Table of Contents<\/strong><\/p>\n Proof of concept (POC) is a way to demonstrate value in a real-world setting. But \u2014 as I found out firsthand \u2014 the term can be confusing because a POC will look very different depending on the life stage of your product or idea.<\/p>\n Say you\u2019ve just come up with a new business concept, and you have nothing tangible yet. In that case, a POC is a chance to test your idea\u2019s real-world potential and validate it for stakeholders.<\/p>\n In a sales context, though, POC is a demonstration of an offering\u2019s value to potential customers in order to propel their purchase. (You might also hear the term \u201ccustomer POC\u201d).<\/p>\n Unlike a sales demo, which can be generic, a sales POC focuses on solutions specific to a client within their unique environment. The point is to allow the potential buyer to interact with the product or service before investing in it, enabling them to make a more informed decision.<\/p>\n <\/a> <\/p>\n But how does a sales POS actually translate into a sale? It\u2019s all about lowering risks (and anxieties) on the side of the customer.<\/p>\n Since buying is dependent on trust, a POC ensures that what you\u2019re selling speaks for itself. There\u2019s no need for a prospect to trust in a rep, or even a product description, when they can gain trust in the product directly. As they say, the proof is in the pudding.<\/p>\n POC in sales goes further than just showcasing your product\u2019s hypothetical value. Instead, firsthand user experience demonstrates its real-world value by solving an individualized problem, integrating into a particular context, and impacting actual results. This makes it an important step in your sales process<\/a>, as you move a prospect from lead to closed customer.<\/p>\n <\/a> <\/p>\n How you demonstrate POC will depend on what you\u2019re selling, but there are two broad categories that a POC can fall into.<\/p>\n This can look like a digital product with fewer features than the paid version, a service that offers a complimentary first-time experience, or a tangible product distributed as a free sample. Sometimes these are self-service (without a rep there for guidance), but in general, a POC involves communication between buyer and seller.<\/p>\n For example, let\u2019s say a business wants to implement your product throughout all its departments, but it seems pretty high-risk to do so. A pilot can allow the company to test it in just one department, at full scale, for a given amount of time, to ensure it\u2019s a good fit.<\/p>\n While a pilot may permit greater customization, communication, and iteration, both approaches work to build credibility and trust \u2014 as well as momentum.<\/p>\n <\/a> <\/p>\n After learning about the underpinnings of POC in sales, I reached out to experts to ask about their experience with putting these ideas into practice. What goes into an actual POC demonstration? And how does POC fit into their overall sales strategy?<\/p>\n Drawing from their success stories, here\u2019s a list of five essential steps for an impactful POC.<\/p>\n The first step to setting up a successful POC is understanding the prospective client\u2019s specific needs and challenges.<\/p>\n \u201cProof of concept always comes down to demonstrating value how the customer defines it,\u201d says Elisa Montanari<\/a>, head of organic growth at Wrike<\/a>.<\/p>\n \u201cTo understand their needs, you must gather data through marketing, interactions, discovery calls, and the like so you can tailor your POC in a way that makes sense and adds the most value for them. Showing how the solution works in their context sets you up for better relationships and success.\u201d<\/p>\n \u201cI prioritize learning their goals and pain points by asking the right questions during discovery,\u201d adds Harry Morton<\/a>, founder of Lower Street<\/a>. \u201cOnce I have that, I create a POC to address their problems. Whether creating pilot episodes, presenting solutions, or highlighting ROI, every detail is designed to speak to them.\u201d<\/p>\n My key takeaways<\/strong>: No matter how you go about collecting information, detailing pain points at the start ensures that what you present matches what the client needs.<\/p>\n Once you understand the customer\u2019s needs, the next step is to decide how a successful POC will be defined, so that you can be sure to deliver results.<\/p>\n \u201cGetting input from their key people right from the start helped us define what success looked like for the POC,\u201d Lloyd Pilapil<\/a>, founder of Pixelmojo<\/a>, tells me.<\/p>\n \u201cBy demonstrating clear improvements in their response times and overall productivity during this phase, we not only proved that our solution worked but also showed how it could provide a strong return on investment.\u201d<\/p>\n While working with a client hesitant about investing in their SEO services due to past disappointing experiences with other agencies, Shoaib Mughal<\/a>, managing director of Marketix Digital, Australia<\/a>, offered a focused POC that contributed to measurable sales growth.<\/p>\n \u201cThis success demonstrated not only the effectiveness of our methodology but also gave the client confidence in our ability to deliver on a larger scale,\u201d says Mughal.<\/p>\n My key takeaways<\/strong>: Quantifiable solutions are an opportunity to get customers on board for the long haul.<\/p>\n Successful POC is all in the personalization. On one hand, it\u2019s about focusing on a client\u2019s specific needs. And on the other, it\u2019s about tailoring your offering so it addresses only those critical needs.<\/p>\n Carl Jacobs<\/a>, co-founder and CEO of Apicbase<\/a>, describes \u201ca classic mistake\u201d his company made during a POC.<\/p>\n \u201cWe tried to show them everything Apicbase could do at once,\u201d says Jacobs. \u201cIt didn\u2018t land. Instead of building excitement, we overwhelmed them. What they needed was simple: proof that we could fix their most pressing problem. And that\u2019s exactly what got lost in our over-ambitious POC.\u201d<\/p>\n \u201cSomehow, they didn\u2018t lose faith in us altogether,\u201d he continues. \u201cSo, we regrouped. This time, we focused the POC entirely on their central production unit. That was the turning point. The leadership team saw not just the improvements, but the potential to scale these results \u2026 What I learned was that it\u2019s best to start small, solve one critical problem, and let the results do the talking.\u201d<\/p>\n My key takeaways<\/strong>: Laser focus on a crucial need can have greater impact than trying to solve all of the customer\u2019s problems at once.<\/p>\n One thing that distinguishes a POC from other types of sales demos or trials is the ability for reps to be in continuous conversation with potential customers. This is an opportunity to answer questions, show how certain features add value, and also develop relationships.<\/p>\n At PWA Media<\/a>, during a POC where the company advised a client to concentrate on a specific niche within their business, the importance of \u201cfocusing on strategy and timely communication\u201d became clear, says content writer Rachel Hansen<\/a>.<\/p>\n \u201cBy reducing the size of the POC to what was possible to control, and through constant communication, we gained credibility and verified our reputation,\u201d summarizes Hansen.<\/p>\n CEO of Brand Ignite<\/a>, Muhammad Imran Khan<\/a>, agrees: \u201cCollaboration matters. I invited constant feedback, which helped refine the direction and kept the client engaged.\u201d<\/p>\n My key takeaways<\/strong>: Frequent check-ins are fundamental to keeping the POC process on track and establishing trusted relationships.<\/p>\n When a POC is complete, the primary goal is to close the sale. But beyond that, a POC can provide invaluable information to guide future product iterations, as well as adapt your sales methodology.<\/p>\n \u201cPost-POC, we collect and act on feedback to refine both product and sales approach,\u201d Morten Bruun<\/a>, CEO and co-founder of FlashDocs<\/a>, tells me. \u201cWe treat POCs as part of an ongoing dialogue, not a one-off event, leading to better conversions.\u201d<\/p>\n Similarly, Michael A. Monette<\/a>, founder of Office Furniture Plus<\/a>, describes for me a time early in his career when he set up a functional workspace using a sample of proposed furniture for a large-scale office redesign. \u201cThe feedback was immediate: they recognized the tangible benefits and approved the full project.\u201d<\/p>\n \u201cGoing forward, I incorporated POC as a standard practice for larger projects. It refined our methodology by emphasizing personalized solutions and proactive client engagement. Whether through mock-ups, temporary setups, or detailed product trials, this hands-on approach consistently led to higher client satisfaction and repeat business,\u201d he says.<\/p>\n As Harry Morton concludes, \u201cI treat every POC as an opportunity to learn.\u201d<\/p>\n My key takeaways<\/strong>: While closing the sale is the principal goal, it\u2019s not the end of the process. The POC is only a jumping off point to build connections, iterate on your product, and refine your sales strategies.<\/p>\n![\"Free](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/b91f6ffc-9ab7-4b84-ba51-e70672d7796e.png\")
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What is proof of concept in sales?<\/h2>\n
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<\/p>\nImportance of Sales POC<\/h2>\n
Types of Sales POC<\/h2>\n
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How to Demonstrate Proof of Concept in Sales<\/h2>\n
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<\/p>\n1. Identify client needs.<\/h3>\n
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<\/p>\n2. Define success metrics and show tangible results.<\/h3>\n
3. Customize your POC to solve one critical problem.<\/h3>\n
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<\/p>\n4. Communicate throughout the POC process.<\/h3>\n
5. Gather feedback, assess results, and iterate.<\/h3>\n
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