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Overcoming Sales Call Reluctance

Overcoming Sales Call Reluctance

Just admit it.

You’re afraid to pick up the phone.

You’re afraid to pick up the phone because you don’t like the rejection you get after you say, “Hello, my name is…”

Well, that isn’t your real problem because you can solve that issue by fixing what you say (and you can learn how to do that for free)

But maybe you prefer to email prospects and send LinkedIn requests.

That’s fine. You’re still cold calling with a different channel (the definition of cold calling is contacting anyone who is NOT raising their hand; it doesn’t matter if it’s a phone call, email, or social outreach)

The problem isn’t the means you use to start the conversation.

The real problem is your lack of knowledge regarding the sales call process once you set the meeting.

Contrary to popular belief, there is a step-by-step process, or framework, for successful sales calls. And it’s the same for every industry, no matter what you sell.

Let me be clear on what I am saying:

There is a WINNING, REPEATABLE, SCALABLE, UNDISPUTED step-by-step sales call process every outbound sales rep should MASTER and use if they want to MAXIMIZE their earning potential.

Overcoming Sales Call Reluctance

Overcoming Sales Call Reluctance – Consider the sales call a road map.

You are starting at the beginning of the call.

What is your objective?

I can tell you what it is not.

It’s not to:

  • Build rapport
  • Be likable
  • Explain your solution
  • Or close the sale

None of those are your objectives for starting a sales call/meeting.


Building rapport should happen naturally as you progress through the sales process and not be a step in the sales process.

Being likable should, again, like rapport building, happen naturally. I’ve found that uncovering problems my solution solves and then communicating I might have a solution for them wins me a lot of friends.

Explain your solution… why would that be my call at the beginning of the sales call? I have no idea yet if they have the problem I solve if they want the problem solved even if they have it, or can make the decision to solve it if they have and want it solved.

So what is the first objective of the sales call meeting?

To qualify, of course.

“But I already know they are qualified.”

Oh really? Then you do not know the meaning of qualified.

Because qualified means:

1) They have a problem your solution can solve. How do you know they have a problem if you haven’t spoken to them yet? And let’s say you do know they have this problem… you need both parties to see the problem exists, AND you need them committed to wanting to solve the problem, correct?

2) How do you know they can make the decision? Just because they have the right “title”? Let me ask you this… ever had a prospect with the correct title say they need to get it approved? Wouldn’t it be better to uncover their purchasing process before you go for a close? To do that, you need to have a conversation and ask the right question at the right time during the qualifying phase of the sales call process.

3) Let’s say they do have the problem, and they make the decision… how do you know if they can afford your solution if they want it? Let me guess; your sales manager told you not to worry about the money – if they want it bad enough, they will buy, right? How’s that working out for you? Wouldn’t it be better to know if they have a problem your solution solves, confirm they are the decision maker, and get approval that if they like your solution, they can afford it BEFORE you do a presentation?

This is just an example of having a repeatable, scalable, winning sales call flowchart to follow.

If you think of sales like baseball, there is a process.

You’re in the batter’s box whenever you pick up the phone.

Your objective is to get to first base first.

In baseball, if you hit a double, you still have to touch first base first.

Sales are the same way.

When you finally set a meeting with a prospect, you must get to first base once the call/meeting starts.

There’s a precise formula that, when used properly, your sales numbers increase dramatically.

The overall picture looks like this:

Step 1: Openers
Step 2: Qualifying
Step 3: Presentation
Step 4 (Homeplate): Handle Objections/Close

We can all agree that from a 10,000-foot overview, this is an undisputed B2B sales call process, correct?

For example, no one starts with the presentation (actually… I have listened to numerous sales reps begin with a data dump of what they do – and their sales numbers are horrible)

You wouldn’t start qualifying after the presentation, would you? Actually, once again, a lot of sales reps do! I was listening to a sales call the other day where the BDR set the appointment, the AE did the demo, the prospect gave a stall objection, and the AE then started asking qualifying questions that THE AE should have asked before starting the presentation.

This ass-backward, fly-by-the-seat-of-your-pants sales philosophy happens every day by Captain Wing-its.

If you’re in sales, the #1 reason you should be in sales is to make as much money as humanely possible by helping others solve their problems and challenges. This is the only real reason to be in sales. Every other reason to be in sales is secondary.

Sales positions have a very low bar of entry. However, those at the top of the earning chain repeatedly invest their time, money, and resources to improve continually.

They always learn from those who have already succeeded at the highest level.

And they admit when they are afraid of something, and instead of hiding from it, they attack the problem until what they were afraid of becomes their strength.

– Michael Pedone

Michael Pedone is the CEO/FOUNDER of SalesBuzz.com – On-demand sales training courses that teach B2B phone sales techniques that work.