The thoughts, feelings and avoidance behaviors preventing otherwise intelligent, skilled, and enthusiastic entrepreneurs and salespeople from picking up the phone and calling the prospects who can help them is called “Call Reluctance”. What are the causes and what can be done about it?

1. They don’t believe the prospect will benefit from their “intrusion”.
   Solution: List all the benefits a happy customer, investor, mentor, etc. enjoys from the contact and read them anytime faith dwindles.

2. They don’t believe they know the product or issue as well as the prospect expects.
   Solution: Study and memorize everything all information available on the product or issue.

3. They don’t know why the prospect should buy or from them or invest in them.
   Solution: Ask prospects who have purchased or invested why they did.

4. They don’t know the prospecting to close ratios.
   Solution: Meet with management, senior sale people, fellow entrepreneurs, etc. to gather and analyze historical data. Determine predictable ratios.

5. They haven’t discovered that there is nothing to fear.
   Solution: Do what they fear most and the fear will eventually fade away.

6. They have low self worth, they don’t “feel” anyone would buy from them or invest in them.
   Solution: Therapy, positive self talk and affirmations. Get a coach.

7. They don’t perceive the prospect as a “person”.
   Solution: Write down the commonalities that they share with your prospects. Ex, we have spouses children & families which we care about; we are frustrated by the Microsoft Operating System; we report to bosses whom we sometimes stress about; we play on company softball teams; we started our careers at minimum wage jobs, etc. Review the list before each call.