About Demo Solutions

Learn more about our company, team and philosophy

Demo Solutions Was Founded in 2018 To Help Presenters Focus on Opportunity and Value for Their Audiences 

Winning more deals isn’t about having the most features. It’s not even about having the best features. It’s about making emotional connections with the audience. Because people make decisions emotionally, then justify them later relationally.

To help presenters make those connections, we’ve developed an approach that’s grounded in evidence-based psychology (peer-reviewed research, not just stuff on the internet) as well as best practices learned from years of experience delivering thousands of demos (and making lots of mistakes along the way). 

The Demo Rules

These simple rules sum up our demo philosophy

1) Demo like yourself

Anyone can read a script or read slides in front of an audience, but the best presenters know how to read audiences, and put their own spin on the content. When presenters try to hard to get every single word right, or to be someone they aren’t, they get uncomfortable – and audiences pick up on it. Our goal is not to get anyone to present like us, instead, we work with presenters to identify their own strengths, and help them be the best versions of themselves when in front of an audience. 

2) Communicate in plain language

Every technology vendor on the planet “leverages artificial intelligence to deliver actionable insights and a single source of truth.” With all of the jargon, buzzwords, and TLAs (Three Letter Acronyms), it’s possible for presenters and their audiences to use the same words, but mean completely different things. Instead, presenters should use plan, straightforward language – around the 6th grade level – so nothing gets lost in translation. 

3) Communicate in plain language

It’s easy for presenters to unintentionally exclude audience members in different ways: Language (“you guys” with a mixed gender audience), cultural references, (not everyone in the audience is going to get that joke from The Simpsons), or even colors (when “red is bad” and “green is good,” the 8% of people who can’t distinguish those colors won’t understand). Even pushing pain, or telling audiences what they’re doing wrong can make them feel bad or excluded. And when people feel bad or excluded, they might not say anything in the moment, but they will often do everything they can to ensure the deal doesn’t happen. 

4) Run discovery before the demo. And during. And after.

Discovery is often viewed as a step in the sales process – i.e. a “discovery call,” but that’s only one small part. Incorporating aspects of discovery into every call – getting the audience to open up and share, and to give more information about their specific needs and use cases – not only results in more engaged audiences, but also helps presenters show empathy, and gain the audience’s consent to demo and close. 

5) Only demo what your audience wants to see. Not what you want to show.

80% of the value someone gets from software comes from 20% of the features, but many presenters show all of the features in the hope that one will pique the audience’s interest. Or, they get so excited about the “new hotness,” that they overlook that the audience may not be interested. Instead, presenters who ask good questions may only show a few features, but if they’re the right features, that’s all the audience needs to see. 

Demo Solutions’ Values

We are strong believers in positive business, and our values guide how we do things


We publish our pricing, list our partners, and outline exactly how we coach right here on our site.

Work-life balance

Most of the team are parents, and we are proud signatories of the invest in parents pledge.

Positive impact on our community

Along with our partner and advisor Dr. Gilo Logan, we work to ensure demos are as inclusive as possible. Additionally, we are proud partners of The Mom Project.

The Team

Ed Jaffe

Ed Jaffe

Founder and Lead Coach

Martha Greenlee

Martha Greenlee

Head of Growth

Rob Morse

Rob Morse

Director of Finance


Dr. Gilo Kwesi Logan

Dr. Gilo Kwesi Logan


Julia Aleprovich, LMFT

Julia Aleprovich, LMFT

Psychology and Therapy

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