If you knew exactly which sales behaviors led to revenue, what would you do with that insight?
For most sales leaders, it would be a game-changer, a chance to streamline processes and scale success across the team. That’s precisely what SuperCat set out to uncover. By analyzing platform usage across 7,000 B2B sales reps over the last 2 years in industries like furniture and lighting, and using “Submit Order” as the desired outcome for all sales activity, we identified the specific actions reps take that consistently lead to revenue.
To uncover which selling behaviors truly impact revenue, we conducted a quantitative analysis using Pearson correlation to measure the relationship between every measurable behavior (e.g., product search, customer selection, PDF creation) and order submission, our chosen proxy for successful desired outcome.
The study covered anonymized rep-level behavior, capturing every behavior from product search to customer selection. Our goal was straightforward: to identify the repeatable, high-impact actions that consistently precede a sale. As a result, we isolated the behaviors that most strongly correlate with real revenue outcomes.
Selling high-consideration goods like furniture and lighting starts with targeting the right buyer: a designer sourcing for a project, a retailer restocking bestsellers, or a contractor placing a large commercial order.
With a correlation coefficient above 0.96, actions such as "Select Customer" and "Search Customer" consistently occurred before an order was placed. Reps who understand past buying behavior and tailor their strategy accordingly are far more likely to close. Or, as many say, ‘the three rules of sales and marketing are: audience, audience, audience.’
After orienting to a specific customer context, the next high-impact sales behavior is rapid and relevant product discovery. Furniture and lighting catalogs are massive. Actions such as searching for products, filtering the catalog, sorting results, and using tools like SmartPicks enable representatives to quickly align catalog offerings with the customer’s needs and preferences.
This phase is all about pattern recognition, understanding what the buyer is looking for, and surfacing the most relevant options fast. The faster a rep can connect the dots between product availability and customer intent, the more likely they are to keep the conversation moving and convert interest into action.
Once the right products have been identified, top-performing reps move beyond one-off items and into solution building. Using tools like Order/View Kit and Order Configured Item, they create personalized bundles and curated collections that resonate with the buyer’s goals.
This approach simplifies decision-making for customers and helps increase the average order value (AOV) by suggesting complementary or “lookalike” items. It’s a shift from pitching isolated products to presenting a complete, thoughtful assortment that supports the buyer’s strategy, whether it’s stocking a showroom or planning seasonal inventory.
After building the right offer, the next step is to package it in a format that’s easy for the buyer to understand, share, and act on. Tools like Create PDF Catalog, Email Info, Export to CSV, and My Lists allow reps to present product selections in a way that aligns with how their customers make decisions.
Some buyers prefer polished visual tear sheets, while others need structured spreadsheets for internal analysis. By tailoring the format to the audience, reps make it easier for stakeholders to advocate for the purchase internally, accelerating deal velocity and increasing the likelihood of a successful outcome.
In the final stage of the sales process, great reps use SuperCat’s tools to bring clarity, context, and confidence to the buyer. Features like View Library Entry, View Backorders, View Commitments, and Order History help reps reinforce the story behind each product while addressing potential concerns in real-time. Whether it’s explaining craftsmanship details, checking past orders, or managing delivery expectations, these tools reduce friction and build trust, ensuring reps are always ready with answers, not excuses.
Behind every high-performing sales rep is a pattern of consistent platform use (log-ins), and deeper platform engagement is highly correlated with higher sales. Reps who spend more time inside SuperCat, exploring products and using tools regularly, are more likely to close deals. Frequency leads to familiarity, and familiarity leads to confidence, both for the rep and the buyer.
These behaviors may seem small, but together, they’re a strong predictor of sustained sales success.
Each behavior we identified can be tracked, taught, and scaled across your team. Sales leaders can build certification paths around these actions, ensuring reps master what drives revenue. Reps gain clarity on how to improve their habits by focusing on proven behaviors. Sales enablement teams can coach more effectively by using real-time feature adoption data instead of relying on guesswork. By aligning your sales process with the activities that matter most, you move from intuition to precision and from scattered activity to consistent performance.