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Demonstrating to Win!: The Indispensable Guide for Demonstrating Software
The demonstration or presentation of complex products like technology or medical devices is like leading a person over a treacherous ravine. Throughout a demo or presentation, your prospect wants to run back to the relative safety of their existing world. This book will help you comfortably lead your prospect to your solution and make you the best demonstrator and presenter in your field!
Tactics that you will find useful include:Ìý
Identifying and avoiding Demo CrimesÌý
Winning demo techniques like "Tell-Show-Tell"Ìý
Building a value case for your solutionÌý
Managing your audience and reading their personalitiesÌý
Creating winning themesÌý
Performing differentiating Web demos and presentationsÌý
Conducting high value DiscoveriesÌý
Managing your room environmentÌý
Winning teamwork techniquesÌý
We are an idea company that has built a deep set of actionable techniques and strategies derived from years of working with the most innovative and successful companies in the world. Our clients include Microsoft, SAP, Oracle, IBM, Getinge and many others. We adapted the ideas in this book based upon training thousands of highly paid, highly experienced professional demonstrators and presenters in every region of the world thus making it globally applicable and effective. We understand that the very best ideas are judged by their impact, and our clients validate the impact of our concepts through increased sales effectiveness every day. Don't miss out on this opportunity to truly differentiate your products and services.
264 pages, Paperback
First published January 1, 2000
251 people are currently reading
355 people want to read
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Displaying 1 - 21 of 21 reviews
June 21, 2017
Wow, I can't believe I am just reading this now!
This an absolute must read for anyone in software sales. Everyone who says you shouldn't do software demos is wrong; you shouldn't do bad software demos! This book teaches you how to do great demos and along the way tells you how to sell effectively.
This an absolute must read for anyone in software sales. Everyone who says you shouldn't do software demos is wrong; you shouldn't do bad software demos! This book teaches you how to do great demos and along the way tells you how to sell effectively.
January 27, 2021
Much of this book focused on live and all day demos, but even as someone who focuses on hour long web demos I found a lot of good take aways from this book.
October 25, 2020
A must-read for software consultants!
I’ve been demoing software solutions/IT systems (ERPs, CRMs etc) since last 15 years ans my only regret is why I didn’t read this book earlier! If you’re in the same trade, do yourself a favor and read the book over the weekend.
The books is an easy to read and is a combination of techniques + philosophy. This is why some of the techniques are no more valid (eg most of the software demos are online particularly in these Covid times) but philosophy behind them is still totally valid. While most of the points in the book are valid for any software demo, the fantastic collection of whys, whats and hows in the book are particularly focused around pre-sales demos (to help sell your product!).
I’ve been demoing software solutions/IT systems (ERPs, CRMs etc) since last 15 years ans my only regret is why I didn’t read this book earlier! If you’re in the same trade, do yourself a favor and read the book over the weekend.
The books is an easy to read and is a combination of techniques + philosophy. This is why some of the techniques are no more valid (eg most of the software demos are online particularly in these Covid times) but philosophy behind them is still totally valid. While most of the points in the book are valid for any software demo, the fantastic collection of whys, whats and hows in the book are particularly focused around pre-sales demos (to help sell your product!).
September 30, 2024
O roli Presales Engineera.
Ogólnie słabsza od "The Six Habits of Highly Effective Sales Engineers". Dobra sekcja o Demo Crimes, zbierająca najczęstsze błędy popełniane w trakcie prezentacji
"Which by the way" - meandrowanie po systemie bez planu, co nam przyjdzie do głowy
"I love this part of our software" - ekscytacja ficzurem a nie rozwiÄ…zaniem
"So what?" - co daje dany ficzur, jak nie wiemy co daje klientowi, to lepiej go nie pokazywać
Używanie generycznych danych zamiast specyficznych do konkretnego klienta.
Trochę zbyt amerykańska w przekazie.
Ogólnie słabsza od "The Six Habits of Highly Effective Sales Engineers". Dobra sekcja o Demo Crimes, zbierająca najczęstsze błędy popełniane w trakcie prezentacji
"Which by the way" - meandrowanie po systemie bez planu, co nam przyjdzie do głowy
"I love this part of our software" - ekscytacja ficzurem a nie rozwiÄ…zaniem
"So what?" - co daje dany ficzur, jak nie wiemy co daje klientowi, to lepiej go nie pokazywać
Używanie generycznych danych zamiast specyficznych do konkretnego klienta.
Trochę zbyt amerykańska w przekazie.
March 27, 2025
Super grateful that my company already leverages many of the lessons from this book in teaching us how to demo. I definitely got some new ideas and takeaways from this read, but my complaint with most business books applies here too: this could have been 1/4 the length and yielded the same takeaways. Perhaps because a lot of the material was already familiar to me, I felt this more acutely than others. Rated 1.5 stars in my reading tracker
December 4, 2018
A must read for every person in software presales
This book is the gold standard when it comes to doing software. The training I have done across my career from 2win global has probably had more impact technically than anything else. Read this book and build the habits of doing successful software demos.
This book is the gold standard when it comes to doing software. The training I have done across my career from 2win global has probably had more impact technically than anything else. Read this book and build the habits of doing successful software demos.
July 18, 2019
The book summarizes how to give a winning demo. It is in the context of a closing a sales rather than when presenting internally although some of the tactics are useful for presenting internally. The book covers all aspects with a detailed reasoning and it could be easily converted into a checklist.
November 16, 2017
Most useful for long, live demos
I do web demos so most of this wasnt useful.
Has lots of tips for dealing with more complex sales demos. Stuff like handling politics of a sale, etc.
A bit long and dated.
I do web demos so most of this wasnt useful.
Has lots of tips for dealing with more complex sales demos. Stuff like handling politics of a sale, etc.
A bit long and dated.
March 5, 2018
Required reading for anyone doing technical software demonstrations.
September 6, 2020
Very helpful
I thoroughly enjoyed this book. I found it helpful in strengthening my presentation skills. I recommend this book if you need help sharpening you skills.
I thoroughly enjoyed this book. I found it helpful in strengthening my presentation skills. I recommend this book if you need help sharpening you skills.
September 13, 2022
Fantastic book to learn mechanics and dynamics of pre sales in IT!
May 12, 2017
Notes from Demo to Win:
the reputation and quality of your software and company makes no difference if your demonstration is inadequate. They'll no longer think about their friends (your clients) who love your software. The consultant who highly recommends you will be forgotten. It's bad enough that individuals in the presentation will be upset that you're wasting their valuable time. What's worse is when the owner comes to shocking realization you are wasting the time of everyone in the room.
You're not there to teach your prospect about the software. Their understanding your software isn't the mark of an effective demonstration. It's not an educational session in the traditional sense. You're presenting your software for the sole purpose of providing them with a vision of how it can improve their company. That's it. An effective demonstration 'bridges' the gap between how the prospect does things today and how your product will help them do it faster, better, or cheaper in the future. An effective demonstration means they discover how your software will help them, not how it works.
Know everything possible going into the demo prior: company, industry, niche, knowledge, competition, audience, operating environment, workflows, strengths/weaknesses.
Be able to answer what differentiates you from your competitor in 20 seconds. Avoid emotion. Be matter-of-fact.
Sure, prospects receiving your demonstration have a desire to improve their operations. But deep down they don't want to change. Change is risky. It requires sacrifice, disruption and dedication. In all likelihood, change is being forced on your prospects. They are probably facing some compelling or significant event.
Tell - show - tell. Tell what about to see, show them, then tell them what they just saw.
Engaging is a technique that gets your prospect integrated and involved in the demonstration or presentation. It's important because most individuals retain a very small percent (> 20%) of what they simply hear in a demonstration.
Keep this in mind when you respond to their questions. How do you address them, whether with or without an answer, is one of your most important confidence building activities during a demonstration.
A theme is a powerful tool that wraps around your entire demo.
You always want to finish a demo strong, however it needs to be a feature that's meaningful to the prospect.
More relevant not more features.
Don't make statements about functionality without following with some type of benefit.
Whenever I get questions from prospects that I didn't have a chance to spend time with prior to the demonstration, I answer their questions with questions.
Using their lingo, especially early in the demo, will help you connect with your prospect. Using your own jargon will alienate them.
Your're presenting to a prospect in the insurance industry and you show a list of clients from 7 different industries in a logoland slide. One or two solid customer case studies in insurance, combined with your demo expertise in the insurance industry would be significantly more valuable.
Internal engagement interview prior to demo: Why interested, problems/areas of opportunity, who focus on, champion/detractor, where in sales process, next steps, overriding message, financial values.
Look for 3 points in the discovery process:
1-Current - How is job being done. Gaps exist. Systems utilized to help.
2-Desired - What changes like to see (
3-Impact - What are the metrics saved, paint a picture what would it entail
(buying motivation, personality mapping, unique market position)
Once you find out their unique market position, figure out a way to demonstrate how your software can support and improve it. Pick out features that will contribute to what they are trying to accomplish. If necessary, discuss a modification to your software. Do not attempt to skirt this key issue.
Group software features on a importance factor to prospects:
MM - Meets minimum
M+ - Meets minimum plus
E - Exceed existing
E+ - Drastically exceeds existing
DM - Doesn't matter
Discovery interviewee profile form
Agenda with the following items:
1-Exciting opening
2-Initial topic to address primary need
3-Main body of relevant topics
4-Compelling conclusion
5-Customized for each prospect
Open with a set of goals they will be able to understand by the end of the day
ex: how new system will have positive impact, how people take advantage of certain function, how it will integrate into current environment.
Close strong - leave deep lasting positive impression, know they care, feel emotion
User reference letters
A good QB (SC) knows the game isn't won on any particular play or any particular series of downs.
Post demo debrief: Prep, demonstration technique, product knowledge, teamwork?
the reputation and quality of your software and company makes no difference if your demonstration is inadequate. They'll no longer think about their friends (your clients) who love your software. The consultant who highly recommends you will be forgotten. It's bad enough that individuals in the presentation will be upset that you're wasting their valuable time. What's worse is when the owner comes to shocking realization you are wasting the time of everyone in the room.
You're not there to teach your prospect about the software. Their understanding your software isn't the mark of an effective demonstration. It's not an educational session in the traditional sense. You're presenting your software for the sole purpose of providing them with a vision of how it can improve their company. That's it. An effective demonstration 'bridges' the gap between how the prospect does things today and how your product will help them do it faster, better, or cheaper in the future. An effective demonstration means they discover how your software will help them, not how it works.
Know everything possible going into the demo prior: company, industry, niche, knowledge, competition, audience, operating environment, workflows, strengths/weaknesses.
Be able to answer what differentiates you from your competitor in 20 seconds. Avoid emotion. Be matter-of-fact.
Sure, prospects receiving your demonstration have a desire to improve their operations. But deep down they don't want to change. Change is risky. It requires sacrifice, disruption and dedication. In all likelihood, change is being forced on your prospects. They are probably facing some compelling or significant event.
Tell - show - tell. Tell what about to see, show them, then tell them what they just saw.
Engaging is a technique that gets your prospect integrated and involved in the demonstration or presentation. It's important because most individuals retain a very small percent (> 20%) of what they simply hear in a demonstration.
Keep this in mind when you respond to their questions. How do you address them, whether with or without an answer, is one of your most important confidence building activities during a demonstration.
A theme is a powerful tool that wraps around your entire demo.
You always want to finish a demo strong, however it needs to be a feature that's meaningful to the prospect.
More relevant not more features.
Don't make statements about functionality without following with some type of benefit.
Whenever I get questions from prospects that I didn't have a chance to spend time with prior to the demonstration, I answer their questions with questions.
Using their lingo, especially early in the demo, will help you connect with your prospect. Using your own jargon will alienate them.
Your're presenting to a prospect in the insurance industry and you show a list of clients from 7 different industries in a logoland slide. One or two solid customer case studies in insurance, combined with your demo expertise in the insurance industry would be significantly more valuable.
Internal engagement interview prior to demo: Why interested, problems/areas of opportunity, who focus on, champion/detractor, where in sales process, next steps, overriding message, financial values.
Look for 3 points in the discovery process:
1-Current - How is job being done. Gaps exist. Systems utilized to help.
2-Desired - What changes like to see (
3-Impact - What are the metrics saved, paint a picture what would it entail
(buying motivation, personality mapping, unique market position)
Once you find out their unique market position, figure out a way to demonstrate how your software can support and improve it. Pick out features that will contribute to what they are trying to accomplish. If necessary, discuss a modification to your software. Do not attempt to skirt this key issue.
Group software features on a importance factor to prospects:
MM - Meets minimum
M+ - Meets minimum plus
E - Exceed existing
E+ - Drastically exceeds existing
DM - Doesn't matter
Discovery interviewee profile form
Agenda with the following items:
1-Exciting opening
2-Initial topic to address primary need
3-Main body of relevant topics
4-Compelling conclusion
5-Customized for each prospect
Open with a set of goals they will be able to understand by the end of the day
ex: how new system will have positive impact, how people take advantage of certain function, how it will integrate into current environment.
Close strong - leave deep lasting positive impression, know they care, feel emotion
User reference letters
A good QB (SC) knows the game isn't won on any particular play or any particular series of downs.
Post demo debrief: Prep, demonstration technique, product knowledge, teamwork?
March 10, 2019
A good book
This is a great book for anyone entering the pre-sale /demo arena. It provides valuable techniques and examples to help the reader.
The book is heavy on sports metaphors though.
This is a great book for anyone entering the pre-sale /demo arena. It provides valuable techniques and examples to help the reader.
The book is heavy on sports metaphors though.
June 29, 2020
A detailed approach for successfully demonstrating your software. However some chapters are so lengthy and daunting, felt a bit like fillers to increase page count. My recommendation is to focus on the demo crimes and possibly discovery process.
August 31, 2020
I think this book is a must read if you're transitioning into a Sales Engineer role. Riefstahl gives actionable insights into how to make your product demos better. As someone who was transitioning from a R&D type role into a sales role, this book helped make my transition significantly easier.
March 30, 2013
A should-read book on marketing tools for the knowledge worker, manager, executive, or entrepreneur.
December 29, 2013
A bit wordy but much of it works still today when you focus on the client not yourself.
April 23, 2015
Met the guy in real life. Couldn't be more arrogant. No one likes arrogance.
February 4, 2017
Clear and practical advise
With practical advise based on a broader experience it gives you the most important concepts to elaborate high quality demos
With practical advise based on a broader experience it gives you the most important concepts to elaborate high quality demos
June 24, 2019
Highly relevant principles and best practices, referencing archaic 90's technology.
August 9, 2019
Good information and still relevant to sales engineering in today's world but outdated in delivery.
Still learned a few interesting things but overall would not read it a second time.
Still learned a few interesting things but overall would not read it a second time.
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