Demo Mechanics
Regardless of how well you know the product, how perceptive you are of the dealer’s needs or how dazzling you are with your script, the presentation can still be a failure if you ignore the mechanics of a good demo. How many times have you gone to a movie-house and watched a million-dollar movie that was annoying because someone in the theater didn’t adjust the focus? It is important that you be aware of the “little annoying things” that can mess up an otherwise perfect demo.
Mechanics of an Effective Presentation
- Always ensure your equipment is immaculate. It’s hard to focus on the screen when it’s full of smudges and streaks or washed out by light.
- Optimize your system. Get the fastest “screamin meemie” machine you can, and keep it optimized and tuned.
- Room setup. Spend time before the demo to make sure the dealer’s environment is appropriate (set up chairs, clear off demo space, etc.).
- Train your voice. Unless you were born with Crusoe’s cords (& even then) you will have to train your voice. Many top-notch salespeople take auctioning courses, vocabulary labs, and drama classes to improve their voice. Your voice earns your living–learn to modulate it, have fun, and watch the dealers perk up during your demos!
- Be prepared. Carry backups of your programs, ensure you have adapters for VGA cables, an extra power cord, etc. Also, carry along a small screwdriver/tool kit for repairs & fast hook ups.
- First 3 seconds. Within the first 3 minutes of your presentation you should have 1) caught the dealer’s attention, 2) gathered setup information and sold yourself, and 3) hit a major highlight of your product(s).
- First time. Act as if every time you see something unique about your product it is the first time you’ve seen it.
- Doggy bone. Put the product in the dealer’s hand–the old, “Give the dog a bone,” close. Once holding it, a dealer feels more ownership and often doesn’t want to give it back.
- Have a sense of humor. The old phrase, “Be funny… make money,” holds true. Humor also creates a friendlier atmosphere.
- Eye-to-eye. Maintain eye-to-eye contact. It indicates honesty and sincerity.
- Use a lot of visual selling. When emphasizing product benefits visually count on your fingers, “There are four reasons’s why this product won MVP..”
- Visualize benefits. Get your dealers to visualize using the product themselves and feeling the benefits they derive.
- Loose. Be loose as a goose. RELAX and you will be able to get your dealers to relax.
- Prospect in control. If the room feels too tense before the close question try to place yourself at a lower level than your prospect. It will make him feel like he is in control (creating a buying rather than a selling atmosphere) and help put him at ease.
- Be time conscious. If you asked for only 10 minutes, then keep your word. If you have done your job you will have caught the dealer’s attention and he will request more time. If not, then learn how to get his attention quicker next time.
- Vary the speed of your demo. Speak quickly during the presentation for three reasons: 1) Credibility–current studies show that people believe you more when you speak quickly, 2) A slow demo is a boring demo and will create little attention and impact, and 3) Your demo will be more congruent and you will allow more time to return to areas of interest. Reduce your speed to “low and slow” when explaining details such as pricing and tech specs–“a confused prospect never buys.”
- Differentiate products. Ensure crisp transitions between products to differentiate them in the dealer’s eyes.
Review Questions
- What is visual selling? Give an example:
- __________ your voice.
- Be ________ as a goose.
- What reason is there to show the dealer the product packaging while showing the product?
- Get dealers to _____________ the benefits.
- Speak quickly during ____________________. Speak “low and slow,” during _____________________.
- It is essential that you _______________ your product transitions
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