The root cause of call reluctance isn’t fear of rejection. That’s a symptom.

We have a basic need to feel accepted, loved, and understood.

Think back to a time when you didn’t feel accepted.

Those situations leave permanent memories in your brain and in your body. You remember them forever, and you’ll do whatever it takes to avoid feeling that way.

They make us start to seek validation from people.

People who you don’t even know. And that don’t know you or care about you either.

Could be someone at the gym who’s annoyed you’re spending too much time on a machine.

A customer service rep telling you what you’re asking for is unreasonable.

Or a prospect we’re calling for the first time who’s annoyed with getting cold called.

Call reluctance is totally normal. It’s human nature for you to want the prospect’s approval.

But you don’t need their approval. They don’t need to think you or your company are awesome.

Instead, make it about them. Be curious about what they’re working on right now and where they might be having challenges.

Make it your goal every cold call to start a conversation. Not to get something from them.


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