Product Manager Demos – 3 Reasons They Have To Be Great
The biggest reason product manager demos need to be great has a lot more to do with internal stakeholders than any other audience. Sure, there are customer and prospect scenarios where great demo skills are highly beneficial for product managers, but most product manager demos are to internal audiences.
I’ve seen more than my fair share of product manager demos to internal audiences. In most cases, the audience is glazed over within the first two minutes because the demo goes far too deep into the technical details—focusing on how the product works rather than why customers get value from it.
Most product manager demos end up being detailed technical explanations. However, what interests internal stakeholders most is why new features and products have value to customers, in the context of what customers are trying to accomplish and why those outcomes are critical to their success.
A great demo tells a story that resonates. It connects the product to desired customer outcomes and pain points and builds excitement across the organization. Here’s why it matters:
1. Energizing Your Internal Stakeholders
One of the biggest challenges in any product organization is keeping internal teams engaged and aligned. Whether it’s marketing, customer success, or sales, every team relies on product managers to clearly articulate the value of new features and releases.
A compelling demo does more than showcase functionality—it inspires and energizes the teams responsible for driving adoption. When a product manager presents a demo that clearly articulates customer outcomes, internal stakeholders are far more likely to embrace the product vision and become advocates.
To make internal demos more effective, consider:
- Telling a story instead of walking through a feature list.
- Using real-world customer goals and pain points as the foundation for the demo.
- Keeping it concise—attention spans are short, and excitement fades fast.
A great demo creates momentum, ensuring that sales, marketing, and customer success teams are aligned and excited to take the product to market.
2. Instilling Confidence in Your Customers
Demos aren’t just about showing off features—they’re about building trust. When customers see a product manager deliver a demo with deep knowledge of their business goals and challenges, it fosters confidence in the company’s ability to help them succeed.
Renewals, add-ons, and retention all hinge on the fact that customers believe your product is indispensable. A product manager who can seamlessly tie a feature to a customer’s critical goals and obstacles demonstrates intimate knowledge of their business—a key factor in maintaining strong customer relationships.
To instill confidence in your customers:
- Focus on their desired outcomes and the most common speed bumps rather than technical functionality.
- Speak their language—avoid jargon and internal terminology that doesn’t resonate with them.
- Showcase real-world examples and success stories and make sure your demo data looks like a real customer environment instead of cryptic test data.
When customers see that you understand their business, they’re more likely to see your product as an essential partner in their success.
3. Building Credibility With Sales
A product manager’s relationship with sales can make or break the success of a product. If the sales team isn’t eager to involve you in prospect discussions, there’s usually a good reason. A lot of the time, it’s because they don’t believe you can effectively communicate value in a way that helps them close deals. In other words, they think you’re too technical and don’t speak the language of the customer.
Sales teams need confidence that when they bring in a product manager for a demo, it will elevate—not hinder—the conversation. They need to see you as a “closer.” A great demo helps:
- Establish the product manager as a strategic partner to sales, not just a technical resource.
- Reinforce key messaging and differentiation in competitive deals.
- Provide clarity on how the product directly impacts customer success.
A product manager that delivers engaging, value-driven demos earns the trust of the sales team. When sales trusts that you can enhance their conversations, they will actively seek your involvement in key deals.
Final Thoughts on Product Manager Demos
Great product manager demos aren’t about showcasing technical depth—they’re about delivering a compelling, customer-centric narrative that resonates with internal stakeholders, customers, and sales teams alike. By focusing on the why rather than the how, product managers can energize their teams, instill confidence in customers, and build credibility with sales.
The next time you prepare for a demo, ask yourself: Am I showcasing features, or am I telling a story that connects with my audience? The answer to that question could make all the difference.
If you want the simplest and most effective Product Manager Demo Training, contact us about our Product Demo Skills Course for Product Managers. Only from Product Management University.
