How to Optimize Sales Demos in Legal Tech

Sales demos are an integral part of the sales process, especially when you’re trying to sell a complex product—legal technology—to a time-strapped lawyer. But while memorizing a standard script might seem like the easiest solution, sales demos in legal tech can’t just be a generic pitch.

The purpose of the sales demo is to demonstrate the best value proposition possible, and to do that, you need to tailor each demo around the unique needs of each individual lawyer. Here are some tips on how to optimize your sales demos to give lawyers the best demo experience they could ask for.

What Makes An Effective Sales Demo in Legal Tech?

A sales demo should convince lawyers that your product is worth trying. Ideally, prospects walk away from your demo with confidence that your product can improve their practice. To achieve this, you need to prove that you understand their firm and that your software can solve the unique problems they're facing. But, it’s important to do so quickly and concisely, creating a balance between discussing the specific challenges the firm is facing with being highly respectful of a lawyer’s time. 

The best way to accomplish this is through interactive demos, allowing lawyers to lead the conversation and cut to their most pressing issues. Effective legal tech demos are also highly personalized, ensuring that you answer the questions and preempt the objections most common for a given practice area and jurisdiction.

Convey Core Value Quickly and Concisely

Conventional wisdom in the realm of sales demos is to start with a product’s most straightforward features and build in complexity from there. While it’s still important to make sure lawyers understand what your features do and how they work, the simple-to-complex rule doesn’t really apply in legal tech. Lawyers want to see the features that are most important to them right away, and only move on to additional features if they’re confident you can provide the core value they’re looking for.

Instead of building on simple features to bolster an understanding of more complex ones, use lawyers’ understanding of their current software solutions to make helpful analogies. Focus on clearly and thoroughly demonstrating the value of the core features your prospect cares about most, and leave out any extraneous information.

Personalize As Much As Possible

The more tailored your demo is—both in terms of content and delivery—the more likely you are to convert lawyers into customers. Rather than running through every feature your product has, take time to get to know your prospect and their firm through research—and, ideally, analytics—about how similar firms use your product. Then, use that knowledge to discuss exactly what your prospect hopes to accomplish with your software.

You can also use personalization to better compare your product offering to competitors by honing in on your prospect’s current software solution or any alternatives they're considering. Use demos to help you connect on a personal level—there’s no substitute for that in business, especially in a relationship-driven industry like legal tech.

Preempt Common Objections

If you talk to enough lawyers about legal technology, you’ll begin to see a number of common threads between their complaints and objections. Rather than waiting for your prospects to raise these questions, address them preemptively during the main demo discussion.

Ask lawyers what their top concerns are up front, and be sure to check those boxes off for them right away. Lawyers are highly skeptical and quick to spot potential issues, so the quicker you can take their objections off their minds, the more receptive they’ll be to your value proposition.

Create Credibility with Product Interactions

When a lawyer uses your product, they can get a sense of how intuitive it is and they can see how useful it will be in their own practice. That level of engagement with your product is one of its greatest selling points. By controlling the demo the entire time, you’re leaving money on the table—especially if the demo is the only opportunity for lawyers to try the product before they buy it.

Instead, use the lawyer-led demo model. When your prospect is in control of the mouse, their clicks can speak louder than words—you can see the features they gravitate towards first, how intuitive they seem to find the interface, and where they seem to get stuck. By allowing lawyers to try out your product within the demo itself, you not only add to your brand’s credibility—it also creates a more lasting impression. 


In summary, to create an effective sales demo in legal tech, your objectives should be to:

  • Convey core value quickly and concisely
  • Personalize as much as possible
  • Preempt common sales objections
  • Create credibility with product interactions

Achieving these objectives will optimize your sales demos to better fit the way lawyers want to try and buy legal technology.