Cold calling can feel nerve-wracking, right? For many salespeople, it’s one of the toughest parts of the job. That hesitation, fear, or anxiety you feel at the thought of picking up the phone to call someone isn’t unusual—it’s a real thing called call reluctance.
Call reluctance is a common emotional barrier that makes sales development reps avoid calling prospects. It’s not just a bad habit or laziness—it’s something that creeps into your mind and shakes your confidence. Research from Dudley and Goodson, authors of The Psychology of Sales Call Reluctance, even found that sales call reluctance drives over half of all failures in the sales profession.
Not convinced? Here are some stats for you:
- Around 90% of salespeople have experienced at least one form of call reluctance.
- Up to 80% of new salespeople fail within their first year—often because of call reluctance.
- Even seasoned sales pros admit facing episodes of call reluctance that threaten their performance.
But here’s the good news: If you’re feeling the fear, it doesn’t mean you’re not cut out for sales. It just means you need the right strategies to handle it! Here’s a breakdown of why this happens and how to get past it.
Why Does Call Reluctance Happen?
So, what makes a simple phone call feel like a mountain to climb? It usually boils down to these three culprits:
1. Nerves & Fear of Failure
Ever feel like you’re just not sure you’ll succeed? Don’t worry—tons of salespeople experience this. Maybe you’re afraid of messing up, sounding unprepared, or failing to meet your targets. This fear can lead to procrastination, feeling sick before a call, or even rushing through conversations. If you’re not 100% sure of the value you’re offering, it’s easy to shy away from selling it.
Questions to ask yourself:
- Do I freeze up or feel overwhelmed before calls?
- Am I avoiding cold calling and focusing on other, less important tasks?
- Do I rush through my cold calls just to “get them over with”?
2. Fear of Rejection
Nobody likes hearing “no.” Rejection can be tough to swallow, especially when it feels personal. As humans, we’re wired to seek positive interactions. So every time you hear a prospect shut you down, it can chip away at your confidence. You start to dread picking up the phone, overanalyze your calls, or avoid them altogether.
Questions to ask yourself:
- Do I find myself over-preparing for calls so I can delay making them?
- Am I putting myself down or doubting my skills before calling a prospect?
- Do I feel embarrassed whenever I think about making a call?
3. Burnout and Fatigue
Sales isn’t an easy career. High-volume cold calling, hearing objections all day, and holding productive conversations on the fly can wear anyone out. It’s no surprise that call-heavy jobs sometimes lead to mental and emotional fatigue. Often, this type of burnout can lead to reluctance about jumping on a call.
Questions to ask yourself:
- Am I losing enthusiasm for my calls?
- Does it feel like I’m doing the bare minimum just to scrape by?
- Am I going through the motions without caring about the results?
The Different Types of Call Reluctance
Call reluctance shows up in different forms—and understanding what you’re dealing with makes it easier to overcome. Dudley and Goodson identified 12 types of call reluctance in their research, including:
- Doomsayer: Worries excessively and avoids risks.
- Over-Preparer: Spends too much time analyzing without acting.
- Hyper-Pro: Obsessed with looking perfect but underperforms.
- Stage Fright: Avoids group presentations out of fear.
- Role Rejection: Feels embarrassed by their sales job.
- Yielder: Afraid of bothering people or “intruding.”
- Socially Self-Conscious: Intimidated by high-profile or “up-market” prospects.
- Separationist: Won’t mix friends and business.
- Emotionally Unemancipated: Hesitant to reach out to family or close acquaintances.
- Referral Aversion: Uncomfortable asking for referrals.
- Telephobia: Afraid of using the phone to prospect.
- Oppositional Reflex: Resistant to feedback or coaching.
How to Get Over the Fear of Cold Calling
The first step to overcoming your fear? Acknowledge it. The good thing is there are plenty of ways to tackle call reluctance, and with practice, you can get past it. Here’s what you can do:
- Stay Positive
Negative self-talk can be your worst enemy. If those little “I can’t do this” thoughts creep in, try flipping them into something positive, like “This might be challenging, but I’m prepared to succeed!” Apps like Calm or Headspace can help with guided meditations, or you can try positive affirmations and visualizations to boost confidence. - Create a Routine
Stressed out from the unpredictability? Routines give structure to your day, helping you feel more organized and in control. Stick to a schedule for your calls—it’ll eventually feel like second nature. - Manage Your Time Better
Not sure where to start? Break your day into smaller, manageable chunks. Focus on one task at a time, avoid distractions, and remember to schedule breaks. It’s about quality, not quantity. - Revamp Your Cold Calling Script
Hate your sales script? Switch it up! A script isn’t there to limit you; it’s your safety net. Make sure it fits your personality and helps you overcome common objections. A strong script can make all the difference for your confidence. - Reach Out for Help
Sometimes you might just need a little guidance. Talk to mentors, your team, or educate yourself through online cold-calling resources and courses. If your current company doesn’t support your growth, it may be time to explore new opportunities that prioritize training and development.
Final Thoughts: You’ve Got This!
Call reluctance and cold calling fear are common, but they don’t have to control you. The more you practice and implement strategies to work through the nerves, the easier cold calling becomes. Remember that it’s okay to feel scared or anxious—what matters is taking steps to overcome it. Confidence grows over time, and as you get better, so will your success.
If you’re struggling, don’t hesitate to reach out to professionals or use resources to sharpen your skills. Practice makes progress!
FAQs About Cold Calling Fear
1. What is call reluctance?
Call reluctance is the fear or hesitation to make sales calls. It stems from nerves, fear of rejection, or burnout, and it can make salespeople avoid picking up the phone.
2. How can I tell if I have call reluctance?
Ask yourself: Are you avoiding calls? Do you feel nervous, sick, or overwhelmed before making calls? Are you losing enthusiasm or procrastinating? These are common signs of call reluctance.
3. What’s the best way to overcome the fear of cold calling?
Some effective strategies include staying positive, creating a structured routine, managing your time wisely, improving your cold call script, and seeking support or mentorship from others.
4. Do all salespeople feel this way?
It’s more common than you think! Nearly 90% of salespeople experience call reluctance at some point in their careers—it’s completely normal.
5. Can I get better at cold calling?
Absolutely. With practice, preparation, and the right strategies, you’ll gain confidence and start feeling more comfortable. Repetition is key!
6. Are there tools or apps to help with cold calling anxiety?
Yes! Apps like Headspace or Calm can help you stay calm and maintain a positive mindset. Additionally, tools like updated CRM systems or call tracking software might make the process feel more manageable.
If you need help with your sales process or want personalized guidance, feel free to contact us. Let’s make cold calling easier together!