Let me ask you a question: Ever notice how some athletes can perform at their absolute best, game after game, while others burn out halfway through? It’s not just about skill—it’s about energy management.
The same is true for sales professionals delivering high-stakes demos. If you’re dragging through your demos or scheduling them when your prospect is half asleep, you’re missing golden opportunities.
The timing of your demo could be the difference between closing the deal and watching your prospect’s eyes glaze over. That’s where we can draw lessons from Daniel Pink, a best-selling author and expert on human behavior and timing.
His book “When: The Scientific Secrets of Perfect Timing” provides groundbreaking insights into how our natural rhythms affect productivity and decision-making. Armed with this knowledge, you can schedule your demos for maximum impact, just like a top athlete plans their training and meals for optimal performance.
We’ll dive into Pink’s research and combine it with lessons from the primacy and recency effect found in Great Demo! to help you time your demos like a pro. And, as you’ll see, what you eat throughout the day can have a massive impact on your energy levels and focus during crucial client interactions.
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Breakfast: Fueling Up for a Winning Start
Analogy: LeBron James Basket Ball Pre-Game Routine
LeBron James doesn’t start his game by gorging on junk food and hoping for the best. Before every game, he fuels his body with a mix of proteins, complex carbs, and hydration. Why? Because what you eat sets the tone for how you perform. Just like an athlete, your breakfast should prime you for peak mental performance.
What I Eat for Breakfast:
For me, eggs are always my go-to breakfast. They’re quick and easy to prepare, and if I’m in a hurry, I grab a couple of hard-boiled eggs to eat on the run. Eggs give me the energy I need without weighing me down—perfect for a busy morning of back-to-back meetings.
Here’s your winning breakfast lineup:
- Eggs or Greek yogurt (protein): To build and sustain energy throughout your morning.
- Whole grains (oats or whole wheat toast): Slow-releasing energy to avoid spikes.
- Fruits: Natural sugars for that quick boost without the mid-morning crash.
What to Avoid:
Sugary cereals and pastries—these are like shooting for a three-pointer and air-balling. They give you a quick high and a nasty crash right when you need focus.
Why it matters for demos: According to Daniel Pink, people’s cognitive sharpness peaks in the late morning. If you’ve got an important demo, this is prime time—when you and your prospect are both on your A-game. Use this time to tackle the big, technical features that need full focus.
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Mid-Morning Snack: Maintaining Momentum
Story: Marathon Fueling Strategy
Think of a marathon runner. They don’t wait until they’re about to collapse to refuel—they grab a quick energy gel or snack during the race. That’s exactly how you should think about your mid-morning snack. It’s your fuel station between breakfast and lunch, keeping you steady and focused.
My Snack Routine:
Snacks for me are usually mixed nuts, especially almonds. They’re easy to carry, healthy, and keep me going. What I don’t do is drink caffeine in the morning or when I know I’ll be in a stressful situation. It took me years to realize that caffeine constricts blood vessels, raises blood pressure, and for me, it results in heavy sweating. Not a good look, especially when you’re wearing your favorite blue shirt. (Too much info? Maybe. But it’s true!)
Snack ideas:
- Almonds or mixed nuts: Packed with healthy fats and protein to keep you going.
- Fruit with nut butter: A great balance of natural sugars and fats.
What to Avoid:
Candy bars or sugary snacks. They’re like sprinting out of the gate in a marathon—you’ll crash hard and fast when you need steady energy.
Why it matters for demos: A quick snack keeps you from dragging through your back-to-back meetings. It’s the fuel you need to stay sharp and avoid zoning out when your client throws you an unexpected curveball.
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Lunch: Keep It Balanced, Not Heavy
Analogy: NFL (American Football) Halftime Fuel
NFL players don’t scarf down a pizza during halftime. Why? Because that would slow them down for the critical second half. Lunch is your halftime—keep it light, balanced, and ready to sustain you through the afternoon.
What I Eat for Lunch:
I typically go for a garden salad at lunch. It’s light, keeps me energized, and avoids the dreaded carb crash. I used to struggle with that slump, but cutting out heavy carbs at lunch has made a world of difference.
Your lunch playbook:
- Lean proteins (chicken, turkey): Helps repair and sustain energy.
- Quinoa or brown rice: Complex carbs for long-lasting energy.
- Leafy greens: To keep your brain sharp.
- Avocado: Provides healthy fats that sustain energy without the crash.
What to Avoid:
Heavy pasta or greasy fast food. It’s like loading up on carbs before overtime—you’ll be sluggish and foggy just when you need to be at your best.
Why it matters for demos: The afternoon slump is where many salespeople make mistakes. Pink’s research shows that early afternoon is when energy dips and critical thinking wanes. Keep lunch light to avoid the carb crash and ensure you’re still in the zone for those crucial afternoon discussions.
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Mid-Afternoon Snack: Avoid the Crash
Story: The Formula 1 Pit Stop
Imagine you’re a Formula 1 driver. You don’t ignore a critical pit stop—you need it to refuel and keep racing. Your mid-afternoon snack is that pit stop, a quick recharge that keeps you from running out of gas.
Snack suggestions:
- Greek yogurt with berries: Protein and antioxidants for a steady energy boost.
- Hummus with carrots or cucumber: Light, fiber-packed, and balanced.
What I Do:
If I’m winding down a bit, I might have a little caffeine in the afternoon, but I try not to drink it after 1 p.m. to ensure it doesn’t affect my sleep later. Moderation is key here.
What to Avoid:
Sugary drinks and energy bars are the junk food of racing. They’ll give you a jolt, then leave you stalled right when you need to finish strong.
Why it matters for demos: According to Pink’s research, this is the sluggish period for most clients, where attention wanes. Use this time to present lighter features that don’t require intense concentration, or focus on storytelling. You can also demo features that aren’t as strong—clients are less likely to notice weaknesses during a dip in their energy. Remember, primacy and recency matter. Hit them with your best features at the start and finish, and use this slower period for less critical elements.
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Dinner: Refuel and Recharge for Tomorrow
Analogy: Serena Williams’ Recovery Meals
Serena Williams doesn’t leave her body to change—her post-match meals are about recovery and preparation for the next challenge. Your dinner should do the same. Keep it balanced and light, setting yourself up for a fresh start tomorrow.
Here’s your dinner strategy:
- Lean protein (salmon, tofu): Repairs muscles and keeps energy levels stable.
- Sweet potatoes or wild rice: Complex carbs for recovery.
- Broccoli or leafy greens: High in fiber, and great for digestion.
What to Avoid:
Late-night junk food binges are like skipping recovery stretches after a match—you’ll regret it the next day.
Why it matters for demos: A balanced dinner ensures you wake up refreshed and ready to tackle the next day. This is key for sales professionals with packed schedules—your performance tomorrow depends on your recovery today.
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Hydration and Caffeine: Use Strategically
Story: The Professional Cyclist’s Water Strategy
Professional cyclists don’t just chug water at the end of the race—they hydrate throughout. Hydration keeps their muscles functioning and their minds clear. The same principle applies to sales. Stay hydrated all day long.
- Water: Consistently sip throughout the day.
- Caffeine: Use strategically in the morning and avoid overdoing it in the afternoon. Too much, and you’ll crash by the time your final demo starts.
What to Avoid: Energy drinks and soda. They’re like cheap fuel for a high-end engine. They’ll get you moving quickly, but you’ll fizzle out fast.
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Timing Your Demos: Daniel Pink’s Insights
Who is Daniel Pink?
If you’re unfamiliar with Daniel Pink, he’s a best-selling author known for his work on motivation and human behavior. In his book “When: The Scientific Secrets of Perfect Timing”, Pink explores how our bodies and minds follow daily rhythms, and how we can harness these rhythms to improve productivity and decision-making. Pink’s research is highly relevant to sales professionals because understanding when your client’s energy peaks and dips can dramatically improve the effectiveness of your demos.
Analogy: The Perfect Game-Winning Shot
Think about a basketball player lining up for the game-winning shot. Timing is everything. Too early or too late, and you miss the sweet spot. Pink’s research gives you that perfect timing window for your demos.
Here’s the breakdown:
- Morning (9 AM – 12 PM): Analytical thinking peaks—use this time to present your most complex, critical features.
- Early Afternoon (1 PM – 3 PM): Energy dips, so counteract sluggishness with stories, lighter demos, or interactive features. Present weaker parts of your solution here when clients are less focused.
- Late Afternoon (3 PM – 5 PM): Energy rebounds. This is the time to wrap up with recap discussions or hit them with your final, memorable feature.
What to Avoid: Scheduling your most important demo during the early afternoon slump. This is when everyone’s dragging. Keep your big guns for the morning or later in the day when energy is higher.
Conclusion: Fuel, Focus, and Perform Like an Athlete
Whether you’re training for a marathon or delivering a demo, timing and energy management are everything. By eating the right foods at the right time and scheduling your demos according to your clients’ energy peaks and dips, you’ll be demoing like an elite athlete. Hit them with your strongest features when they’re sharpest and save the lighter stuff for the afternoon slump.
Want to learn more about maximizing your demo performance? Head over to GreatDemo.com to dive deeper into the primacy and recency effect and perfect your demo timing.
About the Author
Paul H. Pearce has over 25 years of sales and executive leadership in Sales, Presales, Field Enablement, and Business Development. As the first certified Great Demo! and Doing Discovery training partner, Paul has mastered the methodologies and today contributes to its ongoing success helping organizations dramatically increase sales and success. As the President of Great Demo! LLC, Paul has consulted and trained hundreds of organizations and practitioners and recommends ways to increase sales and customer success through proven methodologies and real-world experience.