Tal Shub, CEO of Craft, innovates the role of AI in home service sales. He reveals how Craft's AI engine enhances team performance by providing real-time coaching during customer interactions. The discussion highlights strategies to overcome technician resistance and the importance of understanding customer financing needs. Shub shares insights on boosting average ticket sizes and how open-ended questions can dramatically improve sales outcomes. With firsthand results from a $30M company rollout, this talk is essential for anyone looking to transform their sales culture in service industries.
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question_answer ANECDOTE
Founder Came From Field Sales
Tal explained his background in field sales and recording reps to enable remote coaching at Choco before founding Craft.
That experience led him to focus Craft on non-desk industries like home services where conversations matter.
insights INSIGHT
AI That Coaches In The Field
Craft is an AI sales engine that listens to field conversations and gives real-time coaching to service professionals.
It captures context to help inside sales teams recover revenue on missed closes.
volunteer_activism ADVICE
Use Checkpoints To Boost Adoption
Use real-time checkpoints during visits so technicians can get summaries and suggested options mid-job.
Push those summaries into your CRM to save technician time and improve follow-up effectiveness.
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#236 — AI Sales Engines for Home Services: Tal Shub on Craft & Closing More Deals In this episode of Owned and Operated, John Wilson sits down with Tal Shub, CEO of Craft, to dive into how AI is transforming sales in the home service industry. Tal shares how Craft built an AI-powered sales engine that listens to customer conversations, provides real-time coaching, and helps service teams recover lost revenue. From boosting average tickets with better financing conversations to coaching technicians on open-ended questions and process-driven sales, Craft is creating a playbook for the next era of home service growth. The conversation goes deep into why team adoption matters more than features, how to overcome technician resistance to recording calls, and what separates top performers from the rest. John also shares firsthand results from rolling out Craft across his $30M company — including higher tickets, improved training, and stronger close rates. This episode isn’t just about AI tools. It’s about how technology, leadership, and process come together to drive real performance in the field. If you’re serious about building a stronger sales culture in your HVAC, plumbing, or electrical business, this conversation is a must-listen.
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John Wilson, CEO of Wilson Companies Jack Carr, CEO of Rapid HVAC 📌 Disclaimer: Some links may include UTM parameters or affiliate relationships, meaning we may earn a commission if you make a purchase. Episodes may feature sponsors, but all opinions expressed are our own.
Owned and Operated - A Plumbing, Electrical, and HVAC Business Growth Podcast