The Path to In-House Demos31 Jul, 2006 By: Howard Meltzer imageSource
The Path to In-House Demos
Without a doubt, technology drives the appeal of today’s multifunction
imaging systems. The good news is that this same technology has helped reduce
the requirement for product trials in the prospect’s office. This, in turn, has
dramatically cut the expense of maintaining a large demo pool of machines with
high meter counts and heavy service costs. This very clear trend puts qualified
prospects into the dealer’s demo room where sales reps have the opportunity to
provide a professional demonstration keyed to the buying criteria that has
already been developed. It is essential that the demonstration experience
results in a seamless presentation, meeting the highest standards of visual
appeal. Unfortunately, that is not always the case.
With that said, let’s take a look at both demo room requirements and how the
actual demonstration should be structured and executed:
Plan Ahead to Be Prepared
Your office must reflect the quality of your overall operation.
You must have the correct selection of products on the demo floor.
The products must be functional.
Dedicate equipment to the demo room and LEAVE IT THERE.
Have a technician check out the equipment at least once per week.
The demo room should be off-limits to making office copies and only used for
demos and training.
Have a well tuned, state-of-the-art workstation (preferably both a PC and MAC)
with a large monitor for easy viewing by several people.
Use quality paper that is as white as possible and in various sizes.
Make sure that you have all of the appropriate software available and thoroughly
CHECKED OUT to ensure it’s working properly.
You should have IT support available to jump in if the systems malfunction
during the demonstration.
Stay on the Straight & Narrow
Greet the prospect(s) and escort them around your facility.
Once in the demo room, ask them if anything has changed since your last meeting.
If nothing has changed, restate the buying criteria.
Begin your talk with a pretrial close such as, “If I am able to satisfy your
criteria today, would we be in a position to do business?”
Expect an objection. Handle it and gain some level of commitment.
Begin a step by step demo, showing only the product’s features and benefits that
are needed to meet the prospect’s buying criteria.
Use a Feature, Advantage, Benefit (FAB) approach with words such as “because of”
or “you can” or “which means to you.” Ask the “can you see the benefit?”
question. Once agreed that you have satisfied the buying criteria, summarize and
For years we have dreamed of getting away from product trials in the
prospect’s office, hoping for the prospect to come to our office. Well, it has
happened, but now it is imperative that dealer principals make the necessary
investment to ensure that the sales reps have the correct products at all times,
and with the confidence that they will work properly. Sales reps also need to
invest the time to learn the products which takes practice, practice, practice.
Once sure-footed with that knowledge, you’re assured to stay on top of the “demo
path to success.”