Demo Crime: Lost Leading the Lost

Demo Crimes for Modern Times: 2Win Demo Detectives Solve Classic Mistakes

In a sales and presales function, demo crimes are considered especially heinous. The dedicated demo detectives who investigate these presentation felonies are an elite squad of facilitators, executives, and presales leaders.

These are their stories.

Cold Case Demo Crime:

Lost Leading the Lost 

The "Lost Leading the Lost" crime happens when a sales engineer insists on searching for an answer during a demo, even after the audience says it's not necessary. This crime quickly disrupts momentum and damages trust.

In the worst case, the audience may even recommend where the SE should click to answer their question. If you've ever heard a presenter say, "Give me just a second to find that..." you've likely witnessed this crime.

Repeat Offenders

Solutions engineers commonly encounter this issue when demonstrating complex platforms such as CRM, ERP, and Project Management software. SEs are smart! They are experts in your solution and industry. They can also often feel their job is to prove their expertise by answering every question that comes their way. The challenge is that when you can't quickly locate a feature or configuration, and you insist on continuing the search, you lose credibility and trust.

Scene of the Crime:

Imagine you're giving a demo and everything is going great. The audience is engaged, and you've successfully demonstrated the value of your software. Then someone asks to see a specific feature or configuration option you can't immediately locate. Instead of writing down the question to research later, you dive into the software to find it right then and there. You begin clicking through screens, menus, and tabs. You can't find the screen, so the audience starts suggesting where you should click. Whether you eventually find the feature or not, the solution appears complicated, and you seem disorganized and uninformed. 

Why Does It Happen?

Many sales engineers feel pressure to prove their expertise by immediately answering every question. However, clicking through screens without clear direction diminishes credibility, disrupts the demo's flow, and makes your solution seem cumbersome. 

Department of Corrections

Solve the "Lost Leading the Lost" crime by following a simple rule: if you can't find the information in three clicks or less, ask if you can follow up later. Write down the question and proceed with your demo.

If an audience member insists on an immediate answer, consider:

• Stopping screen sharing to research while a teammate keeps the demo moving temporarily.

• Asking a teammate to quietly research the answer while you proceed. Provide the answer at a natural break in your presentation.

Bonus Tip: If you can't quickly locate the capability, offer to send a follow-up video after the demo so you can gather your thoughts and provide a succinct answer.

Final Verdict

Avoiding the "Lost Leading the Lost" demo crime means staying focused, protecting your momentum, and maintaining audience trust. Don't sacrifice your credibility by persistently searching for features during your demo. You'll build confidence as the demo progresses, so implement this progression to keep the demo moving forward. When an audience member asks, "Can we do [a capability]?"

• Early in the demo, respond "Yes" and quickly show it.

• After you've done that once (to prove you're willing to show it), respond "Yes, would you like to see it?" Oftentimes, the audience will take you at your word. Once they do, you're free to move to the next progression.

• Which is to simply answer "Yes" and move on.  

At some point in your career you're going to be asked a question you don't immediately know the answer to. That's OK. Write it down, research to find the answer, and respond with a short note or video.

If you want to get your presales team up to date on the best ways to engage modern buyers, then we should talk!