Product demos are everywhere. Your company probably does them. Your competitors do them. But as a consumer yourself: what runs through your mind when you see that “schedule a demo” button on someone else’s site? 

• Great, another awkward Zoom call where I have to pretend to be interested while they fumble with their screen sharing.
• I know this is just a setup for them to pressure me into buying something. Do I really want to deal with that right now?
• I just want to see how it works, not sit through an hour of every single feature I’ll never use.

Any of those thoughts sound familiar?

Often, product demos can feel like the “root canal” of sales, but it doesn’t have to be that way for your business.

With the right approach, your demos can go from awkward monologues to powerful moments of connection and conversion. If you have a hand in your company’s sales efforts, be sure to follow these tips to deliver more value with every demo.

The Problem with Typical Demos

Why are demos notoriously uncomfortable or unwanted?

• The "Let Me Share My Screen" Shuffle: The sales engineer awkwardly fumbling to share their screen and asking repeatedly, “Can you see it now?”
• Overloading Features: Clicking every button, explaining every function, and throwing unnecessary jargon at the customer.
• Tech Fails: Slow load times, broken features, or the infamous “it’s on our roadmap” statement.
• No Personalization: Generic scenarios that leave the customer wondering, “How is this relevant to me?” or thinking “They never even asked me why I’m interested in their product.”

These mistakes waste time and lose customer trust. If you’ve ever sat through a demo like this as a customer, you probably walked away disengaged, confused, and uninterested. Now that you’re on the other end of the table, let’s make sure your customers never feel the same way.

Why Demos Matter

Demos are about more than showing off your product features. They’re a chance to tell a story—but not your story. It’s your customer’s story that really matters. The goal is to:

1. Solve Their Problem: Focus on addressing their specific pain points with clear, actionable solutions.
2. Build Trust: Show that you understand their needs and are uniquely equipped to meet them.
3. Inspire Confidence: Leave them certain that your product is the right fit for them.

What’s the key to success, then? Make your demo about the customer, not your product. Shift the focus from what your product does to how it directly improves their situation. When customers see themselves succeeding with your solution, that’s when the demo works.

8 Demo Tips That Win

1. Tailor Your Demo

Understand exactly who you’re talking to for each demo. Skip the one-size-fits-all approach and customize your demo to fit their unique challenges. Research their business, goals, and pain points. Start the call by asking a few targeted questions to understand their needs. Then craft a narrative that positions your product as the solution.

2. Skip the Boring

Nobody needs to see you log into the software or navigate menus. Jump straight to the good stuff. Start with the “wow” moment that addresses your customer’s biggest pain point. Highlight your product’s core features early—the ones that matter most to them. Think of the demo as a highlight reel, not a comprehensive tour.

3. Use Real Use Cases

Avoid using placeholder data like “asdf” or “test.” Demonstrate scenarios your audience can relate to. For example, if you’re demoing a project management tool to a team launching a website, show how to create tasks for buying a domain, designing pages, and going live. Add due dates and detailed descriptions to make it feel real and relevant.

4. Minimize Distractions

Turn off notifications, close unrelated tabs, and activate “Do Not Disturb” mode on your computer. Nothing derails a demo faster than a Slack ping or an accidental glimpse of 1,249 unread emails.

5. Zoom In… Literally

Make sure your audience can clearly see what you’re doing on screen. Use your browser’s zoom feature (Ctrl and +) to enlarge important details. Remember, what’s clear to you on your large monitor might be microscopic on someone else’s laptop, especially when your face on video is occupying a large portion of their screen. 

6. Share your Browser Tab, Only

This is a technical tip. When sharing your screen, limit it to the browser tab with your product. This reduces data transfer and speeds up the connection.

7. Slow Down

Virtual demos often have a slight lag. Scroll slowly, click deliberately, and explain as you go. If it feels too slow to you, it’s probably just right for your audience.

8. Practice, Practice, Practice

Rehearse your demo like it’s game day. Create 7–8 scenarios you can pull out on the fly, each tied to a story. This allows you to adapt to your audience’s needs in real time.

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By following these tips, you’ll turn your demos into moments that connect, engage, and convert. Remember, it’s not about showing everything your product can do—it’s about showing how it can solve your customer’s pain points.