I’ve Watched Hundreds of Product Demos — Here’s What Works (and What to Avoid)

Over the past two years at Reprise, I’ve had a front-row seat to hundreds of product demos, both from prospects and customers. This experience has given me a unique perspective on what makes a demo stand out, and what causes even the most promising ones to fall flat.

Read on for the key lessons I’ve learned, including best practices, common pitfalls, and how sales teams can better connect with their audience in an increasingly distracted world.

Reality Check: Our Attention Spans Are Shorter Than We Think

Let’s face it: we all live in a world full of distractions, and your prospects are no exception. If I, a Solutions Engineer whose entire job revolves around demos, sometimes struggle to stay focused, imagine how hard it is for a buyer who’s also juggling emails, meetings, and constant Slack notifications.

The hard truth? You have far less time to make an impact than you think. That’s not a reflection on your product or your skills, but rather a reality of today’s business environment. Capturing attention early, and keeping it, is more critical than ever.

The Feature Trap: Why Even Seasoned Pros Fall Into It

Here’s something that might surprise you: even the most experienced sales professionals struggle with the classic “value vs. feature” challenge. We all know the rule, ‘lead with value, not features’, and yet time and again, I’ve seen talented SEs and AEs slip back into feature mode once they hit their stride.

It happens to the best of us. You’re passionate about your product, you know every capability inside and out, and suddenly you’re walking through a laundry list of features instead of connecting those features to real business outcomes. The prospect’s eyes glaze over, and you’ve lost them.

The most compelling demos I’ve seen maintain a steady thread of value throughout. Features are still shown, but always in the context of outcomes.

Don’t Get Stuck in the Script

One of the most painful things to watch is a demo that’s clearly being delivered from a rigid script. The presenter clicks through their predetermined path, follows the same exact flow regardless of the audience, and treats every demo like a one-size-fits-all.

These scripted demos are easy to spot because they lack authenticity and fail to address the specific needs of the people in the room. Worse, they make it impossible to pivot when you notice your audience isn’t engaged. When presenters default to this approach, they miss the opportunity to show genuine understanding and flexibility.

The Power of the Pause

Some of the most effective demos I’ve witnessed have been the ones with strategic pauses. The presenter stops mid-flow to ask:

• “How does this compare to your current process?”
• “What questions do you have so far?”
• “What am I not showing you that you actually care about?”

These check-ins serve multiple purposes as they keep your audience engaged, surface real-time concerns, and shift the tone from a one-way presentation to a two-way conversation. Just as importantly, they break you out of the dreaded script rut. When you pause to listen, you’re forced to adapt and your next move depends on what you just heard.

Silence isn’t your enemy. In fact, the willingness to slow down and ask, “Does this resonate?” or “What am I missing?” often leads to the most meaningful moments in a demo. Don’t rush through and miss them.

The Game-Changer: Customization

If I had to pick one thing that separates good demos from great ones, it’s customization.

Tailored demos don’t just show off product features, they show your product solving their problems using their context. When prospects see themselves in your demo, they feel understood. Even simple changes, like industry-specific examples, relevant data, or naming conventions can significantly boost engagement.

Customization also keeps the presenter sharp. It forces you out of “autopilot mode” and ensures your delivery stays fresh and relevant.

Passion is Contagious (And Obvious)

And finally, something you can’t fake: genuine enthusiasm. After watching so many demos, it’s easy to spot the difference between someone who believes in their product and someone going through the motions. That passion (or lack thereof) comes through in every aspect of the demo, from tone of voice to the energy level in the room.

When a presenter genuinely loves their product and understands its impact, that excitement spreads to the audience. It’s one of the most powerful tools in your demo arsenal.

So, What Can You Do?

Based on these observations, here are my practical recommendations to improve your demos:

Shorten Your Demos

Respect your audience’s time and attention span. A focused 20-minute demo that hits key points is infinitely better than a meandering 60-minute feature tour.

Leverage Leave-Behinds

Create detailed follow-up materials that prospects can review on their own time. This allows you to keep your live demo concise while still providing comprehensive information. Plus, you can track engagement with these leave-behind materials to understand what resonates most.

Customize Your Demos 

Take the time to tailor your demo to your specific audience. Use their company name, industry examples, and relevant use cases. Even small customizations make a huge difference in engagement and help you avoid falling into autopilot mode.

Embrace Demo Reviews 

Want to take your demo skills to the next level? Consider scheduling demo review sessions. Getting feedback from colleagues or even friendly customers can help you identify blind spots and continually refine your approach.

The Bottom Line

After watching hundreds of demos, the best ones share five key qualities: they’re concise, customized, conversational, value-driven and delivered with genuine passion. 

The next time you’re preparing for a demo, remember that your goal isn’t to show every button or feature, rather it’s to clearly demonstrate how your product solves the problems your prospect cares about most.

Keep it relevant. Keep it human. And let your passion lead the way.

Want to discuss your demo strategy or book time for a demo review? You can book time with our team here.  We are always happy to help!