RESEARCH_FILE
Shannon L. Goodson
Behavioral Sciences Research Press
Known for:Co-developing the sales call reluctance framework and the SPQ*GOLD diagnostic with George Dudley
SEE THE PRACTICE
Turn a thought this research explains into one clear move.
THE THOUGHT
“Enterprise buyers can smell that I'm small-time”
YOUR RECORDED RESPONSE
“They can’t smell small-time; they can smell vague. I can make this concrete.”
ONE PRIVATE MOVE
Open a blank note and write three bullets for one enterprise account: their likely priority, one proof point you could mention, and one question you would ask. Stop after the third bullet and save it privately.
Key findings
- 1992
Co-authored 'The Psychology of Sales Call Reluctance' with George Dudley, contributing the field taxonomy of twelve reluctance subtypes drawn from clinical and sales-training case data. The Psychology of Sales Call Reluctance: Earning What You're Worth in Sales ↗
- 1999
Contributed to cross-industry and cross-country validation studies of the SPQ*GOLD instrument, supporting its use as a standardized diagnostic rather than a single-culture tool. Validity of SPQ*GOLD for measuring call reluctance across 11 industries and four countries ↗