Sales teams know the struggle: crafting the perfect email only for it to land in the dreaded trash bin. The key to avoiding this fate? Sending the right content at the right time with the right call to action (CTA).
Every interaction you have with your customers should provide them with the content they need to be successful. Think of yourself as a buyer coach rather than a salesperson. Since the buyer is the only one with the power to close the deal, you want to guide your buyers through the process so they can make the right choice.
This post will show you how to leverage interactive demos throughout the buyer’s journey and which CTA’s to use to increase engagement and drive action with your sales emails. Want more CTA examples? We’ve got you covered here.
Aligning Content to Each Stage
Buyers go through the same stages before they make a purchase decision – need, learn, and buy. That means your customers will likely have similar questions and concerns at each stage. Use that as your guide to create a library of relevant content you can send on demand.
Our research shows that specific demos resonate best at different stages of the buyer’s journey. We’ve found five main types that can be delivered at scale using interactive demo software.
Here’s a breakdown of each type of demo and CTAs you can use for each stage:
Need Stage: The Vision Demo
These are very short demos used at the very beginning of the buying process to give potential customers a glimpse of how things can be if they buy your solution. Rather than focusing on the product, this demo should focus on the problem, solution, and benefit.
- Goal: Introduce your product and align its vision with the prospect’s objectives.
- Content: A high-level overview showcasing the product’s core functionalities and potential impact.
- Example CTA: “Skip the fluff and experience the vision for yourself. Watch our demo here!”
Tip: Our research shows that embedding a demo into the email performs better than including a link.
Beginning of Learn Stage: The Micro Demo
These demos still only cover your solution at a high level, but they go deeper than a Vision demo. They often provide a first look at the product without delving into anything too deeply.
- Goal: Provide bite-sized information for prospects still in the early information-gathering phase.
- Content: A short, focused demo highlighting a specific feature or benefit.
- Example CTA: “Curious how [Your Company] helps industry leaders like [Competitor Name] gain an edge? Watch this demo to find out!”
Tip: Personalize your CTA addressing prospect by name, company name, competitors name improves engagement with your CTAs.
Middle of Learn Stage: The Qualifying/Discovery Demo
Qualifying demos go deeper into the product but don’t offer specifics about how it would work at any one company. These demos help both you and the customer qualify each other to see if you’re a good fit. They are especially helpful for deciding if the buyer is ready for a live meeting.
- Goal: Cater to prospects ready to delve deeper but might still need to be qualified for a live demo.
- Content: A more in-depth demo showcasing everyday use cases and generic data, addressing potential fit within their workflow.
- Example CTA: “Discover how [Customer Name] uses [Your Product] to overcome [Customer Pain Point]. Watch Now!”
Tip: Including case studies or testimonials in your CTAs that reference the pain point your prospective buyer has and how your solution solves that pain point are effective CTAs.
Buy Stage: The Closing Demo
Just before the buyer is ready to make a decision, they’ll have a few last minute questions and concerns they need resolved before they can confidently move forward. Closing demos can help by providing insights into your organization’s post sale process.
- Goal: Address buyer concerns and showcase post-sale support, like implementation and training.
- Content: A detailed demo of the implementation process, training options, and ongoing support.
- Example CTA: “Watch & Learn.”
Tip: Short and action-oriented CTAs are highly effective at every stage of the buyer’s journey
Every Stage: The FAQ Demo
The FAQ demo is unique because it is the only one not tied to a buyer stage. Your customers may have questions at any point in the process and will want results quickly. Create a repository of answers for these FAQs to have them ready to send at a moment’s notice.
- Goal: Offer quick and easy solutions to common customer questions.
- Content: Short, targeted demos (1-5 minutes) addressing frequently asked questions.
- Example CTA: “Get started on the right foot! Download our [Report/Video Tutorial] to learn more.”
Tip: Offering something educational that would be of value to your customers helps build their trust and shows them you are there to help.
Make Your CTAs Stand Out
By strategically incorporating demos in your sales emails, you can tailor your message and CTA to each prospect’s specific needs and stage in the buyer’s journey. This personalized approach will significantly increase engagement and drive conversions.
Want more tips to make selling easier? Review our available resource center, view a webinar, or even watch your own demo on demand.
