Introduction to Demos, Proofs of Concept (POCs), and Pilots

Demo Tips and Strategies Job Aid

Citrix ® Demo Tips & Strategies Job Aid

Version 1.0
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Table of Contents
Demo Do’s and Don’ts – Avoiding Common Glitches............................................................................................ 3
Do’s ........................................................................................................................................................................ 3
Don’ts .................................................................................................................................................................... 6
Structuring Your Demo – Before, During, and After ............................................................................................. 8
Before the Demo ................................................................................................................................................... 8
During Demo.......................................................................................................................................................... 8
After the Demo ...................................................................................................................................................... 9
Demo Preparation Checklist .................................................................................................................................. 10
Product Demos Done Right ................................................................................................................................... 11
Sample Product Demos ....................................................................................................................................... 11
Sample Demo Feedback & Tips ........................................................................................................................... 11
Sample Feedback #1: “Bad” Demo ...................................................................................................................... 11
Sample Feedback #2: “Good” Demo ................................................................................................................... 13
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Demo Do’s and Don’ts – Avoiding Common Glitches

When preparing your demo, it’s hard to cover everything that might go wrong. However, here
are some tips on how to prepare and how to avoid some of the more common issues.

Do’s
Define the main message

Your demo can be simple or complicated, short or long, but most likely there’s one single thing you really want
to show. You want this single thing to be remembered. Write down that message – for instance: “Deliver high
quality virtual apps with BYOD including Google Chromebook.” Your product may have many other great
features, but in the demo you will put most of your effort to show the very best one.

Align with what your audience would like to see.

Demonstrations should not be a one-way affair. Ask your audience ahead of time and validate what they are
particularly interested in at the start of the demo. Doing so will keep your audience engaged and more likely to
pay attention.

Thoroughly understand your audience and their business.

Ask what problems your audience is currently experiencing. If your customer responds with a vague response,
find out more and ask them leading questions if needed. If they don’t know what they want to see, ask more
about their business. For instance, ask: what problems they have with their current system, what aspects cause
them most trouble, or what their ideal systems would do for them?

Show how the Citrix solution resolves their business problems.

Once you have identified the customer’s business requirements and success criteria, the best thing you can do
is to show them how the Citrix solutions solve them. This creates a vision of success, which they can buy into
and which will be of enormous help when it comes to establishing the value of your solution and closing the
sale.

Customize and personalize the demo.

Make sure all the data in your environment is up to date and relevant to your audience. Include the customer’s
logo and corporate footprint (e.g. sample documents that align with those used by the customer) as much as
possible. Do not type random characters into fields; use customized, customer-specific information relevant to
the audience. For instance, do not have “names” like demo1, demo2, test1, test 2 or dates that are 2 years old
from when you first created the demo.

Keep it simple, concise, and slow.

The best demos are short sharp and to the point. Show features only once and if there is a way to combine
features and show them together do so. Repetition of features only slows the demonstration and squanders
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

the audience’s attention. If you are excited about your solution or are unclear what your audience wants to see,
there is a temptation to show every benefit and feature in the hope that they will see something of interest.
This scattered approach is rarely effective and is more likely to lose your audience’s attention. However there is
a delicate balance for an effective cadence. Don’t go too quick, as your audience may have never seen the
screens and layouts before and will likely take longer to understand exactly what each page is for and what the
important aspects are.

Limit distractions.

Disable applications that show notifications, disable alarms, etc. This applies to physical products as well.

Define the “wow” moment and start in the action.

This is the moment that everybody must remember, in which you show the best of the product. You’ve already
chosen your main message, and this is exactly what you want to drill in. In demos that are longer or technically
deeper, you might need more than one WOW moment.

Once, you’ve established the “Wow” moment start with it. In other words, show your best solution first.
Spending too much time to set the stage for the demo or building slowly to a climax will lose the attention of
the audience and cause them to stop listening before you even get to the demo. Show the most impressive
part first, so that you really grab the audience’s attention. You can always go back and show the build up or
supporting features if need be.

Tell a story that demonstrates the benefits, not features.

Telling a story or setting a stage that stars the customer or emulates the audience’s day-to-day will make the
demonstration relatable and leave a lasting impression. A good demo tells a story with a beginning, middle,
and end, includes high stakes, and a clear (hopefully positive) ending. Start in the action of the story to add
suspense.

If you mention a feature, you MUST always accompany it with the benefit that that features provides to your
customer. Never leave it for the audience to assume the benefit of a feature themselves; they may not make
the right assumption.

Stories are powerful in connecting data and technology with real life, which will make your demo compelling
and easier to understand. To make your demo stick, craft your story for the type of customer you are
presenting to as well as your product you’re showing off. For instance, you can create a story for a healthcare
customer about how Citrix Workspace Suite with BYOD empowers their Doctors to have a better work life
balance, being able to make critical decisions for their patients (in real-time) while also being present at their
daughter’s soccer game.

Focus on the decision-makers.

 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Make sure to clearly show the value the Citrix solution provides to the decision-makers and then discuss the
value it provides to the customer team as a whole; this includes changing the organization and flow mid
demonstration if it means it will be more effective to them.

Test everything, and then re-test.

Test everything in the actual setting you’ll be doing your demo at least once, if possible. Be familiar with your
environment and variables within it. You might catch a few things are different than where you initially
practiced your demo. For instance, the Internet connection could be slower, have protocols blocked, require
extra authentication, have signal coverage you’re unfamiliar with, etc. If you’re heading to a foreign country,
double-check that your kit will work: plugs, mobile band, mobile data plans, websites with location restrictions
on content, etc.

Write a step-by-step plan

Write out a step-by-step outline of features you plan to present, the associated value to the customer, and
transitions from one feature to the next. The order that you present the product really matters, and scripting
the demo allows you to tie in your story with your demonstration and helps you stay on track as you
present. Additionally, it means that you don’t have to rely on your memory. That said, you should also plan on
customizing your script or adjusting mid-presentation if you notice there is a more effective flow mid-
presentation. Outline the detailed steps in advance, such as which websites you’ll open, what files you’ll need
on hand, etc.

Make great complementary slides

Slides are optional, but they can help you to reinforce information that could be easily missed during the demo.
Use slides before the demo to explain the context of the demo, such as the business requirements or success
criteria, or after the demo to outline the next steps or how to order the product, or both – but avoid showing
slides in the middle of the demo. This is where your product should be the center of focus. If you’re using
slides, think of how you’re going to transition between them and the actual product demo segments so you can
smooth it out as much as possible. Keep your slides simple, with clear text and clean design that doesn’t
distract the audience.

Be prepared for questions

Even if the Q&A isn’t a planned segment of your demo, be ready to answer questions. Anticipate to the most
likely questions and prepare your answers. When planning your step-by-step demo, consider other areas of
the solution you might need to show off if the line of questioning calls for extra demo time. If you’re
delivering to a hybrid audience, try to repeat the question for the rest of the audience if it’s likely they didn’t
hear it too. If you’re tossed a question that’s out of context or you don’t have the right tools on hand to
properly demo, don’t be afraid to give a short answer and ask them to speak to you after to cover it.

Be aware of known issues.

 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Make a list of known issues in the devices and software. Products are not perfect—not even yours. Known
issues may or may not arise during the demo, but better to have the solution on hand.

Rehearse

It’s not enough to design a smart demo; you need to rehearse it until it looks natural and effortless. The best
example is Steve Jobs, who used to spend days rehearsing to make sure the final presentation was polished.

Finish with a strong, actionable, and impactful close.

Including a strong finish to your product demonstration is just as important, if not more important than starting
with a strong introduction. A strong close includes:

1. Recap of how components shown in the demo address the customer’s business problems and
validation of success criteria
2. Touch base with your audience to gauge the effectiveness of your product demo. Don’t hesitate to
ask the audience: if the demo has helped them to see how you’re the Citrix solution would have a
positive impact on their business/life, if the there are any other aspects of the technology they
would like to see, etc. Not only will you gain valuable feedback for future reference, a positive
response will help establish a positive impression in the minds of your customers.
3. Communication of clear and actionable next steps
4. Leaves a final thought that will provoke the audience to remember the value of the solution
presented.

Don’ts
Show what’s behind the curtain; very few audiences are interested in how it works.

Don’t fall in to the trap of showing people how your Citrix environment works. Reviewing management
consoles and build specs with a hybrid audience isolates non-technical audience members or those simply
representing end-users. You may be impressed by our technology, the Citrix team may have spent many hours
developing the solution and customizing the backend, but your customers don’t care. They only care about how
it will make their lives simpler, easier, or more profitable.

Demo anything you haven’t already practiced.

Practice makes perfect! Trust the planning and work you did to put the demo together. No matter how well you
know the Citrix solution being demonstrated, never show something you have not tried in rehearsals. Any
unrehearsed or untested feature may not work as expected, which may lead to confusion of your audience,
doubt with the solution, or worse failure of the demonstration. Offer to schedule follow up demonstrations for
anything item outside the scope of the original demo.

Hide behind your equipment.

 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Sit where people can see you and where you can see them. Although your technology is displayed on a large
screen, you are still the most important visual aspect of your demonstration. Make sure you can be seen and
that you can see your audience so that you can observe their body language the level of interest in what you
are demonstrating. Eye contact is as important in a demo as it is in a stand up presentation.

Demo things out of scope or let the audience control the presentation.

Often product demonstrations will spark enthusiasm and interest from the customer that leads to upselling of
products or services. These are great conversations to have if the customer first brings it up first and there is a
legitimate business need. Don’t try to guess or forecast how the solution may resolve other problems, which
may not even be experienced by the customer. Focus solely on solutions and features of interest. If there is
genuine interest sparked in other supporting Citrix solutions, share in their excitement, then offer to schedule a
follow up demo to address those additional features.

Talk techie and use generalized jargon.

Introduce only key terminology and components needed to follow along with the demonstration. Focus on
what the Citrix solution will do for the customer rather than how our products function internally. Using
generalizations like “faster speeds” or phrases like “best-in-class” do not add value to the presentation and
may even damage your credibility if presenting to a tech-savvy audience.

Assume everything will turn out perfectly (Do have a backup).

Anticipate problems that’ll likely happen, and take steps to plan around them. Do a dry run of the presentation
a few times, and write down the most likely failures. You might remember the time when IE app crashed during
the Microsoft Surface demo, but the presenter had another tablet just three meters away, ready to continue
with his demo and show the value of the product. He planned well.

Where possible, have a second device, extra cables, spare demo user accounts, etc. Consider how your demo
will flow if your Internet connection slows down or if your app hangs at an awkward time, and be ready with a
backup or an anecdote to fill the time while things get back on track.

Have as many backup kits and devices as you can. If possible, have a version of your app you can run straight
from your laptop without a connection. Identify a contingency plan for showing the same feature via another
method or another similar feature that can be used instead. Understand clearly how the environment is
configured so that you can provide a plausible explanation as to why it may not be working. Don’t demo a non-
functioning product or half configured features. Worst case, you can always offer to reschedule the demo for
some future time.
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Structuring Your Demo – Before, During, and After

A clear structure is a must. The exact structure will depend on many aspects, such as the
audience, available time, type of product, presentation type or format, etc.

Before the Demo

Set the stage through the use of a pre-demo section. Keep in mind this section should be clear and concise,
after all the audience is here for the demo so you’ll want to get to that quickly. There are three reasons why
you need a pre-demo section: to build credibility, to validate your understanding of your audience’s needs, and
to give your audience an idea of what you’re going to show.

• Intro | Write a brief introduction of yourself (e.g. name, position, experience) and deliver this prior to
commencing the presentation. Make clear that you are the right and most qualified person to present
the demo.
• Audience Engagement | Never make assumptions about the audience, their needs, or what they’re
hoping to get out of the demonstration. Prior to jumping into the product overview, engage the
audience and ask clarifying questions about their roles, industries, and expectations. Depending on the
size of the audience this may be a simple Q&A round or for larger audiences polling may be more
appropriate from a time management perspective. This is your opportunity to show that you’ve done
you’re due diligence and are actively listening to their needs. It also provides an avenue to course-
correct if there was something you overlooked.
• Demo Preview | Never start without explaining what the demo is about. Don’t assume that your
audience will understand immediately once you start going. Explain at a high level what they will be
seeing so they can ask questions if needed. Even if you want to keep suspense until the “WOW” or the
attention grabbing moment, you should be dropping some hints that’ll arouse suspense. This also
allows you an opportunity to set expectations with the audience. Whatever you do, don’t go into a
marketing overview of all the products, the Citrix solution demo’s way better than it pitches so let the
audience see the demo!

During Demo
This is the practical section where you show how awesome the Citrix solution is. It is also important to remind
the audience of how our solution directly relates with a problem they are trying to solve. Therefore it is
important to speak to the benefits while introducing the associated product and feature.

• Customized Story | Remember to start in the action and tell a story that is relatable to your audience.
They should be able to picture themselves or their teams benefiting from the solution presented, so
simulate that scenario for them as best as possible.
• Connection Points to Product and Problems Solved| Have a clear script or method of organizing the
features you will be showing. Weave in or tie back what you are showing to the associated Citrix
Product and more importantly problems the customer is trying to solve. Spell it out for the audience as
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

easily as possible. The demo should introduce product names without going into details about it or how
it works.
o For instance, say you are demoing how to securely access apps and data with BYOD a part of
your demo may include introducing Citrix Receiver and Storefront an part of your script may
include: “…so to gain access all Employee Nathan Xen has to do is launch Citrix Receiver, which
is free and available to anyone from most apps stores, enter his two-factor authenticated
credentials to authenticate and access to all off his business productivity apps appear, even
those not installed locally like…”
The audience should easily be able to associate pieces of the demo with specific pain points of theirs.
Transitions from one feature to another should be seamless and build compelling events to move
forward with our solutions.

After the Demo

This is your chance to leave a lasting impression by reiterating the main message, making it clear and
unforgettable, and ultimately close the deal.

• Success Criteria Validation | Reiterate what was shown in the demo and the alignment to the
problems solved. This should be a clear, concise list (i.e. 3-5) with associated business requirements
and associated product. Remember to ask the audience for their thoughts and if they now see how the
Citrix solution meets their needs.
• Next Steps | Include next steps or a call to action, such as explaining how to order or move forward
with purchasing the product, when new product versions will be launched, etc.
• Thank You (Summery of any Open Items) | Avoid ending with the words “thank you” it should be
included in the close but not the final words. Final words should be reserved for an impactful last
thought. Thank the audience for their time then highlight a recap of any outstanding items that require
revisiting (e.g., scheduling of additional demos, setting up a meeting with the Sales team, etc.). Be sure
to include owners responsible for the follow-up item and timelines associated with each to clearly set
expectations.
• Last Thought | Summarize the message and key takeaway from your demonstration in a compelling
and thought provoking manner. The idea is to have your audience thinking about what you said and
associating it with how successful your demo was, so that it lingers throughout their day and increases
your likeliness to close the deal. For instance, “as you saw, with Citrix Workspace Suite you’re one click
away from scalable, secure, access to all line of business applications from any device.”
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Demo Preparation Checklist

Need a quick sanity check as you prepare for your upcoming demo? Here is a high level
checklist of items to complete before, during, and after a demo to ensure your next product
demo is a success!

Before the Demo

Define the main message you want to convey
Learn about your audience (e.g., research their business needs, industry, etc.)
Create the story, define the “Wow” moment
Write your “script” – features you plan on showing, transitions between them, etc.
Anticipate questions or objections, prepare responses
Build/request the demo environment
Customize the demo (e.g. add customer logo, relevant applications, sites, and files)
Create complimentary PowerPoint slides (highlight business requirements, success criteria, and next steps)
Test demo functionality within the presentation environment
Practice, practice, practice
Gather backup materials and supplies
Prepare and practice backup or contingency plan (e.g. if demo does not go according to plan)
Limit distractions (e.g. turn off cell phone, disable Outlook notifications)

During the Demo

Tell a story! Start in the action. Dazzle the client with an effective demo
Be engaging! Ask the audience for their thoughts and input throughout. Keep tension in the room low by
using humor and smiling.
Highlight the benefits to the customer’s organization
Reinforce connection points with business objective
Manage time effectively: start/end on time, dedicate appropriate time to valuable features
Prove your capacity to speak about the product; Be technically accurate
Show the value of the Citrix solution
Keep the conversation at the right technical level for the audience and within scope for the demo
Measure questions intelligently: Who is asking the question? Can I answer the question effectively and
briefly? Does it require follow up?

After the Demo

Validate success criteria
Communicate actionable next steps
Summary of any open items, confirm none missed
Impactful last thought
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

Follow up with customer a few days after presentation

Product Demos Done Right

Take a look at the some examples of product demos done right for ideas on how to phrase or
position various features. Review feedback given to mock presenters following a Citrix product
demonstration for more demo tips and tricks.

Sample Product Demos

Citrix Workspace Suite

• Single sign-on access to secure virtual apps and data

https://www.youtube.com/watch?v=cH-fcgHjDxA

• SD-WAN securely delivers a consistent user experience https://www.youtube.com/watch?v=Vllfj7xUW8g

• Deliver high quality virtual apps on a Google Chromebook

https://www.youtube.com/watch?v=NaqggWycVas
• Virtual apps on an iPad Pro – using pen, mouse or touch
https://www.youtube.com/watch?v=_TGABKnOYR0

• Secure business productivity on mobile devices

https://www.youtube.com/watch?v=UmqfjdUiNRg

• Securely access business apps and data with BYOD

https://www.youtube.com/watch?v=v9tijly09QI

• Deploy low cost thin clients with a Citrix HDX Ready Pi https://www.youtube.com/watch?v=_cAVy3Vopq8

Sample Demo Feedback & Tips

Sample Feedback #1: “Bad” Demo
Demo Strengths
• Customer-specific Customizations, which personalizes the demo experience
o Included customer logo (i.e. CUSTOMER ABC) and customer-branded color schema on Citrix
StoreFront landing page
• Highlighted some Citrix functionality (i.e. Single-Sign On vs. Explicit Logon) and Citrix products (i.e.
StoreFront) without getting too deep technically, which helps draw the parallels between the clicks on
screen and the supporting technologies in the backend (i.e. what’s behind the magic)
• Spoke through clicks (i.e. as Excel and Word were launching highlighted what the end-user could expect to
see), which helps keep the audience engaged
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

• Used correct industry-specific and product lingo (i.e. “Non-Native” versus “Remote” applications, “auto-
launch, remote shared desktop”), which helps build credibility

Demo Areas for Development

• Did not showcase a complete end-user experience
o Not in full-screen, used RDP to access the environment (screen within a screen).
 Tip: Use full-screen mode instead to optimize the end-user experience. Also pre-launch
any apps and customize the desktop backdrop.
o Web browser landing page not customized, instead MSN launched with the day’s headlines which
can be distracting.
 Tip: Pre-load customer specific landing page or Citrix-specific landing page as default (i.e.
www.citrix.com)
• Showed end-user experience from various perspectives (i.e. employee, manager), but did not highlight the
various use cases. As a result, the audience could have missed differences in user-types and access
methods.
o Tip: Set the stage for what the audience will see ahead of time. Some even like to include a visual
representation of the various user groups that will be shown within PowerPoint presentation, if the
demo is being given in conjunction with a PPT presentation. Some even like to dedicate a slide to
visually represent their use cases, such as:
 1) Employee Eric with access to Word and Excel and Explicit login signing in from a Thin
Client, works on the plant floor
 2) Manager Jen with access to Word, Excel, PowerPoint, and SAP, Single-Sign On and
access from a thin client, mobile device, or tablet, works from various plants and on the
road.
o Tip: Highlight differences and similarities briefly between the two user groups at various points
throughout (i.e. before demo, within demo, and at the conclusion of the demo)
• No story told, or relatable events. Specifically:
o Did not provide a scenario with a challenge that would resonate or be remembered by the audience
(no emotional connection), instead just clicks through an environment
 Tip: Provide a scenario that would be experienced by the customer and impact their
business so that it can be memorable and impactful (i.e. Unexpected snowstorm or
Earthquake in DC which historically has led to significant downtime, loss of productivity,
and ultimately loss of revenue)
o Did not give life to characters (i.e. different end-users)
 Tip: Give the “employee” a name, discuss his or her role, title, and paint a picture of their
workspace (i.e. Employee Eric is a Factory worker and access his mission critical Excel
application from his thin client on the factory floor)
o Did not include a compelling reason to purchase or buy (i.e. “did not answer the question why
should I care?” “how will this help me?”)
 Tip: Weave into the story why this solution helps “Employee Eric”
 Tip: Ensure the scenario has conflict or a challenge - this should be an actual challenge the
customer’s business is trying to address (i.e. secure remote login)
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

 Example of including the last two tips: “…this allows Employee Eric to work remotely
during the unexpected snow storm while still protecting the intellectual data in the
datacenter behind the firewall. Now with the Citrix solution Employee Eric can continue to
be productive even when he is forced to be away from the factory floor and still allow him
to care for his family during the snow storm, and help ensure CUSTOMER ABC continues to
be productive and hit revenue targets while securely protecting vital company data)
• Did not showcase competitive advantages
o Showed applications launching but did not showcase Citrix proprietary functionality (i.e. application
subscription and “Favorites” within StoreFront, or HDX Functionality for Video content, profile
customizations for channels within the ICA protocol on a per application basis such as optimizing
sound for applications that require audio and optimizing video for content that requires quality
graphics).
• Limit informal verbiage such as referring to the customer team as “You Guys”, instead refer to the
customer team by proper name (i.e. CUSTOMER ABC team) or the functional name of the team (i.e.
CUSTOMER ABC Northeast Sales Team)
Sample Feedback #2: “Good” Demo
Demo Strengths
• Showed end-user experience from various perspectives (i.e. employee, manager).
o Highlighted differences and similarities briefly between the two user groups at various points
throughout (i.e. before demo, within demo, and at the conclusion of the demo). This approach
reinforces key messages.
• Told a story
o Used language that helped paint a picture and showed enthusiasm (i.e. “Imagine with me…”
“Boom… 12 o’clock hits and he clocks in on the hour”, “Wow and look at there”, “it’s very neat”)
o Provided a realistic scenario with a challenge that would resonate or be remembered by the
audience, which provides an emotional connection (i.e. “Manager logs you off unexpectedly, didn’t
get a chance to save”)
o Gave life to the sample end-user by giving a name, discussing his or her role, title, and painting a
picture of their workspace (i.e. “Eric the Employee”, “a Factory worker”; “Mike the Manager”) and
even referred to Eric as a real person throughout the demo (i.e. “I’m going to launch Eric’s
Screen…He is walking around the floor and taking inventory”)
o Provided a compelling reason to purchase or buy (i.e. “…so that if you do have an emergency you
can always be sure that you can securely access…”)
 Also, wove it into the story why this solution helps “Employee Eric”
• Showed some competitive advantages (i.e. adding favorites within StoreFront and adding to the start menu
for seamless integration)
o Tip: Maximize the unique features/functionality demoed that specifically are:
 New to the customer environment (i.e. previously they had no remote access)
 Distinct differentiator (i.e. HDX Functionality for Video content, profile customizations for
channels within the ICA protocol on a per application basis such as optimizing sound for
 Introduction to Demos, Proofs of Concept (POCs), and Pilots
Demo Tips and Strategies Job Aid

applications that require audio and optimizing video for content that requires quality
graphics).
o Tip: Limit demoing features that are already existing within their environments and function
properly (i.e. Roaming Profiles or Launching Apps from start menu), unless for a specific purpose
(i.e. increase functionality or performance).
• Customer-specific Customizations, which personalizes the demo experience
o Included customer logo (i.e. CUSTOMER ABC) and color schema (i.e. grey and orange font) on Citrix
StoreFront landing page
o Referenced realistic end-user material, such as “Inventory spreadsheet that he updates throughout
the day.”
 Tip: Consider including the customer logo or format for this document too to really wow
the customer and show that you’ve been listening.
• Highlighted some Citrix functionality (i.e. Single-Sign On vs. Explicit Logon) and Citrix products (i.e.
StoreFront) without getting too deep technically, which helps draw the parallels between the clicks on
screen and the supporting technologies in the backend (i.e. what’s behind the magic). For example, “as
soon as he inputs his credentials he would have immediate access to his device and applications”, and
“…enters back into the same SSO environment he has been using on StoreFront.”
• Spoke through clicks (i.e. as Excel and Word were launching highlighted what the end-user could expect to
see), which helps keep the audience engaged
• Used correct industry-specific and product lingo (i.e. “Non-Native” versus “Remote” applications, “auto-
launch, remote shared desktop”), which helps build credibility
o Set expectations throughout (i.e. “Just for verification this is a remote desktop that I am using”), to
ensure no surprises
• Engaged the audience throughout the demo (i.e. “give me a word that I cannot possibly think of” to
showcase roaming profiles and saving files to the end-users “Documents” repository on the network.)
• Included a transition back to the PowerPoint slides to recap what was seen in the demo

Demo Areas for Development

• Limit informal verbiage such as referring to the customer team as “You Guys”, instead refer to the
customer team by proper name (i.e. CUSTOMER ABC team) or the functional name of the team (i.e.
CUSTOMER ABC Northeast Sales Team)