Doing - not reading...

“I’ve read all the best sales books Scott – SPIN, Gap Selling, Challenger - but still can’t seem to get to the next level. I missed my target again last month.”

...It's a bit like reading half a dozen books on driving, then getting behind the wheel for the first time & not having a clue what you’re doing.

Your spatial awareness is way out…things seem completely different to how you imagined…and it feels much faster than when you were in the passenger seat, even if you’re only doing 19mph.

It’s been proven that ‘Doing’ is the only real way to learn – where we retain around 80-90% of new information.

Reading alone brings that figure closer to 10%.

And you’d be better off reading one book 5 times than 5 books once.

Because this is where you start to embed knowledge.

But for maximum impact it should be supported by action.

✅ Reading one chapter in a sales book, then implementing one new thing per week will pay huge dividends across the course of a year.

✅ Better still, having someone hold you to account, to provide objective feedback is worth its weight in gold.

Much like having a driving instructor when you’re going through your 12 weeks of lessons.

So that new sales book you’re planning to read – forget it and go back to one you’ve already read and then start implementing one step at a time.

And if you’re thinking about a coach, find someone you connect with.

If it’s someone at work then great – if not, then look elsewhere.

There are hundreds of excellent sales coaches on this platform and my DMs are always open if you fancied a chat.