Never ever demo on trade shows – Do create expectations
The reasons for not showing a demo on trade shows:
Demo’s
- Are for the non-decision makers, those who have to work and manage the daily problems
- Cost valuable time:
.Yours: how many walk by when you are watching the demo performed by your engineer?
.His: you use up his time
- Require attention, then you cannot ask business questions or inquire about the problems to solve.
- Do fail (fail whale).
- Address only a small part of the problem to be solved
- As proof your company is capable, then there is no trust.
- Address to geeks and nerds who are not your customer (in most cases)
- That are started upon a first quick investigation of the problem to be solved: can be 99% different
- Belong further down the sales cycle, when decision makers are confident about your solution
- Are the wrong or lazy way of selling: just hoping the demo will sell.
- Can hide the fact the salesman didn’t qualify the visitor as lead as he was just walking by.
- Can bore people as it takes to long
- Can put off CEO’s and C-level as they miss the daily operational experience you demo addresses
- Can be misinterpreted as the addressed problem is slightly different.
Demos don’t belong on a trade show.
Trade shows are for lead generation
Trade shows are for lead generation and bringing the message of a feasible solution to the visitor.
Trade shows are no longer for closing sales and deals.
During the occasion of the short meeting the salesman needs to:
- Define the problem that the company is facing
- The previous experiences or solutions
- The failures or problems of other solutions
- The knowledge about competitors if the visitors mentions them
- The org-chart: the visitor, his manager, the decision maker/taker.
This will allow you to:
- Send the lead the best suiting documentation
- Asking the most appropriated questions on the phone or email for follow-up
Just don’t send the visitors the typical: “Thanks for visiting us at the show”
Exception: demo upon appointment
Only in a few exceptional cases a demo can be organized:
- Customers
- Pre-qualified leads
They can have a demo in a private room as you know very well and their problems, constraints and situation.
The goal to have this kind of demo is to save on time and travel costs for both parties involved.
Sell the concept – create expectations
Sell the concept, not the functions and features by a demo.
People need to see the bigger picture of your offering:
- The tangible benefits
- The intangible benefits
- Possible ROI (Return On Investment)
- The feasible solution to their problem
By only selling the concept you give the visitor the idea the problem for the company can be solved: thus creating expectations.
Just make sure you follow-up, nurture to keep the expectations and close the deal.
Then deliver the expectations that you have created.
More from LEADS Explorer
- When the gatekeeper has put you on The Black List
- What to ask on a trade show in order to start a conversation
- Never demo – Sell the concept to the CEO, COO, CFO, VP first
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