🏹 precision demos

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Ditch your product tour, and sell the outcome

Max Lüpertz breaks down the process on how to build sales demo narratives that resonate and build steps to answering problems in just three simple steps:

Step 1: Lead with personal struggles

Anchor your demo to a specific, painful, business challenge you uncovered in discovery.

✔ Be concrete, straightforward not vague

✔ Focus on what actually hurts the business

Examples:

➤ “You paid €500,000 in penalties last year from failed audits.”

➤ “It takes your team 3 months to launch a new sales channel.”

➤ “Your paper-based shipping process causes constant errors.”

This primes your buyer to care about everything that follows.

Step 2: Show your transformation

Paint a picture of what success looks like after solving that pain.

✔ Focus on the business outcome, not your product

✔ Quantify the potential impact whenever possible

Examples:

➤ “Automate audits and eliminate €500K in penalties per year.”

➤ “Launch new sales channels in 10 minutes instead of 3 months.”

➤ “Digitize shipping, eliminate 12 million sheets of paper annually.”

This makes your product from a feature set into a business case.

Step 3: Build a memorable solution

Use real-world comparisons to anchor the value in something tangible.

✔ Turn numbers into various stories people remember

Examples:

➤ “That’s like hiring 5 extra people, without adding headcount.”

➤ “It’s definitely faster than getting a coffee myself .”

➤ “It’s the equivalent of saving 1,500 trees every year.”

This makes the impact stick in their minds long after the demo ends.

Putting everything all together:

Your narrative should be like this:

→ “You paid €500,000 last year due to failed audits. By automating the audit process, you can implement a zero-penalty policy and save half a million annually. That’s like hiring 5 new developers without increasing your budget.”

If it doesn’t serve this sentence, cut it from your demo presentation.

Shift narrative and perspective to fit your buyers necessity.

✘ Not “Here’s what the product does.”

✔ “Here’s what you can achieve with the product.”

Connect your sales demos to business results

Mike Pinkel explains how to move from boring, click-heavy presentations to sales demos that actually gives significant value driving your next steps ahead:

Turn your demos into proof of value

Most sales demos fail because they look like this:

→ Endless clicking through varioous buttons and screens

→ A “how-to” guide of the product - like a training session

→ Prospects leave confused, bored, and unpersuaded

Stop demoing how your product works.

Start demoing how it solves their problems.

Structure your demo around value, not features

1. Start with summary slides that anchors your conversation

↳ These cover key problems, your solutions, and the business impact

2. Group your demo into multiple clear value-based sections

↳ Each section matches a major problem the customer cares about

✔ End with next steps ahead that moves deal forward

How to prepare for sales demo

→ Update your summary slides based on the discovery call

→ Mimic the customer’s language and business priorities

→ Highlight problems they care most about—not your pitch

What each demo section looks like

1. Personal orientation

   
   “What you’re about to see is...”

   
   ↳ Brief overview of the problem this section addresses

2. Value demo connection

   
   “This relates to...”

   
   ↳ Name the specific pain points confirmed in discovery

3. Provide your solutions

   
   ↳ Demo how this solves that exact problem

   
   ↳ Keep pointing back: “This is how you fix...”

4. Spell out positive changes

   
   ↳ Quantify or describe the business outcome:

   
   “This means faster onboarding...” or “...cutting errors by X%...”

Then, move to your next problem-solution-impact section.

Important key mindset shift

✘ Not: “Here’s what the product does.”

✔ Yes: “Here’s how this solves your problem and drives impact.”

If you only show features, they will end up forgetting you.

If you focus on outcomes, they remember you—and buy.

Confirm demos with a conversation on next steps aligning with the outcomes shown.

Flipping scripts on basic demo questions

Nate Nasralla provides refreshing ways to make discovery questions more insightful, memorable, and impactful for sales demo, giving you deeper, more insightful answers:

Pre-demo questions:

→ “What’s the most expensive workaround you built that everyone just lives with now?”

→ “What part of [their job] frustrates you but doesn’t show up in any existing metrics?”

→ “What does [leadership] think is happening, but you know actually isn’t being done?”

These reveal hidden pains that standard questions miss.

After showing key features:

➤ “If you heard [their competitor] just rolled this out to their team, what would you think?”

➤ “If [stakeholder] was here, slacking you behind right now, what would their message say?”

These help surface unspoken reactions, internal politics, and how the feature resonates beyond the call.

Towards end of your demo:

→ “Let’s say someone whose career you care about asks you about [our product]—what do you still need to see from us to feel confident recommending us?”

This changes perspective from internal buying to personal reputation—unlocking honest concerns.

Post-demo implementation:

✔ “If this fell unsatisfactory, what narrative would [your boss] give [the exec team or board] about why exactly it didn’t work?”

✔ “Who would be secretly excited if this rollout got cancelled or delayed?”

✔ “Hmmm…would it get significantly better to just come back to this in Q4?”

These questions expose hidden blockers, political dynamics, and whether there’s real urgency—or not.

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