To top-up all that's discussed: ever tried making test calls to your reps' , to top it up share with the reps the business impact that such action invites.
I understand being in sales requires of a rep to be assertive & assumptive. I suggest , take them thru a 30 min seminar, where you may discuss a case study on how people react with their family members , viz-a-v , an absolute stranger. "" you fighting with your sibble'/parents etc. , used all names possible to vent your anger, someone knocks at your door to ask for directions/sell smoething etc. How did you behave in both cases"" Why?? who is this stranger & how he/she relates to you?? what's more valued , family or XYZ?? end with customer being a family member & reasons why we must take care of them.
1 sale = 1 customer
1 happy customer = return business, ref. sales etc.
1 unhappy/ forced sale = -ve word of mouth publicity/ low conversions due to ugly company image.