From a non-technical side, a network admin may notice issues on his network. This could be his own logic, user complaints about speed, monitoring tools or other sources - but he'll know something is wrong and may have an idea of what it could be. Most system admins have heard of WAN optmization and may contact the 2 or 3 of the larger vendors to see what can be offered.
I see what you are saying here and yes they might know where the problem is but most of the time he cannot pin point the problem. He/end users might be saying that the application is slow and then the techie assumes that it is the line or the server. In actual fact it could be the code that is defective and instead of doing a specific search on a database the developer might have screwed up a bit and put a value of search the whole database?
Each vendor contacted comes in and install 2 or 3 units at the sites chosen for a period of 2 weeks - at no charge. During this time the system admin can run a variety of his own tests and reports to get an idea of if something is happening. He can chat to users and get experience, send large files to other branches and pretty much anything he wants in that time. At the end of it, he also gets a pretty looking report with everything that happened during the POC - what was/wasn't optimized, dates/times, peaks, types, percentages etc
Once again the customer chooses the sites that must be installed on and not you. How do you know that the client knows where the problem is? Wont it be a lot easier for you to actually tell the customer where to install the devices to get the best result out of the POC and ultimately show the customer the best ROI possible?
A key thing that you mention here is
He can chat to users and get experience
We have seen multiple times over where the network is improved and then the users start complaining about the speed again but in actual fact the speed is still the same when they stopped complaining, they have just gotten used to the speed now....

This we will be able to show you how because we look at the actual traffic traversing the network and not synthetic data. We also look at the actual transactions and do DPI on most of the protocols to give you a deeper insight into the problems.
Also with our products we can help prove that your Optimisation is actually working because we do the baseline before, during and then after the POC and just show how mush value this tool can be for the customer.
We have done this for one of our customer's where they were running a POC on the big 3 and ultimately we showed which kit was the best for the organisation. Although everybody had their own pretty reports the customer could make a very easy decision based on what we gave him. FYI Riverbed won at this customer.
He compares all three of the big guys and - armed with pricing - can decide which works for him on his own network. If we're not selected - no harm done
In most our POCs, we're up against the competition and in 7/10 cases we're selected for the installation. A quick Google or check of the Gartner report will confirm our position in the market and performance ... and optimization of 40-60% isn't uncommon. We've done installs and due to deferring of a line upgrade, ROI was just under 12 months.
We can discuss Gartner in dept but the forum might crash from the big post....
We obviously don't win every deal as there are other factors (ie price charged, budget available) and sometimes the traffic just isn't there. The optimization - even if it is there - may not be sufficient to warrant the extra expense of adding devices.
That is why you need our tools to see if optimisation will work in the first place.

Or where the money can be spent to have the best return for business.
This is not an attack on you Dolby or Riverbed. I am just bringing out the points that people does not think about. Like I said we work in conjunction with most of the optimisation guys so we can give the customer the best reports for his business decisions and if IT is improved, how it can also improve the business.
This tool also brings all the Silo's of business together, i.e. Networks (LAN,WAN), APP/Developers, CIO/CTO and business delivery.
So if anybody would like some more information on how we can improve your IT and ultimately make your business more money give me a shout.