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"The thick-skinned fearlessness expected in salespeople is more fiction than fact. It turns out that many Advisors are struggling with a bone-shaking fear of prospecting. This fear tends to persist regardless of how well they have been trained, or how much they personally believe in their service's worth. The fear of self promotion is the general condition which makes call reluctance possible in Advisors. It's found everywhere in motivated, goal-striving Advisors who have trouble promoting themselves, which keeps them from earning what they're worth. The notion that call reluctance is a single condition is a venerable piece of nonsense which has largely been discredited. Twelve different types of sales reluctance have been identified so far and there are probably more."
—Excerpted from, The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales by George W. Dudley and Shannon L. Goodson, ©2007, Behavioral Sciences Research Press, Inc., Dallas, Texas. USED WITH PERMISSION.