What Are Self-Service Tools (Pricing Calculators, Assessments, + Other Examples)

Self-service enables buyers to independently navigate key aspects of the purchasing process—from information gathering to making decisions—without being forced to speak to a human.

A recent study should make any company pause when considering its sales process. According to Gartner, 75% of buyers would prefer to have a “seller free” sales experience. 

Yes, 75%.

And this number is growing too.

This means self-service tools are no longer a nice-to-have on your website. They're now a must-have if you want to earn trust, accelerate the sales process, and generate better-fit leads.

Buyers today expect to do more of their research independently. They’re looking for a buying process that requires minimal interaction with a salesperson—what we call a "touchless buying experience." This means they prefer to research, compare, and even make purchasing decisions on their own terms, only engaging with sales when they’re fully ready and comfortable. 

They won’t wait for a response, they refuse to jump through hoops, and they expect the process to be easy and frictionless. And when they do reach out, they expect a seamless transition from their independent research to a productive sales conversation.

If your team isn’t ready to meet your buyers where they are, by giving them what they want, when they want it, and how they want it, you risk losing them. And once they’re gone, they’re not coming back.

That’s exactly why self-service tools are a core part of the Endless Customers System™, a proven system for helping businesses become the most known and trusted brand in their market. These tools empower buyers to take action and gain clarity—all before ever talking to sales.

Now, let’s dig into the five types of self-service tools, why they matter, and examples that bring each one to life.

1. Self-Assessment Tools

These tools, like quizzes or scorecards, allow buyers to assess their needs and challenges. They provide personalized insights and recommendations, empowering prospects with clear next steps before ever speaking to your sales team.

Self-assessments help buyers understand where they are today and what they might need next. These interactive quizzes or evaluations are often framed around readiness or risk.

They’re powerful because they educate, engage, and qualify all at once. Tools like ScoreApp make building assessments simple.

A standout example: 

Bahler Brothers Patio Design Quiz matches users with ideal styles. 

If you’ve ever struggled designing or redesigning your outdoor space, you will appreciate how fun and informative this single-page self-selection tool is.

After you land on the page, you’ll select which option you like from a group of visual pattern choices, and the page will then automatically scroll you into the next section, keeping track of your progress all the while.

Once you reach the end, you provide your contact information and immediately receive which style you’ll most likely enjoy for your patio. Mine was Rustic, and they’re spot on.

Other types of self-assessment tools may include: 

• Financial Health Check: A financial advisory firm could create an interactive tool that asks prospects about their income, expenses, savings, and investments. The tool would then provide a "financial health score," highlighting areas for potential improvement.
  
  
• Home Energy Audit Tool: A company in the home improvement space could develop a self-assessment tool that evaluates a homeowner’s energy consumption. By answering questions about insulation, appliances, and energy habits, users would receive a report on their energy efficiency and specific actions they can take to save money.
  
  
• Cybersecurity Risk Assessment: An IT security company could create a tool that asks businesses about their current cybersecurity measures, such as password policies, employee training, and network protections. The tool would generate a risk score and recommendations for enhancements.

The possibilities are endless. 

When these tools are done correctly, prospects will often refer back to their “score” when talking with your sales team. Furthermore, your sales team is able to see their “score” before the first sales meeting, again making the usage of such a tool a massive win-win.

2. Self-Selection Tools

Self-selection tools guide users to the best-fit product or service. Think of them as the digital equivalent of a smart salesperson asking the right questions.

They work by simplifying decisions and increasing buyer confidence. These tools use logic to recommend the right solution based on user input. Recommendation engines and guided selling tools are perfect fits here.

A standout example: 

Rancilio's coffee machine selector tool

Coffee machine marker Rancilio offers an incredibly helpful comparison tool for selecting the right coffee machine. You start by selecting whether you are looking for an espresso machine or bean-to-cup machine.

Next, you choose the volume of coffee you’re planning to make each day (fewer or more than 50) and whether you want the machine to carry milk on demand.

This takes you to a screen where you can view all the different products available with the specs you chose, or you can get in touch with one of their specialists to walk you through which machine might best suit your needs. 

The tool helps you figure out your own needs while guiding prospects closer to a buying decision.

Other types of self-selection tools may include: 

• Paint Color Picker: An interactive tool where users input room type, lighting, and desired ambiance to get tailored paint color recommendations.

• Health Insurance Plan Selector: A tool that guides users through selecting the best health insurance plan based on their medical needs, budget, and family size.

• SaaS Product Chooser: A tool that helps businesses or individuals determine the best software plan or package based on the features they need, the number of users, and the type of work they do.

By offering an unbiased self-selection tool, you’re demonstrating that you’re the most trustworthy source in your market. When used properly, your sales team will often hear, “I took that tool on your website and I already know what I want.” 

That’s music to a salesperson’s ears.

3. Self-Configurator Tools

Got a complex product or service? Let your buyers build their own solution.

Configurators allow users to explore options, features, and pricing—all without a sales pitch. They keep users engaged and help them visualize what they’re buying. The key is simplicity: great configurators clarify, not complicate.

If your offerings are customizable, configurators help buyers make better choices faster.

A standout example: 

Yale Appliance's pro range configurator. IMPACT client Yale Appliance is one of the premier appliance sellers, installers, distributors, and educators in the United States.

Website visitors can find information on just about any household appliance they can think of. The extensive learning center can guide buyers to make the most informed decision possible.

From pricing information to reviews and professional assessments — it’s all there.

That being said, one popular tool they offer is their Pro Range Configurator.

You can select a range size, fuel type, burner type, burner configuration, colors, and other features. 

You select the materials that’ll go into your pool and any add-ons, such as an automatic vacuum or cascade.

Other examples of self-configurators: 

• Custom Cabinet Configurator: A tool that helps homeowners design kitchen or bathroom cabinetry by choosing dimensions, materials, finishes, and additional features like soft-close drawers or pull-out shelves.

• Landscape Design Tool: A configurator for landscaping companies that allows clients to design their outdoor space by selecting plants, paving materials, water features, and garden layouts.

• Insurance Policy Configurator: A tool that guides users in building a custom insurance policy by selecting coverage options, deductibles, and additional riders.

You’ve heard the famous phrase, “If you build it, they will come.” In the case of self-configurator tools, it’s more like: “Let them build it, and they will come.”

4. Self-Scheduling Tools

These let visitors book meetings or demos with your team without the email back-and-forth. 

Self-scheduling tools reduce friction, speed up the sales process, and let buyers take action the moment they’re ready. Tools like Calendly, HubSpot Meetings, and Chili Piper are popular for good reason.

A standout example: 

Yale Appliance takes self-scheduling even further by allowing you to schedule a showroom visit and even choose the salesperson you’d like to work with by reading about their expertise and their bio ahead of time. 

Other examples of self-schedulers: 

• Doctor Appointment Scheduler: A tool that allows patients to book appointments with doctors, specialists, or therapists based on their availability, preferred location, and urgency of the visit.
• Financial Advisor Meeting Scheduler: A tool that lets clients book meetings with financial advisors based on their availability and choose between in-person or virtual sessions.
• Client Onboarding Scheduler: A tool for businesses to schedule onboarding sessions with new clients, ensuring that both parties can choose times that align with their availability.

Self-scheduling tools give potential customers a sense of “I’m in control”—and as we’ve discussed before, this is exactly what every buyer wants.

Control means trust, and trust means more sales.

5. Self-Pricing Tools

If your buyers are asking "How much does it cost?" (and they are) don’t make them wait.

Self-pricing tools are calculators or estimators that give buyers a clear sense of what they might pay. They’re bold. Transparent. And still surprisingly rare.

But they work. Pricing content is consistently the most read and shared, and for good reason. Buyers want to know what they’re in for.

A standout example:

River Pools' pricing calculator. River Pools, which sells and installs fiberglass swimming pools, has an awesome pricing tool to help you find the perfect swimming pool.

In just a few steps and clicks, you can become a more informed pool buyer and also plan ahead for hidden costs that might come with additional options and add-ons that come with a project this big. 

At the end of the process, you input your info and the quote gets sent right off to you in just a few minutes — no tricks or strings attached.

Other examples of self-pricing tools: 

• Lawncare project estimator: A tool that let’s people estimate how long their lawn project may cost.
• Home improvement project estimator: Roofing, painting, plumbing repairs, window replacements — a tool that lets people estimate how long their home improvement might be. 
• Software estimate: A tool that gives people a range of how much their software may cost them based on the specific needs they may have and the tiers you offer. 

Key Tips for Effective Pricing Estimators

A common mistake with pricing estimators is failing to educate prospects about their choices. If buyers are presented with options—such as different patio stones—without clear photos and explanations, confusion follows. 

Don’t assume prospects know more than they do. Include “learn more” links, videos, or articles to guide them, just as you would in a live sales conversation.

Also, you don’t need to provide an exact price. A price range is often sufficient. 

Adding features like “monthly payment” or financing options can further enhance engagement and build confidence.

When companies get excited about implementing pricing estimators, the next question is often, “Where do we start?”

You have two main options:

1. A customized solution tailored for your business
2. An out-of-the-box solution that you can quickly integrate into your site

Both have their merits, but if your budget allows, a custom-built tool is the better route. This is a service we offer at IMPACT, as part of our coaching and training program to help businesses become the most known and trusted brand in their market with the Endless Customers System™, with numerous case studies to prove its success.

Self-Service is The Future 

Self-service tools are foundational to turning your website into your best 24/7 salesperson. 

Sooner than later, they will be table stakes for all businesses that want to keep up with today’s buyer. 

These tools are essential parts of the Endless Customers System™ that helps turn you into the most known and trusted brand in your market. They let you lead the conversation by meeting buyers where they are, before your competitors even show up.

So the real question isn’t, “Should we add self-service to our website?”

Really, it’s, “Why haven’t we done this already?”

Many of our IMPACT clients have used self-service tools to empower their buyers and drastically increase leads and sales. If you want to learn more about implementing the Endless Customers System™ and self-service tools on your website, schedule a call with an advisor.