I recently facilitated an enterprise software selection process. This required gathering information on software and vendor capabilities, interviewing reference customers and participating in multiple software demos, among other activities.
While each software vendor on the “short list” can address a vast majority of the client’s business needs, each vendor has a range of capabilities. So, how do you set the stage to allow comparison and to make the demos informative and enjoyable, instead of exhausting?
12 Tips for Killer Software Demos
Avoid "demo killers" like poor preparation, dismissing key stakeholder needs, going off script, talking too much, failing to engage the audience, poor demo skills, bashing the competition and apologizing for the demos or software.
The most successful and enjoyable software demos were those where I worked with my client and the vendor in advance of the demo. Here is insight into my approach for “killer demos."
Ask important questions before the demo, for instance, the business drivers for the enterprise software; what systems the company uses today; the company’s primary concerns; the expected benefits of the new software; user community and job roles; stakeholders who will attend the demo; decision-makers and key influencers.
2. Focus on needs
Shape the demo around users’ needs — not wants — and priorities. This requires documented software business requirements, with user consensus on needs and priorities.
3. Avoid the standard demo
Standard demos show that the vendor did not consider the customer’s needs. Instead, take a standard approach as described in these tips.
4. Don’t change a thing… except
Demonstrate the software in its standard, “out of the box” form — without integration,customization, or significant configuration — unless otherwise requested by the customer. An exception is minor personalization using the customer’s branding.
5. Show a day in the life
Simulate the user’s day-to-day experience. For example, show how a “power user” creates monthly reports, and enters detailed data. Show how a casual user completes an assigned task. Show how a site manager or a corporate manager views key performance indicators (KPIs) on a dashboard.
6. Stick to the script
Create a "storyboard" for the demo based upon business needs and priorities. If the customer provides software scripts and/or demo data, then make sure that the scripts align with the stated needs and priorities. Demo the software to best showcase its capabilities while addressing each script.
7. Start at the end… then go backwards
First demo reports, dashboards and workflow that show how a user interacts with the software. Then demo key data entry forms. Demo a workflow or two. Run a few key data queries. But demo software configuration, workflow configuration, report and dashboard creation only if the users would do this day-to-day.
8. Speak to selection criteria
Understand the customer’s software selection criteria, and address them throughout the demo and dialogue.
9. Address resource needs
Address how many subject matter experts (SMEs), project managers and IT resources the customer will need for implementation, roll-out and ongoing maintenance. Provide customer references that can back up these resource estimates.
10. Have IT experts available
Summarize the software’s architecture, hardware and software needs; installation options (on premises, Cloud, Software as a Service) and implementation — but don't bore a room full of subject matter experts with IT details. Have IT experts present or on call during the demo to answer IT questions.
11. Distinguish yourself
Address how your software will improve the customer’s business. Be positive about capabilities and transparent about third parties you use to deliver software and services. Boast about your successes, and back up statements with evidence. Do not make negative or false statements about the competition.
12. Deliver strong
- Know your audience – anticipate and address their needs.
- Engage the audience – control the content and flow, and encourage dialogue.
- Have a strong opening – capture the audience in the first two minutes.
- Make your case – benefits the customers will gain, and what sets you apart.
- Respect the clock – arrive in plenty of time to set up, and plan to finish early.
- Get trained – learn how to speak to a group and how to demo software.
A well-delivered demo can make up for software shortcomings, while a poorly-delivered demo can destroy the chance of customers embracing even the best software. Demos can be compelling and enjoyable when the software vendor and prospective customer organize a “killer demo” through preparation, focus, speaking to business and IT issues, and strong delivery.
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