Lend Me Your Ears: How Listening Yields Additional Business

Posted on by Scott

buddha-statue-546458_640I was just about to nod off when I heard the noise. Instantly awake, I sat up in bed and strained my ears for any sound. As my mind settled, I became aware of every creek and pop. I could hear the even breathing of my dog, Spencer, at the foot of the bed. I could hear the ticking of the clock hanging in the next room. And I could hear the rustling of the branches on the tree outside my window. The sound that had startled me turned out to be a neighbor getting home late.

It’s surprising what you can hear when you stop and listen. Put aside all the distractions and suddenly even subtle cues come through loud and clear. What’s sad is that we rarely settle down enough to hear clearly. If we made an effort to listen more closely, we might pick up on a few things our customers are trying to tell us.

During any given interaction, a customer could be providing you with one or more cues – hints that, to the attentive ear, suggest opportunities for additional business. Customers are often ignored following their initial purchase. Oh, any subsequent maintenance is handled appropriately, but little attempt is made to determine additional needs. Attention has shifted to locating the next potential prospect.

Most salespeople chase transactions, not relationships. With such a narrow focus, it’s easy to overlook secondary cues and leave the relationship only partially explored. Listen carefully, though, and you’ll find that existing customers often have additional needs, responsibilities, wants, and dreams. Think about it, and you just might be able to help them.

The key to picking up on these cues lies in listening, but most of us have forgotten how. Real listening involves more than just our ears:

  • Listening involves eliminating distractions. You can’t really listen if you’re working on your computer while the customer is talking. You can’t listen if you’re checking for texts or updates on your smart phone. And you can’t listen if you’re eavesdropping on your coworker’s ongoing conversations. Listening requires turning away from competing noise.
  • Listening involves settling your mind. You can’t really listen if your thoughts are on other projects or interests. You can’t listen if your brain is busy trying to figure out the solution to some kind of personal issue. And you can’t listen if your focus is on determining what you will say next. Listening involves clearing your head of competing thoughts.
  • Listening involves focusing on the customer. You can’t really listen if your primary concern is completing the transaction. You can’t listen if your attention is on closing the deal. And you can’t listen if your more interested in what come next than what’s happening now. Listening involves being fully present in the moment – your customer’s moment.

I’ve certainly sleepwalked through my share of customer interactions. There’s no doubt in my mind that I missed a number of cues that would have led me to more meaningful relationships and additional business. Had I eliminated distractions, settled my mind, and focused on what the customer was saying, we’d have both been better off.

Going forward, I’m going to be more intentional about how I approach listening. It may take a while, but like any skill I’ll get better at it with practice. I owe it my customer and my business to do so. Hopefully, I won’t sit up at night wondering what I might have missed.

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80% of Your Growth Opportunity Lies Behind This Door

Posted on by Scott

door-e1456723457887A few years ago, there was a reality show that featured emergency personnel competing against each other in a variety of events designed to challenge their strength, speed, and ingenuity. One episode in particular stands out in my mind. A group of firefighters went head-to-head until only three were left to face the final test. The contestants had to navigate an obstacle course. The man who finished in the shortest amount of time would be crowned the winner.

The final obstacle on the course was a trio of doors the firemen had to get through in order to cross the finish line. The first contestant sped through the course, lowered his shoulder, and attempted to smash through the first door. It held. He then tried to kick his way through. Again it held. Finally, using an axe, the burly man was able to hack his way through that first door. Then, already exhausted, he slowly chopped his way through the second and third doors while the clock ran.

Contestant number two, having watched all of this from the sidelines, didn’t waste any time trying to muscle the doors open. He immediately picked up the axe and began swinging. His time was much better than his predecessor, but he too slowed considerably as the physical effort took its toll.

The last firefighter confidently made his way through the course, posting a similar time as the first two until he reached the first of the doors. He picked up the axe, drew back to deliver his first blow, and then paused. He let the axe slide to ground, reached out his hand, and turned the knob of the unlocked door before walking through it. The next two doors proved to be unlocked as well and he won the competition easily, having barely broken a sweat.

I don’t know about you, but I often wrack my brain looking for the best solution to a problem, only to realize the answer is right in front of my face. While my focus has been on crafting a complex, often taxing strategy, a much simpler solution has been available all along. I just didn’t know where to look.

This is the route many of us take when looking to grow our business. We instinctively focus on difficult, time consuming, expensive strategies. Too many times, these efforts offer a horribly low return.

What if I told you that there’s an easier path to growth – one that’s been sitting in front of you all along? What if there’s a group of buyers just waiting to respond to your offer if you’d only recognize them and extend your hand?

The group I’m taking about is your existing customer base. Studies show that, for a great number of industries, up to 80% of your growth opportunity lies with existing customers. Instead of fighting for outside prospects, look inside to find your reward. Your most promising audience is comprised of those you’ve already done business with.

Think about it. Your customers have already made the decision to do business with you. They don’t have to be alerted to your existence or convinced to give you a try. They already know you possess a certain amount of expertise. Your customers already know who you are and how you work. The learning curve is short and trust is high, otherwise they’d have left for a competitor by now.

What your existing customer base may not know is how you can help them beyond the initial transaction. You can’t assume that because they bought one product from you they automatically know that you have additional solutions to offer. And if your original interaction took the form of a transaction rather than the start of a relationship, you probably didn’t do much to help them see beyond that particular transaction.

The onus is on you then to reach out, identify other potential needs, and then educate those who already trust you on the additional skills, expertise, and products you bring to the table. Remember, you are the expert. You have to be the one to make the effort. But since the hard part – establishing that initial trust – has already been done, the effort to extend the relationship doesn’t have to be taxing.

Over the next couple of weeks, I’ll share a few strategies for reaching out to this gold mine of potential. I’ll explore the concept of customer cues and clues – bits of insight that indicate opportunity is knocking. And just like the winning firefighter from my opening story, we’ll see just how easy it can be to open the door to those opportunities.

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Can You Hear Me Now?

Posted on by Scott

My wife and I were reminiscing recently about the early days of our marriage. In November, we’ll have been married 24 years and we’ve both changed a lot since saying “I do.” Sure, the physical changes are the most obvious; but most significant are the changes in how we treat each other. I must admit though, I’ve had to change a lot more than she has.

For example, I distinctly remember a conversation we had one afternoon just a few months after our wedding. I came home from work late and still had events of the day on my mind as I walked through the door. Susan immediately began telling me about her day. She followed me through the house as I pulled off my jacket and tie, quickly moving to put on comfortable clothes.

Suddenly it dawned on me that the pace of Susan’s speech was increasing. She talked faster and faster until the words practically jumbled together into nonsense. She finally stopped to inhale, gasping for breath. I looked at her and asked “Why are you talking so fast?” Her response hit me like a ton of bricks. “I have a lot to tell you, but I know that any second you’re going to tune me out.”

Wow. Before me stood the person that most mattered to me in the world and within weeks of promising to give her everything, I’d managed to renege on that promise. All she needed was for me to listen – to give her a few minutes of undivided attention – and already I’d proven unable to do it.

We humans have a listening problem. Our ears work; we hear just fine. It’s listening – an activity that takes place in the brain – that seems difficult.

Listening is often touted as a key sales skill; but it goes much further than that. Listening is a key customer service skill. It’s a key leadership skill. It’s a key relationship skill. It’s a key life skill. And as simple as it sounds, we struggle to get it right.

We live in a busy world. Information bombards us from every direction. People and email and social media all vie for our attention and there just doesn’t seem to be enough time in the day to get it all done. So we multi-task. We eat lunch while we read through email while we listen in on the conference call while we “listen” to the person that just walked into the office. But we’re fooling ourselves. Multi-tasking makes us feel better by allowing us to cross off more items on the to-do list. It helps us “get things done.” But it doesn’t help get things done right. Studies have actually shown that dividing our attention makes us less efficient than focusing on one task, or one person, at a time.

The real victims are those on the other end of the exchange. People can sense when they don’t have your full attention, just like my wife did. They can tell you’re preoccupied. And it makes them feel horrible. You’ve been there. Remember the last time you tried talking to someone who wasn’t really listening? How did it make you feel? Unwanted? Unwelcome? Unworthy?

So how do you practice listening? How do you let me know that you’re really paying attention? Let’s start with three small steps:

  1. Make time for me. Is now not a good time for us to talk? Then tell me so. Suggest a time when we can speak without interruption. I want your attention. I need you to listen to me. And if I’m as important to you as you say then you’ll make one-on-one time a priority.
  2. Look at me. Put down your cell phone. Turn away from the computer. Stop pacing around your office searching for a file related to the next meeting on your calendar. Scrape the daydream glaze off of your face and point it in my direction. If your eyes aren’t focused on me, then your brain isn’t either.
  3. Participate with me. Listening is not a passive exercise. It involves asking questions, clarifying, and even offering information. Body language and nonverbal matter. Head nods and robotic “uh huhs” are sure signs that your attention is elsewhere. Listening requires involvement.

I am your customer. I am your employee or coworker. I am someone significant. And what I have to say is very, very important. Are you listening? Do I have your attention? Can you hear me now?

Runnin’ With the Devil (In the Details)

Posted on by Scott

van halen 1984

In just a few weeks rock legends Van Halen kick off their North American tour. This is their first round of shows in several years and features original lead singer David Lee Roth. As you can imagine, fans of the original lineup are exited (even though bassist Michael Anthony has been replaced with Eddie Van Halen’s son Wolfgang). Tickets are selling fast and the band has already had to add additional dates to the tour.

As a child of the seventies and a fan of rock & roll, I grew up with Van Halen playing on the radio. It’s with only a small amount of embarrassment that I admit I was part of the band’s official fan club back in the day (I think I may actually still have my membership card somewhere). So I was pretty well versed in all things Van Halen.

Like many music celebrities, the band was known for their extravagant shows and eccentric behaviors. Stories abounded about the odd demands found within their appearance contracts. One of the more notorious involved their choice of snacks. Hidden within the detailed instructions regarding stage setup and light rigging was often a requirement that a bowl of M&Ms be placed in the dressing room – with all of the brown M&Ms removed. If a single brown piece of candy was found in the bowl, the band would demand a step by step review of every aspect of the show’s set and equipment. Rumor has it that Roth once trashed a dressing room, causing thousands of dollars in damage, after brown M&Ms were discovered.

It sounds like just another example of diva-like behavior from self-absorbed musicians, right? Or was it?

As Roth explains in his autobiography, this specific contract rider served an important purpose. Van Halen put on a complex show that involved lots of heavy equipment with very specific setup parameters. Sloppy work by venues at some early shows had led to several accidents, some of them nearly fatal. The M&M request became the band’s way of verifying crews had followed the necessary specifications. If the bowl of M&Ms was missing, or included brown candies, then something more critical was likely to have been overlooked as well.

How you handle the little things determines how you handle the big things. Indeed, the little things often are the big things. But unless you have some way of measuring attention to these details, problems may not surface until it’s too late. Attention to detail only makes sense if the details are taken care of. So you have to inspect what you expect.

What are the small things your team needs to execute well? What are the seemingly insignificant details that make a big difference in providing superior experience or achieving growth goals? And most importantly, how will you inspect what you expect?

 

What’s Your Strategy?

Posted on by Scott

point-a-to-b2Well, the first quarter is over. Finished. In the books.

How did you do?

Did you make budget? Did you reach your goals? Did you meet the expectations set by your organization, shareholders, customers, and employees?

Did you accomplish the things you set out to achieve? Did the strategies you put in place pan out like you thought they would?

What’s that? You didn’t have any strategies? Oh…

Too many leaders navigate their way through the year without a strategic plan. This is a mistake. You may have goals, but without a strategy, you have no clear path to achieve them. You have no idea how close you are to the finish line. You have no way of knowing whether or not you are headed in the right direction until the final numbers come out. In short, a goal without a plan to achieve it is just a dream.

Perhaps you achieved your goals. If so, congratulations. But how do you what activities resulted in the victory? How do you know you didn’t just get lucky? Operating without a plan is like going on vacation without consulting a map. Having a clearly defined plan for achieving your goals gives you control over your destiny. And which would you rather do … wander around blindly, hoping for the best … or execute a strategy that’s designed to provide the results you want?

That’s what I thought.

How about we approach the second quarter with intention? Let’s put together a set of strategies – a plan – that will get us where we want to be. Here’s how…

1. Clearly define the results you are after. Start with your annual goal. Subtract the gains you’ve made year-to-date (or subtract your losses) to get a true picture of the mountain you have left to climb. Now break that goal into smaller, more manageable chunks. I like to focus on 90 day increments. That’s long enough to implement some fairly detailed tactics, but about as long as you can keep people focused on a specific initiative. And you need your team to stay focused. Plus 90 days will get us to the end of June – a perfect time to regroup and refocus.

2. Develop a set of strategies to address the goal. With your 90 day goal(s) now in mind, it’s time to devise your strategy. Pull your team together and share one of your 90 day goals. Now lead a brainstorming session to generate a list of actions the team will engage in over the next three months. It’s important that everyone participate in this meeting. You want as diverse a group of people as possible. How can you expect to uncover new ideas if you don’t entertain new perspectives? Make sure to use the SMART Goal formula to refine each idea. (I’ll write more about brainstorming and SMART Goals in the near future.)

3. Execute your plan. The best strategies are useless if they aren’t implemented; so get moving. Every day counts and 90 days will be over before you know it. Delegate responsibilities, allocate resources, and provide the necessary motivation/accountability. Don’t assume that communicating the plan once at the beginning of your initiative is good enough. Most people require regular communication to stay engaged. Our tendency is to wander off track, so need something, or someone, to pull us back in line.

4. Lather, Rinse, Repeat. After 90 days of focusing on your strategic plan, it’s time to start over. Assess your progress to determine if your strategies have been successful. With a new goal in hand, reconvene the team to discuss the next 90 days. What strategies have been successful? What can be done to make them even more so? Conversely, what strategies failed? What can be done to salvage or replace them?

We all need goals to help move us forward. A properly designed goal provides a target to work toward and a measuring stick for performance. But unless the goal is accompanied by a well thought out strategic plan, it’s hard to know the way forward. The absence of a plan means you’re left with luck as your strategy. And I don’t know about you, but I’d rather not depend on that.

If all of this sounds intimidating, or you’d like some assistance developing good strategies, give me a call. I’d love to help.

Try It Before You … Sell It

Posted on by Scott

business bagMany products today come with a “Try it before you buy it” clause. That is, you can try the item (typically software) for a period of time without paying before you decide if it offers enough value to for you to make a purchase. It’s a great way to assure customers that their money won’t be wasted – that their faith in the company is not taken for granted.

But in most cases, testing the product out before taking the plunge isn’t an option. Prospective buyers have to rely on advertising material, product reviews, and the opinions of past customers. Even then, making a purchase untested can be a scary proposition.

What customers really need is an advocate; someone on the inside whose job is to look out for their best interest. And that’s where you come in. As a representative of your organization, you are in the perfect position to match the needs of your customer with the features and benefits provided by your products. You just have to embrace the role.

Successful salespeople possess superior product knowledge and understand that fulfilling customer needs leads to success. When you can draw upon your knowledge and experience with your company’s products to make a customer’s life better, everyone wins – the customer, the company, and you.

Sadly though, too many salespeople possess less-than-optimum product knowledge. You don’t have to look very far to find restaurant servers who have never tasted the food on their own menu, car dealers who can’t explain the features of the model in question, and bankers who don’t understand how their institution’s internet banking service works.

There’s simply no excuse for not knowing at least fundamental information about each of your organization’s products. Even if your primary job duties don’t involve selling, you need to be prepared for the eventual questions. Every employee should be ready, willing, and able to represent the organization when the opportunity presents itself.

While there are numerous ways to learn about your products, nothing compares to hands-on experience. Only by tasting the food, driving the car, or navigating the website can you speak confidently about the features and benefits of the product. Customers trust an expert’s opinion. And they can see right through someone who’s faking it.

So if you’re ready to up your game, take the plunge. Spend some one-on-one time with the products on your menu. Your customers will thank you for it.

 

How to Sell a $25 Doughnut

Posted on by Scott

SONY DSCWhat does a doughnut cost these days?

A dollar? Maybe less?

Would you believe I once paid $25 for one?

Now before you get the wrong idea, let me stress that there was nothing special about this doughnut. It wasn’t some gourmet creation made with organic ingredients or a super-secret recipe. No, this was just an ordinary, run of the mill, twelve-to-a-box doughnut. It didn’t even have sprinkles on it.

So why would I pay $25 for something so boring; something that’s essentially a commodity?

Here’s a hint: It wasn’t about the doughnut.

You see, this particular doughnut was provided by my oldest son’s school several years ago. The annual Grandparents Day Celebration was coming up and they needed items to offer at an associated fund-raising auction. In exchange for $25 (or an auction item worth at least $25), I could join Andrew for a parent/child doughnut breakfast.

Obviously, I could have taken my entire family out for doughnuts and spent a fraction of the money. But as I’ve already mentioned, this purchase wasn’t about the doughnut. It was about the experience.

There are a handful of organizations selling truly unique products out there. They have the luxury of letting the uniqueness of their product or service speak for itself. The rest of us sell – in one form or another – a commodity. And when you sell the same thing any number of competitors do, you have to approach things differently. The challenge isn’t how to explain your product. The challenge is how to explain what makes your product different; what makes it better.

The key is not to sell a product, but an experience.

Life is made up of experiences. And any interaction with you – your products, your staff, your brand – is an experience. How can you make each one of those experiences not just positive; but desirable? How can you create an experience that people won’t just pay for, but will pay a premium for?

That’s the challenge.

I didn’t pay $25 for a doughnut. I paid $25 for breakfast with my son. I paid a premium for the experience this particular doughnut provided. And I paid it gladly.

Give Thanks. No, Really Give It!

Posted on by Scott

thank you wordleTis the season to be thankful, right? By now you’ve probably read a number of Facebook posts or newspaper articles about the origins of the Thanksgiving holiday; so I won’t bore you with those details. Suffice it to say that the fourth Thursday in November has become the traditional day of the year to express gratitude for the blessings you enjoy. Now, obviously, you should be thankful throughout the year, not just on a particular day. Thanksgiving is just the day we set aside time to really think about it.

But what about those other 364 days of the year? Shouldn’t we make a special effort to express our gratitude every day? Don’t you like it when someone tells you “Thank you” or goes out of their way to show appreciation for something you’ve done?

Author and speaker Stephanie Chandler thinks so. She’s compiled a list of 12 Ways to Thank Your Customers. These are all pretty basic ideas and most of these suggestions have been discussed in our basic sales & service training classes. See how many of these you already have in place.

  1. Greeting Cards. Think of all the major, minor, and wacky unofficial holidays on the calendar during the year. Why not send out a card to celebrate with your customer?
  2. Personal Notes. Forget the email or form letter. Pull out the stationery and a pen. Now write a few short lines that mean something personal to your customer.
  3. Invitations. Call up a customer and invite them to come in for some face-to-face time. Call it a portfolio review or research study. Spend some quality time listening to your customer and see what a huge impact it makes.
  4. Small Gifts. They don’t have to be lavish or expensive. They just have to say “I was thinking of you.”
  5. Food. We like getting food at work right? Why not return the favor?
  6. Gift Cards. Know what your customer likes? Get them a gift card to their favorite store or restaurant. Don’t know what they like? Try Amazon!
  7. Referral Rewards. When a customer thinks enough of you to refer new business your way, it’s time to say “Thank You!”
  8. Reverse Referrals. I’ll bet your business customers like to receive referrals too.
  9. Customer Appreciation Days. Plan something around Founder’s Day or Customer Appreciation Week. Or just choose some arbitrary day and make it special.
  10. The Gift of Information. See an article or book you think might interest your customer? Why not send it their way with a special note?
  11. Host Events. Hosting an open house or cook out is an easy way to show your appreciation.
  12. Life Events. Did your customer receive a promotion? Did a son or daughter graduate? Did they get married, open a new location, or close a big sale? Let them know you noticed.

There’s no rocket science involved here. The key is to develop an attitude of gratitude and perpetuate it all the time – not just once a year. And if you don’t currently have an active “appreciation strategy,” now is the perfect time to start. Just pick one of these ideas and get to it.

I think it’s also worth mentioning that most of these suggestions also work for coworkers. That’s another group just begging for some appreciation. Whew, I don’t know about you; but I’ve got a lot of work to do.

Happy Thanksgiving!

P.S. Got a great way of saying “Thank you?” I’d love to hear about it.

Winning From Behind

Posted on by Scott

Bobby Thomson - 1951 New York GiantsFall is in the air, and that’s good news for baseball fans. It means playoffs are here and the 110th World Series is in sight. Wild Card are tomorrow and the Division series start this week.

Baseball is a classic game and, like many sports, makes for great stories. Some of the best movies revolve around baseball, but some of the best sports history moments come from actual baseball games. I’m not a huge baseball fan (I think I played one season of little league), but I do love a good story.

One of the most interesting to me is the story of the 1951 New York Giants.

The Giants had endured a horrible year. Coming into August, they were 13 ½ games behind the Brooklyn Dodgers, who led the National League. Everyone figured their season was finished. No team could possibly hope to overcome such a deficit.

But then, inexplicably, something changed. The Giants somehow found new life. Teammates challenged each other and each player vowed to give everything they had through the home stretch. They won 16 games in a row. By October, they had managed to tie Brooklyn for the lead, winning 37 out of their last 44 games.

New York and Brooklyn split the first two games of the playoff series – the first ever in National League history. It came down to the third and final game of the series. The winner would become league champions and go on to face the Yankees in the World Series.

That game didn’t unfold as the Giants had hoped. By the ninth inning, they trailed 4-1. Fans began heading for the exits as Brooklyn prepared to pitch for the game. Three outs and it would all be over.

But once again, the Giants rallied. A couple of singles and a double moved the score to 4-2, with runners on second and third base. Outfielder Bobby Thomson, a fairly consistent hitter, came to plate and rookie Willie Mays moved to the on-deck circle. The Dodgers sent in relief pitcher Ralph Branca – presumably to walk Thomson so he could pitch to the rookie.

Somehow, Thomson connected with the second pitch, sending it into the left field stands. It was ‘the shot heard ‘round the world,” and the underdog Giants were now the National League Champions. Fans stormed the field. Radio announcer Russ Hodges screamed “The Giants win the pennant!” He kept screaming it until he lost his voice. The celebration continued for hours.

How does your team react when the odds are against them? We’re about to enter the 4th quarter of 2014 and many who read this are behind on their annual goals. For some, the deficit may seem too huge to overcome. Is it time to cut the losses and hope for a better 2015? Or is it time to refocus and reenergize?

Time and again, history has shown that the greatest champions aren’t those who coast to victory. The real champions are those who overcome the odds – those who find a way to win when the game is on the line. Those are the victories that mean the most.

Of Pirates & Doughnuts: Turn Your Next Transaction Into an Experience

Posted on by Scott

imageDid you know that Friday was “International Talk Like a Pirate Day?” I wouldn’t be surprised if you’ve never heard of it. After all, it’s not an official federal holiday. There was no big retail push and banks were open for business. I almost missed out on it myself.

International Talk Like a Pirate Day started as an inside joke between two friends – John “Ol’ Chumbucket” Baur and Mark “Cap’n Slappy” Summers – from Albany, Oregon. According to the official website (www.talklikeapirate.com), the two were playing racquetball when one of them responded to an injury by shouting “Aaarrr!” They decided then and there that everyone should take one day out of the year to talk like a pirate and claimed September 19, 1995 as the inaugural celebration. It’s gained in popularity every year since.

I learned about the celebration a couple of weeks ago when I stumbled upon a promotion from Krispy Kreme Doughnuts. They promised to give anyone who came in and talked like a pirate a free doughnut. If you went so far as to dress like a pirate, they gave you a free dozen doughnuts. So on Friday, my daughter Abby and I stopped by our local Krispy Kreme and walked out with a free box of doughnuts.

What a great promotion by Krispy Kreme. In a time when so many businesses are struggling to attract customers, they found a way to draw people in. And, they adhered to the three elements of a viral campaign I mentioned a couple of weeks ago. All it took for me to participate was a doo rag and an eye patch. I laughed along with the employees and other customers who chose to come in. And because Abby was with me, we now have a great father/daughter memory to share.

What I particularly liked about the Krispy Kreme promotion was the way they involved the customer. Instead of simply issuing a coupon, they asked customers to join them in celebrating. This transformed the act of buying doughnuts from a routine business transaction into a shared experience. It didn’t matter that the holiday wasn’t official. The holiday merely provided an opportunity for some magic to happen.

We typically think of our time with the customer as a transaction rather than an interaction. But any business can conduct transactions. Think about how many places there are to pick up doughnuts. When you move from transaction to interaction, though, you give the customer something extra – something they can’t get anywhere else. Your product may be a commodity, but you aren’t. Customers can’t have the experience of interacting with you anywhere else.

Every time someone walks through your door is a chance for something special to happen. You have the potential to create a shared experience, and a reason for them to come back. Now that’s something to celebrate.