Does your literature and package actually explain why you'd want to buy your products? Hi, I'm Jim Pancero, helping you and your team be more effective in selling today. Had an interesting experience. We were helping a friend, their daughter of a friend, move into her new apartment. It was very exciting for her. It was her first time living independently. And as we were helping her get set up in her apartment and helping her move everything in, one of the things I commented to her and said, "You know, you really ought to have a carbon monoxide detector." She turned to me and said, "Why?" So, I said, "I don't know, but I think it's a good idea." So, I went out and bought one while they were continuing to unpack and unload everything. When I came back with the carbon monoxide filter, I said, "Here's Here's what you need. This is a detector." And she said, "Why do I need it?" And I thought, "Okay, let's look at the box." Now, what was interesting is this package had all of the information about technically how the carbon monoxide measured things. It talked about the rates of when the alarm would go off. It talked all the technical things. But what was missing from the box, it never at any place on the box explained why would we want or need a carbon monoxide a carbon monoxide detector. They told us how to use it. It told us what it could do, but they never told us why we needed it. How much of your packaging and how much of your literature is really great at answering these what and how questions, but doesn't talk about the why. Why do you need this? Why is it a benefit? Why would this help improve your business? What can you do to check out your packaging and your literature to make sure that your sales reps are spending a lot more time talking about why about something versus just the hows and the whats. Cuz if we talk more about why, I bet you could sell even more.