Demonstration means showing examples or proofs about a particular product or service which will benefit the buyer or customer. The objective of demonstration is to provide the customer with definite proof of the benefits as claimed by the salesman in his product. It gives the customer an opportunity to experience for himself the benefits or profits to be derived from the ownership of a product. The customer should be allowed to see, touch, feel and even operate the product for his satisfaction.

Forms of Demonstration

The following are the two main forms of demonstration

1.   Demonstration in Use :

The most popular and effective form of demonstration is to show the customer as to how the product will appear when he actually uses it. For instance, while selling a readymade unit, the salesman should ask the customer to wear it on and look in a full-size mirror. Thus, the salesman makes the customer actually see how the suit will appear on him. If the customer is pleased with the appearance, h is likely to purchase the same.

2.   Demonstration of a specific Feature :

In case of a product, which does not lend itself to former type of demonstration, the salesman may emphasize a particular feature of that product. For instance, if a salesman is demonstrating a blotting paper, a drop of ink may be required on it from a pen to demonstrate its absorbing quality.

Techniques of Good Demonstration

The customer will be convinced only if he is sure that he will be benefited by the purchase of the product. Hence the salesman must demonstrate the product in such a way that the customer is fully convinced that the product will satisfy his need. Hence different salesmen use different techniques  of sales demonstration. The main techniques of good sales demonstration are as follows :

1.   Exhibits :  Exhibit is the most popular technique of good demonstration. With the help of various side aids like charts, diagrams, pictures etc, the salesman may convince the customer of what he has said to him about the product. Many salesmen now use audio-visual aids.

2.   Methods and Samples : It is also an important and popular technique of good sales demonstration. In this case, the salesman shows the actual sample of the product in question to the customer. Models are used when the product to be sold is huge and large and thus cannot be presented or shown on the spot.

3.   Films and Slides : This technique is used when the product is to be sold to a group or is costly in case of an individual. If a tourist agency desires to evoke the interest of the customers in the place or places to which the tour is to be conducted, a film show is the right answer. It must be remembered that the film should be factual and also interesting.

4.   Testimonials : Testimonials are usually in the form of letters written by satisfied customers. These letters testify that they are fully satisfied with the product.

5.   Examples: Citing examples of persons who are getting benefits of the products may be helpful in creating a good impression on the customer examples provide additional evidence of benefits and add to the reputation of the product.

6.   Miscellaneous :  

· Demonstration  should be done according to the needs of the customer.

· If the customer is doubtful about the benefits of a product, the salesman may offer a specific guarantee to relieve him.

· Product demonstration

· Ability to express and to expound etc.