Episode
283
Let’s be honest — most contractors hate selling.
But as Sam Wakefield says, “Sales is just asking better questions and serving at a higher level.”
In this episode of the Profit Tool Belt show, Dominic Rubino sits down with Sam to talk about how to sell without selling — and why trust, curiosity, and care close more jobs than any script ever will.
Sam started his career in HVAC, crawling through 145-degree attics until a live 220-volt wire nearly killed him. That moment pushed him out of the attic and into sales — where he realized most “sales training” was broken.
He learned that real sales success comes from curiosity, not pressure.
“Sales isn’t selling — it’s communication. If you’re serving people, you’re already selling.” — Sam Wakefield
Instead of jumping into price and products, Sam teaches contractors to ask why now?
That simple question uncovers the tipping point — the emotional reason behind every project.
Maybe they’re embarrassed by their kitchen. Maybe their daughter’s moving home. Maybe they just want to be proud to host Thanksgiving again.
Once you know the why, the what (new kitchen, roof, or siding) takes care of itself.
“People don’t buy because they’re more educated,” Sam says.
“They buy when they feel safe.”
Your job as a contractor isn’t to push — it’s to make the homeowner feel safe enough to say yes. That happens through honesty, good communication, and genuine care.
Sam teaches one simple language shift:
Stop asking if they’re interested. Start asking if they’re open.
Everyone wants to be open-minded. Asking “Would you be open to seeing what we can do for you?” keeps the conversation natural and pressure-free.
Selling without selling isn’t about tricks — it’s about trust.
Serve first, ask better questions, and the “yes” takes care of itself.
More about Sam Wakefield: LinkedIn | Close It Now | Facebook | Instagram
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