Whether product or quote configurator – demands on digital sales solutions are constantly growing. Companies must guide both novices and experts through configuration processes equally well without sacrificing precision, flexibility, or speed.
The challenge: Complex products must be individualized in real-time, error-free, and customer-oriented – whether by experienced technical sales or new inside sales employees.
In short: What is Guided Configuration?
Guided Configuration is a digital approach where users – regardless of experience level – are led to the right solution through targeted questions, predefined decision logic, and intelligent navigation within the configuration process.
A functioning configurator is based on clear assumptions about who uses it – and in which situation.. Only then can B2B product configuration be designed to be truly effective.
Questions for Successful User Mapping
Practical Approaches That Lead to Success
Despite its advantages, Guided Configuration encounters practical limitations – particularly with very complex, customized products or heterogeneous user groups. The key is recognizing these challenges early and addressing them with targeted strategies.
“Guided Configuration patronizes experts – and still overwhelms beginners.”
Unified guidance fails to meet the needs of both user groups.
Solution: An adaptive user interface with selectable modes (“I’m new here” vs. “Expert mode”) allows for tailored guidance. Beginners get clear assistance, while experts benefit from direct access and input freedom – without restrictions.
“Even the best guide won’t help without basic technical knowledge.”
Without foundational knowledge, even the best decision trees hit limits – especially with terms like nominal torque, load profile, or environmental conditions.
Solution: Contextual help functions – e.g., tooltips, info boxes, or integrated chat assistants – can provide support where users are uncertain. Supplemented with 2D/3D visualizations (e.g., interactive 3D views), comprehension increases significantly without overwhelming users.
“Configuration doesn’t start with the product – but with needs and environment (keyword: design vs. configuration).”
Many B2B customers don’t have a specific product in mind but rather a requirement, e.g., “a solution for automated transport at -20 °C and 40% incline.”
Solution: A preceding step for design & calculation, systematically capturing requirements, performance limits, and operating conditions, forms the basis for valid configuration. Only then does classic component selection begin. Separating – yet integrating – both phases improves accuracy and acceptance.
“Guided Configuration only works if I know who I’m guiding.”
Without a clear understanding of target groups, usage context, and experience levels, even the most thought-out configurator feels arbitrary.
Solution: Deep user mapping is essential: stakeholder interviews, data analysis from past configurations, UX tests with key accounts, and development of typical user personas. This enables the configurator to respond to real needs – not hypothetical ideal scenarios.
“How can I support special requests without overwhelming with complexity?”
Example: The customer wants maximum energy efficiency – achievable only by testing various configuration variants.
Solution: Instead of overloading users with all options, the configurator should offer smart preselection mechanisms. AI-powered suggestions or benchmark comparisons (e.g., “Top 3 most efficient variants for your target profile”) help users stay focused – while still enabling customizations on request.
Traditional Guided Configuration provides structure and security in complex sales processes – but reaches its limits when user needs vary widely, product portfolios are especially broad, or special requests can’t be mapped in logical decision trees. This is where generative AI enters the picture – not as an end in itself, but as a strategic extension of existing logic.
AI can do far more than generate automated suggestions: it can make Guided Configuration dynamic, individualized, and smarter – provided it is deployed with purpose, transparency, and responsibility. However, it also introduces new challenges, especially in terms of traceability, trust, and regulatory requirements.
Digital sales solutions like Guided Configuration have the potential to fundamentally improve the configuration process in industrial B2B sales. But as with any technology, success depends on correct implementation.
Here are five key insights for effectively guiding both beginners and professionals – boosting efficiency, quality, and customer experience:
STEFAN JUNGEN
solution manager 4PACE
ANDREAS HÜLLER
product manager
This might also interest you
