Sit back and relax for a second – I’m going to teach you how to juggle…
Start with three soft juggling balls, placing two of them in your right hand and one in your left hand (do the opposite if you’re left-handed). Now, begin by tossing one of the balls in your right hand in an arc to your left hand. As this ball reaches the top of its arc, take the ball in your left hand and toss it in a lower arc under the first ball. When this second ball reaches the peak of its arc, toss the remaining third ball in another arc – repeating this movement until you’re juggling smoothly.
That’s it – now you know how to juggle, right?
…What do you mean you can’t actually juggle just from reading this description? I gave you all the steps – you should have all the information you need to juggle successfully!
Hopefully, you get where I’m going with this example. Teaching you to juggle by giving you the written instructions isn’t the same as teaching you by allowing you to practice – hands-on – with actual juggling balls. If I were to give you $10,000 for being able to juggle successfully for ten rounds just from reading the instructions, you couldn’t do it. But if I gave you the same challenge and a day to practice, you’d damn well get good at juggling!
This parallel reflects the way that most real estate training occur these days. Teachers will relay the information to you – either in printed manuals or a classroom setting – and then expect that you’ll have fully learned and retained the material presented. Obviously, it takes more than that to develop true skills that you can deploy in real-world settings.
When it comes to listing presentations, reading over your script and actually practicing are two very different things. But what exactly should you practice? Interestingly enough, juggling has another good example to share with us…
Juggling well isn’t just about tossing the balls into the air. If you don’t catch the balls, you can’t release them according to the rhythm needed to juggle successfully. In this way, both the throw and the catch are vital parts of completing the act.
When delivering real estate listing presentations, the throw is the words you say, while the catch is the pauses you integrate into your delivery. Remember, the timing of your delivery matters. It’s not just the words of the presentation script that are powerful – it’s how you present the words that makes the difference between success and failure.
Take, for example, the question, “Do you absolutely have to sell your home?” This question is one part of my listing presentation script – and it’s one that can have very different meanings depending on how it’s delivered.
Say I take this sentence and phrase it as I would any other question, with an upswing in my tone and a steady pace that places no emphasis on any single word. I’d get an answer to the question for sure, but I wouldn’t get any kind of motivational benefit out of the phrase.
Instead, imagine I changed the upswing for a steady tone and placed a pause before the phrase “sell your home.” Now, instead of being a simple sentence, I’ve added an embedded command that gives more weight to the phrase, “sell your home.” It’s a subtle change, but it’s one that’s guaranteed to make your listing presentations more successful.
Whether you’re trying to juggle or trying to learn how to sell more homes, the key is to practice regularly and to practice well. There’s no substitute for hands-on practice, but it’s also critically important that you ensure you’re practicing the right things. By getting in the habit of using embedded commands in your listing presentations through consistent practice, you’ll find yourself much better prepared to deliver these powerful motivators in real life.