What is a demo in sales?

Busy? Here's the short answer:

A Demo is a presentation of a product or service offered by a salesperson, often an Account Executive, to help a prospect better understand how the product and meet their specific needs and solve their problems.

What is a Demo?

A demo, short for demonstration, is a crucial aspect of the sales process. It refers to a presentation of a product or service offered by a salesperson, often an Account Executive, to a potential customer or prospect. The primary goal of a demo is to showcase how the product or service can meet the specific needs and solve the problems of the prospect.

During a demo, the salesperson provides a hands-on experience, explaining the features, functionalities, and benefits of the product or service. The presentation is tailored to the prospect's requirements, focusing on the aspects that are most relevant to them.

Key Takeaways:

  • A demo is a presentation of a product or service to help prospects understand its features and benefits.
  • It is conducted by a salesperson, often an Account Executive, and is tailored to meet the prospect's specific needs.
  • The primary goal of a demo is to show how the product or service can solve the prospect's problems.

The Importance of a Demo in the Sales Process

Demos play a critical role in the sales process and can significantly impact the prospect's decision-making. Here are some reasons why demos are essential:

1. Clear Product Understanding

A demo provides prospects with a clear understanding of how the product works and what value it can bring to their lives or businesses. It allows them to see the product in action and how it addresses their pain points.

2. Building Trust and Credibility

By offering a personalized and insightful demo, salespeople can build trust and credibility with prospects. When prospects feel that the salesperson understands their needs and can offer a valuable solution, they are more likely to trust the product and the company.

3. Addressing Objections

During a demo, prospects may have questions or objections about the product. A skilled salesperson can address these concerns and showcase how the product can overcome the obstacles and deliver the desired results.

4. Differentiation from Competitors

A well-executed demo can help a product stand out from competitors. It allows the prospect to compare the product's unique features and benefits, making it easier for them to see why the offering is superior.

Real-Life Example of a Successful Demo

Let's look at an example of how a demo contributed to the success of a software company:

Company: XYZ Software Solutions Product: Project Management Software

XYZ Software Solutions offers a project management software designed for small businesses and teams. To demonstrate the value of their product, they conduct personalized demos for potential customers.

During one particular demo, they noticed that the prospect expressed interest in streamlining their task assignment process and increasing team collaboration. The salesperson, knowing the product inside out, focused on showcasing these specific features during the demo.

By the end of the demo, the prospect was impressed with the product's capabilities and how it could address their pain points. As a result, they decided to proceed with the purchase, becoming a satisfied customer of XYZ Software Solutions.


Q: How long does a typical demo last?

A: The duration of a demo can vary depending on the complexity of the product and the level of interaction with the prospect. On average, a demo can last anywhere from 30 minutes to an hour.

Q: Can a demo be conducted remotely?

A: Yes, with the advancements in technology, demos can be conducted remotely through virtual meetings, video conferencing, or screen-sharing tools.

Q: Is a demo always necessary in the sales process?

A: While demos can be highly beneficial in showcasing the value of a product, they may not be required for every sale. In some cases, the prospect may already be familiar with the product or may prefer to make a decision based on other factors.

In conclusion, a demo is a powerful tool in the sales process, allowing salespeople to showcase the value of a product or service to potential customers. By tailoring the presentation to address the prospect's needs and concerns, a well-executed demo can build trust, address objections, and ultimately lead to successful conversions.

Related terms...

AE (Account Executive)

An Account Executive (or AE) the sales person responsible for managing and nurtinrg relationships with clients or key accounts. They are often the primary point of contact for existing accounts and responsible for closing new deals.

Learn more


Commission is the extra cash or bonus salespeople earn as a percentage or fixed amount of the sales revenue they generate. It is used as an incentive to keep sales people motivated.

Learn more


In sales, a "Champion" is an internal advocate within the prospect's organization who passionately promotes the product or service to decision-makers, boosting the chances of closing the deal.

Learn more

All terms

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