Podcast episode
Mapping out your demo during the discovery call to drive the ‘aha’ moment (Will Lui, CRO @ Pairsoft)
30 Minutes to President's Club10 Nov 202128 min
Description
Join the most tactical sales newsletter in the world: https://hubs.ly/Q01-R33G0 Four Actionable Takeaways: * Tie each feature you demo to the discovery, then an example, then a use case so it really sticks. * Give examples of how existing customers with similar pain points are using your tool. * Avoid the deep-cut discovery with outbound prospects, present your thesis and let them react. * Once you get to power, immediately leverage them into a demo with the entire team for credibility. ====================== Will’s Path to President’s Club: * CRO @ Pairsoft * Former Director of Strategy and Operations @ Adobe Workfront RESOURCES DISCUSSED Join our weekly newsletter Things you can steal 30MPC Training: 30mpc.com/training
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What I always say is it's easier to edit rather than create. Rather than rebuilding exactly how they're doing something in your demo environments, actually provide examples of use cases. So you demonstrate a feature, provide a use case or example of how another client has used it. “A really great follow-up I like to do after that is send them the case study.” So you're building, you're demoing these specific features. Following that, go, hey, here's a case study of the example that I just provided. So you anchor your follow-ups directly to what you're actually showing in the demo. So work it backwards. You're going to notice a theme of me working things backwards. Oh, I'm going to steal that. All right, round us out. What's number three?
And usually they'll dump on you. They will go and they will outline a ton of different things to you. You should have a thesis leading into your discovery call. So it's got to be one of these three different pain points. Now, if you haven't done your homework, then it's going to fail, but your pain points should “lead to specific value propositions, should lead to specific features, right?” So this one is I'm actually working it downstream instead of working it backwards. So once I get to a specific pain point, that leads me to the value proposition I know that I want to emphasize over and over again, that leads to the features.
So once I get to a specific pain point, that leads me to the value proposition I know that I want to emphasize over and over again, that leads to the features. This specific group of features tied to that value prop should already have a demo and “a use case behind it, right?” So that pain point, whichever pain point that they ultimately identify, that should automatically tie to a demo, a use case that I'm going to demo. If that pain point doesn't tie to something on your tool already, why are you talking to this prospect?
What are your thoughts? And what they always miss is the what are your questions part and they go into straight into what are your thoughts? Bye. Mentally they felt like they had the opportunity to ask questions because I asked them if they had any questions. I do that in discoveries a lot as well. So like, hey, this is what we just talked “Do you have any more questions? What are your thoughts?” talking about whether they think it's got to be a good fit or whether it's not going to be a good fit, but they're not peppering you with questions. The other way though, if you get that guy that's banking you all the time and taking you off course, table it. So a lot of reps feel like they have to answer that question immediately. And that goes back to why I was just saying like,
I was in marketing technologies, collaboration solutions for marketing technologies. Usually the problem is going to be centered around a lot of people need to collaborate with each other, complicated workflow, like those are going to be typical too. And usually I'm asking “an open-ended question about like how their workflow works today.” this is, I'll caveat this with, this is probably against every sales book out there, but I found that it's been really successful in my career. I will pitch on the Discovery call. So if Armand explains to me, this is how my workflow works. So I set up a project room, we all get together,
But you're not literally saying you are going to click here, here, here, and here inside of my software to solve that problem, right? Yes. So I actually think like there's three types of prospects that you end up with. You have prospects that like know who you are and know exactly what their problem is. “Deep discovery, identifying pain is perfect for that.” And that's usually like inbound, right? Like those are like inbound leads. That type of discovery works perfectly for inbound. Then you have like a, they don't know who you are, but they know what their pain is. And that type of discovery works pretty well for that as well. Like you uncover their pain and you can translate a solution for that pain.
Deep discovery, identifying pain is perfect for that. And that's usually like inbound, right? Like those are like inbound leads. That type of discovery works perfectly for inbound. Then you have like a, they don't know who you are, but they know what their pain is. And that type of discovery works pretty well for that as well. Like you uncover their pain and you can translate a solution for that pain. “Where it doesn't work really well in is outbound.” They don't know who you are. They don't really have a problem identified. And you're sitting there trying to uncover pain. It's like, I don't know what you do. I don't know how you can help me. I don't even know if I have a problem. So I feel like that type of discovery works really well for inbound.
And you're sitting there trying to uncover pain. It's like, I don't know what you do. I don't know how you can help me. I don't even know if I have a problem. So I feel like that type of discovery works really well for inbound. Some like P2, but like once you go outbound or once you go longer tail, “then that type of discovery struggles because you got to give them that taste.” But the really important part is that taste has to connect to your demo. If I say like, hey, I can help you with this. This is how other people have used it. And I take you through that exact same demo. I show everyone else. Then that's where it falls apart. I kind of want to talk about something connected to that, which is where you talked about like the outbound prospect where they don't really know who you are, what you do.