Sales call reluctance is familiar to even the most seasoned reps. According to Behavioral Sciences Research Press, 40% of veteran salespeople say not only have they experienced it, but they’ve also questioned their career at various points as a result.

At core, it’s an all-too-human fear of rejection. There are myriad reasons why it can happen, like a natural dread of feeling dismissed, lack of training, pursuing the wrong prospects, hearing “no” multiple times, and others. Common signs of it include feelings of shame, anxiety and panic; anticipating the worst; and procrastinating before picking up the phone.

“A brand-new sales rep might be afraid of ‘no’s,’” says Alice Kemper, founder of Sales Training Consultants and Sales Training Werks. “There’s also fear of personal capabilities: ‘Can I really do this? Am I skilled enough? Did they train me enough?’”

Meanwhile, those who have been selling longer will see natural changes in the sales landscape, says Kemper. Perhaps they’ve been promoted, and now they’re calling on the C-suite, or the product they are selling is new and still largely unknown among prospects. Or the companies they’re pursuing are still working to recover from COVID lows, and now they’re hearing “no” more often.

“Reluctance comes in all different packages, and sometimes it hits when you least expect it,” says Kemper. “Self-doubt can have a domino effect.”

The good news is that there are ways to overcome reluctance on a personal level and within teams, says Kemper. She recently joined the Promo Insiders podcast to share her top tips for building back confidence and closing more sales.