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Streamlining Material Handling Equipment Manufacturing with CPQ

Like most sectors of the manufacturing industry, material handling equipment makers are under growing constraints from the global labor shortage, supply chain disruption, and inflation on the price of parts and raw commodities. But manufacturers in this space have an additional challenge that all but defines their industry: complex customization and configuration for each of their products is becoming a necessity.

Cranes, forklifts, conveyor systems, and other material handling equipment are large capital purchases that need to last customers for many years, so their product specifications are stringent and precise. With the right product design and production planning, manufacturers can easily meet the most exacting customer standards. The real question is, how do you sell these products in an efficient and profitable manner?

Material handling equipment sales innovation is the most important arena for manufacturers to compete in and improve profitability. What does it take to truly streamline the sales process, and how do you achieve better KPIs? Here’s what you need to know.

Why material handling equipment sales is so challenging

The highly complex nature of material handling equipment impacts every aspect of the sales process, creating delays or increasing the number of mundane tasks for the sales team. Some of the biggest challenges include:

Manufacturers need to identify and remove vulnerabilities from their supply chains wherever possible. Here’s how:

1. A complex configuration process

Major purchases like conveyor systems must fit perfectly into customers’ facilities, requiring in-depth customization, but even more standard equipment like forklifts can have multiple layers of configurability.

When manufacturers rely on manual configuration processes, the level of complexity can require a lot of back and forth communication with customers to gather and confirm all of their specification data. Engineers also need to review each order before production begins to confirm it’s even viable. All of the touchpoints in this process create a lot of extra work for sales teams, engineers, and other stakeholders, cutting into overall productivity for the company.

2. Diverse pricing structures

The complexity involved in configuration also creates more complexity in pricing. Customers need accurate pricing throughout the quoting process to ensure an order remains within their budget, but manually calculating prices is time consuming and labor intensive. Sales teams also have to factor in customer discounts and other price alterations, further complicating the process and increasing the chance of error.

3. Limited quote turnaround time

In B2B sales, customers are often more motivated by speed and convenience than they are by price. Since many material handling equipment manufacturers offer comparable price points for their equipment, the competitive advantage comes from how quickly a sales team is able to offer a quote.

Unfortunately, customers are more likely to go with one of the first few quotes they receive while searching for a supplier. Failure to produce a quote in time not only results in lost revenue from one sale, but from all of the followup business that could come down the line.


Unlock the secrets to turbocharging manufacturer operations! Dive into our comprehensive guide, where we demystify CPQ, making optimization a breeze. Click now and revolutionize your manufacturing process.


Unlock the secrets to turbocharging manufacturer operations! Dive into our comprehensive guide, where we demystify CPQ, making optimization a breeze. Click now and revolutionize your manufacturing process.

How CPQ streamlines material handling equipment sales

Around the turn of the millennium, software developers created a tool to streamline the sales process for complex and configurable equipment. It’s called configure, price, quote (CPQ), and it has evolved over the years into an advanced, cloud-based solution that enhances every aspect of sales. Here’s how it helps:

1. Simplified configuration process

CPQ integrates with existing product catalogs and creates a user-friendly web portal for customers to configure their products on their own time. As a result, customers can generate quotes at their convenience without the need to schedule a meeting, while sales teams are free to focus their efforts on leads that are further down the pipeline.

2. Faster quoting process

Manual configuration processes require a lot of back and forth and handholding, and the delays that occur between each touchpoint can dramatically balloon the overall sales cycle. CPQ cuts out the back and forth so customers can get their quote as quickly as possible, without sacrificing pricing accuracy.

3. Better customer experience

This technology improves overall efficiency and reduces pricing mistakes from human error, to make a more satisfying and engaging customer experience. CPQ transforms the quote-gathering process for customers from a tedious chore into something that’s fast, convenient, and stands out in the industry.

Move sales with Configure One Cloud from Revalize

In today’s fast-paced market, customers may not have time to pay attention to differences in product quality. The best way for material handling equipment manufacturers to stand out is by offering a cutting-edge sales process. CPQ provides all the benefits needed to make a positive impression on customers, but not all solutions are the same.

Configure One Cloud offers the most advanced technology features available, including multiple levels of configurability for even the most complex products, leading-edge 3D visualization for configured products, robust pricing rules, and more.

Want to experience the Configure One Cloud difference? Schedule a free demo here.

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