Showing rather than telling.
WHAT MAKES DEMONSTRATIONS FAIL
Showing everything Following a fixed script Starting with the least interesting part Talking without checking
WHAT TO DO FIRST
Establish what they need to see.
WHY
A demonstration is only relevant to their problem.
WHAT TO SHOW
The part that solves the problem they described.
WHERE TO START
With the outcome, not the setup.
WHY
They want to see the result before the mechanism.
HOW LONG
Shorter than you think.
WHAT TO DO EVERY FEW MINUTES
Ask a question.
WHY
It confirms relevance and keeps them present.
WHAT TO DO ABOUT FEATURES THEY DID NOT ASK ABOUT
Leave them out.
WHY
Every additional thing dilutes the point and adds objections.
WHAT TO PREPARE
An environment with realistic data.
WHY
Empty demonstration systems are unconvincing.
WHAT TO DO WHEN SOMETHING FAILS
Acknowledge it plainly, and continue.
WHY
Attempting to conceal it is worse than the failure.
WHAT TO AVOID
Apologising extensively Blaming the connection Promising features that do not exist
WHAT TO DO AT THE END
Ask what they thought, and what concerns remain.
WHAT TO AGREE
The next step.
