In the world of software sales, the ability to deliver compelling demos can make or break your success. Yet, as I’ve pointed out, there’s one crucial element that many SaaS salespeople overlook. If you’re giving demos and not closing deals, this might be the missing piece you need to start implementing immediately.
The Missing Ingredient in Software Demos
Having observed numerous software demos for my clients, I’ve identified a common omission: lacking a “personal why.” This element can significantly enhance your connection with potential buyers, showing them you genuinely care about their needs and challenges.
The Wisdom of Zig Ziglar
Reflecting on the insights of Zig Ziglar, a renowned salesperson and motivational speaker, I emphasize one of his famous quotes: “People don’t care how much you know, until they know how much you care.” Software sales conversations are about showcasing your knowledge and demonstrating that you’re genuinely invested in helping your prospects, not just trying to earn extra commission.
Constructing Your Personal Why
To effectively convey your personal why, I suggest a structure involving three key components:
- Two Business-Related Points: Share your experience and expertise without being boastful. Even if you’re new to the industry, highlight relevant experiences or aspects you’ve always been passionate about.
- One Personal Element: This could be something about your family, hobbies, or personal interests related to your professional life. This personal touch humanizes you and can forge a deeper connection with your prospect.
- A Third-Party Testimonial: Use a story to illustrate how your advice or product has helped others. This is a powerful endorsement without you having to toot your own horn.
Crafting a Personal Why: An Example
To give you a clearer idea, here’s how I’ve constructed my personal why:
“Hey, let me tell you a little bit about myself. First and foremost, I’m a family guy with a beautiful wife and two incredible daughters who keep me on my toes. I’ve been in software for quite a long time, about 17 or 18 years, starting my own software companies and always focusing on selling and closing deals. Over the years, I’ve fine-tuned the demo process to get it right, becoming somewhat of a demo nerd.
Something that brings me immense joy is showing someone a single tactic that helps them close more deals and then receiving an email from them saying, ‘Matt, that was amazing!’ That’s why I do what I do.”
This personal why encompasses family, professional experience, and a testimonial, all tied together to show that I care deeply about helping his clients succeed.
Implementing Your Personal Why
I recommend introducing your personal why right after setting the agenda and securing buy-in from your prospect. This approach ensures you take control of the conversation, establish a personal connection, and build trust from the outset.
The Impact of Showing You Care
You demonstrate confidence, expertise, and a genuine interest in your prospect’s success by sharing your personal why. This strategy helps open up your prospects, making them more likely to engage and trust you. People don’t care how much you know until they know how much you care. Implementing your personal why can significantly boost your close rates and help you achieve your sales goals.
Conclusion
Incorporating your personal why into your software demos isn’t just a nice-to-have; it’s a must-have. You can transform your demos into powerful, trust-building conversations by demonstrating genuine care for your prospects and sharing a bit about yourself. Start using your personal why today and watch your close rates soar.