Relentless: The Science of Barrier-Busting Sales

Are You Relentless . . . or Reluctant? For generations, salespeople have possessed a well-defined reputation as outgoing, fearless, and audacious. But for many, the familiar stereotypes mask a darker reality. Far from being unstoppable selling machines, they struggle with a secret fear of prospecting. Whether on the phone, in person, online, or in front of groups, initiating contact with prospective buyers causes discomfort and distress. So they avoid it. Instead of making calls, they make excuses. It’s a costly trade-off. Sales call reluctance — emotional hesitation to prospect — can be a career-killer. Studies show that up to 80% of new salespeople may fall victim to it. And 40% of veteran sellers have considered leaving the profession because of negative feelings toward prospecting.But it doesn’t have to be that way. Building upon the pioneering research of call reluctance experts George W. Dudley and Shannon L. Goodson, authors Suzanne Dudley and Trelitha Bryant present proven strategies for busting through the barriers that keep talented, deserving salespeople from achieving success. No platitudes. No gimmicks. Just practical solutions, rooted in science and field-tested on thousands of salespeople around the world.Whether you sell a product, a service, or yourself, you can learn to overcome the fears that hold your career hostage. Become an effective advocate for your interests — proudly, ethically, and above all, relentlessly.