What are the symptoms of Call Reluctance?

So, how do you know if your salespeople are struggling with call reluctance©?

Call reluctance© is simply an emotional faltering when it comes to prospecting and self-promotion. It's nothing to be ashamed of, and there is no reason that your salespeople or your organization should suffer its ill effects. Sales leaders need to be tuned in to symptoms of call reluctance© so that they can recognize its early warning signs and act to pro-actively steer their salespeople away from these sales defeating behaviours.

In the book, “The Psychology of Sales Call Reluctance©: Earning what you’re Worth in Sales” authors Dudley and Goodson, now the recognised authorities in this field, identified twelve specific types of call reluctance©. They have also developed a psychometric assessment tool called the SPQ*GOLD® which is used to diagnose which of the ways salespeople unconsciously avoid self-promotion and limit their sales success. The SPQ*GOLD® assessment generally retails for around US$175. For more information on the SPQ Gold assessment, visit the website. 

The above having been said, there are other simpler, more instantaneous, methods for determining whether or not members of your sales team are struggling with self-sabotaging call reluctance© behaviour. The most common indication that someone is in the grips of the psychological call avoidance syndrome is noticeable by the fact that they’re spending their time on “busy work”, “paper work”, “putting out fires”, “conference calls” and “in meetings”. They always have something else to do other than make prospecting calls. These salespeople make out that they are busy, busy, busy, but in reality their accomplishments are limited as their excuses are abundant. The four most common forms of sales call avoidance manifest themselves as:

• Analysis paralysis
• Self image overcompensation
• Role disapproval
• “Pushiness” avoidance

Analysis Paralysis
Some salespeople will spend their time analysing rather than doing. These salespeople avoid will do anything to avoid making sales calls by preoccupying themselves with computers, reports technical illustrations and so on. This form of call aversion often occurs in highly educated and professional people. They are the type that will over prepare, but never fire!

Self Image Overcompensation
The self image-overcompensation form of call aversion is most often found in salespeople who try to overcome their self-doubts and vulnerabilities by bragging and exaggerating their often fictitious sales conquests. This group of salespeople seem obsessed with image, credibility and the trappings of success. They will typically have a big “I Know”, where they “know everything” and will often reject training and role-play as being too simple, outdated and beneath them. What they lack in the way of sales results they make up for with bravado and B.S.! The self image overcompensators will blame others or job requirements for not prospecting. Their complaints are often simply diversionary tactics to deflect attention away from their poor or non-existent new business development responsibilities.

Role Disapproval
Salespeople who suffer from role disapproval are typically embarrassed or apologetic in of the role of salesperson. They give themselves titles such as “consultants”; “business development manager”; or “sales executive”, anything but salesperson or sales rep! Role disapproval types actually believe that “sales” will never be more than just a stepping stone to the role they really believe they should be doing. For them, selling is seen as beneath them and not really a genuine career.
Prospecting, for those salespeople who suffer from role disapproval, is seen as just plain undignified and in some cases even humiliating. Often role disapproval syndrome can be found in salespeople who have transferred from one location to another or who find themselves having to begin again, starting with a new company. They resent being forced to pay their dues all over again. You will find them whinging to get sympathy and staying in the office, making excuses instead of getting out amongst it making productive sales calls. Role disapproval salespeople will do just about anything to avoid the risk of possible humiliation by exposing themselves to prospects who may think less of them for making an unwanted phone call.

"Pushiness" Avoidance
“Pushiness” avoidance types are those salespeople who fear being thought of as too "pushy" or too aggressive. They repeatedly postpone making prospecting calls because they are waiting for just the right time. They often require assurance that the potential customer wishes to talk with them before they will make the call. These salespeople will prefer to wait until the customer initiates the sales discussion, rather than instigate the subject.
Pushiness avoidance types are easily intimidated and will view those salespeople who are aggressive as unprofessional and pushy. Lacking basic assertiveness, these salespeople will more often than not have self-esteem issues. They will often take even the slightest criticism personally. For them any rejection from a prospect is personal. This translates into timidness when it comes to closing sales and handling customer resistance. Being so focused on the opinions of others, time and again they will let the needs of other people take precedence over their own sales goals objectives.
You will find these pushiness call avoidance types working on the computer instead of prospecting on the telephone. They will spend their time and effort on "safe" activities instead of getting out into the field actioning sales-producing activities. These salespeople baulk at asking for referrals and hate even the thought of making cold calls. Afraid of being thought of as pushy or intrusive, and because of their low self esteem, they will repeatedly avoid making contact with people in positions of authority or higher socioeconomic levels. 
 

Calling Out the Culprits

The first step in combating call reluctance© is to diagnose it and name it! In some cases just pointing out the problem is enough to solve the call reluctance© in some individuals. Whilst there are some salespeople who are self-aware enough to recognize that they suffer from call reluctance©, unfortunately most will lie to themselves and others making excuse after excuse just to keep from making new business calls.

Naming the dysfunctional behaviour is just the beginning of the treatment.The first step in dealing with call aversion is to help the salesperson recognize that they suffer from it and how it specifically manifests itself. When confronted with the news that “the secret is out”, salespeople respond in all sorts of ways. Some immediately become defensive and will argue that they are just in a “slump”, and that everyone has a slump from time to time. They will hang their hat on their past successes.

Relevant feedback is one of the most common reasons salespeople never get to deal with their call reluctance© issue. According to management consultant and business coach Blaine Bartlett, “Delivering feedback is simply the act of closing an information loop. The intention is to generate improvement in the quality of performance or interaction being produced by the recipient of the feedback.”

Providing accurate feedback is essential to enabling your salespeople to begin the road to recovery. When feedback is accurate and provided in an appropriate manner, it is almost always appreciated, and helps to drive performance improvement. Unfortunately, too many salespeople operate in a vacuum. They receive very little by way of feedback and information on where and how they need to do improve. In many instances, providing call reluctance© feedback takes sales managers out of their comfort zones. This is especially true when they dread the salesperson’s reaction. Salespeople who suffer from call reluctance often become very defensive and emotional when confronted. Delivering effective feedback requires courage, understanding and skill, and demands both self-respect and respect for others. Whilst every circumstance has its own characteristics, there are a few basic steps that can be applied in all situations when giving feedback around call aversion.

STEP 1 Clearly outline the specific situation or call reluctance© behaviour which you’ve observed. You will need to detail the specifics of the situation or behaviors you have observed.

STEP 2 Describe the effects and impacts of the behavior or situation.

STEP 3 At this point, assuming you are looking to help correct the negative behaviour, it is appropriate to explain the consequences if the behaviour doesn’t change.

STEP 4 Finally, gain agreement and the individual’s commitment to making the required change and set out an action plan to monitor improvement.

How to help a call reluctant salesperson