How to Provide a Good Customer Demo

Posted by Mark Happel on August 24, 2017
A customer demo of a (SaaS) software solution is a very strong sales tool. It can show the potential customer the value it can get with the solution. However, to give a good demo requires preparation. Just showing the solution is not the way to do it. You need to know what to show the customer to meet the customer expectations. So don't ever "just" show the tool if you want to sell to the customer. 
There are 3 steps to providing a good software solution demo:  
  1. Scope the requirements of the customer
    First step in the process is to understand what the customer is looking for. Identify the specific use cases the customer is trying to address and get the customer to agree to the success of the demo when showing these cases. In this way you can show the customer specifically what he is looking for, and after demoing you can tick off the customer requirements list succesfully.
  2. Plan the demo to the requirements
    Plan and if required configure the demo to the customer requirements. Prepare the messaging according to the use cases, do not deviate from that (too much). A demo can be accompanied with some slides, but this should be limited to guide the customer in the demo and to tick off the customer requirements at the end of the demo. More sales messaging would distract the demo.
  3. Execute the demo
    Run the demo for the customer using the prepared use cases. Check of each requirement with the customer: is this what he/she wants to get out of the solution? If not explore and find a way to show or park for a follow up. 
After the demo check if all the customer requirements have been met, and what are the next steps in the process to get to a deal. 

How to demo the Ezwim solution

This approach is fully applicable when demoing the Ezwim solution. Key for the Ezwim Expense Management solution is the processing of electronic invoice data and combining it with user and company hierarchy data to assign costs and usage to end-users. Basis of any demo is a default demo account which can be easily scrambled from an existing account. The scrambling will change all numbers and user data so it cannot be linked to the orginal customer. Alternatively you can load customer own data, but that requires a lot more preparation time as well as commitment from the customer to share that data with you.

There are several use cases to be identified to demo, from invoice processing and validation, to workflow automation. A non-exhaustive list of some example Ezwim use cases to demo:
  • Invoice reporting - what usage and subscription costs are on the invoice
  • Role based access control - showing privacy restrictions and lowest level of details to users, managers and corporate admins
  • Customized reporting - run customer reports via the Flexible Report Generator
  • Global cost allocation - Global view, one currency, cross country costcenters
  • Cost allocation - where are cost generated? Cost centers, users, phones, up to 10 levels of hierarchy. 
  • Cost savings - zero usage, unassigned lines, optimization of high users
  • Policies and private/business usage split - in order to either notify or cross-charge to the end user
  • Invoice validation - Ezwim Business Intelligence tooling
  • Asset management - keep track of the assets as part of telecom management
  • One tool for all - integrated expense management and service management
  • Ordering - any workflows to automate telecom processes like MACD and webshop ordering

Based on the use case applicable you should prepare what you want to show in the Ezwim suite. Do not forget to update look and feel in customer colours and logo, and to add any specific details to show the customer their requirements, like e.g. specific policies or example workflows.

When meeting all the customer requirements you are sure to get to the next step, discussing a formal offer or engaging in a customer own Proof of Concept. 

Good luck!


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Written by Mark Happel

As Director of Growth, Mark is responsible for the Ezwim growth strategy as well as providing direct support to Sales. Mark has over 20 years of experience in telecom working in different fields including operations, product, and sales & marketing.
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