MaxTips for Sales Leaders

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Sell More with Self-Guided Product Tours

When advancing a sales conversation towards the big close, seasoned reps know the “sales demo” can be the most critical step in their sales process. From cars to clothes, hardware to software, being able to touch and feel and experience a product first-hand is when the sales tide really turns from, “Hmm, maybe” to “OH YES, this is what I’ve been searching for!” Prior to a demo, all the proposed features, benefits, and value are just hypothetical.

The beauty of software and apps sales is that reps can fill their tool belt with a few different ways to present to, educate, and engage prospective customers. At one end of the spectrum are the basic overviews: a dedicated webpage, a PDF brochure, or (if we’re getting fancy) an animated explainer video. At the other end, it’s the in-person demo: a one-on-one walk through of the product, where the sales rep has the opportunity to hone in on what is most important to their prospective buyer.

Expedite Product Interest

What lies in the middle of fully passive to fully active engagement tools is the self-guided product tour. It’s the window-shopping of demo’s, allowing potential customers to get just a little close to the product before they talk to a rep. For companies, it’s way to introduce and showcase the product, do some brand building, and efficiently expedite truly interested buyers through your sales funnel.  It’s worth noting, too, that statistics say 67 percent of customers would rather have a self-service experience than speaking to a sales rep!

“I’m not at all surprised by this stat,” says Steven Malynowsky, Product Marketing Manager at Maximizer. “Our own virtual product tour offers a no-pressure yet highly-detailed tour that prospects can work through at their own pace,” he explains.

Here’s what our product tour looks like!

“Not only is it a great way to engage customers in an intimate way, but also an opportunity to add commentary on the value of the product as they click through from one screen to the next,” Malynowsky added.

Fast Track Your Funnel

Bringing prospects onto your company’s radar and using virtual product tours for self-discovery can be an efficient use of both buyer and seller’s time, as well as effective first step to confirm (or not) if the product is a good fit. If the buyer is motivated to take that next step (ie. follows through on your call-to-action), there is now an established familiarity with your product, and the sales conversation has a head-start.

Top Tips for Self-Guided Tours:

  • Lead with value – Your first point should highlight how the feature adds value prospect (i.e. why they should care) and then explain what you are showing them.
  • Don’t over-do it – An enticing overview will be quickly overshadowed by an excess of features and benefits.
  • Optimize interaction – Direct viewers eye to where you want them to go and, if possible, have their mouse movement/clicks follow the same path.
  • Format for engagement – Use short sound bites (vs. long sentence) and ensure the train of thought “flows.”
  • Close with a call-to-action – Look to your sales process. On that last screen of the tour, what is that next step you want the prospect to take to keep the conversation going? Request pricing? Have rep call them? Request an in-person demo? Sign up for a free trial?
  • Remain consistent with your brand. Consider use of colour and tone of narrative. Weave your story!
  • Publish to multiple channels. Beyond your website, where else can you publish/promote your tour? Social media, paid digital demand, intranets/extranets?

Expand Your Scope

How often do you communicate new product releases? Can you incorporate a virtual “highlights reel” tour to accompany the email blast? Where else, beyond basic product tours, can you use the same technology to increase awareness, educate users and prospects, and pump up your pipeline with new revenue opportunities?

The newest tour at Maximizer: CRM for Sales Leaders

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