Salma Shah

Salma Shah's career commenced within the IT industry, where her roles were predominately customer facing including sales, pre- sales support and management. Following a global career within the technology sector working for Oracle, PeopleSoft and Systems Union Salma set up Winning Demos a boutique consultancy. Having worked directly in her former career in sales, pre-sales and consultancy Salma has the experience and toolkit to help organisation's with business impact, revenue generation and strategic success. Described by clients as Results Driven, Determined, Personable, Creative and Expert. Winning Demos also offer, Executive Search (Recruitment), Assessment and Executive Coaching.

Winning Demos is a leading people development and assessment consultancy. Winning Demos deliver programmes designed to develop talent, so that both individuals and teams can perform at their best. With their help you'll see a measurable increase in the performance, effectiveness and profitability of your people – and the success of your business.


I found the course very helpful and informative. It made me appreciate how different types of people best receive the information you present them and also how to plan/design a demonstration or presentation such that each stakeholder present gets the information that they need. I have already put what I have learnt into practice and have found that the presentation went much better because of it.

Geraint Robinson, Senior Test Specialist|Business Analyst, Toplevel Computing Ltd


Due to the schedules of attendees we opted for an in-house training session out of London which allowed the trainer to tailor the course to our specific business segment. The course was excellent and the trainer engaging. While it covered some items we know we should be doing (but may not be), it stressed the importance and reasoning behind the processes of these and will result in a change of our internal working patterns. The majority of the session dealt with the psychology of selling to different personality groups and how to best engage with them. A real eye opener, even for the 'long in the tooth' pre sales and sales team members. I would not hesitate to recommend this course (though not to our competitors!), not just for pre sales and demonstrators, but also for the sales team in general.

Adrian Watts - Agfa HealthCare

I found the Winning Demo's course very enlightening and the course tutor very knowledgeable. The course brought out many areas that should be considered during the preparation that I had not previously thought about.

Paul Coggan - Senior Information Analyst, iSOFT, a CSC Company

The Winning Demo's course was enlightening, engaging and highly credible given Salma's vast experience in both sales and pre-sales roles, her introduction to the psychology methods that can be applied to assist in the selling process will I am sure prove invaluable as will the structure suggested. It will definitely make me re-evaluate my approach to demonstrations going forward.

Sarah Heath - Account Manager, ediTRACK

The Winning Demos course content was diverse and interesting, and the course leader Salma was incredibly engaging. The course provided me with invaluable information on how to prepare and execute effective demos. Additional course contact also included an new insight into different personality types and how to spot this typing within your demo audience, and therefore adjust your own behaviour to suit the audience – I found this fascinating.

Claire Irving - Account Manager, Equisys plc

I found the session extremely useful and thought provoking. It never occurred to me, how important Psychology can be within selling, especially in a Demo environment.

Tom York - Business Developer, Capgemini UK

The course provided a brilliant insight into improved ways to prepare a successful demo. I took away some really useful tips and feel much more confident in how best to deal with the audience.I would recommend this course to anyone working in sales or pre sales.

Ruth Scholey-Jones - Account Manager, ediTRACK

A fun and informative day, the exposure to how to create a compelling story is essential to knowing how presentations small and large can be made more effective.

Danny Ratcliffe - Commercial Lead, Boeing Defence UK Limited


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