What this means is that sometimes you’re going to have to refuse to do a demo even when the customer is eager to learn more about your product or service. I know that sounds crazy, but it’s really important. Don’t try to work around this rule and squeeze a discovery in during the first ten minutes of your demo, either—you’ll short-change both of them. Instead, if a customer refuses a discovery, inform them that the demo is actually a two-step process, and that without a discovery, it’s impossible to conduct a proper, customized demo.
