Dan Martell - How To Increase Product Demo Requests Without Spending a Dime

00:00:00.000 Hi there.

00:00:00.500 Dan Martell here, serial entrepreneur, investor,

00:00:02.160 and creator of SaaS Academy.

00:00:03.960 In this video, I'm going to share with you

00:00:05.760 how to increase the number of demo requests

00:00:08.960 you're getting for your product.

00:00:10.160 And be sure to stay to the end.

00:00:11.320 We're going to share with you an exclusive resource

00:00:12.880 called the Rocket Demo Builder.

00:00:15.000 It's going to allow you to close twice as many deals

00:00:17.400 by this time next week.

00:00:30.000 So here's the deal.

00:00:33.000 What I've learned coaching some of the best entrepreneurs

00:00:35.680 in the software space is many of them already

00:00:37.940 have enough traffic or enough opportunities

00:00:41.120 to increase their demo requests.

00:00:42.380 But what they're missing is the strategy to do this right.

00:00:45.620 Recently, I was working with one of my clients, Tom,

00:00:47.820 at charityauctionsToday.com.

00:00:50.460 And one of the things that I just shared with them,

00:00:52.960 I'm going to get deeper in this video,

00:00:55.060 is to look at the traffic sources.

00:00:57.560 So one of the things is we just looked at the top 15 entry

00:01:00.940 pages for his marketing site and looked

00:01:05.160 at those specific landing pages in regards

00:01:07.400 to their content and alignment with a prompt

00:01:10.960 for a demo of their software.

00:01:12.640 So many times, you'll have these entry pages

00:01:15.580 that you don't even realize are ranking and getting

00:01:17.420 a lot of organic search, a lot of partner referrals,

00:01:20.480 whatever it is, and you've not really

00:01:22.360 optimized the amount of demo requests.

00:01:24.500 And just changing that alone caused

00:01:26.480 Tom, to get overwhelmed with essentially a three-week cycle

00:01:31.380 of calendar just maxed out with demo requests

00:01:34.220 would introduce the next problem, which I'm

00:01:36.320 going to talk to you about in these strategies.

00:01:39.120 So number one, pepper your CTA.

00:01:41.800 So CTA stands for call to action.

00:01:43.480 So here's what I believe.

00:01:44.840 Kind of like a NASCAR with it's driving around the course.

00:01:48.520 It's got all these logos stuck to it.

00:01:51.840 We want to make sure that we prompt for customers

00:01:55.020 to be aware that they can get on a product demo

00:01:57.580 with somebody on our team or yourself.

00:01:59.620 So just think about all the different flows.

00:02:01.980 You know, I share the example of Tom doing the entry pages,

00:02:05.260 but that's just one.

00:02:06.460 I mean, one of the biggest opportunities

00:02:08.200 that I see is on the back end of a thank you

00:02:10.920 page of any lead magnet, right?

00:02:12.920 So I teach a strategy called the beacon lead magnet.

00:02:15.100 And on the thank you page of that download,

00:02:18.480 where they give you their contact info,

00:02:20.580 you should have a video or some kind of copy

00:02:23.580 that prompts them to jump on a demo with you.

00:02:26.900 So just think about all the different flows

00:02:28.920 from maybe on the free trial sign up.

00:02:31.120 Maybe it's at the end of a webinar.

00:02:33.280 There's all these different places

00:02:34.940 that you've got traffic and funnels,

00:02:37.060 and you want to insert the prompt to get on a product demo

00:02:40.980 with somebody on your team so that you can increase your sales.

00:02:44.880 Number two, match the message.

00:02:47.340 So the biggest challenge that I see if their demo requests

00:02:51.000 are not happening is because where

00:02:52.580 they came from versus what you want them to do next

00:02:55.680 is not in alignment.

00:02:57.500 So the first thing I did when we were working with Tom

00:03:00.720 is just figure out where is the traffic coming from?

00:03:03.100 What are their expectations?

00:03:04.260 But then how do we transition that content

00:03:07.760 to properly position a demo request?

00:03:11.000 And this is true even on a webinar.

00:03:12.960 So for example, you could be on a webinar

00:03:15.280 and teach a bunch of great content,

00:03:17.240 but you need kind of a bridge or a conversation that's

00:03:20.120 natural to say, hey, here's what we covered today.

00:03:23.040 And I hope you get some incredible results.

00:03:24.540 But if you want to move faster and you want somebody

00:03:26.380 to evaluate the way you're doing that,

00:03:28.900 then go to this link and request a demo of our product that

00:03:33.180 helps you get these kind of results.

00:03:34.940 So there needs to be a bridge in any conversation

00:03:38.260 so that it matches.

00:03:39.140 It passes the sniff test.

00:03:40.720 Too often, you'll have some content or an ad

00:03:43.840 or some kind of other conversation.

00:03:46.040 Maybe it's a podcast interview or you're on a stage speaking.

00:03:49.160 And then you go and you just say, hey,

00:03:50.700 if you want to learn more about a product, do a demo request.

00:03:53.040 There is no bridge between the conversation you were having

00:03:56.040 initially and then getting them to take that action.

00:03:58.000 You just got to think about the setup.

00:03:59.520 It's kind of like a baton that you're handing off.

00:04:01.680 So you need to make sure that the message matches

00:04:04.380 the medium for where the traffic's coming from.

00:04:07.040 Number three, sell the time.

00:04:09.380 Look, at the end of the day, a product demo

00:04:11.800 is not that interesting.

00:04:13.400 Yes, maybe they've got a bunch of questions.

00:04:15.640 But what I want you to consider is, how do you sell the time?

00:04:18.240 How do you make this a social media audit, a productivity

00:04:22.980 review?

00:04:23.440 Think about, what can I offer to my customer

00:04:26.740 or to a visitor that they would want?

00:04:29.240 But in doing that, mapping out a process for them,

00:04:32.680 that I also get the opportunity to potentially show them

00:04:36.040 my product as a solution.

00:04:38.640 So many of my clients do a two-step close

00:04:40.920 where they'll do a discovery call,

00:04:42.380 and they'll do a product demo.

00:04:44.960 But on the discovery call or when you're prompting for the demo,

00:04:47.940 You can actually name it something

00:04:49.620 cool to really sell the opportunity

00:04:52.380 and really just describe what are you

00:04:53.900 going to even accomplish on the call.

00:04:55.700 It's not about, we're going to show you all our features.

00:04:58.420 It's about saying, we're going to understand your top three

00:05:00.480 challenges and what could be possible in the next period

00:05:03.220 of time with our solution and really sell it.

00:05:05.780 So if you don't have a copywriter,

00:05:07.980 you don't even know what copywriting is,

00:05:09.780 be sure to invest in that.

00:05:11.060 Because your demo page, look at the conversions

00:05:13.440 that where they're at right now, and if you double that,

00:05:16.140 Think of your rest of your sales funnel

00:05:17.960 from a sales velocity point of view.

00:05:20.020 You could double the whole productivity of your pipeline

00:05:23.140 just by increasing the number of demos you're getting.

00:05:26.340 And it can be as simple as a copy change.

00:05:28.560 Number four, filter your funnel. 0.97

00:05:30.780 You know, yesterday, I was speaking at Traffic and Conversion

00:05:33.120 Summit teaching my Rocket Demo Builder Framework.

00:05:36.320 And an entrepreneur got up and asked a question at the end.

00:05:38.720 They said, look, I'm doing marketing.

00:05:40.460 I'm doing sales.

00:05:41.280 I'm doing product development.

00:05:42.540 I'm doing demos.

00:05:43.540 And right now, my calendar is packed.

00:05:46.120 Is what should I do?

00:05:47.000 What's the next step?

00:05:48.700 And I knew that one of the challenges he had

00:05:51.340 was, yes, he was overwhelmed, but he was probably

00:05:53.920 doing calls and product demos with people that weren't

00:05:55.780 qualified.

00:05:57.040 So he was asking me, should I automate my product demo

00:05:59.980 process with some kind of video?

00:06:01.800 And the answer is not no.

00:06:02.980 But what I believe is that if every one of his calls

00:06:06.340 that he got on, that customer was 80% likely to buy.

00:06:10.180 Most of my clients are at 70% conversion rate from demo

00:06:12.940 to purchase?

00:06:14.120 If he was really high, just a crazy number,

00:06:16.700 every person he talked to bought the product,

00:06:19.180 would he have an issue with doing demos?

00:06:21.400 The answer is no.

00:06:22.700 So what he really needed to solve

00:06:24.280 was how does he increase the quality of the people

00:06:27.480 that he ends up booking into his calendar.

00:06:30.000 And what I suggested is a funnel filter.

00:06:31.840 So the way I think about it is anytime

00:06:33.500 there's an opportunity for somebody

00:06:34.540 to download some content, you're asking them

00:06:36.460 for their information, even in a trial process,

00:06:40.020 what are the one or two questions

00:06:41.600 that you could ask a prospect that's going to tell you

00:06:44.400 kind of the potential quality of that lead, right?

00:06:46.880 So some people call it lead scoring,

00:06:48.400 so that you can then choose the right path, right,

00:06:51.380 or filter the funnel for that specific lead.

00:06:54.080 So I said, look, if somebody's, you know,

00:06:56.840 doing half a million dollars in revenue per month,

00:07:00.460 or spending that in marketing in their situation,

00:07:03.140 would you want to get on a call with that person?

00:07:04.640 They're like, absolutely, those are our best customers.

00:07:06.320 We know if they're at that level

00:07:07.480 that we could absolutely crush it for them.

00:07:09.120 Perfect.

00:07:09.860 Why don't you ask them that question in the opt-in form

00:07:13.180 or wherever else you're getting that information, that contact,

00:07:15.720 and then redirect them to booking your calendar?

00:07:18.440 And then people at a different level,

00:07:19.780 they'll go maybe into an automated video demo.

00:07:22.820 And other people, you might just say, hey, check out our product

00:07:25.640 because I think it would be a really great fit.

00:07:27.380 So you just skip the demo and say, you know what?

00:07:28.960 Next step for you is to just sign up for our product

00:07:31.280 and check it out.

00:07:32.040 If you have any questions, support

00:07:33.220 will be there to support you or help you, right?

00:07:35.180 Because at the end of the day, you

00:07:36.840 should know who is your perfect customer

00:07:38.700 And everybody else, you want to funnel them out

00:07:40.860 of your filter.

00:07:41.940 So yes, it's going to decrease the amount of demos,

00:07:44.740 but it's going to increase the conversion rate

00:07:46.860 and decrease the amount of time on you.

00:07:49.200 So when you do these strategies, you

00:07:51.160 can have more people in your calendar,

00:07:53.340 but know that they're going to actually make it rain

00:07:55.660 and make you more money easier.

00:07:57.940 Number five is warm the demo.

00:08:00.340 So this is a great strategy for people

00:08:02.580 that may not convert on the demo request page,

00:08:05.940 but they visited.

00:08:06.780 What you want to do is you want to pixel them.

00:08:08.580 So I'm not going to do an advanced marketing training

00:08:11.420 on pixel technology.

00:08:13.020 But there's a thing called a pixel.

00:08:14.420 You want to drop it on your demo request page.

00:08:17.020 For anybody that either requests a demo, and really they didn't,

00:08:21.100 you want to put them in two different buckets.

00:08:23.540 But let's say the ones that didn't request a demo,

00:08:26.520 those people, what you can do is you can re-market them.

00:08:29.520 Ideally, if you have a video case study, or if not,

00:08:32.280 you can do just a blog post case study.

00:08:34.340 But you want to re-market them that case study.

00:08:36.600 And at the bottom or in the ad copy itself

00:08:39.560 is have, hey, schedule your demo to learn how you can get

00:08:42.000 similar results.

00:08:43.200 So think about it that way.

00:08:44.400 People that visited the page that didn't convert,

00:08:47.160 didn't opt in to schedule a demo, but you

00:08:49.260 remarket them with a customer case study.

00:08:52.000 Because that's what people really,

00:08:54.000 that's usually their biggest challenge right now,

00:08:56.100 is will this work for me?

00:08:57.220 Is there other people like me that have gotten results

00:08:59.520 using this product?

00:09:00.560 And if I'm on Facebook, if I'm on Google, if I'm on LinkedIn,

00:09:03.720 and I'm seeing ads talking directly to me

00:09:06.860 and showing me a case study of your customer

00:09:08.900 that's getting results and I can read it

00:09:11.140 and then in the copy or in the content,

00:09:13.180 I can schedule a demo or in the ad itself,

00:09:16.040 I'm like, wow, if that company tripled their whatever,

00:09:19.020 I want the same thing.

00:09:19.820 I really should go and schedule that demo.

00:09:21.780 That will be the highest performing ad spend.

00:09:25.360 So it's called return on ad spend.

00:09:26.460 It'll be the highest performing ad spend

00:09:27.980 for you to get more demos booked in your business.

00:09:31.620 Five strategies to increase your product demos

00:09:33.660 Number one, pepper the CTA, the call to action.

00:09:36.320 Number two, match the message.

00:09:38.500 Number three, sell the time.

00:09:41.340 Number four, filter your funnel. 0.97

00:09:43.800 And number five, warm the demo.

00:09:46.380 As I mentioned at the beginning, I

00:09:47.740 want to share with you an incredible resource called

00:09:49.740 the Rocket Demo Builder.

00:09:51.140 It's what I use to coach all of my clients

00:09:53.580 to increase their sales demos to close at 60% to 70%

00:09:57.320 and get them to buy twice as fast.

00:09:59.360 So you can click the link below to download your copy

00:10:01.920 of the Rocket Demo Builder.

00:10:03.180 be sure to check out my nine box model with the questions

00:10:05.980 that you should be using to walk the demo process forward.

00:10:10.720 And specifically, the ninth one, which I teach a strategy

00:10:13.460 called BAMFAM.

00:10:14.960 Check it out.

00:10:15.800 Download your copy below.

00:10:17.620 And if you found this video useful,

00:10:18.960 feel free to smash the like button.

00:10:21.660 Subscribe to my channel.

00:10:22.560 If there's anybody that you care about that you feel

00:10:24.340 that this could serve, share with them directly.

00:10:26.800 And as per usual, I want to challenge you

00:10:28.200 to live a bigger life and a bigger business.

00:10:30.340 I'll see you next Monday.

00:10:31.940 Hooah! 1.00

00:10:33.180 That's Al Pacino, man.

00:10:36.180 That's Al Pacino.

Dan Martell - June 10, 2019

How To Increase Product Demo Requests Without Spending a Dime

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