A Masterpiece of Modern Presales Wisdom - Great Demo

A Masterpiece of Modern Presales Wisdom

A Masterpiece of Modern Presales Wisdom: Peter Cohan’s “Great Demo!” Third Edition

Reviewed in Germany on 15 November 2023

I always thought the second edition of “Great Demo!” by could not get any better, but Peter Cohan proved me wrong:

I recently dove into the latest edition of Peter Cohan’s “Great Demo!” and let me tell you, it’s not just a book—it’s a revelation for anyone navigating the intricate world of product demonstrations. As a seasoned Pre-Sales Engineer, I’ve seen my fair share of methodologies, but Cohan’s third edition takes the cake.

The third edition seamlessly weaves together the timeless wisdom from its predecessors with a fresh perspective on today’s digital landscape. Cohan’s signature wit and clarity remain intact, making complex ideas a breeze for readers of all backgrounds. But what truly sets this edition apart is its deep dive into the modern era of virtual demos and online presentations. Peter Cohan recognizes the shift in showcasing products and provides invaluable guidance on engaging audiences effectively, whether in person or through a screen.

The inclusion of real-world examples from a myriad of industries adds a vibrant touch to the book, offering a diverse set of scenarios that resonate with professionals across the board. It’s not just a guide for presales professionals; “Great Demo!” spills over into sales organizations and leadership roles, introducing game-changing concepts like “do the last thing first.”

Cohan’s emphasis on continuous improvement is not just a strategy; it’s a philosophy backed by tangible activities and exercises to “sharpen the saw.” This approach fosters a culture of teamwork, collaboration, and adaptation—crucial elements for staying ahead in today’s competitive market.

But it doesn’t stop there. The frameworks and strategies presented in “Great Demo!” are a gift that keeps on giving. Sales leaders can apply these principles to guide and coach their teams, creating outstanding customer engagements and product demonstrations. The book’s focus on clear communication, audience understanding, and storytelling can influence how leaders present their vision, fostering alignment and buy-in throughout the organization.

Having implemented the principles outlined in “Great Demo!” since its discovery in 2004, I can attest to its transformative impact on presentation skills and tangible business results. The methodology outlined by Cohan consistently leads to increased win rates and shortened sales cycles, creating solutions that add value to clients.

Whether you’re in Presales, Sales, Customer Success, Marketing, or Business Development, “Great Demo!” is a game-changer. It’s not just a book; it’s your ticket to becoming an expert presenter and communicator while driving growth efficiently. Peter Cohan’s wisdom equips you with the tools to deliver impactful presentations that leave a lasting impression on your audience.

This book deserves a prime spot on every professional’s bookshelf. Highly recommended!


(Many thanks, Hans-Peter…! You can find this review on Amazon.de)






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