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What Is CPQ?
CPQ stands for Configure, Price, Quote. It’s software that guides sales representatives and users through product configuration, applies pricing rules automatically, and generates professional quotes instantly. Ideal for complex or customizable products, CPQ improves speed, accuracy, and consistency, reduces errors, and supports both self-serve and sales-assisted workflows across e-commerce and B2B sales channels.
CPQ in a Nutshell
Configure: Choose the right options
Price: Apply smart, automated pricing
Quote: Send a branded, accurate proposal instantly
That’s CPQ in action. It takes what used to be a manual, error-prone process and replaces it with automation, speed, and accuracy.
Originally, CPQ tools were built for large enterprise sales teams dealing with thousands of SKUs and complicated pricing models. Think: telecom companies, industrial manufacturers, or global tech providers. But in recent years, CPQ software has evolved. It’s now used by businesses of all sizes—from startups to retail brands—especially those selling personalized or made-to-order products.
Today’s CPQ software is cloud-based, easier to implement, and often designed with non-technical users in mind. Whether you’re configuring a custom bicycle or a piece of furniture, CPQ helps you get the quote out faster—with zero guesswork.
And in 2025, that’s not just helpful—it’s essential.
How Does CPQ Work?
CPQ software simplifies the quoting process by breaking it into three key stages: Configure, Price, and Quote. Each stage is powered by smart automation to help you move faster, reduce errors, and close deals.
1. Configure
This is where it all starts. By capturing customer preferences and customer requirements up front, the CPQ system ensures every configuration reflects what your buyers truly want. The customer (or sales rep) selects the product and customizes it based on their unique needs and available options—colors, materials, add-ons, sizes, and more. They can quickly try different configurations to test various factors. Behind the scenes, the CPQ software enforces logic rules and dependencies to ensure only valid combinations are allowed.
Let’s say you’re selling custom jackets. If a customer chooses a waterproof fabric, the system can automatically hide incompatible zippers or linings. This is called guided selling, and it helps prevent mistakes while making the buying experience intuitive.
2. Price
Once the product is configured, CPQ instantly calculates the correct price. No more digging through spreadsheets or relying on memory for discounts.
The system applies your pricing rules automatically—volume discounts, customer-specific pricing, promotional rates, or location-based charges.
This step ensures pricing is always accurate, consistent, and aligned with your business strategy.
3. Quote
Finally, the system generates a professional, ready-to-send quote document. It pulls in all the configuration details and pricing, and formats them into a clean, branded proposal—often with just a click of a button.
You can set up templates for different types of quotes and even automate approval workflows. For example, if a discount exceeds a certain threshold, the system routes it to a manager for sign-off. Some CPQ platforms also support e-signatures, so the customer can accept the quote and move straight to checkout or contract—no back-and-forth needed.
When you combine all three stages, CPQ becomes a powerful engine for sales efficiency. It’s like giving your team a GPS for quoting—fast, smart, and always on the right path.
CPQ in Action
While CPQ software has long been associated with enterprise sales teams, it’s now playing a critical role in e-commerce—especially for brands selling complex or high-ticket customizable products. Kickflip brings this power directly into your online store, making it easy for customers to start the buying process while giving your team the tools to close the sale with confidence.
“Get a Quote” vs. “Add to Cart”
Most e-commerce sites rely on a simple Add to Cart button. But when your product is highly customizable and comes with a premium price tag—think kitchens, boats, signage, or made-to-order furniture—the path to purchase looks very different.
High-value buyers click “Get a Quote” because they have specific customer needs that demand a consultative quote instead of instant checkout. They want to explore options, see what’s possible, and then speak to someone before committing.
That’s where CPQ—and Kickflip—come in.
Instead of pushing customers into checkout, Kickflip replaces the “Add to Cart” button with “Get a Quote”. After customizing their product online, your customer can request a quote in one click. Behind the scenes, Kickflip generates a detailed request that includes every configuration choice and pricing rule you’ve set. Your team receives the quote, adjusts if needed, and sends it back with accurate pricing, terms, and a professional presentation.
It’s the perfect handoff between digital convenience and offline sales expertise.
Self-Serve Configuration with Real-Time Pricing
Customers today expect to do more on their own—and that includes configuring complex products. With Kickflip, they can personalize every detail using an intuitive, no-code interface: colors, materials, sizes, logos, engravings—you name it.
As they customize, Kickflip applies your pricing rules automatically. Whether it’s material upgrades, volume discounts, or location-specific fees, the system calculates everything in real time—so your customer always sees a realistic quote, not just a ballpark guess.
And when they’re ready, they click Get a Quote. That’s when the personal, high-touch sales process begins.
Kickflip CPQ: Built for Custom Products
Kickflip’s CPQ module is designed specifically for brands that sell personalized or made-to-order products—and want to close the deal through direct consultation, not instant checkout. It includes:
Get a Quote button built right into your store
Automated quote generation with real-time pricing logic
A built-in quote dashboard to manage requests and statuses (draft, sent, accepted, etc.)
Integration with Shopify and WooCommerce for seamless backend operations
With Kickflip, your customer gets a premium buying experience—and your team gets the tools to move faster, sell smarter, and close more high-value deals.
In industries where trust, personalization, and pricing accuracy matter, CPQ isn’t optional—it’s essential.
Benefits of Configure Price Quote (CPQ) Software
Adopting CPQ software isn’t just about speed—it’s about transforming the way you sell. Whether you’re handling custom orders, high-ticket items, or complex product configurations, here are the benefits of CPQ software and how CPQ makes a measurable impact on your business:
Faster Quote Turnaround
Manual quoting and manual data entry can take days. With CPQ, it takes minutes.
By automating configuration and pricing rules, CPQ lets your team generate quotes instantly—no spreadsheets, no back-and-forth, no waiting on approvals. This dramatically reduces your sales cycle time, helping you close deals faster and more efficiently. According to Aberdeen Group, companies using CPQ solutions see a quote-to-cash time that’s 28% shorter than those that don’t.
Reduced Errors and Margin Leakage
When quoting is manual, mistakes happen—wrong product combos, incorrect discounts, outdated pricing.
CPQ enforces your rules every time, ensuring that only valid configurations are quoted and pricing stays within your target margins.
Consistent and Compliant Pricing
CPQ removes guesswork from the equation.
Everyone—whether it’s a new sales rep or a partner—quotes with the same logic, terms, and approved pricing. It even handles complex pricing models without breaking a sweat. It’s a reliable way to ensure consistency, enforce discount policies, and stay compliant with internal and external requirements.
Better Customer Experience and Higher Win Rates
Customers want answers fast. When you deliver an accurate, professional quote without delay, you build trust—and that gives you a serious edge.
Faster quotes, fewer errors, and clear communication often mean higher conversion rates and stronger relationships.
Easy Onboarding for New Sales Reps
CPQ acts like a built-in coach.
Guided selling tools and automation help new reps get up to speed faster—so they can focus on building relationships instead of memorizing pricing structures or product rules.
Whether you’re scaling a growing team or looking to streamline complex quoting processes, CPQ helps you move faster, close smarter, and serve your customers better. It’s not just a sales tool—it’s a competitive advantage.
CPQ Trends in 2025
As the market evolves, so does CPQ. In 2025, we’re seeing a shift toward smarter, more intuitive quoting experiences that meet the demands of modern buyers—especially in e-commerce and B2B. Here are the top CPQ trends shaping the landscape this year, and how tools like Kickflip are leading the way.
Visual Configuration & UX Improvements
One of the biggest shifts in CPQ is toward better design. Today’s buyers expect a seamless, interactive experience, even when customizing complex products.
Kickflip is at the forefront of this trend. Its visual product configurator lets customers personalize everything from colors and sizes to images and text — while seeing changes in real time. It’s intuitive, responsive, and built for conversion. The goal? Let customers explore confidently and build exactly what they want, without friction.
By pairing a rich visual interface with CPQ logic in the background, Kickflip makes complex configuration feel simple — and keeps customers engaged from start to quote request.
AI-Powered Pricing & Recommendations
AI is transforming how pricing decisions are made. In advanced CPQ platforms, artificial intelligence can analyze historical customer data, and customer behavior to suggest optimal pricing and upsell opportunities.
While this trend is most prominent in enterprise CPQ tools, it’s trickling into e-commerce as well—especially in dynamic pricing engines that adjust based on location, volume, or customer type to optimize pricing strategies. Expect more AI-driven logic to help brands personalize pricing without sacrificing profitability.
Hybrid Selling: Self-Serve Meets Sales-Assisted
Buyers don’t want to be forced into one path. Sometimes they want to self-serve; other times they need guidance. CPQ supports both.
Kickflip makes this possible by allowing customers to start their product configuration online, then submit a quote request that gets passed to your sales team for follow-up. The customer stays in control—but your team can step in when the deal gets serious.
This hybrid model works especially well for high-ticket items, where trust and conversation matter just as much as convenience.
Deeper Integration with CRM, ERP & E-Commerce
CPQ no longer lives in a silo. In 2025, successful implementation means connecting seamlessly with your CRM, ERP, and online store.
Kickflip integrates directly with Shopify, so quote data and order details flow naturally between systems—streamlining everything from quoting to order management. This ensures your team members aren't jumping between tools and doing manual tasks like re-entering customer information. Everything’s synced—from product rules to order fulfillment.
Bottom line: In 2025, CPQ isn’t just about speeding up the quote—it’s about delivering a smarter, more personalized experience for both customers and your sales team. And tools like Kickflip are proving that even small teams can quote like pros.
Is CPQ Right for You?
Before adopting new sales tools, companies need clarity on how does CPQ work and whether it’s a good fit. CPQ software isn’t just for big enterprises with thousands of SKUs—it’s for any business that wants to quote faster, more accurately, and with less manual effort. But how do you know if it’s the right fit for your company?
Here are a few strong signals.
You Sell Customizable Products
If your products aren’t one-size-fits-all—whether you’re offering personalized camper vans, made-to-order furniture, or complex equipment—then you’re already dealing with configuration, pricing rules, and special requests.
CPQ makes it easy to manage that complexity without slowing things down or relying on guesswork.
Your Quoting Process Takes Too Long
Are you still using spreadsheets, emails, or outdated systems to generate quotes? If quoting takes hours—or days—you’re probably losing business to faster competitors.
CPQ cuts the time it takes to create a quote from hours to minutes by automating product logic, pricing rules, and approvals.
Your Team Struggles with Pricing Accuracy
If your sales reps or support staff often ask, “What should I charge for this?”—that’s a red flag.
CPQ ensures your pricing is always consistent, compliant, and up to date. It helps your team quote with confidence and protects your margins from costly mistakes.
Try Kickflip CPQ for Streamlined Quoting
If you’re selling customizable products and want a quoting process that’s fast, flexible, and built for scale, Kickflip’s CPQ module might be exactly what you need.
From self-serve configuration to one-click quote requests and real-time pricing logic, Kickflip helps you deliver a premium visual buying experience—while giving your team the tools to quote smarter, not harder.
Ready to simplify your quoting process? Check out Kickflip’s CPQ feature complete documentation →
See It in Action: How Kickflip CPQ Works (Step-by-Step with Visuals)
Want to know what it actually looks like when your customer requests a quote for a configurable product using Kickflip? Let’s walk through the cpq process.
Step 1: Customer (or Sales Rep) Customizes the Product
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Your customer starts by customizing a product using Kickflip’s visual interface. It’s intuitive, real-time, and mobile-friendly. At this step, Kickflip gives you the option to either hide the pricing entirely or display a suggested retail price to guide your customer. If you choose to display pricing, it will update in real time as the customer customizes their product—reflecting all options, upgrades, and rules automatically.
This step can also be handled directly by your sales rep, allowing them to configure the product and send a personalized quote to the customer with just a few clicks.
Step 2: “Get a Quote” Replaces “Add to Cart”
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Instead of going straight to checkout, they click Get a Quote—perfect for high-value or made-to-order products.
Step 3: Quote Request Is Submitted Automatically
The request is logged instantly, complete with all customization details and a unique quote ID. You receive a notification.
Step 4: You Review & Adjust the Quote in Your Dashboard
You can review, tweak the pricing or options, and send a polished PDF quote over email with just a few clicks.
Step 5: Customer Receives the Quote and Can Accept or Reply
The quote arrives professionally formatted. Your customer can review it and you can close the deal.
✨ Ready to take the next step?
Start your free trial of Kickflip today and explore the CPQ module hands-on—no setup stress, no technical headaches.
Frequently Asked Questions
What does CPQ stand for?
CPQ stands for Configure, Price, Quote. It refers to a type of software that helps businesses configure products, calculate accurate pricing, and streamline the process of generating quotes—especially for customizable or complex offerings. By reducing errors and speeding up response times, CPQ plays a key role in improving customer satisfaction.
What is CPQ software used for?
CPQ software is used to streamline and automate the quoting process. It guides cpq users through product configuration, applies pricing rules automatically (including discounts and custom terms), and generates ready-to-send quotes or proposals. This reduces errors, speeds up sales cycles, and ensures pricing consistency across teams.
Is CPQ only for enterprise companies?
Not at all. While CPQ started in enterprise sales, modern solutions like Kickflip, are designed for businesses of all sizes, including startups and growing e-commerce brands. If you sell customizable products or handle complex quotes, CPQ can help, no matter your company size.
Can CPQ be used in e-commerce?
Yes, absolutely. In fact, CPQ is becoming a key tool for e-commerce businesses that sell custom or high-value products. With Kickflip, for example, you can replace “Add to Cart” with a Get a Quote option, allowing potential customers to personalize their products online and request a quote instantly—blending self-service convenience with sales-team support.
Conclusion: The Future of Quoting Is Visual, Instant, and Accurate
Quoting doesn’t have to be slow, manual, or complicated. With CPQ software, businesses can move faster, reduce errors, and deliver an enhanced customer experience—especially when products are customizable or high-value.
In 2025, CPQ is no longer a “nice to have”. It’s essential for brands that want to grow without sacrificing accuracy or customer experience. Research shows that companies using CPQ software see 105% larger average deal sizes compared to those that don’t.
Kickflip’s CPQ module brings that future into your store.
With a visual product configurator, built-in quoting, and seamless integration with Shopify, Kickflip gives you everything you need to handle complex, personalized orders without complexity behind the scenes.
If you’re ready to speed up your quoting process, eliminate human errors, and deliver a premium experience for your customers.
👉 Start your free Kickflip trial today and explore the CPQ module in action. No credit card required.
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