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How To Conduct A Successful ADT Demonstration

1. Planning and executing a successful ADT demonstration is crucial for making a sale. The demonstration must show that the equipment meets the customer's requirements and performs well. 2. Key steps in planning a demonstration include understanding the customer's needs, inspecting the work site, selecting the appropriate equipment, setting the timing and details, and preparing support staff and the machine. 3. An effective demonstration introduces all parties, explains the machine's features and purpose, shows the equipment performing as expected, and concludes by addressing any questions and securing a commitment from the customer if satisfied.

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Zouhair Wahbi
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29 views5 pages

How To Conduct A Successful ADT Demonstration

1. Planning and executing a successful ADT demonstration is crucial for making a sale. The demonstration must show that the equipment meets the customer's requirements and performs well. 2. Key steps in planning a demonstration include understanding the customer's needs, inspecting the work site, selecting the appropriate equipment, setting the timing and details, and preparing support staff and the machine. 3. An effective demonstration introduces all parties, explains the machine's features and purpose, shows the equipment performing as expected, and concludes by addressing any questions and securing a commitment from the customer if satisfied.

Uploaded by

Zouhair Wahbi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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How to Conduct a Successful ADT Demonstration

The successful conclusion and sale of an ADT can be as an end result of several
important factors and events. These include the professional ability of the
salesman, the genuine requirement of the customer, his financial capacity, the
availability of the right piece(s) of equipment and finally, very often, the
successful demonstration of the equipment being offered. That this be
successfully carried out is vitally important, because the customer invariably
makes his final decision based on the outcome of the demonstration. This is
despite whatever other opinions that he may have had up to that point. He might
have been totally convinced in every respect that this was the best possible
purchase to make and if the demonstration is a failure, for any reason at all, he
will most certainly hesitate, review his options and quite often change his mind
completely. Therefore, it goes without saying that every demonstration should be
conducted professionally and with total commitment to ensure success.

However, before discussing the various elements of a successful demo, certain


criteria must first be met. These, as mentioned earlier include.

1. Professional presentation by the salesman


2. A genuine requirement or need.
3. Ability to buy (money/credit worthiness)
4. Availability of the correct truck model
5. Site visit.
6. Calculated theoretical production.

There is no point whatever in setting up a demonstration if:


- the customer cannot pay for the ADT,
- you cannot deliver in time,
- it is not the right machine for the job, or
- the customer does not actually need or require the ADT in the first place.

All of this may seem perfectly logical to you, but it is amazing how often these
basic facts are overlooked by an enthusiastic salesman. Even the best of us do
it.

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Planning a Successful Demonstration

Having decided that a physical demonstration to show the capabilities of the ADT
will convince and satisfy the customer, plan the event carefully so as to ensure
success. Do this in an open discussion with the customer to make sure you are
both on the same track. This is very important for obvious reasons, like timing,
place, etc., but more specifically, it is quite possible that you have different ideas
of what the priorities might be. You may be intent on showing productive
capabilities and all the while the customer is actually concerned more by the
ADT's capacity to fit in with his existing excavator or wheel loader. So when
planning the demo, keep in mind the following:

1. What is the Customers Requirement?

a) Improved production?
b) Do a specific function? (And possibly others)
c) Reduce operating cost?

2. Site Inspection and Analysis

a) Visit the site with the customer and have him show you what he requires.
b) Check gradients, overhead clearances, turning and maneuvering space,
underfoot conditions, material weight, dump area, etc

3. Which Machine is More Likely to Satisfy the Requirement

a) The correct piece of equipment for the job?


b) The piece of equipment that the customer wants?

4. Recommend the Equipment That is Available and Acceptable.

There is no point in setting up a demonstration where you cannot possibly supply


the truck in time. Furthermore, there is no point in setting up a demonstration if
the equipment might not be acceptable for other reasons.

5. Try the Demonstration Alternative

The cheapest and often the most acceptable demonstration is to visit an existing
customers operation, which has similar conditions and application.

6. Plan the Details with the Customer

a) Timing
b) Possible competitive demo
c) Operators
d) The demo sequences and specifics such as loading tools & haul routes
e) Fuel test

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7. Prepare Your Support Team

a) Management
b) Operator
c) Service staff
d) Time, place, competition and objectives

8. Prepare the Equipment

a) Tire pressures
b) Appearance
c) Operating functions
d) Performance
e) Fuel
f) Complete machine test
g) Correct tire size programmed into the MDU

9. Prepare Yourself

a) Know your equipment.


b) Know the competition.
c) Know the job at hand.
d) Know the people attending the demo.
e) Prepare handouts and demo control documents.

10. Confirm the Day and Date of the Demo

a) Make as many of the customer's management crew as possible aware


that you will be conducting the demo.
b) How often has your customer canceled at the last minute.

11. Delivering the Machine

a) Ensure that someone goes with the machine.


b) ALWAYS make every effort to make sure the machine is delivered the day
before the demo. If something can go wrong, it probably will.
c) Test the machine and the operators on the demo site before the actual
demo.
d) Ideally, spend time (that evening) with the customer (especially in a
competitive demo). e) Check to make sure that the machine is fueled up,
clean and ready to go. Do this the day prior to the demo and do it the day
of the demo.

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12. The Demonstration

This sequence of events is important and can make for a professional event, as
opposed to just a day's operation on someone's site.

a) Introduce your assistants, dealer management and operator. Paying


particular attention to your sales manager, branch manager, product
support/service staff, all who are important for the customer to know. In
addition, you should explain the status of the operator, i.e. occasional
operator and/or the customers own operator, who has had minimum
training.

b) Introduce your machine. Before starting to run, get all the customers crew
who have an influence on the buying decision together and go over your
machine with them from front to back discussing all the mechanical and
statistical features. Relating each, where possible, to some advantage or
benefit.

c) Explain the purpose of your demo.

d) Make sure your people are in place and commence your demonstration.

Some DO's and DON’Ts:

1. Don’t wander off leaving your customer to draw his own conclusions. That
phone call can wait.

2. Don't allow the operator to get out of hand, i.e., extra speed is not necessarily
always better.

3. Don't allow the competition to control the demo (unless it is to your


advantage)

4. Don't allow the customer to "test" the machine in ridiculous situations.

5. Do point out features and benefits during the demonstration.

6. Do keep a check on the timing study or production evaluation and a fuel


check.

7. Do make sure that the operator sticks to the route and performs efficiently.

8. Do make sure that there are no unnecessary hold ups or caused by other
trucks, loading tools, breakdowns, etc.

9. Do make sure that the tests are carried out as was originally specified.

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10. Do make sure your customer is observing the actual benefits he expected
from the performance of the machine and that he is satisfied.

11. Do make sure that your customer is "comfortable" and that has all the
necessary specification information.

12. Do not allow the demonstration to extend unnecessarily beyond the original
requirement.

13. Do not leave the machine on the site when you have completed the demo.

The Demonstration is Over:

At this point you face the critical, final conclusion. Assuming the machine has
performed as originally promised and your customer is happy, you should, then
and there, close the deal. If it is a large corporation, you might have to submit the
demo results first and await a decision from the management, etc.

However, do get the customer's commitment to satisfaction, in principle. You


might want to do this on site before leaving that afternoon or later that day.

Don’t delay in getting the demo results to the customer, while everything is still
fresh in his mind.

Remember:

Enthusiasm and a positive regard for your equipment and your dealer's
capabilities, is appreciated by the customer.

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