From June 3 to 5, 2026, the international sales research community gathers in Ancona, in Italy’s stunning Marche region, for the annual conference of the Global Sales Science Institute (GSSI). Under the theme “The Future of Sales: Attracting, Retaining, and Exploring,” the 2026 edition brings together more than 110 participants and 85 submitted papers, establishing itself as a true crossroads of ideas among researchers, educators, and sales professionals.
True to its mission of bridging academic research and business practice, the HEC Montréal Sales Institute is proudly represented and will take part in three flagship conference activities: a talk at the doctoral colloquium and two competitive session presentations.
Research Designed to Make a Real Impact
As part of the doctoral colloquium, Bruno Lussier will deliver a talk titled “Creating Impactful Sales Research for Practice.” Aimed at the next generation of researchers, this session reflects a conviction at the heart of the Institute’s work: sales research should not only advance knowledge but also generate tangible benefits for organizations and sales teams. It is a message that resonates strongly with GSSI’s vocation of building bridges between academia and practice.
Moving to Better Cope with Anxiety
In a first competitive session, Professor Lussier will present the study “Sweating the Stress Away: How Exercise Buffers Effects of Anxiety for Salespeople,” conducted with co-authors Josh Learn and Matthew Philp. This research explores how physical activity can act as a buffer against the harmful effects of anxiety among sales professionals, in a demanding occupation where pressure and uncertainty are part of daily life. It opens concrete avenues for supporting the well-being and performance of sales teams.
Mental Workload, ADHD, and Organizational Support in B2B Sales
In a second competitive session, Bruno Lussier will present the study “Job Demands, Mental Workload, Turnover Intentions, and Sick Leave in B2B Sales: When ADHD and Organizational Support Change the Health-Impairment Pathway,” carried out with co-authors Michel Klein and Laurianne Schmitt. This work examines how job demands and mental workload feed into turnover intentions and sick leave in business-to-business (B2B) sales, and the role that ADHD and organizational support play in this health-impairment process. It is a contribution that sheds light on the levers for attracting and retaining talent, an issue at the very heart of the conference theme.
Spotlight on the Health and Well-Being of Sales Forces
Together, these two presentations reflect growing attention to the psychological health and well-being of sales professionals, a critical issue for the sustainability of teams and the performance of organizations. Through Professor Lussier’s participation, the Sales Institute HEC Montréal actively contributes to advancing sales science on the international stage.
We wish the entire delegation an excellent conference and look forward to sharing the insights from these discussions soon.
To learn more about the conference and view the full program: gssi2026.com