10 Strategies in Conducting a Virtual Product Demonstration

So, you’re convinced your new product has what it takes to solve customers’ problems and take the market by storm. How can you convince those leads tottering between the awareness and buying stages? 

Saying it’s the best on the market doesn’t cut it in today’s competitive environment. A cardinal technique in writing says, “Show, don’t tell.” That rule also applies to demonstrating your product’s features and benefits.

A product demonstration allows you to put potential customers in the same room. But we don’t mean literally. We’re talking about a virtual product demonstration. 

Here, we’ll explore ways to convey how valuable your offering is through virtual demos.

What is a Virtual Product Demonstration?

A virtual product demonstration showcases a product or services’ features and benefits in an online format. Traditionally, companies hosted product demonstrations in-person. If you sell physical products, this is a great way of letting potential buyers interact with them. 

Virtual demos can be hosted live as a webinar or pre-recorded and shared online. In this way, they offer more flexibility and a wider reach. They’re also particularly useful if you sell a virtual product or service. For example, RingCentral’s website features an entire demo library. 

Potential buyers and current customers can watch video demos for everything from the company’s multi line business phone system to its app for frontline workers. This allows the company to guide buyers through product features, use cases, and benefits.

Screenshot sourced from ringcentral.com

A product demo is a key component of a sales strategy. A successful virtual demo can:

• Push leads through the lead funnel and convert them into buyers
• Show expertise, building trust and credibility
• Educate potential buyers about a product and how it solves their pain points
• Collect valuable feedback from the audience
• Remove geographical and logistical barriers to market reach
• Give potential customers what they need to make buying decisions

Big Tech companies like Apple and Google have mastered generating buzz this way. Apple, in particular, is renowned for its anticipated product launches. The brand consistently delivers high-quality virtual demos to showcase new designs and features.

Screenshot sourced from YouTube

Unsurprisingly, the company is also making waves with the launch of Apple Vision Pro. The virtual reality headset will allow marketers to run interactive product demos. It could change the way we approach advertising in the future. But that’s not to say you can’t deliver exceptional virtual demos today. 

The Problem With Most Virtual Product Demos

When done right, a virtual demo can boost awareness and drive engagement. It’s also an excellent way to qualify leads and convert prospects into loyal customers.

That said, it does have its challenges, particularly when it comes to execution. Consider this hypothetical example:

A company develops a new modeling tool to help clients with their strategic financial planning process. The tool promises to revolutionize how businesses manage their financial forecasts. The company schedules a virtual demo to showcase its capabilities to prospective buyers.

Demo day arrives, and the company’s sales engineer presents its tool. But, instead of generating buzz, the virtual presentation falls flat. 

Instead of capturing the audience’s attention and demonstrating the tool’s value, it becomes a technical deep dive. The sales person has overwhelmed the audience with jargon and complex details. 

This scenario is all too common. What’s more, one misstep can lead to a less than effective virtual demo.

We don’t say this to scare you into never delivering a product demonstration. But it’s worth knowing the challenges to highlight why nailing your strategy is so important.

10 Strategies for Mastering a Virtual Product Demonstration

So, if the key is driving interest and engagement to boost sales, where do you begin? Here are some best practices that delivers results:

1. Research Your Prospects

Imagine a product specialist hosting a virtual product demonstration. They launch into a detailed explanation of their new VoIP system. They’re throwing around words like architecture and advanced call routing.

What’s wrong with that? Nothing, if the audience consists of IT professionals or network engineers at big corporations. 

But what if they’re small business owners in the early stages of researching business voice over IP providers? They want to know the basics: how VoIP works, how it supports a remote team, pricing. 

If you want your product demos to result in a successful sale, you need to understand your prospects. What is their level of understanding? Where are they in the buyer journey? Are they the key decision makers or end users? What are their biggest pain points and how will your product solve them?

Screenshot sourced from YouTube

Zendesk clearly researched its audience before crafting its Sunshine product demo. The video starts by addressing pain points about customer relationships. By understanding who their audience is and what troubles them, they immediately grab their audience’s attention and make the content relatable. 

2. Define Your Goals

Is your virtual product demo for showing off a new product? Or do you want to demonstrate updated features? Are you hoping to generate new leads? Close those already in the sales funnel? How does your virtual demo fit into your sales and marketing strategies? 

The answers to these questions will help you decide what makes it into the presentation and help you focus it to achieve that outcome.

For instance, if your audience consists of qualified leads, your primary goal may be to convert them and close deals. Consequently, your demo will demonstrate value proposition, highlight ROI, and answer specific questions. Plus, it must include a compelling call to action (CTA) to drive the next steps.

3. Master the Platform

Struggling to present your screen or unmute an audience member looks unprofessional. Whether you’re hosting a live webinar or recording a demo session, you must be comfortable with the tools you’re using. 

Take time to get familiar with its features. Ideally, you should do a test run with someone on the other end who can offer feedback.

Some key areas to focus on include:

• Screen sharing
• Audio and video settings
• Recording capabilities
• Whiteboard capabilities
• Annotation
• Audience entry management
• Participant management
• App integrations

4. Craft a Compelling Story

Tesla has cemented its position as a market leader reinventing sustainable technology. How? One word: storytelling.

The company’s product demos don’t just focus on a car’s features. Instead, it crafts a narrative that showcases the vehicles as symbols of a future where clean energy and autonomous driving are transportation norms.

Screenshot sourced from YouTube

It’s an approach that transcends mere product showcasing and sucks the audience into immersive experiences.

Adapting a similar approach will elevate your product demonstrations, engage your audience, and create lasting impressions that lead to long-term relationships. Include compelling visuals and keep your stories real and relatable so prospects can see themselves in the narratives.

5. Actively Engage Your Audience

Going on and on about your product without inviting your prospect to participate leads to glazed eyes, nodding heads, loss of attention, and disinterest. On the flip side, actively engaging your audience creates dynamic and interactive experiences that build deeper connections.

Let’s be honest—even the most compelling stories won’t keep your audience engaged throughout the presentation if you’re talking at them. 

Screenshot sourced from Neat.no

Instead, involve them in a two-way conversation. Ask open-ended questions and encourage them to participate. If your chosen webinar tool has built-in engagement features, use them. Use polls and surveys (more on that later) and carve out time for a dedicated Q&A.

Remember, building a stronger connection makes your product more memorable. As a result, it increases the chances of follow-up actions.

6. Benefits over Features

Sure, your product has loads of exciting features. And it’s tempting to dive right into the technical specifications. 

But how do those features solve problems and address pain points? Your leads aren’t interested in shiny new tools if they won’t benefit their businesses. Why do those features matter? That’s what they want to know.

Say some business owners in your audience want to expand their reach outside of their geographical location. You’ve done your homework and know they’re SMEs. Their biggest challenges are building trust with customers in different locations and managing calls in different time zones. 

Instead of focusing on the features of the product, dive into the impact of the solution. 

Explain how getting a virtual phone number with a 302 area code will empower them to be reachable anytime, anywhere. That way, you’re showing how you can solve their actual problems by increasing customer satisfaction and ensuring there are fewer missed opportunities.

7. Zoom in on a Clear USP

What makes your product stand out among competitors? Your unique selling proposition (USP) is the reason why customers pick you over alternatives on the market. So, you have to highlight it and make it clear enough. Clearly define your USP and emphasize it throughout the virtual demo so it lodges in your audience’s minds.

For instance, if you’re demoing your new co-working spaces, your USP could be the all-inclusive luxury you’re offering at affordable prices. That sets you apart from other co-working spaces offering the same amenities, but at a higher price point. Consistently highlight that value proposition throughout the virtual demo and make sure to showcase your high-end design, comfort, amenities, freebies, and pricing.

8. Keep it Concise

Attention spans have been dropping for decades, and that trend is only going to accelerate as time goes on. Keep your virtual demo concise and focused. An engaged audience should absorb your messaging without becoming overwhelmed. This also shows that you respect your audience’s time. 

With that in mind, here are a few tips:

• Make a clear outline of the most critical points you need to communicate—and stick to it.
• Focus on USPs and avoid diving into minor details, especially if they’re irrelevant.
• Avoid jargon; use simple and straightforward language.
• Get to the point quickly, and avoid unnecessary preambles.
• Aim for a specific duration, including time for Q&A. Typically, 20 minutes is the sweet spot for demos, with 10 minutes allocated to answer questions and gather feedback.
• Visual aids will help to enforce your points so you’re saying less, even while showcasing complex concepts.

9. Have a Backup Plan for Glitches

Technical issues can pop up even with the most thoroughly made plans. Having a backup plan means embracing that risk. After all, what is digital transformation in business without the ability to adapt and respond to challenges?

Anything from software crashes to connectivity issues and equipment failure can disrupt your virtual product demo and place you on the spot. List potential problems and prepare backups that can help you manage each situation without ending the demo and leaving your audience disappointed.

For instance, having an alternative router nearby with a different ISP can be a lifesaver when your internet connection drops. In addition, consider using a cloud-based presentation solution that allows you to access materials from anywhere. That would prove crucial if your computer malfunctions. 

10. Close With a Strong CTA

You have captivated your audience and showcased your product’s value. You’ve even addressed the potential objections. However, without a powerful Call to Action (CTA), you’re leaving all the money on the table. After all, that’s your final opportunity to convert viewers into customers. It’s the bridge between interest and a buying decision.

Also, the CTA is the culmination of your entire presentation, so make it compelling and clear. Don’t be shy about pushing for the sale or encouraging the next step because a missed opportunity to close the deal is a lost potential revenue. You don’t want attendees logging off impressed but without an idea of what to do next.

What to do? Try these tips:

• Clearly state what you want your audience to do next. It could be to schedule a follow-up meeting, sign up for a trial, or take advantage of an exclusive discount. Whatever the case, make sure you don’t leave any room for ambiguity.
• Again, use simple language and avoid jargon. They should know for sure what the steps to take are.
• Create a sense of urgency or scarcity to encourage immediate action. Limited-time offers or exclusive bonuses work.
• Make your CTA visually prominent and easy to find.

The Virtual Product Demonstration Mistakes to Avoid

Now you know the ‘dos,” what about the “don’ts”? Here are some common virtual product demo mistakes you should side-step for a successful presentation that converts:

• Presenting With Arrogance. It’s already accepted that you’re the expert on the call. No need to act condescendingly or talk down to your audience.
• Ignoring Audience Questions. Nothing turns off potential customers faster than having their questions ignored or dismissed.
• Information overload. Don’t bombard attendees with too many details or jargon.
• Not taking note of the knowledge level. This mistake can lead to oversimplification, and the audience can develop a sense of being talked down on, especially when it consists of people with some technical expertise.
• Failing to highlight the problem your product solves.
• Looking down at your keyboard or elsewhere rather than directly at the audience.
• Relying too heavily on slides or visual aids. That can distract from the emotional connection you’re trying to build.
• Showing your nerves. It communicates a lack of confidence.

Planning for a Powerful Virtual Product Demonstration: Final Thoughts

Developing a successful virtual product demonstration requires an intelligent blend of strategy, preparation, and execution. Following the strategies outlined in this article and avoiding common pitfalls will allow you to create a compelling and informative experience that generates buzz for your product and converts leads into satisfied customers. 

Remember to define the desired outcome of your presentation first and take the necessary steps to achieve it.