Proof-of-concepts (POCs), pilots, and trials can be game-changers in the B2B software sales process, but do you really know the difference between them? Understanding when and how to use each can make the difference between a failed rollout and a successful, long-term partnership.
Here’s a breakdown of each approach to help you execute them effectively:
1. Proof-of-Concept (POC)
Definition: A POC demonstrates the feasibility of a software solution in a controlled environment. The goal is to showcase that the solution can solve a specific problem before moving forward with a full-scale implementation.
Purpose: To prove the solution works and can address a particular business challenge.
Key Stat: A whopping 47% of B2B tech purchases involve a POC before finalising a deal (Source: Gartner).
Use POCs Effectively:
- Focus on a critical business issue that the customer needs solved.
- Keep the POC short and targeted to minimise resource expenditure.
- Clearly define success metrics from the start to ensure both parties are aligned on what success looks like.
2. Pilots
Definition: A pilot is a small-scale, preliminary rollout of the software in a client’s live environment. It’s designed to test the functionality of the solution under real-world conditions.
Purpose: To evaluate how the solution performs in the client’s environment with actual users.
Key Stat: Pilots that involve end-users early on see a 30% higher adoption rate post-purchase (Source: Forrester).
Use Pilots Effectively:
- Involve real users from the start to test the software’s practical application.
- Monitor usage and gather data rigorously throughout the pilot.
- Adapt and adjust the solution based on the feedback received during the pilot.
3. Trials
Definition: A trial offers potential customers temporary, limited access to your software, allowing them to evaluate its features independently, typically without the need for an in-depth setup.
Purpose: To let potential customers explore the software on their own terms.
Key Stat: Offering a trial can lead to an average conversion rate of 66% when combined with effective onboarding (Source: Totango).
Use Trials Effectively:
- Ensure that the trial version showcases your software’s best features.
- Provide exceptional support during the trial period to maximise user satisfaction.
- Collect feedback during the trial to refine your offering and better tailor it to customer needs.
A Few Final Thoughts
Alignment is Key: Ensure the type of test—POC, pilot, or trial—is aligned with where the customer is in their buying journey. Each serves a different purpose, and deploying the right one at the right time is crucial for success.
Communication Matters: Maintain clear, open lines of communication with all stakeholders throughout the process. This helps manage expectations and keeps everyone aligned on the objectives.
Analyse and Adapt: Use the data gathered from the POC, pilot, or trial to refine your solution and approach. This can dramatically improve your chances of closing the deal.
By leveraging POCs, pilots, and trials strategically, you can significantly boost your sales effectiveness and drive higher conversion rates. When done right, these methods don’t just prove the value of your solution—they build customer confidence and set the stage for a successful partnership.
This approach not only helps potential buyers feel more confident but also aligns your solution closely with their needs, making it a win-win for both parties.
