In the first article of this series, I discussed the importance of the proof of concept in the sales process. The first three steps were all about defining a standard proof of concept offering. In this article, you will learn how to set yourself up to succeed with the customer. It sounds simple, but a lot of people overlook this task. These steps are all fairly straight forward and should be able to be accomplished over the phone.
Step 4: Identify Unique Customer Challenges
Before a proof of concept, you have probably given someone at the customer site a demonstration. But demonstrations are usually brief and customers do not always fully understand your technology yet. So, in this step, you want to work with your customer to identify any misconceptions they have about your solution and goals they need to accomplish that are outside of your standard proof of concept.
Step 5: Properly Set Expectations
Setting expectations is an important step with a proof of concept. Whether or not you had a successful proof of concept is often subject to the customer’s perception of whether or not you succeeded. Clearly outline for them your standard process and how you plan to address their unique customer challenges.
A lot of people feel like they can never say no to a customer. This sets a tone in the customer relationship making you completely reactionary. A lot of companies will view this as a sign of hunger and desperation. This
sentiment can even carry forward into your contract negotiations and seldom works in your favor.
To avoid this, I have always assumed the role of a teacher. I never start by asking what they want to see. I always start by first explaining to them what they need to see and how they can get the most out of their proof of concept. Then, I start the conversation by asking them if there are any elements I failed to address or concerns they need me to address. Usually, there are only a few small things to add.
Step 6: Understand the Customer’s Environment
In Step 2, you figured out what hardware, software and networking components you will require to successfully implement your proof of concept. So, you need to demonstrate to the customer how you are going to use or replicate these components in your proof of concept. Get all the details you can. Do not assume they are using standard components. You need as much background information you can obtain in order to ensure you know how to work with these components before you go onsite.
Most people forget that the customer’s environment is more than software and servers. It is also people. Proof of concepts are often done while working with business owners. But in order to access infrastructure components like Active Directory, DNS, DHCP, a firewall, or obtaining a server, the business owner needs to work with other teams in the company. You need to identify who you will need to work with and who needs to be present when you arrive onsite to install the proof of concept.
Step 7: Prepare for your Onsite Visit
Now you set a date. Besides buying plane tickets and making hotel reservations, to implement a successful proof of concept, you need to make sure you have some additional resources in your back pocket. For example, you want to make sure you have not one, but two copies of each piece of software you will require. Pack a 1Gb USB thumb drive just in case you need to transfer files from one machine to another. And finally, line up an expert troubleshooter at the home office who you can call in the event something does not go as planned.
Step 8: The Preparatory Phone Call
Before you get on a plane to visit your customer, you want to schedule a call with your customer. The goal is to simply determine if the customer has everything in place that they promised. Is the hardware you asked for ready? Are all the people you require to perform your installation going to be available? If everything is not in place, then you can judge if you can still get on the plane and make it work or if you need to reschedule.
A lot of times, a customer will promise a 3Ghz processor in a computer. But when you show up, you learned in got taken for another project. But they have machine with a 1.5Ghz processor that should do fine. In this case, your solution might work, but it probably is not going to give a stellar performance. If they are going to change the rules, then make sure you are properly resetting their expectations. They can either get the hardware previously agreed upon or performance is not going to be part of the success criteria for the proof of concept. I have still managed to have successful proofs of concepts installed on inferior equipment by resetting customer expectations. But, you must decide if you are comfortable proceeding with this option.
Assuming everything is in place, you are going to get on the plane. When you get there, you are going to want to make your solution shine in front of the customer and come back with a raving review. The next article in this series will focus on putting on a show in such a way that it will drive the customer closer to a sale.
12 Steps to a Successful Proof of Concept - Part 2 - To learn more about this author, visit Andy Piper's Website.
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Andy Piper
(Visit Andy's Website)
Andy Piper is the author of Enterprise
Readiness 101 and the founder of www.
enterprise-readiness.com. For over
ten years, he has worked with enterprise
companies. He has developed applications
and implemented solutions as a systems
engineer. He spent several years at
Microsoft as a sales engineer and is
credited for helping redefine the
Citrix/Microsoft relationship. Since
2004, Andy has been a product manager for
different start up organizations such as
Ardence and most recently Casenet.
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