Challenge: Turning Prospects into Active Buyers
Your prospects buy your solution to solve a problem. Nothing better demonstrates your solution’s key attributes and its ability to solve that problem than an actual demonstration. Think about late night infomercials. These programs show products being used and how they’ll enhance the lives of potential buyers. They quickly get to the point with a dramatic demonstration – the absorption power of some new patented cloths, the ease with which new mops pick up dirt and liquid, or the rapid pace at which one can lose weight using the diet pill or exercise program being pitched.
Demonstrate how your solution will make the lives of your prospective customers better. Remember that there are two slightly different, but related, value propositions. The first is the impact that your product will have on the prospect. How will your solution make their work day easier or better? What problem do you solve for them? The second value proposition is how you assist the prospect’s company overall. This proposition will assist them in making the case to their superiors.
Your demonstration must be delivered at a convenient time and in a suitable venue for your prospect. Most often, this venue is the Internet, and the demonstration is in the form of a web demonstration – live or recorded. The prospect can see the product in action and ask questions. The early stages of your lead development programs (e.g., initial email series) should be designed to drive prospects to these demonstrations. Ideally, these program components should demonstrate how your product will make your prospects’ lives easier and also pay dividends for their company. The combination of these two benefits will help start true sales engagement because now the prospect has personal motivation and a way to ‘sell’ your solution inside the company.
Finally, these demonstrations offer a way to scale your lead qualification efforts as this first step is an important step in driving sales accepted leads. If your lead development reps ensured that all prospects have already seen this introductory demonstration and then further qualified the prospects, imagine how much more productive your sales team will be throughout the rest of the sales process. Prospects will be highly qualified and they will be on a faster sales track, making your sales process more efficient.
Lesson: Online demonstrations qualify your prospects and excite them to take further sales actions making the entire sales process more efficient.