Are You Relentless…or Reluctant?

For generations, salespeople have possessed a well-defined reputation as outgoing, fearless and audacious. But for many, the familiar stereotypes mask a darker reality. Far from being unstoppable selling machines, they struggle with a secret fear of prospecting. Whether on the phone, in person, online, or in front of groups, initiating contact with prospective buyers causes discomfort and distress. So they avoid it. Instead of making calls, they make excuses. It’s a costly trade-off.

Sales call reluctance—emotional hesitation to prospect—can be a career-killer. Studies show that up to 80% of new salespeople may fall victim to it. And 40% of veteran sellers have considered leaving the profession because of negative feelings toward prospecting.

But it doesn’t have to be that way.

Building upon the pioneering research of call reluctance experts George W. Dudley and Shannon L. Goodson, authors Suzanne Dudley and Trelitha Bryant present proven strategies for busting through the barriers that keep talented, deserving salespeople from achieving success. No platitudes. No gimmicks. Just practical solutions, rooted in science and field-tested on thousands of salespeople around the world.

Whether you sell a product or service or market yourself, you can learn to overcome the fears that hold your career hostage. Become an effective advocate for your interests—proudly, ethically, and above all, relentlessly.

Welcome to the soft-sell revolution. It defines modern selling. But what is soft selling? Where did it come from? What does it promise and what has it delivered?

Are today’s “client-centered” salespeople really happier, more professional and productive? With clarity and precision, world-class scholars George W. Dudley and Dr. John F. Tanner systematically peel away buzzwords posing as facts and pop-psych mumbo-jumbo to expose a profession in the midst of an identity crisis. To sell effectively, modern salespeople are told they must present themselves as “advisors” or “consultants”—while still accountable for old-fashioned, closed sales.

With a Japanese client, should you be pitching to the individual or the team? Is it always polite to ask about the spouse and kids? How will your firm handshake come across to a Hispanic? With over half of the population projected to be non-Anglo by 2050, this is a must read for any salesperson whose goal is success in the booming multicultural marketplace. You’ll take away world-savvy sales skills, putting more money in your pocket and becoming a greater asset to your company.