I often read marketing copy for Configure, Price, and Quote (CPQ) solutions that summarizes the many benefits that they can bring to an organization. I'll generally read something like "Sell Faster", "Eliminate Errors", "Close Deals Quickly" or "Improve Margins."
We're guilty of it too - if you visit our website the headline reads, "Sell More, Sell Faster with a Configure Price & Quote system." I wrote that copy and agonized for days over how best to encapsulate the value of CPQ in a short, snappy phrase. It was a really difficult task because CPQ can benefit each organization in such a wide variety of very ways. But it got me thinking – I want to give those many benefits of CPQ more thought than my (admittedly catchy) headline. So, over the coming months, I'll continue to explore one positive attribute of CPQ at a time in a little more depth.
First, let's take a look at one of the most frequently heard benefits that customers gain from implementing CPQ.
For anyone in charge of generating revenue, the idea that you can speed up your selling cycles is exactly what you want to hear. If you can deliver the same revenue in less time, it frees up your salespeople to focus on the next big deal. So how exactly can CPQ enable this?
In my experience, there are two main ways that CPQ can provide measurable improvements in the speed of the selling cycle.
1. Reduce Wasted Time
When your salespeople do any deal with a customer, there's a mixture of value adding time (generally time spent exploring the customer's issues or proposing and demonstrating solutions), and the necessary evil of the administration of a deal. CPQ solutions can never fully replace the interaction and understanding between a professional salesperson and their client. However, they can drastically reduce the time spent on administration between meetings and calls. They are able to do this by:
If the CPQ system is utilized to its full potential, your salespeople can minimize the time they waste on internal processes and shorten the elements in direct control of the critical path of the deal.
2. Build Momentum
Of course, your customer has their own buying process and may have several steps to go through. Your deal is not the only thing on their to-do list. One of the biggest reasons a deal slows down is a lack of momentum. If you take too long to respond when a prospect requests a quote, or asks for information, then their attention can easily go elsewhere. Other tasks may seem more achievable and can take precedence. By the time they’re ready to focus on your proposal once more, the benefits that seemed so real to them in your meeting may have lost their impact and the way that your product or service solves their pain may seem less clear.
In the worst cases, the prospect’s situation changes - think about the number of paradigm-shifting world events that have happened in the last year alone! These events impact businesses and their planning, and what your customers can and can’t spend on. Introducing delays can leave the door open to more nimble competitors to turn your prospect's head.
So, whether it's simply a reduction in the 'dead time' of your own tasks to prepare a deal, or, whether it's about keeping the energy of your deal flowing in your clients’ eyes, a well-implemented CPQ solution can absolutely help your small-to-medium business (SMB) "Sell Faster."
There will be more focused explanations of CPQ benefits over the coming months. If there's any benefit you'd like us to focus on please let us know in the comments, or email me and we'll give it priority.
* Originally published on walpolepartnership.com.