Fear. It is one reason so many sales people and telemarketers hate telemarketing. Shame is the other. When I conduct telemarketing seminars, I try to focus not so much on the technical aspect of cold calling, but rather the psychology of it. It isn´t enough for me to tell you that you must get over call reluctance, as a consultant I also need to get to the root of the problem. I recently did a seminar for an office supply company here in the Bay area which was pretty standard as far as workshops go. The owner of the company stated that his sales people seemed un- motivated and sluggish with their cold calls. Clearly there was a problem with call reluctance. After conducting the diagnostic segment of the workshop, I realized that many of the students had a huge problem with what they were currently doing for a living, what they had done for a living in the past(shame) or just making a phone call to ask a perfect stranger for something(fear). We all carry around a certain amount of fear and shame about who we are or what we are currently doing. How many of us thought that the one thing that we wanted to be when we grew up was"?¦.an insurance salesman or telemarketer? Or how many times have you thought about finishing high school or college or getting your degree only to have life/bills/responsibilities get in the way? And how many times have you decided that you are going to put money in a mutual fund or savings account, not touch it for six months, only to find yourself dipping into it to pay the rent? Shame is insidious because life forces us to make choices that we would prefer not to make. We can pretend that everything is okay, but deep down we feel that we´ve shot our dreams in the foot (yet again). We sit on the pity pot (so to speak) and think that we can never get back on track.
Shame and fear work hand in hand to make us feel as if we are so unworthy and incompetent that there is no way anyone will want to do business with us. Something to think about isn´t it? Now what does any of this have to do with call reluctance? Plenty. Call reluctance is all about fear. The fear of rejection that we or our product/services aren´t good enough (shame again) to sell to a prospect. Now that you understand why you have call reluctance, here´s how to work through it.
Tony Wilkins is the owner of Telemarketing Consulting Services and author of "Telemarketing Success for Small and Mid-sized Firms´ available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success via e: mail at firstname.lastname@example.org or phone 415-267-4872 .If you´d like to be notified of a new posting for this column, please contact Tony Wilkins at email@example.com