Technical sales reps must perfectly understand the product they are selling; they should be able to explain in detail how each product works, what business value it offers, and the results that the customer will achieve. Deep product knowledge is one of the few things that separates the top 1% of technical sales reps from the rest. For many B2B industrial products, the demo is critical to starting a sales process. The ability to perform effective technical demonstrations is an important skill. Technical sales reps need to not only understand the product or software but must be able to show off its capabilities to a prospect effectively through a demo.
Some technicians suggest that delivering a great demo is an art, but it’s really a matter of practice. To give good demonstrations you need to be confident and feel comfortable speaking in front of a group. Practice what you are going to say and do it several times to avoid problems. Be sure to speak in a clear and concise manner in a tone of voice with varying pitch as you describe step by step the product that you are demonstrating so that your audience will not only be able to understand you but will also stay interested.
There is a misperception that the objective of the demo is to inform the customer about the capabilities of your product. It is Wrong! You need to communicate in a product-solution approach. Leave your prospect with the belief that your solution resolves their needs, it is better than your competition and provides desirable business value to motivate them to become a customer. Technical salespeople must plan a proper demo structure, and master the fundamental principles of presentation skills that are necessary to develop long partnerships with industrial customers.
Great technical sales reps practice the art of proactive “Objection Prevention” and not merely “Objection Handling” and can thus reduce some of the most basic objections by way of how they approach a sale. Manage questions and objections, use this opportunity to direct the conversation, ask questions to validate that you communicated clearly and effectively.