I am surprised at how many software vendors offer a POC early in discussions with prospects. Not surprisingly, many of these organizations suffer from low win rates!
Here’s something to consider before offering a POC: Your objective is to secure the order using the least expensive form of proof. Accordingly, here’s a quick list of different forms of proof, from least to most expensive:
Reference call:
This may be all that is needed for a prospect to be convinced. They pick up the phone, call a colleague at another organization and ask, “I understand you are using ___ from ___ company. Two questions: Does it do what you need, and would you buy it again?”
As a buyer, I’ve done this! End result? Very inexpensive for both parties.
Vision Generation Demo:
A brief Vision Generation Demo may be all that is needed for Innovators and Early Adopters to accept the risk of a new offering.
It also may be sufficient for executives who simply want to find an adequate solution, rapidly, to a non-strategic challenge.
(Chapter 11 in Great Demo!)
Technical Proof Demo:
Here, discovery has been completed and the corresponding demo maps closely to the Specific Capabilities desired by the prospect. Great Demo! readers and Workshop graduates frequently report that a well-prepared Technical Proof Demo secured the order without the need for a POC!
(Chapters 5 – 9 in Great Demo!)
POC: (Proof Of Concept)
The prospect needs a deeper level of proof than can be provided in a demo and needs to minimize specific risks (their data, network, user culture, workflow specifics, etc.).
(Chapter 16 in Great Demo!)
POV: (Proof Of Value)
A POC with the added requirement to prove the value equation.
(Chapter 16 in Great Demo!)
Pilot:
While Pilots are often paid-for by prospects, they also represent the most expensive form of proof. Pilots are frequently driven by substantial implementation requirements or the need for longer-term use to confirm fit or value.
(Chapter 16 in Great Demo!)
So, before you jump to offer a “free POC!” carefully evaluate the level of proof your prospects require!
Great Demo! Third Edition:
