31 May The Unspoken Advantage: Why People Skills Close More Deals Than Spreadsheets Ever Will
What Top Brokers Know That Most CRE and Business Sales Professionals Overlook
“It’s not the smartest who succeed—it’s the most emotionally intelligent.” — Daniel Goleman
After years of educational and work experience spanning industries like science and research, technology, leadership development, and now commercial real estate (CRE) and business brokerage, one truth has stood the test of time: People skills outperform technical skills— no matter the industry.
The competencies I’ll share today are universal across professions. However, this article focuses specifically on how these principles impact commercial real estate and business brokerage professionals and investors, where relationships, negotiation, and trust are the true currencies.
You can know your market cold, have the best comps, and underwrite deals in your sleep. What is more? AI can handle most of these tasks effortlessly. But if you can’t connect with people, calm chaos, and communicate your value, you’ll lose to someone who can.
The truth? Deals rarely fall apart because of cap rates or loan terms. They die in unanswered emails, mishandled conversations, and presentations that failed to resonate.
Over two decades in leadership development—and now working deep in CRE and business sales—I see a clear pattern: The best professionals aren’t just data experts. They’re people experts. Regardless of their industries, they all share these three competencies that enable them to stand out and shine:
1. Emotional Fitness: Your Real Due Diligence
In a recent warehouse deal, I watched a buyer lose interest—not because the numbers didn’t work. They did. The problem? The seller’s dismissive attitude soured the experience.
That moment was a wake-up call: People don’t just buy properties—they buy people.
According to Harvard Business School research, 95% of purchasing decisions are driven by emotion, not logic.
In fact, a CREW Network survey found that when clients choose brokers, trust and communication outrank pricing knowledge.
Imagine two brokers:
- One reacts to tension with frustration.
- The other manages emotions, listens carefully, and builds rapport.
Who closes?
“When you control your emotions, you control the deal.” — Barbara Corcoran
Takeaway: Your emotional intelligence is your secret weapon. Stay grounded, read the room, and manage emotional dynamics—especially under pressure.
2. Conflict Fluency: The Doorway to Trust
Here’s a hard truth: Every serious deal will hit a rough patch.
The real differentiator? How you handle conflict.
In an early negotiation, a buyer accused the seller of misrepresenting a revenue stream. Tension soared. Instead of pushing back, I paused and asked:
“What would a win look like for both sides?”
That simple reframing shifted the conversation. We moved from stand-off to collaboration.
Conflict isn’t a wall; it’s a mirror. It reveals your true leadership under pressure.
Professionals who master turning conflicts into opportunities:
- Understand their default conflict style (fight, flight, freeze, fawn…).
- Stay curious even when tempers flare.
- Lean into disagreements respectfully.
- Overcome impasse easily.
- Seek win-win solutions.
A Stanford University study showed that negotiators trained in emotional reframing increased successful outcomes by 37% compared to those who used adversarial techniques.
Takeaway: The graveyards are the only place where conflict doesn’t exist. Conflict is inevitable. But handled well, it’s your ticket to building lasting trust and closing more deals.
3. Communication Mastery: The Underrated Strategy
“The single biggest problem in communication is the illusion that it has taken place.” — George Bernard Shaw
Miscommunication in CRE and business sales can cost millions.
A seasoned broker lost a multimillion-dollar listing because his pitch was reduced to an impersonal email. No context. No connection. No deal.
When we coach and train our clients, we help them:
- Craft a compelling narrative.
- Connect at a deeper level and emotionally
- Employ vocal variety.
- Choose high-stakes presentation strategies.
- Design killer PowerPoint slides.
- Deliver their pitch/presentation with high impact.
Communication mastery is 360°:
- The way you frame emails.
- The tone you set in investor calls.
- Your presence on Zoom meetings.
- How you handle pitches in person.
Takeaway: Every interaction is either a gateway to trust—or a missed opportunity. You don’t have to be flashy. But you must be intentional, clear, and compelling.
Your Real Edge: Mastery of Self and Others
The longer I work in CRE and business brokerage, the more I see: The most successful brokers and investors aren’t just technically savvy.
They don’t just know numbers. They are masters of human connection.
They invest in what others neglect:
- Regulating emotions under stress.
- Navigating conflict with confidence.
- Communicating with clarity and conviction.
And the payoff? More deals. More referrals. Lifelong clients.
A Forbes study found that leaders with high emotional intelligence are 58% more effective at closing deals and earning client trust than purely technical experts.
“Your network is your net worth.” — Porter Gale
How We Can Help You Master the Human Side of the Deal
At The A to Z Institute, we design programs specifically for professionals who want to sharpen their competitive edge through human skills:
- One-on-one coaching.
- Group coaching to elevate team performance.
- Workshops or webinars on high-stakes communication, presentation skills, conflict resolution, negotiation, and emotional intelligence.
If you’re ready to stop losing deals over preventable missteps—and start becoming a high-trust, high-impact professional—we’re ready to help.
📩 Email: info@TheAtoZInstitute.com 🌐 Website: www.TheAtoZInstitute.com
🎥 Prefer a video version of this article? Watch it here
Final Thought
In a world increasingly driven by spreadsheets, AI, and automation, there’s one thing technology can’t replace: Your humanity.
It’s not just a soft skill. It’s your sharpest edge. Invest in it. Master it. And you’ll not only close more deals—you’ll build a career that endures, even in crisis and through tough times.
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