Heard those words in a software demo lately? Regardless of how important the demo can be in a complex B2B sale, it's not hard for you, or your customers, to lose focus during a demonstration. Done effectively, however, the demo educates your buyers, engenders trust and helps you gain credibility. In the MarketingProfs article "Software Sales: How to Do More With Less," Tim Keyes discusses the important issues to consider when developing a demo. He also reviews the pros and cons of the most common demo options available to software vendors today.

Understand your customer. A strong demo starts with a firm grasp of your customer's problems and long-term IT strategy. "Review the entire demo experience from the customer's perspective," says Keyes. "That means generating a targeted message for each group of potential customers who may use the demo: new users, users of the competition's software, and upgraders." Then focus on each group with a compelling and relevant demo sequence that shows software capabilities and details—based on user needs and interests.

What type of demo is best? Keyes reviews three options, including CDs/DVDs, downloadable demos (via an outsourced hosting company) and online demos. Citing two studies, one by Osterman Research, Keyes favors online demos—first for better performance, by "providing a true feel for how the software works." They also win on cost and ROI. Online demos cost an estimated $1.92 per demo (compared with $3.73 for CDs and $3.45 for downloads) with an average conversion rate of 14% (compared with 5% for CDs and 8% for downloads).

The Po!nt: When developed from the customer's perspective, software demos play a key role in moving a sale forward.

Source: MarketingProfs. Read full post here.

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