Let’s talk demos.

A lot of sellers treat the demo like a big reveal. They think if they show the right features, the deal will close itself. But that’s not how great demos work.

The best demos aren’t just about what you show.

They’re about how well you prepare.

You need to be obsessed with demo prep. That means more than checking your Zoom link and having your slides in order. It means thinking strategically - especially when multiple people are joining the call.

One of the most common mistakes I see? Sellers walk into a demo and get blindsided by who’s on the call.

“Oh, we’ve got our CTO here.”

“Jane from Customer Success has joined too.”

And the seller is thrown off, scrambling to adapt mid-meeting. Don’t let that be you.

Here’s how to prep like a pro:

#1 Sort your intros

If you’ve invited a colleague, maybe a sales engineer or a VP, make sure the prospect knows why they’re there. Set the context upfront so the value of each speaker is clear. If your SE is there to address technical concerns, say so. If your VP is there to show commitment to the account, make that obvious.

#2 Playback the 'Why Buy Now?' and temperature check urgency

Start the call by recapping what you’ve learned in discovery. Remind them why they’re here. Then ask: has anything changed? Has the urgency shifted? Re-aligning before the demo keeps everyone focused.

#3 Tailor your solution to everyone in the room

If a CTO’s on the call, expect security and architecture questions. If there’s an end user, speak to ease of use and workflow. Know who’s attending and why, and make sure your demo answers their specific questions, not just the company’s.

#4 Plan for consensus

You’re not just selling to one person. You need buy-in from users, managers, and execs. Know what each group cares about and how your solution ticks those boxes. Can it improve efficiency for users? Show ROI for the department? Support company-wide goals?

#5 Cover technical decision criteria

Things like integrations, data privacy, uptime, don’t wait for the prospect to ask. If technical validation is part of their decision process, bring it up and knock it down early.

#6 Document and de-risk

Be aware of hidden landmines. Is a competitor involved? Do they want a contract term shorter than you offer? Is there a red flag in legal or procurement? Capture those risks and build your action plan.

#7 Lock in the next step

Never end a demo with “We’ll follow up.” Book the next meeting before the call ends. Be clear on what needs to happen next and who owns it.

Great demos don’t happen by accident. They happen because great sellers prepare relentlessly.

So this week, before your next demo, take 20 minutes, build your plan, and go in ready to win.