While selling solutions to companies very often during the sales process you should do a demo and to be honest most of the times these demos are deadly dull. They are not very helpful to you as a seller who is trying to promote the product and frankly not very helpful to the customer who is trying to evaluate the product. Let us think through as to who could be blamed for that!
Sometimes it is the customers!!
They put together their long list of checklist features that you must show.
Sometimes it is the vendor!!
They decide just as they hear the word “Demo” that this is the opportunity for them to show case as many features as they possibly can during the time slot that has been allocated to the meeting.
Well, in either of the above cases it becomes horrible! It becomes an issue where in you see the customer’s eyes roll back and people have that glazed look on their face. Just imagine a customer seeing 3-4 SaaS demos wherein the vendors come in showcase the whole list of features, they just go brain dead. They are just unable to differentiate one product from another! They are lost amidst the laundry list of features that have been showcased to them.
As per my observation, this is fundamentally wrong! In today’s world of Software as a Service that is one of the silliest proposition because SaaS allows you to update features almost all the time. So, the features that you see today may change over few months or even over few weeks during the subscription of the product. So, there is no point in selling your product features as representatives of your solution.
Here is what should be the MANTRA!
1) STOP THINKING ABOUT THE FEATURES AND START WITH THE PROBLEMS
By the time, you get to the demo, you should have a very good idea of what the customer is trying to do and what are their challenges. One should use these 4-5 point as the outliers and should try and tag the set of features to those challenges and how would they support to solve the problem. So ideally, it’s the problem that comes first and the features that support the problem comes second. This makes a whole lot more sense and addresses what the customer really cares about. In today’s world of high competition, features are something that every other vendor will possess. However, the thing that most interests the customer has nothing to do with the features. On the contrary, it had everything to do with the story that went around it. It should do with building that outline, understanding the problem and putting that first and then showing how the features address that problem.
2 ) PROVIDE A READY SANDBOX TO THE CUSTOMER TO EXPERIENCE THE PRODUCT
Sandbox has traditionally been a developer’s best testing tool. It helps them make additions, and changes to the existing code and test them without disturbing the actual production environment. It is a great work around for application vulnerability due to human errors. Off-late this approach has been used to provide an on hand experience to the customers before making the final sale. This way, the customer can verify that the solutions suggested by you live the way you intended before closing the final sales thereby making the sales go uninterrupted. This would also increase the customer delight since there is a live solution provided to the problem statement highlighted.
To help prospects care about your product, you first need to understand their motivations. A senior executive at an enterprise company will have very different concerns to a junior manager at a small business – and where one might be motivated by profit, ROI and security, the other may care about time savings, and ease-of-use.
HR SaaS demos need to be tailored to the needs of the audience, and designed to showcase the benefits that most directly relate to their passions, problems and pain points. The easiest way to do that is with a buyer persona – allowing you to group your prospects together based on the shared factors that drive their buying process and thereby assist feeding the starving crowd in a better way.
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