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UK-based. Working with sales teams across Europe.
The Sales House

Demos That Drive Decisions for Account Executives

Make demos interactive, buyer-led and relevant to the people in the room — with clear roles for solution consultants where you have them.

You own the number, but not every part of the buying decision. Research competes with meetings, discovery can stay on the surface, and a promising demo can still end in silence. We understand the pressure to create pipeline, earn trust and keep a complex opportunity moving without pushing the buyer. The AE Lab gives you space to sharpen the conversations and judgement behind the result.

Enquire About This Lab Explore the course
Two sellers role-playing a customer conversation while a colleague observes
The Sales House
Explore. Practise. Perform.

Duration

Half day · 3.5 hours per half day

Group size

8–10 delegates

Format

Online or face to face

Price — Face to face

Price on request

+ VAT

Price — Online

Price on request

+ VAT

where understanding becomes useful —

Why this course matters

A demo should help the people in the room decide, not simply show them what the product can do.

What you’ll explore in the Lab

A great demo helps a new-business buyer decide whether the solution addresses a priority worth acting on. This half-day workshop helps account executives turn discovery into an audience-specific demo that connects capabilities to business outcomes rather than touring features.

Map the roles, priorities and decision criteria of the people attending, agree what they need to see and invite questions throughout. Where a solution consultant joins you, plan a shared narrative and clear responsibilities so the commercial and technical conversations support each other. Where you lead alone, use the same preparation and structure to create a confident two-way exchange.

a real challenge. a purposeful response.

The challenges this addresses

  • Feature tours detached from the buyer’s discovery findings
  • Unclear demo roles between sellers and solution consultants
  • AE demonstrations overlooking the decision criteria of different attendees
  • Buyer questions deferred until after a one-way product presentation

What this can change at work

Make the demo a working conversation about a buying decision. AEs learn to shape what they show around discovery, audience priorities and decision criteria, with clear responsibilities when a solution consultant joins. Managers can coach relevance and unresolved questions rather than presentation polish alone. The business can gain clearer visibility of buyer fit and decision gaps before committing further time to an opportunity.

An agreed demo purpose

Before presenting, AEs confirm who is attending, what matters to each person and what the buyer needs to evaluate.

Coordinated specialist input

Where a solution consultant joins, the AE agrees a shared narrative and responsibilities so commercial and technical discussion support each other.

Decision-focused next steps

Demos include questions and relevance checks, ending with a discussion of what remains unresolved and the next step towards a decision.

Explore. Practise. Perform.

Less theory. More application.

What participants will practise

Realistic sales scenarios, role-play and peer feedback around discovery-led demo objectives and decision criteria and audience mapping. Where helpful, participants work on their own live (or anonymised) opportunities.

What they’ll take away

Take-away materials with the questions, frameworks and techniques covered, plus a short personal action plan for the next customer conversations where the skill matters.

How we help it stick

Reflection and action planning are built into the session. Reinforcement such as manager guides, follow-up labs or coaching depends on the programme you choose and is agreed with you.

How we make learning stick

Inside the workshop

Delivered live online or face to face for 8–10 delegates. Bring an anonymised opportunity or account scenario. Delegates map the audience, build a short demo plan and rehearse a buyer-led segment in pairs or small groups. Practice includes involving a quiet stakeholder, handling a technical question without bluffing, checking understanding and returning from a feature question to the business need. Where solution consultants are involved, rehearse the pre-demo briefing, handovers and joint debrief; otherwise practise owning the narrative and arranging specialist follow-up. Peer and facilitator feedback refine the story, participation and agreed next step. Leave with an audience map, a demo brief and a structure to use in your next meeting.

explore it. practise it. take it with you. —

Your Demos That Drive Decisions for Account Executives agenda

This sample schedule is adapted around your team, with breaks agreed before delivery.

Half day — From showing features to exploring value

Plan, practise and refine a demo around a real buyer or customer decision.

  1. First half

    Understand the room. Build the brief.

    Map buyer roles and decision criteria. Translate discovery into a short outcome-led narrative, agree responsibilities with a solution consultant where available and choose what to show — and leave out.

  2. Second half

    Make it a conversation. Agree the next step.

    Rehearse a two-way demo segment, invite different voices, respond to questions and check relevance. Use feedback to refine the flow and close with clear decision gaps, owners and next actions.

Make Demos That Drive Decisions for Account Executives relevant to your business

Tell us where you want to make progress with discovery-led demo objectives and decision criteria. We can discuss suitable workplace examples, priorities and access needs before agreeing the scope. Choose live online or face-to-face training for your UK or European team, with delivery arrangements agreed before booking.

Discuss a customised version

What the training covers

The scope below sets out the subjects covered. Workplace examples and practice are shaped around your team within the booked format.

  • Discovery-led demo objectives and decision criteria
  • Audience mapping: sponsors, users, technical and commercial stakeholders
  • Connecting capabilities to relevant business outcomes
  • Working with solution consultants: briefing, roles and handovers
  • Leading effectively without a solution consultant
  • Interactive two-way demos: questions, checkpoints and participation
  • Handling technical questions and avoiding feature detours
  • Buyer feedback, decision gaps and mutual next steps

What’s included in your booking

Your booked time and format
Half day · Live online or face to face, agreed before booking · 8–10 delegates.
Included in every course
  • Interactive, facilitator-led learningLive, hands-on sessions built around practice and participation.
  • Group discussionsShared conversations about real situations, so people learn from each other as well as the facilitator.
  • Breakout exercisesSmall-group practice, role-play and problem-solving, online or in the room.
  • Take-away materialsCourse materials, tools and templates to use back at work.
Facilitated learning and practical application
The subject coverage, exercises and facilitator feedback described above, with space to connect the learning to relevant workplace situations. The workshop description sets out the specific plans, prompts or tools developed in this course.

Follow-up coaching, refresher sessions and additional delivery days are not automatic inclusions; any additions are agreed in your proposal. Travel, venue arrangements and any software licences are confirmed separately where relevant. Prices exclude VAT.

Outcomes

The capabilities delegates work towards through the training and practice:

  • Build a demo around the priorities of the audience in the room
  • Agree clear roles with a solution consultant where available
  • Lead an interactive conversation rather than a feature presentation
  • Check relevance and understanding before agreeing a decision-focused next step

the next conversation is where it counts —

Take it back to work.

Choose a real situation where you want to apply the learning. Use it to turn an outcome into a manageable first step, then reflect on what changes.

Choose

Start with one priority: Build a demo around the priorities of the audience in the room.

Apply

Try the approach in a relevant task or conversation. Note what felt useful and what you would adapt.

Review

Reflect on what happened, seek feedback where appropriate and choose your next step. Follow-up support can be discussed separately.

Bring this topic to your next event

We can discuss adapting Demos That Drive Decisions for Account Executives into a keynote or large-group session, focusing on the themes most relevant to your audience. Depth, activities, timings and any follow-up depend on the format and package you choose; an event session is not a substitute for the full course.

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your sales team. your priorities. your programme. —

Build your own sales programme.

Combine courses, focus on your skills gaps and shape the learning around your sales cycle. Standard workshops run with 8–10 delegates; BDR and MEDDPICC sessions have a maximum of eight; Sales Leadership workshops run with 6–8. Smaller bespoke cohorts can be discussed, with pricing agreed for your programme.

Your people. Your priorities.Ready to sell better? Build your programme.A programme shaped around your people — and the progress you want to make.

Where better selling begins.

Your team doesn’t need more slides. They need skills that stick.

Know you need help? Book a relaxed, no-obligation 30-minute call. We’ll talk through your team and challenge, and you’ll leave with an honest view of the options — no brief or programme needed.

Book a Discovery Call Enquire about this course