Sales: for many bookkeepers, just hearing the word can trigger a tight chest, sweaty palms, or that sinking feeling in the pit of your stomach. You love your work, your clients, and the security your services bring to businesses. But when it comes to putting yourself out there to sell what you offer? That’s a different story.
In her insightful interview on The Successful Bookkeeper podcast, Connie Kadansky gets right to the heart of this challenge: sales call reluctance. And she doesn’t just name the problem—she gives it depth, clarity, and a path to move through it.
What Is Sales Call Reluctance?
Call reluctance isn’t about a lack of skill or talent—it’s fear, resistance, and self-doubt that shows up before you ever dial the phone or hit send on that proposal. It’s the inner critic that says:
- “I don’t want to come across as pushy.”
- “What if they say no?”
- “I’m not a salesperson.”
Connie explains that sales reluctance is learned behavior, not a personality flaw. That means you can unlearn it, with awareness and the right tools.
Recognize Your Style of Reluctance
Not all reluctance looks the same. Connie shares that there are actually 16 types of sales call reluctance—ranging from fear of rejection to being overly attached to approval or struggling with perfectionism.
For bookkeepers, it’s often tied to self-promotion anxiety. You might feel confident with spreadsheets and reconciliations, but uncomfortable asserting your value. Understanding which type of reluctance you’re facing is the first step to overcoming it.
How to Move Past It
Connie’s advice? Start with compassion and then take action. A few key takeaways from the interview:
- Own your value: Remember the outcomes you deliver—peace of mind, clarity, compliance, and growth. That’s powerful
- Reframe rejection: A “no” isn’t personal. It’s information. And every “no” gets you closer to a “yes.”
- Get in motion: Confidence is built after you act. Not before. Make the call, send the email, have the conversation. Each step grows your comfort zone.
From Bookkeeper to Business Advocate
Connie encourages bookkeepers to shift how they see themselves—not just as service providers, but as advocates for financial health. When you believe in your role, promoting your services becomes less about “selling” and more about serving.
You’re not just chasing clients—you’re helping businesses survive and thrive.
If you’ve ever felt stuck, overwhelmed, or avoidant when it comes to growing your bookkeeping business, you’re not alone. And more importantly, you’re not broken.
Connie Kadansky reminds us that sales reluctance is natural, normal, and navigable. With the right mindset and tools, you can transform that hesitation into courage—and start making the connections that will grow your business and your confidence.
For more great content, check out The Successful Bookkeeper Podcast!
