
Practice = sometimes scary, always empowering
Stan owns a small IT business with seven employees and approximately $1.5M in annual sales. Overall, he’s been successful for the past 15 years without much effort as the majority of his business has either just shown up or come from referrals.
But times have changed slightly. The economy’s hit a few bumps, two large clients graduated to larger IT vendors, and one of Stan’s top salespeople left for another business a year ago. As an experienced business owner, he took much of this in stride. “No worries. We’ll be just fine,” was his mantra.
But then one of his major clients declared bankruptcy and left Stan with one less client and $300,000 in unpaid receivables. Stan saw the writing on the wall. He needed to get into action and fast.
After hiring his first salesperson 10 years ago, Stan had stepped out of the sales operations of his business to focus on strategy and delivery. Were the current circumstances going to require that he get back into sales? Intellectually, he knew he was the one with the most knowledge and technical expertise.
“But I haven’t been on a sales call for almost eight years,” the lamented. “That’s ridiculous for me to think… after all, I’m the one who started the business.”
He thought back to how he had strategically chosen the best technicians to support design and delivery. He hand picked all the top vendors to support his services. He hired some of the best technical salespeople in the market. Stan was completely confident that he, as well as his team, consistently delivered top performance.
But, what he’d soon learn is that his ability to perform would actually be his Achilles heel.
When I met Stan, one of the first questions I asked him was “Stan, what’s your relationship to practice?” He looked at me a bit strangely so I asked the question again. “Stan when you or your salespeople go out to meet with prospects, what do you expect?”
“For us to perform, period,” he replied.
Then I asked, “Stan, how much time do you and your team spend practicing sales?”
“Why never. We’ve been in business for years. We don’t need to practice,” he said with a bit of annoyance.
Poor Stan; he’s fallen into the same trap that 95% of us fall into. We expect performance without practice. We expect ourselves and others to be great, perfect and effective from Day One. “We just gotta get out there and perform and show we can do it.”
Consider that belief is a complete setup.
You see, all the folks we admire, Tiger Woods, Pavoratti, Steve Yzerman… got where they are by practicing, practicing, and practicing some more.
When we’re new at something, we’ve got Bambi legs, i.e. we’re not going to be very good at it.
I asked Stan how it was currently going performing without practice.
“Not good,” he replied.
So I asked, “Stan, what would be possible from having a great capacity for practice, in other words, to expand your ability to suck at something for awhile?”
Stan replied, “That’s crazy. We can’t afford to do that!”
Then after a brief pause, he continued, “Except I see we can’t afford to keep expecting immediate performance either… so now what am I supposed to do?”
“So Stan, please listen to the following carefully. Performance is possible. Practice creates performance.”
“Practice does not mean thinking about it, analyzing it, exploring your feelings about it. Practice means actually doing the thing that you don’t know how to do yet.”
“So, go practice. Go be with people and notice where you can’t. Sound awkward, look bad, get your nose bloody, and go skin your knees. That’s the only way to break all that stuff up… through practice.”
“So Stan, what do you see are the next actions for you and your team?”
He replied, “First, I see I’m not the best one to support my sales team. I’m too concerned with immediate performance and I know when I’m focused on that, I’ll never allow my team to practice. So the first thing I’ll do is hire a coach.”
“Next, I want to start shifting my relationship to performance and develop a new relationship with practice. I can do that by inviting my managers to take bolder risks, be willing to fail and for me to not get upset about it. I can also start going out and having sales conversations without trying to control how it goes.”
That was seven months ago. In that time, Stan’s company has:
Made up for the $300,000 shortfall in receivables with three new clients
- Stepped out of sales completely and has empowered his sales team to generate another $400,000 in new revenue
- And has a technical team completing development of a software program that wasn’t expected to be complete for 18 months
Stan’s two biggest lessons:
- Show up every day to practice rather than to perform.
- Realize that no matter how valuable, knowledge and expertise exist only in the world of performance. Curiosity and possibility exist in the world of practice.
Leadership Practices:
- Invest less time focusing on problem solving and invest more time focusing on creative development (i.e. “Where do I want my business to be in 6, 12, 18 months” rather than “How am I going to manage in a down economy”).
- Practice communicating from your heart rather than just your head. Your heart is where connection, trust and true credibility are developed in relationships. You’re brilliance muscles are already well developed; no need to keep working out those.
- Consider, as crazy as it sounds, your years of powerful education, training and experience create an inability to practice – that place in which huge possibility exists. Education and experience build great knowledge, but inherently create a culture of performance without practice. It can also devastate the curiosity and discovery which consistently lead to breakthrough results.
Swing Away,
-Coach Preston