All Leads Are Bad — Adopt Realism, Not Optimism

What if a $30,000 HVAC system only cost your customer $6 a day? Discover the simple math a top sales professional uses to make any high price feel completely affordable.

In episode 43 of The Wisdom of Wrench Podcast, host Kevin Comerford sits down with Gavin Majors, an HVAC sales expert with an incredible 63% closing ratio on cold leads. Gavin shares his exact method for reframing price for a homeowner. He reveals how to prove that a new system is not an expense, but a smart financial choice.

Learn how to calculate the net investment for your customer by looking at utility overpayment and future repair costs. Gavin explains why composure and honesty are the most important tools in home service sales. This episode gives you the practical steps to help customers see the true value you offer, making your price an easy decision. Watch to see the full breakdown.

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Chapters:

0:00 - How to Make a $30,000 Purchase Feel Like $6 a Day 

0:42 - Welcome to The WOW Podcast 

1:38 - The #1 Challenge for Home Service Businesses 

2:46 - Meet the Sales Pro with a 63% Closing Ratio on a Cold Audience 

5:16 - Welcoming Special Guest Gavin Majors 

5:50 - How Did You Get Started in HVAC Sales? 

7:05 - The Unforgettable Job Interview That Landed the Role 

9:09 - The Expert Mindset: How to Sell Value, Not Just a Low Price 

10:17 - Is It Okay to Be "Coin-Operated" in Sales? 

12:24 - What Is a Net Investment Analysis? A Complete Guide 

12:42 - Why Your Customer Is Always Skeptical (And What to Do About It) 

15:15 - The Real Definition of Selling: Making What's True, Believable 

17:37 - Why Enthusiasm Is NOT the Answer to Customer Skepticism 

21:09 - A Surprising Philosophy on "Bad" Sales Leads 

24:25 - The 3 Reasons Salespeople Fail (Fear, Laziness, or Ignorance) 

27:25 - Why Being Thorough Is The Hardest (And Most Important) Part of Sales 

28:40 - How to Present a $30,000 Price Tag Without Scaring the Customer 

34:03 - The Best Way to Discuss Budget with a New Client 

36:24 - Why You Should NEVER Use an App to Calculate Savings 

42:31 - Black Swan Moment: How to "Covertly Highlight a Skill Set" 

46:14 - Calculating Utility Overpayment: A Step-by-Step Breakdown 

57:32 - Should You Call It "Savings" or "Overpayment"? 

58:53 - The Hidden Costs of Keeping Your Old System 

1:04:00 - The Final Calculation: Proving Affordability with a Net Investment 

1:09:50 - The Simple Closing Statement That Seals the Deal 

1:12:45 - Why Composure Is More Important Than Any Closing Technique 

1:15:43 - Final Thoughts & Recap