Secret to getting big B2B deals done

B2B Deal Making

If you’re building a business, you know that landing a big B2B deal can be transformative. It can bring not only revenue but also credibility, momentum, and a foothold in new markets.

But let’s be honest — these deals aren’t easy to win. They take more than just a good product or a flashy pitch. After years of experience and plenty of hard lessons, here’s what I’ve learned is the real secret to getting big B2B deals done.

Start with Intelligence: Know the Landscape

Before you ever make contact, you should have done your homework. Understand the market context, the company’s current performance, and how their competitors are doing. What trends are shaping their space? What challenges are likely keeping their leadership up at night?

Walking into a conversation with this insight changes everything. It shows respect. It shows preparation. And it positions you as a peer, not just a vendor.

Truly Understand Their Needs

Forget cookie-cutter solutions. The key to winning is understanding the real, often unspoken needs of your customer. What are their pain points, goals, internal pressures? What are they trying to prove — to the board, their investors, their team?

The more you can align your offer with their underlying motivations, the more traction you’ll get.

Make It Relevant Now: Timing Matters

You might have the perfect solution, but if the timing is off, it won’t land. Your offer needs to feel urgently relevant. Maybe there’s a shift in their industry. Maybe competitors are gaining ground. Maybe new regulations are putting pressure on their operations.

Show them why now is the moment to act — and why your solution fits that moment.

Identify and Focus on the Decision-Maker

Every deal has a center of gravity — the person who ultimately says yes or no. Find that person. Understand what matters most to them, what success looks like in their eyes, and how your offering makes them a hero internally.

Speak their language. Solve their problems.

Lead with Knowledge and Value

One of the most effective ways to win a deal? Out-educate everyone else. Bring insights they didn’t ask for. Compare them to competitors (carefully). Share forecasts, case studies, ideas.

You want them to feel that you're not just selling a service — you're bringing a strategic advantage.

Customise the Offering

Big deals rarely close on a one-size-fits-all proposal. Be ready to tweak your solution — pricing, scope, deliverables — to better fit their needs. But do it strategically: adjust the offer without compromising your core value or margins.

Build the Relationship

At the end of the day, people buy from people. Not from logos, decks, or demos. Show up consistently. Follow through. Be reliable.

A strong relationship doesn’t just help close the deal — it also builds long-term loyalty and upsell opportunities down the road.

Demonstrate the Value

This is non-negotiable. You need to clearly show the ROI — whether that’s improved cash flow, cost savings, increased efficiency, or strategic gains.

Use real numbers. Show what they’ll get back, and when. Help them make a strong internal business case with your materials.

Create the Path to Closure

Make it easy for them to say yes. That means outlining the steps, reducing friction, and being flexible where it makes sense.

You may need to give on a few minor points to keep things moving — but hold firm on the non-negotiables that define your value. This balance is critical.

Paint the Bigger Picture

The best deals aren’t about features — they’re about vision. What does success look like with you as their partner? How will this decision play out 12 months or 3 years down the line?

Great salespeople inspire, not just inform.

Close with the Need of the Hour

When it comes time to close, don’t rehash everything. Instead, zoom in on what matters most to them right now. Link your offer directly to the urgent challenge or goal they’re facing. That focus creates clarity — and action. 

Stay Present

Even after the proposal is sent, your job isn’t done. Be there. Follow up thoughtfully. Stay engaged. Deals often close because of consistency — not charisma. 

Final Thoughts

Big B2B deals aren’t won with tricks. They’re won with insight, timing, empathy, and persistence. You need to show that you understand the client better than anyone else — and that you’re the right partner for where they’re going.

The truth is, most companies don’t go the extra mile. If you do, you’ll stand out — and more often than not, you’ll win.

Video on youtube: https://youtu.be/Wr8-wrgS5Gs

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