# The demo and a mutual plan to close > Show each person on the committee only what solves their problem, then agree a shared plan with steps, owners and dates on both sides, from the demo to the first lesson. - Course: [B2B Marketing and Sales: Win Your First Company Customers](https://productovi.com/courses/b2b-marketing-and-sales.md) - Module: Selling conversations - Lesson 18/32, ~23 min - Source: https://productovi.com/courses/b2b-marketing-and-sales/demo-and-close-plan ## The demo plan **Marta:** Thursday, 3 December: the demo for Veloria. Pavlo and Stepan for an hour, and their IT security lead for the last fifteen minutes. What's your plan? **Sofia:** A full tour: the tutor catalogue, the AI practice partner, the mobile app, certificates, the HR dashboard, our reviews. They should see everything. **Alex Tutor:** Everything is the problem. Stepan will sit through twenty features to find the one about shifts, and he may leave before it. **Alex Tutor:** A **tailored demo** is built on what you heard in discovery: a border incident, a couple of times a month, dispatchers stretched across shifts. Show only what solves those, and end with an agreed next step. **Pavlo:** Please. Stepan gave us an hour, but he decides in the first ten minutes. > **Exercise:** Discovery at Veloria found a problem: dispatchers misunderstand carriers on English calls (one truck waited hours at the border), a couple of times a month, and the dispatchers work in shifts. Stepan, the operations director, gave the demo an hour but decides in the first ten minutes. What should those first ten minutes show? ## Something for each role **Alex Tutor:** Then one moment per person. Stepan: the schedule, two short lessons a week in the gaps between shifts, and a tutor who can be replaced within a week. **Alex Tutor:** Pavlo: the attendance and progress report he would send upstairs. IT security: where employee data and recordings live, who can see them, and our answers to their questionnaire. **Sofia:** And the dispatchers themselves aren't in the room. **Alex Tutor:** So the sample lesson stands in for them. Ask Pavlo to pick one dispatcher to try it live. One nervous learner who relaxes is worth ten slides. **Alex Tutor:** How do the dispatchers get a voice in that room? > **Exercise:** The dispatchers, who will take the lessons, won't attend the demo. What is the best way to bring their view into the room? > **Exercise:** Match each person at the Veloria demo with the moment built for them. ## The person who isn't there **Sofia:** Yaryna won't be at the demo, and she approves the budget. **Alex Tutor:** Then don't demo at her; equip Pavlo. Leave him the one-page cost sheet: 800 UAH a lesson, the paid pilot of 96 lessons, 76,800 UAH credited to the contract, and how success will be measured. **Pavlo:** And her budgets close on 15 December. If the program isn't in the 2027 budget by then, it waits a year. **Marta:** That's a real date from their process. Let's plan backwards from it, together with Pavlo, and never use it as pressure. > **Exercise:** Yaryna, Veloria's finance director, approves the budget but will not attend the demo; Pavlo from HR is your champion inside, and Veloria's budgets close on 15 December. What is the best move? ## A plan both sides own **Alex Tutor:** After the demo, propose a **mutual action plan**: every step both sides must take before the first lesson, each with an owner and a date. **Sofia:** So: Veloria approves the budget, IT approves us, legal signs. Done. **Alex Tutor:** Read your list again. Whose steps are on it? > **Exercise:** A draft plan says: "Veloria approves the budget, IT approves us, legal signs." What does it need to become a mutual action plan? **Alex Tutor:** That's Veloria's homework, not a shared plan. Where are our steps? The questionnaire answers, the draft contract, the pilot schedule, the success measures. **Marta:** And Pavlo co-owns it. He can move any date that doesn't fit; it's his company's calendar. > **Veloria: mutual action plan, draft for Pavlo** > > | Date | Step | Veloria | Klasna | > |---|---|---|---| > | 9 Dec | Security questionnaire answered | IT security reviews | We send answers | > | 11 Dec | Cost sheet with Yaryna | Pavlo presents | We answer her questions | > | 15 Dec | 2027 budgets close | Yaryna decides | — | > | 18 Dec | Draft contract to legal | Legal starts review | We send the draft | > | 8 Jan | Success measures agreed | Pavlo, Yaryna | We propose the measures | > | 11 Jan – 5 Feb | Paid pilot: 12 dispatchers, 2 lessons a week | Stepan frees the slots | We run the lessons | > | 10 Feb | Joint pilot review | Pavlo, Stepan, Yaryna | We bring the results | > | 26 Feb | Contract signed | Legal, Yaryna | Marta | > | 1 Mar | Program starts | Learners | Tutors | > **Exercise:** Veloria's 2027 budgets close on 15 December, and the program should start on 1 March after a paid pilot. Put the steps of Veloria's plan in the order they happen. ## Plan, not pressure **Sofia:** Isn't a plan with dates just a polite way to push them? **Alex Tutor:** Not if the dates come from their process, our tasks are on it, and Pavlo can change it. It turns "we'll get back to you" into a schedule both sides can check. **Alex Tutor:** And when a date slips? True or false. > **Exercise:** **True or false:** if Veloria misses a date in the plan, the best response is to remind Pavlo that the price may rise and push to keep the original schedule. **Alex Tutor:** If a date slips, ask what changed and replan together. Don't invent a reason for them to hurry. **Pavlo:** Honestly, this helps me. I can show Yaryna exactly what happens and when. > **Exercise:** Which features make a mutual action plan a plan and not pressure? Choose all that apply. ## Your turn: the follow-up **Marta:** Write the email to Pavlo after the demo. Thank him, sum up what we heard, and propose the plan. **Alex Tutor:** Four to six steps are enough in the email. Each one with an owner on each side and a date, and an open invitation to change it. **Sofia:** And the 15 December date stays as their date, not mine. **Alex Tutor:** Exactly. Say where it came from. > **Exercise:** Write the follow-up email to Pavlo after the demo (**6–10 lines**). Thank him, sum up the problem you heard in one sentence, and propose a mutual action plan of **4–6 steps**, each with a date and an owner on Veloria's side and on Klasna's. Facts: Veloria's 2027 budgets close on 15 December; the IT security questionnaire is pending; a paid pilot of 12 dispatchers, 2 lessons a week for 4 weeks; the program should start on 1 March. > **Key ideas** > > - A **tailored demo** shows only what solves the problems named in discovery, starting with the one that matters most, in the buyer's own setting. > - Build one moment per role: operations, HR, IT security, the users. Equip the champion for the people who aren't there. > - A **mutual action plan** lists every step both sides take before the first lesson, each with an owner and a date. > - Dates come from the buyer's process; the champion can change the plan; slips are replanned together. No expiring discounts, no invented urgency. **Alex Tutor:** Next time: what to say when the buyer says the price is too high, they already have a provider, or procurement wants 20% off. - Previous lesson: [The discovery call: ask before you pitch](https://productovi.com/courses/b2b-marketing-and-sales/the-discovery-call.md) - Next lesson: [Objections and procurement pressure: honest answers](https://productovi.com/courses/b2b-marketing-and-sales/objections-and-procurement.md) --- Productovi Learning. Free, no sign-up needed to read.