In a 2019 survey by Harvard Business Review, it was found that 50% of salespeople suffer from Sales Call Reluctance. But is this still true in 2024?
Unfortunately, Sales Call Reluctance is still widespread in 2024. Research shows that 61.4% of salespeople find prospecting through cold calls to be the most difficult aspect of their job. Moreover, nearly half (48%) of B2B salespeople admit they fear making cold calls, which significantly hampers their performance and income.
Sales Call Reluctance refers to the emotional resistance to actively prospecting and promoting. One common type of Sales Call Reluctance is Telephobia, which is actually one of the easiest to overcome.
Origins of Call Reluctance
- Personality Predispositions: Some individuals are naturally inclined to build relationships and excel at opening doors. However, they may shy away from potential conflict or pushback from prospects. This focus on maintaining relationships can cause them to lose sight of the problem they’re trying to solve. Despite being intuitive and intelligent, they may struggle to address inconsistencies in what the prospect says, fearing it might irritate or anger them. As a result, they avoid sensitive issues that, if left unaddressed, could sabotage the sale.
- Hereditary Factors: These include the instincts, inclinations, and reflexes we are born with—automatic tendencies that are not learned or taught.
- Exposure to Call Reluctance: Sales managers and trainers can inadvertently pass on Call Reluctance to their reps. This can happen through:
- Mimic Learning: Copying behaviors observed in others.
- Passive Learning: Absorbing habits and behaviors from those we interact with regularly.
- Education/Training: Learning specific mannerisms, actions, and behaviors.
- Synthesized Learning: A combination of the above influences.
Sales leaders need to be mindful of their conversations to inspire, not hinder, their teams. For example, a Regional Insurance VP realized he was unintentionally instilling Telephobia in new sales reps by saying, “People don’t like to be called on the phone.” Recognizing this, he adjusted his approach in future orientations to prevent spreading his own discomfort to others.
How to Recognize Sales Call Reluctance
To determine if you’re experiencing Sales Call Reluctance, consider these questions:
- How many new appointments are on your calendar this week?
- How much money is in your bank account?
These are often the first indicators of Call Reluctance. If you’re ready to address this issue, consider investing in an assessment, debrief, and coaching session that provides proven techniques to overcome this career-limiting fear. Feel free to email us for more information on taking the next step.
