Using Proof of Value (PoV) to Win Big Enterprise Deals

Discover a powerful technique to skyrocket your Big Deal and Enterprise Sales by mastering the art of running a successful Proof of Value.

Three crucial B2B buying criteria are

1. Show me it is working

2. Tell me who else is using it and

3. What is the ROI?

In fact, studies show that 63% of buyers expect companies to provide detailed proof of ROI before making a purchasing decision (DemandGen Report).

A well-structured Proof of Value (PoV) helps showcase your solution's unique strengths and validates its long term benefits for your customer's business.

Let’s explore how PoV works, its benefits and actionable tips for implementing it successfully in your sales process.

tune in to our "POV Deep Dive" Podcast

What is Proof of Value?

Proof of Value is a structured, evidence-based demonstration of the tangible benefits of your solution, partially deployed into the customer's environment.

It highlights ROI, usability and overall impact within a buyer’s context. Think of it as a mini-experiment: you’re selling an idea and proving the investment with quantifiable results.

Understanding Proof of Value: The Key to Customer Trust

Proof of Value (PoV) is a pragmatic approach where businesses demonstrate the tangible benefits and effectiveness of their solutions to potential customers.

Complementing traditional sales tactics that rely heavily on promises and theoretical benefits, PoVs provide concrete evidence that the solution works as claimed for the specific customer use case.

This evidence can take various forms, such as pilot implementation (desktop and live), demonstrations, testimonials, site visits, case studies and data mining for performance metrics.

Establishing a PoV builds confidence and trust. When prospects see real-world examples of how your solution successfully addresses similar challenges and when they see it operating in their own business, their confidence in your offering dramatically increases.

This trust is foundational for converting leads into loyal customers, as it mitigates the implementation risks associated with buying and implementing a new solution.

What is the Difference Between a PoC and a PoV?

While Proof of Concept (PoC) is all about testing and ultimately proving the feasibility of a solution, a Proof of Value (PoV) focuses on measuring the business benefits of the solution.

PoC shows whether the solution works; PoV shows why it matters.

This shift makes PoV essential for decision-makers who want ROI proof rather than just functionality.

What Are the Benefits of Running a PoV?

• Accelerates Decision-Making: PoV provides clear, data-driven results that help stakeholders make informed choices quickly.
• Builds Trust and Credibility: A successful PoV shows your commitment and capability, enhancing buyer confidence.
• Increases Conversion Rates: Clients are more likely to commit once they see clear evidence of value.
• Aligns Expectations: A PoV aligns you and the client on achievable outcomes, paving the way for long-term success.
  
  

Steps to Implementing Proof of Value in Your Sales Strategy

Here are the five steps to using a PoV in your sales motion:

1. Identify Key Metrics: Determine the specific metrics that will most effectively demonstrate the value of your solution. These could include cost savings, simplification of process, efficiency improvements, revenue growth, or increased customer satisfaction scores.

2. Develop Case Studies: Create detailed case studies that highlight successful implementations of your solution. Include qualitative and quantitative data to view your customers' benefits comprehensively.

3. Offer to run PoV: Provide potential customers with the opportunity to trial your solution on a small well-defined scale. This allows them to see firsthand how it can address their unique challenges and deliver measurable results.  It's important to ring-fence the PoV to only a handful of key metrics - ideally one key metric.  PoVs that are not well-defined and project-managed can result in a lost sale so it pays to plan and execute with precision.

4. Gather Testimonials: Collect and share testimonials from satisfied customers. These endorsements can be powerful tools for building credibility and persuading prospects of your solution's value.

5. Utilise Data and Analytics: Leverage data analytics to track and present your solution's performance. Visual representations of success metrics can make a compelling case.

What Are the Top PoV Best Practices?

• Start with a well-defined PoV plan: Define specific deliverables, timeframe, goals, measures of success and expected next-step outcomes to ensure PoV success.
• Collaborate Closely with the Decision-Making Unit (DMU): Involve all your customer stakeholders from the start and use the PoV to meet the relevant DMU buyers and understand their buying criteria, preferences and political alignment.
• Use Relevant Metrics: While your solution can likely deliver a wide range of benefits, limiting the PoV scope to one or two key metrics helps keep the scope, time, and costs within the customer's budgets.
• Set a Timeline: Establishing clear timelines for milestones keeps the PoV efficient and aligned with buyer expectations.

How to Measure Value from a PoV

Value in PoV is measurable through agreed metrics and Key Performance Indicators (KPIs). Examples include;

• cost reduction
• time savings
• productivity improvements 
• customer satisfaction rates

Measure these metrics against your baseline to demonstrate a tangible difference. Use both quantitative data, like financial metrics and qualitative feedback, like employee testimonials to paint a comprehensive picture of the value delivered.

How to Prepare Before Offering a PoV

Preparation for a PoV involves several steps:

• Understand the Customer’s Needs: Meet with your customer to clarify pain points and define objectives.  A PoV will not be suitable for all sales and it should be reserved as the indicator of a significant shift or breakthrough in the sale process/
• Customise the Experience: Tailor the implementation and set up process for PoV to showcase relevant capability for the customer’s specific challenges.
• Organise Resources: Ensure that all necessary resources, tools, and support staff are ready to execute the PoV smoothly.

How to Get Your Buyer Aligned in Advance of the PoV

To secure alignment, have an open discussion with the buyer about what success looks like for them. Communicate your goals, establish mutual objectives and clarify each step of the process.  The best practice is to charge for the PoV, define the price, timeframe and next steps in the sales cycle.

By setting a shared vision of success, you ensure a collaborative POV in which both sides understand their roles and expected outcomes and you have visibility into the deal's closing and negotiation steps.

In many cases, getting the PoV approved will mimic the actual sales process and give you a chance to meet key stakeholders.

How to Ensure your PoV is Successful

Success in PoV depends on collaboration, continuous feedback and a shared understanding of what success looks like and the next steps.

Conduct regular stand-ups with your customer to promptly address concerns and adjust the PoV as needed.

Keep communication open, document progress and be ready to showcase incremental wins.

This transparency not only builds trust but also allows for real-time adjustments that ensure the PoV stays on track.

Common Pitfalls and How to Avoid Them

One common pitfall is failing to be explicit about what a successful PoV looks like for each customer.

It's essential to tailor your PoV outcomes to address the unique challenges faced by each potential customer. Generic case studies or metrics may not resonate as strongly as those that directly relate to their situation.

Another mistake is overloading prospects with too much information. While it's important to provide comprehensive evidence, overwhelming them with data can be counterproductive.

Focus on the most compelling and relevant points to keep your message clear and impactful.

Additionally, neglecting to follow up after providing a PoV can diminish its effectiveness. Ensure that you maintain communication with the prospect, address any questions or concerns they may have and reinforce the demonstrated value throughout the sales process.

Measuring the Impact of Proof of Value on Sales Performance

To gauge the effectiveness of your PoV strategy, track key performance indicators (KPIs) such as conversion rates, sales cycle length and customer acquisition costs.

An increase in conversion rates and a reduction in sales cycle length are strong indicators that your PoV efforts are resonating with prospects.

Customer feedback is another valuable metric. Conduct surveys or solicit testimonials to understand how the PoV influenced their decision-making process. This feedback can provide insights into areas for improvement and help refine your approach.

Additionally, analyse the performance of different PoV elements, such as case studies, pilot programs and testimonials to determine which are most effective in driving sales. Use this data to optimise your strategy and focus on the tactics that yield the highest returns.

Getting a Contract Signed After a PoV

The ultimate goal is to transition from PoV to a signed contract and this path should be established as part of the PoV scope.

Presenting the results and focusing on how you met the key metric should trigger a redefined set of actions, meetings and documentation.

Address any final concerns and outline the next steps for implementation. A well-prepared presentation, coupled with the PoV’s evidence of value, increases the likelihood of securing the sale.

Real-World Examples of Proof of Value in Action

We use PoVs as part of our sales process, especially for our larger Enterprise customers.

An example is our customer, Hunter Apparel Solutions.  We implemented a PoV to demonstrate how Service Hub's Help Desk and Ticketing function would reduce Customer Service ticket resolution time and improve service. 

Here's our case study on how successful it was.

Conclusion

Proof of Value (PoV) is a confident and powerful closing mechanism for B2B sales teams. 

In the hands of a skilled salesperson, a POV can be used to navigate the customer's decision-making unit (DMU), discover the formal and informal decision criteria and qualify the politics to win the deal.

A PoV showcases your product’s potential to stakeholders, accelerates the decision-making process and sets a foundation for a strong client relationship. By understanding the value of PoV and using it strategically, you’re not just selling a solution—you’re providing undeniable proof that it’s the right choice.

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