Your sales demo script is the backbone of your presentation. What you say to customers could turn a qualified lead into a sale — or result in an unexpected loss.
That’s why it’s just as important to remember the don’ts of sales demos as it is the do’s. Before you make your next big presentation, consider removing these troublesome phrases from your sales demo script.
1. ‘Our competitor does not do this.’
Products are constantly evolving and updating, especially in the world of SaaS sales. It’s risky to claim a competitor with a similar product doesn’t have certain functionalities, as this may not remain true over time.
Calling out competitors also makes it seem like your product doesn’t speak for itself. Plus, buyers want to learn about your product more than they want to be sold to. Your customers will naturally gravitate toward the product that best addresses their pain points, and ask competitors themselves if they have the same benefits as your brand.
What to say instead: “Customers who compared our product to others in the space found this to be a differentiating feature.”
This phrasing offers a subtle nod to your competitors without calling them out directly. It also uses your previous customers as social proof, rather than insisting your buyer take your word for it. Your buyer can then verify this information while shopping around.
2. ‘Do we have a hard stop?’
The moment a buyer hears you ask if you have to end at a certain time, they will likely assume your presentation is going to be longer than expected. This may cause them to lose focus during your demo and think of the time they’re losing or their unfinished tasks instead.
Some customers may even start multi-tasking, splitting their attention between your product demo and other responsibilities.
What to say instead: “We’re scheduled to end at [time]. Is there anyone who needs to leave early?”
This alternative reassures your customers that you plan on sticking to the intended schedule, but are considerate of their unique schedules. It also allows you to adapt your demo to fit within new time limits or address the needs of high-value stakeholders if they need to leave early. You may also consider sending an automated demo as a follow-up so stakeholders can review anything they might have missed.
3. ‘Our product is easy to use.’
Easy is subjective. What you may consider easy is not necessarily the same as your customer, especially when you take into account your level of experience with products in this space. Your customer may have little to no experience using products in your category, which means yours could be just as difficult for them to familiarize themselves with as your competitors’.
What to say instead: “This is how you use our product, and we offer support if you have any questions.”
Showing — rather than telling — your customers how easy your product is to use allows them to come to the conclusion themselves or ask clarifying questions. If you use enablement tools like interactive product tours, you can even let your customers experience a taste of your product themselves.
Come see how easy buying can be.
When demonstrating your product, be clear in your explanation. Consider how you would use your product if you didn’t know anything about it. Highlighting your support team also reassures your customers that there will be help available to guide them through issues so they won’t be forced to figure it out themselves.
4. ‘Let’s talk soon.’
Scheduling follow-ups is an essential part of the sales process. However, this vague phrasing leaves the burden of scheduling another meeting up in the air for both you and your customer. Failing to give your customer clear next steps can slow or even stall a deal by leaving them unsure about what to expect after this interaction.
What to say instead: “I understand you’re likely very busy, so would [time and date] work for us to reconnect and discuss this further?”
Offering your customer a set time and date, or multiple options, for your next interaction removes the responsibility from their plate, reducing the friction of meeting again. Setting up a concrete time demonstrates follow-through on your end and can also help you determine if a client is actually interested, depending on how receptive they are to setting up another call.
Enhance Your Sales Demo Script With Consensus
Bring your best to your next demo by upgrading your sales demo script with tips from Consensus. Learn more about how to take your sales game to the next level by checking out our blog or listening to top experts in the field through our available webinars.
