How to be Buyer Ready with Bruce Scheer and Mike Wilkinson

Bruce Scheer: Okay, Mike. Hey. I'm so excited for this episode. We're gonna have a great time. We're gonna be talking today about how to be buyer ready. And, so I'll just kinda queue up a little bit for context. We created this value ready assessment. And, Mike, you and I were talking about just before this episode about how important it is to be value ready in 2025.

Bruce Scheer: So we've got this framework. We've got an assessment coming out, and, the assessment looks at how value ready the revenue team is across each of the 4 phases along the buyer journey. Phase 1, job 1, build trust, and that's, you know, credibility ready, client ready, narrative ready. You need to kinda have all those things in place and and be spinning right in those domains in order to build trust. Then you need to move into the 2nd phase, understand needs, and that's where buyer ready and discovery ready come into play. Then after if you get those two things right and you've already got the trust, now you move into phase 3 of delivering insights. That's where you need to be demonstration ready, connect the dots of value to, you know, what their challenges are, and then help them justify it with a with a business case at the end of the day. And then finally, that's not the end.

Bruce Scheer: You know, that's now the client's saying yes, but you need to move to phase 4, drive execution. Who else needs to line up and sign on the dotted line or at least give their nod of approval? Typically, procurement gets involved, information security, and other stakeholders that might might not say enthusiastically yes, but they could say no. And, so you need to get everybody on the bus through by being approval ready, then negotiate. And if you did your job right on everything else, you have less discounting pressure and less price pressure and then more on, hey. Let's share that value together. That's the negotiation when things go right. And then impact ready. How do you set your client up for success, Both your buyer who you wanna get promoted and then their organization to get all that value, how can you measure for that and make sure your client is successful? So we've got episodes across all these dimensions.

Bruce Scheer: This one's on how to be buyer ready under understanding needs. So we'll we'll go ahead and move into that. And, Micah, we normally like to talk about why be buyer ready. I'll I'll let you lead off. Go ahead and give us some thinking on on what your what your thoughts would be. Why be buyer ready?

Mike Wilkinson: I I think my first thought on being buyer ready is if I was the buyer, I would expect those people who came to see me to be ready to see me. For me, it's all about that that development of trust and respect and credibility. If you turn up and let's face it. There is lots of both anecdotal and real evidence to suggest that an awful lot of sellers are turning up with conversations to have conversations with buyers when they are monumentally unready to do so. Ill prepared. They're they're not properly, sort of put together. Their arguments aren't put together. Their value propositions are woolly.

Mike Wilkinson: So there's a lot of work to be done. And I think, you know, when we look at being buyer ready, this is such an important episode because this is the thing that really sets the foundations for everything else that is going to happen.

Bruce Scheer: Yep. Yep. No. Couldn't agree more. And, it's only the the the few that show up buyer ready, literally. Okay.

Mike Wilkinson: Yeah. It seems like it's

Bruce Scheer: on my calendar. I know I know, one one of his, clients. He saw me as a potential client and scheduled time on my diary and showed up and started have you ever heard the phrase death by a a 1000 questions, Mike?

Mike Wilkinson: Well, I think that well, actually, you're lucky. I think there are 2 things happen either. Either you get death by a 1000 questions or you get somebody who turns up who's never met you before who just goes straight into features and benefits mode and just starts spewing out both of which Yeah.

Bruce Scheer: The the this is a step above. But, honestly, Mike, it was incredibly irritating. He was just, asking questions that he could have easily looked at our website to see what we do. He could have looked at my LinkedIn profile to see what, you know, what what's my role in this whole puzzle. And he was asking basic questions like that, just illustrating to me he did not do his homework. He wasn't fire ready at all. He was winging it on my time and on my dime. My my time's money, and I I gotta spend it wisely. And and and he

Mike Wilkinson: stole my time.

Bruce Scheer: You know? And then after a while, I just cut him off, Mike. I just said, hey. This is a lot of questions. You know? I I I'm I'm kinda done now. You know? And then we switched topic just a little bit. Boom. Off the call. All all credibility lost. He he did not do he didn't prepare at all.

Mike Wilkinson: I think I I think that's the most important word here, isn't it, in terms of being buyer ready, is establishing credibility.

Bruce Scheer: It it it really is. It's credibility, but, moving a step forward, it's truly doing that homework. And and I'll I'll I wanna highlight 3 nasty stats. I know you and I have some fun talking about things like this, nasty stats.

Mike Wilkinson: But Now these are horrors.

Bruce Scheer: So I'll I'll hit I'll hit, queue up each one. So 76 of percent of b to b buyers now expect more personalized attention from solution providers based on their specific needs, and and this comes from a reputable source, DRIP. So 76% of buyers expect it. And, Mike, I was talking about some of the trend lines for 2025. Buyers are gonna expect even more of this just because of AI. That that guy that couldn't bother himself to look at my website nor go to my LinkedIn profile, hopefully, he's got a subscription to chat gpt. He could've just typed in Bruce Scheer Value Pros there and got at least a summary profile on me. And and buyers are gonna expect that.

Bruce Scheer: You know? You know, why didn't she do anything before reaching out to me? You know? You know, so, anyways, just personalization. And and, Mike, I don't know if this happens to you. I get people reaching out to me on LinkedIn all the time, and and, I'm hearing this lie more and more. Hey. I looked at your profile, and and you're amazing. And and I've got a

Mike Wilkinson: premium subscription

Bruce Scheer: and sales navigator. I can see who's doing what, and they're lying. You know? They got, you know, their, you know, their their AI tool automated and just, you know, endorsing me, sending me a note like that, a blatant lie like that, and then trying to show up and and wing it and just you know, I, it it's it's really frustrating, but it's not authentic. It's not true, and it's not personalized, you know, to to the 76% stat. And buyers expect

Mike Wilkinson: it. Absolutely.

Bruce Scheer: So that's so so critical that we need to meet meet and exceed that expectation. Let's talk about the second one, Mike. Another nasty stat. 75% of b to b buyers prefer a rep free sales experience. And and I think we just hit on one of the reasons that, you know, because sellers are showing up and winging it and completely just pacing, haven't done their homework, not not hitting the ground running with with that that buyer.

Mike Wilkinson: Well, I think any seller seeing those that particular stat in particular who isn't asking themselves the question why is really in a bad place. You've got to understand why is it that buyers prefer to have a rep free sales experience. What on earth are salespeople doing? Well, I

Bruce Scheer: argue, you know, why why drop this stat here, Mike, because because they're not buyer ready. They're, you know, they're they're showing up like you said, features functions, talking about price too fast, and and just kinda getting into the product domain. They're they're they're not doing their homework. They're not connecting at a deeper level. And and so, therefore, it's kind of a bit of a waste of time.

Mike Wilkinson: You'll also know that you're that I love my Forrester stat about the only 12% of the meetings I have with sellers has any value. And that absolutely so why am I gonna spend time with salespeople when 88% of the time I spent is wasted?

Bruce Scheer: Yep. Yep. So so, yeah, the brutal truth, you know, the ugliness in the world, ugly stat number 2, 75%. Let's go to the the ugly stat number 3, 69%. Actually, this is a bit uplifting as well.

Mike Wilkinson: I gotta say, this is all

Bruce Scheer: up This is better. There's a huge upside. So the, the stat for 69% is salespeople who exceed quota are significantly more likely to say that they always research prospects before reaching out. Among those who exceed 50% of their quota, 69% always research. So that's where I anchored on that 69% number that if you wanna exceed your quota, 69% say they're always researching and doing a good job of of doing their homework on on on the buyer, on the company, etcetera. And a friend of mine, was featured in Harvard Business Review, Ray McKellar, in December, and they also have some statistics that just correlate. If you do your homework, you're gonna have a better close rate. You're gonna be a higher performer, way higher performer.

Bruce Scheer: And I would also argue, there's another guy I know in industry, Andy Paul, but if if if you're closing more, disproportionate to your other colleagues, chances are you're gonna retain more as well. You know, in this day and age of software as a service and, you know, everything as a service and monthly payments, and and it's easier to switch out, these high performers that really kinda land the plane and do well by their buyers. Understanding their buyers and being relevant to them, they will keep those buyers longer, which is very powerful. Well, there we go. So, anyways, Mike, I think there's an upside. Yeah. 69% out

Mike Wilkinson: for your It's it's it's good to see homework. That there is at least an yeah. It's good to see there is at least an upside somewhere.

Bruce Scheer: Yeah. Yeah. Seriously. There is, and we're gonna talk about the upside. But just to summarize, some of the benefits of being buyer ready, you know, a, you get a stand apart from the pack. You will be unusual. You'll be in the 12% club as Mike likes to, reference it. It's telling your your concept, Mike, which I Yeah.

Mike Wilkinson: No. You've had no. Thank you thank you very much.

Bruce Scheer: Yeah. All attribution to you. Secondly, you know, you get to have a special place in your buyer's mind because you did land well. You resonated. You were relevant, incredible, and and helpful. You you did serve. You helped them see things in a new light. You get a special place in their mind.

Bruce Scheer: You're you're unusual. You're not the typical sales rep. And then thirdly, you get to win more deals more often. Your your win rate's gonna go way up, and your retention rate with those customers, I contend, is gonna go way up as well way up because you're you're gonna occupy that special place in their mind. And I was, relooking at some of the challenger research from days gone by where, you know, 58% of that, influence on the buying experience is the seller that influences the sale. That number's gone down just a hair, but it still holds true. So you get this right. You're closing more deals, and you're you're you're you're gonna exceed your quota.

Bruce Scheer: Alright, Mike. Well, let's move into kind of the how land next. You know? How do we buy be buyer ready? And let let's let's kinda dialogue around this. And, the framing here is, you know, how do you be a novice versus a or how do you be a master versus a novice? How do how do we climb up these stairs and and and get really good at being buyer ready? So let's probably start with the low bar, and that comes off our value ready assessment, which you're gonna see, is is very powerful. It's rich in data, etcetera. You'll find it off of valuepros.io under our resources tab where you can get into the assessment on being buyer ready. But the key point, Mike, is, a a novice in being buyer ready. They lack understanding of the buyer's role, their objectives, their challenges.

Bruce Scheer: They're often treating all buyers the same, which we've already talked about. They they fail to research or identify key decision makers leading to ineffective engagement and lack of personal connection with the buyer. So that's the low, low bar. Anything you would add to that, Mike, before we move into mastery here? No.

Mike Wilkinson: I I I I completely agree. I think I think part of the the issue with this is people do need when they do the assessment, and I absolutely recommend people do do the assessment, is to be honest. And, you know, if this does describe you, at least honestly say, yeah. That this is me. Right now, this is me. But now I know or you'll very shortly know from Bruce what you can aspire to. Yeah. We'll get

Bruce Scheer: some of the elements of the assessment in this episode.

Mike Wilkinson: I I look at all of these. That that journey from novice to master is exactly that. It is a journey. There are stages that you can go through, but anything that takes you away from being a novice at this game has got to be a positive.

Bruce Scheer: Totally. Totally. Well, let let's, let's see, how do we move away? You know, what what does mastery look like? What what's best in class as as value pros? You know, what what are their behaviors? They exhibit an exceptional understanding of the buyer's ecosystem, so they they kinda understand the world of the buyer and and their company, anticipating needs and proactively addressing challenges. So they're kinda thinking ahead. You know? They they understand, and they they can they can mention things that, you know, the the cut the buyer doesn't even have to mention. They they kinda understand. There's that level of intonement. They conduct comprehensive research to cultivate personal connections, making buyers feel special and appreciated, and positioning themselves as a trusted partner.

Bruce Scheer: Isn't that awesome?

Mike Wilkinson: I think that is awesome. And and and quite quite rightly, it's something that you would really have to strive hard to achieve. That it is the ultimate in the game. Because I think what you need to be is in a situation where your your customer would never think of anybody else other than you when they find the need to pick the phone up and talk to somebody.

Bruce Scheer: Yeah. Yeah. Totally true. Well well, the neat thing is, you know, the the this is a set of skills and behaviors to to be a master at this. And, of course, we've got training around this, and, also, we've got a new AI tool that's just just getting ready for market here, within weeks. But it'll do a lot of the research, so you can understand the buyer's ecosystem. You can understand that buyer. Yeah.

Bruce Scheer: Our tool, even, Micah, will even scrape their LinkedIn profile, legally, I might add, and and and and help correlate where where are the connections between you and that buyer. You know? What do you share in common? What passion and interest do you have? And and re really help set the table for the value pro so they can show up buyer ready, which is just so profound. But there's there's some AI, to support the right behaviors. You still have to do your homework. You're just using a more efficient tool these days. And and

Mike Wilkinson: ultimately, our our tool

Bruce Scheer: will will really benefit a lot of people. And if not our tool, you know, Salesforce has some AI, capability within it. LinkedIn Sales Navigator, I myself use that and some of the AI functionality in that to understand the buyer's ecosystem. So, yeah, there are handy Yeah. Handy tools out there. Ours is gonna be awesome too.

Mike Wilkinson: Yours is definitely gonna be awesome. Because, you know, there's a lot of help.

Bruce Scheer: For value purpose. Yes. Yeah.

Mike Wilkinson: It's yeah. Absolutely.

Bruce Scheer: Cool. Well, that's that sets the bar the high bar for mastery. Now how do we get there? So there's 5 key things that you should be thinking about. So first, understanding buyer roles. You know, just who's who on the client side typically that that you that would be involved naturally that are gonna gravitate to being on the buying committee for what you have to offer. So that that's critical, Mike. And and we build value playbooks for, for organizations and their revenue teams just for basic context. You know, who are the key decision makers? Who are the, approvers and distractors? Just understanding that in terms of general context.

Bruce Scheer: So, you know, you and I both talked about that. You gotta go deeper than that. But but just for framing, understanding who who's the the typical parties that are gonna be in that buying committee and and who has voting rights, who doesn't. How how does that all work? Understanding the buyer roles. Anything you'd add to that, Mike?

Mike Wilkinson: Yeah. Yeah. I mean, I would say to people, there are 2 things you need to know. You need to know how is the decision going to be made. So what will be the process, and who will be involved? Yep. Yep. But I think the other thing that I would say, because I I I do occasionally come across people say, well, it's all sorted out. We know who the decision maker is.

Mike Wilkinson: We're we're absolutely on the home run, then they lose the business. And Mhmm. One of the key reasons, because I do occasionally go out and do post, picture research for people for clients. And one of the ones is always, why did we lose? We thought we had it nailed on. And I did one for one particular client. They were convinced they were gonna win because they knew that they knew the the buying the the key buyer. They had him absolutely on side. And I went and saw this chap, and I said he said to me, he said, you want to know why they didn't win the business, don't you? I said, yeah.

Mike Wilkinson: Of course, I do. I said, because they thought you were they had you. You you know, they they were having great conversations with you. You were saying all the right things. And he said, yeah. I thought they were really great guys. I thought they were we could really do business together. But the thing they completely misunderstood was despite the fact that I was the ultimate decision maker, the decision I made was going to be based upon the advice and support I got from a couple of my colleagues, and they never even went to see them.

Bruce Scheer: Oh, I I love it.

Mike Wilkinson: I love it. I think you you you you underestimate the power of decision influences. I think decision influences are sometimes sort of ignored. We know the decision maker. We don't need to talk to the decision influencer. Oh, yes. You do.

Bruce Scheer: Key thing, you know, to understand all these roles. But then as you say, you know, identifying the key decision makers on that particular deal, on on that pursuit. And then, also, who are the approvers? Who who, who who, you know, Mike, one of our colleagues, Dean, was saying, you know, a former head of procurement for Levi Strauss and then also under Mike Rowe was saying that, if he said no on a deal, 90% chance that deal was dead at that point.

Mike Wilkinson: Yeah.

Bruce Scheer: So you know? And, I

Mike Wilkinson: think the other the other problem, though

Bruce Scheer: is gonna be the approver.

Mike Wilkinson: Yeah. The other problem, I think, increasingly is that so many people are now getting involved in the decision making process. So Yeah. You know, making sure that you, you know, use your baseball terminology. Make sure you've covered the bases, and you are talking to everyone.

Bruce Scheer: Yep. I always like to, yeah, use that sports analogy or or maybe school analogy. Who's gonna be on that buying bus? And, as you say, you know, last stat I saw was 38% of buying committees are made up of 10 plus buyers. So, you know, buying Yep. Is just way more difficult. There's there's, you know, more decision makers. You know? Yeah. I I in the book I wrote, Mike, I I talk about, to take a chapter from another consultant named Steve Martin down in California, but, you know, you do need to identify the bully with the juice, you know, who who typically has the most power and the biggest voice.

Bruce Scheer: But there's other key players here, and and you need to place it there. Moving forward on that, the the next thing you need to do in being buyer ready is build personal connections. That that's really, really critical to connect with someone connect with someone. And, I I have a story about my brother, Mark. He, he had a law law a fairly large law firm, 16 attorneys, and then he, ended up selling it. And he's he's just doing really well. But I asked him. He was the ultimate rainmaker for for each firm he's been part of.

Bruce Scheer: He's been a rainmaker for for a huge law firm and then his own law firm. He made it rain big time. I said, hey, Mark. You know, what what what's your number one piece of sales advice? And he said, Mike, when I'm working with a a prospect or a new client, I try to find something that we both share in common. It's a it's a mutual passion that we might have. And and, Mike, I know you like football, not the real football, not American football, but you like, you know, the other football.

Mike Wilkinson: Alright. From that one, pass me again. But who's

Bruce Scheer: the guy? I I know. You're you're you're not of this country. Let's just put it that way. But, no. I'm I'm joking, Mike. But, so I perhaps the real football, but my brother is a big soccer fan. And, you know, he was talking to a client down in LA and found out that they loved LA Galaxy, especially when Beckham went to play there, Bend It Like Beckham. You know, boy oh, boy, everybody got interested in in football and soccer at that point in time here in America, because he had the cool factor.

Bruce Scheer: So my brother goes out and finds an auction and buys a jersey, a signed jersey, and sends it to that client and, that potential client. Of course, that potential client became a client just thinking, oh my god. That is the nicest thing. And then they got in, just shared that passion again and again. Every time they meet, you know, they get to talk about soccer a little bit, and and and it and it's beautiful. It's it's really fun. So, you know, I I loved his wisdom. Find something in common.

Bruce Scheer: And there's another consultant I I really appreciate. You know, he wrote a book, how to take the cold out of a cold call, but he and he has a a a maxim, that you should find 5 points of connection. You know, take 3 minutes, find 5 points of connection. And and now with LinkedIn, it it just gets really easy. You just looked at the LinkedIn profile and our tool even scrape it for you and scrape yours and and correlate and find the points of connection. But if you don't have a tool, just look at LinkedIn and and find what you know, where are they volunteering? What are they, what's their work history? Where do they go to school? You know, a number you know, who do they know? A number of different ways to find connection points. And when you do, you know, gosh, you can just break that ice and, you know, they, you know, things things move forward. Yeah.

Mike Wilkinson: Yep. LinkedIn is just there. Mind of information.

Bruce Scheer: What's repeat?

Mike Wilkinson: I love this quote. Yeah. I love this quote.

Bruce Scheer: Yeah. Well, the the quote, and I heard this in the back of a taxi, I think, the first time I heard it long, long time ago, pre Uber days. And, my taxi driver said, hey. You know, people don't care how much you know until they know how much you care. And, you know, famously attributed to Theodore Roosevelt. I don't know if anybody can find where he truly said that, but, anyways, he gets all the credit for it. But, you know, by connecting personally, you know, then they know you care. And now, hey.

Bruce Scheer: Let's talk about the the business situation at hand. You know? But, you you you are kinda breaking that ice and and getting to know someone pretty well. The next key point is align with buyer objectives. You know, so you've broken the ice. You've made that personal connection. Now let's talk about you and your objectives. What are you trying to achieve? And, the key point there, Mike, is, you know, you know, one size doesn't fit all. You know? Yeah.

Bruce Scheer: Each buyer has their own objectives. Yep. And if you did your homework right, and like we talked about, you know, we build playbooks for organizations. But if you understand the buyer roles, typical buyer objectives, you know, Mike, if I know your CRO, I might say, hey. You know, when I'm talking to other CROs, which I do, I you know, they're concerned about Salesforce productivity. They're and and how do they take advantage of AI to perhaps improve that? They're concerned about their win rates, you know, how that's not going all that well right now. It's a tougher market. How do they improve that? You know? So there's some generic things I might lead with and say, hey.

Bruce Scheer: I talked to other CROs. Here are things I hear. But what about you? What are you trying to achieve over the next 12 months? What's important to you? Or what's 25 look like? What are your goals?

Mike Wilkinson: Yeah. I I I it's exactly what I do. And that for me, that's all about moving from the generic, the things that we can anticipate any buyer that we're going to talk to as having an issue with, and moving that from the generic to the specific. Mhmm. So what does it mean specifically to you? Because the generic is not enough. It may resonate, but it won't resonate half as well as it will when we've had a conversation with them to get the specifics from their situation.

Bruce Scheer: You bet. You bet. Totally makes sense. And I'll move on to just, the other the, the this is the 5th point of what you need to do to be buyer ready and and to reach that mastery phase, but anticipate their needs. You know, don't just be an order taker and have them tell you everything and and have you irritate them like that one seller did with me yesterday just by asking a ton of questions and not adding any value, not, you know, just just more extracting value than adding. To be truly buyer ready, you need to anticipate their needs. Help the and and, I talk about helping them see around corners. Maybe things they haven't been thinking about.

Bruce Scheer: Perhaps it's a blind spot or maybe it's just been ignored, you know, because, you know, hey. It's been a problem we've always had, and I tried to solve it before and haven't been very successful. You know? But how can you anticipate their needs that's gonna drive their performance by by teaching them something new and anticipating their needs, letting them know you're thinking ahead for them, especially if you wanna retain that that that buyer.

Mike Wilkinson: And, partially, that starts with understanding what their objectives are in the first place. If you know what they're trying to do, then anticipating their needs, it becomes that that little bit more simple.

Bruce Scheer: Yep. Yep. Too true. Too true. Yeah. It it does really center on that. So that's, you know, the 5 key points, Mike. And, Mike, just a nod to, you know, the the people in the United Kingdom and,

Mike Wilkinson: you know, I

Bruce Scheer: I knew you would love this after me bashing you with American football. But, you know, the the great Churchill here, And and I I love this, Mike, this quote, the price of greatness is responsibility, attributed to Winston Churchill. You probably know more about that history than I do. I'm sure you do. But this quote I love, being buyer ready means kinda taking responsibility and and to to understand that buyer and help them get awesome results. And I know as value pros, that's what we wanna do anyways. That's why we exist. We're we're there to we're in it to win it, not only for ourselves, but for our buyers and just making them, you know, the hero of their story and and hitting it out of the park.

Bruce Scheer: And and that that's a great responsibility. So I I love this quote that quote to make that point, Mike.

Mike Wilkinson: I think it makes a point very well as well. And I think if you wanna get away from being part of that 75% of buyers who'd rather have a rep free experience, if you don't do that, if you don't rate take responsibility for really understanding your customer and your clients, then they're not gonna want to spend time with you.

Bruce Scheer: Yeah. Yeah. It's so true. Well, Mike, any other ideas that you would have to toss into this this idea of being buyer ready, this dimension, this the criticality of it?

Mike Wilkinson: I'm not sure about any any other specific ideas. I think we've really talked about an awful lot of the things that are massively important in this. But it partially, for me, it is it's an attitude of mind. It's it's getting out of that belief that it's okay. We can wing this. This is the easy bit. You know, this is the easy bit of the sale. We don't need to do too much prework for this bit because we can just chat about it.

Mike Wilkinson: Well, no. You can't. And and as Bruce said, I think the the big pluses, there are so many very, very helpful tools out there now that there really isn't much of an excuse not to be well prepared. You you know, you really shouldn't be going up and talking to buyers. And when they say to you, well, what do you know about my business? Saying to them, well, not very much. I was hoping you'd tell me. This is not not the way you need to be. So yeah.

Mike Wilkinson: Yeah. I think it's all about it is about taking responsibility, Bruce. It is about recognizing that that path to mastery is quite a lengthy path. There's a path. There's a lot to do. But the prize, as you said, 50% of people who achieve quota are the 69% who are actually doing the background research beforehand. Yep. Yep.

Bruce Scheer: Brilliantly stated, Mike. So, I'd just say, Mike, in in conclusion, we we have covered a lot of ground and, talked about best practices, thing things to be thinking about, and things to do specifically, some of the research that you need to do. So I just encourage everybody, you know, get into the assessment. There's more recommendations, more content around that. You'll find our value ready assessment off of, valuepros.io under the resources tab. Take advantage of it, up your game for 2025, making sure you're a value ready, value professional. That's what it's all about.

Mike Wilkinson: Yeah. I I completely agree. I mean, I absolutely recommend people do it, and and let us know how you get on.

Bruce Scheer: Awesome, Mike. Well, thanks for this episode, Mike. We love talking to you on this.

Mike Wilkinson: Yeah. And you. Cheers, Bruce.