Introduction
In the competitive world of B2B sales, the smallest optimization can make a big difference. As sales teams aim to close more deals, faster and with higher value, CPQ (Configure, Price, Quote) software has emerged as an essential tool. But simply using CPQ isn't enough.
What if I told you a simple tweak in your CPQ process could increase your average deal size by 42% overnight? It sounds like clickbait—but it’s not. In this post, I’ll walk you through one practical CPQ strategy that transformed how we sell, increased deal sizes, and required minimal effort to implement.
Let’s dive in.
What Is CPQ and Why It Matters
Before we get to the hack, let’s align on what CPQ does.
CPQ Pricing software helps sales teams configure complex products, apply accurate pricing, and generate quotes quickly. It streamlines the sales process by:
- Eliminating manual errors
- Accelerating quote generation
- Enforcing pricing rules
- Suggesting optimal bundles or add-ons
Top CPQ tools like Salesforce CPQ, Oracle CPQ, and Conga CPQ have become critical in scaling sales operations.
But as powerful as these tools are, many companies leave money on the table by not using them to influence buyer behavior.
The Hack: Bundled Upsell Nudges (BUN)
Here it is—the CPQ tweak that changed everything:
Use automated bundled upsell nudges (BUN) at the quote configuration stage.
Let me explain.
When a sales rep is configuring a quote, instead of just selecting the core product, we programmed the CPQ tool to suggest an optimized bundle that includes:
- The core product
- A popular upgrade or premium version
- Complementary services (e.g., onboarding, training)
- A limited-time discount on the full package
And here's the key: the rep doesn’t have to manually upsell—the CPQ engine automatically presents the bundle in the quote as the default option, with other à la carte options still visible but less emphasized.
The Psychology Behind the Strategy
This strategy works because of a few powerful psychological principles:
1. Anchoring
When buyers see the higher-value bundle first, their reference point shifts. The standalone product now feels like a “stripped-down” version.
2. Choice Architecture
By making the bundle the default configuration, it leverages inertia. Most people go with the default unless they have a strong reason not to.
3. Perceived Value
Bundling amplifies the perceived value. A package that includes extra support, onboarding, and features feels like a better deal—even if the price is higher.
How We Implemented It
Let’s break down exactly what we did in our CPQ system:
Step 1: Analyze Purchase Patterns
We looked at past sales data to identify:
- Most common add-ons or upgrades bought after initial purchase
- High-retention product combinations
- Common pricing objections
Step 2: Create Smart Bundles
We then created 3-tiered bundles:
- Basic: Core product only
- Professional (Default): Core product + top 2 add-ons + 10% bundle discount
- Enterprise: Everything in Professional + premium support, strategic services
These bundles were added into our CPQ catalog.
Step 3: Automate Default Selection
The CPQ tool was configured to:
- Pre-select the “Professional” bundle in the quote
- Highlight the savings in a summary view
- Allow easy downgrading—but not without a clear trade-off
Step 4: Train the Sales Team
Sales reps were informed but not burdened. Their job was no longer to “push” add-ons but to let the CPQ experience do the heavy lifting.
The Results: 42% Increase in Deal Size
The results were immediate and undeniable.
Metrics Before the Hack
- Average deal size: $8,200
- Add-on attachment rate: 18%
- Sales cycle: 23 days
Metrics After the Hack
- Average deal size: $11,650 (42% increase)
- Add-on attachment rate: 53%
- Sales cycle: 21 days
The most astonishing part? We didn’t increase our pricing. We just changed how we presented the value.
Why It Works Across Industries
This isn’t a hack limited to SaaS or tech. The same principle has worked in:
- Manufacturing: Equipment bundles + service plans
- Telecom: Phone + data + insurance
- Healthcare IT: Software + implementation + training
As long as you have a configurable product or service, this can work for you.
Common Objections and How to Handle Them
"Won’t customers feel tricked?"
Not if you're transparent. The key is clear value communication—show them what they’re getting and why it matters.
"Isn’t this just aggressive upselling?"
No—this is smart selling. You're not forcing anyone; you're guiding them to better outcomes.
"What if my reps override the default bundle?"
Then it’s a training issue. Show them the data. Most reps will trust what helps them close faster and bigger.
Tools and Plugins to Help You Execute This
If you’re ready to try this, here are a few tools that make it easy:
- Salesforce CPQ – Use product rules and guided selling
- Conga CPQ – Excellent for workflow automation and bundling
- Oracle CPQ – Advanced pricing logic capabilities
- Cincom CPQ – Modern UX with smart bundling features
You don’t need a full CPQ revamp—just start with default product configuration logic.
Pro Tips to Maximize Results
- Highlight the Savings Visually
Use bold, colored text to show how much buyers save by choosing the bundle. - Use Tiered Naming Strategically
Names like “Basic,” “Professional,” and “Enterprise” carry implicit value cues. - Monitor and A/B Test
Regularly test different bundles and see what drives the highest conversions. - Make Add-Ons Easy to Understand
Include short explanations in tooltips or expandable sections in the quote.
Final Thoughts
CPQ software has changed the sales landscape—but how you use it matters more than which one you use. This simple hack—Bundled Upsell Nudges as the default configuration—can drive instant increases in deal size, all while enhancing the customer experience.
If you’ve invested in CPQ but haven’t optimized how you guide buyers through the configuration process, you’re leaving revenue on the table.
Sometimes, the biggest wins come from the smallest tweaks.
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