Timelessness of Tell Show Tell

Tell Show Tell is perhaps our most famous and foundational 2Win demonstration technique and is at the heart of our Demo2Win program. It is the subject of our most visited post on our website and perhaps the most memorable lesson in all of our curriculum. Our badge holders and enterprise clients return time and time again for Demo2Win training and to revisit the best ways to execute Tell-Show-Tell. Shifting your demonstration into this format yields more consistent results that drive deals forward and engage stakeholders at all levels. Over the years, we have witnessed shifts in the delivery of information, literal software upgrades, and changing buyer behaviors. Our master facilitators and curriculum developers continue to redefine how we teach this strategy and apply what we have learned to meet seller demands. 

The broad goals of software demonstrations are to gain and retain attention, deliver value to each audience member, and provide a solution everyone can sign off on. Few techniques rival the effectiveness of Tell-Show-Tell. This method has stood the test of time as a cornerstone for engaging and clear presentations. 

Complexity and the Trouble with Traditional Demos

Diving into a software demo without providing context can make your audience feel displaced and generate negative associations with your solution. One of the timeless audience complaints in demos and presentations is “it seems complicated.” This is what makes Tell-Show-Tell so effective. Delivering context before your show software creates clarity from the beginning and puts everyone on the same learning level. 

Modern software applications can appear overwhelmingly complex to stakeholders, and part of this is a result of how product features are traditionally presented. We recommend breaking up a demo into shorter segments that we call demo topics, and each topic be explored using Tell Show Tell.

Traditional presales presentations do not lack enthusiasm, improvisation, or style. However, they suffer from a few problems that fail to engage buyers. Demonstrators fail to set the stage with meaningful context. They tend to jump into a lengthy and complex demos without breaks. And they fail to articulate the benefits properly. As a result, audiences feel unsure of how the features can solve their problems. Tell-Show-Tell is a demonstration technique that helps presales and solutions professionals optimize their time, better connect with stakeholders, and deliver the most value in their allotted time. 

Tell-Show-Tell

The Opening Tell

The first "Tell", known as the Opening Tell, provides context before showing software. This can be done in a variety of ways. Sharing a story or scenario to set the stage, or presenting a simple explanation of the demo topic are the most common. We suggest resisting the urge to share your software screen during the Opening Tell. Instead, use your webcam or presentation slide. We process visuals 60,000 times faster than text. Investing in proper visuals to support your demonstrations will pay off. A well-designed slide with relevant visuals can align all audience members quickly.

The Show

Stakeholders start a mental stopwatch the moment your software screen appears. The “Show” is where you show the software solution, but brevity is key. Demo topics should be limited to five minutes to prevent overwhelming your audience. Going too long will risk losing the audience's attention and can make the solution seem complex. Think of a concise, clinical, and systematic walkthrough of a specific feature or workflow. 

The Closing Tell

The last "Tell," or Closing Tell, summarizes what was just shown by communicating the benefits of how the features will impact the audience. This step ensures every stakeholder, from individual contributors to executives, understands your solution's benefits, i.e., positive impacts. This can also be visually supported with a slide or graphic, not with software.

Timeless Impact of Tell Show Tell 

Separating the context, the show, and the impact into distinct sections of a demo ensures an audience will walk away with a better understanding and impression of your solution. Software solutions must be clear, concise, and to the point. When you deliver a focused walkthrough, tie features to benefits, and maintain stakeholder attention, you stand to gain much more than approval; you stand to accelerate and broaden your sale. 

Schedule a free consultation to explore how we can accelerate the acceptance of software solutions with our proven methodologies.