🏆 elite demo tactics

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Your first demo should feel light

Natasja Bax shows how to run early-stage demos that spark curiosity and pull buyers in, instead of overwhelming them:

Understand the buyer’s mindset

At the start of your demo, buyers are still figuring out:

➤ Is this relevant to us?

➤ Does this solve a real problem?

If you flood them with details, they lean back.

If you build curiosity, they lean in.

Before demo: prep to spark interest

✔ Think about what your buyer cares about, even if there’s no full discovery yet

✔ Prepare one success story from a pr relevant experienceevious,

✔ Set your goal: you want to spark interest, not explain everything

How to structure your demos early:

1. Start with a relatable story

Begin with a short, casual story from someone like them.

Not polished, not perfect—just real.

This helps them see themselves in the story.

2. Ask a reflective question

Examples:

“How does this compare to your situation?”

“What feels familiar about that?”

Use their own words to build trust.

3. Listen actively every time

Listen for emotional cues and real needs.

Pause often. Repeat back key points to show you understand.

4. Provide one clear outcome

Display one screen that makes the buyer think:

“That’s what I want.”

Explain simply how this outcome benefits them—saves time, grows pipeline, etc.

5. Invite deeper reflection

Ask: “Is this what you had in mind?”

Then pause. Silence often leads to deeper insights.

6. Keep the rhythm: Offer → Ask → Listen

Give an insight or example, then ask a question to pull them in:

“Others do X—would that help you?”

Make the demo feel like a conversation, not a scripted show.

7. End with an open-minded door

Finish with: “What would a good next conversation look like?”

You want to leave room for curiosity, not force a close.

After demo: reflect on experience

Ask yourself:

➤ Where did they lean in? Where did they pull back?

➤ Did they leave with a new found insight?

➤ Did I build curiosity to gain a next step?

➤ What would I do differently next time?

Why shorter demos close easily

George El-Hage explains how a 40% demo-to-close rate after running over 1,000 B2B sales demos was possible — by keeping it simple, structured, and human:

Make it easy for clients to attend

The demo won’t close anyone if they don’t show up.

➤ Use scheduling tools with same-day availability

➤ Limit booking to the next 9 days — too far out = no-shows

➤ Send 2 reminders: 24 hours and 30 minutes before

➤ Require phone numbers on booking forms

➤ Call if they’re not on the call after 5 minutes

Shorter demos also help — 15-minute slots lead to higher attendance than 30-minute ones.

Ask the right questions early

Don’t launch into your pitch. Start by learning:

✔ What are they trying to solve?

✔ Why are they here today?

This lets you highlight only the features that matter.

Don’t show everything — focus on the one feature that solves their main problem.

Have a straightforward plan

Keep your demo structured:

→ Understand the prospect deeply

→ Identify their current solution

→ Show how your solution fixes them

Briefly explain your product, then go deep only where it matters.

Don’t overwhelm.

Make it a two-way conversation

Aim to speak 40% of the time and let the prospect speak 60%.

Keep asking questions, make them feel like this is their solution.

The more they talk, the more they buy in.

Show real-world case experience

Real-world proof via outcomes build trust.

➤ Show examples of customers solving the same problem

➤ If they see how it worked for someone like them, it’s easier to imagine using your product.

This also makes your solution feel tested and reliable — not experimental.

Turn objections into opportunities

If you hear no objections, that’s a warning sign.

➤ Treat objections as buying signals

➤ Respond with social proof first

➤ Offer alternatives that still deliver value

The goal is to show the prospect you understand their concern and can help them solve it.

Lock in next steps before you leave

Always book the next call before ending the demo.

✔ If they hesitate, ask:

“What’s your usual process for making decisions like this?”

✔ If they give a clear next step, great — book it.

✔ If they waffle, you likely missed and need to course-correct.

Use similar language like:

“Let’s pencil in a tentative time” — not “Should we?” — it’s easier to say yes.

Close early with micro-closing

Mor Assouline discusses how to keep prospects engaged and aligned throughout a demo by using micro-closes — small check-in questions that build agreement:

Why micro-closing works

Early and ongoing alignment gives you signals:

➤ Are we solving the right problem?

➤ Are they confident in our solution?

➤ Are they ready to move forward?

Waiting until the end to find this out is too late.

Micro-close examples to use:

✔ “Do you feel this is aligned with what you're looking for?”

Checks whether your solution matches their expectations.

✔ “On a scale of 1-10, where does this sit for you?”

Gives you a read on interest level and fit — and where you may need to adjust.

✔ “Is this what you had in mind when you said you needed to [solve pain]?”

Confirms you’re directly addressing their stated pain.

✔ “Will [other stakeholder] think this solves [problem]?”

Gets them thinking about bringing others along — and exposes potential objections.

✔ “Based on [your problem], how confident do you feel this will solve it?”

Encourages the prospect to verbalize confidence in your solution.

✔ “Would this approach fit within your current strategy?”

Ties your solution to their broader goals and increases buy-in.

✔ “Does this feature address the challenge you mentioned earlier?”

Links the product directly back to their words, showing you’re listening.

Why this actually matters:

→ Moves the buyer through small commitments during the call

→ Helps you spot hesitations early and address them immediately

→ Builds a conversation flow that feels collaborative, not salesy

If you wait until the end to close, you’ve already lost momentum.

Micro-close as you go — and the final close becomes natural.

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P.P.S. Stay tuned for this week’s newsletter issues on effective LinkedIn prospecting, cold email secrets, and advice for better discovery.