Group demos are notoriously challenging. With multiple stakeholders, differing priorities, and varying levels of engagement, it’s easy for the message to get lost or diluted. But what happens after the demo can be just as crucial as the demo itself—perhaps even more so. The follow-up is your chance to reinforce key points, engage individuals on a personal level, and keep the momentum moving forward in your sales cycle. Here’s a framework to make your follow-up stand out and leave a lasting impression on your prospects.
The Objective of a Post-Demo Follow-Up
The primary goals when following up after a big group call are to:
- Personalise the communication – Make each prospect feel as though you’ve been thinking about them and their unique needs.
- Go above and beyond – Do something that the competition isn’t doing, something that catches their attention.
- Leverage the power of Gong (or a similar tool) – Use data and insights from the call to inform your follow-up.
- Create open communication channels – Establish a one-to-one connection with each person on the call.
Now, let’s dive into the steps.
Step 1: Write a Group Recap Email
Start by sending a concise group email that captures the essence of the call. Here’s how:
- Keep it brief and punchy – People are less likely to read a long, detailed email when it’s sent to a group. Focus on clarity and brevity.
- Highlight key discussion points – Summarise the most important takeaways from the call.
- Recap next steps – Clearly outline action items and what happens next.
- Use a CEO lens – Think, “If this email were forwarded to the CEO, would it spark their interest?”
- Include a resource hub – Create an Aligned page (or a similar platform) with relevant resources and link to it in the email. This ensures they have everything in one place.
While a group recap may seem fairly standard, this sets the foundation for the more impactful, personalised follow-ups to come.
Step 2: Find Key Quotes from the Demo
Next, it’s time to make it personal. Using a tool like Gong, review the demo recording and isolate key quotes from each person on the call.
- Review the call – Go over the demo recording to identify significant moments.
- Identify standout quotes – For each attendee, find a quote that shows their interests or priorities.
- Make it relevant – Choose a moment that felt particularly important or intriguing to that individual.
This step is essential to show you’ve paid attention to their specific needs and concerns, and it sets up the next stage for a highly personalised outreach.
Step 3: Single-Thread Everyone on the Call
Now comes the personal touch—emailing each individual separately. Here’s a framework you can follow:
Subject: Follow-Up: [Their Key Topic/Quote]
Body:
“Hey [Name],
Thanks so much for your time on the call. I really appreciated your input, especially when you mentioned [insert their exact quote from the call].
Off the back of that, I wanted to share something that I think would be particularly relevant to you based on our conversation. [Provide a tailored insight, product feature, or resource that relates to their quote].
Looking forward to our next conversation on [mention the next meeting date if applicable]!”
For example:
Subject: Follow-Up: Data-Driven Decision Making
“Hey [Name],
Thanks so much for the time yesterday. Your dog is so cute!
You mentioned something really interesting on our call: ‘We are really focused on becoming data-driven this year. We’re currently doing rep analysis to figure out what good looks like.’
I didn’t have a chance to cover this in detail on the call, but I wanted to highlight that Gong can actually help identify how specific talk tracks and behaviours impact your win rates. Here’s a screenshot showing how this feature works.
This can play a critical role in making data-driven decisions, as opposed to operating on a hunch. Looking forward to our next call on Monday!”
By using this approach, you’re not just following up; you’re building a personal connection, showing you understand their needs, and positioning your product as a solution to their specific problems.
Conclusion
While group demos can be tough, a thoughtful and personalised follow-up can turn them into a powerful sales opportunity. By keeping group emails concise, highlighting key individual quotes, and following up one-on-one, you stand out from the competition and deepen your engagement with each prospect. This framework not only builds rapport but also demonstrates your expertise, moving you one step closer to closing the deal.
