Measuring What Matters for Salesperson Self-Esteem
Our new scale to assess salesperson self-esteem (SpSE) counters the one-size-fits-all approach, with a multifactor construct drawn from three core sources of self-worth: professional, task, and relational self-esteem. This context-based approach is driven by an individual’s unique work/job experience and attributes that are synonymous with the sales profession. Real estate professionals can leverage the SpSE measure to better understand the impact of self-esteem on the salespeople’s sales efforts and success. By adopting our findings, real estate firms can develop practical insights for boosting sales through improved connection with the sales team.
Theoretical Dimensions to Salesperson Self-Esteem
Past research has mostly seen salesperson self-esteem as a generalized one-dimensional concept that works the same across all facets of the sales role. To improve the prediction of key sales outcomes, we explored existing concepts and measurements of self-esteem from the literature. Although there are different approaches to self-esteem, there is a consensus on the following: Self-esteem is an emotional or cognitive response to self-evaluation, shaped by intricate and diversified perspectives that extend across global and context-specific levels such as domain, profession, or situation. Self-esteem is focused, either externally on behavior, socially on relationships, or internally on self. Notably, self-esteem impacts work outcomes.
By adapting global self-esteem scales to sales, salespersons’ self-esteem may partially reflect the nuances of the sales job, domain, and task-specific requirements. However, the research gap of measurement and methodological deficiency remains. Therefore, we conceptualize the SpSE as a well-tested multi-faceted self-esteem measure specific to the sales profession.
Study 1: Three Pillars of Salesperson Self-Esteem (SpSE)
We explore the multidimensional nature of salesperson self-esteem from a practical standpoint by conducting 33 in-depth interviews with diverse sales professionals across industries. Then, we validated our results by comparing field data with literature, diverse samples, independent scholars, and judges.
Our iterative analysis revealed three core dimensions of salesperson self-esteem: professional, task, and relational, each with distinct sources. Based on this exploratory study, we define salesperson self-esteem (SpSE) as feelings of self-worth that salespeople hold based on their professional identity, task performance, and relational interactions in sales contexts. Each measure reflects feelings of self-worth tied to an underlying dimension (professional, task, relational self-esteem), and the construct as a whole—SpSE—is formed from the three dimensions.
Study 2: SpSE Scale Validation
In a follow-up study, we build on the conceptual foundation established in Study 1 to develop and validate a reliable scale for measuring SpSE. The items in the scale show good psychometric qualities and predict global self-esteem independently. We also show that SpSE is formed by its three dimensions and validated with additional reflective indicators—global self-esteem, self-efficacy, and pride. However, the SpSE scale correlates with professional commitment than any of the other self-esteem variables identified and has predictive power in explaining important salesperson outcomes. The results of both studies strongly support the use of SpSE as highly reliable, practically relevant, and distinct from related constructs.
Real Estate Implications
The insight from this study is pivotal for the real estate profession because self-esteem is paramount to professional success. Since success in sales is often more mental and emotional than purely physical or technical, a lack of self-esteem can lead to an agent missing opportunities to leverage inner confidence as a performance driver. Studies highlight that sales professionals face high stress, fluctuating income, rejection, and self-doubt, all of which can undermine self-esteem. The SpSE measure provides a simple, actionable way for firms to monitor and support these mental health dimensions, especially given the role’s high turnover rates.
The SpSE measure offers real estate firms a multidimensional, dynamic tool to track agents’ self-esteem. It enhances a better understanding of how agents perceive their own competence, social status, and value within the industry and among clients. It can help real estate professionals identify what drives performance across selling contexts within real estate, including residential brokerage, commercial leasing, and luxury property sales. The measure can also guide real estate managers, team leaders, and trainers to provide agents the necessary support in task persistence, professional identity, or relational confidence with clients. Professional and relational self-esteem, both of which are shaped by recognition, prestige, and trusted relationships, is critical to sustaining motivation and commitment in real estate professionals.
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Recommended Reading
Pomirleanu, Nadia, and John-Mariados, Babu (2025), “Salesperson Self-Esteem: Measure Development and Validation,”Journal of Business Research, 196(115422), 1-16. https://doi.org/10.1016/j.jbusres.2025.115422
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About the Authors
Nadia Pomirleanu, PhD
Professor and Mel Larson Fellow in Experiential Marketing, University of Nevada
Dr. Nadia Pomirleanu’s (PhD – The University of Central Florida) work spans sales/services research with international collaborations. In 2016, Dr. Pomirleanu, along with colleagues James Cross and others, won the Journal Article of the Year from the Journal of Marketing Education for their paper “Evaluating Educational Practices for Positively Affecting Student Perceptions of a Sales Career.” She has also received the Outstanding Paper of the Year Award from the Journal of Marketing Education. Dr. Pomirleanu is recognized for her commitment to teaching and experiential learning, and she is especially invested in helping students grow through hands-on learning. Prior to her work at UNLV, she developed expertise in finance, banking and insurance, in addition to marketing.
Babu John-Mariadoss, PhD
J.B. Hoskins Professor of Marketing; Associate Professor of Marketing and Supply Chain Management, Texas Tech University
Dr. Babu John-Mariadoss (PhD – University of Houston) researches in several areas, including B2B relationships and sales strategy, brand identity and new product branding, innovation strategy, as well as international marketing. He has published in the Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Business Research, Industrial Marketing Management, and Journal of Personal Selling & Sales Management, among others. In 2008, he won both the Mary Kay Doctoral Dissertation Award from the Academy of Marketing Science and the Doctoral Dissertation Award from the AMA’s Selling & Sales Management Special Interest Group. More recently, he received the 2018 Louis W. Stern Award for a Journal of Marketing Research paper, and in 2025 another Louis W. Stern Award for a Journal of Marketing paper. Dr. John-Mariadoss emphasizes student-centered teaching, with coursework including PhD seminars, graduate courses in research methods and survey measurement, and undergraduate/graduate marketing strategy. He also serves in major editorial roles: editor-in-chief, associate editor, and review board member for several leading journals. Before his current appointment at Texas Tech University, he spent 13 years teaching at Washington State University. Before entering academia, he earned an MBA in Marketing and a BEng in Mechanical Engineering.
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