| People won't buy your products or services if | | | | years, I taught senior citizens how to use |
| they can't figure out how to use them. | | | | computers. No one wanted to teach them. The |
| Therefore, it is imperative that you find ways to | | | | training was based on framework they |
| help your customers understand how to get the | | | | understood. I had to explain how the typewriter |
| most of your products or services. Depending on | | | | evolved into word-processing. Then, explain how |
| your product or service, two valuable tools for | | | | word-processing transformed into desktop |
| promotions and sales are product demonstrations | | | | publishing. I also gave a history of the personal |
| and training sessions. | | | | computer and the Internet because this |
| Think of how many Ginsu knives, cookware sets, | | | | demographic was not following the development |
| and mops have been sold, just because the | | | | of computers at the time. When I wrote a script |
| audience members saw how to use the products. | | | | about HDTV, I needed to show the aspect ratio |
| The reason why home shopping networks are so | | | | difference between HDTV and a standard TV, |
| successful is because the hosts demonstrate the | | | | the HDTV wide screen was related to the wide |
| products and show their enthusiasm for them. | | | | screen in movie theatres and panoramic views. |
| People don't like to admit what they don't know, | | | | Another helpful device to use within in your |
| but if you show them without insulting them, they | | | | product demonstration or training is "Good Cop |
| will buy and use your product or service. | | | | Bad Cop," one demonstrator is the "nay-sayer" |
| The first thing to determine is, "Do you need | | | | who gets won over by the good guy. Remember |
| actual training or a demonstration?" A | | | | that in all good teaching uses the "rule of three." A |
| demonstration shows the audience how to use a | | | | student or viewer needs to see and hear a |
| product, while a hands-on-training session, gives | | | | concept three times before it is learned and |
| the consumer an opportunity to tryout the | | | | mastered. The teacher/demonstrator has to find |
| product or service. Training sessions are more | | | | ways to repeat the concept without being |
| appropriate for big ticket complicated items while | | | | condescending or boring. |
| simpler products only need demonstrations. | | | | The demonstration/training will be more effective |
| Next, decide the most important features of your | | | | if it is entertaining. This is where you can have fun |
| product or service that you want to demonstrate. | | | | with the product or service. Techniques such as |
| How does it improve lives and solve problems? | | | | parody, dramatization, music, and viewing from |
| Often your sales people will know what features | | | | the inside out will add depth to the presentation. I |
| sell the best. Or you may find the features that | | | | once had an editor tell me, "After you do all your |
| when shown, change customers' objections to the | | | | research, the story writes itself." This axiom is |
| product or service. For example, a broadband | | | | often true for demonstrations. After I figure out |
| Internet service provider discovered that when | | | | the objective, interview the sales and product |
| their customers saw the value n high speed | | | | manages, use the product or service, research |
| services, such as music downloading, photo | | | | the demographic and understand the true meaning |
| sharing and chat, they were more likely to | | | | of the service/product, I can hear the script |
| upgrade to high speed services. | | | | come to life. The more questions I ask, the |
| Then you need to determine what style the | | | | better the script becomes. |
| demonstration will take. Will it be light or serious? | | | | Product and service demonstrations/training are |
| How can you bring creative elements into the | | | | valuable tools to get and retain customers. They |
| demonstration? What will best illustrate the | | | | are very cost effective and bring your product or |
| emotional "wow" sensation of the product or | | | | service to life enriching the lives of your |
| service? What style best works for your | | | | customers. Human beings have for centuries |
| demographic? | | | | learned by telling each other stories around the |
| You also have to establish a framework of | | | | fire. Bring that fire to your customers and you'll |
| analogies to work from for your demographic. For | | | | experience blazing sales. |