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.

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 Episode

• JD’s journey from sales to launching Roofio
• How a family battle with cancer inspired the Services Summit mission
• Why leadership in the trades is about service first
• How the community can unite to give back in powerful ways

Resources & 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/closeitnow

Let’s Connect

Website: https://www.closeitnow.net

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

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

Final Thought

Great 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 Episode

• The energy arc: positive → negative → positive
• How the time flow moves from past → present → immediate future
• Why widening the gap makes value tower over cost
• How this timeline creates trust and momentum in every appointment

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

Let’s Connect

Website: https://www.closeitnow.net

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

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

Final Thought

Sales 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 Hook

Why 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 Episode

• The difference between selling the what vs. uncovering the why
• How to ask “why now” questions that reveal true urgency
• Why features and logic commoditize you—and how emotion makes you unforgettable
• How to create natural urgency without discounts or 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

Let’s Connect

Website: https://www.closeitnow.net

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

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

Final Thought

If 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 Episode

• Why 85% of home improvements happen in the first year
• The language that kills deals vs. the language that closes them
• How to pour gasoline on new homeowner excitement
• A simple framework to co-create the project with your clients

Resources & 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/closeitnow

Let’s Connect

Website: https://www.closeitnow.net

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

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

Final Thought

Stop 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 it
• The gaps we’re solving in door-to-door recruiting, training, and leadership
• How we’re connecting the dots across every trade — HVAC, roofing, solar, pest control, and beyond
• What it means to sell, lead, and grow in the D2D world today
• How to get involved

This 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.

• Why “leading with evidence” often backfires when selling safety concerns
• The psychology behind premature resistance — and how to sidestep it
• How to frame and pace the discovery conversation to reduce fear and increase ownership
• Why sales is about identity, not information — especially in technical sales
• A new way to think about cracked heat exchangers (and similar high-stakes findings)

• 📚 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/

• 🌐 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/videos

If 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.