Joe Crisara was once a home service contractor with a failing business. Deeply in debt, he had zero sales skills, and he undercharged everyone for everything. He assumed the only way to create higher value was to do the same service everyone else did for a lower price. But when things looked most bleak, Joe had an aha! moment. Not only did it change his life - it skyrocketed his business. Since then, Joe and Julie, his wife and business partner, have helped thousands of contractors achieve three to five times greater revenue by implementing his transformative "Pure Motive Service" system. Joe's down-to-earth style and direct approach are based on having personally overcome the same pains, troubles, and struggles that contractors face - all of which are still very real to him. From startups to Fortune 1000 companies, scores of owners, managers, technicians, and sales professionals in HVAC, plumbing, and electrical contracting businesses utilize his principles of persuasion, selling, presentation, and closing. Today, "Uncle Joe" is America's Service Sales Coach, a worldwide sales educator, entrepreneur, and author who helps blue-collar workers live the life they always imagined. His passion and genuine desire to help are evident on live coaching calls, through in-person workshops, or via multi-media resources. What Should We Do? is Joe's third book, the definitive guide on repackaging, differentiating, and selling services at a higher perceived quality and for more money than anyone in the market. Joe is also the author of Whisper Sales Management and The Sales Object-o-Matic.Joe and Julie have one son, Wyatt. When they're not coaching, they enjoy traveling as a family, attending Broadway musicals, fine dining, and taking long walks.