Cold-calling doesn’t have a great reputation, but you shouldn’t let that stop you from using this powerful outreach channel.
In this first of two cold-calling episodes on INSIDE Inside Sales, Darryl is joined by SalesBuzz.com CEO and sales training expert Michael Pedone. Darryl and Michael dispel the many knocks against cold-calling and clearly illustrate how this tool can radically improve your sales numbers. They also share advice on piquing interest, recognizing the top pain points, and how to overcome the fear of rejection.
Darryl Praill: It's another week of the Inside Inside Sales Show. Folks. How are you? How are you? I love asking that question because I genuinely care. I genuinely want you to do something right now. Do me a favor, honest to God, do this right now. Send me a direct message on LinkedIn or Twitter or email, and simply give me one word that describes how you're doing right now. It can be fine, great, awful, sucky, brilliant, smashing, whatever. I want one word messages from you. And then I think I can do a social media post on that and I'll attribute you if your one word, just really blows my mind. So that's the challenge. I was having this conversation the other day, actually, truth be told I was having this conversation with today's guest and we got on the whole topic of misinformation and we got down on this, he summed it up perfectly. He thought, I was asking him how he was doing. Just like I asked you how you're doing. And I said, how's it going? And we won't go into the details, but he made one comment that made me laugh. And he's like, UFO's exists apparently. And nobody gives a shit. That's just one conversation. And it's funny, because we were bonding on how back in the eighties, we worried about two things. We worried about nuclear war. And we were worried about the aliens coming to beam us up and take us away to their planet or harvest us or whatever you might want to call it. And it's amazing how we've been so overwhelmed. You can say with information, you can say misinformation, you can say with reality TV. Our whole concept of normal has just completely changed. I was sharing on the weekend that I was having a family Texas change and I was laughing and I was picking on my kids and my wife and trying to position myself as being untouchable. And I said, I've got hashtag tiger blood. I'm a hashtag winner. And then we talk about all the Netflix series that are out there right now that are just crazy talk and why, what does all this matter? What does all this matter? Well, it matters because the definition of normal, the frameworks that define our understanding of what is right versus what is wrong. What is good versus what is bad is getting grayed out. It's blurring. Some would say it's disappearing and often replaced with tribalism or partisanship where we're on team A or team B. And if you're on teammate, you hate team B for on team B, you hate teammate, right? So for you, in the sales world, maybe you have a certain style of email that you send and any other style, that's not that style is wrong, right? And this is why mine's right, even though perhaps your conversion numbers completely suck, or maybe you've got a certain way of selling. And when you're called out on it, often the response is, well, that's how I do it. Meaning I'm not going to change. That's how I do it. I got news for you kids. It's really simple. As complex as humans are, as complex as we all are, we're all in many ways, wired similarly. We react to similar messages. We trust based on similar signals or we don't trust based on similar signals, right? There's a lot of commonality. So what we need to do as sales reps is stop being overwhelmed by the noise. Stop being overwhelmed by all the pundits who claim to be experts, but truly have no context or track record. Other than maybe they have a platform, maybe they speak loudly. Maybe they're just a bully and you don't want to talk to them and get back to the basics. We need to get rid of the misinformation and we need to go back to what works. So today's class, where we're going to do a little deep programming and we're going to wipe away some of the confusion. We're going to make this a very pragmatic episode. And we're going to go back to basics on what is actually a true, tried proven technique that's as relevant today. When it comes to sales, I should say tactic, not technique, as it has been for decades upon decades. Upon decades. Today, my friends, I'm going to talk about the misinformation around what a real cold call is. How's that? Misinformation about what a real cold call is. Have you heard any other podcasts out there frame the conversation that way I bet you you haven't. Now who framed it that way for me? Well, let me go there. In life, we have certain people whom we trust, certain people who when we go to back and back to the well over and over again, because they have proven themselves to be wise. They've proven themselves to be knowledgeable. They've proven themselves to be truthful. Whether you want to hear what they have to say or not, whether you like how the message is delivered or not. You know when you hear the message that you need to factor it into what you do. For some, it's a parent. For some, it's a friend. For some, it's an aunt or an uncle, but for me, one of those people over and over again is my very good friend, Michael Pedone. A repeat guest here for a reason on the Inside inside sales show, Michael is the founder of sales buzz. Check it out at salesbuzz. com. If you're online, feel free to multitask. My friend, Michael, welcome back to the show.
Michael Pedone: I'm blushing. I'm blushing. You're too kind.
Darryl Praill: I'm admiring him because for those watching the video, you'll notice that I have red curtains and it looks like Michael might have some red curtains. So we're bonding on the red curtains.
Michael Pedone: Yeah, if you ever come to visit and you stay in the guest room, that's what you're getting. Red curtains.
Darryl Praill: Red curtains. Is there a casting couch there too? Just kind of curious.
Michael Pedone: There's a door to the full bathroom and then the exit to the pool. You're all set.
Darryl Praill: That's dynamite. I like it. All right. So Michael, we open up, you and I were talking about misinformation when a real cold call is. Now I know you've got a story there that led to today's topic. So let's share with the audience, your story that inspired us to talk about this.
Michael Pedone: Sure. Well, there's a couple of things. First thing you mentioned that we have to get rid of the misinformation. Darryl, I think we're way... I don't think that once... That Pandora's box is open. I don't know if we're ever going to be able to get rid of stuff. I think people have to start to not... They have to research. They have to think things through, they can't just believe what they hear right away all the time. I think that the smart people are the lucky, maybe the lucky people, the smart people, whatever. They're the ones that are going to find the nuggets in all the noise and what's right and what makes most sense for them. And so I just, I wanted to bring that up. I just, I think misinformation and the anthem, when you give everybody in the world of voice, right? How are you going to manage it? And I don't want to live in a country or a world that you don't manage that. But hopefully that we're going to start to be a little wiser and not just believe just because somebody got a bunch of likes or something on a video or what have you. How many times have we seen a video where we know somebody giving bad sales advice on LinkedIn and they have a plethora of positive comments, right? You'll just look at this going. I can't believe. Look at all these people thinking this is the grace of information, you know it's not going to work in the real world.
Darryl Praill: It's so true. I see so many people with, like I mentioned in my opening ramble there, with a platform and just get out and expell stuff that I shake my head at and often, okay guys, guys, and gals, I'm going to sound like the old guy again. You know, I do this on occasion. Get off my lawn guy. Often what I'm seeing are people who are like 25 years old spew bullshit that they believe to be true. They think it's true. It's their opinion that is true. Their gut is telling them is true. Therefore, it must be true, even though they've never done it or lived it to know that it's absolute garbage and too many people are so quick to get on that bandwagon to be loved and say, preach, atta boy. Love it. Way to go. Yeah. And all you end up doing folks is making yourself look as stupid as the person who says it is. To Michael's point, park your tribalisms, park your biases. You will only get better if you are a critical thinker. And again, like I said, you may not like what your trusted advisors say to you. You may disagree vehemently in the moment. You may think you're full of shit, Praill. that's okay in there. I want you to go back after this is done and think about it, ponder of the next day or two or three. And after three days you say, okay, maybe. Maybe there's a hint of truth. Then brother and sister, I applaud you for having that self- awareness and ability to do that and then adopting your play. All right. So that was the conversation around misinformation, but what led to this whole conversation around misinformation and what a real cold call is?
Michael Pedone: Yeah. Yeah. So, and offline, we were sharing how I have a client who was signing on and there was some hesitancy at first because somebody in the organization was like, well, we don't make cold calls. And I'm like, well one, okay, that's fine. By the way, a lot of times people think since my company and my livelihood is teaching people how to sell and sell over the phone. They think that I'm a cold call and I'm always an advocate for cold calls.
Darryl Praill: Like a biased.
Michael Pedone: Right? If you guys never had to make another cold call in your life and nobody would be happier than me, right. Because if you're having inbound warm hand raisers, that's totally fine. You still need to know how to sell. Otherwise, you're just an order taker and you're going to close a lot less. Right? So you still need to, because if it's a hand raiser and they're interested, chances are, they're also talking to two or three of your other competitors as well. Right. So you have to still have the sales skills for that. But when it comes back to the cold calling, my point was this. They were like, we don't make cold calls. I'm like, okay, well, let me ask you a question. Do you have inbound warm leads? Are they calling you? And they're like, well, no, we send them an email first. And then we follow up to see if they got the email. And I just want to bang my head against the wall, I'm like, well that you're still cold calling them. Right. Just because you send somebody an email. First of all, that email is a cold email. Here's the thing, the definition of a cold call, you're ready for this? It's very simple. The definition of a cold call is contacting any prospect that is not currently raising their hand. It's that simple. By the way, that also means if you have existing accounts and maybe it's time for them to reorder, they haven't reordered from you in a while, or you want to upsell them, when you call them just because they've done business with you in the past, it's still a cold call, unless they were raising their hand. There's nothing wrong with that. When you go to LinkedIn and you see LinkedIn themselves, by the way, I love LinkedIn's platform. I use it myself all the time. I think I use it differently than most people do. But with the LinkedIn sales navigator and thing, I really use LinkedIn to verify that that person's still there and their title matches before I reach out to them. But with that being said, if you ever looked at LinkedIn sales navigator videos about how they sell their service, they say don't make cold calls. Research, see who's connected to you. And then leverage that to make a warm call. And I'm like, this is written by a marketing person who's never made a cold call in her life. They had no idea what the definition of a cold call is. And then what happens? Tons of people buy it, thinking they're not making cold calls. And then they're still failing because they're not solving the real issue. And so that's where, and I loved what you said, and I actually wrote it down. I don't think we'll be able to get rid of misinformation. So we need to... The people that improve their critical thinking skills are the ones that are going to do the best. They're the ones that are going to get that farther, faster.
Darryl Praill: So let me share a story with you, Michael, on this conversation and folks, we are going to give you some good tips and tricks on how to do a cold call. But part of this is understanding why you need to do a cold call because there's too many of you out there who are falling back on what Michael just said with his prospective client, which is, we just do email in and you do it. And Michael, feel free to jump in here. And before I tell my story, you do it for a variety of reasons. One reason could be that phone scares the crap out of you and you don't want to do it. Rejection is bad. What if I talked to somebody alive? All right. I don't want to be rejected live. Two, you do it because, well, I don't have the right data. Everybody's working from home right now and I don't have the mobile numbers. So I can't do that. Even though there's a thousand sources out there that will show you where most of those numbers are. You will do it because nobody uses the phone anymore. You try to try that angle. Nobody uses the phone anymore. I could go on. Those are the three right there. Michael, what are some of the excuses above and beyond, if any, that you hear from people not doing phoning?
Michael Pedone: Yeah. It always goes back to the fear of rejection though. Everything else is all excuses, right? Because listen, just because people aren't working from home, a lot of companies have their extensions forwarded to the person's cell or they have the apps. I don't even have a phone, a physical phone anymore because it's just an app on my desktop. I can hit the dials. I get inbound, outbound calls that way. Right? So it's really, sure some people aren't going to have those phones, but that's why you need to learn how to leave a voicemail and then send it with an email that matches in order to get them to people to call back. That's how come you have to know how, when you do call an organization and if everybody's working from home, but it still goes to a secretary, right? Or a gatekeeper, you have to know how to interact with them, to encourage them to want to give the right message, to increase your chances of a call back. So these are, it all goes back to in the majority of the time, if they solve the fear of the phone, if they solve the fear of being rejected, which is very easy to solve, by the way. Once they solve that, all these other excuses go away and again, you start doing the right things the right way, the right times, and now you're going to start making more money.
Darryl Praill: Okay. So I'm going to tell my story, but as an individual contributor, as opposed to a sales team, Michael would obviously sell to sales leadership to train the entire team. But if you just are taking ownership of your own training, there's a good book written by Andrea Bald called Go For No, give it a read. And it's all about dealing with rejection and how you game- ify cold calling to actually get over the rejection. It's brilliant. So for an individual contributor, check that out. I love that Michael was sharing his story with his prospect where they're saying that they don't do any cold calling. They just do email followed by email followed by email. So if you're a regular listener here on the show, you know I've been hammering from the rooftops for as long as you know, the history of time, omni- channel engagement. And there's a reason. My story brings it all together. We do regular group training and one- on- one training here at the company yesterday, yesterday, we are on a group training calls with all of the sales team, the sales leadership, and we're actually literally doing live phone calls. Okay. Okay. Michael, share your screen. Boom. Okay. So you're calling John Doe. Okay. Michael go, boom. Calls John Doe everybody can hear both sides of the conversation because we're using Zoom. We're sharing the screen. We're sharing the audio too, because to Michael's point, we're using a voice app, not an actual hard phone and so we can hear everything, we hear both sides of the conversation and a couple things happen, right? So either you connect and then we're going to go through and critique afterwards how the conversation went, which happened or you leave a voicemail, et cetera. And what you do, of course, is you critique the voicemail as well. And then you critique the tone and then delivery and the pace and the messaging, whether it's a live conversation or a voicemail and you do it as a group and you learn from it and we always tie it back to our approved messaging, our ICP, our personas, and the actual sales methodology framework and how you do it. And part of what we were showing the team yesterday, beyond all of the above was that you can actually, with a properly prepared list, you can crank through a shitload of calls in a relative hurry. And we're using a three touch, initial three touch. So to Michael's point how we were showing them yesterday, and this is just one way, it's not the only way. You'll figure it out your way is we're saying do a connection request on LinkedIn in that message, personalize it and say, I'm going to call you and leave a voicemail next. So let's check off for that. So now they know what's coming next. So you're already establishing some breadcrumbs and then you do the voicemail. And in the voicemail you say, I'm going to follow up with an email. And then you followed up with an email. And so you have three different touch points to ask, to get a message across three different ways. And what was really interesting when we were working with this technique and everything, one of the questions came up, because they're asking me behind the scenes is I'm just watching. I'm observing. I'm the CRO. I don't ask to get my hands dirty anymore. I don't be silly. I just pay people to get their hands dirty so we can hit our numbers. But they're asking me, Darryl, you're a buyer. What's your reaction to voicemails? Do you listen to them? And my response was this. I rarely return a voicemail unless their messaging was so dynamite and so specific and so timely on what I need. And too many of you are saying, hi, I'm with company ABC. And we improve productivity by 42%. And you should call us to talk about your quarterly objectives. Can I have 10 minutes in your calendar? That message would never get me to call you back. So there's that element I said, but when I see the LinkedIn and the voicemail and the email right away, a part of me goes, okay, I now know Michael Pedone. He's like chasing me down. This is cool. So I may wait three, four or five or six more touches before I finally respond. He's going to wear me down, but he's going to stand out from the crowd. But I said something interesting to them. I said this. I said, do I check my voicemail regularly? No, but guess what? Just remember. Michael said, many of them have their phones forwarded to their cell phone. Here's another angle. I said, every single voicemail I get, gets transcribed and emailed to me in real time. So even though I'm not listening to your message, I'm getting your message. And too many of you don't understand that. And I go, why would you never make a phone call when that's pretty normal these days? So there you go. That was my story, I want to share. Michael.
Michael Pedone: You're spot on.
Darryl Praill: What do we need to do to change the misinformation what a real cold call or set another way, what would you tell that prospect that you were dealing with on why they should do it? And if some easy tactical things they can implement immediately to get better results.
Michael Pedone: I just gave them the real definition. Like I said earlier, I just gave him the real definition of what a cold call is. And so, then it just goes back to their original pain points. So let me ask the question. Are you guys hitting the numbers that you need to, or not? Just yes or no. Right. And it's like, and I don't mean the numbers that you want to hit. I mean are you below that threshold of where you need to be doing something better? Or is this just a want to have? And it's like, no, we need to be doing better. Okay. Let's go back. Right. So that's a real sales scenario, right? So anytime you get an objection, you got to go back to your original pain point. That's why it's called a hot button. You got to really push it, make sure you really did get the hot button point and then bubble it back up to the top before we address the cold call. So that's how I handled that situation. But with that being said, I really think that, if you live by the definition of a cold call is contacting any prospect or existing account, that's not raising your hand. That's okay. So now just get over it and just approach it. So how do you make a cold call? How do you make, better yet, how do you make a successful cold call? And here's the one thing that I learned that works in every industry. And this is why when I do my sales training, it doesn't matter what industry you're in, because this is what I look for. Are you business to business? Right. Okay. And you're in the United States or Canada. Perfect. That's like 99% of my clients then we should talk. And especially if you have outbound sales team. So the thing is, this is how do you make a successful cold call no matter what industry you're in? Because that's the other thing too, right? People like if you try to give somebody sales advice, well, have you ever worked in my industry? You don't know our industry. Like, no, but I know how to sell. And the process is the same. People have to understand sales is really like baseball. Every time you pick up the phone, you're in the batter's box. Right? And so when you pick up the phone, you're in the batter's box, your job is to at least get the first base. Well, I want to hit a home run. Okay. Let's say you hit a home run. You still have to run around and touch all the bases. In order, if you hit a double, you can't run from home plate across the pitchers mound to second base. That's like a... But see you're laughing, but so many salespeople-
Darryl Praill: I know. They want the shortcut.
Michael Pedone: So many salespeople on inbound warm leads, they do that analogy. They skip steps. So that's why, to me, it doesn't matter if you cold call or warm calls, if it's outbound sales and you're not hitting your numbers, chances are my solution is going to help. Because when you get an inbound warm call, how many times do salespeople, they just go right to the scheduling the demo, or they ask what their title is that person, they just, they skipped so many steps. They don't even get problem recognition. They go right to the demo and they hope for the best. Sometimes it works because they were warm. But a lot of times it doesn't and you miss those opportunities. So let's go back to what I was going to say, how to make a cold call before I got off on that tyrant. No matter what industry you're in, the step two, making a cold call is this. You have to peak interest in the first few seconds of the call. If you cannot peak their interest in the first, within that five seconds after, hello, my name is, if you can't peak their interest, nothing else matters. So how do you do that? Well, you have to know the formula, right? And so with the formula is this well, first thing is this, is you have to know what are the top two or three pain points your target audience would have to have in order for them to be interested in your solution, whether they recognize the problem or not. So your business is only in business because it develops solutions, solution, or solutions for specific problem or problems. Right? Well, now I hear well, we solve lots of problems. Well, okay, well, this is how you need to know how to segment your list and build your ICP, your ideal customer profile. So okay. Hey, let me give you an example. Companies in the U S, 200 to 500 employees, sales directors have 10 or more sales reps. I know if that's the guy build that list, I call them, guess what? Chances are some of them, their reps aren't hitting their numbers. And they're struggling with call reluctance. They're sending more emails. They're not hitting the phones. They're collecting a nice salary though, but they're not hitting their numbers. Right? I know I can go the whole entire list and then call them and go, Hey Darryl, it's Michael Pedone @ salesbuzz. com. How are you? You go, yeah, sure. What can I do for you? Who are you. Listen, the reason for my call. Specialize in helping outbound sales teams overcome call reluctance. 90% of the time I get a, they want to hang on the phone. How do you, if you're a sales director, how do you say, how do you not want to hear what I have to say next? Now, if I'd called and said, well, we provide sales training. Every person on that list that I just, 200 to 500 employees, VP of sales and 10 or more sales reps, every single one of them has internal sales training. Not one of them doesn't so if I call and say Hey, we provide a sales training, I'll get the, no, thanks. We're all set. We already have something like that. But if I call and I agitate a pain or scratch an itch that their solutions not solving, the opening value statement did its job. It peaked their interest just enough not to make them buy or want to hear a presentation. The opening value statement has two things that it has to do. The first thing it has to do is peak their interest. When it peaks their interest, I just bought myself five to 10 more seconds and that's all I needed. So now you get the first base and now when I'm there and you have to know what to do next, to get the second and then bring it all the way home. Does that make sense?
Darryl Praill: It makes perfect sense. And we've had this conversation on so many past episodes that there's so much that's coming together here. So for those who are regular listeners, for those who aren't, go back and listen to the last like 10 or 15 episodes and you'll hear this over and over again. A couple of things come to mind. One is omni- channel outreach. All right, that includes the phone. Two is stop taking shortcuts. This is what I keep on hammering guys all over on all, all, all the time. All right, first, I love the analogy. First base, second base, et cetera. It's a process. We've talked about the phone where you kind of got like seven or eight seconds to peak their interest. 12 seconds max, to ask, to get them to trust you or not. 30 seconds, they maybe will grant you where you need permission when at that point in time to actually carry on the conversation. If you can't do it, stop it. Stop with all the pleasantries. How's the weather? How are you doing? What about the Olympics? Whatever you want to call about. Stop all that crap because nobody cares. It's just killing you right away. Just screams sales message because you want to respect the buyer. Other thing we've been hammering, hammering, hammering on is understanding your ideal customer profile. Your personas. I challenged you. If you recall, do you know your ideal customer profile? Can you actually tell me, and if not go back to your colleagues and actually hammer that out. So you understand what exactly those things that, as Michael said, the top two to three pain points your audience would have to have, they'd be interested in your solution. That goes back to your ICP and the persona. And then we've talked about is hyper- segmenting your lists so that you can hyper hyper- personalize the message so that your likelihood of resonating with your ICP is you call into them is dramatically higher. It's supposed to have in a very broad generic message. And when all you're doing is talking your product, there's nothing hyper- personalized by that at all. So if you want to do 20, 30, 40 calls a day as part of your regular prospecting routine, just make a hyper- list of these 30 people, I'm going to call these 30 people today are under combination, maybe LinkedIn, email, phone right on day one. I'm going to call them and they have the following attributes in common. All right, maybe it's job title. Maybe it's location, it could be a city. For example, in the city, it becomes part of your message, who the hell knows. But I love the whole point is, Michael said, I help people reduce call reluctance. Okay. He's right. I'm like hanging on the edge of my seat. And this is inaudible us up. I've heard our reps use a variety of lines. We stop reps from cherry picking leads. Imagine me calling into a marketing guy and saying we stopped reps from cherry picking the leads. You're sending them and call them all instead. The marketing guy is going to go tell me more. Right? That's it. Sure. We do a shitload more. All right. So that's all about a cold call. Now, Michael, we talked about the cold call. You've brought in so many pieces together. This is why we keep on going back to you, we've not talked about though, is the voicemail. So what tips and tricks can give me on the voicemail?
Michael Pedone: You have, the voicemail should be matching what you're opening value statement. If I call you and say, Darryl, it's Michael at sales buzz, I'm calling because right. Let's just start right there. You just want to know why I'm calling. I've piqued your interest in the first, second and a half or two seconds just to hear the next two seconds. So you can make a determination if you're hitting the delete button or not. That's all I want to do. Now. I have, there are three templates that I use for cold calling. You ready for them?
Darryl Praill: I'm ready for them.
Michael Pedone: Okay. You have the competition template. Well, one, you have the straight up cold call, you have the competition and then you have the referral. So the cold call one was the one that I gave you. The first example was where I just said the reason for my call, I helped outbound sales teams overcome car reluctance. Now, by the way, side note, notice those pauses there. That's all by design. If I would have ran through that too fast, it's just a marketing message that goes by too fast. You don't want that. So I pause for effect. So I let it sink in, but that's just, that's what I would call the cold call template. I'm hitting the pain point right out of the gate. A second one that I use, which is one of my favorites, especially if you're calling niches and an into a niche is called the competition template. Let me give you an example. I used to work way, way many years ago, I used to work at DuPont registry, which is I worked in the online division where I was selling to other general managers of Ferrari, Lamborghini dealerships, things of that nature. And basically we have the time, it was the Autotrader of online luxury market. This is where all your rockstars, hedgefund and guys go to buy their Lamborghini's to find out who has it in stock, right? So we had to call these general managers of these dealerships to get them to want to pay us thousands of dollars to list their inventory with us online. And if you call them and you start asking about their marketing and what they're doing for marketing they're going to hang up on you, right? Because these guys eat, sleep and breathe, moving$ 300,000 cars. They don't have time to be talking about this so I call them and this is how I would get them on the phone. I'd go. I would say, listen, the reason for my call, we just helped Shelton Ferrari, hit their numbers last month. And if we have a second, I'd like to ask you a few questions. If we can help you as well. Now they're like, okay. Yeah, because now they want to know, Hey, how does Shelton Ferrari beat us last month in numbers? And I would get the numbers report of their sales volume all the time, right? So it's called the competition. You could do that in any of your businesses. If you know you have a big, let me just back up one more. Before I started sales buzz, I started an SEO company in 2002. I started this company, sold it a couple of years later, but with that being said, I took on a client first, did one of the biggest ones in Tampa, biggest name in Tampa Bay, did theirs for free. Got them really excellent results, got a testimonial. And now I was able to call all the other top companies in Tampa going, Hey, the reason for my call, I recently helped so- and- so get top rankings for on Google. And it was just, that was it. It was just right away. So you have the cold call, the competition, and then the referral, the referral is real simple. Referral could be somebody outside the organization, or if it's a large organization like take, for example, 3M is one of my accounts. I did one division, contacted them. They loved it. Then I called a division in over in the UK say, Hey, I recently helped the 3M division over in Minneapolis to do XYZ is a potential that they said, I might be able to help you as well, took the call right away. Or you could use a referral to where somebody it's outside of there, but you've actually had that conversation with you could use as a name. So there's three ways that you can create your message to your audience. Does that make sense?
Darryl Praill: Perfect sense. And I'm laughing because we've covered so much of this content recently in other ways, shapes and forms. Okay. Folks, timeout, I'm calling audible. This conversation is going way longer than I expected, but hopefully you agree with me. It is fire. So we decided to make this a two- parter, don't go anywhere. We're going to finish this show next week on the next episode. And I tell you, I'm telling you now, it does not disappoint. Tune in next week. We'll see you then.