from Las Vegas, it's theCUBE. Covering EMC World 2016, brought to you by EMC. Now, here are your hosts, John Furrier and Dave Vellante. Okay, welcome back everyone. We are here live in Las Vegas for EMC World 2016. This is Silicon Angles theCUBE, our flagship program. We go out to the events and extract the signal from the noise. I'm John Furrier, my co-host Dave Vellante, our seventh year here at EMC World of theCUBE, seventh season, our next guest is Chris Radcliffe, who's the CEO Vice President of Marketing of Core Technologies Group, which got a big prop on stage today from David Gouldin, the CEO of Dell EMC, the new division. Chris, good call. Good call a couple of years ago, seeing two groups forming Core Technologies, emerging products. Decouple, we talked about this last time, decouple them, make the highly cohesive entities. Highly optimized, congratulations. Give us the update. Where's the beef? Where's the beef? Come on, where is that? Because Gouldin's saying it's amazing, all this stuff's happening. So it is. I mean, frankly, we call it an embarrassment of riches. Right, so, and actually I got a present for you guys, that I haven't told anybody. So this is completely on the fly. You don't know what's coming out of my pocket. So look at this. A new erase, an all-flatter rate. This is all EMC's virtual software on a single USB stick. Really? So that's your data sander in your pocket. Beautiful. Can you imagine seven years ago? A bunch of code on there. A bunch of code on there. So can you imagine seven years ago, EMC turning up here, and handing you a little stick and saying you can get virtual unity on here. You can get virtual data domain. You can get virtual Icelon. You can get all the tools to look at your existing infrastructure and have those tools recommend the best path forward for you from connectivity through computing through storage. And it's literally in something that fits in your wallet. This is like the IoT dream, right? So you bring data sander out to the edge. That's edge core cloud was the message. Does this factor into that? Well, it's all our virtual software. So like I said, DD, virtual Icelon, virtual unity, virtual. And it's just all on a stick that you don't even notice it when it's in your pocket. I have about 50 of these things in my pocket. And nobody knows. Well, it's funny because in the early days when you started talking about this, you're like, okay, when is that actually going to happen? People say that's never going to happen. It's happened. But now we're rolling with it. So big news, so when we pulled the organization together a couple of years ago, when we started to look at the individual roadmaps, 2016 was actually kind of dry for us. When we were going to rock 2015, a lot of the really cool stuff looked like it was going to be 2017. So one of the things that Guy Churchward did was he pulled us together as his leadership team and said, we have to look at the infrastructure, look at the products we're building, get rid of any product overlap, make it really easy for our customers to understand which products they should be buying and when, make it really easy and compelling for them to buy them and use them. And so 2016 has turned into one of our biggest years. So if you think we're rolling out everything in pretty much three ways. So you get it as a purpose-built product, you get it as a virtual edition, and you get it as part of Converged Infrastructure. So for a great example, that's Data Domain. So Data Domain Virtual Edition's on here. We're updating the Data Domain platform itself to do cloud tiering. So we now cloud tier your de-duplicated data into the cloud, can be any cloud you want. Clearly we prefer a virtual stream, we see that as an enterprise-class public cloud. But we're open, we like to give our customers choice so we'll take any. So we'll roll out to any public cloud. Unity is, I don't know if you guys have seen the Unity box. It's cool. So you think of the previous generation, which was the VNX, we took a look at that, ground up redesign, this thing's got Docker in there, it's got Linux in there. We've gone from 7U to 2U, 27 cables to six cables, massively simplified user interface. And it's 20 grand. Yeah, industry-leading, that's all flash. Great. Starts at under 20 grand, neighborhood starts at under 10. So you've got this tiny box that gives you massive capability and just scales. So the big message that I heard on the keynote was, I want you to explain this, because I think it's important for folks to know, you have kind of the pillars, all flash kind of storage products. And then you have this protection and trust layer underneath. That's the data domain, copy data. Describe that. Was it a bolt-on? Is it a bolt-on data domain to all flash? What changed from two years ago with the pillars? You have ExtremeIO and you have the VMAX flash. That seems to be the big thing with VMAX. Those are the pillars on top and then the platform underneath, protection and trust. Well, so if you look at what we think it takes to modernize a data center, there's a few things, right? So you've got to leverage the cloud, you've got to leverage software-defined storage, you've got to leverage flash, but the unconverged infrastructure. But the reality is, no matter what you do, you have to protect your data, right? It's one of those things where every modern data center needs a modern data protection strategy. And that's why it's not a bolt-on, but it is something that wraps the whole thing. You didn't incorporate that into the design of all flash. Well, we did in a way, because on the all flash platforms, we have copy data management. So we actually have very lightweight snapshots on VMAX all flash, on Unity and on ExtremeIO. But on their own, they aren't really a data protection strategy. There's something that will help you, but you need a management layer for that. And that's where our data protection starts. So Unity got a lot of buzz, because everyone liked the Unity messaging, because it does unify a lot of the VNX. And everyone loves an array. And everyone loves an array. But I want to get your thoughts on something. I'll read the quote that I wrote down from the keynote. It says, announcing Unity, new all flash array family from mid-tier applications, a unified system, and then there was a reference that he Goulden mentioned to startups that are slow and irrelevant. And independent testing confirmed that we've also confirmed some good automation, but also comparing some existing startups that do something similar, and that they were slow and irrelevant. And Goulden said, we can't say which ones. Can you say which ones? So what I can tell you, is when we were building Unity, one of the tasks that we set the team was, if you're looking at mid-level IT departments, if you're looking at remote office branch office, those guys, they don't have dedicated IT departments. So this box has to be simpler than simple to manage, operate, deploy, buy, right? So we looked at what we thought were the leading ease, or what were supposed to be the leading ease of use products. Product that were converged. Like who? And specifically. Like Etonics? Well, products, that sounds like a good one to go up against, doesn't it? So Converts products that were specifically aimed at that lower-mid market. And then we got a company called MadPow. Now what MadPow do is they do user interface testing and design for people like Google, Microsoft, and Apple. And so we got them in independently, and we didn't sit behind them saying, this is why we did this. We gave them the box. They took some compete, what we felt were the target that we wanted to look at in terms of simplicity, and they tested it. And they said it was a modern, smooth, fast interface. And they love that they ranked us way higher than anybody else. And automation was a big part of that too, I heard from references. I mean, when you're talking about this at that mid-level, it just has to be simple. It's just got to work. And that's why 27 cables to six, a very small form factor, making these things almost infinitely scalable, making them really easy to use. That's what matters to those guys. And so it fits in, we heard today, it fits in sort of the low end, but it can go pretty high. Well, this thing can go high. You can get up to three petabytes and a rack with these things. So, I mean, you said earlier, Guy was saying, let's eliminate all the overlap, but there's overlap there, isn't there? I mean, I could see this attracting a lot of people at the high end. Well, if you look at Extreme IO and VMAX, at the high end, they offer a very high degree of incredibly rich data services, right? VMAX with SRDF, VMAX with mainframe support, VMAX with iSeries support. Yeah, you're not going to do that with you. A lot of, you're not going to, well, you're not even going to want that at the mid-level, right? What, the thing with Extreme IO, it's got all the inline compression, inline DGP, again, very much an enterprise-class platform. The features that we built into Unity were really for smaller deployments and ease of use. So, things like VMAX and Extreme IO are optimized for density per tile. Something like Unity is optimized for simplicity. What about this copy data management capability that you guys are talking about? So, copy data management is starting to be the next big problem in IT. So, all our modern architectures, all our modern systems have this ability to do snapshots. The snapshots are fantastic because they allow you to, for example, give your developers their own copy of the database, but you don't need 50 copies of the database. They only have the delta rate. It's like spinning up VMs. Easy, go! But this is what happened, right? So, when VMs first came along, they were awesome because they allowed us to separate the underlying hardware from our software, right? From our applications. But then what happens when you're trying to manage thousands of these things? And the things about copies, copies are great because everybody can make them. But, you know how engineers work, right? I'm going to take a copy and I'm going to work on this thing until I get it fixed. And then I'm going to work on the next thing that I want to fix. I'll just take another copy for that. So, you have all these old copies sitting around and there's service level issues with that, they're taking up a ton of space. In many cases, there can actually be legal issues with that. Because they're working process. Exactly. You don't want that stuff hanging around. So, the enterprise copy data management technology that we're going to show tomorrow. I see demo on it tomorrow. It really does two things. The first one is it gives you the ability, a single place to go for all your copies across your infrastructure. So, it allows you to discover, monitor and manage your copies. Which, you know, if you're thinking about 50 to 120 to 150 copies of the same data lying around, this thing gives you that single view, it allows you to manage it and it allows you to delete the, well, it allows you to put in a process whereby you can get rid of the old ones. And Dell was talking about Costco to zero, all this Moore's law stuff. So, that kind of makes sense, has as many copies as possible. Why not, right? Yeah. But I got to ask you the question, because resiliency is a big theme in your group. Be resilient, be more efficient, use slash would be highly optimized around that transactional, traditional workload. Then groove, swing, if you will, in IT. But then there's also this, they have this optimized mode, kind of gap between the emerging cloud native apps that happens on the other side. And cloud native in this gap, what's the bridge? How do your customers move from your group, which essentially pass the, essentially the baton, if you will, those cloud native workloads that look differently? So how do your two groups work together and how does a customer rationalize that? Well, really it depends on the applications, right? So one of the things that we find with our customers is that as they look at applications, they tend to bucketize them by the length of life that our application's going to have, right? So if they're looking at an application with a seven plus year lifespan, that goes over at least two hardware refreshes. So they look at that as very much what we consider tech debt, right? You've heard us talk about, you heard Guy talk about tech debt before. So we see that as a tech debt thing, right? So applications that are going to be around for over seven years require considerable investment, considerable overhead to manage, monitor and have them work. If you have applications that are only going to be around for a year or so, or applications that are only going to be three to five years, that's not necessarily the most optimal place to push them, right? So an app that's only going to be around for a year, you would probably just push into the cloud. It's one to three years, just put it in the cloud. If it's three to five, put it on hyper-converged, because if it goes away, you can still repurpose that to do something else. From, but to get back to your question, right? Because I've kind of ignored your question up until now, is from our customer's perspective, it's about giving them choice.  You can just go and leverage the cloud tier and that we've built in the VMAX, the cloud tier and that we've built into Unity, the cloud tier and that we've built in the DD. If you want to build a full end-to-end cloud-native application, and you want to do that yourself, then you can do that using our platforms with Pivotal. How you deploy it will actually change depending on the nature of the application. If it's object-based or it's more transactional, sort of the applications that we typically have. So we work very, clearly work very closely with CJ's group and those other guys, but our thing is give customers choice if they want to push to the cloud, let them push to the cloud, and it should be any cloud, not just that. The workload drives it basically. Right, and it's like choice of array. But you're building that cloud option into virtually every one of your solutions. So every product that we have should be able to leverage the cloud, right? And that's part of the deal with Virtustream as well, so that we can own the end-to-end solution. So from my perspective, the cloud is just another type of media, right? It shouldn't be different. It shouldn't be different than just stickin' drives in a machine, it's just more storage space. So our goal is to make it as simple as possible for people to leverage the cloud in their existing infrastructure, and then we also make it very simple for them to build cloud apps, deploy cloud apps, or if they're already using cloud apps like Google or Office 365, we've got things like spanning. So spanning will give you that cloud-to-cloud backup. Right, so our thing is, you want to run a virtual edition on white box hardware, great. You want to buy purpose built from us? Great, we'll do that. You want to buy Converse Infrastructure? We'll do that. I mean, our view is give our customers choice and build the best to break the solution to solve whatever problem they have. And they'll buy from you. It makes the sales cycle a little bit more complex. Because it's always harder to choose between five things than it is to just, if you only have one thing to sell, you only sell one thing, right? But that's why we have such a great sales force. You know, so I've been at EMC, this is my fourth EMC world, third year at EMC. One of the main reasons I joined EMC was because the sales force is the best enterprise sales force that exists. There's no one better in this industry. These guys continue to sell incredibly well in a market that is, in many ways, is starting to shrink. And that extends to the channel as well, right? I mean, EMC turned around its channel, whatever, six, seven years ago. And by the way, Unity? One from worst to first. Unity's built for the channel. You think about that box under 10K for a hybrid solution with that level of capability? Our channel partners are over the moon about Unity. I bet. So this is what we're going to hear from Guy tomorrow. Let's give us, show a little leg. Well, show a little leg. How can I pre-empt Guy? It's, there's, I can tell you, there's a pub involved. Ha, all right. There's virtual reality. We just did a double a couple of weeks ago. There's virtual reality involved. There's a coffee shop involved. We're actually talking about doing a demo using bagels. Not sure how that's going to work out. I've got to go into rehearsals and take a look at that one. Oh, yeah, I'm ready to go. I know, it's just, Are you going to have a board on the stage like show 2C? No, no. Have you seen, Church Ward is not coordinated. Yes. So he's bad enough on four wheels, put him on, his history on two wheels isn't very good, you should ask him. He'll break a hip or something if we put him on one of those boards. So, one of the things we're going to do is we're going to bring up the leaders from across CT that have new products. So Fidelma, Jeff, Pedro and Beth Phelan are going to be up there. Guy and Jeremy are going slide lights. So we've actually, I actually think they're better without slides. Because they play, I mean this is a very tightly knit team. We're a very tightly knit team. So letting them just play off each other. And they have things that they want to talk about and we're just going to play a fair bit of it by ear. Now there's still going to be slides, there's still going to be videos, there's still going to be demos. But we are letting them play a little fast and loose. Which is, I think that's kind of where the magic happens. Yeah, it's like riffing on the guitar. Musicians kind of just jamming. Right, and you've got the pressure of the new boss sitting right there in the front row. And Michael will be sat there in the front row with a big grin on his face. Final question, given that fact that it looked like there was a good call making the two groups, your group is doing very well. Share to the customers that are watching, what's coming out of this EMC world for them? Because you have the merger on the doorstep, you have essentially the world changing, it's in transition to this whole new way. You still got to optimize for traditional workloads. What could you glean out of this EMC world? Share with them. What's the key messages? I think one of the big concerns and one of the things that you've seen our competitors kind of push on is this is going to cause complete, this merger is going to cause complete disarray. And everything's going to stop because everybody's going to be focused on the merger and what their new jobs are going to be and all that. Hasn't happened. We are absolutely 100% focused on innovating and delivering new products, not just delivering them, delivering new products, high quality and on time. So Unity has been orderable for over a month. Right, so you could order it first of April. Those guys delivered a fantastic product ahead of schedule in manufacture and ready to go today. Virtual edition, purpose built and converged. All on the same day. You're going to see more of that from us. More converged stuff. We're actually also announcing a converged backup appliance. So you get data domain with our backup software and a VCE built, deployed, integrated box. You're shipping products. You guys are shipping a lot of products. This is the embarrassment of riches. I could sit here all day and tell you guys about our products. We've got another hour. Chris Radcliffe on theCUBE here. This is theCUBE here. Extracting the same noise. You're watching theCUBE right back with more live coverage from EMC World. After this short break, you're watching theCUBE. It's always fun to come back to theCUBE because, you know, the discussion is always.


Okay. Good morning and welcome once again. Right, so this course is called Holiness. BC 209 is the course code. This course was started approximately, two years ago. Two semis, yeah, two years ago in 2022. It's when it was started. And the origins of the scores, the scores and why it was started by Pastor Ashish was so those are leaders conference and a pastors conference that was happening, which was hosted by another ministry. And there came and it was for leaders and pastors, very specifically. And so there were a lot of questions regarding holiness, how to live a holy life. How do I overcome temptations, challenges, repentance was a huge question that that was a recurring question, right. And so, I mean, if, if all these questions were coming from leaders and pastors and all of that. And so pastors thought, Pastor Ashish thought it would be very good to equip our students here at BC regarding living a life of personal holiness and and overcoming challenges and whatnot, right.  Isn't it so hence that's the origin of this course. I hope you all here in the class have your hard copies and online. I hope you were able to download the PDFs and save it. Okay. So there are four primary documents. One is just a course overview and one is the document called holiness and part one and part two of repentance. And then the last document is overcoming temptations, et cetera. Okay. All right, all good. So should we get started? Yeah. Yeah. What what? Oh, yes. Okay. Yeah. Let's pray and submit. Father, we submit this course into your hands. Lord, our minds. We surrender it all to you. Lord, you are our teacher. We humble ourselves before you. So even as we begin this journey of learning and understanding about your holiness and how we can be empowered and live a holy life as you've commanded us to be Holy Spirit, I pray that you would empower us and help us understand your word.  I pray in Jesus' name. Amen. Okay. Okay. So this, this subject, this topic, I should say, in many ways is also very special to me when I say special is one of my early encounters with the Lord. What I remember was when I was in sixth standard, I think sixth standard is I remember having breakfast, getting ready to go to school with the, you know, just before middle school. It was just those half pans, you know, and back then there was this channel called, I think it was, we didn't have got TV back then. It was something called TBN and TBN network, a miracle network, something if you remember. Okay. We will remember. Yeah. Yeah. So, and at eight o'clock from eight to eight a.m. to eight thirty was a Benny Hinn's program would be telecasted on TV. And so I was having my breakfast with my uniform and, you know, and just watching this program this starting and his crusade starting and then there was this worship leader called Terry McCallman. Powerful, beautiful worship leader. He's the one who wrote You Deserve the Glory. Yeah. And, and so many more other beautiful classics. It just, it's just beautiful. You have to listen to his albums when you can. And there was this one song that he had written called The Sound of Heaven. I went like, can you hear the sound of heaven sound of many waters? Okay. And the chorus is simply saying, Holy, holy, holy, are you Lord? Holy, holy, holy, are you Lord? Right. So that was just the chorus. And, and as that song was being, you know, sung and worshiped, I could just feel the atmosphere change in the room. Something tangible. And now at this age, I can use the words like atmosphere and tangible and whatnot. Back then I didn't know what was happening. I couldn't understand or fathom what was happening. But all I knew was that moment was very holy. That's all I knew that that moment was very holy.  I knew that my spirit was immediately responding to the worship that was happening and responding to the presence that was there. And all I knew was, okay, what's happening? That was my question. And I knew there was something holy in that moment. And that is really the beginning of my first encounter with the holiness of God is trying to understand. And, you know, much later with all the other experiences and teachings and other encounters, I can now understand, okay, what that was back then. Right. And then moving on, I've been privileged to have people in my life who've emphasized holiness. Holiness not just in the sense of purity, which we will learn in just a bit, but emphasizing on the holiness of God. And this is something that you can't grasp or fathom immediately. And you can never, it's, we're talking about an eternal being. Even those two words, eternal being, I know it kind of makes sense in English, but we can't fathom it because we don't know what eternity is.  And even then it would, I'm not sure it would be satisfactory, so to speak.  Yeah, something about it. Yeah, and then there was this one season, I'm sorry, I'm just sharing my personal experiences and, you know, where I can bring it and align with the course that we're on. Most of you know that I was part of a worship band, Christian band called Living Waters used to play the drums and so 2009 and 2010. So God was taking us as a group on a, you know, our prayer was what next Lord. So I remember February of 2009, the six of us, we just took on a, off on a prayer trip to Valor just to spend some time seeking the Lord and praying Him, praying, you know. And, you know, God was again through different individuals who would speak about holiness and then we were just worshipping and then, and the songs that we worshipped in those two days over there up in the hills in the Valor. That song list did not change for like a year and a half. Everywhere we went to lead worship, it was about I enter the Holy of Holies, take me past the outer courts. You know, it was all about pursuing His presence, going into His presence, not being satisfied in the outer courts. And so that way the journey has been, I should say, I was very privileged to have the journey with other people that I know of, very honored. And so this, hence the topic is very special, you know, not because I know everything about it. I don't think I'll ever know everything about it, but something about this topic draws me to Him, you know. Okay, so that's about this topic. So in the course overview, what we will cover, it has three simple sections, right? This course has three simple sections. So for us to live a holy life, for us to live a life of personal holiness, we need to understand the holiness of God. Try to understand, have some sort of an understanding of the God that we worship, right? The reason that you and I are here is Jesus. Who is He, right? He is holy. What more can we learn about Him, right? So section one, we will learn about the holiness of God and His holiness in me and perfecting holiness and why personal holiness and in the beauty of holiness. Okay, so that's what section one is all about. Just understanding who He is and His desire for us to be holy like Him as He is. And section two is about repentance, recovery, restoration. And so, you know, there is time in life where we fall, where we backslide, where we sin. Okay, as a Christian, you know, the minute that I give my heart to Jesus and say, Lord, You are my, come and be my personal Lord and Savior. As soon as I make the sinners prayer, I am saved from the state of sin, right? I am saved from the state of sin. At that moment, I have eternal life. Why? Because my spirit is back with Him. I have invited Him back into my heart, right? At that moment, I have eternal life. So the minute I accept Jesus as my Lord and Savior, I am saved from the state of sin.  What are the, because I'm still living in this body, this physical body, right? Galatians 519 to 21, it talks about the acts of sin, murder, adultery, fornication, etc., etc. and all of that, right? So understanding His holiness and in that journey, how can we live a personal holy life? So, and then how can we recover from, you know, sinful life? If you backslide and repentance, recovery, restoration, repentance is not a very popular topic.  So we'll try and understand what that is. And finally, overcoming the flesh. Okay. So these are very three simple sections that we will look at in this course. All good? Yes. Okay. All fine. Francis? Yeah. Okay. Let's look at the introduction. If you look at this one line that starts off by saying, God is holy, holiness is the very nature of God. Okay. Holiness is the very nature of God. Holiness is God revealing and expressing His beauty. Holiness is His absolute purity, sinlessness, righteousness, truthfulness, faithfulness and perfection. God's holiness is infinite, perfect, absolute, unattainable, fearful, unapproachable and beyond what we can grasp. So if it's something beyond what we can grasp, why are we trying to grasp it? Right? So in the journey we can find something, isn't it? Right. Yeah. Sorry, you were saying something. Right. Our words can never sufficiently describe His holiness. Then why are we trying to describe it with our words? Okay. It's something that words cannot define and describe His enough. So here's the thing, right? Okay. Let's do this. Holiness. What is your understanding of holiness? You can pass the mic on. And then, yeah. Set apartness. Okay. Set apart. It's like purified without sin. Purified without sin. All right. Thank you, Francis. Pure. Pure. Okay. Pure. Purified without sin. Unimaginable pureness and that what we discussed here. If we can't grasp, we couldn't explain in our words. Okay. So very quickly, yeah. Great. Let's leave us at the holiness of God for a minute. And let's just say what do you understand by holiness? Yeah. Yeah. When you hear the word, not just for you, but when you hear the word holiness, what does it stand for? In a purity. In a purity. Okay. Anyone online? I'll pass the mic back to Sri Radha. Okay. Okay. Sinless. Spotless. Pure. Sinless. Spotless. Pure. Okay. Sinless. Spotless. In a purity. Okay. All right. Those online. Anyone want to share anything? Being set apart by God or God. Okay. Everything is right, guys. I think we're going to finish this course in one month's time or something, you know. Like, you don't need any teaching on this. No assessments, nothing. Right. Something divine. Okay. Yeah. So, and everything is what you said is right. You know. And I've asked this question to a lot of people. Whatever. Yeah. So I've asked this question to a lot of young people, a lot of people on the same thing. Okay. What does holiness mean to you? Etc. And the response has always been the same, if not similar. And most of it, except for responses like set apart and whatnot, it points towards this thing called moral purity. Moral purity or righteousness. Like you said, sinlessness and spotless. Right. So holiness is, okay, if I don't commit murder, if I don't commit adultery, if I don't commit, if I don't steal anything, if I don't watch any movies that I'm not supposed to be watching, if I don't do the acts of sin that doesn't defile my body, if I'm not jealous, if I'm not greedy, if I'm not, you know, if I'm not a glutton, gluttony is a sin. So all of that, those are all the acts of sin, sinlessness. That's so, which is, it's all fine. Absolutely. Isn't that our understanding of it? Okay. And Nina has just mentioned something, which being whole, no conflict between the inside and the outside. Yes. Okay. And for a long time, that was also my understanding, because again, I was raised in a Pentecostal family. Right. And, and, yeah, and going to a Pentecostal church and whatnot. You can imagine the, I'm not sure how many of you were raised in an IPC, CPM and everything. Beard, sin, piercing, bad boy. Right.  You know, that was the kind of, really, literally that was, and then white and white, holy, black and white, 50, 50. Okay.  Oh, what an angel.  I will believe whatever you say, you know, it's, look at you. You know, it's like, we have reduced, when I say we, I'm talking about the whole mankind, or let's say Christian, for that matter. We have reduced holiness to mere cosmetics, cosmetics, cosmetics, like makeup, like basically, you know, outward things. So, I understand the outward appearance is the reflection of the inward, you know, thing and all of that. But, I don't think Jesus died on the cross so that you and I can have a dress code. Yeah, right. So, but that's what we are understanding of holiness has been. You and I are not saved by acts, isn't it? You and I are not saved by acts. By the way, we were yet sinners. He died for us.  He is our righteousness. Jesus is our righteousness, right? It is in him that we are complete. Okay. So, when we say God is holy, the Hebrew word for holy is kadosh. Kadosh, kadosh, kadosh, literally means to be cut off. That's the literal root meaning of it, to be cut off. And then the words like set apart came, set apart. You're taking this, keeping it set apart, right? When you're cutting any vegetables in the kitchen, what do you do? Things that you need, cut it, you set it apart, isn't it? And so, when we say that God is holy, we are not just talking or saying that He doesn't sin. He cannot sin. When we say that God is holy, we are not just saying that He is sinless. There are other scholars who would say that the holiness of God is His otherness. It's a very deep scripting. It's His otherness, the otherness of God. There is no one like Him. There is nothing like Him. When we say that He is holy, we are talking about the person of God. It is who He is. He is holy, right? And that's the beginning of His response to Moses, I am, right? And in that, everything else is fulfilled. And it is when the world doesn't understand or has understood His holiness, we have questions like if God is loving, if God is good, why is there evil in the world? And it's because in His holiness, He is gracious. In His holiness, He is merciful. In His holiness, He is faithful. In His holiness, He cannot lie. In Psalm 89 verse 35, I think it says, because of my holiness, I cannot lie. I think last Sunday there was a sermon on taking God at His word. And one of the points was that He cannot lie. He is not man that He should lie. That means it's implying that man lies. It's making two points, right? It's saying that God cannot lie. And it's also saying that man lies. So if you have to say that. So He is set apart. There's this beautiful scripture in Exodus 15, 11. It says, Who among the gods is like you? Exodus chapter 15 verse 11. Who among the gods is like you? Who is like you? Majestic in holiness. Awesome in glory, working wonders. It's a rhetorical question. Who is like you? There is no one like you, basically. That's what a rhetorical question is. You again see God asking Isaiah in Isaiah chapter 40. To who will you compare me? Or who is my equal? See those are like rhetorical questions. It's like there is no one like me. There is no one you can compare me to. Lift up your eyes and see the starry host. Who made all of these? Because of His great power and might not one of them is missing. He calls them each by name. God is having this conversation with Isaiah in Isaiah 40. So God has most often in the Bible, He has used the tangible to explain the intangible. He has used the tabernacle of Moses, which is tangible to explain the intangible. His courtroom, His throne room. And again, we know that it's impossible to completely describe His holiness in words. But just for us to understand the intangible, let's use an intangible. You take a diamond. How many carats can a diamond be? I have no idea about diamonds. A hundred. What's the purest form of diamonds? Anybody? Okay, whatever. Take the Kohino diamond. And it has all these fine cuts. It has these beautiful fine cuts. You take it and you lift it up to the light. And just like a reflection that would 28. Okay, awesome. Thanks, Anthony. 28. So, yeah.  It will be just beautiful, isn't it? And so you will not know where to look at, which part to look at. Right? And explaining his holiness is something like that. Okay, it's, and that's the reason why the angels have been singing Holy, Holy, Holy for the ages.  He is holy. He is holy. He is set apart. There is no one like him. His name is holy. We see that in scriptures. Scripture of the scriptures. I can give you a lot of scriptures where it says that he is jealous for his name. Right? And he says, okay, they did not honor my holy name. They did not honor my holy name. They did not honor my holy name. My name is holy. My name is holy. Holy is my name. He takes, so it is really just not an attribute. There's no attribute that's repeated thrice. Like, okay, God is love, love, love. You know, you've heard this say before. He's merciful, merciful, merciful. He's faithful, faithful, faithful. He's God is good, good, good. No. But he's holy, holy, holy is simply to say it's like, in song of songs, there's like, you're fairer than 10,000 to my soul. So that number was the maximum in those days. It's basically saying there is no one like you. You're the fairest of 10,000, fairest of 10,000. So when we say that God is beautiful, we are again just saying that he is holy. Worship the Lord in the beauty of his holiness. Right? When we say that, are you following what I'm saying? Yes? Yes, no, maybe. Okay. This is really, my desire is that our desire and, you know, the intention of this course is that we encounter his holiness. There's a couple of books that I would recommend. I'll recommend it to you guys. This one is, one book is called Holiness of God by R.C. Sproul. Holiness of God by R.C. Sproul. And The Pursuit of Holiness by Jerry Bridges. They're all, you know, worth reading. It's powerful and have had a huge impact on me. R.C. Sproul, S-P-R-O-U-L. The book is just called The Holiness of God. And the other book is The Pursuit of Holiness by Jerry Bridges. Like, okay. Are you all with me so far? Yeah? I just mentioned that. I'll give you some scriptures about his name being holy. You can make a note of it. Luke 1.49. Luke chapter one verse 49. You can, there you'll see that he mentioned that holy is his name. Psalm 103 verse one. Bless the Lord of my soul and all that is within me. Bless his holy name. All right. Psalm 105 verse three. Glory in his holy name. Psalm 105 verse three. Glory in his holy name. Let the hearts of those rejoice who seek the Lord. You can read the long scriptures like Ezekiel chapter 36 verse 20 to 23. It talks about how people did not honor his holy name. Ezekiel 36 was 20 to 23. One more scripture I'd like to read for us is in the book of Ezekiel chapter 43 verse 7. Ezekiel 43, 7. Okay. It says, and he said to me, son of man, this is the place of my throne and the place of the souls of my feet. Where I will dwell in the midst of the people of Israel forever. And the house of Israel shall no more defile my holy name. The house of Israel shall no more defile my holy name. Neither they nor their kings nor by their whoring and by their dead bodies of their kings are their high places. Okay. That's from the ESV version. So he's saying I will dwell in the midst of the people of Israel forever. And they shall not defile my holy name. So God will dwell where his name is not defiled. Okay. God will dwell where his name is not defiled. What's his name? His name is holy, right? His name, he will dwell where his name is hallowed. The prayer of our Father who art in heaven hallowed be your name. Okay. So let's look at those words. Our Father who art in heaven. That's a greeting. Right? It's like our Father who art in heaven. The next part is hallowed be your name. Okay. It's still continuing with the greeting. Your kingdom come is not a greeting. It's a prayer. Your kingdom come you will be done. So his kingdom, you know kingdom is two words, king and dominion. His kingdom will not come where his name is not hallowed. Okay. His kingdom will not come where his name is not hallowed. That's where he dwells. Right. So his name is holy. He takes his name very seriously. Okay. You are all with me, isn't it? Okay. So an encounter and a revelation with his holiness will push for a response that will draw us close to God. And one of those encounters is Isaiah in Isaiah chapter six. You've read, I'm sure you've read those verses. Okay. That's for the sake of not to be over familiar with the scriptures. Let's read it. I hope that's okay with you guys. Sorry. Yeah. Okay. It says it begins by saying in the year the king that King Uzziah died. I saw the Lord seated on the throne high and exalted. And the train of his robe filled the temple. Okay. Let's stop right there. Isaiah is not just known as a major prophet by us now because we've divided the prophets as major and minors.  Jonah's story, we've reduced it to a veil. And while the whole book of Jonah is not about the veil, it's about a city. The last verse of the book of Jonah says, should I not have compassion on this great city? It's about God's love for a city. You know, so Isaiah was known as a prophet of prophets. Isaiah was not one of those prophets who used to live in a cave in the wilderness. And Isaiah had access to the courts of the king because King Uzziah was his uncle, was his cousin. It was related. Okay. Yeah. You could do that one character study, but it's not the room. And he had access to the throne room. And you can see that in the language that is used there, right? And the train of his robe filled the temple. What does that mean? Now, you know, I say this Bible was written for us, but it was not written to us. Okay. And so because Isaiah had the access to the throne room of the kings, the train of the robe, right? The longer their robe, that, you know, means the greater the rain. That's how great their rain was. So you've all seen a wedding gown, no? Like a robe that, you know, it goes on one kilometer long, right?  It's just going out into the roads also. So 10 people have to carry it and go. So he's using the language of what he's seeing and what he's seeing. And then he's using that to describe here saying, I saw the Lord seated on the throne, high and exalted. But interestingly, it starts off by saying in the year that King Uzziah died, I saw the Lord. So it's very important that we understand that a lot of the things that we worship as kings need to die for us to see the Lord high and exalted. A lot of the things in our lives that we worship as kings, we've given the place of gods to things and people and we worship them as kings. But all of the idols and all of that has to die for us to see the Lord high and exalted. And then he goes on to say, the train of his robe filled the temple. There's another translation that uses these words and the train of his robe was filling the temple. So what's the major difference, filled and filling? Filled says it's done. Filling is present continuous. It's happening. So that means he's saying that there was no end for his reign, his sovereign, single reign. That's what sovereign means. And so he's seeing all of this happening in the temple here. And above him were seraphs, each with six wings. With two they cover their faces, with two cover their feet and with two they were flying. Now seraph means the burning ones. That means they're on fire, these angels. Seraph means singular, seraphim is plural. It's not seraphims, it's seraphim for plural. So seraph is singular, seraphim is plural. Now here it says, above him were seraphs, each with six wings. Now we don't know how many seraphs were there. He just says there were seraphs. In that head we think there was only four, for some reason. Maybe it's the connection with Revelation 4. But anyways, they were calling to one another, Holy, Holy, Holy is the Lord Almighty, the whole earth is full of His glory. At the sound of their voices, the doorposts and the thresholds shook and the temple was filled with smoke. So he is having this incredible encounter of God's holiness, like never before. He is seeing these burning ones, the angels. Like at the sound of their voices, the threshold, the doorpost was shaking. The whole earth is full of His glory it says. And then after that encounter, his response, Woe to me, I cried, I am ruined for I am a man of unclean lips and I live among a people of unclean lips and my eyes have seen the King, the Lord Almighty. Then one of the seraphs flew to me with a live coal in his hand which he had taken with tongs from the altar. With it he touched my mouth and said, See, this has touched your lips. Your guilt is taken away and your sin is atoned for. How many of you have read the scripture before? Okay, your sin is atoned for. That is a very powerful line. Why? Because in the Hebrews we see that without the shedding of blood, there is no atonement for sin. Jesus Christ, the Lamb that was slain before the foundations of the world. There are things about God we can't understand. We can't ask and fathom. There's layers and layers and layers into who He is and what He is done and what He is doing. I have to teach about it. His Holiness will give you a call to action, so to speak. He will tell you where you are in life. When gazing on His Holiness, we kind of know, Okay, your moral purity, good luck. Your righteousness. Okay, now that you've seen who I am. Only then do you know how sinful we are and what He has saved you from. Understood, right? Okay, let's move. I'm still with the introduction. I'm just going to go through some of the notes. Just follow along with me. Some of the statements I'm reading because it's so well put. Okay, it says, Living holy, being holy is embracing the fact that we are completely His. Okay, please highlight that. Living holy, being holy is embracing the fact that we are completely His. Justin said that set apart for God. Okay, set apart for God. We are not set apart for the sake of being set apart. Now, God tells the people of Israel in Exodus chapter 19, when He's bringing the people out of Egypt, He said, I brought you out of Egypt, not so you can just run wild like a headless chicken, you know, in the promised land. I'm free, I'm free, I'm free, I'm free, I'm free, I'm free, I'm free. I brought you out of Egypt unto myself. Okay, so living holy, being holy is embracing the fact that we are completely His. We belong to Him. Every part of me belongs to the most holy one. Every part of me belongs to the most holy one. I'm just a reminder of the scripture and problems that we know so well. Trust in the Lord with all your heart, lead not on your own understanding, and submit all your ways unto Him. Right, what does that mean?  So my example, so I'm a father. So there's a way of a father. I'm a son. There's a way of a son, right? I'm a brother. So there's a certain way that I'm a husband. There's a certain way that I live by. I'm a teacher. There's a certain way that I have to follow. I'm a pastor. So the scripture says, in all your ways, acknowledge Him. That means, that's the beauty of it, right? And that's what this is saying. In every part of me belongs to the most holy one. It simply means, in all my ways, I acknowledge Him. As a pastor, I acknowledge Him. As a teacher, I acknowledge Him. As a husband, I acknowledge Him. As a father, as a son, as a brother, as a friend, right? In all these aspects of life, I embrace Him. Where I say, every part of me belongs to you, Lord. Okay? And I'll close the session with one last scripture, in Pus Peter 1.16. Be holy for I am holy. Again, that, you know, for many times I've heard people read the scripture as, be holy as I am holy. Be holy as I am holy is saying that, okay, yeah. He says, be holy for I am holy. Okay. Because you are my people.  We have no choice. Okay. So more about this, we'll continue learning about the holiness of God in chapter one. We just finished the introduction. So let's see how that goes. All right. We'll stop for now and we'll come to you. Thank you.


Hey, good afternoon everybody, Tom Stewart here with Liz Trotter. Our guest today is Shana Goodman and this is Smart Business Modes. I'm still looking up a couple of things here, but that's perfect for us y'all because I want to talk about the Issacist, where we are just going to spend two minutes at the beginning of each podcast to talk about ISSA. ISSA residential actually, I guess now, right? And just as a reminder Can we say that ISSA? I've gotten the heavy no on that. Okay, the hard no. Yeah, yeah, even ISSAR It's tough to say though, right? It's just tough. We've had other things that were harder, but all right, so The big thing that's going on right now, especially for anybody that's local, I would say South Carolina, North Carolina, what else? Where else is really close to driving distance? You know, we're pretty close to Georgia. Georgia's like a couple hours away. Um, You know, North Carolina, definitely a little bit of Tennessee Um Even even Florida is a fairly, you know, reasonable drive Okay, and if you're dealing with the heat, like a lot of places are across the country Hey, now you have an excuse to get into your nice air-conditioning car and just cruise for a little while And go to tom's place 20 30 Harley street like the way I just know that address And unlike a lot of people who live on the west coast of washington, we have air conditioning here. Oh my god I can't wait to get there I never thought I'd say I can't wait to get to South Carolina where it's gonna be cooler Never thought I'd say that. All right, so Um, the event on monday. Well, so it's a week long event, but we're just talking about issa today There is a regional event. I think there are like 30 35 people Maybe even a few more going to be there Tom looks like you're getting ready to pull up a link there I'm efforting If you haven't already registered and you're in any of those areas that tom just mentioned Highly recommend that you Go to this link sign up and then head on over to charleston next monday see tom's business Here went a lot of different people have to say and you know, the the main thing everybody always wants to do is network So it's going to be a crime and networking opportunity when you If you are Yeah, there we go So i'll drop the link here and chat if you haven't signed up. It's not too late. It is not too late. Is that right? Yeah, it's not too late. No, I don't mean it's soon will be too late It will it's too late to go to your event because your event on tuesday and wednesday is completely sold out We you're right. We we're we're at capacity So can't can't do anything on those days if you're hoping to go to the main central live event. Sorry Um, lead managed by the numbers still room there if you want to go there, but that's all the way on Thursday and friday. So that's a that's a little bit of a tough push there uh, okay, so Uh tom's already posted that I guess we can just move on looks like shanna's got all her stuff pulled up over here too She got that all figured out. I did Yeah, so shanna, why don't you um Tell us a little bit about yourself and who you are uh, because nobody here Or not nobody, but Probably have a few people on here that haven't haven't been before Yes, thank you. Um, so I am relatively new to issa a residential I became a member. I believe last fall. I did teach a webinar earlier this year And I think it was about a marketing checklist so People might have come across me with that With that webinar, but i'm so happy to be here today and talk with you a little bit about home Home service provider providers as referral sources and how you can make the most of that And i'm gonna warn you I can't see you because the way my screen is as i'm i've got my Um, I've got my keynote pulled up. So I've got my things But if you need to Catch my attention, um, you might just do it audibly So, so you can't see this I I can't I all I can see are my slides That's always the worst, right? I I'm the one thing about streamer that is frustrating when you're the one that's trying to present your stuff. You can't see Yes, yes So i'm just gonna pretend like i'm an anchor on broadcast news and I can't see you but you can see me But you can see my slides So I I actually have a couple of slides about who I am and why i'm here Um, if you want I can just go ahead and jump in. Is that okay? I have a question before we before we get too deep into this You want to know about our earrings? I want tell me about those earrings About a target on clearance as I do many of much of my shopping So tom so that you know where I got my matching or almost matching earrings. I believe I got mine on chiay Maybe on t-ho.  Where of that fine city? What was the origin of that? Yes, so my mom and I for several years got to go on these fun mother daughter trips And charleston was our first one And we visited probably five years ago And when i'm traveling I love to buy some some piece of artwork from the place that i'm visiting And so I bought this and I think you're actually the first person I've spoken with that has seen it on zoom And and actually lived there. So that's fun. But I think I bought it Um I bought it somewhere downtown while we were there and then came home had it framed And what you can't see is over here. I have some other things Um, but some scotland art as well. So cool Yeah Tom was all excited. He's like, oh look charleston in the background. Yes. We made it. We finally made it Okay It was cool because we were chatting before we went live, you know, shanna asked me what we're where were you located? And it's like i'm in that picture over your shoulder there Which is funny because if anyone should have their art have this art above their head on a zoom call It should be you so I should probably just give this to you I think the thing you have in the background town, how old is that that has been there for Two decades. That was the first. Well, no, it was the first edition of cleaning business today, which was April 1st 2013 Oh, it's only one decade. Yeah That's all just one decade Nice boy things have changed A little bit a little bit I don't think we've talked about this topic for quite a long time. I'm excited to hear what you're going to share Here today, shanna. Yeah, well, thank you both for having me. Um, I Am happy that what I'm happy that amber thought of me and that amber recommended me And I'm happy to share this topic with you. It's kind of a passion of mine Today we are going to talk about how trusted home service providers That are already working in the homes of your ideal clients can be a gold mine for attracting new clientele So we're going to cover a few things first. We're going to talk about identifying First we're going to talk about why this is important and why referral sources are so important and in marketing and business development Then we're going to talk about identifying the right strategic partners for your area because we're all focused on local areas We want to be sure to find the right the right partners And then how to start those conversations even if you're an introvert even if it feels awkward I have some just very foolproof surefire ways to start those conversations And then we're going to talk about how this can lead how these conversations how these this relationship building Can lead to added value for your clients and theirs It's going to extend the longevity of those client relationships or opportunity for and it's also going to potentially increase sales opportunities for you both So a little bit about me My name is shanna goodman. I have been in business development for about 18 years And have been a brand strategy agency or digital marketing agency owner For the last eight years and I've specialized in specifically service based small business growth And then over the last couple of years. I started specializing in um, specifically home services So I went deep into professional organizing and then cleaning business and I've also got a few ancillary Industries as well, but all all home service providers I like to write I contribute regularly to business insider forbs fit small business working mother which is now Now kaput, but that one was a fun one and also create and cultivate We have lots of resources available on our website at grow with home pros dot com And so we offer marketing services for home service providers Grow with home pros dot com I can share that real quick and then we can go back to the deck. Um, thank you. This is this is your website Yep, grow with home pros dot com So, uh, drop the url and chat Cool Oh, this is beautiful. Yeah Somebody wants to contact you or shop. There's all kinds of things calls the actions here. Maybe we'll swing back to that Before we're done. Yeah, I'd be happy to So I live in Manhattan, Kansas with my husband and two daughters. Are you familiar with Manhattan, Kansas?  It's a fun college town And we can walk places and so yeah, so that's where we are And I'm going to strongly consider getting Manhattan, Kansas art and put it right there So I can I can switch out Is it Kansas state that's in Manhattan? Yep Yeah, Kansas state and my husband grew up in Lawrence, Kansas, which is the home of the University of Kansas Okay, so he was the black sheep of the family had to go, you know had to to go to the the state school Every family has one, right? Well, I think that's where my second law went to school then There's a state. Yeah case. Yeah Yeah, okay. Well, Manhattan is called the little apple. We also call it man happiness and man happening So I am excited that you have some history with it. Yeah, me too We have so we love to ride bikes. We I love to read my girls like to read My husband not so much, but I do have an upcoming book called cleaning business marketing made simple That is coming out October 19th another version of it actually the original version of it Was released yesterday called pro organizer marketing made simple And so that was released yesterday. So so today has been a little bit celebratory for that Yeah, congratulations. Thank you So you have a url for that cleaning business marketing made simple dot com I dropped that link in chat as well to make it easy for people Okay, thank you. I can I can pre-order it here Yes, it's available for pre-order on kindle It's not available for pre-order on paperback until the day that it comes out But it will be available on paperback or in paperback as well October 19th so What was your experience and uh Writing a book was it hard take a long time? How do you? Yes, and yes, how do you? You know, I mean it isn't like you don't have other things going on in your world How do you find the time to do that? So I love to write. I love to read. I read 50 to 70 books every year. Um, I love to write I Have to make time for it and What I found was if I just carved out an hour Right after my time at the gym in the morning So my kids walk out In the school year my kids walk out the door I go to the gym I come back and then I carve out an hour and that's Kind of when I have the most creative energy and I just love it I sit there and I think, you know, sometimes I might think what am I gonna write about and then other days? Like the second my fingers touch the keyboard. I'm off and and I look up and it's been 90 minutes There's there's a lot to it. I'd be happy to to get into the details of specifics like, you know, creating the manuscript is one thing then you also need editing you need to Have it designed and laid out and then promotion as its whole other thing There's a lot to it. It's not simple But I I I this isn't my first book. It's um Probably the third or I think it's the fourth book that I have published and um The reason I did so is because Not everybody can find me and not everyone can afford to work with me but Most people can afford a ten dollar book And I've learned some things in my 18 years of business development and specifically small business and local service-based small business marketing that I felt could help a lot of people and just kind of give people a roadmap And so I wanted to distill it all down put it together and it's it's out in the world now Yeah, and you know, it takes a lot of discipline and It's a labor of love as well I mean One thing I've learned is you if you're doing it if you're doing it as a profit center, you're doing it for the wrong reasons, right? Right. Yeah, I don't think anyone at least not anyone. I know Ken You know sits down to try to make a million dollars on something like that It's usually a passion project and it's usually to be able to share something they've learned Oh, my buddy Stephen. He's big into that Stephen King That's a good one Uh, hey, Alexander. Good to see you this week I uh, I loved Stephen King's book. I think it was called on writing. I listened to it as an audiobook at the gym And he talked all the way through How he got started writing and then his entire process. It was fascinating if you haven't read it. I highly recommend it Well, I haven't so I'm going to though. I always take a good recommendation Absolutely. I see him writing too. We love recommendations. Yeah, I always have recommendations I have friends that come to me for those recommendations. Me too. Me too. All right. Well, I'm excited so We have professional referrals. Tell us. Tell us about this. Okay, so Distilled down. I mean, I know that uh, you know the the catchy cover of the workshop is Um, I'm covering a goldmine of new clients building relationships with other home service providers Really distilled down boiling it down. What we're talking about is professional referrals and We're going to start with why they're important And then talk through how to identify good Referral sources. I don't think refers is a word But because it's so hard to say Autospell didn't correct me, but I'm going to say referral sources Instead of refers And then where to find them how to reach out So professional referrals is really what we're talking about And first I want to share with you my philosophy on how to get clients And I believe there are only two ways to get clients First is to be found when they're looking for you So if someone types in cleaning service near me or house cleaning near me You want to be found when your prospective clients are looking for you The second way to get found by your clients is to make them think of you when they're not looking for you So maybe they're not specifically looking for your services But you can remind you can you know, let them know you exist Remind them that you exist and just kind of that continuous education of what you have to offer And why you are the exact thing that they need even if they don't know it And today's topic of those professional referral sources really falls in the category Of making them think of you when they're not looking When there are people out in the community other credible service providers in the community talking you up That's more valuable than any single type of advertising you can do And this is exactly why this is important we're starting here because Knowing why you're doing something and how it fits into your big picture can help you prioritize What I know is probably a plethora of tasks on your plate You are all our small business owners. I'm a small business owner and we're always We're always prioritizing and juggling what we need to get done and when and how So this is why it's important I am going to hit you with some stats So there's high trust in referrals in every single demographic And it's latest global trust and advertising report nielson highlighted a growing trend in the industry that consumer trust in traditional advertising channels has markedly decreased So when we're talking about traditional marketing channels, we're talking television radio magazine ads is kind of what you think of as far as traditional traditional advertising so consumer trust and traditional advertising has decreased While personal recommendations among customers is by and far away the most trusted advertising format The fact that customer to customer referrals was ranked number one for trustworthiness Was not a huge surprise because if you think about people's behavior, that's just kind of how we operate, right? We we trust we know our we know our friends We know the people that are around us in our community. We trust them if we have reason to trust them But so it's not a huge surprise But what did cause a stir was the extent to which it led the way in consumer opinions So just kind of blew everything else out of the water Um personal recommendations didn't just edge out all of the operations or all other options It blew them out of the water with an 81 vote of confidence Compared to its near nearest rival of option being consumer online opinions Which are reviews. That's a fancy way to say reviews, which trailed just 58 percent So if I back that up back out of that What we're saying here is that personal recommendations were by and by and large the number one way um that people trust how to go about finding something new and then the second is referrals or i'm sorry recommendations referrals and recommendations Well, you know, a lot of times you'll hear stats and you're like, uh Yeah, i'm not sure. Okay, whatever, but this man this one hits me hard. I'm like, absolutely I have no no argument at all. I 100 percent.  I I'm right. I didn't know was this either shocks shock me But I totally believe it.  And a lot of times, you know, it's social media. It's tick tock It's this or that and so a lot of small business owners will spend a lot of effort and energy trying to trace that or trying to chase the trends When in reality, it's the simple things. It's the recommendations and it's the um The reviews online reviews and it's it's every category of, you know, every demographic of of age range So Regardless of who your ideal client is they are likely Falling in this range because I think gen z is like young adults. So unless you're Unless you're talking to young teenagers, which I don't know anyone in the home Home service-based business that is doing that basically everything is represented here Wow Read a book about this too not that long ago that had kind of this basic idea of hey, just talk to people And and reach out to people that actually know you know who you are know what you do Yeah, it's uh It it I guess the philosophy is there was three types of Like leads there's planting seeds casting nets and throwing spears and a lot of times we spend a lot of time outbound marketing or you know inbound marketing when There's a lot of friends and family and people who we already know that we don't really spend the right amount of time with trying to Presented them the merits of of the product or service that we offer and when you When you dive in and identify Very strategic people that could be singing your praises That's where it gets even more impactful And that's where the referral sources really come in Is because it it could be that you could spend your time talking With your neighbors with other people in the community your family your friends But what if you identified people that are already in the homes of your ideal clients? Who are already being asked questions about who they should hire to clean their house? You want their name? You don't you want them to say your name, right? Yeah, for sure. Absolutely. So that's that's kind of the I guess the thesis of my My talk today is that All of these things make a ton of sense based on everything else we know And then so these these statistics just kind of drive the point home So when referred by a friend people are four times more likely to make a purchase Word of mouth is the primary factor behind 20 to 50 percent of purchase decisions across the board not even just home services And referred customers show 16 percent higher profits And I think some things behind that Some psychology behind that is that customers referred to you are likely to become loyal and spend more money Because you come recommended And so it kind of weeds out some of those tire kickers or those deal kick the deal seekers And and and you know shiana we've Those of us who've wrought house cleaning businesses have have noticed this phenomena for years that You know if you track your leads by lead source, I mean we that's you know one of the things that we do in made central and Almost without exception your highest close rate is going to be leads that that you you got through a referral Yes It makes so much sense it really does yeah And this is because Referrals take advantage and I I have a oh, yes. I've got it coming up So referrals take advantage so referrals and even online recommendations But mostly referrals take advantage of strong social bonds and can help consumers wade through shopping options very quickly so Even traffic generated through referrals tend to be well qualified because like we just said it's someone they trust Is familiar with the situation and they referred you and I mean, I guess we don't really I was going to say think of a time the last you the last time you needed a service provider Yes, you could go to google and you could look for every single Maybe there's 30 different plumbers in your area But if you can narrow it down you will so I think we all know the power of referrals there absolutely Okay, one more slide on the psychology of referrals and then we're going to dive into how to identify good referral sources So we talked about I mentioned social bonds just a minute ago But let's talk about the psychology of referrals just a little bit more and I apologize. This graphic is not mine. It's um It's it's a little It's a little jankety But I feel like it does its job. So I'm going to tell you about this graphic Um, we can see at the top of top middle We see two balloons that say refer Incentive and the other being social capital number of referrals in the middle and then these these kettle balls at the bottom That are holding the balloons up that indicate effort required and social risk so Um This graphic is a little bit more dedicated to you know, like friend to friend referrals But the same is true with professional referrals. The wording of the motivation just changes a bit So the incentive the left side of this list For the referral source goes like this. They want to have a strong rolodex a strong list of connections in various services Um, because they want to better help their clients It's worth building a relationship with a quality service provider Because if shared it could be worth money or additional goodwill But you have to make it easy for the service provider And I have friends that are cleaners that have told me that they've often Been kind of the hub of resources if someone that they regularly are in their home cleaning their house They might say hey, I need an organizer. Who do you recommend or we need to do some more? Lawn care or landscaping and then long-term lawn care. Who do you recommend? so For her it makes a lot of sense to kind of have this rolodex in her head of really qualified great people And then we've got the social capital side on the right side is that I need to stop you for a sake You you you mentioned rolodex and whenever I say that I get beat up because Really really I want to commend you and thank you for rolodex you might need to define what that is for some of our audience, but You uh, you're making me look good. Thank you. Okay. You're awesome. That's what I'm here for um Network of connections. How about that? It's so fun. Go ahead come show your rolodex pull it out.  I had a rolodex when I got out of college um I I was in my first office job and I felt so sophisticated with my My plastic thing that you could spin around and it had these cards and I'd meet new people and I'd put them in there It was it was great. Um But yeah, we don't do that anymore. We we think of we don't really think of all of our connections And we probably don't even necessarily list them Unless they're on our like our social media connections um now a home service provider could be Really intentional about who they recommend for different things and maybe they've created a spreadsheet But but yeah, we don't really have a visual a tangible visual Visual of those things anymore. Do we? No, not the same way that's for sure Okay, I want to um, I want to touch on oh go ahead. The question did come out very rolodex is so Sorry about that I know this is uh before your time That sounds like that looks like the fancy one that shana had too that made her feel really gosh, right Yeah, look at the and look at this. They're like antiques 96 dollars. Look at that. Yeah, I was like, it's a hundred bucks Wow crazy. All right. That is so funny. That is so funny. I'm glad you called me on it too That is so funny. It felt it has fallen out of the lexicon It really has okay, so um social capital so Just a touch on this. So the social capital is on the right side of this graphic and We're kind of risking something if we refer someone that ultimately It you know does a terrible job or you know leaves their house unlocked or whatever. So there's always a weight of risk and You know, is it is it worth me doing?  Your um your clients will value Um, it's going to make you look good to have this Expansive network of people. I won't say rolodex again expansive network of very highly qualified social or i'm sorry So service providers. So that's going to make you look good. Um, but you might be anxious about You know, if uh, if they don't perform at the level that you think they should so I share all of this to say that When making referrals there is some psychology involved on Making sure that it's good like a good use of your social capital you want to make sure that um They make you look good when you refer someone they need to make you look good and vice versa and then um Because people aren't going to risk a rep their own reputation, especially a professional reputation if If it's if you're not a quality provider um But if you are which i'm sure you are if you're if you're listening or watching this Those referrals are like money in the bank. You want to be the go-to residential cleaner for that real estate agent Your interior designer friend the home remodeler the professional organizer You want to go out of your way to connect build a relationship and make them look good When they do refer you Yeah, and and and like all of those reasons make a lot of sense sometimes where people kind of drop the ball Is not making it easy enough. So, um I'm going to give some really specific Instances on how to make it easy I'm ready for people to refer you I got my pen. I'm ready. Okay Just don't worry about hair, but i'm ready Okay, first we're going to talk about identifying good referral sources. So you heard me say Some specific ones So wanting to be the go-to residential cleaner for real estate agents interior designers home remodellers professional organizers there are also Of course plumbers electricians other people But I want you to think about the people that are already working in the homes of your ideal clients And knowing this of course starts with knowing who your ideal client is Where do they live in what neighborhoods specifically? What kind of jobs do they have what challenges and stressors do they have where do they spend their time? and then This will all help you with your marketing messaging, of course But really the money shot here is who else is in their home Or who else is providing services in their home? Who do they already trust? and so The answer to how do I identify a good referral source is to identify Who else already has social capital with them and who would be willing to make the effort to refer you? So shanna, I have a question when you're talking about what else is in their home Are you talking about um, what specific company? Because we know what services are in their home, but you're talking specifically you got to fair it out Who exactly are the popular people with your client? Okay, awesome. Yes. And so let's say for instance Your cleaning service is kind of high-end You want to do really big square foot homes? You're you want to be on the luxe end of things and maybe some of your services are also kind of housekeeping and concierge that really Serves a you know a very affluent client well So what you're going to do is you're going to find specifically Who who those affluent affluent people are hiring? And so I have some kind of sneaky ways to figure out how to do that Okay, so I'm going to go into a little bit of detail here This might be overkill. You might already know who these service providers are But rather than like every service provider in the area I guess what I'm really challenging you to do is think through specific Households and who they already trust so like the the example I gave of the affluent the affluent homes If you're in Kansas City, I'm doing a Kansas City example because I lived in Kansas City for 10 years So let's say with that um that example that I just gave Kansas City, let's say Kansas City is my service area and I want that high-end clientele They are affluent. They have huge houses. They have a lot on their plate. They have a lot of expectations on them Their kids are busy with their own busy schedules of sports and activities, etc These are couples with high-profile jobs and they need to be Organized efficient and just have their household managing very very well So if I know my area and I I do if I'm looking for people like that in the Kansas City metro area I'm going to look at neighborhoods in Johnson County I don't know if you guys have any are Are familiar with the area at all But these are going to be specific suburbs like mission hills prairie village lake quavera Shawnee and then also on the other side of Kansas City There is the country club plaza area and then war knoll and ward parkway So what I have just described is kind of this circular Central area that very very very specific neighborhoods because those would be my ideal clients So most people I think know that right, you know the areas in your area, right tom? Like too much. Absolutely. Yeah. I know that pretty much too. I mean, I might not know every single one of them But I have a I have a pretty good idea. Yeah Yeah, I mean your your production management database would have zip codes and zones and various ways that you could just look at your existing customer base and Identify your best customers and you'll see that they're usually grouped to a handful of communities in the larger area that you serve us Yeah Exactly And so if we dig a little bit further we might think more about what we know about them So it could be that your existing clientele Does what you just described they're kind of concentrated in these specific areas But maybe you're building out new types of services that You're trying to attract a new type of clientele. This can be a way that you do that And thinking through what you know about them where they live Um, you know, do they send their kids to private school? Country clubs, what do they have season tickets to Identifying those neighborhoods and then the service providers in those areas And specifically like googling Service providers in those areas Some make it super simple with easy taglines mentioning neighborhoods like Serving the country club plaza and brookside since 1975 So if i'm a residential cleaner looking to build out my business in the affluent areas of kansas city metro area That's who i'm going to look for and You can look Also, so you can google like i just mentioned and you can also Find neighborhood websites and facebook groups to look for local and community groups on facebook You can do some on the ground reconnaissance by checking out the service vehicles and driveways signs and yards You can also look up houses on zillow if you want to identify real estate agents in those specific areas And some even have neighborhood business associations So all of those kind of suburb towns that i mentioned in the kansas city metro area They all have uh their own individual chambers of commerce They also have b&i and some of those other things that you'll just have to kind of weigh If if the time spent will be Uh gotten out, but this is a good way to find people that are serving your ideal client And so i have a question for you guys is um, you know, i mentioned some of the service providers That i've seen be really good referral sources Um, what referral sources have you seen be very advantageous for your businesses? We've uh done campaigns before with like uh Spas with uh veterinary clinics with dry cleaning services anything that uh consumers of a certain socioeconomic, uh, you know that that fit the uh Demo that with that that we're targeting might might use okay Great pet pet centers is another really good one pet groomers Yeah, landscapers Window cleaners. Yeah for sure carpet cleaners too, um, you know, we have had better luck with like the dry carpet cleaners like the dry acts They tend to work more within the higher end areas Yep, like the high-end landscapers though Right good one too Yes and so what I would recommend and You're probably already doing some of this you've probably already done some of this But making a list of some of those types of services and then reaching out and specifically you know This sounds scary, but maybe making a phone call Or an email I know Back when we had our Rolodex's we used them all the time guys It's normal to pick up a phone and call somebody Right And so this is really basic if you get really nervous on You know reaching out to people, especially if you don't already have some level of familiarity with them If you're new to the area or if you're seeking clientele in As you know a little bit different neighborhoods or kind of outside your norm Really just cold-calling The lawn care the lawn care providers those high-end landscaping companies The those dry carpet cleaners the The window cleaners People that are already already have the trust of the people that you're trying to get into their homes And you can just very simply Let them know what you are Who you are what you do and just offer to buy a coffee after to Get to know them how they work and the idea is that it's a mutual thing Where you learn about what they have to offer as that high-end landscaper They learn what you have to offer and then you're encouraging them to have To recommend you when their clients at some point are talking in their presence and asking if they have a good recommendation for residential cleaners and specifically Specifically I mentioned these kind of bullet points because It's very clear It's who you are and what you do because remember They're busy you're busy and at this point we're kind of weighing in on the effort piece You remember that graphic a few slides ago. It was like risk and effort You want to make the risk low and you want to make the effort that they have to put out low as well So make it clear you're doing the work You are Knowing that they're busy you're acknowledging that they're busy You're stating your purpose and then you'll be expending the effort in this conversation And then it's it's time bound. So can I buy you coffee sometime this week or next? Tends to get you More in in-person meetings than just like hey, I'd love to talk sometime All right So speak to me a little bit more about that shanna because Every time somebody wants to meet me for coffee. I instantly cross them off my list Even a half hour Like coffee with someone is going to take me an hour and a half because I'm going to have to drive there park Go in You know do all this stuff We got to chit chat for a little bit before we actually get down to business Then I got to drive home again. So I'm like I'll I'll jump on the zoom with someone. I'll jump on a call with them But it's like But I'm seeing amber over here. It's like all day long with the white chocolate mocha, right? No, I don't know. Am I the am I the anomaly here? so and and that's kind of why I opened this with knowing, you know Us talking about how this fits in to your business model and your marketing plan helps you know Where to prioritize it? um So, you know everything that we've talked about up to this point is that okay referral sources Referrals are very important referrals do all these great things. They can make you a lot of money. They can you know All these things But but there's a cost to it And it's easier. It's probably easier to throw a couple hundred dollars at you know a radio ad But what we've learned is that it's not as effective as if someone is referring you so And that's where you have to weigh too Not every single person is going to be a good use of this kind of time because you're right It's if you're physically meeting someone for coffee. That's going to cost you an hour hour and a half of your time But if you're wanting to get into a specific neighborhood And you know that this lawn care company or this interior designer Kind of owns the neighborhood as far as like friendships and connections It could be worth Creating a friendship with this person. Oh, no, I said it wrong I would absolutely see the value in that all day long every day But from the other person's perspective Like like how do you I'm like, can you catch them just with this? Is it good enough to get them to say to think to themselves? Sure. I want to meet with liz for spend that much time out of my day Right, right. Yes. I'm wondering is that a new shift or Is it still working just as well or what do you do you give them an option or if time is an issue?  And do you have 15 minutes for a zoom? But also I'm very careful too in positioning this conversation In a way of it being mutually beneficial because kind of how we talked a few slides ago about how There are people that Um, I'm not going to say rolodex again. I'm not going to say rolodex There are people that it makes It's it makes sense in their business model. So like amber starling good witch cleaning It makes sense in her business model to be perceived As this expert that has all the connections of all of the really great quality service providers so what you're kind of pitching to them Is that they're going to need to know you Because they're going to want to refer clients to you You know, shanna, we're quickly running up on the top of the hour And we want to be able to save a couple minutes at the end to Share with people how to get a hold of you. Um, yes Okay, so I think so I had just gone into um the slides that I just clipped through very quickly Were more of a deep dive of um Finding specific people But I think I think we've I think I made the point and I think we've kind of fleshed out the various factors Um that come into play your time their time again effort That sort of thing one thing actually two quick things I want to share is that um You can go about this lots of different ways I know professional organizers and residential cleaners that create actual kind of packaged partnerships With realtors with interior designers that it's like hey if you work with both of us you get an hour for free Or um, I know a real estate agent that every time Someone buys or sells he gives a gift card for two hours of a professional organizer's time Or two hours of a of a cleaners time and he's paying for it He might get a little bit of a discount because he buys them in bulk But it's a mutually beneficial relationship that um is a little bit more quantifiable and you can see It takes a little bit more effort, but you can also see Um how some of those things can work together. I've seen that bundled around holidays too like, uh, you know A valentine's day or mother's day, you know, get a massage and a house cleaning combo I mean that sounds like a great mother's day gift to me. I would take it all day long Yeah, right Well, thank you for having me today. I hope it was um worth your time. Hopefully it's given you A little bit of something to think about I do have some free resources. I have a facebook group It's called social media marketing for pro organizers and residential cleaners If you go to my website at Facebook I'm dropping it.  You got another link here to social media packs Yes, so we offer some free social media bundles and templates customizable templates at growwithhomeprose.com in our shop It's the top right hand corner. I also have a podcast. It's called home pros marketing made simple And um, we talk about lots of different things diving in on various marketing and business development opportunities to help grow your business And I also have a book coming out. Um, as I mentioned called cleaning business marketing made simple It is being released october 19th. It will be available in paperback and on candle on amazon And as kind of a pre-order bonus you get two months free of our organized member dashboard Where we have tons and tons of grab-and-go graphics and customizable templates even customizable content like newsletter articles and Um Templates for flyers business cards and then all sorts of digital things as well Well, we get all that stuff because i'm gonna i'm not going to do the softcover book. I'm going to do the Kindle i'll still get all the stuff. Yeah. Yeah, you will All right, sounds good. I love me some free stuff. Yeah me too This was great shanna. This was awesome. It's a pleasure meeting you and thank you for being a first time guest Certainly, hopefully not the last time guest. We don't hope you'll Joining us in the in the night to just the future because I have a feeling you've got a few more Tricks in your toolbox you could share with us. Yeah. Yeah, I When this opportunity to talk with you all came up today. I or yesterday I went through the list of previous topics and Thought this was one I didn't see on the recent list. So I thought it was worth talking about And amber, I think um amber referred you, right? Yeah Yeah, thank you Are you gonna be shanna? Are you gonna be in vegas in november? I am All right. I'm very excited the person then I will be thank you. Yes I will be on a panel the first night the The residential cleaning panel the first night What's up? Is it tuesday night? Is that the first night or monday? I think it's monday. I think it I think it's monday I I bought my plane tickets the other day. So I should remember but it's november. That's what I know And this is august Yes, all right. Yes, but yes, I look forward to meeting you in person. Will you be there as well tom? Oh, absolutely. Okay, cool Well, I look forward to meeting you. We're we're gonna go ahead and and call a wrap for today and uh Any last uh matters of business list? Uh, I don't think so everybody hope hope to see some of you and charleston next week on monday This is this is your last chance if you want to uh make it to the regional event on monday We're getting a big crowd, but uh, I do believe that they still have a few more slots available if you're Interested I'll go ahead and drop that link in chat again. So you really tempted me tom be clear tom I um, it is not a lot of spots. I Think there's might be like three Okay, don't get it. Don't get pushy. Don't get too pushy much room Make sure you really want to go if you're if you're not sure forget about it because we Okay, we'll uh be back, uh When next wednesday, we're gonna be kind of busy next wednesday, um, I don't think No, we're not going to be here next wednesday, but we will be Here the 30th We're going to be taking next wednesday off because we're going to be in charleston doing a lot of cool training stuff But we'll be back, uh, august 30th with the next Edition of smart business moves. So until then everybody be safe. Take care. See you soon. Bye. Bye y'all. Thank you