What’s the difference between Demo Coaching and Demo Training

Founder of Demo Solutions Ed Jaffe is a master facilitator for 2Win!, or Demo 2 Win!, and usually gets asked “What’s the difference between Demo Coaching and Demo Training?” It is a great time to address it because it also addresses our relationship with Demo2Win! We offer extended Demo Coaching to organizations and also offer Demo Training through Demo2Win! What are the key differences between coaching and training and why you might need one or the other? See below our KEYs. 

Key Differences Between Demo Coaching and Demo Training 

  • Time
  • Personalization
  • Entry and Access
  • Deals
  • Content
  • Costs


Demo Coaching is for the organization that is prepared to put in the time to not only improve demos but improve a sales team’s process as a whole. Demo Training takes a few days or a class and the improvements might be readily apparent at first, but old habits and a broken process might reverse progress. Demo Coaching has the ability to focus on long term improvement and keeps skills fresh. 


Trainers have a curriculum and framework they teach within. Even a great trainer can work within these frameworks, but it can only go so far, we have frameworks too in Demo Tools. A coach personalizes curriculum, accounting for background, sales goals, and product, and adjusts for members of the sales team and the organization’s structure. 

Entry and Access 

Demo Trainers work with and are hired to work with the team members assigned to deliver the demos and are allowed access to sales. They can deliver advice on where the pitch deck needs to be edited and how the messaging should change, but rarely are these messages followed up on or correctly implemented. 

Effective demo delivery needs multiple entry points into an organization because if messaging is inconsistent or inadvertently losing deals, you might have to reframe content where it originated. Demo Coaches take a holistic approach to demos and presentations and take the time to assess all of the assets and processes in revenue from Sales to Marketing, then tackle issues respective of their origination. 


Trainers come in and come out, whereas Demo Coaches can actually advise on individual deals. This is an advantage of all forms of coaching that people tend to overlook or rely too heavily on. Coaches are another set of eyes or ears to give you a leg up on your competition. Trainers will not know your pipeline or what your goals are, so they would not be able to offer sound advice as a coach can. 


Trainers can make recommendations on content and marketing assets, but Demo Coaches can actively participate in and guide the conversation and process between sales and marketing and how the product message is being delivered. Demo Coaches are able to integrate themselves into a team and work on both messaging, communication, and sales process, as a nonbias observer. 


This is a critical difference between coaching and training. If you have a large sales organization, including a presales department, you are much better off having a coach than doing training.  Coaches can cross-train individuals, set goals, and train multiple members of your team. Training, you choose members receiving the training without follow up and without support. 

Additionally, it is more efficient over time to have coaching over training because a coach will be able to diagnose and treat diseased areas of your org and be able to pinpoint even the most micro problems in your delivery that training may miss because of lack of knowledge of your organization. 

SO, What’s the difference between Demo Coaching and Demo Training

The takeaway difference between Demo Coaching and Demo Training is the ongoing activation of training techniques and support of the teams involved in delivering an effective demo.

If you are interested in learning more about the difference between demo coaching and demo training, contact us today for a Demo Audit. We can get started. We also are partners of 2Win Demo! 

Leave a Reply