Turning on the Light: How Pure Motives are Transforming the Trades

Turning on the Light: How Pure Motives are Transforming the Trades
By Joe Crisara, America’s Service Sales Coach

 
You ever meet someone and know, they get it?

That’s exactly how I felt after talking to Danielle Hearn from Hearn Service Company in Ohio. I walked away from that conversation floating on air. Not because they’re doing everything perfectly, but because they’re doing everything intentionally with pure motives at the heart of it all.

This wasn’t just a success story. This was a culture shift. A reminder of what’s possible when leaders stop hiding in the office and start doing the work with their team.

Let’s break this down because what Danielle and her husband Tom are doing? You can do it too.

Podcast episodes: Link to https://www.joecrisaraservicemvppodcast.com/2427007/episodes/17708394-shaping-a-culture-with-pure-motives-with-dennielle-hearn

or 

Video content: Link to https://www.youtube.com/watch?v=WeILZQM8J-g

 
It All Starts With Leadership
Danielle said something simple, but powerful:

“We did it with them.”

That’s it right there. Leadership isn’t about giving marching orders from a distance. It’s about rolling up your sleeves and walking through the trenches alongside your team.

At Hearn, when they started implementing the Pure Motive Sales Process, Danielle and Tom weren’t sitting on the sidelines, they were in the ride-alongs, doing the role-plays, graduating with their techs, answering phones, even getting “Uncle Joe’d” at home (which cracked me up, by the way).

It’s one thing to ask your team to believe in something. It’s another thing to show them what belief looks like.

 
Creating a Culture That Sticks
Lots of companies dip their toe in training. A workshop here. A one-off meeting there.

But culture? That comes from consistency.

At Hearn, they do morning huddles three days a week. They read the Pure Motives every morning. They share wins, challenges, and lessons whether it’s a $18,000 system sale or a call that totally flopped.

Danielle said it best:

“It just keeps us… present. You'd think we were selling your book the way we reference it.”

When your team is talking about the process, living it, teaching it to each other, that’s when the magic happens. It’s not about memorizing lines. It’s about internalizing purpose.

 
When You Show People You Care, They Trust You

Here’s the truth: Customers can sniff out BS faster than ever. And your techs? They know it too.

One of the biggest transformations Danielle shared was how her techs shifted from defending themselves to serving with confidence. Why? Because Pure Motives gave them the language and framework to say:

“Here’s what we found. Here’s what you told me you want. Here are your options. What would you like to do?”

No more pressure. No more fear. Just honesty, empathy, and clarity.

It’s not about selling more—it’s about caring more. And guess what? When your motives are pure, customers buy more anyway.

 
Office and Field: One Unified Front

I gotta be honest, this might’ve been my favorite part.

Most companies load up training for techs and leave the office team fending for themselves. Not at Hearn. They train everyone, field staff, CSRs and call center reps together, equally, as one team.

At first, Danielle admitted she was skeptical. “Our scripts are great. Our office is running smooth. Why change anything?”

But once the training started, she saw the light:

“Our call center understands what the techs are doing. They’re teeing up the calls better. They’re following up more effectively. Everyone’s speaking the same language.”

It’s like she said Pure Motives took the mystery out of the middle.

 
Reviews, Referrals, and Real Conversations
Let’s talk about those happy calls.

Danielle’s team didn’t just go through the motions, they transformed the process. They shifted from robotic checklists to real conversations:

“How was your experience? What did you like about the options? If I send a review link, what happens then?”
And the reviews? They tripled in a week.

Not because of scripts. Not because of software. But because of connection.

 
The Ripple Effect: Personal and Financial Growth
The Pure Motive system doesn’t just change culture. It changes people.

Danielle shared how her team used to freak out over creating three options, let alone six. But now?

They look forward to the challenge. They customize each set based on what matters most to the customer. Their listening skills? Sharper. Their confidence? Higher.

“They’re not just presenting solutions, they’re presenting relevant solutions.”

And yes, revenues are growing, too. But that’s not even the headline.

The headline is: The lights are on. And everyone’s awake.

 
Final Thoughts: What Would Danielle Say to Other Contractors?
I asked her what she’d say to someone still on the fence about this program.

She didn’t hesitate:

“Do it.”

It’s not about fixing something that’s broken. It’s about making something that already works... extraordinary.

This isn't just about sales. It’s about service. Real service. The kind that happens when your team isn’t selling at people but partnering with them.

 
To Danielle, Tom, and everyone at Hearn Service Company: You guys are proof that when you lead with pure motives, everything changes.

The process works but only if you do.

Let’s turn the light on for the next company, together.

– Joe Crisara
America’s Service Sales Coach
Founder