Demo-Litions: Beanworks Rep Models Solid Call Structure in a Real Sales Demo

Season 2, Episode 2, with Annabelle at Beanworks

In this episode of Demo-litions, Dave Kennet and Scott Barker sit down with a demo replay from Annabelle, an Account Executive at Beanworks, the first female AE to get a break-down from Demo-litions.

Annabelle is a real pro at delivering demos. Watch to see her structure and agenda-setting. But also watch for the blip that Dave and Scott call out in the beginning of her demo.

Here’s a quick overview…


Annabelle does a great job of asking probing questions to better understand her prospect’s current situation, workflow, and pain points. She continuously pauses to confirm her understanding and “peel the onion” even further with meaningful follow-up questions.

Because of her excellent discovery, she’s expertly positioned to tailor her demo to her prospect’s unique needs.

Emphasizing the features and benefits that your prospects are dying for, while skipping over the features that they don’t care about, is key to any successful demo. Superbly done, Annabelle!


Annabelle jumps straight from her discovery conversation to an ROI calculator. But there’s a problem: The pricing objection hasn’t even come up yet! If there’s an ROI-case to be made, and hopefully there is, it needs to be made at the appropriate time (preferably not right after discovery).


What do you do when you don’t know the answer to a prospect’s question? Be honest!

Annabelle handles this exact scenario like a pro, with a simple, “I don’t know the answer to that, but let me find out and I’ll get back to you.”

Remember, you’re trying to build trust, rapport, and credibility with your prospects. Trust us, they’ll appreciate your honesty.


How do you avoid the sales manager’s worst nightmare of unnecessary discounting? In our case, Annabelle offers a discount before the price objection is mentioned, but this can be an ineffective tactic that may even devalue your product.

Here’s our humble recommendation: Talk collaboratively about pricing and only discuss discounting when absolutely necessary.

Want to discount like a pro? Try this:

  1. Always have a reason for why you’re discounting (wait for a legitimate price objection).
  2. Establish a quid pro quo with your prospect.
  3. Ensure the reason behind your discount is genuine.


Key Takeaways:

  • Set the tone for a productive demo with a structured agenda.
  • Ask probing questions to understand your prospect’s workflow and pain points.
  • Know when and how to apply discounts (hint: always wait for the “pricing objection” and establish a “quid pro quo”).
  • Build trust, rapport, and credibility by deploying honesty in your sales conversations.
Scott Barker is the Head of Partnerships and Revenue at Sales Hacker. He is passionate about building and strengthening authentic relationships with his team and partners. Outside of Sales Hacker, he helps bring Vancouver sales professionals together to share ideas, network with peers, and learn from top sales operators & leaders as GM of Vancouver Enterprise Sales Forum.   Dave Kennett is a seasoned SaaS and Software sales leader with over 25 years of progressive business development and sales leadership experience. His experience has centered around start-up, turn-around, and hyper-growth situations. He founded and leads a successful high-growth On-Demand Inside Sales Coaching company called Replayz.

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