Published On: 17/01/2024By Categories: Marketing strategies for SaaS

The software purchasing process has become increasingly complicated and time-consuming. The industry has become very competitive given the number of options available, and consumers are researching all their options in detail. For this reason, knowing how to make a practical DEMO for potential customers who are considering your software as a solution is paramount.

Software is a complex product and difficult to explain. Showing online and practically the functionalities and advantages that the customer will get with your product can be decisive when it comes to increasing your customer base.

However, your software’s DEMO will not yield good results without a sound and coherent strategy. Below, we will show you the keys to making an effective software demo and increasing sales.

Phase 1: Research

The first thing you need to be clear about to create a practical software DEMO is whom you want to target. Once you have established your target audience, conduct thorough research on these potential customers.

An in-depth analysis of the prospective buyer’s business will show why the customer may be interested in your software. Identifying their issues gives you the key to presenting a DEMO based on their needs and the real benefits your product offers the customer.

This way, you will make your content right and relevant to the customer, who will find the solution to their specific problems in your software.

Phase 2: DEMO preparation

Most of the time, DEMOS are videos presenting the software’s features and benefits online. However, on other occasions, the DEMO presentation takes place in a meeting with the client. Whether it is a meeting or an online video on your website, social networks, specialized pages, or reviews, we recommend structuring your DEMO as follows.

1. Company Presentation and Software Requirements

Begin with a warm greeting and a succinct introduction to your company or software brand. Remember, brevity and clarity are crucial. Your audience is more interested in understanding the benefits your software offers to their business than a detailed corporate overview.

It’s important to address the specific software features your customer deems essential right from the start. Often, software vendors focus on their favorite features or the latest updates, but this approach can miss the mark. Prioritize the customer’s needs instead. Highlight the key functionalities of your software that align with what the company requires.

The initial minutes of your presentation are critical. If the customer doesn’t quickly grasp how your software addresses their primary concerns and meets their core requirements, you risk losing their attention and, ultimately, their decision to purchase.

Enhance your presentation by demonstrating different scenarios or processes where your software can be applied. Illustrating familiar situations for the customer fosters a sense of relatability and trust. This approach not only showcases your product’s versatility but also aligns it closely with the customer’s specific needs.

2. Differentiating Your Product from the Competition

Once you have ensured that you have presented the basic functionalities that meet the customer’s essential needs, it is time to differentiate yourself.

At this stage, the customer understands that your solution can address their specific problem. Now, it’s time to enhance your proposal by showcasing the unique tools or features that your competitors lack and which could be pivotal for the customer. For instance, if your preliminary research indicates that the customer is engaged in e-commerce, demonstrating how your software can integrate with their shipping and delivery processes adds significant value. This kind of tailored solution positions your product as a top contender.

Remember, while selling the unique aspects of your product, keep the focus on how these features meet the customer’s needs. This approach ensures that your product isn’t just different, but is also the most relevant and effective solution for them.

Sell your differential value, but always focus on the customer’s needs.

3. The Total Cost of the Solution

Always prioritize transparency and accuracy in pricing discussions; steer clear of vagueness. It’s a common practice in the software industry to present initial quotes that later escalate due to user fees, support costs, or additional integrations. This approach can lead to customer distrust and dissatisfaction. Remember, the purchasing process is intricate and detailed. Customers seek a complete understanding of the service, including a clear picture of the Total Cost of Ownership (TCO). This encompasses not just the initial price but all costs associated with the use, maintenance, and potential upgrades of the software over time.

Given the complexity and variety of pricing structures in software services, your prior research plays a crucial role. Present the customer with several relatable scenarios, each with its own set of costs and services. This approach provides a realistic view of the TCO for each scenario, helping the customer understand the long-term financial implications of their decision.

However, pricing is just one piece of the puzzle. It’s equally important to explain other aspects like the necessity for upgrades to the company’s IT infrastructure for software compatibility, or the integration of tools like XYZ. These factors also contribute to the TCO and should be clearly communicated. Proactively addressing all potential concerns and costs will not only clarify the TCO but also increase customer satisfaction and trust in your company.

4. Support and training

The availability and quality of support and online training are pivotal for the successful adoption and utilization of any software.

Given the technical nature of software solutions, customers need to feel confident in the support provided. Firstly, emphasize the comprehensive training your company offers. This ensures the customer’s team is well-equipped to understand and effectively use your system. Tailor your training pitch to demonstrate how it will specifically benefit their team’s proficiency and productivity.

Secondly, showcase the strengths of your technical support. Use examples directly relevant to the customer’s business to illustrate how your support services can be invaluable in various scenarios they may encounter. The goal of this section of the DEMO is to assure the customer that for every challenge they might face, your software comes with a readily available solution.

This approach not only highlights the functional capabilities of your software but also reinforces the ongoing support and resources your company provides, ensuring a smooth and successful user experience.

5. Other Key Software Aspects: Interoperability, Architecture, and Compliance

In a software DEMO, it’s crucial to go beyond just features and functionality. Highlighting aspects like interoperability, open architecture, and compliance can significantly elevate your presentation.

Start by discussing the interoperability of your software. Explain how it seamlessly integrates with existing systems and platforms the customer already uses. This ensures that the transition to using your software is smooth and adds immediate value to their existing infrastructure. Next, delve into the open architecture of your software. Detail how this design choice not only fosters adaptability and customization but also eases future integrations with emerging technologies or platforms.

Additionally, compliance is a non-negotiable aspect in today’s regulatory environment. Take this opportunity to reassure your potential clients about how your software adheres to industry standards and regulations. This is especially crucial for clients in highly regulated sectors like finance or healthcare.

Lastly, don’t forget to emphasize the security features of your software. In an age where data breaches are increasingly common, showcasing robust security measures instills confidence and demonstrates your commitment to protecting sensitive information.

6. Emphasizing Demo Localization

An often-overlooked yet critical aspect of software DEMOs is localization. It’s essential to speak the same language as your potential users to avoid misunderstandings and build a stronger connection. Everyone appreciates having support in their native language, especially when it comes to understanding complex software products.

Localization goes beyond mere language translation; it involves tailoring the demo to reflect local compliance standards, regulatory requirements, and specific market characteristics. This shows that you not only understand the regional nuances of the market but are also committed to meeting specific local needs.

If possible, have a native speaker conduct the demo in the customer’s language. This personal touch can significantly enhance the effectiveness of your presentation. If a native speaker is not available within your organization, consider collaborating with a professional local agency to create a localized demo video for each target market. This investment in localization demonstrates your dedication to providing a customer-centric experience, significantly improving the reception and effectiveness of your DEMO.

Phase 3: Maintaining customer engagement

After conducting the DEMO, whether in person or through a download form, the next crucial step is to close the sale. Proactive follow-up is key to increasing your chances of making a sale. Remember, customers might have experienced several DEMOs, and it’s your job to remind them why your solution stands out as the best option.

Effective communication is essential, whether through email, a phone call, or a follow-up meeting. Engage with the customer. Ask about their concerns, listen to their feedback, address their doubts, and ensure that your product meets their expectations and needs.

This stage is also an opportune moment to introduce a free trial of your SaaS, if available. After showcasing your software’s features and benefits, customers will likely be eager to experience its capabilities firsthand. A free trial not only allows them to gauge the software’s impact on their business efficiency but also serves as a powerful incentive for purchasing the full service after the trial period.


In summary, while creating a software DEMO can initially seem daunting, clarity in your objectives and a communication strategy tailored to your potential customers’ needs and purchasing intentions are crucial. This focused approach ensures maximum engagement with your message and a positive response to your proposal.

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