Prioritizing wellness amidst the hustle and grind: a framework for supporting the mental health of B2B sales professionals

In the high-stakes realm of B2B sales, salespeople’s mental well-being is crucial for individual and organizational success. This research investigates how the demands of the B2B sales environment negatively affect the mental health of salespeople. It further demonstrates how resources can be implemented to stimulate mental health engagement and positive well-being. A framework is developed using the Job Demands-Resources theory (JD-R) to elucidate the demand stressors experienced by salespeople as well as the personal and organizational resources that can be enlisted to foster mental well-being. Study 1 tests the framework using data from 277 B2B sales professionals. Study 2 gains more contextualized insight from the findings in Study 1 through in-depth interviews conducted with 23 B2B salespeople. Findings indicate that demand stressors, fueled by socially prescribed perfectionism (SPP) and digital fatigue, can deplete mental resources and negatively influence mental well-being. However, resources (both organizational and personal) can mitigate demand stressors, promote mental health, and improve work performance. The findings offer valuable insights for managers and organizations by suggesting practical ways to foster mentally healthy sales environments. By prioritizing mental health, businesses can enhance the performance and retention of their sales teams.