The word ‘testing’ has a negative connotation.

“Will I pass?”
“Who is grading me?”
“What if I fail?”

It also sounds like a lot of work.

Luckily in this case, what we are testing are the assumptions we all make in our sales and marketing funnel. Too often, without the rigor of testing, design and implementation falls to things like, “that’s the way we’ve always done it”.

“that’s what the ceo wants”, and
“that’s what everyone in our industry does”

Testing gives you a chance to prove out your theories in the only “court” that matters. The court of prospective client opinion.
Did this result in more or less sales?