Only 37% of salespeople consistently meet their targets. In this episode, we uncover the surprising science behind what’s really holding the rest back, and why fear, not skill, is often the biggest obstacle to success.

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.

In this episode, authors Suzanne Dudley and Trelitha Bryant share an entire chapter from their book, Relentless: The Science of Barrier-Busting Sales.

You'll Learn:

The three essential conditions of authentic sales Call Reluctance

Three potential barriers to your career success that are NOT Call Reluctance

The symptoms of insufficient energy and clear focus

Resources:

Get the book on Audible or Amazon.

View the tables from the audiobook.

Get the tools to power up your sales with the online Power Up Your Sales Workshop.