In the competitive B2B sales world, standout Account Executives (AEs) don’t simply sell a product—they become trusted advisors who steer buyers through complex decisions. Understanding and supporting buyer decision-making is a key factor in helping AEs achieve high quotas, build lasting client relationships, and secure an advantage in crowded markets. Here’s a comprehensive look at strategies that top-performing AEs use to excel in this area, along with insights from years of hands-on experience in high-stakes sales environments.

1. Conducting High-Impact Demos: Like an Expert Consultant

Exceptional AEs know that a demo’s value extends beyond a basic product overview. A weak demo often fails to connect with the buyer, leaving them to interpret how the solution might fit their needs. A top-notch demo, however, resembles an advisory session from a seasoned consultant. These AEs dive deep into the buyer’s unique challenges and showcase outcomes that resonate with their industry and goals, making buyers feel fully understood and guided.

Tips for Powerful Demos:

• Start with buyer pain points, leaving features as secondary.
• Replace broad ROI claims with relevant case studies or success stories.
• Center the conversation around the buyer’s potential success, not product specs.

2. Following Up Strategically: Treating It Like Project Management

Top AEs handle follow-ups with a clear strategy, segmenting their opportunities into two categories:

• Category 1: Deals with a jointly agreed plan of action.
• Category 2: Opportunities requiring a more exploratory approach.

For Category 1, successful AEs operate like project managers, coordinating milestones and next steps that are meaningful to the buyer. For Category 2, they dive into value-building actions rather than just pushing for progress, aligning each interaction with insights that highlight the solution’s potential impact.

Best Practices for Effective Follow-Ups:

• Collaborate with the buyer to create a timeline that reflects their priorities.
• Personalize communications to show an understanding of specific needs.
• Proactively share valuable insights from past discussions to add context.

3. Building Stakeholder Consensus Through Strategic Relationship-Building

Relationship-building, or “multi-threading,” is essential when selling to large organizations where decisions involve multiple voices. Poorly executed multi-threading can strain buyer relationships, while skilled AEs establish a balanced connection with both decision-makers and influential stakeholders. Top AEs recognize that input from mid-level influencers is just as crucial as buy-in from executives, and they ensure that each stakeholder feels valued in the process.

Techniques for Effective Relationship-Building:

• Engage multiple stakeholders to ensure broad support.
• Use champions within the company to gain insights into internal dynamics.
• Respect the influence of each person involved in the decision, recognizing their unique roles.

4. Curating Resources as a Strategic Decision-Enablement System

Top AEs treat resource sharing as a highly intentional support system, aligning each piece of content to the buyer’s decision journey. Instead of overwhelming prospects with a random mix of assets, these AEs carefully select resources that reinforce the buyer’s confidence and support alignment within their organization.

How to Build an Effective Resource System:

• Initial Communication: Summarize the buyer’s challenges and objectives.
• During Evaluation: Share documents that clarify the solution’s relevance and implementation fit.
• Prior to Final Presentations: Offer a tailored business case to equip champions for internal discussions.

Key Takeaway: Be an Advisor, Not a Seller

The best AEs transcend traditional selling to act as trusted advisors, offering what could be described as “Decision Process as a Service.” They seamlessly integrate project management, decision support, and consultative sales, ultimately becoming an extension of the buyer’s team. This level of partnership not only drives results but also establishes long-term, valuable relationships.

Velocity's Role in Helping AEs Reach Their Full Potential

From generating high-impact demos to auto-creating personalized action plans and crafting compelling business cases, Velocity AI empowers AEs to focus on relationship-building and deal management while their AI tools handle essential background tasks. This support enables AEs to exceed quotas while providing buyers with an exceptional, value-driven experience at every stage.

‍