 Morning everyone. Well, I'm just after delivering a session there for Sasure, which is basically Save Rural Retail and it particularly focuses on how to do so within South Sligo, but the strategies that I discussed the morning could be applied to anywhere. So first thing I started off with was saying always beats intention and whatever it is that people took out of this morning session. I really invited them strongly to make sure that they were going to decide when action was taken and to move forward from there. So what I did was I first of all spoke about a sales strategy in line with a smart sales goal. So you're all familiar with what smart goals are, which are specific, measurable, attainable, realistic and timely. But what I spoke about is when you have a sales goal, it can be quite scary to say, well, you know, I'd like 20 new customers or 200 new customers or, you know, an uptick of 60% of conversion and so on like that. But you know what's actually a lot less scary is when you put a plan in place to get to that point. So I said to them this morning, if you know your conversion ratio, so let's say that I'm converting one out of three sales and let's say customers, well then I just need to get 60 new leads. And 60 new leads, while it's a bigger number, it's actually less scary because then there's room in there for leads to not convert. So that was the first, the first thing I started off this morning with was documenting your sales plan. And I use the term V-MOST, some of that business tool, which starts off with vision and mission, and then it finishes with strategy and tactics. And I said when you have your vision, which is your goal, then you can put your strategy in place and then start implementing your tactics. Now, the next thing I spoke about is selling your signature dessert. And the reason I talk about this is a lot of retailers are part of the experience economy. And the experience economy is where people buy goods and stuff. Not for them themselves, but for the experience of doing so. Very few of us go out for dinner because we're hungry. But we want to go out and we want to maybe have the experience of sitting down with our husband or with our family or with friends and so on like that. And I know obviously it's not the best time to be talking about that at the moment. But the key thing I'm making a point of is that Walt Disney said he never sold tickets to theme parks. He sold memories. So when you're part of the experience economy, it's very important then to make sure that you have your signature experience. So again, a restaurant might have a signature dessert or a certain tourist attraction might have an experience. I mentioned the Blarney Stone, for example, one that I grew up close by to. Ardell, my husband, of course, always says he thinks that I swallowed it, but I didn't. But from there, it's important to have your signature because that is what people will travel to either like physically or virtually. But also, that's what they want to have because they won't have it elsewhere. And if you are going to have a signature piece, make sure that it is among the most profitable things that you're offering as part of your business. And the key reason for that is that if you're going to put in marketing efforts, it's important to put them into the things that make the most difference. Bottom line. And of course, as many of you might know, I'm a big believer of the triple bottom line, which is affecting people, planet and profit. So make sure that that signature dessert or experience is one that gives you the most profit or close to it. Is also one that is most enjoyable for people. And of course, ultimately helps your business in general. Now, the next thing I spoke to them about then was capturing market research feedback. I have to say this year, 2010, 20 has been one that we in our business have become more digital anyway, but also more digital data focused than ever before. We now look at the analytics much more closely than we did before of all aspects of the touchpoints of our business. So I did make the point that I use the acronym listen in order to capture market research because it's so important to hear what your market is to say. So L is for let them have your full attention when you're talking to customers. So if you're at the tail at your physical shop or if you have a box at your shop online, ask people how they heard about you. Just simply heard, just to simply hear about how people have come across your offering. And also, of course, after that, make sure and take care of them. Another thing that I do all the time is that I listen to how people describe me or that I listen to how people describe the business that we're in. So I was listening this morning to how I was describing the introduction, or I will hear how people will introduce savvy teens. Or it's always interesting to hear how people perceive back searches or various other different things like that. I always do that. Always listen. And then the other thing is to make sure to investigate your customer's world is ask them questions about what's going on with their world. One of the things that came up today was just what will the economy be like next year? Well, you may be making your own. Your customers about what they feel. So how do they feel next year is going to be here? And of course, it's always good to ask positive questions to get positive answers like, what are you looking forward to next year? What are your hopes for next year? What are your opportunities? So talk to your customers and investigate the world. Stay open minded because our answer is different to yours. That's S. T is to think on your feet. Make sure when you're talking to customers and they tell you that they have a problem, think on your feet about how you can solve it. Maybe it's that you need to put in additional feature. Maybe it is that you need to add on another element to the offering. And ultimately, you will end up with a higher price point anyway. Maybe it is that you need to work with somebody else to solve a certain problem, whatever it might be. Think on your feet. E is for embrace opportunity. Go after it. Chase after it. Whatever. If your customer says, well, you know, what you're doing is good, but what I really want is this and you're in a way that you can deliver that. Go after it. Say, well, if I do it, could we make a deal now? And then the final thing is in nurture the relationship. It's very important as well to nurture the relationships that and then I also went on to ask them five questions. And I'm just going to focus here on one of them. And that is where are your sales coming from? Now, a lot of people say, well, myself or my sales staff. No, no, no, no. That's not what I'm talking about. What I'm talking about is every time we issue an invoice, we document beside that where the sale came from. Was it a referral? Was it somebody found us on LinkedIn? Was it somebody came to visit the website? How did people find out about us? And that is one of the five questions that I ask people all the time when it comes to their marketing and sales strategy, because one, of course, interweaves with the other is, do you know where your sales are coming from right now? And are you taking care of those? So in addition, I gave them a range of resources where you can tap into the shop local trend. Google recently mentioned that the traffic, the search term, I just want to get the exact term for you. But as I'm doing that, I'm just going to tell you that the number is actually, yeah, I have it here. Google search for shop local Ireland is up 540%. That's a lot. So what I did is that I put together a range of resources with the team and Slego's help for how businesses could participate in this trend and be part of it. I included, for example, the hashtag journal request where a lot of journalists right now are trying to put together lists where people can put forward their own offering and then they can enable others to help them buy online and shop local. And then we also spoke about the various different networking opportunities that are out there. So I mentioned Awaken Hub and AIBN and Digital Irish and AIBN in Germany and a range of others. So what I'm going to do is I'm going to now move over to Twitter and I'm going to the store there with all of the resources that I mentioned. And also we'll put together a list of all of these on the blog as well. So one way or the other, wherever you go, you'll have this to hand. Best wishes everyone have a really, really great retail Christmas as you get ready for one of the busiest times of the year and engage and be part of that wonderful trend which is shop local Ireland. Bye.