"When you're not practicing, remember, someone somewhere is practicing, and when you meet them they will win." —Ed Macauley
"That was easy."
You've seen the big red button marked 'Easy' in the Staples commercials. "That was easy." Right about now, we all wish we could push that button and magically increase our sales numbers. Unfortunately, the economy is in the toilet, and it's creating a sense of desperation that is making many sales and business professionals hit the button marked 'Panic' instead. When our backs are against the wall, it's hard to remember that the solution to our sales problem is a longer-term one, not a quick fix button or giving into that state of fear. The real answer lies is pushing the button called Practice. Practice and repetition—even though they're definitely not a quick fix—are the only strategies guaranteed to eventually overcome sluggish sales and enable us to rise above the crap and reach the summit of success.
"For 37 years I've practiced 14 hours a day, and now they call me a genius."
—Pablo de Sarasate, world-renowned Spanish violinist and composer, 1844-1908
Malcolm Gladwell, in his new bestselling book, "Outliers", confirms that outliers—those people located at the extreme far right on the bell-shaped curve of success—all practiced more than 10,000 hours before they were recognized as exceptional performers. The Beatles, Bill Gates, and Tiger Woods all crossed that 10,00 hour mark in terms of practice before they became outstanding leaders in their fields.
"If there are any who believe that those who perform at high levels can do so without extensive practice, they should suspend their belief," said Howard Gardner in American Psychologist. The fact is that practice is the root of gain. There are many schools of thought on the nature of selling expertise: innate capabilities, raw talent, or a natural gift; does it come by learning, or is it a matter of temperament? Who persists when the going gets tough and why? No matter what philosophy various experts believe in, they all agree that practice is required in order to improve. Success in selling—especially in a down economy—rests on concentrated, tedious, and often frustrating practice.
So how can you push the Practice Button? Salespeople can convert some of their television viewing hours each week to reading the very best books available on how to become a selling superstar. You aren't getting paid to watch TV, and it's not helping you increase your skills or your paycheck. Start small—maybe only one to three hours per week—and watch your competence and confidence grow. When they do, it won't be long before your sales revenue and paycheck will follow suit, no matter how lousy the economy.
Don't like to read? Then try converting some of your radio listening while you drive to listening to one of the many audio programs available. These teach the psychology, strategies, and skills needed to elevate your level of sales mastery.
What else can you do? Co-travel with a better salesperson or sign up for a live seminar in your area from a recognized sales expert. Flex your sales muscles as often as you can—remember that practicing is a long-term effort.
How do entire companies push the Practice Button? When it comes to learning new skills and behaviors, salespeople must have the chance both to practice and receive immediate feedback in a safe classroom environment. No one learns to play golf or tennis without some opportunity to hit the ball. You can't learn to ballroom dance without a partner. Learning a new skill always requires some level of training. It's impossible for even the most senior veteran seller to simultaneously employ a new skill and effectively analyze their performance.
Customized classroom sales training is an expensive venue for sure, but there is no better way to provide realistic practice and immediate personalized feedback. In addition, it ensures that your company's salespeople will be practicing the right stuff for your selling application. There's no point in whacking golf balls all day long if your grip is wrong or your backswing is too fast (since you'll just get very good at a bad swing). There's also no point in getting good at the wrong sales approach.
In addition to classroom training, companies need to train their sales managers on how to become effective coaches who can reinforce what's being taught in the classroom. They need to observe, role-play with, and help their salespeople measure progress at mastering the behaviors necessary to become sales champions. Coaching from an effective and trusted peer in between the manager's visits can also help a great deal. It's a simple truth that you can't see your own swing. Even Tiger Woods needs and gets feedback. We all have blind spots!
There are lots of opinions on what it will take to turn our economy around and drive sales numbers back up, but one thing is for certain: it won't happen without a lot of practice. It takes more than one iteration to achieve sales mastery, but you won't step onto the podium of success and bask in the glory of being a top performer without the Practice Button.
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