the first question comes from bev. >> what a cheery question. >> well, it's in honor of halloween. >> it's a deadly important issue. >> we can extend this out, how do you up sell your customers. they are buying the cheapest thing. how do she get them to do more. >> you don't want the mish to pass away -- >> oh, this is going to be a day. >> the funeral service is different, but not different than what a consulting business is. you lose a loved one, and the last thing you want to hear is a marketing pitch from a funeral director selling more services or products, and it has to be a genuine approach at the beginning of the consultation