Founder demo script: 30‑minute agenda that converts

last updated: Sep 2, 2025
founder demo script - 30‑minute agenda timeline with 2‑minute proof and next step

TL;DR

You do not need a perfect product. You need a tight meeting. A good founder demo script opens with context, proves value in 2 minutes, walks only the buyer’s workflow, and lands the next step. Track talk time, show rate, and next‑step rate.

How to:
  • Lead with pain, not slides.
  • Prove with a 2‑minute micro‑case.
  • Gate the meeting to a clear next step.

Glossary

  • Discovery: Questions to learn pain and context.
  • Walkthrough: Short, task‑based product tour.
  • Proof: Fast evidence that risk is low.
  • Next step: Concrete action with a date.
  • Show rate: Attended meetings divided by booked.
  • Talk‑listen ratio: Your talk time vs buyer talk time.
  • Buying committee: People who can block or sign.

How to run a founder demo script that converts

  1. Set the frame. “Goal today is to confirm fit and decide the next step. If no fit, we end now.”
  2. Establish context. Ask for a 60‑second workflow summary, KPI, and blockers. Mirror back their words.
  3. Confirm the problem. “What happens if this stays the same for 90 days?” Quantify pain.
  4. Show 2‑minute proof. One win story or one live metric. Under 120 seconds.
  5. Walk the workflow. Show only 3-4 clicks that solve their pain. Outcomes, not features.
  6. Surface risk. Ask for likely blockers. Offer a deeper follow‑up with the right stakeholder.
  7. Land the next step. Propose a dated action. Put the calendar invite on the call.

Agenda: 30 minutes that convert

  • 0:00-2:00. Frame and agenda.
  • 2:00-7:00. Context and pain.
  • 7:00-9:00. 2‑minute proof.
  • 9:00-22:00. Walkthrough.
  • 22:00-26:00. Risks and blockers.
  • 26:00-30:00. Next step.

Benchmarks

Metric
Target range
What this means
Source
Talk‑listen ratio
40-60 talk, 60-40 listen. Aim near 45:55
Listen more than you talk. Top calls cluster near 43:57.
[Gong Labs - talk to listen] https://www.gong.io/resources/labs/talk-to-listen-conversion-ratio/
Demo length
20-30 minutes
Past 30 minutes, attention drops. Shorter is fine if focused.
[CloudShare - demo length] https://www.cloudshare.com/blog/4-saas-demo-best-practices-for-better-conversions/
“About us” time
≤2 minutes
Longer company overviews correlate with lower win rates.
[Gong Labs - winning conversations] https://www.gong.io/resources/labs/winning-sales-conversations/
Price timing
After value, within first call
Discuss price after mapping pain and value.
[Gong - win rates and price] https://www.gong.io/win-rates/
Show rate
70-85% with reminders
Calendar invite plus reminders lift attendance.
[Outreach - show rates] https://www.outreach.io/resources/blog/sales-meeting-show-rates-tl
Next‑step rate
≥60% of attended demos
Leave with a dated action most times.
[Gong - upfront contract] https://www.gong.io/blog/sales-call-steps/
What this means
  • Above 60 percent talk time - add questions. Cut slides.
  • Show rate below 70 percent - add a day‑before SMS and a 2‑hour email reminder.
  • Next‑step rate below 60 percent - your ask is vague. Tighten it.
Sample math.
  • 20 booked demos. 75% show rate = 15 meetings.
  • 60% next steps = 9 advances. 25% close from advanced = ~2 wins.
  • Lift to 85% show and 70% next steps = ~3 wins.
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Live demo vs recorded demo

  • Live demo. Use for net‑new and complex buys. Discovery in real time.
  • Recorded demo. Use for “quick look” and low ACV. Under 5 minutes. One question and a next step. Decision rule: if you cannot tailor live, send a short recording, then book a working session.

Templates

Open the call “Thanks for the time. Goal today - confirm fit and agree on the next step. If no fit, we end early. Good?”

2‑minute proof “One seed customer cut approval time from 12 days to 3 using this workflow. I will show the 3 clicks.”

Prime questions
  • “Walk me through how you do this today.”
  • “Where does it slow or break?”
  • “What happens if this is the same in 90 days?”
  • “Who else cares about this metric?”

Transition to walkthrough
“Based on that, I will show only the 3 things that fix the slowdown you described.”

Handle risk briefly
“Security and SOC 2 details are ready. I will loop our engineer if we green‑light a pilot.”

Ask for the next step
“Let’s put 30 minutes on Thursday to scope a 2‑week pilot with your ops lead. 10:00 or 14:00?”

Follow‑up email
Subject: Next step and notes “Thanks for the time. We confirmed fit on X and Y. Next step - pilot scope on Thu 14:00. Attendees: you, ops lead, our engineer. Attached: one‑pager, security checklist.”

Risks

  • “We will think about it.” Restate pain in their words. Offer a 2‑week pilot with one success metric.
  • “No time.” Anchor to a deadline they gave. Offer a short test.
  • “Security must review.” Calendar it now. Send SOC 2 note.
  • “Send material.” Send a 3‑minute tailored recording and a calendar link.
FAQ
  • You:
    How many slides should I show?
    Guide:
    Zero if possible. One “who we help” slide at most.
  • You:
    Can I combine discovery and demo?
    Guide:
    Yes. Do 5 minutes of discovery, then a targeted walkthrough.
  • You:
    How long should the demo be?
    Guide:
    20-30 minutes is a good range. Keep it tight.
  • You:
    When should I talk price?
    Guide:
    After mapping pain and value. On the first call if asked.
  • You:
    What next steps convert best?
    Guide:
    Pilots with one success metric or dated stakeholder reviews.
  • You:
    How do I increase show rate?
    Guide:
    Send a calendar invite on the call. Add reminders.
  • You:
    What asset helps most?
    Guide:
    A one‑pager with one win story and a metric.
  • You:
    Can I send a recording instead of meeting?
    Guide:
    Yes for quick looks. Keep it under 5 minutes and ask for a call.
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