Practical Sales Training™ > How To Convert > Proof Competition
What is Proof Competition
Proof Competition is a customer challenge where people use a product in real situations to achieve a practical result, with prizes awarded for the best outcomes.
As participants work to win, they naturally demonstrate that the product works, while also creating authentic content and evidence of effectiveness.
Instead of the business explaining why something works, customers show it themselves through action.
How Proof Competition works
A clear task or problem is set that the product is designed to solve. Participants use the product in their own real-world environment to complete that task in the best way they can.
Entries are submitted as photos, videos, stories, or results. These submissions act as proof that the product works in everyday situations, not controlled demos.
Winners are chosen based on quality of outcome, creativity, or impact, and are rewarded with meaningful prizes. Every entry, not just the winners, becomes usable proof and content.
How you can use Proof Competition
In marketing
Run customer challenges that encourage people to use your product publicly. The result is a stream of genuine, user generated content that shows real outcomes rather than polished claims.
In sales
Use Proof Competition as a low risk entry point. Prospects can participate before buying fully, seeing others succeed and often succeeding themselves.
In product adoption
Encourage customers to actually use the product instead of letting it sit unused. Competition increases motivation and speeds up time to value.
In community building
Create shared momentum by letting customers learn from each other’s results and approaches.
Why Proof Competition works
People trust other customers more than brands.
Seeing real use builds credibility faster than explanation.
Prizes increase participation and effort.
Customers do the proving for you.
Example
WD40 have an annual “Repair challenge” where people compete to fix things with WD40 which perfectly showcases what the product is capable of in a real world setting.
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