CTN makes the kind of recovery tech you see in training centres and high-end clinics—cryotherapy cabins, muscle-stim devices, red-light rigs. They ship to more than fifty countries, so every buying journey crosses time zones, currencies and a mountain of configuration choices. Until recently, those journeys also crossed an ocean of email.
Janet Martins, CTN’s marketing lead, counted “30 back-and-forth messages for a single order” before everyone was finally on the same page.
Something had to give. After redesigning the website, the team realised the real bottleneck wasn’t the look-and-feel—it was the lack of self-service. “We felt something was still missing that would make our customers’ lives easier,” Martins remembers.
A radical idea in a conservative market
In health-tech equipment, the unwritten rule is “Call us for pricing.” CTN decided to flip that script. By embedding HeadQ’s quote cart behind a simple Request a quote button, they let visitors explore every option and see transparent pricing without waiting for a rep. The roll-out took two clicks and plugged straight into HubSpot. Suddenly, midnight-shoppers in Sydney could build a six-figure quote while the Helsinki office slept.
What happened next
→ The experiment didn’t just work—it rewired the entire demand funnel
→ 66 fully-configured quote requests landed in the first five months
→ Each request averaged 66 351€
→ Pipeline generated: 4 379 200€
The traditional contact form? It’s gathering dust. “The quotes now come almost exclusively through the HeadQ tool,” Martins says.
Why buyers (and sales) won’t go back
For buyers the appeal is obvious: instant clarity on specs and price, zero awkward budget emails, and a polished experience that feels closer to e-commerce than enterprise procurement.
For CTN’s sales team every request arrives pre-qualified, complete with configuration details and budget signals. Manual data entry vanished, response times shrank, and the thirty-email dance became a neatly choreographed follow-up sequence in HubSpot.
Beyond quoting: a hybrid e-commerce future
Success bred curiosity.
CTN has already extended the quote cart into an internal portal where existing customers buy accessories outright and request quotes for main devices—a hybrid model that may soon hit the public site.
If the cryotherapy cabins follow the accessories into click-to-buy territory, the industry’s “call for price” reflex could finally meet its match.
Thinking about your own leap? Start here.
Every complex-product manufacturer wrestles with the same fear: that price transparency will erode margin. CTN’s story suggests the opposite. By giving modern buyers the autonomy they expect, you don’t commoditise your offer—you remove friction that keeps revenue locked in limbo.
→ Map your variants and rules. Even one flagship SKU is enough to test the impact.
→ Expose a baseline price. Serious buyers still contact you for volume or service bundles; now they arrive informed.
→ Embed, don’t rebuild. HeadQ lives on top of your existing pages, so go live this week and iterate on real data.
→ Automate the hand-off. Let your CRM triage hot, enterprise-size quotes first.
CTN’s numbers show that when you trust buyers with information, they repay you with bigger, faster deals.