The biggest reason the sales process stalls after a demo has just as much to do with the discovery phase as it does the demo itself. It comes down to the real “why” that’s driving the buying decision. It’s more than just the tactical benefits your products offer to users. There’s something much higher in the customer organization that’s driving the buying decision, and if you ask the right questions early on, you’ll find it and use it to accelerate the sales process.
Most demos, and the sales processes as a whole, tend to focus on the tactical (and obvious) reasons buyers buy…reduce costs, improve productivity, greater ROI, do more with less, etc.
What’s the remedy?
Your sales team has to uncover the strategic buying drivers behind the need for the obvious tactical benefits. If you don’t understand the strategic “why” behind the evaluation of your products, you’ll have little to no leverage to drive the sales cycle to a close, especially after the demo.
There are top-down strategic initiatives behind every qualified product evaluation. It’s a matter of asking the right questions and keeping discovery conversations on a business level before moving on to the user issues and products.
Once uncovered, these strategic buying drivers become the overriding theme to your sales process, especially the demos. The most powerful demos tie a collection of tactical user scenarios back to the strategic buying drivers. It’s the easiest way to make your products important/strategic enough to drive the sales cycle to a close without getting into feature wars and heavy discounts.
If your sales team hasn’t mastered the technique of uncovering strategic buying drivers and connecting them to the tactical benefits of your products, sign up for our Product Demo Skills workshops and learn how to weed out the tire kickers and accelerate the qualified buyers to a close.