This document provides tips for nailing sales demos based on Gong.io's experience improving their own demo process. It recommends starting by understanding buyer personas through interviews and feedback analysis. Then create a demo playbook by reviewing your own demo recordings to identify best practices. Provide continual coaching to reps by having them review highlight reels of top demos and recording their own demos at milestones to assess progress. The goal is to give reps a repeatable sales process and help customers have an "ah-ha" moment through an optimized presentation.

1. How to Nail Your Sales Demo
From Zero to Product-Market Fit
Udi Ledergor, VP Marketing
Gong.io

2. Why worry about nailing
sales demos?
✓
A repeatable sales process is your next challenge
after nailing product-market fit
✓
SaaS specifically relies heavily on product demos
throughout the sales process
✓
The perception of your product can be drastically
changed based on how you position and present it
✓
A good demo gives customers a “lightbulb
moment” where words alone fail

3. Here are the steps we took
to get our own demos right

4. We started with nailing
our buyer personas

5. Sales Leader
Seth
Frontline
Manager
Larry
Sales
Enablement
Sarah
Andy the
Account
Executive
Prospects IIIII III IIIII
Win/Loss III II I I
Current Customers IIIII III IIIII III II
39 persona interviews
from 36 companies
across each stage of the the
customer journey
Documented common pain and
value categories for each

6. Analyzed web feedback to understand
how customers value the product

7. Once we understood our
customers, we started
building our demo playbook

8. Gong is a conversation
intelligence platform that
helps B2B sales teams
improve their calls & demos
by recording, transcribing,
and analyzing them with
artificial intelligence.

9. “Binge watched” our own demo recordings to
figure out what was working and what wasn’t

10. Analyzed “conversation stats” to
bring science to our sales pitch

12. Keep “About Us”
part of the pitch to
less than 2 min.

13. Talk about pricing at the
end of the demo

14. Took our reps to
the next level with
continual demo
coaching

15. Replicated best
practices to new hires to
help them ramp faster
✓
Each new hire starts day one with a “highlight reel”
of our best demo recordings
✓
Allows them to hear and see what “good” sounds
like at each stage of the sales process
✓
Enables them to watch dozens of demo recordings
in a few days vs shadowing dozens in a few weeks
✓
Record and review demos at each milestone of
their onboarding program to assess progress

16. We’re Hiring!
(I mean, Thank You!)
Udi Ledergor, VP Marketing
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