Why Your Elevator Pitch is Failing You

You're listening to the Vault Unlocked where the real secrets of success are revealed. Every episode, one founder, one confession, one strategy that created income scale and unstoppable growth. The code is cracked, the Vault is open. Today, we have Grant Fullerbock. How are we doing, Grant? Hey, doing well, doing well. Can't complain of this. Awesome. Awesome. Where are you? Locate just so we know. Yeah, I'm in the Fort Collins, Colorado. Okay. Awesome. Awesome. Now, as we get into this, we always start off. Tell us a little bit about what you do, the product you have, the service you have, and we'll go into it. Yeah, absolutely. So, I own and operate a company called GoFers Consulting. We are relatively new, started at the beginning of the year, but we help builders and remodellers essentially systematize their ops using practical AI and different tools. Okay. I love this. So, Consulting Service, working with builders. So we're talking like home builders and stuff like this or... Bingo. Yep. You name it. I love this. So, home services, where are home services, and you're getting them into AI, helping them with AI operations software? You got it. Yep. I get it, but I want to know more because what does that mean, right? Those are all vague. So, telling me exactly how you... I love the business because I know that this is a big business. Like, there's... So, that's why I'm excited, but let's take a step back. My background is in VDC or like visual design construction and contact. So, I've been in tech sales selling construction software for more than over a decade at this point. Okay. I love it. Okay. And so, I have pretty extensive familiarity with both residential and commercial construction. And through that experience, my roles in the companies I've worked for generally around like, Rob Ops, Director of Sales Ops. So I'm implementing a lot of tech for sales teams and marketing teams. Okay. Through that, I noticed, well, just in the industry, I noticed that there's this tremendous gap between, you know, builders who are doing amazing work and actually running a solid like PNL or forecast or training their sales team on how to actually use their CRM, right? And so, I dove in headfirst into that just ultimately helping these guys alleviate some of the issues with like what's called lead flow and sales ops and then that expanded into basically all challenges. So everything from lead flow all the way to like talent and workflow or workforce management, right? Okay. Let's help you out here because this is just what I'm getting here. So the traditional bias, which I believe is to be true, right? These guys that own these building contract companies, they're just builders at heart. They're not actual business owners. They just, they just want to do the job. They want to get the teams gone and that's where their focus kind of is. They don't really know how to build this system. So I mean, this build the systems of the business. So when you're talking about the CRM, I was kind of, what's he talking about? And then it got to me, you mean, you're helping them actually implement CRMs into their businesses so they can actually take leads, convert those leads and turn those leads into customers that they can actually build for. So you're talking about business operations, right? You're talking about sales teams, they're sales teams. They don't know how to run sales teams or business owners. They're builders. They've never learned how to build a, let alone build a business run actual sales teams. So you've come in and you do the tech side of that stuff. You nailed it exactly. So they can see reporting and they can, it sounds like not just reporting, but making sure the operations, the systems, things are fired or in sales people are supported lead, flows there, understanding from lead from opt in, let's call it or from the moment they say, I'm interested all the way down to the sale that the sale happened that did not happen. Is that correct? And now you've tied this into AI. Yep. Yeah. So a lot of those, the one big, I would say like hook that I use is it really doesn't matter what CRM you're using as a builder. We're not asking you to replace your tech stack. All the AI and the practical systems that we implement work alongside the tools you already have. Okay. Is the AI that you have? Is it like, is it a system that you guys built or do you guys build the AI for their system? Yeah. So it's actually just me and I built all these different. Have you ever heard the term vibe coding? Vibocoding. Yeah. No. Tell us. What is this concept that you know, you could take to like an AI model. And just talk to it and tell it an idea and it would actually code it out. It would build it out as it was a developer. Right. Yeah. And so a lot of these tools that, you know, I've kind of brainstormed that work alongside these CRM's or whatnot. I've just built using vibe coding applications. Okay. Okay. So we now have an idea of just so we're clear here. We know who you go after you go after home builders. And the problem you solve is business, I could say business operations, logistics, really all of things that a typical home builder who owns a business doesn't want to deal with. They might not even know the problem and exist because they really have no idea. Is that correct? Yeah. So what's your client acquisition strategy? How do you acquire your clients in these builders? How do you sell and tell me what the sales process? Great question. The number one way that I've been able to so far is to lead magnets. And I found a channel on the NAHV or National Association of Home Builders, which is the biggest association in the US. And I literally every two weeks, I just drop a new lead magnet, which is basically just a new tool, right? This is fascinating. I'm so fast and ready. When you say this association is like an online community. But yeah, and then there's also in so every more or less larger county has its own association too. So you're actually in person? No, no, no, no. I mean, I can. I can go to the Larimer County or the Fort Collins and HB here. I think it's called NOCO HP. So in North, but these, but this is like an online community or something like they, they all hoddle somewhere online. Yeah. So you're going online. So you're getting free traffic is what I'm hearing here. Oh, yeah. So you're going online and every two weeks, you're just dropping value with a little authority. Yeah. Yeah. And saying, Hey, if you're having issues like this or hey, did you know X, get them hooked? Oh, and then what? And then basically I kick, kickstart them onto a discovery call where I walk them through my three step process. Do you have this is great before you get them on a discovery call? Are you sending them to DMs? Are you like DMs setting? Yeah. So I use a lot of like group campaigns. And then I have, I, somebody said it. I forget who said it, but I like this idea of like constant, gentle pressure, right? So like, through email, LinkedIn, different text, Stephen occasionally. Basically, I want, I also have a newsletter that I create through AI and whatnot, but I keep them in the. Gage. Yeah. Yeah. For everything that I release. This is called list building, just so we're clear. So you're, you're, you're list building, you're getting their email, you're getting the first name last name and then you're putting them onto a list and you're constantly speaking to them at all different levels of awareness. And you're building a list. That's what you're doing. You're building your email newsletter list, okay? And then in through that, you give them a hand, a helping hand, which says book a call, book a strategy call. That's right. Who's taking on strategy calls? You or salespeople. Me. Yeah. Okay. Because you're just started. So that makes sense. And then they get on a call and you say you use a three step process. So I was like, oh, interesting. What's your three step process? Yeah. So the discovery call is I basically just get a high level of where they're currently at. Yeah. And just talking through this and the three step processes, I do a diagnostic. Or actually, I don't, I invite them to the diagnostic. And it's a 70, it takes about 75 minutes. It's a pretty extensive calculator form thing. But it does a deep, deep dive into their business. So their tech stack, their org chart, who are their IC, who's their ICP? How are they going about client acquisition? How are they finding talent? Everything, right? And then through that, I mean, if they've already filled out this form, I know that they're vested in the process. Yeah. Then the second step is I take that and I run it through an AI model that says, where are the risks? And where's the, the like issues in order if they're going to continue growing as they're growing? Yeah. And based off of that, I, well, first, I, the second step is I enroll them into a, we do, sorry, let me back up. So they do the diagnostic. We do a assessment review. Or basically, I take the results, walk them through, hey, here's your risk. Here's how I can help get a yada. Yeah. Then the second step in that is called a map. And I call it a mutual action program. Basically, it's about a six week program consists of about six different modules that each have different assets and tools in them. That costs 5,500. And then after that, I enroll them into a builder academy, which is kind of like a agile project management phase, if you will. That's the three. So I'm here at a three step. This is where you're saying it's a three step process. On the call, your only job that I'm hearing is the first call is discovery. Is this the right client and do they have a problem? If I discover that they have a right problem, they are my right ICP. So let's talk about that. What is your ICP? So mine is basically builders who are over 1.5 million in error. And I love it. And most people don't even know that. Like home builders that are doing at least 1.5 million in ARR, right? What else? We got to have another one. I don't know home builders. So I don't know what else would have been hit. The problem is if they've invested in a CRM like job tread or builder trends, those are the two bigger ones that are usually pretty pricey. And they're having a good time with it. They're not having a good time with it or they don't even know. But it doesn't really matter that much. Most of the time they're not having a good time because I figured that. But I love this. Like I love it. And this is why you're probably doing something. I could tell you're probably doing okay right now. Yeah, yeah, I can't come to you. The reason why people, how could K Montel, very simple. You know your ICP so well. You already knew what it was. And if you know your ICP, you know how to speak to them at every level. So your ICP is very clear to me. Are you a home builder? Hey, do you have a ar at 1.5? I believe you said 1.5 million dollars, a r right? And did you invest into the CRM? If you don't have these three things, I don't help you. I can't help you. I don't want to help you. Amazing. So now we've identified that those three, those three things happen on that discovery call. You then what? You offer them a diagnostic. You say, hey, come fill this form out. Correct? Yep. Exactly. You charge for that? No. I don't. Why not? Because I realize that it's the way that I pitch it or the way that I present it is basically, you know, whether you want to move forward with me or not, this is basically a resource that you can use to get a better understanding of where your gaps are at. Do you sell anything on that call or is the next step just the diagnostic? Yeah. Usually the next step is, yeah, exactly that. I have a channel partner network. So if they don't have a CRM in place or if they don't have a handful of these tools, but yeah, usually I don't sell anything. So they go, okay, and then they get out the phone and they got to self do this. Like you're not doing this for them. They're going to go input this information into the form. You wait for the form, you take the form, you put it through AI, AI gives spits out what you need and you book a second call. I think so. Yep. Do you book that second call in that first call to confirm? Yeah. Yeah. So I usually ask them, I walk them through the process and then I'll ask them how long it will take them to do that or if they can get it done by the end of the week. And then they agree to that. Then I say, all right, we'll tell you what. Then we schedule our next, you know, follow a call to review the assessment next Monday. And then you use that second call, step two call, to give them the outcomes and then you upsell them into a $5K $5500 product. Was that product again? The map. So mutual action plan. So hey, here's your problem. Here's what's going to happen if you keep going on this road, right? Here's a map of what you need to do to fix it. Is that correct? Yep. And that's done with you, done for you, done through yourself. That one is a little bit of a combination because I jump on one call a week with them to basically walk through the tools that they have available that week and like how to implement them, how to get some consistent. And it's all I have tutorials on all the tools. So it's a little bit of hand-holding, but most of it is done for them. Okay, I like that. And then at the end of that, the ones that actually implement and that you see that are actually doing the work, showing up, those are the ones where you offer the next level where what they bring you into actually do the heavy lifting to do the consulting. What are you doing at level three? Yeah, so from there, basically I have a really strong idea of where their gaps are. The tools are very helpful, but they're not a saw wall. And so from there, we put together a scope of what the next six months look like. And if you're familiar with Agile, there's like a thing called brick points. And so I kind of even have my own currency on how I dictate like how much things are going to cost in that currency. And then we get, we basically just take it from there. And then what's the third offer? Like what's the, oh yeah, I just call it the builder academy. And what does that get them? So that gets them basically two meetings a week with me where we go through, you know, at the beginning, we're talking about what's going to be built out, how they're going to use it and what they're accountable for, like what I need from them. Yeah, the week basically a synap, just an assessment review of what's like a checkpoint of where we at what's going what's working the roadblock. Yeah, yeah, yeah, yeah. So that part is actually taken from like EOS. Yeah, like 90. And so we have us, we actually built a, like kind of a replicate of 90 and that I can track every all the KPIs off of. Yeah. And you have like rocks and stuff like that. Yeah, yeah, yeah. Okay. And and it's and I'm assuming it's working well like the people that are going through it loving it. It's going great. Yeah. How much is that third, that third product? You have 5,500 and then how much? So generally we're looking at like an average of maybe like 7,500 per month. Okay. Four months. Nice. Okay. There we go. Okay. So it built out four levels in the builder academy. Yeah. And it's basically a roadmap. It says, you know, you're here at phase two in order to get to phase three, you need to do boom, boom, boom. Here's how long to take. Here's all the things that you need to do. And so I already have my task list in front of me. Yeah. I love it. So you're in an elevator. Someone says, what does it you do? Grant, what do you do? What do you say? Yeah. I help builders build better systems for their business. I help builders build better systems for their business. How does that work out? So like, so I actually did a little bit of a role play. Can I just kind of start over and say, do an elevator pitch? Can I just say like, hey, K von, thanks for taking this call. I really appreciate it. So prior to this, I had a chance to actually look at your portfolio, look at your Instagram. And you make some kick ass houses. I can absolutely tell you are a world class, if not best in class, builder, at least in in your area. But I have to ask you, and this is just a hunch, but I'm going to assume that your backend systems might not be as bunded up as the projects and the builds that you deliver on. Yeah. Yeah, I can say that. What do you mean my backend system? Sorry. Yeah, no problem. So basically, like, your sales process, how you're getting leads, how you're tracking all of that and your forecasts, and also, like, how you're finding your subs and your talent. Yeah, yeah, yeah, yeah, yeah. Yeah, it's quite a bit of a mess for sure. Is that like, so obviously you're doing something, right? Or you're doing a handful of things, many things, right, because of the quality of projects that you're working on. But, you know, apart from me just having this random conversation with you, has that been something that you've focused on in the past or that people have helped you kind of identify? No, it's not really a big, I don't find like a big deal for me. Anyways, I mean, we got so many projects on the go, I can't even keep up. Yeah, absolutely. How are you finding those projects? Is it like working mouth or are you spending? I'd stop you right there, stopping you right there. Yeah. Because now we're doing some sales training here. I love it. I went to you're asking about the projects, but I just gave you something I can't keep up. Yeah. That was, I did that on purpose, it gave you gold. It gave you, whoa, what do you mean? And don't assume this is where a lot of sales people go wrong. They assume. They think, even if you know, you know, because you're an expert, you can't tell them where things are going wrong because of golden rule. When you say something, it means something. When they say something, it means everything. So the only way to get them to say this by asking the question, whoa, what do you mean by can't keep up? What does that mean to you? Oh, well, it means this and that and go, how long has that been going on for? If that was an issue, could you build more homes? Nice. Yeah. Do you see the difference there? Now, I want to go back to elevator pitch because you didn't like that, but the reality is you're going to be around places. People go, what does it you do? And I help builders build better systems. Like I wish I had the button. It doesn't work. But let's figure out what does work. What about AI? So this is the other thing is like, I help builders use AI to, no, we're going to change it. This is one of my biggest, biggest things. It's either as a result of, meaning as a result of what I do, here's what I do, or did you know, and I love that did you know, or do you know? So how do you relate to them? Do you know how most builders are building? I don't know your industry. So you're going to have to help me out here, but do this work me. Do you know how most builders build like, we're going to say the best quality homes, whatever the word, it verbiage is, right? You know, million dollar homes, but the back end is a mess. Or what's the pain they're in? Do you know how most business owners, builder business owners, right? Or stay up at night wondering when the next project is going to come and or if they can even complete the project on time. But what I do is, I eliminate, I've created what I do is I help, I help implement AI. So the projects not only are on time, they get completed actually 80% faster than most builders in the space. Now, I have your attention. You're not telling me everything I'm, you do what you're telling me is I know your problem, I have the solution because then the next question is how do you do that? Yeah. Well, how do I do that exactly this? I work with builders and then you get into it. I love that. That's the pitch. Yeah. So that's the pitch. Do you know or did you know? Yeah, it's either do you know or did you know or you can say as a result. So what does he do? Well, as a result of right, as a result of business owners always being frustrated, you know, business, home builders, you know, not knowing when the next job is coming. You got to figure out what that pain is or as a result of the business of build home builders, right? Not being able. I almost think job completion is probably one. I don't know anything about this industry, but I'm thinking most likely job completion is probably one of the biggest issues they have. Oh, yeah. Right. So as a result of job completion is not being done and business owners, you know, suffocating or being drowned by, you know, the bombarding of that as a result of I've implemented an AI system that helps them get the job done faster, cleaner, more effective, 90% of the time. That's it. Get that, get that out. Like, whatever that is, nail that because the only thing your job is there is not to sell yourself. There's a lot of people think I got to sell them on the pitch on the other. You really think you're going to sell someone on a $50,000, $5,000, $2,000, $30,000? No. What your only job is to get the second question that comes out of their mouth after what is it you do is how do you do that? Yeah. I love that. That's super. And then you have them hooked. Then you can take from what you were trying to do with me, ask them about questions. Yeah. Right. But you, I'll tell you what you're doing. I know we're on that podcast. We're trying to jump into it coming, you know, coming to the end here. You were already trying to dictate where it should go, which is the wrong thing to do. You should just be present and ask the questions and let them dictate where they, where it should go in the terms of what their problems are. So you were trying to force the problems on me instead of just asking the right questions to undiscover what are the real problems this person has. Because here's what we do know. You know the problem they have is they have broken systems. They don't know how to hire. They don't have metrics. They don't have the thing work and they don't know when it lead comes in. They don't know when the project's coming to the lead. They're running around with their head cut off. But again, if you tell them that, it doesn't mean anything. And now here's the thing. They don't think that's the problem. They I guarantee you they think I can't find the right people or they think, oh, my clients are paying in my ass. So if you sell them systems in AI, they're not asking for it. They don't know about AI. They don't know about this. They don't want to pay for sale. I don't want more headaches. Not knowing that that very thing is the thing that's going to get them to where they want to go. So the whole golden rule in sales, you sell them what they want. You give them what they need. Selfification. That's sure. That's an old way of saying it. But for me, it's actually selling what they actually want because they might not want the fucking vacation. Yeah. They might not want to vacation. So why am I selling my vacation? Right? I want to sell them what they want. So in my industry, 90% of the people I speak do think if I have a closer and a setter in my business, my life will change. So there's everyone selling. I'll place a closer and a setter in your business in your business will change. That's not what they actually need. They actually need what you're talking about. They need the right systems. They need the right process. They need the, because they don't even realize getting the right closer in is not going to solve their problem because the closer it's going to leave because they don't want to be hanging around with the broken down systems. Yeah. But if we go to the market and I said, I'm going to help you find the right system so you can find the right, no, I'm not interested. I don't think that's my problem. It's the same thing here and I can only imagine, again, now I'm projecting, never project your own bullshit, but I'm not, you're not my prospect and I'm not selling you. So I'm allowed to project whatever I want. I can only imagine the stubborn kind of pig headed type of guys you're dealing with, the business owners. And I'm not saying that in a bad way. I'm just saying that's their mindset. It's like, they know what they want. Nothing's changing. AI, what's AI? I don't need AI. Like, so why are you selling them that? I think because they, even though they are stubborn, like it's such a hot term nowadays, that's a big deal. They're familiar with like, chat, GBT, 100%. So you're not going to sell them AI, but you're going to give them the AI. Yeah. Yeah. So sell them as a result of AI though, as a result. So what, so let me ask you this, what is the number one, because we even asked that, what is the number one pain that these modes on average that these builders are in? What's their number one, the two AM problem, the thing that keeps them up at night? Yeah. Let's see, let me see if I can rephrase or like a thing. No, no, no, no, no, I'm asking the question. What is it? It's distrust in marketing. It's distrust in an agency or a lead flow, if you want to call it that. These guys are still in the same place. Hold on, hold on, hold on. I love this. Grant, I love this. I just don't want you to go down the wrong and wrong hole here. Yeah. Because there's gold here. There are number one pain, there are two AM pain, is they don't trust marketing companies. There are two AM pain is that they, they think they're losing money in a marketing company. They think that they're getting the right leads. They think that they aren't getting the right type of projects. Okay, hold on. Now we're getting somewhere. Because I'll tell you right now, there are two AM problems, isn't that they don't have the right marketing company. I can tell you that. The two AM problem could be, hey, I'm not getting the right projects. Okay, I might believe that, but what is there, like with this is back here, ICP, what is the actual route plan? I guess is that they can't pay their people. Oh my God. Okay, we're getting somewhere here. We're not cutting this off, by the way, even though we're supposed to, we ain't cutting this. We are, we are bringing this on because this is gold. This is the real deal here. You've just said it. They wake up, they stay up at night wondering how they're going to pay the bills. Okay. So what's the stat? I guarantee you. If you did enough research, there is a stat that says somewhere, do you know how 90% of home builders go out of business because they can't pay the bills for the next day? Well, what I do is that's what you're selling. How do you do that? How I do that, very simple. I implement AI in sales process and tools. So we know exactly where the projects are, how they hand, how they get completed on time, how to pay your people, making sure you're not overpaying for all that stuff that they want to hear, but you don't have their attention yet. You got to get my attention by like, whoa, you're right. 90% of home builders, just like we know this, I would call it developers. People think, oh, they make billions, they make billions, but they don't realize they're also worth negative billions, too, any given day, right? And that is scary as hell. So these builders, you know how builders want to keep getting jobs and no matter how many jobs they keep getting, they still feel like they can't pay the bills. But what I do is I make them X. But what I do is I make sure that they never feel that paying again as a result to put in the right people, tools, structure, and processes. So they know exactly where every dollar is going and every day that is coming out. In fact, business owners who work with me not only end up having three months cashful, they actually have an end up six months cashful advance knowing they have six months to survive on the current cash they have that doesn't even include the new business I generate for them. Amazing. Do I have your attention now? Oh, hello, is that a little bit better than I help business owner build better systems? Absolutely. Yeah. Greg, you've been great. That made my you've been great. This has been great. But do you, but here's, here's where I got you wrong. I thought you knew your ICP. You do now, but you missed the one biggest thing. You know who you wanted to work with. That's one, but you also need to know what's the deepest, not the one deepest thing that keeps them up a night. That is their biggest problem, the thorn on their side, the thing that makes them like just crawl their skin crawl. And from what we gathered here today, which I would see it because we're talking of big dollars, a lot of contractors, blah, blah, blah, blah, blah, is they don't know if they can pay the bills the next day. And you solve that problem. And to me, that's a massive problem. And that's a massive solve. Because I know if I was a business builder and I'm you're telling me that I get to go to bed at night, not having to worry. If I can pay the bills, I'll know exactly where I am at, aka a cash flow sheet. Yeah. I know how many days I have to do. It would be exist. I'll tell you this. Why I said cash flow, see, I was in business for six years without a cash, like natural, real cash flow. I had PNLs and all that. But I had no idea when in my head, I had an idea of when I would go out of business, but actually on paper. And what I thought was six months ended up being 12 months. 12 months, I used to operate like I only had six months and I really like, I have a year at that time. Did you get what I'm saying? Change my life, change everything. You changed the way I slept, changed the way I made decisions, changed the way how I hired, it changed the business. Oh, I love that. Do you recall, this is just out of curiosity, what the trigger was for you to say, I got to get this, I got to actually put some time into this. I can't just rely on PNLs anymore. When I was telling someone on a private call, I don't know what I'm going to do. I'm going to go out of business. I only have 30 days and I'm going to business. They go, how do you only have 30 days? I'm like, because I have this expense in this, they're like, how much cash will you give? We didn't even cash. I know what my expense is. I know my income is, it's only 30 days. They're like, you don't actually have a cash flow sheet. I'm like, we timeboat. You don't actually know how long you can actually really go before your own. I'm like, no, I just know in my head. They're like, no, and they said this, no wonder why you're stressed out, no wonder why you don't sleep and no wonder why you're acting iratical right now. And then right away, you go, well, if I'm acting like that on a call with a stranger, how am I acting like that with my team as a leader with my people? I'm probably not great. So what does that result get? And then it was just like, oh my god, let's build it out. We built it out in a game changer. I live by, I actually live by. It's the only thing. I don't actually look at my P&L. I look, the only thing I look as my cash flow, because I just want to know how long I have to exist. And my goal now is make that day every day farther and farther away. I'll let my account deal with the P&L. I deal with the P&L on the monthly basis. I deal with my cash flow every single day. And every day I sleep and I know where I'm at. I don't have to make hard decisions or have to wonder, can I afford or not? I know exactly if I can afford. I was just working on it today, because I'm bringing on an extra 20 grand a month in expenses. And I went right to the, can I afford it? If I, if I don't make an extra dollar, how much do I have this runs out before? How much does that kill my advancement of my cash flow? I know it all. Well, what happens if this also in six months does it start producing even X dollars? What, okay, then that produces X dollars. So I have it all right there. I can make way more effective decisions. I don't have to hum it on anymore. And that clarity makes me a better business and allows me to have the energy, as for people to understand. The clarity allows me to have the energy to put into the right decision making to make more strategic decisions instead of foggy decisions that don't know if they work with me. And these builders keep making these decisions. They don't even know. They're making decisions from their gut, which is not always a bad thing. But without actual facts, data, and stats to show if it's the right decision or not. And you're coming in, and I could tell you're an analytical guy, you're coming in and giving them the exact same thing they need so they can rest that night, sleep that night, and not worry about if they could pay their employees. Worst if we go deeper, it's not here we go. Last one, we're going to end it here. Three levels of pain. The first level is what we call surface level. Most sales people, most business owners, marketing, the way they talk, they do not make sales on surface level. Surface level pain here is I stay up at night because I can't, I don't know if I can pay my people. Second level, this is deeper level. This is business financial level. Okay. As a result of me not being able to know if I can pay my people, I'm not making enough money or I don't know if I can get what contracts I need to get to actually pay the bills. And now my business is suffering. And if I can't pay my bills, I can't afford my lifestyle. Oh no, how am I going to pay a little Johnny and little Suzy in my wife? Okay. Ooh, we got somewhere here. But what about the third level? Personal level. As a result of me not knowing if I can pay the bills and being stressed out and staying up at night and knowing that I won't be able to pay my bills and maybe you actually have to go out of business and I don't know what I'm going to do with Suzy and I can't afford the bills. And you know, I told my wife we'd go on the trip and now we can't do that. Ooh, how does that make me feel as a man? Oh yeah. Did I ever think at 30, at 40, at 50, whatever my life would be like this? How am I shown up to be the man for my wife if I can't even take care of the bills? Do we have your attention? Do you have a problem that I failed? Do we have the attention now? Oh, that's great. That's super helpful. Most people, salespeople, business owners will won't go to level three. You wanna know why? Because they're too scared to go to there themselves. They're not even willing to face their own demons so how could they ever hold space to hold the conversation to allow it to go to that level on a sales call in their marketing, in their newsletters, in their emails, they're not willing to go there themselves. Oh, that's great. Yeah. And that was another episode of The Vault Unlocked where proven builders, real strategies and unstoppable growth happens. Subscribe now. The next unlock could be your success. The code is cracked, The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open. The Vault is open.