When you’ve been in sales for as long as I have—two decades and counting—you witness all sorts of trends, tactics, and theories come and go. Some are beneficial, some are benign, and some are downright detrimental. One of the more insidious trends I’ve seen lately is something you might not expect: toxic positivity.

Now, don’t get me wrong. I’m all for optimism. In fact, I’ve often said that a positive outlook can make or break a sales career. But there’s a thin line between being positively driven and being toxically positive, and crossing that line can have serious consequences for sales teams and leadership alike.

Workplaces have come to reward those “culture carriers” who serve as cheerleaders despite the reality of any situation. The passive-aggressiveness of faking a smile and pretending to be happy in the workplace is actually toxic positivity. – Forbes

What is Toxic Positivity?

Toxic positivity is the unrelenting insistence on maintaining a positive attitude regardless of the circumstances. It’s the “good vibes only” mantra taken to an extreme, where negative emotions are dismissed or invalidated, often with the best intentions. The result is a culture where people feel pressured to be positive all the time, even when they’re struggling.

This phenomenon became particularly prevalent during the COVID-19 pandemic. As businesses faced unprecedented challenges, many leaders, perhaps in an attempt to keep morale high, swung the positivity pendulum too far. Suddenly, it wasn’t just about staying positive—it was about ignoring any negative feelings altogether. This kind of atmosphere can be particularly toxic in high-pressure environments like sales.

Suppressing emotions—as one does when one enforces a positive attitude, with no ability to tolerate worry or sadness—was linked to higher levels of negative affect, lower positive feelings, and decreased well-being. – Campbell-Sills et al, 2006

Examples of Toxic Positivity in Sales Teams

1. The Overly Cheerful Manager: Picture this: the end of the quarter is approaching, and your team is significantly behind on targets. Everyone is stressed, and the tension is palpable. Instead of addressing the challenges and strategizing a solution, the manager insists on maintaining a smile and repeats, “We’re all winners here!” This kind of relentless cheer can make team members feel like their legitimate concerns are being ignored.
2. The “It Could Be Worse” Mentality: I’ve seen leaders dismiss valid frustrations with phrases like, “At least we’re all healthy!” or “It could be worse!” While it’s true that things could always be worse, this kind of dismissive attitude can prevent team members from expressing their genuine concerns and emotions.
3. The No-Negativity Rule: Some teams implement a “no negativity” policy, where any form of criticism or complaint is discouraged. While the intention might be to foster a positive environment, it often leads to suppressed issues that fester beneath the surface, ultimately undermining team morale and performance.

The Impact of Toxic Positivity on Sales Teams

Toxic positivity can have several negative effects on a sales team:

• Burnout: When salespeople feel like they must always be upbeat, they might suppress their true feelings, leading to burnout. The constant pressure to appear happy and motivated can be exhausting and unsustainable.
• Lack of Trust: If team members believe that their leaders are not acknowledging the reality of their challenges, they may lose trust in leadership. Trust is crucial in a sales environment where collaboration and open communication are key to success.
• Reduced Innovation: Sales teams thrive on creativity and problem-solving. If negative feedback or concerns are consistently brushed aside, it can stifle the kind of innovative thinking that drives success.
• Increased Turnover: Employees who feel that their feelings and challenges are not validated are more likely to become disengaged and seek opportunities elsewhere.

Positivity in the workplace, grounded in gratitude and appreciation, can lead to three times more creativity, 23% fewer fatigue symptoms, and 37% greater sales. – The Happiness Advantage

Personal Experience: The Wake-Up Call

I recall a time early in my career when I worked under a manager who embodied toxic positivity. He was the kind of guy who’d insist we chant motivational slogans before our morning meetings. At first, it was kind of fun and energizing. But when we hit a rough patch—our biggest client was on the verge of leaving, and our numbers were in freefall—his insistence on maintaining a “happy face” became grating.

When I tried to express my concerns about our slipping metrics, he responded with, “Don’t worry, be happy! We’ll turn it around!” There was no plan, no acknowledgment of the issues at hand. Just a plastered-on smile and a refusal to address reality. Needless to say, morale plummeted, and our team’s performance suffered.

How Leaders Can Combat Toxic Positivity

1. Create an Open Dialogue: Encourage open communication where team members feel safe expressing both positive and negative feelings. Acknowledge their emotions and provide a supportive space for discussing challenges.
2. Balance Optimism with Realism: It’s important to stay positive, but not at the expense of reality. Be honest about the challenges your team faces, and work together to find solutions. Balance your optimism with a healthy dose of realism.
3. Foster a Growth Mindset: Instead of dismissing failures or challenges, view them as opportunities for growth and learning. Encourage your team to embrace mistakes as part of the journey to success.
4. Provide Emotional Support: Recognize that sales can be a high-pressure job and that your team members might be experiencing stress or burnout. Offer emotional support and ensure they know it’s okay to not be okay sometimes.
5. Lead by Example: Model the behavior you want to see in your team. Show them that it’s possible to maintain a positive outlook while also being honest and transparent about challenges.
6. Regular Check-Ins: Implement regular one-on-one check-ins with your team members to discuss their well-being, not just their performance. This helps to build trust and shows that you care about them as individuals, not just as sales numbers.

Moving Forward: A New Kind of Positivity

The goal isn’t to eliminate positivity from the workplace—far from it. Positivity is a powerful tool when used correctly. The aim is to foster a culture where positive thinking is balanced with realism and empathy. We want to create environments where people feel free to express their true feelings and where challenges are acknowledged and addressed head-on.

As we navigate the post-pandemic world, it’s more important than ever to reassess our approach to positivity in the workplace. Let’s strive to create a balanced environment where our sales teams can thrive, feel supported, and ultimately achieve their best.

For further reading on toxic positivity and its effects in the workplace, check out these articles:

• The Dark Side of Staying Positive
• ‘Toxic Positivity’ Is Real — and It’s a Big Problem During the Pandemic
• Does Your Boss Practice Toxic Positivity?

So, let’s pledge to be real with each other. Let’s celebrate our successes, learn from our failures, and support each other through the ups and downs. Because at the end of the day, that’s what true positivity is all about.