Modern buyers want to learn about products without talking to sales reps. So how do your buyers learn about your product without bogging them down with questions about their goals?
Do you push for a live meeting in-person? Virtual demonstration? Product tour software?
Really, any of these can work. It’s not the medium that matters so much as the content.
There are a million ways to do it, but there are three elements every SaaS product demo needs to be successful.
The 3 Elements Every SaaS Product Demo Needs
When educating your buyers about your product (the key word here being educate, not sell; people hate being sold to but love being taught something new), you must make it abundantly clear how it relates to their needs.
It’s a bonus if you have a way for them to interact with the product. Using product walkthrough software is a simple way to give your buyers that tactile experience of exploring the product without overwhelming them.
Every learning experience for your buyers should contain these elements.
Relevance
It’s way too easy for people to tune out, especially if they’re watching a generic product tour or virtual meeting. Stakeholders will tune out unless the information directly relates to what they care about.
This problem isn’t going to get easier to solve either. The number of stakeholders in the buying group has grown and is expected to continue growing. You have to find a way to make the information relevant to each person in the room or lose their attention. Instead of making your buyers “click every click” to learn about your solution, find ways to weed out irrelevant portions and keep your tour or demonstration as frictionless as possible.
Context
There’s a reason they put the picture of the puzzle on the box. Knowing how the pieces fit together is impossible without seeing the big picture. The same is true for product demos.
Don’t throw facts and features at your audience and expect them to figure out how it solves their problems. Guide them through the process by tying together the solutions to the product, whether you’re using live calls or context-driven product demo videos.
Exploration
To make your product demos a success, you have to provide a way for the customer to explore the product. We’re not saying you need to give every lead access to your software. That would be a logistical and security nightmare!
Instead, let them experience the most valuable parts of your software or service in a contained, story-driven, interactive product tour. Make sure these explorations weave together the relevance and context you’ve built.
Adding these elements to your product demos is a great first step, but there are more ways to improve your demos. Check out the next blog in this series on creating engaging product tours or one of the other articles in our Resource Center.
