#76: Sell Solutions Not Features

Read Time: 3 min

Today, I will discuss one of the most overlooked yet crucial parts of the sales process: the demo. Unfortunately, many salespeople approach this step by vomiting a bunch of features at the prospect, hoping something will spark interest. This approach rarely works and is also one of the main reasons prospects ghost you after a call

A demo is not about selling a product, it’s about solving the problems a propsect has shared with you on a discovery call. You'll build trust and credibility if you can tie your solution to their specific needs. But if you’re just dumping features with no context, they’re gone.

If you want to close deals with greater predictability, you need to master the psychology of the demo. The key is to personalize the demo experience, making it clear how your solution specifically addresses the pain points uncovered in the discovery (qualification) call.

If you are really listening, you will often hear what is not said.

~Sheryl Sandberg

Let’s dive right in. Here is the cadence (flow) of what a deck should look like.

Slide 1: Your Logo + Their Logo

• Start strong with a sense of partnership by featuring both your logo and the prospect's logo.
  

• Below, include a concise one-sentence value proposition that directly addresses their primary concern.

Slide 2: Current Situation

• This slide summarizes the pain points, challenges, and needs discussed during the discovery call.
  

• Avoid talking about yourself or your company’s history. The prospect only cares about one thing: how fast you can solve their problem. Personal background should only be shared if specifically asked.

Slide 3: Key Objectives

• Outline what the ideal situation looks like for them. This should highlight their goals and any improvements they hope to make in their process.
  

• Show that you’re aligned with their objectives and are ready to help them achieve their desired outcome.

Slide 4: Demo Layout

• Before diving into the demo, set clear expectations. Tell the prospect how you’re going to walk them through the product, prioritizing features based on the pain points they shared.
  

• Only show features that are relevant to their specific needs. Don’t waste time on the parts of your product they won’t use. The goal is to solve their most urgent problems first.

Example:

You: "(Name), you mentioned on our previous call that one of your biggest challenges is the time your team spends manually handling tasks, right?" (Pointing to the pain)

Prospect: "Yes, exactly."

You: "Great. I’m going to show you how our product automates this process entirely, saving your team a significant amount of time." (Directing to the solution)

Slide 5: Onboarding

• After demonstrating how the product addresses their pain points,
  explain what onboarding looks like if they decide to move forward.
  

• Outline the steps they’ll need to take on their side, and set clear expectations for how quickly they can be up and running.

Slide 6: Expected Results

• Present an itemized list of expected results, ideally mixing both qualitative and quantitative outcomes.

• Examples could include "20% increase in productivity" or "eliminated 90% of manual tasks." Make these results as specific as possible to build confidence.

Slide 7: Pricing

• Showcase pricing tiers and recommend the option that fits their needs based on the pain points and objectives they outlined in discovery.

• Be transparent, but tailor the conversation to focus on the value they will receive.

Slide 8: The Offer

• If you have an exclusive offer or discount, include it here. Make the offer time-sensitive to create urgency.

Slide 9: Next Steps

• Outline the clear next steps, such as scheduling a scoping call or sending over a proposal. There are usually two options:

  1. The prospect is ready to move forward with next steps, or:

  2. They need more time to discuss internally.

• Either way, set a follow-up meeting with a confirmed date and time. Never leave it open-ended.

Demos are not about showcasing everything your product can do; they are about showing how your product solves this prospect's specific problems. By following a structured demo process, personalizing your presentation, and focusing on solving pain points, you can dramatically increase your chances of closing deals. Stick to the essentials, keep the demo concise, and always tie back to the prospect’s pain



That’s it for today!

See you all next week.

Darren

P.S. If you’re interested in coaching, you can book a call with me here

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