Are you looking for ways to more efficiently manage your leads and therefore increase sales? In this episode, Resa Gooding, a prestigious HubSpot Platinum Partner, explains why all businesses can benefit from switching to a CRM. Based in Israel, Resa has over 12 years of agency experience assisting businesses of all types with marketing automation. She is an expert at analyzing the processes and systems related to lead management, and excels at helping companies restructure their lead capture and management systems for greater profit. Her clients include traditional companies that tend to be less tech savvy, as well as startups.
In this episode we discuss:
● Why it’s time to upgrade from Excel or Google Sheets to a CRM.
● The advantages of HubSpot and how their CRM can help you learn more about your leads.
● Basic data points that can automatically be appended to a lead in a CRM system such as HubSpot.
Josh: 0:00-00:50 Welcome to the Work the System podcast where we help entrepreneurs make more and work less using systems. And I'm your host Josh Fonger. And today we've got a special guest. We have Resa Gooding is going to talk to us about why running your business through excel spreadsheets is no longer an option. Resa is passionate about helping companies scale to success using cutting edge CRM and marketing automation systems. As co-founder and client services director of Coco media, she is also a HubSpot Platinum partner agency. With offices around the world, her team can help you automate your sales and marketing campaigns instead of being bogged down by administrative tasks. All right, Resa. So why don't you give us the backstory give us the history. How did you start this company and how did you become a pro at marketing, automation?
Resa: 0:51-02:53 Ah, well, that's quite interesting. So first of all, I will tell you, I'm in Israel right now, but I'm not originally from Israel. I'm actually from the Caribbean from a small tiny island for Trinidad and Tobago. So when I moved to Israel 12 years ago, I did not speak Hebrew. And I decided, Okay, how do I leverage my English to get a job. And I realized the only thing I can do probably is marketing because even though I didn't have a background in marketing, at the time, english business is ready businesses needed English speakers to market their businesses because USA in North America, the biggest markets for their businesses. So that's how my career in marketing started. I worked with traditional marketing first. So I did a lot of billboards and in store designs for companies like Motorola, and Apple and stuff in the US. But after eight years of doing that, I realized there was going to be a huge shift in online marketing. So I started doing hub spots, free courses initially, because they have an amazing academy that they allow you to do all these courses. And I started learning it on my own you know how to do different things. You know how to do marketing automation, how to do better email pitches and stuff like that. And eventually, I started working with agencies, and from agencies, I went into a couple of companies. And then I went back to agency life because I love the mix. You know, I like being able to switch up and deal with different companies at the same time. And then after about five years of doing that, I realized I need to start my own thing. So I started the agency last year. And we grew quite quickly to be number two in the market in Israel right now. And we are one of hopscotch preferred partners in the markets as well. So we do serve clients across the board, anyone who is trying to implement a CRM or any marketing automation system. So we work with startups, we will be agriculture companies, we work with manufacturing companies, just anyone who is realizing that they can no longer run their business or access.
Josh: 02:54-03:06 So let's rewind for those who are totally new to the idea market, marketing automation and CRM systems. What is a CRM system? And what is it supposed to do?
Resa: 03:07-04:17 Yeah, so basically, that's a very good question. Because, you know, I kind of tell you how many times, especially when you start up, they look for me only because when they got the investment of the money, the first condition of investment is to invest in a CRM. So they don't often know what it is, they just know that this is what they have to do in order to get secure data. So it is true that a CRM is really a customer relationship management platform. It really allows you to manage from the minute somebody even has any inclination about quality services and productivity offer to the time they come to your site. They find you online somewhere to watch the entire journey until they become a customer. So you're able to manage all the points of interactions today. Think about you know, someone some CSI, they visit a couple of pages, they may download an e-book. So before us CRM, you will not have all of these points of information. So with a CRM, it really helps you to keep follow and keep abreast of what your prospects are doing. So you can have more personalized and more relevant relationships with them, for them to eventually become a customer.
Josh: 04:18-04:34 So how does somebody know when they've reached the point where they should go from an excel spreadsheet? Or let's just say, a google sheet? Because I want people who have that they've got some Google Sheets? And how do you know when it's ready to actually make that shift over to a robust system?
Resa: 04:35-06:12 I know I've been reading your book, Josh. And I must admit a lot of the things that you see there as quite similar to why people need to move off and CRM. One of the main things is that they're working too hard, right? Your book promises to give people about time, let's just be able to get more efficiency out of it. And this is the big winner for CRM. Right now most managers are micromanaging the processes they're micromanaging their team. Think about the salesperson who's on the field or especially if you are a company that has salespeople globally or anywhere else that you end up in the office every day. How do you know what happened with a prospect that they speak with them? So you have to always like call that salesperson even in the middle of the night. If you have an Israeli boss, they will call you at 10 o'clock in the night. What happened to that prospect where they know, what did you do, but with a CRM, they will have the visibility in real time, they will have the information at their fingertips. So they don't need to call you to find out what happened to the prospect because you are logging that information automatically. And loving it me, automatically means the CRM connects to everything that he says people use anyway as part of interactions. So if they send an email, it's been logged into the CRM, if they made a phone call, it's been logged in the CRM. So those types of interactions that is crucial is understanding how our prospect is progressing through the pipeline is visible in real time to management. Have a decision alone, you need a CRM, if you find yourself always having to make those phone calls, or have these team meetings every day, every week to figure out what's happening with the leads that are in your pipeline.
Josh: 06:13-06:49 The big thing I'm circling in my paper now is hidden waste. It's the small businesses, there is extensive waste, but it's hidden because they think they're working. But really, they're just wasting time because a tool like yours, or any of these other tools, it does all that stuff automatically. All that all that chasing down just happens automatically without, you know, 24 hours a day. And it's my guess it's more of an investment mindset. So, maybe I'm reading between the lines here, but you're saying that companies won't ever get big, unless they take the time to invest in something like this.
Resa: 06:50-08:27 Yeah, you know, because besides having the time I'm getting back your time and, you know, listening to my voice efficiently. It's again, understanding your prospects. And this is the big win of CRM, right? You're a business that's probably based in Oregon in the United States. But you want to sell to customers in the UK, you want to sell to customers in Europe. How do you know who they are? How do you understand what they're interested in? This is what a CRM and a marketing automation platform helps you with, because you will not necessarily have the first hand knowledge of what was people's interests are, what are their pains and what are their challenges, but from the interactions they take with your content and with your site, or even with your email campaigns, you can see what are they opening up more? Where are they clicking more? Which pages are they visiting, which social media sites do they go on? So it provides you with so much more information that by the time you even decide to have a phone call with that person, you have a backlog of information about that individual that you have such a relevant conversation with them that they make you feel like you're the best friend because you know so much. So gonna be days where you can to be this kind of door to door salesman that just shows up to sell something, you cannot sell people anything anymore because they do their research before they come to you. So you have to provide providing that platform where they can research for themselves and find some basic solutions before they decide to purchase is important. And the CRM helps track all of that. And then you're able to scale your businesses to reach those international audiences that you want to reach.
Josh: 08:28-08:53 So for somebody who's on the fence about making this, this transformation from excel sheet, to a CRM, and this is what you all do over there. How do you do it? Like is it is it a cultural shift? Is it a mindset shift? Is it just technical? Because you are changing the way a business is run which is used to be out of out of paper, and on people's heads to technology? How do you help companies? Like what is the process?
Resa: 08:54-11:25 Yeah, I know I this is a challenge, you know, but it's what people think. It's really a challenge only with traditional companies who have been existing for 10 and 20 years. And yet they are often suffer because they have been successful without a CRM, right? So most times you meet those companies, they're making millions of dollars a year. And they're like, why do I need this? You know, it's like, come on, I'm already successful. But one of the points that I used to really get their attention is that their market share is shrinking, because competitors are popping up on them. And if they don't find a more efficient way of working, they will lose their market share. So this is exactly when I find a lot of them approached us because they realize that these are the companies that they basically had what we call boots on the ground, right? So they had field salesmen in each country selling their products and pushing it true. But at the same time as the competitors came into the market, they found that hey, the competitors are using more sophisticated to their online, and now our market share is shrinking. So that is always my first pointer, especially to companies who have been successful because when they look at their numbers, they see that they have decreased in the last 10 years compared to where they were in the very beginning of setting up. But for startups, especially, who are the young savvy, wise, you know, they are like, are we coming up with this fresh idea, we know what we're about. So they true, they're very much in the product being they had the good idea, they understand their product. But when it comes to go to market, and actually making their product reach the target audience, this is where they have the problem. So this is exactly what I covered. I say to them, you know, okay, you have this amazing for that. But you want the world to see this amazing for that the world can see it if you don't have the systems in place, because you don't know how to talk to your audience. You won't know who's your exact target audience because not everybody is going to buy your products, especially when you're in a b2b business. So you have to find your target audience you have to be able to drill down to reach them. These systems help you to learn about them, and learn about the people who are coming to your site. So you can better adjust your messaging to watch them. So this is easily two arguments that really helped me win that battle of, Oh, I don't need a CRM, I can operate on excel, because excel does not have that level of interactivity and operations for things to happen. So natively within their system, it's just a dead static sheet. It's excel.
Josh: 11:26-11:44 So what do you do for so let's just say I say, yeah, recent help me out. I want to make the transition. How painful was it? Like, how do you actually do it? Or do you come up with the categories for each of these different leads? And do you number them and score them? Or how do you actually go about making that transition?
Resa: 11:45-12:59 But you know, just honestly, I don't even start with anything about the CRM and stuff. I actually start with their processes. I my first thing is to understand their business processes and understand their sales processes, most importantly, and show them how I can optimize It and how I can make that better. So, sometimes as we said in the beginning, it might be the manager just complaining, I don't know what my salespeople are doing. And all I say okay, let me connect the emails to your CRM so you can get that visibility so you can know if they send that email or you want to know how many phone calls that this person made every day. Let me connect your CRM today number and you see how many calls they made. So my goal is I try to show them quick wins without getting too deep. So I first understand what is their main challenges like what like the point that they are trying to solve and see how I can show them quick wins before I get into the hole nitty gritty of, okay, setting up your contacts and doing all these fancy things that you know it's all well and good. Well, the both the bells and whistles but it's sometimes too much for people to absorb in the beginning. So I really start with little chunk bites, and let them see you know how they can do it in bite sized chunks instead of doing all at once.
Josh: 13:00-13:22 That's very smart. Okay, so you get them to track the phones. So you can really get some data on that for the sales. Yeah. If the emails you can actually track what's going on and who's receiving them. And then let's get to the hard part. So then, so then they have this list of 50,000 emails and phone numbers over the last 10 years. And they have no idea what any of them mean, or are how do you what to do with all that mess?
Resa: 13:23-15:01 Yeah, exactly. So this is the biggest headache of the CRM implementation, I must admit, is trying to deal with historic data, and trying to help them figure out how best to implement it and, you know, bring it into the CRM. So we do have a big data cleansing process we go through, and part of the data cache process, as I mentioned before, is understanding what is their process there? What is it that they were, where do they want to be in the next year or two, right? So oftentimes, they will say to me something like, okay, I want to speak to this specific persona. You know, for example, like I read in your business, you said, you work with Companies between $100,000 and $500 million revenue, right? So if they want to target these types of companies, the first thing is to understand that you have to collect that data. How many people in your company in your list right now actually fits that category. So what we will do is that good data cleansing process to see the types of contacts they have in the system, and show them basically, okay, half of these contact don't fit that category. These are nice to have the competitors, he says to them, so what's your size, these are people who will never have an inclination to buy your product, take them off the list. So we don't even import those people into your CRM. But when we do it, the enrichment of the data and we see these companies who fit that category, then we create that column for them and make sure that it's highlighted that they trade this specific hundred thousand dollars or 500 million. So this is your target audience you want to your CRM. These are the little things we start off with to really cleanse that system and cleanse those lifts that they have built over the years.
Josh: 15:02-15:42 Yeah, I like that. So you get some quick wins to show them the wrecking some money, then you do the cleaning process. And then I think the big challenge, and maybe you can speak to this is the fact that when you do clean the list, that's painful, because you didn't feel like you had 100,000 leads, now you have 10,000. That's scary. And then it's the time period between that actually. And then you find out that you really want to have 50 data points in each person, and you have like three data points. So how long does it take until that list becomes? I think you use the words enrichment. Wait, how long does it take to list actually gets to be robust? We actually know how your audience like does it take you six months of kind of asking questions and surveys and
Resa: 15:43- Exactly, so this is where the marketing will start reading. Okay, so we don't try to get all 50 data points of their wish list. We try to take what's automatic so there are things for example, if you use a system like HubSpot, once you put in some of these websites. HubSpot will automatically populate all that company data for you? So we wouldn't know exactly which industries you posted, how much annual revenue is it and things like that. So that's automatic in the system for us. But when they want more like customized questions like, you know, who do you identify as because they're trying to figure the persona or their role or their job titles? These are often things that are not publicly available often, unless, as you can see, with LinkedIn, you don't always have that connection that can bring that data in. Since if you have more soft questions like even ,are you willing to invest in a coach for or if all our systems for the next 12 months? These are questions you have to ask? So we would set up like certain drip campaigns where we build certain contents for them by repurpose the existing content they have, but for the Jason so people answer one or two questions before they access it. And then we are able to collect that data over time. So we show them basically that guess what? You're beginning to use marketing automation. To send others drip campaigns, but why is doing that you're actually learning a bit more about your customers, you're seeing how they're engaging with your content to see if they're really relevant or not. And then you can build a better a better product or service to really target them in your sales processes.
Josh: 17:18-17:45 Yeah, so important. Now, if I'm listening to this, and I'm a business owner, I'm thinking to myself, Wow, sounds great. I have no idea how to do this. It should people try to figure it out themselves train themselves do it themselves, or should they bring on an employee to do it in their business? Or should they outsource or a hybrid of all three? What kind of makes the most sense?
Resa: 17:46-19:41 Josh, that's an excellent question. Please, please, business owners do not do what I do and I beg you spend more time and more money when you try to do it on your own. If this is not your forte, and you don't have the time investing in english, forget it. It's better to actually bring in an expert, whether it's a consultant or an agency at the beginning to start the process. And during that process, allow the agency or the consultant to help you find an in house person that will prominent manage process going forward. Because again, yes, this is a big challenge. We as consultants, and agencies can come in and do the initial work. But when you believe who is going to manage it, there must be someone dedicated to continuing the process once we leave. And oftentimes, although we can help support you, it's always best to have an in house person that manages the day to day operations, because the more your business continues, and the more things that are happening, it's easy for your data to get back to what it was 10 years ago and get all messed up all over again. So you need to have that process daily going on and to keep the campaign's going as you want and things like that. So, for sure you start off I think because oftentimes it's hard to find that in house person or that employee, you will be having all the right skills for you. And also because you're actually going to take that time to improve on your processes and understand what you really need. Sometimes you don't want to hire that employee at the beginning because maybe make it more confusing because they need training as well on your business is all about before they can get into the nitty gritty. And they may not always have the expertise on the platform that you've chosen to invest in. So that's a biggie, because whether you go and HubSpot, Infusionsoft, or whichever, you need an expert to understand those two systems today know how to use a system to support your business processes.
Josh: 19:42-20:24 Yeah, I agree. I think that a CEO owner should not spend all their time because this is complicated stuff. Yeah, in the weeds but it needs to be done. And so give me someone to set it up properly. Is worth is worth a lot of money. It's worth a lot of money. You have to be willing to invest gotta be investment minded. But then once that happens, then gradually bring the in-house team that can support it, and they can learn with it, which is great. Now, what are some? What are some categories that you that people really need to set up in their CRM system that you think are common and people tend to tend to forget like, what are some of those value categories other than first name, last name, phone number? Email? Yeah, what else did I need to have?
Resa: 20:25-22:08 But it really depends on your business. I think you know, because every business I go in, I see that they need they need different information, for example, some it depends like some companies are very industry focused, they need to understand the industry that the companies come from, because they're not going to sell to everybody to fill their productive capacity when it goes to meet. So if this is important for your business, then yes, you need that category. So my advice is always not to take it as a blanket statements are not the right just copy paste other people's stuff, understand what you for your business, understand who is your buyer for sort of. So for example, when was the system if you're looking at different categories of companies, for example, you're working with a wider range of businesses. So you may want to look at people's intention to purchase more. So you have to start collecting more soft questions like, what is your pain point? What are your challenges? How many days it was a week? Are you really working? Or how many hours a day are you spending it with? So your systems, your questions and other normal categories? Because your business is so wide, so you don't really find a job title so much. Oh, you know, you don't depend on anything because your system can help everybody in a business, not just the owners, right? But even the managers of that business or even team leaders could benefit from what you're doing. So it's a little bit wider, and it really depends on what who you're targeting and who you really want to work with. The first startup company, I often spend a lot time on this Sunday, who was the ID persona, and then recommend any defense teachers you need to defend your property they should open.
Josh: 22:09-22:36 Do, does your CRM system I mean, I know that links with email, but just wanted to share him systems also link with social media channels and other channels. And so let's just say that you meet somebody, and they send you a Facebook, you know, as a message, and then you see some activity in Twitter, and then you meet them for a lunch meeting, and nothing is done over email. How does that find its way into your CRM system?
Resa: 22:37-23:59 So that's a good question. And this is why I really like working with HubSpot, because it is one of the few CRM that can do everything. I mean, from the time somebody thinks about you to decide to close as a customer, right? And they even get service as well. So they have a service hub of this CRM that's going to be for sale service as well. So yes, it does link with social media and it also links not just with social media but with the messenger bot. So if you're having a Facebook messenger conversation that can be linked back to the CRM and recorded in the CRM, if you're having a conversation on WhatsApp that can also be linked to the CRM. So it really allows you to track everything. And what's more important than most other systems myth is that you know, sometimes people interact. Yes, customers of the day have many touch points. So maybe they will be talking to you and online on email. But then suddenly they go on your Facebook like they watch this Facebook Live. And you want to know exactly who watch this facebook live to the CRM. Okay, this customer open ACC emails, and then they went to your Facebook Live and then they came back to yours product page, so you can see the journey. So you can understand again, how interested is this customer, which helps you to give them highest scores, which helps you to put them on a higher priority on your list for contacting and therefore giving your salespeople much more relevantly to deal with.
Resa: 24:00-24:21 Yeah, that's amazing and proves the point. You should not do this on your own for sure. What should what should people be doing with their CRM because we've talked a lot about up to the point of sale. So after the sale is made, there's always a lot of money available and services available in terms of lifetime value of a customer. What kind of things do serums help you out with in terms of after salesmen?
Resa: 24:22-25:34 Yeah, so the CRM, for example, in HubSpot, because they offer the service part, you can actually lead now to what they call evangelism because again, recently, HubSpot made the point that getting a new customer is much harder than using your existing customers to get new customers. And you have to actually realize that all the inbound marketing you can do and all the further PPC campaigns, the amount of effort you're going to put into getting a new customer. If you do the same effort in your existing customers and let them be the word of mouth for your for your products and services, you will gain 100% more. So the service coming up but allows you to do that you can build specific campaigns to watch them know, that will allow them to say, Okay, if you bring a customer if you act as a referral, if you give me a testimonial, then you know, you can see the track back of this new customer care and because of that customer and then you can give them more basic service, staying with you're increasing your lifetime value with you. So again, you see the entire journey and it doesn't stop when the person becomes the customer. The journey definitely has to continue after they became a customer because they will help you bring in more customers.
Josh: 25:35-26:11 Yeah, I mean, there's so much money available within your list. The person I interviewed right before I receive your talking was talking about how you know, if you know what to do with your contacts, your cell phone, it's probably a million dollars just in just your friends. They didn't even know about if you know what to do with it. And I think that it takes somebody with some skills and training to dissect it to know what to do and more automate that. In today's world, it's kind of required. I'd love to get am, we’re running low on time here. But any success stories of people who've kind of worked with you and kind of what they were able to do kind of before and after stories?
Resa: 26:12-29:04 Yeah, there's so many, but I would just share with you a couple of them I've had recently, you know, again, as I said in the beginning, but lots of times I get the pushback, because people who have been operating their businesses successfully, don't believe in your CRM. But by the way, there was one CEO, I was with his turnover was $57 million. And he did all of that on an Excel. And he was like, he said, why do I need to invest in a system? it's gonna cost me like, $10,000 a year, and I don't need it. And I said, okay, but you work very hard. You're 60 years old. Why do you need to work so hard? You're working seven days a week, 24 hours a day, and he has a global team. So he said to me off and he was like, let me finish. We took about six to eight months because his team was so huge, that it took a lot of training and team and their processes. But at the end, he saw the magic when he saw how, okay, instead of having team meetings, he used to have daily meetings with his team all around the world, which will spread from USA to Japan, Indonesia, to Australia. So he had to have all these conversations all night and in different time zones. And then just being able to go into CRM and CPA, Australia team, that X amount of sales this week, because they made X amount of calls, and I don't have to wait for them to tell me if any that spoke. So him getting this information in real time is valuable. He got back this Friday night so he can go to Shabbat dinner comfortably with his family and not having to deal with it anymore. So this was one big win. But another one would be with a startup. You know, I kind of work with a lot of startups who exactly have small budgets because they don't necessarily have the ability now to invest in a very expensive CRM or invest in a very expensive process. So what I do is lean startup processes. You know, HubSpot is a free CRM. So before you be no need to pay for it in the beginning, you can download it right now use it for you for the rest of your life for free. Only when you start doing like the automation and stuff, this is where you need to pay. But for your sales processes, you can begin to use HubSpot for it. So I was going to start up, I will show them because in this in this type of lean startup, I'm trying to get them to be more self sufficient. So they will have a team members responsible for this. So I will give him the crash course of what he needs to implement in setup and HubSpot quickly to start using it for sales processes. And once they begin to close sales, and they start to see value from it, then they can upgrade and then they can do more fancy things. So they appreciate that, you know, I get a lot more companies who are very much in that space where they want to test this but they don't want to invest a lot of money just yet because they don't really have that capital. So this is a good way for them to start and then see how it works for them and if they really have the bandwidth to continue the process and then decide to exactly go forward.
Josh: 29:05-29:13 Cool, well, great stories. All right. So what's one thing that I didn't ask you that I probably should have asked you during this interview when I leave the audience with?
Resa: 29:14-29:57 I think you asked me everything that I think was important actually, cause, you know, this is a lot of the a lot of the pain points we discussed about how people choose, you know, and I just covered the last one, because what are the pushback people get is how expensive is this going to be? So when I say to you, you have the opportunity to get something for free? Really, you have no excuse now. Okay. So is that you have any obstacles about money and that's your lap? Nope. It is that you can do it for free and start. So this is really the three things that I think we cover that is mostly people's concern when they starting this, how do I keep it up to you know, how do I invest, where do I start? So we did manage to cover everything I do?
Josh: 29:58-30:41 Goodwill, and I'll add to that, that I I've worked with a lot of clients that have kind of been teetering in the same sales for 5-10-15-20 years, and they never just get past it. And this is the key reason. It's like, hey, you never actually built out the system, and you have this massive database of just stuff, you have no idea what to do with it. If you would just slow down for a minute. Invest in this is gonna cost you some money and time. You could be 10 times bigger. But you do have to actually slow down to move fast. And that seems to be the scary thing, people and so they just, they just stay on the hamster wheel. Oh great. Well, where can people find more information about you? Your business if they want some help? Where do they go?
Resa: 30:42-31:28 Sure, they can come to our site WWW.CACAOMEDIA.CO, they are no more DOT COM addresses people. So we need to say something else. It's got to, I took out a C-A-C-A-O. Oh, I know you have your show notes. So it's fine to find your name. And just connect with your LinkedIn. It's easy to find me there, Resa Gooding, R-E-S-A GOOD-I-N-G. So just connect with me on LinkedIn. I'm happy to have a discussion with anyone who has any further questions about it. So, you know, as you even come across your clients who are like stressing you out, why do I need this system in place? You can just out okay, recently I explained to you and then I was focused on the other thing to decide as well. So we can you know, anyone who has questions, I'm always happy to have that conversation with them.
Josh: 31:29-31:40 Perfect. Great. Yeah, you're gonna be a great resource to me and to our audience, I appreciate you sharing this. And you've been in the marketing game for a long time now. So you've seen it all. So that's key. You want someone who's experienced in this industry to be messing with their CRM so,
Resa: 31:44-31:45 Exactly, exactly.
Josh: 31:46-32:28 Well, good. Well, everybody who's on the podcast watching, whether you're watching live or the recording, thanks for being here. Stay tuned. Next week, we'll be sharing with you other guests like Resa or maybe one of my previous clients or one of my certified coaches and we'll be sharing with you We are fixing companies so they can make more, work less. And if you want a copy of that book right there behind me work the system, you can go to work the system dot com, you can download it for free. Do you want the physical copy mailed to you leave us a review or a comment and send a image of it to info at work the system dot com. Once a week, we'll be drawing a name out of a hat. He'll be mailing a copy of that book right there to your house. Again, send it to info at work the system dot com. Otherwise, thanks again and we'll see you next week.
Resa: 32:29 Thank you.