Ian Altman introduces the connection between high-performing sales professionals and role play. Top performers practice role playing for at least one hour per week, with some dedicating 90 minutes to two hours weekly. Ian explains that regular practice leads to better productivity and performance in sales interactions. He highlights common excuses people give for not embracing role play, such as being better in person with clients. Ian argues that people who feel they perform better in person are kidding themselves and need to embrace role play for improvement. He stresses the importance of getting feedback during role play to avoid making costly mistakes in real client interactions. Ian suggests role-playing different scenarios to prepare for various client situations, reducing pressure and improving confidence. He addresses complaints about repetitive role-playing by introducing the concept of secret cards to add variety and realism. Ian compares the practice habits of top performers in various fields, such as athletes and musicians, to sales professionals. He argues that consistent practice leads to better performance and results in sales. Ian shares success stories from members of his Same Side Selling Academy who practice role play weekly and achieve record results. He encourages listeners to adopt a weekly role-playing routine to see similar improvements in their sales performance.

Biggest Mistakes

• Believing that you perform better in real situations than in role-play.
• Not practicing and making costly mistakes with real clients.
• Always role-playing with the same person, leading to repetitive scenarios.
• Providing unhelpful feedback, either overly positive or overly critical.
• Not practicing regularly or consistently.

Best Practices

• Practice role-playing for at least one hour per week, with top performers doing 90 minutes to two hours weekly.
• Use a “secret card” system to introduce variety in role-playing scenarios.
• Implement a structured feedback system after each role-play session.
• Focus on one key improvement area at a time during feedback.
• Role-play consistently every week throughout the year.