[VIDEO] 3 Steps for an Effective Sales Demo

Welcome to today’s Whiteboard Wednesday. I’m Steve Bryerton, Vice President of sales here at DiscoverOrg, to talk about how to bookend your demo in order to create a sense of urgency and commitment from your prospects.

I often hear from account executives that they get stuck in a long, drawn out sells cycle with no commitment or no next steps from their prospects. And part of this is because we didn’t create that sense of urgency, and perhaps we didn’t ask the right questions, and we didn’t get commitment from our prospect.

So here are some best practices.

From beginning of your demo, let’s create an upfront contract. This allows you to do get you and your prospect both on the same page, and agreeing to the same things.

It might play out like this:

“John, I’m gonna have to ask you some questions about your business, and I want you to feel comfortable asking me anything you wanna know about DiscoverOrg. Is that okay?”


“Great, and if at any point throughout this you feel that there isn’t a fit, can you just be honest with me and let me know, and we can call it right there?”


“Now, likewise, if there is a fit, can we agree that at that point in time we can define what our next steps are?”


So here we’ve gotten commitment, we’ve gotten them to agree to some sort of timeline where we both define what the next steps are … if we deem there’s a fit.

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Step 2: Create a sense of urgency

How do we create the sense of urgency moving forward?

When we get to the end of the demo, more often than not we haven’t been dealing with the key decision maker, or the ultimate buyer of our solution. We need to figure out how do we create that sense of urgency and get them to introduce us to their boss, get their boss on the call.

One way to do that is to ask them, “John, are you really excited about what you’ve seen here today? Because if you’re not, it’s going to be really difficult to get Tony to purchase this.” So now, that we asked that question, what we wanna do is get him to verbalize why he was excited.

“That’s great John. What was the most exciting thing that you’ve seen today? How do you think it’s gonna impact the business?” Now what we do is, we get him to verbalize that value, creating that sense of urgency.

3. Offer an opportunity to voice objections

At the end here, to get to our next steps where we know there’s going to have to be another buyer, I like to ask, “John, based on what you’ve seen today, when you go meet with Tony, what concerns do you anticipate him having?”

This helps us get any objections out. It also gives John a chance to frame up his concern in Tony’s voice, so that he’s not necessarily responsible for what the worry might be.

Hopefully now you’ve got some good questions for both the beginning of your demo, as well as the end of your demo, to take back and put into place in your sales organization.

If you would, let me know how this worked for you! Please comment in the section below.


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Steven is responsible for Enterprise Sales at DiscoverOrg. Steve has grown with DiscoverOrg with positions in Research, ..read more

  • Leslie

    I think these are great tips. I love the idea of giving the opportunity to voice objections that way you can come with solutions to them ahead of time.

  • Cyrus Moody

    Great video, preparation is always key!

  • Ariana Ioannidi

    This is great. You should always be prepared for what’s to come – having tips like these with examples can make it less challenging for people who are just starting out.

  • andy

    Preparedness is key. Completely agree!

  • Brian Olis

    Great video – it’s always helpful to have agreement on next steps, and be prepared for objections in advance

  • Jake Senechal

    Great video, great topic. It is key to go in with a plan and have a sense of urgency in any demo.

    Time is the most valuable thing we have.

  • Jessica

    Preparation is the key to success. This video is fantastic and should be shared with sales engineers at my company!

  • Jennifer Galvez

    I am always prepared. Preparations is most important and this should be shared at every company.

  • Kiel Werner

    great ideas and tactics on dearming, giving power to the prospect

  • LeAnn

    I think it’s great to ask a question at the end of the demo. This will let the prospect show how interested he/she is.

  • Luke Denby

    The chance to voice objections is always a great opportunity to allow somebody voice their concerns in a new manner.

  • Kristen

    Could not agree more with providing a chance to voice objections. I often tell my sales team that, while it’s tough to ask the question, the feedback and customer experience that comes from it is invaluable. Always ask the tough questions!

  • Michael Grunden

    Direct and to the point – time is valuable to both the customer and the rep, and no one wants to waste time spinning their wheels.

  • Ab

    I think these are great tips. preparation is always key!

  • Casey Barksdale

    All good tools and a reminder or two that will help sharpen the knife so to speak. Thanks.

  • Traci Emerson

    I run an Account Development team and I see it as our job to ask the right discovery questions before the demo so that we are focusing on the most relevant content. There’s nothing worse than watching prospects lose attention during a demo because it’s irrelevant to their business use-case.