Product Demo Quotes

We always started small, with some inspiration. We made demos. We mixed in feedback. We listened to guidance from smart colleagues. We blended in variations. We honed our vision. We followed the initial demo with another and then another. We improved our demos in incremental steps. We evolved our work by slowly converging on better versions of the vision. Round after round of creative selection moved us step by step from the spark of an idea to a finished product.

RIM shipped PlayBooks to major retail clients, such as Best Buy, which had preserved premium display space for the new product. Unfortunately, RIM had neglected to create a demo program to showcase and explain its latest product. With no helpful presentation on the screen of the device, shoppers were left to rummage around PlayBook programs on their own. Countless PlayBooks were immobilized after customers armed the devices with passwords, which the sales staff couldn’t unlock. “This happened hundreds of times,” says McDowell.

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While the seven essential elements are a distillation of what we did on an everyday basis, they represent long-term discovery too. An important aspect of this book is the way we built our creative methods as a by-product of the work as we were doing it. As all of us pitched in to make our products, we developed our approach to creating great software. This was an evolution, an outgrowth of our deliberate attention to the task at hand while keeping our end goal in mind. We never waited around for brilliant flashes of insight that might solve problems in one swoop, and we had few actual Eureka! moments. Even in the two instances in my Apple career when I did experience a breakthrough—more about these later—there certainly was no nude streaking across the Apple campus like Archimedes supposedly did. Instead, we moved forward, as a group, in stepwise fashion, from problem to design to demo to shipping product, taking each promising concept and trying to come up with ways to make it better. We mixed together our seven essential elements, and we formulated “molecules” out of them, like mixing inspiration and decisiveness to create initial prototypes, or by combining collaboration, craft, and taste to give detailed feedback to a teammate, or when we blended diligence and empathy in our constant effort to make software people could use without pulling their hair out. As we did all this mixing and combining of our seven essential elements, we always added in a personal touch, a little piece of ourselves, an octessence, and by putting together our goals and ideas and efforts and elements and molecules and personal touches, we formed our approach, an approach I call creative selection.

Although Steve’s opinions and moods could be hard to anticipate, he was utterly predictable when it came to his passion for products. He wanted Apple products to be great, and he insisted on being involved in the process as it went along, to guide the development of the work through his reviews. That’s why I was waiting to show him my demo. He wanted to see my latest progress and then push the work toward his ideal with his feedback and suggestions.

They were always wary of showing Steve something he might like but that we might not be able to ship in a product. Scott didn’t run an ivory tower research and development department. Our demos to Steve carried the promise that we could deliver, and since showing work to Steve implied this willingness to commit, very few demos shown for the first time in these earlier meetings proceeded to him without further refinement. Sometimes there were several rounds of feedback and changes over many weeks before Scott would give the approval to bring the work into Diplomacy.

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Charlie Uniform Tango is a world-class video production company and one of America’s best production partners.Good enough is never good enough. Not for our clients, our craft, or our amazingly talented people. As an industry leader in film and video production, we've spent the last three decades building brands and pushing boundaries across all types of content: Super Bowl commercials. Documentaries. Brand campaigns. Product demos. Social media. 3D animation. Film. TV. Let's tango.

Hi, Candace, this is Jeb Blount from Sales Gravy. The reason I am calling is to schedule an appointment with you to show you our new sales onboarding automation software. Many of my clients are frustrated because it takes too long to get new salespeople ramped up to full productivity and find that it's holding their business growth back. Our software typically cuts onboarding time and costs for new sales reps by 50 percent, and makes it super easy to manage new rep onboarding, giving you the peace of mind that your new hires will start selling fast. I have 2:00 PM on Thursday open. How about we get together for a short meeting so I can learn more about you and see whether it makes sense to schedule a demo?

Learn how to give a great demo. This is an especially important skill to use with customers and key execs. We're not trying to teach them how to operate the product, and we're not trying to do a user test on them. We're trying to show them the value of what we're building. A demo is not training, and it's not a test. It's a persuasive tool. Get really, really good at it.

Anyone interested in your product is not interested because of your state of the art features; they’re interested because of the outcome it creates. It's a simple rule of buyer motivation.   Consider

Above all else, remember that the best demos are backdrops for a conversation about your audience’s goals, and how your product can help them be achieved.

A third example of this was when we said, "Let's make some kind of coupon system"—because we had this idea that we would send people an automatic email when they visited our website that would tell them—and we had all these crazy ideas like, "Buy our software within the next 72 hours and get 25 percent off." (That thing was actually a bot that we wrote years ago, and it still runs. If you try CityDesk, which is our least popular product right now, you will get an automatic email with a 25 percent–off coupon that you have to use in the next 72 hours.) When we launched that, it did increase our sales a little bit. It gets people to evaluate the demo version right away—because they don't want to lose their 25 percent off coupon which is going to expire. These were all marginally good marketing ideas. Unfortunately we spent a lot of time chasing them. The one thing we learned over 5 years is that nothing works better than just improving your product. Every minute, every developer hour we spent on any one of these crazy things—although they had some marginal return on the work that we put into them—was nothing compared to just making a better version of the product and releasing it. If we had taken all the effort we put into these crazy schemes and put it into moving our software development schedule ahead by the equivalent amount, it would have paid off much more. That was probably the biggest mistake we made. And that's the advice I give everybody. All those little coupon schemes, this is what General Motors does. They figure out new rebate schemes because they forgot all about how to design cars people want to buy. But when you still remember how to make software people want, great, just improve it. Talk to your customers. Find out what they need. Don't pay any attention to the competition. They're not relevant to you. Only talk to your customers and your potential customers and see what it is that caused them not to buy your product or would cause them to buy more copies of it. And do that, and then ship it. That was something we really, really should have focused on, but, you know, we didn't know any better.

Many products are too hard to understand without a demo. If a picture is worth a thousand words, a demonstration is probably worth a million. A caveat, though: Product Development teams in startups sometimes confuse “demo” with a working product. All the Customer Development team needs is a slide-based “dummy-demo” to illustrate the key points. I rarely have sold to earlyvangelists successfully without having one.

In my early years as a developer, I was privileged to work on a project managed by Sharon Weinberg, later to become president of the Codd and Date Consulting Group. She was a walking example of much of what I now think of as enlightened management. One snowy day, I dragged myself out of a sickbed to pull together our shaky system for a user demo. Sharon came in and found me propped up at the console. She disappeared and came back a few minutes later with a container of soup. After she’d poured it into me and buoyed up my spirits, I asked her how she found time for such things with all the management work she had to do. She gave me her patented grin and said, “Tom, this is management.

With B2B SaaS, sales shouldn’t be sleazy. Instead, it should be an educational conversation. My TinySeed cofounder Einar Vollset says, “When selling SaaS, think of yourself as an unpaid expert who’s helping the prospect solve their problem using software.” You’re not trying to force a fit between your software and your prospect’s problem. You’re putting on your consultant hat to help your prospect define their problem and come up with a good solution. Thinking of yourself as an expert problem solver first sets a good tone for sales demos. When I used to do sales demos, I would introduce myself as the founder and say, “I’m not trying to talk you into anything. I’d just love to show you our tool and get your feedback on how it might fit your needs.” If your tool doesn’t fit their needs, it’s far better to let that prospect move on (maybe with a recommendation for a tool that’s a better fit) than to pressure them into signing up. Don’t waste time or money onboarding someone who’s just going to churn out after a month or two. Qualify before You Demo There are few things worse than showing up to a sales call to find out the person doesn’t have the budget or the need for your product. As someone with intimate knowledge of customers who buy your software, you should have a good idea of the common threads that link them. Asking even a few questions about budget, timeline, and the problem they are trying to solve can be a window into whether it’s worth your time to jump on a demo. Have a Script Even though as the founder you can run a demo with your eyes closed, if you have a standard script, you are always ready to train someone new to take over sales. Say No to People Who Aren’t a Fit If you know someone will not get value from your product or believe they will be a problem to support, do not be afraid to let them know you don’t think they are a fit and recommend competing tools. If you are qualifying people in advance of your demo, this shouldn’t be something you have to do often, but forcing a sale only to have a customer churn out a few months later will waste a lot of resources.

Demonstrate How Your Tool Solves the Problem Thinking of yourself as a problem solver first helps solve another common issue I see with sales demos. Instead of giving prospects a painfully detailed explanation of every feature, only show them the relevant parts. Software demos are not tours of your product. You don’t need to take a deep dive into all your settings and obscure integrations, no matter how proud you are of them. Instead, think of a sales demo less as a presentation and more as a conversation. You should be asking questions and listening more than talking. For more on sales demos, I recommend the book Product Demos That Sell: How to Deliver Winning SaaS Demos by Steli Efti.

When Should I Hire Someone to Take over Sales? Hiring someone to help you with sales comes down to whether you’re good at it and whether you enjoy it. If you’re good at sales, it makes sense to keep doing it until sales conversations are encroaching on the rest of your founder responsibilities. If you’re bootstrapping, you have to hustle in the early days until you have the money to hire someone. But by the time you have five or six employees, you probably should only be involved in large deals. Sales demos are usually easy to teach, and as a founder, your energy will be better spent elsewhere. One thing to note is that if most of your leads are warm, inbound leads, you can actually combine the sales role with customer success. This works best when your prospects already have some sense of your product and are just trying to understand whether or not it’s a good fit for them. Your customer success/salesperson will be there to show them around and answer questions rather than lead high-pressure sales calls. If it’s more cold/complex sales, you’ll want a salesperson incentivized by commission.

You need a good process for qualifying prospects before they get to you so you’re not stuck doing demos with people who will pay you $30 a month or are the wrong fit for your product. Dialing in your positioning, website, and marketing is one way to make sure you’re attracting the right prospects and weeding out those who aren’t a good match. Using a qualifying form to schedule a demo is also good. Have them put in the company’s name, the company’s size, their best work email, and other information you need to know. Weeding through those prospects can be time-consuming—especially if you have a dual funnel with low-priced and enterprise-level tiers. Here’s a hack: At Drip, anytime someone clicked “Book a Demo,” they got a pop-up that asked for their name and value metric (i.e., how many subscribers they had). If they put in a low number, they were redirected to a page with a video demo, a 10-minute screencast of me walking through the product. If they put in a high number, they were directed to our scheduling link to book a time for a more extensive conversation. As Drip grew, the cutoff number for in-person demos grew, too. At first, we were doing demos for people in our lowest tiers because it was early and we wanted to learn about our market by talking to anyone we could. Bit by bit, we ratcheted up the number on the form based on how many salespeople had the bandwidth to run demos.

LOW: Sales Effort Sales effort is a measure of the length of your sales cycle and includes the number of touch points required to make the sale. Where CAC measures the amount of money you’re spending to get a new customer, sales effort measures the time and energy you’re spending. The best way to track sales effort is to look at both the average number of days from someone scheduling their first demo to closing and the number of calls it takes to close a deal. Your ability to keep sales effort low depends greatly on your industry and customer base. If you’re doing enterprise sales, your sales cycle will be long and require more effort than if you’re targeting solopreneurs and other small businesses with a single decision-maker. A three- or four-month sales cycle is reasonable in enterprise sales—and worth it because the ACV might be $50,000. If you’re spending that much time for $5,000 contracts, though, that’s rough. No matter what your sales process looks like, you want your sales effort to be as low as possible. Here are some ways to lower this number. Self-Serve Sign-up and Onboarding. Many inexpensive products can get away with low price points because they have a low-touch or no-touch sales process. They have a self-serve sign-up and onboarding process, which requires almost no sales effort. The higher your ARPA, the less likely they are to become customers without some sales effort. But finding places to offer self-service along the journey can reduce the amount of hand-holding your team has to do while making the process speedier for your customer. One-Call Close. Self-service isn’t going to work in a lot of spaces, but you can try to get to a point where the decision is made by a single person. You can do this by targeting a founder, a developer, or a single manager. You can also streamline the back-and-forth of providing more sales materials, getting on second calls, waiting for input from the committee—and on and on. Educate your customers as much as you can ahead of time so they have the information they need and develop checklists to gather the information you need to close the deal quickly.

How Should I Structure My Pricing? Pricing is the biggest lever in SaaS, and almost no one gets it right out of the gate. Fortunately, you don’t need a PhD to structure your pricing well. Like most things in SaaS, finding the right pricing structure is one part theory, one part experimentation, and one part founder intuition. I wish I could tell you a single “correct” structure, but it varies based on your customer base, the value provided, and the competitive landscape. Most founders price their product too low or create confusing tiers that don’t align with the value a customer receives from the product. On the low end, if you have a product aimed at consumers, you can get away with charging $10 to $15 a month. The problem is at that price point, you’re going to be dealing with high churn, and you won’t have much budget to acquire customers. That can be brutal, but if you have a no-touch sign-up process with a product that sells itself, you can get away with it. Castos’s podcasting software and Snappa’s quick graphic design software are good examples of products that do well with a low average revenue per account (ARPA). You’ll have more breathing room (and less churn) if you aim for an ARPA of $50 a month or more. In niche markets—or where a demo is required or sales cycles are longer—aim higher (e.g., $250 a month and up). If you have a high-touch sales process that involves multiple calls, you need to charge enough to justify the cost of selling it. For example, $1,000 a month and up is a reasonable place to start. If you’re making true enterprise sales that require multiple demos and a procurement process, aim for $30,000 a year and up (into six figures). One of the best signals to guide your pricing is other SaaS tools, and I don’t just mean competition. Any SaaS tool a company in your space might replace you with, a complementary tool or a tool similar to yours in a different vertical can offer guidance, but make sure you don’t just compare features; compare how it’s sold. As mentioned above, the sales process has tremendous influence over how a product should be priced. There are so many SaaS tools out now that a survey of competitive and adjacent tools can give you a mental map of the range of prices you can charge. No matter where your business sits, one thing is true: “If no one’s complaining about your price, you’re probably priced too low.

DEMOCRATIZING THE TOOLS OF PRODUCTION What’s new about this is the way it’s done, not the concept itself. Indeed, Karl Marx was perhaps the original prophet of the Pro-Am economy. As Demos notes, “In The German Ideology, written between 1845 and 1847, Marx maintained that labor—forced, unspontaneous and waged work—would be superseded by self-activity.“ Eventually, he hoped, there would be a time when ”material production leaves every person surplus time for other activities.“ Marx

He mentioned five elements that really set the deck apart from the rest. Here’s what you need, according to Andy: Name a big, relevant change in the world. This should be an “indisputable truth.” “E-commerce will accelerate post-COVID19-pandemic” is a good example. Show there will be winners and losers. The point here is to give anxiety to the customers that may fall on the losing side. At Videoplaza, we cited the transition from analog to digital in video streaming and monetization with Netflix and Amazon as the winners thus far. Tease the promised land. Instead of introducing your product immediately, talk instead about the future state, about your founding insights to give the prospect a glimpse into the future. Introduce features as magic gifts for overcoming obstacles to the promised land. This is where your product comes in with its ability to get the customer to the other side. Present evidence that you can make the story come true. Case studies, customer testimonials, analyst quotes, product demos—all of these are appropriate in telling this part of the narrative.

When they fall apart it’s usually for one of three reasons: You focus on making one amazing thing but forget that it has to be part of a single, fluid experience. [See also: Figure 3.1.1, in Chapter 3.1.] So you ignore the million little details that aren’t as exciting to build—especially for V1—and end up with a neat little demo that doesn’t actually fit into anyone’s life. Conversely, you start with a disruptive vision but set it aside because the technology is too difficult or too costly or doesn’t work well enough. So you execute beautifully on everything else but the one thing that would have differentiated your product withers away. Or you change too many things too fast and regular people can’t recognize or understand what you’ve made. That’s one of the (many) issues that befell Google Glass. The look, the technology—it was all so new that people had no idea what to do with it. There was no intuitive understanding of what the thing was for. It’s as if Tesla decided out the gate to build electric cars with five wheels and two steering wheels. You can change the motor, change the dash—but it still has to look like a car. You can’t push people too far outside their mental model. Not at first.

Steve was at the center of all the circles. When he was in sufficiently good health—he had returned only a couple months earlier from his second health-related leave of absence in five years—he made all the important product decisions. He used these demo reviews as his chief means of deciding how Apple software should look and feel and function.

Demo reviews were also part of Steve’s effort to model the product development behaviors he wanted us to use when he couldn’t be present. As in Diplomacy, the whole software organization kept meetings and teams small to maintain efficiency and to reinforce the principle of doing the most with the least. Steve’s constant demand to see a succession of demos spawned numerous other demos, each with their own presenters and deciders. All these demos helped the entire software team stay focused on making great products.

the part about the product manager not showing up for the demo pisses her off. What a disrespectful thing to do to engineers who built what you asked them to.

The purpose of your product demo is demonstrate value, not features and functionalities.

In the same way, software demos need to be convincing enough to explore an idea, to communicate a step toward making a product, even though the demo is not the product itself. Like the movie, demos should be specifically choreographed, so it’s clear what must be included and what can be left out. Those things that aren’t the main focus of a demo, but are required to create the proper setting, must be realized at the correct level of detail so they contribute to the whole rather than detract from the vision.

Whatever it was, the concrete and specific modifications we chose to make led to the actions items that justified making the next demo. Repeat, then repeat again. Doing this over and over again set our projects on the slow path to accumulating positive change. This is how we started with an idea and finished with software for a product.

A small group of passionate, talented, imaginative, ingenious, ever-curious people built a work culture based on applying their inspiration and collaboration with diligence, craft, decisiveness, taste, and empathy and, through a lengthy progression of demo-feedback sessions, repeatedly tuned and optimized heuristics and algorithms, persisted through doubts and setbacks, selected the most promising bits of progress at every step, all with the goal of creating the best products possible.

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