The world of technical sales is an exciting and challenging field, with countless opportunities for growth and success. As a sales engineer, one of your key responsibilities is managing the proof of concept (PoC) process, which is crucial in demonstrating the value of your product or solution to potential clients. In this article, we will outline the 10 essential steps for managing a successful PoC in technical sales, ensuring that your prospects are not only convinced of your product’s worth but also eager to become your long-term partners.
1. Define your objectives:
The first step in managing a successful PoC is to clearly define your objectives. This includes understanding your customer’s pain points and goals, as well as your own business objectives. By establishing these objectives upfront, you can ensure that the PoC is tailored to address the most pressing issues and demonstrate the unique value of your solution.
A key consideration during this phase is to ensure that you focus on value to the customer—not just on showing cool features! Even if the technical team that you’re working with love the bells and whistles, they will ultimately need to back your proposal to a decision maker, and this is most likely to succeed if you can support your presentation with cold, hard facts.
2. Scope the Proof of Concept:
The next step is to scope the PoC, outlining the specific features and functionalities you will be demonstrating. This is an important step because it allows you to focus on the most relevant aspects of your product, while also setting realistic expectations for your customers. Be sure to involve your customer in this process, as their input is invaluable in determining the most important aspects of your solution to showcase.
If you’ve done the previous step well, it should be easy to select those features within your product that are aligned to the ultimate value that the prospect is hoping to get from your product.
3. Develop a project plan:
Once you have defined your objectives and scoped the PoC, it’s time to create a project plan. This should include a timeline, milestones, and clear responsibilities for both your team and your customer’s team. This plan will help you stay organized and ensure that everyone is on the same page throughout the process.
Too many PoC’s end up over-running for two key reasons:
- There’s no success criteria (identified in the previous steps) so the prospect is just “playing” with the software.
- There’s no project plan, so nobody is focused on where you should be on that plan.
Failing to address these issues will almost guarantee that your Proof of Concept will overrun and probably be unsuccessful.
4. Assemble your team:
A successful PoC requires a diverse team of experts, including sales engineers, product managers, and customer support personnel. Assemble a team with the necessary skills and expertise to deliver a compelling PoC, and ensure that they are fully aligned with your objectives and committed to the project’s success.
If you use an internal communication tool such as Slack or Teams, setup a channel dedicated to the PoC and invite all of the key people to this channel before the deployment even starts. That way, if you hit issues and need support, you have the entire team at your fingertips.
5. Prepare your environment:
Setting up a proper environment for your PoC is essential to its success. This may include setting up a demo environment, creating test accounts, or preparing any necessary hardware or software. Make sure that everything is in place and fully functional before the PoC begins, to avoid any technical hiccups during the process.
If your prospect needs to prepare anything in advance, communicate that early. If it takes them longer to prepare than expected, then it saves valuable time from your internal team, plus it prevents creating a perception that your product takes a long time to deploy. Consider also that there can sometimes be a slight feeling of guilt fro the prospect team if they take too long, which can be beneficial to you later, thanks to the law of reciprocity.
6. Train your customer’s team:
Before the PoC begins, take the time to train your customer’s team on your product or solution. This will not only give them a better understanding of how your product works, but also help to build their confidence in its capabilities. Provide thorough documentation and resources, and be available for any questions or concerns they may have.
7. Execute the Proof of Concept:
With everything in place, it’s time to execute the PoC. Be prepared to provide ongoing support to your customer’s team as they test and evaluate your product. Address any issues or concerns promptly, and make sure to document any feedback or suggestions for improvement.
If you expect the Proof of Concept to last longer than a few days, it’s a good idea to ensure you schedule regular touchpoints with the customer’s team. From my own experience, one of the biggest killers of PoCs is when the prospect tries to do everything themselves, without allowing you to be part of the process!
3. Measure and analyse results:
Upon completion of the PoC, it’s important to measure and analyse the results. This will help you determine whether your objectives have been met, and identify any areas for improvement. Collect quantitative data, such as performance metrics and usage statistics, as well as qualitative feedback from your customer’s team. Use this information to refine your product and PoC process for future engagements.
If we refer back to the success criteria around “value” that we defined in step 1, this is where we have the opportunity to tie the measured outcomes to those business values. Results of this nature are vital to the Account Executives when they come to close the deal.
9. Review and debrief:
Once the PoC is complete, schedule a review and debrief session with your customer’s team. This is an opportunity to discuss the results, address any concerns, and explore next steps. Be open to feedback and willing to make adjustments as needed to ensure a successful partnership moving forward.
Note that this step is critical, even if you were unsuccessful. A good Sales Engineer is always looking for feedback, and negative feedback, whether it be down to the product, the perceived value, or even your own interactions with the team, are crucial to being stronger in your next PoC.
10. Follow up:
Finally, be sure to follow up with your customer after the PoC has concluded. This is an essential part of maintaining a strong relationship and demonstrating your commitment to their success. Provide ongoing support, answer any questions they may have, and continue to showcase the value of your product or solution. By staying engaged and proactive, you can turn a successful PoC into a long-term partnership.
I was running a challenging PoC a few years with a major telco in Europe. I spent weeks on site jumping through every hoop they threw at me, and even continued to visit them on site after the Proof of Concept was officially complete. When we won the deal, they told my boss that we weren’t the best technically, but that the follow-up and ongoing relationship from me was the reason they decided to choose my firm!
Conclusion:
Managing a successful proof of concept is a critical skill for sales engineers in the technical sales industry. By following these 10 essential steps, you can demonstrate the value of your product or solution, build trust with your customers, and establish long-lasting partnerships that drive business growth. Remember to always focus on your objectives, communicate effectively with your customer’s team, and continuously refine your PoC process for even greater success in the future.
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