Do you expect your surgeon to prepare for your surgery? Read your notes, understand your condition, review your procedure and importantly - do the job properly? Of course, preparing is entrenched in medicine because of the consequences of the outcomes.
'Failing to prepare is preparing to fail' - is the adage. It is squandering an opportunity as a minimum. At worst it can be professional negligence. In the surgeon's case - fatal.
Does your 'failure to prepare' affect just you?
Sales is a profession. Clients rely on your advice. You endorse their decisions. You shape them. You help deliver their results. They expect you to prepare. The outcomes of you not preparing may not be fatal like the surgeons', but may be important to your client.
If you don't prepare, who fails?