 Hi, y'all, Liz here with Smart Business Moves and Tom is not here today, but I do have Dan Smith, one of my very favorite people. So welcome, Dan. Thanks for coming today. Well, thank you for having me. I, uh, two for one, miss Tom, but I'm glad to be here. Well, Tom is in Phoenix from anybody that doesn't know. He's doing a Made Central Academy live today. If you're missing out, you're not in Phoenix. Make sure you sign up for the next one. Um, but we're here and I really appreciate you coming on down. I mean, of course, I love to talk about listening cells, but also kind of filling up last minute. Sad that Maria can't come though. Yeah. Yeah. Prior engagement, but, uh, okay. Ironically, she's on a sales call. Yes. Yeah. That is true. That is true. Yeah. She's supposed to be able to come here. We wanted her to, but sales calling. Y'all know sales, sales trumps everything. All right. So let me do a little bit of housekeeping because normally Tom does everything and I just come and visit, make sure that I got everything set up correctly. I think I do. All right. So Dan, the topic today, the title for our, um, uh, live today is do you hear what isn't said? So we're going to be talking about listening cells. Of course. Um, but before we do, I wanted to talk about real quick. Mmm. Do I want to do this all at one time? Yeah. I kind of do actually down. Why don't you tell everybody who you are? Uh, yeah. Um, my name is Dan Smith and I am a residential house cleaning. Business owner. I started in 2016 and out of Oklahoma city, uh, Oklahoma. And it has been a journey and a fun road that has led to just, um, Increasing opportunity to learn and grow myself for sure. So Dan, I don't know if you've recognized this or not, but at this point in time, you would actually, I think be considered a serial entrepreneur. Because don't you also have business made better? Yeah. Yes. I've got, uh, a business made better, uh, listening sales, um, Homemade better. And, uh, there's, there's a, there's another trick up my sleeve that, uh, Is on the back burner for right now, but there's something cooking. It's brewing. Yeah. And something in the works there. Right. So I think that, yeah, you would be called a serial entrepreneur at this point. So it's, and it started when I was 26 years old. So I've, I've got a few stories under the, under the, under the book of, um, past ventures and other, other industries, if you will. When you say it started at, when you were 26, what started? Yeah. So my, my entry into, um, self-employment, uh, was, um, nurtured, I would say by, um, by a physician. So I worked for a national medical management company at the time in the technology space. And, uh, the, uh, medical director of the whole facility came to me and said, Dan, I need help over here in the technical space. And if you're willing to get a tax ID, I think I'm 26 years old. If you're willing to get a tax ID, that would help me out. And, uh, I said, uh, you got it. I'm a yes man. I'll do it. But the first thing about, uh, about the self-employment and business. And the end of the story is I wandered into the secretary of state office and, and I started at 26 and I've been going ever since. All right. So really, um, about four years then, right? Dan, like. Give or take. Yeah, give or take. If, uh, if I, if I get rid of the beard, I, um, I'm fresh out of college. Yeah, you do kind of have that baby face look. I do, I do. All right, so one of the things that people may have seen, especially those of you that follow smart business moves, follow me and see me around, as you may have seen some, a bunch of buzz going out about a bunch of different things recently, especially in January. So book talk is started. If you love to read, like I love to read, join us at book talk. It is the first and third Tuesday of the month at 10 Pacific time and one Eastern. So join us there. Also, we have Dan, you and Marie and I have been really kind of pushing on this crispy community thing. Wanna explain what that is a little bit? I'll put the link to. Yeah, for certain, for certain. So crispy community is a dedicated group for individuals within the home services space intent on improving their sales skills in a way that is going to increase their wins and also meet the objective of the business that they work for. Most people on our team are center focused on helping and all moving in the right direction. But when it comes to certain aspects of the business, well, some things are easier than others. So we can have all the processes in the world, all the protocols, we can clean the best in town. We're the best of the best of the best. And we've got a wonderful logo, but none of that matters if we're not selling and if we're not closing and if we're not growing by way of adding additional clients to the companies that we operate. And that's where crispy community comes in. It is the invitation to all people, sales related, sales minded, whether you're professional. Home sales. What's that? Home sales. Yes, yes, yes, yes. I was getting there, I was getting there. Whether you're professional or you know, you're seasoned or you're just starting out and center focused on home services because that's inherently different, right? Selling home services, selling to the homeowner, if you will. Well, that's a little bit different than walking into a business and selling a printer or selling perfume at Sephora. I hope I said that right. Very close. All right, so tell us about the crispy community. Why should people know about it? Why should they join? What is it? Yeah, so crispy community is a structured weekly. It's Facebook. What's that? Facebook, it's Facebook group. Oh yes, pardon me. The platform is on Facebook. And it's a closed membership group that, I don't know why I said closed membership group. It was a really good deal right now but that's not what we're here for. So the group itself involves structured events, activities, training, live calls, the review of calls and being able to extract what we've learned, what was done well, what we could do better. Different topics throughout the month. We have quarterly events, we have challenges. All things intended to help us improve. And done so Liz, very intentionally in a community contribution style. So everybody has something to add and everybody has something to teach everyone else. And I think that's the beauty of this community is growing together. Yeah, I don't really have a lot to add to that. You did a good job, Dan. That's rare that I'm thinking I don't have anything to add there. I did put a link about that deal that you were talking about. So Dan did mention it was a membership and the membership right now is it's $24 a month to join the crispy community. Daily conversations, like we said, weekly lives on Thursdays. There are monthly challenges. There is quarterly, some quarterly assessments type stuff that we're doing. But there's also a special deal right now. I think it's through January, but don't quote me on this. Dan, you can correct me if I'm wrong. Special deal is that if you get two other people to sign up for the crispy community, then you will pay $24 for the entire year versus $24 a month. Now, for some of you are probably thinking, you're just trying to get us to do your work and get the people like, yeah, of course. And here's the thing. We want this to be a huge group. We absolutely want a ton of people. Y'all together know way more people than we know individually. We're not going to be able to grow the group as quickly as if we're all growing it together. Together we can all have a much better experience. Somebody asked me, well, so if you just want this huge group list, then why are you charging? Well, I'll tell you why. Because when you charge for things, people tend to participate more. And that's the bottom line. I swear, charging a little bit of money because we want to make it a little bit painful. Nobody wants to lose out on their money, but enough that people will come and participate and do the things. Because if it's Dan and I on the calls, it's gonna be pretty boring. So, all right, so that's Krispy Kandy. All right, but I really wanted to talk more about listening cells today, Dan. I think a lot of people have heard about Krispy Kandy. They've seen, I put up the code too, so that they can see all the different things that we do for the month in the notes. I don't think a lot of people know about listening cells. I mean, we have, how many people total do we have in that group? Around the 50 mark. I think around the 50 mark is where we're at. So not very many people at all. So not very many people even know about it. So I really wanted us to kind of just chat about that a little bit. Maybe you could, so sorry, y'all. Same as every smart business moves. We don't have any kind of a big PowerPoint or anything like that. Hoping to just chat about it and figure out if it's a good fit for anybody. An introduction, yeah, for sure. Yeah, for sure. So tell us, how about, start us off, Dan, with why we, you and I and Maria, even started the program. Yeah, for sure. You know, it's gonna sound like I'm just telling you how wonderful you are and there's a sprinkle of that in there. Everybody knows Liz. Everybody knows Liz and everybody knows Maria and the two of you are involved in so much and you help so many people. What people may not be aware of is the three of us have been working together in one capacity or another for going on four years now. Maria and I for over a decade. Yeah, so you, yeah, much longer on your part, but I was gonna say the same thing. Me and Maria and I together even longer than that. So that relationship was already established there and to say why or how we, I don't wanna be too mysterious, but we were working on a completely different project. We had a different idea in mind. We were going in a different direction and the one thing that kept popping up was the topic of sales. And it's challenging to address other areas of business or other areas of growth if sales aren't where they need to be. And so we looked around, we started to talk and the not so short answer as I keep talking, the not so short answer is we went circles and circles around the options out there to help our teams improve their sales skills and output today. And that started a whole different conversation and ultimately direction. Well, one of the things I wanted to point out, Dan, cause I know you'll hate this so much. And I love to make everybody, at least a little miserable on smart business moves is when we were naming the program. So we knew that we wanted something around listening because we really saw that as a big gap and a place where not in the focus was everybody is using fancy words and fancy methodologies, but we really just could see that just a huge piece was the listening piece. But then what happened with that last half? Like listening cells. Listening. Yeah, so I'll add to what you said. The word listening kept coming up over and over and over and over. And it was like a light bulb. It was like we can't move forward without talking about listening. So the last part was very comical and to this day, it's entertaining. And that is, is it listening cells? Is it listening sales? Or if you're dealing with any sort of, online captioning, well, then it spells it C-E-L-L-S. So it's like we can't win one way or another. So the program is listening cells, right? It's a single statement in itself, listening cells. Now the outcome is sales, but it's not listening sales. And I don't know if we're better off explaining it or even having to explain it. I don't know, but it is listening cells. The good thing is somebody had an idea along the way to buylisteningcells.com. So that was you. We both know that was you. Somebody had a great idea right there. Some very handsome gentleman was so smart. So if you go to the wrong website, it takes you to the right website. Don't worry, yeah. But the idea around listening cells, it's so simple, but it's so easy to overlook too, right? It's a complete statement. When you listen well, that sells your product, your service, whatever it is that you're trying to sell, just listen, because that's what sells the stuff. But it's just hard to comprehend. It seems to make more sense to a lot of people listening sales, including one of our partners who is absent today, because she's on a sales call or a sales call. Yeah. Yeah, give me a little brief of that. For sure, for sure. You know, to illustrate the point, it transcends sales altogether. I mean, listening cells. Well, listening also builds relationships. Listening builds friendships. Listening helps comfort people. Listening is the root of empathy. It's intensely powerful. And if we put sales aside for a minute, I know that's what we're here for, but if you're not listening in almost any facet of your life, what are you missing out on? What are you missing out on? So it's fundamental to communication for us all. So I'm trying to pull up right now this book too, because you all know I have to have a good book. And there's always a good book out there. But Tom was, and usually we go back and forth, right? We both love to read. So I recommend a book to him. He'll recommend a book to me. And we usually just mention it one time and then we drop it. We don't have a lot more to say, except for shoe dog. We have gone back and forth about shoe dog multiple times. This is just a great book. If you haven't read it, it's about Phil Knight, founder of Nike, how he, you know, his entire path, and we both cried during that book, y'all. Oh, I'm not positive Tom cried. If I'm lying there, Tom, I'm sorry, but I'm pretty sure he said he cried too or at least teared up. It's like, it's a really good book. But I veer off. What I want to talk about today is there's a great book that Tom mentioned to me. It's by David Brooks. It's called How to Know a Person. I'm gonna show it here. It looks like that, y'all. How to know a person. And I was like, yeah, yeah, sounds good, Tom. I'm gonna get it. And about three days later, he's like, hey Liz, have you gotten that book yet? Have you read that book yet? And I was like, no, I haven't. Okay, I'm gonna make sure and went and got it. And about three more days went by and he's like, hey Liz, how are you liking that book? And I was like, what the heck with this book? This book must be amazing, right? And so of course, I finally started reading the book and the book is all about listening. It's all about how you get to know someone well is by listening deeply. And we talk about this at least in one module of listening cells about how listening is not just about listening, mm-hmm, mm-hmm, mm-hmm, mm-hmm. But listening deeply and how many people have never actually even had the experience of having someone listen deeply to them and how you can get to know them and just build relationships really quickly by doing that. But this book, it closed on my phone here, but this book explains a lot of that in depth to the point where I was thought, okay Dan, we gotta make sure that we use this as one of our resources. Yeah, in the crispy community. So, side note there. But, so listening is just so huge, not because we're listening and yay, now it's great. An entire book, y'all, more than one book. Actually, there are references to many other books also that talk about this. But the idea of listening deeply and really hearing people from where they're coming from create such large relationships. So, how do we transition that to our businesses, our teams, our sales teams and what we're doing here? You had not shared that story with me and I've been on enough of these calls to know that we're not scripted, right? So, what comes to my mind there, Liz, is there's a lot of companies out there, no matter which industry you're in, that are already crushing it. They're already doing amazing and nowhere are we coming from a perspective of everybody's doing it wrong because there's a hundred ways to get to the finish line, right? All right, absolutely. I saw a bunch of good programs, name them. What are they? Yeah, Sandler Training. Jeremy Miner. Jeremy Miner, Gary V, yeah. How are selling pros in our, kind of in our space. How are selling pros is in our space, yeah. Jonathan Belfort, the Wolf of Wall Street. Jonathan Belfort is in Jordan. Jordan, pardon me, Jordan Belfort, yes. There's a lot of programs out there. And we've taken many of them. Yeah, yeah, for certain. And if what you're doing today is working for you, great. If what you're doing today doesn't have, if it's missing a piece, and we're gonna talk about that missing piece, if it's missing a piece and you're crushing it today, what is possible when you apply a different twist? Whether through listening cells or through your own means of research and methodology. I know oftentimes, just as human beings, we fall into the habit outside of sales, within sales, but let's talk about our sales teams of doing things the way we do, simply because that's the way we've always done them. Oh my gosh, yeah. I put a hand for all y'all that listen to smart business moves a lot. Ends with a hand right there. Go ahead, hand. For sure. So here comes your second salesperson for this year that you've hired, and what are they doing? Well, they're doing what the person before them is doing. And fast forward later in the year, the following year, you've got two new salespeople, well, they're doing what someone else showed them. And every time somebody shows them, it's another layer, or it's another twist, or it's another version. I mean, yeah, iteration. And then that person inserts their own iteration. So yeah, there's a lot to be said for an effective sales program. There's no doubt about that, but you want me to continue talking. You wanna talk about our discovery versus our approach in terms of the existing programs and listening cells. Well, I guess you can go ahead and keep talking. I'm hoping that you're gonna hit on how we took all of these different programs and we thought they were all great. And we were still looking for something for our small businesses and our industry. And we were looking for something that was a little bit easier and maybe spoke a little bit more to what we wanted, but all the programs were good. But we still found this little gap, this little opportunity that really spoke to us that just seemed to be sort of glossed over. Yeah, so I'm guessing that you're gonna talk more to all that stuff. Yeah, yeah, I wanna clarify. If not glossed over, not drilled down deep enough for what we need. So these various programs that are out there or maybe the methods that you're using today, they're effective, but when we started taking the sales courses, digging into the sales courses, there's a huge emphasis, Grant Cardone. I mean, another just like it's the people and the programs that you think of immediately when you think I need to get better at sales. And if you take a step back and you look, a lot of those programs tremendously successful are rooted in enterprise sales, business to business sales, walking into a boardroom and talking with the CEO, selling a technical solution or selling an object or an item that is relative to a business decision. Also coaching programs, how to sell coaching programs. We saw a lot of that, y'all. How to sell coaching programs. Yeah, there's a lot of money in telling other people how to make money. And this is no different, but we're not trying to teach you to be coaching or to help other people make more money. It's the differential, the secret sauce. Here's what we discovered is missing. And that is the approach, the methodology, the dialogue, the style that is center focused on the homeowner. Center focused on that B to C or business to consumer interaction. Now some sales programs out there touch on B to C. Many more touch on business to business sales. So when you put in a box, the homeowner, the homeowner's not looking for that high-end methodology, sales script, business approach, C-suite, come at you with all the reasons why you need to buy today. Instead, we are tilting, we're shifting the tilt a little bit. And we're focused on building relationships by way of trust that begins with empathy. And when you're having those conversations at a homeowner level person to person without a sales approach, it's an organic native conversational dialogue. But yet there's strategy, there's strong method and practice the outcome not only gets the sale today, but it builds the foundation for repeat sales and for a higher return on referrals and a deeper relationship for certain. You know, I don't really think that that is the main thing that is different. I do think that that is, I know, I'm always, anybody that knows me knows, I got to disagree with something and I'm just not happy. Well, I do think that's really, that is like the thing that we, you're right, that we started with it, we dug into. But as the course evolved, we, I think the thing that we do that makes it so much more impactful is that it's personalized for every individual company. So, I mean, I really do think, I do think that that's the big thing. Now, not for people that are just going through, racing through the program, just being like, okay, answer all the questions, answer all the questions. Okay, I got the quizzes all, you know, I got a 95, so I'm good to go, not that. But for the companies where the sales people are trying to improve their sales for their specific company, the tools that we give them to build out their personalized specific sales program for their exact company, that's unique. That's why nobody else is doing that. No, nobody else is doing that. And not that they couldn't do that and not that they can't start doing that today, but that is the big thing. It's hard because the thing I think is hard about this is the people taking the course are not, they're not passive. They have to be active learners in this process. Just like we teach in the program, you have to be an active listener. You can't just sit there and wait for the customer to quit talking and then start talking. You have to be actively listening, actively engaged, trying to hear from where they're coming from. And our students, we need them to also be active learners, actively engaged, figuring out how does this best fit with what I have and using the tools to build and create their sales program. That's unique to them. Yeah, that is golden. I thought I had a wonderful pitch. That is not to be overlooked because it helps us and it presents a challenge because if you have purchased a sales program before, if you've gone down the road of investing in any respect whatsoever, more often than not, you've been handed the binder that says, just do this. Here's your script, do this, and you're gonna win. Whereas to your point, this is inherently customized to your company, your method, your core values, your messaging, because you're the one that designs that piece when going through the program. So yeah, that's a winning statement there, winning proposition. So also, I think everybody has this experience that you buy something, you buy information, you get it, you're like, oh yeah, that's good. I love it, I love it. You take it and you take your binder that you got and slot, there it goes, on the shelf. And that's where it stays. Sometimes you might remember, oh, what was that thing? And you'll go and you'll pull it out for that one thing. But this program is not built that way. This program is built so that your entire company is built on this platform based on who you are, who you wanna be. I think that's very, very unique and different. But it's also very hard. And people aren't used to buying a program and having to actually work. They want magic. Really, almost everybody is like, when do we get the scripts? Sorry, y'all, no scripts. We have an unscript, right? But there is no actual script. So. And we have to pause for a minute, right? Because we might've just lost 20% of the people. There's no script. There's no script. I'm out. I think it goes without saying that who is this for? You guys are talking a lot of buzzwords. You guys are, you're throwing a lot at us, but you haven't told us what we're doing. So, you know, if I could briefly unpack this, I don't know about, I don't know your company. I don't know who's watching, right? But we've all encountered the person, the salesperson, whether it's yourself as a business owner who's making it happen, whether you have one or five salespeople, you've run across someone that says to you, I'm not a salesperson. I don't feel comfortable. Asking people for money. Or like, you know, if they said no, they're not interested. Or worse, if they were interested, they would have called us by now. And that person is uncomfortable because they're not accustomed to selling and they don't want to sell. And it's not natural to them. And when you turn upside down the process in which they come to discover that they're helping and your entire business is operating at sales division from a listen to what the customer's looking for or the problem they're trying to solve so that ultimately we can help them, then two things happen. One, that increases sales, I'm gonna say three things happens, that increases sales, it builds tremendous confidence in the people who thought they couldn't sell before. Because now it's a mind shift. I'm helping people, I'm not selling to people. And then third, when we're truly understanding what the customer wants, we're hitting home runs a whole lot faster and out of the park, as opposed to falling into a status quo, right? You've called me and you need a cleaning. Well, I've taken 70 other calls and I know how it goes. So let me walk you through it real quick. And that's what we see most of the time. I was hoping you were gonna hit on that point, Dan. Great job there. Because that is what we hear all the time. Call any of your competitors and they immediately start telling you what they do. This is what we do, this is what we offer. This is how we do it. So I'm gonna tell you a quick secret. This is something that we hit on a little bit that people don't recognize. They go into the script and they start telling, we do all of these things and they have a huge list and they're like, I don't know why people aren't buying the thing. And so what do they do? They add more under their list. I'm gonna tell them we do even more. In the kitchen we do blah, blah, blah, and in the bathroom they get a bigger and bigger list. Y'all, here's the secret. The bigger that list is, the bigger your chances that they will not purchase from you. Because the more you put on that list, the more opportunities you give them to think, oh, I don't need that. Oh, I don't actually want that at my house. Oh, I guess this isn't the right company for me. There's just a quick little tip for you. If you're one of the companies that thinks you need a big list of all of the amazing things that you do, back off, back off, listen a little bit more to what your customer is, this specific customer is wanting. That is so hard. You wanna hit on just a little bit, Dan, why that is so hard? Why it is so hard for us to listen deeply three months in to a salesperson role? Yeah, because you've heard enough times the opening line, I just moved into a house. And as soon as you hear I just moved into a house, you know what you're gonna say. And you've got it all figured out, right? But what you may not realize is they just moved into the house and their mother-in-law is going to be joining them. And she is allergic to this and that. Well, now you're having a conversation about addressing that particular concern for that customer. So you're in a conversation where you're addressing what matters to them. You're addressing what is going to help move the call along and build trust that you might be the right company for them. As opposed to they've heard all of the things that you do and you get off the call and they didn't even have a chance to address their concern or worse is they don't even recognize that their concern was never even addressed. Something's missing. There was something's missing. I don't know what it is. Let me call some other companies and there goes an opportunity. Yeah, that is just now lost. Because they just didn't get the big yes, which brings me to something that we haven't talked about yet. When we were talking about the crispy community, we never talked about why crispy? What does crispy stand for? We're so used to it y'all that to us it seems like a normal term. But forever the other people probably have no clue. I was just on a one-on-one coaching call with a company that is, they've got some pretty steep goals this year. I think they're looking at like 24% growth at 3.2, they're at 3.2 million right now. And so that's some pretty significant goals there. And so we were, if you wanted to know like, I can get stuck sometimes Liz. Like when I'm talking about crispy, I get stuck. Even though I know so well, I know that if I don't follow crispy, that I'm gonna go down a bad path, but why do I keep doing it? I don't know y'all, but let's talk about what crispy is and then maybe you can figure out why she does it, why you do it, why we all do it. I don't know, crispy. So crispy is the acronym that was actually begun. It was originally coined crisp at Sarah Mitchell's business EcoMama in Phoenix, Arizona. And I was explaining the order of why your customers leave without the thing that makes them leave and also the things that make them stay, the things that your customers need to say, oh my gosh, yes, this is company for me and the things that actually make them leave. And together we all sort of came up with this idea of telling them what they were and we came up with the words that would match. So the first thing is consistency. If you are in home service of any type, there needs to be consistency for the client. Now, if you have a recurring service, like we do, like we all have cleaning companies, all of us here, I see Deni and you, et cetera, that are on here, we all have cleaning companies, we need to be really consistent. The clients need to feel like they know exactly what's happening, what's coming, what they can count on. They need to feel like it's part of their rhythm, their day, their lives. So that's the seed, that's the very first thing. If they don't have consistency, you can't become part of their life. You are just one piece, one aspect, but you're not part of their life. All right, how about the next one, Dan? Yeah, relationship, building that relationship. So consistency is in place, you're part of their life and their swings open the doors for building a relationship. You start to, your team starts to learn the pet names and the children's names and the kids are excited when your team comes into the house. The relationship takes you far, takes you to the next level of success in the eyes of longevity with that client. So I've got an example for this that almost every cleaning business owner out there has experienced. Unless you're really small and you're the only one doing the cleaning, if you have employees and you have multiple employees, you have run into this situation where you have Mrs. Johnson who absolutely loves Amanda, love, love, loves Amanda. Doesn't want anybody else in her house. And your quality assurance person goes to do just a courtesy regular quality check and checks Amanda's work. And Lody, what are we gonna do about Amanda? She hasn't been doing any cobwebs, her baseboards are bad. What is going on? Why does Mrs. Johnson love Amanda and not wanna change service? Why is Mrs. Johnson willing to cancel your service? If Amanda can't come, even though she's not cleaning up to par because of a relationship. That relationship is huge. So I think everybody has experienced that. Every cleaning business has experienced that where why are they loving her? She is not amazing. And why are they not loving someone so much? Our best tag who does everything perfect but doesn't with a blank face, never says hi, never talks, right? Next one is integrity. All right, you wanna hit on integrity a little bit Dan? Yeah. By integrity? For certain. So at the end of the day, we're making a promise to our clients and there's kind of two aspects to that. There's the execution piece in the home, right? The relationship, the text going into the home. But on the backend, there's every bit of opportunity to make right any situation in which the customer is not where they need to be. So the customer needs to know that they're doing business with a business of integrity. And Liz, this is your wheelhouse of presentation, but the other day Liz said to me, we were in a conversation, a group of others and Liz had said out loud, you know, when it comes to customer service, there is no room for judgment or, oh, don't go blank on me now. There's no room for judgment or emotion. When it comes to customer service, there's no room for judgment or emotion. So, you know, how are you serving the client in meeting their needs for integrity when they bring forward an issue that maybe they're not right or maybe you don't agree with. But at the end of the day, you're going to have the integrity to build upon the relationship, to build upon that consistency, to ensure that they never want to leave your company. Yeah. Yeah, I love that. I hadn't heard us talk about integrity in that way, Dan. I like that. I think we usually talk about it like around trust. They have to feel like they can trust you. And I like that well-rounded view of integrity. I think that's really, really good. All right, the next one is, so we got the C, the R, the I, and we're talking about Krispy. I want to point out that we're halfway through the work, Krispy. So the first half is all about things that don't have anything to do with cleaning if you're a cleaning company, right? No cleaning here. Consistency, relationship, integrity, huh! So now we're going to get to cleaning service. What is the actual service that you provide? And it might not just be the cleaning. Might also be how easy is it for them to book online? How easy is it for them to move a clean or skip a day or whatever it is that they need to do? How easy and how seamless is the service for the customers? So, but don't lose sight of the fact that service comes at the latter half, right? Not in the front half, it's at the latter half because what do we focus on? We focus, well, let me say the next one first real quick before I say that. The next one is the P. Dan, what's P? The P is price. Finally. Price. Finally, right? Most of the time people are thinking, no, you don't understand, Liz, the people in my area care about price. We have a ton of people here that are undocumented or whatever the reasoning is and they're working maybe under the table, et cetera, et cetera. And they, all that my customers care about is price. Guess what? There are people in your area that are charging a whole heck of a lot of money and getting it. So it's easy to think that it's price, but I challenge you to look at your own life and look at the things that you spend way more money on than you're even comfortable talking about. You might not even be comfortable spending money on, but you do anyway. Some of you spend a lot of money on bags, organic produce over here. I spent a lot of money on organic produce. I did when I had little kids, right? So we think that price is a lot more important than it is. I'm not saying it's not important. It absolutely is important, but it becomes more important when there's less, what? Not, I'm not gonna say value because how I'm defining value is consistency, relationship, integrity, and service. When those things are less, now I need a lower price. But if you can show me how I'm going to get all of this other stuff, I'm going to have more value. I'm happy to pay a higher price, point two. All right, so here we are through the, did you have anything else to add to that, Dan? You know, I can't. I know I do. So it's a double-edged value statement there. Price in all of the definition and context that you shared, but the flip side to that in learning crispy, be it yourself or the team, is realizing that the price that is quoted to the client from a sales rep perspective, there's a whole mind shift there. There's a mind shift there when you go through the program and realize that their budget is not our budget. And we're comfortable speaking to the price because we are confident in all the other aspects of crispy that we deliver. So it really can be a game-changing perspective for your technician as much as it applies to, excuse me, for your sales rep, as much as it applies to the client. That's funny, you said technician. I heard sales rep, you corrected it and I almost heard technician. I was like, what? I'm confused now. Okay, yes. Thanks for making that point, Dan. That's good. All right, so last one here, y'all is just the why. Nobody's ever gonna guess the why. The why is, and when we first created this acronym, the why was not on, but we needed it. And the why stands for yes. They have to have an overriding feeling of yes about you and your company and about what they're getting from you. The overriding feeling, not thought, but feeling that they have has to be, yeah, uh-huh, yeah. I have to just internally feel like I'm nodding and yeah, it's a good company. If somebody asks about your company, they need to have a feeling of, yeah, I definitely wanna tell you about my company. Yes, I definitely refer my company. Yes, they do a great job. Yes, you want to have Amanda come and do your cleaning. She's amazing. Now, is Mrs. Smith gonna like Amanda as much as Mrs. Johnson does if she's not doing those baseboards and those cobwebs? We're gonna have to do a little something there, right? Cause we gotta make sure that we're CRI, again, we gotta hit that and that S, otherwise we're gonna run into trouble. Yeah, gotta have that. So we've broken down CRISPY, consistency, relationship, integrity, service, price, and yes, and to help clear things up a little bit, this is in the context of what the client needs. So in case you missed that at the beginning or we didn't say that along the way, that is what the client needs. Now, Liz, I don't wanna confuse him even more when I mentioned our use of solve CRISPY pains, but we can get into that another day. Yeah, I think we're getting off with CRISPY in the community, right? Yes, so solve CRISPY pains is within the listening sales program, just to close the loop on that. Yeah, all right, good job, Tam. I do wanna talk about the actual title of today's call was, do you hear what isn't said? And I think that we really hit on this strongly, obviously we hit on strongly in listening sales, but in the CRISPY community, I think we focus really well on this. One of the things is with the WTH Thursday, when we, I actually break that down for us a little bit. Will you, Dan, what do we do on the WTH Thursday? Yeah, on the WTH, WTH stands for what they heard, and we are analyzing what the sales person heard in a live actual recorded call. So it may be in our industry, it may not be in our industry, but... And I just gotta cut in real quick and what the prospect heard. So we go both sides. Yeah, that's exactly right. And it's analyzing from an outside perspective, right? If it's easy to have somebody tell you, well, when they say this, you should do that. And it's easy to sit on the sideline and say, oh, if I were in that seat, I would have said something different. But if you pause and we all come together and we're discussing what was amazing and you realize, ooh, that was so good. I don't do that, that's amazing. And we unpacked the why, why it works, what's the psychological or emotional component behind why that is successful or why that works. It builds your tool set. It builds your repertoire of sales. And conversely, ooh, that was, that was cringy. You didn't hear it, that was not good. You didn't hear it, yeah. So working together through all of this, what did you hear? What did I hear? Because we do all hear different things. And we think what they said is exactly what we hear. But we find out really quickly that it's not true. So I'm thinking of our good buddy, Grayson, who shows up on most of our Thursday calls. How amazing was his pitch last Thursday? I think he was on Pitch Perfect, wasn't he? Yeah, he was. And he, y'all. So Grayson is a seasoned salesperson. He's been in sales for a decade maybe? Yeah. Yeah, long time, young guy. But he's been in sales for a really long time. Ooh, we didn't even talk about how listing sales is really good for the seasoned person versus the brand new person. But anyway. Grayson's the best example, so go carry on. Good point. All right, so yeah. Anyway, he's in a new field for him. He's only been in this field, I don't know, maybe six-ish months. Oh, I probably got that wrong. I'm sorry, Grayson, you're hearing this snack me later. A while. And he is, he goes through all of the stuff with us as well in the Crispy community. And he just came up with the best line I feel bad sharing. I don't think I should share it. Should I share it? I should share it. It's a nugget, it's a nugget. It's a valuable nugget we can share with everyone on the call here. I think Grayson will be all about it. I go. Yeah, so the scenario was walking through- Like you just read, I'm like. So I'm wondering, are you gonna give it away? Because it's so good. The scenario was we were role playing and we were walking through an objection. And the objection is someone who has a pre-existing cleaner, either they're a friend or they've been cleaning for, they're an independent cleaner and they've been cleaning for eight years. And they're now shopping for a replacement because that person is moving. They got pregnant, they're a military family and they're not gonna clean anymore. And we're in the middle of role playing and Grayson is faced with trying to overcome that obstacle. And without skipping a beat so naturally, just very organic mentions a correlation between, and I'm gonna do this, I'm gonna do him any justice here, but the takeaway is golden. Yeah. Well, of course you got an amazing deal. Right? Of course- As I was saying, let me set you up just a little bit better. Yeah, yeah. The saying, that person is saying to, I'm gonna do it with Dan here, saying to Dan. Yeah, yeah. So yeah, but I've only been paying $20 an hour. It's a great deal. And I would really, your price is really expensive. I've been getting my whole house clean for only $100. Yeah, it was a price objective. Yeah, so Grayson comes in with the slide. Oh, I don't doubt that one bit. My friend is a mechanic and every time I need my car worked on, I get the mechanic discount, I get the friend discount. He charges me next to nothing. I just have to pay for parts. And that shifted the whole call. The position was, well, of course you pay less. You have relationship. I recognize that. I have that too. And Grayson said, if I took my car to, in role play, if I took my car anywhere else for service, I would have paid an extra $120 more. So now, if you unfold that and kind of play that out, as a consumer, you're one for one. You got the friend discount. We know the friend discount. We get the friend discount too. And we didn't try to, he listened to exactly what the objection was and he addressed it head on. I think this is like part of the goal of working through the process is, you do have to actually listen all the way and not try to skirt the issue. Most people try to get around it or say, well, yeah, but they are an independent or yeah, but we're licensed to insure and bonded. Those things don't mean anything to the prospect. Yeah. And I have to add, it was in such an uplifting positive, uplifting positive acknowledgement as opposed to any negative connotation of, well, they don't have insurance or they, it was like, how wonderful are they to have hooked you up for this long? How lucky you are. Oh my gosh. Yes. Oh, I have an amazing mechanic friend that I get the same kind of deal from. Yeah. You must be so sad that they're moving away. Yeah. And you have to- I know we're running out of time, but he closed it, he transitioned so smoothly when whatever phrasing or wording he had used, I don't remember verbatim, it put the other person in position to acknowledge that fact, which then removed that whole objective off the table. Yeah. Yeah. The prospect then was like, oh, I know. You're right. Yeah, you're right. You're so right. Oh, I mean, they did have a sweet deal. Yeah, it is sad that she's moving away, but moving forward, yeah, it's awesome. For sure. Anyway, we spent a lot of time on that. I didn't mean to, but the idea there was just about what they heard, right? Yeah. And that we don't always hear. We hear, we think we hear exactly what the person is. We hear their words, but we don't hear the message behind the words. And there's so many examples of this. You gave a good one earlier to Dan Nguyen. The prospect right out of the gate says something about, you know, I'm just moving into my home and we think, oh, we know, we know what they need. They need a deep clean they need, but we didn't hear what they were actually, didn't even have a chance to say, right? What they didn't say was my mother-in-law has allergies and I need to have, go ahead. Yeah, I don't mean to cut you off. I don't mean to cut you off. It's important to recognize that even on your best day, and even the sharpest salesperson could be drug into that just by way of the caller's direction. So you're sharp, you know your game, but the caller starts going down the road and then you kind of fall into answering and your reactionary and all of a sudden you're doing the very thing that is not helping your case. So it's not to imply that your sales skills aren't great, but if you're not on your toes, a customer can take us in the wrong direction. And they do. There's a reason why seasoned sales professionals take more sales courses. There's a reason why my daughter who makes bank in her business took the listening sales program. There's a reason why they're always looking to invest in their sales skills because a lot of times it's just the smallest tweak, the smallest saying that can make you, and like she says, listen deeper, be able to hear what they're trying to say can make all the difference. You could be, in her business, she struggles, she doesn't, she's not in home sales. She is in electric fencing, y'all. How hard would that be to sell electric fencing? But sometimes she'll be working with a client trying to close a deal for three, four, five, six months, a year. Long sale cycles. Yeah, long time, long term. When I hear her stories, I'm like, oh man, our situation is so much easier. So much easier, right? Yeah, yeah. So Liz, I do wanna differentiate between the two different things we've talked about here. Make it quick, because we just realized we got a minute. For sure, so Listening Cells is a sales program that we've talked about. It's a 12 week course dedicated to the cause for your team or for yourself. Over the week, yeah, for sure. Separate to Listening Cells is the Krispy Community and that's the Facebook group that we talked about, $24 special going on right now, and that's the group that we're inviting both members of Listening Cells, the sales course, and those that are not members, and maybe never will be, because at the end of the day, that group of dedicated home service sales professionals, a space to help and elevate one another is for the greater good. Yeah, oh, that was a great way to wrap that up there, Dan. All right, well, thanks so much for coming on with me today. Tom, we missed you, we wish you would have been here today. I know y'all are having a good time in Phoenix and we out, we'll see you next week. Bye, y'all. Bye, y'all.