5 WAYS SALESPEOPLE CAN BEAT CALL RELUCTANCE
If you’ve ever experienced Call Reluctance, as many of us have under pressure and during times of prolonged cold-calling, then you will know the feeling that I am talking about. In fact, you’ve also felt that dull throb in the pit of your stomach, that inability to follow through or make the day’s first appointment.
On those days you feel that awful dread in which you become obsessed with the feeling that all forms of rejection, that awful rejection may take over every muscle in your body, and that same fear of rejection somehow begins to consume your every thought.
Call reluctance hits sales beginners and seasoned professionals alike, and the trauma of its impact is more than well documented. In book, The Psychology of Call Reluctance, Shannon Goodson and George Dudley document that 80 percent of new salespeople fail because of call reluctance, while 40 percent of veteran salespeople stop prospecting because of it.
Our Culture Shames the Salesperson –
In many cases, call reluctance stems from within the selling corporate culture – a culture where salespeople are painted as the pushy cousins of used car peddlers – the ones with false smiles, smoked stained teeth and bad breath.
Because of this, many new salespeople start out with varying forms of role rejection.
Salespeople are Generally Unprepared –
The mere memorizing a pre-written cold-calling script (usually penned by someone who has not been in the field for a while) is not nearly the same as meeting the potential prospect in their domain, where they are in control – and ready to devour the under prepared and less experienced.
They Need to Reframe the Fear of Rejection –
The Fear of Rejection generally stems from internal causes, yet so many salespeople focus outwardly on how their product or service helps the prospect on the other end. What needs to be focused on in situations such as this, is that the salespeople are not evangelists, and it’s not their role to preach about the product or service. No buyer wants to be talked down to or to be talked over the top of in any presentation. The buyer simply wants solutions to challenges they face.
The Seller Should Never Sell on Price –
Remember this, as a salesperson you have little control over price, but every salesperson does have control over presenting the prospect with enough reasons to buy – without needing to unduly dwell on the price. It is also not unusual for your price to be higher than the competitors price, you price will never be the issue as long as the prospect feels it’s justified in terms of the values and benefits offered.
Differentiate Your Product from the Competitor –
This issue is so simple to the majority of sales professionals I know, yet in the hands of the uninitiated and under-prepared it can prove to be a real stumbling block. And it’s this simple to get on top of. Before you can prove that your product or service is better, you simply have to prove that it’s different. Then once your prospects see the difference between the products, you’re “home and hosed,” but if they can’t see the difference between the products you’re competing. And when you compete, the prospect will usually buy the cheaper one. And be aware of this one point. Even if the products are nearly the same, there will always be ways to differentiate between 1, 2 or more products, such as service, product durability or company reputation. Look deep enough and you will find many more.
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This Article is by Peter Collins – In a sales career spanning more than 50 years, Peter Collins has focused on helping and bringing out the best in others – whether it involves training or mentoring salespeople, managers, business consulting to SME’s. Since the 1970’s Peter has built a reputation as a Nationally and Internationally Published author, and has 68 business books to his credit, but he is mainly known for one book based on the Audio Tape series of the same name, Over 50 Ways of Closing the Sale. Peter had his first book published in 1969 and now has over 133 books in all, including Business, Marketing, Sales, Free Publicity, Body Language, Music and over 30 Christian books to date. Peters books have sold over 2.5 Million copies over 48 years. In his personal life, Peter has been sought after as an encourager and motivator that has given of his time and talents freely despite his busy schedule. Subsequently, he has assisted churches, pastors, community and charity groups, as well as individuals through his teaching, training, development and on-going mentoring.
© Copyright Peter Collins, Profit Maker Sales, Sydney, Australia, 1994, 2002, 2007, 2011, 2015, 2017, all rights reserved. Peter can be contacted through his website – profitmakersales.com
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