The Hidden Cost of Closing: Sales Burnout and Mental Health
- Matthew Earle
- Mar 24
- 4 min read
Updated: 5 hours ago
The Pressure of Closing Deals: Sales Burnout and Mental Health
“Sales is the only job where you can do everything right and still lose.” - Unknown
I started my career 25 years ago as a web developer. My original career path was not chosen out of love, but by necessity and opportunism. In 1997 I had graduated with a BA(Hons) in International Politics, but had quickly realised it did not lend itself to a lucrative (or obvious) career. I therefore quickly pivoted into a new profession that could pay the bills.
In the late 90's, amidst the dot-com boom, this meant IT.
I loved my job in the early days. It was the dot com wild west. But over time I found myself being increasingly dragged to pre-sales calls because of my strong communication skills.
The more pre-sales I worked on, the more unfair it felt that I was doing 90% of the work but the account manager or salesperson was receiving 100% of the commission.
Fed up of earning commission for others, at some point I made the reluctant decision to move over to the dark side (aka sales) and to try my hand at selling.
I knew that I was not cut out for sales, but was committed to giving it a go. At the very least, I wanted to push myself out of my comfort zone.
Surprisingly I found that my "limitations" as a sales person were actually strengths in the B2B sales world, and that I was good. This immediate success did my confidence a world of good.
But the constant pressure that I put on upon myself (added to that of my employer) ultimately led to a mental health crisis, followed by bouts of depression and a collapse in my self confidence. I had experienced my first sales burnout.
I've been in the trenches, and I know how even the most resilient and confident sales person can struggle with the constant demands place on sales people. We are naturally tough on ourselves, and are in a state of constant self-analysis of our B2B sales performance.
The hidden cost to mental health in sales, of closing is real and damaging. Ask any high-performing sales professional what they fear most, and the answer likely won’t be quotas. It’s silence. The ghosted follow-up. The deal that was “all but signed” until it wasn’t. The relentless, emotional rollercoaster of success and rejection, sometimes within the same day. All of this leads to sales burnout and has a huge impact on mental health in sales.
The Link Between Sales Stress and Mental Health
Sales professionals are constantly focused on their B2B sales performance, and therefore face an extraordinary cocktail of pressure:
80% of sales require five follow-ups, yet 44% of salespeople give up after one follow-up (Marketing Donut).
63% of salespeople say cold calling is the worst part of their job (HubSpot).
57% of sales reps missed their quotas in 2023, according to Salesforce’s latest State of Sales report.
It’s no surprise, then, that mental health in sales can be challenging, and that sales burnout is rising across the profession.
Behind the Smile: What the Stats Are Telling Us
A study by Uncrushed.org, a nonprofit in the mental health in sales space, found that:
67% of sales professionals experience sales burnout and sales stress
43% have struggled with mental health but haven’t told their manager.
81% believe their company could do more to support mental health.
Add to that the rise of remote selling, isolation, and the “always-on” culture, and you've got a perfect storm.
Professional sellers are constantly measured (by their management team and themselves) by their own B2B sales performance. There is no way to hide as a salesperson.
Your successes and failures are clear for all to see. This constant visibility of your B2B sales performance contributes to the sales stress and sales anxiety that we have all felt at some stage in our careers.
When High Performance Hides Low Well-being
The problem is visibility. Sales is a results-driven function. Hit target? You’re a hero. Miss it?
You’re under review.
But what’s happening behind the numbers?
“We hire extroverts, teach resilience, and reward persistence. Then we wonder why no one says they’re struggling.” — Anonymous Sales Manager
High-functioning sales stress and sales burnout is real. Sales reps are praised for pushing through, but without the right support, that pressure often leads to presenteeism, disengagement, or quiet quitting. This has a hugely detrimental effect on mental health in sales.
The Link Between Rejection and Identity
Salespeople don’t just face rejection. They absorb it.
Psychologist Dr. Guy Winch calls rejection “one of the most common emotional wounds we sustain in daily life.” In sales, this is multiplied daily, weekly, monthly.
It chips away at confidence. Self-worth. And for many, it creates internal narratives that say “I’m not good enough” even when performance suggests otherwise.
It’s Time to Rethink Sales Enablement
Traditional sales enablement focuses on tools, techniques, and training. But if we want long-term success, we need to expand that definition.
Imagine if every sales toolkit also included:
Access to coaching on resilience and emotional regulation
Tools on how to manage sales stress and sales anxiety
Time blocked for mental reset and not just pipeline reviews
Normalised conversations around well-being and mental health in sales
“Mental health is not a ‘nice to have’ in sales. It’s a performance multiplier.” — Matt Earle, Founder, The Selling Collective
How to Address Sales Burnout
Check in, not just check targets
Ask your team how they’re feeling, not just how they’re closing. Be as concerned about their mental health in sales as you are for their results.
Model vulnerability
When leaders open up, others follow.
Integrate mindset into your sales onboarding
Teach reps how to handle rejection before it damages confidence.
Use tools that help reps reflect and reset
Whether it’s journaling, coaching, or AI support.
Want more mindset tips and new tools for your team to help avoid sales stress and sales burnout?
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