Software Sales Tips by Matt Wolach

Mastering SaaS

Boost Your Software Sales with a Compelling Demo Experience

In today’s digital age, software demos have become essential for businesses to showcase their products and services to potential clients or stakeholders. Whether you’re a software developer, sales representative, or product manager, conducting a successful software demo is crucial for driving customer engagement and closing deals.

In this blog post, we will dive into the world of software demos and explore the key steps and best practices to ensure your next demo is a resounding success. From understanding the basics of software demos to post-demo follow-ups, we’ll provide you with a comprehensive guide to help you master the art of presenting software effectively.

First, we will discuss the importance of preparing for your software demo. This includes understanding your audience, outlining the key features of your software, and setting up the necessary equipment and environment to create a seamless and professional demo experience.

Next, we will delve into the actual software demo process. We’ll explore how to start with a captivating introduction, demonstrate the software in action, and effectively highlight its key features and benefits. Additionally, we’ll cover strategies for handling questions and feedback to ensure a smooth and interactive demo session.

After the demo, we’ll guide you through the post-demo follow-up process. This includes thanking the participants, gathering and analyzing feedback, and making necessary improvements based on the valuable insights you receive.

Lastly, we will provide you with best practices for software demos. These tips include keeping the demo concise and engaging, avoiding technical jargon, being prepared for technical issues, and utilizing visual aids and examples to enhance the audience’s understanding and engagement.

By the end of this blog post, you’ll have a solid understanding of the key elements required for conducting a successful software demo. So, let’s dive in and unlock the secrets to effectively captivating your audience and showcasing your software.

Understanding the Basics of Software Demos

A software demo, short for demonstration, is a presentation or showcase of a software product or service to potential clients, stakeholders, or decision-makers. It serves as an opportunity to highlight the software’s features, functionality, and benefits, allowing the audience to understand better how it can address their specific needs or solve their problems.

To conduct a successful software demo, it is crucial to have a solid understanding of the basics. Let’s explore these fundamental aspects in more detail:

1. Purpose of a Software Demo

The primary purpose of a software demo is to showcase the capabilities of a software solution and demonstrate how it can add value to the end-users or customers. It allows the audience to visualize the software and evaluate its potential benefits for their requirements.

Software demos can be used for various purposes, such as:

  • Sales: Demonstrating the software to potential clients to generate interest and close deals.
  • Marketing: Showcasing the software in promotional materials, websites, or trade shows to attract potential customers.
  • Training: Educating users or employees on how to use the software and its features effectively.
  • Internal Presentations: Presenting the software to internal stakeholders or decision-makers for evaluation or approval.

2. Target Audience

Before conducting a software demo, it is essential to identify and understand your target audience. Knowing your audience allows you to tailor the demo to their specific needs, interests, and level of technical expertise.

Your target audience may include:

  • Potential clients or customers
  • Executives or decision-makers
  • Internal stakeholders
  • Technical experts or IT professionals

Understanding the audience will help you customize the content, language, and level of detail in your demo presentation to ensure maximum engagement and relevance.

3. Key Objectives

Clearly defining the objectives of your software demo is crucial for planning and executing a successful presentation. Some common objectives include:

  • Showcasing the core features and functionality of the software
  • Highlighting the unique selling points and competitive advantages
  • Addressing the pain points and challenges the software can solve
  • Demonstrating the ease of use and user-friendly interface
  • Building trust and credibility in the software and the company behind it
  • Generating interest and leads for further sales or engagement opportunities

By setting clear objectives, you can structure your demo effectively and ensure that you cover all the essential aspects that will resonate with your audience.

4. Demo Duration and Format

The duration and format of your software demo are important considerations to keep your audience engaged and focused. While the ideal duration may vary depending on the complexity of the software and the audience’s attention span, keeping the demo concise and to the point is generally recommended.

Consider the following factors when determining the demo duration:

  • Complexity of the software: A more intricate software may require a longer demo to cover all the important features.
  • Audience engagement: If your audience is highly engaged and interactive, you may allocate more time for questions and discussions.
  • Time constraints: Ensure that your demo fits within the allocated time slot, whether a few minutes or an hour.

In terms of format, you can choose between a live demo, a pre-recorded video, or a combination of both, depending on your preferences and the resources available.

5. Demo Environment and Setup

Creating your audience’s conducive demo environment is a smooth and glitch-free presentation. Consider the following factors for your demo environment and setup:

  • Hardware and software requirements: Ensure that the necessary hardware and software are in place and functioning properly before the demo.
  • Internet connectivity: If your software relies on an internet connection, ensure a stable and reliable connection to avoid disruptions during the demo.
  • Test the setup: Conduct a rehearsal or test run to identify and resolve any technical issues beforehand.
  • Presentation tools: Determine the tools or software you will use to present your demo, such as screen sharing, slide decks, or interactive demos.
  • Audio and visual quality: Ensure that the audio and visual aspects of your demo are of high quality, including clear audio, legible text, and visually appealing graphics.

Understanding these basics will lay a strong foundation for a successful software demo. By having a clear purpose, knowing your audience, defining objectives, determining the duration and format, and setting up the demo environment, you will be well-prepared to deliver an engaging and impactful presentation.

Preparing for Your Software Demo

Preparing for your software demo is a critical step that sets the stage for a successful presentation. It involves understanding your audience, outlining the key features of your software, and ensuring that you have the necessary equipment and environment in place. Let’s explore these elements in more detail:

1. Knowing Your Audience

Before conducting a software demo, you must clearly understand your target audience. Consider the following aspects:

  • Industry: Research the industry or vertical your audience belongs to. Understand their specific pain points, challenges, and requirements related to software solutions.
  • Job Roles: Identify your audience members’ job roles or positions. This will help you tailor your demo to their unique needs and concerns.
  • Level of Technical Expertise: Determine the technical proficiency of your audience. This will influence the level of detail and technical jargon you use during the demo.
  • Goals and Objectives: Understand the goals and objectives of your audience. Identify how your software can help them achieve their desired outcomes.

By gaining insights into your audience, you can customize your demo to resonate with their interests and effectively showcase the value your software brings to their specific context.

2. Outlining the Key Features

To ensure a focused and impactful demo, it is crucial to outline the key features and functionalities of your software that align with your audience’s needs. Consider the following steps:

  • Identify the Core Features: Determine the most essential features of your software that address your audience’s pain points. These features should demonstrate the unique selling points of your product.
  • Prioritize the Features: Arrange the features logically and coherently. Start with the most impactful and relevant ones to capture your audience’s attention.
  • Define Use Cases: Prepare specific use cases or scenarios that showcase how your software solves real-world problems. This helps your audience visualize the practical application of your software.
  • Map Features to Benefits: Clearly articulate the benefits and advantages that your audience will gain by utilizing each feature. Focus on how your software can enhance productivity, efficiency, cost savings, or any other relevant benefits.

By outlining the key features and benefits, you can ensure that your demo is structured, coherent, and tailored to address your audience’s specific needs and pain points.

3. Setting Up the Necessary Equipment and Environment

A smooth and professional demo experience requires the right equipment and a conducive environment. Consider the following aspects:

  • Hardware: Ensure you have the necessary hardware, such as a reliable computer or laptop, projector or screen, and any additional peripherals required for your demo.
  • Software: Install and configure the software you will showcase during the demo. Verify that it is up-to-date and functioning properly.
  • Internet Connectivity: If your software requires an internet connection, ensure a stable, high-speed connection to avoid disruptions during the demo.
  • Demo Environment: Create an environment free from distractions and interruptions. Choose a quiet and well-lit space, preferably with minimal background noise.
  • Presentation Materials: Prepare supporting materials, such as slide decks, handouts, or brochures, to enhance your demo and provide additional information to your audience.

By setting up the necessary equipment and creating a conducive demo environment, you can deliver a seamless and professional presentation that keeps your audience engaged and focused.

By adequately preparing for your software demo, you set yourself up for success. By understanding your audience, outlining the key features, and ensuring the right equipment and environment, you can deliver a demo that effectively showcases the value and potential of your software solution.

Master the Art of the Demo with The Perfect D.E.A.L. Process

Giving software demos has become a lost art.

Not everyone knows how to do them correctly, especially if they are new to SaaS sales. Apart from that, it’s different from giving demos in general. Just because you have experience in sales elsewhere doesn’t mean it will also work for doing a software demo.

If you are new to SaaS and need to give a software demo, then you are in luck. It’s not as simple as explaining the product–that is just the tip of the iceberg. You need to follow a specific process to deliver the perfect software demo. Otherwise, you are more likely to lose the deal.

That begs the question: how exactly do you do a demo?

The answer lies in the demo’s structure.

The Perfect D.E.A.L. Process

This is the process that exponentially grew our company. Now, my clients leverage this process to accelerate their close and growth rates. Remember that this process amalgamates various sales methodologies that work best for SaaS sales.

Utilize it properly, and we are talking about 50-70% close rates.

The process is made up of four key components, namely:


Learning more about your prospect.

Get inside their head and understand them. It’s more than just asking them questions and determining if they are a good fit. Instead, get them emotional about their problem or situation. That way, you build a solid foundation for the rest of the sales process.


MIT Sloan did a study showing that education is a critical component of the sales process, and how you educate your prospects matters at this juncture.

Don’t just talk about your company–educate the buyers about yourself (people buy from people, after all).

Give them some personality, and they will love you. Doing so will also make the demo sound-friendly yet professional.


Now that you have made a good impression on them, it’s time to associate your solution with their problems.

This is also when you go back to what you learned in Discovery. Once you have learned about their situation, associate your product with their specific needs. Apart from that, you can also associate what you taught them in Educate.

Perhaps there is a big push that your company is trying to put out there and educate the market on. Connect your solution that can potentially solve their problem, and you will get more deals than expected.


Take control of the whole software demo.

From conducting the sales calls to suggesting solutions to their problems, you need to be at the forefront of everything. If you want your deals to close, don’t be the person who asks, “What do you want to do?” The prospect does not have an idea of what to do, which is why they turn to you. You are (and have always been) the expert in this situation, so guide your prospect every step of the way.

Post-Demo Follow-ups

After conducting a successful software demo, your job is incomplete. The post-demo follow-up is crucial to solidify the relationship with your audience and further move them along the sales or engagement process. This section will guide you through the essential steps after the demo:

Thanking the Participants

Expressing gratitude to the participants of your software demo shows appreciation for their time and interest. Consider the following actions:

  • Send a personalized thank-you email: Within 24-48 hours after the demo, send a personalized email to each participant, thanking them for attending and reiterating the value your software can bring to their specific needs.
  • Highlight key takeaways: Recap the main features, benefits, and use cases discussed during the demo to reinforce the value proposition of your software.
  • Offer further assistance: Be willing to answer additional questions or provide further demonstrations. Let them know you can support them throughout their decision-making process.

By thanking the participants, you leave a positive impression and reinforce the value they gained from attending your demo.

Gathering and Analyzing Feedback

Collecting participant feedback is essential to understanding their thoughts, concerns, and any areas for improvement. Consider the following methods to gather feedback:

  • Surveys or questionnaires: Send out a survey to the participants, asking them to rate their satisfaction with the demo, provide comments or suggestions, and gauge their interest in your software.
  • One-on-one follow-up calls: Reach out to key stakeholders or decision-makers for individual conversations to gather more in-depth feedback and address any specific concerns they may have.
  • Social media monitoring: Monitor social media channels or online forums to identify any discussions or comments about your software demo. Engage in conversations and address any concerns or questions raised.

Analyzing the feedback collected allows you to gain valuable insights and improve your future demos or software offerings.

Making Improvements Based on Feedback

Once you have gathered feedback, it’s time to analyze it and make necessary improvements. Consider the following steps:

  • Identify common themes: Look for recurring feedback or suggestions to help you pinpoint improvement or enhancement areas.
  • Prioritize improvements: Based on the feedback received, prioritize the areas that will significantly impact enhancing your software or future demos.
  • Update your demo materials: Incorporate the feedback into your demo materials, including slides, examples, or case studies, to address any gaps or clarify any points of confusion.
  • Share feedback with the team: Share the feedback with your internal team, including product developers, sales, or marketing, to ensure everyone is aware of the insights and can contribute to making necessary improvements.

By actively incorporating feedback and making improvements, you demonstrate that you value your audience’s input and continuously strive to enhance your software and demo experience.

Best Practices for Software Demos

Conducting a successful software demo requires following best practices that can help you maximize the impact of your presentation and leave a lasting impression on your audience. This section will explore some essential best practices to consider when conducting software demos:

Keeping the Demo Concise and Engaging

  • Be mindful of the time: Respect your audience’s time by keeping the demo within the allocated time frame. Avoid going overboard with unnecessary details or features irrelevant to their needs.
  • Focus on the most impactful features: Prioritize showcasing the key features that align with your audience’s pain points and demonstrate the unique value of your software.
  • Tell a story: Craft a narrative around your demo to engage your audience. Connect features and use cases in a way that tells a compelling story and highlights the benefits of your software.

Avoiding Technical Jargon

  • Use plain language: Avoid technical jargon or complex terminology that may confuse or alienate your audience. Use simple, easy-to-understand language to ensure clear communication.
  • Adapt to the audience’s expertise: Tailor your language and level of technical detail based on your audience’s technical knowledge. Strike a balance between providing enough information and overwhelming them with technical intricacies.

Being Prepared for Technical Issues

  • Conduct a thorough rehearsal: Practice your demo multiple times to familiarize yourself with the software and anticipate any potential technical issues that may arise.
  • Have a backup plan: Prepare contingency measures in case of technical difficulties during the demo. This may include having a backup device, alternate internet connection options, or pre-recorded videos as a fallback option.

Utilizing Visual Aids and Examples

  • Use visuals to enhance understanding: Incorporate screenshots, videos, or interactive elements to demonstrate the software’s features and functionality.
  • Provide real-life examples: Share specific use cases or success stories illustrating how your software has solved problems for other clients. This helps the audience relate to the practical applications of your software.

By following these best practices, you can deliver a compelling software demo that engages your audience, clearly communicates the benefits of your software, and increases the likelihood of converting leads into satisfied customers.