Service MVP is the training arm of Joe Crisara, widely known in the trades as "America's Service Sales Coach," with 40+ years in HVAC, plumbing, and electrical service sales. The program teaches technicians and comfort advisors how to stop discounting, diagnose the real problem, and present multi-option proposals that let homeowners opt into premium solutions. For HVAC companies, that typically shows up as higher average tickets on replacements, better repair-vs-replace conversations, and a closer that isn't afraid to walk through a $25K system.
At the center of the offering is the MVP Club, a $99/month membership with no contract that includes a weekly live 30-minute lesson from Joe based on a chapter of his book "What Should We Do?" followed by a 60-minute open Q&A. Techs, CSRs, and owners bring real calls and real objections to the session and get coached by Joe and the peer community in real time. That cadence is what separates MVP Club from the one-and-done conference workshops HVAC owners usually send crews to.
Beyond the Club, Service MVP runs deeper sales training engagements, onsite workshops, and a content library that techs can consume on the truck. Because the entire curriculum is written by someone who rode trucks in the trades, the language, objection handling, and pricing psychology map directly to HVAC service and replacement calls rather than generic B2B sales frameworks.