“No, no, no, no,” said the frustrated director, “too much emphasis on the word kindly.”

The scriptwriter disagreed. “I think the way he sneers kindly is spot on. I want him to emphasize kindly before he says, ‘move over.’”

“You’re both wrong,” said the actor. “I don’t need to speak here.  I can say it with a look. Here, watch.”

The actor gave a disgusted look and didn’t say a word.

“That works!” said the director.

The screenwriter nodded in agreement.

The director said, “Okay, let’s take a break before we work on the next two lines.”

Why don’t we put that attention to detail into what we are saying during our software demos?

A friend of mine played an extra in the movie The Perfect Storm. During one scene, my friend was among 50 extras in attendance at the church where Mary Elizabeth Mastrantonio delivered an emotional eulogy.

My friend said that Ms. Mastrantonio had to deliver the same tearful line seven times while the lighting director kept readjusting the lights to get the perfect shot of Mary Elizabeth, the stage manager kept repositioning extras so the pews looked balanced, and the costume designer had people change clothes to reflect the time-period.

Why don’t we put that kind of effort into the screens we show people during our demonstrations?

A top producing software salesperson delivered what he referred to as a James Bond Opening. He explained it like this, “The opening of your software demo should captivate your audience the way a James Bond movie does. Before the opening credits even appear, the viewer is already at the edge of his or her seat anticipating James Bond’s amazing action heroics.”

I attended his software demo. Before he began the demo, he invited the audience to complete a three-minute survey on a tablet device that each participant received upon arrival. Lights were dimmed while a game-show soundtrack played. When the buzzer went off, a graphic display that summarized all the answers appeared on the large screen at front of the room. The presenter explained that the data gathered from their three-minute survey could be converted into $3.2M in additional company revenue. That was a James Bond opening! No boring preamble… he went straight to the money shot.

Why don’t we develop introductions to our software demos that are like James Bond openings?

If sales reps think of their software demonstrations as Hollywood productions, undoubtedly they will delight their audience, increase their software demonstration-to-close ratio, and sell lots of “tickets” to your company’s software!

Executive Summary

When sales teams focus on the delivery aspects of the software demo the way a Hollywood director works with his team on the delivery of a blockbuster movie, impressive software demonstrations are created. Powerful demonstrations will make your company blockbuster revenues, often in the millions.

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