Call Reluctance Syndrome, also known simply as Call Reluctance, is a phenomenon where salespeople become afraid to reach out and make phone calls. This is most typically observed at the start of potential customer relationships, often referred to as cold calling. The unwillingness of salespeople to make cold calls is a common issue that many sales teams face. It can become a serious obstacle in attaining your sales goals and impede your business growth. Shannon Goodson and George Dudley, the co-founders of Behavioral Sciences Research Press, shared astonishing statistics in their book The Psychology of Sales Call Reluctance stating that call reluctance is the reason why:. Powerful negative emotions, such as fear, embarrassment, shame, anxiety, guilt, and even panic.
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What causes call reluctance? How can you beat it? For answers, we turned to two experts. Kadansky says that in many cases, call reluctance stems from a corporate culture where salespeople are painted as the pushy, disreputable cousins of used car peddlers.
Some people, Cohen and Kadansky agree, are simply more introverted than others. For them, initiating contact with a stranger may be intimidating. The 20 people manning the phones went from high call reluctance to much lower levels. The pig, by the way, was replaced by a trophy.
Fear of rejection stems from internal causes. But when salespeople focus outward—on how their product or service helps the person on the other end—they become evangelists, overcoming call reluctance. Now he knows the value, and he has a responsibility to reach out and make that call. Overcoming call reluctance could be as simple as diving into fond memories. Essential oils can trick the mind into moving beyond fear and into a place of positive power.
Overcoming call reluctance is a process. Take positives where you can, Cohen says. You will receive our sales professional and sales management guides to win more business. Plus, our weekly newsletter. The first step is admitting there is a problem. Call reluctance hits sales rookies and seasoned pros alike, and its impact is well-documented.
Save hours per day with these simple tools that plug into your inbox. Major Causes of Call Reluctance Your Culture Shames the Salesperson Kadansky says that in many cases, call reluctance stems from a corporate culture where salespeople are painted as the pushy, disreputable cousins of used car peddlers.
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Overcoming call reluctance: What sales pros need to know
For some salespeople, prospecting is the weakest link in the selling chain because they suffer from call reluctance. Overcoming call reluctance starts with attitude. Determination, perseverance and enthusiasm are the backbone salespeople need to overcome call reluctance when prospecting. No one who sells escapes rejection. But the fear of rejection causes far too many sales professionals to fall victim to call reluctance. Salespeople face rejection every day.
Beat the 9 forms of sales call reluctance
Call reluctance limits what salespeople achieve by emotionally limiting the number of calls they make. All types of call reluctance have one symptom in common: procrastination. Yielders procrastinate. Over-preparers procrastinate. All call-reluctant salespeople procrastinate. But p rocrastination is their symptom, not their problem. They fear one or more of the activities necessary to initiate contact with sufficient numbers of prospective buyers.