Peter Cohan

Great Demo! Example: Digital Camera Packaging and Instructions

We recently purchased a "point-and-shoot" digital camera – and I was struck by how well the camera packaging and instructions map to Great Demo! ideas… - The box and instructions had multiple images as examples of what kinds of photos could be taken using...

Web Site Menu Approach Example

Here's another example of a website following the "Menu Approach" – simple but effective: http://www.marketboomer.com.au/index.php. Copyright © 2008 The Second Derivative – All Rights Reserved. For other articles and tips on demonstration effectiveness skills and methods, email me at [email protected] or visit our...

Debilitating Demo Diseases: Architecturitis

Architecturitis – Death by Rectangles Symptoms: Presentation of architectural slides and diagrams early in the demo, well before any discussion of business solutions (or needs). Far too many rectangles with lines and arrows, often presented via one or more elaborate, highly colored PowerPoint...

“Boiling the Frog” and Demos

A laboratory experiment was purported to have been carried out in which a frog was boiled to death – semi-voluntarily. In the experiment, a frog was placed in water, initially at room temperature. The temperature was raised, very slowly, until finally the...

SMART Board Displays for Trade-Show and Office Demos

I've recently had seen SMART Boards used very effectively to deliver demos at trade-shows and in vendor site "demo rooms". A key advantage is that they encourage "going to the screen" and a highly interactive delivery style, as opposed to simply presenting sitting...

Debilitating Demo Diseases: Content-Free Pestilence

Content-Free Pestilence – Buzzword Plague Symptoms: Constant use of meaningless buzzwords and phrases. Lack of substance. Examples: "Our powerful software is flexible, intuitive, easy-to-use and integrates seamlessly with your other tools. Robust and scalable, your organization can enjoy the benefits of our...

Debilitating Demo Diseases: Pointer Palsy

Pointer Palsy Symptoms: Presenter waves pointer vaguely at screen; pointer moves around constantly; use of broad sweeping movements with a laser pointer. In severe cases, the victim circles mouse or pointer constantly around and around and around. When compounded with aggressive tendencies,...

Debilitating Demo Diseases: Stunted Pain Development

Stunted Pain Development – Solution Abruption Symptoms: Precipitous presentation of product-oriented solutions to problems prior to plumbing customer pain adequately; victim jumps directly to presenting a solution the moment "pain" is uncovered. Examples: "Ah ha – so you are having a hard time doing...

Debilitating Demo Diseases: Logorrhea

Logorrhea – Excessive Talkativeness Symptoms: Customer is unable to break-in to ask a question; presenter feels obligated to keep on talking if he/she hears nothing from customer. Condition is often exacerbated when working over certain conference room speaker phone systems. Audience often lapses...

Debilitating Demo Diseases: Staff Infection

Staff Infection – Victim of Momentum Symptoms: Doing the same demo(s) over and over, regardless of customer needs or desires. Examples: "We've always done it this way…" "New hire, are you? Great – here's the script for our demo. Memorize it by next...

Debilitating Demo Diseases: Harbor Tour Delusion

Harbor Tour Delusion – Living in the Land of Hope Symptoms: Presenting a long, tortured demo that attempts to cover all of the possible customer needs and problems before any reasonable discussion of the customer's situation. Aka: Harbor Tour Demo, Show-up-and-Throw-up, Spray and Pray,...

Debilitating Demo Diseases: Atrophied Communication

Atrophied Communication (aka CRM Refusal) – Pre-Call Inadequacy Symptoms: Sales rep communicates key pre-call information in the car on the way to the customer, in the customer's parking lot, or in the customer's lobby. Examples: Sales rep: "Oh, by the way,...

Debilitating Demo Diseases: Rampaging Pronouns

Rampaging Pronouns – Too Many Fictional Characters Symptoms: Demo begins by introducing Mike the Manager, Eunice the End-User, Veronica the VP, Andrew in Accounting, Sally the Sales Director, and Ike from IT. Presenter immediately loses track of which pronoun to use: I,...

Debilitating Demo Diseases: Auto-Demo Hell

Auto-Demo Hell – Cluelessness in Recorded Demos Symptoms: See Vacuuosititis. Additionally, victim assumes that all prospects have the same problem, the same challenges, and the same objectives. Victim attempts to create a "one-size-fits-all" demo in spite of serving multiple markets and job...

Debilitating Demo Diseases: Vacuuosititis

Vacuuosititis – Cluelessness in Marketing Roll-out Demos (aka Feature Rash) Symptoms: A rash of features and non-specific, buzzword-compliant benefit statements. Atrophied, disconnected, narcoleptic audience reaction. Snoring. Examples: "Now I'll show you our new biframulator tool, designed to save time and money. "Next I'll...

Debilitating Demo Diseases: Overscriptosis (Hardening of the Demo)

Overscriptosis – Hardening of the Demo Symptoms: Following a rigid vendor-created demo script, regardless of the needs or interest of the customer. Difficulty in determining if the demo is live or recorded, even with the presenter's mouth moving in the front of the...

Debilitating Demo Diseases: Clairvoyance Annoyance

Clairvoyance Annoyance (aka Premature Elaboration) Symptoms: Prescience. Answering questions before they are completed because you've heard them all hundreds of times before. Causes severe annoyance in customers. The appearance of great embarrassment, flushing and jackass ears on the presenter may also...

Debilitating Demo Diseases: Crickets

Crickets Symptoms: The sound in the room after the presenter asks, "So, are there any questions so far?" Examples: Chirp-chirp-chirp-chirp-chirp-chirp-chirp-chirp-chirp-chirp-chirp-chirp…. Cure: Encourage, drive and generate interactivity. Turn the demo from a one-way presentation into a two-way conversation. Involve the customer. Ask...

Debilitating Demo Diseases: Feature Pox

Feature Pox Symptoms: Presentation of waaaaaaaay too many features and capabilities. Severe boredom, ennui, and sleeping may ensue in the customer's ranks. Other symptoms include stifled yawns, furtive glances at wristwatches and – in one documented case – a customer getting up...

Debilitating Demo Diseases: Blackberry Consumption

Blackberry Consumption Symptoms: Sales rep sitting in the back of the room completely focused on his/her Blackberry; severely swollen thumbs; impaired ability to communicate in complete, grammatically-correct sentences. Examples: Tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap-tap…– huh? Cure: Actively engage in the demo presentation; choreograph the team members' roles before...

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