Sales Demonstration Skills

The demonstration may be to keep customers informed, find needs, or to prove that a solution is the best. These varying aims and stages in the sales process mean that our approach must be appropriate. Common errors include inflexible standard demonstrations and demonstrating our ‘flavour of the month’ instead of responding to the customer.


The Demonstration is a key element in a sales process. Well meaning demonstrations can destroy the sales process by inadvertently making the ‘product’ appear complicated or irrelevant. Demonstrating is not just showing product knowledge. This course allows participants to avoid common errors and turn the demonstration into a more valuable part of the sales process.

Who Should Attend
All salespeople, pre-salespeople and others involved in demonstrations.

Demonstration Skills 1 Day – Course Objectives

Participants will learn:

  • the common cause of poor demonstrations
  • the different types of demonstration, also the requirements and constraints
  • the structure of an effective demonstration
  • to develop an effective style
  • the key factors to ensure success when working as a team
  • the key active listening skills and how to use them in a demonstration and in other customer meetings


Demonstration Skills – Course Outline

Demonstration Need & Types
Barriers to an effective demonstration
Demonstration as a first stage in the persuasive process
Demonstration as a later stage in the persuasive process
Public demonstration, single customer, multiple customers

The Demonstration Structure
Questioning – during the demonstration
Matching Needs
Obtaining Agreement

Demonstration Style
Controlling the sequence
Winning Words
Answering Questions

Team Demonstrations

Listening Skills
‘Active’ vs ‘Passive’ listening skills
‘Active listening techniques
Controlling a conversation through listening techniques
Obtaining ‘Free Information’