How to conduct the perfect B2B sales demo

Meeting structure

Most demos only last between 30 and 45 minutes. That means you have to structure your demo and keep an eye on the clock. You don’t want to run out of time before you get to the most essential parts.

Introduction and Rapport

While the introduction and rapport sections should be short and sweet, they are still important. While you want to focus on getting to the next stage quickly, you need to build your narrative straight from the kick-off. It’s not about making a sale; it’s about selling a future state.


The discovery section is where deals are won or lost. In this section, you have to discover the prospect’s pain points in order to position your product as the solution.


Use this section to demonstrate that you were listening to the prospect’s concerns. You have to show that you understand their pain points. Repeat the prospect’s pain points back to them and ask them if you have it right.


With this section, set a flow or expectation of what you intend to discuss next. Tell the prospect the features that you would like to show them — but allow them the chance to add to the agenda, if they wish.


After you’ve set the agenda for what you’re going to do next, it’s time for the problem-solving section of your demo. This is the part where you make your prospect realize that your product is the answer to all the issues they laid out for you earlier.

Feedback summary

Give the prospect the time to offer feedback and raise more objections, if they feel it’s necessary. Ask them if they see the value in your product. Do they understand why they should be using it?


Next is the closing section. Firstly, challenge the prospect’s objections, but avoid a monologue. Hector calls this ‘peeling the onion’ — discovering the root cause of their objection. Directly address concerns and provide answers.

The follow-up

Congratulations! You just delivered a perfect B2B sales demo. But it’s not quite over yet…

  • How much you enjoyed showing them your product
  • The key points of what you talked about (if possible, include a recording of your demo)
  • Clear and concise next steps
  • Include any extra information at the end

We can help you sell

At Cognism, we don’t just provide high-quality B2B data and a high-powered B2B lead generation platform — we also provide top-tier content to help salespeople sell.



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