Take a Step Back and Double Loop!
Many organizations include POCs as key elements of their sales processes; and some vendors require them! They have found that prospects who run POCs have a high probability of closing.
“Single Looping” focuses on honing and improving the POC process, and that’s good.
But we also need to ask, “Is a POC necessary for this prospect?”
Perhaps all they need is a reference call or a well-prepared Technical Proof Demo, both of which are much less expensive than a POC. (And many vendors will execute both these steps in addition to running a POC, in addition!)
Asking the questions, “Is a POC necessary? What level of proof does this prospect need?” is a wonderful example of “Double Looping.”
What’s the difference between Single Looping and Double Looping?
Single-loop learning focuses on improving and refining the existing process.
Double-loop thinking and learning leaps a step further by questioning the fundamental assumptions, values, and policies of the problems and processes in the first place. Instead of just adjusting actions to get a better result, it modifies the underlying rules of the system itself.
It asks, "Why are we doing this?" and "Are our current goals still valid?" rather than just "How can we do this better?"
Here’s a pragmatic comparison of the two approaches:
Single-Loop Learning
Core Question: "Are we doing things right?"
Focus: Actions and immediate tactics
The Goal: Correct errors but keep the status quo
Outcome: Incremental, operational efficiency
Double-Loop Learning
Core Question: "Are we doing the right things?"
Focus: Assumptions, frameworks, and values
The Goal: Redefine the status quo to adapt
Outcome: Strategic, transformative change
For sales processes, Double Looping yields the strategy: “Secure the business using the least expensive form of proof.”
How might Double Looping improve your outcomes?
