售前演示应该怎么做？

Demonstration guide

Demonstration can be classified into 2 types of demonstration. Type A is the demonstration for product selling and Type B is the demonstration in seminar event. The technique used in Type A & B is different but the most important is to deliver the product knowledge and capability to our target customers.

演示指南
演示可以分为两种类型，A类指产品销售演示，B类指研讨场合的演示。类型A和类型B的演示技巧示不同的，但最重要的是将场频的知识及功能传递给我们的目标客户。

Demonstration guide

Demonstration can be classified into 2 types of demonstration. Type A is the demonstration for product selling and Type B is the demonstration in seminar event. The technique used in Type A & B is different but the most important is to deliver the product knowledge and capability to our target customers.

演示指南
演示可以分为两种类型，A类指产品销售演示，B类指研讨场合的演示。类型A和类型B的演示技巧示不同的，但最重要的是将场频的知识及功能传递给我们的目标客户。

Hint on Type A demonstration

I. Steps on organizing a demonstration section :

I.1 Role playing for each presented staffs in the demonstration
I.2 Technique on recording during demonstration
A类演示的提示
1.组织演示章节的步骤
1.1 演示现场人员的角色扮演
1.2 记录整体演示的技巧

II. Steps on preparing a demonstration section :-

II.1 Identify customer needs
II.2 Set customer’s expectation
II.3 Identify the critical function and feature that customer is interested
II.4 Prepare checklist for the function and feature for the demonstration
II.5 Trial run the demonstration program and data used
II.6 Know clearly what you should do and what you SHOULD NOT DO.

2.准备演示部分的步骤
2.1 识别客户需求
2.2 设定客户的期望值
2.3 识别客户感兴趣的主要功能及特征
2.4 准备演示的功能及特征的检查清单
2.5 试运行演示需用的程序及数据
2.6 明确自己哪些要做，哪些不要做

III. Steps on running a demonstration section :

III.1 Identify the audience role in customer’s company
III.2 General discussion with customer staffs on their expectation
III.3 Start demonstration according to the checklist
3.进行演示部分的步骤
3.1 识别客户公司的听众角色
3.2 与客户人员关于他们的期望展开讨论
3.3 根据项目清单开始演示

IV. Steps on closing a demonstration section :
IV.1 Technique on handling Q&A section
IV.2 Section closing technique
3.结束演示部分的步骤
3.1 处理问答部分的技巧
3.2 章节结束的技巧

I. Steps on organizing a demonstration section

I.1 Role playing for each presented staffs in the demonstration

There should have at least two staffs during each demonstration. One of them be the demonstrator (application consultant) and the other will be the account officer (sales representative). Demonstration is not just the show of the demonstrator. It is the cooperative result between demonstrator and the account officer. Account officer always be the supporter of the demonstrator. Before demonstration event, Account officer should be the key or project leader to arrange the demonstration. During demonstration, Demonstrator will be the key or project leader to conduct the demonstration. Demonstrator and Project leader should support each other in different stages.
3.组织演示部分的步骤
3.1演示现场人员的角色扮演
每次演示至少应该有两种人员，一种是演示者（应用顾问），另外一种是记录员？（销售代表）。演示不仅仅是演示者的事情，而是演示者和记录员两者合作的结果。在正式演示之前，记录员将是安排演示的关键人物或者是项目主管。演示期间，演示者是掌控演示的关键人物或者是项目主管。演示者和项目主管将在不同的阶段互相支持。

Before Demonstration :-

Project leader should identify the goal of the demonstration? What customer would like to see? Who will attend the demonstration? Which is the critical concern from the customer? What is the customer’s business nature? Any similar installation is installed in past? Why the customer needs to have a demonstration? The expected result achieve after the demonstration? Why it is a good time to have a demonstration? What is the time arrangement during the demonstration section? What kind of dataset does the customer required?
演示前
项目组长需识别演示的目标，什么是客户需要想看的，什么对客户来说是重点关心的？为什么客户需要演示？在岩石后期望达到的结果是什么？什么是演示的好时机？演示段落的时间安排是什么？哪种数据设置是客户所需要的？

Demonstrator should prepare a checklist on the information provided from the Project leader. Think and plan the demonstration sequence and to well arrange what need to be showed to customer. For an example, if audience only covers production operation staffs, start the demonstration with Sales Order Control is a very bad arrangement.
演示员将根据项目组长提供的信息准备一份项目清单。思考并计划演示的次序和很好的安排哪些是需要展示给客户的额。例如，如果听众仅仅是生产作业人员，从销售订单控制开始演示将是一个非常不好的安排。

During Demonstration :-

Demonstrator is the key during the demonstration section. Demonstrator should work according to the planned demonstration checklist. Handle the time spend for each function, features or topics is very important. Customer’s question may interrupt the smoothness of demonstration. Just answer question that related to present demonstration topic. Any other question should be forwarded to the correspondence topic to answer. Project leader should help demonstrator drop down the question and remind demonstrator to answer in the correspondence topic. Remember, time spent on each topic should according to the checklist.
演示过程
演示者在演示阶段是关键人物。演示者应该根据计划好的演示进行工作，掌握好每个功能、主题的属性的时间速度是很重要的。客户的提问可能会打断演讲的流畅。所以你最好只是回答与现在演示题目相关的的问题。其它的问题最好引申到其它的主题去回答。项目组长将帮助演示者停止回答问题和提醒演示者去在演示题目的范围内回答问题。记住，每个主题时间的花费应该根据项目清单来进行。

Project leader should help demonstrator to record down all the question being asked by the customer. Project leader also needs to check whether the question to be answered directly and whether customer happy on the answer provided. Project leader should remind demonstrator to clarify answer when customer feel not comfortable on demonstrator’s answer.
项目组长应该帮助演示者记录客户提到的问题。项目组长同时需要检查问题是否问题得到直接的答复和客户是否对提供的答案感到满意。同时应该提醒演示者识别回答是否令客户感觉不满意。

I.2 Technique on recording during demonstration

During demonstration, Project Leader should write a lot of notes for reviewing purposes. Notes should include who have been attended the demonstration? What is their position and responsible area in customer’s company? What is the response during the demonstration? What question they have asked? Do they satisfy the answer to their question? Does the demonstrator work according to the demonstration checklist? Any missed presentation issue happened?
1.2演示记录的技巧
演示过程中，项目组长为回顾整个过程将记录很多便条，记录将包括随参加了演示会，参加者在客户公司的相应位置（行政职位）和负责的领域，演示过程中回答了什么，什么问题被提出来了，对回答问题的答案是否满意，演示者是否根据演示项目清单进行，有什么没有提及的讲演主题出现。

II. Steps on preparing a demonstration section

II.1 Identify customer needs

It is a very important and crucial event for a successful demonstration. Project Leader should identify clearly what is the customer’s expectation? What the customer would like to know and to see? Which portion is the most important and critical during demonstration? What problem the customer is facing at present? How to solve customer’s problem? Project Leader should gather those information before a demonstration to be arranged.
2.准备演示部分的步骤
2.1 识别客户需求
最一次成功的演示来讲这是最重要和最关键事情。项目组长必须清楚的识什么是客户的需求，什么是客户喜欢知道和看到的东西，哪部分是演示过程中最重要和最关键的，现状客户面临什么问题，如何解决客户的问题，项目组长必须在演示安排好之前收集好这些信息。

II.2 Set customer’s expectation

After gathering customer’s needs, Project Leader should discuss with Demonstrator on each findings and to review what solution should be proposed to the customer. Project Leader should communicate with customer on the possible solution to be offered and provide a brief on the demonstration procedure. An agenda is recommended to be prepared for both Demonstrator and Customer.
2.2 设定客户的期望
在收集好客户的需求后，项目组长和演示者检讨每个结果和审核将会被客户提及的解决方案。项目组长在将与客户沟通演示过程中的提议或者提供一个摘要后可能的解决方案。在演示者和客户之间议事日程最好做提前准备。

II.3 Identify the critical function and feature that customer is interested

Demonstrator should guesses which functions and features are critical to the customer’s environment. Project Leader should check with customer on the critical function requirement and prepare a checklist as the critical requirement list.
2.3 识别客户感兴趣的关键功能和特征
演示者将根据客户的环境估计什么是关键的功能和特征。项目组长将和客户根据关键功能需求确认共同确认，并准备一份作为关键需求清单的项目清单。

II.4 Prepare a checklist for the function and feature for the demonstration

Demonstrator should prepare a checklist for those function and feature that will be demonstrated during the demonstration. Expected time for the presentation on each checklist tasks should be estimated.
2.4 准备演示的功能和特征的项目清单
演示者将准备一份在演示过程中将讲演的功能和特征清单，每个项目清单的人物所期望的时间也同时建立。

II.5 Trial run the demonstration program and data used

Demonstrator should make sure the demonstration according to the checklist should be smooth and perfect. Dataset should be set for demonstration including data entry, enquiry, view, reporting as well as analyzer function.
2.5 试运行演示的程序和准备好的数据
演示者需确保根据项目清单的演示流畅而且效果达到最好，为演示所准备的数据设置包括和所分析器功能数据录入、咨询、审核和报告。

II.6 Know clearly what you should do and what you SHOULD NOT DO

Demonstrator should familiar your demonstration machine. Demonstrator should know clearly which function may have problem and prevent on drilling into them. Uncertain function or not tested function NEVER be executed during the demonstration. [If bug happened during demonstration, NEVER try to solve the problem and suspend the demonstration. Go directly to the next task and try not to explain too much on the problem you are facing except the problem is so critical and find by the customer.
2.6明确哪些是你要讲的和哪些不是你要讲的
演示者必须对演示的器械十份熟悉，演示者必须明确的知道哪些功能可能发生问题并组织其发生。没有确定的功能或者没有经过测试的功能绝对不要在演示过程中操作。如果演示过程中出现意外差错决不要试图去解决它和延迟演示。直接跳到下一个任务，并不要试图就问题点去解释太多，除非这个问题对客户来讲是关键和被客户所发现的。

III. Steps on running a demonstration section

III.1 Identify the audience role in customer’s company

Starting a demonstration by knowing who are the audience. Demonstration should be done on showing of your capability. Knowing the role playing of each audience before your demonstration is very important. As GMS II or GMS cover various of area in an organization, demonstration section is difficult to demonstrate all the function and feature. Hence, address on the interest of audience is so essential. Therefore, knowing the audience’s role will help demonstrator to know their concerns.
3. 演示部分的步骤
3.1 识别客户公司的听众角色
知晓了谁是听众后开始演示，演示将是展示自己能力的时候，在演示之前知道每个听众的角色扮演是非常重要的，作为GMS II 或者 GMS覆盖了组织的各个领域，演示部分很难去演示所有的功能和特征。然而知晓听众的角色将帮助演示者知道什么是他们关心的。

III.2 General discussion with customer staffs on their expectation

Since the Project Leader already set the customer’s expectation during the demonstration preparation stage, but situation may be changed during the demonstration section. Therefore, demonstrator should clearly setup the customer expectation before starting the product demonstration.
3.2 就客户的期望与他们展开讨论
虽然项目组长在演示的准备阶段已经设定好客户的期望，但在演示阶段情况可能有变化。所以，演示者最好在产品演示前清晰的确立客户的期望。

III.3 Start demonstration according to the checklist

Demonstration should be started only on the demonstration checklist is completed and fixed. Demonstrator should deliver the picture of the checklist to the customer and get their comment before starting the demonstration. The checklist also treats as the agenda for the product demonstration. In addition, the checklist will be the picture or overview of the product solution to the customer. Hence, this step is very important and essential for the whole demonstration.
3.3 根据项目清单开始演示
演示在演示项目清单完成并修正后开始。演示者在演示开始前将项目清单转递给客户并取得他们的意见。项目清单同时作为产品演示的议程。另外，项目清单将作为给客户冠以产品解决方案的描述或者看法。因此，这一步对整个演示是十份重要和基本的。

IV. Steps on closing a demonstration section

IV.1 Technique on handling Q&A section

Demonstrator should start an Q&A section right after the demonstration section. Customer is welcome to ask any question about the product that has been demonstrated. Demonstrator should answer each question straightly with confidence. Project Leader should write down the question and analysis immediately that whether demonstrator can provide a satisfy answer to the customer. If Project leader find that customer does not satisfy with demonstrator’s answer, try to help the demonstrator to know the question (if possible) by questioning against on behalf of the customer.
4．结束演示的步骤
4.1 掌握问答的技巧
在演示部分结束后，演示者将开始问答部分。关于产品已被演示的部分欢迎客户提问。演示者应该十分自信的直接回答客户提出的问题。项目组长应该立即记下问题并即可分析是否演示者能够给客户提供满意的答复。如果项目组长判断客户对回答不满意，应该试着帮助演示者站在客户的立场去了解问题（如果可能的话）。

Q&A section almost be the critical time for the customer to evaluate whether our people and our product can be used. Demonstrator and Project leader should present their confidence on answering customer’s question. The tone of speaking should be direct, short and confidence. In addition, informative look also be established during this section. Furthermore, the cooperation between demonstrator and project leader on answering question also be important as they will be a team in front of customer.
问答部分也是对客户来讲判断我们的人员和产品是否能被使用的的关键时刻。在回答问题时，演示者和项目组张必须表象初充分的自信，说话的语气必须十份直接、简短和自信。另外，在这部分也应该树立起见多识广的形象。更进一步，演示者和项目组长在回答客户问题的时候应该作为一个整体相互紧密合作。

IV.2 Section closing technique

Don’t left too much outstanding question from customer aspect. In addition, if any negative comment from the customer, try to correct them before closing the section. Furthermore, try to fix any misleading or misunderstanding observation before closing. Remember that you may not have another chance to do a product presentation or demonstration to your customer. Hence, NEVER leave any uncertainty in your customer mindset.

4.2 阶段结束技巧
不要剩下太多客户方面突出的问题。另外，在结束这部分前，如果有客户方面的消极因素应该试图去纠正他们。更进一步，在结束前试图去袮补任何的误导或者误解的观察。记住袮可能不可能再有一次机会向你的客户再作产品的讲解或演示。因此，决不要在客户的细想倾向中遗留任何的不确定性。