SaaS销售演示：用“得到拒绝”筛选客户

Hi, everybody. My name's Dustin Preyer, founder of Giant Rocket Ship. So, I'm going to go ahead and set the stage here. There's three main things I'm going to address. First is going to be an invitation. The second will be the presentation, and the last is going to be a request. So, the invitation is we are based out of New Orleans. If you fly into my town and you're looking for somebody to walk you around Bourbon Street and show you a good time, not me. I'm too old. But, I will take you to the best dinner you can get in the United States. So, that's an invitation. Just reach out to me. So, let's go forward with the presentation. I'm going to start off with that agenda. And so, I'm going to go through what you should focus on pre-demo, what you need to focus on during the demo, and the steps to get the most out of your time in the demo by your follow-through. So, first, I do want to address a comment she made that during that breakdown of the peer review, I'm making comments and helping people. That's not really correct. We're helping people in that peer review. We all fill out a form, and then we do a live review every 2 weeks of somebody's actual presentation in a sales demo to a prospect. So, one thing that I found during that process was people make it incredibly difficult to register for sales demos. They hide it on a contact page. They bury it way under the fold at the bottom footer. Right?

So, the first suggestion I always say, and I would say this is over half of the people we've peer reviewed, registering for your demo should be loud and proud on every page on your website. Second, doing a sales demo is expensive. You could be doing much better things with your time if you have a bad prospect in that demo. Your form should not have a million questions, but it should let people self-select out of doing the sales demo. For example, and everybody that's in the group is B2B SaaS, you should ask at a minimum, if you charge per user, how many users they have. And in the drop-down, make it obvious it's really focused on large organizations if that's your customer base. Right?

If you don't want to onboard a two-person shop, then your first selection shouldn't be one to five users. Right? Make it obvious to them that you're looking for 500 or 1,000 users. So, filter out early and often because they're taking up a slot that you could be using for somebody that's a better prospect. The next thing is, and I have yet to get this from any of the demos we peer-reviewed, I never get a reminder that I have a sales demo the next day. Right?

It's important that people know they have a sales demo with you. And so, if you're like me, when you get these invitations in your inbox, a lot of times you're going to miss them. Right?

Or you're going to get busy on a phone call. So, setting up automation for the demo, so that they get a reminder the day of the registration and the day before the sales demo, is something I have found is lacking in almost every peer that we've reviewed, including mine. I had to put that into place after I realized it was a problem. Now, this is something I was guilty of. I'm a technical founder. I love showing how cool and awesome and innovative my idea is, and so I would start my demos sharing the screen so that everybody could see how cool our portal is. >> [snorts] >> Right?

But nobody cares. It's just mumbo jumbo to the person that sells demo cuz you haven't even talked to them yet. A slide deck is essential to keep the pacing of that demo going where you want to bring them. Right?

So take the time to do a sales demo deck. And that is the primary driver of your demo, not the product demo itself. Of course, you're going to do a feature review, but remember the sales deck is what's really important there. The next thing is drive branding. You If you're going to do in paper click ads, if you're doing a lot of SEO, and you're posting on Reddit, you want people to start getting comfortable and used to what your brand looks like. And that sales slick is really going to drive home your color theme that you want them to memorize, your fonts, everything else. And it's going to let you really drive home exactly what the brand is you're pushing through. Cadence. So this is the biggest struggle, and this is where there's the most variance in the peers that have done the demos with us. The cadence of their demos is all over the map. There's a certain right and wrong way of doing most sales demos. Now, I didn't come up with this. Um of course, I stole this and it's because it works. Right?

Most B2B sales demos should follow a cadence along these lines. Intro and agenda. Why an agenda? Most people are going to drop that slide. They think it's unnecessary, and they're wrong. Because in that agenda, you're laying out what people should be expecting from you, and you're also making it clear you're going to have an ask at the end of the demo. And you should tell them in the agenda, at the end of the demo, I'm going to ask if you're ready to sign up for a trial account. I'm going to ask you to enter a credit card. I'm going to ask you to do A or B. They should have clarity where you're bringing them in that demo. Something else I discovered was weak demos tended to be explanations to the prospect. Strong demos, every slide was where the presenter challenged the prospect. And the reason that is, I think it's in the next one, is that your sales demo is more about getting a no than it is about getting a yes. The most resource-intensive um customer for your B2B size is a bad customer. You're going to onboard them, you're going to train them, you're going to pay AWS hosting fees for the data, and then you're going to find out they just wasted your time cuz they were not really that good of a prospect. So, in every slide, you have questions that's further filtering who is actually going to sign up for that trial or that paid account. Cuz again, and I don't know B2C as well, but in B2B, customers are very expensive in your platform. Right?

And so, you want to make sure you're spending that time on the right prospect. So, discover is where you ask a question. Right? You're going to say, "Hey, look, what we discovered, this is my problem story. Do you find that this is also true for you?"

Yes, of course. And then they're going to Then you're going to challenge them and you say, "Oh, can you give me an example of that?"They have to produce evidence that they actually are experiencing that problem. So, one is they're proving to you that they actually are somebody that should sign yes. And then also, you're engaging them in the conversation and not just doing the a Two things there are two unsung heroes that people tend to gloss over. First, the intro slide. I'd argue 20% of your demo needs to linger on the intro slide of your of your deck. In other words, you should be doing a lot of discovery while your your sales deck is stuck on that first slide. You shouldn't be just powering through your sales deck. There's a lot of conversation that can happen in that first 10 15 minutes where you do not need to proceed until you get verifiable data from those guys that they're a good prospect and then they get engaged with you in the conversation. And I'd also argue the court the the the opposite is true, which is if you don't get engagement within the first slide, they're probably going to start looking at their phone by slide three. Being awkwardly quiet. I talk fast if I don't think about it. Now, I want to pitch I want each of you to picture what you do if you're in your car and a train is passing by. Hopefully your foot's on the brake. But the other part is you're not listening for the train, you're listening for when you can't hear the train. And that's when you know you need to look up and start getting ready to move forward. People subconsciously look for gaps in conversation to know when they can enter or exit the conversation when something has changed. If you w