How WashTec digitized its complex sales with SAE CPQ
After a failed attempt, WashTec successfully implemented a strategic project with the help of SAE: the introduction of a sales configurator (CPQ system - configure price quote).
The result: significantly higher efficiency, global standardization, and offers that encourage purchasing.
Analog processes for highly complex products
WashTec came from a "relatively analog, old-fashioned world", where sales representatives primarily worked with Excel templates and manual price lists. These processes led to:
Media Discontinuities: Manual transfer of data between Excel/Word and backend systems (SAP/Salesforce) – a lengthy process.
Lack of Transparency for the Customer: Quotes were boring and the customer could barely understand exactly what they were ordering.
Lack of Professionalism: The external presentation (offers) was in contrast to the very professional products.
Andreas Faller, Vice President and Head of Global IT at WashTec, says:
"A car wash system consists of thousands of parts and must be represented accordingly. This has a very high technical complexity, and the actual challenge is to represent this high complexity in a sales-friendly way so that the customer, as well as the field sales representative, can understand and configure it on-site."
Sales digitization with four central goals
WashTec defined four key objectives for the introduction of the sales configurator:
Modernization and Customer Appeal: Products needed to be digitized, made more modern, and presented more attractively. The offers needed to be more appealing to encourage the customer to purchase.
System Integration (End-to-End Process): Ensuring a continuous digital process chain through seamless integration with SAP and Salesforce.
Process Standardization: Global standardization of sales processes, both within and outside the tool, to become more effective overall.
Professionalism: Submitting an attractive and comprehensible offer to the customer through visualization with images, animations, and videos.
Andreas Faller summarizes it like that:
"Today, we are able to provide the customer with an attractive offer using images, animations, and videos, and genuinely make it clear to the customer what they are ordering and receiving from us."
Choosing the right partner was the key success factor.
The project at WashTec had a history: a similar project had failed in the past.
Consequently, there were concerns and doubters within the company regarding the investment and successful implementation.
The choice fell on SAE CPQ because they were able to dispel the concerns and demonstrated the following qualities:
Understanding and equal partnership
SAE understood WashTec as a customer and the specific problems, delivering adequate solutions.
Deep technical expertise
In addition to CPQ expertise, SAE's deep SAP knowledge was crucial for the complex integration into the backend systems.
Trusting collaboration
The collaboration was professional and trusting from the start. The project teams from WashTec and SAE are operating as a highly motivated unit.
Results and strategic outlook
Speed & Efficiency: Sales have definitely become faster and more efficient. Major synergies are expected after the completion of the worldwide rollouts.
Strategic Added Value: The investment was worth it, as the project was the "perfect kick-off" to position themselves as a solution provider in the market and initiate numerous other optimization processes (Scope 2 and 3, including artificial intelligence).
WashTec views SAE not just as a project service provider but as a strategic partner for the future joint development of the product.
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