Real profits come from value-driven service, not slashing prices or running yourself ragged. So many service businesses before you have faced the dilemma, and now it’s your chance to learn from their experience. I got to sit down with Joe Crisara of Service MVP, and between the both of us, we’ve seen it all! If your business feels like it’s stuck in survival mode, we’ll show you how better communication, stronger systems, and real training can flip that script. We’re talking about building a business that runs well without you having to touch every job.
What You’ll Learn…
- Why better service is the real secret weapon in service businesses
- The one mindset shift that separates leaders from micromanagers
- How the “open hand” approach leads to long-term customer loyalty
- What tiered pricing can teach your customers about your value
- Why most service businesses are sitting on hidden profit
- How to stop putting out fires and start preventing them
- The role of training and coaching in building a business that runs without you
Key Moments…
[3:40] The Open Hand Philosophy and Why Generosity Matters
[8:15] Why Gross Profit Never Lies in Service Businesses
[13:10] The Truth About Firefighting vs. Fire Prevention
[18:05] Palm and Fingers: A Smarter Way to Lead Your Team
[22:55] How Joe Dug Out of $750K Debt Through Service and Structure
[32:45] The Power of Tiered Pricing and Packaging in Service Businesses
[40:10] What It Really Takes to Build Trust and Raise Prices with Confidence
The Open Hand Philosophy and Why Generosity Matters
In service businesses, holding your knowledge too tightly might feel like you’re protecting your edge—but what you’re actually doing is limiting trust. Joe shared how generosity, not scarcity, has fueled his growth. When you freely give advice, support, and value, people see you as someone worth investing in. The truth is, you’ll never run out of value when your business is built on service. And that open-hand approach often brings more opportunities than you could ever expect.
Why Gross Profit Never Lies in Service Businesses
Too many service businesses chase top-line revenue without realizing they’re bleeding money underneath. Joe made it clear—gross profit is the number that tells the truth. You might look busy, but if your margins are slim and your pricing doesn’t match your effort, you’re just spinning your wheels. When you know your gross profit, you know exactly where to tighten things up and where you can afford to grow. That number should guide your daily decisions, not just your year-end review.
The Truth About Firefighting vs. Fire Prevention
In most service businesses, the owner is stuck playing firefighter—always jumping in when things go sideways. But Joe challenged us to think like real fire departments: they spend most of their time preventing fires, not putting them out. That means training your team, setting expectations, and building systems that work even when you’re not around. Chaos feels urgent, but prevention is what builds a business that lasts.
Palm and Fingers: A Smarter Way to Lead Your Team
If you’re trying to be everywhere and do everything, you’re not leading—you’re babysitting. Joe used the powerful analogy that in service businesses, the owner is the palm of the hand and the team is the fingers. Your job is to guide the action, not perform every task yourself. When you step back and let your team handle the work while you steer the direction, your business can finally scale in a sustainable way.
How Joe Dug Out of $750K Debt Through Service and Structure
Service businesses hit rough patches—but Joe’s story of being $750K in debt is a wake-up call for anyone relying on hustle alone. He didn’t get out by working harder—he changed how he structured his pricing, presented his services, and handled money. By treating consumables, service plans, and warranties as real profit centers, he created a model that supported both his team and his future. His recovery wasn’t luck—it was a decision to build differently.
The Power of Tiered Pricing and Packaging in Service Businesses
Most service businesses offer exactly what the customer asks for and stop there. But Joe showed how bundling options—good, better, best—can do two things: help customers feel in control, and boost your average sale. When people understand their choices, they often choose more than you expected. Tiered pricing isn’t about being pushy; it’s about being clear. And clarity sells.
What It Really Takes to Build Trust and Raise Prices with Confidence
Raising prices in service businesses doesn’t start with math—it starts with trust. If your customer doesn’t see the difference between you and the cheaper guy, they’ll choose price every time. But when you deliver a professional, caring experience from the first call to the final walkthrough, you become worth the higher price. Service builds value, and value builds trust. That’s what lets you charge what you’re worth—and sleep well knowing you earned it.
About Joe Crisara:
Joe Crisara, founder of Service MVP Training, transformed his failing home service contractor business by realizing that value comes from offering unique services, not just lower prices. Now, alongside his wife Julie, Joe helps thousands of service professionals triple their revenue through his ethical “Pure Motive Service” system. Known as America’s Service Sales Coach, Joe’s down-to-earth style and direct approach come from his personal experiences. His teachings on persuasion, selling, and closing have been embraced by businesses of all sizes, and his books, including What Should We Do?, guide professionals in selling services at higher perceived value. He is also host of The Service MVP Sales Training Podcast.
Connect with Joe
What Should We Do? How to Win Clients, Double Profits, Grow Your Home Service Sales – Website to get the book
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