Looking to increase B2B sales but not sure where to begin? You’re not alone. Even experienced teams hit a wall sometimes, especially when deals stall or prospects go quiet without explanation. And while sales are never easy, B2B sales come with their own unique challenges.
We’re talking longer sales cycles, multiple decision-makers, tighter budgets, and buyers who do their homework before you ever speak to them. In fact, did you know 96% of prospects do their research before initiating contact with a sales representative?
That’s why this blog focuses on one goal: helping you increase B2B sales.
This guide is here to help you move past common roadblocks and start increasing B2B sales with proven, practical strategies that work.
What Increasing B2B Sales Really Means:
- Converting more leads into paying customers
- Bottom-of-funnel activity (decision and action)
- Closing more deals, improving sales, and boosting win rates
- Focusing on revenue, not just lead generation
Why It’s Hard to Increase B2B Sales Today
So, why is it so hard to increase B2B sales in the first place? Well, this isn’t B2C. You’re not selling shoes or subscriptions to individuals. You’re navigating complex buying processes, long sales cycles, and multiple decision-makers.
Buyers are also more informed than ever. They’ve done their research, compared providers, and know what questions to ask before they even talk to your team. If you’re not saying something valuable from the first touchpoint, you’re already behind.
And let’s not forget the competition. You’re not the only one offering your product or service. If you can’t explain why you’re the better option, or worse, your team takes too long to respond, you’re likely losing deals you could have closed.
How to Increase B2B Sales
Now let’s get into the part you came here for, how to actually increase B2B sales. Below are 10 strategies focused on how to convert leads into paying customers.
1. Respond Faster Than Your Competition
Speed matters. If a lead fills out a contact form or sends an email, they’re likely doing the same with two or three of your competitors. The first business to respond usually wins the conversation, and often the sale.
That doesn’t mean you need to drop everything and pitch on the spot. But even a quick call or email to say “Got it, let’s schedule a time to chat” can keep you in the running. Waiting 24 hours or more gives the buyer time to lose interest, go with someone else, or forget why they reached out.
Invest in systems that help you respond faster, whether it’s a CRM alert, an automated response, or a dedicated rep. In B2B, minutes often matter more than you think.
- Aim to follow up within 5 minutes (Following up within 5 minutes can increase conversions by 9x)
- Set up systems that notify your team of new leads
- Use automation or quick responses to hold interest while you prep
2. Simplify the Way You Sell
Want to increase B2B sales? Make the next step easy. That means no hassle, no confusion, and no drawn-out processes. If it takes a buyer too many steps to figure out what happens next, or worse, how to actually buy from you, you’re making it harder than it needs to be.
Look at your sales process through their eyes. Can they get pricing without chasing you? Is it clear how to move forward after the first call? Are you giving them exactly what they need, or just flooding them with info they didn’t ask for? The more streamlined your process, the easier it is for the buyer to say yes.
You don’t need to be fancy. You just need to be clear, responsive, and easy to work with. When buyers feel like moving forward is simple, they’re far more likely to do it.
- Make the next step obvious at every stage
- Stop overloading buyers with documents and details
- Keep proposals, emails, and follow-ups focused on progress
3. Get Better at Following Up to Increase B2B Sales
Plenty of sales teams do a great job on the first call or email. Then… nothing. The follow-up is where most deals are lost, not because the buyer said no, but because the seller stopped showing up.
You should be following up multiple times, using different channels (calls, emails, even LinkedIn), and always offering a reason to reconnect. That might be a helpful resource, a special offer, or a reminder of what they said mattered most to them.
If you’re not following up at least 3–5 times, you’re leaving money on the table.
- Build a structured follow-up process
- Use multiple contact methods, not just email
- Give buyers a reason to re-engage
4. Focus on Outcomes, Not Features
Buyers don’t want a list of features. They want to know how your product or service is going to make their life easier, save them money, or solve a real problem. If your pitch sounds like a product sheet, it’s time to refocus.
Shift your language from “what it does” to “why it matters.” Instead of saying, “We offer automated scheduling,” try, “Our platform helps you save 5–10 hours a week on project management.” That’s the kind of detail that makes buyers pay attention.
When you lead with outcomes, you make it easier for the buyer to justify moving forward.
- Frame your pitch around business impact
- Use client results or metrics when possible
- Focus on solving pain points, not listing tools
5. Strengthen Your Proposals to Increase B2B Sales
Your proposal is often the turning point in the sales process. A weak proposal can cause hesitation, while a clear, confident one can seal the deal. If your proposals are too technical, too vague, or missing key details, you’re making it harder for the buyer to say yes.
Think of your proposal as a decision-making tool. Moreover, it should recap the buyer’s problem, outline your solution, clearly state pricing, and lay out the next steps. It should be visually clean and easy to skim. And most importantly, it should answer the question: “Why should I choose you?”
Take the time to refine your proposal template. If it doesn’t feel like a confident, trustworthy document, it’s time for an upgrade.
- Recap pain points and solutions clearly
- Use consistent, easy-to-skim formatting
- Make it easy to approve or sign
6. Use Social Proof Early and Often
One of the best ways to increase B2B sales is by showing buyers that others like them have already succeeded with you. Indeed, social proof reduces risk. It builds trust. It helps buyers picture themselves getting the same results.
Social proof can be a quick testimonial, a detailed case study, or even just a quote from a recognizable company. Don’t bury this at the bottom of your website. Use it in sales emails, during calls, and especially in proposals.
Buyers want reassurance. If you can show them that others have taken the leap, and seen real results, they’ll be more likely to do the same.
- Share testimonials in your outreach and proposals
- Highlight recognizable clients or industries
- Use proof to reduce risk and build trust
7. Stop Overcomplicating Your Messaging
You’re the expert on your product, but your buyer isn’t. If your sales messaging is packed with jargon, acronyms, or long explanations, you’re confusing your prospects instead of convincing them.
The goal of every interaction is to move the buyer one step forward. That means your messaging should be simple, focused, and easy to understand. You don’t need to show them everything, just the part that matters to them right now.
Simplifying your language doesn’t make you sound less professional. It makes you easier to work with, and that’s something every buyer wants.
- Cut the jargon and speak in plain terms
- Focus on what the buyer needs to know now
- Keep calls and emails focused and simple
8. Really Know Your Buyer
Want to increase B2B sales? Get serious about knowing your buyer, not just their business, but them. Their role, their decision-making power, the internal pressure they’re under, and the exact words they’ve used to describe their challenges. This isn’t just about tailoring your pitch, it’s about showing respect for the process and the person behind the decision.
Too often, sales reps go through the motions. They glance at their notes, skim past emails, and assume they remember enough to wing it. But when a deal is nearing the finish line, that’s exactly when you need to be the most prepared. Buyers expect you to remember what matters to them, and they can tell when you don’t.
When you treat each deal like it deserves your full attention, you stand out. It’s not about over-delivering. It’s about doing your job well enough that they feel confident putting their name behind the decision.
Example:
So, you think you’ve got it in the bag? You had one good call, the buyer seemed interested, maybe even asked for a quote, easy close, right? Not so fast. One conversation doesn’t mean you understand them. The fastest way to lose a deal is to assume you’ve got them figured out after a past call that was mostly small talk.
Let’s say it’s the follow-up call toward the end of the cycle. You show up thinking they’re ready to buy. But they’re asking tougher questions now. Their tone has shifted. There’s a new decision-maker on the call. You didn’t prep, didn’t re-read your notes, didn’t anticipate any of it, and now you’re scrambling.
That’s how deals fall apart in the final stretch. Not because the buyer wasn’t ready, but because you weren’t.
- Read over your notes before every single call
- Reference specific concerns or phrases they’ve used
- Show them you’re serious by staying sharp through the finish line
9. Re-Engage Lost or Cold Leads
That lead who ghosted you last quarter? They might be ready now. Just because a deal didn’t close the first time doesn’t mean it’s gone forever. Timing plays a big role in B2B sales, and the only way to find out if something’s changed is to check-in.
Reaching out to cold leads shouldn’t feel awkward. Be direct. Reference your last conversation. Share something useful. Ask if their priorities have shifted. Even a short message can reopen a conversation, and potentially lead to a win.
Re-engagement is one of the easiest ways to increase B2B sales without generating new leads.
- Revisit your lost or inactive leads every few months
- Keep re-engagement emails short and friendly
- Ask if their timeline, budget, or priorities have changed
10. Close with Confidence—Not Caution
After all the calls, emails, follow-ups, and conversations, it’s easy to second-guess yourself right when the deal is almost done. But if you’ve built trust, shown value, and addressed concerns, the worst thing you can do is backpedal in the final stretch.
Buyers want to feel confident in their decision. If you hesitate, over-explain, or sound unsure, it puts that confidence at risk. Closing isn’t about forcing the sale, it’s about leading with clarity and belief in the solution you’ve already delivered.
So make the ask. Confirm the timeline. Send the contract. Whatever the next step is, own it.
- Don’t wait for the buyer to drive the deal, take the lead
- End with clarity, not over-explaining
- Confidence is contagious, make sure they feel it
Related: How to Close a Sales Deal
Final Thoughts on How to Increase B2B Sales
Increasing B2B sales doesn’t always mean doing more. Sometimes, it means doing things differently. From qualifying better to following up smarter, the strategies that move the needle are usually the ones rooted in consistency, clarity, and care.
Buyers are busy. They’re skeptical. And they have options. But if you take the time to simplify your process, speak their language, and show real value, you’ll stand out from the noise, and close more deals.
Start by picking just a few of the tips above and testing them out. Track what’s working. Refine your approach. And keep your focus on solving real problems for real buyers.
Grow Your Business Today
Ready to connect with more qualified buyers and increase B2B sales? 360Connect helps suppliers like you get in front of real decision-makers actively searching for your solutions.