When people in the trades whisper about sales legends, they mention “Uncle Joe” in the same breath as folks like Tommy Mello or Dan Antonelli. Joe Crisara has spent nearly half a century in the trenches, fixing furnaces and holding clipboards before “Pure Motive Service” ever had a name. He earned the moniker “America’s Service Sales Coach” not in a classroom but in basements, attics and hot summer driveways.
According to a recent profile on CraftFlow, Joe was once “a struggling home service contractor” who assumed the only way to win was to work for less. He found himself deeply in debt, with zero sales skills and a tendency to undercharge. That pain point became a catalyst: he stopped playing the low‑price game and started learning the art of value‑based sales. He and his wife Julie turned a failing business into the Pure Motive system that has since helped thousands of contractors 3×–5× their revenue.
Joe Crisara: Achievements & Milestones
Joe didn’t create another generic “online course.” ServiceMVP is a full stack of live coaching calls, in-person workshops and on-the-job accountability. It offers proven systems to boost productivity and profitability in HVAC, plumbing and electrical. Joe is still the guy answering questions on those calls, which is why ContractorSelling.com says he has a style that makes you feel like he’s a member of your family.
- Over 40 years in the home service industry; widely known as “America’s Service Sales Coach.”
- Turned a failing contracting business into a success with value-based selling and the Pure Motive Service system, helping contractors triple their revenue.
- Co-founded ServiceMVP, an independent membership community that offers training, coaching, workshops and resources for HVAC, plumbing and electrical professionals.
- Trains owners, managers, techs and CSRs on persuasion, selling, presentation and closing skills through live calls, workshops and e-learning.
- Hosts the Service MVP Sales Training Podcast with over 70 episodes featuring industry leaders covering marketing, branding, scaling and culture-building.
- Author of the sales transformation book “What Should We Do?” and offers a free copy along with a two-week trial of the MVP Club.
- Active on YouTube and social media, sharing training videos, live coaching and interviews with experts like Dan Antonelli.
- Helps contractors achieve 3–5× revenue growth through the Pure Motive Service system and coaching.
- Conducts worldwide coaching via live calls, workshops and e-learning, guiding professionals in HVAC, plumbing and electrical industries.
- Recognized in Google’s Knowledge Graph with a confidence score of 197, highlighting his impact on the home service industry.
ServiceMVP’s impact isn’t just measured in membership numbers; it’s measured in real stories. Take Wiley, an HVAC owner from Atascadero, CA. He was a one‑man shop in 2018. By July 2025 he’d scaled to 13 trucks, focusing on branding, training, and technology like ServiceTitan. Or Elizabeth Pratt, a franchise owner who went from stay‑at‑home mom to running a successful restoration company and credits empathy and continual learning as her edge. There’s Hanna Thomas‑Hofmann, who pivoted from a hotel front desk job to plumbing through ServiceMVP’s Total Immersion program, proving the trades aren’t a last resort but a smart career move. These are real people who doubled or tripled their revenues because they stopped bidding low and started selling options, value and trust.
Notable Conversations and Partnerships
Joe believes in collaboration; he regularly cross‑pollinates ideas with other thought leaders. In September 2025 he sat down with Dan Antonelli of KickCharge Creative to talk about why branding isn’t just a logo—strong brands drive sales and inspire teams. On October 13 2025, he interviewed sales strategist Lee Salz, exploring how the right questions at the first meeting can make or break a deal.
The ServiceMVP podcast also shares lessons from outside Joe’s circle. Episodes from the summer of 2025 discuss using TikTok to modernize a plumbing business, building systems so your company can run without you, and turning leads into paying jobs. In Joe’s interviews and in the sessions I’ve done with him—on stage at ServiceWorld or recording with people like Marco Cipola—we focus on people: names, companies and numbers. The conversations are practical and grounded, not about abstract trends.
Joe’s Philosophy: People Over Platforms
Joe’s story resonates because it’s painfully honest. The CraftFlow profile notes he “transformed from a failing contractor to a globally recognized sales educator” and that ServiceMVP is a system designed to transform home‑service businesses. His success doesn’t come from a secret algorithm; it comes from showing up on site, listening better than anyone else and giving people choices. That’s why he’s equally comfortable discussing pricing strategies or raising money for the LA Food Bank.
We use technology at BlitzMetrics and ServiceMVP to amplify relationships. At ServiceWorld, I watched Joe talk to techs one by one, treating them as people, not leads. When we filmed with Marco, the conversation was less about software and more about delivering value in every call. That’s where the magic happens: when you treat a customer like family and they reward you with loyalty and referrals.
Final Thoughts
Joe Crisara shows that success in the trades isn’t a myth or an accident—it’s a learnable skill set. From nearly going out of business to coaching thousands of contractors, he’s proof that you can stop competing on price and start competing on trust. Whether it’s Dan Antonelli’s branding wisdom or Lee Salz’s first‑meeting technique, Joe surrounds himself with people who make him (and everyone around him) better. That’s why I’m honored to know him and why ServiceMVP remains a beacon in an industry crowded with hype. If you’re tired of chasing gadgets and “growth hacks,” take a page from Joe’s playbook: listen, serve, and build relationships.
Google’s Knowledge Graph Recognizes Joe’s Impact
Even Google takes notice. In Google’s Knowledge Graph Explorer, Joe Crisara earns a confidence score of 197—an uncommon feat that reflects the depth of his reputation in the home service industry.
Learn more about Joe’s programs at ServiceMVP and explore how to get a Knowledge Panel.
Learn more about Joe’s programs at ServiceMVP and explore how to get a Knowledge Panel.https://www.servicemvp.com//
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.