Never-mind that your competitors copier may have the same feature that yours does--assuming that it this feature can be shown to fit the application--if you properly demonstrate this feature in a way that shows the feature to meet the needs of the prospect, whether they were looking for it or not--your demo wins. That usually translates into a sale.
I always set myself apart in the industry by coming in early and staying late, to rehearse and practice my demos, so that they were butter smooth, and letter perfect. I also used a flip-chart or an overhead to affirm the customer's needs ahead of time, and them checked them off in summary, always asking for a sale in the end.
When I began imaging technology, the most viable technology for many applications was offset printing. I had been schooled as an offset technician and had worked as a printer, so I knew more that the average bear to begin with. It was unheard of to crank the offset press up to maximum speeds, to run color inks effectively, or to run onion-skin paper or four-part NCR paper. I learned to do it all. I would bring a prospect into the demo room, and while I was wearing an IBM-blue suit and a starched while shirt, I would run colored ink on four part NCR at maximum speeds. The prospect's eyes would bug out and a sales was secured.
The trick lay, not in any inherent superiority of the off-set duplicator, but in my skills as an operator. Only it wasn't really a trick at all, it was skill and practice, and when the prospect got the equipment in their own shop, I could come show them how to make it do the same thing. I boast. Yes, I am proud and was then, of my professionalism and ability to smoke the competition on a demo. It meant that I was better, and consequently, that my equipment was better. It always was, no matter what I sold. They were buying me and my expertise.
As an example of how this same concept can be used with intangibles, my wife produces an International children's chorus festival. On the surface, when prices are compared to other venue destinations for children's choirs, hers is more expensive. However, the festival was actually conceived to address all of the shortfalls my wife had found in other trips abroad, and other festivals. It is by far the least-stressful on children and directors, it is held within the safety of the USA, at an historic destination, Music City, USA (Nashville). Although appealing to classically trained choirs, it explores cross-genre vocal music and the commonality thereof. In addition to famous clinicians and conductors who will instruct and conduct the mass children's choirs, approximately $150,000 has been budgeted for top-notch celebrity singers to be hired to perform with the children.
It will take place in the Grand Old Opry House, with rehearsals in the Acuff theater. Line dancing will be taught at the Wild Horse Saloon ( a kid-friendly place). The package will include a celebrity cruise aboard the General Jackson, the largest showboat in the world, along a scenic portion of the Tennessee River. The accommodations will be in the posh, Opryland Hotel--a world-class resort, the largest non-gaming resort of its kind. There is nothing else like it! And technology can also help. check out her web site: www.crossroadschildrenschorusfestival.com which also must be cool.
Here, the Festival must be differentiated from the competition by words, and pictures, and word-pictures. So what if it costs $300 more than the typical festival. Look at the VALUE. How many times will these children get to share the stage with top name entertainers? Numbers must be used. The celebrity budget of $150,000 divide by the 300 total participants represents a $500 per child increase in value, to say nothing of all the other venue features that can be costed out. This is the equivalent to the demo of a tangible. Words and pictures and numbers are the all-important differentiators.
I have managed many sales-persons. Some seemed ashamed of their occupation, hesitant to say that they sold copiers. But those who had passion, who said it with pride and conviction, that they were the best of the best, not because of some inherent gift of God, but because they made themselves that way--those were the ones who sold copiers and lived in houses between three surgeons, and drove sports-cars if they wanted to.
Demos sell!Demo sell!Demos sell! If you want to sell. Learn to do the best demo in the world!