{"id":69273,"date":"2022-06-16T11:47:00","date_gmt":"2022-06-16T15:47:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=69273"},"modified":"2022-06-22T14:10:44","modified_gmt":"2022-06-22T18:10:44","slug":"demonstrating-a-product","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/demonstrating-a-product\/","title":{"rendered":"Demonstrating a Product: The Key to Making a Sale"},"content":{"rendered":"\n<p>Are you struggling to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-make-a-sale-2\/\">make sales<\/a> for your business? Why is demonstrating a product beneficial?<\/p>\n\n\n\n<p>The customer needs to feel like they need your product before they will buy it. In <em>Secrets of <a href=\"https:\/\/www.shortform.com\/blog\/closing-the-deal-in-sales\/\">Closing the Sale<\/a><\/em>, Zig Ziglar says that a demonstration can encourage customers to buy your product.<\/p>\n\n\n\n<p>Here&#8217;s how to demonstrate a product to encourage sales.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-demonstrating-a-product-the-benefits\">Demonstrating a Product: The Benefits<\/h2>\n\n\n\n<p>To help the customer understand and feel that they need your product,<strong> illustrate its value by demonstrating the product<\/strong>, advises Ziglar. One such demonstration could be breaking the cost of the product down into the cost per use or period. For instance, if trying to sell a smartwatch for $500, break that into a $0.27 per-day cost if the lead keeps the watch for five years. This makes it easier for the customer to justify the cost.&nbsp;<\/p>\n\n\n\n<p>Additionally, use props to illustrate the value of your product. To show how durable your watch is, run over it with your car, for example.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: A marketing tool that proves how successful Ziglar\u2019s advice can be is the infomercial, a <a href=\"https:\/\/sendpulse.com\/support\/glossary\/infomercial\">long-form advertisement<\/a> frequently featuring product demonstrations and <a href=\"https:\/\/www.ronpopeil.com\/\">pioneered by Ron Popeil<\/a>. His <a href=\"https:\/\/www.youtube.com\/watch?v=FGo7W_mbWCE\">first infomercial, which aired in the early 1950s, was for the Ronco Chop-o-Matic<\/a>, a food chopping device, which Popeil demonstrated.)<\/p>\n\n\n\n<p>Finally, if you can\u2019t use math or props, use vivid descriptive language to paint a picture of the lead\u2019s future happiness as a result of buying your product. For instance, you might describe the lead\u2019s run through a beautiful, verdant forest while using your smartwatch.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Ziglar proposes you paint a picture of your lead\u2019s future happiness to induce them to buy, and <a href=\"https:\/\/www.psychologytoday.com\/us\/blog\/think-well\/201606\/the-power-imagery\">there is indeed scientific evidence that visualization can catalyze action<\/a>. When you can envision a future scenario\u2014sitting on a sunny beach, for example\u2014you\u2019re more likely to take the actions that lead to it (buying a plane ticket, for example).)<\/p>\n\n\n\n<p>Ziglar adds that to vividly demonstrate a product, you must prepare extensively for them. Develop a script or some talking points so you can pitch flawlessly.&nbsp;(Shortform note: Jordan Belfort proposes several specific ways for you to write a good script: <a href=\"https:\/\/shortform.com\/app\/book\/way-of-the-wolf\/chapter-11#elements-of-an-effective-script\">Spread the information on the product throughout the script<\/a> (rather than front-loading it), adopt a casual mode of speech, and write pauses into the script.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-address-both-logic-and-emotion-in-your-demonstration\"><strong>Address Both Logic and Emotion in Your Demonstration<\/strong><\/h3>\n\n\n\n<p>When demonstrating a product, <strong>speak both to the customer\u2019s logic and emotion<\/strong>. This means you must make a coherent, logical argument for why they should purchase your product and <em>also <\/em>speak to their emotional desires. Doing this ensures your customer rationally understands why they should buy your product and sincerely believes it will improve their lives.&nbsp;<\/p>\n\n\n\n<p>For instance, when pitching your smartwatch, you might outline the watch\u2019s capabilities\u2014its battery life, waterproof casing, and ability to play music\u2014and also explain how the watch will make the customer feel free and in control of their lives.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: If you need more detailed guidance on how to speak to both logic and emotion, consider Brian Tracy\u2019s recommendation in <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\"><em>The Psychology of Selling<\/em><\/a><em> <\/em>to adopt a \u201cshow, tell, ask\u201d format for your pitches. <a href=\"https:\/\/shortform.com\/app\/book\/the-psychology-of-selling\/chapter-3#3-show-tell-ask\">The first \u201cshow\u201d portion most directly addresses logic, pointing out the product\u2019s features<\/a>. The \u201ctell\u201d portion creates a narrative that explains how the customer will benefit from the product\u2014this speaks to emotion. Finally, in the \u201cask\u201d part, you ask the customer questions that force them to use logic to justify their purchase.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you struggling to make sales for your business? Why is demonstrating a product beneficial? The customer needs to feel like they need your product before they will buy it. In Secrets of Closing the Sale, Zig Ziglar says that a demonstration can encourage customers to buy your product. Here&#8217;s how to demonstrate a product to encourage sales.<\/p>\n","protected":false},"author":14,"featured_media":64989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[648],"class_list":["post-69273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-secrets-of-closing-the-sale","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Demonstrating a Product: The Key to Making a Sale - Shortform Books<\/title>\n<meta name=\"description\" content=\"By demonstrating a product, you can convince customers why they should buy from you. 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