If you sell complex machinery or industrial solutions online — like laser cutting systems — there’s a good chance your quoting process is still manual. Spreadsheets, Word documents, and endless email chains are not just hard to manage — they’re costing you time, leads, and revenue.
That’s exactly where Koenig, an Australian laser machine vendor, found themselves.
Their sales team was spending 20+ hours every week building quotes by hand. Leads were dropping off. Follow-ups were delayed or missed. Some quotes took days — even weeks — to send.
In this article, we’ll show you how we helped Koenig replace that traditional quoting process with a custom system built into their website. It now automates product selection, calculates real-time delivery costs, and gives prospects an instant, downloadable quote — without tying up the sales team.
How Manual Quoting Was Costing Koenig Time & Money
Koenig’s quoting process was traditional, manual, and time-consuming — a setup that couldn’t scale with the volume and complexity of their products. Here’s what they were dealing with:
- Generic enquiry forms → phone calls → manual quote building
Koenig’s website had a basic lead form with limited fields — no product options, no context. Every enquiry came through vague, forcing sales to call each prospect, gather details manually, and then build a custom quote from scratch — a process that could take days.
- Sales team burdened by admin
Instead of closing deals, the sales team spent most of their week quoting. It pulled them away from revenue-generating conversations and drained resources.
- Quotes in Word, leads in spreadsheets
There was no centralised system. Quotes were built in Word, saved locally, and tracked in messy spreadsheets — leading to version control issues and internal confusion.
- Missed follow-ups, leads dropping off
With no automation or structured lead flow, follow-ups were inconsistent. By the time a quote was sent, many prospects had already moved on or lost interest.
- No structured lead prioritisation
Every lead looked the same on paper. Koenig couldn’t easily identify which prospects were serious or high-value — resulting in wasted effort and missed opportunities.
- Delivery costs had to be manually calculated
Freight wasn’t fixed — it varied based on machine size, weight, and destination. Koenig’s sales team had to manually find shipping rates for every quote, which added complexity, delayed turnaround times, and introduced opportunities for error.
- Leads dropped off due to sticker shock
Pricing — including the machine and delivery — was only revealed after the quote was manually sent. For many prospects, the total cost came as a surprise, leading to drop-offs, unreturned calls, and wasted quoting time.
All of these factors led the company’s Director, Jenny, to recognise they were losing time, staff resources, and missing out on high-value lead opportunities — often worth $50K or more — simply because of a broken quoting process.
The Solution: A Custom Web-Based Quoting System
To improve efficiency and reduce admin bottlenecks, we designed a fully automated quoting system for Koenig’s website. It allowed prospective customers to build their own quote, see real-time pricing (including delivery), download a formal quote, or proceed straight to checkout and purchase their configured machine.
- WordPress-based web app with 3-phase workflow
The quoting tool was built as a custom WordPress application with a streamlined 3-step journey: Laser Machine Product Selection → Quote → Contact or Checkout.
- Self-service quote builder on each product page
Prospects could customise their machine directly on the product page — selecting laser source, power, size, and options — without needing to speak to a sales rep.
- Add-ons, upgrades, and smart delivery calculation (Machship)
Users could add training, air filters, gas packs, or safety upgrades. Delivery was automatically calculated using Machship’s smart boxing engine — factoring weight, dimensions, and destination for instant freight accuracy.
- Auto-generated branded quote PDF
After completing their configuration, users could instantly download a formal, branded quote — including a full pricing breakdown and summary of selected options.
- Buy Now checkout with payment gateway integration
For ready-to-buy prospects, a “Buy Now” path allowed for direct purchase via an integrated payment gateway — enabling full machine orders online.
- Structured leads + purchase notifications for sales team
Each submission — quote or purchase — sent detailed, structured lead data to Koenig’s sales team, allowing for faster, more targeted follow-ups and internal assignment.
Implementation: Built Around Koenig’s Sales Process
We kicked off with a discovery workshop to map Koenig’s quoting workflow — from machine types and upgrade options to delivery requirements and price rules.
The system was then custom-built to reflect their real-world quoting process, including:
- Predefined machine configurations and optional upgrades
- Dynamic freight calculation using Machship’s smart boxing
- Automated quote generation with brand styling
- Payment gateway setup for full online purchase capability
After UX design, several reiterations, user testing, the tool was deployed directly into Koenig’s website — seamlessly replacing manual quoting with a streamlined, self-service system.
The Results: 20+ Hours Saved, Higher Conversions, and More Sales
Koenig’s new quoting system didn’t just save time — it completely reshaped how their sales team operated, how leads were handled, and how customers interacted with the business online.
Here’s what changed:
- 20+ hours of manual quoting eliminated every week
Sales reps and admin staff were no longer tied up building quotes. The quoting tool handled the heavy lifting, freeing up valuable hours that could be reallocated to lead follow-up, pipeline management, and closing deals.
- Instant lead + quote delivery improved follow-up speed
As soon as a prospect submitted a quote, Koenig received a complete lead record with machine configuration, pricing, and delivery details — allowing the team to follow up faster and more personally.
- Lead quality dramatically improved
With the system capturing detailed configuration data upfront, the team could instantly see what machine the lead wanted, how serious they were, and how much they were willing to spend — helping them prioritise higher-value opportunities (like fibre laser machines).
- Conversion rates increased thanks to real-time pricing
The ability for prospects to see pricing and delivery costs immediately reduced friction and uncertainty. Fewer leads dropped off due to slow quoting or sticker shock.
- Higher average order value through strategic upsells
By offering optional upgrades (like safety systems, training, or software add-ons) during the quoting process, the system boosted AOV — tapping into buying intent at the right time.
- Self-service checkout enabled online sales
Some customers didn’t want to wait. The Buy Now feature allowed ready-to-buy leads to process payment immediately — turning what would’ve been a sales conversation into a completed online order.
- More structured, scalable lead handling
Every quote submitted fed into a centralised lead inbox. Sales reps could assign leads, track follow-ups, and keep records clean — no more lost spreadsheets or scattered email threads.
- Faster lead cycles and improved deal velocity
Quotes that used to take days were now handled in minutes. With instant responses and better internal workflows, deals closed faster — and more often.
- Competitive differentiation in the marketplace
Koenig became one of the few in their industry offering real-time quoting and online purchasing — positioning them as a modern, customer-focused brand in a market still dominated by offline quoting.
Why This Matters for Other B2B Industrial Businesses
If you’re still quoting manually, Koenig’s results prove what’s possible when you rethink your sales process.
You don’t need to choose between complexity and automation. You can sell high-ticket, configurable machinery online. You can quote faster, reduce admin, and close more deals — without compromising on product detail, pricing accuracy, or shipping logistics.
What’s holding most businesses back isn’t the product — it’s the assumption that quoting must be offline.
Koenig broke that pattern. And in doing so, they now respond to leads in real-time, sell machines without sales calls, and scale without hiring more staff.
If your team is still tied up quoting in Word docs and spreadsheets, this isn’t just an efficiency play — it’s a revenue opportunity.
Want to Streamline Your Quoting or Online Sales Process?
If you’re spending hours each week quoting manually, missing follow-ups, or losing high-value leads due to slow turnaround or lack of clarity — it’s time to fix that.
We build quoting and sales systems for industrial and commercial businesses that deal with complex, configurable products — just like Koenig. Whether you need:
- A self-service quote builder on your website
- Real-time delivery pricing based on your freight setup
- Online checkout for ready-to-buy customers
- Or just a better system to manage and prioritise your leads such as a CRM
Let’s talk.
👉 Book a free quoting systems consult — we’ll review your current quoting process and show you what’s possible with automation, without losing the control you need.
