How to Demonstrate a Product to New Customers

How do salespeople make someone see the value in a product that they’ve never seen or heard of before? It’s not that difficult for the average person to do when they follow several easy steps.

Difficulty: Moderately Easy

Instructions

Things You'll Need:

• New product
• Knowledge
• Captive audience

1. Learn everything that there is to know about your new product. Have several associates write down as many questions as possible and then determine the answers for each one. Know all associated facts, figures, and test data that is relevant. Be an expert on your product and know a lot more about it than your competitors. Practice your demonstration in front of a test audience who has no prior knowledge of your product. If you are performing this demonstration at a trade show, try to condense the most important parts of the presentation into the first 15 to 20 seconds. You may not have much more time than that initially.

2. Do not assume that your potential customers know anything at all about this new product. Begin by asking several pointed questions to evaluate how well they know the type of product that you are presenting. Adjust your communication with them appropriately and speak on their level. Now, identify a problem area in their life or in their job that your product will satisfy.

3. Use as many visual aids as possible. The majority of the world learns easier when you show them something rather than just tell them about it. Find a way to demonstrate your product that will defy their logic. Try to determine the best visual display to impress them and help them to remember what they saw for at least for several days. Don’t leave them hanging with unanswered questions, though. Form a bridge of thought that will lead them back to the practical use of your product to meet their needs.

4. Collect the potential customer’s contact information so that you can follow-up with them later. When you do call, be sure to reference something memorable from your demonstration that will help them to remember who you are. Be sure you are the one to call. Don’t leave this important follow-up to someone else.

5. Get the business and then be sure to thank your new customer. Send them a personal, hand-written thank you note.

Tips & Warnings

• Know everything about your product!
• Be aggressive, but not obnoxious.
• Even if you know that someone probably won’t buy your product, tell them about it anyway and do it with enthusiasm. They just may tell their friends and who knows where that will lead?

Resources

• How to Conduct a Customer Visit
• How to Prepare a Product Demo Case
• How to Design an Inexpensive Trade Show Backdrop

[Ladybugblue]

on 1/16/2009 Great ideas and excellent article!

[ashiflett]

on 12/19/2008 Great how-to guide! I have you five stars and a recommendation!