Episode 9: Misconceptions about the SPQ

Many sales teams assume that better leads mean better results, but what if that’s not the real issue? In this episode, we explore one of the most overlooked challenges in sales performance: sales call reluctance.

You’ll learn why even the best-trained, most well-equipped salespeople can hesitate to reach out, how this hesitation quietly impacts results, and why call reluctance doesn’t disappear even when leads are handed to you.

We’ll also unpack research showing the 16 distinct forms of call reluctance and how tools like the Sales Preference Questionnaire (SPQ) can help identify and manage them. Because once you can measure what’s holding your team back, you can start to change it.