Book Club: Lessons Learned Implementing “Great Demo!” Methodology

Written by Theresa Shafer. Posted in Books, Demos, Sales

Book Club For Business Impact logo Live roundtable on lessons learned implementing the “Great Demo!” methodology Tue-Sep-4-2012

  • 12:00 p.m. Pacific / 1:00 p.m. Mountain
  • 2:00 p.m. Central / 3:00 p.m. Eastern
  • 8:00 PM London / 9:00 PM Paris & Berlin

Signup

Update Sept 6: “Recap and Audio from “Lessons Learned Implementing Great Demo! Methodology

Cohan Great Demo

Great Demo!: How To Create And Execute Stunning Software Demonstrations

by Peter Cohan

Great Demo! provides sales and pre-sales staff with a method to dramatically increase their success in closing business through substantially improved software demonstrations. It draws upon the experiences of thousands of demonstrations, both delivered and received from vendors and customers. The distinctive “Do the Last Thing First” concept generates a “Wow!” response from customers.

BUY BOOK button

 

Related Resources:

Share your story –

Leave a comment below

  • What do you think of the book?
  • Do you have a question about the current book?
  • How did impact your business?

Additional Book Reviews

Managing Oneself Article
Boyd-OODA The Lean Startup
Moore's Darwin and the Demon HRB article
Cohan Great Demo
Origin and Evolution

Innovative, Robust, Seamless, Disruptive, and Patented

Written by Sean Murphy. Posted in 2 Open for Business Stage, 3 Early Customer Stage, Demos, skmurphy

I am always puzzled when companies use adjectives like:

  • Innovative
  • Robust
  • Disruptive
  • Seamless
  • Patented

in their product descriptions, brochures, datasheets, website, marketing and sales decks, videos, trade show booth signage, presentations, etc…

These are not adjectives that are on a prospect’s “nice to have” checklist, much less their “should have” or “must have” lists.

These are adjectives that marketeers use to characterize a technology.  Sprinkling these and other “buzzword bingo” adjectives  all over your messaging will do nothing either to attract prospects or to convince them to buy.

Describe the problems that your prospects face in plain English using words that they use.

Describe the benefits that your offering will provide the same way.


I realized after I wrote this that Peter Cohan had developed a Content Free Buzzword Compliant Vocabulary List that also contained robust and seamless and another dozen that I had overlooked:

  1. Robust
  2. Powerful
  3. Flexible
  4. Integrated
  5. Seamless
  6. Extensible
  7. Scalable
  8. Interoperable
  9. Easy-to-use
  10. Intuitive
  11. User-friendly
  12. Comprehensive
  13. Best-of-breed
  14. World-class

Peter Cohan’s next Great Demo Workshop in Silicon Valley is October 10-11, 2012.

The Fact That Your App Was a Weekend Project Is Not a Feature

Written by Sean Murphy. Posted in 1 Idea Stage, 3 Early Customer Stage, Demos, skmurphy

The fact that your new application was a weekend project is not a feature! I see announcements like

  • We just coded this up last weekend take  a look…
  • I wrote this on a Saturday afternoon check it out…
  • We built the tool (over the last few weekends)…

I don’t know if it’s Startup Weekend’s original promise of launching a startup in 54 hours (which they have walked back very carefully over the last few years) or teams taking “fail fast” too much to heart over “fail well” but I worry that prefacing the description of your offering with how little time you have spent on it is a way of rationalizing a prospect’s future rejection.  If prospects don’t like it then that’s OK because you didn’t spend much time on it. But it’s an attitude that can minimize learning.

Worse, “We just slapped something together please take a look” is not a compelling feature to highlight if you are selling a business application. Business owners and managers have no desire to QA half-finished products.

Three Things to Highlight Instead

  1. Talk about why you are committed to solving the problem.
  2. Explain how they can assess the impact on their task, job, or business. Shift your focus from what they think of your product to how they will asses it’s value.
  3. If your product has features that offer a diagnostic or analysis of a prospect’s situation or data those may be the most important to develop early, if only to help prospect’s become more aware of the extent of problems that they may have.

Great Demo! Demonstration Effectiveness Workshop

Written by Theresa Shafer. Posted in Demos, Events

OVERALL OBJECTIVES

Establish a framework, including skills and processes, to create and deliver improved software demonstrations to increase success in the sales and deployment of your organization’s offerings.

Sub-objectives:

  • Improve demonstration quality and effectiveness, by implementing a standard process and tools for demonstrations.
  • Establish and communicate clear objectives for each demo.
  • Increase probability of success for demo outcomes for real-life situations.
  • Improve communication, preparation and follow-up between sales and presales.
  • Reduce the cost of sales by using demos more judiciously.
  • Increase the average deal size and/or sell additional products and services.
  • Increase existing subscription expansion and renewals.

WORKSHOP DELIVERABLES AND SPECIFIC LEARNING OBJECTIVES

Participants will learn how to:

  1. Determine the right content for a demonstration, based on the customer’s business needs and objectives.
  2. Organize the content in a novel, logical progression that maps to audience needs and depth of interest – and engage and prove your capabilities within the first six minutes of the demonstration.
  3. Prepare demonstrations using the new method.
  4. Present demonstrations with the highest probability of success in achieving the desired objectives.
  5. Manage a range of real-life situations and scenarios.

Participants complete the Workshop equipped with:

  1. A newly constructed, highly compelling demonstration of your software, targeted specifically for a typical key scenario.
  2. The ability to apply the method to develop equally targeted and compelling demonstrations for other scenarios, products, and situations.

The Great Demo! methodology delivers targeted “what’s in it for me?” benefits right up front, followed by rapid, targeted proof, and then further, more detailed exploration in accord with the audience’s level and depth of interest.  This proven, highly successful method maps extremely well to the specific needs and constraints of audiences that can include senior management, middle management, end users, and IT staff.

DESCRIPTION

1-Day and 1.5-Day Sessions:

The Workshop begins by introducing the method and typical results, generating interest in the participants to learn more.  An understanding of what constitutes demonstrations and the purposes for delivering demonstrations is developed, followed by exploring the reasons why demonstrations can fail and the resulting impact on the organization.

Next, a method is presented that provides the participants with the tools and processes to ensure that the qualification and discovery information necessary to create successful demonstrations is uncovered and communicated.  This segment introduces qualification and discovery steps and methods, and defines roles and expectations for Sales and Technical staff.  Customer-derived qualification and discovery information is then mapped to the specific capabilities to be demonstrated.

Role-play exercises are used to establish the concepts and skills in day-to-day practice for the participants.  The scenarios generated by the participants during role-play are developed further during the course of the Workshop.

The key components for a demonstration are then developed, including the Customer Situation, Illustrations, “Do It” and “Peel Back the Layers” demo pathways.  Components are created in exercises and presented by the participants to the Workshop attendees in role-play, cementing the concepts and establishing desired behavior.  The components are developed and added to the growing demo, with each subsequent role-play reinforcing the skills previously learned.

The method developed up to this point in the Workshop is designed for “ideal” situations, providing participants with a simple, effective process to follow and generating confidence.  The next segments of the Workshop expand the participants’ toolkit to enable improved success with “real-life” situations.

Proven methods for handling questions, changes in agendas, and other interruptions are introduced and practiced.  The use of Demonstration Roadmaps is presented in conjunction with multi-solution and multi-customer-role demonstrations.

Wrap-up for 1-Day Session Participants.

1.5-Day Session:

The second morning provides sufficient time to extend role-play to embrace more “real-life” situations.  Participants incorporate the skills developed on Day 1 and present their new demonstrations “top-to-bottom” during the final role-play exercises.

The additional time also enables exploration of additional demonstration challenges and topics.  Example topics include Remote Demonstrations (e.g., via WebEx), Managing and Out-flanking Competition, Uncovering and Leveraging Value, RFP’s and Scripted Demos, New Product Roll-out Scenarios, Team Tactics (sales/presales choreography),  Managing POC’s and others.

Great Demo! Workshop on October 10 & 11, 2012

Written by Theresa Shafer. Posted in Demos, Events, Sales

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it — we’ll help you turn it into a surprisingly compelling demo. More information

Core Seminar & Advanced Topics
October 10 & 11, 2012
Cost: $930 (Before Sep-24: $895)
Register Great Demo
Single Day – Core Seminar Only
October 10, 2012
Cost: $620 (Before Sep-24: $595)

Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129
For out of town attendees: The Moorpark is located 400 feet from the Saratoga Ave exit on Hwy 280, about 7 miles from San Jose Airport and 35 miles from San Francisco Airport Hotels Near Great Demo! Workshop

“I am confident that with the insights gained from your workshop we will land more customers in fewer iterations.”
Lav Pachuri, CEO, Xleron Inc.

“Peter Cohan’s Great Demo method really works. It helped us win DEMOgod, and it has allowed us to explain our offering much more clearly to prospects.”
Chaim Indig, CEO, Phreesia
(See “DEMOgod Winner Phreesia Praises Peter Cohan Training“)

More information on the workshop

ABOUT THE SPEAKER: Peter Cohan, Principal at Second Derivative
Community Web Site: www.DemoGurus.com

Peter Cohan is the founder and a principal of The Second Derivative, a consultancy focused on helping software organizations improve their sales and marketing results. In July 2004, he enabled and began moderating DemoGurus®, a community web exchange dedicated to helping sales and marketing teams improve their software demonstrations. In 2003, he authored Great Demo!, a book that provides methods to create and execute compelling demonstrations. The 2nd edition of Great Demo! was published March 2005.

Before The Second Derivative, Peter founded the Discovery Tools® business unit at Symyx Technologies, Inc., where he grew the business from an empty spreadsheet into a $30 million operation. Prior to Symyx, Peter served in marketing, sales, and management positions at MDL Information Systems, a leading provider of scientific information management software. Peter currently serves on the Board of Directors for Collaborative Drug Discovery, Inc. and the board of advisors for Excellin, Inc. He holds a degree in chemistry.

Peter has experience as an individual contributor, manage and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

Day 1 Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:15 AM Workshop begins
  • Noon Lunch
  • 1 PM Workshop Continues
  • 5 PM Wrap up

Day 2 Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:15 AM Workshop begins on Advanced Topics
  • 12:30pm Wrap up

Seating is Limited

For more information: Theresa 408-252-9676 events@skmurphy.com

Great Demo Workshop on May 23, 2012

Written by Theresa Shafer. Posted in Demos, Events, Sales

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

When: Wednesday, May 23, 2012 8 am – 5 pm
Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129
For out of town attendees: The Moorpark is located 400 feet from the Saratoga Ave exit on Hwy 280, about 7 miles from San Jose Airport and 35 miles from San Francisco Airport Hotels Near Great Demo! Workshop

Cost: $620
Before May. 1: $595

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it — we’ll help you turn it into a surprisingly compelling demo!

Register Great Demo

This seminar outlines a framework for the creation and delivery of improved demos and presentations to enable increased success in the marketing, sale, and deployment of software and related products. Whether it’s face to face, in a webinar, as a screencast, or as a self-running demo the ability to present the key benefits of your software product is essential to generating prospect interest and ultimately revenue. Peter Cohan of The Second Derivative gives us the recipe for a Great Demo!

“I am confident that with the insights gained from your workshop we will land more customers in fewer iterations.”
Lav Pachuri, CEO, Xleron Inc.

“Peter Cohan’s Great Demo method really works. It helped us win DEMOgod, and it has allowed us to explain our offering much more clearly to prospects.”
Chaim Indig, CEO, Phreesia
(See “DEMOgod Winner Phreesia Praises Peter Cohan Training“)

ABOUT THE SPEAKER: Peter Cohan, Principal at Second Derivative
Community Web Site: www.DemoGurus.com

Peter Cohan is the founder and a principal of The Second Derivative, a consultancy focused on helping software organizations improve their sales and marketing results. In July 2004, he enabled and began moderating DemoGurus®, a community web exchange dedicated to helping sales and marketing teams improve their software demonstrations. In 2003, he authored Great Demo!, a book that provides methods to create and execute compelling demonstrations. The 2nd edition of Great Demo! was published March 2005.

Before The Second Derivative, Peter founded the Discovery Tools® business unit at Symyx Technologies, Inc., where he grew the business from an empty spreadsheet into a $30 million operation. Prior to Symyx, Peter served in marketing, sales, and management positions at MDL Information Systems, a leading provider of scientific information management software. Peter currently serves on the Board of Directors for Collaborative Drug Discovery, Inc. and the board of advisors for Excellin, Inc. He holds a degree in chemistry.

Peter has experience as an individual contributor, manage and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:15 AM Workshop begins
  • Noon Lunch
  • 1 PM Workshop Continues
  • 5 PM Wrap up

Seating is Limited

For more information: Theresa 408-252-9676 events@skmurphy.com

Defining Your Benefit and Targeting a Set of Prospects

Written by Sean Murphy. Posted in Demos, Events, skmurphy

It’s not uncommon for a beginning entrepreneur to define prospects as “anyone who can use my product.” This is what Jerry Sternin calls “true but useless information.”

I see a number of startups make similar mistake in circular logic in defining their mission. Here is one example:

“Our goal is to deliver innovative disruptive solutions that meet the product development and improvement challenges faced by our customers.”

If a startup doesn’t meet their prospect’s challenges they probably won’t become or long remain your customers. It’s a necessary but not sufficient condition for success.

The deeper challenge is that the majority of startups claim to offer innovative solutions and disruptive products. This  alone does not differentiate you in any meaningful way and is not a specific promise.

Consider how to embody your technology in a prototype that would allow you to make specific credible claims of differentiated or unique value.

For example we worked with a firm that had a nanotechnology fabrication capability. They used it to make very thin heat pipes. They produced a sample kit that had two six inch long one inch wide 2mm thick pieces of metal. One was solid aluminum; the other was their aluminum heat pipe, which had about half the mass.

In a customer development interview we would ask a thermal engineer or mechanical engineer to dip both into a cup of steaming hot water or coffee.  The engineer would normally drop it in less than a second as it had become too hot to hold:  it was as if they had dipped their hand directly in the hot water.  The solid aluminum would take several seconds to heat up to an equivalent temperature. They used this as a compelling demonstration of the difference in heat transfer rates at equivalent thickness.  This was a very attractive proposition not only for mobile devices where thickness is at a premium but also applications like hybrid or electric vehicles where the weight and volume of the thermal transfer network can exceed that of the battery packs they are designed to protect. Less weight and higher heat transfer means either more battery storage or lower weight or both: the net impact is longer range.

Register Great Demo If your software demo is not compelling prospects to take action, consider attending our Great Demo workshop on Wed-Feb-29.

Great Demo Workshop on February 29, 2012

Written by Theresa Shafer. Posted in Demos, Events, Sales

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

When: Wednesday, February 29, 2012 8 am – 5 pm
Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129
For out of town attendees: The Moorpark is located 400 feet from the Saratoga Ave exit on Hwy 280, about 7 miles from San Jose Airport and 35 miles from San Francisco Airport Hotels Near Great Demo! Workshop

Cost: $620
Before Feb. 8: $595

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it — we’ll help you turn it into a surprisingly compelling demo!

Register Great Demo

This seminar outlines a framework for the creation and delivery of improved demos and presentations to enable increased success in the marketing, sale, and deployment of software and related products. Whether it’s face to face, in a webinar, as a screencast, or as a self-running demo the ability to present the key benefits of your software product is essential to generating prospect interest and ultimately revenue. Peter Cohan of The Second Derivative gives us the recipe for a Great Demo!

“I am confident that with the insights gained from your workshop we will land more customers in fewer iterations.”
Lav Pachuri, CEO, Xleron Inc.

“Peter Cohan’s Great Demo method really works. It helped us win DEMOgod, and it has allowed us to explain our offering much more clearly to prospects.”
Chaim Indig, CEO, Phreesia
(See “DEMOgod Winner Phreesia Praises Peter Cohan Training“)

ABOUT THE SPEAKER: Peter Cohan, Principal at Second Derivative
Community Web Site: www.DemoGurus.com

Peter Cohan is the founder and a principal of The Second Derivative, a consultancy focused on helping software organizations improve their sales and marketing results. In July 2004, he enabled and began moderating DemoGurus®, a community web exchange dedicated to helping sales and marketing teams improve their software demonstrations. In 2003, he authored Great Demo!, a book that provides methods to create and execute compelling demonstrations. The 2nd edition of Great Demo! was published March 2005.

Before The Second Derivative, Peter founded the Discovery Tools® business unit at Symyx Technologies, Inc., where he grew the business from an empty spreadsheet into a $30 million operation. Prior to Symyx, Peter served in marketing, sales, and management positions at MDL Information Systems, a leading provider of scientific information management software. Peter currently serves on the Board of Directors for Collaborative Drug Discovery, Inc. and the board of advisors for Excellin, Inc. He holds a degree in chemistry.

Peter has experience as an individual contributor, manage and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:15 AM Workshop begins
  • Noon Lunch
  • 1 PM Workshop Continues
  • 5 PM Wrap up

Seating is Limited These are intensive sessions and we ask that you arrive at least 15 minutes before 8:30AM start time to ensure you will have a seat and won’t disrupt the session once it is underway.

For more information: Theresa 408-252-9676 events@skmurphy.com

It’s the Picture on the Box that Sells the LEGO Set

Written by Sean Murphy. Posted in 3 Early Customer Stage, Customer Development, Demos

A common  complaint an entrepreneur voices when they first try to explain why a prospect should pay for their product:

“It’s difficult expressing the value proposition in just a few words because there are so many different ways to use it.”
Many an entrepreneur with a new product

Here are some things to try to help focus on an initial value proposition:

  • Offer a few examples that are extremely specific.
  • Identify the most compelling value propositions. Even if they only appeal to a very narrow population, the more important thing is that they bring a lot of improvement to their current situation.
  • Be careful when you can envision many many possibilities as most may come with “some assembly required.”
  • Think about offering a new Perl compiler and saying “you can do anything you want with it.” Apple may have suggested that they were offering “a bicycle for the mind” but it was the specific promise of desktop publishing that triggered their compelling value proposition.
  • If you have paying customers look at what they have done with it. Specifically. What benefits have they gained?

Selling to a Business Requires Conversations that Build Trust

Written by Sean Murphy. Posted in 3 Early Customer Stage, Customer Development, Demos, skmurphy

I am always interested in having a conversation with a prospect. If you are hoping to infer needs from seeing them press a menu button with an icon or one or two words on it I think that’s a poor substitute for a conversation. I know that people cannot always predict what they need or will use but this “rat psychology” approach (see what parts of the command maze a user explores looking for working functionality) strikes me as trust eroding. It’s a reflection of a deeper belief that your customers will have no memory of prior interactions with you where you showed them something that looked functional but was not actually functional. When they discover it was designed to do just that, look functional but not be functional, it may make them question anything you tell them.

I worry that sampling techniques that work when you are talking to a tiny fraction of a large potential customer base (e.g. someone who wants a calculator tool or a reminder service) are counter productive when you are attacking a smaller market (say 1,000 to 10,000 possible companies that might buy) and disastrous when there are only a few hundred possible customers (e.g. semiconductor manufacturers, pharmaceutical research labs, Fortune 500 IT departments that buy outsourced IT services,…).

I think the thing that excites many developers about some of these impersonal/automated techniques is the belief that they can write code and sell applications without ever having to have a conversation with a customer. If you look at established consumer products companies, folks like Proctor and Gamble for example, they spend a lot of time in structured conversations with prospects and customers.

When I play a computer game I can restart many times, I can try a variety of moves to explore and understand a situation. When I start over the Non-Player Characters in the game do not remember what I told them last time. But in real life I need to exercise much greater care. Everyone I meet in a market niche knows and will talk to other prospects– especially if I treat them poorly or act as if I don’t value their time.

I think tools that allow you to generate a dozen different home pages (because you cannot figure out which market segment to start in) may ultimately mark a team as fundamentally unserious in a  B2B space.  I wonder in a few years if anyone is going to put a real e-mail address into a one page website that has no identifiable people and no physical address mentioned. It’s a little bit like the small ads in the back of a magazine that only list a PO Box and no phone number, you are not really sure if they are real and therefore worth any of your time.

Hotels Near Great Demo! Workshop

Written by Theresa Shafer. Posted in Demos, Events

On October 12, we are hosting Peter Cohan’s Great Demo! Workshop. It is open to the public and often participates travel from afar. The all day workshop held at the Moorpark Hotel, which several past attendees have stayed at and enjoyed. Here are some additional hotels that are nearby listed in increasing distance from the from Moorpark Hotel.

Woodcrest
5415 Stevens Creek Boulevard, Santa Clara, CA 95050 (408) 446-9636

Hilton Garden
10741 North Wolfe Road, Cupertino, CA 95014 -(408) 777-8787

Cypress Hotel
10050 S. De Anza Blvd. Cupertino, CA 95014 (408) 253-8900

Book Club: Cohan’s “Great Demo!”

Written by Theresa Shafer. Posted in Books, Demos, Events, Sales

We have two sessions on Peter Cohan’s Great Demo! book.
  1. Sep-4-2012 that addressed  “Lessons Learned Implementing The Great Demo! Methodology” We had two change agents join us on the panel: Barry Nelson and Jolie Rollins and our intent, consistent with the Book Club’s promise, elicit actionable insights from the panel informed by the book’s content.  Listen to the session
  2. September 14, 2011. Matt Cameron CEO of WhoTo.com, Jon Cline Principal at CirrusPath, and Brian K. Seitz Managing Director of the Intellectual Arbitrage Group join Francis Adanza and Sean Murphy to discuss lessons learned applying the methodology from Peter Cohan’s “Great Demo.” View the recorded session
Great Demo!: How To Create And Execute Stunning Software Demonstrations by Peter Cohan

Cohan Great Demo

Great Demo! provides sales and presales staff with a method to dramatically increase their success in closing business through substantially improved software demonstrations. It draws upon the experiences of thousands of demonstrations, both delivered and received from vendors and customers. The distinctive “Do the Last Thing First” concept generates a “Wow!” response from customers.

BUY NOW

Related Resources:

Share your story –

Leave a comment below

  • What do you think of the book?
  • Do you have a question about the current book?
  • How did impact your business?

Additional Book Reviews

The Lean Startup
Managing Oneself
You Need To Be A Little Crazy
Boyd-OODA Moore's Darwin and the Demon HBR article

Great Demo! Workshop on October 12, 2011

Written by Theresa Shafer. Posted in Demos, Events, Sales

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

When: Wednesday, October 12, 2011 8 am – 5 pm
Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129
For out of town attendees: The Moorpark is located 400 feet from the Saratoga Ave exit on Hwy 280, about 7 miles from San Jose Airport and 35 miles from San Francisco Airport

Cost: $590
Before Sept. 28: $566

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it — we’ll help you turn it into a surprisingly compelling demo!

Register Great Demo

This seminar outlines a framework for the creation and delivery of improved demos and presentations to enable increased success in the marketing, sale, and deployment of software and related products. Whether it’s face to face, in a webinar, as a screencast, or as a self-running demo the ability to present the key benefits of your software product is essential to generating prospect interest and ultimately revenue. Peter Cohan of The Second Derivative gives us the recipe for a Great Demo!

“I am confident that with the insights gained from your workshop we will land more customers in fewer iterations.”
Lav Pachuri, CEO, Xleron Inc.

“Peter Cohan’s Great Demo method really works. It helped us win DEMOgod, and it has allowed us to explain our offering much more clearly to prospects.”
Chaim Indig, CEO, Phreesia
(See “DEMOgod Winner Phreesia Praises Peter Cohan Training“)

ABOUT THE SPEAKER: Peter Cohan, Principal at Second Derivative
Community Web Site: www.DemoGurus.com

Peter Cohan is the founder and a principal of The Second Derivative, a consultancy focused on helping software organizations improve their sales and marketing results. In July 2004, he enabled and began moderating DemoGurus®, a community web exchange dedicated to helping sales and marketing teams improve their software demonstrations. In 2003, he authored Great Demo!, a book that provides methods to create and execute compelling demonstrations. The 2nd edition of Great Demo! was published March 2005.

Before The Second Derivative, Peter founded the Discovery Tools® business unit at Symyx Technologies, Inc., where he grew the business from an empty spreadsheet into a $30 million operation. Prior to Symyx, Peter served in marketing, sales, and management positions at MDL Information Systems, a leading provider of scientific information management software. Peter currently serves on the Board of Directors for Collaborative Drug Discovery, Inc. and the board of advisors for Excellin, Inc. He holds a degree in chemistry.

Peter has experience as an individual contributor, manage and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:15 AM Workshop begins
  • Noon Lunch
  • 1 PM Workshop Continues
  • 5 PM Wrap up

Seating is Limited These are intensive sessions and we ask that you arrive at least 15 minutes before 8:30AM start time to ensure you will have a seat and won’t disrupt the session once it is underway.

For more information: Theresa 408-252-9676 events@skmurphy.com

Adrian Perez on Great Demo Workshop

Written by Sean Murphy. Posted in Demos, skmurphy, Video, Workshop

Here is a brief testimonial from Adrian Perez (@adrian_perez) after he attended our Great Demo workshop in September of 2010.

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

When: Tuesday, April 12, 2010 8 am to 5 pm
Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129

Cost: $590
Before March 28: $566

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it–we’ll help you turn it into a surprisingly compelling demo!

Register Great Demo

Great Demo! Webinar January 25, 2011 9:00am PST

Written by Sean Murphy. Posted in Demos, Events, skmurphy

Peter Cohan is giving a Great Demo webinar Tue-Jan-25-2011 at 9am PST.

Who should attend: Anyone that sells or demos SaaS Apps via screen sharing and meeting collaboration software, sales managers, sales reps.

Objective: Introduce a framework to create and deliver improved demonstrations to increase success in the marketing, sales, and deployment of software and related products.

If you like this signup for our full day Great Demo workshop April 12 with Peter.

Great Demo! Workshop on April 12, 2011

Written by Theresa Shafer. Posted in Demos, Events, Sales

Create and Deliver Surprisingly Compelling Software Demonstrations
“Do The Last Thing First” — the recipe for a Great Demo!

When: Tuesday, April 12, 2010 8 am – 5 pm
Where: Moorpark Hotel, 4241 Moorpark Ave, San Jose CA 95129

Cost: $590
Before March 28: $566

This is an interactive workshop with Peter Cohan geared especially for you who demonstrate B-to-B software to your customer and channels. Bring a copy of your demo and be prepared to present it — we’ll help you turn it into a surprisingly compelling demo!

Register Great Demo

This seminar outlines a framework for the creation and delivery of improved demos and presentations to enable increased success in the marketing, sale, and deployment of software and related products. Whether it’s face to face, in a webinar, as a screencast, or as a self-running demo the ability to present the key benefits of your software product is essential to generating prospect interest and ultimately revenue. Peter Cohan of The Second Derivative gives us the recipe for a Great Demo!

“I am confident that with the insights gained from your workshop we will land more customers in fewer iterations.”
Lav Pachuri, CEO, Xleron Inc.

“Peter Cohan’s Great Demo method really works. It helped us win DEMOgod, and it has allowed us to explain our offering much more clearly to prospects.”
Chaim Indig, CEO, Phreesia
(See “DEMOgod Winner Phreesia Praises Peter Cohan Training“)

ABOUT THE SPEAKER: Peter Cohan, Principal at Second Derivative
Community Web Site: www.DemoGurus.com

Peter Cohan is the founder and a principal of The Second Derivative, a consultancy focused on helping software organizations improve their sales and marketing results. In July 2004, he enabled and began moderating DemoGurus®, a community web exchange dedicated to helping sales and marketing teams improve their software demonstrations. In 2003, he authored Great Demo!, a book that provides methods to create and execute compelling demonstrations. The 2nd edition of Great Demo! was published March 2005.

Before The Second Derivative, Peter founded the Discovery Tools® business unit at Symyx Technologies, Inc., where he grew the business from an empty spreadsheet into a $30 million operation. Prior to Symyx, Peter served in marketing, sales, and management positions at MDL Information Systems, a leading provider of scientific information management software. Peter currently serves on the Board of Directors for Collaborative Drug Discovery, Inc. and the board of advisors for Excellin, Inc. He holds a degree in chemistry.

Peter has experience as an individual contributor, manage and senior management in marketing, sales, and business development. He has also been, and continues to be, a customer.

Agenda:

  • 8:00 AM Breakfast & Registration
  • 8:30 AM Workshop begins
  • Noon Lunch
  • 1 PM Workshop Continues
  • 5 PM Wrap up

Seating is Limited These are intensive sessions and we ask that you arrive at least 15 minutes before 8:30AM start time to ensure you will have a seat and won’t disrupt the session once it is underway.

For more information: Theresa 408-252-9676 events@skmurphy.com

Good Decision, Bad Outcome

Written by Sean Murphy. Posted in 3 Early Customer Stage, 4 Finding your Niche, Demos, skmurphy

You never have complete information, if you do it’s a choice not a decision.

You have to evaluate a decision in the context of the information that was available at the time.

“Good Decision, Bad Outcome”

When I first heard someone use this phrase it took a few weeks to sink in.

Too often we infer the quality of the decision from the results alone. This can lead entrepreneurs in time periods like 1997-2000 and 2004-2007 to think they are better at making decisions than they are and to doubt themselves too much in a downturn.

A course of action or a new initiative is often not just a single decision, but a collection of interacting decisions.

Together these decisions are like the combination to a lock, if any one of them is wrong then the initiative fails or fall far short of the outcomes you were hoping for. If it’s all possible to decompose your plan into separate, individually testable decisions you can learn faster and achieve better outcomes.

Developing a new process capability can be like learning to play a new piece on the piano.  It can be useful to start at the beginning of different passages, otherwise you get very good at the first section, where you are getting the most practice, and your performance deteriorates as you finish the piece.

Something similar can happen in the sales process where a team gets very good at giving a demo and does not practice how to close the deal or secure a reference.

When we are helping  a client rehearse a presentation we always prepare backup slides for the “How do we get started?” question.  One had gotten so good at accepting a lack of interest at the end of a demo that when the client said “this is great, let’s get started!” there was a long silence until one their engineers blurted out “Wow! No one has ever said that before!”

Up until then it had seemed like a waste of time to prepare an engagement plan and to think through all of the details for a potential capability rollout. Now they lost the sale because, while the prospect respected the engineer’s honesty, they were not comfortable proceeding into unknown territory for both sides.

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