Good sales reps know their prospects, their needs, goals, challenges, and hot buttons.
Good sales reps know how their product’s discriminators, how it is different from and better than the competition’s product.
But even good sales reps — the ones I’ve observed — could become better by making a slight change, a small shift in focus in how they demo their product.
Instead of demonstrating what their product can do, they should demonstrate how their product will help the prospect fix, solve, achieve, or improve something that matters to them.
Instead of demonstrating the product, demonstrate how your prospect can use the product to their benefit.