Does Gender Matter? Effect of Colleagues’ Support on Work Engagement of Salespeople

Salespeople suffer from work pressure in their workplace. Hence, an important issue in sales management is how to increase salesperson confidence and motivate them to work harder. This study examines social support from management and peers on sales employees using the stimulus-organism-response (SOR) theory. A cross-sectional survey was then conducted among 140 female and male salespersons from the insurance/financial/retail industries during the pandemic period in Hong Kong. It was found that management support was important for the work engagement of salespeople. Self-confidence can be improved through consultation with managers. Female salespersons prefer sharing their concern with managers from another department, whereas male salespersons opt for managers from the same department. Peer support from sales colleagues of the same department was not preferred. Emotional support for female salespeople and cognitive support for male salespeople should be provided.