“Demos are where the deal is made,” says Mike McDowell, Senior Solutions Consultant at UserTesting. And he’s right—product demonstrations are no longer just a checkbox in the sales process; they are now a defining moment where prospects decide if your solution is worth their time and investment.

In the latest episode of Insights Unlocked, Mike talks with Nathan Isaacs about his new book, Demotainment: The Art of Delivering Demos That Engage, Inspire, and Drive Results, and reveals the secrets behind creating compelling product demos. Packed with actionable advice, this conversation is a must-read (and listen!) for sales professionals, product managers, and anyone looking to elevate their presentation skills.

Why great product demos matter

A poorly executed product demo can break a deal. Research shows that personalized demos lead to higher engagement rates, as they help buyers see the real-world application of a product​​. Mike emphasizes this point, explaining that personalization isn’t just a nice-to-have—it’s the key to success.

“Your goal isn’t just to show the product; it’s to demonstrate how the product fits into the customer’s world,” Mike explains. A generic demo risks losing the audience's attention, but tailoring the content to their needs builds trust and excitement.

How to add energy to your demos

Engagement is everything. Mike, drawing on his background in theater, suggests treating demos like performances. “Bring energy to every demo. If you’re not excited about your product, why should your audience be?”

"Demos are not just about features—they’re about storytelling and creating a connection."

Personalization: the secret sauce

Personalized demos help buyers envision themselves using your product. Mike points out that even small touches, like including a prospect’s logo or tailoring examples to their industry, can go a long way.

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Mike adds, “Ask questions. Get to know your prospect. Then, use what you’ve learned to create a demo that speaks directly to them.”

For example, when working with enterprise clients, McDowell runs custom studies through UserTesting, showcasing data specific to the client’s challenges. This level of personalization not only builds credibility but also demonstrates how the product fits seamlessly into their workflow.

Overcoming common demo challenges

Not every demo goes as planned, and that’s okay. McDowell advises, “Turn obstacles into opportunities.” When faced with a last-minute demo request or limited prep time, focus on engagement and flexibility.

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One of the most common issues in demos is overwhelming the audience with too much information. As highlighted in UserTesting’s blog on actionable insights, simplicity and clarity are key. Tailor your demo to focus on the features that matter most to the prospect, leaving out unnecessary complexity.

"A successful demo is not about showing everything your product can do. It’s about showing how your product solves the prospect’s unique challenges."

Writing the playbook: from presentation to publication

Mike’s book, Demotainment, began as a presentation at Demo Fest, where his innovative approach struck a chord with the audience. Encouraged by the feedback, he turned his ideas into a LinkedIn article and then into the book, offering strategies for anyone looking to improve their presentation skills.

The writing process itself provided lessons. “Reflecting on my own methods made me realize where I could improve,” Mike said. Whether it’s pausing to ask more questions or refining storytelling techniques, continuous improvement is central to his philosophy.

Practical tips to transform your demos

If you’re looking to level up your demo game, here are some of Mike’s top tips:

1. Start with energy: Begin your demo with enthusiasm to capture your audience’s attention.
2. Focus on personalization: Tailor your demo to the prospect’s industry, challenges, and goals.
3. Tell a story: Use storytelling to make your product relatable and memorable.
4. Simplify complex ideas with relatable schemas and analogies.
5. Ask questions: Engage your audience by involving them in the demo.
6. End with next steps: Clearly outline what happens next to keep the momentum going.

Why this matters for your sales strategy

The stakes for product demos have never been higher. Buyers expect more than just a feature tour; they want to see how your solution fits into their world. “Demos are where relationships begin. If done right, they can inspire trust, excitement, and action,” Mike said.

With insights from this podcast episode and Mike’s book, sales professionals can turn every demo into an opportunity to impress, engage, and win.

"Every demo is a performance," he said. "If you bring energy, authenticity, and personalization, you’re not just selling a product—you’re creating an experience that your audience won’t forget.”

Episode links and further reading

• Demotainment available on Amazon
• Mike on LinkedIn
• Mike's YouTube channel: Mike Drop Videos
• Nathan on LinkedIn
• 20 questions to ask customers about your product: This article emphasizes the importance of understanding customer needs, a key aspect of personalizing product demos.
• A guide to digital customer experience strategy: This guide discusses strategies for enhancing digital customer experiences, aligning with the interview's focus on engaging presentations.
• How to create customer journey maps to increase conversions: This resource explains mapping customer journeys, aiding in understanding user needs for more personalized demos.