3D configuration in the CPQ system: How to inspire modern B2B sales

Whether production plant or commercial vehicles - complex products are part of everyday life in B2B sales. But drawings and data sheets are often not enough to give customers a clear picture. The 3D configuration in the CPQ system provides a remedy here: It makes solutions that require explanation visually tangible, strengthens trust and transforms technical complexity into understandable, convincing quotes.

In this article, you will learn how interactive 3D product visualization takes B2B sales to a new level: Complex products become understandable at a glance and solutions that require explanation become a real experience.

What you can expect in this article

When data sheets are not enough: How 3D configuration makes complex products understandable

What is a 3D product configurator in the CPQ context and what makes it so powerful?

More than beautiful pictures: Why 3D product visualization makes the difference in sales

This is how modern 3D configuration works in the CPQ system: A look behind the scenes

Review of 3D configurators in industry: Where they are particularly convincing and why

Success factors for the introduction of 3D product configuration in the CPQ system

3D configuration as the key to the future of digital sales

How CAS Merlin CPQ utilizes the full power of the 3D configuration

Conclusion Not only will you convince customers with 3D product configuration, but you will also inspire them

When data sheets are not enough: How 3D configuration makes complex products understandable

Imagine the following situation: A sales employee is talking to a potential customer. It involves the sale of a modular production system consisting of numerous components, additional modules, interfaces and individual requirements. The customer is interested, but visibly overwhelmed. Technical drawings and data sheets are placed on the table, but the picture remains vague. Questions remain unanswered: What will the system look like later? Will it fit in my room? How do the individual elements work together?

A similar picture can be seen in vehicle construction: The customer would like to configure a commercial vehicle with customized equipment including special paintwork, additional modules and workshop equipment. But on paper it is difficult to see how all these options interact.

Such scenarios are no exception in B2B sales. And they highlight a central problem: Products are becoming more technically complex, but the means of explaining them often remain abstract. This is exactly where the 3D configuration in the CPQ system comes in. It makes products that require explanation visually tangible and transforms complexity into clarity, technology into trust and offers into deals.

What is a 3D product configurator in the CPQ context and what makes it so powerful?

Many people are familiar with 3D configurators from the B2C sector - from car manufacturers, for example. Vehicles can be visually customized there: Paint color, rims and optional extras like interior fittings or equipment packages. The configuration is simple, visually appealing and based on fixed options with low variance. Technical dependencies, variant logic or individual price calculation hardly play a role here. The situation is different in the B2B environment: This often involves complex, modular products with numerous dependencies, such as machines, vehicles or systems. A genuine 3D product configurator in the CPQ context (Configure, Price, Quote) therefore combines visualization, product logic, price calculation and quote generation in one system. This visualization is particularly helpful for companies that want to map complex configuration rules and at the same time present them clearly to the customer.

While the user puts together the 3D product configuration, the system ensures in the background that only buildable, technically correct combinations are possible. Price changes are calculated and visualized immediately. The result? A fully customized product that not only looks attractive, but can also be offered immediately and produced later.

More than beautiful pictures: Why 3D product visualization makes the difference in sales

3D product visualization in the CPQ system is more than just a visual aid - it changes the way sales processes are carried out. When customers see what they are configuring, they are actively involved in the process. This strengthens trust in the product and provider.

At the same time, the quality of the offers is increasing. Configurations are based on tested rules, are visually comprehensible and individually tailored. This is crucial for high-quality products such as machines, vehicles or technical systems: The demand for presentation is growing because customers expect a high-quality visual experience that matches the quality of the product.

Sources of error are also minimized. Unclear descriptions or misunderstood combinations are a thing of the past. What the customer sees in the 3D configurator is exactly what is delivered, accurate to the millimeter, visually coherent and technically feasible.

Last but not least, companies create a strategic advantage: Those who offer their customers a convincing, interactive configuration experience create a positive customer experience and clearly differentiate themselves from the competition, especially in highly competitive markets with comparable products.

This is how modern 3D configuration works in the CPQ system: A look behind the scenes

The technical basis for a functioning 3D configuration is diverse, but easy to master. First of all, high-quality CAD or 3D models of the product are required. These are prepared in such a way that they can be displayed dynamically in the configurator.

At the same time, a set of rules is stored in the CPQ system that decides which combinations are permitted, which dependencies exist and which parameters influence the appearance. If, for example, an element is added, the geometry changes automatically, and prices, component lists and logical connections also adapt.

The visualization itself is a live preview: Customers can see in real time how their configuration is changing, including colors, dimensions, components and accessories. This not only increases understanding, but also ensures a positive user experience.

System integration is important here: A modern 3D online configurator should integrate seamlessly into CRM, ERP or e-commerce systems. This allows the sales department to access customer data directly, create quotations and transfer configurations to other systems until they reach production.

Review of 3D configurators in industry: Where they are particularly convincing and why

The use of 3D product configurators is not limited to one industry - it is worthwhile wherever products are technically complex, modular or highly customizable. It is particularly useful in the following areas:

• Mechanical and plant engineering: Modules, components, dimensions and technical relationships can be displayed visually and comprehensibly - with no room for interpretation.
• Vehicle construction (commercial vehicles, trailers, special vehicles): The individual appearance becomes tangible - customers can see paint finishes, add-on parts or interior fittings in real time and receive direct price feedback.
• Electrical engineering (e.g. switch cabinets): Modular components are arranged visually. Customers check functions, dimensions and placements directly - even without detailed technical knowledge.
• Construction industry: Products such as gates, façades, pergolas or windows are visualized. Customers can see in advance how colors, sizes or materials affect the overall look - a strong selling point.

Success factors for the introduction of 3D product configuration in the CPQ system

The introduction of a 3D product configuration in the CPQ system is a strategic project with great potential, but also clear requirements. The following factors are particularly important:

• Structured product data & Suitable 3D/CAD models
  The data should be modular and clearly structured so that it can be processed efficiently in the visualization.
• Clear visualization logic
  You have to be very clear about how selection changes directly affect the choice of components as well as which combinations are permitted. These rules must be mapped in the CPQ system.
• Close cooperation between sales, technology and marketing
  Technology and product management provide the logical structure, while marketing and sales ensure a convincing presentation and user experience.
  
• Seamless system integration
  CRM and ERP systems must be integrated to ensure a smooth flow of data and automated processes.

Tip: Companies do not need to develop their own 3D configurator. Proven solutions such as CAS Merlin CPQ enable the use of existing data and targeted visualization via partner solutions.

3D configuration as the key to the future of digital sales

Expectations of sales processes are changing rapidly. Customers demand transparent, intuitive and visual configuration experiences, similar to those they are familiar with from private online shopping. The only difference is that B2B is not about sneakers, but about machines worth several hundred thousand Euros.

At the same time, technologies continue to develop: Augmented reality (AR), virtual reality (VR) and artificial intelligence (AI) open up new possibilities for experiencing products immersively. The 3D product configuration forms the bridge between the product in need of explanation and the digital sales channel.

3D is also becoming more important in international business: Language barriers fade into the background because visualization is universally understandable. Companies that rely on 3D not only create a better customer experience, but also secure long-term competitive advantages in a global market.

How CAS Merlin CPQ utilizes the full power of the 3D configuration

CAS Merlin CPQ provides companies with a powerful system that combines 3D configuration, product logic and sales in a single solution. Existing CAD data can be integrated, external visualization tools can be incorporated and experienced partners are available for individual projects.
Whether customer portal, online store or sales team: Everyone benefits from the ability to configure products clearly, correctly and efficiently. This makes 3D configuration a real driver for modern sales, whether as 3D configurator software or an individually connected visualization solution.

Conclusion: Not only will you convince customers with 3D product configuration, but you will also inspire them

Gone are the days when quotation processes only meant abstract figures and technical data. Today, customers want to experience their products: see, understand and feel what they are buying. The 3D configuration in the CPQ system turns a complex product into a tangible experience that creates trust and turns the sales process into a highlight.

CAS Merlin CPQ supports you with sophisticated technology, impressive visualization and seamless integration of all sales processes.

Start now into the future of sales with 3D configuration and CAS Merlin CPQ - learn more here.

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