Book · Book (approx 200 pages)

Demonstrating To Win!: The Indispensable Guide for Demonstrating Complex Products

Robert Riefstahl · amazon.com Paid Intermediate

This is the reference book on running demos of complicated products for buyers who do not share your technical vocabulary, built from the author's two decades of selling and demonstrating complex solutions. It gives you named 'Demo Crimes' to avoid and a Tell, Show, Tell method that keeps a non-technical buyer oriented at every step. Worth reading in full when demos are central to how you sell, not just skimmed for one tactic.

• 'Tell, Show, Tell' frames each moment so the buyer knows why they are seeing something before you show it.
• Build a value case around the buyer's business outcome rather than a walkthrough of what the product can do.
• Reading the personalities in the room lets you pitch depth to the technical people and outcomes to the decision-makers.