Peter Cohan

The Great Demo! Top Ten List

Here are ten steps you can take to improve the success rate for your demos: 1. Be clear on the Objective for the demonstration. Why are you doing the demo? Is it Technical Proof or Vision Generation; or is it "Spray and Pray"? ...

Too Complex: A True Demo Disaster Story

Here's the true story of how a demo directly resulted in the loss of $245,000 from an order. It's also a stunning example of why not to show all those neat, cool features… What happened? The Set-up A salesperson had done an excellent job qualifying…

The Database “Break-Even Point”

How long does it take before a newly installed database becomes useful? Corporate knowledge management systems, customer relationship management tools, sales-force automation tools, business information management platforms and related tools all depend on the quantity and usefulness of the content in the database...

Death by Corporate Overview

We often hear the question, "How much of our company's corporate overview presentation should we include in customer meetings?" Good question. The answer: as little as possible! Many salespeople and technical staff feel comfortable opening a meeting with a "brief" overview of...

Stunningly Awful Demo Situations: The Horror of Scripted Demos

Stunningly Awful Demo Situations – The Horror of Scripted Demos "Here's the script you need to follow for the demo next week," says the consultant for the customer, "and you are not allowed to talk with the customer beforehand." A recipe for failure? Likely. An…

The Meaningless-Filler Gratuitous-Phrases Vocabulary List: How Your Demos Are Impacted by, Um, Like, You...

Have you ever been listening to someone else's demo and found yourself annoyed or distracted by their wasted words and meaningless fillers? Here's a real-life example: "So, um, if you, you know, kinda look here, you know, you'll sorta see how we've done our...

Stunningly Awful Remote Demos: The Top 10 List of Inflicting Pain at a Distance

You are watching someone else's demonstration, via WebEx, and you are getting bored. Someone comes into your office – you mute the speakerphone and chat with your colleague for a few minutes. She leaves and you return back to the demo, still...

The Content-Free Buzzword-Compliant Vocabulary List

"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 best-of-breed world-class offering." How many times have you read this in marketing materials for software? Does it provide...

Stunningly Awful Demos–The Great Demo! Top Ten List of What NOT To Do

Here's a collection of poor tactics, bad errors and faulty steps you can take to increase the likelihood that your demo will be a failure. We recommend that you avoid doing these things! If your organization's demos are not as successful as...

Four Opportunities To Harvest: The Value of Informal Success Stories

What might be the single most important asset for your sales and marketing toolkit? • If you are a sales person that has just joined a new software company, what would be the single most valuable tool the company could provide to you? • If…

Do You Really Know Your Company’s Appeal? Find Out Why Your Customers Bought From...

Here's a novel idea: Go visit your new customers four or five months after they purchased your software and after they have deployed it into production use. Ask them, "How are you using our software? What applications have you implemented? What value are you...

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