The 3 Magic Phrases in Sales That Managers Often Forget


Leading Teams with the Right Words...

When you are coaching your team especially in the real estate industry it is important to remember the Cycle of Resistance. Blaming, personal attacks, telling someone that they are wrong will never serve you. The first time the team member is blamed will be the time the Cycle of Resistance starts.

It is ironic that Real Estate Sales Managers and Property Managers are often promoted to their position because of their ability to lease or sell homes, yet their skills of influence and overcoming objections don’t often promote with them. Managers seem to forget about the sale they need to make right in front of them. 

This sale is to their team.

In a professional since I like to use the terms “barriers and objections” interchangeably, in place of calling them “your team’s excuses”. What would you tell a customer if you were trying to close a sale? What would you say when they say to you, “I don’t have enough time to do XYZ to buy.”

There are three magic phrases in sales that you can utilize to help you overcome, some of the most, challenging team issues.

  1.  I understand and
  2.  Feel, Felt, Found
  3. Tell me more, That’s what I admire about you, Can you help me with that?
They work like this...

You receive the objection…. I don’t like working with XYZ

  1. I understand and - I understand and you bringing the situation to my attention, lets me know you care. I like that you recognize the challenge in your abilities to work with XYZ, that means that you are growing and gaining new skills. Skills that one day will be promotable. This project is important to the company, what specifically are you going to do differently to overcome your challenge?
  2. Feel, Felt, Found – Ms. Employee I appreciate how you feel about working with XYZ. Many of your team members, at first, felt the same way you do right now. What they found out is that our organization doesn’t hire extraordinary Realtors, we hire extraordinary people and turn them into extraordinary Realtors.
  3. Tell me more, That’s what I admire about you, Can you help me with that? – Ms. Employee tell me more. (They will say something like “They are mean, rude, they don’t communicate well”.) Then you say… “That’s what I admire about you. You communicate well. You have a great attitude; you are very nice. Can you help me by being that way with XYZ.”


Don’t forget the art of and science of persuasion and influence. These skills are ones that helped get you to your position. According to Patricia Fripp (Expert speaking coach) life is a small series of sales situations. As a manager lets embrace of skills and help our team overcome their barriers to success! 

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Nathan is the Senior Property Manager for Affinity Property Group a numbers driven Property management firm in St. Charles, Missouri. Nathan holds an MBA with an emphasis in accounting from Keller Graduate School of Management and a B.A in Nonprofit Management from Lindenwood University. In addition to his degrees, he holds a Missouri real estate license and a National Apartment Leasing Professional (NALP) certification. He is currently a member of SCORE which is a nonprofit organization that serves to mentor start-up and growing businesses. Lastly, Nathan wrote the book Leadership Coaching as a Strategy for Employee Development and has been a guest speaker and facilitator at national conferences on the topics of leadership. 

Enroll in a Coaching Program Now! You can be coached to be a top performing manager and get results! If you are struggling to get results, help is here for you. If you are facing team challenges just email bush.nathan.nb@gmail.com and you can receive 1 and 1/2 hours of free coaching.

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