{
  "title": "Sales demonstrations: when does a trial count as evidence?",
  "url": "https://www.shr.swiss/blog/demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve-en",
  "language": "en",
  "datePublished": "2025-10-19",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "A successful demonstration does not necessarily settle a purchasing decision. Research on judgment invites closer attention to how its results will be interpreted.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Sion",
    "region": "Valais",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Charles G."
    },
    {
      "heading": "Examining what might contradict a judgment",
      "point": "Charles G."
    },
    {
      "heading": "The hasty conclusion",
      "point": "One might conclude that asking customers to look for counterarguments is enough to make their decisions objective."
    },
    {
      "heading": "What a demonstration cannot establish",
      "point": "These experiments concern judgment, not complex B2B purchases; they measure neither contract signing nor the value achieved after implementation."
    },
    {
      "heading": "A practical check in Sion",
      "point": "As part of SHR's « Vente à forte valeur ajoutée » programme, an exercise applicable in Sion would involve preparing a trial record with the customer that specifies the need, representative conditions, the success criterion and the result that would lead to rejecting the offer."
    }
  ],
  "sources": [
    {
      "authors": "Lepper",
      "year": "1979",
      "source": "Journal of Personality and Social Psychology"
    },
    {
      "authors": "Preston",
      "year": "1984",
      "source": "Journal of Personality and Social Psychology"
    }
  ],
  "wordCount": 459,
  "image": "https://www.shr.swiss/img/blog-Training-High-Value-Selling-Sion-demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve",
    "en": "https://www.shr.swiss/blog/demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve-en",
    "de": "https://www.shr.swiss/blog/demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve-de",
    "it": "https://www.shr.swiss/blog/demonstration-commerciale-quand-un-essai-constitue-t-il-une-preuve-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/sion",
    "city": "https://www.shr.swiss/formations-ville/sion",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}