George W. Dudley and Shannon L. Goodson are co-authors of “The Psychology of Sales Call Reluctance: Earning What You’re Worth in Sales”. Dudley and Goodson have also done a very interesting study on spotting behavioral inhibitions when hiring sales staff, to spot top performers with very good (%72) accuracy by test results of a questionnaire. “The Psychology of Sales Call Reluctance” expands on this and can be of great help to those in direct sales positions.

The writing style can be sarcastic and they take plenty of swipes at others, but their approach to eliminating hesitation and fear of making sales calls can be worth it’s weight in gold to sales people having this problem. I’d recommend this to anyone who runs a call center of telemarketers, or sales teams who prospect by phone.

Amazon reviews are generally favorable, with the few negative ones not really explaining what they found wrong with the book. If you’re prepared to read a 400 page book with quite a bit of criticism of other marketers and techniques you’ll find solid methods of overcoming the jitters of calling prospects which can really cripple the earnings potential of any telemarketer or sales professional that earns a living wearing a phone headset.