Upload
peter-cohan
View
1.635
Download
0
Tags:
Embed Size (px)
Citation preview
Great Demo!
Surprisingly Compelling Software Demonstrations
March 2009
Copyright 2005-2009 The Second Derivative - All Rights Reserved2
Objectives
Introduce a framework to create and deliver improved software demonstrations
Crisper qualification Faster sales cycles Larger orders Better communication: “no surprises”
Engage and prove your capabilities in minutes Focus on the value (as opposed to features) Increase the rate of success for your demos overall
Copyright 2005-2009 The Second Derivative - All Rights Reserved3
A Great Demo!
“Do the Last Thing First!”
Copyright 2005-2009 The Second Derivative - All Rights Reserved4
A Great Demo!
(Introduce)
1. Illustrate
2. Do It
3. Do It Again
4. Q & A
5. Summarize
Copyright 2005-2009 The Second Derivative - All Rights Reserved5
What Is A Demo? Why Do You Do Them?
“Demonstration” Defined:
“The presentation of the set of Specific Capabilities needed to solve a customer’s Critical Business Issue.”
What kinds of Demonstrations might you do?1. Technical Proof of Capabilities2. Vision Generation3. Information
Why do a Demonstration?1. Technical Proof of Capabilities
2. Vision Generation
Copyright 2005-2009 The Second Derivative - All Rights Reserved6
How Can Demos Go Wrong?
Failure to identify the key customers’ Critical Business Issues
Unknown or unqualified audience needs
A feature failed – software bugs/crashes
Demonstrator didn’t know the product
Can’t drive the message
No story
Confusing story
Too long
Too boring
Too many features
Didn’t stop in time
Unclear story
Got lost in the story
No point to the story
No conclusion or poor conclusion
Broad range of audience needs
Disconnect between Sales and Technical
Capabilities didn’t match needs
Lack of demo skills
Lack of clear objectives for the demo
Too little time
Too much time
Equipment failure
Equipment unavailable
Questions interrupted the flow
People interrupted the flow
Copyright 2005-2009 The Second Derivative - All Rights Reserved7
What Bad Things Happen When Demos Fail?
Sales Cost of sale increases Lost opportunities Value of sale is reduced Sales cycle is extended Sale is lost Fewer products/services sold Company misses quarterly or annual
goals Salesperson misses quota Commission is lost or reduced People leave
Development Product capabilities implemented poorly Wrong product built Wasted product development iterations Missed release dates Project is cancelled
Deployment: User adoption is slowed or stalled Feedback cycle to vendor is attenuated
– missed opportunities Training costs increase Professional services costs increase Adoption is limited – “shelfware” Benefits delayed (ROI)
Copyright 2005-2009 The Second Derivative - All Rights Reserved8
Solutions
Copyright 2005-2009 The Second Derivative - All Rights Reserved9
Specific Capabilities
You are riding a bicycle rather fast. You skid on some gravel and fall, scraping your legs and arms. You are bleeding moderately and you hurt, but your bike seems to be ok.
Someone sees you fall and comes to offer help. He offers you water – but you aren’t thirsty, you’re bleeding. He offers you a patch kit for your bike, but your tires are fine – and you are still bleeding. Now you are not only hurt, but also irritated! He offers food, music, asthma medicine, fresh clothes, a new chain, a map, handlebars, bicycle bags, and a cell phone.
All are very nice offers, but clearly what you need is:
1) a few bandages and 2) a couple of aspirin
Copyright 2005-2009 The Second Derivative - All Rights Reserved10
The Great Demo! Strategy
(Introduce the Situation) Present the Illustration - Summarize Do It - Summarize Peel Back the Layers - Summarize Questions & Answers Summarize
Copyright 2005-2009 The Second Derivative - All Rights Reserved11
Traditional Demos…
Copyright 2005-2009 The Second Derivative - All Rights Reserved12
There Are Two Ways To Present Solutions…
Open window (A) and fly kite (B). String (C) lifts small door (D) allowing moths (E) to escape and eat red flannel shirt (F). As weight of shirt becomes less, shoe (G) steps on switch (H) which heats electric iron (I) and burns hole in pants (J). Smoke (K) enters hole in tree (L), smoking out opossum (M) which jumps into basket (N), pulling rope (O) and lifting cage (P), allowing woodpecker (Q) to chew wood from pencil (R), exposing lead. Emergency knife (S) is always handy in case opossum or the woodpecker gets sick and can't work.
Copyright 2005-2009 The Second Derivative - All Rights Reserved13
Great Demos
Great Demos present the what right away, and then follow with the how.
Copyright 2005-2009 The Second Derivative - All Rights Reserved14
But What About The Other Neat Stuff?
Copyright 2005-2009 The Second Derivative - All Rights Reserved15
Why Not Show Other Neat Stuff?
You add risks:
Running into bugs or crashing
Boring the audience
Running out of time
Making your product look too complicated
Copyright 2005-2009 The Second Derivative - All Rights Reserved16
Morals
Great Demos present the what right away, and then follow with the how.
Make sure both the what and the how focus on the Specific Capabilities your customer needs.
Copyright 2005-2009 The Second Derivative - All Rights Reserved17
Example Outline Preparation
Example Scenario:
[You have never heard of Microsoft Word…]
Sales qualification determines the following needs:
1. To create business documents, specifically…
2. An Article with text, logo, formatting, columns.
The deliverable is the completed Article.
Copyright 2005-2009 The Second Derivative - All Rights Reserved18
Example Outline
1. Introduce the Situation
2. Present the Article (the Illustration)
3. Create the Article and present it again
4. Edit/improve the Article and present it again
5. Questions and Answers
6. Final Summary
Copyright 2005-2009 The Second Derivative - All Rights Reserved19
The Illustration
Copyright 2005-2009 The Second Derivative - All Rights Reserved20
What Is The Shortest Distance?
A B
Copyright 2005-2009 The Second Derivative - All Rights Reserved21
Just “Do It”
Copyright 2005-2009 The Second Derivative - All Rights Reserved22
Peel Back The Layers – “Do It Again”
Copyright 2005-2009 The Second Derivative - All Rights Reserved23
What We Can Learn From Newspapers
Organize information in consumable components
Copyright 2005-2009 The Second Derivative - All Rights Reserved24
How Long Should The Demo Take?
A complete Great Demo! time-line is concise: Introduction 1-2 minutes Illustration 1-2 minutes Do It 1-2 minutes Do It Again 5-10 minutes Q & A 5-10 minutes Summary 2-4 minutes
Plan on 15 – 30 minutes for the entire performance – that’s a Great Demo!
12-24 Minutes per Solution
Copyright 2005-2009 The Second Derivative - All Rights Reserved25
A Great Demo!
(Introduce the Situation)
1. Present the Illustration - Summarize
2. Do It - Summarize
3. Peel Back the Layers - Summarize
4. Questions & Answers
5. Summarize
Copyright 2005-2009 The Second Derivative - All Rights Reserved26
Great Demo!
“Do the Last Thing First!”
Copyright 2005-2009 The Second Derivative - All Rights Reserved27
The Second Derivative
Contact InformationPeter E. Cohan, PrincipalThe Second DerivativeTelephone: +1 650 631 [email protected] www.SecondDerivative.comhttp://greatdemo.blogspot.com
DemoGurus®
Evergreen best practices, tips, guidelines, new techniques
New tools and technologieswww.DemoGurus.com
Great Demo! Books Second Edition Hardcopy Electronic
Ongoing Coaching Key Demo Feedback Situation-based Coaching
Great Demo! Workshops Introductory Seminars Focused Workshops Master Classes Refresher Workshops