[Draft] Auditing & Analyzing Your Sales Team’s Calls & Sales Demos



Sales Meetings / Calls

  • Call Preparation
    • 3×3
    • what insight will you deliver to the prospect, what value-add will you deliver
      • note that this is one of the most important factors in sales rep’s success
  • Establish LTRR
    • Like
    • Trust – Trusted Advisor
    • Rapport
    • Respect
  • Discovery
  • Qualification
  • Not a “demo”
  • Personalizing: “Solution-to-Problem Fit”
    • clear vision of how will the customer achieve their goals with the solution
  • Customer Experience vs. Sales Demo or Pitch
    • customers remember the “experience” and not a pitch
  • Selling Skills
  • Effectiveness of the “Hand-Off” process from SDRs to AEs
  • Pricing Questions
    • Value vs. Price
    • Price vs. Cost
  • Objections



  • Purpose of a Demo Call is *not* to demonstrate features of the product
    • How do you do discovery?
      By asking questions (Pain Funnel questions, Reverses)
      Act like a doctor (not a sales rep)
      What do you do next?
      Identify how you can HELP the customer
      Bridge your solution to how it solves the problem for your prospect and show just that and nothing else (don’t digress from that path)
      Demo observation…Value discovery – What do I want to know, what do I want them to know, what did I get them to commit to, what do I want them to do…What do we want them to believe
  • A SaaS produce demo is not the same as the Sales Meeting
    • First, qualify a prospect – do they have a *Fit* for a Demo
      • don’t just through a Demo at everyone who shows up
    • typically done during the first sales meeting but not always
    • the prospect should be qualified first (is it worth doing a demo)
  • Customer Experience during the Demo
    • Great experience makes you exceptional
    • i.e. People forget your demo and pitch, but they will never forget how you made them feel (the experience)
  • Demo process
  • Demo talk track
  • Quality of the demo – is it measured and reviewed
  • Qualification & discovery
    • Is the demo focused on the customer’s actual challenges
    • Is the sales rep doing the qualification or just doing a plain demo
    • Problem-focused Pain qualification questions
    • Gap questions
    • List of Questions
  • Talk-tracks in the playbook
  • Validate all key practices (i.e. avoid “spilling candy”, etc.)
  • When demoing your product, focus on:
    Discovery & Exploration (while demoing parts of the product that bridge directly to the solution)
    Qualifying the prospect – is it a right fit
    Qualify for Pain first – Do not launch into what Sandler calls “Premature Presentation”
    Don’t over-demo – the best sales presentation you will ever give is one the prospect will never see
    Identifying Challenges / Pain points / Problems that prospect needs to solve
    Is there a real pain and need?
    Bridging your solution only to those Challenges/Pains/Problems that the Prospect mentioned (in other words, don’t digress into all kinds of other features & benefits that are peripheral to the actual Pain)
  • During your demo, you must “Observe” and do “Value Discovery”
    What do I want to know
    What do I want them to know and understand
    What do I need to get them to commit to / What do I want them to do
    What “value” do we bring in our solution to the Buyer, do they perceive this value?
  • Key Demo Techniques

Don’t spill your candy in the lobby – video

­Ask questions first – and seek to understand

­Don’t just start demoing and have a “diarrhea of the mouth”

­Avoid a “premature presentation”

­Don’t become an unpaid consultant

The best demo is the one that the prospect will never see – video

­Don’t jump too early into a demo before you know the pains the prospect needs to solve

­If you jump immediately into features, it just comes off like a sales pitch

­Simple Rule: if your entire demo is just 5 minutes then you did it right

Never answer an UNASKED question – video

­Listen carefully to what they are actually asking or use reverses to identify the “question behind the question”

Don’t paint seagulls in their picture – video

­Don’t add all kinds of features or make digressing points that have nothing to do with their need

  • Demo Success Factors

Don’t overwhelm the prospect with features, throwing all kinds of features at the prospect like you throw it at the wall, hoping that something sticks – this is an amateur thing to do

A prospect who is quietly listening (and not asking questions) is low-probability – video

­They should talk 70% of the time, you should only talk 30%

Keep the Demo simple – simplicity is key to selling, and people remember simple concepts

Provide & Create Value – and do this on the Demo and in every interaction

Have 3 key takeaways

­How it solves pain for the prospect

­Differentiation and uniqueness

But just being different is meaningless – prospects ONLY care about differentiation inasmuch as it helps them in a way that is important and creates value to them

­How it is low risk for them if they choose you

Every customer wants to know “WIIFM” – What’s In It For Me?

Don’t be boring



Sales Metrics

  • Active Listening (Listen:Talk Ratio)
  • Prospect NPS post-call
  • % No Shows