If you’re in the tech space, you know that the product demo phase is one of the most critical in the sales process. It’s the first opportunity you have to demonstrate what your product can do for a prospective client. 

Once you’ve shown them how your software can solve their pain points and add value, closing the deal is much easier. 

Unfortunately, getting prospects to agree to a demo can be challenging. Most clients would like to avoid dealing with sales staff and prefer to play around with the software on their own, rather than making an appointment. 

On a side note: With Walnut, you can create customized and interactive demos without coding. By sending your demo’s link to your prospect, you make sure they are familiar with the product even before the demo call - which is a tremendous competitive advantage. 

How to Schedule Product Demo Appointments: Best Practices for Emails

Qualify the Prospect

Before you hit send on your product demo invitation emails, you need to make sure that you speak to the right people. Your sales discovery call should steer you in the right direction and make sure that you truly understand who the decision-makers are, their technical proficiency, and of course, their needs. After studying your prospect, take some time to personalize your demo according to their profile.

Use the Right Tone During the Initial Outreach 

During the initial outreach, you’re selling a meeting – not the actual product. Don’t overstuff your email with facts and figures, but don’t be so vague that the client can’t see the value in meeting with you. 

An invitation to a product demonstration should answer:

  • Why should the client take the time to see you?
  • What can they gain from the demo?
  • Why should they choose your company and not the competitor?
  • How much time will this demo take? 

Be concise and to the point. Prospects can see through flattery and fakery. Do your homework and demonstrate your knowledge about their business. Never make assumptions! 

Demo Schedule Templates That Work

What a Bad Demo Schedule Template Looks Like

Imagine sending an email to a potential client like this: 

“Hi (Prospect Name),

Thanks for reaching out. Please schedule your demo at (https://demolink.com/demos). 

I am looking forward to hearing from you!

(Sales Rep)”

This is not the type of email you want your prospect to receive; it places the burden on them to set up a meeting time and suggests that they should work for you. Additionally, this email has done nothing to convince the prospect that you understand their unique situation and your software can be the solution. 

A Better Product Demo Schedule Template

Be specific and include a short write-up about the company. A better example would be:

“Hi [contact name],

 [Company rep name] here from [company name]. Thank you for reaching out. I wanted to see if I could help you answer any questions you may have about (Company Name). 

Have you got 30 minutes for a quick meeting on Tuesday after 2, Thursday between 10 and 12, or any time Friday? We can talk through your goals, and I can show you how we can (value proposition)?

Looking forward to meeting you.” 

Preventing the Brush-Off

Some clients will try to brush you off by asking for documentation or a written presentation. Software demos pack a more powerful punch. Deflect a brush-off with a template like this: 

“Hi (Contact Name),

Rather than spending hours reading through the documentation and trying out the software, we can spend 15-30 minutes doing a quick demo. I’ll invite (Colleague Name) who has a lot of experience with (Company Type) like yours and has achieved great results helping them implement (Solution A, B, C). 

I’ve got the following slots available to talk: (times).

I am looking forward to meeting you!


The Best Subject Lines for Product Demo Invitations 

The key to a great invitation for a product demonstration is the subject line. A lousy subject line can land you in the Junk Folder faster than the body of the email ever could, especially when you are cold-calling.

Avoid clickbait-y lines (e.g., “Huge Discount!”, “Find Out How You Can Save Thousands!”) as those are most likely to end up quarantined. 

Keep it brief and demonstrate value upfront: 

“A New Approach to HR for (Company)”

“Reduce your Staff Turnover by 25%.”

“A New Revenue Stream for (Company)”

“Idea for resolving (Pain Point)” 

Here are some more examples of techniques to write outreach subject lines that get clicked.

Send Your Emails at the Right Time 

Take the pressure off the client to find time by providing several dates and hours for the demo. Try to schedule your demo date within five business days of your initial call to keep the momentum going. Ask for a 20 to 30-minute slot.

Personalize Your Demo

If you’ve sent a killer email and landed the demo appointment, it’s crucial to plan your demo. To give yourself the best chance of success, you should be considering how to wow your prospect even before they’ve signed up. 

A personalized demo shows that you understand your prospect’s business and care about their pain points. Identify their goal early on and tailor your message accordingly. If you’ve worked with a similar company before, have a case study on hand. Know who will be in the room and what their role is within the company. 

Don’t forget to customize your demo to their brand as well. It’s always nicer when it’s personal. 

Follow Up 

Even once the demo is complete, you can still use emails to convince and convert your potential customer. So make sure you write a killer demo follow up email. Offer to connect them with experienced product managers in their field, set up a second appointment, or provide updates on new features. 

The Dos and Don’ts of a Product Demo Invitation

As you prepare to send out your invitation to request a demo, always remember:

The Dos

  • DO mention the value you’ll bring to the company.
  • DO sell the product demo, not the product.
  • DO follow up.
  • DO research before picking up the phone or hitting send. 

The Don’ts 

  • DON’T create generic demos. Personalize everything you present.
  • DON’T put the responsibility on the client to look for more information or set up an appointment. 
  • DON’T overwhelm your prospect with attachments and information.
  • DON’T take up too much of the client’s time. 

Over to You

The live demo can be a powerful tool to generate leads and increase sales. However, don’t forget that the sales process begins when you send your first email to the prospect. 

You’re not just telling your customers that your product can solve their problems, you’re showing them. Getting it right can convince them to close a sale. Getting it wrong undermines the credibility of your company. 

Walnut's codeless platform enables B2B companies to customize, manage and optimize their sales demos easily. The demos happen in an encapsulated sales demo environment, so you’re sure to avoid glitches, downtimes, and other misfortunes.  

The cherry on top? You can collect valuable data on the usage of your demos and optimize them to improve your conversion rates. 

Create the best impression with personalized product and sales demos today!

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