Tech Demo Guy

Why is it that Sales Engineers do a great job for some Salespeople and not for others? What can a Salesperson do to get the best possible performance out of their Sales Engineers. Although the talent of the Sales Engineers you work with will vary (I will do another post on how to get the best Sales Engineers assigned to your deals) you can follow these tips to get the most out of what you have:

1. Treat them like they are special.

There are times when you may need a stellar performance in the demo to seal the deal. Or you may need a Sales Engineer to complete a long (but important) RFP. But even when the Sales Engineer is not critical to the deal (e.g. a deal where political connections are more important than product functionality) you still need to treat them as if they are special. Most Sales Engineers see themselves as the “talent” with a special set of skills and a role that requires ability to sell AND deep technical/product knowledge. They are typically well-connected in the company they work for (because they deal with so many different departments) and since they are on display at customers on a regular basis they are sensitive to their reputation. It may be annoying to ask them politely to take on work that you feel is just part of their job, but it will pay back dividends when you really need their help on a difficult deal.

2. Learn how to brief them before a demo

I have only encountered a handful of Salespeople who have mastered this skill; you will be among the very best if you can do it consistently. Briefing a Sales Engineer (or any team member) before a demonstration or presentation is a critical role for the Salesperson. You are the quarterback as well as the coach on the deal, and the team members will be looking to you to call the plays. A great briefing outlines the roles for every individual, what you need the Sales Engineer to accomplish, and what topics should be avoided during the demo or presentation. A briefing should also determine who takes on what questions and identify any key individuals that will be present from the prospect side.

3. Tell them what outcome you want, not what they should show

Although, as a Salesperson, you may think you know what the Sales Engineer should show in their demo, you should focus more on what you want to impress on the prospect and pass that advice on to the Sales Engineer (as part of your briefing). For example, rather than saying, “Let’s make sure to show them the scheduling administration screens” you could say, “There will be a couple of managers in the room that are going to want to know how easy it is to manage staff schedules. Let’s make sure they come away convinced it is easy and powerful”. This gives the Sales Engineer the information they need without boxing them in too much. This is part of the trust mentioned earlier: tell them the desired outcome and let them figure out how to get there.

4. Help them get set up for the demo or presentation

When a Sales Engineer arrives at a prospect site they often have a lot to deal with: setting up projectors, getting their demonstration equipment prepared, teleconference setup and arranging the room all require focus from the Sales Engineer. The more of these tasks you can handle, the better. Even if you can’t help with the task at hand, you can assist by keeping the prospect off of the Sales Engineer until they are completely set up. Getting them water, snacks or just asking what they need during this often stressful time will score you points for Rule #1.

5. Handle all non-technical tasks during the demo

Whether it is documenting the list of follow-up items, keeping track of time or writing down the names of attendees, if there is something you can do as a Salesperson that does not require the skills of the Sales Engineer, then you should do it. Although they may be menial tasks, they will free up the Sales Engineer to focus more on the thing that they do best: impressing the prospect with the value of your solutions.

6. Make sure they can work the room at the breaks

A good Sales Engineer will want to get feedback and inside information from the prospect during the breaks. As soon as there is a break you should ask the Sales Engineer if there is anything they need. Short of going to the bathroom for them, you should handle calls, water, taking notes, etc.. so that they can focus on interacting with the prospect. A good Sales Engineer can quickly build credibility with the prospect and they will want to talk honestly with them 1:1. Don’t let this great selling opportunity go by just because the Sales Engineer had to make a call that you could have handled for them.

7. Give them direct, honest feedback, but only after you have won them over.

My favorite Salespeople were those that gave me clear and direct feedback on how things went after a demonstration. They did not pull punches and gave me their perspective on what they saw in the presentation. But to accept that feedback I first had to have a sense of trust with the Salesperson, and understanding that the feedback was meant to be constructive and was about winning more deals. If the Salesperson was new (or new to me) and hammered me after a demo, I was unlikely to want to work with them in the future. So building that trust (by following rule #1) first allows you to give criticisms that will be heeded.

Dave Sohigian - TechDemoGuy Demo Prep, Demo Skills, Selling demo, demonstration, presentation, sales, sales engineer

The most obvious selling opportunity for a Sales Engineer is during a demonstration. But I have consistently found that talking to individuals during the breaks of a demonstration day is the most effective time to sell your product. Although we spend a tremendous amount of time preparing for demos, we often miss this real selling opportunity.
How can you use the breaks more effectively for selling? First off make sure to plan for several breaks during a demonstration, making sure to have one especially early in the schedule. For example if you have a 3 hour demonstration, plan to take at least two breaks of 10 minutes, one after an hour and another after two hours. Always plan to have a break (even a short one) within the first hour, no matter how long or short your presentation might be (okay, if you have a 1/2 hour presentation, you might not get a break into it).
Secondly you should use that break to get feedback from audience members. Ask your sales representative or other team members to do the same. The first question I always ask once I introduce myself during a break is:

“What do you think so far?”

This typically does not elicit much of a response unless they have a really strong opinion. Next you can move on with:

“Is there anything you saw that surprised you?”

This is a fairly neutral question because you are leaving open to whether it was a positive or negative surprise. A third question for the first break can be:

“What else do you want to be sure to see before the end of the day?”

This can help the presenter understand what areas they should focus on in the rest of the presentation. This certainly is not a replacement for doing good discovery, but often audience members may want to see specific things on the day of the demo.
Before the end of the break the sales team should regroup and deliver any critical feedback to the presenter. The presenter should then use that feedback to address the concerns of the audience members.
I often start up after the break with:

“During the break I heard something interesting from X that I would like to show you now in our product”

This shows that you were engaging with the prospect and want to incorporate their concerns. You should also take into account any other comments that you heard during the break, such as “it’s going too fast”. Rather than just slowing down, you might ask the audience whether they agree:
“I heard from a couple of you during the break that things were going a little fast. Do we all agree that I should slow things down a little?”
Remember that you don’t want to take just one person’s opinion as representing the group (unless you have identified that person as the key influencer). Always validate what you heard during the break with the entire audience if at all possible.
During later breaks you can be more forward in your discussions. For example during later breaks I would often ask:

“Was there something you saw from our competitor that you really liked/did not like?”

Talking about the competition is always a little risky, so doing it during the break limits the risks.
Another important use of later breaks is to understand the divisions and politics in the prospect. For instance, you could ask a business user:

“The IT Manager seemed concerned that we did not support Unix. Do you think that is a critical factor in deciding what software to buy?”

Although the obvious answer for a business user would be “I have no idea”, but it is more likely that they will give you some insights into the politics of the company (“Unix would be nice, but IT is going to support whatever we decide will meet our business needs”).
The other major benefit of using the breaks in this way is that it “humanizes” the Sales Engineer. Because we are often focused on building credibility and being seen as an authority (rather than a salesperson) SE’s can sometimes come off as matter-of-fact or aloof. By taking the time to talk to individuals during the break you can create a one-to-one contact that will be beneficial during the demonstration.
Later breaks can be used to validate next steps and identify key players. You can also use later breaks (once you have built up some credibility) to set traps for the competition.
The next time that you are preparing for a demonstration, make sure you strategize on how to handle the breaks. I always say that it’s the time when the real selling occurs.

Dave Sohigian - TechDemoGuy Demo Prep, Demo Skills, Selling demo, demonstration, sales engineer

One of my signatures in product demonstrations is to start with a “30 second demo”. In most cases this is a demonstration of a key feature of the software, such as a simple configuration, that I do right at the start of my presentation. There are a lot of good reasons to start a presentation in this way.
When I say, “the start of my presentation”, I really mean at the very beginning, even before I introduce myself. Studies have shown that people are most focused at the start and end of an activity, including a presentation. The first few minutes of a presentation are critical, and often wasted on introductions of both individuals and companies. To take advantage of this phenomena, the first words out of my mouth once I am introduced are:

“Hi, before I get started, I wanted to show you something quickly”

Then I dive right into the application and show a 30-second demo of one key feature that I want to highlight. Immediately after that, without pausing to allow for questions:

“My name is Dave Sohigian, and that is just one quick example of the power of our applications. We’ll refer back to what you just saw in that demo as we go through these topics…”

Here is an example (actually about 45 seconds) showing how to add a plugin to WordPress:

Where you go from here is up to you, but the point is to get the product in front of the prospect as early as possible. In the example above I could refer back to this quick “demo” whenever there were gaps in WordPress functionality that required a plugin (“you already saw how easy it would be to add a plugin…”).

The 30-second demo accomplishes many things:

• Shows them product while their attention is very high at the start of the presentation
• Gives them comfort that they will see your product before the end of the demonstration
• Many people that attend a demo are itching to see how the product performs. Although it is very useful to give them a context for your demonstration and you need to build your credibility with an effective introduction, there will be people in the audience getting impatient right from the start. “Would you just do the demo?” you can almost hear them saying during the obligatory company introduction and list of key features. By doing a demo, even a ridiculously short one, you can put these people at ease so that they are more likely to hear your initial message.
• Ensures that everyone sees the product, at least a little.
• Often people come and go during a demonstration, but most try to at least make it to the beginning. By doing a quick and effective demo you can ensure that everyone will have a chance to see something powerful about the application.
• Avoids starting at the beginning This post from Kathy Sierra at Passionate Users outlines how you should start “after chapter one” in your presentation, and doing a quick demo does just that. You get to the compelling stuff first and add a bit of mystery about where you are going right from the start.

So instead of making your audience squirm in their seats while they “wait” through your introduction and setup slides, why not just give them a quick taste of what is to come. Try it in your next demo!

Dave Sohigian - TechDemoGuy Demo Skills, Demo Tips, Selling demo, demonstration, presentation

Often during a competitive sales cycle there is the opportunity to decide whether you want to go before or after your competition. Although I have heard no end of theories from sales reps on this one, my experience is that you need to answer some questions before you decide which position you want to be in.

Does your prospect understand the functionality/technology of your application space?

Are there specific traps you can set up for your competition?

Is the prospect open to talking about the competition?

Some customers, as you know, are rigorous about their selection process and won’t talk about the competition at all during the sales cycle, while others are an open book. If they are willing to talk, then going later is a good choice because you can get the dirt on what your competition blew. This is the opposite of setting traps: overcoming the obstacles that thwarted your competition.

Are they using a rating scale?

Do you need more time?

Is the time of day of the presentation affected by your decision?

Is your product better than the competition?

Are there LOTS of other vendors?

Dave Sohigian - TechDemoGuy Selling competitive, demonstration, presenetation, Selling