Why Most Software Demos Fail: Peter Cohan's Great Demo Framework That Wins More Customers

Most software demos fail—not because of the product, but because they're delivered the wrong way. Craig Sheets sits down with Peter Cohan, founder of Great Demo!, bestselling author, and software sales expert, to reveal why traditional software demonstrations lose buyers and how companies can dramatically increase conversions by changing their approach. Peter shares the principles behind his renowned Great Demo! methodology, including why you should "do the last thing first," conduct meaningful discovery, understand buyer psychology, reduce friction in the buying process, and avoid the dreaded "Harbor Tour" demo. Whether you're a founder, SaaS entrepreneur, sales leader, consultant, or anyone responsible for presenting products and services, this conversation will change how you think about selling. In this episode you'll learn: ►Why most software demos fail ►The "Last Thing First" demo strategy ►How discovery builds trust before selling ►The doctor vs. salesperson mindset ►Buyer Enablement vs. Sales Process ►How to reduce buying friction ►Different levels of proof buyers actually need ►Why founders often skip discovery ►How to avoid the "Harbor Tour" ►Creating demos people actually remember Peter also discusses insights from his books: 📘 Great Demo! 📘 Doing Discovery 📘 Suspending Disbelief If you sell software, services, or ideas, this episode is packed with practical strategies you can implement immediately. 👍 Like this video if you found it valuable. 💬 Share your biggest takeaway in the comments. 🔔 Subscribe for more conversations with entrepreneurs, founders, and business leaders. #SoftwareDemo #SalesStrategy #SaaS #B2BSales #SalesLeadership #CustomerDiscovery #BuyerEnablement #Entrepreneurship #BusinessGrowth #BehindClosedBooks