PODCAST · business
Sales Training. Close It Now!
by Sam Wakefield
Closing sales in home services can feel overwhelming and high-pressure. In every episode, we break down the key components of a successful sales conversation and guide you all the way to the close. From building a winning appointment structure to overcoming real-world objections, we cover it all. Whether you’re brand new or a seasoned pro, this show is your blueprint for selling with confidence and clarity.
Episodes
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From Addiction to Top 5% Sales Rep: Kenny Long’s Recovery Story
From Addiction to Top 5% Sales Rep: Kenny Long’s Recovery Story Kenny Long has 26 years in the trades and is a top 5 percent earner in HVAC sales. He is also in recovery, and the two are not separate stories. They are the same one. Sam sits down with Kenny for a conversation that goes beyond…
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The First Electrician Episode of Close It Now (with Homer Coffman)
The First Electrician Episode of Close It Now (with Homer Coffman) Electricians get almost no training content built for them, and most of what does exist is the same rigid script every other trade has been handed for years. That's not what this episode is. Sam sits down with Homer Coffman, owner...
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Private Equity, AI, and the Future of Home Services with Everett Lippel
Private Equity, AI, and the Future of Home Services with Everett Lippel Everyone in this industry is chasing the same buzzwords right now. Provide value. Automate everything. Scale fast. Almost nobody is asking what gets lost along the way. Sam sits down with Everett Lippel, host of So I Was In...
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The 3 Bid Objection: What to Say When They Push Back at the Door
The 3 Bid Objection: What to Say When They Push Back at the Door "We're getting three bids" is not rejection. It is a smoke screen, and most reps fall for it in the first ten seconds. In this episode, Sam breaks down what is actually happening the moment a homeowner tries to take control of the...
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From 412 Pounds to the Bodybuilding Stage and $21M | Discipline, Business, and the Power of Small Wins | Ruben Sanchez
At 412 pounds, Ruben Sanchez was waking up in the middle of the night gasping for air. Pre-diabetic. Sleep apnea so severe his wife begged him to do something. And running a second generation HVAC company at the southern tip of Texas that his father started in a garage in 1985. He decided not to...
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They Said Nothing Would Change,Then Everything Did. The PE episode. | Josh Baca
They said nothing would change. Then everything did. Sam Wakefield and Josh Baca have both lived the private equity acquisition from the front lines. Not from the boardroom. Not from the highlight reel. From the trucks, the sales calls, and the moments when you realize the company you believed in...
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Branding Won't Save a Broken Business | Dan Antonelli, Kickcharge Creative
Great branding will never fix poor operations. It will only make poor operations more visible, more expensive, and harder to recover from. Dan Antonelli has been in the branding world for over 40 years. He started hand lettering trucks at 15 years old, built Kickcharge Creative into the most...
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ADHD, Autism, and the Trades | Normalizing Neurodiversity in Home Services | Dr. Matt Vorell
One in five people are neurodivergent. Half of them do not know it. And in home services and the trades, the number is likely even higher. The autonomy, the problem solving, the independence, the hands-on nature of the work attracts a certain kind of brain. And that brain, whether it carries an...
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Recognize the 7 Mind Types - How Top Performers Speak Their Customer's Language
Recognize the 7 Mind Types - How Top Performers Speak Their Customer's Language Most salespeople treat every customer the same way. They use one pitch. One approach. One way of communicating. And it doesn't work for everyone. The problem isn't you. The problem is you're not reading the person in...
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The Four Sales You Have to Make Before Anyone Says Yes
Most salespeople think they have a price problem. They don't. After twenty years in this industry and coaching hundreds of reps and technicians across every trade, Sam knows what "I need to think about it" actually means. Something earlier in the conversation was never resolved. And until you...
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Your Website Is Either Closing Deals or Losing Them — Which Is It? | Lisa Forrest, Contractor Commerce
You're right on both counts. The research said 100-200 words for Apple/Spotify but that's the minimum floor, not the target. Looking back at the FM Hero episode, the show notes were substantially longer and more detailed. Let me rewrite: Lisa Forrest of Contractor Commerce joins Sam Wakefield to...
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"Who Is You?" - Refrigerant Responsibility & EPA Rules with Les Rhynard & Adam Dykstra
Every ounce of refrigerant you leave behind is money you bought and threw in the trash. Most HVAC and home services companies have no idea how much refrigerant they're actually losing, what it's costing them, or that the EPA already has the authority to come after them for it. Not someday. Now.…
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If You Can't Lead One, You Can't Lead Any" - The 360° Extreme Ownership Framework
Do you feel micromanaged right now? Your boss breathing down your neck? Asking for more details, more plans, more updates? You're probably thinking it's a boss problem. But Sam's going to tell you something that might sting: it's not your boss. It's you. And before you tune out, hear him...
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$45K to $150K/Month in 90 Days - How Sam & Doug Scaled This Plumbing Business
This is how you scale a contracting business without burning yourself out. Sam Wakefield and Doug C. Brown just became business partners. Sam's been training contractors on sales and systems for years. Doug took Tony Robbins' sales team from seventeen point eight percent close rates to…
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Comfort Advisor vs Selling Technician - The Journey, Pros, Cons, and What You Need to Know
Christian Moore is one of the few people who's been wildly successful in BOTH roles. Comfort advisor at a 52 million dollar company. Project manager at a 2.5 million dollar company. Now selling technician at Cowboys AC in San Antonio. He's lived both sides. And in this episode, he breaks down the...
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The Parallel Universe Closing Tool - How to Get Past "I Need to Think About It"
How many times have you been in an appointment where everything was going great, and then they hit you with one of these: "I need to talk to my spouse." "This is a big decision. I need to think about it." "I'm getting three quotes. I'll let you know." And you just... freeze. You don't want to be...
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She Tripled Her Family's HVAC Business - Now She's Fixing Everyone Else's Marketing
This episode is different. Crystal Williams didn't study marketing in some classroom and decide to sell services to contractors. She was born into the trades. Her grandfather, father, and brother all built and ran McWilliams Heating, Cooling and Plumbing in East Texas. She grew up in the…
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Stop Tripping Out About Your Appointments - The 6-Year-Old in a Batman T-Shirt
How much time do you spend actually doing the work of sales versus how much time do you spend tripping out about the appointment? Be honest. You're driving to the appointment, mentally role-playing every possible scenario. What if they say this? What if they ask about that? What if they don't…
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How to Train Your Homeowner (And Why They're Waiting For You to Lead)
How many times have you presented options and gotten "Let me think about it"? Here's what's actually happening: They have no idea how to make this decision. They've bought HVAC once, maybe twice in their life. They don't know what questions to ask. They don't know what matters. They don't know…
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Digital Marketing Guys With Tool Belts: The AI Search Revolution No One's Talking About
This episode is different. Sam sits down with Kyle Sattler and Paul Olson from So Good Marketing—and these aren't your typical digital marketing guys. Paul started as a plumber cutting thread at 11 years old, worked his way up to CEO of an HVAC/plumbing company, and grew it 55% while cutting...
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Warren Buffett Would Outsell You: The Credibility Principle
Picture this: You're at the park on a perfect 75-degree day. An old guy sits next to you and starts rattling off investment advice. You're half-listening, being polite, but not really paying attention. 45 minutes later, you get up to leave. And he says, "By the way, I'm Warren Buffett."…
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Stop Saying "Only" and "Just": The Words That Kill Your Value
"Stop Saying 'Only' and 'Just': The Words That Kill Your Value" When was the last time you heard a Mercedes commercial say, "It's only $95,000"? Or a Porsche salesperson tell you, "It's just $120,000"? Never. Because premium brands don't justify their price. So why are you? Every time you say...
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Show Your Work: Why The Right Answer Still Loses The Sale
You just spent 45 minutes diagnosing the problem. You know exactly what's wrong. You're confident in your solution. And then they say, "Let me think about it." Or worse: "I want to get a second opinion." What just happened? You didn't show your work. Think back to math class. You solved the...
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They Already Said Yes: Understanding the Tipping Point
If you've ever had a homeowner act standoffish or hover over you while you work—it's not about you. By the time you showed up, they already said yes. When that phone rings, it means they've hit an emotional tipping point. To get to that call, they had to overcome social anxiety, invite a stranger...
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Stop Fighting Objections: Build a System That Eliminates Them Before They Start
Stop Fighting Objections: Build a System That Eliminates Them Before They Start If objections keep showing up at the end of your appointments, this episode will change the way you look at your entire sales process. Sam sits down with Josh Thomas, serial entrepreneur and founder of VA IQ, for a...
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Isolate the Real It: The Diagnostic Approach to Closing More Sales
"Isolate the Real It: The Diagnostic Approach to Closing More Sales" You didn't lose that sale because of price, product, or timing. You lost it because you never isolated the Real It—the actual thing standing in the way. Most salespeople try to solve everything at once, overwhelming the…
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Mental Health, Masculinity, and Success: The Conversation Most Men Avoid | William Fruin
Mental health isn’t separate from success — it quietly determines it. In this episode of the Close It Now Podcast, Sam Wakefield sits down with William Fruin, host of Normalizing Men’s Mental Health, for an honest conversation about masculinity, boundaries, trauma, and the unseen cost of carrying...
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Sales Is You vs You: Why Most Techs & Salespeople Lose Before the Call Starts | Scott Sylvan Bell
Sales Is You vs You: Why Most Techs & Salespeople Lose Before the Call Starts | Scott Sylvan Bell Most sales conversations are lost long before the technician or salesperson ever walks into the home. In this episode, Sam Wakefield sits down with Scott Sylvan Bell to break down the internal…
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Why Sales Feels Hard — And What No One Ever Taught You About It
Why Sales Feels Hard — And What No One Ever Taught You About It If sales feels awkward, uncomfortable, or forced, there’s probably nothing wrong with you. In this episode, Sam Wakefield breaks down why sales feels hard for good, ethical people — and how traditional sales training teaches the…
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How Damon Lilly Built a $2.2M HVAC Company in 12 Months
Episode Title How Damon Lilly Built a $2.2M HVAC Company in 12 Months Opening Hook What if the reason most HVAC companies struggle isn’t marketing, pricing, or competition — but how they’re built from day one? In this episode, Damon Lilly breaks down how a sales-first foundation helped him scale...
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Sales 101 Ep 4: How to Present Price Without Pressure
Sales 101: How to Present Price Without Pressure Opening Hook Price isn’t what kills most sales. The moment after price does. In this episode, Sam Wakefield breaks down how to present options, talk about price calmly, and guide homeowners through the emotional “ledge moment” where uncertainty...
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Sales 101 Ep 3: Why Price Isn’t the Real Reason People Don’t Buy
Sales 101: Show You Understand Price 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...
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Sales 101 Ep 2: Curiosity Before Conclusions
Sales 101: Curiosity Before Conclusions 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. What You’ll Learn in This...
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Sales 101 Ep 1: How to Start Every In-Home Sales Appointment With a Clear Plan
Sales 101: How to Start Every In-Home Sales Appointment With a Clear Plan 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...
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The One-Sit Close Myth: Why High-Pressure Selling Is Destroying HVAC Sales
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...
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The Art of Changing Your Mind: How to Grow Without Guilt, Shame, or Drama
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…
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The 4 Buyer Archetypes: How to Identify Any Homeowner and Sell to Their Decision Style
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...
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Financing Like a Pro: How to Present Money Without Killing the Emotion
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…
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The Story Arc of the Sale: Why Buyers Fixate on Price (and How to Get Them Unstuck)
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…
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The Missing Step: What 70% of Homeowners Say Salespeople Never Explain
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…
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Discovery Trilogy Part 3: The Questions That Create Clarity
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...
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Discovery Trilogy Part 2: The Setup That Opens Conversations
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...
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Special Edition: JD De La Rosa on Roofio, Services Summit, and Leading Through Service
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...
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Discovery Trilogy Part 1: The Timeline That Sells Appointments
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...
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The Tipping Point: Why Now Wins More Sales
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...
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Stop Unselling Yourself: Closing the New Homeowner
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%...
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The Hidden Psychology of Selling Heat Exchangers (Without Triggering Buyer Doubt)
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…
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Sales Psychology Series Ep #10: Stop Objections Before They Start: The Psychology of Proactive Selling
Proactive Sales Psychology: Preventing Objections Before They Happen What 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...
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Sales Psychology Series Ep #9: 5 Buyer Biases That Quietly Kill Sales — And How to Reverse Them Fast
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 Episode The 4 most common cognitive biases that sabotage deals How confirmation bias and sunk cost fallacy show up…
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Sales Psychology Series Ep #8: When Buyers Freeze: Fixing the Energy That Kills Sales
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 Episode How…
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ABOUT THIS SHOW
Closing sales in home services can feel overwhelming and high-pressure. In every episode, we break down the key components of a successful sales conversation and guide you all the way to the close. From building a winning appointment structure to overcoming real-world objections, we cover it all. Whether you’re brand new or a seasoned pro, this show is your blueprint for selling with confidence and clarity.
HOSTED BY
Sam Wakefield
CATEGORIES
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Frequently Asked Questions
How many episodes does Sales Training. Close It Now! have?
Sales Training. Close It Now! currently has 300 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Sales Training. Close It Now! about?
Closing sales in home services can feel overwhelming and high-pressure. In every episode, we break down the key components of a successful sales conversation and guide you all the way to the close. From building a winning appointment structure to overcoming real-world objections, we cover it all....
How often does Sales Training. Close It Now! release new episodes?
Sales Training. Close It Now! publishes regularly with 300 episodes available. Check the episode list for the typical release schedule.
Where can I listen to Sales Training. Close It Now!?
You can listen to Sales Training. Close It Now! on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Sales Training. Close It Now!?
Sales Training. Close It Now! is created and hosted by Sam Wakefield.
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