The Power of Pure Motive Service: How Focusing on Others Grows Sales and Trust

Featuring Rick Picard of Rodenhiser Home Services | As Heard on the Service MVP Podcast

What happens when you stop trying to sell—and start trying to serve?

In this powerful episode of the Service MVP Podcast, Joe Crisara sits down with longtime friend and top sales performer Rick Picard to explore the concept of Pure Motive Service—a client-first mindset that transforms every service call into a relationship-building opportunity.

Featured in Joe's bestselling book What Should We Do?, Rick is credited with coining the term Pure Motive Service, and in this conversation, he explains how shifting your motive from self-gain to customer care results in better sales, deeper trust, and long-term business growth.

Whether you're a contractor, service tech, or leader in need of sales coaching, this blog post will show you how empathy, responsibility, and authenticity win.

Be sure to check out the full episode on our YouTube channel—just click the link below to watch the podcast in action!: https://www.youtube.com/watch?v=O9PhFthrd_0

What Is Pure Motive Service?

Pure Motive Service means approaching every client interaction with the sincere intent to help—not to sell. It’s a philosophy that:

• Builds trust with clients

• Removes pressure from sales interactions

• Focuses on service, not self-interest

“If your motive is corrupt, your results will be corrupt,” Rick explains. “When your motive is to help—not to manipulate—your outcomes improve naturally.”

This isn’t about tactics or memorized sales scripts. It’s about mindset—one that aligns perfectly with sales and customer service training rooted in empathy and problem-solving.

How Pure Motive Service Was Born

Rick first coined the phrase after attending Joe Crisara’s training classes, where he noticed some students were only focused on metrics like close rate or average ticket—missing the deeper purpose.

“They understood the steps,” Rick says, “but not the why behind the steps.”

He realized that true success in service sales doesn’t come from pressure or clever phrasing. It comes from a place of care. That epiphany reshaped how Rick coached his team—and helped grow Rodenhiser Home Services into a legendary brand across the U.S.

Pure Motive in Practice: Stop Selling, Start Serving

Rick shares this real-life coaching moment:

A sales rep was frustrated that homeowners wouldn’t reschedule unless both decision-makers were present. His reasoning? “My close rate is better when both are there.”

Rick challenged him:

“That’s all about you. A Pure Motive would be, ‘I want everyone to have equal access to the information. I wouldn’t ask one spouse to explain it all to the other—that’s not good service.’”

It’s this simple change in mindset that elevates customer service sales training from average to elite.

Why Pure Motive Works in Sales

✅ Builds trust – Clients sense your sincerity
✅ Reduces resistance – Objections fade when the motive is care
✅ Increases referrals – Happy customers share great service
✅ Boosts close rates – As a byproduct, not the goal

Rick reminds us: The goal isn’t the sale. The goal is to help—and the sale follows naturally.

How Pure Motive Connects to Responsibility

One of Rick’s key lessons in sales performance coaching is this: Responsibility is a gift you give yourself.

Instead of blaming the market, pricing, or territory, Rick trained his team to own the outcome—and the mindset. He famously switched territories with underperforming reps to prove that success comes from within.

“When I took responsibility, I unlocked my power to respond—and I sold even more.”

From Frustration to Freedom: Pure Motive Solves Sales Fatigue

Service professionals often feel isolated, frustrated, or unappreciated. But Pure Motive Service grounds you with purpose.

“Even if someone doesn’t appreciate it, I don’t need their approval. I serve because that’s who I am,” Rick says.

That mindset shift has become a pillar of sales coaching certification and professional services sales training across the industry.

How to Train Your Team with Pure Motive Service

At Rodenhiser, Rick helped train high-performing sales professionals like Dan, Ross, and Matt—all of whom are closing $4M–$6M+ annually using this exact mindset.

Their success wasn’t due to slick sales tricks—it was thanks to consistent, client-centered training through:

• Sales coaching seminars

• Sales training workshops

• Customer service training programs

Rick encourages roleplaying scenarios, open discussion, and using the What Should We Do? book as a daily reference guide.

Handling Conflict with Care

Pure Motive also helps manage common objections like:

• “Just email me the quote.”

• “I already know what I want.”

• “Why can’t you just give me a price?”

By reframing the conversation from self-interest to service, you can say:

“I could email you a quote. But I don’t believe that’s good service—because you might have a question and I wouldn’t be there to help. If you’re kind enough to let me return, I’d love to provide proper service at a time that works for you.”

That’s customer service training in action—elevated by compassion.

Final Thoughts from Rick Picard

“Customers can tell if you're there to help—or there for yourself. Start every call with this thought: I’m here to help this person—not to sell them anything. That small change can change everything.”

If you're ready to shift your sales game, improve your business leadership skills, and connect more deeply with clients, Pure Motive Service is your new foundation.

Ready to Grow Through Service?

Whether you're looking for:

• Sales and marketing seminars

• Business training workshops

• E-learning sales training

• Virtual sales coaching

• Or just a better way to close sales…

Start with your motive.

Get the Book: What Should We Do? by Joe Crisara – Available on Audible, Kindle & Paperback
Listen on the Go: Rick recommends the audiobook between sales calls
Train Your Team: Join the MVP Club for weekly training and support