Episode #120
Why Great Software Demos Win Customers: Discovery, Buyer Enablement & Sales Psychology | Peter Cohan | 120
Why do buyers lose interest during software demos? Peter Cohan—founder of Great Demo! and bestselling author—shares the proven strategies behind effective software demonstrations that help businesses build trust, shorten buying cycles, and improve conversion rates. Peter explains why discovery should always come before pitching, how to tailor demonstrations to different stakeholders, why buyers need different levels of proof before purchasing, and how the concept of Buyer Enablement creates a smoother buying experience. The conversation also explores the famous "Last Thing First" methodology, avoiding the "Harbor Tour" demo, thinking like a doctor instead of a salesperson, and building presentations that focus on customer outcomes rather than product features. Whether you're a SaaS founder, sales professional, consultant, entrepreneur, or business leader, this episode offers actionable frameworks to improve every customer conversation and every product demonstration. Topics Covered: Software demonstrations Discovery calls Buyer Enablement Great Demo methodology Sales psychology Customer experience SaaS sales Sales leadership Business communication Entrepreneurial growth
