June 21 2018

Create a superior customer experience with smarter CPQ

How do you create a great customer experience? Well, it all starts with the buying situation and how you actually sell your products. Let's look at an example many of us are probably familiar with: buying a TV.

Do you remember when a TV was just that? Something you turned on and then watched whatever happened to be on right then? I guess you have not missed out on how TVs have gone from something your grandmother could use to a complicated gadget that offers you much more than mindless zapping.

The Smart TVs of today have a great number of settings, Internet connection, its own app marketplace and if you read the manual thoroughly, can probably microwave your popcorn in time for your Friday night movie. In addition to everything your new TV can do, it must also comply with your sound system, your iPad, and that new gadget you will be purchasing next year even though you don't know you need it yet.

What signifies a great sales rep?

Buying a complicated product like a modern TV demands a great sales rep. You should not only get the TV you want today but the one you will be grateful you purchased tomorrow. Imagine, for example, if the last TV you bought would not have had HDMI. A sales rep that failed to offer you HDMI would have provided a bad customer experience, causing you major problems in the future while also losing your trust. By your next tech purchase, you would simply go to someone else.

Any great sales rep should start out by gathering information about your needs, your current home entertainment setup as well as what you may need tomorrow.

Imagine these two sales reps and their sets of questions:


  • What kind of shows and movies do you watch on your TV today?
  • Do you enjoy the act of setting up your home entertainment system?
  • What do you watch on your smart phone?
  • Do your kids play a lot of video games on your TV?
  • Do you need to have full integration between your gadgets in your home?


  • Do you need xVid.34?
  • Is your home entertainment system NICAM-compatible?
  • Do you need support for Netflix?
  • Do you want a 42” TV?

Case in point: How to sell with your customer in mind

If you would talk to Tom in the store I can imagine you would get frustrated and perhaps feel a bit stupid for not knowing what xVid.34 or NICAM is. You may have known you wanted easy access to Netflix, but since you didn't understand Tom's techy questions, here you are without easy Netflix access. What Tom focused on were product features and how he could match them to you, rather than focusing on how he best could make you a happy customer.

Sally, on the other hand, is smarter. She based her questions on your needs (current and future) and deducts the clues given from your answers down to the technical specifications you will
actually need.

If you watch a lot of YouTube-clips on your iPhone and don’t like to play around with settings, Sally knows to offer you the easy-to-use TV with AirPlay, enabling seamless streaming between your iPhone and TV. From this, she also knows you need an AppleTV-module. Additionally, she knows your TV should definitely be xVid.34-compatible since you, most likely, will connect the next generation
X-Box your kids will crave when it arrives.

Basically, Sally makes a selection based on your needs and creates an optimized offer for you. If you are interested in knowing why you should choose xVid.34 compatibility, she will explain it to you. If you still do not want that feature, she will tell you what you will miss out on.

Time to ”Sallify" your sales system

Now, is this the customer experience you offer when your customers look into purchasing your product online or through your sales tool? Do you have a Sally-system or a Tom-system?


Configure Price Quote solution is a sales configurator that can help you ask the questions that your customers can actually answer and translate that into a product configuration that you can produce. Using smart configuration you can build the knowledge into your system and make the purchasing process easier for your customers.

In other words, a Configure Price Quote solution is a Sally in the world of Tom configurators.


If you want to sell smarter, see how you can reduce your sales cost by 60% here. 

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