“Senior managers…must acknowledge that significant emotional strains and hazards accompany selling”
When you visualize a top sales achiever, what comes to mind? Someone with a winning smile who always seems proud, confident, and fit? A well-dressed, polished professional wearing a starched white shirt accessorized with a Mont Blanc pen, clipped to a conspicuously stain-free pocket?
These trappings often mask an insidious reality. The day-to-day experiences that salespeople encounter are emotionally stressful and can jeopardize mental health.
“I am trying to get out of sales, but seems so hard to change fields because I have been in this for so long, so only way is to continue to be in sales and minimize the effects of depression on my job. Boy, let me tell you how tough that is. Along with depression comes low self esteem — but a good salesman should have too much confidence, not the other way,” a commenter, Jake1777, wrote on Healthboards.com in 2008.
There are millions of Jake1777’s. They go to work every day. They cold call. They talk with clients. They close deals, too. People don’t like to read about them, let alone empathize with their angst. They get brushed aside in a cold sales culture that venerates quota-busting men and women who bring in the revenue bacon.
Blogs and articles spew idealizations of top producers as “superheroes” who are relentlessly positive, tenacious, and goal-driven. People who don’t make excuses, and never quit. The others? Get rid of them. Sayoonara. Adios, pal. Business is business. “Oh yeah, I used to be a salesman, it’s a tough racket.” Blake’s mocking sarcasm in Glengarry Glen Ross. Everyone knows how resilient salespeople are, even the bad ones. No need to be cordial.
It’s time to dump the sales superhero archetype. Not only is it grossly misleading, it subverts the mental health risks that salespeople must manage. Difficulties of any magnitude can overwhelm the best salespeople. I’ve seen it. I’ve experienced it. And many highly successful peers have confided it to me. Among the professions surveyed in the recent National Survey of Drug Use and Health, Sales ranked #11 for jobs that can lead to depression, with a rate of 6.7 percent. I don’t know a single sales veteran who hasn’t slammed hard into an emotional wall somewhere. Superheroes? Not at all. I call it being human.
People often self-select into sales because they like the simple calculus: make your number, stay on the team. Fall short, you’re a bum. There’s no ground in between. Even top-producers can be unceremoniously churned from their jobs when revenue attainment goes south. For many, the send-off “ceremony” is held in a sterile room or office. It begins with a formulaic conversation capped off with a terse handshake, and an escorted walk to HR for the obligatory exit interview. “Sorry we had to let you go, but don’t let the door hit you in the rear on the way out. Oh, before I forget – here’s a box to carry your Achiever’s plaques.” If you want to retain a tiny ego in sales, it’s best to start off with one that’s over-sized.
On the other end, those prone to living quarter-to-quarter at the bottom echelons of revenue production have a different, but no less humiliating, outbound experience. They are regularly reminded of their failing through corporate programs deceptively called Performance Improvement Plans, or Plan, for short. A better term would be slow-path-to-“you’re-fired.” “What percentage of the staff put on Plan become productive employees?” I ask clients. The frequent reply: “Zero.” I usually advise them to drop the program.
People like Jake1777 who clearly need help will find a dearth of compassion and earnest interest. Managers take the toughness that salespeople are expected to have as license to dish out condescension, and even abuse. “What have you done to justify your existence?” one sales manager I worked with asked a colleague who was below goal for the quarter. She was the top producer in our group, and though normally stoic, the question brought her to tears. In another situation, when I discussed with a senior executive who oversaw a division of 3,500 people about her decision to lay off most of the sales organization, she quipped, “I’m not worried about it. Salespeople can always get jobs.” If she had added “let them eat cake,” I would not have heard through the steam blasting out of my ears.
Not everyone thrives as a salesperson. Not everyone can thrive. And not everyone thrives all the time. Senior managers must first stop regarding salespeople as unfailingly resilient. That’s a harmful myth. They must acknowledge that significant emotional strains and hazards accompany selling, and understand that they carry deleterious mental health risks for high producers and low producers alike. No one is immune. They should care enough to learn and recognize the warning signs. The website for the National Institute of Mental Health offers more information.
Above all, companies must recognize that good mental health for every individual is a crucial part of sales readiness. Culture sets the tone. “Only one thing counts in this life. Get them to sign on the line which is dotted!” Blake said in Glengarry. A great motivating statement. One that might produce short-term revenue. But not one that preserves mental health.