Many people start their careers in jobs involving sales. Getting your first job in sales is easier than in other areas, such as technology or digital. What about career and salary progression, you ask? Well, sales is an area of employment that offers excellent career progression and some of the highest-paying salaries, too.

Salespeople are often ambitious and self-motivated, so it’s natural that, working in sales, you might want to boost your earning potential. If that’s your case, you’ve probably wondered whether B2B or B2C roles pay more. While both offer exciting opportunities and solid commission structures, there’s often a clear winner when it comes to long-term earning power. Can you guess which one without reading the article?

What’s the difference between B2B and B2C sales?

B2B (Business-to-Business) sales involve selling products or services to other companies. Think of software solutions, cloud infrastructure, marketing services and, of course, recruitment services like ours, sold to a business.

B2C (Business-to-Consumer) sales, on the other hand, involve selling directly to individual customers. This includes retail, automotive, real estate, or financial services.

A sales man works out some numbers on a calculator, forecasting sales for the next month — In general, B2B sales cycles are longer and involve multiple stakeholders. B2C sales tend to be more transactional, with quicker decision-making and higher volume.

That said, many companies operate in both spaces. For example, a bank might offer business loans and corporate accounts (B2B) while also providing personal banking services, such as mortgages and savings accounts, to individuals (B2C). The sales approach, structure, and targets can differ significantly depending on the audience.

How do B2C and B2B sales salaries compare?

Let’s get to the part everyone cares about: the money. While there are high-paying roles on both sides, B2B sales typically offer higher base salaries and bigger commission potential. That’s because B2B deals are often larger, more complex, and tied to long-term contracts.

There’s also a noticeable difference in the skills required and the talent pool available for sales vacancies. B2B roles often demand a more consultative approach, industry knowledge, and the ability to manage long sales cycles involving multiple decision-makers. As a result, experienced B2B sales professionals are in shorter supply, which pushes salaries up. In contrast, B2C roles are more common and accessible, which can make the talent pool larger but also more competitive.

Here are a few examples of the salaries you might expect working in sales in the UK (based on 2025 data from Indeed and Glassdoor):

Average UK salaries for B2B Sales roles:

Enterprise Account Executive: £87k base + incentives
Sales Director: £76k base + bonuses
Sales Manager: £41k base + commission
SaaS Sales Executive: £37k base + commission
Sales Account Executive: £36k base + performance incentives
Business Development Representative: £32k base + commission
Sales Development Representative: £30k base + performance incentives

Average UK salaries for B2C Sales roles:

Automotive Sales Manager: £41k OTE
Real Estate Agent: £32k base, often heavily commission-based
Luxury Retail Sales Consultant: £29k base + commission
Insurance Sales Executive: £25k base + commission

A woman in a laptop is conglatulated by her two colleagues, a black woman and a man, after closing a tough B2B sale that will earn her a good sales commission. — While B2C roles can offer generous bonuses, especially in luxury or high-ticket sales, they usually don’t match the earnings potential of senior B2B roles.

The truth about commissions and the highest-paying sales careers

How big are those commissions, bonuses and incentives? The highest earners in sales aren’t just in the best paying sales jobs but the top performers within those roles. How come, you ask? This is because in many companies, commission structures reward more than just closed deals.

Let’s take the example of some of the top sales jobs, Sales Development Representatives (SDR), Business Development Representatives (BDR) and Business Development Managers (BDM):

A Sales Development Representative is typically responsible for qualifying inbound leads, that is, people who have already shown interest in a company’s product or service. While they don’t usually close the sale themselves, their performance is still rewarded through bonuses based on metrics like qualified leads, meetings booked, or call activity.
A Business Development Representative focuses on outbound prospecting: reaching out to potential clients who haven’t yet engaged with the company.
Then, there are Business Development Managers, who usually handle more strategic conversations once a lead has been qualified. Rather than being measured on quick wins, BDMs are often incentivised based on pipeline growth, long-term deal value, or relationship building with key accounts.

There are other decisive factors that determine high salary sales jobs. The most competitive commission schemes are often found in high-growth sectors like tech and SaaS, where companies are willing to pay generously to attract and retain strong sales talent.

It’s not just the job title that matters: it’s the industry, the company’s maturity, and how well your performance is rewarded.

Why B2B are the highest-paying sales jobs

There are several reasons why B2B roles consistently top the charts for earning potential. In 2025, this gap is only widening, we think.

First, deal size plays a big part. Selling a software platform or a tech service worth tens (or even hundreds) of thousands means more commission on the table. Then there’s career progression. In this regard, B2B sales roles often lead to leadership positions like Sales Manager or Sales Director, with much higher base salaries and bonus structures.

Client retention is another factor. Many B2B roles are account-based, focused on renewals and upselling, which can provide a more predictable and sustainable income stream than constantly chasing one-off consumer sales. This is especially true in roles like Account Manager, Customer Success Manager, and Key Account Director, where building long-term relationships with clients is central to the job (and often a well-rewarded one!).

But perhaps the biggest reason for the growth in 2025 is the increasing demand. In a shaky economy, businesses are under pressure to grow their revenue and do it fast. As a result, there’s increased competition for experienced B2B sales talent in the UK, especially in booming sectors like tech, SaaS, and digital marketing.

A male professional in a suit smiles at the camera, happy with his well-paid job in sales in a UK city hub — Companies in hubs like Manchester, London and Leeds offer the highest paid sales jobs and better benefits packages to secure the right people.

Can you still earn a lot working on B2C Sales?

That said, there are B2C roles where you can earn a lot, particularly if you’re working with high-end or luxury products or the commission structure is uncapped. Building a strong personal brand or network might get you a good salary, too.

Top estate agents and financial product salespeople, for example, can earn six figures in areas like London or Cheshire, but these roles are usually the exception rather than the rule.

B2B vs B2C: Which One Is Right for You?

If you enjoy building long-term relationships, thinking strategically, and managing complex deals, B2B sales could be a great fit for you. Prefer a faster pace and more variety in your day? Then B2C might suit you better.

Where you are in your career also matters. Many people start in B2C roles to gain experience and confidence, then move into B2B for better long-term earning potential.

Right now, B2B sales, especially digital and IT sales, have the highest paying sales jobs UK employees can find, but B2C can still be rewarding, particularly in high-end or fast-moving industries. If you’re considering your next move in sales and want some straightforward advice, feel free to get in touch with the team at Adria Solutions.