Your pilots are going well. Users are getting value. Usage is increasing. So why aren't customers buying? Or buying still is painful?
Rob unpacks a common startup assumption: if a pilot succeeds, the customer will buy. He explains why pilots, demos, procurement reviews, and other parts of the sales process never cause a purchase. Instead, they can only prevent one.
Understanding that distinction helps founders design shorter sales cycles, avoid endless pilots, and focus on the factors that actually drive buying decisions.
Post: Pilots, POCs, and Trials
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