great demo! overview march 2009

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Great Demo! Surprisingly Compelling Software Demonstrations March 2009

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Page 1: Great Demo! Overview   March 2009

Great Demo!

Surprisingly Compelling Software Demonstrations

March 2009

Page 2: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved2

Objectives

Introduce a framework to create and deliver improved software demonstrations

Crisper qualification Faster sales cycles Larger orders Better communication: “no surprises”

Engage and prove your capabilities in minutes Focus on the value (as opposed to features) Increase the rate of success for your demos overall

Page 3: Great Demo! Overview   March 2009

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A Great Demo!

“Do the Last Thing First!”

Page 4: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved4

A Great Demo!

(Introduce)

1. Illustrate

2. Do It

3. Do It Again

4. Q & A

5. Summarize

Page 5: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved5

What Is A Demo? Why Do You Do Them?

“Demonstration” Defined:

“The presentation of the set of Specific Capabilities needed to solve a customer’s Critical Business Issue.”

What kinds of Demonstrations might you do?1. Technical Proof of Capabilities2. Vision Generation3. Information

Why do a Demonstration?1. Technical Proof of Capabilities

2. Vision Generation

Page 6: Great Demo! Overview   March 2009

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How Can Demos Go Wrong?

Failure to identify the key customers’ Critical Business Issues

Unknown or unqualified audience needs

A feature failed – software bugs/crashes

Demonstrator didn’t know the product

Can’t drive the message

No story

Confusing story

Too long

Too boring

Too many features

Didn’t stop in time

Unclear story

Got lost in the story

No point to the story

No conclusion or poor conclusion

Broad range of audience needs

Disconnect between Sales and Technical

Capabilities didn’t match needs

Lack of demo skills

Lack of clear objectives for the demo

Too little time

Too much time

Equipment failure

Equipment unavailable

Questions interrupted the flow

People interrupted the flow

Page 7: Great Demo! Overview   March 2009

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What Bad Things Happen When Demos Fail?

Sales Cost of sale increases Lost opportunities Value of sale is reduced Sales cycle is extended Sale is lost Fewer products/services sold Company misses quarterly or annual

goals Salesperson misses quota Commission is lost or reduced People leave

Development Product capabilities implemented poorly Wrong product built Wasted product development iterations Missed release dates Project is cancelled

Deployment: User adoption is slowed or stalled Feedback cycle to vendor is attenuated

– missed opportunities Training costs increase Professional services costs increase Adoption is limited – “shelfware” Benefits delayed (ROI)

Page 8: Great Demo! Overview   March 2009

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Solutions

Page 9: Great Demo! Overview   March 2009

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Specific Capabilities

You are riding a bicycle rather fast. You skid on some gravel and fall, scraping your legs and arms. You are bleeding moderately and you hurt, but your bike seems to be ok.

Someone sees you fall and comes to offer help. He offers you water – but you aren’t thirsty, you’re bleeding. He offers you a patch kit for your bike, but your tires are fine – and you are still bleeding. Now you are not only hurt, but also irritated! He offers food, music, asthma medicine, fresh clothes, a new chain, a map, handlebars, bicycle bags, and a cell phone.

All are very nice offers, but clearly what you need is:

1) a few bandages and 2) a couple of aspirin

Page 10: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved10

The Great Demo! Strategy

(Introduce the Situation) Present the Illustration - Summarize Do It - Summarize Peel Back the Layers - Summarize Questions & Answers Summarize

Page 11: Great Demo! Overview   March 2009

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Traditional Demos…

Page 12: Great Demo! Overview   March 2009

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There Are Two Ways To Present Solutions…

Open window (A) and fly kite (B).  String (C) lifts small door (D) allowing moths (E) to escape and eat red flannel shirt (F).   As weight of shirt becomes less, shoe (G) steps on switch (H) which heats electric iron (I) and burns hole in pants (J).   Smoke (K) enters hole in tree (L), smoking out opossum (M) which jumps into basket (N), pulling rope (O) and lifting cage (P), allowing woodpecker (Q) to chew wood from pencil (R), exposing lead.  Emergency knife (S) is always handy in case opossum or the woodpecker gets sick and can't work.

Page 13: Great Demo! Overview   March 2009

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Great Demos

Great Demos present the what right away, and then follow with the how.

Page 14: Great Demo! Overview   March 2009

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But What About The Other Neat Stuff?

Page 15: Great Demo! Overview   March 2009

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Why Not Show Other Neat Stuff?

You add risks:

Running into bugs or crashing

Boring the audience

Running out of time

Making your product look too complicated

Page 16: Great Demo! Overview   March 2009

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Morals

Great Demos present the what right away, and then follow with the how.

Make sure both the what and the how focus on the Specific Capabilities your customer needs.

Page 17: Great Demo! Overview   March 2009

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Example Outline Preparation

Example Scenario:

[You have never heard of Microsoft Word…]

Sales qualification determines the following needs:

1. To create business documents, specifically…

2. An Article with text, logo, formatting, columns.

The deliverable is the completed Article.

Page 18: Great Demo! Overview   March 2009

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Example Outline

1. Introduce the Situation

2. Present the Article (the Illustration)

3. Create the Article and present it again

4. Edit/improve the Article and present it again

5. Questions and Answers

6. Final Summary

Page 19: Great Demo! Overview   March 2009

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The Illustration

Page 20: Great Demo! Overview   March 2009

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What Is The Shortest Distance?

A B

Page 21: Great Demo! Overview   March 2009

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Just “Do It”

Page 22: Great Demo! Overview   March 2009

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Peel Back The Layers – “Do It Again”

Page 23: Great Demo! Overview   March 2009

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What We Can Learn From Newspapers

Organize information in consumable components

Page 24: Great Demo! Overview   March 2009

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How Long Should The Demo Take?

A complete Great Demo! time-line is concise: Introduction 1-2 minutes Illustration 1-2 minutes Do It 1-2 minutes Do It Again 5-10 minutes Q & A 5-10 minutes Summary 2-4 minutes

Plan on 15 – 30 minutes for the entire performance – that’s a Great Demo!

12-24 Minutes per Solution

Page 25: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved25

A Great Demo!

(Introduce the Situation)

1. Present the Illustration - Summarize

2. Do It - Summarize

3. Peel Back the Layers - Summarize

4. Questions & Answers

5. Summarize

Page 26: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved26

Great Demo!

“Do the Last Thing First!”

Page 27: Great Demo! Overview   March 2009

Copyright 2005-2009 The Second Derivative - All Rights Reserved27

The Second Derivative

Contact InformationPeter E. Cohan, PrincipalThe Second DerivativeTelephone: +1 650 631 [email protected] www.SecondDerivative.comhttp://greatdemo.blogspot.com

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