Seven principles of deliberate

practice to elevate your career

[D]eliberate practice is hard. It requires discipline, focus, and
a willingness to be uncomfortable.
But it’s also the fastest path to mastery.

By Carolyn Smith, APR, TRA

Have you ever wondered why some insurance and risk management professionals dominate relationship sales while others struggle? It’s not luck, charisma, or natural talent—it’s deliberate practice. The kind of practice that’s laser-focused, intentional, and geared toward mastery.

In 1993, psychologist K. Anders Ericsson, a pioneer in deliberate practice at Florida State University, shattered the myth of “natural talent.” People love to say, “They’re just gifted,” but Ericsson proved that structured, focused effort—not innate ability—is what separates the good from the great. It’s not about endless hours; it’s about making those hours count. Deliberate practice is all about targeting weaknesses, refining skills, and pushing just beyond your comfort zone. The best part? You don’t have to be “born with it.” With a plan, focus, and consistency, anyone can reach the top.

Ericsson’s insights don’t just apply to skills like playing the piano or excelling in sports—they’re a game-changer for relationship-building, too. Many assume that some people are “naturally charismatic” or “good with people,” but that’s just not true. Building meaningful connections is a skill that can be practiced and perfected. It’s not about having endless conversations; it’s about making every interaction count. By focusing on how you communicate, listen, and show empathy, you can elevate your ability to build trust and influence. Whether you’re networking, leading a team, or closing deals, the key is intentional, purposeful effort.

Here’s where most professionals miss the mark: How you practice your craft matters more than how often you show up. The frequency of your efforts and the quality of your feedback are what drive improvement. If you’re not getting actionable feedback—whether from a mentor, a coach, or even your own evaluations—you’re not just stagnating; you’re losing opportunities. And if you’re not practicing consistently—whether it’s refining your pitch, roleplaying with colleagues, mastering objections, or perfecting that risk audit—those skills fade, and so do your results.

That’s why deliberate practice needs to be scheduled. Some skills, like crafting a compelling elevator pitch, might click after a few tries. Others, like transforming a LinkedIn lead into a long-term client, require dozens of focused attempts. It’s not about working harder; it’s about working smarter—with clear goals, targeted feedback, and relentless consistency. That’s how producers move from good to unstoppable.

Think about it: Top producers don’t build their book of business on luck or guesswork. They hone their craft daily. They master the art of connecting, communicating, and closing. They don’t wing it. Instead, they practice deliberately, analyzing every part of their relationship-building process and improving it piece by piece.

If you want to up your game in relationship sales, the answer is clear: Get intentional about your practice. Focus on what matters, seek feedback, and commit to consistency. That’s how you turn potential into performance—and build a career that dominates the game.

Let’s dive into seven principles of deliberate practice and how you can use them to elevate your career:

1. Focus on the fundamentals. Before you can build a skyscraper, you need a solid foundation. In relationship sales, the fundamentals are everything: listening, asking the right questions, and delivering value.

Taylor Ragan, chief operating officer and risk advisor at Martin & Zerfoss, says it best: “Most people chase the idea of instant success and gratification, but they haven’t mastered the basics yet.” High performers in insurance practice the art of active listening and genuine connection because that’s where relationships are built.

Ragan adds, “People don’t care how much you know until they know how much you care. Master that, and you’ll win every time.”

Action Step: Practice active listening during every interaction. Instead of thinking about your next pitch, focus entirely on understanding your client’s needs.

2. Set clear, measurable goals for each interaction. Deliberate practice isn’t just doing the same thing over and over—it’s doing it with intention. Every client meeting or call is an opportunity to improve. High performers set specific goals for each interaction, whether it’s uncovering a need, building rapport, or closing a deal.

Goals keep you focused and help you measure progress.

Action Step: Before your next client call, write down one specific goal. For example, “I will identify one pain point or struggle the client has and offer a tailored risk management solution.”

3. Roleplay like a pro. Here’s the thing: Most people hate roleplaying. But guess what? It’s one of the most powerful tools for deliberate practice. Why? Because it lets you make mistakes, refine your skills, and get feedback in a safe environment.

Taylor Ragan is a huge advocate of practicing tough scenarios before they happen. “If you can’t handle objections in a roleplay, how will you deal with them when the stakes are high? Roleplaying isn’t about pretending—it’s about preparing. The more you practice, the less likely you’ll freeze up when it really counts.”

Action Step: Partner with a colleague and roleplay common scenarios, such as handling objections or explaining complex coverage options. Record yourself and analyze your performance.

4. Break down your sales process. Top performers don’t just wing it. They analyze every step of their sales process—from the first touchpoint to the final close. They identify what’s working, what’s not, and where they can improve.

David Foster, president at Three Arbor Insurance, emphasizes, “I would encourage you to master the qualification part of your process. Success is in the details. If you’re not dissecting your process, you’re leaving money on the table.”

Action Step: Map out your sales process. Identify key stages like prospecting, qualifying, presenting, and closing. Then, focus on improving one stage at a time.

5. Get comfortable with feedback. Feedback is the lifeblood of deliberate practice. The best in the business actively seek it out, even when it stings. They know that honest feedback is the fastest way to improve.

Think of it this way: You can’t fix what you don’t know is broken. Stop being afraid of feedback and start asking for it. The people who give you the toughest feedback care the most about your success. Listen to them.

Action Step: After every client interaction, ask a mentor or colleague for feedback. What did you do well? Where can you improve? Write it down and act on it.

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