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Customize Your Sales Demos to Increase Conversions

Written by Harsh Vijay
Published on March 26th, 2023

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In today's competitive market, standing out from the crowd and effectively showcasing the value of your product or service is essential for success. One powerful tool at your disposal is the sales demo—a chance to let potential customers experience your offering first-hand.

But what if you could optimize these demos to boost your conversion rates even further? Enter the world of customizing sales demos.

A recent study showed that sales demos tied to a specific pain point could lead to a remarkable 35% increase in conversions compared to generic, one-size-fits-all presentations.

In this blog, we'll explore the art of tailoring your sales demos better to meet your prospects' unique needs and interests. We'll cover why customization is crucial, how to identify your target audience's pain points, and strategies to personalize your demos for maximum impact.

By the end of this post, you'll have the knowledge and tools to create tailored sales demos that resonate with your potential customers and drive higher conversions.

So, let's dive in!

4 Reasons Why Custom Sales Experiences are Important for Sales Teams

In the fast-paced world of sales, one-size-fits-all approaches are rapidly becoming outdated. To stay competitive and increase sales, sales teams must prioritize custom sales experiences tailored to their specific audiences.

By adapting their approach to their prospects' unique needs, preferences, and pain points, sales professionals can forge stronger connections and ultimately drive higher conversion rates.

Here are some reasons why custom sales experiences are vital for sales teams and some examples of how they can lead to success.

1. Enhanced personalization

People prefer personalized experiences, and that includes sales interactions. By customizing sales presentations, sales teams can demonstrate a deep understanding of their prospects' needs and show a genuine interest in solving their problems. This level of personalization fosters trust and makes prospects more likely to buy.

For instance, a software company selling to small and large enterprises should create different demos for each audience segment.

  • A small business owner might be more interested in ease of use, affordability, and quick implementation.
  • An enterprise client might prioritize scalability, integration capabilities, and advanced features.

The sales team can demonstrate their commitment to meeting each client's unique needs by addressing these distinct concerns in their respective sales demos.

2. Improved engagement

Custom sales experiences are more engaging and memorable than generic ones. When a sales pitch is tailored to the prospect's industry, company, or role, it resonates deeply and keeps their attention throughout the presentation. Sales teams that invest in crafting personalized demos will find that their prospects are more likely to participate, ask questions, and discuss potential collaboration actively.

Consider a sales team targeting the healthcare sector. By customizing their demos with industry-specific examples, the team can make their presentation more relatable and engaging to healthcare professionals. They can show how their product can streamline patient data management or improve patient outcomes.

3. Shortened sales cycles

Custom sales experiences can also help shorten sales cycles by addressing prospects' concerns more effectively. When a sales demo is tailored to highlight solutions to the prospect's specific pain points, it becomes easier for the prospect to envision the value of the product or service being offered. This can help expedite the decision-making process and ultimately lead to quicker conversions.

For example, a sales team selling a project management tool might encounter prospects with concerns about team collaboration and communication. The sales team can quickly alleviate the prospect's concerns and move the sales process forward by customizing their demo to showcase the tool's features that address these specific challenges.

4. Increased competitive advantage

Custom sales experiences in a crowded marketplace can set a sales team apart from its competitors. By demonstrating a deep understanding of the prospect's business, sales teams can offer tailored solutions that cater to their unique needs.

This approach positions them as valuable partners rather than just other vendors. As a result, this differentiation provides a significant competitive advantage over those relying on more generic sales approaches.

Best Practices for Customizing Sales Demos

There's a fine line between being impressive and being a downer when it comes to sales demos.

You want to wow your prospects with your product and service. But, you also don't want to be so over-the-top that the prospect feels like they're being sold to. The key is to strike the right balance and ensure you're not just pitching features but also showing off what those features mean for their business.

1. Know your audience

The best sales demos are customized to the audience. A good salesperson knows what information and benefits will excite the prospect about your product or service. The same is true for the demo. So, here's what you do:

  • Research the prospect's industry, company size, and specific challenges.
  • Be familiar with their competitors and how your product or service can help them gain an edge.
  • Consider the roles and responsibilities of the individuals attending the demo.

In addition to knowing your audience, you should also know your product. If you don't know everything there is to know about your product, then you won't be able to customize a demo tailored to your prospect's needs.

It's important to remember that some prospects are more technical than others. So, it's important to adjust what you show them accordingly.

2. Personalize for the prospect

A customized demo is one of the best ways to show how your product or service can help your prospect's business. It shows that you've researched their industry and competitors, as well as what success looks like for them.

  • Use the prospect's company name and logo throughout your presentation to create a sense of ownership.
  • Incorporate real-life examples and case studies that are relevant to their industry or specific challenges they face.
  • Customize your demo by highlighting the features and benefits most relevant to the prospect's needs.

By personalizing the demo, you show your audience that you have taken the time to understand their business, which fosters trust and credibility.

3. Highlight the benefits

Your prospect doesn't care about features; they care about results. So focus on benefits instead of features, and use examples and stories to show how the product solves real-world problems.

For example, if you're selling software, don't just walk through the features and functions on the screen. Instead, show how the software can help solve the daily problems your customers experience. A successful sales demo will:

  • Show how easy it is to use the product
  • Demonstrate how quickly they can see results
  • Show them how much money they'll save by using your product or service

This will help your audience envision how your solution can improve their daily operations and contribute to their overall success. By emphasizing the benefits, you can create a stronger value proposition that resonates with your audience and encourages them to take action.

4. Keep it concise

You want to give your prospect enough information so that they can understand what you do and how it benefits them. But you don't want to overwhelm them with details. A concise and focused demo effectively holds your audience's attention and conveys your message.

  • Avoid overwhelming your prospects with too much information or unnecessary details.
  • Prioritize the most relevant features and benefits directly addressing your prospect's needs.
  • Stick to a clear and logical flow, and ensure your presentation is easy to follow.

In a brief 15-minute demo, it's crucial to effectively guide your prospect through the sales process, ensuring they stay on track and avoid distractions. To accomplish this, cover the three stages of the buyer's journey during your demo, helping them navigate their decision-making path efficiently and confidently.

5. Practice well

Preparation is crucial to the success of your customized sales demo. It's an opportunity to show prospects how your product can solve their problems and help them achieve their goals.

Here are ways to practice your sales demos well:

  • Ensure you know your material inside out and can present it confidently and naturally.
  • Rehearse your demo several times, adjusting your pacing and tone to keep your audience engaged.
  • Be prepared for questions and possible objections, and practice your responses to ensure you can address them effectively.

A well-practiced demo will demonstrate your professionalism and expertise, positively impacting your prospects.

6. Use visuals

Visuals are always more memorable than words alone. In fact, studies show that people retain 80% of what they see and only 20% of what they hear. So, using visuals whenever possible during your sales demos makes sense.

Here's how you can use visuals in your sales demos:

  • Use clear, high-quality images, graphs, and charts to illustrate your points and demonstrate the benefits of your product or service.
  • Make sure your visuals are relevant to your audience and support the message you're conveying.
  • Avoid cluttered or overly complex visuals, as they detract from your presentation.

It's important not to rely completely on your prospect's eyeballs; make sure they can see what you're doing on screen as well. This will help them follow along and give them confidence in your recommendations.

7. Address objections

Addressing objections is a critical aspect of a successful sales demo. It is important to anticipate potential concerns your prospects may have and address them proactively throughout the presentation.

  • Start by demonstrating empathy and understanding toward the prospect's concerns, which helps build trust and rapport.
  • As you proceed through the demo, incorporate solutions to the anticipated objections within the context of your product or service features. Provide evidence such as case studies, testimonials, or data to support your claims and validate your product's effectiveness in addressing their concerns.
  • When objections arise during the demo, maintain a positive and solution-oriented attitude. Show your willingness to listen and understand their concerns while offering well-considered responses to alleviate their doubts.

By addressing objections effectively and seamlessly throughout your sales demo, you can demonstrate your commitment to finding solutions for your prospects and increase the likelihood of a successful sale.

How To Create Custom Sales Experiences

ruttl is a powerful design collaboration tool that can create custom sales experiences by allowing users to quickly change text, images, styling, and other design elements.

Here's how sales teams can leverage ruttl to bring their visions to life and create personalized sales presentations that resonate with their audience:

1. Quickly change text, images, and styling

edit content with ruttl

With ruttl's user-friendly interface, sales teams can easily edit the text, swap images, and adjust the styling of their sales presentations to cater to their prospect's unique needs. This level of customization helps ensure that the message being conveyed is relevant and impactful, increasing the likelihood of capturing the prospect's attention and securing a sale.

2. Collaborate in real-time

collaborate real time

ruttl's real-time collaboration feature enables sales teams to work together on their presentations, ensuring everyone is on the same page and that the final product is polished and cohesive. This level of teamwork helps create a more compelling sales pitch tailored to the target audience's specific needs and preferences.

3. Collect feedback and iterate

collect feedback

The feedback and annotation tool in ruttl makes it easy for sales teams to collect input from colleagues and stakeholders. You can use the comments and feedback to refine and improve the presentation. It ensures that it accurately addresses the prospect's pain points and showcases the most relevant features and benefits.

4. Version control and history

version control and history

ruttl's version control feature allows sales teams to easily track changes and revert to previous versions of their presentations. This ensures that important modifications are not lost and provides a clear audit trail of the presentation's evolution, streamlining the design process.

5. Integration with popular design tools

ruttl integrations

ruttl seamlessly integrates with popular design tools like Sketch, Figma, and Adobe XD through Zapier. It allows sales teams to work within their preferred design environment while leveraging ruttl's powerful collaboration and customization features. This streamlines the design process and improves overall productivity.


Customizing your sales demos is a powerful strategy for increasing conversions and forging stronger connections with your prospects. By personalizing your presentations, addressing specific pain points, and leveraging the benefits of collaboration and real-time feedback, your sales team can create tailored sales experiences that resonate with your target audience and drive success.

The versatility and robust features of ruttl make it an ideal tool for sales teams looking to elevate their sales demos and cater to their prospects' unique needs. From modifying text and images to collaborating in real-time and iterating based on feedback, ruttl empowers sales professionals to create custom sales experiences that leave a lasting impression.

Don't miss the opportunity to improve your sales conversion rates and enhance your overall sales process. Sign up on ruttl and discover how this powerful design collaboration tool can help you create compelling, personalized sales demos that drive results.

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