Sales Demo Calls: What You Need to Know

Sophia Obrecht
August 17, 2021

How do you structure a sales demo? What makes a good demo call? Read this article to get all the information you need on sales demo calls.

A product demo is a key stage of the sales cycle. It lets sales reps present their product and its features to a potential client to move a deal forward to completion. But a good demo call takes preparation, research, and practice! We’ve put together this article complete with everything you need to know about sales demos to help you win more deals have have great demo calls each and every time your pitch to your clients. 

Here’s what you need to know to master the art of giving sales demos...

  • What is a sales demo? 
  • How to prepare a demo call. 
  • How to structure a sales demo call.
  • How to give a good demo call
  • How to close a sales demo call. 

What is a sales demo? 

A sales demo is a presentation detailing your product’s features, benefits, and value to a potential customer. A sales demo or product demonstration usually takes place over a video meeting or in-person and takes the form of a presentation or a product tour (or both). It usually comes in the middle of a sales cycle, after the qualification stage, and is a nurturing activity.

The goal of a sales demo is to give a personalized view of your product to your prospect. The key to any product demo is to highlight your product’s key features and use cases to get your client to sign on the dotted line. 

How to prepare a demo call.

To make the most out of your sales demo you must prepare correctly and thoroughly! Be sure to set goals for your demo call and use these goals to start thinking about what you want to include in your demo call. For example, the key goals of any sales demo are; to demonstrate what your product can do for your specific client, to highlight use cases, and as a result, to close a deal. With this goal in mind, you might start thinking about which features you want to include in your product demo, and think about similar customers in the past. 

Once you’ve got your goals for your sales demo in your head you need to prepare how you will personalize and tailor your presentation, thinking about the points mentioned above. Part of personalization is storytelling. How will you prepare your demo call to capture your prospect’s attention, what questions will help you get there? 

Finally and perhaps most importantly when you are preparing your sales demo call you must rehearse and test your product in advance. This will help you finetune your personalization and storytelling but it will also help you spot any bugs that need fixing before your present your product to a client. 

To find out more about the 4 steps to prepare a sales demo call read this article

How to structure and organize a good sales demo call. 

A well-organized sales presentation should include 1. An introduction with time for initial questions, 2. A brief overview of the product being sold, 3. A deep dive into features and use cases for your client, 4. Q&A, 5. Follow-up. 

1. An introduction with time for initial questions.

At the start of your demo calls introduce the topic and agenda of the call. I.e. “This call is for me to show the key features of our product and how it can help you achieve XYZ goals. As I understand one of your key challenges is...let me take you through how our solution can help you with this”.

As part of your introduction, be sure that you confirm with your prospect that you’re covering the correct challenges and use cases to make your demo as accurate and relevant as possible. Then give them the floor to ask any initial questions they might have. This will help you gauge and steer the conversation to best impress your client. 

2. A brief overview of the product being sold.

The second part of a well-organized sales demo presentation includes an overview of the product being sold ​​with details on how your product fits into the wider context of prospect pain points and industry trends. You can quickly introduce what the product looks like and some of the more general features. You can also give a quick summary of who your customers are (especially if they match the prospect profile) to reiterate your experience and product impact in specific industries. 


3. A deep dive into features and use cases that are specific to your client. 

After you have given a 5 min overview and introduction to your product it is time to deep dive into specific features and value propositions. Introduce each relevant feature by giving an overview of specific use cases, highlight the features and what it does, and then give a detailed description of the value and outcome this feature provides. You can even use existing customers as success stories. 

4. Q&A.

Remember to bring your prospect into the conversation throughout the demo to keep them engaged. You can ask them how they currently handle certain challenges, what fixes they have in place, and what they feel is missing. Then swoop in and reiterate how your product can assist them.

Keep the floor open to questions throughout the call but make sure to provide a dedicated Q&A section at the end of the call for your prospect to raise any concerns or to clarify any features they still don’t understand.

5. Follow-up.

Make sure you follow up with the next steps during the call! That way you don’t waste too much time with back and forth emails. If you feel a prospect is ready and willing to sign on the dotted line, push to close the deal. Otherwise, try to understand where they stand and proceed with the next steps accordingly. Send a follow email with the meeting summaries and even a recording of your demo call for them to review or forward to superiors or decision-makers where needed. 

How to give a good demo call.

Preparing and structuring a demo call is just the beginning of polishing your sales demonstration. The next step is to make sure your product demo stands out and impresses. So, how to give a product demo that sells? 

There are a few things to keep in mind when you’re giving a sales demo. The first thing is to make sure you are on the same page as your prospect. In other words, that you are pitching the features a client is interested in, with a use case and value proposition that speaks to them. You can do this by sharing your agenda with a prospect before a call, or running through it at the start of your sales presentation. 

Another great tip is to make sure you customize your demo call to fit with your client’s needs, interests, and industry. After all, a product demo shouldn’t be a lecture on the benefits of your product, it should be a conversation about the challenges your product can solve for your client. Look to create a dialogue with your prospect throughout your presentation. Ask them if they see a feature being useful, what they currently use, what drawback they see. In the words of our very own sales manager Richard...

“The best demo is the most relevant one - you can show every single feature your service offers, but if it's not relevant to the pain of your prospect, it's not going to mean anything. Continually stop and ask, can you see this being useful in your work?” Richard Williams, Sales Manager at Ciara. 

For more tips on how to give a good demo call read this article with expert tips from top sales professionals in the industry.

For help with what to do when your sales demo goes wrong read this article.

How to close a sales demo call. 

Closing a demo is all about string follow-up and a clear call to action or CTA. Start by summarizing what happened during your product demonstration presentation and recap the key points and takeaways. Be sure to focus on the main takeaways for your client’s use case. 

From here think about a clear CTA to end your sales demo. Your CTA should be simple, with a goal to move your deal forward. Perhaps you should suggest a follow-up call to discussing pricing more specifically, perhaps you need to bring in a decision-maker, maybe you’re ready to make an offer, draw up the contract,  and set up a time to go through this with your prospect. Whatever your CTA is, be clear with the next steps and what each party needs to do next. 

You should follow up your demo call with an email detailing your call to action and next steps, as well as a quick summary of what was discussed in the demo. You can even attach a recording of your sales demo presentation to ensure your prospect has all the information they might need to make an informed buying decision. 

Demos are your key to sales success. 

We hope our article has helped you get to grips with the basics of a good sales demo. Remember your demo call is your chance to make your product shine in the eyes of your prospect so make sure you smash your product presentation every time! 

To get the full rundown on demo calls download our free Ultimate Guide to Demos That Win Deals, or watch one of our sales managers show you how it’s done. Request a demo or click her to learn more about our voice-powered meeting assistant and how it can help improve your demo calls.