Welcome to Close it now, the podcast that's revolutionizing the H VAC and home improvement trades industries.

Get ready to dive deep into the world of heating, ventilation and air conditioning.

We're turning up the heat on industry standards and cooling down misconceptions.

And we're not just talking about fixing vents and adjusting thermostats.

It's about the transformative movement that's reshaping the very foundation of H VAC and home improvement.

We're the driving force, inspiring top performers who crave excellence not only in their professional endeavors, but also in fitness, nutrition, relationships, and personal growth, proving that we can indeed have it all.

This is Close it now, where excellence meets excitement.

Let's get to work now.

Your host, Sam Wakefield.

Hey, everybody, got a question for you.

Have you ever felt like you're doing all the convincing in a sales conversation?

This episode is going to change the game for you.

So super stoked about today.

So here, let's start with a quick story.

Right, So I had a time where I was out in an appointment and moderately early in my career.

You know, a few, couple, you know, three, four years in, and everything was going awesome.

You know, the training I had just gone through a year or two before then was very much the tell, tell, tell, drive it home type of process.

And that's what I was following.

You know, I went from not having a process to having a process.

So of course my numbers went up.

And this is way back, you know, this is what, you know, 2012, 2013, you know, maybe 2014.

And so I was crushing it.

And I was doing what I thought was great at the time.

But, man, there was this one appointment I thought went so good.

It went so good.

The man and lady were there.

They were both decision makers were present.

We were going through the process and got to the end.

I thought I nailed it.

Everything was so textbook.

And then they hit me with it.

Oh, let me think about it.

Oh, we got to think about it.

Can you email this to us?

Well, especially at that time, I didn't know necessarily how to handle that, so I was like, I guess so.

Yeah, let me send that right over and we'll, you know.

And so I just did the thing that we all do.

We.

We get in that.

I'll.

I'll send it right over trap.

And so ended up no sell, right?

They ended up going with somebody else.

And I was so bummed out about it because I just really thought that we had made the connection.

We're best friends in the house.

All the things like so many times we get wrapped up in during the appointment.

So here's the thing, by the end of this episode, you're gonna know how to flip the script basically and get customers to convince themselves.

Cause the key here is, and this is so, so, so crucial that I want you to learn and memorize.

Make this part of your ideology, make it part of your process.

It doesn't matter what we say, it matters what they say.

So that is the episode today.

I'm going to give you some scripting around that and we're going to talk about this concept because it's huge, right?

It doesn't matter what we say, everything.

It matters what they say.

Before we get into that, let's do a little bit of Got a quick announcement and some what's in your cup.

And I think I also have a review here to read.

All right, this one is coming in.

Let's see.

This is Joe S. 1, 2, 3, 4, 5, 6, 7.

It is five star and so the title of it is Tons of Value says this podcast is criminally underrated.

Thank you for that.

Criminally underrated.

Just listen to the most recent two episodes and the amount of value Sam provides is unreal.

Definitely worth a listen if you want to upgrade your skill set.

So thank you, Joe S. 1, 2, 3, 4, 5, 6, 7.

I appreciate it so much digging back into the archives a little bit for this one.

But man, this was a good review.

So I appreciate every single one of you that listen in 71 countries around the world now.

I'm grateful for all of you.

So here's the challenge.

We all live and die by referrals so much and by reviews.

I know you need reviews.

I need reviews of course, as well.

Every business thrives on them.

I would love if you went.

In fact, let's do a directive, right?

Go right now.

Stop what you're doing.

Go right now and leave.

Close it now review.

You can go to Google, find Close it now on Google, Apple podcasts and Spotify now has a way to leave reviews there as well.

So leave me a five star review and if I read it on a show and you hear it, message me and you get a free one hour coaching session, which is massive value.

But more importantly, it's just my way of giving back and saying thank you because, gosh, I know that you're getting value from this show at this point.

I've gotten enough messages to know that there's value going out.

So thank you all for listening.

Go leave me a five star review.

Joe S. 1, 2 3, 4, 5, 6, 7.

If you hear this, message me and we'll get you hooked up with your free coaching session.

So that was the review of the day.

Another thing that I want to talk about is the close it now.

Relentless.

The ultimate sales transformation.

This is a sales boot camp, guys.

It's it down.

It's good.

We're going to get into the nitty gritty of what it takes to be a top performer.

I've got some incredible stuff set up.

I was.

I've been talking to my event planner this last week and it is going to be fire even cooler than I was envisioning because the.

So the event planner I'm working with, they've done lots of events similar to this but for other industries.

So we're bringing the fire.

You know, when you.

When you get ideas and innovation from other outside of your own industry, that's how innovation happens within your own industry.

And so that's totally what's going on.

If you've listened to this podcast at all, you know that I don't do anything like anyone else, which is why we're doing what we're doing.

Because I want to help you achieve my mission and my goal is to help you be that the best version of yourself.

Be you times 10.

Right.

So you can get tickets right now at close it now bootcamp.com I've got.

We're.

We're work.

It's going to be right at the end of April, 1st of May.

We're working on 100 confirming the dates as soon as we get the venue picked out.

The venue location is.

So it's going to be in Boston, Massachusetts, end of April, 1st of May.

Working on getting that venue locked in so we can lock in those dates and be able to get all that information to you.

But most Importantly, go to CloseItNowbootcamp.com right now.

That's going to take you exactly to where you need to be to purchase your ticket for the event.

We are capping it at 60 tickets and we are about a sixth of the way there.

So what that mean?

No, we're more than that.

More than a tenth of the way there.

Yeah.

So we are running.

We're starting to run out of tickets.

10th, 6th.

My bath brain.

Yes, a sixth of the way there.

There's 50 tickets left, basically.

That's what I'm trying to say.

So make sure to.

So in the little bit that I've talked about it on the podcast and I have not even promoted it hardly anywhere yet, we have no, no event Flyer yet, none of that.

And we're already a sixth of the way sold out.

So make sure you get your ticket really quickly because we really have about 10 weeks to get there, which is going to be awesome.

And it's going to come faster than you think.

So make sure to get it soon.

That way you get your spot locked in.

So CloseItNowbootcamp.com we're going to take you through the CloseIt now sell system that is.

It's the same one that, you know, my buddy Austin up in New York did.

Closed out January 2025 at $1.1 million in just January at a 71% close rate.

So, same system, right?

So that's what we're training.

And yes, that is boots on the ground, in person appointments.

That is not a virtual unicorn where all these techs are sending them leads.

That's.

This is someone out there actually putting in the work every single day.

He ran 96 appointments out in the field.

So that's the real deal.

People that are crushing it.

There's a handful of this level of salesperson across the country, this level of project manager.

It doesn't happen by chance.

And he's going to be on the show soon and we're going to talk about it, what he's doing to put up those kind of numbers.

But that is the sales, the close it now system that we're going to be training at this bootcamp event, as well as a bunch of other breakthrough things with some really cool stuff set up for you.

So make sure to get your ticket, Close it now boot camp.com and we will see you there.

And there might just be some, you know, cool swag in the.

In the process as well.

Possibly a T shirt, maybe a hat.

I don't know.

We'll see what happens.

But make sure you get there, get your ticket and come.

Most, most importantly, learn how to become someone worth buying from and go home and just absolutely dominate your market.

So that is the boot camp last thing.

What's in your cup?

What's in your cup today?

I am.

So this is.

I'm recording later in the day than I normally do.

So I have moved on away from coffee and hot tea.

And so what's in my cup today?

If you're on YouTube, you can actually see, um, what I'm holding.

I have a can of Steez S T E A Z Peach organic green tea.

It's the antioxidant brew.

So that's what I'm sipping on today.

What's in your cup?

I Love being, you know, coffee bean exploration, hot tea exploration or anything else.

What are you drinking today?

When you're in your day to day, right?

What do you drink?

Is it something hydrating?

Hydrating?

Is it, Are you a Gatorade person?

Are you a Powerade person?

Is it soda?

Right?

What is it?

What are you drinking?

So let me know, drop the con, send me a message or go join the Facebook group.

In fact, go share that group with everybody you know, because we do a lot of training in there and that group is.

The group's growing like crazy.

So go join the Facebook group.

Just search.

Closing now on Facebook.

It'll come right up and let us know what's in your cup.

So everybody, let's take a collective.

Three, two, one.

All right, now let's get into the training for today because I'm stoked about this one.

It is fire.

So what they what?

Here's the thing right here.

Here's section one, right?

We're going to talk about.

So we've got a. I've broken this one into a few sections, right?

This one is why what you say doesn't matter, but what they say does, right?

Yes, what we say does matter.

Of course we know.

But when it comes down to it, you know, you probably heard sometime in the past, you know, there's a saying that I know that, you know, like Weldon Long has used it often, but he didn't coin the phrase it came from, you know, it's been around forever.

Public declarations dictate future actions.

Right?

We've heard that before.

At least you have it now is the first time.

Public declarations dictate future actions.

So the truth, the big truth is so many project managers, you know, advisors, you spend way too much time talking.

You know, the misconception here and the trap, especially if you're new to sales or new to in home sales, new to the industry, great explanations do not close deals.

They just don't.

It doesn't matter how, how well you describe something, how detailed you are in the bullet points of the, you know, the spec sheet and all that is not going to close the deal.

It's just not going to do it.

There's some brain science here.

You know, people believe what they say out loud more than what they hear from others, right?

Have you ever seen the movie Inception?

Right, this is, this is a little bit of what kind of we're talking about.

So if you've seen that movie, that's a little bit of Conte.

If not, it doesn't matter.

You'll get some value from those anyway.

But the brain science, right, people believe what they say out loud more than what they hear from others.

So here's a good example.

When was the last time you had a debate with a friend or maybe your partner, your spouse, one of your kids, whoever.

When's the last time you were in a conflict with them debating about something?

So here's the question.

Was it what the other person said that changed their mind or was it something.

Right, so was it something you said that changed their mind or was it something they realized themselves?

Right?

So that's the big question.

Was it something you said or was it something they realized themselves in that conversation?

Right?

Because here's the thing.

If we get a homeowner to say, so here's.

We're just going to talk.

It's wintertime.

So date of recording is February 18, 2025.

So it's freezing cold outside here in Texas.

We're about to have another super cold snap, hopefully, fingers crossed, the last of the year.

But here's the thing is, if we ask them when we're in the conversation, what we want them to say is, gosh, yeah, I really do hate waking up cold in the morning, right.

When they say that they sold themselves on needing a new system, right.

On needing a new furnace.

But the thing is, why.

So the three magic words.

So, you know, I love word substitutions or one of the episodes for every guy, which I'll do another one on.

It is.

But first, the two magic words.

But first.

This one starts with but, but three magic words here in this situation.

But why though?

This is the but why though Technique, right?

And how it works.

What happens is, first of all, you know, we're gonna like, ask therapy.

We'll get into some brain science because it just cuts through a lot of the.

It cuts through a lot of the, the mental fuzziness that so many times they're given a smoke screens.

But when we ask about why though, it cuts right through that to get what they actually believe about the thing or the, the product or service or whatever it is that you're talking about.

So we'll say with, you know, we'll stay with H Vac because that's where most of you are.

You know, instead of saying something like, hey, the system's going to save you money, you know, you can ask, turn it into a question.

So first of all, if you can tell it or if you can ask it as a question, always ask it as a question, right?

But so ask, you know, just ask something like this, what's more important to you, right?

And this is kind of generic in general.

We don't, it'll normally go through it exactly like this.

But for this example, it makes a lot of sense.

So ask them, you know, what's more important to you?

Is it lower bills, you know, better comfort, long term reliability?

You know, that's a generic example.

Of course most people are going to say, well, all the above, it doesn't really matter what they answer.

But this is where the power comes in.

That's when.

So for example, it's like sometimes people get to say, I just want a system that keeps me comfortable, right?

Here's the difference.

But now we're going to ask, but why though?

What's been bothering you about your current system?

But why though?

Oh, I, you know, they'll say, oh, I hate how I wake up cold in the morning.

Then we're going to ask, not tell.

Well, why do you think that happens?

And then let them answer, right?

Let them identify the problem and then let them identify the solution.

This is next level sales, right?

These are the techniques that top performers use.

I guarantee you ride with a top performer or somebody that puts up massive numbers.

They're not telling the whole time.

They're asking so many questions.

In fact, Rilla, they've got the data to prove it.

Top performers ask five times as many open end questions as lower as the bottom performers do.

They also talk like 42, 43% of the time where low bottom end performers talk like 60 to 62 or 3% of the time.

So there's a big, big, big difference there.

And that's why questions like this are so important.

So once they verbalize their problems, so get back into this hypothetical one sided role player.

Once they verbalize the problem, right, they're like, you know, because, because of this.

Why do you think it happens?

Oh, because of this or this.

So then we ask, so would it make sense to look at a system that keeps the temperature steady all night.

Now they've built the case for your solution, not you, right?

They're building the case for it.

If they get frustrated because of the hey, say the heat cycles on and off and it never stays steady, right?

That's exactly what we're using is like their words.

Their words, not ours.

And so after they give an answer, so here's the next step.

We've got to lock it in.

You've got to lock it in.

So we're going to do, we're going to throw up what's called a mirror Right.

And then we're going to confirm.

So this is Scott Silman Bell.

He says this is a tie down technique, right?

So we're going to use a mirror like Chris Voss says.

Then we're going to use a tie down technique.

So after they give you an answer, this is the big one, y'.

All, Everybody moves on so fast.

So when somebody says something like, you know, we say, so would it make sense to look at a system that keeps the temperature steady all night?

And they say, yes.

So many people will jump ahead into presenting the solution.

We've got to lock it in.

We have to lock it in.

And so the way, in this example, the way we do that is like, so what I'm hearing is it's really important for you to have a system that keeps you comfortable without those annoying temperature swings, right?

Or yes, they're going to double down on their statement and they're going to really reinforce their own thought, their own reasoning there.

And it's so important because.

And actually we'll go through a couple of different scenarios of how to use this because we can use this in lots of different places, right?

We can use it with, you know, we can use it in.

Objection.

Handling.

We can use it in.

When we're presenting one of the.

My favorite places to use.

But why though is when we go through and we're presenting options, right?

This can be presenting a service option.

It can be presenting maybe some IAQ bundles or some different IAQ items.

It can be presenting systems, whatever you're presenting.

It could be a single thing or a list of things and then asking what do you think is the best fit for you and your family?

Or does this make sense?

Whatever your closing question is there, which one of these do you like the best?

Which of these do you think will be the best fit for you and your family?

It doesn't matter which we've just presented.

Once we ask that type of a question or that type of a closing question and they're going to answer with by the choice, oh, it's you know, option B or option, you know, the Duke or you know, the.

Whatever it is, right?

They're answering with, you know, the, the four season cyst package or the, you know, the Mountaintop.

It does whatever you name it, right?

It's cool.

Whatever they answer, this is the next step and this is how it applies.

But why though?

But why though?

Because, so what's about to happen is they're going to tell you all of the things that they like the best about whatever that is.

Or even just asking.

Okay, great.

So which of these do you think is the best fit for you, for you and your family?

Whatever.

This one.

But why though?

Or what do you like best about it?

But why though?

The but why though will open up all of the reasons that they like that thing.

So for example, I was actually training this earlier with one of my one on one coaching clients.

We were going over systems and we got to the, you know, the top level system.

Okay, great.

Which of these you think is the best fit for you and your family?

This one, you know, it's the adaptive system.

Oh man, it's great.

Okay, but why though?

And so they he gives me in this role play because it's comfortable.

I don't want to have to have those up and down temperature swings, you know, all of these things.

It's like, okay, great.

What else?

What else?

Well, what I didn't hear was oh man, it looks really efficient and it's going to save me money.

Because whatever they give you as the reasons their but why though, whatever their reasons are that they really like that option, that's your word tracking, that's the language you're going to use moving forward for the rest of the appointment.

Because they're hot buttons.

It's the reason that they are want this thing.

Right.

If it's a system or whatever it is.

What I'm not going to say for we'll keep down the road on this example.

What I'm not going to say is now when I'm presenting the rest of the, the rest of the appointment, you're going to love this because it's going to save you so much on your electric bill.

It's so efficient.

Oh my gosh, the energy consumption.

Why would I do that?

What he said was, I love how comfortable it's going to be.

I can totally see how I'm going to sleep better at night without the big temperature swings and waking up in the middle of the night in the winter or summer and it's going to be a lot more peaceful and it's quiet.

Right.

So why would we talk about the energy savings?

Emphasize the facts of what they said, what their hot buttons were.

You can throw that in too.

Hey, as an extra bonus, this is also gonna save you on your electric bill because it's more efficient.

But I know that's not your main driver here.

You're not main focus you, it's you.

Most importantly, you're gonna sleep the best.

Right?

And so we're get, we, we've got to remember it doesn't matter what we say.

It matters what they say.

And then once they say that, that's where we throw that mirror up and it's like, okay, so I mean, if I'm hearing you right, you know, the peaceful sleep, the quietness, not having the temperature swings, man, you're going to wake up better in the morning.

So then we start to paint this picture to future, cast it a little bit into the future.

And that's where the emotional connection starts to draw them forward into the future and what the future holds for, you know, for their project, for the way that they're going to live in their space.

And that is, you know, that's what's so cool about it.

And so I love this.

I love this concept because the.

But why, though?

It's such an easy question.

And once you present anything, ask them, you know, what they like best about it then.

But why, though?

And it could be the same thing.

Just like we, you know, talk about this a lot in the.

In.

If you haven't listened to the three bids training, the first half of the three bids training is.

Is about this, but using it for a different scenario.

So that's.

We've got to let them identify the solution with mirror and confirm.

And the next step is.

So that is it.

That is the end of that whole thing.

But once they give you all that, then just keep moving forward, present according to what they said.

Now, let's hit pause here real quick because I just went through a bunch of that really quickly.

Take another break for some Steve's iced tea.

Okay, so let.

You want to.

Y' all want to handle a I need to think about it objection.

Here's a different way to handle I want.

I need to think about it.

You can totally use this.

This is what I love so much about objection handling.

This really.

You don't need a thousand different word tracks.

You need 80 ways to handle objections.

You don't need a Rolodex of objection handling.

What I want to do is help you learn how to think behind the script.

If the script changes, you're toast.

But if we start to being able to think behind the script, think intuitively, right?

We start to be able to feel the objection coming minutes before it even comes, minutes before they even say, and know which one's coming, and then intuitively know the questions to ask.

Because we've got to figure out where this objection is coming from.

The objection most of the time is not the real objection anyway.

So we have to be able to figure out where it's coming from.

So if we can ask questions behind the script, find out clarity, questions about where it's coming from, then you can easily handle that because there's only really three or four objections that we ever get over and over and over.

So let's.

Do I need to think about it?

Instead of doing some of the traditional what is there to think about?

Et cetera, et cetera, I love.

Let's do it a little slightly different.

This one is.

And honestly, I've never.

I'm sure some people have.

I've never done this before.

I was really doing some brain work earlier and came just a whole different path here that fits this.

So the first question is, when they hear I need to think about it, or when we hear I need to think about it, let's ask this.

So instead of convincing, because we're not here to convince, let's do this.

So, you know, obviously ask permission.

Mind if I ask you a few questions?

Sure, of course.

So, hey, what's on your mind?

Is it more about price timing or something else?

What's on your mind?

Is it more about price timing or something else?

They'll give you an answer.

Because now we're getting clarity, though.

We're getting clarity on the issue.

Is it more about price timing or something else?

Whatever they answer.

But why, though?

This is going to keep them talking.

The more they explain, the more they start to process their own objections.

And the cool part is a lot of times they're going to solve them themselves as they just talk it out.

You become the lamppost, right?

This is the.

In therapy and stuff.

It's called talk therapy, right?

You become the lamppost and let them just talk it.

And a lot of times they solve the problem on their own, right?

So what's on your mind?

Is it more about price timing or something else?

Whatever the answer, then now they're giving you something that you can handle, but just like in presenting before, you go straight to handling that.

But why, though?

And it'll keep them talking.

It's the.

It's good to just open it up, see if they solve it themselves.

Otherwise, no, you know, here's a different scenario.

We're past.

I want to think about it.

Let's do.

Here, here's an example.

I got a quote for 3,000 last.

All right, so they, you know, we're thinking about whatever.

Say that's the next step.

You know, we've asked what's on your mind?

Is it more about price timing or something else?

They'll answer, oh, it's price okay, but why, though?

And so now they get into, you know, maybe, hey, I got a quote, that's $3,000 less.

And we're like, got it.

So, but this is so fun because now we're turning things into questions that we never have done questions in the past.

Right here.

I love to ask, but why do you think their price is so much lower?

But why do you think their price is so much lower?

Let that homeowner respond, right?

Because they may or may not know.

They're not going to know.

They don't know.

Here's an example.

And this is actually what customers say a lot.

Maybe they're using cheaper materials.

So instead of being like, yes, they are, I know that company, they suck.

It's like, if they're like, maybe they're using cheaper materials, that's when we ask another question.

Would it be important to you to know exactly what's different before making a decision?

Would it be important to, you know, what quality of materials we are using before making a decision?

Right.

They're selling themselves on needing more info.

Right.

As we go through these types of questions.

And we can do that with, I mean, with anything, you know, why do you think their price is so much lower?

Maybe they're using cheaper materials and maybe it's a brand difference.

What, whatever they answer we can come back with.

And if you listen to last week's episode, we can come back with, that's exactly why they're cheaper.

That's exactly why more homeowners go with us in this area, in here, in your own neighborhood than anyone else, especially them.

Right?

You can use the.

That's exactly why.

Very effective right here.

But through the questions, we're helping them recognize what's going on and basically solve the problems for themselves.

And then we're just here to guide.

We're being, you know, just being the tour guide along the way and closing the deal.

So that's the, you know, that's totally what's going on.

So here's my challenge to you.

First of all, does this make sense?

If you got some value from this, go to Google, go to Apple Podcasts, leave me a review.

I love reviews.

5 star review.

I appreciate it.

But here's my challenge to you.

Challenge.

This week, instead of explaining, I want you to ask, but why, though?

Use those three words and let them talk.

Listen, listen for the moment that they sell themselves.

And I want you to dm, you know, message me, DM me with your results.

Right?

So instead of explaining, ask but why though?

And let them talk.

Listen for the moment that they sell themselves and you'll be able to.

The more you do this, the more you can recognize it just immediately.

Right?

So listen for that moment and message me with the results.

So here's what I want you to do.

One, leave a review, but also share this episode with somebody.

You know, somebody in sales that you know could use this to add some value to them.

And, you know, of course.

And if you want deeper training on mastering the art of questioning, hit me up for coaching.

Go to CloseItNow.net that is, I'm fixing to do a revamp there, but go to close it.

Well, it's not going to change that much.

Go to CloseItNow.net and fill out the form.

I'll be in touch with you.

I will be in touch with you directly when people message me.

I don't have this whole team that's going to reach out and sell you something.

I authentically want to get on a video call with you and find out what your struggles are and see if the coaching is a fit.

Right?

That's authentically, truly how I want to help.

Right?

So this is so powerful, these types of things.

My message to you is, if you get value from these little snippets in a podcast, imagine how much better and how much faster your metrics and your numbers and your KPIs would increase if we were actually working together in a coaching scenario.

So just think about that.

So go to CloseItNow.net and fill out the form there.

Or that way you can schedule.

We can schedule a call also.

You can, of course, go join the Facebook group, pop me a message.

I am easy to find.

You can find me on Instagram at the real Close it now.

I'm all over Facebook at Of course Close it now or Sam Wakefield.

I'm on LinkedIn at close it now or Sam Wakefield.

And you know, gosh, I just appreciate every single one of you so much.

And you know, share, share, share, Share the podcast Share the Facebook group.

Let's build this community.

Let's get to the next level because it is absolutely imperative that we help our industry level up.

And I want to see it start with you, be the change you want to see in the world, be the change you want to see in the industry.

Work to be that person worth buying from, work to, you know, set the standard higher.

And that's so much it.

So thanks everybody for listening today.

I appreciate it so much.

You go out there and for sure go be somebody worth buying from.

You've been listening to the Close it now podcast.

Our passion is to dive headf first into the transformative movement that's reshaping the very foundation of H Vac and home improvement and at the same time covering fitness, nutrition, relationships and personal growth, proving that we can indeed have it all.

We hope you've enjoyed the show.

If you did, make sure to like, rate and review.

We'll be back soon, but in the meantime, find the website@closeitnow.net find us on Instagram at the real Close it now and on Facebook at Close It Now.

See you next time.