Your boss comes into the office and announces that the team will be instituting a new practice program. You think to yourself, I’ve been selling successfully for twenty years. I’m living the dream now. The future is bright! Why does the boss think I of all people need to practice?
For the same reason that professional athletes and professional musicians practice: to focus on skill development. When you’re playing the game, performing the concert, or out on the field, you’re attention has to be on winning, enchanting the audience, or closing the sale. Therefore you cannot be focused on improving and maintaining your skills. Practice sessions are the opportune and appropriate time for this focus. Practice enables you to be all that you can be.