You’ve just got off the phone after your sales demo.
☑ Great prospect – *Check!*
☑ Solving a pain – *Check!*
☑ Decision within 2 weeks – *Check!*
☑ Have got a sizeable budget – *Check!*
Looks like the perfect deal, but there is still work to be done before it closes.
Even the perfect sales demo is often not enough to close a prospect. A 1-call-close happens few and far between.
Staying on top of your game to keep the prospect in a state of certainty about your product is a must. This is all done after the demonstration and without a strategy to do it effectively, it can cost you more deals than you realise.
Below are some strategies, that if you take, will help you maximise your close rate after a sales demo call.
Why An After Demo Strategy is important?
We just stated the perfect after demo scenario above – I’m sure you’ve been in this situation yourself!
But have you ever had 100% confidence the deal will close, however, when you check-in the following week, the prospect says they will think about it?
It’s confusing to say the least.
It’s for this exact reason that a strategy after the demo should be used, but why does this happen?
The reason this occurs is because certainty fades over time.
When selling, you’re instilling certainty in your product. That it will deliver against the prospect’s goals, and that you’re the best suited person to consult with them.
This will naturally fade when other tasks take priority – and add into the mix competitor platforms – you now see why this occurs.
With the goal being to maintain certainty, let’s look at the specific steps in the checklist.
Summarise the Value Proposition
It’s important to summarise your solution specific to the prospect’s needs. This means highlighting their goals, challenges and how your solution can help them reach their desired outcome.
This is applicable to all industries – from real estate, to SaaS/digital services, and everything else in between!
You can do this by creating a formal proposal that summarises the key points. This is especially important if there are other decision makers involved who didn’t attend the meeting.
You want to do this immediately after your call, and no later than 24 hours. It helps keep the conversation going and shows you’re on the ball.
When making the proposal make it easy for the reader to understand how your solution will achieve their goals, what their commitment is, and the costs involved. You can do this by breaking the proposal up into key headings.
Headings like Proposal Overview, Costing, Timeline for Implementation, and the Value Proposition/Features should all be included.
It’s critical to tailor material to the specific needs of all parties involved.
For example, if you’re selling to a Marketing Manager their needs and challenges will be very different to that of a CTO, and both need to be addressed. That is to say, the CTO will care a lot more about the bottom line and how your offering will get a return on the investment, whereas Marketing resonates with goal oriented details.
In the proposal make sure you include screenshots and images to break up the text. Adding a visual element will help convey meaning in an interesting, and more digestible way.
Another technique used after the demo is a summarised video email.
This is a serious consideration if you have multiple stakeholders involved who didn’t attend the initial meeting. You can use software like Zoom, Google Hangouts, or Vidyard to create a summary of the key points to be presented to other members in the prospect’s team.
When doing this make sure you don’t just repeat what you’ve already told the prospect. Only include the most critical parts to make your solution easy to sell internally.
Start by listing the overarching objective of your solution.
Then, list the 3 most important points that resonated with your prospect. Revisit them in the video summary and address how they will also impact the agenda of the other stakeholders who didn’t attend.
In a competitive buying process, making a video shows you are committed. It gives the impression that the prospect will be serviced to a high standard if they become a paying customer.
You’ll stand out because your competition won’t be doing the same!
Oh no, not admin! Yes, the dreaded part of all salespeople’s day. Doing admin work.
As much as admin is a time consuming job, it does hold merit when it comes to closing a deal after your sales call.
A great framework for deal admin starts by dividing information into 4 categories as follows:
1. General Information
2. Goals and Challenges
3. Timeline and Budget
4. Next Step and Decision Making Process
Make sure to do this whilst the conversation is fresh in your mind. Underneath each category fill out the relevant information. Be as detailed as possible.
This becomes extremely valuable when a deal unexpectedly stalls. Then, comes live again after 3 or so months
It allows you to go back to your notes and pick up from exactly where you left off. This kind of professionalism will win you more deals than you realise because you’re not having to start again with a new conversation.
You know the finer details about the prospect’s situation and this lets you go into the conversation at a place of power. That being said, it’s always a good idea to check in to see if anything has changed about the prospect’s overall situation.
People always appreciate the fact that you’ve gotten to know their situation and you can align your solution seamlessly against their needs. Doing the admin straight away whilst the conversation fresh in your mind will help you achieve this.
Not only that, it gives an excellent scope for team members to work off after the deal is closed. Other internal stakeholders who will service the client will have an educated perspective of the prospect’s situation which will enable them to continue a high level of service.
Add Value Throughout Buying Process
If your sales cycle is more than 1 week, chances are you’ll have to follow up.
It’s important that you don’t constantly follow up with no real purpose asides from trying to get the prospect to agree to the deal. This can be pushy and will break rapport. After all, you don’t want the prospect starting to question if they should buy now, or push it back for another 6 months.
The way to approach this is by ensuring you’re adding value on every occasion you follow up.
What do I mean by this?
A classic, but effective example of this is following up with a relevant case study or article.
You do this in between the time of your sales presentation, and when you’re due to meet again.
This is a way of staying front of mind, but it doesn’t come across as pestering. It appears that you were thoughtful about the prospect’s situation and wanting to send them content to aid in achieving their goals.
We know certainty fades throughout the sales process, so this is an effective way of maintaining it at a desired level.
Another example comes in the pre-sale portion of the sales cycles. In deals that have technical components, offering a session with an Integration Engineer or Customer Success Manager can really help sway a deal in your direction.
Again, working off the principle of diminishing certainty, this maintains certainty in your product and team. Not only that, it shows that you really want to work with the prospect and if the session goes well gives them a taste of the experience they will get once becoming a customer.
In the call you should set out key objectives to help push the deal forward in the right direction. You can bet that most of your competitors won’t be doing the same!
Adding value at key stages of the buying process will make sure you stay front of mind, and will give yourself the best chance to close the deal.
At the core it shows you are really paying attention to their needs, and not just looking to sell them something they don’t need.
Map out Remainder of the Deal
Complex deals will require multiple touch points, often with different stakeholders, before the deal will close. After the sales demo you will have an indication as to what the road map looks like before the agreement gets signed.
A practice that ensures you maintain control over the deal after the initial product demo is mapping out the remainder of the deal. This is always done on a case-by-case basis.
First, look at where the deal currently sits and who is currently involved in the deal. Both internal and external stakeholders should be considered when doing this.
What are the next steps that will occur before the prospect is going to become a customer?
Doing this gives you clarity over the situation, and inherently increases your control over the deal. Think back to a situation where there were many moving parts that needed to be addressed before a resolution occurred. Did it cause stress? Of course it did.
You can’t always understand complex scenarios in your mind, so physically mapping out actionable steps helps your brain understand what needs to be achieved to get the desired outcome.
In the context of a sales deal, make sure to list additional stakeholders who need to be convinced and your plan of attack to do so. A common step before complex deals close is a pre-sales integration call. Engineers on both sides will come together to work out the more technical components of the solution implementation. In this scenario think about how you can assist both sides in a smooth meeting.
Mapping out key stages will give a guideline of the action points needed to ensure the deal closes.
You can even become quite granular in the way this is approached. For example mapping out particular scenarios and how you will respond in the moment. Most commonly, this will include objection handling on a closing call.
Adding that extra layer of preparedness will make sure you have the appropriate answers and ensure you can close the deal.
Offer Competitive Analysis
When you’re speaking with a prospect there’s a good chance that they’re also looking at competitors.
After the first sales demonstration the key stakeholder we’ll have to make a presentation to their boss or the company CEO, and will include a comparison of all solutions that they’re considering.
Be proactive and get an edge. Create a competitive analysis between your product and everything else in the market.
This will make the job of the stakeholder a lot easier, and in doing so positions yourself as an expert in industry.
Make sure to leave any biases at the door and give a true analysis of the strengths of your platform, and why they are critical to have. Think about unique selling proposition that only your solution offers.
Don’t shy away from highlighting some pitfalls. In the event that do you, be sure to include commentary around why the highlighted weaknesses won’t impact the final outcome your prospect is looking to achieve.
The competitive analysis doesn’t need to be more than 2 pages. Use a comparison table for the first page, and a more detailed analysis on the second. Consider adding case studies into this analysis.
This is especially important if your solution is the most expensive within the industry because it shows that even though the price is higher, your prospect will get the results that they are wanting to achieve.
Showing how similar businesses have achieved results is a great way to enhance the chances of you closing the deal after the initial sales demonstration.
Connect on LinkedIn
After the sales call connect with the prospect on LinkedIn. It presents a new channel for you to be able to connect both throughout, and outside of the deal.
Having relevant content about your industry is even better when connecting. It can be an indirect way of positioning yourself as an expert because the prospect can read more into your thoughts on their own accord.
LinkedIn helps to establish the human side to yourself, which is particularly important if you work in an Inside Sales role where they haven’t put a face-to-name yet. Definitely connect with the prospect if you share mutual connections because it further strengthens credibility, and builds trust.
You may also consider connecting with other people from the organisation you’re selling to. This can help to get buy-in from others involved in the deal, without directly reaching out to them through phone or email.
After Demo Email Template
After the sales demo you want to send an email including everything that you discussed in a nice concise manner.
You also want to touch on the next steps so that you maintain control of the deal and the power to influence the prospect moving forward.
Taking into consideration all of the above elements, here is an email you can send after the sales demo.
After Demo Sales Email Template
Hi [Prospect Name],
Thanks for your time on the call today.
Great to learn some more about [Business Name] and discuss how [Your Company] can elevate your review strategy moving forward.
To Recap the Benefits of [Business Name]:
- [Value Proposition Number 1]
- [Value Proposition Number 2]
- [Value Proposition Number 3]
Attached is also a proposal that outlines features and pricing.
Please let me know if you have any questions once you have reviewed. Happy to help out.
As a next step, let’s touch base at [Time and Day]. Look forward to speaking then.
It should be clear the difference that an after demo strategy can make when aiming to close more deals.
There can be such a difference between finalising a call and leaving it to the prospect to come back to you, and using the above techniques to maintain control of the deal.
At every stage of the sales cycle, you should always be asking “What can I do to push this deal to the next step?”. Taking this mentality is integral to optimising your close rate after the demo.
What is clear is that there are multiple angles by which you can increase the chances of your deal closing. The important thing is to know which one to execute, because all sales cycles are different.
Integrating the above techniques will see your sales close rate sky-rocket!