Essential Elements to A Demo Leave Behind Deck are quite simply all of the things that you probably want to include in your demo, but, instead, should leave behind for the client to review at a later time: a NASCAR/logo slide (named because NASCAR vehicles are covered in sponsor logos), supplemental data, extra product features (particularly those the prospect didn’t ask for in the meeting), and implementation details (deep details, like those super complex Gantt charts, but you can absolutely talk about implementation during your demo). At Demo Solutions our main focus is to teach sales teams, presales teams, revenue leaders and sales enablement professionals to connect with their audience more effectively. The best way to connect with an audience is by forging an emotional connection and showing empathy. In order to forge these connections, you need to prove authority and trust first – and, of course, get the audience’s consent to sell. You know what doesn’t help? Big complex decks.
So use in-person time to have a conversation; and leave the details behind.
Essential Elements to A Demo Leave Behind Deck
The Essential Elements to a Demo Leave Behind Deck supply your prospect with the technical details of your demo, or product videos (embedded in PowerPoint, with a Demo Automation tool, etc), your value as a company, the NASCAR/logo slide, your value in the industry compared to competitors (don’t actually go after your competitors, rather, put information in there that you know will differentiate you, and that will put your competitors on the defensive. This technique is sometimes, rather crudely, named “planting land mines”, a roadmap/next steps, additional supporting data related to the problem you solve in your industry, and fine print details of the feasibility of the deal you demoed (did you show roadmap? Better “safe harbor” the hell out of this deck.
Why not include this in a demo instead? Time. Or, in the words of English philosopher Roger Waters, “The time is gone, the song is over.”
Most demos are scheduled for an hour, and you’re lucky if you get 45 minutes. In that time, you need to forge an emotional connection with the audience, maybe run some discovery, and show them that you understand them. Meanwhile, some people are arriving late, others are leaving early, and no one can seem to get the screen share to work quite right. Oh, and the decision maker had a conflict, but may make an appearance for a few minutes.
Yet, lots of salespeople insist on wasting time by talking about themselves. By showing the logo/NASCAR slide. By delivering case study slides that are words on words on words. So be different! Make the live demo about the audience – their needs and challenges. How you can help them. And leave a lot of the other stuff for the leave behind deck.
These essentials do not need to be in a defined order as we have listed them here, contact us if you want help with a deck. Here are our Essentials, and we also encourage you to read a more detailed piece on meeting follow-up by our friends over at Navattic (linked here).
Your Story and Client Success Stories
What is a NASCAR Slide? This is the slide with all of the logos of your past clients that is usually delivered first in a demo deck but should be broken down and delivered in a leave-behind deck. This slide is often the most problematic in a sales presentation.
Imagine you meet someone for the first time, and they talk about themselves for five minutes – most of which is name dropping. For fans of The Office (US), it’s like talking to Andy Bernard about Cornell (for those of you who haven’t watched the show, a running joke is that Andy constantly talks about the fact that he went to Cornell).
Apart from this being obviously rude in a social setting, it is tone-deaf in a demo setting. Tell your story and the story of your clients in your leave-behind deck, in videos, and in other marketing. Note here we said “clients,” not client. A NASCAR or logo slide is a distracting waste of time, and introduces risk into your demo (“Oh, you’re working with ABC company? Do you know Jennifer over there? She was my college roommate. Oh they’re not a current client? They cancelled their contract early? You can leave now.
Client Story and Your Joint Story/Context
One client story in a demo, presented as a case study (without that “case study slide” that’s full of words) can be a powerful way to frame your benefits, and can also let you highlight your prospect’s challenges without directly calling them out (“your situation reminds me of X, and when we started working with them they were dealing with Y”). This also gives you authority and can provide all sorts of context to your demo.
Interactive Product Demos
This is a perfect place to add features that are not explicitly in the demonstration but would be helpful to the client and the entire product videos that they are considering. Link videos to autoplay and be sure that they are not extended versions or have information that is out of date. Do not send videos with low production quality or videos that would not pertain to the client. Just because it is a leave-behind deck, does not mean that it is throw away. This deck should have such valuable information that another party who missed the demo, would still immediately be able to see the value of the product and how it suits their needs. See Navattic on Leave Behind Product Demos.
Were you itching to rattle off some Gong stats, statistics, or analytics? This is one of the biggest disconnects we coach on for demos. No one really cares about data by itself – its your job to make it real for the audience.
While we’re at it – leave the general statistics at home (“did you know that 81% of people in your industry use a laptop at home? What a market!”). Oh, and stop telling the audience a fact about millennials – we’ve been seeing a lot of “millennials want things right away” in demos. There are two problems here: 1) Anytime you talk about younger generations, those not in the generation immediately feel old (thus making them feel excluded. 2) Think about the implications about the “opposite” of your claim. If you’re claiming that millennials want things right away, does that mean that anyone born before 1981 is OK with things taking a long time?m
One more example of in-person interactions – say you go car shopping and the salesperson does nothing but tell you facts and figures about the car and the manufacturer. You want to hear that the car you are considering, a crossover with a big engine, meets your growing family needs, but also has some muscle to let you go to 0-60 FAST. You can get the car facts from anywhere. This is why the data sheets are important, you definitely want to include all of the quantitative reasons that your solution is best, but you leave this behind. And, of course, you want to get behind the wheel (but be careful when agreeing to let your customers get behind the wheel so-to-speak, as proofs-of-concept can have their own challenges.
FAQ and Fine Print Explained InfoSec, Legal, and Time Considerations
Your leave behind deck should answer questions that might not be top of mind during the demo. If you delivered a really great demo, then there should be next steps and implementation FAQ in the leave behind deck. Additionally, if you did not go over infosec and legal considerations in discovery, you can have information on contracts in an FAQ section on the leave behind deck. Something that can be quite effective is some sort of “dealbreakers” sheet – let’s say you don’t terminate contracts for convenience (basically, the customer can’t break the contract just because they feel like it), making sure to let them know upfront can save you a lot of headaches later on. Lastly, you can use this section to manage expectations for onboarding, prior to handing off a deal to the next team.
We hope these essentials help you craft a leave behind deck that leaves you ahead of competition. If you have questions or would like to explore building new collateral with a third party, that is us, contact us!