How will the client (including the decision maker) know the trial is a success? Map this out with the client before you begin. Don’t be afraid to ask the client questions like, “What does success look like? What do we [you and the prospect] need to accomplish with the trial before you want to move forward with us?” 6. Create Milestones For The Trial. Lay out a plan with regular milestones. Hitting milestones creates momentum and creates more proof of value. Keep them simple, such as “80% of users take training in Week 1”; “Three executive dashboards built”; or, “50 leads generated and accepted.” Don’t be afraid to update or change milestones along the way. Always have a next goal or milestone for the prospect to be working towards! 7. Enroll The Prospect (And Their Team). Just because a prospect agrees to do a free trial and makes a plan doesn’t mean they are going to follow through—especially if your contact hasn’t sold their internal people on it yet. Make sure the customer has the right expectations of how much time and effort they need to put into the trial to make it succeed. Tip: have them pre-schedule time or activities (including checkins with you) into their calendar for a few weeks in advance: “Let’s schedule this now, so that you don’t have to worry about it later.” 8. Simplify The Trial Process How can you make the trial as simple and easy as possible for the client? Do you have a step-by-step system, instructions or training for them? Don’t make them think. Paralysis comes with complexity. Make it as simple as you can for them to succeed. 9. Set Expectations Most success comes from expectations—did you over-promise and underdeliver? Or vice versa? Expectations are incredibly powerful, and can make or break trust with your prospect… and hence the sale.