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Peter Cohan

Peter Cohan
Have you ever seen a bad software demonstration? Peter Cohan is the founder and principal of Great Demo!, focused on helping software organizations improve the success rates of their demos. He authored Great Demo! - how to prepare and deliver surprisingly compelling software demonstrations. Peter has experience as an individual contributor, manager and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

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!...

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 –...

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...

“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,...

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...

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,...

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...

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...

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...

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...

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...

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,...

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,...

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,...

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...

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...

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. ...

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...

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. ...

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...

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