Show Information
Episode Number: 58
Date: October 28, 2024
Duration: 41:16
Host Contact Information
Host: Justin Deese
Website: JustinDeese.com
Contact: Justin@JustinDeese.com
Guest Contact Information
Guest: Joe Crisara
Guest Contact: Joe@ServiceMVP.com
Guest Website: www.ServiceMVP.com
Gift to listeners: Free Book Offer-Email Joe@ServiceMVP.com and in the SubjectLine put FREE BOOK- FREEDOM BLUEPRINT
Summary
In this episode of the Freedom Blueprint Podcast, host Justin Deese interviews Joe Crisara, known as America’s Service Sales Coach. Joe shares his journey from being $450,000 in debt to becoming a successful sales coach and author. He discusses the importance of value-based selling, customer communication, and the lessons learned from his struggles. Joe emphasizes the significance of securing payment before starting work and the personal nature of sales. He also explores the role of AI in enhancing service delivery and training in the industry.
Takeaways
It’s not what you know, it’s who you know.
Making people laugh while learning increases engagement.
Value-based selling connects with technicians.
Customer communication is key to success.
Don’t start working until you secure payment.
Sales is personal; build relationships with clients.
Understanding your client’s background is crucial.
Offer premium, mid-range, and economy choices.
AI can enhance human capabilities in service.
Investing in training leads to increased sales.
Chapters
00:00 Introduction to Joe Crisara
03:15 The Journey Behind the Book
06:17 Value-Based Selling and Customer Communication
12:42 Lessons from Struggles: From Debt to Success
18:40 Sales Strategies for Contractors
30:12 The Role of AI in the Service Industry00:00 Introduction to Joe Crisara
Keywords
Joe Crisara, Service MVP, sales coaching, customer service, value-based selling, AI in service industry, contractor success, service training, communication skills, business growth
Transcript
Welcome to freedom blueprint podcast. We have got a special guest today, an author, a coach, a trainer, a speaker, a podcast host. And there's probably 20 things that I left out on list, but that's okay. We're going to try to go through, through the majority of it as best we can with the time we have. But we've got Joe Crisara from Service MVP, MVP hanging out with us today. And Joe has over four decades of experience and is known for two things, right? Known as uncle Joe. and also known as America's Service Sales Coach. So Joe, welcome to the show, Joe Crisara ServiceMVP (00:38.03) Thank you, Justin. You know, as I say, you know, because I am America's Service sales coach, but I'm also America's Service uncle in a way. I always give my nephews and nieces advices, which is it's not what you know, it's who you know. So definitely I'm happy to be here with you. And I have such great admiration for what you do and the people you serve. You've done so much to help thousands of people yourself. So don't sell yourself short. I'm honored to be here. Definitely, I want to say thank you for everybody for listening and thank you for inviting me here. Justin Deese (01:11.846) Yeah, absolutely. It's great to have you in. you know, today we're going to, we're going to dive into some nuggets and talk a little bit about your journey, which is, a pretty amazing story. know that we're probably not going be able to go into all of it, but let's, let's talk about the first question. That's probably the most important question. Where did the term uncle Joe come from? Joe Crisara ServiceMVP (01:32.738) Well, you know, I wish I don't name myself anyone either of those tags, like the America Service Sales Coach or Uncle Joe. People just start calling me that because I'm like, when I do training, I'm kind of like, it's kind of like infotainment in a way, right? I'm like, it's kind of like, people have always said I'm kind of like half stand up and half training. And they appreciate the fact that I keep people laughing when I were making these points. And it's like, you're just like my uncle telling me these goofy jokes and stuff like that. So. So I really pride myself on making people laugh while we learn. That's like, if we can do that, then people want to learn more. That's how we found it. So that's why I try and entertain and train at the same time. So I think that's where the thing came from. always, people I thought that's like, there's some people who don't know me, like, isn't that creepy that you're calling everybody your uncle? And I'm like, I don't know. I said, it depends what's in your mind. They said, if you have trauma in your life, well, maybe it is. creepy but you know for most people I don't think they just uncle's us a good guy who tells jokes in the family or Thanksgiving and stuff like that but that's what I that's what I hope it portrays not because I've had people tell me that it is sort of creepy ish but I'm I'm gonna choose look at the positive I don't participate in negativity Justin Deese (02:44.988) I don't think it is at all. I think it's a, I think it's a great, and I, and I think it, I think it's a sign of relatability, right? Like you're just such a relatable guy and very willing to give and help. And I don't know, to me, that seems like a good term. So, but, so, so listen, I want to get into a little bit of this, the story, but I kind of want to fast forward and normally before I go to the today, I want to talk about tomorrow, but I want to talk a little bit about the book. Do you mind if we start there? Joe Crisara ServiceMVP (03:15.529) Yeah, that's amazing. Yeah, sure. It'd be great. Justin Deese (03:17.092) Okay. So, so you've got a new book. It just came out here recently. can you tell us a little bit about it? And I'll say the title. What should we do that? That term has been burned in my brain, by the way, which is in a, in a good way, but yeah, tell us a little bit about the book. Joe Crisara ServiceMVP (03:33.72) Well, you know, as you know, it's here at Service MVP, we've always been sort of like a cult following. And if you go on like Facebook or something like that and you say, who's the best at training my team sales or how to communicate or customer Service, our name would come up, you know, probably even if it wasn't the primary name, it would be at least mentioned as a second. And there's also Joe Cresara, who's the best or whatever. He's the greatest of all time. I don't ever say that people say that about it. And I'm always honored for that. But you know, it's like, I realized that The following we have is kind of a cult following where we have people who only use us. So I thought I would take these timeless thoughts that I know are successful and that people use the material in the book, that they can become successful for a very low price. And heck, even I'm going to give everybody a promo code later on that you can get the book for free if you pay for shipping. And my idea is to get the material, the legacy material we teach. the science of pricing, the science of connecting, how to diagnose a whole system, how to create premium mid -range economy choices, how to bring it to a conclusion using those famous words, what should we do? it's 460 pages. it's like a, what do call it? What did they say that Ted Kaczynski made? was the, I forget what they call them. It's like Joe's manifesto on Service, I guess. Justin Deese (04:51.829) the manif, what do they call it? The manifesto or whatever. Joe Crisara ServiceMVP (04:57.778) It was much more positive than Ted Kaczynski, but nonetheless, I think that's my manifesto on how a Service experience with the client should be done. And there's also new modernizations that happen to it. So I'm really happy that we got a lot of money into it. We got a lot of time into it. put about three years into this. had Helena Boucher, wrote the ghostwriter, who wrote the thing. And she went over, man, she went over. years and years of manuscripts and she listened. She said she has over 2 ,500 hours into listening and just that night she'd sleep at night, go to bed at night listening to my stuff. And then she was obsessed with doing it a great job. And she also wrote Al Levy's book and Tommy Mello's home Service millionaire book. So I had really good talent and very lucky that she spoke in a voice that I mean, literally when I read, when I was doing the audio book, It was so easy to do because this is exactly how I talk the way that she wrote it. So it's like, want to hear how I talk and my thoughts, you're going to get that in the book. And it's not watered down. And I'm just proud that a lot of people have achieved success with it. it's a very low cost and even a free way of doing it. I just love to get people out there to get information. And then the information can create transformation. That's what I tried to do. Justin Deese (06:17.52) Well, as if, if you don't mind, I want to, I'm to brag on it just a little bit, but, I I've got a copy of the book. I've read the book. It is, it is a how to do it guide. it is, it is not one of these books where you read it and you go, great. Now I need the, know, the magic, the magic sauce is not in here. It literally gives you everything you need in it. And I read it and I wrote some really good notes, some, some things that I took away from it that I thought were just amazing. And one of the things is the, is the whole principle of value -based selling. And, and I think that's just one of those things that really connects with technicians because right, what do most technicians say? They're like, well, I'm not a salesperson. And, and I think you do a really good job of, really doing some coaching and training on how to get past that. the customer communication part of it was really good. And I will say, I think my favorite part of the book is the role playing. Joe Crisara ServiceMVP (07:02.0) Mm -hmm. -hmm. Joe Crisara ServiceMVP (07:09.058) Mm -hmm. Justin Deese (07:17.414) Just the interactive this and that. And I just, I really, I really liked that. And to the point where one of, and in my Service business, I sent it to one of my technicians and I said, Hey, look, you know, read the book, listen to the book. actually sent him the audio book and, I said, you know, if you're not going to listen to it, that's fine, but I'll know like I'll know. And I sent him the book and three days later, he text me and he said, Joe Crisara ServiceMVP (07:17.55) Hmm. Justin Deese (07:47.301) Actually, I'm gonna read it to you, because I think it's an - So, so I sent it to him and just say, Hey, you know, how's it going? You know, what's, what's the deal? And he said, he said, my gosh, it is really amazing at how just the communication with the customer has changed. I've been offering things that I normally wouldn't offer and I'm selling them. Like, so, so I haven't looked at what the, what the, the ticket is on that, but I would imagine. It probably increased that one job, probably four or five, 600 bucks. And my end on that was, I don't know, 20, $25. So thank you for that. You may, you may be money, Joe. Thank you. Joe Crisara ServiceMVP (08:35.17) That's what I'm here for. That way, know, I really want to make sure that everybody feels cared for, respected and supported in the book and the material in the book and everything we do at Service MVP. starts out with the motivation for us to show people care, respect and support. And, you know, say money's not my master. However, we are doing well financially because when you create high value, I just believe in the universe provides a return on that investment. When I invest my time and effort and things like this and people are like, aren't you just giving this away for 25 bucks, all that information? Isn't that like crazy? I I should have just, I have had people advise me like you should, you should have made the book 140 pages, not 460 pages. And I'm like, yeah, but then it would be holding back. I didn't want, I didn't write a book to hold something back. held something to create value. And listen, if one guy does that, that's like the beta test. And it's like, why am I not having everybody? do this. And that's why we've sold over, you know, almost we're going on close to 10 ,000 copies of the audio and everything like that on Amazon, because we are, you know, we're providing value. think the book, one thing I'm really proud of, Justin, is that the book has increased sales month after month after month. I looked at the sales curve on everything and it's far, we basically tripped this month's last month sales in September or going in October and August. has tripled what we did in the first launch on March. So definitely we're very proud of a lot of authors make a book and you know how hard it is to make a book. then the sales die after the first month. And we are very proud that the sales have grown and grown because I think it's people like you who tell your friends and your coworkers and like everybody needs to get an audible. Why am I? For 19, cause I think the audible is only $19. So for $19, why am I not giving everybody? You everybody should have an audible on this thing. just let Windshield University listen in the truck between calls, right? So that's good. Justin Deese (10:34.716) I was going to say automobile, automobile university is one of the most powerful tools that is, that is lost, in the, in the Service industry, lot of times, because you have all this windshield time, why not learn and educate yourself? if there's, and I know there's some technicians that do listen to the show and so, which if they're listening to the show, they're probably the ones that participate in automobile university. But, yeah, this, this is one where. Plug it in. And if you're. Joe Crisara ServiceMVP (10:45.58) you Joe Crisara ServiceMVP (10:58.147) Mm -hmm. Justin Deese (11:03.558) You know, for technicians that are, that are performance paid, this is also going to make you more money. And if you have an audible account, doesn't even cost you anything. Like it's a, it's free. If you have an audible account, it's free. Geez. Yeah. Joe Crisara ServiceMVP (11:09.858) Well, thank you so much for. Right, right. That's right. Yeah. Yeah. Well, thank you so much for investing in that, by sharing it with your technician. And definitely it's people like you who are the foundation of what I'm trying to do here, which is help American and international sales Service people, you know, feel great value and feel worthy of, you know, having people spend a high investment on their Service. I really believe that the people who work, you know, at the companies you own and The places that I work for are the hardest working people in the world and they've been undervalued for years. So my mission is, in the cross I'm moving through the streets, is to make sure that this is going to increase the value of people who purchase a Service from a Service professional rather than people trying to save money or go cheaper on things or do it themselves even. If you hire a true Service pro, That's like the best investment you're going to make in your home. I think we need to educate the public and the Service provider at the same time that this is really true. Justin Deese (12:19.7) I love that. That's good. And yes, you're, you're a hundred percent correct. We have done ourselves a disservice by undervaluing what we do. so yeah, thank you. Thank you for making that your mission. So, so obviously today Service MVP, helping contractors, but, but how did you get, how did all of this even get started? Joe Crisara ServiceMVP (12:42.926) Well, I did, you I know what you do. You buy businesses or start businesses and sell them. I sold my business in 2001. But actually it really got started before that. In the early, when I first started a business, I had no idea how to run a business. I just knew how to do heating, cooling and plumbing. And so by about 1991, I was about $450 ,000 in debt. I had no idea. just, I kept doing stuff for people, but never was weak on collecting the money. I was weak. was like, I just, I did whatever the general contractors or people like that told me to do. Yeah, wait for your waiver of lien or wait, we'll pay, we'll pay in the next job if you finish this one. Like I was, I was a slave to other people financially because I didn't, wasn't strong enough to do what's pretty obvious that you shouldn't start working unless you get paid or unless you're guaranteed that you're going to get paid or secure the payment first. I mean, that's a lesson for today. If you want, everybody wants to say golden nugget. Don't start working until you secure the payment, right? It's like, and don't fall for the promise that, hey, send us a waiver of lien and we'll pay you. It's like, no, pay me and I'll, I'm not going to release the lien until you pay me. You know, it's like the general contractors are famous for like, hey, send me the waiver and I'll pay you. It's like, dude, that's not how it works. You pay me, then I'll release the lien on your house. I'm not going to release it until that. So think about the normal things that we become slaves to consumers and I always say, consumer beware. Justin Deese (13:54.747) Yeah. Joe Crisara ServiceMVP (14:06.19) But I really think it's contractor beware of the scams that happens to contractors. That's what happened to me. I fell 450 ,000 in debt and it was hopeless. One of my customers noticed, he took pity on me. goes, Joe, why are you always trying to save people money on stuff? Why don't you show people how to do something better? You're a really good technician, but you're always trying to do it cheaper. And I said, that's what people want, Dave. He goes, no, it's not. People want premium stuff. And I'm like, how are we going to do that? And he showed me how to the tier, he showed me the science of pricing, how to do tiered. premium mid -range economy choices on every single call. He told me about, he gave me the inner, the belief about pure motive Service that you can't do this to make money. You got to do it to do the Service of offering people all the solutions. And if you do, if you offer all the solutions and you believe in the solutions, cause number one thing I would say everybody here, if you don't believe in your own solutions and the price you charging for it, then, There's no hope. Even if you do it right, it's not going to work because you don't believe in the Service you're offering. So you showed me little bit about how to do that, some Dale Carnegie training and things like that that I needed to work on myself, Science of pricing, work on myself, and immediately, just like your technician, things changed. And I wind up 10 times the amount of... My average ticket when I first started out doing that was $125 on a Service call, on average. I wound up averaging about $1 30 days after I start doing this. And then I could see the clouds part in 1991, I was $450 ,000 in debt by December of 1994 without any outside loans, because nobody's going to give somebody a loan who got that far in debt. I was debt free by December of 1994. And it was all because of the additional Service I sold on top of the Service that's needed. I sold other things that were going to be needed, the things that are going to be needed in the future like five years of Service, five years of warranty. Just the thing is, if you're selling filters, pads and UV bulbs, you should be selling a five or 10 year package of that. So people have that stuff in the future. When I did that, was the lights just went on. And then I said, this is what we're doing. And so if anybody tries to argue with me like, that book, that's a bunch of crap. I'm like, listen, I don't care what you think. That book changed my life. It was the first life it changed. So. Joe Crisara ServiceMVP (16:24.046) the material that's in that book, it goes back and tells you those stories. that's the cool part. That's why people think there's a ring of truth in the book. Because it's like, yeah, you can't make up a story like that. It's just too specific, right? It's like you can't rewrite that one. And then so by 2001, I sold my business. And I tried to sell the books like the operational manuals like Al Levy does. I was trying to do that. And then people like, I can't afford it. like, well, why don't you just do the, did what Dave, my friend told me. He's like, why don't you do premium mid -range account? So I just started realizing that that was my thing. Like I tried to do something else to try to get into the scene and sell some books. But then he's like, he's like, dude, dude, you just need to tell people how to train them how to sell. And so that's what it turned into that. And if you had told me, you know, back in 2001, I, or 1991, when I was that far in debt, that I would be like the leading sales trainer of Service contractors in the entire country. I would say you're so full of crap. There's like no way. I didn't even like speaking in front of people and things like that. it's like, for me to be on this thing, it's a personal development in myself. I'm sometimes astounded at it. Like, man, I can't believe how I used to. But that is true though. One thing about it is it gives me empathy. So when I do see somebody like, Joe, how do you deal with these guys who don't believe in what you're saying? I say, listen, I didn't believe in what I was saying. If you had told me this in 1991, I wouldn't have believed it either until I was... It took me 450 ,000 hours in debt to listen to somebody. What I really love are people like you who are successful, who don't have to be in debt, and you're taking on something new. It's like people who have had an effect on this training, like Dave Geiger from Horizon, Ken Goodrich. These are people who have endorsed my material because they realize that this is the truth. It's like a who's who. I'm like Forrest Gump of sales trainers. been involved with so many people and I can't believe that I'm always kind of at the center of some people's thinking and it's just an honor to do that. I didn't do it to be a star, I did this to help people become stars. That's why we call it Service MVP, we want to try to make everybody a Service MVP so they can be the most valuable player for your customer and your client, that's what we try to do. Justin Deese (18:40.09) So you gave us a little bit of a nugget a little bit earlier, but let me ask this. So going from that transition of being a contractor, you've been in the trenches, you know what it's like to struggle, you know what it's like to be in front of a customer when they tell you get out. I think that's another very important, very important key. So what is it that, what is kind of a low hanging fruit nugget that you can think of for contractors that are missing? Joe Crisara ServiceMVP (18:59.98) Mm -hmm. Justin Deese (19:08.059) Like obviously you work with hundreds of contractors throughout the years, if not thousands. Like what is, what is a piece of advice about sales that you could give them that they could go back to tomorrow and share with their team and get an impact. Joe Crisara ServiceMVP (19:22.062) Well, you know, there are things that definitely work and I could just tell you what they are. mean, yet knowing how to do it is the thing. know, like, I would say giving clients your unconditional friendship, matter what race, religion, creed, anything, you know, you listen, we may, this industry is mostly Caucasian and, Service in the in -home Service industry. And there's a lot of Latino people too, and Latina people too. but it could be much more diverse truthfully. The thing I think is that we think about differences between us. So the biggest problem is the person themselves and their own beliefs. Like you put ourself in a belief prison, I call it. And we got to let ourself out and say, if I'm having a problem with Indian customers, I need to learn more about India. need to, I need to like, so yeah, these people, they always want to negotiate with me. Well, of course they do because you treat them like, you know, like they're not even. Justin Deese (20:14.235) Yeah. Joe Crisara ServiceMVP (20:20.014) Like you don't have you don't find out about them. You don't find out how many kids they have you don't find out What brings a person from India to South Carolina, you know? What? How did you wind? Hey, are you from this area? No, I'm from India. How'd you get here to South Carolina? Well, it's I have a job here and I work in the medical industry. Interesting. So now you're interested in people. So number one You can start out every call saying I'm going to learn about my client be a student of the client That would be a really good start However, I think there's something inside of us that you need to work on first, is I call leave your mother in the truck, which is to just take your own beliefs about money and things like that. That's my problem. I said, I had to put that aside and just try the science of pricing and see what happens. Listen, when I first got into heating and cooling, it's like, didn't, I'm always, tried to figure out why does refrigerant make things cool? Why does it, when you drop the pressure, why does it get cold? Like I spent like six months on trying to figure that out. And I'm like, somebody finally told me, dude. Stop trying to figure it out. It just is. So, yeah, don't stop talking about, stop trying to figure out the science behind you. You're not, you're not going to get in the laboratory. You're just a heating and cooling guy. Put it, put the stuff, if it's low, you put it in and it grabs, it grabs heat and it brings it outside. That's what happens. So it's magic. It's magic stuff that goes inside there. I don't just, don't worry about it. And so the same thing with the science of communication. If you just say, Justin Deese (21:21.137) Has PosiTrack on a Plymouth work? Cause it does. Joe Crisara ServiceMVP (21:43.774) There is source material if you want to dive into it, can. We actually put some of it in the book. So we don't hide the resources. But I would say, number one, become a friend with every single person, no matter who, race, religion, gender, whatever it is. You're to give them your friendship. And then that means you're going to care about the person enough to solve the problem, not just now, but also solve it in the future. Now, how you solve it in the future by looking at the whole system, fixing problems that are bad now, but also You're going to head off problems that are going to happen because you have obsolete materials or you have things that are not installed right. There's no duct ceiling or you got a plumber, you got a Orangeburg pipe in the front yard. That's going to fracture in the future if it isn't already. So we need to go ahead and tell people we could replace, can, we can replace the drain pipe, but you don't tell them with words. That's lip Service. Real Service is writing out premium mid -range economy choices and then tell the customer, Hey, Right now where the drain is clogged and I have a way to clean the drains But we also have a way to replace the drains and if you want to look at both ways we can clean it today and then replace it then this next week if you want to But this is what is going to need to be happen because your piping is obsolete If you're an HVAC guy you could say listen We're gonna go ahead and fix the HVAC system today the cooling system But the duct work is unsealed and you're breathing fiberglass now we can fix that too, but Why don't we go ahead and take today's thing and fix this and then we can apply this toward the whole replacement of the system like that. So I'm really a big proponent of let's get something done and let's take what we did and trade it towards something bigger. But you have to write out that stuff. can't just say lip Service is like, yeah, you know, you should replace the HPVC. How many times have a air conditioning guy said, you know, I recommend you start looking at replacing your air conditioning in it. And the customer is going to say, all right, well, definitely we'll think about that. Thanks a lot for your day. Thanks for your Service. And that's it. know, instead of that, you should say, Joe, actually, I, the system is obsolete and it's got absolute refrigerant and it's a fracture in the refrigerant system. There's two things we could do. We can get you working today, but I also have made up prices to replace the system. I'm going to tell you something. The replacement of the system will be less money out of your pocket. If you just did that, if I fix it, you're going to pay me to fix it. And then you're going to pay me to replace it when it's an emergency and that's going to cost more. Joe Crisara ServiceMVP (24:04.642) Now you just replace it now, it would be less money and it would be a monthly payment. I wouldn't have to charge you on the spot for that. So why you take five minutes and think about which way we want to go. Or you want to fix it or you want to replace it. I'll do either way you want. If you did that, if everybody could just learn that we have both things available, a way to fix the system and a way to replace the system. And we've written both things down. Now, whether you write the replacement yourself or you give it to another associate at your company, maybe your, your salesperson who I call quality control person in our company, he has got the options to replace it. We have both things available right now. I told Ron back at the office that we have this issue with the duct leakage. So he has worked up complete system replacement options. He has some of the systems where we don't even have duct work. We just do ductless on the second floor. He has it written up for you because you have fiberglass, you're breathing in your home. So, what's the question? So you want, we want to fix it or you want to replace it. What should we do? We've written up both things. So the difference is this, Justin, if I invite you to Los Angeles and I said, Hey, Justin, can't, thanks for coming to my house. Who and your wife? would you like a sandwich or some iced tea? And you said, sure, Joe, I'd like that. Do you have some made? And I say, no, I don't have any sandwiches or tea here. I have no food. well, Joe, why would you ask me that then? I just thought we could go to the store together and go shopping. It's like, dude. You should have anticipated that we're coming over. And most likely, you and your wife would say, no, we're good, Joe. We're just going to stay for a little bit. not going to. Don't go out of your way for us, right? So that's the phenomena that clients, the same science there, right? If you don't make the options for repairing and replacing, and then you ask the customer to go ahead and fix this, how much is the price? it's probably about $500. You see what that's going to sound like? It's not going to sound like you're confident and you haven't written it down. So creating the option sheets and writing it down in document. Now, good news in today, Justin, you can use Apple Notes if you want to talk it in and just price it out and do it that way. There's so many, the technology, you don't have to get involved with, there's Service Titan, of course. You know, we designed part of Service Titan with the estimate bundling part of it. That was something that I talked to Aura about in Vahe back in 2012. So they helped design it so it have that element. But here's what they told me. They told me that Joe Crisara ServiceMVP (26:26.318) The thing that we teach, that they said that over 80 % of the revenue accredited in ServiceTitan is done by the 7 % of the people who use the science behind what we teach. So that's crazy, isn't it? That if people were just to use that part of the program, 93 % don't use that part of the program. And they would love to see people use the premium mid -range economy way of doing it in a bundle format. And that's what would happen there. But that's a long answer to a really short question you gave me. So hopefully it wasn't too long. Justin Deese (26:53.839) I think that was great answer. And I actually wrote down two notes to share. One is money's green. So just remember that as you're working with people, money's green. Like it's a universal, not that anybody uses cash anymore, but money's green. The other thing is I think something that you said that highlights, and you really highlight this in the book is sales is personal. And the Rama Jama, industry, lot of times that we get into, especially during the summertime, right? It's like, I'm so busy. I'm so got a thousand things to do. It's really easy to forget sales is personal, right? People want to do business with people they know they like, and they trust. And you have the option or the opportunity when you're standing in front of a customer to make that connection. And I, and I think it's good. So that was, that was the two notes that I wrote from your. Joe Crisara ServiceMVP (27:49.422) We don't, you know, I'm going to be at the Pantheon. I'm going to be doing a Rilla, who was hired me for a national spokesman part. And what we found, and really has validated good reason. I'm aligned with Rilla. They have validated a lot of what I teach and put it into the thing. so let's see if uncle Joe's full of it or if these things are real. Right. And they found that when people explained the premium mid -range economy price and they are personalized, like you can see, here's what they tracked the amount of times you use the client's first name. If a Service provider never uses it, the results will be almost nothing. You'll have no, hardly anybody will buy if you never use their first name when you talk to them. So you have to say, who do I have the pleasure of speaking with? I'm Justin. Hey, Justin, may I call you Justin? Yeah. So that from that point forward, if the client, if you, the server provider use the client's first name as many as nine or 10 times, the results skyrocket because the client, even that, why not even doing any more than starting a paragraph with the customer's first name? That's something anybody can do today. doesn't take like a genius to know somebody's first name and just start using them for Susan. I mean, I call you Susan. Yes. Hey, Susan. Thanks for inviting me to your home. I really appreciate that. So Susan, where do you want to get started? You know, it would be something you could just say. I already got two Susans in, right? But not even, I'm on the way to nine. they found that nine or 10 is a sweet spot in terms of using the client's name. And it's a small drop off if it goes more than like nine or 10 and then starts dropping down and it levels off again. But it's very interesting how AI and some of the things that are modern have helped some of the legacy things that I teach, proven it in a way. That's really the kind of thing that really is validating. That's why I love that. for years I'm looking for, how am going to validate the science? I've talked about the science of pricing and things like that. But what's the validation? What's the third party part of it that I can really go to? And this is really the reason why I'm... diving into AI to make sure that it can help validate the things I believe in or change the things I believe in. if it's not that, like I thought you could use the name endless times, but it turns out that if you use it more than 10, it starts to level off and drop down just a bit. It doesn't drop down, like the worst is not using it at all, but you know, it starts dropping off after you use 10. So if you use it too much, it can also look kind of phony in a way, I guess. there's different things like that. I really believe that a lot of people have a lot to learn about this still. I'm still... Joe Crisara ServiceMVP (30:09.092) I'm just kind of eager about learning myself, Justin Deese (30:12.434) Well, and what a neat time in our industry with AI coming in and just the technology shifts that have happened. I mean, even in the last 10 years, I mean, it wasn't that long ago, what 20 years ago, cell phones really weren't even a thing in our industry. Like you might've had a Nextel. A lot of people still had, you know, map by, I can remember map books back in the day, you know, you bust out the map books. And then you fast forward, I mean, 20 years was a blink of an eye. And look at the technology. Who would have imagined that you could utilize AI for, for Service calls and conversations with the customer. And it doesn't replace the tech, but what it does is it's a pretty impressive tool that you get in your toolbox and it's there and available to you. Joe Crisara ServiceMVP (31:01.362) It doesn't tell you exactly what to say or whatever, but it does give you a good framework. I had the thing where how am going to tell a partner that we're not taking partnerships on until next January? Because he put a lot of work into showing us what he's going to do with a partnership with ServiceMVP. And I felt bad because I'm like, god, this guy did all this stuff and I'm have to tell him because our leadership here said, hey, there's no new partnerships until next January. So put the brakes, right? So I had to think, what am I going to tell him? Justin Deese (31:05.819) Mm -hmm. Joe Crisara ServiceMVP (31:30.578) chat GBT. And it came up with a good framework. First compliment them on the work, then tell them, hey, we are still interested, but right now we have to hold off till January. So it was a nice way of kind of, it gave me some confidence that there's something else beside me having to think of it, right? then otherwise I got to ask like three other humans if I don't have that. So I think the intelligence of AI, I don't think it's there yet. I don't think I wanted to put words in my mouth. I don't want to use the words from ChiaGBT, but I do love the fact that we just did a thing where I wrote 14 songs about the material in the book. There's a song called What Should We Do? I said, take this chapter and write a song about it. They gave me four verses with choruses and stuff like that. I put it into another AI program that made a song about what should we do. It's amazing. That's something that's it sounds like man the word is like how specific that comes up with the words from that chapter and so that's the kind of thing that Although I feel bad for musicians because I probably had to spend like, you $200 ,000 to do 14 songs like that, but But instead I got it done for $89 over a couple different apps or something like that but but I think but then truthfully when I were thinking about hey we should hire a musician to actually perform these because I it would be something would be sounding a little bit better, you know, so But it's kind cool that it creates that stuff because who knows how many go back and forth it would take to create something that happened in about 20 seconds. That's just crazy. I do think there's a lot of... That's where think the RILA thing with the AI call monitoring, basically it takes the chapters of the book and it creates prompts so that it can tell you, did you match up with the way that things should be done on the science of pricing, the science of communication. Justin Deese (33:01.903) Yeah. Joe Crisara ServiceMVP (33:20.91) using the first, like how many times was the first name used? It'll kind of come up with those things and we can easily send the information back to the technician before his next call so he can be better on the next call than he was on the last one. I went from not thinking it was garbage and it's going to replace humans to thinking it's going to enhance humans and it already has. I've already seen our clients. We've actually incorporated it into all of our training. Even people who graduate, we're the only company who graduates. We graduated 290 people last month. Every month we graduate between two and three hundred people here at Service MVP with the companies that work with us. Three week training and then we graduate them on week four, but we now are using AI to see if the graduation was valid so that people can get feedback from our AI system we have there. So it's going to we're incorporating it right into what we do here too. Justin Deese (34:07.546) Man, that's impressive and exciting. The future, the future is bright for the home Service industry. And I, one, I'm excited to be a part of it. Joe, I know you've got a ton of stuff that you've got to do. Probably another book to write. I don't even know, but listen, I thank you so much for coming on and sharing a little bit about your story. And, I want to, I want to say this again. The book is, you just gotta get the book, but. Joe Crisara ServiceMVP (34:22.446) No, I don't that but yeah. Hmm. Justin Deese (34:37.189) How can people get in touch with you if they want to find out more and get the book? Joe Crisara ServiceMVP (34:40.91) Well, you know, if you want to email me, it's joe at Service mvp .com. If you put in the subject line, free book, I will send you a link where you can get the book for free. If you want the paper book, it'll be a paper book for free. And you just got to pay for shipping. It was 8 .95 or something like that for shipping to get the book to your house. If you do that book normally costs $25 on Amazon. We've sold over 3 ,000 copies this way where people just buy it from the free book thing. My idea is to get the book in everybody's hands so they have a playbook and at least something they can evaluate the current way they do things and confirm what you're doing is good. If you're really good at sales, then this will help you confirm some of the things and document some of the things you probably do well. If you're not good at sales, it'll give you a playbook on things you can do to improve immediately the next day. People like, I'm not sales, but truthfully, even if you're a father or a husband or you're selling your family that you're creating value for them, if you have a good relationship with your son, your son must look forward to seeing you. And you sold the relationship between you and your son, right? And I didn't sell it. He sold himself. And I said, that's exactly what I teach. I don't teach people how to sell anything. I teach people, the people we talk to, how to sell themself on this relationship. Just like, know, Justin, you sold me on our relationship because I just met you today and didn't know that you had done everything like that and put the work in. And it makes me already feel like you've got my unconditional friendship for rest of your life. You can't ever lose it. How's that sound? So joe at serviceMVP .com, just send a free book or if you want to go to serviceMVP .com and just take a free lesson. We have free lessons there. can take nine. I love the nine lessons for free. So. Justin Deese (36:14.277) That sounds good. That sounds good. Joe Crisara ServiceMVP (36:26.414) And then, yeah, it's like, then you're going to sell me something? It's like, no, you're going to sell yourself something. I don't sell anybody anything. So you're going to purchase more, of course, but I'm not going to push that on you. It's something you have to ask me for. Make sense? Justin Deese (36:41.329) Very cool. Well, Joe, thanks so much for coming on. And again, I can't say this enough. You got to get a copy of the book. And now that it's free, I mean, come on, it's cheaper than a cup of coffee. So you got to do it, but Joe, thank you so much for coming and hanging out. Joe Crisara ServiceMVP (36:55.512) Thank you so much, Justin. I really appreciate it.