Bonus: Discovery Before the Pitch — From the Take45 Archive-এর সম্পূর্ণ প্রতিলিপি

00:04:00.879 --> 00:04:03.520 We get to a point where they go, actually, I don't know what they have for that. 00:04:03.680 --> 00:04:06.080 I don't know why they're doing that, I don't know what version that is. 00:04:06.240 --> 00:04:07.439 So here's the problem with that. 00:04:07.680 --> 00:04:10.960 I call that the white, the I don't knows in your heat map. 00:04:11.199 --> 00:04:16.639 How hard is it, guys, to sell something if you don't know what the customer already has for it? 00:04:16.800 --> 00:04:17.680 It's impossible. 00:04:17.920 --> 00:04:22.319 So when I say this to people, even senior reps, I go, you know, that is pretty obvious. 00:04:22.480 --> 00:04:25.920 So then I wonder, well, why is it that they haven't gotten their arms around it? 00:04:26.000 --> 00:04:26.959 And there's a lot of reasons. 00:04:27.120 --> 00:04:29.279 Some is they're very siloed in an account. 00:04:29.439 --> 00:04:31.360 Two, they don't know what the questions are. 00:04:31.519 --> 00:04:35.519 Three, they're not comfortable with the technology enough to even ask some basic questions. 00:04:35.680 --> 00:04:41.120 So in a training, when I figure out that that's where my group is, those are some of the first things I try to fix. 00:04:41.199 --> 00:04:43.439 And I'm just talking to every salesperson out there. 00:04:43.680 --> 00:04:45.199 You want to sell more Cisco? 00:04:45.360 --> 00:04:49.199 Find out first what your customer has across all the different things Cisco sells. 00:04:49.360 --> 00:04:52.879 Cisco has about 70 different types of solutions. 00:04:53.040 --> 00:04:54.639 Now, are you gonna do this in one meeting? 00:04:54.800 --> 00:04:55.120 No. 00:04:55.279 --> 00:04:56.959 But discovery is like a journey. 00:04:57.120 --> 00:05:04.800 Every time I show up for a meeting, even if the meeting's project based, like the customer's like, hey, we're here today to talk about that wireless project. 00:05:04.959 --> 00:05:07.360 I'm always thinking, well, here's my heat map. 00:05:07.439 --> 00:05:08.720 I don't know what their phone system is. 00:05:08.800 --> 00:05:12.000 So somehow I'll ask a question to find out that info. 00:05:12.160 --> 00:05:13.680 Like, I'll I'll kind of work it around. 00:05:13.759 --> 00:05:16.480 I'd be like, so is the wireless going to be used at all for your phone system? 00:05:16.560 --> 00:05:17.839 Do you have any wireless handsets? 00:05:17.920 --> 00:05:18.800 Is that a consideration? 00:05:18.879 --> 00:05:20.639 What is your phone system, by the way? 00:05:20.959 --> 00:05:24.560 Point is, I'm leaving the meeting every time, I'm finding out new things. 00:05:24.639 --> 00:05:29.839 And as you ask these discovery questions, lo and behold, you find more opportunities. 00:05:30.079 --> 00:05:37.120 This is where I think specifically, why if I go back to a partner who's done a training with me, their numbers go up. 00:05:37.360 --> 00:05:41.360 Does this mean that everybody who takes a training with me leaves and follows my sales process? 00:05:41.600 --> 00:05:41.920 No. 00:05:42.079 --> 00:05:43.439 Um, I wish, right? 00:05:43.519 --> 00:05:49.279 But when I go into a training, if I had a group of 100 people, my mindset is I just want to affect change with 10 of them. 00:05:49.360 --> 00:05:51.920 Just 10 of them can make a massive difference, right? 00:05:52.160 --> 00:05:54.959 One new deal pays for their time to be here. 00:05:55.040 --> 00:05:56.480 And that's how I think about it. 00:05:56.639 --> 00:05:57.920 But this stuff takes practice. 00:05:58.000 --> 00:06:00.560 You know, it's easy on the surface to say here's a list of questions. 00:06:00.720 --> 00:06:06.240 But you got to get good enough at it to understand the technology, to make it sound relatable, to make it conversational. 00:06:06.639 --> 00:06:11.360 So that is one thing on the sales process that has not changed. 00:06:11.600 --> 00:06:22.160 When you're engaging with somebody who is in a remote work situation, especially an IT team, the process of asking discovery questions before sales questions is super critical. 00:06:22.240 --> 00:06:23.519 Um, and here's a list. 00:06:23.680 --> 00:06:25.120 Let me just give you a couple examples. 00:06:25.279 --> 00:06:31.279 So here's discovery questions, and then here's a list of opportunity phase questions, or what I would call sales questions. 00:06:31.360 --> 00:06:35.839 So, discovery question would be tell me what your firewalls are. 00:06:36.079 --> 00:06:37.759 Uh, how long have you had them? 00:06:37.920 --> 00:06:39.040 How many do you have? 00:06:39.199 --> 00:06:44.160 Now, let's say the customer says they're five years old, they're seven years old, I don't like them. 00:06:44.399 --> 00:06:53.920 Most salespeople, before they've been in training with me, will immediately jump on that opportunity and they'll say something like, Well, have you thought about refreshing this? 00:06:54.160 --> 00:06:54.800 That's wrong. 00:06:54.959 --> 00:06:56.480 I just want to be clear, that is wrong. 00:06:56.720 --> 00:06:58.560 That's what a lot of people do, but it's wrong. 00:06:58.720 --> 00:06:59.759 Why is it wrong? 00:07:00.079 --> 00:07:01.839 Because I can prove this out to you. 00:07:02.000 --> 00:07:07.519 Statistically, you've now drilled into one opportunity and you really don't understand the whole landscape. 00:07:07.680 --> 00:07:13.920 So you're limiting yourself and you're also psychologically showing your customer that you just care about selling something. 00:07:14.000 --> 00:07:17.759 You don't really care about their environment, you don't really care about getting your arms around the whole thing. 00:07:17.920 --> 00:07:26.959 So we got to make sure we've done a good enough job or we get the customer hint that it's time to move on with discovery before we move into the opportunity phase. 00:07:27.040 --> 00:07:34.800 And that does take practice, but I promise you, if you could just take this nugget away from today,

you're gonna be talking to customers remotely. 00:07:35.040 --> 00:07:36.800 We gotta find out more about them. 00:07:36.959 --> 00:07:38.560 We are not asking enough. 00:07:38.720 --> 00:07:44.079 We need to find out from a sales process perspective, down to an end user, what device they have. 00:07:44.240 --> 00:07:46.480 Those are questions we didn't even ask before, think about. 00:07:46.639 --> 00:07:48.319 How's that device connecting to their internet? 00:07:48.560 --> 00:07:49.519 Is it wireless? 00:07:49.680 --> 00:07:52.160 Has their company provided that internet connection at their house? 00:07:52.240 --> 00:07:53.920 Is there some kind of mandated bandwidth? 00:07:54.000 --> 00:07:54.879 Are they doing VDI? 00:07:54.959 --> 00:07:56.079 Are they mostly doing SaaS? 00:07:56.240 --> 00:07:57.120 Are they doing VPN? 00:07:57.199 --> 00:07:58.800 Is it a combination of them all? 00:07:59.120 --> 00:08:02.079 Then we got to talk about the connectivity at the site, the main site. 00:08:02.160 --> 00:08:03.759 How are we getting back into the headquarters? 00:08:03.920 --> 00:08:04.959 How are we securing that? 00:08:05.040 --> 00:08:06.639 How are we securing that end user? 00:08:06.879 --> 00:08:10.720 In a much more detailed way than I think most people are comfortable with. 00:08:10.959 --> 00:08:17.680 But when we ask these, most of our customers, especially our IT customers, they're fine answering these questions. 00:08:17.839 --> 00:08:24.000 In fact, I had people tell me all the time, like, oh, I was a little worried about this, but they told me everything I asked, and it was no big deal. 00:08:24.079 --> 00:08:25.680 Um, and I found more opportunity. 00:08:26.000 --> 00:08:29.600 So that's how I think sales process should have always gone. 00:08:29.759 --> 00:08:39.360 Now I think the only difference is during this time, it is absolutely more critical to follow these things and do this the right way than it ever has been before. 00:08:40.720 --> 00:08:44.240 Okay, I don't think it changes it. 00:08:44.480 --> 00:08:48.799 I think it puts more emphasis on what they always needed to know. 00:08:48.960 --> 00:08:52.960 I'm gonna tell you this, um, and I like to kind of be in your face a little bit. 00:08:53.039 --> 00:08:56.240 I'm a guy that challenges people in my trainings, and not everybody likes me. 00:08:56.399 --> 00:08:56.960 That's cool. 00:08:57.120 --> 00:09:00.399 I'm here to help people, not to necessarily always make friends. 00:09:00.559 --> 00:09:08.960 Um, so I do, I push people, I challenge them, and one of the things that I often do is I'll say to people, So, what's your biggest strength, what's your biggest weakness? 00:09:09.200 --> 00:09:16.960 Across the board with salespeople, I'm gonna say more than 80 to 90 percent of the time, because I have a slide that gives a list of 20-some sales skills. 00:09:17.039 --> 00:09:17.840 Here it is. 00:09:18.159 --> 00:09:22.000 A lot of people, I think almost 80% of them say product knowledge. 00:09:22.240 --> 00:09:25.679 And then I ask a question, like, well, how important do you think product knowledge is? 00:09:25.840 --> 00:09:27.279 Here's the answers I get. 00:09:27.440 --> 00:09:30.720 I get things like, well, it's not that important, you know. 00:09:30.799 --> 00:09:32.559 I have engineers that do all of that for me. 00:09:32.720 --> 00:09:36.399 Or, well, I guess you gotta know it a little bit, but not that much. 00:09:36.559 --> 00:09:40.240 Or, look, man, I'm just the dumb sales guy, I got engineers for that. 00:09:40.320 --> 00:09:44.000 Which, by the way, can we all just like never say that again? 00:09:44.159 --> 00:09:48.240 Like, I hate when people say, I am the dumb sales guy. 00:09:48.559 --> 00:09:55.759 You are the masterful relationship builder, you should be a business expert, you should be a financial selling expert, a negotiating expert. 00:09:55.919 --> 00:09:57.840 It takes a very high level of intelligence. 00:09:58.000 --> 00:10:00.799 So maybe technology and engineering isn't your thing. 00:10:01.039 --> 00:10:04.879 Here's the deal: people keep saying, Jason, they gotta sell the business outcome. 00:10:05.039 --> 00:10:08.080 I did this training on business outcomes training, and here's what I found out. 00:10:08.320 --> 00:10:16.399 You can't sell a business outcome if you don't know what the solution does, if you can't describe it in three words, and if you can't tell me the business problem that it typically solves. 00:10:16.480 --> 00:10:18.879 If you can't do that, you're not selling a business outcome. 00:10:19.039 --> 00:10:19.759 You're not. 00:10:19.919 --> 00:10:23.440 Um, and you need to be able to do this yourself, not your engineers. 00:10:23.519 --> 00:10:25.200 So here's how we can elevate ourselves. 00:10:25.360 --> 00:10:28.080 Stop taking trainings that are an hour long on one product. 00:10:28.240 --> 00:10:30.399 That is an absolute waste of your time. 00:10:30.799 --> 00:10:32.799 Find a way to do this. 00:10:32.960 --> 00:10:41.120 Take your line card or take my heat map, look across the top of that heat map, and go, okay, here's a solution, like let's say network analytics. 00:10:41.279 --> 00:10:43.039 Can you describe it in two sentences? 00:10:43.200 --> 00:10:43.600 Sure. 00:10:43.759 --> 00:10:53.519 Um, network analytics is a tool that will give you visibility to the traffic flowing inside your network so we can discover where there is malicious or abnormal behavior. 00:10:53.759 --> 00:10:54.799 Oh, okay, it makes sense. 00:10:54.879 --> 00:10:57.759 So it's inside the network, like cameras inside a bank. 00:10:57.919 --> 00:11:01.279 I can see my traffic, I can see where there's abnormal behavior. 00:11:01.519 --> 00:11:03.279 Okay, so now you know that part. 00:11:03.519 --> 00:11:05.360 What's the common product we sell for that? 00:11:05.440 --> 00:11:09.360 Well, if it's Cisco, it could be a product like let's just throw out Stealth Watch, right?

00:11:09.519 --> 00:11:11.600 Okay, what's the business problem? 00:11:11.840 --> 00:11:12.960 The business outcome. 00:11:13.120 --> 00:11:16.159 Well, the business outcome for that is it definitely reduces risk. 00:11:16.480 --> 00:11:17.679 So that's one of them. 00:11:17.919 --> 00:11:21.120 But another one is just efficiency and productivity, right? 00:11:21.360 --> 00:11:28.480 We find that with these tools, it can actually save your IT team about an hour a day from more manual tools. 00:11:28.639 --> 00:11:29.519 How much is that worth? 00:11:29.600 --> 00:11:31.440 And that's a soft cost sell, right? 00:11:31.600 --> 00:11:33.919 So let's pause here a second, okay? 00:11:34.240 --> 00:11:37.120 So product knowledge is kind of like a house of cards. 00:11:37.279 --> 00:11:48.639 You don't need to know all of it, but you gotta know that like shallow knowledge because that you need that first, so you ask the right discovery questions, which then lead to selling a business outcome, which then lead to bigger deals, which you know, etc. 00:11:48.799 --> 00:11:48.960 etc. 00:11:49.120 --> 00:11:49.279 Right? 00:11:49.360 --> 00:11:50.399 So a house of cards. 00:11:50.559 --> 00:11:56.960 If your product knowledge is all screwed up at the bottom of your house of cards, you can't convince me that you're not missing opportunities. 00:11:57.120 --> 00:12:02.080 And this is why I emphasize so much, it's not that I'm bashing any of my competitors. 00:12:02.320 --> 00:12:07.600 I just think that when we get the fancy sales guy in who's like, oh man, Rob, everybody's so excited. 00:12:07.759 --> 00:12:10.799 That sales philosophy blew my mind. 00:12:11.039 --> 00:12:13.600 I go back and I go, Oh, you took challenger sales? 00:12:13.840 --> 00:12:15.200 Pretty expensive training. 00:12:15.600 --> 00:12:16.720 How'd your numbers go up? 00:12:17.360 --> 00:12:19.919 It didn't really go up, but everybody loved that training. 00:12:20.000 --> 00:12:21.039 Like, okay. 00:12:21.360 --> 00:12:25.600 So we need training, but we need training that's gonna drive a number, or we shouldn't do it. 00:12:25.759 --> 00:12:26.080 Period. 00:12:26.159 --> 00:12:27.919 We shouldn't do training if it doesn't drive a number. 00:12:28.080 --> 00:12:29.200 What is the point, right? 00:12:29.440 --> 00:12:33.600 If you could just take two or three of my things from today, I think it'll help you drive a number. 00:12:33.759 --> 00:12:38.879 But better yet, get into an interactive training where somebody's gonna really put you through the paces on these things. 00:12:39.039 --> 00:12:45.039 And I promise, that little bit of shallow knowledge tied to the right discovery questions, tied to a business outcome. 00:12:45.200 --> 00:12:48.399 When you can do that for your line card, holy crap, will you sell more? 00:12:48.720 --> 00:12:49.279 Everybody. 00:12:49.440 --> 00:12:51.679 There's never a day that goes by they don't get an email. 00:12:51.759 --> 00:12:53.279 And you can look into my LinkedIn. 00:12:53.519 --> 00:12:54.559 I don't even solicit this. 00:12:54.639 --> 00:12:59.600 I'll put something on LinkedIn, and somebody from five years ago will go, Jason, I best training I've ever been in. 00:12:59.759 --> 00:13:03.519 I still use that stuff, and it's helped me sell tons of things, right? 00:13:03.840 --> 00:13:05.200 That is why I do this. 00:13:05.360 --> 00:13:08.159 I don't do this for the the glamour or the money of it, right? 00:13:08.240 --> 00:13:13.840 There's I could go be a VP of sales somewhere, probably uh making quite a bit more than just a trainer. 00:13:14.240 --> 00:13:23.840 So the point with that is I want to help people, but it's hard to help people because they have these ingrained notions that they've had for years that I don't need to know this stuff, dude. 00:13:24.000 --> 00:13:25.519 And that is wrong. 00:13:25.759 --> 00:13:34.639 It was wrong then, but let me tell you, things that we need to do different now, you better get better at these things because it's all gonna be about a business outcome. 00:13:34.879 --> 00:13:36.799 You won't sell in this market. 00:13:36.960 --> 00:13:38.080 People don't have budget. 00:13:38.240 --> 00:13:55.679 You will not sell if you cannot show me how this makes me more money, saves me money hard cost savings, saves me money soft cost savings, saves me money by reducing my risk over time, or helps me consolidate my sites or things because that's the thing that's gonna be happening. 00:13:55.759 --> 00:13:59.360 You need to be able to black and white, talk through it, prove it out. 00:13:59.600 --> 00:14:11.759 A lot of our engineers they can help us with this, but I believe that good salespeople create opportunities and great engineers react effectively to the opportunities that have been created. 00:14:11.919 --> 00:14:13.279 That would be a perfect world. 00:14:13.360 --> 00:14:16.879 That's not what we often do in this industry, but that's what we need to do. 00:14:17.120 --> 00:14:21.519 So I'm here to say, A, we all have to up our game on this. 00:14:21.679 --> 00:14:29.600 Everybody, every Cisco executive, every Cisco Pam account manager, and every partner leader, manager, everybody. 00:14:29.679 --> 00:14:32.480 We all have to take what I'm saying right now seriously. 00:14:32.720 --> 00:14:33.919 We all have to up our game. 00:14:34.080 --> 00:14:35.840 In fact, the numbers prove it. 00:14:35.919 --> 00:14:41.519 You know, when I go around and I without listing the names of the people, but they know who they are on this training. 00:14:41.679 --> 00:14:46.960 In the last couple weeks, I've been reaching out to my high performers, the people who they probably never need my training. 00:14:47.039 --> 00:14:50.159 I think I make them better, they would tell you, oh no, it still really helped me. 00:14:50.320 --> 00:14:52.320 Maybe we're productive or I'm better at negotiating. 00:14:52.480 --> 00:14:55.039 But they're already doing crazy tons

of GP. 00:14:55.200 --> 00:14:56.879 What do I consider crazy tons? 00:14:57.120 --> 00:14:59.360 I think eight million plus, right? 00:14:59.519 --> 00:15:05.039 So, in in this country, you know, how many people really do eight million in GP? 00:15:05.200 --> 00:15:09.279 Well, less than one percent is the answer of our sellers. 00:15:09.519 --> 00:15:18.240 So I talk to those people to find out what do they do that's different across the board, whether they realize it or not, they know the solutions and the business outcomes. 00:15:18.320 --> 00:15:20.240 They do for almost everything they sell. 00:15:20.399 --> 00:15:24.240 They might not be that technical, they might not be able to go mile deep, but it doesn't matter. 00:15:24.320 --> 00:15:30.240 They at least know here's what it is, here's what it does, here's the problem it solves, and they can articulate that. 00:15:30.559 --> 00:15:42.080 Most people, I'm gonna say 99% of people I encounter in a training, can only do that for maybe, maybe 15% of their line card, and not to pick on it, but even the Cisco reps. 00:15:42.159 --> 00:15:44.000 So don't feel like you're alone in this. 00:15:44.159 --> 00:15:46.320 I just think we've never been taught this way. 00:15:46.480 --> 00:15:49.679 We've never been really shown what's the value of this and how to learn. 00:15:49.840 --> 00:15:52.080 The way we're taught is often all wrong. 00:15:52.320 --> 00:15:57.039 So that's gonna be important because again, you're gonna hear all the time, I don't know, budget. 00:15:57.200 --> 00:16:03.279 This is how we get around it by by understanding business better, by understanding how our solutions solve business problems. 00:16:03.600 --> 00:16:05.600 I I do this, right? 00:16:05.919 --> 00:16:08.799 I do technology sales my whole life for one reason. 00:16:09.039 --> 00:16:14.000 One, I believe in technology, um, but more importantly, I believe in business. 00:16:14.080 --> 00:16:21.360 And when I can combine the two of them together, I understand that what we do is when I sell a solution, it is making your company better. 00:16:21.519 --> 00:16:24.320 It is making your people better, it is reducing your risk. 00:16:24.559 --> 00:16:27.360 So, look, we all talk a lot about business outcomes. 00:16:27.440 --> 00:16:29.200 Here's a quick slide I want to show you. 00:16:29.440 --> 00:16:32.399 There's really only five business outcomes. 00:16:32.559 --> 00:16:34.159 People get so confused. 00:16:34.399 --> 00:16:37.279 They go, Oh, I took this how to sell business outcomes training. 00:16:37.360 --> 00:16:38.320 I go, well, tell me about it. 00:16:38.399 --> 00:16:39.360 What does that mean? 00:16:39.440 --> 00:16:40.960 Um, and then I get specific. 00:16:41.039 --> 00:16:43.840 I'm like, so here's a deal uh you're working on. 00:16:43.919 --> 00:16:44.879 It's for SD WAN. 00:16:45.120 --> 00:16:46.159 What's the business outcome? 00:16:46.399 --> 00:16:50.159 People don't even know they can't articulate it

because trainings are too confusing. 00:16:50.240 --> 00:16:51.519 So I make it really simple. 00:16:51.679 --> 00:16:56.879 In our industry, there's only five outcomes, and they are the most important ones that companies care about. 00:16:57.039 --> 00:16:57.679 Here they are. 00:16:57.919 --> 00:16:59.759 Number one, hard cost savings. 00:16:59.919 --> 00:17:02.720 I sell this solution and it saves you money. 00:17:02.799 --> 00:17:03.120 Okay? 00:17:03.600 --> 00:17:05.519 Number two, growth. 00:17:05.759 --> 00:17:11.359 I'm selling these things because it's gonna help your company acquire, add people, do these kind of things, growth. 00:17:11.440 --> 00:17:12.240 It's gonna happen. 00:17:12.559 --> 00:17:13.680 Number three, risk. 00:17:13.839 --> 00:17:17.119 I'm selling this solution because it's gonna help reduce your risk. 00:17:17.440 --> 00:17:19.759 Number four, revenue and GP. 00:17:19.839 --> 00:17:23.759 I sell you this solution and it has been proven to increase your revenue and GP. 00:17:23.839 --> 00:17:24.559 And here's why. 00:17:24.720 --> 00:17:27.680 And then number five, efficiency and productivity. 00:17:27.839 --> 00:17:32.319 I'm selling this solution, it's making your employees more efficient and more productive. 00:17:32.400 --> 00:17:37.119 Now let's talk about how that helps with soft cost selling or soft cost analysis. 00:17:37.279 --> 00:17:39.359 So that those are the five business outcomes. 00:17:39.440 --> 00:17:39.839 That's it. 00:17:39.920 --> 00:17:41.119 Nothing more, nothing less. 00:17:41.279 --> 00:17:44.319 I want you to think about a deal right now in your pipeline. 00:17:44.640 --> 00:17:45.359 Think about it. 00:17:45.599 --> 00:17:46.480 Got the deal? 00:17:46.720 --> 00:17:47.039 Okay. 00:17:47.359 --> 00:17:54.559 Now that you have that deal, I want you to think about how that deal relates to one of those outcomes or multiple outcomes. 00:17:54.720 --> 00:17:55.920 Do you really know? 00:17:56.240 --> 00:18:02.559 People always think, oh, this is easy, of course I do, but you know, training, I'm telling you guys I put people on the spot, they don't always know. 00:18:02.720 --> 00:18:04.160 Now I want you to take it step further. 00:18:04.240 --> 00:18:08.720 Let's say it was SD-WAN and you said it was hard cost savings and efficiency and productivity and risk. 00:18:08.799 --> 00:18:10.160 It was all three, okay? 00:18:10.559 --> 00:18:17.440 So who in your company, your customer that you're selling to, besides IT, cares about those outcomes? 00:18:17.599 --> 00:18:21.599 That's how we start to connect the dots then to a line of business selling. 00:18:21.759 --> 00:18:24.799 You know, here I always say this funny kind of analogy. 00:18:24.880 --> 00:18:30.400 I'll ask people like, who is your uh IT director that you would hire as a salesperson? 00:18:30.880 --> 00:18:37.039 And maybe once in a while people go, I know this one guy, but usually the answer is I don't think I'd hire any IT director as a sales guy. 00:18:37.279 --> 00:18:38.880 That's what we're doing though, guys. 00:18:39.119 --> 00:18:44.160 When we're selling to IT, they have to go sell it to someone else almost always. 00:18:44.319 --> 00:18:46.640 And you've now signed them up to be your salesperson. 00:18:47.200 --> 00:18:54.240 So we need to scrape, bite, try harder to get from okay, he's convinced. 00:18:54.400 --> 00:19:00.960 Let's get in a meeting with these other people and let me convince them in their language, in their outcomes, the things that matter to them. 00:19:01.039 --> 00:19:04.559 Let's put pen to paper and let's show them where the dollars are at.