3D printing and CPQ: the perfect combination for effective sales processes

How can 3D printing and CPQ systems increase your sales figures and customer loyalty?

In a time when adapting to individual customer needs is becoming increasingly important, companies are seeking innovative ways to optimize their sales processes and simplify customer decisions. One key solution could be the integration of Additive Manufacturing, better known as 3D printing, and CPQ systems (Configure, Price, Quote) into the sales process.

Our research has shown how 3D printing and CPQ systems can improve sales processes for mass-customization products. The results were presented at the CARV-MCPC Conference in Bologna and have provided many exciting insights.

The challenge of presenting customized industrial products

In recent years, the ability to create customized products has increased significantly. This allows for better adaptation of mass-customization products to specific use cases. However, as individuality increases, so do production times and costs, which can complicate the sales process. Customers are often overwhelmed by the variety of configuration options and delay their purchasing decisions for fear of making the wrong choice. Moreover, the complexity of the configurations makes it difficult to visualize the products, making the demonstration even more challenging and expensive.

A solution? Additive Manufacturing, or 3D printing, combined with a CPQ system.

The experiment - the synergy of 3D printing and CPQ during the sales process

To investigate the impact on potential customers, an experiment was conducted. Three participant groups were studied: One group received a 3D model for visualization during configuration with the help of a CPQ system, a second group received a 3D model after completing the configuration, and the third group received no model.

The central question was how strongly a customized 3D model, based on the CPQ configuration, influences the purchasing decision and at which phase of the sales process it is most effective.

The results – is integrating 3D printing and CPQ in the sales process worth it?

The results were clear: The group that received a 3D model for visualization during the configuration using the CPQ system showed the highest confidence in their decisions. The model helped customers make more targeted and confident choices regarding model type, color, or design. Additionally, the 3D model increased customers' anticipation of the final product and strengthened their emotional attachment. As a result, doubts about their decision were significantly reduced.

Furthermore, it was shown that the CPQ system significantly reduced the complexity of the configuration process and accelerated the creation of offers. Customers were able to obtain offers faster and more confidently, and adjust their configurations accordingly.

The combination of 3D printing and CPQ systems had a positive impact on all phases of the sales process. During configuration, it provided both functional and emotional benefits, and even in the post-purchase phase, it improved the customer experience. Dealers rated the emotional impact of the 3D model and the efficiency of the CPQ system as even more important than the purely functional benefits, as they sustainably strengthened customer loyalty and satisfaction.