Creating a demo that your audience remembers isn’t about showing every feature, it’s about delivering a memorable experience. It’s about creating that ‘wow’ moment.

But how exactly to do it? 

In this conversation, Oscar Santolalla, Senior Project Manager, Spinverse, and the author of Create and Deliver a Killer Product Demo, breaks down what a “wow” moment truly is, why it matters even in complex B2B demos, and how to design those memorable, high-impact moments using creativity, structure, and the right demo automation tools.

From storytelling and visual effects to practical frameworks and real-life examples, Oscar shares how every team — no matter how technical their product — can craft demos that persuade, impress, and stick in the buyer’s mind long after the meeting ends.

Anna Decroix:‍

What is a “wow” moment in a demo?

Oscar Santolalla:

The “wow” moment is something you’ve probably experienced before, even if you didn’t realize it at the time.

Think of when Steve Jobs unveiled the very first MacBook Air years ago. During the launch, he walked on stage holding a simple manila envelope. Then, he pulled the MacBook Air out of it, revealing how incredibly thin it was. That single action became one of the most memorable moments in tech presentations.

That entire keynote lasted nearly an hour, but what people remember is that one moment , when Jobs took the laptop out of the envelope. It perfectly captured the product’s biggest innovation: its thinness.

That’s exactly what a “wow” moment in a demo should do. It’s the snapshot of your product that your audience remembers long after the meeting or presentation is over. It should be impressive, persuasive, and clearly communicate what makes your product stand out.

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Anna Decroix:

Enterprise software demos can be quite complex, with lots of technical details and multiple moving parts. Do these kinds of demos really need a “wow” moment?

Oscar Santolalla:

Yes, absolutely. I know some people think the “wow” moment doesn’t really apply to enterprise software, that it’s something reserved for big public launches or flashy events.

But even in enterprise sales, a wow moment has its place. Think about it, a software vendor is usually selling to a buying group, not just one person. That group will meet with several other vendors, do their own research, and spend hours comparing solutions.

When it comes time to make the decision, you want your product to be the one they remember. That single, memorable moment, the snapshot that captures the essence of your value — can make all the difference.

So yes, a wow moment is absolutely doable in enterprise demos, and I’d say it’s something every team should aim for. There are many creative ways to make it work, even in complex software environments.

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Anna Decroix:

So, how to create a wow moment from this massively complex enterprise tool?

Oscar Santolalla:

In my book Create and Deliver a Killer Product Demo, I share a five-step process that helps you do just that.

Step 1: Define your audience.

Start by clearly identifying your buyer or persona — who they are, their technical level, frustrations, and motivations. The better you understand your audience, the easier it is to show them what truly matters.

Step 2: Narrow down the key features.

Enterprise software might have hundreds of capabilities, but not all of them will convince your buyer. Make a shortlist of 5 to 10 features that are most likely to influence their decision.

Step 3: Choose one feature to spotlight.

Now pick the single feature that could have the biggest impact. It could be your strongest differentiator or simply the one that best fits this particular prospect’s needs. That’s the foundation of your wow moment.

Step 4: Brainstorm creative ways to present it.

This is where creativity comes in. Don’t just show the feature in the usual way — brainstorm unexpected or memorable ways to present it. Do this as a team if you can; collective creativity often leads to the best ideas. The best demos use creativity to break the routine and surprise the audience.

Step 5: Perfect the execution.

Once you have your idea, work on the details — the pacing, phrasing, and flow of delivery. Think of it like a performance. A wow moment only lands if it’s executed with precision. If you rush through it in two seconds, you lose the impact.

These five steps can work for any product — no matter how complex or technical. If you follow them carefully, you can create a wow moment that sticks in your audience’s mind long after the demo ends.

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Anna Decroix:

You mentioned there are different patterns or types of “wow” moments — what are they?

Oscar Santolalla:

Yes, in my book I describe nine different patterns for creating a wow moment — but not all of them work well for enterprise software. Some are designed for physical products or one-time events, like a product launch, where the element of surprise can’t really be repeated.

For enterprise demos, though, there are five patterns that work beautifully.

1. Audience involvement

This is when you invite your audience to take part in the demo instead of just watching it. For example, you could ask a prospect to take a simple action that gets reflected in real time within your demo. Imagine asking someone to share their location from their phone, and within seconds, your demo displays a live map showing nearby electric vehicle charging stations. That kind of interactivity creates engagement — the audience becomes part of the story.

2. The unexpected

Think of it like a good movie with a plot twist. You start by showing a familiar, predictable way of solving a problem — something your audience expects. Then, you suddenly reveal a much faster, smarter, or simpler way of achieving the same outcome using your product. That surprise moment creates excitement and sticks in the buyer’s mind.

3. Comparison

This one’s more common but still very powerful. You compare your product to an alternative — often a competitor or an outdated solution the customer currently uses. Of course, you only do this when it’s appropriate and relevant. The key is to make the comparison tangible — show measurable benefits like “three times faster” or “half the number of steps.” Quantifying the difference turns a simple comparison into a persuasive wow moment.

4. Exaggeration

This means taking one specific capability and emphasizing it dramatically. Think back to Steve Jobs and the MacBook Air — he could’ve talked about processing speed or battery life, but instead he focused on the thinness of the laptop, exaggerating it by pulling it out of a manila envelope. In enterprise demos, this could mean showcasing something your software does that seems almost impossible compared to the status quo. Push that boundary — highlight the feature that turns the “impossible” into possible.

5. Before and after

This is like comparison but focuses on transformation. You show how a process used to work — the old, manual, time-consuming way — and then contrast it with the streamlined version your product enables. That visual transformation can be incredibly powerful in helping prospects understand your value instantly.

These five patterns can all be used to create wow moments in enterprise software demos — and at least four of them work perfectly within demo automation platforms. Each one helps your audience feel the difference your product makes, not just see it.

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Anna Decroix:

How could we implement those wow moments into interactive demos that are on demand?

Oscar Santolalla:

The key is to focus on the four patterns we discussed earlier: unexpected, comparison, before and after, and exaggeration.

If you use these four patterns as a guide, you’ll definitely find moments within your demo that stand out.

Another thing I’ve noticed is how much visual and auditory effects can enhance these moments. For example, something as simple as a zoom-in effect can emphasize an important detail on the screen — perfect for exaggeration or comparison. It draws attention to what matters most.

You can also use visual transitions effectively. Not like PowerPoint animations, which are just decorative — but purposeful transitions that make the flow more natural. For instance, when showing a login process, if your demo instantly jumps from the login screen to the dashboard, it can feel unrealistic. A subtle transition or delay can make it look authentic and relatable — like what users actually experience in real life.

Then there’s the use of sound or voice cues. Think about when Steve Jobs revealed the MacBook Air and said, “Isn’t this amazing?” That verbal emphasis amplified the impact of what people had just seen. In a software demo, even small audio cues or reinforcing statements can help highlight key moments and make them more persuasive.

Finally, there’s a great example from Tesla — the “Tesla vs. Audi refueling contest.” They showed a side-by-side video: on one side, a Tesla automatically swapping its battery; on the other, an Audi driver manually refueling. The Tesla process finished in minutes while the Audi was still refilling.

In enterprise software, you can do something similar: pre-record the “old way” of completing a task and play it next to your live demo. When your demo finishes the task in a fraction of the time, the contrast speaks for itself.

These techniques are all doable with demo automation platforms. But the real secret is time and creativity. You have to brainstorm, experiment, and refine — because wow moments don’t just happen by accident. They’re crafted.