He stresses that cleary identifying the right decision makers is as important as how effective your demo is if not more. We have seen several examples of great demos which were well executed but there was no follow through of momentum simply because the person who atteneded was very interested in the functionality of the product but not the final decision maker. Requests for demos are often made by an influencer or someone who is interested in the working of the product and this is usually the only contact information the sales team has to follow up after a demo. One way to avert this problem is by always locate the decision maker for the product or service and have their contact infirmation handy to follow up after the demo. Reaching out to the attendee may give you feedback on how they liked the product but if you want results after the demo, reach out to the decision maker. Thats where the final nod will come from!