In this video, Nick Biron from 3Sixty Insights shares a key insight from working with software buyers: features and functionality are no longer the primary differentiator, they have become table stakes. What really wins deals is how sales teams engage, listen, and respond during the buying process.
Nick highlights a common pitfall: the “show up and throw up” demo, where vendors rush through features without interacting with the customer. Instead, he recommends interactive, consultative demos that start with understanding the customer’s needs, pause to gather feedback, and highlight what truly differentiates the platform.
The takeaway: superior software alone is not enough. Sales teams that prioritize engagement and responsiveness are the ones that win.