Similar Titles

Brand Ambassador, Demo Specialist (Demonstration Specialist), Demonstrator, Event Specialist, Field Merchandiser, Food Demonstrator, In-Store Demonstrator, Merchandiser, Product Ambassador, Product Demonstrator, Product Promoter

Job Description

Sometimes when you’re at a store, it’s hard to decide which product to buy. You might not even realize you’re interested in a product–until you see it being demonstrated live!

Companies realize this, which is why they often send out Product Demonstrators to promote and showcase their offerings to potential customers. Product Demonstrators work in retail stores and shopping malls as well as at product expos and various festivals.

They set up displays and conduct live merchandise demos to answer questions and show off product benefits to the public. Depending on the venue, they may also engage in direct sales, but some simply take down the information of prospective consumers and let their sales team do the rest.

The job may seem fairly straightforward, but it requires plenty of preparation, expert product knowledge, a consistently engaging personality, and outstanding communication skills.

Rewarding Aspects of Career
  • Engaging with the public and helping them make product choices
  • Contributing to increased sales and product awareness
  • Enjoying a dynamic and interactive work environment
  • Gaining valuable experience in sales and marketing
2024 Employment
2034 Projected Employment
The Inside Scoop
Job Responsibilities

Working Schedule

  • Product Demonstrators often work part-time and may have shifts during weekdays, weekends, or evenings. Travel to different retail locations or event venues is often necessary.

Typical Duties

  • Learn details and key selling points about the products to be promoted
  • Outline the workflow for the intended presentation or demo. Create supply lists
  • Rehearse presentations in advance (depending on the complexity)
  • Establish contact with venues where demonstrations will be done. Review plans, schedules, seating options (if applicable), and any special equipment needed
  • Procure any perishable goods and ensure suitable refrigeration is available
  • Pack all items and travel to work sites. Set up and maintain clean, attractive product display stations such as tables, carts, or booths
  • Prepare products and any samples, as needed. Follow safe product handling protocols
  • Ensure the availability of a power source and electrical extension cord, as applicable
  • Make in-store announcements over store intercoms. Offer free giveaways, if authorized
  • Engage with store customers in a friendly manner, generate interest, and answer their questions
  • Effectively convey key talking points as outlined in advance by marketers
  • Make direct sales or collect customer contact information to provide to sales teams
  • Maintain a clean and sterile station using cleaning products and chemicals, as needed. Clean up messes and remove trash items
  • Collect customer feedback and report results to marketing teams
    Offer product coupons or other information

Additional Responsibilities

  • Maintain relations with staff at the hosting establishment
  • Train new Product Demonstrators and assistants
  • Present a positive, professional appearance and demeanor during demonstrations
  • Tear down display stations and store or transport them
  • Manage inventory. Complete expense reports
Skills Needed on the Job

Soft Skills

  • Adaptability
  • Creativity
  • Customer service
  • Effective communications
  • Enthusiasm
  • Independence
  • Initiative
  • Monitoring skills  
  • Motivation
  • Organization
  • Persuasion
  • Reliability
  • Responsibility
  • Safety consciousness
  • Sales skills
  • Sociability
  • Sound judgment
  • Stamina
  • Time management

Technical Skills

  • Brand awareness
  • Food handling skills (for food-related items) and allergen awareness
  • Inventory management
  • Operating motor vehicle
  • Product use and product display knowledge
  • Safe product handling and preparation
  • Sales techniques and Cashier Display Stand usage
  • Sanitation practices
  • Scheduling
  • Setup and teardown of display areas, equipment, tables, etc.
Different Types of Organizations
  • Large retailers and wholesale outlets
  • Malls
  • Product expos and festivals
Expectations and Sacrifices

Product Demonstrators must have extensive knowledge of the products they showcase, including benefits and unique features that distinguish them from the competition. But that’s only half of their role! As salespeople, they must be engaging and enthusiastic speakers who know how to attract an audience and hold its attention.

They may work nights, weekends, and holidays, often traveling from site to site. It’s a physically demanding gig that requires stamina for standing and driving. Many jobs are part-time, seasonal, or temporary, so it’s not always an option for people who need consistent, full-time work. But Product Demonstrators gain a ton of valuable, first-hand sales experience via frequent customer interaction—which can be rewarding on its own and beneficial for other careers in sales and marketing! 

Current Trends

Consumer preferences can be notoriously unpredictable, so companies must keep up with shopping habits as well as product marketing and demonstration trends. Ideally, they can then determine the best products and strategies to provide to their Product Demonstrators before sending them on the road!

Product Demonstrators receive live, real-time feedback in the field which they can report back to company marketers. Right now there’s a trend towards promoting high-demand products that cater to healthier lifestyles. In some markets, customers are also seeking to buy products made with more sustainable manufacturing practices.

Another trend is that shoppers like the convenience that digital tools bring to the table. That’s why Product Demonstrators use tablets and other devices to engage customers and provide more product information through virtual and augmented reality. Interactive, hands-on workshops and “do-it-yourself” stations are yet another way demonstrations can engage consumers and drive sales!

What kinds of things did people in this career enjoy doing when they were younger…

Many Product Demonstrators love social interaction and meeting new people. Students with backgrounds in sales, teaching, or performing arts are often great for these roles. 

Education and Training Needed
  • Product Demonstrators usually need a high school diploma or GED certificate, though some may get started while still in high school
  • Prior experience in sales or customer service roles is very helpful. Public speaking or presentation courses can also be useful
  • Employers usually provide basic On-the-Job training to show how the product works. The company’s marketing team and others Product Demonstrator usually assist and show new workers what to do
  • Students can earn optional third-party certifications such as Promotional Products Association International’s Certified Advertising Specialist
Things to look for in an University
  • Product Demonstrators don’t require a degree, but many community colleges and websites offer courses that could help students prepare, such as marketing, sales, public speaking, consumer psychology, and more.
  • Consider the availability of financial aid and scholarships!
  • Check out apprenticeship opportunities
Things to do in High School and College
  • Focus on courses in marketing, branding, public speaking, and business
  • Volunteer or get a part-time job working at events where products are demonstrated
  • Go to stores where Product Demonstrators are working. Watch them and try to strike up a conversation when they don’t have a lot of customers
  • Watch videos and read blogs about how to present a successful product demonstration, including how to speak, how to dress, and questions to ask the audience
  • Get your driver’s license and maintain a clean driving record
  • Be prepared for a potential background check
  • Keep your resume current and add relevant experience, certifications, and educational achievements as you complete them
  • Ask potential professional references for permission to give out their contact information
Product Demonstrator Roadmap
Product Demonstrator Roadmap
How to Land your 1st job
  • Once you’ve acquired basic sales skills (plus any required product handling certifications), it’s time to look for jobs!
  • Check out job ads on portals such as Indeed, Glassdoor, Zippia, or even Craigslist for smaller local listings
  • Screen job ads carefully. Note applicable keywords to use in your resume, such as:
  1. Customer engagement
  2. Product safety
  3. Interpersonal communication
  4. Inventory management
  5. Marketing
  6. Presentation skills
  7. Product demonstration
  8. Product knowledge
  9. Sales techniques
How to Climb the Ladder
  • Consider knocking out additional certifications, training, or perhaps even a degree!
  • Talk with your supervisor or manager about professional development and how you might advance with the company
  • Offer to take on extra duties such as overseeing other demonstrators
  • Gain additional experience in sales and marketing within the specific industry of the product you specialize in
  • Stay up-to-date on relevant changes in safe product handling guidelines
  • Study manufacturer and software guides for related equipment or software used for demonstrations
  • Keep learning new things from seasoned pros!
  • Small businesses usually only have limited opportunities for advancement. To move up, you may have to apply to larger 
    organizations at some point after you build up your experience. Product Demonstrators sometimes use their experience as a stepping stone to other careers in sales and marketing
  • Be active in professional organizations like the Northwest Promotional Marketing Association or other groups that apply to your area of expertise 
Recommended Tools/Resources



  • How To Be A GREAT Salesperson...By Monday Morning!, by David R. Cook  
  • Inside the Mind of Sales: How to Understand the Mind & Sell Anything, by Derek Borthwick  
  • The Ultimate Sales Machine, by Chet Holmes, Amanda Holmes, et al.
Plan B

Being a Product Demonstrator can be a fun and rewarding career, but there’s not always room for promotions and long-term career advancement. If you’re curious about other sales-related career options, check out the suggested job titles below!

  • Advertising Sales Agent
  • Cashier
  • Counter and Rental Clerk
  • Customer Service Representative  
  • Door-to-Door Sales Worker
  • Event Planner
  • Host/Hostess
  • Merchandise Displayer
  • Parts Salesperson
  • Retail Salesperson
  • Sales Engineer
  • Sales Representative
  • Telemarketer
  • Wholesale and Retail Buyer


Online Courses and Tools