How to Train Your Homeowner (And Why They're Waiting For You to Lead)

How many times have you presented options and gotten "Let me think about it"?

Here's what's actually happening: They have no idea how to make this decision. They've bought HVAC once, maybe twice in their life. They don't know what questions to ask. They don't know what matters. They don't know how to evaluate the options you just gave them.

When you say "Here are your three options—which one do you want?" you just handed them a test they never studied for. And they freeze. Not because they don't trust you. Because you didn't train them how to buy.

In this episode, Sam breaks down the difference between presenting options and training homeowners how to evaluate those options. And why the homeowner is waiting for YOU to lead them through the decision.

In This Episode:

• Why "let me think about it" means you didn't train them how to buy
• The truck buying analogy: presenting options without context vs with training
• Your job isn't to present options—it's to train them how to evaluate options
• The training framework: Ask questions first, then present top-down
• Why you start with Option 1 (complete solution), then show what gets taken away
• Lead with monthly investment, not total price
• How to guide them: "Based on what you said, I'd lean toward Option 1"
• People don't want more options—they want clarity from being led

The Training Framework:

Step 1: Ask questions first

• "Are you looking for peace of mind for years, or just get through this season?"
• "Is your main concern keeping cost low now, or avoiding future breakdowns?"

Step 2: Frame the decision around their answers

• "So peace of mind is the priority—that helps"

Step 3: Present top-down (complete solution first)

• Option 1: Everything taken care of, monthly investment 127 dollars
• Option 2: Does everything Option 1 does except doesn't give you new system, 68 dollars per month
• Option 3: Does what Option 2 does except doesn't address the blower motor, 24 dollars per month

Step 4: Guide them toward the fit

• "Based on what you said about wanting peace of mind, I'd lean toward Option 1"

Work with Sam:

• Website: https://www.closeitnow.net
• Coaching & Training: https://www.closeitnow.net/coaching
• Facebook Group: https://www.facebook.com/groups/closeitnow
• Email: [email protected]

3 Ways to Work with Sam:

1. On-Site Training (SPRING 2026 PROMO ACTIVE) - Half-day classroom plus half-day ride-alongs with your team.
2. Virtual Training - Same frameworks, same results, delivered remotely for teams or individuals.
3. Growth Catalyst - Full company growth and scaling program. Finding 15-20% of revenue sitting in your company that should have gone to your bottom line.

Next Week:

The Matrix of Success - Why Effort Doesn't Equal Results. Most people think if they just work harder, they'll get better results. But effort without strategy is just exhaustion.

Coming Soon:

Full episode on presenting financing properly—leading with the monthly investment, using zero down to counter the future objection, and why the number you lead with changes everything.

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