I spend a lot of time helping clients tell their stories more effectively. It’s pretty common for me to hear, “You are pretty good at this” (but I know I’m not perfect and can always get better). Then they ask how. My answer is “repetition.” When you practice a skill over and over again, you get better. I advise on storytelling almost every day. I write blogs once a week (and my research writing has improved). I dive into the nuances of technology buying and selling regularly to understand nuances. All of this helps me get better.
Repetition has been shown to work in numerous areas. New doctors (like my daughter–yes humble brag moment) spend much of med school learning by doing. Elite athletes practice their craft over and over and over. Musicians, actors and actresses, chess masters all get better through repetition.
But there is a risk with repetition (the real theme of this blog)–and that is taking things for granted. With repetition, things start to come naturally. When others ask how you do it, it’s easy to say “I’m not sure, it just happens.” We also take for granted that others will understand the things we mastered.
Have you spent time with people who describe things confidently, but you feel like you are in the middle of the conversation and have no context for what they are talking about? Have you seen people cite conclusions that seem to come from nowhere (but often make a lot of sense)?
When you master something, you need to remember that others have spent much less time working and thinking about things. I often remind clients that messaging that is stale to them (because they hear it or say it over and over and over every day) is new to most of their prospects (who may be hearing it for the first time). In B2B sales, when you help multiple clients buy and gain value from their purchase, you are learning what set of activities where required to buy easily and get value. You can bring that to new prospects that only buy something in your category on occasion.
Practice repetition to get better. Share the things you learn through repetition to help others get better.
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