In a recent blog post, I discussed the naturally competitive nature of most insurance producers. Not just in sales, but in everything they do. It is not unusual to find the best sales performers either still are or once were athletes. It’s in their DNA, the way they’re wired and what drives them to win. That’s probably why there are so many sports analogies used in sales. But, it was the readers’ comments that helped provide some of the strongest insights.

While good producers draw on their naturally competitive juices to drive professional success, it’s the exceptional producer who takes the similarities between success on the field and success in the office one step further. Just like exceptional athletes, exceptional producers realize that the game isn’t really won on the playing field.

My daughter is a captain of her high school lacrosse team. At the recent team banquet she was awarded the “110 percent award.” I was telling her how proud I was of her and she said, “Thanks, but I’m not sure that it’s entirely a good thing.” I thought her comment was strange and asked her what she meant. She explained that there are only four end-of-the-year awards given out: the 110 percent award, Best Defender, Best Offensive Player and MVP. She seemed to understand that giving the best effort doesn’t necessarily equate to giving the best performance.

It’s the same in selling. We can go in to a sales presentation and give 110 percent of our ability, but if we haven’t given 110 percent in preparation to improve our abilities, the 110 percent game effort may not be enough. It’s easy to get excited and pumped up for a finalist presentation. In fact, if that doesn’t happen automatically, you might want to consider another career. However, it’s much harder to give 110 percent to building your business acumen, learning new approaches and practicing your presentation skills when there isn’t anything immediately on the line.

Athletes who go out and wing it on the field will still win occasionally on sheer will, effort or due to a less talented opponent. However, it’s the athletes who play just as hard (maybe harder) on the practice field who can complement their effort on the playing field with a well-deserved level of confidence. In sales or sports, that’s a difficult combination to defeat.

Everyone practices

As blog commenter Bill Dorman pointed out, even though we all know at some level that we should be practicing our sales technique, we tend to think our talents are enough to seal the deal. The industry has changed and continues to change. Isn’t it logical that the way we perform also needs to change? How can you possibly perform differently, or at a higher level, without practicing it first?

Bill also noted that everyone does practice. It’s just that some are practicing in front of their prospects, while others are pushing through the discomfort and allowing themselves to look a little goofy in front of their co-workers.

His point is true. We’d rather look foolish in front of strangers we call prospects than in front of friends we call co-workers. How sad is that?!

Practice the way you want to play because you will play the game the way you practiced Dave Cardie’s comments reminded us of our tendency to expect more out of the little league teams we coach than we do ourselves. How often have you told your little leaguer to practice hard if they want to be able to perform in the game? Why should it be any different for us? It isn’t.

It isn’t really possible to give 110 percent Another reader, Bob Keiger, felt that it is impossible to give 110 percent. He made a great point that if we set expectations beyond capability, we are setting ourselves, and others, up for certain failure.

While we can never give more than our capabilities allow for today, by pushing today’s limits, our capabilities become greater tomorrow. It isn’t unlike the weightlifter that today may max out at 250 pounds on the bench press. If that’s his max, it would be physically impossible for him to lift 275 pounds (110 percent). However, if he pushes himself to his current limit, then he will grow strong enough to eventually lift 275 and have that become his new max.

While it may be impossible for you to give a 110 percent effort, if you ever want to perform at 110 percent of your current ability, it is going to take hard work and practice. That may very well be the difference in you receiving the 110 percent award or the award for MVP. You just have to ask yourself, “How badly do I really want it?”

About the Author

Kevin Trokey is President of Benefits Growth Network, a firm specializing in growth strategies for Employee Benefit agencies, departments and producers. He can be reached at [email protected].

© 2011 Benefits Growth Network, LLC. Printed with permission by Zywave, Inc.