In today’s digital age, “online demos” have emerged as a cornerstone of customer engagement and sales conversion. As we traverse this virtual landscape, delivering effective online product demos becomes a crucial skill for any sales engineer. Just as you wouldn’t walk into an in-person meeting unprepared, it’s vital to plan your approach when you’re operating in a virtual space.
Online demos offer a unique opportunity to connect with your potential customers, to understand their needs, and to illustrate how your product or service fits into their world. But, this isn’t as simple as turning on your camera and launching into a rehearsed script. The mechanics of online demos differ greatly from their in-person counterparts. From grappling with tech glitches to keeping your audience engaged behind screens, there are new challenges to navigate and advantages to leverage.
In this article, we delve into 10 essential tips to help you ace your online demos, keeping them engaging, effective, and impactful. Through real-life examples and a storytelling approach, we’ll help transform your virtual presentations into compelling narratives, which not only showcase your product but also build genuine customer connections.
1. Leverage Digital Tools
One of the key aspects of online demos that sets them apart from traditional in-person demonstrations is the ability to harness the power of digital tools. The virtual world is rife with innovative tools and platforms designed to make your online demos more engaging, interactive, and memorable.
Think back to the last time you sat through an online presentation that really stuck with you. Chances are, it didn’t just involve a speaker droning on monotonously, while you stared at static slides. It likely involved some degree of interaction – a poll that let you share your opinion, a real-time whiteboard illustrating complex concepts, or a chat function that allowed for instant Q&A. This is the magic of digital tools in online demos. They provide a means for audience interaction, ensuring your potential customers are not just passive observers but active participants.
Platforms like Zoom or Microsoft Teams come loaded with features that can make your demo a two-way conversation. Live polls can gauge audience preferences or understanding, breakout rooms can facilitate group discussions, and screen sharing can give viewers an in-depth look at your product in action. It’s also worth exploring specialised demo software that can offer advanced features, like interactive 3D product models or in-built customer feedback tools.
Remember, digital tools are meant to complement your presentation, not overshadow it. Striking a balance is vital. While an interactive whiteboard (such as Excalidraw) can help elucidate a complex product feature, it should never replace the human connection at the heart of your demo. Let digital tools play their role – making your online demos more dynamic and participatory, while you focus on weaving a compelling narrative around your product.
2. Prepare for Technical Difficulties
Imagine you’re right in the middle of your meticulously prepared online demo, your audience is engrossed, the conversation is flowing, and then suddenly, your screen freezes. You’re disconnected, and by the time you manage to log back in, you’ve lost the momentum, and perhaps even a few attendees. Such technical difficulties are the stuff of nightmares for anyone giving online demos.
In the digital world, where the success of your demo hinges on stable internet and reliable software, these technical glitches can seem like uninvited guests. However, they don’t need to be deal-breakers. The key lies in preparation and having a contingency plan in place.
Before your demo, run a technical check. Ensure your internet connection is stable, your microphone and camera are working properly, and your demo platform or software is running smoothly. Close any unnecessary tabs or applications that might slow down your computer. If you plan to show a video or use a hefty piece of software during your demo, test it beforehand to avoid any last-minute surprises.
It’s also smart to have backup options ready. For instance, if your internet connection tends to be unstable, have a backup device with a separate internet connection handy. If you’re worried about power outages, consider having a charged laptop as a reserve. Also, keep your phone nearby as a backup for audio in case your computer audio fails.
Sharing these backup plans with your audience at the start can also help to alleviate any concerns. They’ll appreciate knowing you’re prepared and won’t be left in the lurch if a problem arises. By readying yourself for technical difficulties, you can ensure that even if glitches occur, your online demo will march on without missing a beat.
3. Engage Through the Screen
Entering the virtual arena of online demos brings with it a unique challenge – engaging an audience through a screen. Gone are the days of gauging the room’s energy, making eye contact, or adapting your presentation based on audience reactions. In online demos, these nuances of in-person interaction are replaced with a screen, potentially making it harder to form a connection. However, with some ingenuity, you can turn this challenge into an opportunity.
First, let’s focus on your presence on camera. Maintain an enthusiastic, high-energy persona. Remember, your audience can only see a small window of you, so ensure your face is well-lit, your background is professional, and your expressions are clear. In essence, you’re not just giving a demo, you’re putting on a performance.
The secret sauce to engaging online demos, though, lies in fostering two-way communication. Inject regular pauses into your demo, inviting questions or thoughts. Use features like virtual hand raising or chat boxes to let your audience interact without disrupting the flow. Proactive engagement helps the audience feel involved and connected to your presentation.
Consider leveraging tools that allow for audience participation. Live polls can be a great way to gauge understanding or collect real-time feedback. Interactive whiteboards can turn an explanation into a collaborative exercise.
Lastly, remember that engagement isn’t confined to the duration of the demo. Encourage your audience to connect with you or your team after the demo via email or social media platforms. This fosters a sense of community and keeps the conversation going.
While the screen may create a physical barrier in online demos, with these strategies, it need not be an emotional one. By adapting your approach to this virtual setting, you can ensure that your online demos are not just watched, but truly experienced.
4. Master Your Online Platform
Just as a musician must know their instrument inside out to deliver a stunning performance, a successful online demo presenter must be intimately familiar with their chosen platform. Whether you’re using Zoom, Microsoft Teams, WebEx or another tool, mastering the functionalities and nuances of your online platform can transform your demo from a monotonous presentation into a dynamic, interactive experience.
Take the time to learn about the features your platform offers. Does it support polls or Q&As? Can you share your screen and switch seamlessly between applications? How about breakout rooms for more intimate discussions? The better you understand these features, the more confidently you can navigate your demo and keep it engaging.
Once you’re comfortable with the basics, don’t shy away from exploring more advanced functionalities. Some platforms offer the ability to annotate during screen sharing, letting you highlight important points or draw attention to certain areas. Others allow you to customise your background or create virtual stages, which can add a professional touch to your demo.
Alongside these, also get to grips with potential issues that might crop up and learn how to troubleshoot them. For instance, know how to mute or unmute participants, deal with feedback or background noise, and what to do if your screen sharing doesn’t work as expected.
Practise is the key. Consider hosting mock demos with colleagues to get comfortable with the platform’s features and handling any glitches that might occur. The smoother your handling of the platform, the more professional your demo will appear.
Mastering your online platform is akin to learning a new language. Initially, it may seem daunting, but once fluent, it can open doors to a more interactive and engaging communication with your audience. With proficiency in your platform, you’re equipped to keep your audience focused on your product rather than technical hiccups, ensuring a successful and memorable online demo.
5. Clear Visuals and Audio
Just as a captivating stage presence can make or break a theatrical performance, high-quality visuals and audio can greatly impact the effectiveness of your online demos. You might have the most innovative product and a compelling narrative to share, but if your audience is struggling to see or hear you properly, their attention and interest can quickly wane.
Starting with audio, ensure that your voice is clear, crisp, and audible. Consider investing in a good-quality microphone if you’re relying on built-in computer audio, as this can sometimes be inadequate. Always check your sound levels before beginning your demo, making sure there’s no background noise or feedback that could distract your audience. We’ve all come across someone using the built-in microphone on their laptop and typing whilst the mic is active—don’t let that be you!
In terms of visuals, your presentation should be sharp and easy to follow. If you’re sharing your screen, make sure the content is readable, with large, clear fonts and contrasting colours. If you’re showing a live product, consider using close-up views or highlighting features to ensure details are easily visible.
Similarly, think about your own appearance in the demo. Ensure that you are well-lit, preferably with a soft, natural light source in front of you. A cluttered or distracting background can detract from your presentation, so opt for a plain backdrop or use a virtual background if your platform allows.
Also, consider the quality of your video feed. A poor or pixelated video can be a distraction for your audience. If possible, use a high-definition webcam and a stable internet connection to ensure a clear, smooth video stream.
Remember, you’re aiming for a professional and engaging online demo, and high-quality visuals and audio are critical components of this. By delivering a clear audio-visual experience, you’ll allow your audience to focus on your product and your message, rather than straining to see or hear what’s being presented. In this way, you’ll create an online demo that resonates and leaves a lasting impression.
6. Short and Sweet
A common mistake in online demos is letting them become marathon events, crammed with every possible detail about your product. While it’s tempting to showcase every feature and benefit, the truth is, online audiences typically have shorter attention spans. Therefore, when it comes to online demos, the mantra should be “short and sweet.”
To keep your demo concise yet impactful, start with a clear structure in mind. Know what you want to cover and in what order. Avoid the temptation to go off on tangents or get bogged down in minutiae. Remember, the purpose of your demo is to ignite interest in your product, not to provide an exhaustive tutorial.
Another way to keep your demo concise is to focus on the most relevant features for your audience. This requires understanding your audience’s needs and challenges. Tailor your demo to highlight how your product addresses these specific issues. Instead of a lengthy feature list, you’re presenting a targeted solution.
Interactive elements, like polls or Q&A sessions, can break up your demo and keep it engaging. But these too should be succinct. Keep polls simple and quick, and limit Q&A sessions to avoid them stretching out.
Also, keep in mind the duration of your demo. Ideally, online demos should not exceed 30 minutes. Beyond this, attention wanes, and the effectiveness of your message diminishes.
By keeping your demo short and sweet, you respect your audience’s time and maintain their interest. With a focused, crisp demo, you can captivate your audience, clearly communicate the value of your product, and leave them eager to learn more. As with a good story, the goal is not to reveal everything but to create a compelling narrative that leaves your audience wanting more.
7. Record Your Demo
When hosting online demos, one significant advantage that you have is the ability to record your session. Having a recorded version of your demo can serve multiple purposes and provide considerable value for both you and your audience.
Firstly, it’s an excellent resource for potential customers who were unable to attend the live demo. By sharing the recorded version, they can still learn about your product at their convenience. Also, attendees who want to revisit specific sections of the demo or share it with their colleagues can benefit from a recording.
For you as a presenter, a recorded demo can be a powerful tool for self-assessment and improvement. By watching your own presentation, you can spot areas where you excelled and identify where you need improvement. Was there a point where you rushed or stuttered? Was a certain section less engaging? Reviewing your performance allows you to refine your approach for future demos.
Moreover, snippets from recorded demos can be used for promotional purposes. Highlighting key features or compelling moments from your demo can make engaging content for social media or email campaigns. However, remember to respect your audience’s privacy. If you plan to use the recording for promotional purposes or share it publicly, ensure you notify your attendees beforehand and have their consent.
Recording your demo does require a bit of additional setup. Make sure your platform supports recording and that you have enough storage space. Check the audio and video quality to ensure the recording will be clear.
By recording your online demos, you’re not only extending the lifespan of your presentation but also creating a valuable resource for review and improvement. It’s a simple step that can amplify the impact of your online demo, making it a resource that continues to provide value long after the session has ended.
8. Virtual Networking
In the world of in-person events, networking usually involves casual chats over coffee, exchanging business cards, or perhaps a post-event dinner. However, when it comes to online demos, traditional networking practices can’t be directly translated. Does that mean we’re bereft of networking opportunities? Certainly not. Welcome to the era of virtual networking!
Virtual networking, when done right, can be just as effective as its face-to-face counterpart. It offers an avenue to connect with attendees, foster relationships and potentially convert prospects into customers. So, how do you facilitate networking in an online demo?
Start with the pre-demo phase. Encourage attendees to introduce themselves in the chat before the demo starts. This can break the ice and get people talking.
Throughout the demo, keep your communication channels open. Encourage attendees to ask questions or share thoughts in the chat box or via audio. Remember, an online demo isn’t a one-way street but a platform for interaction.
After the demo, offer virtual ‘hangouts’ or ‘breakout rooms’ where interested attendees can join to discuss more about the product or network with you and other attendees. This can replicate the post-presentation networking of physical events.
However, networking isn’t confined to the event’s duration. Keep the conversation going post-demo. Connect with attendees on professional platforms like LinkedIn, or through email. Share useful content related to your product or industry. This not only helps keep the relationship warm but also positions you as a helpful resource in your field.
While networking in an online demo may seem challenging initially, with a bit of creativity, it can yield rewarding results. By incorporating virtual networking into your online demos, you’re creating a richer, more engaging experience for your attendees and opening the door to deeper connections and potential partnerships.
9. Minimise Distractions
One of the challenges of hosting online demos from home or a busy office is the potential for distractions. An unexpected doorbell, a pop-up notification, or even a pet making a cameo appearance can interrupt your flow, distract your audience, and detract from the professionalism of your demo. Hence, it’s essential to take measures to minimise distractions and ensure your audience stays focused on your presentation.
Start by finding a quiet, well-lit space to host your demo. Inform your family members or colleagues not to disturb you during the demo. If possible, use a room where you can close the door to shut out noise and interruptions.
Next, consider your digital environment. Turn off notifications on your computer and close any unnecessary tabs or applications. A surprise email pop-up or calendar reminder during your demo can be a distraction and disrupt your flow.
Also, pay attention to your background, both physical and virtual. A cluttered or busy background can be visually distracting for your audience. Opt for a plain, clean background or use a virtual background if your platform supports it.
Keep your presentation material clean and clutter-free too. If you’re sharing your screen, make sure your desktop is tidy, and the documents or applications you’re showing are well-organised. Stick to clean, clear visuals and avoid overcrowding slides with too much information.
Even with all precautions, sometimes distractions can still occur. A key skill is being able to handle these gracefully. If an interruption does happen, handle it with a sense of humour and professionalism. Then, swiftly guide the attention back to the demo.
By minimising distractions, you create a more focused and engaging environment for your online demo. It shows respect for your audience’s time and allows them to concentrate on the value you’re offering, enhancing the overall effectiveness of your demo.
10. Adapt to Time Zones
One of the benefits of online demos is their global reach. However, this also presents a unique challenge – time zones. Your attendees could be scattered across various time zones, making it crucial to carefully consider the timing of your demo to maximise attendance and engagement.
A useful starting point is understanding where your target audience is located. Are they predominantly in one time zone, or spread across several? Are they more likely to attend during their workday or in the evening? Collecting this information can guide you in choosing a suitable time for your demo.
If your audience spans multiple time zones, consider hosting multiple sessions of your demo at different times to accommodate as many attendees as possible. Alternatively, you could choose a time that hits the overlap of business hours in most time zones, although this might still exclude some potential attendees.
Remember to clearly communicate the time of your demo in various time zones in your invitations and reminders. Tools like world time converters can help attendees find the equivalent time in their location, but making it clear for them adds an extra layer of convenience.
Offering a recorded version of your demo can also help you cater to various time zones. If attendees can’t make it to the live session, they can still experience your demo at a time that suits them.
Furthermore, be aware of daylight saving changes. They can affect the timing of your demo, so stay on top of these to ensure accurate scheduling.
Being considerate of time zones in your online demo scheduling demonstrates your respect for your audience’s time and boosts your reputation as a global player. By adapting to time zones, you’re ensuring that your innovative product reaches as wide and diverse an audience as possible, making your online demo truly global.
Crafting and delivering a successful online demo can seem like a daunting task, with its unique set of challenges. However, armed with these essential tips, you can create an engaging, professional, and impactful presentation. Remember, online demos are more than just talking through a product; they’re about building connections, sparking interest, and creating value for your audience.
So, as you prepare for your next online demo, keep these tips in mind. Leverage digital tools for interaction, prepare for technical glitches, and master your online platform. Deliver clear visuals and audio, keep it short and sweet, and remember to record your demo. Foster virtual networking, minimise distractions, and adapt to time zones.
Finally, practice makes perfect. The more demos you host, the more comfortable and proficient you’ll become. Review your performance, seek feedback, and continuously refine your approach. With each demo, you’ll grow as a presenter and offer an even better experience to your audience. So, embrace the unique opportunities that online demos present, and here’s to many successful presentations in the digital realm!
Learn more about becoming a Powerhouse Sales Engineering Leader in my book, Powerhouse Sales Engineering. Get a free chapter here.
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