The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 1 year ago

Never Underestimate the Power of Communication w/ Dr. Ethan Becker


As toddlers, if we are around other humans…


We can’t help but learn to communicate. We all learn how. 


But we could all benefit from doing it more effectively. 


Today, Dr. Ethan Becker, President, Senior Coaching Partner, Author and I/O Psychologist at The Speech Improvement Company, came on the show to explain the science behind effective communication… 


And how you can use it to make more sales. 


He explained:


- Why it’s never too late to learn better communication


- The difference between inductive and deductive reasoning


- Why the best salespeople emphasize quality relationships 


Check out these resources we mentioned during the podcast:


- Mastering Communication at Work


- Speech Companion 




This post includes highlights of our podcast interview with Dr. Ethan Becker, President, Senior Coaching Partner, Author and I/O Psychologist at The Speech Improvement Company.


For the entire interview, you can listen to The B2B Revenue Executive Experience. If you don’t use Apple Podcasts, we suggest this link.

The best sales reps in the world. They put enormous amount of emphasis on the quality of the relationship they have, even if they've just met somebody for the first time and they only havea few seconds. You're listening to the BDB revenue executive experience, a podcastdedicated to helping executives train their sales and marketing teams to optimize growth. Whetheryou're looking for techniques and strategies were tools and resources, you've come to theright place. Let's accelerate your growth in three, two, one. Welcomeeveryone to the B Tob Revenue Executive Experience. I'm your host, Chad Sanderson.Today we're talking about communication and how to do it effectively, which,considering the quick shift of digital we've all experienced lately, is even more importantthan it was before. This is the art of connection, the science ofcommunicating effectively, and the beautiful thing is most people have room for improvement,myself included. To help us, we have with US Dr Ethan Becker,best selling author of mastering communication of work and president of the Speech Improvement CompanyEthan. Thank you for taking time and welcome to the show. Pay Chad. Thanks for having me. I'm glad to be here. Excellent. Sobefore we jump in, we always start with kind of a random question justso people get to know you a little bit better. And to the currentcircumstances I've been able to switch it up. So always curious to understand. Everybody'sgot more time working from home these days typically, and so it wascurious if you had a passionate hobby or something that the extra time at homeis allowed you to re engage with or dive deeper into what that might be. You know, as a speech coach, I've decided I'm not going to goback to school anymore. You know, two doctors already, so I'm like, I'm all done with that. But to keep the brain going,this is a big build up because you might laugh, but I've decided asa hobby to pick up computer programming and swift programming language with apple, whichis a lot of fun. So I've been making APPS, like just forfun, not for sale, just like for making APPs for around the house, like, you know, just having a lot of fun with the kids. Oh, that's great, that's been fun. Yeah, there's nothing todo with my job, but I've been good it well, and that's thething right. We have to. I think everybody has to find a wayto make sure they're still that divide.

It gets harder when you're working fromhome all the time. I've been virtual for very long time, but Iknow a lot of people struggle with that. So having that divide is great.All right. So let's start with the art of communication. So it'ssomething that I found through the years people struggle with, especially if they haveto do, you know, a keynote or up in front of people andthat light hits them and they freeze or their stage right. But even injust one to one communication, and I'd love to get your perspective on whyyou think it's such a challenge for people to communicate effectively. Well, there'sactually more than even what I think. There's actually a lot of research onthis. Our team studies this topic on a regular basis. We've all wentto school for it and we discussed it all the time. There's a lotof evidence that helps contribute to why it's hard for people and it starts usuallyat a very young age, around the ages of one or two years old. When we begin, when we are first introduced to the concepts of communication. I mean it's whether we want it or not, they're there. It'sa part of the human experience. But in speech communication that starts very youngby modeling from parents and so forth. But we are influenced by our parents, by school, by television, all of these things contribute, and soit's the concoction of that and the experience is the scaffolding of our experiences toour life that can contribute to why we some people are good at communicating andothers are not. But with that, you know, it is a skill, it's a behavior. So even if you're not very good at it today, you can become good at it, just like you know, if you'venever thrown a ball before, you can learn to throw a ball if youwant to it. So just takes press, it takes right. Well, there'sthe will portion, like do you want to invest the time in it? And so in some of the materials that we had in advance there's mentionof growing a golden tongue. So is that what you mean by working onit, and how would somebody even go about that? Yeah, that's afun phraseology that popped up in one of our conversations one day when a lotof the work we do. We work with sales organizations and people in thesales world. So golden tongue was related to that, because it's not easy. There are some folks who get into selling because they are already are naturalgood communicators and others just because they like the idea, the commission, whateverit is. So they got to learn...

...those skills on how to communicate andthe Golden Tongue. It's not about really good selling, is not about trickery. It's not like in the s or the stereotype of the sleazy salesperson.It's not about that at all. Right, best of the best that we workwith simply are comfortable with effective communication skills and they study often, theypractice often and they like it. They like doing that and and so that'sthat's where that comes from. You build up that skill. It's really thewill to have it's the will to put in the effort to develop the mastery, yes, of communication. And so there's the there's the will portion,there's the am I willing to do the practice and then, in an applicationsense, so just to communicate with somebody who's open to being communicated with isis one thing. How I get effective it at that but what about whenyou're dealing with opposite personalities? Like I'm definitely type A squared extrovert interface andoftentimes I'm working with people that are more introverted, reserved, pull back.Maybe it's polar opposites. And so if we're coaching or selling or presenting andthere's people that are that have these opposite personalities, how how do we adjustour approach, the our style, all of it, or should we?Well, there are a lot of ways of viewing that particular dilemma. There'sone that comes to mind. We Study Aristotle in the in the world ofspeech communication, and one of the things aristotle was trying to figure out washow people think and reason and process, and he really did figure it out. It's pretty cool, though. It still applies today, over twozero yearslater. He figured that people tend to think in either and inductive pattern ora deductive pattern of reasoning. So if you're trying to make a connection withsomeone, you would do well to match that pattern. Now what does thatmean? As some of some of your listeners may have heard these terms orspend a long time. But if I'm an inductive thinker, let's just whoI am. I'm just an inductive kind of a guy. What that meansis that I need to have all of the background information and the details first, then tell me what you want, then tell me the price, thentell me where you're going. Right,...

...and I need it that way becausethat's how I think in process. The deductive thinker is the opposite. Theyneed the point right up front, right in the beginning. Then tell methe background details and information, and this is a really, really important andcritical skill to develop, in particular and selling, because when these two peoplemeet each other, look out there is a level of frustration that just tearsthe communication apart. I mean, if I'm a deductive thinker, I wantthe point right up front, and an inductive thinker comes to talk to me, you can't see me, but if you could, you see me rollingmy eyes and I'd be sounding like this. Huh, yeah, yeah, yeah, Huh, Huh, what? Get to the point right and Iget so frustrated, which means I'm sending messages to this person that I don'tcare, I don't respect them. Now that may not be true, butthat is the message I'm sending. So I've got to become selfaware, andthis is true. If you're a sales manager and you're working with your team, you're presenting the senior management or you're talking to potential customers, when youare able to match the way they process, you're going to do well. Andthis contradicts some of the maybe more traditional sales training of don't tell themthe price until you've presented the value proposition, which is a great idea half thetime because if that person, if your prospect, just one to knowthe price or the price range and you're doing the old well, sir,I'm my gut, you got to hear the value first, because I wastold in my training class that die better, you know, almost like it wasa game. Can I? Can I not tell them the price?It's good luck, right, good luck. Now. That doesn't mean you juststart with the price and so forth, but there are strategies to say itin a deductive way if that is what they need, and it maytake some practice because you know they've been trained the other way. And sowhat's the easiest way to determine? Are there accus of things that we couldbe looking for to determine what type of inductive or deductive individual we're talking to? Are there AC cues or something that...

...the audience could start to pay attentionto. Yeah, if you look on the if you look above the lefteye of a person, on the forehead, they'll be a letter and I ora d. Now I'm just what did that would be awesome. Thatwould be that would be amazing. You know, look, it's not anexact science, but that's okay. That's okay. We it's not like,Oh, I've screwed it up, I misread the person. We get intotrouble when we completely ignore it. So how do you? How do youanswer? Okay, well, you look at things like the way they aretalking. You start out that when you're starting the meeting and it's like,oh, hey, how is everything going? And they say good. Yeah,they're probably in a deductive state. So they how's everything going? SayWell, I gotta Tell You, you know, we've been really coming alongway as a company. We've been everyone's at home and we're there. MayBe a little more inductive. You can listen, and we have hold aworkshop on just lessing. If you you can listen, for example, howour questions asked and then answering kind I'll let me give you an example.Generic example. I'm just going to make this up out of your I don'tknow whatever industry your listeners are, but let's pretend it's software. Okay,the customer says this. Well, you know, I have a question forbecause the last company that we worked with they had a software just like yours, was similar, and we and we we had them come in here andthere was an issue with the software that wasn't working and the person who runshuman resources who brought us in, they were trying to fix it. Andthen they're not even in the IT department, which is a whole issue because there'sa lot of problems between I and HR and and they could and theguy's going on and on it and eventually I says so my question to youis, do you have support services or do you have some offering that wecan pay for it to support us if there's a problem right now, timeout and you hear that example, which way do you think that was inductiveor deductive? inductive inductive. Right now, a sales professional who does have thosesupport services, they tend to get all excited because that the customer gotone word and and they already know the answer is going to be. Positive. So they say yes, deductive.

They have now missed the opportunity tomake a connection. What they should have said. They have to be asinductive, is my example, but they should have said something like you know, I got to tell you that's helpful to hear, because it's really importantthat there are some ways to support you, and I'm happy to tell you.Yes, we do right. So we listen carefully about how things areasked, who asks them, and then you really don't want to go toofar one way or the other. I was exaggerating on my example, althoughsome of your some of your listeners might be thinking, though, that's notan exaggeration. That was yesterday's meeting. Just be comfortable. That's just howthey process and if you do that, you won't look frustrated. You'll makeconnections. Whether it's in a virtual environment or live. This stuff is important. So these are some of the things that certainly would making connections with peopleexcellent. So let's go a step deeper. We get right. So we're weput in the effort to work on our communication. We're trying to mirrorunderstanding if we're doing with deductive or inductive individuals. Now we have to getto the point of transforming beliefs to or rapidly increasing sales. Help me understandkind of what are those stages and how do we how do we transform ormove someone else's beliefs effectively? Well, it's there's a lot in that question. So but it I can you know and for our conversation today, Iwould say one way of approaching that is by listening carefully and understanding what theirbeliefs actually are about. Maybe it's whether they believe you are the right companyto provide them the service. Maybe they don't think you're large enough, ormaybe they don't think you are going to be personalized enough for them, orthey don't think your software can do right. Whatever, you get to understand thatwhere this comes in a practical maybe the maybe your competitors were there theweek before and they planted language, like they talked about features, and youknow this right because you're at the meeting and they say do you have thesuch and such and you're immediately like all those shark like this. So yougot to understand where they're coming from first.

Second, you got to validate thatin some form, and I don't mean in a nerdy way. Sayinglike, I validate your beliefs. It's like, but you gotta maybe talkabout it. Be Okay with it. Once the validation, if it waseffective at validating. Once that's happened, you can redirect in any direction youwant because they are now open minded to hearing you at the speech and fromcompany we study a lot of the different selling methodologies that are out there,whether it's like spin or sandler or challenger, which is new but it's not reallyactually new. But you look at these, there's a lot of listeningin there and there's a lot of confirming, maybe paraphrasing or just having the conversationwith people about it, and you can do that. But what areyou trying to do? Validate that you understand. They have to believe thatyou actually get where they're coming from. Right, yeah, it's that alinement. Then you can bring them making sure that they know that they've beenheard. Yeah, and just saying, yeah, I understand what you're saying, but fail, right, fail, because that doesn't that doesn't effectively validateand there's no one way to validate a lot of times, like, forinstance, will we do when we're doing training, sales training, workshops or, if your listeners are just working with them, with yourselves, when you'repracticing mock sales conversations and mock presentations, record yourself and watch out for yourown tone of voice and facial expressions where you are saying words that are validatingbut your tone is saying I don't believe what I'm even saying. Right.So absolutely, absolutely so. Are there words like so? There's one wordthat I've always tried to stay away from and it's that bend. Everybody hassentence to use it, but is that world but right? For me?It has tendency to invalidate anything that came before. Anything that I said wasBS. At least that's impression I get right. So are there other wordsor phrases or things that maybe not to be avoided but to be aware ofthe impact that they create on a listener? Well, that's a that's a reallysmart observation. There are common words like no and but, but iswhat we would refer to, and speech calm as an erasure work. Nowthere's a time in a place it's totally fine and comfortable to use no bigdeal, and then there's a time where...

...ady races, as you said thevalidator. If I were to say to you, Hey, you know,you know your hair looks really good today, but something not good is coming rightnow and not don't even need to say the word. You can hearto my tone. Yeah, you know, your hair looks good today. It'slike, you know, it's kind of so it's a tone. Allowyourself to if you're going to validate, do it well. No, isanother one, and there are other ways to do it, all right.Example, customer asks a sales rep is your text is there's a real one. Is Your technical support offerings? Are they free? That's when they're not. The sales rep wants to say no, they're not. So you might findanother way of indicating it. You might say something like, you know, it's a very direct question, so I'm making this shirt up my head, so it's hard to say. It's I just tripped myself up. Butno, but this is why we might okay, as you are your techsupport things free. The services we offer do have some fees that are matchedup with the service that you have or something like that. Or we dohave. We do have services that you can purchase, but are they actuallyfree? Well, they are ones that you can purchase. So they're notfree, they are purchapable purchase of the right. Now I'm kind of gottabeing obnoxious with it. You're making it up. And here's what. Here'sthe difference between me making it up and how it can become very smooth andauthentic in real life during practice. We figure out what are the actual wordshere. And it's not like the word no is like evil. It's justit tends to be. And it depends, by the way, on the relationship. There are some relationships where you know it gets me the sale.When they say is this free and I say no, they say thank youall bout because they appreciate the authenticity of our relationship. So it's not likeany of one of these things are one thing by itself and a very goodrelationship. And the I'll tell you, the best sales reps in the world. They put enormous amount of emphasis on the quality of the relationship they have, even if they've just met somebody for the first time and they only havea few seconds in that relationship. Can help you determine whether or not youshould be worried about but or no.

And then one other quick thought onthis about word choices. As you are getting to know the prospect you arelistening very carefully for loaded language. How they use term Knlogy, how theyuse the word? Are they using it with an attitude? Can you tellthat when they talk about networking, is that a bad word in their world? And then be sensitive to that stuff you can tie into that, you'regoing to do very, very well. This is why we weren't totally onboard with the whole challenge or concept of the relationship is in the past anddead. It's like, I don't think so, right, don't? Idon't, I don't think so. I mean you may only have us briefone but but you got to pay close attention. Right, relationship is veryfragile thing and I'm a big proponent of the authenticity of it. And sowhen people engage with your book or will work with you, are there arethere things they can do to do like practices they can do to help themdevelop their confidence, without making them all sound robotic because you give you likeI don't I don't know how to ask that question. Sorry, that's good, I know exactly what okay. So, yeah, let's dive into that alittle bit. If you think about and for I'm throwing out a lotof like terms and buzz words. And so when you think about spin,when it came out in the S S, you know that one of the challengesthat we saw were that teams were learning spin right and they they cameup with these scripts of asking questions and it just didn't work. It justindmit for certain teams. Not The concept of spin. I mean all ofthese call of these sort of methodologies are really just folks looking at great salespeople and trying to write down what they did right. So the concept ofspin was great. Getting to understand the situation in the problem stuff like howyou get there is going to be you Nik to the industry, to theproduct, to the sales team, to the individual on the sales team.So as you ask, what can a sales team do to get better atthis and not sound robotic, practice and practice. So maybe you start withokay, I understand if you have twozero...

...people on your team, I getit. You need to have certain scripts to guide the training. But thenwhat you want to do is ripple down or what you can always hire firmslike us. We can come in and do this, but even just internally. If you don't have the budget for that, you you got a practice. How do you convert this question into your own style of communication? Andthere are some wonderful tools and techniques that can help folks to do that.I really don't think you can automated. You can try, but but thenyou'll end up with a lot of folks who literally are just readings and thenit's then it doesn't come off authentic, it doesn't connect. I can tellwhen somebody, like when I'm talking to somebody and they're using a script,I can instantly tell and it and it just I shut down. I literallywill stop listening because because I don't yeah, then I mean second I say almostbefore I'm even aware of it, I've stopped. Say It's really funny. We you. So our business is a family business, right. Iwas born into it. My parents founded it in one thousand nine hundred andsixty four and growing up at the dinner table, when we would get tella marketing calls come in, my mother she'd take the call and it waslike nine out of ten times she would turn it around and sell the callof ha ha and on our services to help them get better and make thinkhe's ass and o funny, like it was a game at the dinner table, like with the phone would ring, we'd all laugh just because you knowthe phone's ringing at dinner time, it's a telemarketer. We'd all laugh andlike go, go, so funny, like within minutes she's on with themanager. The next thing you know they're writing a proposal for the company tosay we're going to come train your whole team on how did not sound likeyou're on a spirit. That's great. So let's talk about the virtual environmentnow for a second, right, because because it's changed. I mean therewas always some element of virtual before, but now it is predominantly and notsure how fast little go back to the way. What are some of thechallenges from a communication standpoint that you're seeing people struggle with in that virtual environment? A couple things stand out. One is, on the very personal level, the actual person doing the talking, the Sales Rep who is working fromhome. One of the challenges is in...

...their own mind. There is aterm in psychology known as cognitive dissonance, that the idea of competing ideas inthe mind. And so here I am. I'm a sales rep maybe I'm atwork, I'm I'm I'm at home, but I'm zoomed in or called inor go to meeting, into a meeting while I'm sitting at home andin the back of my mind I can hear the kids arguing in the otherroom and I need to go break it up. I know it's about escalate, but no, I'm here, I'm a professional, I'm in front ofmy boss or or a customer and I'm trying to be the professional that Iknow I can be in this home environment and it's not easy. I thinkanybody that tells you just do this, they're making it up. I meanmaybe, but, like you know, all of the blogs that are outthere on this stuff every there's no research on this stuff. So that's oneissue that's very real. Is this whole dealing with the stress, because ifI'm trying to sell and be articulate, it's hard for me to sometimes focus. So there but there are things that you can do, there are somethings that can help. That's one. The other one related to that wouldbe screen fatigue that both the seller and the buyer both, by the way, both experience cognitive dissonance, but both are experiencing high levels of screen fatigueand people are excited and appreciating the efficiency of I can go to meetings withouthaving to walk anywhere. But now we're feeling the byproduct, which is thereare no breaks, and sometimes those small ten second breaks walking to the bathroomor wherever it is, to one meeting to the next or driving. Alot of reps live in their cars and now they're living in their living room. That's really stressful. If I'm used to operating alone, parked alone inmy car, getting my game face on, if you will, preparing to gointo a cell, but now that's gone. I'm at home and Itwo seconds before my meeting, got in an argument with my spouse or thekids or something. Right, that's real. That is that and that affects ourpsychology and our ability to talk.

So maybe a little different what youwere looking at, but it starts there. No, I think that's great.I think it's good because I think people have a tendency to forget thetextual elements of it. Right, and that's one that I haven't heard.I mean, I've thought of and talk to other coworkers about, but haven'tseen discussed a lot which is the impact on your psychology from I mean evenhaving people walking past your office door or starting the Washer and dryer, oryou hear them yelling downstairs or whatever. It just has an impact that thatkind of jars you out of that focus on being present, connected and consistentlyclear and communication. That's right. And even the people who are working fromhome before covid but maybe they were home alone. Yeah, or you knowwhat, they've had a lot of time to get set up for that,so they've learned the skill to do it. But even many of those people thatare no longer alone, so the distractions are there and this affects yourability in some cases to be able to footnot everybody, but it does affectfor many people the ability to focus in to be able to listen. IsMy customer getting bored? Am I trapped in the script of the demo andI need to stop? Like this is where we get just forget covid justin general, when we bore customers because I'm I'm doing the premade marketing presentationand they fell asleep five minutes ago, like it's the best. Sales Repswill recognize that and just stop and they battle internally, at the company politically, and say look, can we make some adjustments to this presentation because it'snot working right. That's us not there because the distractions are not there.And then people sound a little more robotic. Right. So that's one piece.And then the flip side would be the customers that they also are inthe same situation and it's like they forgot to got a crap, I forgot. I told this guy had to meet with them. It's like yeah,so what can you do? Okay, relationships matter. Can you be authentic? And yes, okay. So it's over said to say, how areyou doing in the crisis yet? But it's some human connection, right.Maybe here's a here's a very scary question...

...for a sales rep to ask.Talk about fear. Here's a scary question to ask. You get on withthe customer, you finally got the meeting, you start out and you ask thisquestion. Hey, is this still an okay time for us? Imean, are you in there right state of minor? Is it something you'dlike to maybe reschedule? where? Where's your head at right? Why doyou think most sales reps don't want to ask that? Well, they don'twant to push the meet they're afraid they're pushing the sale out there, pushing. Yeah, concerned about them, but it's an excellent question to ask,especially, especially give him everything that's going on today. Most people will say, let's do it, and those who don't, you know what, youjust built up some cred in their mind for not. You're the one thatthey will take the call next time, as opposed to the guy that's justlike, oh, not this guy again. Right, absolutely, all right.So tell us a little bit more about the speech Improvement Company. whichwhich do companies you work with? Give the audience some some introduction. Weare a boutique shop out of Massachusetts. We've been in business for fifty sixyears. There's about twenty of US spread around the world and we've studied speechcommunication, all of us at the graduate level or beyond. And then whatwe do is speech coaches as we travel around the world, and will notright now we don't, but normally we do. We live on airplanes forreally we're like always traveling, and then we work with different leaders of countries, leaders of companies, people, anybody who has to talk as a partof what they do. We help them to become number one, comfortable withthis whole business of talking, and then two is to be good at it, whatever that it happens to be. So if that's a formal presentation orgiving feedback, whatever that is, selling is you might imagine, we doa tremendous amount of work with people in sales and management and leadership, andwe do it through group training and we do it through private coaching. Soat a high level that's what we do. Interestingly, this is unexpected. Withthe COVID stuff we've because there's no travel, our whole team globally hasbeen engaged with doing what we call Justin Time coaching. This came by accidentby one of our clients and we found that others have found a valuable wherethis whole issue of people being all distracted...

...right before their call, they cansend an email to the company, get one of the coaches on the lineand in like thirty minutes the coach is basically getting their head in the game. Nice helping them cleanse the Palette, if you will, the survey ofbetween your fact that you're at home and what you just dealt with and thefact that you need to be a professional now and on your game. Sothat's been a cool new service that we just started doing. That's great.It creates opportunity for reinvention at times. Right, we've done the same.Yeah, I've had to. I'd tell people out you know, last yearI had a hundred and sixty seven thousand air miles travel around training, saythose teams and and now I haven't left the House since March, which isthe longest I've probably been in one place. Get a little weird. But wepivoted to virtual and and if you do it right, we you know, we took the opportunity to find ways to make it engaging and break itup and do all those things. You still see the results and that's it'sawesome to to see people take that opportunity. So congratulations on expanding out the services. Yeah, thanks, so thanks. Let's Change Direction here a little bit. We ask all of our guests kind of too standard questions at theend of each interview. First is simply as a president of a company,that makes you a prospect for a lot of sales. Provo canils and I'malways curious to know if somebody doesn't have a trusted referral or introduction to you. What works best for you if somebody's trying to capture your attention and earnthe right to some time on your calendar to have a conversation. For me, it would be a deductive approach during the cold call. Just be realstraight with me about hey, look, this is what we're looking for andwhat you might want from what you might want to sell me. That's helpfulbecause then it gives me the state of mind to say one of two thingshave had will happen. Either I'm interested and I continue, or I'm not. But I respect you and that maybe in the future when I am interestedin you, I'm definitely going to take your call. But if you forcedme to, if you if you launch into the value proposition leading up toit, snoozer. Not only am I snoozing, I'm probably just going tostop you. Not to be a mean not to be mean about it right, but it's like nobody wants to hear that if if they're not in theright state of mind. Yeah, absolutely,...

...just be deductive. That's all youcan practice. that a practice I love. It's hard. It's hard, but it is it's it is more and I a Greeve you one percent. It's more respectful for the individual you're calling, like hey, look,this is what we're doing. Yes, said of trying to play some games. All right, so last question. We call it our acceleration in sight. There's one thing you could tell sales, marketing or professional services people, onepiece of advice that you could give them that you believe would help themhit their targets work seed them. What would it be and why? Well, I would I would say try to develop the skill of listening from theother person's point of view. If you can get yourself into the way thatthey are listening, how are they receiving the information? That will help you, as a communicator more effectively tailor your communication to get through so they actuallyhear and understand and receive the value proposition message. I love it. Allright, if a listeners interested in talking more about the topics we touched ontoday or want more information, where do you want us to send them?Do you want us to go to your website to you unliked and what?What's the most effective place? All right, they can. I get a fewplaces that will work, or the website speech improvementcom easy to remember speechimprovement or speech coaches, and then you can find me on Linkedin, DrEthan Becker on Linkedin, and I'm just thinking there is a for those wholike this stuff. There's my book. It's called mastering communication at work,how to lead, manage and influence. Chapter one is all about inductive deductive, but there's a lot in there that. It's an international best seller written bymyself and John Workman, published by McGraw Hill. You can buy itanywhere you can buy a book and the lastly, as there's an APP thatwe developed last year part of my hobby on the side. This is afree APP. It's just something. We call it speech companion. Speech companionis what you searched for. It only works on Apple Right now. Maybein the future, one day next covid I will figure it out, butactually I'm just getting we developed this a one year ago. We put iton the APP store. It's really cool and it's we did. We designedit as just a free download for folks...

...who have been either reading our booksor engaged in our programs as a supplement just to sort of help you outwith some of these ideas, like inductive deductive practice techniques and podcasts and booksto read and stuff like that. So if you like this kind of thing, you can download that or just find me on Linkedin or, Oh,most importantly, bring me in, hire myself. My firm will come inand train your whole team and you and we're really good at it. Soexcellent. All right, even I can't thank enough for taking the time.It's been great having you on the show today. All Right, thanks forhaving me. All right, everybody does of this episode. You know thedrill, Beau, to be REV exactcom sure with friends, family, Coworkers. I feel like what you year. Leave us a review on itunes.Until next time. We wish you nothing but the greatest success. You'vebeen listening to the BB revenue executive experience. To ensure that you never miss anepisode, subscribe to the show and Itunes or your favorite podcast player.Thank you so much for listening. Until next time.

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