Rule #13. Safe Practice.

Products sell on their own when employees love them!

We’ve already touched on the importance of safe practice in training—particularly in Rule #6, where we discussed how giving employees a secure environment to learn and make mistakes without fear of failure is crucial for their development, and in Rule #5, where we explored how effective practice is more valuable than flashy gamification. But safe practice isn’t just about avoiding mistakes; it’s about fostering a genuine love and understanding for the products they’re working with. When employees truly get to know and appreciate the products through safe practice, something magical happens: the products start selling themselves.

But here’s the thing: safe practice alone isn’t enough. As a trainer, your job isn’t just to show employees how to do something—it’s to help them see the value behind it. You need to guide them to the point where they feel proud to work for the company they chose and are ready to tackle any objections a client might throw their way. It’s about knowing the proper techniques to uncover the true gift behind client perceptions, even when that feedback comes in the form of objections or challenges.

This is where skilled and passionate trainers make all the difference. Unfortunately, I’ve seen too many trainers who start with phrases like, “Oh yeah, it’s difficult; nobody gets it, don’t worry,” or “It’s okay you didn’t get it, just do more homework.” Worse yet, some avoid giving structured feedback altogether to keep everyone comfortable. Well, guess what? None of this will drive revenue home or foster love for the product or company. If you’re not careful with your language and approach, you’re missing the mark.

Safe practice should be about building confidence, but it should also be about instilling pride and a deep understanding of the product. When employees are equipped with the right tools, knowledge, and confidence, they can handle client objections with ease, turning potential roadblocks into opportunities to showcase the true value of what they’re offering.

So, how do you ensure your employees reach this level of connection with your products? By building safe practice into your training programs as a non-negotiable element, and by being intentional with your language and feedback. Give your teams the time and space to learn, explore, and fall in love with what they’re selling.

In the end, that's how I was able to flip cultures upside down with the teams I had a pleasure to work. From nobody gets it to overachieving sales plans consistently. I've concentrated on them loving what they do, they concentrated on the product.

When your employees love the product and are equipped to communicate that love effectively, they become your powerhouse that is hard to stop!