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.
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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.
Sometimes, salespeople try to deny their own negative emotional responses. In this case, they try to buy time before calling resorting to:. Many sales professionals state that the main reason for call reluctance is the fear of rejection. Rejection is a powerful aversive stimulus to our brain that is processed in multiple regions of our cortex at once.
It is believed to have an adaptive significance and an advantage to survival. In , Dr. Mark R. Furthermore, he claimed that people experience a powerful emotional response not only to actual rejection but also to the anticipated or imagined ones. Leary stated that the desire to avoid rejection has a significant impact on human behavior. No individual would want to experience shame, social anxiety, or embarrassment.
That is why even sales veterans can become overwhelmed to the extent that they stop prospecting despite the fact that hitting their quota depends on it. Geraldine Downey and Dr. Scott I.
Feldman introduced a Rejection Sensitivity RS Model claiming that some people are more vulnerable to rejection than others. Several scales have been introduced since. In , a group of scientists headed by Ethan Kross conducted research on brain activity in subjects with high and low RS.
The fMRI showed that people with low rejection sensitivity have an increase in the activity of a brain region Lateral Prefrontal Cortex — LPFC associated with top-down cognitive control of behavior in general. The approach to sales in a given company can impact salespeople dramatically. Connie Kadansky, noted author on Call Reluctance, in her interview for Yesware.
And the cherry on the sundae: the company promised a foam rubber pink pig as an incentive. Unsurprisingly, overburdened by such a powerful message, the employees had to first overcome the initial rejection and probably humiliation by the company they worked for… Then the anticipated rejections of cold-calling. An atmosphere of safety is required to support sales teams that are performing emotionally difficult work, regularly. In , it continued to be a problem. Cold calling works if you call the right people.
Would you offer a lead list to the head of a sales team that has over discovery appointments held every month? Another example. Companies often purchase contact lists from third parties.
Not all of them provide high-quality leads. And the older the list, the more outdated data entries it contains. The first and best practice to reduce Call Reluctance is to practice frequently. Since the human brain cannot distinguish between types of rejection and rejection cannot be rationalized away, it simply needs to become a managed fear through repetition.
A relevant corollary is learning to ride a horse. Fall off and the fear of falling off again intensifies. Horse trainers know that the most important thing after falling off a horse is to get back on. Same with cold calling. Screening here will often mean that you can reduce the amount of repetition required to break through the inhibiting fear of calling. Examine how your employees treat salespeople who make prospecting calls to your company. Do they respond politely in a calm and pleasant manner?
What is said about salespeople in your corporate canteen or by a water cooler? Are they described as too pushy, too bold, too salesy? Does everyone in the company understand that your revenues and business growth depend on your sales team just as much as marketing, production, accounting, and other departments? It is suggested to start with your brand and corporate culture then speak about your product.
Assign mentors for new sales reps. Many of them expressed gratitude to their Team Captains on multiple occasions. A good mentor provides guidance and emotional support. It is very important when it comes to working with people. For this purpose, you need to first define your Ideal Customer Profile. Then acquire a list of leads that fit the ICP and are up-to-date.
Read more about creating your ICP here and how to do sales research correctly. According to the research by Kross et al. This information might sound fatal. However, there are several things to consider. Second, if you became a salesperson, you probably are in the middle or bottom of this scale rather than its top. Third, your brain can be trained to process rejection stimuli in a less harmful way.
Is it rejection fear, or corporate culture or lack of training or maybe all the above together? Your product or service can increase ROI, assist companies and individuals in attaining their goals, make the business processes more efficient, etc. And you can give them what they need!
If you think about it that way, you will perceive yourself as a savior rather than an intruder. It will also make your call valuable. Rejection is part of your job. They might be using a similar product of your competitors or have some other solution. Learn more about your prospect and their company, try to identify their key needs, think how your product and service can help them.
Make a list of prospecting questions that will help you learn more about the needs and problems. The latter will help you upbring a happy healthy individual. You need to create positive emotions after each call. A good parent will always praise the attempt and reassure that the result will come with time.
Here are some lines you can say to yourself after you finish your call:. Find several sales bloggers who publish inspiring podcasts and videos about prospecting. Everyone does it from time to time. However, if you understand that it has become overwhelming and impedes your goal, you need to do something about it. For example, you plan to make 20 calls in 8 hours. This means you need to make a call every 24 minutes if you are lucky enough to connect every call this never happens, BTW.
The best case — your calls will last up to 10 minutes at max including the time necessary to fill in the data in CRM. You will also need some minutes to prepare for it.
And minutes to reload after a call. Once you finish a conversation set a minute countdown. This will be your time to relax after a call. Once the time is over start searching on the new prospect. Many people that have anxiety issues state that they perform certain rituals or take certain objects to reduce emotional burdens. For example, one individual put on glasses during public speaking to tackle her fear.
Call reluctance is the problem that hits many sales teams preventing them from attaining their goals. However, a number of countermeasures can help sales organizations and individuals successfully overcome it. Call Reluctance Syndrome Call Reluctance Syndrome, also known simply as Call Reluctance, is a phenomenon where salespeople become afraid to reach out and make phone calls. Signs of Call Reluctance: 1. The mental block that keeps a rep from taking an action.
Neurological In , Dr. Corporate Culture The approach to sales in a given company can impact salespeople dramatically. Calling the Wrong Prospects Cold calling works if you call the right people. List of Low-Quality Leads Companies often purchase contact lists from third parties. Call Reluctance Handling — Best Practices 1. Greater frequency is the only answer The first and best practice to reduce Call Reluctance is to practice frequently.
Change Your corporate culture Examine how your employees treat salespeople who make prospecting calls to your company. Define the reason for your problem Is it rejection fear, or corporate culture or lack of training or maybe all the above together?
Call Reluctance Syndrome
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.
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.
The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales
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. Sometimes, salespeople try to deny their own negative emotional responses.
Four Ways Salespeople Can Beat Call Reluctance