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