Welcome to the forum Richard
One of the biggest things I had to let go of when I moved into sales was my overwhelming urge to be polite. I'm a naturally good natured person and I realised hard and fast that in order to succeed (at least in B2B sales) you have to be a bit hardball.
As soon as you are overly pleasant on the phone, somebody will think "salesman". Whereas if you are assertive at the same time as being civil, you will get a lot more respect from your potential prospect.
Dan