The Value of a Product Demo: It’s About More Than the Product
June 15, 2025 at 5:00 PM EST
Enterprise networks are more central to organizational success today than ever, intensifying the need to qualify and quantify their value. As a result, business owners are looking to gain greater visibility of how well their networks are performing. For example, a customer-facing business needs to know more than whether their WiFi is functioning. Often, they want to know where on the premises customers are accessing WiFi, when are the peaks in traffic and whether they need more bandwidth.
Being able to monitor network security elements like firewalls is especially critical. Businesses need to know how many attacks have been thwarted, what vectors are being used and if they have the patches and updates to protect their networks and data from emerging threats.
This performance data is important for two reasons. First, it enables network managers to stay ahead of issues, understand vulnerabilities and make informed decisions regarding future network investments. The less obvious reason is that having data-driven information helps the organization measure the value of the physical network elements and, by extension, their telecom provider.
In fact, without such performance information, understanding how well a business’s WiFi, internet service, routers, or firewalls are performing would be impossible. Therefore, selecting the best network monitoring and management solution is, in many ways, the most important network decision a company can make. So, how can you know you’re getting the best solution for your specific needs?
A demo, whether online or on-site, enables you to test-drive a solution and ensure it satisfies your needs before committing to a purchase. The format can vary from a short 10-minute overview to in-depth sessions that provide hands-on experience with the solution. They can be used early in the sales process when you’re still in the information-gathering stage, or later on for confirmation and buy-in.
To protect data security and privacy, demos almost never involve the use of a live network environment. A modeled network environment provides the ability to see and understand the layout, capabilities and operation of the product. In some cases, the telecom provider may customize the non-production environment to approximate that of the customer’s industry. This helps participants better visualize how the solution will perform on their network.
Within the telecom sector, product demonstrations as part of the sales process are becoming more frequent. Yet, many small businesses and even enterprise customers are unaware that they can request a demo. Fewer still understand that the value of a good demo goes way beyond seeing how the product functions.
Demo as a differentiator
Software demos serve not only to show how a product works but also to reveal the capabilities and benefits you may not have known existed. This is becoming more important as network components reach a higher level of parity regarding functionality, quality and pricing. Businesses must look beyond those aspects to understand how one solution compares to another.
A demo allows you to evaluate a network component more holistically, enabling you to visualize how you could manage, scale and maximize its value. Thus, your experience during a software demo can strongly influence your purchasing decision, not only with regards to the software but also the network hardware. Because, when it comes to your carrier network, the hardware and software vendors are very often the same.
Achieving product buy-in
Another important role of a demonstration is to thoroughly vet the solution with those responsible for using, purchasing and managing it. While the person making the purchasing decision may be in upper management, the users are likely working on the floor, in the field or in the contact center. Those in middle management will often be charged with overseeing the implementation and growth of the network solution. The best purchase decision is the one that achieves buy-in from all three groups. A well-conceived and inclusive product demo brings together different viewpoints, helping you achieve consensus.
As a full-service telecom provider, Glo Fiber Business routinely uses product demonstrations to not only inform our customers, but also to better understand how they operate and what they need.
“During a demo, we probably learn as much about our customers or potential customers as they learn about us and our products,” said Craig Drinkhall, Products and Sales Engineering at Glo Fiber Business. The company’s experience with demos has provided valuable information that can help businesses maximize the opportunity. Here are a few tips.
Be a driver, not a passenger
A demo is your chance to kick the tires and take the system for a spin around the block. To get the most from the experience, picture yourself using the system. Ask questions, get a feel for the user-interface, reporting features, onboarding for new users, etc. If the demo is remote and online, ask the presenter if you and your team can take control of the screen. Of course, much of what you can accomplish will depend on how much time is allotted for the demo.
Make sure the right people are at the table
As noted earlier, a demo is a great opportunity to achieve buy-in from users, managers and purchasers. Taking advantage of that opportunity helps set the tone for a more seamless integration of the new solution and helps create internal champions who can help build enthusiasm within their departments. Make sure you have the right people at the table.
One important thing to note, however, is that having more roles and departments represented at a demo often results in a longer meeting. Keep this in mind when planning the demo with your telecom provider. You may even consider two demos: one involving users and managers at the beginning of the decision process, and another at the end of the process that includes upper management and purchasing.
You’re not just vetting a product
A demo is a great way to get a feel for the telecom provider as well as the product. So, don’t be shy about getting involved in the planning of the demo. What specifically are you interested in learning? What environment is best, remote or onsite? What about the format? The telecom’s willingness to work with you can help you understand what kind of partner they’d make.
For small business and enterprise customers, being able to vet network monitoring and management solutions is becoming essential as hardware technology becomes more commoditized. Glo Fiber Business offers demos for many solutions. These include the company’s full suite of managed network services: Wi-Fi, routers, switches, and firewalls, as well core data and telephony products including Contact Center, Max UC Communicator, Hosted Voice/Voice Connect, WebFax document management and Network Performance Portal.
Each demo is customized based on your time and location constraints, information needs and participant profiles. As Drinkhall explains, “At the end of the day, we’re trying to achieve a partnership in which each side feels heard, understood and valued. The demo is an important step in that process. It’s us, coming together with the customer so that we can better understand what they want and need and they can feel confident that we’re interested in solving problems, not just selling a solution.”
Interested in seeing what Go Fiber Business can do for you? Contact us to schedule an in-person or remote demo.