When it comes to hiring in B2B sales, salary has traditionally been the main driver. But as workplace priorities continue to evolve, companies are beginning to question whether a strong benefits package and better work-life balance can outweigh compensation in a candidate’s decision-making process.
To find out what really matters to sales professionals in 2025, we asked just over 250 B2B sales candidates a simple question:
Would you take home less money for more balance?
The Results
- 22% said: Yes, absolutely
A growing group of sales professionals are actively prioritising balance, even if it means sacrificing some of their earnings. These candidates are often driven by burnout, lifestyle changes, or long-term career sustainability.
- 43% said: Yes, depending on the benefits
The largest portion of respondents said they would consider a lower salary if the overall package made it worthwhile. That includes things like:
- Hybrid or remote working options
- Flexible hours
- Extra paid time off
- Mental health or wellness support
- Clear progression opportunities
- 35% said: No, salary is still the most important factor
For many candidates – especially those in target-driven, high-performance roles — compensation remains the biggest priority. For this group, benefits are nice to have, but not a deal-breaker.
What this means for employers
If you’re hiring in B2B sales right now, it’s important to understand that your package needs to go beyond salary alone. While pay is still a major factor, flexibility and benefits now play a much bigger role in how a role is perceived – particularly when competing for experienced talent.
Hiring managers should consider:
- Being transparent about work-life balance expectations.
- Clearly outlining benefits and progression paths in job ads.
- Offering flexibility where possible without compromising on performance.
What this means for candidates
For job seekers, this shift means more opportunities to find roles that align with personal priorities — whether that’s financial growth, balance, or a bit of both. The key is knowing what matters most to you, and asking the right questions during the interview process to make sure the role delivers on it.
The takeaway? Work-life balance is no longer a bonus – it’s a deciding factor. As the job market continues to evolve, employers who adapt to this shift will be better placed to attract and retain high-performing salespeople.
Looking to hire or make a move in B2B sales? At Totaco, we speak to sales professionals every day. We understand what candidates want — and how to help companies stand out in a competitive market. Get in touch with us today to find out how we can help.