Overcoming Fear of Making Sales Calls

Overcoming Fear of Making Sales Calls

Understand the Source of Your Fear 

The first step to overcoming call anxiety is understanding what’s driving it. Is it fear of rejection? Worry about saying the wrong thing? Lack of familiarity with your product or service?

Identifying the root cause allows you to address it directly. For example:

• If rejection is the issue, remind yourself it’s not personal a “no” often reflects the prospect’s current needs, not your value.
• If it’s a lack of preparation, invest time learning about your offering and potential clients. I wrote an article about creating a product knowledge guide here

Shift Your Mindset 

Instead of viewing sales calls as a high-pressure scenario, reframe them as opportunities to solve problems and build relationships. Approaching calls with curiosity rather than fear can significantly reduce anxiety.

Remind yourself:

• The goal isn’t to sell on every call but to understand the prospect’s needs, pain or desires.
• A successful call isn’t about perfection, it’s about genuine connection and value.

Prepare Thoroughly 

“By failing to prepare, you are preparing to fail.” – Benjamin Franklin

There is no doubt about it when it comes to making sales calls preparation breeds confidence.

Before making a call:

• Research the Prospect: Know their industry, challenges, and potential needs.
• Create a Call Structure: Outline key points to discuss but avoid scripting it making you sound robotic.
• Practice Responses: Anticipate objections and prepare thoughtful responses.

Start with Warm Leads 

If cold calling feels overwhelming, start by calling warm leads. I define warm leads as “Prospects who have already shown some interest in your product or service.” These conversations often feel less intimidating and help you build confidence.

Use Relaxation Techniques 

Before picking up the phone, take a moment to calm your nerves:

Deep Breathing: Box breathing is a technique that can help you to relax.

Inhale for a count of four, hold your breath for a count of four, exhale for a count of four, and hold your breath again for a count of four. Repeat as desired.

Visualisation: This is a useful technique to help you both relax and reach your goals. Visualise a positive outcome for any sales call you make.

Positive Affirmations: Affirmations are positive statements you say to yourself to help you reframe your thoughts and feelings around making sales calls.

Repeat encouraging phrases like:

• “I am capable and prepared”
• “I add value with each call”
• “I can handle any objection that comes my way”

Set Realistic Goals 

Not every call will lead to a sale, and that’s okay. Instead of focusing solely on closing the sale there and then, set achievable goals like:

• Learning more about the prospect’s needs, pain or desires.
• Building rapport for future conversations.
• Scheduling a follow-up meeting.

Celebrate Small Wins 

Every call you make represents progress, regardless of the outcome. Celebrate these efforts by acknowledging your commitment and rewarding yourself for taking action. Recognising small wins like completing a challenging call or gaining valuable insights from a prospect helps you maintain a positive mindset. Consider creating a simple reward system, like taking a short break, treating yourself to something enjoyable, or recording your achievements in a journal. These small acts of celebration reinforce your persistence, boost your confidence, and create a cycle of motivation that drives you forward.

Invest in Sales Training and Coaching

Ongoing sales training and coaching can be invaluable for overcoming fear and improving your performance. Training programs equip you with proven techniques, while coaching provides personalised guidance to refine your skills. These resources help build your confidence by ensuring you’re prepared to handle objections, create compelling messages, and approach calls strategically. If you’re questioning whether a sales coach could benefit you, this article is here to provide clarity and insight. How do you know if you need a sales coach?

Final Words

As a Sales Coach I can tell you that fear of making sales calls is a common challenge, but it’s one you can overcome with the right strategies and mindset. By understanding the root of your fear, preparing thoroughly, and reframing calls as opportunities, you can approach each conversation with confidence. Remember, every call is a chance to grow not just as an individual but also as a business. Start small, stay consistent, and watch your confidence soar with every sales call you make.

If you would like help overcoming your fear of making sales calls please call me on 020 8337 5937 or send an email to gary@garymorgan.coach

Find out more about my sales training here.