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

Demos That Drive Decisions for Account Managers

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

Your customers need you to solve today's issue while planning for tomorrow's value. You balance handovers, changing stakeholders, renewals and growth targets — often with limited time for proactive account development. We understand that protecting trust and having a commercial conversation are not competing jobs. The AM Lab helps you connect them with confidence.

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

An existing customer's next demo needs to begin with their current experience and what they want to achieve next.

What you’ll explore in the Lab

For an existing customer, a demo should connect to their current experience, changing priorities and a decision about adoption or growth. This half-day workshop helps account managers demonstrate relevant value without assuming everyone in the room knows the product or wants more features.

Explore current usage and unmet needs, tailor the experience to sponsors, users and technical stakeholders, and make space for questions and feedback throughout. Where a solution consultant supports you, agree roles and a shared account brief; where you lead alone, use the same approach to make the session an interactive conversation about customer outcomes.

a real challenge. a purposeful response.

The challenges this addresses

  • Assuming every existing customer stakeholder already knows the product
  • New capabilities shown without clear adoption or expansion context
  • AM demos overlooking current usage and unresolved customer needs
  • Sponsors and users attending demonstrations without a shared decision purpose

What this can change at work

Start the next demo with the customer’s reality, not the latest feature. Account managers explore usage, unmet needs and changing priorities, then shape an interactive session for sponsors, users and technical stakeholders. Managers can coach whether the demonstration supports a meaningful adoption or growth decision. That helps the business approach expansion with relevance, while keeping customer experience and the value of the existing relationship firmly in view.

Current experience shapes preparation

Before the demo, account managers explore current usage and unmet needs, then agree what the customer wants the session to address.

Attendees get relevant context

Demonstrations account for different levels of product knowledge, inviting questions from sponsors, users and technical stakeholders throughout the conversation.

Next decisions made clear

AMs discuss what the demo means for adoption or growth and agree the next step around the customer’s changing priorities.

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 Managers 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 the customer’s current experience, new priorities and stakeholder needs. Build an account-led demo brief and agree responsibilities with a solution consultant where available.

  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 Managers 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
  • Customer feedback, adoption or expansion fit and agreed 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 Managers 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