Demo ANYTHING in 5 Minutes – Turning Every Presentation into a Conversation

Have you ever finished a product demo wondering if you actually showed prospects what they wanted to see? This is the reality of many presales professionals today, and is due to our approach for demonstrations which involves a fully scripted path accounting for every available minute in the conversation. What comes first, second, third is all pre-determined unless the customer has the courage to interject and adjust the presentation in the moment.

I built a framework to turn every demonstration into a meaningful interaction with customers and prospects. The Demo in 5 Framework transforms traditional demonstrations into dynamic conversations, ensuring you’re always presenting what matters most to your audience.

The Four-Step Framework

Step 1: Set a Clear Objective

Begin by outlining exactly what you’re about to demonstrate and why it matters to your prospect. Reference their specific needs discovered in previous conversations. End this step by obtaining explicit agreement before moving forward: “Does this sound like a good place to start?”

It’s important to note that in Step 1 you’re not getting full buy-in on the entire presentation. You’re just getting a starting-point established.

Step 2: Demo Efficiently

Show exactly what you promised in Step 1—nothing more, nothing less. Take the most direct path through your solution. Focus on what you ARE doing rather than all the things you COULD do. This keeps your demonstration clear, concise, and tied directly to the benefits discussed in Step 1.

Step 3: Probe for Impact and Interest

Once you’ve completed your demonstration, ask open-ended questions to:

• Confirm you’ve addressed their needs
• Understand the potential impact on their business
• Uncover what else they might want to see

This critical step transforms a one-way presentation into a two-way conversation and helps identify the next most valuable topic to address.

Step 4: Contract for the Next Segment

Based on what you learn in Step 3, propose your next demonstration topic by connecting a specific benefit to a feature: “Earlier, you mentioned [benefit]. I can show you how [feature] delivers this. Would you like to see that?”

If they say yes, you have a new contract for another focused 5-minute demo. If they don’t need to see it, then you’ve saved time and have avoided showing something they do not want to see.

Why This Framework Works

The Demo in 5 Framework isn’t about shortening your meetings or saving you prep time. It’s about making every minute count. By breaking your demonstration into focused 5-minute segments, you:

• Keep your audience engaged through regular interaction
• Ensure you’re only showing what truly matters to them
• Create natural conversation opportunities
• Build trust by demonstrating that you respect their time and priorities

This approach works for everything from quick 15-minute demonstrations to comprehensive half-day workshops. You will need to become an expert in building short experiences and becoming a guide rather than an end-to-end presenter.

Remember: Your most impressive features only matter if they solve your prospect’s specific problems. The Demo in 5 Framework ensures you’re always focused on what matters most to them.