Product demos: using persuasive language
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Think about these questions before reading. Share your ideas with a partner.
- Think about the most effective presentation or product demo you've ever witnessed. What specific techniques or qualities made it so persuasive?
- Imagine you have to present a new idea or product to a very skeptical audience. What are some of the biggest challenges you would anticipate, and how might you prepare to overcome them?
- In a professional setting, there's a fine line between being persuasive and being 'pushy'. How do you think a speaker can maintain that balance, especially when trying to sell a product or an idea?
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Handling Questions in a Presentation
Listen to the dialogue. Notice how the vocabulary and grammar from the lesson are used.
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Answer these questions in your own words. Support your answers with evidence from the article.
01According to the article, what is the main purpose of using modal verbs like 'can', 'could', and 'will' in a business presentation?
Sample answerThe article states that they are used to sound persuasive. The goal is to convince the audience without seeming too aggressive or making promises that might not be possible to keep.
02What are some examples of key vocabulary the article highlights as being important for business presentations?
Sample answerIt lists several terms, including the verb 'streamline' and adjectives like 'intuitive', 'robust', and 'scalable'. It also mentions the noun phrase 'seamless integration'.
03In what way does the article suggest that giving a product demo requires more than just technical knowledge?
Sample answerIt focuses on the communication aspect, mentioning practical skills like how to guide your audience, handle their questions, and transition smoothly. These are all about managing the interaction, not just demonstrating the product's features.
04Why does the article suggest it's important to be persuasive without making promises you can't keep?
Sample answerIt implies that in a business setting, building trust is crucial. If you make promises that aren't kept, you can damage the relationship with the client. Using persuasive language carefully helps you sound confident but also realistic and trustworthy.
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Key vocabulary for presentations
Vocabulary
These expressions will help you discuss business presentations and product demos more effectively.
Examples
To get buy-in from (someone) — to get agreement or support for a plan or project from the people who are important to its success.
Usage note: This is a common business phrase. You can get buy-in from stakeholders, your team, or management. Example: 'Before we proceed, we need to get buy-in from the marketing department.'
A game-changer — a new idea, product, or event that significantly changes the way things are done.
Usage note: Use this strong, positive term to describe something with a major impact. It's common in marketing and tech. Example: 'The intuitive design of this app is a real game-changer for users.'
To walk someone through something — to guide a person carefully through a process or set of instructions, explaining it step-by-step.
Usage note: This is a perfect phrase for starting a product demo. It sounds helpful and clear. Example: 'First, I'm going to walk you through the main dashboard.'
Value proposition — a clear statement of the unique benefits a product or service provides to a customer.
Usage note: This is a core business concept. A good presentation clearly communicates the product's value proposition, answering the customer's question: 'What's in it for me?'
To address a pain point — to identify and provide a solution for a specific, recurring problem that customers experience.
Usage note: Showing that you understand and can solve a customer's 'pain points' is very persuasive. Example: 'Our new feature directly addresses the pain point of managing multiple accounts.'
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Complete the sentences with words from the box. One word is extra.
Word bank
01Before we invest any more resources, we need to get from the senior management team.
02This new software is a real for our industry; it will completely change how we manage data.
03In this part of the demo, I'm going to the new dashboard and its key features.
04Our company's unique is that we offer premium quality at a mid-range price point.
05Our product is designed to address a common customer : the difficulty of sharing large files securely.
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Grammar: Using modal verbs for persuasion
Grammar
In a business presentation, modal verbs are essential for sounding persuasive yet professional. They allow you to present possibilities, suggest benefits, and manage expectations with different degrees of certainty and politeness. Choosing the right modal can make your message more convincing without making promises you can't keep.
Examples
With this new feature, you could reduce your team's administrative time by up to 20%.
Use 'could' to suggest a strong possibility or potential benefit. It's more persuasive and less risky than saying 'you will reduce'.
If you were to integrate our API, you would have access to real-time analytics.
'Would' is often used in conditional sentences to talk about the hypothetical results of an action. It's a powerful way to paint a picture of future benefits.
You should see an immediate improvement in data accuracy after implementation.
'Should' indicates a strong expectation or recommendation. It's more persuasive than 'might' but softer and more advisory than 'must'.
Key points
- Use 'could' and 'might' to talk about potential benefits and possibilities.
- Use 'should' to give strong advice or state a confident expectation.
- Avoid overusing 'will' to make promises; 'would' or 'could' often sound more professional and less risky.
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Find the mistake
Read the sentences below, which are all related to giving a business presentation. Can you spot the error in each one?
Each sentence contains one error. Find and correct it.
01It's crucial to get buy-in on the key stakeholders before launching the project.
Corrected version
It's crucial to get buy-in on from the key stakeholders before launching the project.
02Our new software has a very simple and intuition user interface.
Corrected version
Our new software has a very simple and intuition intuitive user interface.
03We believe this new feature would solved your main problem immediately.
Corrected version
We believe this new feature would solved solve your main problem immediately.
04Let me walking you through the key features of our new platform.
Corrected version
Let me walking walk you through the key features of our new platform.
05Our main goal is to make the pain points our customers are experiencing.
Corrected version
Our main goal is to make address the pain points our customers are experiencing.
06This new technology is considered the game-changer for the entire industry.
Corrected version
This new technology is considered the a game-changer for the entire industry.
07If we implement this, our workflow will be more streamline.
Corrected version
If we implement this, our workflow will be more streamline. streamlined.
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Useful phrases: handling questions after a presentation
Vocabulary
The question and answer (Q&A) session is a crucial part of any product demo. It's your chance to clarify doubts and reinforce your message. These phrases will help you manage questions confidently and professionally, ensuring you stay in control and end on a strong note.
Examples
That's a great question. Let me break that down for you. — Acknowledges the question positively before providing a detailed answer.
Register: Neutral/Formal. Use this to make the questioner feel valued and to give yourself a moment to structure your thoughts before answering.
If I'm understanding you correctly, you're asking about... — Paraphrases the question to confirm you've understood it before you answer.
Register: Neutral/Formal. Essential for complex or unclear questions. It prevents misunderstandings and shows you are an active listener.
I don't have that specific detail to hand right now, but I can follow up with you after this. — Politely states you don't have the information and promises to provide it later.
Register: Formal. This is much better than guessing an answer. It maintains your credibility and shows professionalism. Make sure you get their contact details to follow up.
That's an interesting point, and it might be best to discuss that one-on-one afterwards. — Defers a question that is too specific or off-topic for the whole group.
Register: Neutral/Formal. Use this to keep the presentation focused on the main audience. It acknowledges the question's value without derailing your Q&A session.
I'm glad you brought that up, as it connects directly to our key feature which is... — Uses a question as an opportunity to transition back to a key selling point.
Register: Neutral/Formal. A strategic way to turn a question to your advantage. It helps you reinforce the core message or value proposition of your presentation.
We have time for one last question. — Signals that the Q&A session is about to end.
Register: Neutral/Formal. This is a clear and polite way to manage time and conclude the session smoothly, giving the audience a final opportunity to participate.
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Key phrases for a product demo
Complete the sentences with the correct ending to form common phrases used in business presentations.
Match each item on the left with the correct item on the right.
Drag or click to match
Definitions
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The story of a great product demo
Read the passage below, then answer the comprehension questions.
Many product demos fail because they focus too much on features and not enough on the story. A presenter might meticulously walk someone through every button and menu, but this rarely inspires action. To truly connect, you should frame the demo around a narrative. Start by identifying a critical pain point your audience experiences daily. Your presentation will then show exactly how your product resolves it. This narrative approach transforms the demo from a technical list into a compelling solution. A well-told story could be the game-changer that helps you get buy-in from stakeholders. It clearly communicates the value proposition and demonstrates that you understand their challenges. This strategy ensures the audience doesn't just see what your product can do; they understand what it will do for them.
01According to the article, what is a common mistake presenters make during product demos?
Sample answerThey focus too much on showing all the features instead of telling a story or solving a problem.
02What does the author suggest as the starting point for a successful presentation?
Sample answerThe author suggests starting by identifying a specific pain point that the audience regularly faces.
03How does a narrative approach change the audience's perception of a demo?
Sample answerIt changes the demo from a simple list of technical features into a compelling solution to a real problem.
04What can you infer is the main difference between showing what a product *can* do versus what it *will* do for someone?
Sample answerShowing what it *can* do is about its capabilities (features), while showing what it *will* do is about the specific, personal benefits and solutions it provides to the user.
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Discuss these questions with a partner. Try to use vocabulary from the lesson.
- Some argue that to sell a product, you must present it as a revolutionary 'game-changer'. Others believe it's more effective to focus on clearly addressing a single, significant 'pain point' for the customer. Which approach do you think is more persuasive in the long run, and why?
- Consider the business culture in your country. When trying to get 'buy-in' from senior leaders for a new project, is it generally more effective to present a data-driven case or to tell a compelling story about the project's potential? Explain your reasoning.
- Think about a time you had to explain a complex process or idea. How important is it to not just 'walk someone through' the steps, but also to clearly communicate the 'value proposition' from the very beginning? How might your approach change depending on the audience (e.g., a new colleague vs. a client)?