Understanding ”Silver Sellers”: Workplace Social Inclusion, Eudaimonic Well-Being, and Sales Outcomes

Workforce aging is reshaping labor markets across developed economies and also creating new challenges for sales organizations. Drawing on Conservation of Resources theory, this study examines how workplace social inclusion affects eudaimonic well-being, turnover intention, and sales performance among silver sellers, defined as sales professionals aged 55 and above. We also investigate the role of learning goal orientation (LGO) and performance-approach goal orientation (PAGO). The model is tested on survey data from 289 European B2B salespeople using latent moderated structural equation modeling. The findings show that workplace social inclusion supports eudaimonic well-being and reduces turnover intention. However, well-being does not automatically improve sales performance. Its indirect effect on performance becomes significant when LGO is high, whereas PAGO does not strengthen this relationship. The study contributes to sales research by conceptualizing silver sellers as a relevant salesforce segment and by showing how inclusion, well-being, and learning orientation jointly support later-career contribution. Managerial implications for motivation and DEI programs are also discussed.