1 Copyright Winshuttle 2013

Demonstration Techniques

Partner training update

Israel Rosales

Solutions Engineer EMEA

Your presenter today

2

- Israel Rosales

- Solution Engineer EMEA

- Twitter: @IsraelRosJ

- Linkedin: Israel Rosales

- Free again after finishing the

SCM Master

Use of GoToWebinar attendee panel

3

- Set your audio settings:

- Use the question box to ask during

the webinar

- Fell free to ask questions at any

time

Use of GoToWebinar attendee panel

We already know what has

happened…

What has just happened?

5

- Presentation:

- GoToWebinar explanation

- Use of the webcam

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

6

Intro

7

- Third of a series of webinars:

- Running in English and Spanish

- Recordings and materials will be shared

- Invitation of next webinar to be sent soon

Introduction to the methodology Wed 26th Feb 15:00-16:30 CET

Discovery process Wed 26th March 15:00-16:30 CET

Demonstration techniques Wed 23th April 14:00-16:00 CET

Demo Crimes file Wed 28th May 15:00-16:30 CET

Other techniques Wed 25th June 15:00-16:30 CET

Examples of usage Wed 27th August 15:00-16:30 CET

Intro

8

Today we have two hours, we will be covering a lot of

techniques and tips

This will be more interesting if we discuss about

them during the webinar

Intro

9

- These webinars will include also non D2W! content

- Those slides will be labeled with:

- Other content from D2W! but not present in the

book will be labeled with:

Non D2W!

Additional

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

10

Previous webinar (Introduction)

11

- The methodology and the book

- Selling value

- Positions Vs Interests

- Added value negotiation Vs Positional or Distributive

- Demonstrating is a responsibility

- To our company

- To our prospect

- Demonstrating is not an art

- Hard work pays off

Previous webinar (Discovery Process)

12

- Pre Discovery

- Internal “Engagement interview”

- Personal research

- Preparation of interview strategies

- Discovery interviews

- Three aspects of processes: Current, Desired and Impact

- Three aspects of people:

- Buying motivation

- Personality mapping

- Unique market position

Previous webinar (Discovery Process)

13

- Post Discovery

- Notes, notes, notes

- Prepare the demo referring to Discovery

- Winshuttle Discovery Method

- 4 parts + Closing ran by sales and presales

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

14

Important demonstration tactics

15

- Bridge-building

- Tell-Show-Tell technique

- Engaging

- Trust

- Confidence

- Theme demonstrating

- Effective time utilization

Bridge-building

16

- Bridging the mental gap between: - Current “As-is for the prospect

- Future “To-be” with our software

- Prospect will suffer inertia and fear of change

Only a few people is willing to change

- Find the prospect’s reason/event for this change: - Organizational change (merge, new management…)

- Financial change (E.g.: support costs too high)

- Current solution to be discontinued

- Existing vendor got out of business

- New requirement they are not fulfilling

Bridge-building

17

It is your job to identify this compelling event, it

relates to the ultimate decision-maker

- Think of a deep canyon:

- How are you going to get them across?

You need a Bridge

Bridge-building

18

- You’re asking them to move to

the other side

- The prospect has a good reason

(Compelling event)

- They are not very excited

Fear of change

Bridge-building

19

If you think the prospect will build a Bridge by

themselves, you’re fooling yourself.

It’s is your job to build a Demonstration Bridge

- What tools will you use?

- The technique of demonstrating how your software will

address and improve their process flow requirements

Bridge-building

20

- Knowledge and technique

- Knowledge:

- Of your prospect and their needs

- Of your software

Bridge-building

21

You depend on your knowledge of the prospect,

you depend on your discovery

Train, improve and prepare your technique,

your demo abilities

- Prospects are afraid to heights

- Help them to close their eyes and visualize being on the

other side of the Bridge (using your software)

Bridge-building

22

- But they insist on looking down

- They will tell you they are scared:

- With questions

- Objections to your demo

- You have to help them

- Take them by the hand and lead them across

Bridge-building

23

They’ll be hesitant at first, but if they trust you, they’ll

follow you across the Bridge to your software

Some of them could let go of your hand and walk the

rest by their own

This means you’re a great Demo Bridge Builder

Remove the risk of change by taking them on a

knowledge (not a feature) journey.

Fearlessly build and lead them across the Bridge

Tell-Show-Tell technique

24

- Our objective is clearness and reinforcement

- Use this principle to organize your demo in different blocks and levels of Tell-Show-Tell

- Break the demo down to small segments

TELL

SHOW

TELL

- TELL them what you are going to show

- SHOW them what you just told

- TELL them what they just saw

- Link the second “tell” to a benefit

- This allows you to: - Show a single feature

- Combine it with a single benefit

- In an easy way to absorb by the prospect

Tell-Show-Tell technique

25

Prospects want to learn the great features of your

software, but not all at once

The more technical and detailed your presentation,

the more critical the Tell-Show-Tell becomes

Tell-Show-Tell simplifies and clarifies your demo,

Prospects will get a better understanding and

objections will be reduced

Engaging

26

- Getting your prospect integrated and involved

- Take temperature asking how they feel/think

- It helps them crossing your Demonstration Bridge

- Normally less than 20% is retain

- You need to increase this

- You need them actively listening:

- Asking and answering questions

- Making comments and participating

- With this the retention level increases

Engaging

27

Do not challenge your audience if they are quiet,

it’s not their problem… it’s yours

Use your discovery, relate to their company, industry

and issues during the demo.

Use topics that aggravate them today

By engaging, the prospect assumes ownership

Trust

28

- You need the prospect to trust you

- Without trust, he will not visualize the destination

- The best way is establishing credibility, showing:

- Knowledge of their business

- Knowledge of your software

- Customer references

- Confidence during the demo

- Ability to build a Demonstration Bridge

Trust

29

When you combine these,

You simply can’t be touch by your competition

Confidence

30

- They need confidence in you to cross the Bridge

- Nothing builds it as the way you address questions

ADDRESS, not answer

- Instill confidence as you address the questions

- Even when you do not know the answer

Do not confuse confidence with pure knowledge

Confidence – Not known answer

31

- Take some seconds to think about the question

- This shows you are really listening

- Admit you do not know the answer

- Honesty is appreciated

- Write down the question for further research

- It shows you are thorough, thoughtful and conscientious

- Repeat them the written question

- You check it is 100% right

- This will allow them to move on

Confidence – Not known answer

32

What about questions you know the answer?

Confidence – Known answer

33

- Take some seconds before answering

- Pause establishes a cadence with the prospect

- Well thought-out answers are great for engaging

- It will help later when you’ll really need to think

- Pause forces you to allow them to finish - No “Cutting off a question” demo crime

- You can organize your answer and think about it

- If you do not have all the info, reply with another question

Confidence – Known answer

34

Remember: Trust and Confidence go together

Theme demonstrating

35

- Prospects like organization, form and structure

- A theme helps taking them off the fear to heights

- The entire demo should wrap around it:

- You rely on your discovery to pick the right theme

- Open the demo with it

- Lace it into as many aspects as possible

- Tie the value of what you show to it

- Use it to differentiate from competition

Theme demonstrating - Examples

36

- “Better data means better reporting and decisions”

- “Agile tools gives you a competitive edge”

- “High quality SCM requires high quality MD”

- “Workflow processes and continuous improvement”

- “Dirty data is burning a hole in your pocket”

Don’t pick a theme you can’t build a story around,

pick one you’re personally passionate about

Effective time utilization

37

- You need to control timing and content

- Discovery tells you what they want/need to see

So take control, show it to them

- Tools to take control: - Use a demo agenda

- Key points agreed during discovery

- Squeeze key sales points that differentiate us

- Use the Tell-Show-Tell technique

- Got an unexpected not discovered matter? - Answer their question with questions

- Discovery on the fly

Effective time utilization

38

You and your prospect will feel better if you maintain

control throughout the demo

Effective time utilization - Breaks

39

- After 90-100 minutes you need breaks

- Breaks disrupt the demo flow

- You can lose (physically or mentally) your audience

- Short breaks (15 mins)

- Demo a key feature before and after

- Keep them talking and thinking during

the break

- Announce the one after, they will be

eager to restart

Effective time utilization - Breaks

40

Use breaks as a weapon, turn them to your side

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

41

Additional

Important presentation tips

42

- The 2% Factor

- The Brain (Limbic & NeoCortex)

- Pareto (20-80)

- Movie view of a demo (scenes and sub-scenes)

- Visual Support

- Story Telling

- Cooking Show

Additional

- Expect a tight end when competition is present

- We should make a better job grabbing and holding their

attention

The 2% Factor

43

- Most of the time:

- Score difference will be less than 2%

- We feel like we nailed and losed

- Even if our proposal was better

Additional

The 2% Factor

44

Additional

We need to do better demos, we need to close that

2% gap

Be adaptative, be creative, be crime free, be a

Bridge Demonstrator

- Let’s remember those science classes…

- And talk about the human brain…

The Brain(Limbic & NeoCortex)

45

Additional

The Brain(Limbic & NeoCortex)

46

Additional

- Science divides the brain in three sub-brains:

- Reptilian brain

- Limbic system

- Neocortex

The Brain(Limbic & NeoCortex)

47

Additional

- Oldest part of our brain

- You have to stimulate it in your audience to grab the

attention

The Brain – Reptilian Brain

48

- Shared with birds and reptiles

- Responsible of automatic functions

- Instinctual processes

- Immediate response and attention

Additional

- It drives us to seek pleasure and avoid pain

- Use this to link pain to current issues and pleasure with the

other side of the Bridge

The Brain – Limbic system

49

- Most mammals have it

- Key in the formation of memories

- We remember based in our feelings

- Positive emotions trigger dopamine

- Negative will be linked to the root

Additional

- Rational brain, 2/3 of the brain

- Activate it and make it works, but focus on the limbic

The Brain – Neocortex

50

- Interpret language and figure

- Key in storing the memories

Additional

- Grab their attention (Reptilian brain)

- Use the Limbic on your side (pleasure & pain)

- Keep the Neocortex busy

Limbic presentations

The Brain - Summary

51

Additional

Additional

- Limbic Opening:

- Limbic Closing:

+

Example (Last webinar)

52

Additional Example (Last webinar)

53

Touching the reptilian and limbic requires grab

attention and link to a feeling

If you know nothing about “Game of Thrones”

then this is not relevant at all

It has a mistake, any clue?

- The 20-80 rule applies to everything

- It is about showing less software but more relevant

Pareto (20-80)

54

- Focus the demo content

- Select the 20% of the product

that will cover the 80% of their

benefits

Additional

- The movie view of a demo, 3 part play:

- Break the demo into scenes and sub-scenes

Movie view of a demo

55

- Building the story (10-20%)

- Detail story (70-75%)

- Happy ending (5-15%)

Additional

- Scene (10-20 mins):

- Opening Tell (2-5 mins)

- Show (8-20 mins)

- Closing tell (2-5 mins)

>> BENEFITS!!!

- Sub-scenes (5-10 mins):

- Opening Tell (2 mins)

- Show (5 mins)

- Closing tell (2 mins)

Movie view of a demo

56

Additional

- Use a Visual roadmap as support for the demo

- Example to be shared in the shared docs

Visual Support

57

Additional

- Stories engage in ways that facts cannot

- Wrap a story around your demo

- Or use it at specific points (grab attention)

- Five key points:

- Simple message

- Real experience

- Element of surprise

- Evokes emotion

- Relevant

Story Telling

58

Additional

- For complex/technical demos

- DO NOT use if the preparation is your key

message

Cooking Show

59

- You do not need to show

everything from scratch

- “Precook” in different stages and

show as required

- People do not cook a turkey on

TV in 50 minutes

Additional

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

60

- We use Visual Roadmaps as shown

- Focusing right now in:

- Bridge building

- Tell-Show-Tell

- Limbic techniques

- Pareto (20-80)

Winshuttle Demo Approach

61

Non D2W!

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

62

Resources

63

- Links:

- 2winglobal website:

http://www.2winglobal.com/

- Templates:

- Demo notes template

- Visual Roadmap example

Content

- Intro

- Remembering previous webinars

- Demonstration Techniques

- Demo Tactics

- Presentation Tips

- Winshuttle Demo approach

- Resources

- Questions

64

Any other question?

65

66