Product demos are an age-old way to convince prospects that your offering is the best possible solution to their problem.

Today, in the age of incredibly capable yet complex SaaS products, the importance of product demos cannot be overstated.

Designed to solve problems and make life easier, SaaS products are only as handy as their user can make them.

Besides, most SaaS products solve complex problems and are required to prove the mettle before possible customers before they make the purchase decision.

Naturally, most SaaS product demos take place in a virtual environment, most commonly with the help of web conference software.

As a result, these are quite different from traditional product demos and come with their own unique challenges.

Whether you are providing a sales demo or a product demo, if you are a beginner, a virtual product demo can seem daunting. Worry not, if that is the case, you have landed on the correct article!

Before we get into how you can deliver a killer demo, let’s understand the simple difference between product demos and sales demos:

Product Demo v/s Sales Demo

A sales demo, as the name suggests, is a demonstration given to a prospect, with the objective of converting them into a customer. Sales demos are usually executed in a manner that highlights the best features of a product, and how said features will help make the prospect’s life easier.

On the other hand, product demos are given to existing customers. In many cases, these can be the result of a support request. However, mostly, product demos are given to new customers as part of the on-boarding process. In such a demonstration, the objective is to familiarise the customer with the product and enable them to make the best possible use of it to solve their problem.

Sales demos create customers and product demos create successful and happy customers.

Now that we understand this difference, let’s jump into how you can deliver a stellar online demonstration.

Tips To Deliver A Great Product Demo

Whether it’s a sales demo or a product demo for a fresh customer, it is probably the first time they are seeing your product in action. This is an important interaction between a business and a prospect/customer and it is crucial to get it right.

Here’s how you can do that:

Go In With A Plan

Having a plan is absolutely critical to success in any kind of product demo. Knowing beforehand how you want the video conference to go will enable you to take the reins.

Moreover, it isn’t just enough to have a plan for the call. You must also be clear about what will happen after the call. If, for instance, it is a sales demo, make sure you are prepared for both the outcomes.

Research Your Audience

Most product demos are very personal, with just the company’s representatives and the decision-makers on the buyer’s side. Therefore, it is worth your time to get to know the people you will be interacting with.

No, we’re not asking you to stalk them on social media (although, knowing a few publicly available details about them can’t hurt). We’re talking of learning about their journey as a buyer.

Before the demo, try to answer the following questions about your prospects/customers:

  • What problem are they trying to solve with your product?
  • How did they find out about your product?
  • What other interactions have they had with your company?
  • Were they previously using a competitor product? If so, why are they switching?

By answering these questions, you will be able to better personalize the demo experience for the customer/prospect. You will be able to present a demo that focuses on solving their problem, not selling your product.

It is also a good idea to study the LinkedIn profile of the client/prospect to understand their role in their organization. This will enable you to further make the call relevant to their professional needs.

Prepare, Prepare, Prepare!

For any professional interaction, preparation is the key to success. It is always good to practice the demo process on your own a few times before the actual demonstration.

Similarly, it is also a good idea to familiarise yourself with the video conferencing platform you will be using for the demonstration. Ideally, you should be so proficient with the tool that you can walk your client through the solutions of minor, commonly expected technical issues.


If you have followed the previous steps, you should be able to narrow down the main focus of the product demo. In other words, you should know the client’s/prospect’s specific problem that your product will solve.

During the call, make sure you make it a point to keep the conversation relevant to them, their needs, and the solution to their problem.