Software Sales Tips by Matt Wolach

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Sales Tips

How to Handle a Group Software Demo

How to Handle a Group Software Demo

Handling a group demo with several decision-makers can be daunting, but you can turn this challenge into a substantial opportunity with the right approach. Here’s how to excel when you find yourself presenting to a group, ensuring that every participant is engaged and convinced by your demo.

1. Recognize Individual Roles and Concerns

Every participant in a group demo comes with a unique perspective and set of concerns. The manager, the director, the CFO, and the CEO each have distinct roles and consequently, distinct pain points.

What’s Going Wrong?

  • You might be treating the group as a homogeneous entity, failing to address specific individual concerns.
  • There’s a risk of focusing solely on your primary contact and neglecting other influential attendees.

How to Fix It:

  • Conduct thorough discovery for each participant. Ask pointed questions that relate to their specific roles.
  • Example Questions: “Jenny, as CFO, how does this impact your budget?” or “Mike, as the IT manager, how will this integrate into your tech stack?”

2. Command the Room with Confidence and Authority

Managing a group demo requires more than just presenting your product; it requires leading the conversation and demonstrating control and respect for each participant’s input.

What’s Going Wrong?

  • You may come off as passive or unprepared to handle the dynamics of a group.
  • Failing to engage each participant actively can make your demo feel irrelevant to some attendees.

How to Fix It:

  • Address each participant by name and connect your product directly to their expressed needs.
  • Show that you value everyone’s perspective by tailoring parts of your demo to address individual concerns.

3. Connect the Dots During the Demo

The ultimate test of your group demo’s effectiveness is your ability to tie back the features of your product to the specific needs you uncovered during discovery.

What’s Going Wrong?

  • You might be presenting features that are too generic, without linking them to the specific conversations had during discovery.
  • There’s a risk of focusing too much on the product itself rather than how it solves each person’s unique problems.

How to Fix It:

  • During the demo, refer back to the concerns and goals each person expressed during discovery: “Sherry, remember you mentioned this challenge? Here’s how the solution addresses it.”
  • Reinforce how your product serves as a solution, making it easy for each decision-maker to see its value.

Conclusion

Group demos can be your gateway to closing larger deals, but they require a nuanced approach that respects and addresses the individuality of each participant. By recognizing roles, commanding the room, and connecting the product benefits to personal concerns, you position yourself not just as a software salesperson, but as a trusted consultant. Embrace these strategies, and watch your group demo success rate soar!