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• W744292011 abstract "Rookies have it. Pros have it. Sales managers often pass it along. If you have call reluctance, you're not just wasting time, you're losing money. And you could be killing your sales career.. . . Call reluctance strikes . . . people in every selling field. It's as common as the common cold but a lot more deadly. It can kill a sales career (Blackwood, 1994, p. 51).In the day-to-day lives of most salespeople a certain consistent sales volume is necessary. These sales should be the result of a continuous sequence of reasonably successful sales calls. The underlying pattern may vary depending upon the kinds of products that are being sold and the industry in which one operates but the long-standing consensus is that a relationship exists between the number of new contacts a salesperson actually makes and that individual's level of long term success (DuBois, 1976; Weitz, Gastleberry, & Tanner, 2001). Once contacts are made, the subsequent conversion ratio may require sales almost every time for convenience-type products that consumers should be willing to accept easily or involve frequent rejection of products with negative connotations that consumers may be more reluctant to purchase, such as life insurance or burial plots; however, the importance of determinedly working at making one call after another regardless of one's personal or idiosyncratic experiences is beyond dispute. The only way that salespeople can be successful in the long run is by continuing to open doors to fresh sales opportunities in the short run.Those whose careers involve sales training and sales management attest to the fact that many apparently qualified and capable salespeople continue to fail because they are incapable of consistently engaging in the level of prospecting and follow-up calling necessary to be successful (Fox, 1992). From time to time roughly 40 percent of all career salespeople experience episodes of call reluctance that are serious enough to threaten their careers (Grimes, 1991; Dudley & Goodson, 1999).Definition of Call ReluctanceThe phenomenon of call reluctance, for the purpose of this article, is the experience of an elevated level of apprehension sometimes seemingly overwhelming, that may inhibit the number of calls a person will make, and perhaps, rendering the individual incapable of working at all. As Kadansky (20Ol) points out, call reluctance can reduce a salesperson's knowledge, skills, abilities, and talents to a level at which he or she is almost useless. The job of a salesperson is to always be an effective and persuasive conduit of information about the products and services that his or her firm has to offer. Obviously, these products should have the means of creating favorable outcomes of one sort or another for prospective customers. If the salesperson's efforts break down due to call reluctance, then the opportunity to satisfy the customer and develop the hoped-for long-term relationship will be lost.Salespeople face the same day-in, day-out problems that everyone else does: lack of time, too much work, family problems, financial worries, etc. The list goes on for everyone. In addition, sales-people deal with stresses that are unique to their jobs: quotas, unpredictable income, difficult clients, rejection, working out of the house, and working on the road. Compounding these is the underlying, uniquely solitary nature of many salespeople's working lives. This context can be complicated by worries about job security or possible downsizing or by a sometimes bewildering barrage of new technology and communications expectations (Fisher, 1996).Clearly, being a salesperson can be a difficult job. It is practically a cliche that salespeople have to be selfstarters. Marketers recognize the primacy of emotions in terms of consumer behavior. Yet salespeople's emotions are also critically important. Learning to deal with the issue of call reluctance can mean that a salesperson will be successful in getting out of the starting box and making a good beginning with a sales career and that he or she will be able to weather the storms of doubt that arise at some point in every person's professional career. …" @default.
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• W744292011 date "2004-04-01" @default.
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• W744292011 title "Call Reluctance: The Dark Side of Professional Selling?" @default.
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