Sales isn’t just a numbers game. It’s a high-pressure, emotionally demanding role that constantly asks people to perform at their peak — even when they’re running on empty.

As someone who champions performance visibility and accountability, I know firsthand how critical it is to have clarity on goals and outcomes. But let’s be clear: sustainable performance only happens when people feel supported, not just measured.

According to the 2024 State of Mental Health in Sales report, a staggering 70% of sellers are now struggling with their mental health — the worst figures ever recorded.

Burnout, pressure to “do more with less,” job insecurity, and toxic environments are crushing morale and performance alike. The data is clear: poor mental health equals poor performance.

That’s why fostering a culture of psychological safety, collaboration, and trust is no longer a ‘nice to have.’ It’s a performance strategy.

When sellers work in a supportive environment, 78% rate their mental health as good or better. In toxic environments, that figure drops to just 8%.

Here’s what works:

• Set real boundaries. Stop celebrating burnout. Define working hours and respect them.
• Create space for honest conversation. Weekly 1:1s should include open-ended questions like “How are you doing?” — and managers need to listen without judgment.
• Invest in coaching. An external coach brings objectivity, helps refine strategy, and gives your team actionable feedback that moves the needle.
• Lead with vulnerability. When leaders show their own humanity, it gives others permission to speak up. That’s when real performance breakthroughs happen.

Sales is tough — but thriving sales teams are built, not born. Supporting your people’s wellbeing isn’t just good ethics. It’s smart business.

What’s one thing your team is doing to support mental health right now — and what’s one thing you know you could do better?

Let’s share ideas and lead the change.