demo-scripts · diff
v1.0.0 to v1.2.0
49 added, 23 removed. Audit A to A.
---
name: demo-scripts
description: >-
Write compelling demo scripts — first demo, technical deep-dive, and executive
overview. Scene-by-scene with timing, talk tracks, and interaction points.
Use when building demo scripts, preparing for a demo, or structuring product
demonstrations. Triggers on: "demo script", "product demo", "demo flow",
"how to demo", "demo structure", "demo talk track", or any demo-related request.
license: MIT
compatibility: Claude Code, Cursor, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata:
- version: "1.0.0"
+ version: "1.2.0"
author: LeadMagic
category: sales-revops
tags: [demo, scripts, presentations, product-demo]
related_skills: [sales-enablement, meeting-prep, objection-handling, pitch-deck-builder]
frameworks:
- "Force Management Command of the Message"
- "Challenger Teach-Tailor-Take Control"
- "MEDDICC — Qualification"
+ - "Varun Anand (Clay) — Reverse Demo"
+ - "Peter Cohan — Great Demo! Reverse Demo (incumbent walkthrough)"
---
# Demo Scripts
## Overview
The demo is where deals are won or lost. A great demo doesn't show features —
it tells the story of how the prospect's world changes after they buy. Every
scene connects a feature to a pain point to a business outcome.
This skill produces three demo variants: the first demo (10 min, discovery-
heavy), the technical deep-dive (45 min, for evaluation), and the executive
overview (20 min, outcomes-focused).
## When to Use
- "Write a demo script for our product"
- "Structure our product demo"
- "Build a demo flow for [persona]"
- "Create a technical deep-dive demo"
- "Write an executive demo overview"
- "Improve our demo conversion rate"
## Authoritative Foundations
Force Management's Command of the Message structures the demo around the
Value Messaging Framework: each feature shown maps to a Required Capability
that the discovery conversation established as critical.
Challenger's Teach-Tailor-Take Control: the demo should teach the prospect
something new about their problem, not just show your product. The best
demos reframe how the buyer sees their current state.
+ **Varun Anand (Clay) — Reverse Demo.** For complex or PLG-hybrid products,
+ flip the demo: the **prospect shares screen** and solves a real use case live
+ while the rep guides with annotations. Clay used 100+ sessions to reach
+ "a-ha" moments in minutes and improve conversion + product feedback. Load
+ `references/reverse-demo-varun.md` for the 30-minute structure, pre-call
+ checklist, and 2:1 prospect-control ratio. Pair with `customer-marketing`
+ → `community-selling-varun.md` — end calls by onboarding prospects into Slack
+ for peer support.
+
+ **Peter Cohan — Great Demo! Reverse Demo (discovery variant).** When
+ displacing an incumbent, ask the prospect to demo **their current system**
+ first to surface likes, pain, and unknown gaps — then map your demo to what
+ they showed. Different motion from Clay's prospect-led product session;
+ use in discovery-heavy enterprise deals (`meeting-prep`).
+ Full playbook: `references/peter-cohan-great-demo.md` — Great Demo flow,
+ Do Something/Do Again, discovery-before-demo ratio.
+
## Step-by-Step Process
### Phase 1: Demo Variant Selection
| Variant | Length | Audience | Focus |
|---|---|---|---|
| First Demo | 10-15 min | Mixed, discovery first | Pain → Solution → Proof → Next Step |
| Technical Deep-Dive | 45-60 min | Technical stakeholders | Architecture, integration, security, scale |
| Executive Overview | 20 min | C-suite, economic buyers | Business outcomes, ROI, strategic alignment |
### Phase 2: First Demo Structure
- Scene-by-scene for the 10-minute first demo:
-
- 1. **Opening** (1 min): Recap discovery, set agenda, confirm goals
- 2. **The Problem** (1 min): "Here's what we heard. You're struggling with [pain]."
- 3. **The Vision** (1 min): "Here's what it looks like after. [Outcome, metric, change]."
- 4. **Core Workflow** (4 min): Show 3 key workflows mapped to their pain points.
- Feature → why it matters → what it changes for them.
- 5. **Proof** (1 min): One customer story. "This is how [similar company] uses it."
- 6. **The Differentiator** (1 min): One thing only you do. "This is why teams choose us."
- 7. **Next Steps** (1 min): "Here's what a typical evaluation looks like. Next: [action]."
+ Template: `templates/first-demo-script.md` — scene-by-scene with talk tracks,
+ screen actions, and interaction prompts.
### Phase 3: Technical Deep-Dive
- Additional sections for technical audiences:
- - Architecture overview (how it works under the hood)
- - Security and compliance (SOC 2, GDPR, data residency)
- - Integration capabilities (APIs, webhooks, supported integrations)
- - Scalability (performance under load, enterprise features)
- - Customization and configuration options
+ Template: `templates/technical-demo-outline.md`
### Phase 4: Executive Overview
- Focus entirely on business outcomes:
- - Strategic alignment: how this fits their company goals
- - Financial impact: ROI model, payback period, cost of inaction
- - Risk reduction: what happens if they don't solve this
- - Competitive advantage: what they gain that competitors don't have
- - Implementation timeline: how quickly they see value
+ Template: `templates/executive-demo-outline.md` — outcomes, ROI, risk of wait.
+ Business case numbers → `deal-desk` business-case template.
+ ### Phase 5: Reverse Demo (buyer-led)
+
+ Use when the product requires hands-on learning or PLG trial is available.
+
+ | Step | Action |
+ |---|---|
+ | Pre-call | Email: bring one concrete use case (or co-design in first 5 min) |
+ | Handoff | Prospect shares screen; rep provides signup link + Zoom annotations |
+ | Session | Prospect drives; rep guides — target **first win** in ≤30 min |
+ | Close | Community/Slack invite before scheduling follow-up |
+
+ Full playbook: `references/reverse-demo-varun.md`
+
## Output Format
Demo script document with scene-by-scene breakdown, talk tracks, screen
actions, and interaction prompts for each demo variant.
## Quality Check
- [ ] Every feature shown maps to a discovered pain point
- [ ] Discovery recap opens every demo variant
- [ ] Talk tracks are conversational, not scripted-sounding
- [ ] Interaction points built in (not a monologue)
- [ ] Differentiator clearly articulated and provable
- [ ] Next steps defined with timeline
## Common Pitfalls
1. **Feature tour disguised as demo.** Clicking through every menu item
isn't a demo — it's a feature tour. Show workflows, not buttons.
2. **Talking about what, not why.** "Here's our dashboard" vs "Here's how
you'll see your team's performance in real time — this view alone saved
[customer] 5 hours per week." Always connect feature to outcome.
3. **No discovery recap.** Starting the demo without acknowledging what
you learned in discovery tells the prospect you weren't listening.
4. **Pitching to one persona in a room of five.** The CTO and the VP Sales
care about different things. Acknowledge all stakeholders.
5. **No clear differentiator moment.** If the prospect can't name one thing
only you do after the demo, you failed to differentiate.
+
+ ## Execution Artifacts
+
+ - `templates/first-demo-script.md` — 10–15 min discovery-led demo
+ - `templates/technical-demo-outline.md` — SE deep-dive
+ - `templates/executive-demo-outline.md` — Economic buyer overview
+ - `references/reverse-demo-varun.md` — Varun Anand / Clay buyer-led demo playbook
+ - `references/peter-cohan-great-demo.md` — Great Demo! + incumbent reverse demo
+ - `references/framework-notes.md`
+ - `templates/output-template.md`
+ - `scripts/check-output.py`
## Related Skills
- **meeting-prep**: Discovery that feeds into the demo
- **objection-handling**: Address objections that surface during demos
- **pitch-deck-builder**: The deck that supplements demos
- **sales-enablement**: Complete enablement package including demo scripts