In law and in medicine and in a lot of professions, they call it a practice.

What a great name for a profession, a practice.

Because it reminds everybody that it is not a perfection.

It is not an exact science. It's a practice. It involves judgment, repetition,

experience, feedback. Sounds a lot like sales, doesn't it? But what do we want to believe sales is?

We want to believe it's like accounting, where it's either right or

wrong. There's always a right answer. But in sales, the right answer is the one that gets the deal.

It's the one that closes it, gets the meeting, gets access to the executive. And there's a million ways to do it. A few work.

A lot of people try different ways. What I'm trying to say here is quit looking at sales as a bunch of

tips and tricks. I know you want to believe that, but someday you're going to realize

that that is somewhat helpful and somewhat harmful. What you want to do is understand sales and practice

it. Get better at it every day. Understand it better. Understand it deeper. And I had one person tell me that,

oh, just give me the exact tactics. Okay. But do you understand the game you're playing?

And what does every great coach do? They take the game sales and they break it into small pieces, small drills, so that people can

take these atomic elements and rehearse them, get better at them. And then you pull it all together.

Good. Is that tips and tricks? No, it's not.

Tips and tricks are quick questions, subject line, call to action. Okay, but that's not selling.

And that's why you see so many people today having to sell more and more spam.

Because people believe that you can make up for incompetence with volume.

The problem is there's just not enough people in the world to make up for the incompetence

with volume.

What you have to do is become better.

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