From Struggling Contractor to Sales Powerhouse

When Joe Crisara started out, he was a contractor deeply in debt — over $500,000 in 1991 — and struggling to make ends meet. Like many service business owners, he believed great workmanship alone would drive sales. “I thought I was the best air conditioning and plumbing professional,” Joe said. “I thought if I just did the best job possible, people would naturally buy from me.” Instead, he found himself discounting prices, blaming customers and the economy, and carrying a “frugal” mindset he had learned at home into his business.

Everything changed when a customer named Dave showed him the power of tiered pricing. Joe learned to offer premium, mid-range, and economy choices — and to confidently present those options without undercutting himself. Within three years, he went from being $500,000 in debt to being debt-free. “I was proud to be teaching people how to get their mother out of the truck,” Joe shared. “I don’t want to see anybody suffer the way I did.”

The Power of Premium Pricing

The key shift came from how Joe presented value. Instead of just fixing what customers asked for, he offered complete solutions — premium, professional, and temporary — and let people choose. He learned to stop “negotiating against himself” and simply give the price and ask, “What should we do?” That small change led to dramatic results. On his first two service calls using this method, Joe made more than he typically would have made on multiple installations.

As he explained, this strategy isn’t just for HVAC or plumbing. It applies to nearly any service business: “Every business can do it. It’s about giving people choices and stacking value.” Joe noted that when you offer premium options first, 80% of customers choose the higher or middle tier. This approach transformed his own business and the businesses of many contractors he’s coached.

Coach Carroll echoed the mindset shift required, challenging business owners to let go of the “broke employee” mentality. “At some point, you have to stop negotiating the price of your success,” he said. “The price is what the price is. And you can always make more money.”

Lead With Value, Not Discounts

Throughout the conversation, both Carroll and Crisara emphasized that selling is about leadership and emotional connection, not cheap prices. Carroll shared his own example of power washing clients who call to clean just one side of the house. He uses the car wash analogy — “Have you ever washed just one side of your car?” — to lead customers toward a full-service solution that includes a warranty and delivers more value.

Crisara reinforced that confidence, tiered options, and understanding the emotional reason behind a customer’s call make all the difference. Whether it’s a $1,200 repair, a $21,000 duct system, or a home exterior cleaning, people buy when they understand the value. “Assumptions are the graveyard of lost opportunity,” Joe said. “When you run a business, you’re not here to fit in — you’re here to be different.”

By leading with value instead of discounts, service business owners can increase their revenue, improve customer experience, and build long-term loyalty. This is how Joe went from financial struggle to becoming one of the most respected service sales coaches in the industry.