Service MVP Sales Training Podcast with Joe Crisara
I’m America’s Service Sales coach Joe Crisara, and I’ve been down the same path. For nearly 45 years, I performed services for clients just like yours, and like you, I suffered frustration & heartbreak, and I poured out the blood, sweat & tears it takes to survive. Over time, I learned to change how I did things so I got more traction and better results.
Why Technicians Diagnose Equipment But Miss the Client
"The streets are littered with people who know the technical part completely, but they never knew how to communicate the people part — and they wound up being a future ex-employee."
In this episode of the Service MVP Podcast, Joe and Chris explain why trade schools spend years on the technical side and zero hours on the human side — and why that imbalance is quietly costing companies their best people.
What You'll Learn:
✅ Why trade school never teaches "people skills"
✅ The two fears every technician carries
✅ What happens when neither skill is trained
✅ The...
How to Stop Giving One Price and Start Presenting Choices
In this episode of the Service MVP Podcast, Joe and Chris dive into one of the most common sales mistakes in the home service industry: presenting only one option.
Many technicians believe offering a single solution is the simplest and most honest approach. But according to Joe, it's actually one of the biggest reasons homeowners hesitate, shop competitors, or delay decisions.
If your team struggles with price objections, comparison shopping, or low average tickets, this episode is for you!
What You'll Learn:
✅ Why presenting one option creates more resistance than multiple options
Why Clients Say, I'll Think About It | The Formula That Closes More Sales
In this episode of the Service MVP Podcast, Joe and Chris explore one of the most common and misunderstood sales objections in the home service industry: "I need to think it over."
Most contractors assume it's about price. Joe explains why that's usually not the case.
They talk about why customers hesitate, what creates uncertainty during the sales process, and how technicians can build trust, explain problems more effectively, and present solutions that help customers make confident decisions.
What You'll Learn:
✅ Why "I need to think it over" is usually not about pr...
What Top Contractors Do Differently ft. Michael Brewner of Iceberg Home Services
How do you build a home service company that customers trust and employees love working for?
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with Michael Brewner, Owner of Iceberg Home Services, to discuss entrepreneurship, leadership, team development, customer service, and the future of HVAC.
In this episode, you'll learn:
✅His journey into the home service industry
✅The challenges of starting a business from scratch
✅Why daily training is critical for growth
✅ How Iceberg develops high-performing teams
✅The impact of AI and automation on home servi...
Build Your Financial Muscles and Make Financials Fun ft. Ruth King
What if understanding your numbers wasn't overwhelming?
In this episode of The Service MVP Podcast, Joe Crisara sits down with financial expert Ruth King to discuss profitability, billable hours, financial accountability, AI, and how contractors can build stronger, more valuable businesses.
Ruth shares decades of experience helping home service companies understand their financials and explains why one KPI matters more than most owners realize.
In this episode, you'll learn:
✅ Net Profit Per Hour explained
✅ How AI is changing business operations
✅ Common financial mistakes contractors make
She Lost Everything—Then Rebuilt a 30-Person Home Service Company ft. Katie Poole of The Chimney Guys
How do you rebuild a business—and your life—after hitting rock bottom?
In this powerful episode of the Home Service Heartbeat Podcast, Katie Poole of The Chimney Guys shares how she went from financial hardship and uncertainty to building a thriving home service company with 30 employees.
You'll learn:
✅ Leadership lessons from adversity
✅ How investing in people fuels growth
✅ Why culture matters more than ever
✅ Building trust through customer education
✅ Preparing a traditional trade business for the future
This is a conversation every home service leader should hear.
Conne...
How Using the Right Words Can Increase Conversion for Blue Collar Trades ft. Ryan Fenn of Chiirp
How can changing just a few words dramatically increase your conversion rate?
In this episode of the Service MVP Podcast, Joe Crisara sits down with Ryan Fenn of Chiirp to discuss the psychology of communication, follow-up strategies, AI-powered customer interaction, and why authentic messaging outperforms “salesy” marketing.
You'll learn:
✅ How tiny wording changes transformed his sales results
✅ Why conversational follow-up closes more deals
✅ The hidden revenue most contractors are missing
✅ How AI is enhancing customer communication
✅ Why emotionally intelligent automation is the future
Whether yo...
From Tradesman to Business Owner: Building a Customer-First Plumbing Company ft. Brandon Fairley of Professional Choice Plumbing
What separates an average plumbing company from a five-star customer experience?
In this episode of The Home Service Heartbeat Podcast, Joe Crisara talks with Brandon Fairley of Professional Choice Plumbing in Ocala about building a customer-first plumbing company focused on trust, training, and long-term solutions.
Brandon shares:
✅ His journey into the plumbing industry
✅ The “one call at a time” service philosophy
✅ Why customer communication matters
✅ How he trains plumbers differently
✅ Leadership lessons for home service business owners
✅ How AI may shape the future of plumbing
If you own a home servi...
From Fired to Founder: A Plumbing Success Story ft. Matthew DeFeo of American Mains & Drains
What does it take to build a plumbing company that customers genuinely trust?
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with Matthew DeFeo of American Mains and Drains to discuss entrepreneurship, leadership, hiring, transparency, and the future of plumbing service.
Matthew shares his journey from getting fired at a car dealership to building a growing plumbing company serving Puyallup, Washington and surrounding communities.
In this episode, we cover:
✅ Building a service business from scratch
✅ Hiring and training young technicians
✅ Creating a positive company culture
✅...
Turning Chaos Into Hope: Daniela Perez on Organizing Homes, Healing Lives & Serving With Heart
What happens when organizing a home becomes a way to heal someone’s life?
In this episode of The Home Service Heartbeat Podcast, Joe Crisara interviews Daniela Perez, founder of FAL Services, a Houston-based home organizing and home improvement company helping people through some of the hardest moments of their lives.
From hurricane recovery and hoarding situations to helping families prepare for loss and major life transitions, Daniela explains how her work goes far beyond decluttering.
In this episode, we cover:
✅ Home organizing business advice
✅ Starting a service business from scratch
✅...
Inside NYC Appliance Repair: Scaling Service With Heart in a High-End Market ft. David Oliva
What does it really take to repair luxury appliances in Manhattan and Long Island?
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with David Oliva, President of RD Appliance Services, to discuss the realities of modern appliance repair, leadership, technician training, and delivering premium customer service in one of the toughest service markets in the country.
From navigating NYC traffic and high-security luxury buildings to training technicians on constantly evolving appliance technology, David shares the systems and philosophies that helped his family business grow into a trusted premium service company.<...
How Branding Can Build Credibility and Trust For Your Blue Collar Trade Business ft. Dan Antonelli of KickCharge
What makes customers trust your company before your technician even knocks on the door?
In this episode of the Service MVP Podcast, Joe Crisara sits down with branding expert Dan Antonelli of KickCharge Creative to break down the real power of branding in the home service industry.
From truck wraps and logos to company culture, recruiting, customer trust, and sales psychology — this conversation dives deep into how top brands create emotional connection, increase close rates, attract better employees, and dominate local markets.
You’ll Learn:
✅ Why branding affects technician confidence
✅ How strong b...
How a Former Coal Miner Built a Trusted HVAC Company ft. Jack Smith of Smith Heating & Air
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with Jack Smith, owner of Smith Heating and Air, to discuss how a former coal miner transformed his passion for airflow, efficiency, and customer care into one of East Tennessee’s trusted HVAC companies.
Jack shares his incredible journey from working in the coal mining industry to becoming an HVAC specialist focused on airflow, energy efficiency, indoor air quality, and customer care.
You’ll learn:
✅ Why airflow problems are more common than homeowners realize
✅ How improper ductwork increases energy costs
✅ The...
What Roof Companies Should Be Transparent About ft. Mike Harvey of SkyeVantage Roofing
Most homeowners only buy one or two roofs in their lifetime — and according to Mike Harvey, that lack of experience leaves many vulnerable to confusion, pressure sales tactics, and inflated pricing.
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with Mike Harvey, founder of SkyeVantage powered by The Roof Resource, to discuss how his company is modernizing the roofing industry through transparency, technology, and a completely different customer experience.
Mike shares how he walked away from traditional roofing after realizing homeowners were often paying far more than necessary simply because th...
How to Increase Your Sales Through Proper and Effective Fleet Management Services ft. Renee Milum of Jump Spark
Most service businesses obsess over what happens inside the home…
But what if your sales actually start before your technician even arrives?
In this episode of the Service MVP Podcast, Joe Crisara sits down with fleet expert Renee Milum from JumpSpark Fleet Management Solutions to break down how your vehicles can become one of your most powerful sales tools.
From saving time and cash flow to building trust and credibility to turning every truck into a rolling billboard that generates leads, this conversation reveals a side of business most contractors completely overlook.
HVAC Business Lessons From 40 Years in the Field (Service, Sales & Growth) ft. Dan Foley
In this episode of The Home Service Heartbeat Podcast, Joe Crisara sits down with Dan Foley, owner of Foley Mechanical, who shares what it really takes to succeed in HVAC after 40+ years in the industry.
From losing $300,000 early in his business to building a reputation for high-end, custom HVAC solutions, Dan breaks down the lessons every contractor needs to hear.
If you’re an HVAC Tech thinking of owning a Company, you need to watch this first.
In this episode, you’ll learn:
✅ Why technical skill alone won’t make you successful
✅ Ho...
The Blue Ocean Sales Opportunity for Heat Pump Technology - A Great Way to Differentiate the Average Service Contractors ft. JT Stewart of Slipstream
Most HVAC contractors are overcomplicating their sales and it’s costing them deals.
In this episode of the Service MVP Podcast, Joe Crisera and J.T. Stewart break down why homeowners don’t respond to technical jargons and what actually drives buying decisions.
They also dive into the growing opportunity around heat pump technology and how contractors can position themselves ahead of the curve by simplifying their message and improving their customer conversations.
If you want to increase your close rate, stand out from competitors, and take advantage of the heat pump wave, this...
How To Increase Your Sales by Getting the Right Call ft. Nate Fischer
If your foundation is broken, your marketing will never work no matter how much you spend.
In this episode of the Service MVP Podcast, Joe Crisara sits down with Nate Fischer of Local Optics to break down the biggest mistakes contractors make in digital marketing and how to fix them before they cost you time, money, and opportunities.
From messy Google Business profiles to weak branding and inconsistent data, Nate reveals why most contractors struggle to get quality leads and what the top performers are doing differently.
You’ll learn how to build a...
A New Way To Get Leads in The Modern Market - How Online Quoting Tools Help Maximize Opportunities Fea. Marko Sipilä of HVAC Quote
In this episode of the Service MVP Podcast, Joe Crisara sits down with Marko Sipilä to break down a game-changing shift in the home service industry: online pricing and instant quote tools.
Today’s homeowners don’t want to guess anymore, they want real numbers upfront. And if you’re not giving it to them? Your competitors are.
Marco shares how tools AI Tools are helping contractors:
✅ Attract higher-quality leads
✅ Increase closing rates (up to 2x)
✅ Eliminate price objections before the appointment
✅ Turn transparency into a competitive advantage
Joe dives deeper in...
Military Precision in Home Services: How Troy Daland Scales Air Zero with Veteran Values
In this episode of the Home Service Heartbeat Podcast, Joe Crisara sits down with Troy Daland, a U.S. military veteran and owner of Air Zero in the Tampa Bay area.
Troy shares how his 24 years in the military shaped the way he leads, hires, and trains his team and how those same principles are helping him build a service business rooted in discipline, integrity, and transparency.
From hiring based on character to using technology and AI to better serve customers, this episode is a powerful breakdown of what it really takes to...
How to Emerge as a Beacon of World-Class Service in the Blue Collar Trades ft. Matt Simet of PlumbRite
In this episode of the Service MVP Podcast, Joe Crisara sits down with Matt Simet, owner of PlumbRite in Omaha and a third-generation master plumber.
From riding in his grandfather’s truck as a kid to building a premium service company, Matt shares how he turned old-school values into a modern, high-performing plumbing business.
This episode dives deep into what it really takes to deliver world-class customer service, build a team that actually cares, and grow a profitable service company without cutting corners.
You’ll Learn:
✅ Why “doing it right the firs...
Dealing with The Financial Reality Gap: Wages, Training & Accountability in the Blue Collar Trades ft. John Baethke
In this episode of the Service MVP Podcast, Joe Crisara sits down with longtime friend and industry leader John Baethke of Baethke Plumbing in Chicago.
Together, they break down the real cost of running a service business, the hidden gap between expenses and value, and what it truly takes to build a high-performing team in one of the toughest markets.
If you're a contractor struggling with pricing, performance, or team accountability, this is the episode you need.
You’ll Learn:
✅ What the Financial Reality Gap is—and why most contractors ignore...
From Digital to Reality - Making Sure Your Marketing Has an Impact On Your Blue Collar Business ft. Michael Fox of Corberry Digital
In this episode of the Service MVP Podcast, Joe Crisara sits down with Michael Fox of Corberry Digital to break down a hard truth most contractors overlook: marketing doesn’t fix a broken operation.
Michael shares how digital marketing, data, and customer experience are all connected — and why the real key to growth isn’t just generating more leads, but improving the entire customer journey from the first click to the final sale.
From call center performance to technician trust in the home, this episode reveals how top-performing companies turn digital strategies into real r...
Setting the Standard Over the Phone & In the Home for The Blue Collar Trade ft. Brigham Dickenson
In this episode of the Service MVP Podcast, Joe Crisara sits down with Brigham Dickenson, founder of Power Selling Pros, to talk about the real driver behind high-performing home service teams: culture, leadership, and standards.
Many business owners focus on sales strategies and operations but overlook the rituals and leadership habits that shape a company’s culture. Brigham shares how weekly meetings, recognition, and clearly defined standards can transform team accountability and help leaders build a culture where people consistently choose what’s right over what’s easy.
If you're a home service owner, manager, or tea...
How SEO Brings HOTTER Leads Than Any Other Marketing Channel
In this episode of the Service MVP Podcast, Joe Crisara sits down with Maggie Swift from Unframed Digital to break down one of the most misunderstood growth drivers in the trades: SEO.
They dive deep into the balance between authentic brand messaging and keyword strategy, why SEO is never “done,” and how contractors lose market share when they treat it as a one-time project instead of a long-term investment.
Maggie explains how Google’s constant algorithm updates impact your rankings, why technical jargon can actually hurt your search visibility, and how high-intent keywords drive...
Here's How You Make Sure To Train Your Blue Collar Trade Team the Right Way ft. Nick Bouza
In this episode of the Service MVP Podcast, Joe Crisara sits down with Nick Bouza, Director of Training for 1-800-Plumber +Air, a multi-state service company, to break down why training isn’t optional if you want to win.
This conversation dives deep into what real training looks like inside high-performing service companies.
You’ll Learn:
✅ Why training must be a lifestyle, not a one-time event
✅ The #1 mistake companies make with training (and how to fix it)
✅ How ego and false confidence block growth in the trades
✅ What goes into structuring a high-impac...
You Might Be making HUGE Mistakes While Answering the Phone, AVOID These for More Booking in the Blue Collar Trades
In this episode of the Service MVP Podcast, Joe Crisara sits down with Cory Hutcherson, founder of Sock Knocker and a specialist in call center systems and customer experience for home service companies. Cory shares his journey growing up in the trades, the legacy of his father Rick Hutcherson, and how modern call centers can transform revenue, customer trust, and business growth.
From technician training roots to building SOPs and playbooks for multi-location service companies, Cory breaks down what most contractors miss: the call center isn’t just answering phones — it’s the engine that drives bookings, custom...
All Business Owners in the Trades Need to STOP Working Harder and Instead Work SMARTER ft. George Blitch
In this episode of the Service MVP Podcast, Joe Crisara sits down with George Blitch of All Out Cooling & Heating (Arizona) to unpack what it really takes to grow an HVAC company from the ground up — from “owning a job” to building a real, profitable business.
George shares the lessons learned from nearly two decades in the trade, the mistakes most contractors make early, and the turning points that helped him shift from technician mindset to business owner. From branding and training to knowing your numbers and building a team, this conversation is packed with real-world insight for se...
There is a Shortage of Quality Plumbers - THIS is How We Fix That ft. Tony Bertolino, Vice President of the National PHCC
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Coach, sits down with Tony Bertolino, Vice President of the National PHCC (Plumbing-Heating-Cooling Contractors) Organization and a fourth-generation plumber, to talk about the real future of the trades.
This is more than a career story — it’s a powerful conversation about legacy, leadership, education, workforce development, and elevating the plumbing industry at a time when skilled trades are more essential than ever.
Tony shares firsthand insight into what’s changing fastest in plumbing, why education and mentorship matter, and how organizations like PHCC are...
STOP Lowering Your Prices and Focus on Providing MORE Value - Lessons from a Top Salesman ft. Rick Picard
In this episode of the Service MVP Podcast, Joe Crisara sits down with longtime industry leader Rick Picard of Rodenhiser Home Services to break down how contractors can win in a high-cost economy without racing to the bottom on price.
As customers get more quotes and costs keep rising, Joe and Rick reveal how the top performers pivot by creating value, not discounting, using smarter communication, verbal packaging, and problem-first selling.
You’ll Learn:
✅ Why lowering your price is the fastest way to lose
✅ How to create value when customers are price...
How a Good Leader Can Take Any Trade and Make it Successful ft. Bill Brown of Garage Kings
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Sales Coach, sits down with longtime client, colleague, and industry veteran Bill Brown, formerly of Level Heating & Air Conditioning and Plumbing and now with Garage Kings.
For more than a decade, Bill has applied the Service MVP Total Immersion system across multiple trades — HVAC, plumbing, and now specialty home services — while hearing the same objection over and over again:
“This won’t work for me.”
In this candid conversation, Bill breaks down why that mindset holds businesses back, how leadership commitment c...
Grow or Die! How to Successfully be DIRECT with Your Employees with Richard Hart of Harts Services
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Sales Coach, sits down with sits down with Rich Hart, co-owner of Harts Services, a powerhouse company delivering plumbing, electrical, sewer, and HVAC services across Washington State.
Rich shares the raw story behind building a company from door-knocking and struggle to a $30M operation with 165 employees—and why success in the trades isn’t about tools or trucks, but people, accountability, culture, and leadership.
This episode dives deep into what it really takes to scale a service business the right way: transparent number...
How to Scale Your Own Business in the Trades FAST | The Story of HVAC Influencer: Willie Ward
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Sales Coach, sits down with Willie Ward, owner of Affordable Pro Heating & Air Conditioning and founder of the viral Facebook community HVAC Is Life.
Willie shares his real, unfiltered journey from starting as a one-man HVAC operation in 2020 to building a growing company, leading a team, and creating one of the most active HVAC communities online. This episode dives deep into leadership, pricing, mindset, mentorship, communication, and using humor and technology to build a modern trades business.
Joe and Willie talk about th...
How One Small Mindset Shift Changed a Broke Plumber into a Strong Minded VP of Sales & Top Podcaster with Brian Burton
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Sales Coach, sits down with Brian Burton of the Waste No Day Podcast for one of the most raw, powerful conversations ever recorded for the trades.
Brian shares his unbelievable journey—from addiction and rock bottom to becoming a respected leader, sales trainer, and VP in the home services industry. This episode goes far beyond sales tactics. It’s about communication, discipline, recovery, leadership, and the mental battle every tradesperson faces every single day.
Together, Joe and Br...
The Hidden Gold Mine in Your Current Customer Base | Joe Crisara joins The Business of Learning w/ Joao Camargo
In this episode of the Service MVP Podcast, Joe Crisara guests on The Business of Learning with Joao Camargo
From nearly $500,000 in debt to building a system that helps contractors earn 5–7x more per job, Joe shares the real science behind pricing, value perception, and client retention.
This conversation goes deep into why copying competitors’ prices is a losing strategy, how premium options transform profitability, and why retaining existing clients is the most overlooked growth lever in any business.
What You’ll Learn:
✅ Why “value first” beats price every time
✅ The real reason un...
How to Master BOTH The Technical and Communication Training For Your Company feat. Mike Prencavage, President of PHCC-ORSB
In this episode of the Service MVP Podcast, Joe Crisara, America’s Service Sales Coach, sits down with Mike Prencavage, President of PHCC Orange County and national PHCC leader, to unpack one of the most critical challenges in the trades today: how to develop, train, and retain great technicians in plumbing, heating, and cooling.
Mike shares how PHCC (Plumbing-Heating-Cooling Contractors Association) supports contractors across all 50 states through technical training, apprenticeships, peer networking, and business development.
This episode is a must-watch for contractors who want to build teams that last.
Why Every Contractor Needs This AI Tool with Bill Brown of ServiceTitan Hacks
In this episode of the Service MVP Podcast, Joe Crisara guests on the Service Titan Hacks Podcast with Bill Brown, founder of ServiceTitan Hacks the largest ServiceTitan contractor community.
Joe and Bill dive into the mindset shift that took Joe from underpricing his work to unlocking his first truly profitable week — and how that same shift can transform any contractor’s sales performance today.
What You’ll Learn:
✅ Why undercharging actually lowers your value
✅ The science of premium, mid, and economy pricing
✅ How offering options increases trust + close rate
✅ The biggest mistake techs...
Use AI to Strengthen Your Relationship With Your Clients to Grow Your Business with Ella Ritchie
In this episode of the Service MVP Podcast, Joe Crisara sits down with Ella Ritchie, founder of Stellar Communications and the publishing expert behind Joe’s book What Should We Do? Ella has helped business leaders launch bestselling nonfiction books through authentic relationship-building, strategic outreach, and powerful storytelling.
Together, Joe and Ella dive into why long-term relationship nurturing is becoming more important than ever in the age of AI, especially for service and sales professionals who want to stay top of mind, build trust, and grow their influence.
What You’ll Learn:
✅ How genuine relati...
STOP Being a PUSHY Sales Person, Here's How to Make The Sale By Connecting With Clients feat. Dale Steele
In this episode of the Service MVP Podcast, Joe Crisara sits down with Dale Steele, an HVAC solution specialist whose journey from a $7-an-hour call center job to industry success is anything but ordinary. Dale shares how empathy, human connection, and genuine curiosity became his greatest sales superpowers even before he knew anything about HVAC systems.
From childhood memories tied to Tecumseh motors, to building trust with customers by connecting over dogs, family photos, and life stories, Dale reveals how real relationships (not technical skills) fuel consistent sales success.
This episode i...
Did We Just Find the Greatest Way to Communicate With Your Team for Call by Call Management? Feat. James Hatfield of Live Switch
In this episode of the Service MVP Podcast, Joe Crisara sits down with James Hatfield, Chief Revenue Officer of Live Switch, to uncover one of the most powerful evolutions in the home services industry: instant live video communication.
He reveals how Live Switch is transforming field operations, speeding up sales, improving diagnostics, enhancing quality control, and even enabling call by call management with a single tap. You’ll hear eye opening real world examples from emergency response, sports arenas, remote workers, restoration pros, and everyday contractors who are using video to win the “race to the face.”
