Last updated on Jun 17, 2025

How do you create a sense of urgency and value proposition in your sales demo?

Sales demos are a crucial part of the inside sales process, where you showcase your product or service to potential customers and persuade them to buy. But how do you create a sense of urgency and value proposition in your sales demo, without sounding pushy or desperate? Here are some tips to help you nail your next sales demo and close more deals.

1 Know your audience

Before you start your sales demo, you need to understand who you are talking to and what they care about. Research their industry, company, role, pain points, goals, and challenges. Use this information to tailor your demo to their specific needs and interests, and to anticipate their objections and questions. Show them that you are not just selling a generic solution, but a customized one that solves their problems and adds value to their situation.

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Braidan Beck

Asset & Wealth Management Goldman Sachs | Start-Scale-Sell Entrepreneur | Sales and Marketing Expert | Business Consultant | Speaker
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Knowing your audience, and your ideal client will help you understand then and their pain points. Understanding pain points can help you understand how to present urgency.

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Michael Kirshtein

Success is the only option
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We’re selling solar, so our competition are utility companies. Utility companies are raising rates. This, our potential customers are seeing their utility bills skyrocket. Solar rates are locked in for 25 years. The Fed is raising interest rates and the cost of goods is going up, which raises the price of solar. We explain this to the potential customer. Solar is always cheaper than the utility company and tomorrow’s solar price will always be higher than today’s solar price.

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2 Set the agenda

At the beginning of your sales demo, you should set the agenda and expectations for the session. Tell them how long the demo will last, what you will cover, and what you want them to do at the end. This will help you establish credibility, authority, and control over the flow of the conversation. It will also help you avoid distractions, interruptions, and tangents that might derail your demo. Make sure you also ask them if they have any questions or concerns before you start, and address them accordingly.

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VARUN SOOD

Sales & Operations Leader | SaaS, IT & ICT Sales | Revenue Growth & Process Optimization | MBA in Operations | Driving Scalable Sales & Operational Excellence
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Setting the agenda in a sales demo is crucial for creating a sense of urgency and emphasizing the value proposition. Begin by outlining the objectives and timeframe for the demo, stressing the importance of the client's time. Highlight key pain points or challenges the client faces and how your product or service addresses them swiftly. Emphasize unique selling points and benefits early on to captivate interest and convey value promptly. Additionally, incorporate time-sensitive offers or limited-time promotions to instill urgency and encourage immediate action. By setting a clear agenda and demonstrating the immediate value your solution provides, you effectively cultivate urgency and emphasize the proposition's significance.

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3 Focus on benefits, not features

One of the most common mistakes in sales demos is to focus too much on the features of your product or service, and not enough on the benefits for the customer. Features are what your product or service does, but benefits are what it does for the customer. Benefits are the emotional and rational outcomes that the customer wants to achieve by using your product or service. For example, instead of saying "our software has a drag-and-drop interface", you could say "our software lets you create stunning designs in minutes, without any coding skills". By focusing on benefits, you can show the customer how your product or service can help them achieve their goals, solve their problems, and improve their situation.

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4 Use stories and examples

Another way to make your sales demo more engaging and persuasive is to use stories and examples to illustrate your points. Stories and examples can help you connect with the customer on an emotional level, and show them how your product or service has helped other customers in similar situations. They can also help you demonstrate the value and results of your product or service, and overcome any skepticism or doubts. For example, instead of saying "our software can help you increase your conversion rate by 25%", you could say "one of our customers, XYZ, used our software to optimize their landing pages, and they saw a 25% increase in their conversion rate within a month".

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5 Create urgency and call to action

The last part of your sales demo is to create a sense of urgency and a clear call to action for the customer. You want to make them feel that they need to act now, or they will miss out on a great opportunity. You can do this by using scarcity, social proof, incentives, or deadlines. For example, you could say "we only have a limited number of licenses available at this price, so if you want to take advantage of this offer, you need to sign up today", or "we have a special bonus for the first 10 customers who sign up today, so don't miss this chance". You should also tell them exactly what you want them to do next, whether it is to schedule a follow-up call, sign a contract, or make a payment. Make it easy and simple for them to take the next step, and follow up with them until they do.

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Ricardo Chang

Strategic Business Manager│Business Development │Sales & Commercial │ B2B & B2C │ Disruptive Innovator
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Para crear un sentido de urgencia y destacar la propuesta de valor en una demostración de ventas, puedes aplicar estas estrategias: 🚀 Limitar disponibilidad → Ofertas por tiempo limitado o inventario reducido generan acción inmediata. 🔄 Resaltar beneficios únicos → Enfoca la presentación en lo que diferencia tu producto y cómo soluciona problemas específicos. 📊 Prueba social y datos → Testimonios y métricas refuerzan la credibilidad y motivan la decisión rápida. 🤝 Llamado a la acción claro → Facilita el siguiente paso con incentivos atractivos y plazos definidos.

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How do you create a sense of urgency and value proposition in your sales demo?

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1 Know your audience

2 Set the agenda

3 Focus on benefits, not features

4 Use stories and examples

5 Create urgency and call to action

Inside Sales

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