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How to Give a SaaS Web Demo {Quick Advice from Sales Leaders}

5 min read
Updated Aug. 4, 2021
Published Aug. 21, 2013

Everyone has a different approach when demoing their product to a prospect. For salespeople, developing an effective delivery is crucial.

We interviewed three SaaS experts on how to give web demos. Anthony Zhang, Jordan Rackie, and Mike Piersa all shared their opinions on what makes an effective demo.

Let’s find out what they said:


Anthony Zhang

As Pardot’s first BDR, Anthony operated consistently above quota and provided the basis for the growing team today. Last month he joined our team at Salesloft and has already made a great impact.

1. What is your philosophy on web demos?

The big advantage of remote demos (over the web) is that you can run multiple demos daily, they don’t need a whole lot of prep time, and they’re cost effective and efficient (no travel, hotels, or other expenses required).

On the other hand, there are some pitfalls. A big one is that you can’t see the body language or true level of engagement of your prospect. Another is that you’re reliant on technology- the internet connection/software/phone lines to actually give the demo. This means that as a sales rep, you’re more reactive than proactive because you’re waiting for them to show up vs showing up at their office.

2. What are your favorite tips/tricks & best practices for demos?

Be prepared. Take 10-15 minutes to get everything set up beforehand. This includes having tabs, pages, websites, and pricing open, which reduces the amount of clicking, typing and searching you have to do during the demo. Has their company website pulled up to show that you’ve done a little research and put effort into knowing their company? The demo is about them. You can even go back and reference their site during the demo.

It’s also important to take a brief moment to build rapport. Be sincere and ask them how their day has been. Reference an article you read about them. Do something that will make them remember you. In a competitive market where solutions are similar, it’s ultimately you that will be the tie-breaker.

3. What software or tools do you use?

Chrome, Readytalk, DemoSheet, GoToMeeting.

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Jordan Rackie

Another previous sales rep at Pardot, Jordan is now Director of Sales at PeopleMatter in Charleston, South Carolina.

1. What is your philosophy on web demos?

Focus on making the demo interactive. When you’re doing a web demo, you want to get the client involved early because there is so many things they could be doing while on their computer (checking email, browsing the web, etc). For the first 10 or 15 minutes, make sure they’re speaking for about 80 percent of the time. Ask a lot of questions up front, learning about their business, keeping them involved. Interactivity is probably the biggest thing.

2. What are your favorite tips/tricks & best practices for demos?

I like to start with their website being pulled up to the first thing they see so it’s something they’re familiar with. It really sets the tone and shows that I’m going to spend some time learning about their business and to see if our product is a good fit. Ask the client to drive you around the site and ask the right questions to understand their business.

Emphasize the prospect speaking to you and sharing their goals. If you find yourself talking a lot, take a pause and ask them if everything is making sense. There is power in silence because it promotes feedback from the client.

3. What software or tools do you use?

We use GoToMeeting for scheduled demos and for more on the fly meetings.

Another tool I like to use is mouselight, which allows you to spotlight and focus on certain areas of the screen. It also allows you to zoom in and out. Try to keep the pointer moving slow and deliberately so that your prospect can see what you’re doing and follow along.

We use GoToMeeting and when we’re demoing software.


Mike Piersa

As Director of Sales at WhatCounts, Mike looks to recruit and train strong sales professionals.

1. What is your philosophy on web demos?

Don’t rush the sales process. Use the 80/20 Rule – 80% of the content should be about your customers’ needs and 20% should be about your company. Most Sales reps have this reverse. If you can’t make 80% of your presentation about how you are going to solve your customer’s problem then you aren’t ready to present. Remember you are presenting the solution.

Remember your time is just as valuable as your clients. Don’t waste yours or theirs. Make sure you are presenting to the decision makers. Don’t expect your customers to invite the necessary people to the demo. It’s your job to know who needs to be there. Ask your customers to invite them.

2. What are your favorite tips/tricks & best practices for demos?

Too many sales reps simply read the demo script and cover the “key” features. If you do this you will sound like your competitors. Explain to the customer how a specific feature or service will help them solve their problems. Don’t expect them to make this connection. Get confirmations from the customer along the way.

Rehearse the demo with your team so everyone knows their role. Make sure you can get through your presentation within the set amount of time you have scheduled. Customize the content using the customer’s information so it speaks to their needs. Remember only 40% of what you present will be remembered so make it count.

3. What software or tools do you use?

Be creative and make your slides look presentable. I use, Prezi, and I also read a lot to keep learning new info.

We certainly hope this advice helps. If you have any additional tips or tricks for web demos, please share.