CPQ in practice: One company - four sales channels
Aqua specializes in high-quality pool and spa solutions - individually configurable and extremely modular. However, with a growing product range and increasing demand in both the private and project business, conventional sales processes soon reached their limits. Coordination across four different sales channels was particularly challenging.
The biggest challenges at a glance:
- Inconsistent offer quality
- No central control of prices and discounts
- High susceptibility to errors in offers
- Numerous queries from retailers
With the introduction of a CPQ system (Configure, Price, Quote), Aqua has centralized and standardized the quotation processes - based on a uniform product logic. Let's now take a closer look at the four sales channels:
1. B2C webshop
From a consulting marathon to an immediate solution.
In the past: In the past, comprehensive consultation was required for the individual planning of a pool. Sketches and offers were sent back and forth by email, queries delayed the process - and it often took several days before the final calculation was made.
Today: End customers visit the web store and configure their desired solution directly online - from the pool size and shape to the position of jets and lighting, water treatment and the right accessories. Everything is visualized in an interactive 3D configurator. The costs are calculated in real time and a complete quote, including technical data, is available after just a few clicks. The best thing about it: customers do everything themselves - without any contact with the sales team.
2. Direct sales via sales force
From a stack of paper to a quote at the touch of a button.
In the past: Field service appointments were characterized by paperwork and coordination efforts. Each employee worked with their own Excel spreadsheets and price lists - often outdated and inconsistent. As there was often a lack of detailed knowledge, the technology first had to be integrated before an offer could be made.
Today: The sales department uses the same configurator as the end customers in the web store - but with extended functions. These include individual discounts and the automatic creation of parts lists and dimensional drawings that can be transferred directly to production. Technical documents that were previously created manually are now created at the touch of a button.
3. B2B webshop
From the individual inquiry process to seamless project management.
In the past: Commercial partners - such as architectural firms or landscapers - had to submit individual inquiries for each new project. Sketches, calculations and technical details were coordinated manually - a time-consuming process that often led to queries and customer rejection.
Today: Business customers configure their solutions themselves via the B2B portal - around the clock and with full cost transparency. Projects can be saved, updated and transferred directly to planning tools. Dimensional drawings and data sheets are available immediately, and even complex requirements can be mapped without sales support.
4. Distributors
Strengthen distributors digitally.
In the past: Aqua worked with over 100 specialist distributors. However, many partners lacked the necessary detailed knowledge of products and technical options. This led to a high number of queries to the internal sales team - an enormous effort given the large number of dealers.
Today: On request, distributors can receive their own white label version of the configurator - fully customized, with their own logo, matching colour scheme and in the desired language. They can access up-to-date product data at any time and benefit in particular from extended functions for the targeted control of individual discounts and customer-specific prices.
Conclusion: One configuration, four channels - maximum efficiency
With CPQ, the company has created a scalable sales platform that takes the quotation process to a new level - for end customers, business partners, sales representatives and dealers.
All the advantages - at a glance:
- Consistent product & offer quality across all sales channels
- Central price and discount control
- Reduction of errors and queries
- Seamless integration into the system landscape - no duplicate data maintenance
- Quotes in minutes instead of days
- Parts lists, drawings at the touch of a button
- Manage variant diversity with ease
The key: everyone uses the same product logic and database and still benefits from optimized processes for each individual channel. This is how modern omni-channel sales work.