We will focus here on what you should expect from a great CRM demonstration, but the principles apply to all types of software or product demonstrations.
A good demonstration can be judged on two aspects: quality of delivery and technical knowledge.
Quality of Delivery
It’s crucial that the demonstrator makes sure that everything is ready to go prior to delivering a professional demonstration.
Preparation
Consider the following questions when preparing to attend your demonstration:
- Is the system set up and ready to go?
- Are the presenters prepared for glitches? (internet, software, etc.)
- Have backup options been identified? (offline versions, screenshots, etc.)
Telling the product’s story
Following the customer journey through the software will make it relevant.
Have they provided a slide deck or some other method of telling the story of the software?
Are they helping the audience feel connected by being friendly and injecting professional humour? People buy from who they know, like, and trust, which makes this a crucial factor.
Connecting with you
Whether you’re working with a small or large supplier, it’s not the name of the company that matters but the people within that company.
You want to connect with the people you will be working with in the long-term. Consider the following:
- Will the software demonstrators also be working on your project?
- Will there be another team involved?
- What would the transition process include if the project is handed over to another team?
- How can communication be more effective to reduce any misunderstandings between teams?
- What elements might get missed between the sales process and the delivery team?
How do they manage glitches?
What happens when things go wrong?
Maybe the data is not in the right format, or a date is not entered in the correct way. Maybe the system itself encounters a problem. Regardless of the mishap, the demonstrator should be able to describe the transition from one part of the system to the next. This is another part of storytelling for the product.
A well-designed system should appear simple, no matter the complexity involved. If the customer journey is structured and thought out, the demonstrator can clearly explain what is happening.
Taking questions
Make sure that you’re able to ask questions along the way so they can be answered in the context of the system action that’s being performed. Now, if something comes up that would take the demonstration off course, or does not relate to the majority of the audience, do they plan to follow up in a later session or at the end?
Have they provided a summary of everything that was discussed during the demonstration to allow for any last-minute questions?
Testing it out
The presentation should be scripted and structured, but allow flexibility for tangents and try things out as needed.
Does your demonstrator…
- Have experience actually using this software?
- Understand how the software works in a business context?
- Know how to add to orders, remove products, or update unit prices?
- Know what would happen if customer details are modified?
- Understand the software implications of making these changes?
Communicating as a team
If multiple people are presenting, do they clarify who will do what and why at handovers? Do they establish clear roles each team member? Are they including check-ins throughout the demonstration to ensure transfer of knowledge.
- Does the team fully understand what is being demonstrated?
- Are different learning styles incorporated into the demonstration?
- Have difficult concepts been communicated in simple language?
- Can diagrams or images be included to explain complex scenarios?
Overall, quality of delivery is a huge part of making sure that the software is well received. When the demonstration is done well, you understand what’s happening in the beginning, middle, and end through effective storytelling.
Technical Knowledge
The demonstration is intended to solve a problem, which requires knowledge of the needs to be met and the possible solutions.
Did they do their homework?
- Do they understand how your business, customers, products, and suppliers work together?
- Did they invest time early, studying available documentation, information on processes, or even workshops?
- Did they focus on the targeted needs, not just their company or the product in isolation?
- Did they identify how the software will make life easier for your team?
Show it, don’t read it
It’s important they engage the audience by talking about the software system, not just reading the screen verbatim. Did they share copies of any supporting material or documentation after the presentation to allow for further reading as needed.
Know your team
The demonstrator should understand the people involved in the process. Has the demonstration been tailored to meet the needs of all present?
Team members may include:
- Sales manager
- Sales director
- Customer service director
- Field service operative
- Finance director
Customise the data
Did they demonstrate with real data? The best data is relevant data that has meaning to your company.
Did they use case studies from your website or connecting with LinkedIn contacts. Did they make the demonstration look and feel like your company’s actual system?
Did they consider the quantity of data you have? Ideally, there wouldn’t be just 10 or 100 records in the system. If you generate 10,000 orders a year, the demonstration should include 10,000 orders. Similarly, if you generate 1 million records per year, the demonstrator needs to show you the system can handle that. This is crucial to allow for a realistic performance appraisal of the system.
Another option for customisation is using branded quotes or orders, or even specific field names for the business to make the system match with its intended use.
Here at All My Systems, we take time to make a realistic demonstration of how the system will work for you, in your business.
If you want to know more, or see a demo, please get in touch