Mastering Sales Strategy in 2025 with Sam Wakefield

Sam Wakefield founded Close It Now to bring high-octane, HVAC-rooted sales training to home service pros, and calls HVAC 'the godfather of all sales.'

The fastest way to make a client feel loved is active listening — repeating back the personal details they mentioned so they feel genuinely heard.

Many operators build their business backwards, bolting on sales last; the sales process should be plugged in from the start, not treated as an afterthought.

Salespeople should offer the customer everything and let them decide, rather than pre-judging what a homeowner can afford or needs.

A powerful trust test: if you don't own the product in your own home, no wonder you struggle to sell it to others.

Consistent follow-up closes deals — one of Sam's listeners spends the first week of every January calling every unclosed proposal from the prior year.

When you sell with genuine care and no attachment to the commission, the money follows — help enough people get what they want and you'll get what you want.