Bottom-Line Targeted
Demo Skills Workshop

The ability to deliver an exceptional software demonstration (or sales presentation)
embodies one of the most important skills Sales Engineers (Applications Engineers,
Systems Engineers, etc.) can develop. It is usually the first look your prospect has at
your solution and first impressions are vital. Without a proficient demo, you're
destined for a lengthy sales cycle that includes a resource and time consuming
product evaluation or benchmark. Or worse, a suboptimal demo can result in millions
of dollars of lost business. And you often don't get a second chance.

All too commonly Sales Engineers (Applications Engineers, Systems Engineers, etc.)
are under the misperception that the objective of the demo is to inform the customer
about the capabilities of your product. Wrong! That approach will often lead to lengthy
sales cycles driving up your cost of sales or worse, lost business you should have won.

There is a much better way. You'll learn how to leave your prospect with the belief
that your solution resolves their needs, does it better than your competition, and
provides desirable business value to motivate them to become a customer.

An effective demo requires the proficient use of sales skills. For this reason, this
workshop also teaches the sales skills included in the full
Bottom-Line Boosting Sales
Skills Workshop. The difference is that the focus is more on the demo and less on
sales skills in the Demo Skills Workshop.

If you have already run your organization through a generic sales skills training
program, the option exists to customize the program to use the same language that
has already been learned. This enables this workshop to supplement any program you
already have in place.

What You'll Learn

How to win over your prospect with a targeted, skillful demo or presentation

To articulate how your solution solves the customer's challenges in ways that
help your customer understand the compelling value of buying your solution

Proficient demo/presentation techniques – compelling presentation skills,
effective handling of questions and objections, how to deal with a crash, and

How to differentiate your solution and beat your competition

The importance of focusing on your customer's needs before talking about your
products to get buy in and commitment on a new and better way of selling

Questioning methods to fully identify the customer's needs, uncover previously
unknown needs, and develop those needs into a motivation to take action

Repeatable techniques to organize your thought process throughout the sales
cycle to help ensure each customer interaction advances you towards a
business relationship

How to navigate your customer's organization - understand your customer
roles, identify and involve decision makers, and cultivate relationships to
develop customer allies

Five sales strategies and how and when to apply each of them to defeat your

How you might convince your customer to purchase your solution without the
need for a costly and lengthy evaluation (or proof on concept) of your products

When to engage in an evaluation and procedures to plan, manage, and execute
evaluations to improve your rate of success and shorten time to win new

Course Outline

I.   Bottom-Line Targeted Demo Skills Lecture/Discussion
 A) Preparing for success
    1. What not to do and why - Spray & Pray
    2. Three key selling concepts
    3. How to identify, uncover, and develop customer needs
    4. The Central NeRV System of selling
    5. How to understand your customer and their challenges
    6. Five sales strategies & how to differentiate from your competition
    7. Ensuring the right people are involved
    8. Maximizing your chance of success
   B) Influencing your customer with a solution demo/presentation
    1. The secret to getting started on the right foot
    2. Maximizing customer understanding and retention
    3. How to effectively structure your message for success
    4. Improving your technique and style
    5. When and how to do a webcast demo
    6. How to deal with a crash
    7. How to handle objections
    8. How to control a heckler  
   C) Discovering the impression
    1. What to do after the demo/presentation is completed
   D) Winning benchmarks/evaluations
    1. How to win business without a costly evaluation or benchmark
    2. Deciding to engage and prioritizing your valuable time
    3. Become an MVP - Craft an unbeatable strategy
    4. How to develop a winning plan
    5. How to execute and win

II.   Labs
    A) Demo preparation exercises - Refine your customer scenario and message
    to be presented in your demo exercise
    B) Demonstration (or presentation) workshop - Deliver a short customer demo
    or presentation to your peers and receive constructive and honest feedback
    C) Practice your response to customer request for evaluation software

Key Skills Emphasis

What is the impact of losing one business opportunity due to a suboptimal demo? It is
usually hundreds of thousands or millions of dollars of lost business opportunity. And
you often don’t get a second chance.

Hands-on Learning

The instructor ensures learning through engaging the participation of all students with
very interactive presentations and exercises.

The last day of the workshop is dedicated to giving the SEs the opportunity to exercise
and internalize the skills they learned in the class by presenting a demo (or
presentation) to their peers who pose as their customer. This course has a pre-work
assignment where each attendee is required to prepare a short demo or presentation.
They will present that demo during the workshop and receive honest, constructive
feedback on how they might improve. Teaching is one of the best forms of learning
and students will also fortify their skills by providing feedback to others. Learning is
further reinforced by providing each student a videotape of their demo and feedback
for their personal review.

Target Audience

The workshop caters to all sales engineers including marketing representatives who
are involved in the sales process. Technical content is not a focus so engineers
involved in any technical discipline will learn valuable skills. Since everyone has room
to improve on and polish their demo and sales skills, the course has been very highly
regarded by both new SEs and experienced SEs.

Course Logistics

The standard class is 2 days or we can create a custom program tailored to your
needs. The recommended class size is 8 to 16 people. Small class sizes provide a
more personal and valuable learning experience by increasing the participation and
interactivity of the class.

The class is usually taught on-site at your facility. This provides several advantages:

  • The course can be customized as needed to meet your specific requirements

  • Facilitated discussions are more valuable as they can contain proprietary
    information such as high level details about how to differentiate your products
    and company, or job responsibilities in your organization and how to get things

  • Save travel expenses since local students don't have to travel

  • Students use your facilities during the demo/presentation exercise giving them
    a more realistic and valuable learning experience

Copyright © 2003 - 2020 Bottom-Line Training
What You'll Learn
Course Outline
Key Skills Emphasis
Hands-on Learning
Target Audience
Course Logistics