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Yesterday I wrote about the importance of knowing everything about your industry, product and customers.

And about how important product demos are in SaaS .

For customers and for the copywriter, to understand the product.

Well, I just stumbled on a great example of a software demo.

I know it’s great because it got ME excited and 1) it’s in an industry I knew nothing about 2) the target audience is the complete opposite of me, and 3) I felt extremely at ease, even with the massive amount of new knowledge I was absorbing.

(And if my client M. who’s on the list is reading this, just know your team is doing an excellent job).

Ok so what makes these demo calls so effective?

In my opinion is 3 core factors:

  • Expectations are set, met and exceeded.
  • Every single objection is brought up, even before the prospect asks
  • The demo tells a compelling and personalized story

Keep in mind too, that the audience here is brick and mortar business owners. They either hate technology or want to have to deal with it as little as possible.

Someone even feared that the software would take so much off his staff’s plate, that they would have nothing left to do with the extra time!

Talk about good problems…

Anyway, when I talk about setting, meeting and exceeding expectations, what I mean by that is that the sales person, other than knowing their industry and product to a tee, knows exactly what prospects need and want to hear to feel at ease and in a safe space. And knows how to instil hope in their minds for a future where all their problems vanish, thanks to this product.

Prospects are not left wondering what’s gonna happen, not in the product and not on the call. Everything is laid out and transparent.

Second, objections. Here’s where knowing the industry comes in. You can clearly tell that the salesperson has done this a lot.

When someone can go into the specifics of different use cases and into the nuances of explaining the use of a software product in the moment, based on a prospects’ question, you just feel like they’re one of your own.

And the sales call becomes a conversations between peers. That’s what you want.

Lastly, the story element.

From using the web platform and showing it in a linear way from the perspective of the user (and even different roles in the team), to switching to the mobile app and showcasing a specific use case, and ending up talking about the different integrations…I felt like there was a story arc throughout the call.

I felt like I was actually sitting at the prospects’ desk on a normal work day and using the software myself. It was great. And that’s what you want your potential customer to feel.

You don’t just want to throw a bunch of data and screens at them and tell them it’s gonna work.

You want to enter their day to day and take them through a journey where everything will be easier, faster and more effective. Thanks to your product.

Now, if you’re good at sales calls, great, but to get more of those you need to start the work way in advance, with your copy and UX.

And that’s a little trickier.

Need help? Get in touch.

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Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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