Hey Niepodam,

Demo-to-close was stuck at 11%.
Six weeks later? 44%.

We didn’t touch the deck.
We just stopped showing the product.

This was the shift:

I was reviewing a team’s sales calls.
Great rapport. Polished demos. Tons of “this looks great!”

But almost no deals.

The founder told me: “People love the product, they just don’t buy.”

Exactly.

Because they were demoing to strangers.
No pain. No urgency. Just a tour.

So we did something radical. Something the CEO didn't like, but we did it anyway. 

We killed the screen share. No demo until pain was confirmed.

The results? Ridiculous.

The “Ask > Show” Framework

Open High → “Mind if I ask a few quick questions first to see if we’re actually a fit?”

3-Layer Discovery

• “What’s your current setup around X?”
• “What’s not working / where’s the gap?”
• “What happens if this doesn’t change this quarter?”

Gate the Demo → “Appreciate the context. I’ll show you the part that actually solves that.”

Tie to Impact → “Since you mentioned onboarding eats 10+ hrs/wk, here’s how we cut that in half.”

Real transformation: One rep went from $9K ARR closed in Q2 to $33K closed in Q3 weeks

She told me: “I used to think showing the product made me look confident. Now I realize it made me look desperate.”

Hard truth:

If you're demoing in the first 5 minutes, you’re not selling, you're seeking approval.

Discovery is the close.

Want this installed in your team? Let’s talk and make it happen together.

Or book me here directly for a Free Strategy Call

Alan "Modern Seller" Ruchtein.

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