Mastering Pricing Rules
in CPQ Software
for Sales Acceleration and
Revenue Optimization

Date: August 2023
Estimated reading time: 7 minutes
Sculptor CPQ Product Manager at Sculptor

Pricing management and its challenges

In the fast-paced world of sales, efficiency and accuracy are paramount for sustainable growth and profitability. Traditionally, sales teams struggle with lengthy and error-prone manual processes, leading to delayed quotes, inconsistent pricing, and missed sales opportunities.
Having an effective pricing strategy can help you attract more customers, increase revenue, and improve customer loyalty. On the other hand, a poorly managed pricing policy can lead to lost sales, decreased revenue, and a damaged reputation.
CPQ (Configure, Price, Quote) software offers a robust solution to streamline the quoting process, empower sales reps, and enhance sales automation. At the heart of CPQ lies pricing management and pricing rules, which play a pivotal role in optimizing sales quotes, driving revenue, and achieving business objectives.
Sculptor CPQ for Salesforce helps SMBs manage their pricing policies effectively. It allows sales teams to create accurate quotes quickly and easily by automating pricing calculations based on predefined rules. Transparent and easy-to-setup pricing rules in Sculptor CPQ are used to carry out pricing calculations for different products and services in any quote automatically, considering various factors such as quantity, discounts, and promotions.
In this article, we'll delve into the fundamentals of pricing management and pricing rules in CPQ software and provide detailed examples of different scenarios to showcase their practical implementation.

How does CPQ facilitate pricing strategies?

Pricing management in CPQ refers to the process of defining, managing, and optimizing pricing strategies for products and services offered by a company. It involves configuring pricing rules that govern how product prices are determined based on various factors such as customer segments, product configurations, discounts, and more. With CPQ, businesses can ensure consistent and accurate pricing across all sales channels, leading to increased customer satisfaction and minimized pricing errors.
Pricing management facilitates setting and managing prices for products or services offered by a company. It involves analyzing market trends, customer behavior, and competitor pricing to determine the optimal price for a product or service.

What are the pricing rules in CPQ?

Pricing rules are the building blocks of effective pricing management in CPQ. These rules are pre-defined logic sets that automatically calculate the price of a sales quote based on specified conditions and parameters. By leveraging pricing rules, businesses can simplify complex pricing calculations, enable faster quote generation, and empower sales teams with real-time pricing insights to make informed decisions during the quoting process.
Pricing rules in CPQ can be used in a variety of scenarios to help businesses manage their pricing policies effectively. Usually, sales teams struggle to manage prices effectively while providing clients with a variety of options to get a discount.
Pricing rules are key to allowing businesses to implement various discounting strategies to incentivize customers or drive specific behaviors. Typical discounts used by sales team to increase revenues can include:
Block pricing
Block pricing, also known as price banding, is a strategy where the price is set based on quantity ranges. Here's an example:
  • For 1-50 units, the price per unit is $100.
  • For 51-100 units, the price per unit is $90.
  • For 101+ units, the price per unit is $80.
Tiered pricing
Tiered pricing allows for incremental pricing based on cumulative order value. For instance:
  • Total order value less than $5,000: No discount.
  • Total order value between $5,000 and $10,000: 5% discount.
  • Total order value above $10,000: 10% discount.
Bundle pricing
Bundle pricing combines multiple products or services into a single package with a discounted price to encourage customers to purchase more. An example of this in the tech industry could be:
  • Offer a software bundle that includes antivirus, an office suite, and cloud storage at a 30% discount compared to purchasing each item separately.
Contract pricing
Contract pricing involves setting specific pricing agreements with individual customers or specific customer groups. These agreements are based on negotiated terms, and the prices are locked in for a predetermined period. Here's an example:
  • Customer X, as part of a long-term contract, receives a 15% discount on all products for the next two years.
Seasonal pricing
Seasonal pricing enables businesses to adjust prices based on seasonal demand fluctuations or market conditions. This strategy helps optimize revenue and stay competitive during peak and off-peak periods. For instance:
  • During the holiday season, offer a 10% discount on winter clothing to capitalize on increased demand.
Dynamic pricing
The practice of dynamic pricing involves the modification of prices in real-time, taking into account variables like market demand, competitor pricing, and consumer behavior trends. This strategy allows businesses to maximize revenue and maintain competitiveness. For example:
  • An airline may increase ticket prices during peak travel periods when demand is high and decrease prices during off-peak periods to attract more travelers.
By using multi-scenario CPQ pricing rules, businesses can ensure that their pricing policies are consistent and accurate across all quotes and orders. This can help businesses improve their profitability and competitiveness by attracting more customers and increasing revenue.

How do businesses benefit from implementing CPQ pricing rules in sales?

1. Improved Profitability: Pricing rules can help businesses optimize their pricing strategies and increase their profit margins by ensuring that prices are set at the right level for each product or service.
2. Increased Sales: By offering promotions, discounts, and bundle pricing, businesses can attract more customers and increase their sales volumes.
3. Greater Customer Satisfaction: By offering fair and consistent pricing, businesses can build trust with their customers and improve their overall satisfaction with the company.
4. Better Competitiveness: By using dynamic pricing and location-based pricing, businesses can stay competitive in their markets and respond quickly to changes in demand and competition.
5. Streamlined Sales Processes: Pricing rules in the CPQ solution can automate pricing calculations and ensure that accurate prices are applied to quotes and orders, reducing errors and speeding up the sales process.
6. Enhanced Data Analysis: By tracking pricing data over time, businesses can gain valuable insights into customer behavior and market trends, allowing them to make more informed pricing decisions in the future.
7. Improved Collaboration: Pricing rules can help sales teams work more collaboratively with other departments, such as marketing and finance, to develop effective pricing strategies that meet the needs of the business and its customers.
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Best practices to setup and use CPQ pricing rules

1. Understand Your Business Requirements: Clearly define pricing objectives, target markets, and strategies before designing pricing rules.
2. Utilize Custom Fields and Formula Fields: Leverage custom fields and formulas to create dynamic pricing logic, accommodating complex scenarios.
3. Regularly Review and Optimize Pricing Rules: Continuously analyze and refine your pricing rules based on sales data, customer feedback, and market trends.
4. Test Thoroughly Before Deployment: Conduct extensive testing to ensure accurate calculations and validate pricing outputs.
5. Collaborate with Sales and Pricing Teams: Involve sales representatives and pricing experts during rule creation to ensure alignment with business goals and input from stakeholders.


CPQ pricing rules empower businesses to implement sophisticated pricing strategies and optimize their revenue generation. By understanding the nuances of pricing rule scenarios and following best practices, organizations can effectively leverage CPQ to streamline selling workflows, enhance customer satisfaction, and drive profitability.
Incorporating advanced pricing rules such as contract pricing, seasonal pricing, bundle pricing, and dynamic pricing into your CPQ implementation can take your sales acceleration and revenue optimization to the next level, drastically improving quoting and selling processes These sophisticated pricing strategies not only cater to specific customer needs but also help businesses stay agile in the face of market dynamics.
Sculptor CPQ for Salesforce provides its users with a powerful no-code engine to configure and activate any pricing rule in a few clicks. This feature empowers CEOs, CFOs, and sales teams to drive growth, streamline sales flows, and ensure customer satisfaction, ultimately setting the stage for sustainable success in today's competitive business landscape.
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