The primary cause of call reluctance is simple: Fear of rejection. What if the prospect asks you a question that you don’t have a good answer for? What if the prospect is a jerk? What if the prospect insults you? What if the prospect makes you look like an idiot?
The only way the prospect can do any of those things is if you don’t believe that you are bringing genuine value to the prospect.
Consider your opening statements on a cold call. Are they effective at getting your prospects attention? Do they serve the purpose you intended? If your opening statements are designed to impress the prospect about your station, you’re fighting a losing battle.