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The Magic Truth of Overcoming Call Reluctance and the Fear of Selling


Being in sales can be tough.

On any given day, you deal with objections, rejections, and typically some level of self-doubt wondering if you have what it takes to ultimately be successful.

There is a pressure to produce that can sometimes be debilitating and discouraging.

When we think about what it takes to sell someone, we can get overwhelmed and paralyzed with fear.

This fear to a salesperson is commonly known as call reluctance.

But there is only one time when you feel fear, and that is when you are thinking about yourself.

Fear is so self-centered.

It comes up when you’re worried about if you’ll say the right things, if you’ll do the right things, and if you’ll make enough sales.

Fear shows up when it’s all about you.

But there is one magic strategy to eliminating fear, call reluctance and creative avoidance when it comes to selling.

It’s to shift the focus off of yourself and to instead be focused on the people you’re trying to help.

Or as Southwestern taught me years ago…

 “It’s hard to be nervous when your hearts on service.” 

It’s hard to be scared when we’re thinking only of helping people.

It’s hard to have fear when we’re focused on being selfless.

We don’t feel the fear because we’re not focused on how we’re feeling; we’re only focused on who we’re helping.

It’s hard to be nervous when your hearts on service.

This is something that we, at Southwestern Consulting, refer to as “Servant Selling.”

It’s a completely different and counterculture way to think about selling.

Because you’re thinking as much or more about serving as you are about selling.

It shifts your focus away from all the pressure that sometimes shows up when we think about selling to people, persuading people and influencing people.

And we instead additionally focus on helping, educating, and serving.

And that makes a difference because in any given sales presentation…

You may or may not make a sale; but you can always make someone’s day. 

You can always concentrate on making people smile.

You can always concentrate on brightening up someone’s day.

You can always focus on serving and not just focus on selling.

It’s Servant Selling.

If you’re struggling with call reluctance, fear, or creative avoidance then perhaps it’s because you’re putting too much pressure on yourself to sell, persuade, and influence.

If that’s the case then don’t think about it that way.

Instead think of yourself as a “Social Ambassador who is also fulfilling people’s needs”

Think of yourself as a perpetuator of happiness who is also solving people’s problems .

Think of yourself not only as a salesperson but also as a servant.

Because it’s hard to be nervous when your hearts on service.

Painless Prospecting and Conquering Call Reluctance with Dave Brown – Episode 195 of The Action Catalyst Podcast


Dave Brown is a Founding Partner of Southwestern Consulting and one of the driving forces in making Southwestern Consulting what it is today. He is a world leader in training people to eliminate their call reluctance through his award winning speech and book Painless Prospecting. He lives out the 160+ year Southwestern Principles in all he does. Dave is a sales and sales leadership practitioner first and everything else second. When he is not on stage or on the phone selling something he is spending time with his wife, kids, friends and dog. He is still very active with sports around his community and is a wine fanatic that is preparing the soil on his land outside of Nashville for their family’s future Tennessee Winery already named “Brown Family Sellers.”

Show Highlights:

Learn to say positive things about rejection. @davebrown_SWC

Pray for your nos. @davebrown_SWC

Asks everyone, even if they reject you, for referrals. @davebrown_SWC

When you’re rejected, you are intercepting the negativity for someone else. @davebrown_SWC

There are massive opportunities out there for us if we just reach out. @davebrown_SWC

You have to ask for what you want or you’re not going to get it. @davebrown_SWC

The reason we don’t ask is because we don’t believe we deserve it.  @davebrown_SWC

Be pleasantly persistent. @rory_vaden

Act your way into healthy thinking. @davebrown_SWC

It’s hard to be nervous when your hearts on service. @rory_vaden

Fear is self-centered. @rory_vaden

Change the way you think about “no.” @rory_vaden


The Action Catalyst is a weekly podcast hosted by Rory Vaden of Southwestern Consulting every Wednesday. The show is regularly in the Top 25 of Business News Podcasts, has listeners from all around the world and shares “insights and inspiration to help you take action.” Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews special expert guests and thought leaders. Subscribe on iTunes and please leave a rating and review!