Lots of people give software demos to prospective customers, business partners, investment partners, and the media. Usually very uninspiring demos. In meeting rooms and on show floors everywhere, your competitors’ prospects are sitting through boring presentations as they try to figure out how on earth the discussion even relates to them.

None of these prospects is asking to be bored silly. They’re taking the trouble to sit down to understand a software product and to hear about its value. But they’re walking out of demos unenthusiastic at best, or worse, mystified as to how the software can help them.

Because Product Managers are in a unique position to understand the technical workings of the software product while also understanding customer needs, companies frequently turn to them first when a demo is called for. Even when there is a bevy of sales engineers who are supposed to be demo wizards.

There are many things you can do to improve your demo abilities. Use the tips below to improve your demo skills, and share these materials when you train colleagues and sales channel counterparts to demo your software.