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The Silent Struggle: The Reality of Sales Call Reluctance

82% of salespeople make fewer than five (5) cold calls per day, according to Zipdo Research 2024.

A Harvard Business Review survey in 2019 indicated that 1 out of 2 salespeople experience Sales Call Anxiety. Do you wonder if that is still true in 2024? 

Sales call anxiety remains prevalent among salespeople in 2024. Research indicates that 61.4% of salespeople find prospecting through cold calls the most challenging part of their job. Additionally, a study shows that 48% of B2B salespeople fear making cold calls, negatively impacting their performance and income.

Sales Call Reluctance is the emotional hesitation to prospect and promote proactively. Telephobia is only one type of Call Reluctance, and it is the easiest to overcome.

Where does Call Reluctance come from:

  1. Personality predispositions – people who are relationship-oriented and good at opening the door. However, they are uncomfortable with any push-back or “conflict” by the prospect.  This means they are so focused on the relationship and themselves that they lose sight of the problem they are solving for the prospect.  They are usually intuitive and intelligent, and they hear the inconsistency in what the prospect may be sharing; however, they don’t know how to unfold the truth or feel like they will anger or irritate the prospect, so they avoid the “sensitive issue” that, if not addressed, will sabotage the sale.
  • Hereditary:  Instincts, inclinations, and reflexes you were born with. These are actions and automatic tendencies you did not learn and were not taught.
  • Exposure to carriers of Call Reluctance.  Sometimes, the sales manager and trainer unintentionally contaminate the reps they are paid to inspire.  Salespeople learn to Call Reluctance from: 1) Mimic learning: behaviors observed in others and deciding to mimic. 2) Passive learning: habits and behavioral styles you unintentionally absorb from people you regularly interact with or place a significant value in. 3) Education/Training: Mannerisms, actions, and behaviors you were purposefully taught. 4) Synthesized Learning: Things you think, feel, and do that combine all these influences above. *

Sales leaders must monitor their conversations to inspire, not sabotage, their salespeople.  A Regional insurance VP was stunned when he heard himself in the orientation of new sales reps.  He said, “People don’t like to be called on the phone.”  Eek!  The news sales reps just got a heavy dose of Telephobia Call Reluctance.  He didn’t know he was contaminating his new reps because he disliked being called on the phone. Thank goodness he modified his behavior and conversations in future orientations.

How do you know if you experience Sales Call Reluctance?

  1. How many new appointments are on your calendar this week?
  2. How much money is in your bank account?

These are the two places where Call Reluctance shows up first.

Are you curious about the intensity of your Call Reluctance? Please take this complimentary online Prospecting EKG.

Your Complimentary Prospecting EKG

Or

If you are ready to jump ahead and address your Call Reluctance, please email me about the second step to overcoming Sales Reluctance by investing in an assessment, debrief and coach call the provides proven techniques to eliminate this career-busting fear.

*Page 22 in the Psychology of Sales Call Reluctance,

82% of salespeople make fewer than five (5) cold calls per day, according to Zipdo Research 2024.

A Harvard Business Review survey in 2019 indicated that 1 out of 2 salespeople experience Sales Call Anxiety. Do you wonder if that is still true in 2024? 

Sales call anxiety remains prevalent among salespeople in 2024. Research indicates that 61.4% of salespeople find prospecting through cold calls the most challenging part of their job. Additionally, a study shows that 48% of B2B salespeople fear making cold calls, negatively impacting their performance and income.

Sales Call Reluctance is the emotional hesitation to prospect and promote proactively. Telephobia is only one type of Call Reluctance, and it is the easiest to overcome.

Where does Call Reluctance come from:

  1. Personality predispositions – people who are relationship-oriented and good at opening the door. However, they are uncomfortable with any push-back or “conflict” by the prospect.  This means they are so focused on the relationship and themselves that they lose sight of the problem they are solving for the prospect.  They are usually intuitive and intelligent, and they hear the inconsistency in what the prospect may be sharing; however, they don’t know how to unfold the truth or feel like they will anger or irritate the prospect, so they avoid the “sensitive issue” that, if not addressed, will sabotage the sale.
  • Hereditary:  Instincts, inclinations, and reflexes you were born with. These are actions and automatic tendencies you did not learn and were not taught.
  • Exposure to carriers of Call Reluctance.  Sometimes, the sales manager and trainer unintentionally contaminate the reps they are paid to inspire.  Salespeople learn to Call Reluctance from: 1) Mimic learning: behaviors observed in others and deciding to mimic. 2) Passive learning: habits and behavioral styles you unintentionally absorb from people you regularly interact with or place a significant value in. 3) Education/Training: Mannerisms, actions, and behaviors you were purposefully taught. 4) Synthesized Learning: Things you think, feel, and do that combine all these influences above. *

Sales leaders must monitor their conversations to inspire, not sabotage, their salespeople.  A Regional insurance VP was stunned when he heard himself in the orientation of new sales reps.  He said, “People don’t like to be called on the phone.”  Eek!  The news sales reps just got a heavy dose of Telephobia Call Reluctance.  He didn’t know he was contaminating his new reps because he disliked being called on the phone. Thank goodness he modified his behavior and conversations in future orientations.

How do you know if you experience Sales Call Reluctance?

  1. How many new appointments are on your calendar this week?
  2. How much money is in your bank account?

These are the two places where Call Reluctance shows up first.

Are you curious about the intensity of your Call Reluctance? Please take this complimentary online Prospecting EKG.

Your Complimentary Prospecting EKG

Or

If you are ready to jump ahead and address your Call Reluctance, please email me about the second step to overcoming Sales Reluctance by investing in an assessment, debrief and coach call the provides proven techniques to eliminate this career-busting fear.

*Page 22 in the Psychology of Sales Call Reluctance,