Ever feel like you're working harder than ever but your profits don't show it? You're not alone. In this eye-opening conversation, America's service coach Joe Crisara reveals the exact strategy that took him from $500,000 in debt to completely debt-free in just three years—without working more hours or finding more customers.

The secret? The Pure Motive Service Approach. Joe walks us through how blue collar businesses consistently undervalue their expertise and leave massive profits on the table. Through real-world examples from plumbing to HVAC to excavation, he demonstrates how presenting premium, mid-range, and economy options transforms customer decisions. "If you only give one price, you're usually going to give the cheapest one," Joe explains. "But if you offer premium, mid-range, economy, where you start with the premium price first, then 80% will upgrade."

What makes this approach so powerful is its focus on thoroughly diagnosing problems rather than rushing to solutions. When you clearly identify both technical issues and emotional impacts, customers naturally gravitate toward comprehensive solutions. The results speak for themselves—Joe's first attempt at this method turned a $75 repair into a $1,250 sale.

Beyond pricing psychology, Joe shares candid insights about profit margins (you need at least 65% gross profit), the importance of team training, and why most contractors unknowingly sabotage their own success. His philosophy is refreshingly straightforward: "I don't participate in a bad economy." Instead, he creates his own economic reality through strategic pricing and pure-motive service.

Whether you're struggling with razor-thin margins or simply looking to take your business to the next level, this conversation provides actionable strategies you can implement immediately. Connect with Joe at www.servicemvp.com to learn more about transforming your blue collar business through the science of service and sales.

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