1# Demo Script Templates
2 
3Scene-by-scene templates for different call types, with timing, talk tracks, and interaction guidance.
4 
5## Discovery Call Script
6 
7**Duration:** 30 minutes
8**Goal:** Qualify the opportunity, understand pain, map the buying process.
9 
10### Scene 1: Opening (3 min)
11 
12**Talk track:**
13> "Thanks for taking the time, [Name]. I've done some research on [Company] but I'd love to hear from you directly. My goal for today is to understand what you're working on and see if there's a fit — and if there's not, I'll tell you that too. Sound good?"
14 
15**What to establish:**
16- Set the agenda and time expectation
17- Position yourself as a peer, not a pitch person
18- Get permission to ask questions
19 
20---
21 
22### Scene 2: Situation Questions (7 min)
23 
24**Questions to ask:**
25- "Can you walk me through how your team handles [relevant process] today?"
26- "What tools are you currently using for this?"
27- "How many people are involved in this workflow?"
28- "How long has this been in place?"
29 
30**What you're listening for:**
31- Current process and tools
32- Team size and structure
33- How established (and how entrenched) the current approach is
34 
35---
36 
37### Scene 3: Pain Identification (10 min)
38 
39**Questions to ask:**
40- "What's the biggest challenge with that process today?"
41- "When that breaks down, what happens?"
42- "How much time does your team spend on [specific task] per week?"
43- "What have you tried to fix this?"
44- "If you could wave a magic wand, what would change?"
45 
46**What you're listening for:**
47- Specific, quantifiable pain points
48- Emotional frustration (not just logical problems)
49- Failed attempts to solve this (shows urgency)
50- The "magic wand" answer reveals their ideal state
51 
52**Interaction tip:** Take notes visibly. Repeat back what you hear: "So if I understand correctly, the biggest issue is [X], which costs you about [Y] per month. Is that right?"
53 
54---
55 
56### Scene 4: Impact & Priority (5 min)
57 
58**Questions to ask:**
59- "Where does solving this sit on your priority list this quarter?"
60- "What happens if you don't solve this in the next 6 months?"
61- "Who else is affected by this problem?"
62- "Is there budget allocated for solving this?"
63 
64**What you're listening for:**
65- Priority level (nice-to-have vs. must-solve)
66- Urgency and consequences of inaction
67- Organizational breadth of the problem
68- Budget signals
69 
70---
71 
72### Scene 5: Buying Process (3 min)
73 
74**Questions to ask:**
75- "If you decided this was the right solution, what does the evaluation process look like?"
76- "Who else would be involved in the decision?"
77- "Have you evaluated solutions for this before?"
78- "What's your timeline for making a decision?"
79 
80**What you're listening for:**
81- Decision-making process and stakeholders
82- Past evaluation experience (and why they didn't buy)
83- Timeline for decision
84 
85---
86 
87### Scene 6: Close (2 min)
88 
89**Talk track:**
90> "Based on what you've shared, I think there's a strong fit — specifically around [pain point 1] and [pain point 2]. What I'd suggest as a next step is a 30-minute demo where I can show you exactly how we'd address those. I'll customize it to your workflow. Does [specific date/time] work?"
91 
92**What to do:**
93- Summarize the 2-3 key pain points
94- Propose a specific next step with a date
95- Send a calendar invite before you hang up
96 
97---
98 
99## First Demo Script
100 
101**Duration:** 30-45 minutes
102**Goal:** Show how your product solves their specific pain. Advance to evaluation/pilot.
103 
104### Scene 1: Opening & Recap (5 min)
105 
106**Talk track:**
107> "Last time we spoke, you mentioned [pain point 1], [pain point 2], and [goal]. I've put together a demo focused on those three areas. If I've missed anything, flag it and we'll adjust. Sound good?"
108 
109**What to do:**
110- Recap discovery findings to show you listened
111- Confirm priorities haven't changed
112- Set expectation for what they'll see
113 
114---
115 
116### Scene 2: Workflow 1 — Primary Pain Point (10 min)
117 
118**Structure:**
1191. Restate the pain: "You mentioned [specific problem]..."
1202. Show the solution: Walk through the workflow step by step
1213. Highlight the outcome: "This means [specific benefit]..."
122 
123**Interaction point (at the 5-min mark):**
124> "How does this compare to how you're handling it today?"
125 
126**What to avoid:**
127- Showing every feature of this section
128- Getting lost in settings or configuration
129- Talking for more than 3 minutes without asking a question
130 
131---
132 
133### Scene 3: Workflow 2 — Secondary Pain Point (8 min)
134 
135**Structure:**
136Same as Workflow 1 — restate pain, show solution, highlight outcome.
137 
138**Interaction point:**
139> "Is this the kind of visibility your team has been asking for?"
140 
141---
142 
143### Scene 4: Workflow 3 — Differentiator (7 min)
144 
145**Structure:**
146Show something they can't do today and can't get from competitors.
147 
148**Talk track:**
149> "This is where we're really different from [competitor/status quo]. [Explain the unique capability]. For example, [Customer] uses this to [specific outcome]."
150 
151**Interaction point:**
152> "How would your team use this?"
153 
154---
155 
156### Scene 5: Proof Point (3 min)
157 
158**Talk track:**
159> "Let me share a quick example. [Customer similar to them] was in a similar situation — [brief challenge]. After implementing, they saw [specific metrics]. Their [role] said [quote]."
160 
161**What to do:**
162- Choose a case study that matches their industry, size, or use case
163- Keep it brief — this is reinforcement, not a presentation
164 
165---
166 
167### Scene 6: Close (5 min)
168 
169**Talk track:**
170> "Based on what we've covered, here's what I'd recommend as next steps: [specific next step]. This typically takes [timeline]. Who else on your team should be involved? I can set up a [follow-up meeting type] for [date]."
171 
172**What to do:**
173- Propose a specific next step (not "let me know")
174- Identify additional stakeholders to involve
175- Set a follow-up date before ending the call
176- Send recap email within 2 hours
177 
178---
179 
180## Technical Deep-Dive Script
181 
182**Duration:** 45-60 minutes
183**Goal:** Satisfy technical evaluation criteria. Address architecture, security, and integration concerns.
184 
185### Scene 1: Opening (3 min)
186 
187**Talk track:**
188> "I know your goal today is to understand the technical details — architecture, security, integrations, and how this fits your stack. I'll walk through each area and leave plenty of time for questions. What's your top priority for this session?"
189 
190**Attendees:** Typically includes their technical evaluator (engineer, architect, IT lead) plus your SE or solutions engineer.
191 
192---
193 
194### Scene 2: Architecture Overview (10 min)
195 
196**Cover:**
197- High-level architecture diagram
198- Infrastructure and hosting (cloud provider, regions)
199- Data flow and storage
200- Scalability approach
201- Uptime SLA and reliability track record
202 
203**Interaction point:**
204> "How does this compare to your current infrastructure requirements?"
205 
206---
207 
208### Scene 3: Security & Compliance (10 min)
209 
210**Cover:**
211- Certifications (SOC 2, ISO 27001, HIPAA, etc.)
212- Data encryption (at rest, in transit)
213- Access controls and authentication (SSO, RBAC)
214- Audit logging
215- Data residency and privacy (GDPR, CCPA)
216- Penetration testing cadence
217 
218**Interaction point:**
219> "What are your must-have security requirements? I want to make sure we address them specifically."
220 
221---
222 
223### Scene 4: Integrations & API (15 min)
224 
225**Cover:**
226- Native integrations relevant to their stack
227- API capabilities (REST, GraphQL, webhooks)
228- Authentication methods
229- Rate limits and data sync frequency
230- Live demo of relevant integration
231 
232**Interaction point:**
233> "Walk me through your current stack — I want to map out exactly how we'd fit in."
234 
235---
236 
237### Scene 5: Implementation & Migration (5 min)
238 
239**Cover:**
240- Implementation timeline and phases
241- Data migration process
242- Configuration requirements
243- Training and onboarding
244- Ongoing support model
245 
246**Interaction point:**
247> "What does your team's capacity look like for implementation? That helps me scope the right timeline."
248 
249---
250 
251### Scene 6: Q&A and Close (10 min)
252 
253**Talk track:**
254> "What questions do I need to answer for you to feel confident about the technical fit?"
255 
256**What to do:**
257- Answer directly — if you don't know, say so and follow up
258- Document all questions for follow-up
259- Propose next step (security review, proof of concept, pilot)
260- Send technical documentation summary within 24 hours
261 
262---
263 
264## Executive Overview Script
265 
266**Duration:** 20-30 minutes
267**Goal:** Get executive buy-in on the business case. Advance to budget approval or decision.
268 
269### Scene 1: Opening (2 min)
270 
271**Talk track:**
272> "Thanks for your time, [Name]. [Champion] has been evaluating [your product] and the results look strong. I'll keep this focused on the business impact and what a partnership looks like. I know your time is valuable so I'll aim to leave 10 minutes for questions."
273 
274**What to do:**
275- Be concise — executives punish rambling
276- Reference the champion and work done so far
277- Set a clear agenda
278 
279---
280 
281### Scene 2: The Problem & Cost (5 min)
282 
283**Talk track:**
284> "Based on what [Champion] shared, your team is spending [X hours/$ amount] on [problem]. That's [annual cost]. It's also creating [secondary impact: risk, delays, churn]. This isn't unique to you — it's an industry-wide challenge, and the companies solving it are seeing [outcome]."
285 
286**What to do:**
287- Use their numbers, not generic benchmarks
288- Connect to metrics they care about (revenue, cost, risk)
289- Keep it to 2-3 key points
290 
291---
292 
293### Scene 3: The Solution & Differentiation (5 min)
294 
295**Talk track:**
296> "Here's what we do differently. [One-sentence explanation]. For your team specifically, this means [specific benefit 1] and [specific benefit 2]. [Champion]'s team has already seen [early result or reaction from evaluation]."
297 
298**What to do:**
299- High-level, not feature-level
300- Tie to their strategic priorities
301- Reference the champion's evaluation
302 
303---
304 
305### Scene 4: ROI & Business Case (5 min)
306 
307**Talk track:**
308> "Here's the business case. Based on your team's numbers: [walk through ROI calculation]. Expected payback period is [X months]. Over 3 years, the total value is [$ amount]. [Customer similar to them] saw [specific result] within [timeframe]."
309 
310**What to do:**
311- Show the math, not just the conclusion
312- Use conservative estimates (executives discount inflated numbers)
313- One strong case study, not three weak ones
314 
315---
316 
317### Scene 5: Q&A and Decision (5-10 min)
318 
319**Talk track:**
320> "What questions do you have? And — assuming the business case holds up, what does the decision process look like from here?"
321 
322**What to do:**
323- Listen more than talk
324- Answer concisely
325- Get a clear next step and timeline
326- Thank the champion in front of the executive
327 
328---
329 
330## Interaction Point Guidance
331 
332### When to Ask Questions During Demos
333 
334- **After showing each workflow** — "How does this compare to your current process?"
335- **When you see a reaction** — "I noticed you reacted to that — what are you thinking?"
336- **Before moving to the next section** — "Any questions on this before we move on?"
337- **When showing a differentiator** — "How would your team use this?"
338- **At the midpoint** — "Are we covering the right things, or should we adjust?"
339 
340### Questions NOT to Ask During Demos
341 
342- "Does that make sense?" (patronizing)
343- "Are you still with me?" (implies they're lost)
344- "Isn't that cool?" (salesy)
345- Rhetorical questions that don't invite real dialogue
346 
347### How to Handle "Can You Show Me X?"
348 
349When a prospect asks to see something during the demo:
350 
3511. **If it's quick** — show it now, then return to your flow
3522. **If it's a tangent** — "Great question. Let me note that and show you after the main flow so we stay on track."
3533. **If it's not possible** — "We don't do that today. Here's how customers handle it: [alternative]."
354 
355Never say "I'll get back to you" without writing it down and following up within 24 hours.
356