Driving Sales Success: Your Roadmap to Mastering Guided Selling in Salesforce CPQ

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Published on: March 26, 2024 Updated on: July 18, 2024 views Icon 573 Views

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  • Salesforce CPQ

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Rahul Saini
Rahul Saini LinkedIn

Content Marketing Consultant

Rahul Saini is a published author of three books, brand storyteller, and marketing specialist with experience across multiple industries like manufacturing, IT, and publishing. He is an intellectually curious, and creative person who loves to tell stories, read books, and write fiction.

Article Reviewed By: Taran Nandha LinkedIn

Table of Contents

CPQ (Configure, Price, Quote) software is far more than just a tool for day-to-day operations within businesses. It holds a strategic position, functioning as a catalyst for driving sales growth, enhancing customer satisfaction, and streamlining sales processes. It offers a range of features, with guided selling being one of its key components, that enable businesses to achieve these objectives effectively.

Guided selling, a feature within Salesforce CPQ, is pivotal in simplifying the sales cycle and providing an exceptional experience for customers and sales representatives. Through guided selling, businesses can tailor the sales process to meet individual customers' unique needs and preferences. 

This personalized approach enhances the overall customer experience and increases the likelihood of successful closing deals.

Furthermore, Salesforce CPQ software empowers sales teams to optimize operations by providing real-time access to product options, pricing information, and configurations. This enables sales representatives to respond to customer inquiries promptly, provide accurate quotes, and customize solutions to specific requirements. 

By leveraging CPQ software, businesses can streamline their sales processes, minimize errors, and improve efficiency.

In a nutshell, here’s how Salesforce CPQ works for customers and sales representatives:

For Customers

For Sales Representatives
Enhanced user experience, empowering customers to:
* They have more control over their purchases.
* Easily find desired products in the list.
* Access real-time and accurate pricing information.
Guided selling aids sales teams in:
* Maintaining quality throughout the sales process.
* Prioritizing strategic accounts and opportunities.
* Effortlessly setting up pricing rules and adding products.

Implementing Guided Selling in Salesforce CPQ

For existing Salesforce users, the CRM offers advanced features for navigating product catalogs and creating guided selling tools.

  • Ensure all product information, including prices, discounts, and volume, is up-to-date to ensure the success of guided selling options.
  • Create predefined questions for guided selling capabilities within Salesforce, linking them to corresponding products to display the right products during searches.
  • Build an intuitive product catalog by incorporating images and detailed descriptions of each product to simplify navigation, especially during guided selling.
  • Utilize personalized templates in Salesforce, enabling the creation of customized business documents, contracts, and quotes.

Guided Selling for Salesforce is a method companies use to make selling easier. It's like having a helpful guide for the sales team and the customers. Instead of just selling products generically, guided selling helps sellers give personalized advice and suggestions to potential buyers.

Here's how it works:

  • Tailored Recommendations: Guided selling uses information and tools to give personalized advice to customers. It's not a one-size-fits-all approach. Instead, it considers what each customer needs and likes.
  • Understanding Customers: Guided selling is not just about selling things. It's about listening to customers and understanding what they want and need. Then, it helps them find the best solutions.
  • Building Trust: Guided selling builds trust by focusing on what customers really need. When customers trust the sales team, they're more likely to be happy with their purchases and return for more.
  • Making Sales Personal: Guided selling changes from buying and selling things into conversations. Sales reps become like trusted friends, helping customers make the right choices with care and knowledge.

In simple terms, Guided Selling for Salesforce helps companies sell better by listening to customers, giving personalized advice, and building trust. It's like having a knowledgeable friend to help you make the right decisions when buying something.

Critical Components in Guided Selling

Guided selling has several important parts. These include

  • Understanding Customers: This means knowing what customers want and need. It involves using data, like sales records and customer surveys, to learn about their preferences and challenges. For example, if a company sells electronics, they might discover that their customers often look for products with certain features or prices.
  • Interactive Tools: These let customers actively participate in the buying process. For instance, if someone is shopping for a computer online, they might use a configurator tool to choose the specifications they want, like the amount of memory or the size of the screen. Interactive tools engage customers and help them make decisions.
  • Personalized Recommendations: This is about giving customers suggestions that fit their needs. For example, if a clothing store knows a customer usually buys jeans, they might recommend new jeans that just came in stock. Personalized recommendations make customers feel understood and valued, which increases their satisfaction.
  • Educational Content: This provides information that helps customers better understand their options. For instance, if a company sells skincare products, they might offer guides on how different ingredients work or tutorials on how to use their products effectively. Educational content empowers customers to make informed decisions and builds trust in the brand.
  • Improving Over Time: It means constantly improving the sales process. It involves analyzing data on what's working and what's not, listening to feedback from customers and sales teams, and making changes accordingly. For example, suppose a company notices that customers often struggle with a particular step in the buying process. In that case, they might redesign that part of their website to make it easier.

By focusing on these key components, businesses can create a guided selling approach that not only helps customers find the right products but also strengthens relationships and drives long-term success.

Guided Selling in Salesforce CPQ Explained

Guided selling is a method that helps shoppers make informed choices by interacting with sales systems using tools like surveys, questionnaires, and prompts. Through these interactions, shoppers can specify their preferences and needs.

The data collected from these interactions is then used to customize product suggestions using predefined rules and logic. This ensures that shoppers receive tailored recommendations based on their input.

Guided selling technology is beneficial as it suggests the right products to shoppers at the right time, enhancing the overall sales experience. Shoppers feel confident that their preferences are considered as they receive dynamically curated real-time options.

This approach allows shoppers to navigate sales environments despite limited product knowledge. They can find products or services that suit their needs by leveraging guided selling tools.

Salesforce CPQ (Configure, Price, Quote) is a robust solution aimed at streamlining the sales process within the Salesforce ecosystem. By incorporating guided selling capabilities into Salesforce CPQ, businesses can harness its powerful features to improve sales efficiency, boost revenue, and provide exceptional customer experiences. 

At its essence, Salesforce CPQ-guided selling relies on data-driven insights and intelligent algorithms to simplify the sales process and enhance decision-making. It equips sales teams with the tools to ask pertinent questions, comprehend customer requirements, and propose customized solutions that meet their preferences and constraints.

Key features of Salesforce CPQ Guided selling include

  • Intuitive Configuration Wizards: Salesforce CPQ offers intuitive configuration wizards that assist users in selecting product options, features, and configurations. These wizards adapt dynamically based on user input, ensuring that the final quote accurately reflects the customer's requirements. These wizards streamline the quoting process and minimize errors by guiding users through the configuration process.
  • Product Recommendations: Salesforce CPQ utilizes advanced recommendation engines to suggest relevant products and services to customers. These recommendations are based on factors such as customer input, past purchase history, and behavioral data. By providing personalized product recommendations, sales representatives can identify upsell and cross-sell opportunities, thereby maximizing revenue potential and enhancing customer satisfaction.
  • Rules-Based Logic: Salesforce CPQ incorporates rules-based logic to enforce constraints, validations, and dependencies during the configuration process. This ensures that users can only select valid options and configurations, minimizing errors and ensuring compliance with business rules. Rules-based logic helps maintain data integrity and consistency throughout the quoting process.
  • Real-Time Pricing Guidance: Salesforce CPQ provides real-time pricing guidance based on configured options, discounts, and pricing rules. Sales representatives can quickly generate accurate quotes, ensuring pricing remains competitive and aligned with company policies. Real-time pricing guidance enables sales teams to respond promptly to customer inquiries and make informed pricing decisions.
  • Interactive Product Bundling: Salesforce CPQ allows users to dynamically create and customize product bundles. This feature enables sales teams to offer bundled solutions tailored to customer needs, enhancing the configurator's flexibility and enabling sales representatives to create compelling value propositions. Interactive product bundling simplifies the quoting process and facilitates the creation of customized solutions for customers.
  • Configurable Product Catalog: Salesforce CPQ provides a configurable product catalog that allows businesses to define and manage their product offerings efficiently. Sales teams can easily access and select products from the catalog, streamlining the configuration process. Additionally, the catalog can be customized to accommodate various product categories, pricing tiers, and configurations, ensuring flexibility and scalability.
  • Guided Selling Templates: Salesforce CPQ offers guided selling templates that provide predefined configurations and workflows for common sales scenarios. These templates serve as a starting point for sales representatives, helping them navigate the sales process more effectively. By leveraging guided selling templates, sales teams can accelerate the quoting process, reduce errors, and ensure consistency across sales interactions.
  • Integration with CRM Data: Salesforce CPQ seamlessly integrates with CRM data, enabling sales representatives to access customer information, purchase history, and communication logs directly within the CPQ platform. This integration enhances visibility and collaboration, allowing sales teams to make informed decisions and provide personalized recommendations based on customer insights.
  • Customizable Reporting and Analytics: Salesforce CPQ offers customizable reporting and analytics capabilities that enable businesses to gain valuable insights into their sales performance, pricing trends, and customer behavior. Sales teams can generate reports and dashboards to track key metrics, identify areas for improvement, and make data-driven decisions to optimize sales strategies.
  • Mobile Accessibility: Salesforce CPQ is accessible via mobile devices, allowing sales representatives to configure quotes and interact with customers on the go. This mobile accessibility enables sales teams to stay productive and responsive, even when away from the office, enhancing flexibility and timely customer engagement.

List of Guided Selling Actions in Salesforce CPQ

The quote process is the primary object determining how shoppers or sales representatives display and interact with guided selling prompts. Quote process records contain the questions and responses in the guided selling experience. These fields control various aspects of the guided selling interface, including:

  • Product auto-selection triggers
  • Default selections in multiple-choice fields
  • Product configuration initializers
  • Sort orders to define field positions
  • Restrictions to maintain guided framework adherence

Process Input Fields

Process input fields establish relationships between input fields and conditions, dynamically allowing the guided selling interface to display fields based on prior input values. These fields include:

  • Labels for presentation and phrasing of prompts
  • Picklist or text box interfaces for user input
  • Operator fields with true-false triggers
  • Conditions met protocols that restrict movement through the sales funnel based on conditions

Process Condition Fields

Process condition fields enable detailed evaluation of process input and relational master process inputs. By pre-selecting determinate values, Salesforce CPQ can process guided selling actions intelligently in real-time. These fields facilitate near-instant dynamic processing and presentation of guided selling prompts, ensuring a streamlined and efficient sales experience.

Master Process Inputs

Master process inputs serve as the foundation for guided selling actions by defining the primary conditions and parameters for the sales process. These inputs establish the criteria for triggering specific guided selling paths and interactions based on customer input and preferences.

Dynamic Field Deployment

Guided selling in Salesforce CPQ enables the dynamic deployment of fields and prompts based on real-time data gathered from the customer. This ensures buyers have relevant options and configurations tailored to their needs, leading to a more streamlined and personalized sales experience.

Conditional Logic

Salesforce CPQ employs conditional logic to guide users through the sales process and ensure they remain on a coherent and optimized path toward their desired configuration. Conditional logic allows for creating rules and dependencies that dictate the behavior of guided selling prompts and fields based on user input and predefined conditions.

Integration with Product Catalog

Guided selling actions in Salesforce CPQ are closely integrated with the product catalog, allowing sales representatives to access and configure products based on customer requirements easily. This integration ensures that guided selling prompts reflect the latest product offerings and updates, facilitating accurate and up-to-date sales engagements.

Scalability and Customization

Salesforce CPQ's guided selling capabilities are highly scalable and customizable, allowing businesses to adapt their experience to their specific needs and requirements. Whether dealing with a small set of products or a vast catalog, Salesforce CPQ can accommodate diverse sales scenarios and configurations, providing flexibility and agility in the sales process.

Examples of Guided Selling in Salesforce CPQ

Basic Example: Implementing Guided Selling for an Insurance Comparison Business

Guided selling is a game-changer for sales representatives in the insurance industry, enabling them to navigate through many insurance products and assist customers in finding the most suitable coverage options.

By integrating guided selling functionalities into their processes, insurance comparison businesses can enhance customer experience and boost sales. Let's explore how guided selling can be tailored to meet the needs of an insurance comparison platform:


Imagine we're working for an insurance comparison platform. Users should be able to find insurance policies based on their specific needs.

Create Fields on Product Object:

  • Establish an "Insurance Type" field with values (Auto, Home, Health, Life).
  • Add additional fields like "Coverage Type" (with options Basic, Comprehensive), "Deductible Amount" (with options $500, $1000, $2000), "Policy Term" (with options 1 year, 5 years, 10 years), and similar for other insurance types.

Create Mirror Fields on Process Input Object:

  • Replicate the fields created on the Product object onto the Process Input object with the same label and API name.

Update Picklist Values:

  • Modify the picklist values of the Product field on the Process Input object to match those on the Product object.
  • Update the picklist values of the Input field on the Process Input object accordingly.

Create Quote Process:

  • Navigate to Salesforce CPQ application > Quote Processes tab > New.
  • Name: Insurance Selection, Guided only: True.

Create Process Input for the First Question:

  • Name: Insurance Type, Label: What type of insurance are you looking for?
  • Configure the input field; the conditions met the product field and the operator.

Create Process Input and Condition for Subsequent Questions:

  • Name: Coverage Type, Label: Please choose a coverage type.
  • Configure the input field; the conditions met the product field and the operator.
  • Add a process input condition to display this question only if someone selects a specific insurance type in the first question.

Repeat Steps 5-6 for the Rest of the Fields:

  • Based on the specific requirements of the insurance comparison platform, create additional process inputs and conditions for other attributes like deductible amount, policy term, or additional riders.

Testing Guided Selling:

  • Open any quote.
  • Update the Quote Process ID field with the record ID of the Quote Process (Insurance Selection).
  • Click on "Edit Lines" on the quote.
  • Select "Add Products," and the guided selling prompts will appear.
  • Follow the prompts to select options. Only the filtered insurance policies will be displayed for comparison and selection.

By following these steps, insurance comparison businesses can seamlessly implement guided selling functionalities, facilitating an intuitive and personalized experience for users seeking insurance coverage. This approach simplifies the insurance selection process and increases customer satisfaction and conversion rates.

Advanced Example: Guided Selling in Salesforce for an E-commerce Company

Define Guided Selling Criteria: Identify the key criteria driving the guided selling process, such as product categories, customization options, pricing tiers, and customer preferences.

Create Custom Fields: In Salesforce CPQ, create custom fields to capture relevant information from customers during the guided selling process. For example:

  • Create a custom field named "Product Category" (API Name: Product_Category__c) to categorize products.
  • Create a custom field named "Customization Option" (API Name: Customization_Option__c) to capture customer preferences for product customization.

Configure Product Catalog: Populate the product catalog in Salesforce CPQ with the company's offerings, including product names, descriptions, images, and pricing information.

Set Up Guided Selling Paths: Define guided selling paths based on the criteria identified in Step 1. For example:

  • If the customer selects "Electronics" as the product category, guide them through customization options such as screen size, storage capacity, and color.
  • If the customer selects "Apparel," guide them through size, color, and style options.

Create Process Inputs: In Salesforce CPQ, create process inputs to capture customer responses during the guided selling process. For example:

  • Create a process input named "Select Product Category" to prompt customers to choose a product category.
  • Create a process input named "Select Customization Option" to prompt customers to specify customization preferences.

Set Up Process Input Conditions: Define process input conditions to control the visibility of certain process inputs based on customer responses. For example:

  • If the customer selects "Electronics" as the product category, show the "Select Customization Option" process input to capture customization preferences.
  • If the customer selects "Apparel," show the "Select Size" and "Select Color" process inputs.

Integrate with CRM and Marketing Automation: Ensure seamless integration between Salesforce CPQ and the company's CRM and marketing automation systems to sync customer data and enable targeted marketing campaigns based on guided selling insights.

Test and Iterate: Thoroughly test the guided selling process to ensure it functions as intended. Gather user feedback and iterate based on it to optimize the user experience and drive conversions.

Monitor Performance: Continuously monitor the performance of the guided selling process using Salesforce CPQ's reporting and analytics tools. Track metrics such as conversion rates, average order value, and customer satisfaction scores to measure the effectiveness of the guided selling strategy and make data-driven decisions for improvement.

Scale and Adapt: As the company evolves and introduces new products or customer segments, scale and adapt the guided selling process accordingly. Update the product catalog, modify guided selling paths, and refine process inputs to accommodate business needs and changes in customer preferences.

Provide Training and Support: Offer comprehensive training and ongoing support to sales representatives and customer service teams to ensure they understand how to utilize the guided selling features in Salesforce CPQ effectively. Provide resources such as user guides, training modules, and access to support channels for assistance with any issues or questions.

Optimize User Experience:

  1. Continuously strive to enhance the user experience of the guided selling process.
  2. Solicit user feedback and incorporate their suggestions to streamline the process, improve usability, and minimize friction points.
  3. Consider factors such as page load times, clarity of prompts, and ease of navigation to create a seamless customer experience.

Personalize Recommendations: Leverage data collected during the guided selling process to personalize customer product recommendations. Utilize Salesforce CPQ's artificial intelligence capabilities to analyze customer behavior, preferences, and past purchases to tailor recommendations and increase the likelihood of conversion.

Implement Dynamic Pricing Strategies: Utilize Salesforce CPQ's pricing rules and capabilities to implement dynamic pricing strategies based on customer inputs and behavior. Offer personalized pricing incentives, discounts, and promotions to incentivize purchases and maximize revenue.

Integrate with Third-Party Systems: Explore opportunities to integrate Salesforce CPQ with third-party systems and tools to enhance the guided selling experience. Integrate with e-commerce platforms, inventory management systems, and customer relationship management tools to streamline processes, automate tasks, and provide a seamless end-to-end experience for customers.

Continuously Iterate and Innovate:

  • Embrace a culture of continuous improvement and innovation within the organization.
  • Encourage cross-functional collaboration, experimentation, and iteration to identify opportunities for optimization and innovation in the guided selling process.
  • Regularly review performance metrics, gather feedback, and implement changes to drive ongoing success and growth.

Limitations of Salesforce CPQ Guided Selling

Salesforce CPQ-guided selling can make sales processes smoother and more effective. Still, it's essential to recognize that it has some limitations. Knowing these limits helps businesses decide how to best use guided selling in their Salesforce CPQ system. Look at these limitations closely and see how businesses can deal with them.

Complexity of Setting Up: Setting up Salesforce CPQ-guided selling can be tricky. It involves creating workflows and rules and customizing the system to fit the business needs. This can take a lot of time and skill, especially if the organization lacks experienced Salesforce admins.

How to deal with it: Businesses can train admins and CPQ users extensively. They can also get help from experts or consultants who know CPQ well. This can speed up the setup and make sure it's done right.

Limited Flexibility: Salesforce CPQ offers templates for guided selling, but these might not always match the unique sales processes or products of a business. This lack of flexibility can make it hard to meet specific customer needs.

How to deal with it: Companies can customize Salesforce CPQ to make it more flexible. Working with CPQ experts, they can create custom solutions tailored to their requirements.

Integration Problems: Integrating Salesforce CPQ with older systems or other apps can be tough. Data might not sync well, causing issues with consistency across platforms. This can affect sales efficiency.

How to deal with it: A company should carefully assess its systems before integrating. Investing in good integration tools can help data flow smoothly between CPQ and other systems.

Scalability Concerns: As a business grows, Salesforce CPQ may struggle to handle large product catalogs or many transactions. This can slow down the system and make it harder for sales teams to work efficiently.

How to deal with it: Regularly monitoring system performance and making optimizations can help. This might involve simplifying product catalogs or upgrading infrastructure.

Cost of Ownership: Using Salesforce CPQ comes with costs, including licenses, setup, and ongoing maintenance. For smaller businesses, these expenses can add up quickly.

How to deal with it: Businesses should weigh the benefits of CPQ against the costs. They can also explore pricing options and consider outsourcing maintenance tasks to save money.

By understanding and addressing these limitations, businesses can make the most of Salesforce CPQ-guided selling while minimizing drawbacks.

Start Your Guided Selling Journey with Growth Natives

Growth Natives is one of the fastest-growing Salesforce, Marketing Automation, and Digital Marketing agencies. We help make your Salesforce CPQ even better and easier to integrate with other systems. 

Our team monitors the CPQ market closely, looking for ways to improve our software. We listen to CPQ user’s feedback and update our system regularly to ensure optimal performance.

Our approach is all about simplicity. We help you build your guided selling experience once, and then you can use it everywhere. This means less work for you and a smoother experience for your customers. Want to learn more about our Salesforce-related services? Let’s talk! Email us at info@growthnatives.com today or learn more about our services here.

Frequently Asked Questions

Guided Selling in Salesforce CPQ is a feature that assists sales representatives in recommending the most appropriate products or services to customers based on their specific needs and preferences. It streamlines the sales process by providing guided prompts and suggestions, ultimately increasing sales effectiveness.

Guided Selling simplifies the sales process by offering a structured approach to product selection. It prompts sales representatives with targeted questions about customer requirements and preferences, leading to more informed recommendations. This helps in closing deals faster and ensures customer satisfaction.

  • Enhanced Sales Efficiency: Streamlines product selection process, saving sales reps and customers time.
  • Improved Sales Accuracy: Ensures accurate product recommendations based on customer needs, reducing errors and returns.
  • Increased Revenue: Helps in upselling and cross-selling by suggesting relevant products or services and maximizing sales opportunities.
  • Enhanced Customer Experience: Provides personalized recommendations, increasing customer satisfaction and loyalty.

Guided Selling in Salesforce CPQ is highly customizable to fit the unique needs of different businesses. Administrators can configure guided selling rules, questions, and product recommendations based on specific criteria such as customer profiles, industry, or product attributes. This flexibility ensures the guided selling experience aligns closely with the organization’s sales strategies and objectives.

Guided Selling in Salesforce CPQ can seamlessly integrate with other Salesforce features and functionalities. It can leverage data from Salesforce CRM, such as customer information and sales history, to provide more personalized recommendations. Additionally, it can integrate with marketing automation tools and analytics platforms to further enhance sales effectiveness and decision-making.

To effectively implement Guided Selling in Salesforce CPQ, businesses should:

  • Define clear sales objectives and strategies.
  • Analyze customer personas and buying patterns to tailor guided selling prompts.
  • Collaborate with sales representatives to understand their needs and feedback.
  • Provide comprehensive training to sales teams on effectively utilizing guided selling features.
  • Monitor and analyze performance metrics to refine guided selling strategies and improve sales outcomes.

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