Sales in the HVAC industry have changed dramatically in the last few years. Today’s buyers are driven by emotions first and logic second. They make decisions based on how they feel, not just what they learn. In this episode, sales expert Sam Wakefield, founder of Close It Now, breaks down how emotional connection, storytelling, and authentic rapport can transform the way HVAC companies sell, and close more deals consistently.
From Physics Student to HVAC Sales Leader
Sam’s story didn’t start in HVAC. He began as a physics student in college before realizing the lab life wasn’t for him. After dropping out, he took a job as a helper on an installation crew. One hot day, after nearly getting electrocuted in an attic, he quit the trade entirely. But fate brought him back; this time as a salesperson.
His first appointment turned into his first sale, and he was hooked. Over nearly two decades, Sam evolved from technician to trainer, building Close It Now to help contractors and salespeople master emotional intelligence and sales systems that actually work.
Why People Buy Emotionally, Not Logically
Sam explains that the modern homeowner doesn’t buy because of facts or features. They buy because of feelings.
People buy on emotion, justify with logic, and then re-justify with another emotion. For too long, the HVAC industry has focused on logic, broken parts, airflow data, or equipment specs, and ignored what truly drives decisions.
The key is to connect emotionally before presenting solutions. Talk about how life will improve, not just how the system will perform.
How to Ask Better Questions
The secret to emotional selling begins with asking the right questions. Sam teaches technicians and comfort advisors to move beyond surface-level technical talk and uncover what the customer actually feels in their home.
Instead of jumping straight to diagnostics, start with:
“Before I get started, is it okay if I ask you a few questions about what you’re experiencing and what concerns you most about your home?”
Follow up with empathetic listening. When customers mention discomfort, allergies, or stress, go deeper:
“If we could lower the allergens so your family could sleep better and feel more comfortable, would that make a difference for you?”
These questions make homeowners envision relief, creating a strong emotional reason to act now.
Storytelling That Sells
Storytelling is how you turn technical information into meaningful impact. Sam calls it “painting a picture of the future.”
For example, instead of saying “your ductwork is leaking,” reframe it as:
“Remember how your daughter’s room gets too hot in summer and too cold in winter? By fixing the ductwork, we’ll balance her room’s airflow so she sleeps better and wakes up rested. You’ll probably notice her school performance and energy improving too.”
That’s storytelling in action. It connects the technical fix to a personal transformation the homeowner actually cares about.
How to Create Real Urgency
Many salespeople struggle with urgency during slow seasons. Sam’s advice: urgency should come naturally from emotion, not discounts.
When a homeowner clearly sees how their comfort, health, or family life will improve immediately, they’ll move forward now, not later. Real urgency is emotional, not seasonal.
The Truth About Objections
When it comes to objections like “I want to think about it,” Sam says the issue isn’t the homeowner; it’s the salesperson.
If you hear the same objection repeatedly, you’re planting that seed somewhere in your process. Often, the salesperson is the one who “thinks about it” in their own life. You attract who you are.
To overcome the “think about it” objection, Sam’s method is simple:
- Confirm the customer is happy with your company.
- Confirm they trust you as the project manager.
- Confirm they understand and agree with your proposed solution.
Once all three are clear, the only thing left is price. That’s when you ask:
“So why don’t we get on the calendar and take care of this?”
This direct question cuts through hesitation and exposes the real concern, whether it’s price, timing, or uncertainty.
Handling Price Objections
When a customer says, “Your price seems high,” Sam reframes it by reminding them of the company’s credibility:
“Do you think we’d have over 1,000 Google reviews at a 4.9 rating from people in your neighborhood if we were overcharging or taking advantage of anyone?”
That simple reminder leverages social proof and diffuses doubt.
He also helps customers understand value through analogy.
“It’s like taking the same alternator to three different mechanics. You’ll get three different results. We’re the factory-certified dealer who installs everything by the book with full warranty and peace of mind. That’s what you’re paying for.”
It’s not about being the cheapest; it’s about showing that the price matches the quality and long-term reliability of the work.
Professional Rapport vs. Fake Rapport
One of Sam’s strongest points is that homeowners can instantly sense fake rapport. Pretending to have common interests never builds trust.
Instead, focus on professional rapport; structured communication that shows respect, clarity, and expertise. Start every appointment with a plan:
“Here’s how today’s visit will go. I’ll listen to your concerns, inspect the system, and then share the best solutions for your situation.”
That’s what professionals do. You’re not their buddy. You’re their trusted advisor.
Ethics Statements Build Confidence
Sam also recommends starting every appointment with a company ethics statement, a written promise of integrity, safety, and service quality.
When you openly commit to your values at the start, it sets a powerful tone. If a competitor undercuts your price later, you can remind the customer:
“Is it worth saving a few dollars a week to work with someone who may not stand behind their word, or would you rather have the peace of mind knowing it’s done right the first time?”
Ethics sells, because it builds confidence.
Winning in a Crowded Market
In saturated HVAC markets, the secret weapon is culture and community presence. Sam encourages contractors to:
- Sponsor local youth sports and charity events.
- Partner with HOAs and property managers.
- Show up at chamber meetings and community fairs.
- Be active on social media by sharing value, not sales pitches.
When people know you, like you, and trust you, they stop shopping around.
Follow-Up: The Forgotten Million-Dollar Skill
Most HVAC companies follow up once, then stop. According to Sam, the average homeowner buys after seven or eight follow-ups.
He teaches the rule of “Book a Meeting from a Meeting.” Never end a call or appointment without scheduling the next one.
“The sale isn’t over. It’s to be continued.”
Consistency shows professionalism and care, and often wins business from competitors who gave up too soon.
Key Metrics That Matter
To manage growth, every sales team should track:
- Close Rate (for both marketed and internal leads)
- Average Ticket
- Average Dollar per Lead – the total revenue divided by the number of appointments
That final metric is the great equalizer. It shows how much value each appointment brings, helping owners plan marketing budgets and forecast growth.
The Mindset of Top Performers
Average salespeople focus on numbers. Top performers focus on becoming better humans.
Sam calls this “becoming someone worth buying from.” It means:
- Practicing gratitude daily
- Investing in personal growth
- Staying healthy and fit
- Nurturing relationships
- Staying spiritually aligned with your values
When you improve yourself, your confidence, energy, and empathy all rise, and so do your sales.
Final Words
Sales success in HVAC isn’t about being pushy or slick. It’s about understanding human emotion, asking the right questions, and showing genuine care.
When you connect emotionally, back it with expertise, and stay consistent in your follow-up, you’ll close more deals and build lifelong customers who trust you.
