Mastering the POC: The Secret Sauce to Winning Deals

How to Run a Successful POC: Lessons from the Trenches

Running a Proof of Concept (POC) can feel like a high-stakes game of chess—one wrong move, and the entire board shifts. But with the right approach, you can set yourself up for a winning endgame. Here are some strategies I've learned from years in the field (and a few battle scars along the way) to help you run a POC that seals the deal.

1. SEs: The Unsung Heroes of the Sales World

Let’s start by giving a shoutout to Sales Engineers (SEs). These folks are like the Swiss Army knives of the sales process—multi-talented, indispensable, and sometimes taken for granted. A good SE doesn't just explain the product; they connect it to the customer’s problems in a way that feels like a revelation.

I remember one time when our SE, managed to explain our product's value so clearly that the customer’s CIO asked if he could hire him on the spot. He politely declined, of course, but the point was made—having an SE who understands both the technology and the business impact is a game changer.

2. Discovery Is Your Best Friend

Before you even think about running a POC, you need to do your homework. And by homework, I mean thorough discovery. This isn’t just about asking a few questions and nodding thoughtfully—it’s about digging deep into the customer’s needs, challenges, and objectives.

Skipping this step is like baking a cake without checking if you have all the ingredients. Sure, you might get something edible, but it probably won't be what anyone was hoping for. Proper discovery ensures you’re not just presenting a product—you’re presenting a solution tailored to the customer's specific needs.

3. The Danger of the ‘Dash to Demo’

It’s easy to fall into the trap of thinking that the sooner you demo the product, the better. I call this the “dash to demo,” and it’s a recipe for disaster. Sure, demos are exciting—they’re flashy, show off your product, and can impress a room full of executives. But if you do a demo before you truly understand what the customer is looking for, you might as well be throwing darts blindfolded.

Imagine taking a new car for a test drive, but instead of showing you how the brakes work or how fast it can accelerate, the salesperson spends an hour demonstrating the cup holders. That’s what a poorly timed demo feels like to a customer. Take the time to understand what they really care about, and tailor your demo to hit those points.

4. The Power of Pain and Gain

In the world of sales, we talk a lot about pain—specifically, the customer’s pain points. And while it’s true that solving a problem is a great way to win a deal, don’t overlook the importance of showing potential gains. What will the customer achieve if they choose your solution? How will their life improve?

I once worked with a customer who was struggling with data security issues. We spent a lot of time focusing on how our product could solve their immediate problems. But what really sealed the deal was when we showed them how our solution could help them expand into new markets with confidence. That vision of future success was the clincher.

5. Collaboration Is Key

The best sales processes are a team effort. The relationship between the Account Executive (AE) and the SE should be like a well-choreographed dance. Each person has their role to play, and when they work in sync, it’s a thing of beauty.

I’ve seen what happens when this collaboration doesn’t exist—like the time an AE went off script and promised a feature that didn’t exist. The SE had to jump in and do some serious damage control. On the flip side, when AEs and SEs are in sync, the customer sees a united front, and that builds confidence.

Actionable Tips for Sales Managers, Sales Reps, and SEs

For Sales Managers:

• Promote SE and AE Partnership: Encourage a strong, collaborative relationship between SEs and AEs. It’s like peanut butter and jelly—good separately, but unbeatable together.
• Qualify Ruthlessly: Ensure that only well-qualified opportunities make it to the POC stage. A focused POC is a successful POC.
• Invest in Training: Regularly upskill your SEs in both technical knowledge and business acumen.

For Sales Reps:

• Slow Down the Dash to Demo: Take the time to really understand what the customer needs before showing off your product.
• Use Your SE Wisely: Don’t just throw your SE into the fire—work with them to craft a strategy that will resonate with the customer.
• Be Present: During the POC, don’t zone out. Stay engaged and be ready to jump in when needed.

For Sales Engineers:

• Tell Stories: Make your demos relatable by turning features into stories that connect with the customer’s needs.
• Focus on Business Impact: Always link your technical solutions back to the business benefits they provide.
• Stay Curious: Keep asking questions, even after the POC ends. Staying involved can lead to more opportunities down the line.