5 Tips for a Killer Demo

Unless you've devoted your company to doing nothing but automation and lighting control, A/V demos are an important part of winning new business. In fact, presenting killer demos is more important that ever.

Clients buy when you've created trust and value. Effective demos establish you as a trusted expert, but also reassure the client that the experience is worth the money.

This is especially true for those committed to taking the audio business back from selling HTiBs to real HiFi.

“I believe in showing people fantastic audio gear. The industry has fallen down, and we intend to change that," says Jeff Weeks, owner of Edmonton, AB-based Home Theatre Solutions.

"Listen to a really good surround demo without the video showing, and then try to convince yourself that the audio doesn't matter. It matters a lot!"

Another dealer committed to high quality audio video is Vancouver BC’s HiFi Centre. As owner Igor Kivritsky puts it, “You know what we’re all about when you see the sign over the door. We’re here to show people what they can have when they’ll accept no compromises to performance.”

Here are five keys to delivering killer demos.

Stay Current, But Remember the Classics

While it's important to keep up with new releases, it's also important to keep your all-time favorite demo materials close to hand.

If customers have been shopping for any length of time, they may be on the verge of "demo fatigue" after seeing the same scene from "The Mummy 3" more than a dozen times.

Bring out older demo materials that haven't been beaten to death to differentiate yourself.

Keep it Short and Punchy

The major point of a demo is to impress. So make sure you're to the point and organized with your demo materials ready to go.

If you're using DVDs, pick demos that start at the beginning of a scene and don't require tedious fast forwarding.

Better yet, use your video server for the demo and create a playlist of specific scenes you can select instantly. Time spent puttering around finding the right demo is time wasted.

Set Client Expectations

Education is another important part of the demo. Set the client's expectations ahead of time, pointing out what they're going to experience and what they should look for.

Otherwise, you run the risk of them saying, "It was OK, I guess" after you've run the clip.

No Distractions

Run the clip, play the song, and shut up. Don't distract them from the show.

Look for clues in their body language to determine how they feel. Are they enjoying themselves?

Reaffirm

Ask what you already know after the demo: whether the client heard or saw what you pointed out in advance. Securing agreement is part of gaining consensus and getting one step closer to yes.

Effective demonstrations aren't complicated. Stick to the steps, do things right, and they'll work like magic.

Lee Distad is a freelance CEDIA Certified Professional Designer who offers design and process consultation to firms in the Custom Installation industry, as well as copy writing and other professional writing services. Lee’s business and industry blog can be read at http://www.leedistad.com