What You'll Learn: - 7 “kiss of death” demo mistakes (that 80% of salespeople make) - Why demoing the right way leads to an insane income (and how to pull it off) - A rich list of tactics for doing insanely persuasive sales demos - Why “proving ROI” at the end of your demo is killing deals (and what to do instead)

2. Sales demos are easy and intuitive.
RIGHT?

3. Sales demos are easy and intuitive.
ACTUALLY.
hard counter-intuitive

4. Counter-Intuitive.

5. Here’s an example.

11. Recorded & analyzed to identify seller and buyer verbal behaviors
Audio:

12. Video:
Recorded & analyzed to identify what was being shared,

13. Build anticipation! Save the best for last!
Flip your demo upside down:
Start with the end.

14. Successful demos are “upside down”
Customer priorities: Successful demo flow:

15. The Intuitive Demo
Build anticipation: Save the best for last!
Build as much value as possible!
Focus on benefits!
Name-drop some big-time customers!
Respond to questions with well-prepared answers!
Prove ROI!
Ask for next steps at the end!

16. Counter-Intuitive.

17. Build as much value as possible!
Give them a taste.

18. Top producers don’t dilute their message
Shorter Demos 9 Minute Rule Spend 39% less
time pitching
product features

19. Questions received from the buyer during demos.

20. Peel Back the Onion
Level 1 Question
Level 2 Question
Level 3 Question
Level 4 Question

21. The more you show, the more
your message is diluted.

22. Focus on benefits!
Focus on tearing apart
the status quo.

23. People will work twice as hard to avoid loss
than they will to gain benefits.
LOSS AVERSION.

24. Focus your message on the dangers of their status quo.

25. 25
“Point B” pitch
- We supply formaldehyde-free
furniture for retailers
- It’s healthier, greener, cleaner
- Your customers will love it and will
buy it in droves
- You’ll make more money
Formaldehyde-Free Furniture
“Point A” pitch
- American citizens are becoming
more health-conscious and weary of
dangerous chemicals
- In fact, Google search volume for
“formaldehyde free furniture” is up
600% in 2 years
- We help retailers make good on this
opportunity by supplying
formaldehyde-free furniture

26. Respond to questions with
well-prepared answers!
Maintain control of the
conversation.

27. Establish value, then answer pricing questions

28. Clarify objections with questions.

29. 29
WHY?

30. 30
“Can you help me
understand what’s
causing that concern?”
Learn how to master objection handling
pages.gong.io/objection-handling-masterclass-course/

31. Name-drop some big time customers!
Avoid generic social
proof like the plague.

33. 33
You’re playing with
FIRE
Or you’ll bring a flamethrower
to a STICK FIGHT.
You’ll either get burned…

34. 34
Here’s how it typically plays out:

35. 35
“That’s a great story,
but our situation is
different.”
“I don’t care if WalMart is
your customer. We’re
nothing like them.”

36. 36
“Are they like me?”

37. 37
Let’s pretend we’re selling to a
marketing software company.

38. 38
How a poor seller would do it
“We work with companies like…”

39. 39
How an average seller would do it
“We work with companies like…”

40. 40
How a superstar would do it
“These are all the companies in your space.
We work with 17 of them: Up from 4 just two years ago.”

41. 41
The message is not that you
work with any individual
customer.
The message is your buyer’s
tribe is bandwagoning with
your company.
Close more deals with compelling customer stories:
pages.gong.io/customer-stories-that-sell-course/

42. Prove ROI!
Build your business case with
customer stories (not ROI
calculations)

44. What happens when you
“calculate” ROI?
At best, they think it’s a
weak argument
They argue with your assumptions!
At worst, you damage
your credibility

45. Instead, use before and after customer stories
After
•1,000 MQLs per month
•12% Lead-to-Opp conversion
•22% Opp Close Rate
•Average Deal Size: $11k
Result
•$290,400/month
(26.4 deals, $11k each)
Before
•1,000 MQLs per month
•10% Lead-to-Opp conversion
•20% Opp Close Rate
•Average Deal Size: $10k
Result
•$200k/month
(20 deals, $10k each)

46. Ask for next steps at the end!
Ask for next steps
at the beginning.

48. Close rates
decline 71%
when “next steps” aren’t
discussed on the first call.

50. 50
“By the end of this call, I’d like you to be in
a position where:
a) you’re interested and we agree on a
next logical step, or
b) you’re not interested, and we go our
separate ways.”
Set an upfront contract:

52. gong.io/demo