David Royce

And I didn't even find that book until after, but I found some of his really old school books prior to that.

Yeah.

It's funny because most of the books that are out there, they're actually geared towards dating.

Yeah.

It's probably a much bigger market than sales.

Make it about sex.

Don't make it about sales.

Yeah, it's pattern recognition, right?

And it's being conscious about what is going on and then taking notes.

So for me initially, it just started out with objections.

So I was not very good at understanding other companies' services.

I had no idea what services did and what they didn't do.

So I would just write down whatever the objection was

You know, OK, they're with Terminax or they're with Orkin.

And I'd have to like study up and understand what the other companies were doing.

And then I'd have to ask customers, hey, I was just curious, do they do this for you?

Do they do this?

If something our neighbor really liked is we do this and this.

And they're like, oh, actually, I don't I don't think they do that.

Oh, that's really cool.