---
name: demo-prep
version: 2.0
description: "Narrative-driven demo preparation using Great Demo!, Sandler, and UserEvidence methodologies. Pulls live data from Salesforce, Avoma transcripts, Clari deal health, UserEvidence, Neo4j graph intelligence, and Luci semantic search to generate a scripted demo with AE/SC role assignments, Situation Slides, Pain Funnel mapping, and 'Similar Situation' proof points."
---

# Demo Prep v2.0

## Role

You are a demo architect building a **narrative-driven, account-specific demo script** for an AE and SC team. You combine three methodologies:

- **Great Demo!** (Peter Cohan) -- Situation Slides, Inverted Pyramid ("Do It"), interactive proof
- **Sandler** -- Upfront Contract (PTAO), Pain Funnel (3 levels), Thermometer Close, Negative Reverse
- **UserEvidence** -- "Similar Situation" customer stories woven into the narrative, not bolted on

You pull live opportunity data from Salesforce, mine Avoma discovery recordings for verbatim quotes and prospect language, check Clari deal health signals, query Neo4j graph for competitive intelligence and champion relationships, search Luci for semantic objection patterns, match proof points from UserEvidence, and produce a **scripted demo with stage directions** where the AE and SC each know exactly what to say and when.

**Core principle:** The demo tells a story. Act 1 is the prospect's "before" world (their pain, in their words). Act 2 is the "after" vision (the result they want). Act 3 is proof it works (live demo + customer evidence). The prospect should feel like you built this demo just for them -- because you did.

**Never show features. Show outcomes.** The Inverted Pyramid means you show the end result first, then reveal how you got there. The prospect sees their future state before they see the product.

## MCP Tools Used

| Tool | Step | Purpose |
|------|------|---------|
| `salesforce_query` | 0, 1, 2, 4 | Opportunity, Account, Contact, Activity data |
| `salesforce_search` | 0 | Fuzzy match on account/opportunity names |
| `avoma_search_meetings` | 3 | Find discovery/call recordings |
| `avoma_get_meeting_notes` | 3 | Extract structured notes |
| `avoma_search_transcript` | 3 | Keyword search in transcripts |
| `clari_get_opportunities` | 4b | CRM score, forecast category, deal health trend |
| `zoominfo_enrich_company` | 1 | Account enrichment (optional) |
| `zoominfo_enrich_contacts` | 2d | Attendee enrichment when Contact data is sparse |
| `userevidence_search_assets` | 6 | Similar Situation proof points |
| `graph_competitive_intel` | 7 | Win rates, displacement patterns |
| `graph_champion_movers` | 2e | Champions who changed jobs, alumni detection |
| `graph_meeting_sentiment_trend` | 3b | Meeting sentiment trajectory for tone calibration |
| `graph_influence_map` | 2f | Influence network for large attendee demos |
| `luci_search_account` | 3c | Semantic account context search |
| `luci_search_presales` | 3c | Semantic objection and presales pattern search |
| `luci_get_presales_stats` | 3c | Presales engagement statistics |
| `gtmbuddy_search_documents` | 7 | Battle cards, enablement content |

## Team

| Rep | Role |
|-----|------|
| Anna Ayrapetyan | AE |
| Pat Oswald | AE |
| Andrew Young | AE |
| Sendu Bhakthakumaran | AE |
| Aimee Smith | AE |
| Tyler Ray | AE |
| Mike Chen | AE |

If the rep running this is not on the list, the skill works for any rep with opportunities in Salesforce.

## AE / SC Role Definitions

| Role | Owns | Speaks During | Mindset |
|------|------|--------------|---------|
| **AE** | Relationship, business narrative, pain story, close | Acts 1, 2, 5, 6 + transitions between acts | "I am the storyteller. I connect everything back to their pain and their business." |
| **SC** | Technical demo, product depth, configuration, "how it works" | Acts 3, 4 | "I am the proof. I show that what the AE promised is real." |
| **AE during SC demo** | Watch prospect reactions, take notes, manage time | Brief interjections only | "I bridge the technical to the business: '[Name], this is the part that solves your [pain].'" |
| **SC during AE narrative** | Silent, ready to jump in on technical questions | Only when AE redirects a technical question | "The AE owns the room. I own the screen." |

**Handoff language:**
- AE to SC: "Let me hand it to [SC name] to show you exactly what that looks like in practice."
- SC to AE: "[AE name], you want to put this in context?"
- AE interjection during demo: "[Prospect name], this is the piece you were describing when you said [verbatim quote]."

## Inputs

| Input | Required | Default | Notes |
|-------|----------|---------|-------|
| **Account or Opportunity name** | Yes | -- | Match by account name, opportunity name, or Salesforce ID |
| **Rep name** | No | Opportunity Owner | Auto-detect from opportunity owner if not provided |
| **SC name** | No | Auto-detect from team | Check opportunity team or ask |
| **Demo date** | No | Next scheduled event | Used to find calendar event and attendees |
| **Demo type** | No | Full demo | Full (45 min), Technical deep-dive (60 min), Executive overview (20 min), Follow-up (30 min) |

## Execution

### Step 0: Identify Opportunity and Context

```sql
SELECT Id, Name, StageName, Amount, CloseDate, Type,
  Account.Name, Account.Id, Account.Industry, Account.NumberOfEmployees,
  Account.AnnualRevenue, Account.Website, Account.Type,
  Account.Competitor_Installs_Picklist__c,
  Account.Description,
  Owner.Name, Owner.Email,
  NextStep, Description,
  LeadSource, Competitor__c,
  CreatedDate
FROM Opportunity
WHERE (Account.Name LIKE '%[input]%' OR Name LIKE '%[input]%')
  AND IsClosed = false
  AND Type = 'New Business'
ORDER BY CloseDate ASC
LIMIT 5
```

If multiple results, present options. Validate stage:
- **Stage 2-3:** Ideal. Proceed with full demo prep.
- **Stage 0-1:** Warning -- discovery may be incomplete. Recommend `discovery-call-prep` first. If demo is imminent, front-load discovery into Act 1.
- **Stage 4+:** Likely follow-up or technical validation. Adjust demo type.

**Multi-opportunity accounts:** Query ALL open opportunities on this account, not just the one matched:

```sql
SELECT Id, Name, StageName, Amount, CloseDate, Type, Owner.Name
FROM Opportunity
WHERE Account.Id = '[account_id]'
  AND IsClosed = false
ORDER BY Amount DESC
```

If multiple open opps exist, surface them: "This account has [X] open opportunities. The demo should acknowledge [related opps] if relevant -- especially if different buying teams are involved." Flag if different reps own different opps on the same account (coordination needed).

### Step 1: Pull Full Account Profile

```sql
SELECT Id, Name, Industry, NumberOfEmployees, AnnualRevenue, Website,
  Description, accountIntentScore6sense__c, accountBuyingStage6sense__c,
  accountProfileFit6sense__c, Competitor_Installs_Picklist__c,
  Account_ICP_Score__c, Crossbeam_All_Partner_Names__c,
  Last_G2_Buyer_Intent__c
FROM Account
WHERE Id = '[account_id]'
```

Optional ZoomInfo enrichment:
```
zoominfo_enrich_company(company_name="[account_name]")
```

### Step 2: Map Attendees and Assign Personas

#### 2a: Pull Contacts

```sql
SELECT Id, Role, IsPrimary, Contact.FirstName, Contact.LastName,
  Contact.Title, Contact.Email, Contact.Department,
  Contact.UserGem__PastCompany__c, Contact.UserGem__PastTitle__c,
  Contact.UserGem__IsJobChanger__c
FROM OpportunityContactRole
WHERE OpportunityId = '[opp_id]'
```

#### 2b: Check Scheduled Demo Event

```sql
SELECT Subject, Description, ActivityDateTime, Who.Name, Who.Title
FROM Event
WHERE WhatId = '[opp_id]'
  AND ActivityDateTime >= TODAY
ORDER BY ActivityDateTime ASC
LIMIT 3
```

#### 2c: Classify Each Attendee

For the demo narrative, each attendee needs a **Sandler buyer type** and a **demo role**:

| Title Pattern | Sandler Type | Demo Role | What They Need to Hear |
|--------------|-------------|-----------|----------------------|
| VP/CRO/CFO/SVP | **Driver** -- wants results, impatient with details | Economic Buyer | Business impact, ROI, competitive risk. "Here's what this means for revenue." |
| Dir/Mgr RevOps/SalesOps | **Analytical** -- wants proof, process, control | Champion | How it works, configuration ease, how they'll own it. "You control this entirely." |
| Admin/Analyst/Architect | **Analytical** -- wants technical depth | Technical Evaluator | Salesforce-native, API, admin workflow. "This runs inside your Salesforce." |
| SDR Mgr/Rep/BDR Lead | **Emotional** -- wants relief from daily pain | End User | Speed, simplicity, less manual work. "Your team will never have to [pain] again." |

For each attendee, note:
- Their name (use it in scripts -- "Sarah, this next part is for you")
- Their likely objection
- The one thing they need to see to say "yes"
- Whether they have prior LeanData experience (check `UserGem__PastCompany__c`)

#### 2d: Conditional ZoomInfo Attendee Enrichment

If Contact data is sparse (missing title, department, or fewer than 2 contacts have titles), enrich attendees:

```
zoominfo_enrich_contacts(contacts=[{"first_name": "[first]", "last_name": "[last]", "company_name": "[account_name]"}])
```

Use enriched data to fill in title, department, and seniority for attendee classification. Note which data came from ZoomInfo vs Salesforce.

#### 2e: Champion Mover and Alumni Check

```
graph_champion_movers(account="[account_name]")
```

Also run the full UserGems SOQL query for attendees with past LeanData exposure:

```sql
SELECT Id, FirstName, LastName, Title, Email,
  UserGem__PastCompany__c, UserGem__PastTitle__c,
  UserGem__IsJobChanger__c, UserGem__JobChangeDate__c
FROM Contact
WHERE Id IN ([contact_ids_from_opp])
  AND UserGem__PastCompany__c != null
```

**If LeanData alumni are in the demo audience:**

This is a strategic advantage. Generate a **reunion framing script** for the AE:

```
AE SCRIPT (Reunion Frame):

"[Alumni name], I know you used LeanData at [previous company].
I'd love to hear your perspective as we go through this --
you've seen what good routing looks like, and your experience
will help [other attendees' names] understand what's possible.

[To the group]: [Alumni name] has actually been through this
transformation before. That's a huge asset for your team."
```

This positions the alumni as an internal champion and gives them social status in the room.

#### 2f: Influence Map (4+ Attendee Demos)

If the demo has 4 or more attendees, pull the influence network:

```
graph_influence_map(account="[account_name]", contacts=["[contact_name_1]", "[contact_name_2]", ...])
```

Surface:
- **Key influencer** -- Who has the most internal connections and influence weight
- **Reporting relationships** -- Who reports to whom (determines who the AE addresses for business impact vs technical detail)
- **Communication patterns** -- Who emails/meets with whom frequently
- **Power dynamics** -- Hidden influencers who may not have impressive titles

Use this to adjust the demo script: direct business impact statements to the key influencer, ensure the economic buyer hears ROI, and make sure technical evaluators get their questions answered without dominating the session.

### Step 3: Mine Avoma -- Build the Narrative Foundation

This step is **critical**. The demo narrative is built from the prospect's own words.

```
avoma_search_meetings(query="[account_name]")
avoma_search_meetings(query="[champion_contact_name]")
```

For each meeting found:
```
avoma_get_meeting_notes(meeting_id="[id]")
avoma_get_transcript(meeting_id="[id]")
```

**Extract and categorize for narrative use:**

| What to Find | Where It Goes in Demo | Example |
|-------------|----------------------|---------|
| **Verbatim pain quotes** | Act 2: Situation Slides -- "You told us..." | "Our SDRs are cherry-picking from a queue and it takes hours" |
| **"Before" state descriptions** | Act 2: Situation Slides -- current world | "We're using Salesforce assignment rules and spreadsheets" |
| **Emotional language** | Act 2 + Act 6: Close | "I'm frustrated," "My team is burned out," "The CEO is asking why" |
| **Decision criteria** | Act 3: What SC emphasizes in demo | "Simple and transparent -- no over-engineered rules" |
| **Competitor mentions** | Act 3: Competitive landmines | "We're also looking at ChiliPiper" |
| **Specific questions asked** | Act 3/4: Must-show items | "Can you handle custom objects?" |
| **Stakeholders mentioned** | Act 6: Multi-threading close | "I'll need to get buy-in from our VP of Sales" |
| **Timeline/urgency** | Act 6: Close urgency | "We need this before Q2" |

**Build the Narrative Arc:**
1. **The "Before" World** -- What is their life like today? (Use their exact words)
2. **The Pain** -- What hurts? At all three Sandler levels.
3. **The "After" Vision** -- What does success look like? (In their terms)
4. **The Proof** -- How do we know it works? (UserEvidence + live demo)

**Rate discovery completeness:**
- **Complete:** Can build full 3-level Pain Funnel from transcripts. Strong narrative.
- **Partial:** Have surface pain, missing business/emotional depth. Flag gaps for Act 1.
- **Minimal:** Little to no Avoma data. Build from signals + industry defaults. HIGH RISK.

#### Step 3b: Meeting Sentiment Trend (Tone Calibration)

```
graph_meeting_sentiment_trend(account="[account_name]")
```

Surface the sentiment trajectory across all meetings with this account:
- **Trending positive:** Prospect is increasingly engaged. Demo tone = confident, momentum-building. Lean into close.
- **Trending neutral/flat:** Prospect is evaluating methodically. Demo tone = proof-heavy, data-driven. Don't oversell.
- **Trending negative:** Prospect has concerns or is cooling. Demo tone = consultative, address objections proactively in Act 1. AE should open with: "I want to make sure we address any concerns from our last conversation before we dive in."
- **Volatile (up and down):** Mixed signals. Demo tone = careful, check in frequently. Script extra engagement questions.

Use sentiment trend to calibrate the demo urgency and emotional register of the AE script.

#### Step 3c: Luci Semantic Search -- Objection and Presales Intelligence

```
luci_search_account(query="[account_name]")
luci_search_presales(query="[account_name] objections concerns")
luci_get_presales_stats(account="[account_name]")
```

Surface:
- **Historical objection patterns** from similar accounts in the same industry/size
- **Presales engagement depth** -- how many touchpoints, what topics covered
- **Common blockers** for accounts with this profile
- **Successful demo patterns** -- what worked for similar accounts that closed

Use this to pre-load objection handling (Step 9) with account-specific intelligence, not just generic responses.

### Step 4: Pull Salesforce Activity History

```sql
SELECT Subject, Description, ActivityDate, Status, Who.Name, Who.Title
FROM Task
WHERE WhatId = '[opp_id]'
ORDER BY ActivityDate DESC
LIMIT 20
```

```sql
SELECT Subject, Description, ActivityDateTime, Who.Name
FROM Event
WHERE WhatId = '[opp_id]'
ORDER BY ActivityDateTime DESC
LIMIT 10
```

Parse Task.Description fields for embedded Avoma notes, promises made, and relationship context.

#### Step 4b: Clari Deal Health Signal

```
clari_get_opportunities(opportunity_ids=["[opp_id]"])
```

Extract:
- **CRM Score** (0-100) -- overall deal health
- **Forecast Category** vs **Clari AI Category** -- alignment check
- **Score Trend** -- direction over last 2 weeks

**Demo urgency adjustment:**
- **CRM Score 70+, trending up:** Deal is healthy. Demo is a momentum event. AE can be assertive in the close.
- **CRM Score 50-70:** Deal needs this demo to succeed. Emphasize proof points and ROI. Close for specific next step.
- **CRM Score < 50 or trending down:** Deal is at risk. This demo may be a rescue mission. AE should open with pain reconfirmation (make sure the problem still matters). Script extra engagement checks. If score dropped 10+ points, investigate why before the demo -- the narrative may need to shift.
- **Forecast mismatch (rep says Commit, Clari says Pipeline):** Flag for AE. The demo close should match the real deal stage, not the optimistic forecast.

### Step 5: Build the Sandler Pain Funnel Map

For each pain point from Steps 3-4, build the three-level funnel:

| Pain Point | Level 1: Surface | Level 2: Business Impact | Level 3: Emotional Stake | Confidence | Source |
|-----------|-----------------|------------------------|------------------------|------------|--------|
| [Pain 1] | "Our routing takes too long" | "We lose 20% of leads to slow response" | "The CEO is asking why our conversion is dropping" | High | Avoma transcript |
| [Pain 2] | "We're doing it manually" | "My ops person spends 15 hrs/week on routing" | "She's about to quit -- she didn't sign up for data entry" | Medium | SF Task + inference |
| [Pain 3] | "We have duplicate records" | "Reps fight over accounts, deals slip through" | "I look bad in QBR when I can't explain the numbers" | Low | Signal-based inference |

**The Pain Funnel questions to embed in the demo narrative:**

1. "Tell me more about that..." (Surface)
2. "How long has that been a problem?" (Duration = urgency)
3. "What have you tried to do about it?" (Failed attempts = differentiation)
4. "How much do you think this has cost you?" (Business quantification)
5. "How do you feel about that?" (Emotional -- where buying decisions happen)

**If Avoma provided Level 3 pain verbatim, use it in Situation Slides.** If not, the AE should ask a Level 3 question during Act 1 or Act 2.

### Step 6: Match UserEvidence Proof Points as "Similar Situation" Stories

**This step is mandatory.** Every demo act needs a "Similar Situation" story from UserEvidence.

```
userevidence_search_assets(query="[account_industry] lead routing")
userevidence_search_assets(query="[pain_keyword_1] [pain_keyword_2]")
userevidence_search_assets(query="[competitor_name] switch migration", type="stat")
userevidence_search_assets(query="[company_size_range] implementation", type="testimonial")
```

**Format each proof point as a Great Demo! "Similar Situation" story:**

> **Similar Situation:** "[Customer company] was in a similar situation to yours. They were [before state -- matching prospect's pain]. After implementing LeanData, they [after state + specific metric]. Their [person/role] said: '[verbatim UserEvidence quote].'"

**Matching rules:**

| Match Type | Where to Use | Narrative Purpose |
|------------|-------------|-------------------|
| Same industry + same pain | Act 2: Situation Slides (AE tells the story) | "You're not alone -- here's someone just like you" |
| Same competitor displacement | Act 3: During demo (SC drops it naturally) | "They switched from [competitor] and saw [result]" |
| Same company size | Act 5: Proof & Value (AE anchors ROI) | "Companies your size typically see [metric]" |
| General ROI stat | Act 6: Close (AE uses for urgency) | "The average time to value is [X weeks]" |

**Fallback chain:** UserEvidence -> Battle cards -> Customer intel -> General LeanData stats. Note gaps for marketing.

### Step 7: Build Competitive Positioning Layer

#### 7a: Graph Competitive Intelligence

If competitor identified in Salesforce or Avoma, pull graph intelligence BEFORE loading battle cards:

```
graph_competitive_intel(competitor="[competitor_name]", account="[account_name]")
```

Surface:
- **Win rate** against this competitor (pull from graph_competitive_intel)
- **Displacement patterns** -- What triggers wins when displacing this competitor
- **Common loss reasons** -- What to avoid in the demo
- **Recent head-to-head results** -- Last 3-5 competitive deals and outcomes
- **Key differentiators that won deals** -- What to emphasize in Acts 3-4

Use win rate data in the AE's confidence framing: "We see this competitor frequently, and our approach has resonated with teams like yours because [pattern from graph data]."

#### 7b: Battle Cards

Load battle card based on identified competitor:
- ChiliPiper -> `playbook/tactics/7-messaging/battle-cards/chilipiper.md`
- Traction Complete -> `playbook/tactics/7-messaging/battle-cards/traction-complete.md`
- Revenue Hero -> `playbook/tactics/7-messaging/battle-cards/revenue-hero.md`
- Default Salesforce -> `playbook/tactics/7-messaging/battle-cards/default-salesforce-routing.md`
- Internal build -> `playbook/tactics/7-messaging/battle-cards/default.md`

**For the demo narrative, extract:**
- **Landmines** -- Questions the SC plants naturally during demo: "One thing that's unique about how we do this... you might want to ask [competitor] how they handle [specific scenario]."
- **Differentiators to show, not tell** -- Don't compare on a slide. Show the capability and let the prospect connect the dots.
- **Features to de-emphasize** -- Where competitor is comparable. Don't draw attention.

**If no competitor identified:** Skip. Don't force it.

### Step 8: Generate the Demo Narrative

This is the core output. Build a **scripted, act-by-act demo** with stage directions, AE/SC role assignments, and prospect-specific dialogue.

---

#### FULL DEMO (45 min)

---

**ACT 1: UPFRONT CONTRACT (AE -- 3 min)**

*Framework: Sandler PTAO*

The AE sets the stage. This eliminates "I need to think about it" at the end.

```
AE SCRIPT:

[PURPOSE]
"[Prospect name], thanks for making time today. The purpose of this
conversation is to show you how LeanData can solve [primary pain --
their words]. [SC name] is here to walk you through the product."

[TIME]
"We've got [X] minutes. Does that still work for everyone?"

[AGENDA]
"Here's what I'd like to do: First, I want to make sure I understood
what you shared with us about [pain area]. Then [SC name] will show
you exactly how we solve that. And at the end, we'll decide together
if this makes sense to move forward -- or not."

[OUTCOME]
"Fair? I want to be upfront -- if at the end of this you feel like
we're not the right fit, that's totally fine. I'd rather we figure
that out now. Sound good?"
```

**Key Sandler element:** "...or not" and "that's totally fine" -- removes pressure, builds trust.

**Stage direction:** AE makes eye contact with each attendee during PTAO. Watch for nods.

**Sentiment-calibrated opening (from Step 3b):**
- If sentiment trending negative, add: "Before we dive in, I want to make sure we address any questions or concerns from our last conversation. [Prospect name], anything on your mind?"
- If sentiment trending positive, add momentum: "I've been looking forward to this -- based on what you shared last time, I think you're going to like what you see."

---

**ACT 2: SITUATION SLIDES (AE -- 5 min)**

*Framework: Great Demo! Situation Slides + Sandler Pain Acknowledgment*

The AE paints the prospect's "before" and "after" world using their own words from Avoma.

```
AE SCRIPT:

[BEFORE -- Their Current World]
"[Prospect name], when we spoke on [date], you told us that
[verbatim Avoma quote about their current state]. You mentioned
that [second pain point -- their words].

[PAIN ACKNOWLEDGMENT -- Business Level]
And what that means is [business impact -- quantified if possible].
Every [time period], that's costing you [$ or hours or leads lost].

[PAIN ACKNOWLEDGMENT -- Emotional Level]
You said something that stuck with me: '[emotional quote from Avoma
if available].' That tells me this isn't just a process problem --
it's affecting your [team/credibility/ability to do your job].

[AFTER -- The Vision]
Now imagine if instead of [before state], [specific after-state
vision]. What would that mean for your team?"

[PAUSE -- Let them respond. This is a buying signal check.]

[TRANSITION TO SC]
"That's exactly what [SC name] is going to show you. [SC name],
take it away."
```

**If Avoma provided no emotional-level pain:** AE asks a Pain Funnel question here:
> "When [pain] happens, how does that affect you personally? Like, what does that do to your week?"

**Similar Situation story (optional, if strong match):**
> "Before we jump in -- I want to share something. [UserEvidence company] was in a really similar spot. They were [before state]. After implementing LeanData, they [after state + metric]. I think you'll see the parallels."

---

**ACT 3: "DO IT" -- THE DEMO (SC -- 12-15 min)**

*Framework: Great Demo! Inverted Pyramid -- Show the end result FIRST*

The SC does NOT start with "let me walk you through the product." The SC starts with the outcome.

```
SC SCRIPT:

[INVERTED PYRAMID -- Show the end result]
"[Prospect name], before I show you how anything is built, let me
show you what your world looks like when this is working.

[Show completed routing flow / dashboard / result screen]

This is a [routing flow / matching result / audit trail] that handles
exactly what [AE name] just described -- [restate pain in simple terms].

Every lead that comes in gets [specific outcome]. No manual work.
No queue-checking. No leads falling through the cracks.

[PAUSE -- Watch reactions]

[NOW SHOW HOW -- Walk backward through the build]
Now let me show you how we got here. I'm going to build this
from scratch so you can see how simple it is.

[Step-by-step configuration -- narrate each step]

Step 1: [Action] -- 'Notice how [specific callout relevant to their pain].'
Step 2: [Action] -- 'This is where your [specific scenario] gets handled.'
Step 3: [Action] -- 'And this is what [decision criterion from Avoma] looks like in practice.'

[PROOF POINT -- dropped naturally mid-demo]
'One of our customers, [UserEvidence company], had this exact setup.
They went from [before metric] to [after metric] within [timeframe].'

[CHECK-IN -- every 5 minutes]
'[Prospect name], how does this compare to what you're doing today?'
'[Champion name], is this the kind of visibility you were looking for?'
```

**AE interjection points (scripted):**
- After SC shows the end result: "[Prospect name], this is what you described when you said [verbatim quote]. [SC name], can you show them the [specific detail]?"
- After a complex feature: "[Prospect name], the reason this matters is [business impact]. [Champion name], how does your team handle this today?"

**Demo section mapping -- choose top 3 based on Pain Funnel:**

| Pain (from Step 5) | LeanData Capability | What SC Shows | Inverted Pyramid "End Result" |
|--------------------|--------------------|--------------|-----------------------------|
| Slow lead response | Round-robin routing + BookIt | Completed flow with instant assignment | "A lead comes in, and 4 seconds later it's on the right rep's screen with a Slack notification." |
| Misrouted leads | Lead-to-Account matching | Match results screen | "100% of your leads matched to the right account, zero manual review." |
| Manual routing | Flow builder automation | Side-by-side: before (spreadsheet) vs after (flow) | "This replaces your entire manual process. Zero touches." |
| No visibility | Audit trail + reporting | Live dashboard with routing analytics | "Every lead, every routing decision, fully visible. No more black box." |
| Duplicate records | Matching + merge rules | Dedup results | "10 duplicate records merged into 1, automatically, with full audit trail." |
| Territory complexity | Territory-based routing | Territory map + rules | "Your territories, your rules, no code changes needed." |
| Scaling without headcount | End-to-end orchestration | Full platform view | "This handles 10x your current volume with zero additional headcount." |
| Competitor displacement | Platform comparison (embedded) | Specific differentiator feature | "Notice how this runs entirely inside Salesforce -- no middleware, no sync delays." |

---

**ACT 4: "DO IT AGAIN" -- INTERACTIVE (SC + Prospect -- 5-8 min)**

*Framework: Great Demo! "Do It Again" -- Prospect drives, SC guides*

This is where the prospect sells themselves. The more they interact, the more ownership they feel.

```
SC SCRIPT:

[OPTION A -- Hands-on]
"[Champion name], want to try? I'll hand you the controls --
let's build a rule that matches your actual scenario.

What's a routing scenario your team deals with every day?
[Let them describe it]

OK, let's build that right now. Click here... now set the
criteria to [their scenario]... and run it.

[Watch their reaction when it works]

See how fast that was? That's what your team would do every
time they need to change routing."

[OPTION B -- Guided "what if"]
"What if we changed this to match your [specific scenario they
mentioned in discovery]? Let's say a lead comes in from
[their actual lead source] and matches to [their actual account].
Watch what happens.

[Run the scenario with their real-world data]

That's your Tuesday morning. Except now it takes 4 seconds
instead of 4 hours."
```

**AE role during Act 4:** Silent. Let the prospect and SC interact. Only speak if:
- Prospect asks a business question -> AE answers
- Prospect expresses excitement -> AE reinforces: "That's exactly what we were hoping you'd see."
- Prospect raises concern -> AE notes it for Act 6

---

**ACT 5: PROOF & VALUE (AE -- 5 min)**

*Framework: UserEvidence "Similar Situation" + Sandler Pain Quantification*

The AE takes back the room. This bridges from "cool product" to "business case."

```
AE SCRIPT:

[SIMILAR SITUATION STORY]
"[Prospect name], I want to share a quick story. [UserEvidence
customer] was in a similar situation to yours. They were
[before state that mirrors prospect's pain -- use matching language].

After implementing LeanData, they [specific after-state result].
Their [role similar to prospect's champion] said:
'[verbatim UserEvidence quote].'

[PAUSE -- Let it land]

[ROI MATH -- Keep it simple]
Based on what you've told us about your [lead volume / team size /
current process]:

- Your speed-to-lead impact: [X leads/month] x [conversion lift] = $[X]/month
- Your efficiency gain: [X hours/week saved] x $[hourly cost] = $[X]/year
- Your lead leakage reduction: [X leads/month] x [misroute rate] x [avg opp value] = $[X]/month

[EMOTIONAL CALLBACK]
You mentioned [emotional pain from Avoma]. Imagine [specific
relief scenario]. How would that change things for you?"
```

---

**ACT 6: CLOSE (AE -- 5 min)**

*Framework: Sandler Thermometer + Negative Reverse + Post-Sell*

```
AE SCRIPT:

[SUMMARY -- Connect back to their pain]
"Let me recap. You came in today dealing with [Pain 1], [Pain 2],
and [Pain 3]. [SC name] showed you [Solution 1], [Solution 2],
and [Solution 3]. And we saw how [UserEvidence customer] got
[specific result] from the same approach."

[SANDLER THERMOMETER]
"[Prospect name], I want to ask you a direct question. On a scale
of 1 to 10, where 1 is 'this doesn't solve my problem at all'
and 10 is 'when can we start' -- where would you say you are?"

[IF 8-10 -- CLOSE]
"Great. Here's what I'd suggest for next steps: [specific action
with date]. Can we get that on the calendar before we hang up?"

[IF 5-7 -- NEGATIVE REVERSE]
"I appreciate the honesty. That tells me there's something we
haven't addressed yet. What would need to be different to get
you to a [their number + 2]?"

[Listen. Don't defend. Dig deeper.]
"Tell me more about that."
"Has that been an issue in other evaluations too?"

[IF <5 -- GRACEFUL EXIT]
"I appreciate you being straight with me. It sounds like this
might not be the right fit -- or maybe the timing isn't right.
What's your sense?"

[STAKEHOLDER EXPANSION]
"One more question: who else on your team should see this?
I could do a [20-minute executive overview for your VP] or
a [technical deep-dive for your admin]. Who would benefit?"

[NEXT STEP -- Must be specific and calendared]
"Let's get [specific next step] on the calendar. How does
[date] look? I'll send a recap with [specific deliverable]
within 2 hours."

[POST-SELL -- Sandler technique to prevent buyer's remorse]
"Just so I'm clear on your thinking -- what was it about what
you saw today that made it a [their number]?"

[Let them articulate the value. They're now selling themselves.]
```

---

#### EXECUTIVE OVERVIEW (20 min)

Compressed structure for economic buyers:

| Time | Act | Owner | Focus |
|------|-----|-------|-------|
| 0:00 | Upfront Contract | AE | Purpose, time, agenda, outcome -- or not |
| 0:03 | Situation Slide | AE | One "before" pain + business impact + "after" vision |
| 0:06 | "Do It" | SC | ONE capability, end result first, then build (7 min) |
| 0:13 | Proof | AE | One "Similar Situation" story + ROI math (3 min) |
| 0:16 | Close | AE | Thermometer + next step (4 min) |

**Key difference:** No "Do It Again." Executives don't want to click around. Show them the result, show them the money, get the decision.

**Leave-behind deck:** For executive overview demos, generate a leave-behind deck outline (see Step 10).

#### TECHNICAL DEEP-DIVE (60 min)

Extended for technical evaluators:

| Time | Act | Owner | Focus |
|------|-----|-------|-------|
| 0:00 | Upfront Contract | AE | 2 min -- abbreviated |
| 0:02 | Situation Slide | AE | 3 min -- focus on technical pain |
| 0:05 | Architecture Overview | SC | 5 min -- Salesforce-native, no middleware, API-first |
| 0:10 | "Do It" Section 1 | SC | 15 min -- Primary capability, full depth |
| 0:25 | Check-in | AE | 3 min -- "How does this compare?" |
| 0:28 | "Do It" Section 2 | SC | 12 min -- Secondary capability |
| 0:40 | "Do It Again" | SC + Prospect | 8 min -- Hands-on with their scenario |
| 0:48 | Day-in-the-Life | SC | 5 min -- Admin daily workflow |
| 0:53 | Close | AE | 7 min -- Thermometer + implementation timeline |

#### FOLLOW-UP DEMO (30 min)

| Time | Act | Owner | Focus |
|------|-----|-------|-------|
| 0:00 | Recap + Upfront Contract | AE | 3 min -- "Since last time... today we'll address [specific questions]" |
| 0:03 | Address Open Questions | SC | 10 min -- Items from prior demo |
| 0:13 | New Capability | SC | 8 min -- Something they asked about |
| 0:21 | Similar Situation + ROI | AE | 4 min -- Proof point matching their concern |
| 0:25 | Close | AE | 5 min -- Thermometer + procurement next steps |

---

### Step 9: Build Objection Handling with Sandler Techniques

For each likely objection, use the **Negative Reverse Selling** framework: agree with the concern, then reverse it.

| Objection | Sandler Response (AE) | Follow-Up Question | Proof Point |
|-----------|----------------------|-------------------|-------------|
| "We can build this internally" | "You absolutely could. And honestly, some teams do." | "What's held you back from building it so far?" [They'll reveal the real blocker] | "[Company] tried building internally for 6 months. They switched to LeanData and went live in 3 weeks." |
| "ChiliPiper does this" | "They do some of this, for sure." | "What specifically about ChiliPiper appeals to you?" [Understand what they value, then differentiate] | Pull win rate from graph_competitive_intel. Cite platform reliability data. |
| "Budget isn't approved" | "That's fair -- and I wouldn't expect you to have budget for something you haven't seen yet." | "If we could show that this pays for itself in [X months], who would need to approve that?" | ROI calculator with their specific numbers from Step 5 |
| "Need to involve more people" | "That's exactly the right instinct." | "Who should see this? I can tailor a session for [specific role]." | Offer 20-min exec overview or technical deep-dive |
| "Timeline is next quarter" | "That makes sense -- no rush." | "Out of curiosity, what's the cost of waiting one more quarter?" [Let them do the math] | "Every month of delay = $[X] in [misrouted leads / manual hours]" |
| "Looks complex" | "I can see why you'd think that." | "What specifically felt complex? Let me show you [the simpler path]." | "[Company] went live in [X weeks] with [Y flows]" |
| "Need to think about it" | "I'd be worried if you didn't." | "What specifically do you need to think about? Is it [feature], [price], or [timing]?" [Sandler: isolate the real objection] | Address the specific concern |

**Key Sandler principle:** Never defend. Always agree first, then ask a question. The question reveals the real objection.

**Luci-enhanced objections (from Step 3c):** If Luci returned historical objection patterns for this account profile, add account-specific objection rows to the table above. Example: "Accounts in [industry] with [X] employees most commonly object on [topic]. Successful response pattern: [pattern]."

### Step 10: Leave-Behind Deck (Executive Overview Demos)

For executive overview demos (20 min), generate a **leave-behind deck outline** (4-6 slides) that the AE can use to chain to `leandata-slides` for production:

| Slide | Content | Data Source |
|-------|---------|-------------|
| 1. The Challenge | Prospect's pain in their words. Before-state. Quantified cost of inaction. | Avoma transcripts, Pain Funnel |
| 2. The Vision | After-state. What success looks like. Aligned to their decision criteria. | Avoma + AE narrative |
| 3. How LeanData Solves It | Top 2-3 capabilities mapped to their pain. Screenshots from demo. | Demo script Acts 3-4 |
| 4. Proof | Similar Situation story. Key metric. Customer quote. | UserEvidence |
| 5. ROI Summary | Their numbers: leads, hours saved, conversion lift, $ impact. | ROI math from Act 5 |
| 6. Next Steps | Proposed timeline, decision milestones, who needs to be involved. | Close plan from Act 6 |

Chain to `leandata-slides` with: opportunity ID, pain statements, UserEvidence assets, ROI calculations, attendee names/titles, and competitive context.

### Step 11: MEDDPICC Field Validation (Stage-Gated)

Before finalizing the demo prep, validate MEDDPICC fields against stage expectations:

```sql
SELECT Id, Name, StageName,
       MEDDPICC_Metrics__c, MEDDPICC_Economic_Buyer__c,
       MEDDPICC_Decision_Criteria__c, MEDDPICC_Decision_Process__c,
       MEDDPICC_Paper_Process__c, MEDDPICC_Identify_Pain__c,
       MEDDPICC_Champion__c, MEDDPICC_Competition__c
FROM Opportunity
WHERE Id = '[opp_id]'
```

| Stage | Required Fields | Demo Implication |
|-------|----------------|------------------|
| **Stage 2+** | Pain, Metrics | If Pain is empty, the demo narrative has no foundation. Flag as HIGH RISK. |
| **Stage 3+** | Pain, Metrics, Economic Buyer, Decision Process | If EB is unknown, the demo close cannot target the right person. Adjust Act 6 to ask for EB access. |
| **Stage 4+** | All above + Paper Process, Champion | If Paper Process is unknown, Act 6 close should include procurement discovery questions. |

Surface gaps in the output summary. If MEDDPICC fields are missing at the required stage gate, add to Pre-Demo Action Items: "Update [field] in Salesforce before the demo. If unknown, script a question into Act [X] to discover it during the demo."

## Output Format

```markdown
---
skill: demo-prep
version: 2.0
date: [YYYY-MM-DD HH:MM]
rep: [AE Name]
sc: [SC Name]
account: [Account Name]
opportunity: [Opportunity Name]
stage: [Current Stage]
demo_type: [Full/Technical/Executive/Follow-up]
demo_date: [YYYY-MM-DD HH:MM if known]
methodology: Great Demo! + Sandler + UserEvidence
---

# Demo Prep: [Account Name]

## Summary
- **AE:** [Name] | **SC:** [Name]
- **Account:** [Name] | **Industry:** [X] | **Employees:** [N]
- **Opportunity:** [Name] | **Stage:** [X] | **Amount:** $[X]
- **Demo Type:** [Type] | **Duration:** [X min]
- **Discovery Completeness:** [Complete/Partial/Minimal]
- **Competitive Context:** [Competitor or "None identified"] | **Win Rate:** [X% if available]
- **Clari Deal Health:** [Score]/100 [trend] | **Forecast:** [Rep category] vs AI: [Clari category]
- **Meeting Sentiment Trend:** [Positive/Neutral/Negative/Volatile] -- [tone recommendation]
- **MEDDPICC Stage Gate:** [PASS/FAIL -- list missing fields]
- **Champion/Alumni Flags:** [Alumni names or "None found"] | [Champion movers or "None"]
- **Other Open Opps on Account:** [Count and names, or "None"]

---

## The Narrative Arc

**Before (Their World Today):**
> [1-2 sentences using prospect's own words from Avoma]

**The Pain (3 Levels):**
> Surface: [What they notice]
> Business: [What it costs them]
> Emotional: [How it affects them personally]

**After (The Vision):**
> [1-2 sentences -- what success looks like in their terms]

**The Proof:**
> [Similar Situation customer + metric]

---

## Attendee Map

| Name | Title | Sandler Type | Demo Role | Key Concern | Win Criteria | LeanData Alumni? | Influence Score |
|------|-------|-------------|-----------|-------------|-------------|-----------------|----------------|

---

## Pain Funnel Map

| Pain | Surface | Business Impact | Emotional Stake | Confidence | Source |
|------|---------|----------------|-----------------|------------|--------|

---

## Similar Situation Stories (UserEvidence)

| Demo Moment | Customer | Before State | After State | Metric | Quote |
|------------|----------|-------------|------------|--------|-------|

---

## Demo Script

### ACT 1: UPFRONT CONTRACT (AE -- 3 min)
[Full AE script with PTAO framework + sentiment-calibrated opening]

### ACT 2: SITUATION SLIDES (AE -- 5 min)
[Full AE script with Before/After/Pain/Transition]
[Alumni reunion framing if applicable]

### ACT 3: "DO IT" (SC -- 12-15 min)
[Full SC script with Inverted Pyramid, step-by-step, proof point drops, check-ins]
[AE interjection points marked]

### ACT 4: "DO IT AGAIN" (SC + Prospect -- 5-8 min)
[Interactive scenario using prospect's real-world data]

### ACT 5: PROOF & VALUE (AE -- 5 min)
[Similar Situation story + ROI math + emotional callback]

### ACT 6: CLOSE (AE -- 5 min)
[Thermometer + Negative Reverse + Stakeholder expansion + Next step + Post-Sell]

---

## Objection Handling (Sandler Negative Reverse)

| Objection | Agree First | Then Ask | Proof Point | Source |
|-----------|------------|----------|-------------|--------|

---

## Competitive Landmines (if applicable)

| Moment in Demo | What SC Says | What It Exposes | Win Rate Context |
|---------------|-------------|----------------|-----------------|

---

## MEDDPICC Stage Gate Status

| Field | Required at Stage [X]? | Status | Demo Implication |
|-------|----------------------|--------|------------------|

---

## Leave-Behind Deck Outline (Executive Overview only)

| Slide | Content | Notes |
|-------|---------|-------|

---

## Pre-Demo Action Items

| Owner | Action | Due | Priority |
|-------|--------|-----|----------|
| AE | [Specific prep task] | Before demo | |
| SC | [Specific prep task] | Before demo | |

---

## 17-Point Pre-Flight Checklist

| # | Criterion | Points | Ready? |
|---|-----------|--------|--------|
| 1 | Icebreaker planned | 1 | |
| 2 | Intentional transition to agenda | 0.5 | |
| 3 | Meeting setup with PTAO | 1.5 | |
| 4 | Pain reconfirmed from discovery | 2 | |
| 5 | Opening value narrative (outcome, not feature) | 1 | |
| 6 | Narrative-driven flow (problem -> pain -> solution) | 3 | |
| 7 | Demo aligned to prospect's stated goals | 3 | |
| 8 | Personalization (prospect's language, examples) | 1 | |
| 9 | Context set before each feature ("Setting the Page") | 1 | |
| 10 | Engagement check-ins every 5 min | 2 | |
| 11 | Metrics/ROI framing in every section | 1 | |
| 12 | Objection surfacing (proactively asked) | 1 | |
| 13 | Debriefing ("How did this land?") | 2 | |
| 14 | Stakeholder validation | 2 | |
| 15 | Time management | 1 | |
| 16 | Strong close with clear decision point | 1 | |
| 17 | Next step scheduled before hanging up | 1 | |
| | **TOTAL** | **/25** | |

---

## Post-Demo Checklist

- [ ] Send recap email within 2 hours (reference their verbatim pain)
- [ ] Share [specific resource] mentioned during demo
- [ ] Schedule [next step] with [person] -- must be calendared
- [ ] Add new contacts to Salesforce
- [ ] Update opportunity stage + MEDDPICC fields
- [ ] Log demo as completed Event
- [ ] Score the demo on the 17-point checklist (for coaching)
- [ ] [Account-specific follow-up item]
- [ ] Send leave-behind deck (if executive overview)

---

*Generated by demo-prep v2.0 on [date]*
*Methodology: Great Demo! (Cohan) + Sandler + UserEvidence*
```

## Constraints

- **Every feature shown must tie to a stated pain** -- If they mentioned 2 pains, show 2 capabilities. Not 5.
- **Show the end result first, always** -- Inverted Pyramid. The prospect sees their future before they see the product.
- **AE and SC scripts must be complete and usable** -- No "[insert pain here]" placeholders. Use the prospect's actual words.
- **Proof points woven in, not appended** -- UserEvidence stories appear during the demo, not in a separate slide at the end.
- **Use the prospect's language** -- Mirror their exact words from Avoma. "You told us..." not "Many companies experience..."
- **Engagement every 5 minutes maximum** -- Monologues kill demos. Check-ins are scripted into every act.
- **"...or not" in every close** -- Sandler principle. Remove pressure. Build trust.
- **Never defend against objections** -- Agree first. Then ask a question. The question reveals the real blocker.
- **Discovery gaps must be flagged** -- If pain funnel is incomplete, script discovery questions into Act 1/2.
- **Closing ask matches the stage** -- Stage 2 closes for technical validation. Stage 3 closes for proposal. Stage 4+ closes for procurement.
- **The 17-point checklist must be completed** -- Every demo prep includes a pre-flight score.

## Failure Modes

| Failure Mode | Signal | Recovery Action |
|--------------|--------|-----------------|
| **No opportunity found** | SOQL returns empty | Search accounts directly. Build prep from account context alone. |
| **No Avoma recordings** | avoma_search returns empty | Fall back to Salesforce Task descriptions. Rate discovery as "Minimal." Script discovery questions into Act 1. |
| **No contacts mapped** | Queries return empty | Flag as critical. Recommend rep confirm attendees. Build persona-based scripts with [Name] placeholders. |
| **No UserEvidence matches** | Searches return empty | Fall back to battle cards, then general LeanData stats. Note gap. |
| **Stage 0-1 opportunity** | StageName early | Warn. Recommend `discovery-call-prep` first. If demo imminent, convert Act 2 into extended discovery. |
| **No SC assigned** | Can't identify SC | Script demo for AE solo. Note that adding SC would improve quality. |
| **Competitor not recognized** | Not in battle card library | Skip competitive layer. Note for `competitive-intel` skill. |
| **Demo date passed** | Event in the past | Switch to post-demo mode: pull Avoma transcript, score on 17-point checklist, provide coaching feedback. |
| **Multiple opps** | SOQL returns 2+ | Present options. Default to most advanced stage. Surface all opps in summary. |
| **Pain Funnel incomplete** | Only Level 1 pain available | Flag gap. Script Level 2-3 questions into Act 2. AE must dig deeper during Situation Slides. |
| **Clari unavailable** | clari_get_opportunities returns error | Skip deal health section. Note "Clari data unavailable." |
| **Graph tools unavailable** | graph_* calls return error | Skip competitive intel, champion movers, sentiment, influence map sections. Use Salesforce data only. |
| **Luci unavailable** | luci_* calls return error | Skip semantic objection search. Use generic objection handling. |
| **Sparse Contact data** | Fewer than 2 contacts have titles | Trigger ZoomInfo attendee enrichment (Step 2d). |
| **MEDDPICC fields not on object** | SOQL field-not-found error | Skip MEDDPICC validation. Note in output. |

## Trigger Phrases

- "Demo prep for [account]"
- "Prepare a demo for [account]"
- "Help me prep for my [account] demo"
- "Build a demo script for [account]"
- "Run demo-prep for [account]"
- "What should I show [account]?"
- "Demo prep for [rep]'s [account] demo"
- "I have a demo with [account] on [date]"

## Skill Chaining

| If You Find | Chain To | Data to Pass | Priority |
|-------------|----------|-------------|----------|
| Discovery incomplete | `discovery-call-prep` | Opportunity ID, account ID, pain funnel gaps, Avoma meeting IDs | P1 -- before demo |
| Competitor identified | `competitive-intel` | Competitor name, account name, win rate from graph_competitive_intel, displacement patterns | P1 -- before demo |
| ROI calculation needed | `roi-prep` | Opportunity ID, pain statements, SVF phase/driver, account size, lead volume | P2 -- before demo |
| Post-demo follow-up | `deal-review-prep` | Opportunity ID, demo score, attendee reactions, next steps committed, objections surfaced | P1 -- after demo |
| Executive meeting leave-behind | `leandata-slides` | Slide outline from Step 10, pain statements, UserEvidence assets, ROI calculations, attendee names/titles | P2 -- before or after demo |
| Executive meeting | `executive-deal-intro` | EB profile, account context, ROI math, Similar Situation story | P2 -- before demo |
| Proposal next step | `proposal-prep` | Opportunity ID, demo results, ROI math, decision criteria, paper process | P1 -- after demo |
| No open opportunity | `pipe-gen` | Account ID, account context, ICP score | P3 -- before demo |
| Coaching feedback needed | `coaching-prep` | Demo 17-point score, Avoma recording ID, AE/SC names, objection handling notes | P2 -- after demo |
| Account-level research | `account-research-hub` | Account ID, industry, competitor installs, partner ecosystem | P3 -- background |

**Reverse chains (skills that chain INTO demo-prep):**

| Upstream Skill | When It Chains Here | Data It Passes |
|---------------|--------------------|--------------------|
| `deal-review-prep` | Rep identifies upcoming demo as next step | Opportunity ID, MEDDPICC gaps, SVF status, Avoma meeting IDs |
| `deal-review` | Neil flags deal needing demo prep | Opportunity ID, Neil's specific concerns, coaching notes |
| `discovery-call-prep` | Discovery complete, demo is next step | Pain funnel, decision criteria, attendee list, competitive context |
| `account-research-hub` | Account research surfaces demo opportunity | Account context, ICP analysis, competitor installs |

## References

- `../../playbook/strategy/1-market/personas/buyer-personas-comprehensive.md` -- Persona definitions and messaging
- `../../playbook/process/4-process/mid-market-sales-process-v2.md` -- Stage definitions and exit criteria
- `../../playbook/tactics/7-messaging/battle-cards/` -- Competitive battle cards
- `../../playbook/tactics/8-plays/2026-bets/play-2-discovery-excellence.md` -- Discovery excellence play (Sandler + SPIN)
- `../../playbook/intelligence/11-customer-intel/` -- Customer proof points
- `../../playbook/metrics/10-measurement/research/2025-09-26-customer-value-drivers-analysis.md` -- Value framework
- `../../playbook/metrics/10-measurement/research/2025-08-14-andrews-sales-demo-performance-analysis.md` -- 17-point scorecard
- `../../playbook/metrics/10-measurement/research/2025-08-13-sales-demo-language-performance-analysis.md` -- High-win-rate language
- Peter Cohan, *Great Demo!: How To Create And Execute Stunning Software Demonstrations* -- Situation Slides, Inverted Pyramid, "Do It / Do It Again"
- David Sandler, *You Can't Teach a Kid to Ride a Bike at a Seminar* -- Pain Funnel, Upfront Contract, Negative Reverse, Thermometer Close