sell the demo — Get the potential customers to attend a product demo. If they accept the invitation, they are more than likely willing to hear an offer for the product. McChord said scheduling frequent demos is a proven method to increasing sales;

tailor the demo for the potential customer — Generic demos are a big no-no. “Just like a good suit, a demo must fit the client perfectly,” McChord said. Present demos to non-technical business owners in a way they can understand, leaving out the technical jargon;

be knowledgeable — “It’s extremely important that you know your stuff!” he said. Potential customers will ask many questions. Be prepared by knowing everything there is to know about the product;

lights, cameras, action — Express facts accurately and clearly. If you don’t know the answer to a question, say so. It’s better to find the correct answer than provide an incorrect one. Product demos should be thirty minutes or less, leaving room for any questions;

let’s make a deal — End your presentation with a “soft sell” pitch. Remember, pricing is the final obstacle. Do not discuss pricing before the demo. Potential customers may judge your product too early.