In this episode
Creating a Company Sales Culture | ft. Joe Crisara
- Why your org chart might be upside-down (and how to fix it)
- The 5-tier business hierarchy every trade company needs: brand, marketing, sales, ops, and finance
- How to train your team to communicate value—not just complete tasks
- Why hiring a skilled plumber isn’t enough (and what to do about it)
- How to build training into your schedule—and your culture—for long-term consistency
If the word “sales” makes your techs cringe, it’s time to change the culture—not just the script.
In this powerful follow-up episode of The Site Shed, Matt Jones is joined again by Service MVP’s Joe Crisara, who lays out the blueprint for building a high-performing sales culture in your trade business. Joe shares how to align branding, marketing, and operations around one central goal: communicating value to customers.
From technician training to team mindset, Joe’s approach blends systems, story, and strategy to help you create a culture where sales isn’t pushy—it’s just how you help people.
Key Takeaways
- Brand comes first: Your brand is your promise to the community. Without it, you can’t sell authentically.
- Sales isn’t an interruption—it’s the reason your business exists. Embrace it as a team-wide skill, not a job title.
- Balance is critical: Sales and technical delivery must be equal priorities. Most tradie businesses are out of alignment here.
- Train, don’t blame: If yourteam isn’t performing, ask yourself—did you actually teach them how?
- Make training non-negotiable: Sales communication should be trained just like tool use or installations.
Who Should Listen?
- Business owners frustrated with inconsistent sales or low team buy-in
- Trade leaders who want a repeatable sales process without pressure tactics
- Teams that are great at delivery but weak at communication
- Operators ready to move from ad-hoc results to long-term business value
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