Be clear about the points you are trying to make and why.

Speak directly to the business value delivered by the system that is of interest to the audience.

Be scenario-based. I.e., your demo should tell a story or a part of a story that the viewer can relate to and understand. The case data will ideally be familiar to the viewer, preferably their own.

The demo doesn’t need to show anywhere near everything the system can do. It should be interesting, entertaining, interactive, even tantalizing; leave them wanting more. Keep it short…about 10-15 minutes.

Most common mistakes:

• Droning on and on and on; i.e., showing too much and in an unanimated, monotonous way.
• Being enthusiastic about every little thing the system can do but not sensitive to the audience and its needs and interests; the demo needs to be targeted to the audience. Senior VPs need a different show than an entry level clerk.
• Too hard to see, understand, follow.
• Not preparing thoroughly. Your demo should be scripted, tested, and run through many times. It is like a theatrical performance. Every line and every movement is scripted, done purposefully, and effortlessly.
• Think about how much preparation, planning, money, time, and effort goes into making a short television commercial. This is your commercial!