How to avoid making the customer look dumb

I am often put in situations during demos and sales calls where the customer feels inferior because of a lack of technical knowledge. I try to smoothen things out by saying before the demo that it will be technical and that it’s okay if some terms are not understood. I also try to always keep a smile and when asked pointed questions aimed to undermine me, refer them to my tech team (or the age-old “I’ll get back to you on that”)

I’ve been in sales long enough to know that leaving the customer feeling a certain way (positive/confident about themselves) is more important than whatever is being discussed. The defensiveness from feeling stupid is contrary to that.

What are your strategies to cope with this?