PSG Electricals doubles deal closure rates using a custom quotation management application on Zoho Creator

The company

PSG Electricals is a fulfillment partner and trading firm specializing in medium-voltage switchgear. The company works primarily with builders, developers, and residential high-rise projects, ensuring switchgear systems are supplied and installed for reliable power distribution. PSG Electricals frequently handles quotation revisions based on site conditions, evolving scopes, and active client negotiations.

The challenges

PSG Electricals relied on Tally, word documents, and spreadsheets to create and manage quotations. Over time, this approach created challenges across three key areas: speed, control, and visibility.

1. Slow proposal turnaround

Because proposals were drafted manually across multiple tools, even a straightforward quotation required logging in to systems, formatting documents, and recreating line items from scratch.

2. No structured way to manage revisions

For customers who were serious about closing, two to three revisions were common. Generally, pricing, scope, and service components would be adjusted during negotiations. However, there was no structured version tracking system.

Proposals were stored in folders on OneDrive, so there was no dashboard to track:

• Which proposals were active
• Which customers had asked for revisions
• Where each opportunity stood in the pipeline

3. No measurable visibility into conversions

Before implementing Zoho Creator, conversion rates were estimated rather than measured.

Without structured tracking, it was difficult to:

• Identify serious prospects
• Measure revision frequency
• Understand where deals were being lost

The solution

PSG Electricals implemented a custom quotation management system built on Zoho Creator with support from DVS Advisory Group, a certified Zoho Partner. The system replaced manual drafting with a structured digital workflow.

Mobile-based quotation creation

One of the biggest operational shifts came from mobility.

Praveen is frequently on-site, handling multiple projects across locations. Earlier, creating a quotation required logging in to Tally through a laptop. With Zoho Creator, proposals can be created directly from a mobile device.

The workflow now includes:

• Selecting or onboarding the customer from a master list
• Entering project details and references
• Choosing products and service components from dropdown menus
• Applying default pricing or editing line items as needed
• Reviewing totals and tax calculations automatically
• Adding payment terms and commercial conditions

Version control and negotiation flexibility

Each proposal can be revised and regenerated without recreating documents from scratch. Through this, line items can be edited, service combinations adjusted, and pricing are modified based on customer discussions.

This structured revision flow helps PSG Electricals:

• Track customers requesting revised proposals
• Identify "hot" prospects actively negotiating
• Maintain consistency across versions
• Avoid document duplication

A centralized performance dashboard

Beyond proposal creation, Zoho Creator introduced measurement.

The system now tracks:

• Total proposals issued
• Revised proposals requested
• Lead-to-conversion ratios
• Open opportunities
• Closed deals

Praveen exports proposal data periodically to review performance, reinitiate follow-ups, and plan pipeline strategy.

Benefits and impact

Faster turnaround during negotiations

Proposals can now be created and shared instantly during discussions. This improves responsiveness and strengthens client confidence.

Clear visibility into conversion rates

For the first time, PSG Electricals has measurable insight into:

• Actual conversion percentages
• Revision patterns
• Drop-off stages in the sales pipeline

This visibility has reshaped sales strategy.

Scaling revenue

With structured tracking, faster response times, and improved negotiation control, PSG Electricals was able to significantly improve closure rates and double its revenue.

By identifying serious prospects early and focusing follow-ups strategically, the business was able to significantly improve closure rates.

One system for everything

All quotations are now stored and tracked in one place. Active, revised, and closed proposals are visible through a single dashboard, enabling periodic review and structured follow-ups.

Looking ahead

PSG Electricals now plans to extend Creator usage across its technical team and implement similar workflows across sister concerns. The company is also exploring CRM integration within Zoho Creator to bring customer and sales tracking into a single system.

What started as a quotation tool has become a practical way for PSG Electricals to manage negotiations, track performance, and close deals with greater clarity.