functionality)
     • Comparative differentiators (unique approach)
     • Unique differentiators (exclusive to your product)
   • [ ] Prepare an editable slide or document for real-time revisions during the demo.
   • [ ] Develop a visual timeline slide outlining the next steps.
3. Set Objectives and Plan
   • [ ] Clearly define the objective of the demo (e.g., earning commitments, advancing the deal).
   • [ ] Confirm the demo logistics, including time, attendees, and any technical requirements.
4. Deep Stakeholder Research
   • [ ] Conduct in-depth research on each stakeholder, including their background, role, and potential pain points.
   • [ ] Identify and build a relationship with an internal champion who can provide insights and advocate for your solution internally.
5. Tailored Content
   • [ ] Create tailored demo content that speaks directly to the unique needs and industry-specific challenges of the prospect.
   • [ ] Prepare specific use cases and case studies that are highly relevant to the prospect's industry and challenges.
6. Competitive Analysis
   • [ ] Prepare a competitive analysis to highlight how your solution stands out against competitors.
   • [ ] Be ready to address common competitor strengths and weaknesses.

Execution Phase

1. Introduction
   • [ ] Begin with a feature that addresses a pressing problem and "wows" the prospect.
   • [ ] State the purpose of the meeting and align on the agenda.
2. Conducting the Demo
   • [ ] Involve everyone on the call by asking them questions and seeking their perspectives.
   • [ ] Use comparative and unique differentiators to make your demo stand out.
   • [ ] Focus on how the solution will be used in the buyer’s environment, sharing relatable success stories instead of statistics.
   • [ ] Show features that are directly related to the customer's top priorities and challenges.
   • [ ] Use the buyer’s exact words to describe their priorities and problems.
3. Manage Time and Flow
   • [ ] Seed next steps early to set up a productive conversation.
   • [ ] Confirm the hard stops to manage time effectively during the demo.
4. Address Questions and Feedback
   • [ ] After showing a feature, ask specific questions like “What was running through your mind as I was sharing that?” instead of “Any questions?”
   • [ ] Be prepared to address any objections or concerns raised by the attendees.
5. Dynamic Interaction
   • [ ] Be prepared to adjust the demo on-the-fly based on feedback and questions from the prospect.
   • [ ] Incorporate interactive elements such as live polling, Q&A sessions, or hands-on demonstrations.
6. Emotional Connection
   • [ ] Use powerful storytelling to create an emotional connection with the prospect.
   • [ ] Use visual aids, diagrams, and infographics to make complex concepts easier to understand and more engaging.
7. Value Articulation
   • [ ] Clearly articulate the ROI and specific metrics that your solution can achieve for the prospect.
   • [ ] Use data and concrete examples to back up your claims.

Follow-Up Phase

1. Immediate Follow-Up
   • [ ] Send a personalized note to each attendee thanking them for their time.
   • [ ] Ask if there were any specific expectations or use cases that were not addressed during the demo.
   • [ ] Mention the key points discussed and any agreed next steps.