Wasted trials that you’ve been granted(*)

Trials are often necessary (although not always – see later **). When they are necessary, they are often resource hungry for both the vendor and the prospect. Yet, astonishingly, all too frequently both the vendor and the prospect will jump in without

* clearly defining the process

* agreeing who is responsible for what

* deciding what constitutes success.

And on top of that, companies will go ahead without even getting executive commitment that this is worth the effort.

The result is inevitable.

* Trials which drift and provide no definitive results for the prospect.

* Trials which show good results, but take an unnecessary time to get there.

* And worst of all, trials which complete with decent results and the prospect doesn’t move ahead.

What is particularly surprising is that vendors and buyers which invest their resources very carefully, defining requirements and expected results in every other area, do not apply the same to trials.

I recommend applying following criteria before investing any time in a trial.

* You have spoken to an Economic Buyer who has confirmed that the business case for this product makes sense and if the trial is successful they will move towards a commercial relationship.

* You’ve agreed with that Economic Buyer and with those who will be involved in the trial what success looks like. Ideally, hard numbers, if necessary something slightly more judgement related, but be absolutely clear.

* You have commitment from both sides to invest the correct resources to make this trial successful.

If your contacts tell you that they need to do the trial to show value before engaging with the Economic Buyer, alarm bells should be ringing.

If you cannot agree what success looks like – and that you’re confident you can deliver that success – there is absolutely no point in proceeding.

If nobody will commit to provide the correct resources throughout the process, run for the hills.

* Did you recognise the pop reference?

** Many businesses fall into the process of doing trials. There are plenty of businesses where they are not necessary. Instead, agree what good looks like, provide good references from other customers, roll out live, and have clear success criteria which allow the client to step out of the contract if you fail to deliver. That way, both the buyer and the vendor will be much more committed to success.