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The Secret to Getting Better CustomersThank you. I am happy to be here. Before I start, I want to share with all of you, but my goals would be for today's hour that we will spend together. The first, I wrote this book a few years ago, based on the struggles that I had and in working with other business owners how I was able to make my business into one that was not only more profitable but much more joyful to be in. My first goal for today is I am hoping that you will get a little bit of inspiration to recharge your business if you have been at this for several years, or for those of you are just starting or joining about a new business, maybe you can gain some of these learning tools so you do not have to learn the hard way. The second goal I have is you will have a few actionable items that you can walk away with. Inspiration without action is not so useful. For today before we start, I want you to sit back, have a piece of paper and a pencil where you can capture the great moments, one thing that SCORE has been very generous in providing with you, is under the handouts section, you will get a copy of the slides, and you can get a copy of the e-book that I wrote originally that goes with this presentation. You will be getting -- you'll get a series of templates and tools, you can see this little Post-it note pop up when I referenced one of those, those are blank and you can fill them in with their own business as you working on your business and after you have gone through this conference. For now, I want you to do is to note these kind of A-ha moments that you have as I go through different stories. So write down these moments and a couple of items that you really think you could do to get started. If you walk away with a couple of actionable items and some inspiration, I will be happy that I did my job. Let's get started. The first thing we will talk about is why are we talking about better customers. Do we need more customers? More is not always better. The first thing I want to point out, customers each and every customer, cost you. And can cost you in more ways than are obvious. First, the actual money you spend for your marketing and sales campaign. You may have to spend money on Google ads, you may have a social media person, you may pay commission to a salesperson, you may have distributors, partners, there is money you shell out each and every time you get a new customer. The second thing which is many times even more important is there is a time element to every customer you get. You, as the owner of the business, you're the most likely person to sell your product. You are the most passionate and you know the best. Which means a lot of times new customer acquisition will fall on you. It will take your time and your time is definitely finite. Therefore, you have to think about that about the time that you're spending when you're getting new customers and with the opportunity is. The next item is that when you get customers especially those that are not a very good fit, is the morale factor. You feel frustrated you might be getting less complaints, this customer may be yelling at your employees and causing them to feel bad, it is not only ways that can wait on you on the cost that comes after the fact we just think about what a bad experience this is. All these costs they are important, the biggest cost you can have from having to have the wrong fit, is the cost of the division why you started your business in the first place. Most of us start our businesses because we had this passion or vision of what we want to be and we want to work with like-minded people. When we don't work with clients or customers that share our vision, it erodes us so that cost can really get considerable. Here are some additional fun facts on growth. The first is that all dollars are not green. What do we need? It means you can get a lot of customers but you can actually also lose money by having those customers that those customers are not profitable. One thing that is interesting is that there are some studies look at why tech companies fail. Of the 90% of companies that end up not being successful, the biggest reason is not because the technology is back, or because they did not make the marketer, the biggest reason was that they prematurely scaled. They grabbed too many customers and gave away the business to quickly and did not figure out have to be profitable. Another interesting fact that we will go over is that it is four times easier to sell to an existing customer than to acquire a customer. When you look to grow your business, growing with the customers that are good customers by selling a more, it will be your best bet. Unfortunately for most small business owners, most of them are not tracking customer retention. And looking at how many of those customers repeat with them and stay with them. This is an important number we will talk about. Another good practice to know the 80/20 rule, for many of us, 20% of our customers are actually producing about 80% of our profits. Maybe even that have failed so when we look at those and we hone in on those 20% are, that's how we can really turbocharge things. This is another fact that was astounding to me, not only do we want to look at those 20% of customers that can grow our business, we also want to look at up to half of our customers may not actually be buying enough from us in order to sustain operations. We are paying out more for them than we are in getting income from them. Based on that, we will talk about what do we mean by better customers. This was a bit of a revelation to me, when you look at starting your business many of us think, I have to take everybody that comes in the door. I cannot afford to be choosy. I have to pay my mortgage. I want this to be successful. The problem is that by taking anything that comes in the door, you actually if you are taking a people that don't value who you are, you don't have a business in the long term. At the end of the day, this is about someone valuing what you have to sell. If they don't value it by paying you and referring you, then basically it is unsustainable. Once you look at that where you want to focus on more the better customers that really value what it is we are trying to do. If you put this in a term, I can take a picture of your favorite customer that you might have. They are the people that really love you, they love what you trying to do and your product and service is good. They get your vision. They are your best sales people they refer you all the time to new people. They honestly tell you when you screw up and what you can do to improve things. Probably most importantly they pay on time. And they may even not only repeat purchases from you but suggest when you should up their prices. Basically if you have that picture that is the kind of better customer that you're looking for. Now that we have this definition of what we mean by better customers, how do we define who is your better customer for your business? As we mentioned, they'll customers are equal. The first thing you want to do is you want to divide the kind of customers you have two buckets. There's a lot of ways to do this, when I first started looking at this problem, I was getting more customers from a marketing consulting business and I was working with a colleague who has a finance and accounting background. She was telling me about how you can slice your clients and look at the profitability by client, that was a real revelation. We started to look at classifying our customer base, into different groups. It is easy to attach that. For some of us the grouping may be selling to the government or selling to business and we may told -- sell to consumers. For selling products maybe some of the product we sell directly online others are at a brick-and-mortar store. Others might be through a distributor. For some of us it might be that our customers are in different industries. That may be something interesting to note, they may be different sizes. If it is a company the size of the company, if you sell to an individual it may be worth their wealth index. >> For all the kind of demographics, age, gender, location of companies, things like that, you can measure. You want to look at one of the groupings that you would have other customers that will fall logically. This is a particularly funny picture that I thought would be interesting. Not all customers are the same. Now we will do the job of measuring who the better customers are. This is a customer order. This is the first tool that will talk about, this is a very simple spreadsheet, you can use this as a way to download your customers that you have had over a particular set of time. You would have your customers and you would classify them maybe by how long you have had them, how much they have bought, but most importantly you want to be looking at their profitability. If you track your time, that's a really important thing if you do one thing to start doing. Track your time and the people you are spending per customer. That will get at the cost that it is making on your business. If you fill all this out to look at profitability, you can look at where it came from. At the end in the red column what you will find is an overall waiting for your customers. What do I mean? It means that you will sort of grade each of your customers by a A, they are the ones you love. They will be those that don't complain, they pay you on time, they refer you to other people, the repeater purchases a lot. And they give you great advice. That might be the capital available customer. Let's talk about maybe a P level customer. These are customers that often are constantly hammering you on price. They are questioning your value, they're trying to get you to cut your prices, they are criticizing, they find fault with everything you do. In some cases, they are not very nice to you or to the employees. In this case you have these very negative customers, and you want to look at who they are, and pacify them as a capital E. Will talk about later about what would you do with those customers but for now, what you do with the customer audit is you list your customers over a period of time and by looking at the characteristics and being a bit objective, you go through and you actually give them a grade. Will talk about what we want to do with each of those grades. This is the first step. What about those of you who have thousands, tens of thousands of customers maybe have an online business, you can still go through this exercise but you classify people into particular groups. You can have people that are in your online store, people will buy a certain type of product, you can break them up in other ways to look at them as a group and rate a particular group. That is the first step we will have the customer audit and great our customers. What we will see, different customers, I showed you the value slide, there is a value between you and the customer, they're all different kinds of customers, this is a particular sharp -- chart of accountants. It may seem that everyone would like a high wealth person has been around a while, certainly that could be a target customer, for others it may actually be a paper Pam, what do I mean? One woman has a financial service firm and she goes after people that are highly disorganized because she can go in and take all the papers everywhere and organize them and then really get them out of the mess they are in with all the clutter and they pay her top dollar. Her particular target client is a paper Pam. The point is that the better customer is your definition of what you are offering and really values and loves what you're doing. That's what you are trying to get at. >> What we want to look at now is how do we make our current customer better. Had we get those A level and even the B level customers and how we make them even better. As we mentioned, the current customers are really valuable. And why is that? Your installed base and that is a big asset. They understand more about you, if you understand more about them you're more likely to increase your sales and profit. Because you already have them they cost less for you because you have already required them and they spend more, they sell your product and services and they tend to be much more profitable. Just having a 5% increase in customer retention, customers that continue to buy from you, can increase your profits by 25%. That is real growth. How do we look at increasing the value of these customers? We will upsell, cross sell, and resale. Upsell is do you want to supersize that. In this case, what you want to do is increase the average sales size. You want to upsell your product. A good example is I just went into get my sons iPhone repair. The first thing they did was fix the iPhone but they talk about getting a better case and getting a better screen, and things like that. It went from a small repair job to being a bigger ticket item because they made the justification of why I would want to have these other things as part of the package. In an upsell you give add-ons to the particular item and you can see, and restaurants are offered maybe dessert or wine, with cameras that might be a particular cleaner so here you go ahead and offer things, studies show the best time to upsell is when the customer is thinking about it and when they are happy so in the case I just gave you of the person who fixed my sons phone, he was so over the moon that he basically a cell phone was working again, we were completely open to hearing whatever this guy recommended that we should add on. Think about the times when customers were happy was something you did, some problem you fixed and that is the good time for you to go ahead and offer an upsell item. The next is cross sell. Do you want to have some fries with that? That is how you can bundle additional services or products with whatever it is you are selling. Some examples of a cross sell, would be in expanding what it is you are selling to your customer. For example, if you are a tax accountant you may also want to show something like bookkeeping services. In some cases maybe CyberSecurity. This is doing additional products and services to an existing customer because you have already acquired that customer and they like you. How can you expand the relationship and therefore sell them more things that are related or if you get the income. The other reason a lot of companies really look at cross-selling seriously is because it protects the relationship. The minute you have other people coming in, that means those other companies could start weeding away at your business. If you are continually expanding the relationship, you will get more and more of that customers business. It allows you to have complete control. In the case of the accountant, they do the bookkeeping then they have control over the kinds of the quality of the data that is coming in. That's another advantage. You can see this with Amazon all time they make it so frictionless you just buy more and more from that one source. This is the idea of a cross sell, what other products or services can you add on that would expand the basket of things that that really good graded client wants to buy from you. The next way to look at expanding your good customer is resell. The idea is this is a frequent diners club, had you get people to visit you more frequently. One thing you see a lot right now is this idea of a subscription-based service. We know with subscription-based services there are advantages, it walks you and watch you in. -- Lacks you in. If you put them into some kind of subscription service, it allows them to know they have you as a service, and they can pay for the value. It allows you to better predict your income stream. I will give you an example. I was working with an IT company, they would go in and do different kinds of repairs. They were trying to sell a subscription repair service for some of the larger clients, then they could go in and do routine maintenance and they could then regularly keep those computers up to date. The clients like this better because they can go ahead and budget for this and no that those things are off their list. At the IT person it was better because they had a more loyal and steady stream of income. The biggest thing is that it helps reduce the friction of making that decision around purchasing. Some ways you can use a resale strategy is you can have frequent buyer coupons, you can have a preferred customer card with discounts, you want to keep your customers loyal, more personalized customer service, maybe there are events or other things that you add on to make the customer feel special and you can expand for them. There are discounts, free add-ons like shipping and delivery, and maybe even participation in things like customer councils or new product ideas you might have. These are some ways you can look at increasing your resell to the customer. The next template you will get is a long checklist of all kinds of ideas on ways you can upsell, cross sell, and resell to your customers. You can go through that and think of ideas and look at ways you may be able to do this with your current customer base. We have talked about the great A customers and how to expand them , what about the other side, what about the customers that are not so great. Your E graded customers that are just dragging down your psyche and your business. Let's talk about types of bad fit customers. In this particular example, they focus on different kinds of medical practices. When he did the first transect and started to look at the different customers, they found that they had some groups that were really negative and others where they had really good profit margins. Interestingly the ones that had high profit margins happen to be dentists and the ones that did not happen to be the large HMO groups. What they realize, where you will focus your marketing efforts, you will focus on those type of customers who are going to be better for your growth and start to weed out the other ones. Let's talk about the kinds of negative customers that you might be able to have. Some of them are not so obvious, when you start your business I think a lot of us get in friends and family, friendly types of people that we can cut our teeth on and start to sell our products. The problem is that over time, they may be some of the people that are the least profitable. They need the most handholding or they think because your friend or family they can call you and you will drop everything for them. That may be one type of bad fit customer. Another are some of the free customers, the ones that you will see with video companies they will shoot for free a video at a nonprofit to build up their portfolio. If you do that, it might be totally fine, but what I want to urge you to do is to have a real definition, if you will do pro bono work, a sign that as pro bono. Tell people up front that it is pro bono that you are helping them out and not charging them at all and you are using this for an example of your work. Or you're using this as a way to get facts. If you go in with that attitude and they understand, they are likely to not sort of taken advantage of the free time that you are giving and you are also not undervaluing yourself by just saying it is pro bono work. It will allow you mentally to be looking at those type of customers as being in a different category than the normal customer. Another group of back to customers that may not be so obvious, can be very large high profile customers. For some large businesses, they can be extremely difficult to work with, as well as low margin. I was working with a very large insurance company and in order to do this one project with them, I had to get some additional insurance which cost thousands of dollars, I had to fill out extensive paperwork, I had to chase down every single bill I ever had. In addition I was roped into many more meetings and I had to get a lot more buy-in from a lot more people. At the end of the day that particular training service that I was offering, if I look at the number of hours I had to put in and the amount I was getting paid, was extremely unprofitable even though the name of the company was extremely well known. Sometimes you do those because you want to have those names to put on your website. And that is fine. But you know it is for that and you go in and you go out and you do not repeat it. Looking at their profitability will help you identify who those bad fit customers are, the ones that really do not make sense for the profitability and growth of your company. >> There is also the too small to succeed customer, in the case of customers that are maybe you're selling to other businesses and they are starting off themselves and the just really don't have the capital to spend on services. If that is the case, many times it will be hard, they will have a hard time paying for every single thing and it will be more difficult for you. It knows customers, those are people you may want to shed. How do you go about Leslie getting rid of these customers? The first step, you have audited your client and you decide on some cutoff, you said these are good customers and these are not. You decide on what is your minimum with regard to the pricing and the profitability. The second you create these minimum packages, if you want to have something to attract people, be conscious about things it might be a source level kind of package that you can get them in and you have a strategy by which you upsell them over time. The third is to establish levels of service. What I have seen sometimes is that if you want to -- some customers do not work for you you can issue them a letter saying you'll increase your prices and let them know what the policy is, and establish levels of service. You will give maybe to call someone all they have to go through a one headroom the -- go through a one 800 number, established levels of support and the payment terms. You submit new pricing contracts and those people who are not interested you have ways to refer them to other people that can service their needs. And work out a transition plan. I've seen customers that found that they were just -- they just do not have the money to pay them, they were constantly frustrated and they went about and announced that they were changing their fee structure and service structure, they let people know in advance and provided them might have to go to someone else and having a date for the transition. If you do this as an actual program, you will make everyone feel good and free up your capacity to grow your business. We have looked at getting cross-selling, getting rid of the ones that are at the bottom, had we get more customers and getting the right kind of customers? One of the things, this is another tool that you have, create a customer profile. Now that you have analyzed your customer base, you can go ahead and you thought about the different kinds of customers you have and the ones that you really rated A so now you want to create a profile, and this is basically a way of creating a composite, what is this particular customer, what do they care about? What are their major worries? What do they say and do? What other behavior's towards others? What do they do when they are searching for a product? What friends do they speak to? If you answer all these questions, at the bottom you have pain and gain, you have fears, if you still have questions and you got real customers to think about, you have a profile and a picture of the kind of person you want to attract. Now that you know the profile of who it is that you want as your customer you can go about and do two different things, if you want to make sure those better customers are the ones that are coming in, an example is to have a customer screening questionnaire. One of the things I found in my own business, I do a lot of help with other business owners, sometimes I am sidetracked by people that really kept calling and I would always end up feeling like I jumped right into solving the problem and was in some ways giving a way services for free. I went ahead and developed a customer screener questionnaire, you can do this, if you have a service based business. If anyone comes in you ask them these questions or if you have an online business, these are the things you can ask in your contact screen that will help you to determine whether it is a high priority prospect or not. You can ask them about how quickly you will make a decision, how big they are, what industry, what kind of services they have had. Did they have someone that was a vendor for them? There are different questions you can ask. You know before you even talk to them the first time, how likely they are to be a better customer for you. If you get through those questions you will know how much time to spend and your entire sales cycle will be a lot easier and cleaner and you will be -- respected. That's what a customer screening questionnaire can help you do. After you have a screening questionnaire another thing, another tool in your packet, that is a great way of doing an audit of all of your marketing practices, look at your customer touch points. I'm not sure if you can read all of this, this is looking at the entire customer experience lifecycle. From the very beginning when they are first aware of you, when you're looking around for solutions to a problem, the discovery phase is when they are comparing you versus other kinds of options to solve their problems and engagement is when they first make a contact with you, they sign some agreement, they have used it for a while and they refer you to other people. If you look at that entire customer cycle you can then look at all the different touch points and those touch points might be things like social media, or distributors or referrals, or the website and you can look at where are they finding you at each of those steps. What is it that you have that is a touch point whether it be a physical one like you are calling them or a virtual one online. You put all those through and after that you think about what is it they are trying to do and what is it they really want to look for, and what is the experience that we really want to create for them. Are there ways that we can reduce the friction or make it a better experience for the kinds of better customers we really want to attract? You can then kind of look at all those touch points and think of, do I need to add something like social media? Or do I need to take it out? And how can I go ahead and improve the experience of each step and take notes for yourself so you can go ahead and do this. >> That is the final template in tool that we are created for you. I will give you maybe two different stories to tie this all together. In the service based business, Pat had a financial service company that was focused on small businesses. When she went around and went through and did her audit she found that some of the customers that were in the E rating were those that she had taken on as friends and family or the first customers that she had, some of the ones that were really good were some of these manufacturing clients, they loved her, they were finance people themselves so they valued what she could bring to them. She wanted to get more customers, what she did was she went through the process by which she got rid of the really tiny customers that were taking all of the resources, she went ahead and she went through and rated those and basically had a three month plan to transition out those customers. Then she was able to go to her manufacturing customers that were really very profitable and offer them additional services. Business consulting, additional reporting, helping out with their board presentations, things that she knew that they would really value and she could now give because she had the capacity. She then also went through and looked at how she could upgrade her website to speak to those type of people specific industries where she had a niche and now she had a great customer base, she could speak very specifically to them and the value that she was creating. She no longer sounded just like every other financial service. The second example was a product example. It was a woman named Amy who had -- she loved to knit. She had a knitting business. At the beginning she decided she was going to do these knitting kits and she was looking for distribution. She had a lot of false starts, she tried to sell through airport gift shops, she also was trying to sell through other kinds of distribution channels, the problem was as the competition was so stiff and the margins so slim, she ended up having no profitability on this product lines, she also ended up having a lot of excess inventory that really just sap for capital. She took a step back and start to think about who it was that really reached out to her that love what she did and her site, she found that she was actually best with these people that were really avid knitters so that the kind of casual people the people who were really into it and really in an innovative design way. She then found a way to weave silver into yarn because it has all of these medicinal qualities it can reduce arthritis and different pain, and it is also some antiseptic qualities to it, she created a new product by which it was a silver laced yarn. That product has really taken off. She went from being a generic knitting provider to being very specific run a product that no one else could offer, that she could offer at a high price with higher profitability to an exclusive group. Her businesses has really taken off. So she still is going to this niche area. This illustrates how getting better customers, and reducing customers to those that are better and targeting on them to really help you have a much better business. We have gone through all these things. You can define your better customer, you can get rid of the deadbeat customers, and you can help your marketing material. We have -- I have a PDF of the book that is available on Amazon. You will all be getting this. As well as all the templates and tools. Any questions? >> Thank you from presentation. We will move to the Q&A portion of our call. If we do not have time to get your questions, connect with the SCORE mentor after the webinar. They are available in the virtual conference in the mentoring hall. >> I am just in the idea stage of launching my business. Can you offer any advice? >> The biggest thing when you start your business if you have the ability to be adept with each customer, in this case, I would check each customer you get and understand how they found you, and what it is, what are the conditions that they are using you. Are they going out on travel? What are the conditions. That will help you in understanding when is the best time in your customer lifecycle to target them. Another good suggestion is to keep track of those customers and look at ways that they can refer you easily to other friends. Maybe you could have something where you allow them to get a coupon that they can give to their friends to bring their animals in for care with you. There's a couple of ways that you can start to increase your base by looking at the people you are working with, and also look at referring you to other customers. >> The ideas you have presented, are they applicable to service businesses. Service businesses can use your tools and ideas. Yes. I have a service business, it applies more than ever. The key cost component is time. To look at profitability is really important with service-based businesses. Product-based businesses yes as well but a lot of times with service-based businesses we forget to track time and profitability becomes important. What programs and resources do you suggest for tracking customer relationships? I would say I would look at a system, it depends on a number of customers you have. If you have a consulting business and you only have a couple of customers at a time, you can do something extremely simple like an Excel spreadsheet or other kinds of documents. If you have a lot of customers may want to look at getting into something like a sales force or other kinds of customer relationship management, tie everything into your current system so you have an e-commerce system that interfaces with that so you want to make it easy to use and it gives meaningful information that will work for you. It depends on the number of customers you have and other systems you have in your business. What are some specific ways to show longtime customers that we value them? >> A customer relation tracking system, that is a good place to keep track if you have a service business, and you know something about them, maybe their birthday, you can make those special touches and that is one thing as a small business owner, we have a big advantage over the big companies. By giving something that is personal, sometimes just reaching out to ask people how they are doing, or doing follow-up questions, it doesn't have to be a gift it can be something that is just showing that you care and you know who they are. You think of the value that you can create for them. That can be worth gold to that customer. >> I provide professional design services, one of my clients love what I had provided in the first half of the project however things turned south. Now this customer belongs in the E customer category. Is it worth it to restore this customer? It depends. If you have a third-party person that has come in, sometimes it is best if you have someone on the outside that is trying to discredit you, it is best to create a little distance and to be very clear in what you can and cannot do for the customer. You want to get out with your own integrity intact and walk away and things may bubble back later. Sometimes when you have a client that has gone like that, it might be best to separate yourself, wait a little bit and things may end up coming out better later. When starting out, when sorting out the customers, how do you make sure the less than ideal customers do not badmouth you? By providing really clear expectations and providing them a path to go to someone else. When we talk about the deadbeat customers, it is really giving them another place that they can go to to solve the problems. If you do that, and you are clear and honest about things, they can tend to help out. The other thing that happens is sometimes people ask me about -- you have one bad review, that will get drowned it out by lots of really good reviews. The key is to make sure your top clients have the opportunity to review you on the site and to be putting in the good news, the positive news to drown out the incidental bad for customers. I am in the beginning stage of a wedding planning business. What additional offers would you recommend that I offer as a cross sell? Wedding planning is a really good one, if you have access to the bride and you're the main planner, that means that there's a lot of people who would love to get access to your particular customer. One thing you can do is have relationships with florists, food providers, invitation creators, dressmakers, honeymoon planners, and have relationships that if you refer them that they give you a bit of a commission for that referral. That's a good way of you getting additional income and providing a service to your customer. Another way, is you can provide services themselves as ways of creating that additional income. >> What advice would you give how to handle a customer that wants the product but doesn't want to pay for the time, labor, that increases the price? >> This customer is an early adopter. >> This is the one like I was saying, at the beginning you lowball and you understand what is worth and you of your prices. This is something that you can be honest about for an early adopter, you can thank them and tell them they have the benefit of being an early adopter but now the only way to keep the business running is to charge what you know the cost is that you are putting into your business. If you are honest, for a reasonable person they will understand. And if they cannot pay, you can give them another option to solve their problem. That will help also. What advice would you give to someone who provides financial and insurance services? In the financial market one of the key things you have is everyone sounds exactly the same. You want to find ways you can differentiate what it is you are providing. The early part around finding a niche at something that you do really well, I have heard -- I work with an immigrant client who has a particular Turkish market, and they went after that particular market, in the native language to go off for -- to go after that environment. >> That's a general answer but try to go after something that is more specific rather than something that is very broad. You will be happier. >> We have a free copy of your book. You will find that in the handout section. >> We will send out a link to this recording. We acquired a business from a retiring person. He was not good at collecting money how can we encourage the current customers to pay on time? >> One of the decisions you can make is that you can start by making policies that reward people that do pay on time and bring your documents and penalize those that do not. I can see you are a tax company, a lot of companies will basically give a discount for those people that provide all their documents and pay at the end of December or early January, those that wait until the last minute, are charged the full price or additional prices. That gives incentive if you communicate that upfront that will reward good behavior. >> When we talked about paper Pam, someone who is not disorganized, you can have a service who is -- you can charge extra so communicate what your policy is and how you will collect will help you and do not be too hard on yourself to say that things will change overnight. It might take a while. That is all the time we have. Thank you for your presentation. Thank you for attending. Thank you for joining us. Have a great day. >> Event concluded. ................
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