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Full Show Transcript:
[00:00:44] April Beach: All righty, you guys. This is episode number 292, and you are here because you are interested in fully understanding how to actually sell your program. How to pitch companies to sell companies, your training program, your courses, your [00:01:00] content. You are definitely in the right place I’m April Beach. My specialty is helping experts just like you and coaches and authors and speakers, subject matter experts and consultants, package up your training programs and seldom to other companies, organizations, small businesses, even micro entrepreneurs.
[00:01:18] April Beach: Possibly just like you are. So if that’s what you’re in for, you are here in the right place. And so all of the show notes, so we have a lot of show notes, we provide a lot of resources for you guys here on this podcast. They can all be found by cruising over to our website sweetlifeco.com. Simply click on the podcast and this particular episode is number 292, so you can just enter number 292 and it’ll take you right here with all the resources.
[00:01:46] April Beach: That I’m going to mention for you here on this show. On this show, we have our expert, Emily Hall is back with us again this week, and we are diving into how to actually pitch companies. [00:02:00] In last week’s episode, we talked about identifying what companies to sell to, who actually values your program, what companies are out there looking to buy programs just like yours.
[00:02:09] April Beach: Today we’re diving into how to actually pitch them, and that means we’re diving into the nitty gritty of what to say on your first pitch phone call and who exactly what you wanna talk to in what answers you are looking for. Exactly. And so if you fe felt like this is an intimidating process, or you don’t really know where to start, maybe you’ve been selling courses and doing launches for years, right?
[00:02:35] April Beach: And all of a sudden you wanna pivot into this new, very smart and profitable way of doing business, and you have no idea where to start. You are gonna find a great deal of confidence in today’s conversation. Let me tell you, I’ll just spill the beans ahead of time. It is way more simple than you probably think.
[00:02:54] April Beach: I’m so excited for you to keep diving in with us today in actually how to pitch companies. And [00:03:00] if you’re ready to move into licensing, if you have a company who’s already approached you that wants your programs, or if you are super smart and you realize and identify. That this is a direction that you wanna head in for your business.
[00:03:13] April Beach: Cruise over to sweet life co.com and apply to work with us where we will hold your hand through the entire process of licensing your program to companies, even packaging it and giving you all the contracts you need. To make that happen again, you can cruise over to sweet life co.com and just click on licensing, and we are there waiting to work with you.
[00:03:34] April Beach: Okay, so again, this episode is all about unpacking what to say on those initial calls, and if you are ready for that, let’s go ahead and dive in again with Emily Hall. All right, you guys, we are continuing in this little mini podcast series. We’ve been talking about licensing and how to get your courses into other companies for a few weeks here on the show, and now we’re into the nitty gritty of it.
[00:03:57] April Beach: It’s like act. How do you actually sell [00:04:00] your programs to companies? And we have our favorite person, Emily Hall, in here, who gets to work with our clients personally and help them sell their programs to companies, help them. Close these million dollar deals. Emily, how, I just have to say this, and we’ve done your intro before, but how much money in sales have you closed recently with your clients? So some crazy number?
[00:04:21] Emily Hall: Yeah, it’s up over 25 million. I think it’s close to 30 these days.
[00:04:26] April Beach: That’s crazy. Okay, so think about this amount of money, this amount of program sales. Um, and so you’re really getting a special treat by tuning into Emily today. And her area of expertise is helping you actually stand up confidently within the sales process, especially if you’re somebody like me.
[00:04:44] April Beach: You’re somebody like many of our clients who have never sold a program to a company. A day in your life, you don’t even know where to start. And so in this episode, we’re really diving into how to confidently move in this direction and, and move into the sales process [00:05:00] of selling to companies. So let’s just kind of start there.
[00:05:02] April Beach: What is an overview of. You know, what does it look like when you are selling a program to a company? Then, you know, it, those then selling individually to, to people. If you, they might have been consulting or coaching in the past. What is like the main difference between those two types of sales processes?
[00:05:21] Emily Hall: Yeah, so we call that B2B versus B2C. So B2B is your business to business. That’s gonna be your course licensing, your program licensing. B2C is business to consumer. That’s where you have one buyer at a time. So some of the main differences are with b2b, you’re typically selling a group of licenses, anywhere from 10 to a hundred to a thousand, depends on the size of the organization and what their needs are.
[00:05:43] Emily Hall: Whereas B2C, you’re selling one seat at a time, which they’re just very different. So, um, typically B2B takes a little bit longer to close. It’s bigger conversations. There’s more dollars on the line. It’s a bigger investment that an organization is making time-wise, energy-wise, resource-wise, dollars wise, [00:06:00] all of that.
[00:06:00] Emily Hall: Whereas an individual, you’re selling to a specific person at a specific phase solving one problem. Um, and you are instead of. Engaging in a kind of multi-tiered sales process. You typically are, you know, engaged in more of a longer marketing play, and then you have some sort of sales trigger where they are buying with maybe not even con like getting in contact with you at all.
[00:06:22] Emily Hall: They might, may not have any, any direct relationship with you. They just are like, yes, I have seen this person online. I trust them, I know them. I want to buy their thing. I want to be in their world. Whereas B2B is, um, a much more, uh, It’s a much bigger stakes relationship, so there’s a lot more involved in preparing for that in moving through that process. And a lot more people that you have to get on board that have to say yes to it.
[00:06:47] April Beach: In much less of that marketing. They’ve seen you online forever and ever. Right?
[00:06:51] Emily Hall: For sure. For sure. It’s like very, very little. You need some of it for the street cred, you know, it’s you, you have to, you have to show them that you know what you’re [00:07:00] doing.
[00:07:00] Emily Hall: You are legit. You have this presence, you have credibility. Um, but it’s a lot more about how. The results that you’ve gotten, the, um, the value of the promise that you are bringing to them, that’s the most important thing.
[00:07:13] April Beach: That’s so exciting. So I think that those people are listening who have been in like the online marketing and social selling and posting on Instagram, you know, every single day and doing your reels and doing your videos, you know, those things are, are really not as important when we’re talking about selling to B2B.
[00:07:28] April Beach: And just like Emily said, having your credibility, you need to be good at what you do, right? You need to know what you’re doing. You need to have an an established thought leader type of a or or specialist in your area of expertise for sure. Um, but. Even as far as an online platform, which we’re not even talking about this in today’s show, really the platform we play with is LinkedIn in this capacity and not so much Facebook and Instagram and in those type of places, which is, which is kind of a breath of fresh air, I think for our clients who, you know, who our [00:08:00] listeners, I mean, who.
[00:08:00] April Beach: Who have been in the online coaching space for, for some time. So when we’re talking about selling B2B and when we are talking about moving into this direction, you’re gonna hear my dog crying in the background. Hello everybody. He’s very excited. My kids are home. There you go. There’s my dog crying the background.
[00:08:19] April Beach: I don’t know if you could hear him. Um, but when we’re talking about moving in the sales direction, How does somebody start? Like who do they look for? What, where do they even begin in this process? I think that alone is an area of understanding that is very gray for a lot of people. Moving in B2B sales.
[00:08:39] Emily Hall: Yeah, it’s uh, it’s a tricky one. It feels like that big scary first step, like when you’re in social selling, it’s that first figuring out how to post for the first time. It’s figuring out like, okay, what direction do I go? What do I say? Who do I want to talk to? Um, it’s. It’s a very different game. It’s a relationship game for sure.
[00:08:57] Emily Hall: And so it’s how do you leverage the relationships that you [00:09:00] have? How do you build new relationships? How do you, um, demonstrate your expertise and highlight what you do, the results you’ve gotten for people in more of a high quality way? So a lot of times we see people that will go and do. Speaking engagements and get leads for companies off of that, that are interested in learning more.
[00:09:19] Emily Hall: Or they’ll host, you know, they’ll host a community paid workshop or they’ll go speak at a conference. We see a lot of, a lot of conversion off of speaking events, um, and then existing networks, you know, tapping into your LinkedIn network. When people go onto LinkedIn, they’re already in business mode and decision makers.
[00:09:34] Emily Hall: Tend to see that as more credible than the Instagrams, the, Facebooks, the tos of the online world. So, um, it’s a much higher quality place to stay, like you said. Um, but what you’re really looking for, you’re, you’re looking for someone who could be a champion for you. So finding somebody who sees what you do, who understands the problem that you solve, and who is excited about it, because that champion is going to be your entry point into an organization.
[00:09:59] Emily Hall: That [00:10:00] champion is going to be a very key person for you in this sale, in this sales process. Um, your champion typically isn’t your decision maker. They’re the person that’s gonna go and advocate for you within that organization about how awesome you are. How great this program is. You absolutely have to meet them.
[00:10:14] Emily Hall: We have to get everybody together and hear what they have to say. Um, your champion is going to be somebody who is going to sell essentially on your behalf within the organization.
[00:10:26] April Beach: That’s fantastic. And you know, I know a lot of questions that our clients have is can the champion be maybe a past client of mine or somebody I’m currently working with?
[00:10:35] April Beach: Do you feel like that is okay? Also?
[00:10:37] Emily Hall: Absolutely, absolutely. The champion can be, you know, you can have any relationship with them. It’s somebody who understands what either the industry that you are coming from, the, um, the value that you teach. Maybe they’ve seen you speak before, maybe they’ve experienced how, um, you know, they’ve experienced a transformation from you and they want to share it with their entire organization.
[00:10:58] Emily Hall: There’s a lot of different ways that you can really [00:11:00] hook somebody into that champion role and leverage that into a bigger contract.
[00:11:03] April Beach: Perfect. Yeah, that sounds fantastic. So once they find this champion who absolutely loves them, then what do we, what do they do with this person? Take us through the next step of, okay, this person loves me.
[00:11:16] April Beach: They just said, Hey listen, I really want to introduce your program to my HR manager. I really wanna introduce you to program to our founders. Uh, how do we help them do that? Like, what are the things that are important that need to happen next?
[00:11:29] Emily Hall: Yeah. So we typically recommend that. You have a, either a face-to-face or a zoom meeting with your champion, and you really wanna accomplish two things.
[00:11:39] Emily Hall: One, you want to get a. Bigger understanding of truly what the problem is that they are trying to solve within their organization. What does success mean for them? What barriers are they running into? Who is going to have a say in this? Who are your, you know what we call your influencers? Who are the people that have a seat at the table and will [00:12:00] have.
[00:12:00] Emily Hall: Say in whether it’s a yes or a no, um, but they may not be the ultimate decision maker. This can typically be somebody in your finance department or the legal department or it that, you know, if you, if they say, yes, this program is gonna affect their world, but they’re not the ultimate yes or no. And then you have your decision makers.
[00:12:16] Emily Hall: Typically, there’s one, maybe two in an organization. So really identifying who those people are will help you to then equip your champion with the talking points, with the value propositions, with the language that they need to go to each of those people to get buy-in on your behalf.
[00:12:33] April Beach: Yeah. That’s brilliant. And I love, I love how you said that, I mean, you’re basically like being a good listener. You’re, you’re being in there and, and here’s the deal. You are super excited because you’re having a conversation about your program being brought into an organization. But I know that one of the things that you oftentimes share with our clients as well, and helping them with this process is, Being a really good listener, and I think that some people get really intimidated because they feel like they need to show up to this [00:13:00] meeting and have, you know, this whole presentation.
[00:13:02] April Beach: I know that’s coming down the road. We’re gonna talk about this next, but I love that what you say is listen to even what the champion wants in who those key players are. And so, We want I, I say this and I highlight this for you guys listening because when you understand that you need to have great listening skills and you need to ask questions about, The other key players in their organization.
[00:13:27] April Beach: And that is what Emily just said. The two most important things of this first conversation. It’s not so intimidating. You’re there to be a listener, to, to learn, to absorb, to answer questions and to support. And I, I love that because I think it takes the edge off of that quote unquote, like first type of sales meeting.
[00:13:48] April Beach: Yeah.
[00:13:49] Emily Hall: And it’s, it feels like a lot of pressure when you have to memorize every feature, every talking point, every little nuance, and it’s, it’s essentially, it changes the [00:14:00] dynamic. So if you were to come in and say, here is, they’re like, tell me about your program, which everyone will usually start with that.
[00:14:06] Emily Hall: Um, but it’s up to you to take control of the conversation and shift it and say, well, I’d love to hear more about you first. Um, so get them talking first. That’s like rule number one. Um, instead of saying, all right, here are my 60,000 things, let me just like fire hose this information at you. When that happens, they’re going to try to make those connections themselves.
[00:14:25] Emily Hall: They’re gonna try and say, okay, well this could help this person. Okay, that makes sense for that person. They’re, they’re connecting those dots already when you can get that information from them. You can then present your program information back to them with those dots already connected. So we, when you say, okay, you’ve got, you know, you’ve got somebody in legal who is really worried about cybersecurity, or you’ve got somebody in finance who’s really worried about, you know, the, the turnover of the fiscal year, you can say, oh, well we’ve got really flexible payment plans that allow you to spread this out over the fiscal years.
[00:14:57] Emily Hall: Tighten it up here, push it to next year. So that should make your, your financial [00:15:00] person really happy so that they can make a mental note of that. Um, you know, our. I don’t know, insert talking point about cybersecurity, X, Y, Z. We built this program to be able to accommodate this, blah, blah, blah. Um, and so it allows you to really customize those features and position them as benefits to your, um, to your, your.
[00:15:18] Emily Hall: Target cu your target company, uh, which is huge. And then what you can do is you can take those talking points that you kind of outline for them, put them into a, either a custom one sheet, or you can have a one sheet of those things already prepared and be able to deliver that to your champion so that they can distribute that internally so it gives you more controls.
[00:15:39] Emily Hall: This could be a PDF it could be. A word attachment in an email. Don’t recommend that people then can change your stuff. PDFs are great, um, but it can be, you know, as custom or as standard as you want it to be. But then it gives that champion very accurate, very true talking points. So they’re not trying to paraphrase you.
[00:15:57] Emily Hall: They’re not trying to summarize what you’re saying. They’re not trying to [00:16:00] draw out insights that may be incorrect. So when they go to speak about it, when they go to deliver that information to the other influencers in the organization, to the stakeholders, it is accurate. They are. Everyone is looking at the same information.
[00:16:12] Emily Hall: Everyone is seeing those benefits. Everyone is seeing all those details. In the exact same way. And so it gives you that control and it takes that pressure off of your champion to have to remember it all, which helps them feel better, helps them feel more connected to you, and it really positions you as a partner to them, as kind of a teammate in this process versus just kind of giving them information and then waiting for them to, to do all of the work on their own.
[00:16:34] April Beach: Right. And what I, what I always love to tell our clients too is that the better we can make our champion look to their teammates, to their bosses, like we wanna make our champion look like a rockstar, like the best employee or the best team member who just found this amazing program to solve this problem.
[00:16:51] April Beach: And so equipping that champion to even look really great, um, and feel good and feel confident sharing about your program is a [00:17:00] big part of what. What we do in the beginning phase. So I know that there’s oftentimes a lot of hesitation, especially when you guys are moving from selling your program B2C, to selling your program b2b, that I just want you to hear what Emily is saying today about this relationship with your champion and how we want to equip them and how we wanna listen to them and.
[00:17:21] April Beach: You know, as we go through the rest of this and we have another special episode coming up next, I, I want you guys to start just for a second here and try to identify people. Do you already have in your circle that could be a champion for you? Do you have clients that work for companies? Do you have other business partners or other affiliates that actually own other companies that maybe you’re thinking about licensing your program into their even small or micro business or their association or their.
[00:17:53] April Beach: Membership community or whatever that could be. And just trying to think about what you can do to make their job [00:18:00] easier to help them to accomplish the goals that they have, not only for their own business, but you know, for the people that they work with and for their clients as well. So, um, really quick, Emily, just because I know we’re honing in on the champion here on this episode, what are the other roles.
[00:18:17] April Beach: Of the process of the people, we kind of give names to roles of the people in the process. For those businesses that are selling to larger corporations, what are some of the roles that those other people that champion has a conversation with, um, may have, and what do those people just generally care about?
[00:18:38] Emily Hall: Yeah, so we have, like I mentioned, you have your, your influencers and your decision maker. Your decision maker is, depending on the size of an organization, um, is either going to be C level. So, um, C E O /C O O, chief Operations Officer, um, depending on the area of business that your program sits in, the decision maker is likely going to be [00:19:00] the highest or one of the highest leaders in that organization, especially if it’s a very high dollar amount.
[00:19:06] Emily Hall: The other people that typically have a say, and by the way, they care about overall success of the, the mission of the organization. So they care about, you know, Delivering services to customers, delivering software, whatever it is, they care about keeping people happy. They care about the, the broader, um, business ecosystem and how that all works together.
[00:19:28] Emily Hall: So the more you can appeal to that for the decision maker, you’re gonna be in very good shape. The other influencers that we typically see that have a seat at the table but may not be a full decision maker, are people kind of below that, within the org, within that team. Um, so they might just be lower level in terms of.
[00:19:45] Emily Hall: You know, they may be closer to the customer or closer to the client or closer to wherever in terms of, you know, hierarchy. So they may have more insight and more direct insight into those things. Um, you’re typically going to have somebody from finance involved. If it’s a very high [00:20:00] dollar amount, it’ll be the C level or just below.
[00:20:03] Emily Hall: They care about, uh, how much things cost. They care about flexibility of payments. They care about when they have to pay, what those deliverables are gonna be, what those milestones are, they are accountable to. Um, they’re accountable to the finances of the organization. So they wanna make sure that they are being good stewards of that, they’re being good gatekeepers of that.
[00:20:20] Emily Hall: So being able to really appeal to the, uh, short-term value of your program as well as the long-term value of your program is really gonna help you get that person on your side. Typically we also see somebody who is involved in the implementation of the program. So sometimes that can be somebody from operations, sometimes that can be somebody from IT who is responsible for kind of configuring or managing, could be somebody from HR if it’s a, you know, a people focused program. Um,
[00:20:46] Emily Hall: There might be an entire training department that has people that are dedicated to that. So when you think about who is implementing or executing or kind of owning the actual program itself, you wanna think about making their lives easier. We wanna make sure [00:21:00] that, you know, everyone’s busy, everyone has a full, full job if they are being brought into a room saying, here’s this thing that you’re gonna manage.
[00:21:07] Emily Hall: That’s, that’s a lot of extra work potentially that may, they may or may not be on board with. And so being able to really highlight how. Your program is set up to be easy. The support that they get, the flexibility that they have, the resources that they have in order to make that a smooth process for them.
[00:21:24] Emily Hall: Not add too much overhead in terms of time or steps or, you know, dealing with all the, all the minutiae. And so being able to make their lives easier in terms of productivity and efficiency is, is fantastic there. Typically you also have somebody that represents risk management, so that could be. Um, so it could be legal, could be somebody from finance or HR.
[00:21:44] Emily Hall: That person wants to make sure that things are like above board, that this is legit at this high quality, um, that this is not going to communicate something that is going to open them up to liability. And so this is where your credibility, your authority, your [00:22:00] expertise, your, you know, documentation of what goes into this program is really going to come in.
[00:22:05] Emily Hall: Come into play when you can assure them of that, that this is based in X, Y, Z science, or this is based in 20 years of experience in all this data, or based in, you know, whatever your program is based in really leaning into that credibility so that they feel more at ease about it. Um, those are kind of the big players.
[00:22:23] Emily Hall: If you have any other ones, depends on the organization a little bit. But what you wanna think about just a shortcut is what are, so if you find out that, say somebody from, I don’t know. Facilities is gonna be there. I don’t know, maybe there’s an in-person element and there’s a, there’s somebody who’s from admin or somebody who does event planning.
[00:22:40] Emily Hall: I don’t know, it could be anybody. Um, think about what. Are those person’s performance metrics? What makes them successful? What does success in that role look like? What does that mean for them? Um, and then how does your program help them achieve that, um, in either actively making it better or not [00:23:00] holding them back from achieving that.
[00:23:01] Emily Hall: So you kind of approach it from two sides, but that’s kind of your shortcut to be able to, uh, translate how to speak to different people that are coming to the table.
[00:23:09] April Beach: That’s fascinating. Um, and you know, again, if you guys are new to this, which we assume most of our podcast listeners are new to this because this is like an untapped just pot of gold for you guys, which is why we’re bringing it to you here on the show, and we work so hard.
[00:23:26] April Beach: Bringing you up to the table so that you can take a seat at this table. And all of these episodes have been designed to build awareness and confidence in this as potentially your next move. And so Emily, I think that you just, even just breaking it down here and making it super simple, like the first meeting again is listening to that champion, finding the champion, whoever they could be.
[00:23:50] April Beach: But you know, and we talked in the last episode about. Great ways to get introduced to champions, what companies to look for. But once you have that person, what do you ha how do [00:24:00] you handle that conversation? And I think that that is a very important thing that you covered because I, to me, hopefully for our listeners, that just took out all the intimidation of just saying, Hey, listen, this fir first conversation is, is just listening to the problems and, um, understanding, you know, the dynamics of their organization.
[00:24:17] April Beach: And then thank you so much for also going further in depth and breaking down. Decision makers and implementers and stakeholders and all these other things. And uh, you know, basically as a summary for our listeners, just understand that each person who is in the process of deciding whether or not to license your training or course has their own drivers.
[00:24:37] April Beach: And identify what their drivers are and be able to speak to how your program will affect or will not affect their drivers. That’s it. And they’re, here’s the deal, guys. They aren’t gonna bring anybody in the meeting that your program does not affect. Like, they’re not just gonna, everybody’s too busy.
[00:24:55] April Beach: They’re not just gonna have a meeting with 20 people when your program only affects maybe three different departments. [00:25:00] You know, they’re only gonna bring the three people in there. So you don’t have to get overly intimidated, you don’t have to identify every role of could be in there. But once you learn who’s gonna be in there, figure out why.
[00:25:09] April Beach: Why they care, why they’re there listening. And this is of course, selling to big corporations, organizations, but when we’re going into selling to small businesses in startups, and. Even healthcare. We don’t have, well sometimes we do in healthcare, have that many people in a meeting. So just know it’s not always gonna be this big, huge thing.
[00:25:31] April Beach: But our job here is to equip you on what could be so that you’re going into it with eyes wide open. And so, Emily, thank you so much again for another, Awesome podcast episode. These are answering like these are like frequently asked questions that we get all the time, right, that we’re answering here on this show.
[00:25:50] April Beach: And if you don’t have these questions yet, you will. So just come back and bookmark this. That means you aren’t yet at that point, but you will remember where this episode is. Number [00:26:00] 292. And come back and listen to it and. You’ll have all, all of, all of the answers here. All right. Thank you so much, Emily. I appreciate you.
[00:26:08] April Beach: Thank you. Okay, that is a wrap for episode number 292. Hopefully, you are finding peace in the sales process. It is so much easier than people think to actually license and sell your programs and trainings to other companies. Because we don’t have to deal with complex funnels and fancy schmanzy sales systems.
[00:26:31] April Beach: It really comes down to connecting with the right person, listening to their company’s needs, and connecting your program or training. With the needs they are trying to fill, whether their needs are internal for training their staff, or whether their needs are external and they wanna use your program to beef up their offers to their clients.
[00:26:52] April Beach: Both of ’em are a huge blessing to both you and to the organization and of course to the end [00:27:00] users as well. So that’s one of the reasons why I love licensing so much. So, again, to reference the show notes and the transcription and everything we talked about. Cruise over to sweetlifeco.com. This is episode number 292, which you’ll find if you just very simply click on our podcast button.
[00:27:17] April Beach: You can search 292. And if you wanna dip your feet into licensing, if you wanna build your first licensing action plan, if you wanna identify in your own vault of genius what you already have, that is. Primed and ready to go for licensing, cruise over to licensing launchpad.com. It’s a very short, there are actually five little mini videos that I personally guide you through where I’m gonna take you through the process of building your first licensing action plan.
[00:27:47] April Beach: It’s a super rad training. We’ve had hundreds and hundreds of people go through it since we dropped it just like a couple weeks ago. It’s been awesome and I can’t wait for you to dive in as well. Again, licensing launchpad, [00:28:00] depending on when you listen to this, there will literally be thousands of people who have gone through that.
[00:28:04] April Beach: And you wanna be in the beginning. You wanna be ahead of the curve. You wanna be tip of the sword. That’s why you listen here on the Sweet Life Entrepreneur Podcast to get trainings and proven strategies that you can take to the bank from experienced consultants and experts that are all here to pour into you.
[00:28:19] April Beach: That is our mission here on the show. So thank you for listening, and I will see you on next week’s episode where we have Emily coming back one more time. And we’re diving into more of what you actually need, the assets you need in order to close million dollar licensing deals. I’ll see you next week.
[00:28:38] April Beach: Thanks for being here with us and share this show with your friends, please. I hate advertisers. I refuse ’em. I turn down their money all the time and I really rely on you guys to share this show cause of that. So we really appreciate you and advance for doing that. Thanks so much. I’ll see you next.[00:29:00]