Eight Great Ways to Engage Shoppers During Product Demos

Ricky Cabral showing how a demonstration is done.

Going into Exchanges with his Air Force father, Ricky Cabral loved seeing products being demonstrated. Years later, his managers at Japan’s Yokota AB now say the Exchange hardlines supervisor elevated product demonstration to an art form.

During a commissary healthy life-style event, Cabral’s product demos sold nearly $1,200 in SodaStreams, Vitamixes, George Foreman grills, and a Seiki 32 inch TV.

“By conducting demos, we were able to sell more than 60 Phillips Air Fryers, and had to request more from surrounding Exchanges to meet customer demand,” Cabral said. “For those customers, it was unbelievable until they saw the appliance in action.”

I love doing the demos due in large part to the level of customer satisfaction that is expressed and appreciated.

As with the fryers, demos of nearly every kitchen appliance have boosted sales—even add-on sales.

Here are Cabral’s eight tips for successful product demonstrations. His tips are good also for helping customers on the sales floor, too.

1. Prepare what you’re going to say and do—and test the product beforehand to ensure it works. During a demo, never make things up as you go along.
2. Ensure all associates who will assist you are knowledgeable about the product so they, too, can
   engage customers.
3. Develop a neat and presentable display. Customers are more likely to show interest and curiosity in the product—and engaging them is much easier.
4. Cross-promote with other departments. Use a 32-inch LED TV or Blu-ray player that provides info on how to use the product with recipes. Customers tend to stop and notice the TV.
5. Keep things simple. Focus on the product’s ease of use to reassure customers that the device isn’t cumbersome.
6. They will be confident knowing that if they choose to buy, they’ve made a sound investment.
7. Explain how the product will benefit customers in their day-in, day-out household. A heightened level of interest is usually expressed by customers when a story directly pertains to them.
8. Smile and have fun.

Cabral said he’ll continue doing demonstrations because they boost sales and engage customers.

“I have a lot of pride and respect for the Exchange, so it’s important to me to be a proper example for our customers,” he said. “But ultimately, I love doing the demos due to the level of customer satisfaction that is expressed and appreciated.

“That’s why we’re here: to serve our people in the military community.”