Looking to start a career in sales? B2B could be the sector for you…
Working in B2B sales gives you the chance to put your sales and communication skills to use in a fast-paced, competitive environment. It's also a great way to build valuable connections that help you climb the career ladder.
If you're thinking about a career in B2B sales, here's everything you need to know, from what the job involves and what you could earn, to how to land your first role:
Key takeaways from this article
- B2B sales means business-to-business selling. One business sells products or services to another business, rather than to individual consumers.
- It's a relationship-driven role. Success comes from understanding your prospects, building trust over time, and guiding them through a structured sales process.
- Salaries can be rewarding. Entry-level B2B sales roles in the UK typically start around £24,000 - £28,000, with experienced professionals and managers earning well beyond £50,000 once commission is factored in.
- You don't always need a degree. Strong communication, resilience, and the right attitude matter most, though sales courses and qualifications can help you stand out.
- Demand is high across sectors. From technology and software to manufacturing and financial services, B2B salespeople are needed everywhere.
What is B2B sales?
B2B sales (short for business-to-business sales) is where one business sells or supplies products or services to other businesses. It's different from selling directly to the public, and it usually involves longer timelines, bigger budgets, and multiple decision-makers.
Working in B2B sales often means following a defined sales strategy and using specific sales techniques to win new customers, while keeping existing customers happy. You might be selling software to an IT department, raw materials to a manufacturer, or consultancy services to a finance team.
Because deals tend to be larger and more considered, B2B salespeople focus heavily on building relationships and demonstrating value, rather than relying on quick, one-off sales.
B2B sales vs B2C sales
The biggest difference between B2B and B2C (business-to-consumer) sales comes down to who you're selling to, and how the decision gets made.
Here's how the two compare:
- Who the customer is. In B2B sales, you sell to other businesses and organisations. In B2C sales, you sell directly to individual consumers.
- How decisions are made. B2B purchases often involve several decision-makers, longer sales cycles, and detailed approval processes. B2C purchases are usually quicker and made by one person.
- The size of the deal. B2B deals tend to be higher in value and built on long-term relationships, while B2C transactions are typically smaller and more frequent.
Neither is harder than the other, they simply call for different approaches. If you enjoy building lasting professional relationships and working through a considered process, B2B sales could be a great fit.
The B2B sales process and sales funnel
The B2B sales process describes the journey a prospect takes from first hearing about your business to becoming a paying customer. This journey is often visualised as a B2B sales funnel, wide at the top where you have lots of potential leads, and narrowing as those leads turn into customers.
While every business does things slightly differently, most B2B sales funnels include these stages:
- Awareness. A potential buyer (a prospect) first becomes aware of your business and what you offer, often through marketing, networking, or outreach.
- Interest. The prospect shows interest and wants to learn more, so you start gathering information about their needs.
- Consideration. You present your product or service and explain how it solves the prospect's problem, often through meetings, demos, or proposals.
- Evaluation. The prospect compares your offering against competitors and weighs up the decision, sometimes involving several people.
- Decision. You negotiate terms and close the deal, turning the prospect into a customer.
- Retention. After the sale, you nurture the relationship, provide support, and look for opportunities to upsell or renew.
Understanding this process helps you spot where a deal is, what to do next, and how to keep your sales pipeline healthy.
Key responsibilities of a B2B salesperson
B2B salespeople work across a wide range of sectors, including manufacturing, professional services, information technology, and marketing. The exact duties depend on the role, but the overarching aim is the same: introduce potential buyers to your products or services, build relationships, and convert those buyers into long-term customers.
As a B2B salesperson, your key responsibilities are likely to include:
- Finding the contact details of key decision-makers (known as prospects) at the businesses you want to sell to
- Reaching out to prospects through calls, emails, and other methods
- Arranging and attending meetings, both in person and online
- Reconnecting with past prospects to reintroduce your products or services
- Liaising with internal teams, like marketing or production, to support your sales pitches
- Updating your company's customer Relationship Management (CRM) software with buyer details and progress through the sales process
- Nurturing leads, closing contracts, and upselling to existing customers
Skills needed to be a good B2B salesperson
A great B2B salesperson knows their product or service inside out and can clearly explain its benefits to potential buyers. Beyond product knowledge, certain skills make all the difference.
The key skills for a business-to-business salesperson include:
- Communication. You'll need to explain ideas clearly and adapt your message to different audiences.
- Active listening. Understanding what a prospect really needs helps you offer the right solution.
- Customer service. Looking after customers builds loyalty and repeat business.
- Resilience. Sales involves hearing 'no', so a results-driven, positive mindset matters.
- Negotiation. Agreeing terms that work for both sides is a core part of the job.
- Research. Knowing your prospects and their sector helps you tailor your pitch.
- Openness to feedback. Staying objective and learning from setbacks helps you improve.
The good news? Many of these are transferable skills you can build over time.
B2B sales jobs and positions
B2B salespeople are in high demand across a wide variety of sectors, from manufacturing, technology, and software, through to financial services.
If you're searching for entry-level B2B sales jobs, you'll spot a range of job titles, including:
As you gain experience, you can move into more senior B2B sales positions such as Account Manager, Business Development Manager, or Sales Team Leader. If you have previous sales or managerial experience, a B2B Sales Manager role could be the next step.
B2B sales salaries
One of the big draws of B2B sales is earning potential. Many roles combine a basic salary with commission or bonuses, so your total earnings can rise significantly with strong performance.
Here are realistic UK B2B sales salary ranges:
- Entry-level (Sales Executive or Representative): around £24,000 - £28,000 basic, plus commission.
- Experienced (Account Manager or Senior Sales Executive): around £30,000 - £45,000 basic, with commission often pushing total earnings higher.
- Business Development Manager: around £40,000 - £55,000 basic, plus performance-related bonuses.
- B2B Sales Manager or Head of Sales: £55,000 and above, with commission and bonuses taking total packages well beyond this.
Keep in mind that salaries vary by sector, location, and the size of the deals you handle. Technology and software sales, for example, often sit at the higher end. To check what you could earn in a specific role, try our salary checker.
How to generate B2B sales leads
Generating B2B sales leads, finding and attracting potential customers, is one of the most important parts of the job. Without a steady stream of leads, your sales funnel runs dry.
Here are some of the most effective ways to generate B2B sales leads:
- Prospecting and outreach. Research businesses that fit your ideal customer profile, then reach out through calls, emails, or social media.
- Networking. Building genuine relationships at events and online often leads to warm introductions and referrals.
- Content and social selling. Sharing helpful insights on platforms like LinkedIn helps you attract prospects and build credibility.
Once you've generated leads, the next step is to qualify them, working out which ones are most likely to buy, so you can focus your energy where it counts.
How to find a B2B sales job
Ready to start your B2B sales career? Here's how to give yourself the best chance of landing a role you'll love.
Tailor your CV
First, make sure your CV is up to date and tailored to the B2B sales job you're applying for. A tailored CV shows the employer you've read and understood the job description, and that you're serious about building your career with them. Highlight any results you've achieved, as numbers speak volumes in sales.
Leverage your social networks
Tapping into your professional network can open up opportunities that are a perfect fit. Focus on business-focused platforms like LinkedIn. Before reaching out or posting that you're job hunting, make sure your Reed.co.uk profile is complete and the 'Open to Work' option is switched on. Just remember this is visible to recruiters, so only switch it on if you're comfortable with your network knowing.
Research the sector
Reading the business pages and following sales news online helps you stay in the loop. If you spot a business expanding into new territories or launching a product, it might be growing its B2B sales team to match. This is great inspiration for your search, and it helps you stand out in your application. Pair your tailored CV with a strong cover letter that shows what you've learned about the company.
Network
Networking is one of the best ways to build connections in the B2B sales world. Look for relevant events in your area, whether in person or online, and check the details beforehand, like dress code or whether you'll introduce yourself. If you're new to networking or feel a little rusty, a networking course can build your skills and confidence.
Get qualified
Finally, showing an employer you have the sales skills they're looking for helps you stand out. There are plenty of B2B sales courses to choose from, whether you want to study sales or business development more broadly, or learn about specific areas like telephone sales, negotiation, and communication.
Frequently asked questions
What's the difference between B2B and B2C sales?
B2B sales target other businesses, while B2C (business-to-consumer) sales target individual shoppers. B2B deals tend to be higher in value, involve more decision-makers, and rely on longer-term relationships.
What is a B2B sales funnel?
A B2B sales funnel is a way of visualising the journey a prospect takes from first becoming aware of your business to becoming a customer. It typically moves through awareness, interest, consideration, evaluation, decision, and retention.
How much do B2B salespeople earn in the UK?
Entry-level B2B sales roles in the UK typically start around £24,000 - £28,000, while experienced professionals and managers can earn £45,000 - £55,000 or more. Commission and bonuses often boost total earnings significantly.
How do I get into B2B sales?
You can get into B2B sales by tailoring your CV to highlight relevant skills, building your professional network on platforms like LinkedIn, researching the sector, and gaining sales qualifications. Many entry-level roles welcome candidates from other backgrounds with strong communication skills.
What are B2B sales leads?
B2B sales leads are potential business customers who have shown interest in your product or service. Generating and qualifying these leads, through prospecting, networking, and social selling, is a core part of any B2B sales role.
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