sales-demo-script
Use this skill when you need to plan or run a B2B product demo that moves the deal forward: "build a demo script", "prep my demo for tomorrow", "our demos are feature tours", "tailor the demo to this prospect". Builds a discovery-led demo around the buyer's top two or three problems: a quick recap, the before-and-after story, the moments that matter, proof, and a clear next step. Produces a timed demo plan, talk track, the questions to ask during it and the follow-up email.étoiles—
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Use this before any demo. A good demo is not a tour of the product; it is proof that the buyer's specific problems go away, shown in the order they care about.
Inputs
- Discovery notes: the problems, their impact, the buyer's words, what success looks like.
- Attendees and their roles (the champion, the economic buyer, evaluators, users).
- The product areas that solve those problems, and approved proof.
The play
1. Choose two or three moments
From discovery, pick the problems with the biggest impact. Each becomes one "moment" in the demo: the before (their pain, in their words), the after (the product doing the job), and the proof. Everything else is left out, however impressive.
2. Structure the time
| Minutes (of 30) | Section |
|---|---|
| 0-3 | Recap: "Here's what we heard. Still right? Anything changed?" |
| 3-6 | The headline outcome: what life looks like after, in one screen |
| 6-22 | Two or three moments, most important first |
| 22-26 | Questions and objections |
| 26-30 | Next step agreed with dates and people |
Start with the most important moment. Executives often leave early.
3. Talk track per moment
- Set it up: "You said approvals stall close for a week."
- Show it: the shortest path in the product, with their data or a realistic example.
- Land it: "That's the step that took Contoso from 9 days to 4."
- Check it: "How would this work with your approval rules?"
4. Prepare for each role
Evaluators want to see how it works; economic buyers want impact and risk; users want to know it is easy. Plan one line for each role.
5. Close with a next step
Propose it, don't ask what they want to do: "Next would be a technical review with Dev and a trial on your data. Does Thursday work?"
What good looks like
- The buyer talks for at least a third of the demo.
- No screen appears that does not map to a stated problem.
- The demo ends with a dated, agreed next step.
- The common mistake is starting with the login screen and touring every menu, so the moment that matters arrives at minute 25 after the buyer has stopped listening.
Rules
- MUST start with a recap of the buyer's problems.
- MUST map each demo moment to a stated problem.
- NEVER demo features that are not available, or present roadmap items as live.
- NEVER show other customers' data.
Example prompts
- "Build a 30-minute demo plan for Lumen from these discovery notes. The CFO joins for the first 10 minutes."
- "Our demos run 60 minutes and buyers drift. Rewrite our standard demo."
- "Write the follow-up email after today's demo with the next steps we agreed."