| 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, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose |
| metadata | {"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
Template: templates/first-demo-script.md — scene-by-scene with talk tracks,
screen actions, and interaction prompts.
Phase 3: Technical Deep-Dive
Template: templates/technical-demo-outline.md
Phase 4: Executive Overview
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
Common Pitfalls
-
Feature tour disguised as demo. Clicking through every menu item
isn't a demo — it's a feature tour. Show workflows, not buttons.
-
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.
-
No discovery recap. Starting the demo without acknowledging what
you learned in discovery tells the prospect you weren't listening.
-
Pitching to one persona in a room of five. The CTO and the VP Sales
care about different things. Acknowledge all stakeholders.
-
No clear differentiator moment. If the prospect can't name one thing
only you do after the demo, you failed to differentiate.
Execution Artifacts
references/framework-notes.mdtemplates/output-template.mdscripts/check-output.pytemplates/first-demo-script.md — 10–15 min discovery-led demotemplates/technical-demo-outline.md — SE deep-divetemplates/executive-demo-outline.md — Economic buyer overviewreferences/reverse-demo-varun.md — Varun Anand / Clay buyer-led demo playbookreferences/peter-cohan-great-demo.md — Great Demo! + incumbent reverse demo
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
