Words and Wisdom of Yogi Berra

Over the next month, I will be taking a brief look at the words and philosophy of Yogi Berra as it relates to real estate sales training.  Prior installments of the Yogi Berra Real Estate Sales Training Series included:

• Installment No. 1 - When you come to a fork in the road, take it - The Art of Making a Decision.  This installment focused on the need for decisive action and the need for making informed decisions.
• Installment No. 2 - It's never happened in world series history, and it hasn't happened since - The Art of Learning from One's Mistakes.  This installment focused on constructive criticism and the need to learn from our mistakes.
• Installment No. 3 - Nobody did nothin to nobody - The Importance of Teamwork.  This installment focused on the need to make a personal commitment to your brokerage and the attributes of being a team player.
• Installment No. 4 - Slump?  I ain't in no slump... I just ain't hitting - Dealing with Sales Slumps.  This installment focused on how to handle sales slumps by focusing on the fundamentals of sales, by adopting the right mindset, and by refusing to blame the market for sales slumps.

The fifth installment of the Yogi Berra Real Estate Sales Training Series will start with the now famous quotation "I don't know, I'm not in shape yet."  Yogi Berra made this statement in response to a question during spring training about his cap size.  In his book, Yogi Berra explained his lifelong commitment to mental and physical conditioning to build confidence, manage stress, and maximize his performance.

As it often true with Yogi-isms, it is less about the words of Yogi Berra and more about his philosophy that matters in this installment.  Yogi Berra wasn't the best athlete.  However, he believed in mental and physical conditioning to give him the edge over his competition. 

Real Estate Sales Training

So, how does this Yogi Berra quotation relate to real estate sales training?  Well, Yogi Berra didn't have the physique of Joe DiMaggio.  However, what he lacked in physical ability, he made up for with discipline, conditioning, and competitive spirit.  In real estate sales, it is not uncommon to receive a hundred "no" before we get the next "yes."  It is easy to get mentally or physically down.  However, more than anything, a positive, confident, high energy approach is one of the best ways to jump start sales.  Energy and a positive attitude instill confidence in our customers in our abilities and in our commitment to delivering the best possible service.  More importantly, a positive attitude and an energetic approach not only is good for an individual agent, it is also good for the entire team - brokerage, service providers and customers.  It is contagious and builds momentum.

To maintain a positive attitude and a high energy approach, one must focus on one's physical and mental conditioning.  Here are some of his tips:

• Embrace a High Energy Lifestyle.  To stay focused and mentally sharp, one must balance life and work.  This necessarily includes a proper diet, adequate sleep, and an exercise regimen.  When you lifestyle becomes unbalanced, it is easy to get depressed or mentally down.  I know that I have more confidence after a run or workout.  Similarly, some of my most creative or innovative ideas started as an idea or thought on a long walk or vacation.  In the 1980s, while managing the Yankees, Yogi Berra started smoking more, put on additional weight, and found that he started worrying about little, unimportant things.  For Yogi Berra, golf was always a relief and a great way to clear his head.  Although I don't find golf exactly relaxing, I do believe that we all need down time to keep an up attitude. 

• Find Your Own Inspiration.  Professional athletes often look toward music to get mentally "pumped up" for a game.  Now, I don't think you need to blare headbanging music at the office to get motivated.  However, I do think that there are simple things to do to clear the mind and become sales ready.  For me, I start with a cup of coffee on the patio and leisurely read the paper.  On the way to work, I listen to Sirius satellite radio.  When I first get to the office, I take a look at some of the posts on Activerain with motivational quotations or great photographs. 

• Assign the Proper Meaning to Events.  Currently, it is can be easy to find negative news stories in the national press.  However, it is important to keep these negatives in perspective.  When you subtlely change your perspective or focus, you change your mindset.  Market conditions, instead of being an excuse, becomes a challenge or even an opportunity.  The market conditions may not be ideal.  However, sales still occur and this market presents an opportunity to redefine your services to match the needs of your customers.

• Don't Take Things Personally.  It is easy to get disappointed by a lack of sales or even unreturned telephone calls from prospects.  However, sales is about rejections.  If you don't ask for a sale, you won't get a rejection - but also you won't get many sales.  A rejection is not personal.  More importantly, it isn't necessarily permanent.  Often, we have prospects who decide to proceed with the FSBO route or even hire a different brokerage.  However, in many cases, we eventually end up with the listing because we don't take the rejection personally, we stay in contact with the prospect, and we never close the door to the possibility of working with the person in the future.

• Be a pragmatic.  Being enthusiastic, optimistic or high energy doesn't mean that we should blindly ignore the conditions in the market.  It is important to expect the best case and plan for the worst case.  If you ignore market conditions, you set yourself up for failure.  The biggest mistake in this market is to take an overpriced listing on the belief that you can beat the market.  I believe in pushing the market.  However, you have to take an informed, pragmatic approach.  There is nothing more depressing than taking an overpriced listing that generates little traffic and alot of acrimony from anxious sellers.

• Surround Yourself with Positive, High Energy People.  To stay motivated, it is important to surround yourself with the right type of people.  Your mindset and outlook can be impacted by those with whom you associate.  There is nothing more draining than listening to a person who is always negative and is always focused on problems.  If you are new to real estate sales, it is important to surround yourself with those people who are problem solvers.

• Acceptance of Physical Limitations.  Yogi Berra knew, understood and accepted his physical limitations.  That is, he was 5'8" and 192 lbs.  However, he didn't let his physical limitations impede his desire to be a professional baseball player.  For real estate agents, it means assessing our skills, strengths and weaknesses.  By taking a personal inventory, you can develop sales, marketing or lead generation approaches that match your communication style and sales skills.  For example, you may not be the best writer.  Knowing this limitation, you may want to purchase a canned newsletter or decide to link to useful content as opposed to creating original content.  When you understand your limitations, you can develop alternate approaches and solutions.

• Eliminate Stress and Anxiety by Finding Serenity - Whether or not you are a religious person or not, the serentity prayer offers a simple approach to life.  It goes something like this "God grant me the serenity to accept the things I cannot change; courage to change the things I can;and wisdom to know the difference."  When you focus on things that are within your control, you take charge of your life and eliminate stress and anxiety.

For the unfiltered words and philosophy of Yogi Berra, take a look at When You Come to a Fork in the Road, Take It! : Inspiration and Wisdom from One of Baseball's Greatest Heroes by Yogi Berra and Dave Kaplan.  It is quick read and mixes baseball, business and Yogi-isms in a great little package. 

Interested in real estate sales training? Or, better yet, purchasing a home in Yogi Berra's childhood neighborhood known as The Hill?  Contact Ryan Shaughnessy at PREA Signature Realty at 314-971-4381.