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If you’re looking for a way to show off the value of your product or service to potential customers, proof of concept (POC) in sales is a real-world method with tried-and-true results. Although I wasn’t well-versed in the subject going in, by talking to sales experts I discovered how POC can help you connect with customers, set yourself apart, and lock in that first sale.

Whether you’re selling a software, service, or product supply, the process is the same. Here, I’ll guide you through what the experts had to say when I asked how they demonstrate POC in sales and what they learned through trial and error.

The biggest takeaway? POC isn’t about securing a one-time sale. It’s about building trust, confidence, and ongoing relationships — and it’s a pivotal part of an overarching sales methodology.

Table of Contents

• What is proof of concept in sales?
• Importance of Sales POC
• Types of Sales POC
• How to Demonstrate Proof of Concept in Sales

What is proof of concept in sales?

Proof of concept (POC) is a way to demonstrate value in a real-world setting. But — as I found out firsthand — the term can be confusing because a POC will look very different depending on the life stage of your product or idea.

Say you’ve 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’s real-world potential and validate it for stakeholders.

In a sales context, though, POC is a demonstration of an offering’s value to potential customers in order to propel their purchase. (You might also hear the term “customer POC”).

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.

Importance of Sales POC

But how does a sales POS actually translate into a sale? It’s all about lowering risks (and anxieties) on the side of the customer.

Since buying is dependent on trust, a POC ensures that what you’re selling speaks for itself. There’s 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.

POC in sales goes further than just showcasing your product’s 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, as you move a prospect from lead to closed customer.

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Types of Sales POC

How you demonstrate POC will depend on what you’re selling, but there are two broad categories that a POC can fall into.

• Limited: This type of POC offers a test or sample version of your product or service, but limits the functionality, quantity, or engagement.

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.

• Pilot: A pilot offers a full version of your product but on a smaller scale.

For example, let’s 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’s a good fit.

While a pilot may permit greater customization, communication, and iteration, both approaches work to build credibility and trust — as well as momentum.

How to Demonstrate Proof of Concept in Sales

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?

Drawing from their success stories, here’s a list of five essential steps for an impactful POC.

1. Identify client needs.

The first step to setting up a successful POC is understanding the prospective client’s specific needs and challenges.

“Proof of concept always comes down to demonstrating value how the customer defines it,” says , head of organic growth at .

“To 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.”

“I prioritize learning their goals and pain points by asking the right questions during discovery,” adds , founder of . “Once 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.”

My key takeaways: No matter how you go about collecting information, detailing pain points at the start ensures that what you present matches what the client needs.

2. Define success metrics and show tangible results.

Once you understand the customer’s needs, the next step is to decide how a successful POC will be defined, so that you can be sure to deliver results.

“Getting input from their key people right from the start helped us define what success looked like for the POC,” , founder of , tells me.

“By 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.”

While working with a client hesitant about investing in their SEO services due to past disappointing experiences with other agencies, , managing director of , offered a focused POC that contributed to measurable sales growth.

“This success demonstrated not only the effectiveness of our methodology but also gave the client confidence in our ability to deliver on a larger scale,” says Mughal.

My key takeaways: Quantifiable solutions are an opportunity to get customers on board for the long haul.

3. Customize your POC to solve one critical problem.

Successful POC is all in the personalization. On one hand, it’s about focusing on a client’s specific needs. And on the other, it’s about tailoring your offering so it addresses only those critical needs.

, co-founder and CEO of , describes “a classic mistake” his company made during a POC.

“We tried to show them everything Apicbase could do at once,” says Jacobs. “It didn‘t land. Instead of building excitement, we overwhelmed them. What they needed was simple: proof that we could fix their most pressing problem. And that’s exactly what got lost in our over-ambitious POC.”

“Somehow, they didn‘t lose faith in us altogether,” he continues. “So, 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 … What I learned was that it’s best to start small, solve one critical problem, and let the results do the talking.”

My key takeaways: Laser focus on a crucial need can have greater impact than trying to solve all of the customer’s problems at once.

4. Communicate throughout the POC process.

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.

At , during a POC where the company advised a client to concentrate on a specific niche within their business, the importance of “focusing on strategy and timely communication” became clear, says content writer .

“By reducing the size of the POC to what was possible to control, and through constant communication, we gained credibility and verified our reputation,” summarizes Hansen.

CEO of , , agrees: “Collaboration matters. I invited constant feedback, which helped refine the direction and kept the client engaged.”

My key takeaways: Frequent check-ins are fundamental to keeping the POC process on track and establishing trusted relationships.

5. Gather feedback, assess results, and iterate.

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.

“Post-POC, we collect and act on feedback to refine both product and sales approach,” , CEO and co-founder of , tells me. “We treat POCs as part of an ongoing dialogue, not a one-off event, leading to better conversions.”

Similarly, , founder of , 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. “The feedback was immediate: they recognized the tangible benefits and approved the full project.”

“Going 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,” he says.

As Harry Morton concludes, “I treat every POC as an opportunity to learn.”

My key takeaways: While closing the sale is the principal goal, it’s 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.

Taking It into the Real World

Now that you know the inside scoop on proof of concept in sales, you’ve got a leg up on getting started yourself. And that means taking this approach into the real world. But luckily, that’s exactly what POC is all about: moving a concept off the page and proving its worth in everyday experience. By following these tips for success, you’re ready to do just that.

Free Sales Plan Template

Outline your company's sales strategy in one simple, coherent sales plan.

• Target Market
• Prospecting Strategy
• Budget
• Goals

Get Your Free Template

Download Free

All fields are required.

You're all set!

Click this link to access this resource at any time.