Welcome back, everyone! We've covered a lot of ground in the ABCs of Sales, from mastering your mindset to organizing your deals. Today, we hit a letter that separates the talkers from the top performers: P for Practice.
Early in my sales career, I thought "head knowledge" was enough. I devoured books on negotiation, watched every YouTube tutorial on cold calling, and memorized product specs until I could recite them in my sleep. I knew what to do.
Then came my first big pitch—a potential six-figure deal with "Client Vanguard." I had the perfect deck, the perfect script, and the perfect objection handling answers in my notes. But when I sat across the table from their stern-faced procurement manager, everything crumbled.
I fumbled the opening, my voice shook, and when they hit me with an unexpected question about our long-term service stability, I froze. I knew the answer, but the pressure of the moment, the adrenaline, and the lack of real-world repetition turned my knowledge into a useless jumble. I walked out empty-handed, utterly defeated.
That failure was a painful but necessary lesson. Knowledge is a map; practice is the driving.
I realized I hadn't been practicing; I'd been reading.
So, I changed my approach. This wasn't just about reading the playbook anymore; it was about running the plays until they became muscle memory. I started setting aside 30 minutes every morning for deliberate practice—a skill I learned under M for Management (of Time and Self).
Role-Playing with Myself: I’d record myself delivering the hardest parts of a pitch and ruthlessly critique my tone, pacing, and clarity.
The Objection Drill: I listed the 20 toughest objections I'd heard (or read about) and practiced my replies out loud, timed, until my response felt natural and conversational, not recited.
Simulated Pressure: I even asked a senior AE to play the role of the most difficult client he’d ever met. It was awkward at first, but it helped me handle real pressure with a smile.
A few weeks later, a similar deal came up: "Client Zenith." This time, I didn't rely on my notes. When their CEO asked a difficult question about our competitor, my practiced, well-rehearsed answer flowed out smoothly. When the conversation stalled, I knew exactly how to pivot and re-engage because I had drilled those transitions dozens of times. The pitch wasn't perfect, but it was confident, fluid, and genuine. We closed the deal.
The difference wasn't more knowledge; it was execution. Practice helped me build a plan that worked for me—the specific words, tone, and body language that felt authentic.
And when I did mess up in a practice session? I was gracious to myself. I listed the specific lesson—"Need to be clearer on the ROI slide," or "Slow down when discussing pricing"—and then immediately did it better. Failure in practice isn't a loss; it's a diagnostic tool.
Now, years later, I know that practice will never become perfect, but it does become permanent. My preparation is my strategic advantage.
The takeaway? Don't just hold the knowledge; challenge yourself to use it. Drill those key moments. Fall down in the safe space of practice, learn your lessons, pick yourself up, and move on. What works, keep. What doesn't work, at least you tried. With time, that deliberate practice will become the flawless execution that defines your sales success.
Now, I want to hear from you! What is the one sales skill you intentionally practice every week? Share your drills and tips in the comments below!
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