the first question comes from bev. we own a full service funeral home. after much research we expected the cremation rate to be 65%. it's 98% with customers doing a straight cremation with no other services. how do we get families to honor their loved ones? >> what a cheery question. >> it's in honor of halloween. >> it's a deadly important issue. >> yeah. >> look, we can expand this out which is how do you up sell your customers? she's getting -- they are buying the cheapest thing. how does she get them to do more. >> you don't want to issue to pass away. i have been thinking about this. the funeral business is different. it's not so different than a consulting business. think about yourself. you lose a loved one. the last thing you want to hear is a marketing pitch selling more services or products. it has to be a genuine approach at the beginning of the