Showing a Product Demo Too Soon

By Scott Sambucci | February 17, 2021

“Think of the recognition of needs stage as the “no demo” stage—I absolutely, positively forbid you to do any product demos while in this stage of the sale. Save the demo for the next stage of the sale—evaluation of options.

As an entrepreneur, and too often with professional salespeople, the product becomes a crutch. We think, “If they just saw how awesome my product is, they’ll be so wowed that they’ll want to buy it.” 

Nope. Sorry. It doesn’t work that way. Remember: Sell the problem, not the product. 

Oftentimes you’ll find a person, whether an inbound or outbound lead, at a target company who just can’t wait to see your product. It’s tough to resist showing the product, but until you have at least a partial view of the what and the who at the prospective company, showing a product demo too soon is a surefire way to kill the sale before it gets started.”

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

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