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as a root cause of numerous unreasoned phobias. Simply, most humans have anxieties about what others think about them, helping to explain why the fear of public speaking consistently ranks as a fear nearly as worrisome as death. It's obviously not the fear of speaking that's on par with dying-it's the fear of being perceived as a failure. For a salesperson, it's a fear that must be overcome.

Fail-to-Sell Fears- While no specific phobias have yet to be assigned to fail-to-sell fears the effects are real and can be validated. Take the example of Bill and Sarah.
Bill and Sarah work for the same company. They offer the same products at the same prices. Their respective markets offer the same opportunities. They have essentially the same level of talent, ability, motivation, preparation and experience. They spend approximately the same amount of time on the job. But Sarah's performance far outdistances Bill's, almost quadrupling his sales results. Why? Some studies refer to the problem as call reluctance-Sarah is more effective in making more quality calls on prospects than Bill. Bill is not alone. One study indicated that 84 percent of the salespeople polled suffered from the inability to call on prospects. But why do Bill and so many salespeople suffer from call reluctance-what is the reason? It's the same reason for John's meltdown with Ms. Jones-they're afraid.

Fail-to-sell fears have inhibited salespeople from prospecting, resolving objections, and asking prospects for their business for as long as sellers have sought out buyers. Even if the salesperson has the advantage of the best product and the lowest price, the product/service will remain undersold if the salesperson is afraid to sell. The four recognizable sales fears are: Connection; Objection; Rejection; and Defection.

Fear of Connection- How difficult can it be to make a phone call to a prospect? Just ask the thousands who will tell you of the shaky nerves and cold sweat they experience from picking up the phone. Why? It's the fear of connection. Connection equates to accountability-once contact is made it's up to the salesperson to sell. Without connection there's always an excuse "They wouldn't return my call." "They were on vacation." Excuses may abound, but there is no escape from the absolute necessity to connect with prospective clients. The failure to connect will ultimately result in the salesperson getting what they expect-failure.

Fear of Objection- After summoning the courage to contact a

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