I know this is difficult, but itâ€s a conversation we need to have. Maybe youâ€ve been selling and demoing your solution for some time now and havenâ€t had much success. Maybe youâ€ve had some buys, but they weren’t the deal you were hoping to make. Or, maybe youâ€re quite good at telling your story, but what Iâ€m here to tell you today is that: Your audience doesnâ€t care about your story. You need to learn how to make better demos, not stories.
Communicating what you offer, and the value that should be placed on it, has always been a challenge. There is one secret, however, that can make piecing it all together just a little bit easier:
Your audience wants to hear their story.
This may seem confusing at first but let me give you an example of what I mean. As a student you have to sit through hours of professor lectures every day (not unlike companies youâ€ll be pitching to with demos). Itâ€s nearly impossible to take in and store every piece of information given to you. Therefore, when a professor mentions that something isnâ€t going to be on a test, often times students will zone out.
When there isnâ€t a direct relationship to the outcomes people care about they stop listening.
Your customer thinks the same way. While a list of your features may be helpful to your customer in differentiating you from the other guy, it wonâ€t make them decide to be interested in what youâ€re saying. Relate those features to direct benefits and outcomes and the customer hears why they should care about what youâ€re saying and can visualize what your solution can provide for themselves. When you decide to stop telling your story, and start to tell them their story, youâ€ll have a winning demo every time.