How To Structure A Sales Demo ‒ Top 10 Ideas

SaaS sales demo structure

SaaS sales demo conversion rates can range from 1% to 30%, depending on whether it’s B2B or B2C. For B2B, being in the 30th percentile is impressive. B2C? Hitting 5% is considered hitting the jackpot. 

While the numbers sound small, reaching these benchmarks is surprisingly difficult if you’re not strategic about your SaaS sales demo. 

Learn how to structure a sales demo like a pro and boost your conversion rates to match the best in the industry with these SaaS sales demo structure tips. 

What Is A Sales Demo? 

A sales demo is a product or service demonstration. In the SaaS industry, a sales demo involves taking leads on a walkthrough of the software, its features, and its benefits. The goal is to show the client how the software can solve their pain points. 

Why Is A Sales Demo Important? 

A sales demo is an integral part of the SaaS sales cycle because it’s the part of the sales pipeline where customers get a feel for the software. It’s a make-or-break situation. If the sales demo succeeds, you’ll have collected another SaaS client. 

Much of the success of a sales demo is dependent on the sales demo structure. If researched and structured correctly, it’ll showcase the most relevant features and keep the prospects engaged. If the structure fails, you’ll bore the leads and fail to convert them into paying customers. 

Fortunately for you, there are tried and tested sales demo tips guaranteed to boost SaaS sales conversions

Top Tips To Structure A Sales Demo That Converts 

Interested in structuring a winning sales demo that converts sales? Incorporate these tips into your SaaS sales demo-ing process. 

  1. Know Your Prospect

First and foremost, you need to know who you’re trying to win over. If you don’t know the prospect, you’ll be limited to a vague sales demo with few engaging points. 

When you know the prospect, you can tailor the sales demo to their pain points and unique voice. 

Before you create your sales demo, learn more about your prospect. Gather the information they’ve shared with you during previous interactions, including their pain points. You can also research any websites, social media, and public domains to get a feel for the client’s personality and needs. 

  1. Create A Narrative 

Let’s be honest. Sales demos can be boring, especially when they’re hyper-technical. The key to a great sales demo is to create a narrative and make a story with the structure. 

First, make the pain points of the villains. Introduce your client’s pain points, point out all the ways it makes their life difficult, and rub salt in the wound. 

Then, introduce the hero: your software. 

After introducing your software, you can soothe the wounds and pain points by sharing all the impressive ways your software will change their life or business operations. It’s a simple but effective narrative tool. 

  1. Establish An Agenda With The Prospect

Before you start with the sales demo, establish the agenda with the prospect. Share a quick overview of the demo process and the points you’re going to cover. It’ll put them at ease, pique their interest, and let them know the sales demo will directly address their pain points. 

It shouldn’t be long. Think of the agenda as a small introduction and index, a 5-minute run-through of the demo. You want to share only the skeleton version of the demo. 

  1. Share The Most Relevant Features First

Demos are very much about timing. If you can’t hook the prospect quickly at the start, they won’t have an interest in what’s said, even if they stay for the full demo. The goal is to get them invested in your software as soon as possible. 

That’s why it’s critical to introduce the most relevant features first. Your software likely has a whole host of great features, but if they’re not relevant to the prospect, they’re not going to care. All they care about is their pain points and how you can fix them. 

So, use the information they shared and the research you gathered in step one and showcase the power of the features you know they’ll most appreciate. If there is time, ask them if they’d like to see the other features and take them on a full tour. 

  1. Focus On The Feature Benefits 

As great as your software features are, it’s not the feature the prospect cares about. Rather, they care about how the feature will benefit them. Focusing on the technical jargon, while important, alone, won’t get your prospects invested in the software. 

Instead, share a quick summary of the features and then explain how the features can soothe their pain points. 

  1. Practice The Script

How you present the script can also impact the outcome. A monotone reading won’t engage the prospect and convert them into a paying customer. 

To make sure the script is good, read it out loud. You can also record yourself to listen back to it objectively. 

Use the reading to figure out the right tone. Use your research to establish the client’s tone of voice and vocabulary and match it. It’s also a good idea to make use of timed pauses. It’ll improve the flow and allow the prospect time to absorb the information. 

  1. Keep Movements Clean 

If you’re demoing software in person or over a video call, the prospect will see you. They’ll automatically read your body language, so keep your movements relaxed and confident. 

This also extends to any cursors, pointers, or tools used during the presentation. Don’t use a lot of jerky movements and confuse the prospect. Make every move intentional and make it count. 

  1. Share Case Studies 

As the end of the sales demo approaches, the prospect will likely wonder how the features hold up under real-world application. It’s the perfect time to share case studies. It’ll showcase the power of your software and instill confidence in your brand. 

As for the case study, choose one with similar pain points as the prospect. The more overlap, the better. This way they’ll be able to see how the software can be applied to their pain points in reality.

  1. Leave Time For Questions 

When the demo is done, give your prospects free rein to ask as many questions as they want. 

For this portion, it’s also important to prepare. If you don’t know the software and its technical applications and aspects, we’d suggest learning it. Not being able to answer a question can make prospects doubt the product. 

  1. Add A Call To Action

When the demo is over, take control and direct the prospect. It’s time to close the deal. 

The last slide or talking point should summarize the software features as benefits, detail the next steps, and call the prospect to action. 

Remember, be upfront about costs, steps, and contract negotiations. Most prospects can smell a fake deal a mile away. Rather be honest and concise about the software, its abilities, and what they can expect to pay for it. 


SaaS sales demos showcase a software’s features to a prospect. The demo goal is to engage the prospect, suggest how the software can soothe their pain points, and turn them into paying customers. 

The structure of the demo is important. Fortunately, these tried and tested methods are sure to improve your sales demo flow and engage leads. 

To maximize your SaaS sales demo potential, enlist Saleo’s help. Saleo is the first and only live demo platform. It lets you create captivating, data-driven, and interactive demos guaranteed to increase your SaaS sales. Interested? Request a demo today!


Brian Cody

VP of Sales Engineering, Clari

Michael Stanczak

VP of Enterprise Sales, illumin

Ryan Splain

Principal Demo Solutions Engineer, Salesloft