This is how Robert Falcone thinks about product demos because he's lived it firsthand. As a co-founder of his own startup, and now working closely with customers at marketing software maker Monetate, he's given hundreds of product demos. For a while, many were not successful, but he’s used that experience to his advantage.
“I thought it was just as easy as telling people what the product was and what it did,” says Falcone. “But then I'd finish and people would either be confused or just politely say, 'Thank you,' and we'd never hear from them again.”
After getting this response time and time again, he was determined to crack the product demo code. If clarity meant conversions, how could he change his delivery to give people clarity the first time around? To find the answer, he continued to pitch and demo, A/B test, observe and repeat. The lessons he gleaned are collected in his new book “Just F*cking Demo,” which recently hit Amazon's list of hot new releases.