Great Demo Surprisingly Compelling Software Demonstrations April 12

Great Demo! Surprisingly Compelling Software Demonstrations April 12, 2016

Objectives n Increase success in the marketing, sales and deployment of your organization’s offerings ¨ Crisper qualification and discovery ¨ Faster sales cycles ¨ Larger orders ¨ Better communication: “No surprises” Engage and prove your capabilities in minutes Ø Focus on the value Ø Increase the rate of success Ø 2 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Agenda Introduction – Setting the Stage: n n What is a demonstration? Why do demos fail? What happens when demonstrations fail? Understanding Your Customer: n Qualification and Discovery – the Customer’s Perspective Preparing Your Demonstration: n n Sales Preparation Technical Preparation Final Summary Questions and Answers 3 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Setting The Stage Surprisingly Compelling Software Demonstrations

A Great Demo! “Do the Last Thing First!” 5 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

A Great Demo! (Introduce) 1. Illustrate 2. Do It 3. Peel It Back 4. Q & A 5. Summariz e 6 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

A Few Questions….

How Can Demos Go Wrong? Failure to identify the key customers’ Critical Business Issues Unknown or unqualified audience needs A feature failed – software bugs/crashes Demonstrator didn’t know the product Can’t drive the message No story Confusing story Too long Too boring Too many features Didn’t stop in time Unclear story Got lost in the story 8 No point to the story No conclusion or poor conclusion Broad range of audience needs Disconnect between Sales and Technical Capabilities didn’t match needs Lack of demo skills Lack of clear objectives Too little time Too much time Equipment failure Equipment unavailable Questions interrupted the flow People interrupted the flow There was no flow Copyright 2003 -2015 The Second Derivative - All Rights Reserved

What Bad Things Happen When Demos Fail? Development n Product capabilities implemented poorly n Wrong product built n Wasted product development iterations n Missed release dates n Project is cancelled Deployment: n User adoption is slowed or stalled n Feedback cycle to vendor is attenuated – missed opportunities n Training costs increase n Professional services costs increase n Adoption is limited – “shelfware” n Benefits delayed (ROI) 9 Sales n Cost of sale increases n Lost opportunities n Value of sale is reduced n Sales cycle is extended n Sale is lost n Fewer products/services sold n Company misses quarterly or annual goals n Salesperson misses quota n Commission is lost or reduced n People leave Copyright 2003 -2015 The Second Derivative - All Rights Reserved

What Is A Demo? Why Do You Do Them? “Demonstration” Defined: “The presentation of the set of Specific Capabilities needed to solve a customer’s Critical Business Issue. ” n What kinds of Demonstrations might you do? 1. Technical Proof of Capabilities 2. Vision Generation 3. Information n 10 Why do a Demonstration? 1. Technical Proof of Capabilities 2. Vision Generation Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Agenda ü Introduction – Setting the Stage: ü ü What is a demonstration? Why do demos fail? What happens when demonstrations fail? Understanding Your Customer: n Qualification and Discovery – the Customer’s Perspective Preparing Your Demonstration: n n Sales Preparation Technical Preparation Final Summary Questions and Answers 11 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Why Do You Build And Sell Software? 12 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Solutions 13 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Specific Capabilities You are riding a bicycle rather fast. You skid on some gravel and fall, scraping your legs and arms. You are bleeding moderately and you hurt, but your bike seems to be ok. Someone sees you fall and comes to offer help. He offers you water – but you aren’t thirsty, you’re bleeding. He offers you a patch kit for your bike, but your tires are fine – and you are still bleeding. Now you are not only hurt, but also irritated! He offers food, music, asthma medicine, dancing girls and guys, a new chain, a map, handlebars, bicycle bags, and a cell phone. All are very nice offers, but clearly what you need is: 1) a few bandages and 2) a couple of aspirin 14 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Agenda ü Introduction – Setting the Stage: ü ü ü What is a demonstration? Why do demos fail? What happens when demonstrations fail? Understanding Your Customer: ü Qualification and Discovery – the Customer’s Perspective Preparing Your Demonstration: n n Sales Preparation Technical Preparation Final Summary Questions and Answers 15 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

The Great Demo! Strategy n n n 16 (Introduce the Situation) Present the Illustration - Summarize Do It - Summarize Peel Back the Layers - Summarize Questions & Answers Summarize Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Traditional Demos… 17 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

There Are Two Ways To Present Solutions… 18 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

There Are Two Ways To Present Solutions… Open window (A) and fly kite (B). String (C) lifts small door (D) allowing moths (E) to escape and eat red flannel shirt (F). As weight of shirt becomes less, shoe (G) steps on switch (H) which heats electric iron (I) and burns hole in pants (J). Smoke (K) enters hole in tree (L), smoking out opossum (M) which jumps into basket (N), pulling rope (O) and lifting cage (P), allowing woodpecker (Q) to chew wood from pencil (R), exposing lead. Emergency knife (S) is always handy in case opossum or the woodpecker gets sick and can't work. 19 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Sales Preparation Surprisingly Compelling Software Demonstrations

The Situation Slide 21 ¨ Job Title - Industry ¨ Critical Business Issue (CBI) ¨ Problems/Reasons ¨ Specific Capabilities ¨ The Delta – the Value ¨ Critical Date Copyright 2003 -2015 The Second Derivative - All Rights Reserved

The Situation Slide [Job Title/Industry: VP Sales, Mid-size Software] CBI: Achieving/exceeding quarterly and annual quota Problems/Reasons: Poor insight into pipeline/forecast Specific Capabilities: Rapid view of actuals, status, problems 22 Delta: $2 M incremental revenue; 2. 5 FTE Critical Date: New reps start August 15 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

6: 1 10: 1 23 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Technical Preparation Surprisingly Compelling Software Demonstrations

Demos… DILBERT reprinted by permission of United Feature Syndicate, Inc. 25 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Create The Outline ü ü ü 26 Introduction Situation and Overview of Proposed Solution Demonstration Questions and Answers Summary Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Example Scenario n n 27 VP Sales, Mid-size Software: ¨ Achieve/exceed quarterly and annual quota ¨ Using multiple Excel spreadsheets and email; takes forever to roll up forecast; gets worse towards end-of-quarters; often asking IT for help – goes back and forth; too many errors; sales team spends too much time with process ¨ Want rapid access to current numbers and status for overall forecast, large opportunities; insight into individual reps performance ¨ $2 M incremental revenue; recover 2. 5 FTE The deliverable is the Sales Dashboard Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Example Outline 28 1. Introduce Situation 2. Present the Sales Dashboard (Illustration) 3. Navigate to the Sales Dashboard 4. Edit/Improve/Drill-down from the Sales Dashboard 5. Questions and Answers 6. Final Summary Copyright 2003 -2015 The Second Derivative - All Rights Reserved

The Illustration 29 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Puzzle… 30 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Cooking… 31 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

One Illustration… 32 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Virtual Exercise 33 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

What Is The Shortest Distance? A 34 B Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Just “Do It” 35 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

How Long Should Your “Do It” Pathway Be? 36 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

This? 37 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Or This? 38 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Peel Back The Layers 39 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

What We Can Learn From Newspapers Organize information in consumable components 40 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

41 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Technical Preparation - Summary 42 ü Complete Discovery ü Create your Outline ü Create your Illustration ü The first pass (“Do It”) ü The follow-on paths (“Peel Back the Layers”) Copyright 2003 -2015 The Second Derivative - All Rights Reserved

Summary Surprisingly Compelling Software Demonstrations

What Did We Accomplish Today? ü Setting the Stage ü Understanding Your Customer: ü ü Preparing Your Demonstration: ü ü ü Qualification and Discovery – the Customer’s Perspective Sales Preparation Technical Preparation Final Summary Questions and Answers 44 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

A Great Demo! (Introduce the Situation) 1. Present the Illustration 2. Do It 3. Peel Back the Layers 4. Questions & Answers 5. Summarize 45 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

A Great Demo! “Do the Last Thing First!” 46 Copyright 2003 -2015 The Second Derivative - All Rights Reserved

The Second Derivative Great Demo! Books ü ü Second Edition Hardcopy Electronic Audio Book Ongoing Coaching ü Key Demo Feedback ü Situation-based Coaching Communities Blog: www. Second. Derivative. com Great Demo! Linked. In Group Workshops and Seminars ü ü 47 Introductory Workshops Focused Workshops Master Classes Refresher Seminars Contact Information Peter E. Cohan, Principal The Second Derivative Telephone: +1 650 631 3694 PCohan@Second. Derivative. com www. Second. Derivative. com Copyright 2003 -2015 The Second Derivative - All Rights Reserved