![\"\"](\"https:\/\/greatdemo.com\/wp-content\/uploads\/2022\/02\/distribution-of-buying-groups-time-300x244.png\")
<\/p>\nWhile this information does not signal the demise of the seller\u2019s role, it does require that we use more advanced and effective techniques to influence and impact buyers\u2019 decisions, especially when providing a demonstration. Fortunately, demonstration skills improvement courses have existed for years, yet many traditional training practices originated in the early 2000s.<\/p>\n
As an example, you may have heard of one demo approach brilliantly illustrated as Tell, Show, Tell (T-S-T). Tell the client what you are going to show them, Show them the demo, and then Tell them what you showed with a strong summary of features and value. The Tell, Show, Tell approach has served the industry well for years and has helped many presales consultants improve their ability to tell stories and connect with buyers.<\/p>\n
However, when we consider new research from the world\u2019s leading sales methodologies, we find that some methodologies need elaboration to ensure they are adapting to today\u2019s best practice sales methods. Using traditional methodologies may be a significant failure in modern selling when they are not modified to include the latest research and best practices.<\/p>\n
Traditional Models<\/h3>\n
![\"\"](\"https:\/\/greatdemo.com\/wp-content\/uploads\/2022\/02\/challenger-selling-behaviors-gartner-300x245.png\")
<\/p>\n
Let me explain. You have likely heard of the Challenger Sales Model. \u201cThe Challenger Sales methodology is a transition from pitch-based selling to educational selling. Rather than pitching a specific product, a Challenger will respond to client needs, then analyze those needs, and finally present a solution the client may not have considered.[2]<\/a>\u201d\u00a0 To do so the Challenger sales model references an effective approach simply described as Teach, Tailor, and Take Control.<\/p>\n Here is another example. Recently, I attended a Value Selling clinic hosted by a trainer from the Vista Consulting Group. \u201cValue Selling encourages sales professionals to ask the right questions, articulate the value of a product to the customer\u2019s business, and demonstrate flexibility in formulating a mutually beneficial solution. It\u2019s all about making sure that you\u2019re adding value to the customer, at every stage of the process.[3]<\/a>\u201d<\/p>\n The trainer in this session introduced a complementary and effective concept positioned as Tell, Ask, Listen! <\/strong>This is a big idea. Tell<\/strong> the client a compelling story, Ask<\/strong> about their business, and Listen<\/strong> to their feedback. It\u2019s a perfect way to understand their business objectives and challenges. The methodology is dramatically enhanced when coupled with the Challenger concepts mentioned above: Tailor<\/strong> and Teach<\/strong>.<\/p>\n Identifying needs and challenges, tailoring your demonstration to specifically address the highest priorities of your client, and then teaching new information to change the customer’s buying direction is different from what is being practiced by most sales professionals. And research shows that teaching something new about a customer\u2019s business need, or challenge has a statistically significant improvement in changing a customer\u2019s buying direction when they already have preconceived notions about a solution, product, and\/or company.<\/p>\n Combining the research, wisdom, and best practices above from Value Selling and the Challenger Sales Methodology I want you to consider additional yet vital steps and an improved model over the traditional Tell, Show, Tell approach.\u00a0 I call it the ALT Approach<\/strong> and here it is: Tell, Ask, Listen, Tailor, Teach, Tell!\u00a0 (T-ALT\u00b2\u2013T) <\/strong>I know it sounds simple, yet I’ll illustrate why it is so powerful.<\/p>\n As a person who has been attending and leading demo methodology training sessions since 2004, I quickly realized the similarities and near-perfect correlation between the Tell, Ask, Listen, Tailor, Teach, Tell<\/strong> approach to that of the Great Demo! methodology<\/strong>. While the Great Demo! methodology teaches us to \u2018Do the Last Thing First\u2019 it also highlights the importance of setting up each segment of a demo with a Situation Slide. This is a significant concept we should quickly explore more.<\/p>\n The Situation Slide is a highly effective mechanism that highlights how to teach clients something within the first two minutes of a demonstration. This is similar to the first Tell in the T-S-T method in the way it sets the context for the audience. The practice within Great Demo!\u2019s methodology is called \u2018Vision Generation.\u2019 A Vision Generation demo is one of two ways a demonstration should be performed and is perfect for situations where you want to challenge your client and offer new information into a demonstration.<\/p>\n The Vision Generation concept is simple. It starts with a Tell<\/strong> statement that illustrates a story about another similar customer highlighting key objectives, the challenges the other client had, and how it was solved while presenting the value the other client received. The approach sets the context, yet generates hope and curiosity while challenging<\/em> the client\u2019s current train of thought. Delivering a Vision Generation demo and Situation Slide then moves into the Ask<\/strong> phase, where the seller can ask a few questions like \u201cHow does that compare with your situation and research?\u201d \u201cCan you see how similar features could help you solve the described problems and issues? If so, how?\u201d This step is critical to the success of your ongoing demo.<\/p>\n The next part of the process is simple\u2026Listen<\/strong>! Listen to the client\u2019s response, needs, and biases, which moves this part of the demo into another key Great Demo! philosophy. Take a moment to ask follow-up questions and dive into your client\u2019s situation more deeply. Turn your demonstration into a conversation about the true needs of your client and how your solution can specifically help them.<\/p>\n The next phase is to Tailor<\/strong> your demonstration based on the needs of the client.\u00a0 Your traditional demo stops and your Great Demo! begins solely focused on what your client needs while highlighting the unique aspects of your solution that can help them achieve their key objectives.\u00a0 In this enhanced demo step, you should not be merely \u2018Showing\u2019 your clients your demo, you should be consulting with them on ways you can help them achieve their objectives with your solution yet in a conversational way.<\/p>\n Your demonstration should be conducted in a conversational way continuing to ask questions about features and processes to ensure you are highlighting the right features of your solution as you uncover and relay the value each capability can provide.\u00a0 When you introduce new capabilities and\/or processes your client was not aware of you are teaching them something that has the ability to change their buying perceptions.\u00a0 According to the models above, this is critical.\u00a0 One of your goals should be to provide a sales demo and experience so valuable that the client would have paid for it.<\/p>\n Lastly, Tell<\/strong> and conclude with the value your solution will provide the prospect and summarize the steps and benefits you showed that mapped to their specific needs.\u00a0 Remember to save time at the end of your demonstration to discuss the next steps needed to move the sales opportunity along.<\/p>\n It has been proven that skills training that is not supported with proper implementation and change management practices leads to marginal improvements.\u00a0 If you have been attending training that teaches Tell, Show, Tell you may be overlooking modern best practices, and undermining the value of your training dollar.\u00a0 That was certainly the situation I found when entering into my last assignment as VP of Global Solution Consulting at Ellucian.<\/p>\n <\/p>\n I hope you will consider the ALT Approach<\/strong> to your Tell-Show-Tell (Tell, Ask, Listen, Tailor, Teach, Tell)<\/strong> when delivering your next demonstration. The research is clear that when we enhance the buying process for our prospects, challenge, and educate their own research we become trust advisors and create sales experiences that add value.<\/p>\n <\/p>\n About the author<\/strong><\/p>\n Paul H. Pearce<\/a>\u00a0has over 20 years of technical sales leadership and experience in Sales, Presales, Field Enablement, and Business Development. As the first certified Great Demo! training partner, he has mastered the methodology and today contributes to its ongoing success, having recently authored the industry\u2019s newest Presales -Sales Methodology called the \u201cGreat Demo! 5 Imperatives.\u201d Paul has consulted and trained dozens of organizations and hundreds of Presales Consultants and recommends ways to increase sales through proven methodologies and real-world experience.<\/p>\n [1]<\/a> 5 Ways the Future of B2B Buying Will Rewrite the Rules of Effective Selling, Gartner<\/p>\n [2]<\/a> https:\/\/www.zendesk.com\/blog\/challenger-sales\/#:~:text=The%20Challenger%20Sales%20methodology%20is,client%20may%20not%20have%20considered<\/a><\/p>\n [3]<\/a> https:\/\/www.saleshacker.com\/sales-methodology-blueprint\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Aunque esta informaci\u00f3n no se\u00f1ala la desaparici\u00f3n del papel del vendedor, s\u00ed exige que utilicemos mecanismos m\u00e1s avanzados y eficaces para influir e impactar en las decisiones de los compradores, especialmente a la hora de ofrecer una demostraci\u00f3n. Afortunadamente, los cursos de mejora de las habilidades de demostraci\u00f3n existen desde hace a\u00f1os, aunque muchas pr\u00e1cticas tradicionales de formaci\u00f3n se originaron a principios de la d\u00e9cada de 2000. A modo de ejemplo, es posible que haya o\u00eddo hablar de un enfoque de demostraci\u00f3n ilustrado de forma sencilla como Tell, Show, Tell (T-S-T). El enfoque tradicional Tell, Show, Tell ha servido bien al sector durante a\u00f1os y ha ayudado a muchos consultores de preventa a mejorar su capacidad para contar historias y conectar con los compradores. Cuando tenemos en cuenta las nuevas investigaciones de las principales metodolog\u00edas de ventas del mundo, descubrimos que las pr\u00e1cticas de la vieja escuela son sencillas, pero no han logrado seguir el ritmo de la innovaci\u00f3n y las mejores pr\u00e1cticas.<\/p>","protected":false},"author":3,"featured_media":28754,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"quote","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8,9,17,10,21],"tags":[6,7],"class_list":["post-27708","post","type-post","status-publish","format-quote","has-post-thumbnail","hentry","category-great-demo-blog","category-growth_development","category-justifying_training","category-methodology_basics","category-vision_generation","tag-articles","tag-blog","post_format-post-format-quote"],"acf":[],"_links":{"self":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/27708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/comments?post=27708"}],"version-history":[{"count":0,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/27708\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media\/28754"}],"wp:attachment":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media?parent=27708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/categories?post=27708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/tags?post=27708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}ALT Approach<\/h3>\n
![\"\"](\"https:\/\/greatdemo.com\/wp-content\/uploads\/2023\/01\/INFOGRAPHIC-120x300.png\")
<\/p>\nTell – Ask<\/h4>\n
Listen<\/h4>\n
Tailor<\/h4>\n
Teach<\/h4>\n
Tell<\/h4>\n
\n
\n