April 22, 2025 • 30 mins
Transferring Certainty: How to Lead Buyers Without Pressure or Pushback
Energy-Driven Sales Series – Episode 4
Most reps try to close the deal by talking more, pushing harder, or justifying value.
Top closers? They move the buyer by doing something far more powerful: transferring belief.
In this episode, Sam Wakefield breaks down how to lead with calm, grounded certainty—so the buyer can finally relax and say yes. Learn how to project clarity, trust, and conviction without hype or pressure.
This is the invisible skill that changes everything in the home: how to lead with energy, not emotion—and let your belief do the selling.
What You’ll Learn in This Episode:
- What “certainty” really means in the sales process
- How to move buyers without forcing the conversation
- The nervous system shift that makes people feel safe enough to buy
- Posture, language, and tone changes that transfer belief
- Simple grounding rituals to reset your energy before every call
- What happens when certainty is missing—and how to fix it fast
📚 Recommended Reading:
The Ultimate Sales Machine by Chet Holmes
A masterclass in sales, systems, and becoming a true professional in the field.
🎟️ Relentless: The Ultimate Sales Transformation – May 6–8, 2025 | Boston, MA
🔥 Tickets are 50% off through the event!
Step into the version of you who closes with calm confidence.
👉 https://www.closeitnowbootcamp.com
💳 0% interest financing available: https://www.closeitnoweasypay.com
📲 Let’s Connect:
Website: https://www.closeitnow.net
Instagram: https://www.instagram.com/therealcloseitnow
LinkedIn: https://www.linkedin.com/in/closeitnow/
Facebook Group: https://www.facebook.com/groups/closeitnow
⭐ Enjoying the show? Leave a review and help others grow.
👉 https://g.page/r/CbfnnDqTCwQdEAE/review
💡 Final Thought:
“People don’t buy products—they buy belief.
And belief starts with how you show up.”
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Welcome to Close it now, thepodcast that's revolutionizing the
H Vac and home improvementtrades industries.
Get ready to dive deep intothe world of heating, ventilation
and air conditioning.
We're turning up the heat onindustry standards and cooling down
misconceptions.
And we're not just talkingabout fixing vents and adjusting
(00:21):
thermostats.
It's about the transformativemovement 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 theirprofessional endeavors, but also
in fitness, nutrition,relationships, and personal growth,
proving that we can indeedhave it all.
(00:44):
This is Close it now, whereexcellence meets excitement.
Let's get to work.
Now, your host, Sam Wakefield.
Okay, so here's the deal.
Your buyer does not need more data.
They don't need a better pitch.
(01:04):
They.
What they're really lookingfor, whether they know it or not,
is your certainty.
Because people don't buy the product.
They buy the belief.
So that is what we're going tocover in today's.
In today's episode.
This is episode number four inthe Energy Cells driven.
(01:25):
Energy Driven Cells miniseries.
So so far we've covered.
In episode one, we covered howenergy is the unspoken skill that
elite closers master.
Episode two, we covered thecontainer, how to set the space and
create.
The space that we createshapes the outcome.
And episode number three, wetalked about emotional leadership,
(01:49):
how to guide the room, how toguide people through the process
with calm.
Aw.
Today is Today's episode isabout how to transfer belief through
your energy, not just yourwords, and how to make the buyer
feel safe, confident, andready to move forward without high
(02:10):
pressure, without tricks.
There's no magic bullets here,but there is a process and a way
to do it where we don't comeacross as the pushy salesman.
I know so many of you and somany of us have.
That's the one thing that wewant to stay away from, is not be
that, you know, that pushy salesperson.
But how do we.
How do we influence people tomake a buying decision in their best
(02:33):
interest without being pushy,without having pressure?
So that is what today'sepisode is about.
So I'm so excited to get intoit with all of you.
So let's get into this alittle bit.
The.
Let's start with the what's inyour cup section.
One of the things that I loveso much is health, and I hope you
do, too, because nutrition andfitness are two of the key pillars
(02:56):
in being someone worth buying from.
You know, having the selfdiscipline to say no to things and
the self discipline toconsistently do what you say you're
going to do.
So exercise, nutrition, all of that.
So what's in my cup today is water.
I'm back on hydration mode.
So I did have some espressoearlier, but I'm on a mission.
(03:18):
I hope you are too.
I challenge you, set the nextmile marker for yourself, for your
health, to hit a place thatyou've never been in your life.
I challenge you to decidetoday to lose that weight that you've
always wanted to lose.
Because these things are easyto do and they're easy not to do.
(03:39):
Choose to be somebody that hasthe self discipline to do the things
to accomplish what you want to do.
And if you want help withthis, reach out to me.
Happy to help with yourfitness and nutrition.
But part of the nutrition isgetting enough water in every single
day.
So I've got my Close it nowbottle for everybody that is on on
YouTube.
Make sure to like andsubscribe and share this with others
(04:02):
that could use these episodes.
So what's in your cup today?
Are you drinking coffee?
Are you drinking kombucha?
Are you drinking tea?
What are you drinking?
Let me know in the comments.
Let me know.
Go to the Close It NowFacebook group and and or drop.
Let me know what you'redrinking and what's in your cup in
the review.
You can go to Apple podcasts,search close it now on Google and
(04:26):
love a five star review.
And if I read your reviewonline and you hear it, message me
because you get a free gift.
So everybody, let's take acollective sip and toast this episode
before we get into it.
Three, two, one.
All right, gotta stay hydrated here.
(04:49):
So what is certainty in cells?
Let's talk about what it isbefore we get into and why it's important
before we get into how tocommunicate it.
Right?
And one of the first thingsthat I want to cover is what happens
if we don't use certainty incells, right?
(05:09):
Why is this important?
What's missing when it'smissing what happens?
One of the things that happensis have you ever been in raise your
hand.
And if you're in Drive TimeUniversity, welcome, but keep your
hands on the wheel.
But raise your hand if youhave ever been at an appointment
and all of a sudden it feelslike things are going good.
They were smooth, it was warm.
And then all of a sudden thatbuyer goes cold on you.
(05:31):
You know what I'm talking about?
You felt the difference all ofa Sudden it feels like there's a
chill in the room.
That happens when we don'thave certainty.
More objections pop up.
They start, objections startto pop up through the process way
before we typically get theobjections, the standard ones we
expect.
All of a sudden we start toget more objections when we don't
(05:54):
have certainty, when wehaven't set the container properly,
all of these things we'retalking about, objections start to
pop up.
Number three is theappointments feel heavier than they
should.
So all the things we'retalking about, this is a feeling.
But you know, if you've beenin enough appointments, you know
when you feel this, thingsstart to feel heavier than they should
(06:15):
in the process.
The one of the others is whenyou leave, you're like, we have this
moment of man.
Everything went great.
It was a smooth process.
It seemed like they were all in.
All the buying signs werethere and it would get to the end
and there's, they're notclosing and we're like all of the,
(06:38):
all of the signs indicated itshould have.
And we leave wondering whatwent wrong.
So I'm here to tell you, youknow, when we set numbers and your
company sets numbers andmetrics for you, then you know there
is a, there's, it's not, it'snot a sin.
I heard this expression awhile back, it's not a sin to miss
your numbers.
(06:59):
It's a sin to not know why.
And so this is a huge part.
So I commend you for being onthis episode and listening to this
and if you stuck with methrough these, the series.
This is episode four of a ninepart series because it is this important.
This is the longest seriesI've ever done because of the importance
of it.
(07:20):
So if you leave wondering whatwent wrong, you don't know where
it went sideways or where youlost them.
This could be the very thingthat you're missing that you didn't
even know you were missing.
So if the buyer senses yourdoubt, even a little, they'll default
to theirs.
So remember in these episodeswe've been talking about the mirror
(07:41):
neurons.
We lead them.
If they sense your doubt, ifthey sense your uncertainty, they
will default to their level of uncertainty.
So certainty isn't justconfidence, it is emotional leadership
in action.
And so that is what we arecovering today.
So that's what happens if youdon't have the certainty, if you
(08:01):
don't aren't able tocommunicate that through your energy
and through leading them inthe appointment.
So let's get into what iscertainty now that we've covered.
What happens if we don't have it?
Let's talk about what it is.
So certainty, is that invisible?
Yes.
Energy.
If you've ever ridden with atop performer or a trainer or anyone
(08:23):
doing ride alongs that is goodat what they do and we go through
the process and you have thisthought that, oh, you know what,
they're doing the exact samething I do.
But you get to the end and thehomeowner just says, yes, no problem,
no questions, no objections,no asking for a discount.
If there is, it's handledpretty easily and you're like, what
(08:46):
in the world is the difference?
This, this could be very muchthe very thing.
The certainty is the difference.
It's the invisible.
Yes.
Energy.
So another thing thatcertainty is, it's what makes someone
say, I don't know why, but Ijust trust this.
Or if you've ever had anybodyat the table say, and I've had this
(09:06):
a lot of times, not at first,it took me a long while to get here
and to understand this.
But if you've ever beensitting at the kitchen table or wherever
you're doing business and thenthe homeowner says something like,
you know what, I normallydon't do this on the first visit.
Normally we have to sleep on it.
Normally I have to get bids,normally I have to fill in the blank.
But they say, you know what, Ijust feel like I can trust you.
(09:29):
This is exactly it.
You've had that.
You have the certainty thattheir problems will be solved and
it transferred over to them.
So, you know, it's not hype,it's not ego, it's definitely not
aggression, it's calm,grounded belief.
So certainty of all the thingsmost reps, they try to sell information,
(09:50):
prose, transfer, conviction.
So you cannot ask the buyer tobelieve in something that you're
still unsure about.
So I want to camp out on thisfor a sec.
Because, you know, if you areone working at a place where you
don't fully have confidence inthe company, in the install crews,
(10:10):
in the support from thecompany that they're going to give
your clients in the servicetechnicians that you know they may
or may not fix their problems,if problems arise and you don't have
that confidence and certainty,I would implore you to one, you know,
take action, right?
Absolutely.
Take ownership.
See if there is something youcan do to fix the problem.
(10:33):
See how you can help yourcompany become better, to create
the certainty.
Because I'll tell you one, thegrass is always greener where you
water it.
It's not always greener on theother side.
However, this is a yes.
And if that is not possibleand you're in a company or a position
where you don't have theability to influence that and help
(10:55):
the process to make it betterand you maybe you're in a place where
you're just not gettingsupport from the company, I will
tell you, I implore you, finda place where you do get support
that you have the confidenceand certainty in.
Because every bit of thatbaggage that carries behind you,
the buyer can feel it.
(11:16):
Even if you say, oh I'm agreat actor, I have the best confidence
in the world, they can feel iteven if it's not something you say.
So it's so, so, so importantto have the confidence and also in
the product yourself.
Maybe the company is good,maybe the support's good, maybe the
install crew is great.
But say you think that IAQ issmoke and mirrors or maybe you, you
(11:37):
don't truly believe in yourproduct, maybe you think that the
maybe for H Vac, the higherlevels of assistive of systems adaptive
or whatever, you don't believethey actually do what they say.
Or if you're in any otherindustry, do you own the thing that
you're trying to sell?
Is it installed in your own home?
Because I'll tell you and soquick story, you know when back in,
(12:00):
back in the day when thehighest level so I was a Bryant dealer
years ago and when the highestlevel of the Bryant Extreme came
out at the time it was thefirst year that they rolled out the,
you know, the variable speedequipment in the field, you know
for that, that was not longbefore the end of the year.
I was so blessed by the ownerof my company at the time.
(12:23):
He, he used his.
I had just bought a house thatyear and he used his personal use
program to gift me a brandspanking new Bryant Extreme for Christmas.
And it was, I mean it was amoment of tears.
It was awesome.
Loved it.
It was such a good system.
But more importantly once Ihad experienced it, I sold more that
(12:48):
next year more of those thatmodel more of the brine Extreme,
the top level system at full book.
I didn't discount then theentire city of Austin combined.
I did in a town of 13,000 people.
Now this isn't to impress youbut impress upon you that if you
live it, if you breathe it, ittranslates through every bit of that.
(13:12):
So I did it by telling my story.
I shared my story of what itfelt like in my own home with authenticity.
And it was Absolutely transferable.
So you have to believe in whatyou're promoting.
If it's a product, if it's anaccessory, if it's a service, whatever
it is, if it's the company,you got to believe in it.
(13:35):
So work to fix it.
But if you can't fix it, findsomething else.
So and if it's a product,install it in your own home.
Absolutely.
You've got to own it to knowhow they function.
You can go to all of theengineering classes, but until you
experience it, you can'tcommunicate through the benefit lens
in a way where people willresonate with it.
(13:57):
So because remember, factstell, stories sell.
So that's what certainty is.
And so let's get into sectiontwo here because I've broken this
down in a few steps.
One of the things we've talkedabout this some in this series, but
remember, buyers mirror yournervous system.
(14:17):
They mirror exactly what'sgoing on inside you.
Remember we talked about themirror neurons.
So this is where they kick inthe hardest.
If you're unsure, if you'rescattered, if you're trying too hard,
the buyer feels it.
It's not something that's inthe conversation.
And every now and then youmight have somebody actually pick
(14:37):
up on it and call you out onit, but they feel it.
If you're grounded, if you'reclear, if you're calmly confident,
they relax and they follow.
They will follow your lead.
So here is a, here's a funanalogy for all of you musicians
out there, or if you are not amusician but you know what a tuning
fork is.
(14:58):
If you don't, I recommendlooking it up, especially for all
you younger folks.
Look up what a tuning fork isand how it works.
So your nervous system is likea tuning fork.
The buyer will either resonatewith it or they will retreat from
it.
In order for them to resonatewith it, the then it has to be positive.
(15:20):
If it's negative, theyinstinctively retreat from it.
Their fight or flightmechanism kicks in and they don't
even know why, but they'regoing to run away.
And so here's a couple ofexamples because I want to make this
as clear as possible.
This is one of the moreintangible things, but the second
we understand it, it's anawareness moment that you can't turn
back on once you know aboutit, you're going to recognize it
(15:42):
from now on.
So here's an example.
Say, you know, a buyerhesitating on a call it a 20,000,
a $12,000 quote, maybe they'rehesitating on a $20,000 quote.
Maybe they're hesitating on a25 or $30,000 quote.
Are you the type of personthat you have no problem selling,
(16:05):
you know, maybe anything up tocall it $15,000 in a ticket, but
anything above that, you getnervous, and when you get nervous,
they get nervous.
And so that's absolutelysomething that this is.
So say, okay, so let's getback to the example.
Say they're hesitating on.
We'll call it a $15,000 quote,one you calmly reframe with belief,
(16:29):
not defense.
And you know, here's anexample expression.
Here's what I know.
If this was my home, Iwouldn't wait.
You know, it's not aboutpressure, it's about peace of mind.
You know, and so it's we'renot there to pressure, we're there
to give peace of mind.
And just say, listen, if itwas my home, I wouldn't wait, I wouldn't
hesitate.
(16:50):
And this is why.
And these are all the reasons.
And back that up with, that'swhy I have it in my house, because
this is what I love.
So it's so important to beable to communicate that.
Is everyone going to buy thesame thing you have?
No, of course not.
But if you miss all the shots,you don't take for one.
(17:10):
So you've got to be able totransfer that certainty.
In fact, this is important.
How to transfer the certaintywithout adding words to it, without
saying a lot more.
So a key concept here is.
So here's how to transfercertainty without adding extra words,
(17:32):
without over explaining,without talking yourself out of it.
Because that happens too.
So the key concept here iscertainty is felt before it's heard.
So here's a few tools toimplement in this process.
(17:52):
One is tone, slow down, speakless, let your words carry weight.
One of the exercises andyou've heard me if you've listened
to all of the podcasts, I'vementioned this a few times, but I'm
going to harp on it for a minute.
This is really important.
Always constantly play a gamewith yourself.
Can I say this in less words,but also keep the meaning the same?
(18:16):
Communicate clearly.
But can I use less words tosay whatever the thing is that you're
trying to say in the moment?
So tone, slow down, speak less.
Let your words carry the weight.
Pace your tempo is important.
Don't rush it.
Slow is safe.
Anytime we start talking toofast, remember, this is the first
(18:37):
time they've heard most ofthis content, whatever it is that
you're in your presentation.
They've never heard it before.
So we get so used to goingover it over and over and over, we'll
start to rush things becausewe know it, we know where we're going,
all these things, but weforget they have not heard it before.
So we have to slow down sothey can process each section.
(19:00):
I know this is opposite bywhat the a lot of the data out there
is, but this is also why SALSis moving to this model versus your
traditional October 15th, 20year old sales processes.
We're not there to force theminto something we're not there to
convince, we're there toinvite, which is a totally different
(19:23):
mindset shift.
So the third one is posture.
Ground your body, own your presence.
I highly, highly recommend getace, even if it's just a couple minutes.
Start a meditation practice inyour life because when you do that,
you're training yourself to becomfortable in a calm, grounded position
(19:43):
that you can tap into at amoment's notice anytime you need
to.
That's why one of the reasonswhy meditation and mindfulness is
so important and then anotherone is in the last section here on
how to transfer certaintywithout overspeaking is your language.
(20:04):
Change your language, changeyour results.
That's one of my main talksthat I actually give when I speak
at conventions and trade showsand just all over the place.
So one of the things I wantyou to do is stop using words of
uncertainty.
Get rid of, I think get rid ofmaybe get rid of kind of what we're
(20:27):
going to change it to isinstead of I think we're going to.
Or maybe we should startsaying phrases like what we're going
to do is or here's what makesthe most sense.
The best way to protect yourhome is so making more definite,
confident statements will makea big difference in your process,
(20:50):
in your presentation.
So the goal isn't to sound confident.
The goal is to be confident.
Let it show in how you carry yourself.
And the only way to and thisis one of the reasons why I started
this episode with nutritionand fitness.
When you make these agreementswith yourself, I'm going to for example,
(21:11):
I'm going to make it to thegym four times this week.
And you actually do it.
You're keeping these microagreements with yourself, which builds
confidence in yourself thatyou actually deliver on what you
say you're going to.
When you say I'm going to.
Or even better, I am theperson who chooses water over soda.
I am the person who goes tothe gym four times A week.
(21:34):
You're creating this beliefsystem about yourself and when you
do that, your confidencestarts to go through the freaking
moon.
Because, I mean, raise your hand.
We've all at some point intime had been moderately consistent
with some sort of exercise routine.
Well, what happens, yourconfidence skyrockets because you're
in alignment with your corevalues, you're making progress, you're
(21:55):
seeing results.
And that only builds on itself.
So that is your cheat code.
If you have trouble confidencein the sales area, start working
on yourself first.
Start in the gym or whateveryour chosen exercises.
It doesn't have to be liftingweights, it could be whatever.
But do it consistently andmeet the agreement you make with
(22:18):
yourself and you will start tobuild your confidence and it will
carry over, it will bleed intothe other areas of your life in a
good way.
So that's, those are the waysto some really actionable tools you
can start implementingimmediately to create that confidence
that is tangible by your buyer.
(22:38):
So number four, this is a big one.
How do we prep our energybefore the call?
One is you can't transfer whatyou don't have.
That's part of why we have to.
You have to work harder onyourself than you work on, you know,
the external things.
And so that's why I go throughso often, you know, nutrition, fitness,
(23:01):
personal growth, yourspiritual life and your relationships.
You've got to work harder onyourself internally and those things
equally as much than you workon your sales skills because they
are all related, they're allequally important.
One is not more important thanthe other in sales because remember,
sales is the overflow of your life.
(23:22):
It is not the performance ofan hour, hour and a half or however
long you're in the home.
So pre appointment rituals,rituals for anchoring that belief.
One, remind yourself what I'moffering is the best thing for them.
We have to have that confidence.
(23:42):
Number two, anchor intopurpose, not pressure.
We're there for a purpose.
We're there intentionally.
We stop selling by chance andstop selling in.
Start selling intentionally.
Start showing.
Not just selling, show up withintention, not pressure, but with
purpose.
Number three is to visualizethe outcome.
(24:03):
Happy homeowner problemsfixed, long term trust.
Start to visualize that.
Visualize what the call isgoing to end with.
Them high fiving and huggingyou and giving you sugar donuts on
the way out because they're sograteful that you help them make
a buying decision because youknow and they know their life is
going to be better because of it.
(24:24):
So you help them step outsideof their comfort.
Zone to make that decision.
And now their life is notgoing to be the same.
And you had a hand in that.
So having that confidence isso important.
So.
And here's a script, scriptstarter, we'll call it to rehearse
this pre call self affirmation.
(24:45):
My job isn't to convince, it'sto create clarity.
My job isn't to convince, it'sto create clarity.
And when you do that, whathappens when.
So when you do that, it just,everything starts to fall into place.
It becomes this place wherethe conversation is simple and easy,
when you can limit the extrawords, when all of these things fall
(25:09):
together and go back andlisten to steps one, two and three,
episodes one, two and three inthe series, because all these things
build on each other and wehave to understand the different
components of them.
And when we do, this journeybecomes fun, it becomes easy, and
we're.
It's so much easier to createa trusted, comfortable space where
(25:31):
they can make a confidentbuying decision because clarity shows
up.
And then lo and behold, theyeses appear right behind the clarity
and the confidence.
So that is my quick messagefor you.
And so let's recap real quick.
One, certainty is an energetictransfer, not a closing tactic.
(25:52):
Number two, you are convincing.
You're not.
Sorry, you're not convincing.
You're not convincing.
You're guiding.
We're the tour guide there.
We're not convincing, we're guiding.
Number three, the calmestperson in the room transfers the
most belief.
Because if your belief isunshaken, it doesn't matter how they
hit you with differentnegotiation tactics or, you know,
(26:16):
they flinch when you see showthe numbers, all those things.
If you're, if you remain calmand guided and centered, your belief
will outshine that becausethey're trying to get you riled up.
A lot of times.
Sometimes this is their smoke screen.
They're just testing you.
And when you stay calm andunfazed by it, they line up right
(26:36):
behind you and say, you know what?
This guy, if this guy believesin this this much, I should.
They'll start shoulding themselves.
I should maybe do this.
And it's incredible theability we have to influence that
strictly by remaining calm,cool, and collected yourself, even
in the line of fire from thehomeowners you don't have.
(26:58):
It doesn't have to phase you.
It's their problem, not yours.
If they're upset aboutsomething, we calmly listen and help
them solve their problems.
So this has been the tip ofthe iceberg.
If you want to dive into this,I Absolutely recommend you, of course,
getting a ticket to the Closeit now boot camp.
(27:18):
Relentless.
The ultimate sales transformation.
May 6th 7th, 8th.
Tickets are starting to fly fast.
So they are 50 off, 50% off.
I slash them to half price allthe way through the event.
This room will sell out.
So make sure you get yourticket soon.
So go tocloseitnowbootcamp.com you're going
to fill out a little formthere, give me some info and then
(27:40):
click the link and that willtake you directly to the page to
grab however many tickets you need.
Bring your whole team.
This will change your life.
You will not leave the same.
So we did just record.
It turned into almost threehour training.
Me, Scott Silvanbell and DougWyatt, we're going to be the bulk
of the trainers at the event.
(28:02):
So I highly recommend grabyour ticket now because they're going
to sell out fast.
So that is my quick recap.
Here's my final thought.
Two things.
One is if you've gotten valuefrom this, share it with someone
because this series is themissing piece in any training you've
ever heard.
This is the missing piece ofwhat separates an average performer
(28:24):
from a top performer.
So this energy series I'mdoing is the foundation for something
epic that I'm building, thatI'm leading up to.
You'll see soon enough.
So if you've ever gotten valuefrom this, share it and leave me
a five star review.
Go to Apple Podcasts, go toGoogle, leave me a review.
I absolutely.
That's how my business growsas well as yours.
(28:46):
The more 5 star reviews weget, I can get better guests on the
show.
I can bring you more value.
So love the reviews.
And here's the final thought.
Sales isn't about pressure.
It's about presence.
When your belief isunshakable, the buyer feels it.
And when they feel it, theywill follow you.
(29:07):
So thank you for listening, everybody.
I'm so happy that you're thatyou're on this ride along with me
in Drive Time University.
And thank you for trusting meto put me in your passenger seat.
As the guys over at Waste noDay like to say, big shout out to
those guys.
You got to listen to theirshow as well.
If you've never heard theWaste no Day podcast, I highly recommend
(29:28):
good friends over there, Brianand Nate.
But thanks for trusting me toput me in your passenger seat.
I'm gonna say that again.
Final thought.
Sales isn't about pressure.
It's about presence.
When your belief isunshakable, the buyer feels it.
And when they feel it, they follow.
So until next time, everybody.
You go be someone worth buying from.
(29:51):
You've been listening to theClose it now podcast.
Our passion is to dive headfirst into the transformative movement
that's reshaping the veryfoundation of H Vac and home improvement,
and at the same time, coveringfitness, nutrition, relationships
and personal growth, provingthat we can indeed have it all.
(30:12):
We hope you've enjoyed the show.
If you did, make sure to,like, rate and review.
We'll be back soon, but in themeantime, find the website@CloseItNow.net
find us on Instagramherealcloseitnow and on Facebook
@CloseItNow.
See you next time.
Welcome to Close it now, thepodcast that's revolutionizing the
H Vac and home improvementtrades industries.
Get ready to dive deep intothe world of heating, ventilation
and air conditioning.
We're turning up the heat onindustry standards and cooling down
misconceptions.
And we're not just talkingabout fixing vents and adjusting
(00:21):
thermostats.
It's about the transformativemovement 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 theirprofessional endeavors, but also
in fitness, nutrition,relationships, and personal growth,
proving that we can indeedhave it all.
(00:44):
This is Close it now, whereexcellence meets excitement.
Let's get to work.
Now, your host, Sam Wakefield.
Okay, so here's the deal.
Your buyer does not need more data.
They don't need a better pitch.
(01:04):
They.
What they're really lookingfor, whether they know it or not,
is your certainty.
Because people don't buy the product.
They buy the belief.
So that is what we're going tocover in today's.
In today's episode.
This is episode number four inthe Energy Cells driven.
(01:25):
Energy Driven Cells miniseries.
So so far we've covered.
In episode one, we covered howenergy is the unspoken skill that
elite closers master.
Episode two, we covered thecontainer, how to set the space and
create.
The space that we createshapes the outcome.
And episode number three, wetalked about emotional leadership,
(01:49):
how to guide the room, how toguide people through the process
with calm.
Aw.
Today is Today's episode isabout how to transfer belief through
your energy, not just yourwords, and how to make the buyer
feel safe, confident, andready to move forward without high
(02:10):
pressure, without tricks.
There's no magic bullets here,but there is a process and a way
to do it where we don't comeacross as the pushy salesman.
I know so many of you and somany of us have.
That's the one thing that wewant to stay away from, is not be
that, you know, that pushy salesperson.
But how do we.
How do we influence people tomake a buying decision in their best
(02:33):
interest without being pushy,without having pressure?
So that is what today'sepisode is about.
So I'm so excited to get intoit with all of you.
So let's get into this alittle bit.
The.
Let's start with the what's inyour cup section.
One of the things that I loveso much is health, and I hope you
do, too, because nutrition andfitness are two of the key pillars
(02:56):
in being someone worth buying from.
You know, having the selfdiscipline to say no to things and
the self discipline toconsistently do what you say you're
going to do.
So exercise, nutrition, all of that.
So what's in my cup today is water.
I'm back on hydration mode.
So I did have some espressoearlier, but I'm on a mission.
(03:18):
I hope you are too.
I challenge you, set the nextmile marker for yourself, for your
health, to hit a place thatyou've never been in your life.
I challenge you to decidetoday to lose that weight that you've
always wanted to lose.
Because these things are easyto do and they're easy not to do.
(03:39):
Choose to be somebody that hasthe self discipline to do the things
to accomplish what you want to do.
And if you want help withthis, reach out to me.
Happy to help with yourfitness and nutrition.
But part of the nutrition isgetting enough water in every single
day.
So I've got my Close it nowbottle for everybody that is on on
YouTube.
Make sure to like andsubscribe and share this with others
(04:02):
that could use these episodes.
So what's in your cup today?
Are you drinking coffee?
Are you drinking kombucha?
Are you drinking tea?
What are you drinking?
Let me know in the comments.
Let me know.
Go to the Close It NowFacebook group and and or drop.
Let me know what you'redrinking and what's in your cup in
the review.
You can go to Apple podcasts,search close it now on Google and
(04:26):
love a five star review.
And if I read your reviewonline and you hear it, message me
because you get a free gift.
So everybody, let's take acollective sip and toast this episode
before we get into it.
Three, two, one.
All right, gotta stay hydrated here.
(04:49):
So what is certainty in cells?
Let's talk about what it isbefore we get into and why it's important
before we get into how tocommunicate it.
Right?
And one of the first thingsthat I want to cover is what happens
if we don't use certainty incells, right?
(05:09):
Why is this important?
What's missing when it'smissing what happens?
One of the things that happensis have you ever been in raise your
hand.
And if you're in Drive TimeUniversity, welcome, but keep your
hands on the wheel.
But raise your hand if youhave ever been at an appointment
and all of a sudden it feelslike things are going good.
They were smooth, it was warm.
And then all of a sudden thatbuyer goes cold on you.
(05:31):
You know what I'm talking about?
You felt the difference all ofa Sudden it feels like there's a
chill in the room.
That happens when we don'thave certainty.
More objections pop up.
They start, objections startto pop up through the process way
before we typically get theobjections, the standard ones we
expect.
All of a sudden we start toget more objections when we don't
(05:54):
have certainty, when wehaven't set the container properly,
all of these things we'retalking about, objections start to
pop up.
Number three is theappointments feel heavier than they
should.
So all the things we'retalking about, this is a feeling.
But you know, if you've beenin enough appointments, you know
when you feel this, thingsstart to feel heavier than they should
(06:15):
in the process.
The one of the others is whenyou leave, you're like, we have this
moment of man.
Everything went great.
It was a smooth process.
It seemed like they were all in.
All the buying signs werethere and it would get to the end
and there's, they're notclosing and we're like all of the,
(06:38):
all of the signs indicated itshould have.
And we leave wondering whatwent wrong.
So I'm here to tell you, youknow, when we set numbers and your
company sets numbers andmetrics for you, then you know there
is a, there's, it's not, it'snot a sin.
I heard this expression awhile back, it's not a sin to miss
your numbers.
(06:59):
It's a sin to not know why.
And so this is a huge part.
So I commend you for being onthis episode and listening to this
and if you stuck with methrough these, the series.
This is episode four of a ninepart series because it is this important.
This is the longest seriesI've ever done because of the importance
of it.
(07:20):
So if you leave wondering whatwent wrong, you don't know where
it went sideways or where youlost them.
This could be the very thingthat you're missing that you didn't
even know you were missing.
So if the buyer senses yourdoubt, even a little, they'll default
to theirs.
So remember in these episodeswe've been talking about the mirror
(07:41):
neurons.
We lead them.
If they sense your doubt, ifthey sense your uncertainty, they
will default to their level of uncertainty.
So certainty isn't justconfidence, it is emotional leadership
in action.
And so that is what we arecovering today.
So that's what happens if youdon't have the certainty, if you
(08:01):
don't aren't able tocommunicate that through your energy
and through leading them inthe appointment.
So let's get into what iscertainty now that we've covered.
What happens if we don't have it?
Let's talk about what it is.
So certainty, is that invisible?
Yes.
Energy.
If you've ever ridden with atop performer or a trainer or anyone
(08:23):
doing ride alongs that is goodat what they do and we go through
the process and you have thisthought that, oh, you know what,
they're doing the exact samething I do.
But you get to the end and thehomeowner just says, yes, no problem,
no questions, no objections,no asking for a discount.
If there is, it's handledpretty easily and you're like, what
(08:46):
in the world is the difference?
This, this could be very muchthe very thing.
The certainty is the difference.
It's the invisible.
Yes.
Energy.
So another thing thatcertainty is, it's what makes someone
say, I don't know why, but Ijust trust this.
Or if you've ever had anybodyat the table say, and I've had this
(09:06):
a lot of times, not at first,it took me a long while to get here
and to understand this.
But if you've ever beensitting at the kitchen table or wherever
you're doing business and thenthe homeowner says something like,
you know what, I normallydon't do this on the first visit.
Normally we have to sleep on it.
Normally I have to get bids,normally I have to fill in the blank.
But they say, you know what, Ijust feel like I can trust you.
(09:29):
This is exactly it.
You've had that.
You have the certainty thattheir problems will be solved and
it transferred over to them.
So, you know, it's not hype,it's not ego, it's definitely not
aggression, it's calm,grounded belief.
So certainty of all the thingsmost reps, they try to sell information,
(09:50):
prose, transfer, conviction.
So you cannot ask the buyer tobelieve in something that you're
still unsure about.
So I want to camp out on thisfor a sec.
Because, you know, if you areone working at a place where you
don't fully have confidence inthe company, in the install crews,
(10:10):
in the support from thecompany that they're going to give
your clients in the servicetechnicians that you know they may
or may not fix their problems,if problems arise and you don't have
that confidence and certainty,I would implore you to one, you know,
take action, right?
Absolutely.
Take ownership.
See if there is something youcan do to fix the problem.
(10:33):
See how you can help yourcompany become better, to create
the certainty.
Because I'll tell you one, thegrass is always greener where you
water it.
It's not always greener on theother side.
However, this is a yes.
And if that is not possibleand you're in a company or a position
where you don't have theability to influence that and help
(10:55):
the process to make it betterand you maybe you're in a place where
you're just not gettingsupport from the company, I will
tell you, I implore you, finda place where you do get support
that you have the confidenceand certainty in.
Because every bit of thatbaggage that carries behind you,
the buyer can feel it.
(11:16):
Even if you say, oh I'm agreat actor, I have the best confidence
in the world, they can feel iteven if it's not something you say.
So it's so, so, so importantto have the confidence and also in
the product yourself.
Maybe the company is good,maybe the support's good, maybe the
install crew is great.
But say you think that IAQ issmoke and mirrors or maybe you, you
(11:37):
don't truly believe in yourproduct, maybe you think that the
maybe for H Vac, the higherlevels of assistive of systems adaptive
or whatever, you don't believethey actually do what they say.
Or if you're in any otherindustry, do you own the thing that
you're trying to sell?
Is it installed in your own home?
Because I'll tell you and soquick story, you know when back in,
(12:00):
back in the day when thehighest level so I was a Bryant dealer
years ago and when the highestlevel of the Bryant Extreme came
out at the time it was thefirst year that they rolled out the,
you know, the variable speedequipment in the field, you know
for that, that was not longbefore the end of the year.
I was so blessed by the ownerof my company at the time.
(12:23):
He, he used his.
I had just bought a house thatyear and he used his personal use
program to gift me a brandspanking new Bryant Extreme for Christmas.
And it was, I mean it was amoment of tears.
It was awesome.
Loved it.
It was such a good system.
But more importantly once Ihad experienced it, I sold more that
(12:48):
next year more of those thatmodel more of the brine Extreme,
the top level system at full book.
I didn't discount then theentire city of Austin combined.
I did in a town of 13,000 people.
Now this isn't to impress youbut impress upon you that if you
live it, if you breathe it, ittranslates through every bit of that.
(13:12):
So I did it by telling my story.
I shared my story of what itfelt like in my own home with authenticity.
And it was Absolutely transferable.
So you have to believe in whatyou're promoting.
If it's a product, if it's anaccessory, if it's a service, whatever
it is, if it's the company,you got to believe in it.
(13:35):
So work to fix it.
But if you can't fix it, findsomething else.
So and if it's a product,install it in your own home.
Absolutely.
You've got to own it to knowhow they function.
You can go to all of theengineering classes, but until you
experience it, you can'tcommunicate through the benefit lens
in a way where people willresonate with it.
(13:57):
So because remember, factstell, stories sell.
So that's what certainty is.
And so let's get into sectiontwo here because I've broken this
down in a few steps.
One of the things we've talkedabout this some in this series, but
remember, buyers mirror yournervous system.
(14:17):
They mirror exactly what'sgoing on inside you.
Remember we talked about themirror neurons.
So this is where they kick inthe hardest.
If you're unsure, if you'rescattered, if you're trying too hard,
the buyer feels it.
It's not something that's inthe conversation.
And every now and then youmight have somebody actually pick
(14:37):
up on it and call you out onit, but they feel it.
If you're grounded, if you'reclear, if you're calmly confident,
they relax and they follow.
They will follow your lead.
So here is a, here's a funanalogy for all of you musicians
out there, or if you are not amusician but you know what a tuning
fork is.
(14:58):
If you don't, I recommendlooking it up, especially for all
you younger folks.
Look up what a tuning fork isand how it works.
So your nervous system is likea tuning fork.
The buyer will either resonatewith it or they will retreat from
it.
In order for them to resonatewith it, the then it has to be positive.
(15:20):
If it's negative, theyinstinctively retreat from it.
Their fight or flightmechanism kicks in and they don't
even know why, but they'regoing to run away.
And so here's a couple ofexamples because I want to make this
as clear as possible.
This is one of the moreintangible things, but the second
we understand it, it's anawareness moment that you can't turn
back on once you know aboutit, you're going to recognize it
(15:42):
from now on.
So here's an example.
Say, you know, a buyerhesitating on a call it a 20,000,
a $12,000 quote, maybe they'rehesitating on a $20,000 quote.
Maybe they're hesitating on a25 or $30,000 quote.
Are you the type of personthat you have no problem selling,
(16:05):
you know, maybe anything up tocall it $15,000 in a ticket, but
anything above that, you getnervous, and when you get nervous,
they get nervous.
And so that's absolutelysomething that this is.
So say, okay, so let's getback to the example.
Say they're hesitating on.
We'll call it a $15,000 quote,one you calmly reframe with belief,
(16:29):
not defense.
And you know, here's anexample expression.
Here's what I know.
If this was my home, Iwouldn't wait.
You know, it's not aboutpressure, it's about peace of mind.
You know, and so it's we'renot there to pressure, we're there
to give peace of mind.
And just say, listen, if itwas my home, I wouldn't wait, I wouldn't
hesitate.
(16:50):
And this is why.
And these are all the reasons.
And back that up with, that'swhy I have it in my house, because
this is what I love.
So it's so important to beable to communicate that.
Is everyone going to buy thesame thing you have?
No, of course not.
But if you miss all the shots,you don't take for one.
(17:10):
So you've got to be able totransfer that certainty.
In fact, this is important.
How to transfer the certaintywithout adding words to it, without
saying a lot more.
So a key concept here is.
So here's how to transfercertainty without adding extra words,
(17:32):
without over explaining,without talking yourself out of it.
Because that happens too.
So the key concept here iscertainty is felt before it's heard.
So here's a few tools toimplement in this process.
(17:52):
One is tone, slow down, speakless, let your words carry weight.
One of the exercises andyou've heard me if you've listened
to all of the podcasts, I'vementioned this a few times, but I'm
going to harp on it for a minute.
This is really important.
Always constantly play a gamewith yourself.
Can I say this in less words,but also keep the meaning the same?
(18:16):
Communicate clearly.
But can I use less words tosay whatever the thing is that you're
trying to say in the moment?
So tone, slow down, speak less.
Let your words carry the weight.
Pace your tempo is important.
Don't rush it.
Slow is safe.
Anytime we start talking toofast, remember, this is the first
(18:37):
time they've heard most ofthis content, whatever it is that
you're in your presentation.
They've never heard it before.
So we get so used to goingover it over and over and over, we'll
start to rush things becausewe know it, we know where we're going,
all these things, but weforget they have not heard it before.
So we have to slow down sothey can process each section.
(19:00):
I know this is opposite bywhat the a lot of the data out there
is, but this is also why SALSis moving to this model versus your
traditional October 15th, 20year old sales processes.
We're not there to force theminto something we're not there to
convince, we're there toinvite, which is a totally different
(19:23):
mindset shift.
So the third one is posture.
Ground your body, own your presence.
I highly, highly recommend getace, even if it's just a couple minutes.
Start a meditation practice inyour life because when you do that,
you're training yourself to becomfortable in a calm, grounded position
(19:43):
that you can tap into at amoment's notice anytime you need
to.
That's why one of the reasonswhy meditation and mindfulness is
so important and then anotherone is in the last section here on
how to transfer certaintywithout overspeaking is your language.
(20:04):
Change your language, changeyour results.
That's one of my main talksthat I actually give when I speak
at conventions and trade showsand just all over the place.
So one of the things I wantyou to do is stop using words of
uncertainty.
Get rid of, I think get rid ofmaybe get rid of kind of what we're
(20:27):
going to change it to isinstead of I think we're going to.
Or maybe we should startsaying phrases like what we're going
to do is or here's what makesthe most sense.
The best way to protect yourhome is so making more definite,
confident statements will makea big difference in your process,
(20:50):
in your presentation.
So the goal isn't to sound confident.
The goal is to be confident.
Let it show in how you carry yourself.
And the only way to and thisis one of the reasons why I started
this episode with nutritionand fitness.
When you make these agreementswith yourself, I'm going to for example,
(21:11):
I'm going to make it to thegym four times this week.
And you actually do it.
You're keeping these microagreements with yourself, which builds
confidence in yourself thatyou actually deliver on what you
say you're going to.
When you say I'm going to.
Or even better, I am theperson who chooses water over soda.
I am the person who goes tothe gym four times A week.
(21:34):
You're creating this beliefsystem about yourself and when you
do that, your confidencestarts to go through the freaking
moon.
Because, I mean, raise your hand.
We've all at some point intime had been moderately consistent
with some sort of exercise routine.
Well, what happens, yourconfidence skyrockets because you're
in alignment with your corevalues, you're making progress, you're
(21:55):
seeing results.
And that only builds on itself.
So that is your cheat code.
If you have trouble confidencein the sales area, start working
on yourself first.
Start in the gym or whateveryour chosen exercises.
It doesn't have to be liftingweights, it could be whatever.
But do it consistently andmeet the agreement you make with
(22:18):
yourself and you will start tobuild your confidence and it will
carry over, it will bleed intothe other areas of your life in a
good way.
So that's, those are the waysto some really actionable tools you
can start implementingimmediately to create that confidence
that is tangible by your buyer.
(22:38):
So number four, this is a big one.
How do we prep our energybefore the call?
One is you can't transfer whatyou don't have.
That's part of why we have to.
You have to work harder onyourself than you work on, you know,
the external things.
And so that's why I go throughso often, you know, nutrition, fitness,
(23:01):
personal growth, yourspiritual life and your relationships.
You've got to work harder onyourself internally and those things
equally as much than you workon your sales skills because they
are all related, they're allequally important.
One is not more important thanthe other in sales because remember,
sales is the overflow of your life.
(23:22):
It is not the performance ofan hour, hour and a half or however
long you're in the home.
So pre appointment rituals,rituals for anchoring that belief.
One, remind yourself what I'moffering is the best thing for them.
We have to have that confidence.
(23:42):
Number two, anchor intopurpose, not pressure.
We're there for a purpose.
We're there intentionally.
We stop selling by chance andstop selling in.
Start selling intentionally.
Start showing.
Not just selling, show up withintention, not pressure, but with
purpose.
Number three is to visualizethe outcome.
(24:03):
Happy homeowner problemsfixed, long term trust.
Start to visualize that.
Visualize what the call isgoing to end with.
Them high fiving and huggingyou and giving you sugar donuts on
the way out because they're sograteful that you help them make
a buying decision because youknow and they know their life is
going to be better because of it.
(24:24):
So you help them step outsideof their comfort.
Zone to make that decision.
And now their life is notgoing to be the same.
And you had a hand in that.
So having that confidence isso important.
So.
And here's a script, scriptstarter, we'll call it to rehearse
this pre call self affirmation.
(24:45):
My job isn't to convince, it'sto create clarity.
My job isn't to convince, it'sto create clarity.
And when you do that, whathappens when.
So when you do that, it just,everything starts to fall into place.
It becomes this place wherethe conversation is simple and easy,
when you can limit the extrawords, when all of these things fall
(25:09):
together and go back andlisten to steps one, two and three,
episodes one, two and three inthe series, because all these things
build on each other and wehave to understand the different
components of them.
And when we do, this journeybecomes fun, it becomes easy, and
we're.
It's so much easier to createa trusted, comfortable space where
(25:31):
they can make a confidentbuying decision because clarity shows
up.
And then lo and behold, theyeses appear right behind the clarity
and the confidence.
So that is my quick messagefor you.
And so let's recap real quick.
One, certainty is an energetictransfer, not a closing tactic.
(25:52):
Number two, you are convincing.
You're not.
Sorry, you're not convincing.
You're not convincing.
You're guiding.
We're the tour guide there.
We're not convincing, we're guiding.
Number three, the calmestperson in the room transfers the
most belief.
Because if your belief isunshaken, it doesn't matter how they
hit you with differentnegotiation tactics or, you know,
(26:16):
they flinch when you see showthe numbers, all those things.
If you're, if you remain calmand guided and centered, your belief
will outshine that becausethey're trying to get you riled up.
A lot of times.
Sometimes this is their smoke screen.
They're just testing you.
And when you stay calm andunfazed by it, they line up right
(26:36):
behind you and say, you know what?
This guy, if this guy believesin this this much, I should.
They'll start shoulding themselves.
I should maybe do this.
And it's incredible theability we have to influence that
strictly by remaining calm,cool, and collected yourself, even
in the line of fire from thehomeowners you don't have.
(26:58):
It doesn't have to phase you.
It's their problem, not yours.
If they're upset aboutsomething, we calmly listen and help
them solve their problems.
So this has been the tip ofthe iceberg.
If you want to dive into this,I Absolutely recommend you, of course,
getting a ticket to the Closeit now boot camp.
(27:18):
Relentless.
The ultimate sales transformation.
May 6th 7th, 8th.
Tickets are starting to fly fast.
So they are 50 off, 50% off.
I slash them to half price allthe way through the event.
This room will sell out.
So make sure you get yourticket soon.
So go tocloseitnowbootcamp.com you're going
to fill out a little formthere, give me some info and then
(27:40):
click the link and that willtake you directly to the page to
grab however many tickets you need.
Bring your whole team.
This will change your life.
You will not leave the same.
So we did just record.
It turned into almost threehour training.
Me, Scott Silvanbell and DougWyatt, we're going to be the bulk
of the trainers at the event.
(28:02):
So I highly recommend grabyour ticket now because they're going
to sell out fast.
So that is my quick recap.
Here's my final thought.
Two things.
One is if you've gotten valuefrom this, share it with someone
because this series is themissing piece in any training you've
ever heard.
This is the missing piece ofwhat separates an average performer
(28:24):
from a top performer.
So this energy series I'mdoing is the foundation for something
epic that I'm building, thatI'm leading up to.
You'll see soon enough.
So if you've ever gotten valuefrom this, share it and leave me
a five star review.
Go to Apple Podcasts, go toGoogle, leave me a review.
I absolutely.
That's how my business growsas well as yours.
(28:46):
The more 5 star reviews weget, I can get better guests on the
show.
I can bring you more value.
So love the reviews.
And here's the final thought.
Sales isn't about pressure.
It's about presence.
When your belief isunshakable, the buyer feels it.
And when they feel it, theywill follow you.
(29:07):
So thank you for listening, everybody.
I'm so happy that you're thatyou're on this ride along with me
in Drive Time University.
And thank you for trusting meto put me in your passenger seat.
As the guys over at Waste noDay like to say, big shout out to
those guys.
You got to listen to theirshow as well.
If you've never heard theWaste no Day podcast, I highly recommend
(29:28):
good friends over there, Brianand Nate.
But thanks for trusting me toput me in your passenger seat.
I'm gonna say that again.
Final thought.
Sales isn't about pressure.
It's about presence.
When your belief isunshakable, the buyer feels it.
And when they feel it, they follow.
So until next time, everybody.
You go be someone worth buying from.
(29:51):
You've been listening to theClose it now podcast.
Our passion is to dive headfirst into the transformative movement
that's reshaping the veryfoundation of H Vac and home improvement,
and at the same time, coveringfitness, nutrition, relationships
and personal growth, provingthat we can indeed have it all.
(30:12):
We hope you've enjoyed the show.
If you did, make sure to,like, rate and review.
We'll be back soon, but in themeantime, find the website@CloseItNow.net
find us on Instagramherealcloseitnow and on Facebook
@CloseItNow.
See you next time.
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