Are Product Demos a Milestone?

By Scott Sambucci | May 6, 2021

“Nope. Product demos are a step in the process. Just like you wouldn’t consider a lead qualification call to be a significant milestone, product demos are steps between checkpoints, milestones, and stages of the sale. 

If the prospect isn’t interested in seeing your product, then forcing a demo wouldn’t be a logical step anyway. Too often I see startups using “number of demos” as a key metric in their sales process. Demos for the sake of demos is just a waste of time. 

Checkpoints and milestones are indicators that you’re making progress in the sale. 

Completing a product demo isn’t progress—it’s a potential stall point if you’re not setting up the next steps of the sale during and after the product demo. 

Demos should be treated as a way to show how your product will solve a key business problem, and then be the launch point to more detailed conversations with your prospect.”

[Excerpt from my book – “Stop Hustling, Start Scaling.”]

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