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Sales demos should be your chance to prove value, build trust, and move the deal forward. But let’s be honest: most demos still miss the mark. Too many turn into generic product walkthroughs that leave buyers disengaged, confused, and thinking your solution is more expensive than it really is.
The good news? Winning demos follow a predictable formula. In a recent conversation with Adam Weekes, Head of Business Development at Core to Cloud, we discussed the common mistakes sellers still make, and the practical steps you can take to avoid them.
Here’s how to run a demo that actually wins deals.
If your demo feels like a product manual, you’ve already lost the room. Buyers don’t need to see every single feature. What they care about is simple: Can you solve my problem and help me hit my goals?
Adam’s advice is clear: choose two or three critical pain points and shape your demo around those. Make sure every feature you show connects to a tangible outcome. If it isn’t relevant to their world, leave it out.
Why? Because overselling can backfire. Show too much and buyers assume your solution is bloated, complex, and overpriced. Less is often more.
If your champion is inviting their colleagues into a group demo, don’t just show up and hope for the best. Book a short prep call.
Use this time to align on the agenda, prioritise what matters most, and identify any sensitive topics or competing priorities. Done well, this preparation builds confidence for your champion - they look like the hero who brought in the right solution - and gives you the inside track on how to win over the wider team.
We’ve all had it happen: you send out a follow-up demo invite and suddenly half a dozen new stakeholders accept. Turning up unprepared is a mistake.
Do your homework. Look them up on LinkedIn. Send a short message or email introducing yourself and sharing a quick summary of what’s been discussed so far. Give them a “what we’ve heard” recap and a teaser of what you’ll be showing. This creates familiarity and ensures they walk in with context.
Cookie-cutter demos are easy to spot, and they send the message that you don’t understand the buyer’s business. Instead, build demo flows based on the audience in the (virtual) room.
Think carefully about roles and priorities. The CFO isn’t interested in the same detail as the day-to-day user. Tailor your narrative, stories, and questions to each stakeholder so that everyone feels heard and engaged. Neglect the power users and they’ll stop advocating for you internally, which can stall or even kill the deal.
Just because you’ve booked 60 minutes doesn’t mean you need to use all 60. Many demos run over simply because sellers feel pressured to fill the time.
Set a timer. Build in space for questions. And most importantly, leave at least ten minutes at the end to validate technical fit and agree on next steps. Nothing derails momentum more than a rushed ending, or worse, the CFO dropping off the call before you’ve had the chance to ask for feedback.
Your demo doesn’t end when the video call does. Weak sellers send a recording and call it a day. Strong sellers follow up with context and clarity.
Break down what was shown, who asked what, and how your solution maps back to the specific objectives discussed. Even better, share short video snippets or build a digital sales room where stakeholders can revisit key points in their own time. This keeps your solution front of mind while reinforcing your credibility.
Think of your demo like a first date - you don’t need to give away everything straight away. Not every stakeholder needs to see every module or feature.
Focus on solving the problem in front of you. Keep other features in your back pocket for future conversations or expansion opportunities. By holding some value back, you create curiosity and ensure there’s a reason for further discussions.
Not every seller gets consistent coaching. If that’s you, don’t leave improvement to chance. AI can now act as your demo coach.
Drop in your call transcript and receive instant scoring against best practice, with a breakdown of strengths, weaknesses, and a 30-day improvement plan. For sales leaders managing multiple reps, this provides visibility into demo quality and helps you spot patterns before they cost you deals.
Your demo isn’t about your product - it’s about your buyer.
It’s about proving you understand their world, their challenges, and their goals, and then showing them how you can help.
The sellers who win in 2025 won’t be the ones with the flashiest slides or the longest feature lists. They’ll be the ones who prepare deeply, engage personally, deliver with clarity, and always leave the buyer wanting the next conversation.
Stop feature dumping. Start storytelling. And make every demo count.
