Zenlytic’s Playbook for Selling AI Products: Overcoming Skepticism Through Product-Led Demos
In a market saturated with AI promises, earning customer trust requires more than bold claims. In a recent episode of Category Visionaries, Zenlytic founder Ryan Janssen revealed their unique approach to selling AI products: letting the product speak for itself.
The Trust Challenge in AI Sales
The widespread skepticism about AI capabilities isn’t unfounded. Ryan illustrates this with a personal anecdote: “My wife and I did that a few nights ago and she got her biography back and it talked a lot about her time at Goldman Sachs and her career progression there… And my wife has never worked for Goldman Sachs before.”
Such experiences with AI hallucinations make potential customers rightfully wary of AI-powered business tools. This skepticism creates a unique challenge for companies like Zenlytic.
The Demo-First Approach
Rather than trying to overcome skepticism through marketing claims, Zenlytic takes a radically different approach. “Our objective is really to get to a demo in pretty much sort of every sales call,” Ryan explains. This isn’t limited to traditional sales situations – it extends to “meeting with an investor, meeting with a potential sort of new user, or in a sales call. Or meeting with a potential new team member in a hiring process.”
Making Demos Accessible
This commitment to demonstration extends to their digital presence. “Our website is basically a giant demo with a website wrapped around it,” Ryan notes. The goal is clear: “We want to make it as easy as possible to show you that this works.”
Beyond Surface-Level Demonstrations
Zenlytic’s demos aren’t just about showing flashy features. They demonstrate how their technology addresses fundamental business challenges. “When you’re doing data analytics and you’re building board reporting off of this, 90% of the time is absolutely terrible,” Ryan explains when discussing common AI approaches. Their demos show how they’ve solved these reliability issues through deep technical integration.
Building Trust Through Transparency
The company’s approach to demos reflects a broader philosophy about selling AI products. “The real way to differentiate is not to be an AI business at all. The real way to differentiate is to solve a problem that happens to be using AI,” Ryan emphasizes. Their demos focus on showing practical problem-solving rather than AI capabilities for their own sake.
The Sales Approach for Different Audiences
Zenlytic has found their sweet spot in the mid-market segment, where their demo-first approach resonates particularly well. “We like the mid market sales cycles versus long enterprise sales cycles… the sweet spot for us is something like our customers mostly have revenues between sort of 15 and $500 million a year,” Ryan shares.
Results of the Demo-First Strategy
The effectiveness of their approach is evident in their growth. “We’re about six x on the year so far in terms of Arr,” Ryan notes. This success comes from letting potential customers experience firsthand how their solution addresses real business needs.
Lessons for AI Founders
For founders selling AI products, Zenlytic’s experience offers valuable lessons:
- Lead with practical demonstrations rather than technical claims
- Make product access as frictionless as possible
- Focus on showing problem-solving capabilities rather than AI features
- Build trust through transparency about both capabilities and limitations
- Target market segments where your demo approach can be most effective
The key to successful AI sales isn’t convincing customers to trust your AI – it’s showing them exactly how your product solves their problems. By leading with demonstrations rather than declarations, companies can build the trust necessary for successful AI product adoption.
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