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virtual events and product demos

Unclog your sales pipeline with webinar product demonstrations

We were already living in a vivid consumption age before COVID-19 but the pandemic has supercharged it with an accelerated shift to the digital world. Now, customers are encircled with ads and promotions from all sides and convincing them to choose your product is becoming a Houdini trick as the competition gets fiercer and the information becomes overwhelming. When people are even test driving their romance partners with blind dates, do you think the impact of an email with your most handsome headshot bragging about your best features and accomplishments will still be enough to convince them? Well, the chances are very slim. So, be brave and get in front of the camera. Here is why product demos matter and doing it via webinars is more engaging, and how they can increase your qualified leads and their conversation rate. To simply put it, using webinar product demos can unclog your sales pipeline.

“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” Chinese Proverb

Salespeople discovered the power of showcasing the value of their products to persuade their customers a very long time ago. And that’s how the product demonstrations enter the scene and became an indispensable part of the sales pipeline. A product demo is simply a presentation of the value of your product to your potential customers. The practice started at the roadsides and markets with the salesmen (or hawkers as sometimes called) trying to draw attention to their product by yelling, talking and presenting their products for hours. Marketing a product is surely tough nowadays, but it was also not easier back then.

A pioneer of the infomercial (product demonstrations on TV’s) and one of the most renowned sales personalities of the century Ron Popeil recalls his experience: “I was working in the Woolworth's store in Chicago selling the Chop-O-Matic, standing eight or 10 hours a day. I would do six demonstrations an hour. My vocal cords were so strained that I wouldn't want to talk to anybody when the day was over.”

The yelling and shouting on the streets was carried into houses with the penetration of television during 40s and 50s, and then came the infomercials. The first product demonstration on TV was made in 1949 with the Vitamix blender. The achievements of product demos were so significant, it became a sales format on its own for many companies and so, the door-to-door and by-appointment sales started where salespeople would demonstrate products like Tupperware, encyclopedias, vacuums, and carpet stain removers face-to-face.

Up until the COVID-19 pandemic the product demos were mainly held through trade shows and fairs. And if you were a big company then a big special event would be expected of you to showcase your product demonstration.

Quarter to the pandemic digital influencers became nearly the best friends of marketers and salespeople as product demonstrators or brand advocates, introducing (and sometimes claiming to use) the latest widgets or products to their audiences.

But then came the pandemic, and it put the brake on all face-to-face gatherings and demonstrations. However, the out brake also presented an opportunity to marketing and salespeople of the COVID-19 era cause it gave a stronger tool in their hands for product demonstrations. And that was webinars!

Showcasing your product demos via webinars can increase your engagement and business potential

The email campaigns, blogs, third-party testimonials one-pagers etc. are all needed contents for your marketing strategy. But when it comes to conversation rates, they are far behind the webinar product demos.

According to Quicksprout, even you do a great job with a fantastic email sequence for a product you’re selling, your conversion rate will be somewhere between 1-5%, depending on the price and a few other factors. In the case of B2B email campaigns that rate is even worse with less than 0.1% as reported by Forbes.

On the other hand, a product demonstration via a webinar can have a conversion rate of around 20%. There are lots of reasons that legitimize this rate and here are some of them:

  • Webinars increase engagement cause unlike other passive, one-way communication tools, webinars give you the chance to get more personal with your audience during a product demonstration via chats, quizzes, question tabs and many more features. You can even have a two or three question poll before the start of the demo, which can give you a feeling of audience’s general persona and interest. Hence, you can shape your presentation, change the headlines you want to highlight, skip some of them or arrange the Q&A time accordingly. This can create a stronger bridge between you and your customers.

  • Carrying out your product demos through webinars require less time and money which means you can repeat them more frequently. You can also customize your webinars for different target or client groups. In fact, these are essential benefits of webinars in general but they will all increase the probabilities to close a deal.

But wait! There’s more…
  • With the increasing preference for visual and especially the video content, it is becoming increasingly important to employ this format in your communication channels as much as possible, and when you make your product demo on a webinar platform you can also create on-demand videos of the live demo or shorter versions to use and embed in many ways. Thus you can send the links to anyone who registered but didn’t attend (and avoid missing out on any leads) and you can also reach many more potential leads. Just be careful to choose a platform that provides recording and even better production options.

  • Finally, the data you can get from a webinar platform during a product demo can be invaluable and something a brick and mortar event cannot come close to deliver. You can analyze the engagement data at any point, you can collect resourceful data with feedbacks, chats, Q&A’s, polls, quizzes. You can track registration sources with UTM tags and instantly reach information about participants. These can all help your marketing and sales teams to identify the clusters of the sales funnel better, set their priorities accordingly and increase conversion rates. They will also provide a solid feedback for your product development team.

How to conduct a product demonstration via webinar

Some people use the world “deminar” for product demonstrations made via webinars. Whether this or that, there are 2 ways to do it. On-demand or live.

On-demand demos are recorded video demonstrations with pre-production. Potential customers can access them at any time. Live demos on the other hand are live streamed as the name indicates.

Live demos can seam bolder since you can have any questions thrown at you from any direction, your product may stop working properly out of nowhere or your stream can get interrupted. But, the truth is live demos are more convincing in the eyes of customers since they generate more trust. The same risks we mentioned can become your strengths, if you can manage to go through without a hit. If you can answer all the questions on live stream and the demonstration ends without a problem, you will reinforce trust and credibility.

As we mentioned earlier even if you opt for live demos, you can always create on-demand demos from them as well as many other materials which you can share in many forms and through many channels.

Things to note:

  • Promote your webinar (especially if it is going to be live) extensively in many ways like social media, email marketing, blog posts, and through cross-promotions and collaborations.
  • Make sure to have a strong value proposition and be sure to identify the pain points of your customers accurately.
  • Convince your audience that the problem/pain point is not sustainable for their life, and your product is the best solution to overcome it (people are more motivated when it comes to avoiding any losses compared to gaining more benefits!)
  • The main action of a product demo webinar should be “to show” and not “to tell”
  • Avoid too much comparisons with your rivals
  • Set aside more time for the Q&A part (the best salespeople with highest sales volumes spare on average 30% more Q&A time during product demos compared to average salespeople).
  • Most of the companies first make a soft product demo to a smaller, targeted segment of their customers with specific messaging to compare their marketing approaches and to get feedback before the bigger demos.

Increase your sales potential with product demo webinars

COVID-19 pandemic was a horrifying experience for many of us but there were some blessings in disguise for the marketing and sales teams at least, and one of those blessings was the raise of webinars. Webinars are great tools for product demonstrations because they provide a direct, two-way line of communication between the leads and brand virtually anytime, anywhere.

A dedicated webinar platform will let its clients present an effective product demonstration with high-quality production in a clean, branded environment. If planned well and performed on a dedicated platform, product demos can both increase the number of your qualified prospects and their conversation rate. So, go ahead and plan the first one – if not the next – with your marketing and sales teams.

FREQUENTLY ASKED QUESTIONS

** We request a briefing prior to the virtual event.

** An account executive contacts you to discover event details such as content and scope of the meeting as well as target audience.

** Next, a screen is opened for you to send invitations to the target audience. Once you upload your list, invitations are sent out.

** The list of registered users are emailed to you one day before the event. Then, reminders are sent to the registered users 24 hours and 1 hour prior to the event.
** On principle, we recommend sending out the invitations at least 5 days prior to the event.

** If you request a special layout, please consider that 3 business days will be needed for design and software updates.

** If your guest list is ready, the event can go live within an average of 8 business days after the briefing. The design process is included in this timeframe.
** Google Chrome or Firefox browser should be used.

** We recommend connecting via a high speed fixed bandwidth for uninterrupted streaming.

** An external microphone or a headset microphone should be used.

** Using an external or built-in 720P video camera will enhance the streaming quality.