20 Questions
What is the main issue with traditional demos, according to the passage?
The audience tunes out due to a focus on features and facts
What is the primary goal of a effective demo, according to Salesforce?
To engage the audience emotionally
What is the main purpose of using personas like Cindy?
To showcase different roles and customer-employee interactions
What is the purpose of using personas in demos, according to the passage?
To make the demo more relatable to the audience
What is the key element of a story according to the content?
At least one main character—a hero
What is the key to creating an effective persona, according to the passage?
Including attributes such as goals, challenges, desires, and frustrations
What should be the focus of a story when selling a product or service?
The customer's journey and challenges
What is the main benefit of using stories in demos, according to Michael Margolis?
They make the demo more engaging and memorable
What is the purpose of recognizing the customer's challenges in a story?
To create an emotional connection with the audience
Who should be the helper in a story when selling a product or service?
The product or service
What is the primary goal of Cindy Central, the field sales rep persona?
To reach a certain sales quota this quarter
What is the most important factor in a customer's buying decision?
How the product helps them through their challenges
What should you highlight in your demo to create a more consistent customer experience?
How your product can lead to happy customers buying more and buying more often
What is the purpose of sharing Arlo's victory with your audience in two parts?
To describe the tangible outcomes as lasting, long-term benefits
What is the From-To Shift?
The journey of your hero's growth and change
Why is it important to leave on a high note of transformation in your demo?
To inspire positive change in your audience
What should you describe in your demo as lasting, long-term benefits?
The tangible outcomes of your product
What is the result of a greater change in the From-To Shift?
A more impactful story
What should you inspire in your customers through your demo?
Positive change in their business challenges
What is the purpose of the two parts of Arlo's victory in your demo?
To inspire positive change in your audience and to show the growth of your hero
Study Notes
Effective Demos
- A good demo should engage the audience emotionally and inspire action.
- Stories are easy to remember and tap into emotions, making them an effective way to present demos.
Using Personas
- Personas help make demos relatable to the audience.
- A persona should include goals, challenges, desires, and frustrations to create an emotional connection with the audience.
- Example of a persona: Cindy Central, a field sales rep, responsible for developing and closing deals in her territory.
Key Elements of a Story
- A good story has four key elements.
- The story should have a main character (hero) who is relatable to the audience.
- Position the customer as the hero, not the product or service.
- The hero should face challenges that the audience can relate to on a human level.
The Role of the Helper
- The helper should be the product or service being demoed.
- The product or service should help the hero overcome challenges and achieve their goals.
Creating a Lasting Victory
- The demo should show how the product or service leads to tangible outcomes and lasting benefits.
- Highlight how the product or service creates a more consistent customer experience leading to happy customers.
The From-To Shift
- The From-To Shift describes the growth and change the hero experiences on their journey.
- The greater the change, the more impactful the story.
- Leave the demo on a high note of transformation to inspire positive change.
Learning Objectives After completing this unit, you’ll be able to: Discover the value of storytelling. Explain why personas are used in demos. Describe the four components of a compelling story.
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