So, you really don’t feel like picking up the phone today. I understand. I’ve been there. You battle a thousand negative thoughts. “Monday morning (or any other time - you fill in the blank) is never a good time to call. The prospect is probably too busy. I don’t want to bother him/her. What should I say? They probably don’t want it anyway.” You feel anxious and awkward. Your stomach tightens. You think, “I’ve got a few tiny projects I could knock off first.” You straighten your desk. You shuffle your pile of business cards. Call a friend. Check e-mail. Look at the calendar. More negative thinking, “I can’t get through to the decision maker. No one returns their messages. It’s almost futile. I hate making cold calls. I don’t even know if I like to sell. My head hurts. What am I doing in this job? Oh no, look at the clock!”

What a waste of energy. The average sales person only sells 1.5 hours per day and doesn’t make a call until 11:00 AM. Many sales people will not call a prospect back even a second time according to Sales and Marketing Management magazine. How can you manage these moments of doubt and hesitation?

Can you imagine a top athlete reaching peak performance if he/she frequently said, “Gee, I really don’t feel like training today. I guess I’ll stay home.” That’s not how Jason Hedstrand, USA record holding speed skater from Minnesota, got to the 2002 Olympics in Salt Lake City, Utah. I spoke with Jason recently. He had been skating for more than 14 years. In preparation for the games he gradually built up endurance to train two sessions per day. He kept working to get small but measurable improvements. He increased the intensity. Eventually he was training five full days per week from 8:00 AM to 6:00 PM with one mid day break full time for over 11 months. Jason tells me, "To get more performance, you’ve got to focus on the quality of your work outs. You’ve got to choose to show up, be on time and keep your appointments even with yourself." Jason added, "Whether I’m training alone or with the Olympic Team, being accountable to someone is helpful to success. Find something to enjoy about the work out. Of course there will be times you need a break. When you don’t feel like running, go biking. Make it fun. Enjoy the scenery along the way.”

Jason is now selling for Focal Point Financial. He’s a real winner and understands what it takes to be successful in sports and business. Translate this work ethic to your sales. Part of the work of selling is dealing with a natural reluctance to make prospecting calls. Sales people experience reluctance for many reasons. Maybe you're aiming higher. Fear of rejection is a normal response when you're taking more risks.

But your attitude is more important than reasons.

So how do you pick up an 800 pound telephone?

Here are seven steps you can take to conquer the reluctance to make prospecting calls:

1. Look at your own thoughts, feelings and sensations when you’re experiencing call reluctance. Acknowledge them. To understand the psychology of selling, start with an awareness of yourself. Pay attention to the words you use to describe what you’re doing. Are you making “cold calls” or “introductory calls”? Words matter. They tangibly manifest what’s going on internally. Your own beliefs may be limiting you. Change your words and you can change your thinking. If you want different results change your behavior and if you want different behavior change your thoughts.

2. What are you saying to yourself? You might as well make it positive. Your attitude affects your behavior. Some people are so full of fear, worry and doubt. If you’ve got a monkey on your back, you need to put that monkey in a cage. Affirmations can “cage” the negative thinking. They are the quickest way to behavior change. Take responsibility for your thinking and be at choice. I like “I stand straight, strong and tall.” Say it out with gusto and you’ll start to live it.

3. Know how to qualify a potential customer by asking more of the right questions. Understand your target market. One danger signal is to think that anyone can be your customer! Learn something about the demographics and psycho-graphics of your ideal customer. Then call with the idea of seeing if there is a fit between your offer and the needs of your potential customer.

4. Set an attainable “stretch” goal. Make it measurable and specific, e.g. I’ll make 10 prospecting calls by 10:00 AM today.

5. Be accountable. Track your closing ratios. The very act of measuring your activity will help you get some objectivity. You won’t take rejection personally when you realize that by the law of averages you’re actually getting paid to hear “no.”  Post the following letters by your phone: "SWSWSW Next."  Some will, Some won't, So what. Next! Get more ping pong balls up in the air. Know how many calls it takes to get an appointment and how many calls you can make per hour. A pro would know ratios and so should you. 

6. Expand your comfort zone. Step up your activity level. Find out what is feels like to make 20 calls per hour for 4 hours! Act as if. Make it fun. Your behavior affects your attitude. Act your way into good thinking. Moving into action dissipates fear. The hardest part is getting started. Just do it! Start by calling someone you enjoy speaking with.

7. Build your confidence. Remember your accomplishments. Do something difficult. Keep your word to yourself and others. Become knowledgeable. Learn how to sell: take a class, listen to a tape, read a book. What else can you do to improve your confidence level?
   
   Bonus step: Do you want to win? Do it for love. Love for yourself, for your family, for your company, for your customer. How can anyone resist a person who is “all heart?” Love never fails.
    
   ©2004 Paul Esch. All Rights Reserved.  Paul Esch is President of Breakthrough Business Success, Inc.  He works with business owners to improve vital sales, marketing and management systems. Call him at 651-501-7979 or go to: www.breakthroughbusiness.net