How Top B2B Sellers Win Bigger Deals

Top B2B Sellers
What separates top B2B sellers from the rest? Is there a secret formula? If you’re a consultative solution seller, you’ve likely invested countless hours mastering sales tools and processes. You’re performing — but you know you could achieve more.

Our data from sales rep assessment simulations reveal a clear pattern: top solution sellers consistently execute a few critical behaviors that allow them to win larger, more complex deals. These aren’t just small tweaks — they are strategic moves that shift outcomes and elevate performance.

Winning Bigger Deals
Top B2B sellers don’t win because they work harder — they win because they work smarter. They focus relentlessly on strategic accounts and the sales and marketing activities that truly move the needle. Their selling process is streamlined, zeroing in on the critical steps that help clients succeed while advancing the deal. By narrowing their efforts to the key drivers that matter most, they transform each client interaction into a deliberate step toward larger, more predictable wins.

Top B2B Sellers: Three Key Drivers to Bigger B2B Deals

Here is how to get full value from your customer conversations:

1. Ruthlessly Focus on Helping Your Client to Succeed
   Top B2B sellers are nearly three times more likely to be highly specific about the clients and deals they pursue. They know exactly who their ideal clients are and understand how their unique value proposition differentiates them in a way that drives real success for those clients.
   
   Ask yourself: Is your ideal client profile precise and actionable? Is your value proposition compelling enough to clearly show why clients should choose you? And are your sales leaders directing their teams to focus on client outcomes — or merely on products and quotas?
   
   The difference between average and top performers lies in this relentless client-first mindset.
2. Collaboratively Help Clients Define the Best Path Forward
   Top B2B sellers don’t just respond to what buyers say — they guide them to clearly define where they are, where they want to go, and a practical plan to get there that fits their unique situation. Average sellers provide what is asked; top sellers become trusted advisors, delivering insights and solutions that others simply cannot.
   
   Business sales training research shows this requires accurately diagnosing root causes, navigating complex stakeholder dynamics, and keeping customer priorities at the center of every interaction.
   
   Ask yourself:  Can your sales team consistently uncover what truly matters to clients — and articulate that value convincingly at every level of the organization?
3. Strategically Navigate the Customer’s Buying Process
   According to Gartner, sales reps control only about 5% of a customer’s time during a complex B2B buying journey — often involving up to 10 decision-makers, each armed with four to five pieces of independently gathered information. Top sellers understand every stage of this journey and proactively position themselves early, shaping outcomes and gaining access to the true decision-makers.
   
   They quickly establish credibility as trusted advisors, delivering the right information at the right time to build consensus, reduce risk, and instill confidence.
   
   Ask yourself: Are your sellers following your sales process — or are they strategically aligned with the customer’s buying process?

The Bottom Line
Top B2B sellers simplify the art of selling by focusing relentlessly on what matters most to their customers — and connecting their solutions directly to those priorities. They don’t waste time pursuing the wrong accounts or engaging for the wrong reasons. In essence, they make it easier for customers to navigate complex buying decisions, creating clarity, confidence, and stronger outcomes for both sides.

To learn more about how top B2B sellers win bigger deals, download 30 Effective Sales Questions that Matter Most

by Tristam Brown: CEO

Tristam Brown is an executive business consultant and organizational development expert with more than three decades of experience helping organizations accelerate performance, build high-impact teams, and turn strategy into execution. As CEO of LSA Global, he works with leaders to get and stay aligned™ through research-backed strategy, culture, and talent solutions that produce measurable, business-critical results. See full bio.