🧩 stop boring demos

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End-user demos build your adoption workflows

Gal Aga argues that “perfect demo framework” claims on LinkedIn are misleading sellers. In B2B sales, there’s no single demo. If you run the wrong one, you’re screwed:

1. Inbound, First Call

📌 Leave your prospects wanting more from your offer.

If someone asks, “Can it integrate with HubSpot?” don’t run a full demo.

📌 Show the 30-second integration, then pivot:

↳ “What made you prioritize exploring this now?”

📌 End by teasing your potential next steps:

↳ “I’d love to dive deeper into how this could fit across your workflows in a follow-up call.”

2. Outbound, First Call

📌 Minimal product, maximum problem framing.

Use “Problem Menu” slides. Demo first if needed:

↳ “Let me quickly show you how a company like [Competitor’s customer] solved the exact [X pain point] in under 2 weeks.”

Straightforward, and directly linked to their world:

↳ “If this is worth exploring, let’s schedule a meeting to connect with your team’s priorities.”

3. C-Suite, First Call

📌 Frame using research-based POVs and lock intros with VP/Director:

↳ “In your last earnings call, you flagged margin pressure in EMEA. We’ve seen firms in your space reduce sales cycle times by 15%. Worth exploring how?”

Wrap up by transferring momentum:

↳ “I’ll connect with your VP of Sales to dig more into execution. Would you like me to loop them in?”

Zero time. Zero patience. 10x expectations.

4. End-User Buy-In

📌 Users want to know: “Will this make my life easier or harder?”

Instead of talking ROI, say this instead:

↳ “Here’s how you’d complete [daily task] in 3 clicks instead of 12.”

If everything’s locked in, confirm buy-in:

↳ “If this makes sense for your workflow, I’ll share this with your manager so we can align on rollout.”

5. Technical Validation

📌 If you don’t speak their language, you lose.

↳ “Here’s our SOC2 certification, our API documentation, and a case study on how we passed a Fortune 500’s security review in under 10 days.”

Always finish your calls with reassurance:

↳ “What else would you need to see from us to check all of your compliance boxes?”\

📌 IT, Security, Ops. Their primary language is risk.

6. Proof-of-Concept / Trial

📌 Prove success criteria, and ensure offline tests remain sharp:

↳ “You told us success means reducing error rates by 30%. Here’s how we’ll measure that in the next 2 weeks.”

Lock in your next action beforehand:

↳ “If we hit these numbers, can we move forward with a full rollout?”

Organize demo collections for audiences

Tom Bruining breaks down how to avoid your nightmare of live demo crashes using interactive product demos that run smoothly by keeping everything under control:

Stable, and repeatable demos

Capture your product with alternatives just in case.

Make demos reset perfectly every time you use them.

💡 Type into fields → refresh → back to normal

💡 Always stable, never broken mid-call demos

💬 Example: If you show a login process, a prospect can type fake credentials, and with one refresh the screen resets - no potential freezing risk.

Consistency removes stress and builds confidence.

Personalize for every customer

Interactive demos can be edited for different accounts.

❖ Swap your logos within just seconds

❖ Rewrite on-screen text for relevance

❖ Highlight features to keep your focus

💬 Example: For DHL, drop in their logo, change “Marketing dashboard” to “Logistics dashboard,” and highlight metrics connected with their pipelines.

Make every demo feel personalized, and special.

Always repurpose with intention

One demo can do much more than a single call.

💡 Embed inside your homepage

💡 Share demo link after meeting

💡 Export as videos for outbound

💬 Example: After a discovery call, send the prospect a 90-second GIF of the main features you showed to reinforce value.

Transform one good demo into many perspectives.

Make packaged demo versions

Organize multiple demos into a single package.

❖ Core workflows into registers

❖ Advanced features in another

❖ Reorder for intended audience

💬 Example: For a prospect’s leadership team, put “Executive Dashboard” first; for end-users, lead with “Daily Task Automation.”

Give prospects a resource library they can explore.

How to force clear judgment on demos

Mor Assouline points out how great sellers don’t waste demos with vague questions. Use sharper questions that force clarity, reveal objections early, and build next steps:

Force distinct comparison

⚠️ Weak questions let your prospects off the hook.

⇒ “Do you have any questions?” puts thinking on them.

⇒ “How does this compare to [competitor]?” is too vague.

Instead, ask them:

⇒ “Would you say this is better, worse, or the same as [competitor]?”

Comparisons build early product distinctions.

Creates natural movement

✅ Strong questions open the door to progress:

⇒ If “better”: Ask,

“What specifically makes it better?” ➔ Double down on strengths

⇒ If “worse”: Ask,

“Can you pinpoint why exactly?” ➔ Handle concerns immediately

⇒ If “same”: Ask,

“What’s needed to make it better?” ➔ Deal improvements applied

You’re not guessing because your prospect tells you where to go.

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