The goal of a software demo

The goal of a software demo is:

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⛔️ NOT to “show & tell”

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✅ Multi-thread: Build buy-in to involve additional stakeholders

✅ Challenge status quo: Create urgency to change

✅ Differentiate: Lock out the competition

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A minimum viable demo (MVD) is the goal. Pick the fewest number of features that align best with the buyer’s priorities and problems.

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The biggest mistake you can make is sharing all the ins and outs of your solution.

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At its core, every demo should expand on this narrative:

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⛔️ Negative consequences of status quo. What happens if the buyer doesn’t change?

✅ Positive outcomes of the future state. What does the buyer stand to gain if they change?

🎯 The objective. If everything goes well, what are the best next steps to advance the deal?

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When you take ~15 minutes to prepare, your odds of advancing the deal and securing a positive next step go up dramatically.

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Here’s a template you can use to prepare for your next demo:

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👥 Stakeholders. Know this for every individual participating in the demo:

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→ Status quo: What is their current state/situation?

→ Consequences: What happens if they don’t change?

→ Future state: What do they stand to gain if they change?

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❓ Additional Discovery. Where you plan on doing additional discovery:

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→ Key Priorities & Metrics: Have I aligned with an existing priority?

→ Cost of Inaction: Do I know what happens if they don’t change? What are their options?

→ Stakeholders: Who else needs to be involved in this deal?

→ Decision-Making: How do they make decisions?

→ Risks: What competitors are engaged in this deal?

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📈 Relevant customer story. Choose a similar customer to talk about during the demo:

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→ Company name: Choose a similar sized-company

→ Customer’s name & role: This makes it real

→ Their situation: Challenge faced, their desired outcomes, how you helped

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🖥️ Feature game plan. Pick 3 use cases or features to share:

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→ Best: Start with the feature that solves the hair-on-fire problem

→ Better: The bread and butter feature everyone loves

→ Good: Save the least exciting feature for the last

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✅ Ideal next step. Know exactly what should happen next:

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→ Plant the seed: Set the stage for what I’ll ask for at the end

→ Next steps: What exactly will I ask for at the end of the demo?

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Start using this prep template, and you’ll move deals more effectively through your pipeline.

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What's your #1 demo tip?

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