Great Demo! Surprisingly   Compelling Software Demonstrations March 2009
Objectives <ul><li>Introduce  a framework to create and deliver improved software demonstrations </li></ul><ul><ul><li>Cri...
A Great Demo! Copyright 2005-2009 The Second Derivative - All Rights Reserved “ Do the Last Thing First! ”
A Great Demo! <ul><li>(Introduce) </li></ul><ul><li>Illustrate </li></ul><ul><li>Do It  </li></ul><ul><li>Do It Again </li...
What Is A Demo?  Why Do You Do Them? <ul><li>“ Demonstration” Defined:  </li></ul><ul><li>“ The presentation of the set of...
How Can Demos Go Wrong? <ul><li>Failure to identify the key customers’ Critical Business Issues </li></ul><ul><li>Unknown ...
What Bad Things Happen When Demos Fail? <ul><li>Sales </li></ul><ul><li>Cost of sale increases </li></ul><ul><li>Lost oppo...
Solutions Copyright 2005-2009 The Second Derivative - All Rights Reserved
Specific Capabilities <ul><li>You are riding a bicycle rather fast.  You skid on some gravel and fall, scraping your legs ...
The Great Demo! Strategy <ul><li>(Introduce the Situation) </li></ul><ul><li>Present the Illustration - Summarize </li></u...
Traditional Demos… Copyright 2005-2009 The Second Derivative - All Rights Reserved
There Are Two Ways To Present Solutions… Copyright 2005-2009 The Second Derivative - All Rights Reserved Open window  (A) ...
Great Demos Copyright 2005-2009 The Second Derivative - All Rights Reserved Great Demos present the  what  right away,  an...
But What About The Other Neat Stuff? Copyright 2005-2009 The Second Derivative - All Rights Reserved
Why Not Show Other Neat Stuff?   <ul><li>You add risks: </li></ul><ul><li>Running into  bugs  or  crashing </li></ul><ul><...
Morals Copyright 2005-2009 The Second Derivative - All Rights Reserved Great Demos present the  what  right away,  and the...
Example Outline Preparation <ul><li>Example Scenario:  </li></ul><ul><li>[You have never heard of Microsoft Word…]  </li><...
Example Outline <ul><li>Introduce the Situation </li></ul><ul><li>Present the Article (the Illustration) </li></ul><ul><li...
The Illustration Copyright 2005-2009 The Second Derivative - All Rights Reserved
What Is The Shortest Distance?  Copyright 2005-2009 The Second Derivative - All Rights Reserved A B
Just “Do It” Copyright 2005-2009 The Second Derivative - All Rights Reserved
Peel Back The Layers – “Do It Again” Copyright 2005-2009 The Second Derivative - All Rights Reserved
What We Can Learn From Newspapers Copyright 2005-2009 The Second Derivative - All Rights Reserved Organize information in ...
How Long Should The Demo Take? <ul><li>A complete Great Demo! time-line is concise: </li></ul><ul><ul><li>Introduction 1-2...
A Great Demo! <ul><li>(Introduce the Situation) </li></ul><ul><li>Present the Illustration - Summarize </li></ul><ul><li>D...
Great Demo! Copyright 2005-2009 The Second Derivative - All Rights Reserved “ Do the Last Thing First! ”
The Second Derivative Copyright 2005-2009 The Second Derivative - All Rights Reserved Contact Information Peter E. Cohan, ...
Upcoming SlideShare
Loading in …5
×

Great Demo! Overview March 2009

2,456 views

Published on

Great Demo! Oveview - with Voice. A terrific way to sample some of the key ideas...

Published in: Business, Technology
  • Be the first to comment

Great Demo! Overview March 2009

  1. 1. Great Demo! Surprisingly Compelling Software Demonstrations March 2009
  2. 2. Objectives <ul><li>Introduce a framework to create and deliver improved software demonstrations </li></ul><ul><ul><li>Crisper qualification </li></ul></ul><ul><ul><li>Faster sales cycles </li></ul></ul><ul><ul><li>Larger orders </li></ul></ul><ul><ul><li>Better communication: “no surprises” </li></ul></ul><ul><ul><li>Engage and prove your capabilities in minutes </li></ul></ul><ul><ul><li>Focus on the value (as opposed to features) </li></ul></ul><ul><ul><li>Increase the rate of success for your demos overall </li></ul></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  3. 3. A Great Demo! Copyright 2005-2009 The Second Derivative - All Rights Reserved “ Do the Last Thing First! ”
  4. 4. A Great Demo! <ul><li>(Introduce) </li></ul><ul><li>Illustrate </li></ul><ul><li>Do It </li></ul><ul><li>Do It Again </li></ul><ul><li>Q & A </li></ul><ul><li>Summarize </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  5. 5. What Is A Demo? Why Do You Do Them? <ul><li>“ Demonstration” Defined: </li></ul><ul><li>“ The presentation of the set of Specific Capabilities needed to solve a customer’s Critical Business Issue.” </li></ul><ul><li>What kinds of Demonstrations might you do? </li></ul><ul><ul><li>Technical Proof of Capabilities </li></ul></ul><ul><ul><li>Vision Generation </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><li>Why do a Demonstration? </li></ul><ul><ul><li>Technical Proof of Capabilities </li></ul></ul><ul><ul><li>Vision Generation </li></ul></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  6. 6. How Can Demos Go Wrong? <ul><li>Failure to identify the key customers’ Critical Business Issues </li></ul><ul><li>Unknown or unqualified audience needs </li></ul><ul><li>A feature failed – software bugs/crashes </li></ul><ul><li>Demonstrator didn’t know the product </li></ul><ul><li>Can’t drive the message </li></ul><ul><li>No story </li></ul><ul><li>Confusing story </li></ul><ul><li>Too long </li></ul><ul><li>Too boring </li></ul><ul><li>Too many features </li></ul><ul><li>Didn’t stop in time </li></ul><ul><li>Unclear story </li></ul><ul><li>Got lost in the story </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved 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 for the demo Too little time Too much time Equipment failure Equipment unavailable Questions interrupted the flow People interrupted the flow
  7. 7. What Bad Things Happen When Demos Fail? <ul><li>Sales </li></ul><ul><li>Cost of sale increases </li></ul><ul><li>Lost opportunities </li></ul><ul><li>Value of sale is reduced </li></ul><ul><li>Sales cycle is extended </li></ul><ul><li>Sale is lost </li></ul><ul><li>Fewer products/services sold </li></ul><ul><li>Company misses quarterly or annual goals </li></ul><ul><li>Salesperson misses quota </li></ul><ul><li>Commission is lost or reduced </li></ul><ul><li>People leave </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved <ul><li>Development </li></ul><ul><li>Product capabilities implemented poorly </li></ul><ul><li>Wrong product built </li></ul><ul><li>Wasted product development iterations </li></ul><ul><li>Missed release dates </li></ul><ul><li>Project is cancelled </li></ul><ul><li>Deployment: </li></ul><ul><li>User adoption is slowed or stalled </li></ul><ul><li>Feedback cycle to vendor is attenuated – missed opportunities </li></ul><ul><li>Training costs increase </li></ul><ul><li>Professional services costs increase </li></ul><ul><li>Adoption is limited – “shelfware” </li></ul><ul><li>Benefits delayed (ROI) </li></ul>
  8. 8. Solutions Copyright 2005-2009 The Second Derivative - All Rights Reserved
  9. 9. Specific Capabilities <ul><li>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. </li></ul><ul><li>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, fresh clothes, a new chain, a map, handlebars, bicycle bags, and a cell phone. </li></ul><ul><li>All are very nice offers, but clearly what you need is: </li></ul><ul><ul><li>a few bandages and </li></ul></ul><ul><ul><li>a couple of aspirin </li></ul></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  10. 10. The Great Demo! Strategy <ul><li>(Introduce the Situation) </li></ul><ul><li>Present the Illustration - Summarize </li></ul><ul><li>Do It - Summarize </li></ul><ul><li>Peel Back the Layers - Summarize </li></ul><ul><li>Questions & Answers </li></ul><ul><li>Summarize </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  11. 11. Traditional Demos… Copyright 2005-2009 The Second Derivative - All Rights Reserved
  12. 12. There Are Two Ways To Present Solutions… Copyright 2005-2009 The Second Derivative - All Rights Reserved 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.
  13. 13. Great Demos Copyright 2005-2009 The Second Derivative - All Rights Reserved Great Demos present the what right away, and then follow with the how .
  14. 14. But What About The Other Neat Stuff? Copyright 2005-2009 The Second Derivative - All Rights Reserved
  15. 15. Why Not Show Other Neat Stuff? <ul><li>You add risks: </li></ul><ul><li>Running into bugs or crashing </li></ul><ul><li>Boring the audience </li></ul><ul><li>Running out of time </li></ul><ul><li>Making your product look too complicated </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  16. 16. Morals Copyright 2005-2009 The Second Derivative - All Rights Reserved Great Demos present the what right away, and then follow with the how . Make sure both the what and the how focus on the Specific Capabilities your customer needs.
  17. 17. Example Outline Preparation <ul><li>Example Scenario: </li></ul><ul><li>[You have never heard of Microsoft Word…] </li></ul><ul><li>Sales qualification determines the following needs: </li></ul><ul><ul><li>To create business documents, specifically… </li></ul></ul><ul><ul><li>An Article with text, logo, formatting, columns. </li></ul></ul><ul><li>The deliverable is the completed Article . </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  18. 18. Example Outline <ul><li>Introduce the Situation </li></ul><ul><li>Present the Article (the Illustration) </li></ul><ul><li>Create the Article and present it again </li></ul><ul><li>Edit/improve the Article and present it again </li></ul><ul><li>Questions and Answers </li></ul><ul><li>Final Summary </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  19. 19. The Illustration Copyright 2005-2009 The Second Derivative - All Rights Reserved
  20. 20. What Is The Shortest Distance? Copyright 2005-2009 The Second Derivative - All Rights Reserved A B
  21. 21. Just “Do It” Copyright 2005-2009 The Second Derivative - All Rights Reserved
  22. 22. Peel Back The Layers – “Do It Again” Copyright 2005-2009 The Second Derivative - All Rights Reserved
  23. 23. What We Can Learn From Newspapers Copyright 2005-2009 The Second Derivative - All Rights Reserved Organize information in consumable components
  24. 24. How Long Should The Demo Take? <ul><li>A complete Great Demo! time-line is concise: </li></ul><ul><ul><li>Introduction 1-2 minutes </li></ul></ul><ul><ul><li>Illustration 1-2 minutes </li></ul></ul><ul><ul><li>Do It 1-2 minutes </li></ul></ul><ul><ul><li>Do It Again 5-10 minutes </li></ul></ul><ul><ul><li>Q & A 5-10 minutes </li></ul></ul><ul><ul><li>Summary 2-4 minutes </li></ul></ul><ul><li>Plan on 15 – 30 minutes for the entire performance – that’s a Great Demo! </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved 12-24 Minutes per Solution
  25. 25. A Great Demo! <ul><li>(Introduce the Situation) </li></ul><ul><li>Present the Illustration - Summarize </li></ul><ul><li>Do It - Summarize </li></ul><ul><li>Peel Back the Layers - Summarize </li></ul><ul><li>Questions & Answers </li></ul><ul><li>Summarize </li></ul>Copyright 2005-2009 The Second Derivative - All Rights Reserved
  26. 26. Great Demo! Copyright 2005-2009 The Second Derivative - All Rights Reserved “ Do the Last Thing First! ”
  27. 27. The Second Derivative Copyright 2005-2009 The Second Derivative - All Rights Reserved Contact Information Peter E. Cohan, Principal The Second Derivative Telephone: +1 650 631 3694 [email_address] www.SecondDerivative.com http://greatdemo.blogspot.com <ul><li>DemoGurus ® </li></ul><ul><li>Evergreen best practices, tips, guidelines, new techniques </li></ul><ul><li>New tools and technologies </li></ul><ul><li>www.DemoGurus.com </li></ul><ul><li>Great Demo! Books </li></ul><ul><li>Second Edition </li></ul><ul><li>Hardcopy </li></ul><ul><li>Electronic </li></ul><ul><li>Ongoing Coaching </li></ul><ul><li>Key Demo Feedback </li></ul><ul><li>Situation-based Coaching </li></ul><ul><li>Great Demo! Workshops </li></ul><ul><li>Introductory Seminars </li></ul><ul><li>Focused Workshops </li></ul><ul><li>Master Classes </li></ul><ul><li>Refresher Workshops </li></ul>

×