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.
• Installment No. 5 - I don't know, I'm not in shape yet - The Importance of Physical and Mental Conditioning in Real Estate Sales.  This installment focused on the need for a positive attitude in real estate sales and how physical and mental conditioning is important to maintain a positive attitude.

The sixth installment of the Yogi Berra Real Estate Sales Training Series will start with the now famous quotation "Public speaking is one of the best things I hate."  Yogi Berra made this statement after reminiscing on his public comments at Sportsmen's Park in 1947 when he thanked his friends, family and neighbors"for making this night necessary."  Yogi Berra was trained to be a ballplayer, not a public speaker.  However, he was present for speeches made by Yankee great Lou Gehrig announcing his illness, Babe Ruth giving his farewell speech, and Joe DiMaggio responding to fans at his day at the ballpark.  Yogi Berra may not have been a polished public speaker.  However, he understood that the best speeches were simple, direct, and from the heart.

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 understood that public speaking couldn't be scripted.  To be effective, it had to come from the heart.  Whether making a listing presentation or developing rapport with a prospect, it is important to be genuine.

Here are some other tips regarding public speaking and selling to prospects:

• Give the fans what they want.  Understand the needs of your target audience and match the content to their needs. 
• Speak from the heart.  Know your material.  Don't read from notes.  Don't overly rely on a script.  Be genuine and sincere.
• Play the role.  Dress appropriately. Match your communication style and tone to your target audience.
• Use props.  Use graphs or charts to drive home points. 
• Speak with conviction.  Repeat key points for emphasis.
• Speak to the audience.  Respond to your target audience's reaction.  Adjust and adapt your speech to the mood of the audience.
• Break the ice.  Add humor whenever appropriate and possible.
• Provide handouts or materials to your target audience that support your key points.
• End you speech with a call to action.

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.