How To Make A Product Demo Video

Summary

In this video, TK provides SaaS founders with four golden principles for delivering an unstoppable product demo. He emphasizes starting with the 'action shot,' showcasing the core product loop right away, followed by demonstrating the 'no hands mode,' where the software automates tasks behind the scenes. He also highlights the importance of catering to managers by providing visibility and controls, as well as showing the enterprise value to the buyer by focusing on saving money, making more money, or reducing risk. These principles help create a powerful and efficient demo that speaks to all key stakeholders.

Takeaways

• 😀 Jump straight into the core product demo without delays. Show the primary user’s key workflow immediately to captivate the audience's attention.
• 😀 Focus on the 'action shot'—the main feature or process that defines the core product loop of your SaaS product.
• 😀 After the action shot, highlight how the software works automatically in the 'no hands mode', showcasing the behind-the-scenes automation that helps users save time.
• 😀 Show how the software’s automation enhances productivity by taking over repetitive tasks, allowing users to focus on what matters.
• 😀 Avoid getting caught up in setup or login steps during the demo. Go straight to the value users will experience.
• 😀 Address the manager's perspective by demonstrating visibility and control features—this is crucial for decision-makers who oversee the primary users.
• 😀 Include insights and reports for managers, showing how they can track performance and control workflows within the SaaS platform.
• 😀 Make sure the demo caters to different stakeholders: primary users, managers, and buyers, each with unique needs and expectations.
• 😀 The buyer's perspective is focused on ROI: Highlight how the software can help save money, make more money, or reduce risks.
• 😀 End the demo by tying the SaaS solution’s benefits back to the enterprise value, emphasizing how it aligns with the buyer’s business goals.

Q & A

Why is the product demo considered a black art in SaaS sales?

The product demo is seen as a black art because it requires a balance of highlighting the key features without overwhelming the buyer. It's about hitting the right points and catering to different stakeholders in the buying process, which can be challenging.

What is the first principle for an effective SaaS product demo?

The first principle is to jump right into the 'action shot.' This means starting the demo by showcasing the core product loop immediately, without unnecessary setup, and focusing on the primary user’s experience.

What does 'core product loop' mean in a SaaS demo?

The core product loop refers to the main task or workflow that the primary user performs repeatedly when using the SaaS product. In a demo, it’s important to show how the software supports and enhances this process.

Why is it important to show the 'no hands' play in a product demo?

The 'no hands' play highlights how the software automates tasks behind the scenes once the primary user has completed the core workflow. It emphasizes how the software works on the user’s behalf, increasing productivity without requiring manual effort.

How does the product demo need to address the manager's perspective?

The product demo should demonstrate how the software provides visibility and control to managers. This includes showing insights, reports, dashboards, and security controls, which help managers track performance and ensure compliance.

What should a demo include to appeal to the buyer in a SaaS sales process?

For the buyer, the demo should emphasize the financial benefits of the software, such as how it can save money, increase revenue, or reduce risk. This helps the buyer understand the broader business value and the return on investment.

How can you demonstrate the value of the software for the enterprise during the demo?

You can highlight how the product benefits not just the individual user, but the entire organization. This includes showing how the software impacts bottom-line metrics like cost savings, increased revenue, and risk reduction.

Why is it important to show a demo tailored to different groups: the primary user, manager, and buyer?

Each group has different concerns and priorities. The primary user cares about efficiency, the manager needs visibility and control, and the buyer is focused on ROI. Tailoring the demo to each group ensures that all key decision-makers see the value in the software.

What role does the 'visibility and control' feature play for managers in the demo?

Managers need to monitor and manage the workflows of their team. Showing how the software provides dashboards, reports, and audit logs gives them the ability to track performance, ensure compliance, and make data-driven decisions.

What are the three primary reasons companies buy SaaS products, according to the demo principles?

Companies typically buy SaaS products for three main reasons: to save money, to make more money, and to reduce risk. These motivations should be reflected in the product demo to align with the buyer’s objectives.