You’ve just hung up the phone after finishing a product demo with a promising prospect – awesome work! After you finish your celebratory “Good Demo” dance around the office, it’s time to get serious about moving the prospect into the next sales stage and locking in this deal.

You know that even the best sales demo in the world isn’t enough on its own to close a deal without serious effort on your part after the fact. This means you have to stay on top of your game, maintain engagement with the prospect, and keep working hard to prove why the prospect needs your product. Here are the next steps that you should take following a demo to close the deal sooner.

Write a Great Follow-up Email

If you ended the demo correctly, you already secured a time for your next phone call with the prospect before hanging up. In your follow-up email, send them a calendar invite to confirm the upcoming meeting, but don’t just stop there. You don’t want to send a boring email with a calendar invite and nothing else – offer the prospect a link to a case study or white paper that bolsters your solution to the prospect’s pain points, as uncovered in the demo. Or maybe send them a demo video that they can share with others on their team, to get everyone else on the team excited about your product as well. An informative email shows a prospect that you’re paying attention to their needs, and will help reinforce whatever you discussed on the call.

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Connect on LinkedIn

If you haven’t already, you should definitely connect with your prospect on LinkedIn and do a bit of social network stalking. Depending on the title and authority level of the prospect, you should also try to get an introduction to their boss through LinkedIn to get access to the true decision-maker. Look for any shared connections between you, your company’s leadership, and the prospect’s VP or manager. Using a sales tool like Rapportive will immediately alert you to any shared connections and make this process a little easier. This kind of social selling can greatly improve your chances of reaching and connecting with leadership at your prospect’s company – hopefully helping to close the deal.

Send Relevant Content

Depending on how long it is between the demo and your next call, you should check in with the prospect by email to make sure your product is at the top of their mind. But instead of writing a generic “just checking-in” email, you want to make every contact with the prospect a valuable experience. Much like in the follow-up email, you should send them a tailored and specific offer with some interesting marketing content to pique their interest.

Here’s an example email:

Hi Sarah,

It was great talking with you the other week and even better getting a chance to walk you through a demo of our product. I was just reading a new blog post and thought you would be very interested in it, since it focuses on the sales cycle analytics tool that we discussed at length. Here’s a link to the post. Please let me know if you have any questions, or need any more information from me.

Sales Rep

Instead of annoying them with a pointless check-in email, you’ve offered them helpful information. This is how you transform yourself into a valuable advisor in the sales process, rather than becoming a pushy and annoying salesperson.

Offer Competitive Comparisons

After the demo stage, very few people will be able to buy your product without first looking at the other options on the market. Your prospect will probably have to make a presentation to their boss, showing off the pros and cons of each product available. Impress the prospect with your proactiveness and get a head start by sending them a competitive analysis that shows off why exactly your product is the best out there. A competitive analysis helps save your prospect time, and again allows you to be helpful and assist them in the decision-making process. This document should include pricing, features and more to really help your prospect sell their boss on your product. With the right information offered strategically, you can turn your prospect into a true sales champion – someone who will advocate for your product within the organization.


A good demo is no guarantee of a great deal, but there are steps you can take to improve the odds. Instead of just waiting to hear back from a prospect, be proactive, send interesting content, connect on LinkedIn and offer competitive information to help their decision-making process. Don’t just sit back and wait for the deal to roll in after finishing a sales demo – step and and keep selling.
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