If you're a sports fan, you've no doubt seen NBA Star Allen Iverson's infamous but funny 2002 rant about missing “practice.” If you haven't, watch the YouTube video. It's a classic among sports fans.

We all hate to practice. It started when we were in school, playing sports or in the band. Practice was boring. Sure, people like Gretzky, Bird and Kenny G have talked about how much they always loved practice, but most of us would admit it's just not that fun.

And practicing our presentations is the worst. Actually, practicing our presentations is a waste of time because we're just that good; practicing in front of others is the worst. Which is why we don't do it (and also because we're just that good), but oh how I wish we would.

Tennis champ Ivan Lendl once said, “If I don't practice the way I should, then I won't play the way that I know I can.” I'm a firm believer in the old “some will, some won't, so what, next” approach to selling benefits, but I wonder how many sales I've lost—not because “some won't”—but because I hadn't practiced the way I should.

Have you seen those Febreze commercials about going “noseblind” to bad odors in your home? You and I can go “presentation blind” over time. We develop bad habits we don't even notice, or we focus on facets that were good selling points once upon a time, but aren't as compelling today.

But getting away from that “free money” approach means you have to change your presentation. That takes practice. Dang…

Maybe you've simply started to over-explain things without realizing it. Sometimes we under-explain something. In either scenario, we're creating unnecessary questions in the minds of our prospects that block the sale.

Sometimes we're trying to amuse ourselves because we've done this dog & pony so many times we're a little bored with it. That often results in prospects who are confused or distracted.

All of these things—and dozens more—are the result of “presentation blindness.” After a certain number of presentations, we just can't see it. Practice is the only way to bring them to the surface and fix them.

So yes, Allen. We talkin' about practice. And we'll keep talking about it for as long as it takes.