AEs and founders demoing product
Demo Trial-Close Script (End Every Demo With This)
The 2-minute trial-close plus next-step lock that separates demos that advance from demos that die.
TRIAL CLOSE: "Based on what you saw — especially [moment tied to their pain] — what would you want to see in a 2-week trial?" IF POSITIVE: "Perfect. Let us lock it: who else needs 10 minutes, and does Thursday work for the technical check?" IF VAGUE: "Sounds like something is missing — is it fit, timing, or something I did not show?"
How to deliver it
- Trial-close before the end, not after. No signal means no interest — find out now.
- Name their pain in the question. Generic closes get generic answers.
- Calendar open before hanging up. "I will send times" is where deals go to die.
Frequently asked questions
What if they say they need to think?
Ask which of the three it is: fit, timing, or missing proof. Then schedule the specific answer.
Should the demo be 15 or 30 minutes?
Fifteen forces discipline: hook, three moments, trial close, lock. Thirty invites feature tours.
Who should attend the demo?
The economic buyer plus one user. Solo-champion demos stall in procurement.
Related scripts
Scripts are the start. Reps are the skill.
Run this script against an AI buyer who interrupts, objects, and scores you. Free.