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How to Close a Sales Demo [Essential Steps, Best Practices & Sales Demo Tips to Follow]

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How to Close a Sales Demo

Want to boost your sales and close more deals?

It all starts with nailing the sales demo process. A sales demo is your chance to showcase the value of your product or service to potential customers, highlighting its unique selling points while addressing any concerns the buyers may have. 

However, the pivotal factor lies in skillfully concluding the sales demo. This is when the buyer makes the crucial decision of moving forward with our solution. A well-executed close generates urgency, convinces the prospect to take the next step, and secures the deal. This sheds light on how essential it is to understand the technical nuances of wrapping up a sales demo. 

This is why we have compiled this technical guide to help you with insider tips and knowledge on how to close a sales demo effectively.

Now, let's dive into important steps to keep in mind, some best practices and tips to follow

4 key Steps on How to Close a Sales Demo

Step 1: Research your prospect: 

Before conducting a sales demo, sales engineers (SEs) must understand the prospect's needs thoroughly. They always research the prospect's industry, company size, and competitors and tailor the demo to meet their specific needs. Discovery is the crucial part of any sales process and that’s where the specific needs are verbalized. It's also crucial to understand the prospect's pain points in order to demonstrate how the product can help address them. This understanding will enable the sales engineer to deliver a more personalized and compelling pitch.

Step 2: Test, Edit & Revise:

SEs must ensure that the demo environment is prepared before conducting the demo. This includes checking the equipment, ensuring that the demo software is up to date, and confirming that the internet connection is stable. The sales engineer should also test the demo to ensure that it works correctly and that they can seamlessly switch between features.

Step 3: Draft a detailed agenda:

Sales engineers should create a demo agenda to keep the demo on track and ensure they cover all the essential points of the pitch. The agenda should include the following:

  • An opening that introduces the sales engineer and the product or service. 

  • A section that highlights key features and benefits. 

  • A closing that makes the close and sets the next steps.

Step 4: Anticipate any sales objections: 

Anticipating objections is the strategic practice of identifying and proactively addressing concerns or hesitations that prospects might raise during your sales demos. By doing so, you're better prepared to navigate these objections and provide compelling solutions that resonate with the prospect's needs and preferences. How to do that, 

  • The first step is an in-depth understanding of your product and prospect 

  • Craft a value proposition that is personalised to the prospect's needs and challenges

  • Preemptively address objections before even raised by the prospects

  • Follow up with the prospects promptly even after the demo is over

Read: How to create Interactive Sales Demos [Tips & Techniques]

Sales Demo Tips to nail every demo every single time

1. Opening the Demo

The opening of your sales demo is your opportunity to set the tone for the entire presentation.

According to a , 81.6% of top-performing sales reps spend 4 hours or more per day on sales-related activities. Start by introducing yourself and your company, and take a moment to establish rapport with your audience.

Use a friendly, conversational tone to build trust and credibility.

Next, clearly state the purpose of the demo and set expectations for what the audience can expect to learn. This sets the tone for the rest of the presentation.

2. Demonstrating Value through Key Features

During the demo, it's essential to focus on the value of your product and how it addresses your prospect’s needs.

The top three factors that determine whether a prospect will buy are:

● The sales rep's ability to listen to their needs

● The sales rep's ability to show the value of the solution

● The sales rep's ability to respond to objections.

Highlight the unique selling points that set your solution apart from competitors.

Use real-world examples and case studies to illustrate the benefits and demonstrate how your solution can solve the prospect's pain points.

Keep the demo focused and avoid going into too much detail on technical aspects that may not be relevant to the audience.

3. Handling Objections

During the sales demo, it's likely that the prospect will raise objections or questions. These can be related to the product's functionality, pricing, implementation process, or other areas. It's essential to handle these objections professionally and with empathy.

The top three ways to handle objections are:

● Acknowledge the prospect's concerns

● Provide evidence or examples to address their concerns

● Ask the prospect questions to uncover the root cause of their objection.

Avoid being defensive or dismissive of objections, as this can damage the relationship with the prospect. Check out to learn more about handling objections.

4. Making the Close

The closing of the sales demo is the most critical part of the process. This is where you ask for the sale and move the conversation toward the next steps in the sales process.

According to a study, 35% to 50% of B2B sales go to the vendor that responds to customers first. In other words, your warm leads become colder with each passing second, and your competitors could snap them up.

Before making the close:

● Summarize the key points of the demo and confirm that the prospect's needs have been addressed.

● Use a trial close by asking the prospect if they can see the value in your solution and if they have any remaining questions or concerns.

● Ask for the sale and clearly outline the next steps in the sales process.

Read: How to Close Deals Faster By Mastering Live Demos?

Sales Demo Best Practices to close a sales demo successfully 

Closing a sales demo effectively requires combining technical expertise and soft skills. Here we'll cover some best practices to close a sales demo successfully.

1. Building Rapport with the Prospect

Building rapport with the prospect is essential to establish trust and credibility. According to RAIN Group, 82% of buyers accept meetings when salespeople clearly understand their business needs.

SEs need to research the prospect's industry, competitors, and current challenges to show they have done their homework. They can also use active listening techniques to demonstrate empathy and build a personal connection with the prospect.

Let's consider an example of building rapport with a prospect that could be by referencing a recent event or news item that is relevant to the prospect's industry.

For instance, if the prospect is in the healthcare industry, ask about their thoughts on recent changes in healthcare policy.

This shows the prospect that the sales engineer is genuinely interested in their industry and can help build a connection.

2. Summarizing Key Points

Summarizing the key points of the demo is critical to reinforce the value proposition and benefits of the product or service.

SEs can use this opportunity to highlight the product's unique selling points and demonstrate how it can solve the prospect's pain points. The majority of buyers choose the sales rep that first adds value and insight, so it's essential to make sure that the prospect sees the value in the solution.

If we talk about summarizing key points, that could be by emphasizing the specific benefits of the product or service.

For instance, if the product is a project management software, highlight how the software can help the prospect save time and money by streamlining their project management process. This helps reinforce the value proposition and demonstrates how the product can address the prospect's pain points.

3. Creating a Sense of Urgency

Creating a sense of urgency can motivate the prospect to take action and move forward with the product or service.

Sales engineers can do this by highlighting any time-sensitive promotions or limited-time offers or by demonstrating how the product or service can provide immediate benefits.

According to studies, buyers who feel a high sense of urgency will make a purchase within 90 days, so it's important to create a sense of urgency without being too pushy or aggressive.

An example of creating a sense of urgency is highlighting a time-sensitive promotion or limited-time offer.

For instance, mention that the company is running a promotion for the next two weeks that offers a significant discount to new customers. This creates a sense of urgency and encourages the prospect to act quickly to take advantage of the promotion.

4. Asking for the Close

Asking for a close is a crucial step in the sales process. Be confident and clear when asking for the close and providing a clear call to action.

They can ask questions like "Would you like to move forward with the product?" or "What are the next steps to move forward?" and provide clear instructions on how to take action.

It's also essential to follow up promptly after the demo to keep the momentum going and answer any remaining questions or concerns.

An example of asking for the close could be by providing a clear call to action.

For instance, say, "Based on our conversation today, it sounds like our product is a great fit for your business. Are you ready to move forward with a purchase today?"

This provides a clear next step for the prospect and helps move the sales process forward.

Following these best practices can successfully close a sales demo and move the prospect toward a sale.

Read: How Can Sales Demo Software Help You Close More Deals?

Measuring the success of your sales demonstrations

Sales demos are an integral part of the sales process, and it's essential to track their effectiveness to make improvements and drive sales growth.

Let's discuss how to measure the success of sales demos.

1. Defining Key Metrics

To measure the success of a sales demo, it's crucial to define the key metrics that align with your business goals.

Some standard metrics include the number of demos conducted, the number of deals closed, the length of the sales cycle, and the conversion rate from demos to paying clients.

According to a report by Gartner, companies that use 3 demos on average as part of their sales process are more likely to close a deal than those that don't.

2. Analyzing the Metrics

Once you have defined the key metrics, it's time to analyze them and identify areas for improvement.

For example, if you notice a low conversion rate from demos to paying clients, you should analyze them to see where you can improve.

For instance, if prospects are dropping out of the demo at a certain point, you may need to restructure that section to make it more engaging.

Or, if you notice that the sales cycle is longer than expected, you may need to re-evaluate the demos to see if they're addressing the prospect's pain points effectively.

3. Making Improvements

After analyzing the metrics, it's time to make improvements to the sales demo process. You may need to update your demo script, gather additional training, or improve the demo environment.

For example, you might test different versions of your demo script to see which resonates the most with your audience.

Or, you might invest in new technology that makes it easier for prospects to interact with the demo.

👉 Check out our Interactive sales demo examples to gain more valuable insights and inspiration.

Wrapping Up Your Sales Demo and Driving Sales Success

Mastering the art of closing a sales demo is essential for any B2B company looking to drive business success.

The sales demo tips and best practices discussed in this article can help you create a compelling demo process that addresses your prospect's needs and converts them into loyal customers.

But remember, even with the best techniques, your sales demo can only be as effective as the tools you use.

That's where Demoboost comes in - the best product demo software on the market. Demoboost provides a user-friendly platform that allows you to build engaging and interactive demos, customize them to fit your prospect's needs, and seamlessly integrate them into your sales process.

Want to skyrocket your sales and impress your prospects with killer demos? Demoboost is your secret weapon!

Book a demo now and experience the power of interactive product demos that close deals effortlessly! 


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