Modernizing the software demonstration can help prospects better understand your product value and keep your digital buyers connected to your product throughout the buying process. Greg Dickinson is the CEO and founder of Omedym, which is “my demo” spelled backward. He’s trying to help businesses utilize today’s latest and greatest technologies to augment and improve the digital demo process. Product experience Most sellers can point to a personal experience in which a bad product experience eliminated a vendor from consideration in the buying process. You won’t necessarily win the deal on the first demo, but you can unequivocally lose it. #SalesDemo People tend to have different processes and sometimes the more junior players are the ones that are giving the top-of-the-funnel demos. If you ask your team members to each give a demo, you might find yourself wondering if each person is selling the same product. The demos can be that different. Digital buyers Buyers are more digital than they were five years ago, which is the biggest challenge in the software demo industry. The average software buyer spends 5 percent of the buying process with the sales team. So if you think about the “request a demo” button on your website, it’s your first interaction with a potential buyer. For most companies, that button generates a pop-up form, and the bounce rate in the industry is 85 percent. People at the top of the funnel want to learn a little more about your product. Maybe they read some content about your product and they want to see a video. When a form pops up, your digital buyer leaves your website. Sellers, ask yourself as a buyer whether you tend to fill out forms in this situation. If the answer is no, why do you expect your own buyers to do so? Instead, websites tend to hold demos hostage by scheduling them or exchanging them for an email. Your prospects want to engage and understand your product. Modernizing the software demonstration can help your prospects get the information they need to make a decision. Inside sales The going research suggests that buyers want to see the product you’re offering within the first two minutes of an interaction. Your solution sounds great, and it solves a problem they are struggling with, so they want to see the product. Typically, the inside salesperson will insist on asking a bunch of questions and booking a discovery call and then a demo. By the end of that 3-week period, you’ve lost the buyers’ attention. In response, some companies have allowed the inside sales rep to give the demo, but that usually doesn’t work. The inside sales rep wasn’t trained to do demos, and she may not have the skillset to do them. Demos are more than a “show up and throw up” proposition. They are hard. Your customer wants to feel like he’s in control of the sales process. He wants to see what he’s buying. Video demos Greg said that even the companies who are posting one- or two-minute videos to demonstrate their products aren’t getting a good response because they are effectively spraying-and-praying. They generate four or five snippets that they hope will address their buyers’ questions. Greg’s technology allows you to create your best demonstrations, and then interact with the software to get a personalized demonstration. If you want to know whether the software can do parallel workflow, the software will bring you to the right asset and the right section to find that answer. Instead of searching through 10 or 15 separate posts, the user can find the content he needs. The average watch time for a business tech buyer is just over two-and-a-half minutes, so allow them to ask a question and see a relevant demo. Build a picture Think of your typical...

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