Podcasts

Built to Grow Podcast: How to Improve Your Sales Process, With Sam Wakefield

Sam Wakefield, founder of Close It Now, talks with Ryan Naylor about prospecting, referrals, and sales conversations that win business without more ad spend.

The AvaHR TeamUpdated September 2026 · 3 min read

In this episode of the Built to Grow Podcast, Ryan Naylor sits down with sales expert and Close It Now founder Sam Wakefield to talk about two growth opportunities businesses often leave on the table: prospecting and referrals.

Sam breaks down what he would prioritize if he had just $5,000 left to grow a business and why putting more money into marketing isn't always the answer. Instead, he shares how consistent outreach, better conversations, and a stronger referral process can help businesses generate more opportunities without increasing ad spend.

Listen to the episode

What Ryan and Sam cover

The conversation stays focused on growing sales without a bigger budget. Here's what they get into:

Why founders should make prospecting a priority
Referral opportunities many businesses overlook
How to ask customers for reviews and referrals without making the conversation feel forced
The psychology behind sales messaging that connects with potential customers
Why emotion often plays a bigger role in buying decisions than product features
How a service-first culture can shape the customer experience
Why the first five minutes of a sales conversation matter so much

Getting more from the opportunities you already have

Sam also shares practical ways businesses can get more from the opportunities they already have, from improving how they ask for referrals to paying closer attention to the early moments of a sales conversation.

Who this episode is for

If you're an entrepreneur, sales leader, or running a home service business, this episode offers practical ideas you can put to work in your sales process to build trust, generate more referrals, and close more business.