International Industrial Selling: Demands, Resources, and Burnout

ABSTRACT

Purpose

The purpose of this study is to examine the impact of job demands and resources on international salesperson burnout. While general salesperson job demands are known, the current study seeks to identify role demands which are predominantly faced by international sales executives.

Methodology/approach

Job Demands-Resource Theory provides a foundation to expand the study of burnout to the international sales executive context. In addition, given the lack of established literature on international salesperson burnout, a grounded theory approach is ideal. Thirteen informants with experience selling internationally in all regions of the world were interviewed. The interviews averaged about 30 minutes and equated to 124 transcribed pages.A four-step process was applied to conduct this study. Step 1: Reviewing existing literature to guide the study. Step 2: Determine the analytical approach – including creating the interview guide, establishing sales profile criteria, and determining the data collection process. Step 3: Conducting the interviews, listening to the recorded interviews, and reading the transcripts. Step 4: Identifying themes and reporting the findings.

Findings

Four job demands are identified that are exacerbated within an international sales context (demands of understanding different cultures, the complexity of international business, understanding business, and demand of international travel). Job resources, at the firm and individual level, are examined as a buffer used to reduce the impact of job demands on burnout. Internal support and resource alignment were impactful at the firm level. Personal investments, personal time, and grit were impactful at the individual level. Additionally, this study identified sales closure rates, work-family conflict, and fight as self-undermining aspects that international sales executives experience.

Research implications

International sales research has remained limited. In 2011, only 97 articles were found over a 30-year period in the top 15 leading journal. To help address this limitation, this study identifies how job demands can lead to burnout, if not actively managed, within an international sales context.

Practical implications

The findings from this research indicate that managers need to be cognizant of the complexities of international travel. Duration to win can be much longer, win rates are significantly lower than domestic markets, and expenses can be significantly higher. Maximizing long-term results while balancing short-term costs need considerable attention. At a personal level, sales executives are more impactful when proper company policies and channels for communication with senior executives are aligned.International sales executives work in a function that requires travel away from home for two-to-three weeks at a time. Creating special policies for international sales executives to balance work and family can optimize company profitability while minimizing employee self-undermining.

Originality/value/contribution

This research provides a foundation for the examination of Job-Demand Resource Theory within an international selling context. Based on the results, seven propositions are developed to advance this stream of research. In addition, a series ofguidelines are offered for international firms to use in managing their salesforce

KEYWORDS:

• International
• salesperson
• burnout
• job demands
• job resources

Disclosure statement

No potential conflict of interest was reported by the author(s).