“Non-Techies” Make Better Software Presenters, Author Claims

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New book teaches sales people how to create, deliver top-quality software demonstrations.

50 Minutes to Better Software Demos

It’s a popular misconception that companies must depend on the technical specialist to handle software demos on sales calls. But it's usually the non-technical sales rep who can stay out of the weeds and focus on the straightforward needs of the buyer.

Technical gurus and gadget geeks don’t necessarily deliver the most compelling software demos. That’s the ironic message from author Matt Gambino, who stresses that giving a great software demonstration has nothing to do with a salesperson’s technical dexterity.

“It’s a popular misconception that companies must depend on the technical specialist or the sales engineer to handle software demos on sales calls,” says Gambino, whose latest book is "50 Minutes to Better Software Demos" (Crisp Publishers, 2010). Gambino, who also founded DemoFish.com, a free online resource for software sales professionals, says crafting a simple, benefit-enriched demo is the key to closing the software sale, and is an art often better handled by the sales rep.

“All the high-tech features of a given software tool -- which are often fascinating to the sales engineer -- aren’t always so interesting to John Q. Public End User,” says Gambino. “Actually, the opposite is true in most cases. And it’s usually the non-technical sales rep who can stay out of the weeds and focus on the straightforward needs of the buyer.”

In "50 Minutes to Better Software Demos," Gambino makes his case by using easy-to-understand language and real-world examples to take the salesperson through each step of the software demo process, from preparation, to practice, to presentation. Readers learn how to outline a custom demo script, arrange the right sequence of features to demonstrate, and prepare the computer hardware and software to minimize technical snafus. Gambino explains how to field technical questions during the demo itself, including overcoming objections and handling competitive situations. A timely chapter on remote presentation shows readers how to make Web-based demos just as compelling as in-person demonstrations.

Through it all, Gambino stresses the importance of the demonstrator taking a back seat to the software solution itself.

“I hosted a boat-ride attraction at Walt Disney World as part of a college internship,” Gambino says. “And one of the first things we learned was that the ride itself is what guests pay for -- not the person driving the boat. The same is true for a great software demo. It’s not about the demonstrator. It’s about the solution.”

For interview requests, additional support material, or photos, please contact Heather Campo, Director of Marketing, Axzo Press (585) 249-4528 -- heather(dot)campo(at)axzopress(dot)com.

About Crisp Publishers:
Part of Axzo Press, Crisp publishes over 300 concise, easy-to-understand books focusing on the most critical aspects of business topics, including sales, management, customer service, human resources, leadership, and many more.

About Axzo Press:
Axzo Press delivers high-quality Desktop, IT and Business and Professional Development skills solutions, Instructor-Led Training courseware, quick reference materials and custom job aids. Axzo Press provides its customers with exceptional service while delivering top-quality professional courseware titles at competitive pricing.

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Heather Campo
Axzo Press
(585) 249-4528
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Matt Gambino
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