Demos Don’t Close Deals

Buyers don’t want another demo - they want clarity, credibility, and collaboration. Discover how modern sellers build trust and drive growth by helping buyers see value before they buy.

In this episode of SalesTV, we sat down with Alex Blakeway, VP of Sales Transformation at Forterro and author of “Blueprint to Sales Mastery”, to explore what really moves modern buyers. Alex shares how today’s best sellers are replacing demos with dialogue, leading with education, and building stronger customer relationships through collaboration, credibility, and continuous learning.

Sales isn’t about demos anymore. It’s about teaching, trust, and transformation. Learn how modern sales leaders help buyers see value before they buy - and why education wins over persuasion.

Chapters
00:00 Intro - Sales hasn’t changed, but buyers have
02:30 Why “Book a Demo” no longer works
06:30 Lead with education, not persuasion
09:00 Long-game selling & relationship building
11:30 Collaboration across customer success, delivery, and sales
15:00 Mentorship & self-learning in modern sales
19:00 The 1 Percent Formula - marginal = monumental gains
23:30 Sustaining motivation & building habits
26:20 The ONE THING – Lead with learning

In this episode, we asked…
Why don’t demos close deals - and what actually does?
How do I help buyers see value before they buy?
What makes buyer education the new sales advantage?
How can sales and marketing align around shared buyer learning?
How can sales insights improve forecasting and product strategy?
What’s the best way to build trust across the buying journey?

Key Takeaways
Education builds trust. Buyers engage longer and buy faster when they learn something new.
Sales drives collaboration. Cross-functional communication between sales, marketing, and customer success creates business intelligence that drives growth.
Relationship is greater than Revenue. Long-term success depends on customer health, not just quarterly numbers.
Lead with learning. The sellers who teach, guide, and align are the ones who win repeat business and internal advocacy.

The conversation reframes sales as a strategic connector inside the business - not just a revenue engine. Buyers expect insight, context, and value long before a proposal. By teaching instead of pitching, sales teams become trusted advisors who drive alignment between marketing, product, finance, and leadership.

This is the essence of Sales Mastery: transforming every sales conversation into an opportunity for learning and collaboration. When Sales equips buyers to make smarter decisions, the entire organization benefits - forecasts stabilize, retention improves, and revenue grows through trust, not pressure.

The ONE THING Alex Blakeway wants you to take away -
“If you lead with learning and lead with helping, you’ll always stand out - because buyers remember the people who taught them something valuable.”


About SalesTV
SalesTV.live is a weekly talk show created by salespeople, for salespeople. Each episode explores sales, sales training, networking, and social selling, bringing together sales leaders, enablement professionals, and practitioners from across the globe.

About the Institute of Sales Professionals
The Institute of Sales Professionals (ISP) is the world’s only body dedicated to raising standards in sales. Through its Sales Capability Framework, certifications, and global member community, the ISP works to elevate sales to the level of a recognized profession.

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