One 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.

1. Why jumping to conclusions creates resistance and confusion
2. The difference between symptoms and stories in discovery
3. How curiosity slows the conversation down in the right way
4. Why top performers ask better questions and talk less
5. How curiosity builds trust without pressure or tactics

I’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/index

📞 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

📲 Instagram: https://www.instagram.com/therealcloseitnow/

👥 Facebook Group: https://www.facebook.com/groups/closeitnow/

You 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.

Most 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.

1. Why clarity at the start of the appointment lowers resistance instantly
2. How to lead the conversation without sounding salesy or scripted
3. The exact language to create a shared plan with the homeowner
4. How co-creation changes the tone of the entire sales conversation
5. Why understanding the human always comes before the problem and the solution

📞 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 Sales

The 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.

• Why the one-sit close myth actually hurts your sales
• How buyer emotions, timing, and trust determine the real close
• Why next-day closes are NOT failures (they’re wins!)
• The skill progression from amateur → intermediate → mastery
• How to read the room and know when to push vs. when to pause
• Why high-pressure closers have massive cancellation rates
• How to keep homeowners focused and present during holiday season appointments
• Why discounting is a drug — and how to close without it

📘 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/@Closeitnowsales

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

A 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 Drama

What 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.

• Why “consistency” is the most overrated virtue
• How Identity Lag shows up (and why it’s completely normal)
• Why cognitive dissonance is actually a growth notification
• How to shift your beliefs without chaos or guilt
• The Future Draft method for rewriting your next version with intention

📘 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/@Closeitnowsales

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

Changing 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 Style

What 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.

• The 4 buyer archetypes and how to spot them instantly
• Why each type responds differently to pressure, pacing, and information
• The biggest communication mistake salespeople make with Greens
• How to adapt tone, energy, and structure for every appointment
• The secret to making any homeowner feel “Wow… you just get me”

📘 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/@Closeitnowsales

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

Every 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 Emotion

What 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.

• The exact word swaps that turn fear into confidence
• How to frame programs as freedom, not debt
• Why presenting the lowest monthly investment first changes everything
• How “protection framing” builds instant trust
• The secret to talking about money without killing emotion

📘 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/@Closeitnowsales

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

Money 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 Episode

• How the sales appointment mirrors a story arc
• Why buyers fixate on price (and how to redirect their focus)
• The 70/30 rule: pain vs. pleasure motivation
• How to use the Emotion → Logic → Emotion sequence to prevent buyer’s remorse
• How 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/@Closeitnowsales

Let’s Connect

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

⭐ Love the show? Leave a review:

https://g.page/r/CbfnnDqTCwQdEAE/review

Final Thought

Price 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 Episode

• Why 70% of homeowners said they didn’t know what “Delivery” meant
• How uncertainty kills trust (and how to remove it)
• The step-by-step walkthrough to explain install day clearly
• How predictability creates peace of mind
• Why describing the experience builds more trust than any close

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/@Closeitnowsales

Let’s Connect

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

⭐ Love the show? Leave a review:

https://g.page/r/CbfnnDqTCwQdEAE/review

Final Thought

People 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 Episode

• The Two-Pass Questioning Model: problem → person
• How to use mirroring and labeling for empathy on demand
• The “flinch” and emotional pivot that builds instant trust
• The brain science behind curiosity and decision-making
• How co-creating the action list transfers ownership to the homeowner
• Why real discovery makes closing the logical next step

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/@Closeitnowsales

Let’s Connect

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

Final Thought

When 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 Episode

• How to treat every question as a conversation starter
• The “observation vs. concern” filter to uncover real priorities
• Why you must ask to understand, not to answer
• How to use Chris Voss’s mirroring technique in the home
• Why slowing down creates natural urgency without pressure

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/@Closeitnowsales

Let’s Connect

Website: https://www.closeitnow.net

Instagram: https://www.instagram.com/therealcloseitnow

LinkedIn: https://www.linkedin.com/in/closeitnow/

Final Thought

Discovery 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.