I've been practicing Wing Chun (Wang Kiu lineage) for over a year now. Now problem that I find myself running into is my ingrained reactions to incoming kicks or hits. I find that I am afraid of pain and reflexively move back or out of the way, which is actually likely to cause me more pain. Similarly, having just been introduced a little to sparring with kicks allowed, I tend to try to automatically block kicks with my arms.

I would appreciate any insight into overcoming the fear of pain so I can receive kicks and hits in a more appropriate manner instead of cringing or hiding. Secondarily, it would be helpful to change the automatic reflex reactions that are not helping me at all and actually put me in danger rather than using proper technique.

Is it possible to lessen the experience of pain so that I can concentrate on Wing Chun instead of avoiding hurt?