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 the hard lessons most contractors learn the expensive way: why being “too nice” can hurt your business, how raising prices must come with higher standards, and why systems, communication, and personal growth matter more than technical skill alone.

You’ll Learn:

 ✅ Why surrounding yourself with the right mentors and peers accelerates growth
 ✅ The biggest mistakes new contractors make when pricing their services
 ✅ How Willie scaled from a one-man show to a team-based operation
 ✅ The importance of communication and professionalism when leading employees
 ✅ Why missing phone calls costs contractors real money
 ✅ How humor and content creation can build brand trust in the trades
 ✅ How AI and technology are changing training, communication, and operations
 ✅ Why leadership starts with holding yourself to a higher standard
 ✅ How community and networking can help you avoid costly mistakes

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

🔗 Don’t forget to like, subscribe, and share to help your team master these strategies!

#ServiceSales  #JoeCrisara #ServiceMVP #HomeServiceBusiness #SalesTraining #contractorsalestraining #plumbing #electrical #electrician #plumbers #HVAC #heatingandairconditioning #salesleads #salestraining #salestrainingcourse #contractorsales #hvacsales #hvacbusiness #successfulsales #hvactraining #salestrainingonline #generatesalesleads #salestipsandtechnicians #sellingtips #plumbersalestraining #plumbersales

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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 Brian break down why most technicians don’t fail because of lack of skill—but because of a lack of communication, confidence, and belief. They also dive into the neuroscience behind discipline, the mindset shift required to grow as a professional, and why selling ethically is actually an act of service.

If you work in plumbing, HVAC, electrical, garage doors, or any home service trade, this episode will challenge how you think about sales, leadership, and your own potential.

You’ll Learn:
✅ The difference between ethical selling and “pushy sales”
✅ How discipline and personal responsibility fuel long-term success
✅ Why most people lose jobs due to poor communication—not poor workmanship
✅ How to overcome fear of rejection on service calls
✅ The neuroscience behind discipline, habits, and personal growth
✅ How recovery principles align with leadership and service excellence
✅ Why sales skills can change your income and your life

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

Support the show

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 underpricing keeps businesses stuck
✅ How premium, mid-range, and economy options change buyer behavior
✅ Why copying competitor pricing is a flawed model
✅ How Joe went from debt to scaling a multi-million-dollar coaching business
✅ The hidden cost of chasing new clients instead of retaining current ones
✅ How to reduce client churn by taking ownership and improving service
✅ Why communication—not skill—is the biggest profit multiplier


💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

Support the show

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.  

What You’ll Learn:
✅ What PHCC actually does (and why it’s one of the most powerful resources in the trades)
✅ How contractors can develop technicians from apprentice to journeyman
✅ Why peer-to-peer networking saves contractors from costly mistakes
✅ How PHCC apprenticeship programs work (time, cost, commitment)
✅ Why communication skills are just as important as technical skills
✅ How contractors can attract young talent into plumbing & HVAC
✅ Why passion and professionalism matter more than experience alone
✅ How Service MVP and PHCC are collaborating to raise industry standards

Support the show

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 make on service calls
✅ Why people always come before process
✅ How AI is changing technician performance with OptionBuilder.ai

If you’re ready to stop guessing on pricing and start delivering higher value service, this episode is a must-watch.

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

🔗 Don’t forget to like, subscribe, and share to help your team master these strategies!

Support the show

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 relationship-building creates long-term opportunities
✅ Why contractors should nurture connections—not just chase transactions
✅ How AI can support your outreach (and where it shouldn’t replace you)
✅ The step-by-step system Ella uses to stay connected with hundreds of clients
✅ How publishing a book can elevate your brand and strengthen client loyalty
✅ Real examples from Joe’s book launch strategy and endorsements
✅ How to reach Ella if you want help writing or publishing your own book

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

🔗 Don’t forget to like, subscribe, and share to help your team master these strategies!

Support the show

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 is packed with emotional intelligence, storytelling, and practical wisdom for anyone in the service industry who wants to grow their results by focusing on what truly matters: people.

What You’ll Learn:
✅ How empathy and understanding the customer’s perspective drive trust and sales
✅ Why relationship-building is 80% of every successful service call
✅ How to naturally connect with clients using everyday cues
✅ How personal stories and shared experiences accelerate rapport
✅ Why “people first” is the most powerful differentiator in service sales
✅ How to stay optimistic and grounded even during tough beginnings

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

Don’t forget to like, subscribe, and share to help your team master these strategies!

Support the show

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.”

What You’ll Learn:
✅ Why most contractors suffer from financial blind spots and how James overcame his
✅ How Live Switch evolved from emergency response tech to a home services essential
✅ What “race to the face” and “speed to lead” really mean for sales
✅ Real examples of how instant video reduces callbacks and improves customer trust
✅ How video transforms documentation, training, and quality control
✅ Why call by call management becomes easier, faster, and more consistent
✅ Simple ways contractors can use QR codes, screen sharing, and cloud recording to close more jobs

Support the show

In this episode of the Service MVP Podcast, Joe Crisara sits down with Jennifer Bagley, CEO of CI Web Group and host of The Catalyst for the Trades, to discuss how AI is reshaping the service industry and what contractors must do now to stay ahead.

From understanding the shift from traditional SEO to AI-driven marketing, to building agentic frameworks that automate entire workflows, Jennifer breaks down the real opportunities (and risks) of integrating AI into your business.

Discover how contractors can move beyond “just having a website” to building a true AI-enabled digital presence that works 24/7—responding, learning, and optimizing faster than any human team ever could.

What You’ll Learn:

 ✅ The difference between ChatGPT-level AI and advanced agentic networks
 ✅ How AI is transforming SEO, marketing, and customer response times
 ✅ The key questions contractors should ask their marketing team right now
 ✅ Why traditional WordPress sites are holding your business back
 ✅ How to future-proof your company for AI-to-AI business transactions

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

🔗 Don’t forget to like, subscribe, and share to help your team master these strategies!

Support the show

In this episode of the Service MVP Podcast, Joe Crisara sits down with Robb Leishman, founder of Legit5 Marketing, to explore what it really means to be authentic in today’s AI-driven world.

From garage door contractors to home service professionals, Robb shares powerful insights on how genuine connection, trust, and authentic storytelling can transform your marketing and your business. Learn how to stay top of mind with customers, build credibility through real reviews, and create marketing that actually feels human.

What You’ll Learn:
✅ How to use AI without losing your authenticity
✅ Why reviews are your most powerful form of marketing in 2025
✅ The secrets to creating a relatable, human-centered website
✅ Common marketing pitfalls that drive customers away
✅ How emotional support and real relationships build lasting business success

💡 Free Resources Mentioned:
Join the MVP Club! Dive into our comprehensive online courses. Don't miss out on this chance to boost your skills—join now!
https://go.servicemvp.com/mvp-club

Grab a free copy of Joe Crisara’s book, What Should We Do?, and start transforming your sales today!
https://book.servicemvp.com/get-your-book

Schedule a 10 Minute Call to find out how Service MVP can 3x your revenue!
https://go.servicemvp.com/schedule-10-minute-call

Support the show