May 16th, 2017 | by

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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About the author

Steven Bryerton

Steven is responsible for Enterprise Sales at DiscoverOrg. Steve has grown with DiscoverOrg with positions in Research, Lead Generation, Marketing, and is now as the VP of Sales for the Company. Before joining the team at DiscoverOrg, he worked in sales and marketing at IT firms including Cxtec and Orion Systems Integrators. Steven graduated with a degree in computer engineering from the University of Miami, where he played for the club soccer team.