“50% of demos are wasted” that’s what I hear all the time. But are they actually?

I acknowledge that we do not want our valuable resources being misused on demoing to unqualified buyers. I hated the “show up and throw up” demos when I was a solution engineer. With the constraints in the workforce currently, we have to focus our time and demos on real opportunities. But I do not think these demos are being wasted at all. The problem is that our process is broken.

There is value in educating every person who takes the time to find you, whether they end up your customer right now or not. You spent money on SEO and demand generation to spark an interest in your product. These buyers who show interest in your demo and product are not a waste of time or resources, as many people think. I argue that here is where the process is broken.

Introductory demos are usually given to people who request a demo from your website or to prospects found through calling. We do not know if these buyers are qualified, if they are looking to buy immediately, and if they have the budget for your product. In a buyer-centric world, they are not taking the time to get on the phone and discuss these details with you. Buyers today want their needs met and answers to their questions. Are these buyers a waste just because you do not have the correct means to engage with them?

A Buyers timing on their purchase is something that makes a lot of people think they are wasting their demos. We can get a demo of almost anything we want in everyday life, and we use that to guide our purchase decision. Have you noticed that the Apple Store has at least one sample of every product for buyers to get hands-on experience with? These stores are full of people looking at the products and seeing if this is something they need in their life, but not all of them leave with a purchase that day. Car dealerships keep an ample inventory of vehicles and offer test drives to anyone looking to buy- they don’t ask if you can afford the car or if you are going to buy it that day. They leave the cars in the lot unlocked so that you can explore them on your own. If you are looking to go on vacation and trying to decide what resort to stay at, you go to their website to learn about the amenities and features at each place. These hotels offer photos, videos, 3D tours, and more to show you all they have to offer there and help you decide. I think the best everyday example of this is house shopping. You give the agent your budget and requirements for your search, but when they take you to see the house that is a bit over your budget, you fall in love with it and find a way to stretch your budget more. The house demonstration, test drives, the in-person experience with the new iPad, and the videos that show you how amazing a resort is are everyday examples of a demo not being wasted even if the person does not make a purchase that day.

So why do people think these demos are wasted in the SaaS world? Even if someone is not looking to buy immediately, spending time providing them with a demo can still be very useful. With significant purchases especially, people take time to ponder their decision and do their research before committing. By providing them with a demo, you aid in their research by answering any questions and showing them different aspects of your product.

The buyer’s budget is another aspect that can make demos seem wasted. Let’s use the house shopping example again. You set a price that you do not want to go above, so your agent brings you to see several houses within that budget that fit most of the requirements you wanted. But, when your agent brings you to a house that has more than what you thought you needed, you find yourself adding to your list of desires for a house. Things like an advanced security system throughout the house offer peace of mind knowing your family is safer, a bedroom on the first floor allows your elderly parents to spend time in the house without struggling with stairs, a fenced-in yard means that your kids and pets can play without the worry of traffic or interlopers. Once you see how these all can benefit you, they get added to the list of requirements for your new home.   Maybe you immediately jump on the chance to own a house with all of these things, or perhaps go home, save for a few more months, and then come back to get what you now know you need. The demos showed you that it is worth spending more money than you originally planned. The same thing happens in software sales.

Clearly, the buyer’s budget and timing for their purchase are not causing 50% of demos to be wasted. Instead, the issue is in the process and value placed on the demo.

Imagine a different approach. You spent money on SEO to get buyers to your website, you get one opportunity to make a good impression on them, and a great demo can quickly move you to the top of their list. By providing your demo, you are investing in them. You shape their opinion of your product and help them see your vision. You can set yourself apart from competitors and showcase your differentiators. When buyers come to your website, they are in the research stage of their buying process like we all do when shopping around and considering different products. They have questions that they want answers to.

I recently read a post that discusses how “no is not forever” your product might not be perfect for them right now, and they might not be buying today, but that won’t be the case forever. So, is it a waste to show these people a demo? No! They could be ready to buy in 6 months. Their budget might increase, and their needs might change. The demo is not wasted. There is value in building that relationship and educating them on your product. There is value in the engagement, not just if you make a sale or not.

But, of course, your process needs to change. Today there are solutions in the market that help you automate the process with digital demo technology. You don’t have to imagine it anymore. Instead, you can engage your buyers with an automated demo that you record once, demo thousands of times, and do it instantaneously… no delay because of process constraints.  Still drive your MQL or SQL or DQL (demo qualified leads), and makes it easy for your buyers to buy. Get the added benefit of knowing what questions they asked, what topics they were interested in, what demos were watched, what path they took to learn about your products, and more every time a buyer engages with your demo. Nothing like a little digital discovery!

If you want to see an example of this idea, go to our website and notice how we don’t have a “request a demo” or a form that needs to be filled out. Instead, the digital demo is there waiting for you. Then do the same thing on other demo providers’ sites.

Article by Greg Dickinson, CEO at Omedym