Rolando Rosas 5:02
No. All right, Dave. Awesome. So, let me tell you a little bit about Leslie so we can bring her out. Let me tell you who she is and what she’s about. Leslie is a serial entrepreneur and the mastermind behind to successful companies. Let me tell you, that’s no small feat. Her first venture, GoodHangups offers a magnetic hanging solution that won’t damage your walls. I know a lot of people listening would love to have something like that. And after appearing on Shark Tank in 2016, and receiving three not one kind of one to three Dave three offers from the sharks Leslie close the deal with Laurie and has since grown the products exposure on multiple platforms. In addition to GoodHangups. Leslie is also the president of Hot Taco a love that name, a company that creates infectious card games. Taco vs Burrito, which is a best selling game was developed by her seven year old son and since has become a multimillion dollar sensation on Amazon. She’s going to tell us about that and more. Let’s bring on to the podcast, serial entrepreneur, Leslie Pierson. Welcome to the podcast. Leslie,
Leslie Pierson 6:24
thank you so much for having me on. This is great. I love the podcast.
Rolando Rosas 6:29
You’re awesome. Where are you checking in from today?
Leslie Pierson 6:32
In Seattle? I’m in the belly of the beast. Yep. Well, Oh,
Rolando Rosas 6:39
awesome. Leslie, thanks for being on the podcast. Thanks for joining us today.
Dave Kelly 6:45
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Rolando Rosas 8:09
Awesome, Dave. Zoom phone. I don’t like people calling me in the middle of light. If I’m trying to get my sleep. I don’t know about you, Leslie.
Leslie Pierson 8:16
Now, I wouldn’t. Well, I don’t keep my phone near me when I’m trying to sleep. But I can always use more sleep
Rolando Rosas 8:23
labs. We all could. I tried to keep my phone at night in the bathroom. Right? Oh, that’s completely away. So it’s not dinging and dunking in the middle of the night. So let’s let’s jump into it. You know, I want to know, this much going on. Right? Oh, it’s an interesting time to be alive. What tech Orth thing, would you say you’re geeking out on or you’re fascinated? Or is really intriguing right now to you?
Leslie Pierson 8:55
Yeah, that’s a really good question. Obviously. I’m gonna go with what most people are probably saying these days than anything. AI is fascinating me right now. I came from tech before. So my previous world I worked as a systems analyst or as a consultant for a long time before started making products. So it kind of scratches that itch of kind of the geeked out like, Oh, I missed, I missed the before and after doing any kind of tech projects that I used to do. So I think the AI stuff is so exciting. It’s a little distracting, and I find to have to put a lot of guardrails on myself or I could easily go down that rabbit hole and just wonder should I be doing? I don’t know. And yeah, I would say AI just the way that everything is advancing so
Rolando Rosas 9:41
amazing. It’s amazing. I think that ChatGPT Which is obviously the one most people talking about these days, they got to 100 million users faster than other platforms faster than Instagram faster than Facebook faster than TikTok 100 million users within eight weeks. Which is crazy, crazy. And now as of this taping, they’re on 4.0. And going strong. And now we’re hearing you may have heard this too. Amazon is going to get into the AI wars as well. So they’re taking a slightly different approach, but they want that piece of that pie. I think it’s amazing how ChatGPT we call ChatGPT. Around here internally, we call him Eddie.
Leslie Pierson 10:26
We call her Chatty Cathy. Our team we always say start your day, we all have clickup tasks and everything we can wear out l 10. meetings. We do EOS every week in our meetings where we share anything we learned. But we start the day with what could Chatty Cathy help us with today? Because often, you know, just to research your question. There’s so many things that can just prompt even if it’s just practice, from a daily basis, it’s great. So I call her Chatty Cathy, I love it.
Dave Kelly 10:57
We’ve all embraced our version of Chatty Cathy as a member of the team. And when we had our recent town hall session, so we had all of our remote team, everyone was dialed in, we were having some fun. And we had a contest and the contest was show the team, how you’re using AI in your day to day. And we’re all different walks of life, different responsibilities for the organization. And I got so much out of that short, yes. Because you think about hey, this would be really great to write customer service emails, then the customer service team is doing that. But then when you look at Hey, you know what helped me come up with a 30 day business Strategy on how to market this new product launch on LinkedIn like it? Boom, you know, it’s it’s about lately
Leslie Pierson 11:43
completely Yeah, row when you had said about how like they grew to however many million faster than anybody else. I wonder if they asked ChatGPT How to Grow to 100 million. You know, like, I feel like, you know, we started our quarters, yo, so we have rocks or projects per quarter. And we always start off with Okay, let’s talk to Chatty Cathy and see what she can give us advice on like, we’re thinking about how would we grow community programs, some sort of community buildings being as we’re an Amazon business, we don’t have access to our customers. How do we grow that? And a lot of the beginning of that started from asking ChatGPT And like digging into some of the things that came up with and it wasn’t writing it for us exactly. But it was prompting and helping along the way. It’s like a never sleeping assistant who can give you some at least help you with a direction.
Dave Kelly 12:36
Yeah. And it gets gets everyone’s gears moving. You can use that to get your team’s gears moving, to really come up with some ideas and then implement it and then get success from that. Yeah, I mean, like they say, AI is not going to take over your job.
Leslie Pierson 12:52
It’s not one who knows AI will
Dave Kelly 12:56
use it properly. Yeah. In an exciting
Rolando Rosas 13:01
for the Amazon seller, a brand that’s in the Amazon space, it’s having the implementation of AI into the tools is amazing. I just saw something from Sun guru that makes it easier. I mean, a
Leslie Pierson 13:14
one month free trial of that,
Rolando Rosas 13:17
are you working? I’ve been hearing a lot of good things about one guru.
Leslie Pierson 13:24
It’s really cool. You know, our ops managers digging into it. But yeah, we saw them in MDS, I’m in a group with Ro And million dollar
Rolando Rosas 13:32
sellers. For those that don’t know what MDS means is a great
Leslie Pierson 13:35
group. If you hit a million dollars worth of sales on Amazon, consider joining MDs, it is the best thing.
Rolando Rosas 13:42
Agreed. Agreed. There’s some really cool people like yourself. And a ton, we do a disservice if we go down the list of people because some people feel left out if we shut out here and there. But there’s a lot of really good people. And it is amazing. You know, Leslie, how your experiences you’re in a different category than we are on Amazon. But the learnings Oh, this happened? And then oh, yeah, that I didn’t know that’s going on. Or you’d like to say, you know, we spoke to so and here’s what we found out and like, whoa, that’s coming down the line. And it’s just amazing how you know, as a group, you just learning, even though you’re in a different completely line of business, but there’s a lot to download, essentially, right? If we use that term, a lot to download on an ongoing basis. It never ends like this week, something that happened here next week. Nope, that we’re gonna we’re gonna erase that and we’re gonna do that. And then the following and things just kind of pop up. I don’t know. It’s just like a crazy time right now.
Leslie Pierson 14:41
It is. I agree completely.
Rolando Rosas 14:44
Well, let’s go on to something. I want to tap that brain of yours for a moment. So what I want you to do, we’re going to play a little game. You’re in a games category. I want to play a little game. This is fill in the blank. I’m going to give you the phrase and I want you to fill in the Like, as somebody that knows their way around Amazon, Amazon sellers should never blink. So I’m gonna repeat that. Amazon sellers should never what would you put in that blank?
Leslie Pierson 15:16
I might be controversial here. But I would say do anything Blackhat I think
Rolando Rosas 15:20
never do anything Blackhat is that
Leslie Pierson 15:23
gray or black hat? I say? I think there are a lot of people who will tell you ways to get around things, shortcuts, hacks. One of the things I believe is you should see Amazon as a partner. And if you’re screwing over your partner to get ahead today, what’s it gonna do to you down the road, and everything’s traceable, you might think you’re getting away with something, but you’re not. You know, I was lucky enough never to have done the buying reviews and stuff like that. We didn’t ever go that route. And now
Rolando Rosas 15:53
in the mid that buy sell search, it took me I don’t know, over a year to even like, comprehend, like, what are you taught? I hear? So you buy, sell, buy and even how to
Leslie Pierson 16:05
buy one I hear people say yeah, what again? What’s it called? Search Find, but but don’t look it up if you’re listening, because you don’t want to do this, because you might not see anything negative happen to you, if you did it, you might see a positive short term, but you don’t know the long term impact on your account. And really, if you want to succeed on Amazon, you have to see amazon as the best business partner you can have. They’re giving you a target. Yeah, and that’s hard. Yeah, it’s hard. But if you see it, as they’re giving you these tools, they’re telling you the path they want you to take forward. If you focus on optimizing and maximizing those tools, and really leaning into what they’re telling you, they value, you will succeed, right? You know, if you decide to take the back end card, you could succeed for a little while and then get shut down. And really, you might be sad about that. But your business partner is Amazon and I come from, you know, our previous product line that we did that we went on Shark Tank with I went into big box retail. So I was in, in store Walmart and store Bath and Beyond, you had no access when you’re in store Walmart to where it’s going to be placed, right, you can’t say I’d like an end cap, or I’d like it to be placed here, you can’t even be sure they put it out on the store shelf. And if they didn’t, like you have one store that never sold anything, you can’t do anything about it, and the buyer will change and then all of a sudden, they’re not ordering as much and you have no control over that. Amazon is totally different. You have total access, it’s up to you to do the work to work within the system to maximize everything that is out there. Here comes a pro tip. Yeah, I think it’s important for every seller to work within what Amazon is giving you and the system that they are telling you to work within and not try to look for workarounds, or hacks, or things that might game the system, if they’ve shown you what tools they have. Take advantage of those.
Rolando Rosas 18:17
Absolutely. And you know, having a tongue twister on search, find by Yeah, search, find that and that might still stand it up.
Leslie Pierson 18:26
It’s good to know, it’s good.
Rolando Rosas 18:28
I feel like a dummy when I tried to talk about it, because I only understood, I’d never did it. But you know, you’ve heard this that, that in the last six months, Amazon’s even crack down on the Facebook groups that were part of all of this. And
Leslie Pierson 18:45
I’m gonna stand thrilled. Because it always was a hack. It was I love the fact that Amazon is stopping. If they don’t like a behavior, and they’re blocking it or shutting things down, or penalizing, that’ll just encourage people to play within the system, the way that it’s intended. I’m in a category of games. It’s not prone to this type of stuff. Because games are not competitive the way like if I sold a spatula, and I’m competing against all the other spatulas. And maybe people feel more prone to do more things. But in games, you buy multiple games, you’re not buying one game, you’re buying multiple games, so I’m gonna get your sale today, but I could get your sale tomorrow. So these types of things have never appealed. I’m just somebody who likes to play by the rules and work this system is the way it is. And like I said, I see in my old world of working with physical retail, they were a partner that wouldn’t communicate wouldn’t help you. You had no control. Amazon, the partner that will let you scale the way you want to scale. You know, yes, there are always hiccups and things to work around. But as long as you’re working the system, you have control you have control how much inventory you send, you have control over how much average phrasing you said, you can look like you’re on that end cap all day long.
Dave Kelly 20:04
And you can experiment with new things, you know, you got me thinking, you got me thinking, embracing Amazon as a partner. So I would say it was about two and a half years ago, when Rolando, who’s part of the different Facebook groups, including yours and you know, Rolando come back and he’d always do some weekly download things that he’s hearing that’s out there and booked for we were doing content creation, a podcast, really just video in general, before we really took this dive into it. I remember Rolando saying, Amazon wants more video, Amazon wants more content. And that’s when it started, we did the Amazon live event, right? About two and a half years ago, wasn’t one or two days, we had rented a studio. We didn’t know what we were doing. We rented a lot people. We went out there to Massachusetts, will Rolando came up from the DC area, I went down from New Hampshire, we hung out for a couple of days, we did this big event. And from there, we started doing weekly, Amazon live. And then we started doing more video for using the q&a section. And so I think what was unknowingly we were Rolando, knowingly me unknowingly really embracing Amazon and what they were looking for. And we just started at the bottom, and it was helping us to kind of just get more exposure for our brand. And completely. And we weren’t, we’ve never been a hack company. But we’ve certainly have seen it within our space where people are just do now they’re just treating it like a side hustle. And when you go to their stores, and you look at customer reviews, you can pick out a side hustle in your lane pretty quickly out here.
Leslie Pierson 21:47
Yeah, I agree completely. And I think that’s great. And we look for that too. You know, when Amazon gives you certain data, like all of a sudden they give you brand Analytics, which is phenomenal, by the way, oh my God, my my geeked out data brain with like, what you’re telling me where I convert better than everyone else? Well, I’m doubling down there. Well, they want that, right, they give you that information. So you optimize for things you do best, right. And then the customer has a better experience all the way through customer who wants the thing that you’re selling, finds you is more likely to find you and everything is better all the way through, they don’t give you that data to try to figure out a way to hack around it. They’re giving you data that can really help you partner up and make sure that you’re creating the best listings, the best products, the best things for their customer because they win both ways.
Rolando Rosas 22:40
No doubt. And for those folks that are not familiar with brand Analytics, you have to be a brand registered seller on Amazon in order to be able to see that and it opens up. So if you haven’t done brand registry, go ahead and do that you have to have a trademark and that whole process but essentially get brand registered on Amazon, you’ll have access and keys to the kingdom, just like Leslie mentioned and a whole lot more. I don’t know about you, Leslie. But I feel like when it comes to data from Amazon right now, it’s like drinking out of a firehose used to be a little trickle. And that’s why a lot of people tried to do these Blackhat hacks of trying to extort or bribe we know that’s public information. Now, bribe people within Amazon to get this information now it’s freely available.
Leslie Pierson 23:28
Yeah, yeah, no, I think it’s great. And I agree 100% on brand registry. I think if you’re a seller today and you’re not brand registered, go do it. Here comes a pro tip. If you’re an Amazon seller, and you’re not brand registered, consider looking at the IP accelerator within Seller Central, you’ll find it in there. And you can find someone to help you register a trademark but if you do it through Amazon, they’ll fast track a trademark might take a year to get but you can get access to brand registry faster if you use their accelerator program. So I would highly recommend
Rolando Rosas 24:06
that is nice that shortcut it didn’t exist. And now it exists. So yeah, full advantage of it. And speaking of taking advantage of things, Leslie, I want to continue on with your journey. You were on Shark Tank and very few people in the world know what that was like I saw the episode I watched Shark Tank regularly myself. And that show has evolved and so have the sharks. They’ve gotten more Sharky over the years. But I want to ask you, since you’re on Shark Tank, you got to deal. What has that done to your experience as an entrepreneur? Was there anything that came out of that? You’re like, I’m going to do this better? I’m going to do this different.
Leslie Pierson 24:48
Oh, yeah, I’m a super fan of the show, too. I had watched every episode before I did the show and I still can’t believe I did it. Sometimes I feel like it’s like a drunken dream or something like I don’t know how that happened to me. But I would say I prepare a lot for that for doing the show. And I basically practiced every question they ever asked on the show. I know I help people prepare to do the show. Because, you know, it’s a lot of wasted knowledge. Because it’s not like pitching a VC, a regular VC. It’s TV. So it’s different. But I would say doing deal with Laurie was amazing. It was great that access to just understand how things are happening at the level that other sharks are doing things, other Shark Tank companies have done things. And we have a Facebook group. And we have a reunion every year of people who used to be on Shark Tank, which is so fun. And
Rolando Rosas 25:40
like I see her public persona from Shark Tank. But what yeah, you partnered with her? What’s she like, she’s
Leslie Pierson 25:47
great, she’s great. And I think she’s amazing. She’s so great at product that’s retail focused, or that would be Amazon focus. So she was the person I wanted from the get go. So it was pretty great to end up getting to partner with her. And I have to say also, I always give a shout out to her her husband, cuz I don’t think people realize that her husband’s a former CPA and has your tons of great business advice. She is like the master marketer, you know, when we used to do QVC before, and then once we did a deal with Lori, she started doing QVC It was amazing to watch how night and day different it was ours was successful. But hers was amazing, because people trust her right. And and plus I didn’t I was very happy. I didn’t go to QVC anymore. But But yeah, I think the two of them have such a great relationship. It’s such a great nurturing mindset. It’s awesome. You know, he’s really got the kind of back end business side of things. If you have any questions on the financial sides or anything you’re navigating, she is just the master marketer can open doors and things like that. So it’s amazing. They’re great people.
Dave Kelly 26:55
So if you want to give him a shout out, give him a shout out. This is
Leslie Pierson 26:58
Dan Greiner. Their loyal piano just inspiration. Great couple and great people. Awesome.
Dave Kelly 27:07
So when we started with Amazon live, we were looking at it like, Hey, this is like we see of the Amazon, people can write in some questions. Have you thought about doing anything on Amazon live? Or have you?
Leslie Pierson 27:21
We haven’t done anything on Amazon life but have contemplated another avenue that I’ve heard a lot of Shark Tank people having a lot of success on is TikTok lie or TikTok shops. So it’s kind of live selling on TikTok, it can be huge. So I think live the way that people are looking to see things go is that live shopping process. So you know, I done so much of it before that I think I got a little burnout. And because we’re focused mainly on the games right now, games aren’t demonstrative. But it’s not the same as showing the features of a product where you get really excited that like, Oh, it does that. But wait, there’s more games don’t have that as much. But I feel like I’m limited in that maybe I just don’t want to be the face of it. So I probably just need to get someone else to start doing those videos. We’ve actually thought about doing some Amazon lives with our our main game is called Taco vs Burrito. So our characters are these tacos, a taco and burrito, and we had these huge Japanese style mascots made of them. And so we were thinking maybe we’ll do some fun videos, get some young people who can have fun with it. And just think about entertainment just for from our side, it’s a little bit different approach. So I think we’ve been talking about this a lot internally, because our product isn’t about features. We’re not selling you features. We’re selling you the enjoyment the entertainment, right? So for us we think about and when we think about community building, we think about how do we entertain, and add more value to our customers. And that’s really where we go as we go.
Rolando Rosas 29:03
Entertainment. And for those folks, let’s say just wanted to say for those folks that are watching us on the video side of the podcast, you’ll be able to see on the screen what Taco vs Burrito looks like. It’s been featured in a bunch of media outlets and publications. And we’ve been really lucky. So you’ve done the whirlwind when it comes to media outlets. And it’s kind of on fire in the Amazon space on Amazon itself. I know you. You’ve told me some wonderful stories that have come out since you guys have been selling Taco vs Burrito on Amazon being featured and videos and all kinds of stuff that that you’ve had access to and you recently told me about a story that you and I think Brian were in meetings with folks, senior people at Amazon.
Leslie Pierson 29:50
Yeah, Amazon here. And again, going back to that seeing Amazon as a partner. I always have seen Amazon as a partner. When I see something I love about Amazon I talk about it Like I just I think, like I said, I felt like my hands were tied when I was in retail. And I feel like they’ve given me so much access all the time. And I’m so grateful to them as a platform, I was really fortunate. They formed a department at Amazon called Voice of the seller, I’m really impressed with the way that they’re taking the lead and trying to listen to what sellers have to say about different areas and different things. Since a couple of weeks ago, they had something they call it a seller panel, and they have a number of sellers come in from around the country and talk about a specific topic. And leaders come and ask questions and want to really understand the seller experience, because they’re developing products. And having that feedback and understanding what our experiences. One thing that had come out from one of the seller panels, this was I did another one in October was so fascinating, because there was somebody there who was a reseller of product. And I realized as we’re on the panel, oh my gosh. So because we have counterfeiters of our game, because once you become a game counterfeiters, we don’t have a problem on Amazon at all. But we have other places. But because we’re in transparency, again, brand registry, transparency,
Rolando Rosas 31:16
that we’re not me, because I know about transparency. Already. Hit us with pro tip numero Tres, here comes a pro tip.
Leslie Pierson 31:28
I am a huge fan of transparency, you have to be brand registered to get into transparency. But what transparency allows you to do is to ensure that no one else is selling your product on Amazon, on your listing. Amazing. It is key because we have so many counterfeiters, we play whack a mole at one point, there were 82 listings of Taco vs Burrito on Walmart doc. That would never happen on Amazon, because we are in transparency. So no one can send product in ever, that doesn’t have a transparency code on it. And we’re the only ones that have that. So it’s a great way to protect your brand and ensure you’re not having a bunch of counterfeiters pop up. Do it in advance. Don’t wait until you have a problem. Because it’s really hard to solve once you have a problem. If you have a whole bunch of commingled stock that has some counterfeit and some non they’ll be in the mood here.
Rolando Rosas 32:21
Yeah, yeah. So
Leslie Pierson 32:22
I’m a big fan.
Rolando Rosas 32:24
Yeah, I’ve talked to a lot of people that are using it. We know some of the some bigger brands that are also using transparency. And it really does help cut down for brands on the hijacker problem as it relates to listings. And it helps control the good guys, because one of the other sides of the coin there is that you can allow authorized partners or partners that you want to have access to selling on Amazon with that program to be on those listings rather than having like you said ad to Joe Schmoe is that you have no idea why they’re selling your product. And it’s awesome that Amazon has that. So it’s one tool in the toolkit. And speaking of tools before we jump into and we’ve touched and danced around some of these things. We have something we call around here Leslie best kept secrets.
AI 33:20
Well kept secrets Well, secrets gotta keep them safe. And sound well, let’s see for secrets are just like Dima.
Rolando Rosas 33:37
Thank you Edie for helping write that song and composing Edie, if you don’t know. Maybe we could put Chatty Cathy and Edie together and make good stuff. Now they’re exactly. So best kept secrets. This is where you have the opportunity to share with that audience the things that you know, are things that are maybe flying under the radar misunderstood but been valuable to your success as a seller. And I know you and I had a chance to talk a little bit about them. So one of the things that you mentioned was focus on brand building, this would be one of your best kept secrets. You’re one of the three that you’d mentioned to me. That is something you have to focus on.
Leslie Pierson 34:24
agree but I guess I did say that before so yes. I think days of throwing up a listing that’s just cheaper or whatever, then another product are gone. I never was in this space. So it’s easier for me to save what I do know from our experiences if you build a brand that resonates with your customer, if you really think about seeing your customer and building brand sounds so generic, right? Oh, I should build a brand. How do I do that makes sure that your customer sees themselves. You can do this down to the list. side of things for us, we think about our main customer for Taco vs Burrito. You know, our main player is a kid between seven and 15, probably,
Rolando Rosas 35:12
and they’re not on the platform, know how to
Leslie Pierson 35:16
parent, grandparent, it’s not to say that this game isn’t really popular with adults or with other people, we just know, from looking at the brand analytics data, we could see, what we convert best on is gifts for these younger people, games for kids, family games, those kinds of things, once you look at the brand analytics data, it will tell you what you’re performing best on. And that’s what I recommend, then you look at making sure your listing represents. So go back through, look and make sure maybe there’s a sweet spot for who’s going to play it, but who’s going to be buying it, right? Grandparents could be buying it, make sure that there’s some grandparents in your listing showing the pictures of people. And you can do a lot of this through user generated content, right? Like you can get images of people playing the game, you don’t have to say, Great gift from grandparents to whatever, no one’s reading those things, right, they want to visually see themselves represented. And I think that this is a huge opportunity for a lot of brands, when you look at a ton of different spaces. I think when people look at things, they think, oh, let’s get the beautiful model. And let’s get this very curated and clean and other, you know, things really Instagrammy very Instagramming. But what performs is often more what shows up on TikTok type thing, like those people are real people. And if you see yourself, I’ve not seen the studies on these things. But when you can see yourself in the picture. So I’m 53. So if I’m looking at a product or like a vitamin, and I only see women in their 20s, I’m most likely not looking to buy
Rolando Rosas 36:51
that if you see yourself in that product. It appeals to you. There’s people that say, you see that part of you that 20 year old in it, because you’re not you’re a quote aspiring to be that. Yeah, he was like, Heck, no, I’ve already done my 20s Yeah, I’m loving life where I’m at right now.
Leslie Pierson 37:08
Right. And I think there’s something so buttoned up, there might be something aspirational. I think there is something to that. So for example, you want to show an ideal situation, like you want to show a family having an amazing time, maybe my family doesn’t have an amazing time, we’re really not having a good time and whatever. But like, you can be aspirational towards that. But if I don’t see a family, like if I don’t see, you know, like, if I’m not even in the picture in any way or any, and I can’t see myself in it, I’m just gonna move on until I do. And I think there’s just such an opportunity to think of, I think, of Amazon as a partner. But I also think of my customers as partners, if I’m just going to x out a whole group of people and not show them that I value them by showing them in listings and showing them in content and trying to focus on what they find important, then I’m essentially saying, there’s probably something that you should be looking at a different page go to a different page or something right, you
Rolando Rosas 38:06
probably leaving money on the table by doing by not addressing at least the core audience that you have. And what
Leslie Pierson 38:13
one thing I don’t mean to interrupt, but I was just thinking about this. And I think what happens when people and I would say this is that they think I don’t want to x out any community. Right? So we found our sweet spot for this age group. And we focused on that for the listing. Adults do love this game, and there are bars that will just have Taco vs Burrito night, and they’ll play the game. So I love that right? So what we did was we pulled in adults playing the game into the UGC and it’s all mixed in. But there is a focus in one way, but I’ve not, I’ve not asked anybody out. But you can’t appeal to everybody. But you can’t include everybody by just doing it in collages of UGC, right.
Dave Kelly 38:55
We’ve actually got a ton of fun with this part of growing our brand, analyzing, not just who’s buying our products, but analyzing things like so we send out newsletters, so we can get that feedback. And we can see everything from their age, their gender, maybe it’s not super microscopic. But it gives us a nice picture. And then we come together as a team, review that data, look at our landing pages, look at our thumbnails, look at some of this other content and say how can we do this better to appeal to the crowd that already has their eyeballs on the products that we’re selling in our marketplace? And we things and we’ve come back with some successful some not successful, but I think building the brand. For us, we have so much fun with it and to ignore that you’re ignoring some of the fun of being within that organization and having that brand power, more than just selling the product. People are definitely looking for more than just the piece of plastic that’s on your listing. They want to know who’s behind it, and who can support them after that’s out there.
Leslie Pierson 39:59
That’s it I completely agree.
Rolando Rosas 40:02
No doubt Dave. And as part of not leaving any money on the table, and one of those other secrets, you touched on it, but I’ve just want to highlight it here. Secret number two, was seeing Amazon as a partner. And I know that having sold for 10 years on the platform, there are days where I feel Amazon is not my partner. And there are days where I feel like Amazon is the enemy. But you said something to me a couple of weeks ago, when we were talking, how this is my approach. And this is what how I look at, even from a networking standpoint, and leveraging LinkedIn to make those connections, and that there are a lot of really good people within the Amazon world that are at Amazon that do want to help sellers, they want them to succeed, because they know if we succeed, they make more money,
Leslie Pierson 40:56
right? Completely, I go completely, and I do beyond just seeing it from a functional day to day perspective and playing within the rules and doing the things the way they’re supposed to LinkedIn, I love LinkedIn, I’ll just say that. I didn’t use it. So funny, I got into it. Just because I was trying to reach out to someone and I didn’t realize you could get access, the level of access you can get to people on LinkedIn is amazing, right? So just following some of the leaders at Amazon, you’re gonna learn a ton. And that’ll get you into the right mindset about how to be a good partner to them, right, just following from the beginning. But if you comment on something, most likely they’re gonna comment back. I mean, they’re amazing leaders who are actively responding to things, and you’re one seller, but you can get access to those folks. That way. I don’t spend a ton of time on it a month, but I do try to go in and try to think about, you know, how I can learn more about Amazon, which areas can they learn more about? They’re very focused on climate pledge. Right. So again, talking about seeing it as a partner, Amazon bought an arena here and they call it climate pledge arena. Are they focused on climate pledge? Heck, yes, the quote, focus. So if your partner says, This is my focus, climate, climate pledge, right,
Rolando Rosas 42:19
I think you’re talking about pro tip Numero cuatro, Ori, pro tip numero club, here comes a pro tip.
Leslie Pierson 42:31
I think we’ve all seen things on listings, where it says something is climate pledge friendly. But I think a lot of people think, Oh, if my product isn’t a green product, like I don’t sell a disposable or a compostable, whatever, that I’m not eligible for this. And that is just not true. Amazon has done a ton of stuff to make this easy for its partners. In that sense. That’s how I see it. But basically, they went out and looked at and vetted a whole bunch of companies that can help us get climate pledge certified so that we can get the climate pledge friendly badge, that badge is gold today. I believe everybody
Rolando Rosas 43:09
was that was that Leslie? Why do you think that that badge, which Yeah, here’s on some listings, and some not? Why is that gold?
Leslie Pierson 43:16
I think it’s gold. Because, one, there are a number of ways it’s showing up, it’s showing up on your listing, you get more real estate on your on in the search. But also people can filter filter products by that. So if they’re filtering out your product, because you don’t have it, that’s a big miss. Additionally, there’s a bunch of snooze segments on the landing pages that are for just climate pledge products. And that’s advertising you’re not paying for. So I highly recommend it. Also, I think they’ve basically told us, this is an important thing. They’ve had some stats, they can share that I think people with climate pledge I could be getting the stat wrong. People with climate pledge are doing 10% More than those without so I think,
Rolando Rosas 44:04
yeah, exactly. 10% Lift that’s significant.
Leslie Pierson 44:08
And I would love to give a shout out to a group called Climate partners. That’s how we got certified. So for those of you who think, Okay, I can’t get I can’t get climate pledge friendly, because like I said, I don’t do compostable product or whatever. Climate partners does carbon offset. So what they do is we got a bunch of information from our manufacturers and sent it to them and they estimated out our impact or carbon footprint, what impact are we having, we pay offsets, to offset that impact on the environment for our product, and then we get the climate pledge friendly badge. It doesn’t take more than a couple months to get done. You can do it on an async per acing basis. It’s worth a try to see if it’s a good fit for you, and it’s great for the environment. You get to back these amazing programs that are can be up out reforestation or various other types of things, basically expensive.
Rolando Rosas 45:04
That’s the other question I think people would have. Is it an expensive process to do offsets?
Leslie Pierson 45:10
Question? Yeah, what I loved about them is they don’t charge a yearly maintenance fee. Some of these do. Oh, by the way, I’ll back up a little bit on climate partners. If you have a product that could get the compact by design certification, and that is an internal program, I would suggest anybody to go and look that up compact
Rolando Rosas 45:33
backup again, let’s just repeat let’s go slow on that one. Yes, I gloss over that one. Compact by design, is this an Amazon program,
Leslie Pierson 45:40
it is an Amazon program. And it’s only for certain categories. So games, were not a category for it. But if you’re in detergents or other things, if your product doesn’t have a lot of waste in it in the packaging, and that’s things, there’s potential, you could get this automatically. All you need to do is submit a ticket. And if you look it up, I’m sure you’ll be able to find a link to it. But you submit I submitted anyway, because I thought, what’s it gonna hurt? And within an hour, I got the Nope, you’re not eligible. So
Rolando Rosas 46:08
your attitude, Leslie, you’re just like, What the heck I submitted anyways,
Leslie Pierson 46:13
I mean, the rules could have changed from what I’m saying, you know, you never know. So I figured why not submit but that one is your first bet, because it’s free. But I will say I’m thrilled we weren’t eligible for it, because I love doing the carbon offsets. Because really, it shows, it’s another part of our building our brand, we’re telling our story, we’re actually getting ready in q4 of this year, to go into Target. And we will be doing carbon offsets for that even though there’s no benefit. We don’t get a badge, we don’t get anything extra. But we’ll still do the offsets for that. Because once we realized, hey, look, we’re actually looking to make sure that when we make our product sexually, a net positive for the environment. And so we actually go above and beyond what what’s required. And it makes us feel great. And that’s how we approach it. So
Rolando Rosas 47:02
I’m all about feeling great. And yeah, you go ahead, you asked about the
Leslie Pierson 47:05
price. So price wise, you’re paying a fee to get assessed. And I’m not sure what their rate is. Now when I did it, it was $1,200 per Asin. If you have a bunch of colors, it’s all combined, you’re not paying per color, if you have a bunch of variation. But it’s worth trying one product, you’ll get the assessment, you haven’t had to pay any offsets yet. But usually I do pay offsets, and it ends up being for us about five cents a unit is what we’re paying is offset. And for us, our product is cheap and easy to make. And it’s no big deal to pay the extra five cents, especially if it’s a 10% lift Hello, I think. Yeah, and it’s a hard thing to track to know that’s actually happening. But I would say I think it’s becoming the norm. And if you don’t do it, eventually all your competitors will and then you’re gonna lose out on that advertising. And while you might find that you’re having to do it again later anyway, just to compete, why not do it now when you can actually get a leg up?
Rolando Rosas 48:06
No, why not? Abs? Absolutely. And speaking of competitors, Leslie, the competition is fierce. It is not what it was pre COVID or even years before that the competition is fierce, and only going to get stronger as all the different tools are available around the world to different sellers. And one of the things that you said that the third valuable secret was to take advantage of all the tools Amazon offers on the platform to tell us about that because some of those are like brand registry, right and transparency, and some of those, but sometimes they go under the radar and you need those relationships to surface those other tools that are maybe in beta or testing or others things like that tough. Tell me. Tell us about that.
Leslie Pierson 48:53
Yeah, I would say like you guys were saying before, if Amazon’s telling you they value video, think about how you can incorporate that more. I personally love going to accelerate every year. Amazon accelerate is a conference that they put on every year. And they’re basically telling you what’s coming up, which is great, but also what they value. And if you use that as your North Star is still okay, let’s go that route. But from taking advantage of all of the different programs that the offers, we are in a program called Launchpad. I always start in Launchpad. The program has changed a lot. I think it’s not open for new members right now. But check it out because it might have changed. I know they were restructuring the program. But I love Launchpad through Launchpad we get a free strategic account manager. So I’m going to take advantage of that. Of course, yes, right. Three is my favorite price point. And when I joined Launchpad, we had to pay 3% of our sales and all of a sudden it became free. Okay, that was mind blowing when all of a sudden I realized Whoa, I just saved $1,000 That’s great.
Rolando Rosas 49:55
Yes. Like you post content. Yeah, all the sellers. Were and brands really were paying through the nose for the a plus premium. Right now as of this taping, it’s still free. By the way, Leslie, nobody can quite confirm yet. I’ve talked to multiple people that Amazon can confirm on a date when a plus premium is going to be paid. But there’s rumblings rumblings in different places that I’ve talked to within Amazon of Amazon employees, they’re saying they’re hearing more of that. So I guess we are on notice that at some point or any point, it’ll become a paid service of some sort.
Leslie Pierson 50:35
Yeah, and you know, we had access to premium A plus content for the past three years because or four years because we got it early because of Launchpad. Right. So like I said, taking advantage of certain programs, we’re looking for ways to take advantage of anything that they have out there. We haven’t done the by with him on our website, but we will, because we feel like if we support the programs that they’re doing, this is a benefit all around. If I take advantage of every program, every option that comes my way, I eventually funneling nuggets in there that really makes a huge benefit. Having access to the premium A plus content before through Launchpad, we are waiting to find out if even if it did change to be paid, maybe we don’t have to pay, we look for those things that we take advantage of. They offer coupons and promotions, and all of the different tools that we can use. I say take advantage of all of them and be careful, don’t let them stack too much and end up losing too much money from we do deals we do everything that there is possible. From the marketing side, we look for that, you know, if you brand stories, do take advantage of them. If there’s a tool, take advantage of it. Most of us are free. So why not? It’s my favorite price point, by the way
Rolando Rosas 51:52
that free is always the best price. And I love that is your favorite price point. I love that.
Dave Kelly 51:59
And this segment would be million dollar advice for free. Yeah.
Rolando Rosas 52:08
Wow, no, that’s awesome. You know, Amazon takes a lot of twists and turns and you never know what’s going to happen. But if you had a crystal ball lesson, you were looking down the road and you see the writing on the wall. What kind of predictions would you make that are coming down the road?
Leslie Pierson 52:30
I’m really optimistic. I’m really go for you. Being as I have gone to a couple of these seller panels actually have another one tomorrow, talking about Seller Support. And the fact that Amazon is really listening and trying to listen and I know from a day to day, if you’re doing your work, you’re not feeling it yet, but they’re making active advance like,
Rolando Rosas 52:55
I’m gonna I’m gonna challenge you on this one because we have a dedicated person on staff that all her Her mission is to just file tickets. Yeah, sure the tickets are closed properly by Amazon because they’ll close stuff on you. And we like whenever we get a resolution. We’re talking about closing this tip. Right? What is the leadership telling you what support because when we talked to MDS folks and anywhere else, people don’t have a lot of good things to say in that regard. What? What do you hear?
Leslie Pierson 53:26
Right? I will say I haven’t got the what the seller panel related to Seller Support is tomorrow.
Rolando Rosas 53:31
So we got to do part two, here.
Leslie Pierson 53:34
Exactly. But I will say just the fact that they’re having a seller panel focused on this, the questions we got asked to bring answers to give examples of when you felt like they weren’t listening or give examples of these. They’re actively seeking out information on how they can do things better. And I think, as someone who, like I said, I see them as a partner. So I’m coming in with suggestions and things I
Rolando Rosas 53:59
give you, what can I give you one when you go in here, because we deal with a lot of enterprises that are big, and they have call centers for this, we work with call center, we would love if there was a way for them to empower more of their frontline people when you open a ticket, because a lot of times they don’t have the power to make a decision. They’re not empowered to resolve that problem. They don’t have the knowledge base for the problem you’ve got and therefore they have to escalate it to somebody else. And it’s very frustrating. In today’s age, where we do have a I mean, they have AWS in the sitting right under their feet, that somehow that’s not being leveraged to the best purpose possible because the more they can resolve with a frontline agent, the less frustration less back and forth share so that would say when you go there, take that forward with them. Hey, you know, I talked to another seller. Is there one Empower frontline people that are taking support requests from day one rather than D 10. When you get to escalate it, and all the rest and talk to Jeff and all the rest when nobody can get your answers.
Leslie Pierson 55:11
Yeah, yeah, I will definitely pass that along. But I think really, when we look at how they’re listening to us, I am very optimistic about the future. So I think no, the new Capacity Manager that rolled out is an
Rolando Rosas 55:26
MBA. So for those that are BA, yeah, shipping capacity stuff. Yep. Yeah.
Leslie Pierson 55:32
Last year, we didn’t have any visibility, even week to week what our inventory limits were going to be. Now we have three months in advance, like I can see for a seasonal product like myself, like I remember last year, when there was a variability in our inventory limits in the middle of our peak time. And that gets so stressful right? Now, I’ll know for sure, it may or may not ever feel fast enough. But having seen that rollout, after what kind of q4 was a tricky one for a lot of people this last year because of the inventory side. And seeing that change is impressive. And I’m excited to see, like I said, I just knowing they have a voice of the seller department that’s organizing seller panels, and trying to get executives and leadership and other people to connect with sellers individually. Only good things can come up that right is a
Rolando Rosas 56:23
good thing. That is a good thing. That is a wonderful thing. And I want to share with our audience, Leslie, something that you showed me because I’m still tickled by the way, you go about connecting with Amazon folk, you shared with me you put in you have your message ready? And then and how you do it your little process and drinking a little wine and having some fun and some music. I just ping them and yes, I was like how to do that? Because that’s just people, right? There are people exactly
Leslie Pierson 56:55
the people, I’m thinking about you also, if you’re on LinkedIn, and you get messages to you, and it’s just like nothing, right? It’s nothing personal. You know, it’s nothing. It’s just Oh, or saw your profile that we should connect and get that. Yeah, that kind of is it general or
Rolando Rosas 57:12
whatever, daily for me, I get tons of those. Oh, yeah, I saw your profile.
Leslie Pierson 57:18
Occasionally, I see a templated one. And I see it in three or four places. And I’m like, Oh, wait, is there a bot doing this because I am not thinking these are real.
Rolando Rosas 57:26
chatty, Cathy is sharing tips with somebody else on how to spam folks. Exactly for
Leslie Pierson 57:31
me, because I see them as a partner. When I see somebody posting about things, I don’t think twice about reaching out to them. And I have something pre prepared. I’m very pro Amazon, I’m so grateful. My son created a game when he was seven years old. And we celebrate my knowledge the year of this game. This isn’t the net who are gonna happen on another platform. I’m not doing that at Walmart or Target out of the gate. You know, I’m not able to grow that way.
Rolando Rosas 57:59
No. Look, I saw great. I was a manager over at Philip Morris Altria. So it’s Kraft Foods and all that. And we dealt with the Walmart, and you’re paying a lot to have an prime real estate, but a lot of those Philip Morris brands, ultra brands, you pay. And like you said, you don’t have control. And coming in as a small player or starting getting something off the ground at Walmart is nearly impossible. Amazon gives you the opportunity you take advantage of it, build it, you got to put in the time. But it very difficult as a startup to come in cold and Walmart and be like, give me this shelf space and put me here and they’re
Leslie Pierson 58:39
completely. So when I reach out to people on LinkedIn, I’d leave with the gratitude, I funnel that like I still can’t believe I was able to do this with my son go to middle school and I work on this archetype. And we have a little small team and we can still grow big brands and do great things because of the Amazon platform. So when you lead with gratitude, and you lead with that approach, who doesn’t feel good about their job? I think there’s
Rolando Rosas 59:08
there was a thing you told me that these because they’re people if you lead not only with gratitude, but hey, I love the Amazon thing that you’re working on that loved the new thing that that yeah, they feel good about themselves. There’s some psychology to that they feel good about themselves. So you so you’re screwing me with face and with some good stuff, except that
Dave Kelly 59:35
because of a lot of times when you work for a big brand, everyone within the walls of that brand is telling you how great you are. And it’s really about having someone external saying how great it makes you say, oh, you know, I’m glad that I represent a great brand that other people appreciate men their walls down. Exactly. That’s a really good approach. You know, I think about some of the people that I’ve reached out to intense similarly, on Amazon, I’ve always put a personalized message. And I don’t think anyone has not accepted my connection request.
Leslie Pierson 1:00:09
Exactly, I think note has to be in there. If you just do a little connect, you’re gonna get nothing. If you do direct connection, you can make that connection. And I won’t call out a person, but I reached out to a director at Amazon. And he wrote, he accepted the request. And then he wrote back, it’s funny that you reached out because my son has a game he’s created. And I was like, Hey, if you ever want to play tester need any advice? Let me know he’s like, that would be great. Would you want to get together and like, come over to my house? So they’ve been coming over a couple of times a month already? They’ve come over a couple times. And we’ve tested that, that game is amazing. We’ve never really talked about Amazon because we’re connecting about games. But it’s an amazing, you know, they’re people, right? So he’s he in this situation is me, when my son had his idea when he was seven. It’s that connection. And I think if you think of everybody, think of Amazon as a partner, and remember that their people and then approach it that way, I think you’re gonna find a lot more success in connecting with people.
Dave Kelly 1:01:11
Thank you. Thank you for that advice.
Rolando Rosas 1:01:13
No, that’s it. It’s just tremendous, because now, tremendous things are gonna happen with this next piece here, Leslie, this is called Rapid Fire. I’m going to give you a word or phrase and just tell me what comes into your mind what pops in there. When I give you this phrase, it isn’t just one word. Or if it’s a sentence, whatever it is, it’s your idea, your thoughts. So here we go. All right. So here’s the first phrase, Chinese sellers.
Leslie Pierson 1:01:45
Challenging, I would say in my category, it’s not a big deal. We have to deal with counterfeit, which would be a Chinese seller. But we because of transparency, we don’t have that problem on Amazon. But I would say challenging, I feel for those folks in categories that have a lot of
Rolando Rosas 1:02:03
sellers there. It’s challenging space, if you’ve got them in their next one. Amazon Seller Support has a lot of
Leslie Pierson 1:02:13
opportunity for improvement. positivity. I mean, just think of the small tweaks that can be made to just certain key things. And I’m very optimistic, like I said, because I’ve seen the interest in learning more.
Rolando Rosas 1:02:27
All right, wonderful.
Leslie Pierson 1:02:30
TikTok. What is that? Just kidding. I do know what TikTok is. I’ve got to say, as I mentioned earlier, I’m 53. So it’s not my platform, not the thing I’m used to what’s your I think it’s huge. I really to be honest, I’m not a big social media other than the Facebook group that we’re both in. Okay, but I’m not a social media type person. But I think TikTok is huge. I think the shopping side of TikTok, I’ve seen huge success from other Shark Tank people. I think that’s going to be a big future of E commerce is going to be the TikTok shopping side of things.
Dave Kelly 1:03:06
Yeah, without a doubt. When you start diving into that, make sure you hook up with Rolando, he’s done quite a lot about luck on this.
Leslie Pierson 1:03:14
Oh, I’m so excited.
Rolando Rosas 1:03:16
Whenever you’re ready, Leslie, we’ll put a live on TikTok. We’ll put some games and other electronic whatever you want. I’d love to play a game live with you with tacos.
Leslie Pierson 1:03:24
Oh, fun. That was
Dave Kelly 1:03:27
fun. All right, what a great way to product.
Rolando Rosas 1:03:32
Live. All right, do it.
Dave Kelly 1:03:35
Two more for rapid fire mastermind groups.
Leslie Pierson 1:03:41
Essential and the right one is important. Like for me, I only spend time in million dollar seller group. One thing I think is important when you look for a mastermind group is the openness of the members. What I love about MDS is that people go above and beyond sharing what’s working for them because someone else is also sharing and they’re getting it back tenfold. I think the atmosphere that they’ve created there has been amazing. And I think that’s the key is if people are open and willing to share.
Dave Kelly 1:04:14
It comes down to the members, right? Yeah. In the last piece here for rapid fire. Retail versus Amazon.
Leslie Pierson 1:04:25
Well, that’s a good one. As I said, I feel like our success doesn’t come without Amazon. I think Amazon is the preferred. Anyone can start on Amazon. Not everyone can start in retail this year in q4. We will talk over spreadable launch in all stores target and it’s new for us. We’re nervous about it. But they’ve been coming to us for a while trying to get us to come over but I’d had such a bad experience for that. I was like no I have total control over this mechanism and it’s a cash cow. Why would I change it up? But we’re really excited. They’ve been great to work with. But it’ll be interesting. We do know in our category games, 25% 30% of all games are sold on Amazon and 25% are at Target. Oh, you don’t want to miss out on that section.
Rolando Rosas 1:05:14
So you’ll expand your market share very quickly, just by target. Yeah. And
Leslie Pierson 1:05:18
really, we think about we’ve met everybody we can find, we can connect with people who are on Amazon. But what about those who aren’t and we don’t want to miss out on.
Dave Kelly 1:05:28
And your packaging for your games is so attractive. I’m just gravitated to those images. I think that will do phenomenally well, on that back wall at Target had like it everywhere. I just had never really thought about it till now. Yeah, target is the place to go for board games. Yeah, I went there. Christmas, the whole back wall, just expanded. It was the whole back wall was home games.
Leslie Pierson 1:05:50
And I will say my experience dealing with the buyer and going through a distributor for games at Target was so different than what I’d had before. I think maybe because our product is proven. I think you go to Amazon, prove your product and then consider retail, because you’ll come in a lot stronger. I’m not. They’re invested in trying to keep us there. We were the number one game in q4 last year, and it’s not in target. So they’re motivated to try and make it a good experience for us as well.
Rolando Rosas 1:06:17
You get the upper hand in that situation rather than you knocking at the door. They’re saying, Leslie, come on. Yeah, well, taco versus burrito into our stores.
Leslie Pierson 1:06:27
Exactly. So I think Amazon first starting out is key. And we could have stayed soling Amazon forever. But we’re excited for this new change.
Rolando Rosas 1:06:37
That’s terrific. Leslie, I love hearing that and how well you’ve been killing it on Amazon, and that this new frontier is opening up to you. So that’s awesome. Liz, if folks want to reach out to you, I know you said you’re not too heavy on social media, but maybe an interested retail store or a brand wants to reach out to you to consult. Where should they get in touch with you?
Leslie Pierson 1:07:01
LinkedIn, that’s where you go. And definitely put a note or I’m not going to accept it. As mentioned, the podcast asked and I’m like, oh, yeah, done. Think about when you reach out to anybody. If they tell you how they know you, you’re like, Okay, great. That’s different than Jen is telling me we should connect.
Rolando Rosas 1:07:21
LinkedIn recommended that he, I love it. I love it. Leslie, I can ask you stuff for in Oh, yeah, we’ve got her profile right now for those that are watching via the video on the internet. We’ve got Leslie’s wonderful LinkedIn profile with her debut on Shark Tank as her splash image. So kudos to you again, for being on Shark Tank and getting a deal. Not everybody is able to get a deal. So Leslie, I’ve had a blast, we have to do part two, because I want to know what the heck is going to happen in the cellar panel that you’re gonna go to. And hopefully they’ll come out with some good suggestions and execution, about Seller Support. I’m highly interested in that. But for those that have been watching, as well as listening along, you’ve been listening to the podcast of what the tech with Leslie Pierson today, who is a Maven on Amazon going to be a Maven now at Target an all around standout entrepreneur. And if you want to listen to more standout entrepreneurs, I invite you to go check out some of our previous episodes on circuitloops.com or wherever you consume your podcasts like Spotify or Google podcasts. We’re on all those platforms. So go ahead and check those out so that you can grow your business faster. I’ve got a couple of videos out on the screen. So go ahead and check those out. Dave and I will see you in those episodes.
Outro 1:09:02
Thanks for listening to What The Teck? Be sure to check out our other episodes featuring awesome tech and amazing guests. Find them on circuitloops.com or wherever you consume your favorite podcasts.
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