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 the audience you want to target, 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 the specific problems they are facing 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 presented on your website, social networks or specialized pages, or reviews, we recommend you to create your DEMO following the following structure.
Company presentation and software requirements
Start with a greeting and a brief presentation of the company or your software brand. Remember that being concise and clear is the key. The consumer does not want to hear a corporate presentation. He wants to see graphically and hear the benefits you have to bring to his company.
The customer has defined the features of the software that he considers essential. In this first point, it is vital to state the critical functionalities of the software that the company needs. Software vendors tend to focus on the features they like the most or what’s new. Don’t make this mistake. Always focus on the customer’s needs.
If the customer does not hear in the first few minutes that your software can solve his main problems and does not meet his essential needs, you will lose his attention and will not be able to reach his final purchase decision.
It is also advisable to present different scenarios or processes in which the software tool can be used. Recreating familiar situations for the consumer creates closeness and trust, providing them with more helpful information about the product and their essential needs.
Differentiate the product and 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.
It is clear to the customer that your service is suitable to solve a specific problem, now is the time to add value to your proposal. Take the opportunity to show those rare tools or features in the competence that could make a difference for the customer. For example, if the customer’s previous research has led you to know that they work with E-commerce, integrating this to control shipments and deliveries will provide an added value that will make you the first in the list of options.
Sell your differential value, but always focus on the customer’s needs.
The total cost of the service
Always be clear and specific when pricing, and avoid beating around the bush. It is common in the software industry to present higher prices than the original ones for user fees, support costs, or additional integrations. This creates distrust and customer dissatisfaction. Remember that the purchasing process is long and complicated. Consumers want to know all the details of the service to be contracted, including the final price.
It isn’t straightforward to present the multitude of pricing possibilities that software services can offer. We recommend you rely on your previous research to solve this problem. You can show the consumer several hypothetical scenarios familiar to them, along with the different prices and services they would obtain.
The price of the software and its functionalities is not the only thing you should clarify to the customer. Other aspects, such as whether the company’s IT infrastructure needs to be upgraded to use your software tool or the integration of XYZ tools, are also important issues for the customer. Be sure to clarify all possible doubts that the customer may have. This will increase customer satisfaction and trust in your company.
Supplier support and training available
The different types of support and online training available are critical to the adoption and success of any software.
These are technical tools, and the customer wants to feel supported. First, you must sell your company’s training to ensure the customer’s team understands and operates your system. Secondly, highlight the strengths of the technical support offered by your service and implement examples related to their business where they might need this point. This part of the DEMO aims to convince the customer that solutions are available for any problem.
Storage capacity and security level
Software DEMOS often focus on delighting the customer with features and functionality, and cybersecurity does not have a significant place in them. However, data breaches can cost a business large amounts in compensation and fines. For this reason, highlighting the cybersecurity of your software is paramount to differentiate your DEMO and create a sense of consumer confidence.
If your SaaS is hosted in the cloud, it is even more important to highlight the level of data protection you offer since, as a provider, much of the security is in your hands, out of the customer’s control.
Phase 3: maintaining contact with the customer
Once the DEMO has been carried out in person or you have the data from a download form, you must now close the sale.
Following up considerably increases your chances of making a sale. Consumers have been able to consume the content of several DEMOS, and you must remind them that your company is the best option and show interest in them. Whether through email, a phone call, or at the same face-to-face meeting, communicate. Ask about their concerns, listen to their proposals, solve their doubts, and ensure they are satisfied and meet their expectations.
It is time to communicate if your SaaS offers a free trial. After explaining all the points and features, the customer will want to try it first hand and see how the investment in your software could make their business more efficient. Free trials of the service are an excellent incentive for customers to want to purchase the paid service once the free trial is over.
In conclusion, creating a software DEMO may seem overwhelming at first. You must be clear about your objectives and follow a communication scheme consistent with your potential customers’ needs and purchase intentions. This will ensure their maximum interest in your message and positive reception of your proposal.
