Sales Training. Close It Now!

Sales 101: Show You UnderstandPrice isn’t usually the real problem in sales. Most conversations stall because the homeowner doesn’t feel understood. In this episode, Sam Wakefield breaks down why understanding—not explaining—is the skill that separates professionals from amateurs.What You’ll Learn in This EpisodeWhy feeling understood drives buying decisionsThe difference between hearing words and understanding meaningA simple Sales 101 structure to show you understandWhy pausing after reflection builds trustHow this step prevents price and “think about it” objections🎤 Upcoming Speaking EngagementI’ll be speaking at the ACA/NE One-Day Event on February 26th, sharing practical sales insights for HVAC and home service professionals who want to lead with clarity, confidence, and integrity.If you’re in the New England area, I’d love to see you there.🎟️ Grab your ticket here:https://fs19.formsite.com/bOcH2q/bhmwbaf6xo/indexResources & Links📞 Work with Sam / Join the Close It Now Movement🌐 Website: https://www.closeitnow.net🚀 Coaching & Training: https://www.closeitnow.net/coaching📺 YouTube Channel: https://www.youtube.com/@Closeitnowsales📘 Book Recommendation:Guerrilla Marketing Guide — Get your copy here:👉 https://www.door2doorinstitute.com⭐ Leave a Review:https://g.page/r/CbfnnDqTCwQdEAE/review

Sales 101: Curiosity Before ConclusionsOne of the fastest ways to lose trust in a sales conversation is jumping to conclusions too early. In this episode, Sam Wakefield breaks down why confidence in sales doesn’t come from having answers—it comes from genuine curiosity.What You’ll Learn in This EpisodeWhy jumping to conclusions creates resistance and confusionThe difference between symptoms and stories in discoveryHow curiosity slows the conversation down in the right wayWhy top performers ask better questions and talk lessHow curiosity builds trust without pressure or tactics🎤 Upcoming Speaking EngagementI’ll be speaking at the ACA/NE One-Day Event on February 26th, sharing practical sales insights for HVAC and home service professionals who want to lead with clarity, confidence, and integrity.If you’re in the New England area, I’d love to see you there.🎟️ Grab your ticket here:https://fs19.formsite.com/bOcH2q/bhmwbaf6xo/indexResources & Links📞 Work with Sam / Join the Close It Now Movement🌐 Website: https://www.closeitnow.net🚀 Coaching & Training: https://www.closeitnow.net/coaching📺 YouTube Channel: https://www.youtube.com/@Closeitnowsales📘 Book Recommendation:Guerrilla Marketing Guide — Get your copy here:👉 https://www.door2doorinstitute.com⭐ Leave a Review:https://g.page/r/CbfnnDqTCwQdEAE/reviewLet’s Connect📲 Instagram: https://www.instagram.com/therealcloseitnow/👥 Facebook Group: https://www.facebook.com/groups/closeitnow/Final ThoughtYou don’t need perfect questions or all the answers to be effective in sales. Stay curious, slow the conversation down, and remember—your job is to understand the human first, the problem second, and the solution last.

Sales 101: How to Start Every In-Home Sales Appointment With a Clear PlanMost sales appointments don’t fall apart at price. They fall apart because the conversation never had a clear plan. In this episode, Sam Wakefield breaks down the very first step every new salesperson must master to lead confidently and avoid pressure.What You’ll Learn in This EpisodeWhy clarity at the start of the appointment lowers resistance instantlyHow to lead the conversation without sounding salesy or scriptedThe exact language to create a shared plan with the homeownerHow co-creation changes the tone of the entire sales conversationWhy understanding the human always comes before the problem and the solutionResources & Links📞 Work with Sam / Join the Close It Now Movement🌐 Website: https://www.closeitnow.net🚀 Coaching & Training: https://www.closeitnow.net/coaching📺 YouTube Channel: https://www.youtube.com/@Closeitnowsales📘 Book Recommendation:Guerrilla Marketing Guide — Get your copy here and learn how to stand out in crowded markets. https://www.door2doorinstitute.com⭐ Leave a Review:https://g.page/r/CbfnnDqTCwQdEAE/review

The One-Sit Close Myth: Why High-Pressure Selling Is Destroying HVAC SalesThe HVAC industry has been pushed to believe that if you don't close the deal in the home, you’ve failed. But that mindset is outdated, unhealthy, and costing salespeople millions in cancellations, burnout, and missed opportunities. In this episode, Sam Wakefield exposes the truth behind the one-sit close philosophy, why it's misaligned with real buyer psychology, and how mastery-level salespeople close more — without relying on pressure, discounts, or manipulative tactics.What You’ll Learn in This EpisodeWhy the one-sit close myth actually hurts your salesHow buyer emotions, timing, and trust determine the real closeWhy next-day closes are NOT failures (they’re wins!)The skill progression from amateur → intermediate → masteryHow to read the room and know when to push vs. when to pauseWhy high-pressure closers have massive cancellation ratesHow to keep homeowners focused and present during holiday season appointmentsWhy discounting is a drug — and how to close without itResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtA sale is a sale — whether it happens today, tomorrow, or next week. Master closers don’t obsess over one-sit outcomes… they obsess over serving, communicating, and guiding homeowners into confident decisions. Pressure creates cancellations. Presence creates trust. And trust creates long-term, high-value customers.

The Art of Changing Your Mind: How to Grow Without Guilt, Shame, or DramaWhat if changing your mind wasn’t a failure but a sign you’re finally paying attention to who you’re becoming? In this episode, Sam unpacks why updating your beliefs feels uncomfortable, how to navigate Identity Lag, and how to evolve without blowing up your whole life in the process.What You’ll Learn in This EpisodeWhy “consistency” is the most overrated virtueHow Identity Lag shows up (and why it’s completely normal)Why cognitive dissonance is actually a growth notificationHow to shift your beliefs without chaos or guiltThe Future Draft method for rewriting your next version with intentionResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtChanging your mind isn’t inconsistency — it’s evolution. You’re not betraying who you were; you’re honoring who you’re becoming. Give yourself permission to update your beliefs, rewrite your identity, and step into the next version of you with clarity and confidence.

The 4 Buyer Archetypes: How to Identify Any Homeowner and Sell to Their Decision StyleWhat if the reason some homeowners buy instantly while others drag out the process has nothing to do with your price — and everything to do with their archetype? In this episode, Sam breaks down the four buyer personalities (🔴 Red, 🟡 Yellow, 🔵 Blue, 🟢 Green), how each one thinks, what they fear, and exactly how to communicate so the conversation feels natural, aligned, and trust-filled from the first 90 seconds.What You’ll Learn in This EpisodeThe 4 buyer archetypes and how to spot them instantlyWhy each type responds differently to pressure, pacing, and informationThe biggest communication mistake salespeople make with GreensHow to adapt tone, energy, and structure for every appointmentThe secret to making any homeowner feel “Wow… you just get me”Resources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtEvery buyer is motivated by something different — certainty, community, fun, or clarity. When you learn to recognize their archetype, you stop “selling” and start leading. Master the four types, and every conversation becomes smoother, easier, and dramatically more effective.

Financing Like a Pro: How to Present Money Without Killing the EmotionWhat if the reason buyers hesitate isn’t the price — it’s how you present the money? In this episode, Sam Wakefield reveals why top performers never talk about financing—they present programs that protect both the homeowner and the company while keeping emotion alive in the sale.What You’ll Learn in This EpisodeThe exact word swaps that turn fear into confidenceHow to frame programs as freedom, not debtWhy presenting the lowest monthly investment first changes everythingHow “protection framing” builds instant trustThe secret to talking about money without killing emotionResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtMoney doesn’t kill emotion — bad framing does. When you present programs as protection, peace of mind, and possibility, you help homeowners feel safe, not sold. Don’t sell financing — present freedom.

Every great story has a rise, a climax, and a resolution—and your sales appointments follow the exact same arc. The problem? Most salespeople stop telling the story right at the climax—the price reveal. In this episode, Sam shows you how to guide buyers through emotion, logic, and back into emotion to get them unstuck and ready to move forward.What You’ll Learn in This EpisodeHow the sales appointment mirrors a story arcWhy buyers fixate on price (and how to redirect their focus)The 70/30 rule: pain vs. pleasure motivationHow to use the Emotion → Logic → Emotion sequence to prevent buyer’s remorseHow to close the story and lead buyers back to their “why”Resources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/⭐ Love the show? Leave a review:https://g.page/r/CbfnnDqTCwQdEAE/reviewFinal ThoughtPrice is the climax of your sales story—but it’s not the ending. When you re-anchor emotion after logic, you finish the story, prevent buyer’s remorse, and turn hesitation into confidence. Remember: logic builds comfort, but emotion builds commitment.

What if the biggest reason homeowners don’t buy has nothing to do with price, timing, or your presentation? In this episode, Sam reveals the missing step in the sales process — explaining what happens after they say yes.What You’ll Learn in This EpisodeWhy 70% of homeowners said they didn’t know what “Delivery” meantHow uncertainty kills trust (and how to remove it)The step-by-step walkthrough to explain install day clearlyHow predictability creates peace of mindWhy describing the experience builds more trust than any closeResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/⭐ Love the show? Leave a review:https://g.page/r/CbfnnDqTCwQdEAE/reviewFinal ThoughtPeople don’t freeze because of price — they freeze because of doubt. When you walk homeowners through what to expect before, during, and after install day, you eliminate uncertainty and replace it with trust. Don’t just sell systems — sell the experience.

There’s a moment in every appointment when the homeowner leans back and says, “No one’s ever asked me that before.” That’s not a coincidence — it’s discovery done right. In Part 3 of the Discovery Trilogy, Sam breaks down the exact questions that create clarity, connection, and trust.What You’ll Learn in This EpisodeThe Two-Pass Questioning Model: problem → personHow to use mirroring and labeling for empathy on demandThe “flinch” and emotional pivot that builds instant trustThe brain science behind curiosity and decision-makingHow co-creating the action list transfers ownership to the homeownerWhy real discovery makes closing the logical next stepResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtWhen you ask better questions, you’re not manipulating people — you’re setting their decision-making brain free. You’re helping them put words to the discomfort that’s been living rent-free in their mind. Real discovery doesn’t just sell systems — it builds relationships.

Most salespeople treat discovery like a checklist — but that only shuts homeowners down. In Part 2 of the Discovery Trilogy, Sam shows you how to turn discovery into a conversation that builds trust, urgency, and connection.What You’ll Learn in This EpisodeHow to treat every question as a conversation starterThe “observation vs. concern” filter to uncover real prioritiesWhy you must ask to understand, not to answerHow to use Chris Voss’s mirroring technique in the homeWhy slowing down creates natural urgency without pressureResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnow▶️ Subscribe on YouTube: https://www.youtube.com/@CloseitnowsalesLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtDiscovery done right isn’t about checking boxes — it’s about creating a safe, conversational space where homeowners tell you why they need change. Master this skill, and you’ll become someone worth buying from.

What happens when personal trials ignite a mission bigger than business? In this special edition, Sam sits down with JD De La Rosa, CEO of Roofio and founder of Services Summit, to talk leadership, entrepreneurship, and building a movement that gives back.What You’ll Learn in This EpisodeJD’s journey from sales to launching RoofioHow a family battle with cancer inspired the Services Summit missionWhy leadership in the trades is about service firstHow the community can unite to give back in powerful waysResources & Links🎟️ Get your tickets to Services Summit: www.servicessummit.com📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnowLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtGreat leaders don’t just close deals — they create movements. JD’s story is proof that when business is built on service, it has the power to transform lives.

Every sales call follows a hidden map—and if you don’t know it, you’re leaving deals on the table. In Part 1 of the Discovery Trilogy, Sam reveals how guiding energy and time creates natural urgency without pressure.What You’ll Learn in This EpisodeThe energy arc: positive → negative → positiveHow the time flow moves from past → present → immediate futureWhy widening the gap makes value tower over costHow this timeline creates trust and momentum in every appointmentResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnowLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtSales is the transfer of emotion. When you intentionally guide the energy and time of an appointment, you transfer certainty—not hesitation. That’s the difference between being replaceable and being someone worth buying from.

Opening HookWhy do homeowners suddenly act after living with a problem for months—or even years? The secret isn’t in your script or your price. It’s in uncovering the tipping point: the “why now” that moves buyers from hesitation to decision.What You’ll Learn in This EpisodeThe difference between selling the what vs. uncovering the whyHow to ask “why now” questions that reveal true urgencyWhy features and logic commoditize you—and how emotion makes you unforgettableHow to create natural urgency without discounts or pressureResources & Links📘 Get your free Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnowLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtIf you’re only selling the what, you’re replaceable. When you uncover the “why now,” you become unforgettable. Practice this skill, and you’ll find that urgency isn’t manufactured—it’s discovered.

What happens when a homeowner says, “We just moved in”? Too many reps unintentionally unsell themselves and lose the deal. In this episode, Sam shows you how to flip that moment into momentum and tap into the excitement of the first year of homeownership.What You’ll Learn in This EpisodeWhy 85% of home improvements happen in the first yearThe language that kills deals vs. the language that closes themHow to pour gasoline on new homeowner excitementA simple framework to co-create the project with your clientsResources & Links📘 Get your copy of the Guerrilla Marketing Guide: www.door2doorinstitute.com🌐 Coaching & Training: https://www.closeitnow.net/coaching👥 Join the Close It Now Facebook Group: https://www.facebook.com/groups/closeitnowLet’s ConnectWebsite: https://www.closeitnow.netInstagram: https://www.instagram.com/therealcloseitnowLinkedIn: https://www.linkedin.com/in/closeitnow/Final ThoughtStop planting seeds of doubt. When you learn to harness new homeowner energy, you’ll not only close more deals—you’ll build trust that lasts. Step into the first-year advantage and become someone worth buying from.

The launch is official — the Door 2 Door Institute is here, and we’re redefining what’s possible in home services sales.This episode dives into:What the Institute is and why we created itThe gaps we’re solving in door-to-door recruiting, training, and leadershipHow we’re connecting the dots across every trade — HVAC, roofing, solar, pest control, and beyondWhat it means to sell, lead, and grow in the D2D world todayHow to get involvedThis is for anyone in home services who’s tired of isolated training, inconsistent results, and the lone-wolf grind. It’s time to level up together.📌 Learn more → https://door2doorinstitute.com/📌 Review the show → https://g.page/r/CbfnnDqTCwQdEAE/review

Most reps wait until the end to drop a big finding like a cracked heat exchanger — but by then, it’s too late. The buyer is in defense mode, objections are loaded, and trust evaporates.In this episode, we break down how to present major findings like heat exchangers in a way that builds certainty, not fear. Join me, Jason, and Bill as we unpack the psychology of belief stacking, timing, and identity-based sales conversations that lead the buyer to the truth — before you even say the words.What You’ll Learn in This EpisodeWhy “leading with evidence” often backfires when selling safety concernsThe psychology behind premature resistance — and how to sidestep itHow to frame and pace the discovery conversation to reduce fear and increase ownershipWhy sales is about identity, not information — especially in technical salesA new way to think about cracked heat exchangers (and similar high-stakes findings)Resources & Links📚 Book Recommendation: Start With Why by Simon Sinek — for framing belief before information🧠 Join our D2D Sales Movement and transform how you lead buyers to decisions: https://door2doorinstitute.com/Let’s Connect🌐 Website: https://www.closeitnow.net📲 Instagram: https://www.instagram.com/therealcloseitnow👥 Facebook Group: https://www.facebook.com/groups/closeitnow🎥 YouTube Channel: https://www.youtube.com/@Closeitnowsales/videosFinal ThoughtIf you’ve ever felt awkward delivering a major finding — especially something safety-related — this episode gives you the psychological edge to do it with integrity and impact.⭐️ Love the show? Leave us a review here — it means the world and helps others find the movement.

Proactive Sales Psychology: Preventing Objections Before They HappenWhat if the objections you’re hearing from buyers… are your fault?In this powerful conclusion to the Sales Psychology Series, we explore how to reverse-engineer objections before they ever come up — and what it means to lead buyers instead of reacting to them. If you’re tired of “price is too high” or “I need to think about it,” this episode is your wake-up call.What You’ll Learn in This Episode:Why most objections are triggered — not naturalThe psychological traps reps fall into that create resistanceHow to embed certainty and trust before the closeThe mindset shift from defensive to directive communicationTactical frameworks to keep buyers emotionally alignedResources & Links🔥 Coaching & Programs: https://www.closeitnow.net/coaching📚 Book of the Week: Exactly What to Say by Phil M. Jones🚪 D2D Training & Mastery: https://door2doorinstitute.com/🌟 Leave a Review: https://g.page/r/CbfnnDqTCwQdEAE/reviewLet’s Connect🌐 Website: https://www.closeitnow.net📲 Instagram: https://www.instagram.com/therealcloseitnow👥 Facebook Group: https://www.facebook.com/groups/closeitnow🎥 YouTube: https://www.youtube.com/@Closeitnowsales/videosFinal ThoughtThe most elite salespeople don’t handle objections — they dissolve them before they form. That’s the real psychology of influence. Start leading with clarity, confidence, and control.

Ever felt like a buyer ghosted you after saying yes? It might not be about your price or product at all — it could be their own subconscious bias at work.What You’ll Learn in This EpisodeThe 4 most common cognitive biases that sabotage dealsHow confirmation bias and sunk cost fallacy show up in home services salesThe role of contrast bias in pricing conversationsTools to help buyers reframe decisions without pressureHow to align psychology with trust — and close more confidentlyResources & Links🔥 Want to master buyer psychology? Start coaching with Sam:https://www.closeitnow.net/coaching📖 Book of the Week: Thinking, Fast and Slow by Daniel Kahneman — a foundational resource on how the brain actually makes decisions.⭐ Love the podcast? Leave a Google review:https://g.page/r/CbfnnDqTCwQdEAE/reviewLet’s ConnectInstagram: @therealcloseitnowFacebook Group: Close It NowWebsite + Coaching: https://www.closeitnow.netFinal ThoughtSales isn’t about “overcoming” objections — it’s about understanding what’s underneath them. Train your awareness, read the resistance, and lead the buyer through the mental fog. Success lives in clarity.

What if the biggest thing holding you back in sales isn’t your skillset — but a subconscious habit you don’t even know you’re repeating? In this live coaching episode, we unpack a real-time identity shift that transformed a sales approach mid-call.What You’ll Learn in This EpisodeHow subconscious identity patterns shape your sales behaviorThe moment reps accidentally talk buyers out of saying yes — and how to fix itWhy most salespeople sell emotionally and justify logically — and how to reverse itThe power of slowing down the conversation at the right moment to build trustA powerful coaching breakdown you can apply to your next sales call immediatelyResources & Links📘 Book Recommendation: The Alter Ego Effect by Todd Herman – a masterclass in performance identity💻 Work with Sam 1:1 or train your team:https://www.closeitnow.net/coaching📅 Want Sam to speak at your event?https://www.closeitnow.netLet’s Connect📲 Instagram: @therealcloseitnow👥 Facebook Group: Close It Now Facebook Community🌐 Website: www.closeitnow.net📺 YouTube: Close It Now SalesFinal ThoughtThe transformation in this episode happened live — and it’s a blueprint for breaking through your own sales ceiling. The inner game always shows up in the outer result. Master the pattern, master the process.⭐ Love the Show?Please take 10 seconds to leave a Google review and help others discover Close It Now. Your review means the world and helps spread this movement to more sales professionals who need it.