Product or Service Demonstrations | How-to Guides for running your business from Business.com

The old saying “show, don’t tell” speaks directly to how we retain knowledge. That’s why so many companies believe giving product and service demonstrations are one of the best ways to teach (and sell) your services. Product demonstrations are also the chief reason that industry tradeshows are so popular. Potential customers like the “live” environment because they can see the product or service up close, and your sales and support team can use those situations to not only show how a product works but also to interact with a customer in such a way that you can find out what their specific needs are and how those needs apply to what it is that you’re offering. In summary, as you grow your business, you need to prepare for product/service demonstrations because they:

Increase knowledge retention.
Build instant rapport with a potential client.
Create an understanding about the intricacies of your product.
Show how you’re different from the competition.

Here’s how to get started:

Action Steps
The best contacts and resources to help you get it done

Do a slideshow or PowerPoint

Consider accompanying an actual product demonstration with a slideshow in your prospective client’s place of business. New technologies have made this very simple – and even very portable to help you go from airliner to boardroom without needing a handtruck.

I recommend: You’ll need your dependable laptop, but also add a projector. Dell, the computer maker, has a full line of projectors that are perfect for demonstrations, whether you need one for a small room or need one with enough power to light up a theater-sized room. Add on one of Draper’s Road Warrior projection screens, which roll up into a single tube for easy carrying. Laser pointers, which are available from local business suppliers like OfficeMax, Office Depot and Staples, can help you place emphasis onto your presentation.

Create collateral materials

When you’re demonstrating your product or services, sometimes it’s applicable to have promotional materials such as postures or brochures to hand out to reiterate some of the information you’re covering. Your business card simply won’t be enough.

I recommend: If you’d rather order online than go to your local print shop, you can check with a company like QualityPrintingNow.com, which is capable of handling flyers and brochures for your needs. Companies like Megaprint.com and Largeformatposters.com can produce your larger poster-sized printing needs. Running late and need it now? Check with your local FedEx Kinkos store for printing solutions.

Find a location

At some point you’ll need to find temporary business meeting space on the road. Restaurants in business areas often have adjoining rooms perfect for this kind of need, and, of course, can help you with hospitality for your business guests. Hotels are similarly equipped.

I recommend: One option to consider, especially if you’re planning on showing a video or a PowerPoint presentation, is that some movie theaters like AMC will rent out their theaters for business events. Major airports also may be able to rent you space for a business presentation. HQ is a company that can provide workspace and meeting rooms on demand for very short-term needs in 350 cities around the world.

Prepare for a tradeshow

If your marketing plan has live product demonstrations in it, you may consider exhibiting at a national tradeshow, or perhaps even at a local trade association function, many of which will allow small booths set up so association members and vendors can network.

I recommend: Give your presentation some sticking power with a professional booth area, rather than relying on the underwhelming cloth and fold-up table you could rent from the tradeshow organizer. Tradeshow-stuff.com is one online retailer selling a full variety of displays, from simple poster stands to complex exhibit framing that would require an engineer to assemble. TSNN.com has a tradeshow search function that can help you find relevant tradeshows in your industry.

Video yourself

Videos, whether in the form of DVDs or web-downloadable movies, are a great demonstration tool since they allow you to fine-tune your presentation and deliver it in a tightly edited format that can impress your potential client. You can shoot these so that you products or services are shown in a real-live work environment, which is something you might be hard-pressed to duplicate anywhere else.

I recommend: Unless you’re particularly handy with video cameras, audio systems and editing software, you might just want to hire out this task to a video production company. Some, like Artistic Video Productions in Houston specialize in business videos. In some locations, you may find less costly work that can be done by small companies that also do video projects like weddings. Have the company you choose also make the finished product available in Web-ready clips that your clients can download.

Go online

The Internet is great for helping you “be there” without being there. Whether you need a simple Web-based meeting that allows others to listen in on a conference call and view what you’re doing on your office computer, or whether you need a full-blown Webinar with video, there are more solution providers than ever in this space.

I recommend: WebEx and GoToMeeting.com are great service providers for Web-based meetings. You may want to look at On24.com and BulldogSolutions.com for companies that can provide Webinar services.

Tips & Tactics
Helpful advice for making the most of this Guide

If you want to increase sales, let customers get involved in your product demos. Watching someone do a product demo isn’t the same as using a product yourself. Whenever possible, invite customers to give your product a test drive.
This is a no-brainer. If you’re planning on conducting a slideshow, make sure to take a back-up file of the slideshow on a CD or a small thumb drive in case your laptop gives you the blue screen of death.
If you’re demonstrating a product or service, try to arrange that not only the executives of the company you’re pitching are there, but also some of the actual people who would be using your product or service. If it solves the kind of problems that these worker bees experience day-to-day, they’ll create the “buzz” that helps you sell your product.
Create a section of your Web site where potential buyers can register for a live product demonstration by one of your sales staff.
Also create a section where potential buyers or users can download relevant marketing or training videos on your product. Make sure to have them provide their contact information before they can download; by asking them to register, you’re obtaining valuable sales leads.

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