Hi, there.
Dan Martell here, a serial entrepreneur, investor,
and creator of SaaS Academy.
In this video, I'm going to share with you how
to increase the number of demo requests
you're getting for your product.
And be sure to stay to the end where
I'm going to share with you an exclusive resource called
the Rocket Demo Builder.
It's going to allow you to close twice as many deals
by this time next week.
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So here's the deal.
What I've learned coaching some of the best
entrepreneurs in the software space
is many of them already have enough traffic
or enough opportunities to increase their demo requests,
but what they're missing is the strategy to do this right.
Recently I was working with one of my clients, Tom,
at CharityAuctionsToday.com, and one of the things that I just
shared with him-- and I'm going to get deeper in this video--
is to look at the traffic sources.
So one of the things is we just looked at the top 15 entry
pages for his marketing site and looked
at those specific landing pages in regards
to their content and alignment with a prompt
for a demo of their software.
So many times you'll have these entry pages that you don't even
realize are ranking and getting a lot of organic search,
a lot of partner referrals, whatever
it is, and you've not really optimized
the amount of demo requests.
And just changing that alone caused
Tom to get overwhelmed with essentially
a three-week cycle of calendar just
maxed out with demo requests.
It would introduce the next problem,
which I'm going to talk to you about in these strategies.
So number one-- pepper your CTA.
So CTA stands for Call to Action.
So here's what I believe-- kind of like in NASCAR with--
it's driving around the course, it's
got all these logos stuck to it, we
want to make sure that we prompt for customers to be aware
that they can get on a product demo with somebody
on our team or yourself.
So just think about all the different flows.
I shared the example of Tom know doing the entry pages,
but that's just one.
I mean, one of the biggest opportunities that I see
is on the backend of a thank you page of any lead magnet, right?
So I teach a strategy called the Beacon Lean Magnet,
and on the thank you page of that download where they give
you their contact info, you should
have a video or some kind of copy that prompts them
to jump on a demo with you.
So just think about all the different flows, from maybe
on the free trial signup, maybe it's at the end of a webinar.
There's all these different places
that you've got traffic and funnels,
and you want to insert the prompt to get on a product
demo with somebody on your team so that you
can increase your sales.
Number two-- match the message.
So the biggest challenge that I see if their demo requests are
not happening is because where they came from versus what
you want them to do next is not in alignment, right?
So that's what I-- the first thing I did when we were
working with Tom is just figure out
where's the traffic coming from, what are their expectations,
but then how do we transition that content
to properly position a demo request?
And this is true even on a webinar.
So for example, you can be on a webinar
and teach a bunch of great content,
but you need kind of a bridge or a conversation that's
natural to say, hey, here's what we covered today
and I hope you get some incredible results,
but if you want to move faster and you want somebody
to evaluate the way you're doing that, then go to this link
and request a demo of our product
that helps you get these kind of results.
So there needs to be a bridge in any conversation
so that it matches-- it passes the sniff test.
Too often you'll have some content or an ad
or some kind of other conversation-- maybe it's
a podcast interview or you're on a stage speaking,
and then you go and you just say,
hey, if you want to learn more about our product,
do a demo request.
There is no bridge between the conversation
you're having initially and then getting
them to take that action.
You just gotta think about the setup.
It's kind of like a baton that you're handing off,
so you need to make sure that the message matches
the medium for where the traffic's coming from.
Number three-- cell the time.
Look, at the end of the day, a product demo
is not that interesting.
Yes, maybe they've got a bunch of questions,
but what I want you to consider is, how do you sell the time?
How do you make as the social media audit?
A productivity review?
Think about, what can I offer to my customer or to a visitor
that they would want?
But in doing that, mapping out a process for them,
that I also get the opportunity to potentially
show them my product as a solution, right?
So many of my clients do a two-step closer.
They'll do a discovery call and they'll do a product demo.
But on the discovery call or when
you're prompting for the demo, you can actually name it
something cool to really sell the opportunity,
and really just describe what are you going
to even accomplish on the call.
It's not about we're going to show you all our features.
It's about saying, we're going to understand your top three
challenges and what could be possible in the next period
of time with our solution and really sell it.
So if you don't have a copywriter--
if you don't even know what copywriting is,
be sure to invest in that, because your demo page,
look at the conversions-- where they're at right now,
and if you double that, think of your rest of your sales
fall from a sales velocity point of view.
You could double the whole productivity of your pipeline
just by increasing the number of demos you're getting,
and it can be as simple as a copy change.
Number four-- filter your funnel.
Yesterday I was speaking at Traffic & Conversion
Summit teaching my Rocket Demo Builder framework,
and an entrepreneur got up and asked a question at the end,
they said, look, I'm doing market, I'm doing sales,
I'm doing product development, I'm doing demos,
and right now I'm like my calendar is packed--
what should I do?
What's the next step?
And I knew that one of the challenges he had
was yes, he was overwhelmed, but he is probably
doing calls and product demos to people that weren't qualified.
So he was asking me, is should I automate my product demo
process some kind of video?
And the answer is not no, but what I believe
is that if every one of his calls that he got on,
that customer was 80% likely to buy.
Most of my clients or 70% conversion
rate from demo to purchase.
If he was really high-- just a crazy number-- every person
he talked to bought the product, would he
have an issue with doing demos?
The answer is no.
So what he really needed to solve was how does he
increase the quality of the people
that he ends up booking into his calendar?
And what I suggested is a funnel filter.
So the way I think about it is, anytime there's an opportunity
for somebody to download some content-- you're asking them
for their information, even in a trial process, what
are the one or two questions that you could
ask a prospect that's going to tell you
kind of the potential quality of that lead, right?
So some people call it lead scoring.
So that you can then choose the right path, right?
Or filter the funnel for that specific lead.
So I said, look, if somebody it's
doing half-a-million dollars in revenue per month
or spending that in marketing in their situation,
would you want to get on a call with that person?
He's like, absolutely.
Those are our best customers.
We know if they're at that level that we can absolutely
crush it for them.
Perfect.
Why don't you ask them that question in the opt-in forum
or wherever else you're getting that information, that contact,
and then redirect them to booking your calendar?
And then people at a different level,
they'll go maybe into an automated video demo,
and other people you might just say, hey, check out
our product because I think it'd be a really great fit-- so you
just skip the demo and say, you know what?
Next up for you is to just sign up for our product
and check it out.
And if you have any questions, support
we'll be there to support you or help you, right?
Because at the end of the day, you
should know who is your perfect customer, and everybody else
you want to funnel them out of your filter.
So yes, it's going to decrease the amount of demos,
but it's going to increase the conversion rate
and decrease the amount of time on you,
so when you do these strategies, you
can have more people in your calendar,
but know that they're going to actually make it rain and make
you more money easier.
Number five is warm the demo.
So this is a great strategy for people
that may not convert on the demo request page, but they visited.
What you want to do is you want to pixel them, OK?
So I'm not going to do an advanced marketing
training on pixel technology, but there's
a thing called a pixel, you want to drop it
on your demo request page.
For anybody that either requests the demo,
and really, they didn't, you want-- well,
you want to put them in two different buckets.
But let's say the ones that didn't request the demo,
those people, what you can do is you can re-market them ideally
if you have a video case study-- or if not,
you can do just a blog post case study--
but you want to re-market them that case study,
and at the bottom or in the ad copy
itself is have, hey, schedule your demo
to learn how you can get similar results.
So think about it that way.
People that visited the page that didn't convert,
didn't opt in to schedule a demo,
but you re-market them with a customer case study,
because that's what people really--
that's usually their biggest challenge right now,
is will this work for me?
Is there other people like me that have gotten results
using this product?
And if I'm on Facebook, if I'm on Google, if I'm on LinkedIn
and I'm seeing ads talking directly to me
and showing me a case study of your customer
that's getting results and I can read it and then in the copy
or in the content I can schedule a demo, or in the ad itself
I'm like, wow, if that company tripled their whatever,
I want the same thing--
I really should go and schedule that demo,
that will be the highest-performing ad spend--
so it's called return on ad spend--
it'll be the highest-performing ad spend for you to get more
demos booked in your business.
Five strategies to increase your product demos.
Number one, pepper the CTA, the Call to Action;
number two, match the message; number three, sell the time;
number four, filter your funnel; and number five, warm the demo.
As I mentioned at the beginning, I
want to share with you an incredible resource called
the Rocket Demo Builder.
It's what I used to coach all of my clients
to increase their sales demos to close at 60% to 70%
and get them to buy twice as fast.
So you can click the link below to download your copy
of the Rocket Demo Builder.
Be sure to check out my nine-box model with the questions
that you should be using to walk the demo process forward,
and specifically the ninth one, where I teach
a strategy called Bam Fam.
Check it out, download your copy below.
And if you have found this video useful,
feel free to smash the Like button,
subscribe to my channel.
If there's anybody that you care about
that you feel that this could serve,
share with them directly.
And as per usual, I want to challenge
you to live a bigger life and a bigger business,
and I'll see you next Monday.
Hooah!
Hooah-- that's Al Pacino, man.
OK.
That's Al Pacino.