There is a big difference between demonstrating how to use something, and selling that thing itself. Yet it’s amazing how many salespeople confuse the two. Either they show everything the thing does in the hope that something will catch the buyer’s eye, or they will say ‘this bit does this, and this button does that, and oh, watch this, it’s quite cool.’

Who cares? When you’re not sure what to show people, it means you haven’t figured out what problem they’re trying to solve. When you’re not sure how to show it to people, then you need to figure out the correct scenario that will best show off how you fix a specific problem better than anyone or anything else.

When you’re selling something, don’t show them how to use it. You will bore, frighten or otherwise deter them. Instead, show them how that something will make them money, save them money, save them time, or help them comply with something that must be done.

Of course, you need to know enough about your something to be able to demonstrate how you help your buyer, so learn the handful or two of user scenarios or ‘use cases’ that your buyers have, and learn how to demonstrate how your something addresses each scenario elegantly and efficiently.

You don’t need to be a power user of what you sell, with a deep understanding of every nook and cranny. You need to know it well enough to show how it solves a range of problems or capitalises on an opportunity.

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