Best practices for in-store product demonstration
The product demonstration consists in making a product or one of its characteristics known to the consumer, in real conditions of use or in situations.
In-store, the conditions are favorable for the facilitator, because he can dramatize his demonstration to ensure that the customer has a real shopping experience . This method also has the advantage of capturing his attention and concentration, essential criteria to trigger the act of purchase.
To guarantee the success of your demonstration, you will have to adapt your argument according to the customer’s expectations, prepare your scenario well so that the presentation is fluid and finally highlight the customer benefits according to the technical characteristics of the product.
1. Why carry out demonstrations ?
To develop the sales of your products! Because this is the final objective of a brand, to increase its turnover .
And the physical demonstration of products in stores still has a bright future ahead of it… Indeed, what could be more effective than seeing the product in concrete terms in real conditions of use?
It is one of the most convincing methods for consumers. Seeing with your own eyes the proper functioning of the product reassures the customer and removes any objections he may have had on the product and therefore promotes the act of purchase .
To ensure the success of your prospecting through demonstrations will require above all that the demonstrator or the demonstrator meets some important rules :
1. Prepare your demonstration
Realizing an effective product demonstration cannot be improvised! It is imperative to prepare it well so that your argument is fluid and natural once on the ground.
To optimize its success, the brand generally provides product sheets (brief) with sales arguments, personalized clothing (or instructions on the dress code) or even a stand in its image. “ Theatricalization ” is a key element for a convincing demonstration.
Indeed, the facilitator will have to play a role of composition, to put himself in scene, to give the desire to buy to the consumer. To do this, you have to train , soak up the product and put yourself in a situation! Combining theory with practice will ensure a responsive in-store audience and an incentive to buy.
2. Create envy
How do you know if your demonstration is effective? Quite simply when you arouse consumer interest and the desire to buy the product concerned. The latter is looking for an in-store experience, you have to make him “dream”, in short, tell him a story … [Storytelling]. This will not necessarily go through highlighting the characteristics of the product but rather on the values or the philosophy of the brand.
Also keep in mind that an effective demonstration shouldn’t take too long so as not to lose your audience. This should not last more than 15 minutes.
3. Identify consumer needs
Your sales pitch should not be duplicated at each product demonstration, you will have to adapt it according to your interlocutor . Indeed, whether it is a housewife, a retired couple or a single businessman, they will not have the same needs.
This is why before even starting your demonstration, you will have to survey your audience to know their problems, their expectations and focus your argument accordingly, you will thus put all the chances on your side to capture the attention of the consumer and the encourage purchase.
4. Get to the point
Your demonstration should not be similar to a list of functionalities or product characteristics, but rather to highlight the innovative character of the product or what differentiates it from the competing product , whether it is the concept, the formula , performance or even aesthetics (design, packaging) …
5. Keep focused
Remember that you are the conductor, it is you who direct the demonstration as you see fit. To ensure the effectiveness of this and optimize the chances of success, it is advisable to go to the end of your argument by limiting interruptions, in particular questions from your audience.
So of course, it will not be a question of frustrating the consumer, but simply telling him that you will answer these questions at the end of the demonstration, and it is very likely that he will get his answer later in the presentation.