By Josh Chernikoff
Ever been in the middle of a demo where you just know things aren’t landing? You’re trying your best to connect, but the customer is zoning out, and that frustration starts creeping in. You’re thinking, “Why isn’t this clicking? What am I missing?” You walk through every feature, hoping something will grab their attention, but nothing seems to resonate. Meanwhile, the person on the other side is bored, maybe even counting down the minutes. They’re probably thinking, “Why does this even matter to me?” You haven’t hit the mark, and now you’re stuck in this awkward, one-sided presentation.
This is the reality so many education entrepreneurs face. A demo can make or break a sale, but too often, it feels like more of a chore than a real conversation. So, how do you fix it? Let’s talk about a better way—one that actually gets you connecting with your audience and, ultimately, selling more.
The Better Demo Method to Sell Education products and Services
Instead of jumping straight into the usual run-of-the-mill demo, the Better Demo Method is about turning your presentation into a consultative conversation. It's about aligning what you offer with what your audience actually needs. On a recent episode of Breaking the Grade, we talked to John Gamba (Entrepreneur In Residence at the University of Pennsylvania Graduate School of Education), an edtech veteran with over 25 years of experience, who broke down a smarter approach to demos that shifts the focus from features to a meaningful dialogue.
The Struggle with Traditional Demos
Let’s be real—most demos aren’t engaging. Ever sit through one that was so dry it made you question why you’re even there? It happens more often than we’d like to admit. And if you're the one giving the demo, it's even worse when you realize you’ve lost the room.
John Gamba explained the big issue: traditional demos often kick off with a feature dump before the presenter even knows what the audience cares about. The result? A room full of bored people who don’t feel understood. Instead, what if you started with a real conversation? Ask about their challenges, understand their pain points, and then show how your product can make their lives easier. That’s how you build a connection.
Shift to a Consultative Approach
The key here is shifting your mindset from “I need to sell this product” to “How can I solve this person’s problem?” John Gamba uses the “ABC” framework: Alignment, Benefits, Contextual Selling. Let’s break that down.
Alignment Selling: Instead of just talking about your product, you show how it fits into what they already need. For schools, it might be their funding or budget priorities. If you know there’s a certain budget, like the $190 billion in ESSER funds, highlight how your solution is already aligned with those dollars.
Benefits Selling: It’s not about the fancy features. Prospects care about how your product will help their students or staff. So, frame it in a way that shows the tangible impact. Testimonials and real stories of success go a long way here.
Contextual Selling: Before the demo, do your homework. Find out what the district or organization is focused on. If they’re trying to boost engagement or reduce teacher workload, build that into your demo. Show that you get them.
What the Customer is Thinking, Feeling, and Experiencing
Now, let’s get into the head of your customer. They’re sitting through your demo, but instead of feeling excited or engaged, they’re probably feeling like you don’t get them. When you go on and on about features, all they’re hearing is noise. They’re thinking, “Okay, but what’s in this for me?” They feel disconnected, and it’s not because your product isn’t good—it’s because you haven’t connected the dots for them.
Engaging the Audience: Start with Questions, Not Features
To avoid losing your audience, start by asking open-ended questions that invite them into the conversation. Something like, “What’s been your biggest challenge in the classroom lately?” or “How do you think technology could help with student engagement?” These questions flip the script and get them talking about their real needs. And once they share that, you can tailor your demo to show how your product can actually solve their problems.
When they feel heard, they’re not just watching another sales pitch—they’re having a conversation with someone who genuinely wants to help. And that’s where trust is built.
Ditch the Jargon
One more thing: lose the buzzwords. Not everyone is as tech-savvy as you might think, and nothing will turn someone off faster than jargon they don’t understand. Keep it simple and straightforward. Talk about the benefits of your product in a way that’s easy to follow for everyone in the room.
Be Flexible
During the demo, be ready to pivot. If you see your audience light up when you mention a specific feature, dive deeper into that—even if it wasn’t in your original plan. Flexibility shows you’re paying attention to their interests, and it helps you make the demo more about them than just about your product.
The Follow-Up: Don’t Let the Conversation End
So, the demo’s over, but that doesn’t mean the conversation should be. A personalized follow-up can make a huge difference. Send them a quick email, maybe even record a short Loom video, where you recap the main points, thank them for their time, and keep that connection going. It shows you’re invested in helping them, not just closing a deal.
And don’t forget to address any lingering concerns they might’ve had. Maybe they’re worried about how to implement your product. That’s your chance to reassure them with how you’ll be there every step of the way. You’re not just selling a product—you’re selling a partnership.
Summary:
Spot the Problem with Traditional Demos: Recognize when your demo isn’t landing and why audiences disengage.
Make it a Conversation, Not a Presentation: Shift from presenting features to having real conversations about your customer’s challenges.
Use the ABC Framework: Align your product with what matters to them, show benefits that impact their world, and keep it relevant with contextual selling.
Start with Questions, Not Features: Kick things off by asking open-ended questions like, “What’s your biggest challenge?” to get them talking.
Do Your Homework: Research your audience’s priorities—like funding needs—so your demo feels tailored and on point.
Drop the Jargon: Keep things simple and clear so everyone in the room can follow along easily.
Stay Flexible: Be ready to pivot if a feature sparks interest, even if it wasn’t part of your original plan.
Follow Up to Keep the Conversation Going: Send a quick email or Loom video to recap key points and address any concerns.
Share Real Stories: Use testimonials and case studies to show how your product makes a difference in the real world.
Build Connections That Lead to Sales: Focus on solving problems, not just selling features, to create lasting partnerships.
Conclusion
If you want to start selling more education products and services, it’s time to rethink how you do demos. The Better Demo Method isn’t just about presenting your product; it’s about creating a conversation that aligns your solution with your prospect’s needs. By following the ABC approach—Alignment, Benefits, and Contextual Selling—you’ll not only engage your audience but also build real connections that lead to more sales.
So, next time you’re prepping for a demo, remember it’s not about selling features; it’s about solving problems. When your customer feels understood and you deliver value that speaks to their needs, you’re not just giving a demo—you’re creating a path to partnership. And that’s what drives sales.
If you found value in rethinking your demo approach, imagine the impact of transforming your LinkedIn profile into a powerful sales tool. In my upcoming free LinkedIn Profile Makeover Workshop, I’ll show you how to turn your profile into a client-generating funnel, highlight the one feature that grabs attention in under 10 seconds, and teach you my 3E formula for booking 3-5 sales calls every week. You’ll also learn strategies to boost your credibility and position yourself as a go-to leader in EdTech. Don’t miss this opportunity to make your profile work for you—register now and take the first step toward attracting the right clients.