Turn Your Web Traffic Into Sales Conversations Using Price Curiosity
What if your next big customer is visiting your website right now—but leaves without ever contacting you?
Meet Dale Underwood, Founder of SafePrice.io and Creator of Price-Intent Leads™, who helps industrial manufacturers turn website traffic into qualified sales opportunities.
Join Curt Anderson and Damon Pistulka for an exciting conversation with Dale about using price curiosity to spark sales conversations—without publishing your prices!
Discover how manufacturers can:
– Turn website visitors into qualified leads
– Capture buyers before competitors do
– Unlock hidden sales opportunities
– Generate more leads from existing traffic
Dale shares how he’s helped over 100 B2B manufacturers turn price curiosity into meaningful sales opportunities.
Dale Underwood and SafePrice.io are proud sponsors of the Industrial Marketing Summit 2027!
Join us for this exciting event and save $100 (B2Btail100) on your registration with our exclusive discount code.
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Transcription
Curt Anderson 00:00
Hey, welcome to Stop Being the Best Kept Secret. I’ve got my dear friend Dale Underwood, dude. How are you? What’s going on, man?
Dale Underwood 00:08
Great, Curt. Great. Glad to be here.
Curt Anderson 00:10
I’m absolutely thrilled. We’ve got a ton to cover. You know what? We’ve got a little video, but just for folks, we’re gonna we’re gonna save that for for a little bit. Let’s dive in. So we’re here talking about stop being the best kept secret. You do a phenomenal job helping manufacturers to do very exactly that, right? You solve a great, tremendous problem. How to help them stop being the best kept secret? As we dive into, share a little bit about your background. Who and what is safe price, and how are you making the world a better place?
Dale Underwood 00:41
Well, hey, I appreciate it, Curt. Safe Price is basically a tool that I developed about 1520 years ago.
Speaker 1 00:48
Wow!
Dale Underwood 00:49
And 1520 years
Curt Anderson 00:50
ago is that right?
Dale Underwood 00:51
Yeah, it’s been around a while. It’s got a few got a few barnacles on it. Nice. Still runs today, but about 20 years ago, I was running a commercial equipment business.
Curt Anderson 01:03
Yep.
Dale Underwood 01:04
So I was kind of a middleman. I would I bought products from an OEM and I would sell them to my end users. And very expensive equipment, anywhere from 25 to you know actually up to about a half a million dollars. So very high end, complex equipment. My problem was I had 500 competitors, and they all were exactly like me. They sold the same products to the same customers, and we didn’t have any territories. So it was it was a dog eat dog. You know, you had to really dig and scratch to find opportunities. So one thing that I kind of picked up on from my customers, they were always complaining that that they just needed some ballpark pricing. They didn’t need a quote necessarily. They were these were big projects, so they would start early, and they just wanted to get ballpark pricing. But they would complain that it took too long. So, I had a programming background from an earlier life, and so I wrote a little bit of code to provide a self-service pricing tool for these these customers, and they loved it. I started helping them, you know, with their budgeting three or four or even six months in advance, and it helped me get in touch with customers who were just in the planning stages. So that’s kind of how it started, and I had it as part of my own company. Yeah, but after a while, what happened is another OEM called me and said they wanted to use the tool. So I wrote some more code, made it more available, so that it would work with you know, I could sell it as a service, and I started selling it to OEMs as a service. So right now it runs as a monthly service. They they put the service on their website, and it helps convert that traffic to opportunities for the sales team.
Curt Anderson 02:56
Isn’t that wild? So 20 years ago, you you there’s a problem, right? And man, it’s like I mean, not only is this way before AI. I mean, this is like this is cutting edge, right? And and the thing is, what I love about it is when you think about like the friction in the buying process, right? Well, what’s always that barrier? You know, keeping the the price behind the curtain, and so going out and solving your own problem. And then how did it go? Like, where where other folks would like would see that you had this this this wonderful tool, and then they’re just like, “Hey, dude, I want I want a piece of the action here.” Like, how did that how did that transpire?
Dale Underwood 03:32
Yeah, well, the the what happened is is the original manufacturer that I was that I had written it for for myself, I started capturing so many opportunities that I couldn’t sell them all myself, so I started sending them back to the manufacturer. So usually, you know, the dealer gets leads from the manufacturer, and I was sending leads backward
Curt Anderson 03:53
back to their store. Like what a what a problem that like that’s unheard of, right?
Dale Underwood 03:58
Yeah, great problem to have. So I got in tight with all the sales guys, and eventually a couple of them went to other manufacturers. So they said, “Hey, we used to get leads from this one dealer, and he has this software tool.” So that’s when I got contacted, and I decided to make the product, you know, pull it out, make it a standalone product.
Curt Anderson 04:19
Yeah, that is phenomenal. Yeah. So in in okay, and so have you had many iterations, generations evolving over the past 20 years? What’s what’s that? Oh yeah, evolution. Oh yeah.
Dale Underwood 04:31
You know you know software the way that you you really want to develop is you don’t want to spend too much time. It’s like anything you don’t want to spend too much time unless you know somebody will buy it, right? Why why spend your time making something if nobody’s going to buy it? So I worked this little this little tight this little tight product, little tight service that didn’t have much functionality. And then I just let customers tell me over the years, and they would say, you know, we want to let our salespeople. Decide whether it sends pricing or not. We don’t want to send it automatically, so we want our salespeople to make that decision. So had to make it so that I could text our salesperson and they can make the decision to send pricing to keep control. That was one kind of feature that was added by a customer. Another one was territories. I want the guy in Kansas to get any requests from Kansas, so it’s just kind of built out from that core, but the original core is still in place.
Curt Anderson 05:28
Nice, awesome. All right, so let’s go ahead. Let’s take a hey, let’s do a little road trip here, Dale. What are we looking at here? So I’m checking out your website, and so you’ve done a phenomenal job. Now, right off the bat, in the hero section, your your shout out is like conversions using price curiosity. Turn your web traffic into sales conversations rather using price curiosity. Please, for curious minds out there that want to know what on earth, what do we talk about price curiosity?
Dale Underwood 05:57
Well, it’s something we all experience. We all experience it, and just just put yourself, you know, onto a website, and you’re interested in a product, you’re interested in a service, you’ve been referred, or somehow, you know, you’ve actually taking the the great content that you know stopped being the best kept secret, so you’re no longer the best kept secret. People are starting to go to a website, but the problem you have is you’re trying to understand what the ballpark price is for it. You don’t know if you can afford it, if you want to spend any more time researching it. So, we’ve all kind of been in that situation where we want something, but there’s no way to get pricing. There’s only two options, primarily to contact sales directly, which we typically don’t want to do right off the bat. Or if the website puts pricing on there, then we don’t have to contact the company. So either those two options means that all the marketing dollars you spent getting someone to your site have just been wasted because they know they don’t need to contact you.
Curt Anderson 07:03
Yep, yep. All right. So, and folks, just I mean, you got wonderful testimonials. I’ve gone through a demo. We’re going to take a look underneath the hood here in a minute. Just share a little bit when folks land on the say they pop into the website and they’re like, “Man, you you had me at hello here, Dale.” I’m like, “I’m super fired up.” Yes, we have that problem. We’ve got a little bit of a price issue. We’re trying to keep it behind the, you know, close to the vest. However, we want to get it in their hands as soon as possible. As they’re going through the website, what should they be looking at? I know you’ve got the live demo here, but what are some examples? And we’ve got client examples. What’s what are things that people should look at? Be looking at as they navigate your website?
Dale Underwood 07:39
Yeah, that’s that’s a good question because the first thing that I think they should be looking at or thinking about is whether they even need a tool like this.
Curt Anderson 07:46
Yeah.
Dale Underwood 07:47
Not not everybody needs it. And my point being, this tool sits on an existing website that is getting traffic. So if they have if they don’t have the digital game plan already going in place and driving traffic to the website, then I can’t help them.
Curt Anderson 08:05
Yeah.
Dale Underwood 08:05
So I kind of have actually. That’s a good. That’s a good screen right there. It the the fourth bullet says that you need to have a minimum of 1000 website visitors per month. That’s a little bit high. You could get away with probably 500.
Curt Anderson 08:20
Yep.
Dale Underwood 08:20
But the point is, this is a tool for a website that already has traffic. So if you’ve been driving traffic for a few years, you’re just not getting enough leads out of it. This might be an option. If if you don’t have the traffic, then you need to work on content, content distribution, and driving awareness in the market.
Curt Anderson 08:41
Yeah. Hey, Damon, this is fantastic, Damon. What is up, brother? How are you, dude?
Damon Pistulka 08:45
Good, good. Got my technical difficulties taken care of.
Curt Anderson 08:50
Not nothing’s ever difficult for you. Come on, dude. This is uh, we’re hey, we’re just we’re rocking and rolling. We’re diving into safe price. So, hey, if you’re just joining us, like our dear friend Damon, we are talking with Dale Underwood, we’re going through a wonderful demonstration here. Well, actually, we’re going to in one minute. But Dale, you’ve also got some client examples. What you’re talking about, like the best fit client for you. Okay, so I’m a manufacturer out there, man. It’s music to my ears. We’re selling high price equipment. I kind of fit those bullet points that we just shared, and we are having challenges. We’re like people get turned off when they can’t get access to pricing. Talk to us about some of the examples here. Some of the companies that you’re working with.
Dale Underwood 09:28
Sure, sure. Well, these companies all fit that criteria. They they sold very high end equipment. I came more out of the tech space, so they may not be recognizable to people in the industrial marketing side, this this is a fairly new market for us to get into, but it’s a it’s a great market for us because the industrial sales side is is more of a sales driven market, and that’s really who I like to work with. I’m a salesperson at heart. I like to generate opportunities. For the sales team, these these companies all took a similar approach where they were getting traffic. They had new products coming out, and they simply added our tool to a to a pricing page. So that’s that’s what you’re looking at in those examples. You’re looking at the page that launches our tool.
Curt Anderson 10:20
Yep, and hey, and hey, I know you’re very humble, very modest guy. So Damon and I, we’re gonna do the bragging for you. But Damon, take a look at this, dude. You know, three point million dollar pipeline, $20 million pipeline, 7,000,003.3. I mean, like these are not insignificant numbers here. This is absolutely phenomenal. And Damon, you always talk about like trying to remove that friction, right? Yeah, friction of the buying process. Dell delivers an incredibly powerful look at this: $36 million pipeline, $80 million pipeline. Damon, your thoughts?
Damon Pistulka 10:52
Well, I think again we’re taking the friction out of the buying process by allowing someone to quickly get a response to a request for pricing, and that is something that many, many, many industrial companies have trouble with because you know what should we talk about? What do we do? But the way Dale puts it together with safe price, you can you can easily do this: get pricing to someone on your products, even very expensive products that at least get you to the next conversation.
Curt Anderson 11:24
Yep, yep, and it keeps the conversation going. Keeps that you know, and we always talk about like building that trust. Dale, I’m going to stop sharing my screen and right. And again, before I do, when you go to the website, Dale’s got right on here live self demonstration, and you also mentioned one of our favorite words on the show is digital self serve. So what this tool does, excuse me, it allows your customer to have that digital self serve experience. Joe, could we run into a little demo? Could we get underneath the hood and check out a little demo?
Dale Underwood 11:55
Yeah, I can do a demo from here. That the the this demo is set up to automatically approve requests, which so I just want to draw a quick distinction about how customers might use this. If if you’re a company who only allows your sales team to provide pricing, you know you don’t want to just publish it immediately.
Damon Pistulka 12:19
Yeah, then
Dale Underwood 12:19
you would run this tool in a in a in a manual approval mode, where when somebody fills out a request, the system would text the salesperson who’s responsible for that area. They look at the text. They can look and see who’s requesting it. Then they can approve it. Then the system will generate a pre-formatted email and send an email and pricing to the to the prospect. So that’s typically how most sales-driven companies want to use it. But I do have other companies who really aren’t too concerned about sales team approving it, so they want to automatically approve it. We can set it to what we call auto approve. So if someone puts a request in, they’ll immediately get pricing. We’ve we’ve still captured their information, which is really what we want, but we don’t wait for the sales team to respond
Curt Anderson 13:14
to it. So
Dale Underwood 13:15
the example on the website is set up to automatically approve. I simply I can definitely show that process to you,
Curt Anderson 13:21
yeah.
Dale Underwood 13:21
Let me ask you, which process do you want to see?
Curt Anderson 13:23
Yeah, why don’t you, if you don’t mind, why don’t you pull it up real quick? I’d love to have you. Hey, it’s your, it’s your child, man. It’s your baby. Let’s. I’d love to have have you, you know, show up. But as you’re pulling that up, I mean, this is just fantastic. And Damon, we talk a lot about like that buyer journey, you know. So you get into that awareness stage, right? And as Dale was talking about, like, hey, how do we stop being the best kept secret? Did you get found on search, AI search, or however that customer found you? And then they get into, okay, well, I like what I’m seeing, but I want to go to the next step. And they’re like, what? I don’t know pricing. I don’t want to call you. I don’t want to email you. That’s where Dale comes in and saves a day. So Dale, take it away. Let’s. What are we looking at here?
Dale Underwood 14:02
Yeah. So I’m on our website under our live demo, live self demo, and what we did is we set up a fictitious company that is like our ideal customer profile. Yep. Ace Equipment, and they sell high end. You can see down here in the in the shadow, there they sell excavators, large large equipment. That’s really a a good fit for this type of product. And they’ve wanted to capture. They’ve got good traffic. Matter of fact, a lot of the clients I look at, they have five or 10,000 visitors a month. It’s pretty amazing how much traffic they’re getting. It you know these are big companies that have been around a while, but they were not getting any leads with the contact sales or the request a quote form. So they looked at wanted to do a self service option, and what we said is, let’s first of all, let’s not call it request a quote anymore. This and this is an important point for everybody listening because you don’t need our tool to make this small change in your world. Think about what would make you take action when you see the the button that says request a quote. You tend to hesitate a little bit because you know that’s you’re asking somebody for something, so you’re probably going to get a sales call, right? Right. So we we recommend right off the bat, and whether use the tool or not, to just change that call to action to the word pricing. Now, what’s on the pricing page can be anything you want it to be, but just this change alone will get more people to that page. And here’s a little tip: if you’re if you’re tracking companies like visitor, you’re doing visitor. You can do company tracking. If you add that to this page, you’ll know which companies are looking for pricing for your products without paying for any tools.
Curt Anderson 15:54
Nice,
Damon Pistulka 15:54
yeah, very
Curt Anderson 15:55
powerful right there. And brilliant advice right there, Dale. So whether you’re like, hey, this is a good fit, and I strongly encourage you go to the website, check, connect with Dale on LinkedIn, run through a little self-service demo yourself here. But what a great tip right there! Instead of that request for quote, hey, let’s just get right to the game, man. Let’s price try
Dale Underwood 16:14
pricing, and don’t even change anything else, and you’ll see you’ll see your stats go up on that page almost immediately.
Curt Anderson 16:20
Big conversions, nice, excellent, great tip.
Dale Underwood 16:23
So once they get to a pricing page, if you want to use a tool like Safe Price, what we what we like to do is provide the end user two options. This is the original form that you probably have now. Yeah. Okay. Give them that option because they might want to contact sales. So let’s not cut that off, but we give them a second option, and we we really want to name this as a self-service pricing. We want to make them feel like, hey, you’re going to get this immediately, right? So we put a little bit of text there, and then you don’t necessarily have to have a badge like this. But we find that this this does give the call to action credibility. When they see powered by Safe Price, they’re thinking, “Oh, that’s a third-party product that looks like it’s going to give me exactly what I want safely.”
Damon Pistulka 17:12
Yeah, that’s cool.
Dale Underwood 17:15
Now, if I click on that, this is a live link. It’ll actually open a new window, and now we’re actually into a shopping cart for Ace equipment.
Damon Pistulka 17:24
Yeah.
Dale Underwood 17:25
Okay. And I have some of the types of equipment that would be a good prospect for this this system. But notice that there’s no pricing here. The goal of this is not to give out pricing. The goal is to help the customer request pricing. But we want to keep the control with our sales team. So when I start adding things over here, the price cart starts filling up. And then when I’m done adding the items that I want, now I enter whatever information the client wants to capture. In this case, we’re just doing the basics, and I’ll just put my stuff in here, and I’m in Maryland, so I put Maryland there. That way, this state’s important because that we can route that to the appropriate salesperson. And then when I’ve got my minimal information in here, we try not to ask for too much. Notice that we’re asking for the phone number, but we make it optional.
Curt Anderson 18:24
Nice.
Dale Underwood 18:25
We really prefer the first couple of back and forth interactions to be via email. It’s just much easier. They trust it more, and you’ll find much less friction. So if I click done email pricing, the system now is going to look at that and say, should I send that to sales for approval, or can I automatically send it? And like I said, this request has been approved by sales, and pricing has been sent to your email address. Nice,
Damon Pistulka 18:58
very cool.
Dale Underwood 18:58
Okay, so this is one point: is we’re delivering pricing by email, so that makes it safe for you because somebody can’t send it to you know just put Joe Blow at Gmail in there. It’s not valid. They’re not going to be able to get pricing unless they put a valid email address in. So that’s why we we tend to deliver it by by email.
Damon Pistulka 19:20
Yeah, it’s a good point. And you can actually the the person looking at it too to approve it could look at the email address too. Because if it comes from a gmail.com address, they may not want to give anybody pricing.
Dale Underwood 19:35
That’s right.
Damon Pistulka 19:36
May need to come from a company.
Dale Underwood 19:38
That’s right. And you can mix and match. So what you could do is you could say if someone puts in a Gmail or a Hotmail, a personal, you you you send those to the sales team to approve them. They have to do more research on them. But if they’ve put a legitimate company name in and it doesn’t fit the personal profile, then we’ll automatically approve that. So. Okay, it so it really covers both of those worlds where you trust someone who puts a business email in, but you want the the personal addresses to go to sales for approval. They can both end in the same place. The person getting pricing, but you have a little more control over it. That’s that’s really part of the name Safe Price is for the VP of sales, so he’s comfortable having this tool not give out pricing when when he doesn’t want to.
Damon Pistulka 20:27
Very cool.
Curt Anderson 20:30
Yeah, this is phenomenal.
Dale Underwood 20:32
Yeah. So here’s the email that we typically recommend. This is all customizable, but what we want to do is is let this person, in this case, it’s myself. Let them know that we just we just did what we said we were going to do. We we approved your pricing request as promised. That builds a moment of trust between us and that person, that visitor. We also say this is budgetary only. It’s not doesn’t reflect volume or partner discounts. This is not a quote you’re going to buy from. This is just a ballpark conversation starter.
Speaker 2 21:08
Right, right.
Dale Underwood 21:10
And then this is kind of important. Would you? And now that we have a moment of trust, let’s ask them for something. Can you do me a favor? Can you just reply to this so I know you received it and provide brief answers to questions below. So we’re really getting the ball started with the salesperson on just a couple of of basic questions. We don’t ask for much. We really want to know if they’ve defined their requirements because we want to start helping them shape their requirements.
Curt Anderson 21:37
Yeah, yeah, yeah. And and and Dale, the nice thing is, you do a great job diving in with your client, getting understanding of you know their product, their service, their ICP, you know their their customer profile. So then you can kind of tailor this that the buyer experience for your client. Did we lose Dale?
Damon Pistulka 22:01
I think we did,
Curt Anderson 22:02
man. All sorts, Damon. We’re having all sorts of technical problems today. Yes, am
Damon Pistulka 22:05
I great? Yes. Oh yeah, it’s the day for them, I guess.
Curt Anderson 22:09
It’s good for getting done on
Damon Pistulka 22:10
Monday. Yeah, get them done on Monday.
Curt Anderson 22:12
So, but no,
Damon Pistulka 22:13
this the the safe price is is really quite a tool. I think as you you go across the board and you look at all the different kinds of industrial equipment that are sold. You know everything from street seepers to payloaders to anything you can think of. That I’m missing 10 million things. Yeah,
Curt Anderson 22:30
yeah.
Damon Pistulka 22:31
And you go, all right, this is a great way to do it because if you’re going B 2b sales, and that that initial, hey, is it is it $100,000 or is it $150,000 or $500,000? Yeah, I don’t know. Get me close, so I know if I’m in the ballpark or not.
Curt Anderson 22:49
Yeah, yeah. You know, we’ve had clients with you know major you know CMM machines, yeah, different industrial equipment, and you know these these units get into the hundreds of 1000s of dollars, and you know, and again, just nature of the beast. You know, they they just are not interested in putting their prices public. There’s a lot of customization. There could be different location. I mean, there’s a lot of criteria that goes behind it. And so Dale offers an incredibly powerful solution, you know, for his customers at safe price. On top of it, so Dale is also hey you know what we’ll take while we’re hopefully Dale’s gonna pop back in he also is sponsoring hey here he is
Damon Pistulka 23:28
all right
Dale Underwood 23:28
and that was crazy my hey Dale how are you
Curt Anderson 23:31
dude
Dale Underwood 23:32
Damon did you send some problem through the wire to me or something
Curt Anderson 23:34
I I must have must have been
Damon Pistulka 23:36
contagious
Curt Anderson 23:37
that’s right I’m next I’m next I’m I’m going down next so Dale you’re back with us, dude.
Dale Underwood 23:42
I don’t think I went too much further. I don’t know. I think you guys saw the email. Did you see the what the PDF looked like? The pricing PDF.
Curt Anderson 23:49
We did not. We didn’t get that far. So, yep. If you wouldn’t mind, let’s take a look at that.
Dale Underwood 23:54
Show that real quick.
Damon Pistulka 23:55
Yep.
Dale Underwood 23:57
Sorry about that.
Curt Anderson 23:59
No worries. We’re just we’re just bragging on what a powerful solution this is for you know many hey Damon look who’s here today dude
Damon Pistulka 24:07
Julia
Curt Anderson 24:07
Doctor Julia’s announced Doctor Julia oh my goodness happy Monday to you my friend hey Damon she needs to get back on the show it’s been way too long Julia we miss you we’ve got to geek out we got to have you back on the program here soon and so all right, Dale. Whenever you’re ready, if you want to just go ahead and share that, and I’ll pull it right up. Pull that up. Oh my God! Look at those guys. All right, there we go.
Damon Pistulka 24:30
Okay, got something.
Dale Underwood 24:30
Got something on the screen? Redo.
Damon Pistulka 24:32
See the PDF. Yeah. Yep.
Dale Underwood 24:34
Okay. Good. So I think where we left off is that it just just approved it. We looked at the email, and this is the attachment that the end user gets, that the requester gets, and this is the first time that they see any pricing. But notice that it’s a range of pricing.
Damon Pistulka 24:48
Yep,
Dale Underwood 24:49
and that’s key because we don’t want to disrupt. We don’t know. We don’t know what this person wants, so we don’t want to give them a specific number. We’re not trying to configure it online. We just want. Get the conversation started. So,
Damon Pistulka 25:01
yeah,
Dale Underwood 25:02
this is a very simple thing, but it’s enough to to start the trust.
Curt Anderson 25:07
Right, start the
Dale Underwood 25:08
conversation.
Damon Pistulka 25:10
Yeah, and it’s nice because you know, as an equipment manufacturer, distributor who is ever using this, right? You could put the list, the the retail list price, book price, what everybody sees in a in a more public setting right here, and that’s fine for a starting point.
Dale Underwood 25:28
Absolutely. As a matter of fact, the dealers will like that if the OEM provides an MSRP. I think that’s what we’re kind of talking about. Yeah, because they’ll like that. I, as a dealer myself, wanted that because I would just simply have to discount a little bit below that. And now the customer had two quotes from; they had one from the manufacturer and one from the dealer. So
Damon Pistulka 25:53
yeah,
Dale Underwood 25:53
it’s a great way to set that high bar for the dealers.
Curt Anderson 25:57
Yeah, yeah. This is this is phenomenal. And so now they can go back and forth. And so from the buyer’s experience, you know, now they can like, okay, is they’re accumulating pricing or whatever they’re going to do, or put it in AI, like, hey, who’s the best fit? And what the competitive advantage is for the folks like, oh, I’ll get back to you, and it takes hours, days, weeks to get that quote back. Sometimes what Safe Price just provided was like that instant gratification, instant communication, instant you know starting a relationship, and in the same regard, like hey, if we’re not a good fit, let’s not even go on the second date. You know, like maybe you know sometimes that’s a good process as well. It’s like eliminating like you know this isn’t what we were you know not right where we need to be. You know, so Dale, what else? We’re gonna start. I know it’s been kind of a goofy day, Dale, and we might have to have you back on. But as we start winding down, best way to any any additional things, anything that we didn’t ask, didn’t cover that you want to give a shout out to with your powerful safe price solution.
Dale Underwood 26:55
Sure, sure. Well, the way we started out was stop being the best kept secret is a great fit to complement what we do because you guys will make the you know make the company seen in the marketplace and start driving that traffic, and then we would be kind of on the other side on the website converting that. So I love being on with you guys because we’re such a good fit. The you know the the the front end and the back end, yeah. The way that we we provide our service is, we’ll let a customer run it for 60 days for no charge. So we’ll we’ll help them set the catalog up. They put it on their website because I don’t know exactly how it’s going to work for them. I don’t know how much traffic they get. I don’t know the quality of it. But I’m willing to put some skin in the game, so you can run it for 60 days, and at the end of that time, you say, “Hey, I want to continue, or I, you know, I, I’m gonna try something different.”
Curt Anderson 27:51
Right, right. I’ll tell you, man, that’s putting your money where your mouth is, Damon. 60 days, that’s a very generous offer there. So, Damon, I know it was kind of a little, little goofy. Your thoughts, your words of wisdom that you want to share as we start winding down with Dale?
Damon Pistulka 28:05
No, I’ve always, I’ve always liked the safe price tool. We’ve seen it several times, and and I know we were going over it quick today. I think some people that are interested should go to the website, take a look, drive it yourself, see how it fits, because it is a very cool way to let those those interested people be able to interact with you one more time quickly before you get to the exact price of what something’s going to be.
Curt Anderson 28:31
Yeah, and you can catch. And Dale is a proud sponsor of the Industrial Marketing Summit, which is coming up in 2027 in Austin, Texas. Yeah, check out the Industrial Marketing Summit, Dale. What do you? Anything that you want to share as far as the Industrial Marketing Summit goes?
Dale Underwood 28:44
No, it’s just awesome. I mean, if you can, if you can get there, you know, go enjoy. I’m not sure if I’m going to be able to make it this year, but I’ll be there in spirit. But I always still like to sponsor it.
Damon Pistulka 28:57
Yeah,
Dale Underwood 28:57
because I think it’s just an incredible community. I’m I joined the Gorilla 76 has their they have a marketing a webinar every two weeks
Damon Pistulka 29:07
yeah
Dale Underwood 29:07
and you know twice a month and I’ve been in part of that for three or four years so just the whole team you guys True Marketing and Gorilla 76 do an amazing job
Curt Anderson 29:17
yeah so check out the Industrial Marketing Summit as a matter of fact, Damon, we if if you register up, I’m going to put it in the in the comments. We have a little discount code for folks. So if you want to go see DL, check out Safe Price. You check out our friends at Industrial Marketing Summit. I’m going to have a little discount code for you, and it’s it’s significant. So we’re going. I’ll have that in the comment section afterwards. Dale, you know what, Damon? We used to have a question that I used to ask, and so we’re going to bring it back for our friend Dale. Dale, dude, what were you doing in 1980? You got a wonderful little story here now, and I’m going to tie it in, Damo, with our. I always like to ask, what’s your walk-up song? So, Dale, in 1980, if I were to ask you, what’s your walk-up song? Do you have a video that you want to share? By any chance, Dale? Sure. You want to
Dale Underwood 30:02
share? You want me to share? You want to do? Yeah. Why
Curt Anderson 30:03
don’t you Why don’t you go ahead and pull up that video, real? Why don’t you share that video, Damon? So I’m gonna give you give you. I’ll give you one guess. What what band would would would Dale have for his walk up song? Do you want to throw one on the wall? Just 1980. No idea. 1980. And it’s a band. I know it’s a band that you like, Damon. You ready? You you ready for this? I got
Dale Underwood 30:22
it queued up here. Let’s see if it’s is it gonna play? Let’s see.
Curt Anderson 30:26
I got it. Hang on, half a second. I’m gonna pull it up right here. Hopefully the audio
Dale Underwood 30:29
comes through.
Damon Pistulka 30:42
That’s awesome.
Speaker 3 31:04
Oh, that sounds like
Curt Anderson 31:05
plastic or what, Damon? That’s so. Dale, Dale created that for us. A little ACDC back in black. So, Dale, dude, thank you. Appreciate you more than you can imagine. We wish you just massive monster success. Strongly encourage our friends out there. If you’ve got major equipment, big pricing, kind of feeling a little bit behind the curve, Dale has a magic wand. He’s got the answer for you to get into a really powerful competitive advantage. Dale, I want to thank you. Hey, I, you know what, Damon? I’m sorry, I got one last question for you because we got to cut short a little bit. Dale, what’s the best business advice that you’ve ever received as an entrepreneur that you’d like to pass along to our friends out there. Best business advice:
Dale Underwood 31:43
fail fast, fail cheap,
Curt Anderson 31:46
fail fast, fail cheap, and get your pricing out there too. Hey, and and hey, Dr. Julia says yes. Yes, Julia, I’m going to drop you a note, my friend. We need to reconnect. So, all right, Dale, thank you, brother. Hang out with us for one second. Appreciate you and everybody out there. Go out and just keep absolutely crushing it. God bless you, and we will catch you next time.
Dale Underwood 32:04
Stay back in black now. No red ink on that on those financials. That’s right. Pay
Curt Anderson 32:08
back safe price keeps you in the black back in the black. So all right, there you go. All
Damon Pistulka 32:13
right, guys. Thanks everyone.