You might remember taking your turn at “Show and Tell” in grade school, bringing a favorite toy or book to show to your classmates and tell all about it. Little did you know that you were preparing for a very important element of your professional life.

In a business setting, particularly in sales and customer service, the adage “show, don’t tell” is often very effective. Demonstrating a product or service allows the customer to see firsthand the value and practical application, which can be far more convincing than a verbal description alone. It’s about making the benefits tangible for the customer.

In sales, demonstrations can engage customers more deeply by appealing to their senses and emotions. It builds credibility as customers can see the product in action, confirming its features and benefits and clarifying complex features or uses that might be difficult to visualize.

In customer service, demonstrating a solution to a problem, rather than just explaining it, can significantly enhance the customer’s experience. It shows that you are not only attentive to their needs but also committed to resolving their issues in a practical and understandable way.

Demonstrations can instill confidence in the product and the company’s support. A demonstration can leave a lasting impression, leading to higher customer satisfaction and loyalty.

The key is to listen to the customers’ needs first, then tailor the demonstration to address those specific concerns. This personalized approach shows that you are not just pushing a product or service but providing a solution. 

To demonstrate sincerity to customers and partners, businesses need to adopt a variety of strategies that not only communicate their values but also show them in action. Here are some ways to effectively convey that a business means what it says:

Transparency. Keep customers and partners informed about company policies, changes and developments. Also, ensure that marketing materials and advertisements accurately represent products and services.

Quality and Consistency. Make sure that the quality of products or services is consistent with what has been promised. If a commitment is made, it is crucial to see it through to completion. 

Customer feedback. Actively seek out and address customer feedback, showing that their opinions shape business decisions. When problems arrive, address them quickly and effectively, demonstrating a commitment to customer satisfaction. 

Community involvement. Show social responsibility by engaging in community service and environmental sustainability efforts that reflect the company’s values. Align with charitable causes that resonate with the company’s mission and customer values. 

Employee advocacy. Empower employees and encourage them to be brand ambassadors who genuinely believe in the company’s mission. Invest in employee training to ensure they can competently represent the company’s values. 

Partnerships and collaborations. Choose to work with suppliers and partners who also demonstrate a commitment to ethical practices. Collaborate on projects that showcase a shared commitment to quality, innovation or community service.

By integrating these practices into the fabric of a business, companies can build trust and show their stakeholders that they are committed to upholding their values not just in words, but in actions. 

Early in my career, I learned a valuable lesson about the power of demonstration over description. We were trying to break into a new market with a revolutionary type of envelope that was supposed to significantly reduce the time it took to stuff and mail large quantities. We believed in the product’s potential, but simply talking about its features and benefits wasn’t convincing our prospects.

We decided to change our approach and invited potential clients to our facility for a live demonstration. We set up two stations, one with our new envelopes and another with the traditional envelopes that our prospects were currently using. We then had two of our staff members race to see who could stuff and seal the most envelopes in a given time frame. 

The difference was stark. Our new envelope significantly outperformed the traditional one, and seeing this difference in real time made a huge impact on our prospects. They could immediately grasp the efficiency gains and cost savings they would achieve by switching to our product. This live demonstration turned skeptics into believers, and we secured several key accounts as a result.

Showing a product in action can be far more persuasive than the most eloquent description. People need to see with their own eyes how your product or service can make a difference in their lives.

Mackay’s Moral: Trust is built with consistency; if you want to demonstrate sincerity, let your actions speak louder than your words.