Demo Structure Template
Optimize your demo process to align with buyer needs. Complete framework with discovery questions, objection handling, and closing strategies that convert.
Why Demo Structure Matters
Product demos convert at 20-40% when properly structured, compared to 5-10% for feature-dump demos. The difference? Alignment with buyer needs, not just features.
- Higher conversion rates: Buyer-centric demos close 3x better
- Shorter sales cycles: Address objections during demo, not after
- Better qualification: Discover deal-breakers early
- Clear next steps: Always end with mutual action plan
The Perfect 45-Minute Demo Structure
1. Opening & Agenda Setting
3 minSet expectations and confirm understanding of their needs
What to say:
"Thanks for taking the time today. Based on our email exchange, I understand you're looking to solve [pain point]. Is that still accurate?"
"Here's what I'm planning for the next 45 minutes:
- 5 minutes: Quick discovery to understand your specific needs
- 20 minutes: Show you how [Product] solves [pain point]
- 10 minutes: Answer your questions
- 10 minutes: Discuss pricing and next steps"
"Does that work for you? Anything else you want to make sure we cover?"
2. Discovery Questions
7 minUncover pain points, goals, decision process, and timeline
Essential Questions:
- Current State: "What are you using today to solve this problem?"
- Pain Point: "What's the biggest challenge with your current solution?"
- Impact: "How much time/money is this costing you per month?"
- Decision Process: "Who else needs to be involved in this decision?"
- Timeline: "When do you need this implemented by?"
- Success Criteria: "What would make this a slam-dunk decision for you?"
💡 Take notes visibly. Reference their answers during the demo.
3. Problem-Solution Bridge
2 minSummarize their pain and explain your approach
Transition Script:
"So if I heard you correctly, your main challenges are:
- [Pain point 1 from discovery]
- [Pain point 2 from discovery]
- [Pain point 3 from discovery]"
"The good news is [Product] was built specifically to solve these problems. Let me show you how..."
4. Focused Product Demo
20 minShow ONLY features that solve THEIR specific pain points
Demo Flow (Feature → Benefit → Their Use Case):
For Each Feature You Show:
- Show: "Here's [Feature]" (screen share)
- Benefit: "This means you can [outcome]"
- Their Use Case: "Based on what you told me about [their pain], you'd use this to [specific application]"
- Check-In: "Does this solve the problem you mentioned?" (pause for answer)
⚠️ Avoid These Demo Killers:
- Showing every feature "just in case"
- Going down rabbit holes ("Let me show you this cool thing...")
- Technical jargon without context
- Saying "This is still in beta/broken/coming soon"
5. Objection Handling & Q&A
8 minAddress concerns head-on before they become deal-breakers
Proactive Objection Handling:
- Price: "Before we talk pricing, let's make sure this is the right fit. What questions do you have about what I showed you?"
- Integration: "I noticed you mentioned using [Tool]. Good news - we have a native integration. Let me show you..."
- Implementation Time: "For companies like yours, we typically get you live in 2-3 weeks. Our implementation team handles most of the heavy lifting."
- Competitive: "How does this compare to what you're seeing from [Competitor]?" (Let them voice it first)
6. Pricing & Closing
5 minPresent pricing confidently and secure commitment to next steps
Pricing Presentation:
"Based on what you shared, I'd recommend our [Tier] plan. Here's what that includes:
- [Feature solving pain 1]
- [Feature solving pain 2]
- [Support level]"
"The investment is [Price] per month, which based on the [X hours/dollars] you're currently losing, should pay for itself in [timeframe]."
Trial Close: "Does that sound reasonable given the value?"
7. Next Steps & Mutual Action Plan
5 minNever end without clear mutual commitments
Always Secure:
- Their Next Step: "What do you need to do on your end before we can move forward?"
- Your Next Step: "I'll send you a proposal by [date] with the pricing we discussed and a suggested implementation timeline."
- Follow-Up Meeting: "Let's schedule 30 minutes next [day] to review the proposal and answer any questions. Does [time] work?"
- Decision Timeline: "When do you think you'll be able to make a decision?"
🚨 If they won't commit to next steps, the deal is dead. Address it now: "I'm sensing some hesitation. What's holding you back?"
7 Demo Mistakes That Kill Deals
You end up showing irrelevant features. Always start with questions.
Confused buyers don't buy. Show only what solves THEIR pain.
Ask specific questions: "Does this solve the [pain point] you mentioned?"
"I'll send you some info" = deal is dead. Always book the next meeting.
If price is a deal-breaker, better to find out now than after 3 follow-ups.
They should talk 50% during discovery. You talk 70% during demo. Overall = 60/40.
Always ask: "Who else should be on this call?" before you start.
Post-Demo Follow-Up (Within 4 Hours)
Perfect Follow-Up Email Template:
Subject: Next steps + [Your Company] proposal
Hi [Name],
Great speaking with you today. As promised, here's what we discussed:
Your Challenges:
• [Pain 1]
• [Pain 2]
• [Pain 3]
How [Product] Solves This:
• [Solution 1]
• [Solution 2]
• [Solution 3]
Pricing: [Tier] plan at [Price]/month
ROI: Based on saving [X hours/month], this pays for itself in [timeframe].
Attached is a formal proposal. Our next step is a 30-min call on [Date/Time] to finalize any questions and get you started.
Looking forward to working together!
[Your Name]
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