A proof of concept is a limited, time-boxed engagement that demonstrates your solution works for the buyer's specific situation before they fully commit. It reduces the buyer's perceived risk by replacing claims with evidence, and it is common in higher-value or higher-risk purchases.

A proof of concept can be the thing that unlocks a cautious buyer, by letting them see results before committing fully. It can also be a trap, becoming free work that never converts. The discipline is defining success criteria and a decision up front: if the POC hits the mark, the deal proceeds. Without that, a POC is just unpaid delivery with no close attached.

Example:

A focused, time-boxed pilot with a clear success measure and an agreed decision at the end proves value and leads to a deal. An open-ended one becomes free work.

When does a proof of concept make sense?

For higher-value or higher-risk purchases where a buyer needs evidence it works for their situation before committing fully.

How do you keep a POC from becoming free work?

Define success criteria and an agreed decision up front, so a successful POC converts to a deal rather than continuing indefinitely.