How to make demos more compelling.

Wall Data's Kris Kelsay dropped by recently to show off the latest version of Salsa, a so-called "business application builder." The truth is, that's not a product category with much native pizzazz--but Kelsay's demo was unexpectedly engaging. It turns out that she's a demo enthusiast with great insights into the presentation process:

* Put on a personal show: The simplest way to draw people into a demo, says Kelsay, is to ask audience members to supply personal examples and "relevant" data. "When I'm doing a demo for a reporter, I'll build a system for tracking their news stories and sources. And when I'm in front of a user group, I'll usually create an application for managing memberships."

* Use the demo to deliver key messages: "Everybody who does demos talks about too many features," Kelsay points out. Her approach: Organize the demo around "buckets" of information that convey basic sales messages. "Show features that belong in each bucket at the same time, even if they're not directly related in the product, and don't show anything that's not in one of your buckets. Most people retain no more than three ideas from a demo, so you have to plant the right takeaways in their heads."

* Be friendly and open: "High-energy people have an advantage in giving demos, but even quiet types can be effective if they learn to open up and have fun," she says. "It's especially important to maintain eye contact with people who are watching the demo. Talk to your audience, not to the computer screen."

* Leave time for a wrap-up: "The point of a meeting is rarely the demo itself," Kelsay points out. "Technical people always like to fill up the time by showing off more of the product, but you should always leave time at the end for questions and a summary. Give the audience some settling-in time to absorb what they've seen."

* Never use a demo to answer a simple question: "Often, it's better to give a straight Yes or No answer and never touch the keyboard," says Kelsay. "If people really want you to demo something, they'll ask."

* Be prepared for rude questions: Getting into an argument about a product's shortcomings instantly destroys a presenter's credibility, Kelsay points out. "If you don't have a good explanation, say it's an issue that will be addressed in the next update. Then move on to another question." And if the whole group seems hostile or bored, she says, stop and ask why they're turned off. "You may find there's a hidden problem--for example, a bunch of competitors in the audience--that you should discuss openly before continuing with the demo."

Kris Kelsay, marketing manager, Wall Data, 1011 Western Ave., Seattle, Wash. 98104; 206/442-1432. E-mail: [e-mail].