In this episode we cover the use of stories to compare problems that a consumer doesn’t understand to something they know they have to take care of immediately.

Welcome to Close it now, an H Vac sales training podcast with Sam Wakefield.

Here we'll build your reputation in residential H Vac sales to be the expert influencer in your market.

You'll get insight into the top minds in the industry as they share their skills and hacks to help you on your journey.

This podcast isn't just about selling more, it's about understanding your customers needs and building efficiencies behind the scenes so you can sell more but work less while being top of mind when people think H Vac.

Now let's get started with your host of the Close it now podcast.

This is Sam Wakefield.

Welcome back to the Close It Now H Vac sales podcast.

Your source for all things air conditioning sales, heating sales in home, sales dominance in the H Vac industry.

My name is Sam Wakefield and I am coming to you live from this is the Drive Time podcast.

I love, love, love the ability to use my Drive Time university to also not just learn and grow, but also record these for you guys.

So if you hear some traffic noise in my podcast, that's because this is the best time to record is when you're alone, when you're focused, when you're thinking, you really start getting fired up.

So today we're going to talk about how to use stories and analogies to increase urgency with people.

And in fact I'm going to give you my exact script that I use when the client or the homeowner says, well, we just topped the air conditioner off with Freon.

Let's see how long we're just going to wait and see how long it goes before we replace and feels like you get that gut shot at that moment of oh no, don't wait, we need to sell it now, we need to close it now.

Right, because that's what this podcast is all about is closing that H Vac cell now.

Not waiting, not putting it off for the future, but closing now.

So we're, I'm going to give you my exact script that I use for that because honestly I haven't had that objection in a couple years.

I don't, I don't really get, I've had that objection but I don't get people that hold off because I handle it the right way.

So we'll talk about that.

So that is topic of today.

Thank you for joining me.

I want to totally mention, first of all, to go to SamWakefield.com that is going to be the way that we can connect.

You can email me@samwakefield.com let me know what questions you have.

Is there something you're struggling with in your H VAC sales system?

Are you.

We're getting into the season.

It's getting hot here in Austin, Texas.

Is it getting hot where you're at?

Because I know we're starting to see some serious volume come in.

Volume of calls come in.

We're running like starting to run like crazy and we're starting to have some serious, serious deals done.

I had my, one of my team, he was on call this last weekend, he went 10 for 10 over the weekend, which was awesome.

So raise your hand if you'd like to go 10 for 10 in the next 10 calls that you go on.

So that is a huge accomplishment.

Way to go, Dano, if you're listening to this podcast.

But that is the type of results that my team gets with these, these tips, these tricks.

We're always focused on, focused on the skills, focus on the technique.

Because sales is.

It's not just an art, there's an actual science, there's a study to it.

There's skills that you need to professional in home salesperson.

It has nothing to do with knowing about how many BTU are in a ton and all these things.

It has way more to do with the client and how to read people and having a well executed system that you follow every single time.

That way you can focus on the response and learning how to communicate in a way that the homeowner and the client can understand and the way that they want to be communicated to.

Because once you get that communication style down and once you get the understand that at the end of the day they don't care about the stuff.

They don't care about how many return ducts are going to run here and how many supply ducts are running here.

And if it's this refrigerant or this refrigerant or R22 or 410 or whatever it is, they don't care.

It doesn't matter to them.

The only thing the client cares about and the customer cares about is are they going to be cool when they want to be cool, are they going to be warm when they want to be warm and is it going to be cheap to do it.

They all they care about is little Johnny's bedroom in the corner of the house that's too cold in the winter or is that room now going to be the same temperature as the rest of the house so they're not having to put a space heater in there, all they care about is that little Jenny who wakes up with a bloody nose because the air is too dry or the allergies are too bad.

Are you going to be able to take care of.

So when you start talking about, in terms of the benefits and stop talking about, well, I've got this amazing uv, lighter, light, air, purifier craziness going on.

They don't care about what it is.

They want to know that you're going to get them results.

And that is when you turn the corner with your sales, you start really turning the corner into connecting with the homeowner and saying, look, I'm not promising you that.

This number, this number, this number.

You have the conversation of, look, when you call us, we're promising you that we're going to solve these problems that you say you have.

And here's a super quick overview of how we're going to do it.

But more importantly, you're going to wake up the next day and you're going to see that every single one of these issues are solved.

And that's why we've got such great reviews, because we are solving people's problems.

It doesn't matter what, how we're doing it.

Of course it does matter how you're doing doing it.

Obviously, you have to do the best work as well.

But at the end of the day, in the sales conversation with the homeowner, they want to know that their problems are going to be solved.

That's really, truly what it is.

It's not about price, it's never about apples to apples.

And we crushed that conversation.

I'm going to do the next podcast is going to be how to overcome another way to overcome the apples to apples conversation.

But you've got to talk in terms of the benefits, you've got to talk about in terms of the benefits with the homeowner for them to get it.

And then they will write you checks for whatever you're asking because it's not about price at that point, it's about results.

So that takes me to.

I get fired up about this stuff.

This is my passion.

It's my.

I get in the flow when we're talking about sales and sales techniques.

So today we're gonna talk about how to use analogies to overcome the objection, specifically the objection of, hey, I just topped my system off.

I wanna wait and see how long I get out and gotta take a drink of water.

Remember to stay hydrated this summer, y' all.

It's gonna be a hot one and we gotta Stay hydrated.

But so how to overcome the objection.

Hey, I just taught my system off, and I'm gonna see how long it will last.

Maybe I'll call you back in a few months.

So I.

In every single objection, always, always start off with a question.

Always start off with a.

When someone tells me that.

Here's the script, write this down.

The first question is.

Okay, now, Mr.

Hunt, we're going to say Mr.

Jones for this conversation.

Now, Mr.

Jones, would you mind if I ask you a question?

So you ask permission first?

Okay.

So this is a pressurized system.

Do you think that over time, being a pressurized system, we know it has a leak in it or it wouldn't have needed extra freon?

Being a pressure system, do you think the leak is gonna get better or worse?

Do you think it's gonna fix itself, or could it possibly get worse?

And the answer, of course, is, well, it will probably get worse.

Okay.

Well, let me ask you this.

Have you ever had a leak, an air leak in your tire, on your car?

Well, yes, of course.

All right.

Well, great.

Well, what's the first thing you do?

Well, you fill it up to get to, you know, you air it up to get where you' okay, then where do you go?

What's the first thing you do?

Well, you go and get it fixed.

You fix or replace.

Okay, great.

So if you were to just keep filling it up, what would happen?

Well, one, it would be a pain because you would have to keep doing it.

But two, they could.

You could be stranded if you.

If it blew out at the wrong time.

Okay, well, great.

So it's the same thing with your air conditioning system.

If you just top it off, your rolling the dice of when it's good, when it's really going to let loose and go.

And it could absolutely be.

As soon as it gets hot this very first time, or even tomorrow, it could just be gone.

And then you've wasted that, so you've thrown your money away.

Now, wouldn't it be a better use to go ahead and take care of the problem and let's go ahead and get it knocked out?

Of course, yes.

So what you're doing there is you're using a story.

It's an analogy.

You're comparing something they don't understand very well, which is the air conditioning system, because homeowners don't understand really much about it.

And you're comparing it to something that they use every single day and something they know a lot about.

And more importantly, something that, if it were to have the same kind of problem.

Their sense of urgency and the importance is a lot higher in their mind.

So you don't even have to say this is the same thing, because they've already made that mental connection in their head of, okay, if I had a leak in my tire, I would get it.

This is the inner monologue that's going on in their head.

If I had a leak in my tire, I would get it fixed right away because I don't want to be left stranded.

So that's what everyone thinks as soon as you get a leaky tire.

Now, because you've taken them down that road and down that path with this conversation, what happens is they mentally tie it to their air conditioning system.

They're like, okay, well, you know what?

That's right.

I understand that.

And so then the next question would be, so how many hours in a day do you spend in your car?

You spend way more than that in your house.

Do you want to sleep when it's hot, or do you want to sleep when it's nice and cool?

I mean, you can use all kind of questions, but the important part is to use questions and tell it.

You know, make an analogy of something that they know a lot about, something that's very important to them, and something that they would take immediate action on and analogize it with the problem with the air conditioner.

There's literally an analogy story for every single problem that.

An objection that people have anytime they come up with, well, I don't know that I should do this, because, you know, xyz, I guarantee you there's a story that you can come up with that relates to that.

They would understand it.

And as we.

And as this podcast goes on, we're going to talk about every single one of those.

We're going break them apart and unpack them and, you know, really go through how to analogize every little thing.

Use that the next time somebody says.

The next time somebody says, hey, I just topped my system off, I want to see how long it lasts.

It's.

Hopefully I can make it through the summer.

Use that story.

Ask them, okay, well, we know what a pressurized system.

And do you think that the leak is going to get better or worse?

And make them.

Let them answer.

Don't answer it for them.

Let them answer.

Then the next question is, okay, what.

Have you ever had a leak in your tire?

What's the first thing you did?

And why did you do that?

Well, I fixed it because I didn't want to be stranded on the road.

Great.

Why don't we go ahead and get you on the calendar and I guarantee you that will turn the corner for you.

Most of the time you'll have these.

And every now and then, of course, you're going to have a client that just is obstinate and doesn't want to make a change.

But nine times out of ten that will.

What you're doing is you're increasing the urgency in that customer's mind to something that they're very serious about taking care of immediately and they're mentally making that connection that, okay, this air conditioning is the same level of urgency and the only reason it wasn't but forest, just because they don't know that much about air conditioning and how it works.

But as soon as you compare it to something in a way that they can understand and it makes sense for them, that is when you can start to make the sale.

So use that tip.

Use that trick.

That's a great line of questions.

And that just the cons.

And more importantly, I want you to grasp the concept of using stories and using analogies to compare to the problems they're facing, to the.

To solutions.

And especially when you're wanting to increase someone's urgency, when you're wanting to increase the importance of taking care of it now and not waiting.

And so that will get you a lot closer to closing the sale now.

So that is my.

That's the podcast for today.

Again.

Sam Wakefield here.

And yeah, so we're going to.

If you want to catch more stay connected, go to SamWakefield.com that's s a M W a K E F I e l d.com and that will be.

That'll actually connect to you, connect you to me right on Facebook.

Join the Facebook Close it now.

H Vac sales community.

There's a group on Facebook.

Join that community because it's a great way to stay in touch and ask questions.

We can support each other.

Leave us your tips and tricks.

Let's all grow together to make H Vac.

I want to dominate your marketplace, dominate the area that you're in for H vac sales.

There is no reason that you can't be a million dollar plus a year salesperson.

Every single one of my team is going to do it.

And yeah, for sure.

I'm actually on pace to possibly do two this year.

So yeah, let's all go out there.

And crush it.

You guys have a great day.

I will talk to you again soon.

Thanks for listening to Close it with Sam Wakefield.

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