Have you ever spent hours crafting the perfect demonstration, only to have the customer suddenly change direction five minutes in? If so, you’re not alone. The traditional approach to demo preparation focuses on comprehensiveness rather than conversion, and that’s a problem.
The trouble with linear demos
Most demos are built linearly: introduction, key features, deep dive, and conclusion. They’re prepared with the assumption that you’ll move from Point A to Point Z without any questions, interruptions, or adjustments.
But that’s rarely how actual conversations unfold. In fact, if you get from A to Z in this way, likely you were missing something and your presentation is missing the mark.
Customers interrupt. They ask unexpected questions. They show greater interest in certain areas and none in others. When your demo is structured linearly, these natural conversational flows become disruptions rather than opportunities. If you havne’t structured your demonstration correctly your customer will feel like they are going on a detour around construction while fighting you the whole time as you navigate your way back to the main road.
Don’t make your customers feel like this.
Enter the “bucket” approach.
Instead of preparing one long, continuous demo, prepare a series of modular “buckets.” Each bucket is a self-contained 5-minute demo centered around a specific capability or value proposition.
This approach, championed by Rob Falcone in “Just F*ing Demo,” gives you incredible flexibility. When a customer expresses interest in a particular area, you can pull out that bucket and demonstrate it precisely, then get immediate feedback before deciding which bucket to use next.
How to build effective demo buckets
- Start with discovery insights: Organize buckets around the pain points and desired outcomes identified during discovery, not product features.
- Keep them self-contained: Each bucket should stand on its own without requiring content from other buckets to make sense.
- Focus on outcomes, not clicks: Begin each bucket by stating the outcome it delivers, not the features it contains.
- Prepare transitions: Have natural segues ready between any two buckets so you can follow customer interest without awkward transitions.
- Include probing questions: End each bucket with thoughtful questions that both validate interest and uncover new areas to explore.
The preparation paradox
Ironically, this modular approach requires more preparation than a linear demo. You need to be ready for multiple paths through your content, not just one. But this extra preparation pays off in dramatically higher engagement and conversion rates.
Beyond features: Preparing to connect
For each bucket, ask yourself:
- What specific pain point does this address?
- What story or example makes this relatable?
- What benefit should the customer remember if they forget everything else?
This approach transforms your demo from a feature showcase into a value conversation. It prioritizes relevance over comprehensiveness and engagement over information transfer.