I was with a vendor the other day that said he needed a “demonstration of intent” to take to his management before he was able to engage with us.
The “demonstration of intent” is that in-advance commitment vendors like to have before they commit resources to any prospective project at a customer. It comprises, usually, a small amount of money up front (“to meet costs”), or a letter that indicates that upon successful conclusion of what-ever-it-is, there will be a deal on the table.
The thing about such requests is that they often come in advance of any proof of tangible value. A presentation or case study is not such a demonstration.
My answer to these requests, usually, is “we don't pay for pre-sales”. And why should we? The burden for demonstrating value – in our specific context – must necessarily be elsewhere. We don't have the bandwidth, anyway, for speculative investigations of things that might be useful.
I think it important, at this point, to characterise a definition of pre-sales. It's any situation in which the primary objective is to demonstrate to us there is value that ought be pursued. When someone proposes, for example, a new way of using data that will enhance revenue or cut costs, proving those claims is just a cost of doing business. Of course, any kind of proof that relates specifically to us is going to cost money. It'll cost us too: we have to invest time and other resources to help.
So don't be asking for money to “meet costs”, because it is likely that we'll ask for money to meet ours.
Some people, of course, will argue that this kind of thinking means that smaller companies (who simply don't have the money to invest without commitment) are locked out of deals with a larger organisation. That probably true, and its too bad. Its why smaller organisations tend to have smaller clients to start with: the costs of getting in the door rapidly accelerate the bigger the potential customer.
By the way, I also raise an eyebrow when the term “proof of concept” comes up, which is another way of saying pre-sales.
A pilot, on the other hand, is something quite different. The purpose of a pilot is to let us see how a particular new thing will work in our specific context. It teaches us the lessons we need to operate it successfully if it goes ahead. And it lets us uncover any technical or procedural bugs we'd need to address during a ramp-up.
A pilot is not about proving value. It is about demonstrating that operationally we can do whatever-it-is.
Functionally speaking, a pilot is pretty much a full implementation of the new thing. We like to make sure that our partners (which is what a vendor would be, if we are actually going to do a pilot) are in a situation where they, too, are getting something from the arrangement at this point. Though it might not always be money.
I have one further point to make on this subject. And that's about the amount of investment vendors have to stump up to introduce us to something new.
We, like every other business, have budgets we must adhere to. Most of the time, they are decided far in advance. And usually, there is no fat in them at all. We are asked, year on year to find cost savings, in fact. We make our investment decision based on the value and capabilities we have now, or know about about at budget time.
So when someone shows up with something unique, there is often a scramble to make anything happen. Sometimes we actually can't make anything happen. I often wonder, when I sit across the table from a potential partner whether they realise this, or think we're playing a negotiation game.
I can assure you we're not.
Its necessary to be candid about these things. And for vendors to recognise that the price of getting something into a large customer is directly proportional to how quickly they want it to happen. A sales cycle of a year or more (which fits in nicely with our budgetary cycle) can be circumvented, but only where practically everything gets paid for up front.
Here is the key thing from our point of view: if we try to slot something into a programme out-of-cycle, it means we'll have to cut something else. Presumably, since it got into the budget in the first place, it was quite important.
It is a brave person that deprioritises something everyone has agreed is essential in favour of something that practically no-one knows about, or is new or especially novel.
Here is another term I sometimes hear from vendors: “we will do something but you need to have skin in the game”. Since when did investing our time and resources in working with you not become skin the game? We have skin in the game from the first meeting.
So let me close with a summary that might be helpful. We'll talk to anyone that can help us build our business. But be ready to prove you can do so. And recognise that any new thing we do will likely require us to negotiate a compromise somewhere else.

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