What if your biggest business failure held the key to your future success?
That’s the story of Joe Crisara, America’s Service Sales Coach at Service MVP, who found himself drowning in nearly half a million dollars in debt by 1991. He was stubborn. He was frustrated. But more than anything, he was determined.
And then, something unexpected happened.
A customer named Dave pointed out the one thing Joe had been avoiding: himself. That conversation changed everything.
Joe didn’t just shift his pricing model, he overhauled his mindset.
The magic? A concept many in the trades think they understand: tiered pricing. But Joe takes it further. He doesn’t use the common “good, better, best” model. Instead, he teaches premium, mid-range, and economy options, anchored emotionally and financially in what truly matters to the homeowner.
Here’s the kicker: his first week using this model, Joe sold $24,000 in service work—with 72% gross profit. By 1994, he was debt-free.
But pricing is only one part of the equation.
Joe breaks down the emotional psychology behind sales. He explains how using a customer’s first name, learning who discovered the problem, and addressing the emotional impact of issues (like a daughter freezing in her room) turns a tech into a trusted advisor.
He even shares the power of the word “because.”
When your customer hears, “We’re doing this because we want your daughter to sleep comfortably,” they’re no longer buying a part, they’re buying peace of mind.
Whether you’re struggling with objections like “I need to talk to my spouse” or fighting to get into homes because everyone wants a quote over the phone, Joe offers a different perspective: connection is conversion.
This episode is packed with what Joe calls “small bigs,” tiny shifts that yield massive results.
Want to know how Joe gets 89% of customers to upgrade and triple their average ticket? He shares the exact method in this conversation.
Learn how to:
- Make premium offers irresistible (without being pushy).
- Use emotional language that aligns with the homeowner’s values.
- Reframe your phone script so people actually invite you into their homes.
- Ditch price shopping objections before they start.
Joe’s mission is clear: help a million contractors transform their businesses by transforming their conversations.
He’s not selling. He’s serving. And that’s the ultimate sales strategy.
Ready to hear the full breakdown from the man who’s helped thousands turn their service business into a sales machine?
Listen now and meet your own “Uncle Joe.”
Connect With Joe
Website: https://servicemvp.com/
LinkedIn: https://www.linkedin.com/in/joecrisara/
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