How to Follow Up a Great Demo

How to Follow Up a Great Demo is just as important as delivering a great demo. We follow a rubric of communicating how we think the demo went, ask the prospect how the demo went, listen reflectively, and seek permission to close and move forward. The methods you will consider are below and the information each mode of communication includes is going to differ based on what will be observable and what will be indelibly etched in the memory of a prospect following a demo. We will recap some of the Best Practices from our other series below to bring this reader audience up to speed, on how we got to following up a Great Demo. Links to references included!

Great Discovery

ABD, always be discovering in a sales circumstance, but great discovery has some characteristics that make for a great demo, and then you can get to the appropriate close. Great Discovery includes using open-ended questions, obtaining consent each time you ask questions and probe for more answers, identifies the use case over the BANT qualifications, and it does not include alienating members of the audience due to buying authority, alienating members of the audience due to lack of research prior, and using lists of questions. If you perform discovery using empathy, reflective listening, and motivational interviewing, you will come away with more information than a list would and you would also have a champion to your deal entering into the live demo.

Great Demo

What makes a great demo? Please read the rest of this website for tips on what makes a demo that wins deals, but in short, a great demo focuses on the audience. Listen to the audience, solve the audience problems, and deliver a demo that not only shows your product value but also recognizes the personal value in all communications. This will move you into the position to follow up.

After your demo, you should have tried to close, or outlined some next steps to move your deal forward. If you can get a Zoom or call, and did not close, try to get another personal interaction. If you feel like there was a connection with your audience and they need paperwork and to be helped onboarding then, even better. A rule of thumb is if the deal is on track to closing, it is not necessary to pursue in person or as close as you can get to in person connection, but if you have not, still pursue this. People buy from people that they like and it is much more difficult to generate likability in a leave behind deck, a product video, or an email.

How to Follow Up a Great Demo

Calls or Zooms

How did your demo go? Are there decision-makers to talk to? More approvals? Schedule another call if you need to gain more champions to your deal. This should be a go-to. Practice nonviolent communication, reflective listening, and try to get to a place of complete transparency on what are the objections to moving forward. If it feels necessary, have another person of authority on your follow-up call that can help answer questions or make the prospect feel more important. Again, all communications directly with prospects that allow you to be you are better than written communications because you have the benefit of nonverbal cues.

Leave Behind

Your leave-behind deck should answer technical questions and include FAQ that a prospect may have forgotten in demo and discovery time. A leave-behind deck tells a story of who you are as a company as well, which is not appropriate to relay in communications. We recommend reading this piece on the must-have content in written Leave Behind Decks and Emailing Follow up.


To CC all or not to CC? Keep your email communications and points of contact consistent. You can send a recap based on the elements of the Navvatic recommendations above, but we would reiterate to keep your communications consistent. If you have materials such as a leave behind deck to share, trust in your point of contact to share them. This is really not the time to try to bring in more people, unless you are asked. Why? Even if you just met the person who has the authority to buy more products, your contact will feel used if you try to bring in someone else without permissions. Always ask permissions and consent.


Include Interactive Product videos in one email that accompanies the demo deck or embed the videos in the leave behind the deck. Do not send videos with poor production quality or that are confusing to the deal on the table. At follow-up time, if you have a product video that is outside of the scope of the deal, absolutely do not include it.

We hope you found this useful. If you are considering reworking your sales process and would like to see more demos closing your deals, please reach out to us.

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