Why Practice Matters in Sales
Life has a rhythm—we achieve, stumble, invest in ourselves, and rise again. Athletes know this well: without constant training, they can’t stay at the top of their game.
For most careers, the pressure is lighter. Yet in professional selling, the choice is clear: either you keep improving, or you slowly fade.
Selling Is a Profession—Not a Natural Talent
I’ve been in sales my whole career. Whether working for others or promoting my own business, selling has always been the core skill. Yet too many salespeople treat selling as if it’s “natural”—something you either have or don’t.
That’s a dangerous myth.
Just as runners study biomechanics, nutrition, and hire coaches, salespeople need training, coaching, and skill development to perform at their peak. Natural ability may open the door, but ongoing improvement keeps you competitive.
How Are You Investing in Your Sales Skills?
Ask yourself:
- When was the last time you read a new book on sales?
- Have you ever joined Toastmasters to improve your presentation and confidence?
- Do you use podcasts, audiobooks, or training programs to sharpen your skills?
If you’re a business owner:
- Do you provide your team with a sales training library?
- Do you run product knowledge and sales coaching sessions?
- Do you actively encourage skills development as part of your culture?
Imagine telling a serious runner to “just try harder” instead of finding a coach or training plan. That’s how many companies treat their salespeople—and it limits growth.
Sales Team Training as an Investment
If you pay salespeople significant salaries, why not invest just 1% of that into skill development? The long-term return can be enormous.
Consider this scenario:
- Your competitor invests £500 per salesperson per year in training.
- You invest nothing.
After 2–3 years, their team will have sharper skills, stronger confidence, and better performance. That gap becomes a competitive advantage.
The Champion’s Mindset: Continuous Learning
The difference between winners and champions is consistency. Winners practice until they get it right. Champions practice until they can’t get it wrong.
Sales is no different. Whether you’re new or experienced, the path is clear:
- Treat selling as a profession.
- Commit to lifelong learning.
- Regularly review and upgrade your skills.
- Build a company culture that supports training and improvement.
The Takeaway
Your skills determine your income. Your team’s skills determine your business’s success.
Does investing in sales skills make sense? Absolutely. The only real question is: are you practicing like a winner—or like a champion?