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Build your RFP scripts into result-driven previews

Natasja Bax breaks down how to make scripted RFP demos resonate instead of just ticking boxes. Follow your buyer’s priority structures to make your deals land securely:

Read between the lines

RFPs list their features, but outline their results.

❖ If they ask for “role-based access,” the outcome is control and security.

❖ If they ask for “dashboard customization,” the outcome is exec visibility.

❖ If they ask for “multi-language support,” the results are of global scale.

❖ If they ask for “single sign-on,” the result is greater than user adoption.

Reframe their needs into potential business results.

Keep voices with structure

↳ Stay within the RFP flow, but make sections outcome-led:

✔ Instead of saying“Here’s feature X,”:

Answer: “This gives people faster reporting so you hit deadlines earlier.”

✔ Instead of “Our tool integrates with Slack,”:

Answer: “This reduces context switching so your team collaborates faster.”

✔ Pause on the moments that matter

↳ Buyers seldom remember every feature.

↳ They remember significant parts instead.

Always maintain high energy

Don’t just march through your slide presentation.

✱ Use customer stories to bring outcomes to life.

✱ Ask check-in questions: “Is this how your team would use it?”

✱ Vary your conversation pace to avoid monotony.

✱ Practice your demos: “Here’s how [customer] improved workflows.”

Respect the process controls

The RFP script is a blueprint, not your territory itself.

➤ Follow the order so procurement feels comfortable.

➤ Insert moments connecting outcomes to priorities.

➤ Connect the checklist back to large-scale visions:

“Here’s how these features ladder up to the revenue goals you set.”

➤ Close your deals with goal-driven alignment:

“If security and flexibility are your priorities, this setup is made for both.”

➤ Respect your script by steering toward outcomes.

Demo mistakes are costing you in sales revenues

Norman Wang provides a structured demo call script made to help sales rep confidently secure more deals by focusing on understanding your prospects before pitching features:

1. Discovery phase

• Start with building quick rapport (1–2 minutes max).

• Ask further about:

  
  • Past → What they’ve tried before, what didn’t work, why.

  
  • Present → How they’re currently dealing with problems.

  
  • Future → Desired outcome in a 6–12 month timeframe.

Uncover their biggest pain points and desired business outcomes.

2. Tailored demos

❖ Focus on solving the specific pain they’ve mentioned.

❖ Connect features directly to outcomes they care about.

❖ Keep looping back: “Do you see how this helps you hit your goal of X?”

3. Temperature checks

➤ Throughout the meeting, ask:

“From 1–10, how confident do you feel this will help you?”

➤ If not a 10, ask: “What changes would make it a 10?”

This surfaces objections early instead of during the close process.

4. Securing more deals

✱ Display pricing leverages and package confidently.

✱ Let silence do the work. (whoever speaks first loses)

✱ Improve your discovery + demo combination better

5. Handling objections

Most objections fall into these categories: uncertainty or logistics.

• “I need to think about it more” 

  ↳ Ask: “What exactly about the solution do you need to think through further?”

• Competitors are cheaper ➔ Differentiate based on experiences with past failures.

• Timing issues ➔ Clarify if there’s a hidden pricing/trust concern, or bad timing.

Probe until you discover what’s blocking your success.

Personalize touch with outcome-powered demos

Max Lupertz breaks down how every demo moment either builds or breaks trust with your buyer. Prove you’re listening, adapting, and making your demos about them:

✔ Mirror their language

If the customer said “our CFO needs faster reporting,” repeat that phrasing:

➔ “Here’s how your CFO would get those reports in seconds.”

✔ Actions with outcomes

✱ Don’t just click random buttons.

✱ Link steps to business impacts.

✱ Instead of “This is our automation tool,”

✱ Use various response structures:

“This reduces manual work so your team gets back 10 hours per week.”

✔ Personalize workflows

➤ Start with integrations if prospects care about improving workflows.

➤ Even if some other workflow segments are getting mentioned instead.

Relevance always beats a consistent routine.

✔ Respect prospects time

➔ Always be on time for your prospects.

➔ Share agendas from the beginning.

Check in halfway:

“Is this the level of detail you were hoping for?”

➔ These signals reinforce credibility.

✔ Build your credibility

✔ Pause after sections to confirm relevance:

“Does this solve the challenge you mentioned?”

✔ Mention a short, relatable customer example:

“A Head of Ops at [similar company] used this to cut onboarding from 2 weeks to 3 days.”

✔ Keep language simple. If you need to explain further, it’s too complex.

✔ Connect things back to the main priority, not your roadmap when finished.

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