If you have sales people in your organisation, or if you're managing a group of sales people, then today's conversation is certainly for you.

Chris Lowe of Insight 6, has run a national team for many years, and along the way has gained a wealth of experience in areas such as how to get the best from your team, how to recruit effectively, and the best methods of analysing the way in which you yourself fit in to your operations, and whether you can do so more successfully.

Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

• Sales Force Effectiveness is best described as a “jigsaw of all the different elements that will impact on the potential outcomes and outputs of a sales team”
• The six key points that any sales team should focus on are:
• Take time to recruit properly
• Train from day one
• Measure the most important inputs and outputs that will impact the business
• Implementation of a selling model
• The role and the development of sales managers
• Temperature - The engagement of the team itself
• Some of the most common mistakes made when recruiting evolve from the fact that companies have not effectively identified the ideal recruit they're looking for.
• Remember that the costs of poor recruitment aren't felt exclusively through the wages you'll spend, but also through the sales you will lose by hiring the wrong person.
• Companies tend to train people about the individual products they sell, instead of developing them as sales people in general, which can have a negative effect on their all-round skill set.
• The key elements of a selling skills model are:
• Preparation - what are the objectives for any sales call? What are the needs that need to be met?
• Rapport building - The intuitive knowledge of the customer's requirements and circumstances
• Identifying needs - Knowing which questions to ask
• Features - Advantages or benefits to the client. Ask the right questions.
• Objection handling - How do you deal with objections?
• Closing - Know when to strike
• Review - What went well? What didn't go well? What have you learned?
• Development sessions lead to a greater knowledge of sales technique, but they also lead to a higher level of camaraderie. People want their team to do better.
• It's all very well to implement new procedures, but make sure that you listen to the voice of the team. Your new implementations may be negatively affecting sales potential. Your team will tell you. Listen.
• Strategy and development should always be considered from the viewpoint of the market. Try to empathise with your sales team, and understand how your new strategies will affect their ability to serve your company well.

BEST MOMENTS

‘A team that you don't trust, will be less likely to tell you what you need to know'

‘When they feel good, they sell well'

‘Experience isn't the most important thing'

'The better prepared someone is, the better their outcome is'

‘You only need a small uplift, but they're getting better and better each time'

VALUABLE RESOURCES

The Business Mastermind Podcast 

Chris Lowe LinkedIn - https://www.linkedin.com/in/chrislowe1/?originalSubdomain=uk

[email protected]

Call Chris Lowe on 07818 015317

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Today's show is vital listening for anyone trying to grow their YouTube Channel, as Gavin is in discussion with Tom Martin, a YouTube growth specialist and strategist who has worked for the BBC on growing channels for the likes of Top Gear and Masterchef.

Tom's wealth of experience has come through trial-and-error, and began in the young days of YouTube, when the rulebook was still being written. As such, he is most certainly an authority on the subject, and is here today to share with you some of the lessons he's learned, as well as a treasure trove of practical tips to help you grow and maintain your reach on one of the world's most popular platforms.

Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

• Despite achieving huge success for his employers throughout his career, Tom realised that he could be achieving more success for himself if he went it alone, and in 2018 realised that ambition.
• The benefit of working on such high-profile channels, was that the audience was instant and vast. This meant that when Tom published something there, he was able to instantly receive feedback from them about what worked and what didn't; a luxury that many smaller channels don't have.
• There is no real barrier to entry when it comes to YouTube. However, Tom does advise investing in higher production values if you are selling or dealing in high-ticket items or services.
• You need to provide value independently of your value or product. If you stripped out all mention of your product, would your video still provide value?
• The ideal length of a YouTube video is 16 minutes, according to studies. People watch intently for around 12 minutes. This will be different for various niches. Tom advises that a video should be as long, as it is interesting.
• Engagement drives up your retention rate, meaning that the audience watched a higher percentage of your video. YouTube themselves will take notice if this happens.
• Releasing content weekly means your audience will grow more accustomed to you, and will build you into their weekly routine. Tom advises that Mondays seem to have the least engagement, whereas Fridays are better days to release more fun, entertainment-driven content, as people are craving it at the end of their work week. 
• Research the keywords people are searching for around your chosen niche. The key terms that people are using to find that content should shape the content you make, and influence your titles, tags and descriptions, so as to target those people.
• Sometimes people will be searching for the product you make, but they will be using a different term or language. You need to remember that YouTube is a global platform.
• The keyword search terms/longer keyword should go in the title of the video. The first line of the description should also be keyword heavy.
• YouTube will generate an auto-caption to overlay your video should anyone require it. Therefore, make sure you mention your keywords vocally in the video itself, ads this will help with SEO and indexing. It's important to remember that these subtitles can be corrected by you, so if they're wrong, make sure you change them.
• When you're growing, the temptation is to send people back to your website. But YouTube like it when users watch more videos, so do all you can to ensure that this happens. 
• You need to innovate in terms of content when your product video ideas run dry. There are always updates or changes to discuss with your audience. What's new in your niche? What does the future look like?
• If you are not technically minded, or have no wish to be involved with the design or marketing, there are companies that can offer editing, marketing and clean-up services. 
• Don't overlook your thumbnail. It's often ignored, but it needs to look good as it represents your brand. It's also responsible for a huge percentage of the clicks you'll get.

BEST MOMENTS

‘Please don't underestimate the potency of the strategies that Tom is sharing'

'The beauty of YouTube is that anyone can pick up a smartphone and jump in'

‘Almost by osmosis, I'm going to get to promote my product'

'Think about the routine of your target audience'

‘YouTube will not be for everyone'

‘Your number one call to action should always be to watch more videos'

‘You could theoretically outsource every part of the process'

VALUABLE RESOURCES

The Business Mastermind Podcast 

VidIQ - https://vidiq.com/

Channel Fuel - http://channelfuel.co

[email protected]

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

This week sees a remarkably insightful collaborative episode in which Gavin is in conversation with Jonathan Jay of the Dealmaker's Academy, a specialist in helping seasoned business owners who have reached a certain level in their businesses, and who wish to make acquisitions that will expand the size of their companies.

Gavin and Jonathan have joined forces to discuss how successful acquisitions work, and the ideal process that should take place post-acquisition.

Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

• Most of the groundwork should be done beforehand when it comes to acquisitions. No one wants to walk into a newly acquired business and be faced with a barrage of surprises. Special attention should be paid to understanding the culture of the business.
• They key to any smooth takeover is a period of transition; a handover that must be seen as a very positive experience for the company. It is a passing of the baton, instead of a “scorched earth” policy.
• Staff worry when an acquisition takes place, and this is a natural feeling. Many will suspect that their livelihoods and positions are at risk. It is worth being extra communicative during this period. Remember that the workforce will sense that something is wrong if you are not telling them that everything is right.
• If staff cuts are necessary, be honest and open from the beginning If the business needs to be downsized, then make sure staff are aware. Misleading at this point will lead to a loss of trust which can be almost impossible to regain.
• Businesses can sometimes be handed over with outstanding debt attached. Jonathan advises that proper investigation should reveal any outstanding bills, and that these should be deducted from the purchase price when agreed.
• Deal acquisition can be very addictive. A successful acquisition can provide a huge boost to confidence, as well as an affirmation of self-belief. Many who succeed find themselves eager to continue.

BEST MOMENTS

‘Most people see acquisitions as a negative thing. The first thing is to settle everyone down'

'The people can be your biggest asset or your biggest liability'

‘You fix all those things and it sends a very, very positive message'

‘You de-risk the transaction, that's the aim here'

‘You can't eliminate every eventuality'

VALUABLE RESOURCES

The Business Mastermind Podcast 

The Dealmaker's Academy - https://www.thedealmakersacademy.com/about-us/

The Business Buying Strategies Podcast - https://www.thedealmakersacademy.com/podcast-episodes/

Jonathan Jay YouTube - https://www.youtube.com/thedealmakersacademy

Business Buying Strategies by Jonathan Jay (Book) - https://www.thedealmakersacademy.com/business-buying-strategies-book/ 

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

VALUABLE RESOURCES

The Business Mastermind Podcast

Sign Up Here: https://bit.ly/biz-pod

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

Susanna Hancock was diagnosed with a form of ADHD that means her attention to detail is reduced, but that her Hyper-Focus is enhanced. By focussing on the positive side of her condition, and employing her Hyper-Focus in the business world, Susanna has helped countless business owners to achieve realistic exit-strategies, meaning that their companies can operate successfully without them, leaving them free to retire or pursue other opportunities.

Gavin is joined by Susanna on this week's show to discuss her abilities, her mission to do good in the business world, the strategies you need to consider in order to create an effective future for yourself, and why inclusion is one of the top concerns, and missed opportunities in today's business world.

Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

• Early business experiences led Susanna to realise that there needs to be more inclusion in the corporate world. There's a huge talent pool that is being under-utilised. 
• Through interaction and education, Susanna came to realise that she does in fact suffer from an adult version of ADHD. The upshot was that she found herself in the very inclusion group she was trying to promote.
• Susanna has turned her ADHD and Hyper-Focus to her advantage in the business world, using her specialised abilities to their fullest extent, and trying to some good by helping business owners to achieve realistic and swift exit strategies.
• One of the great tragedies in business is a situation in which owners have not laid the foundations for a succession strategy. Sudden changes of circumstances and even unexpected illness can devastate businesses who haven't made effective contingency plans.
• The further you plan ahead, the more prepared you will be in the event of any issues. Susanna advises making sure plans are in place for the following as a matter of priority:
  • Having the right staff in place
  • Build in effective second-tier management structures
  • Ensure that growth and accountability is well documented
• You have to get past your own ego. Thriving businesses often make the best use of their team. Owners need to stand aside if someone else is more capable. This means that their business will fast become an entity of its own, totally self-reliant and able to organically grow.
• Investors or potential business buyers will always be attracted to a business that is transparent, is people by a workforce that are happy and willing to work, and which has the potential to be even better. This can only be done by granting autonomy to the people you hire, and trusting them to fulfil their potential.
• When considering your succession plan, you must always count yourself as an individual. What does your pension look like? What is the ideal exit? Do you wish to pursue other opportunities, or retire completely? Visualisation is the key to attainment.

BEST MOMENTS

‘I'm using mergers and acquisitions as a platform to do good'

‘I am part of that group'

‘Does the word “disability” mean that you're broken already?'

‘Doing good is good for business'

‘Ultimately we should all be supporting each other in this game'

‘You will achieve your purpose through the recognition of your own'

‘Am I in the place I need to be right now? If not, what do I need to fix?'

‘You can work it out yourself or you can get the whistle-blower in'

VALUABLE RESOURCES

The Business Mastermind Podcast 

Susanna Hancock LinkedIn - https://www.linkedin.com/in/susannakelly/?originalSubdomain=uk

Susanna Hancock Twitter - https://twitter.com/SusannaKHancock

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

Gavin draws from the work of Mathew Syed in his book Black Box Thinking and explores whether you have a culture of learning and growth in your business.

Sign Up Here: https://bit.ly/biz-pod

VALUABLE RESOURCES

The Business Mastermind Podcast

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

‘It's about getting clear about where you need to get to and why you need to get there'

 In this episode, Gavin is talking with Dave Allen, consultant and coach in leadership who has considerable expertise in the area of ‘deep thinking' and the impact it can have on teams and how successful they are within organisations.

Gavan and Dave discuss how different deep thinking and fast thinking are and why understanding how we are thinking can be the ultimate key to making effective and successful decisions in the workplace.

If you want to understand more about how to achieve clarity and the desired outcome then listen in.

 Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

• Do we really give enough time to understand our own mind and the bias and influences in our thinking?
• The purpose in life for thinking is to arrive at a decision.
• We are being fed information in lots of different ways but don't really understand how we think about things
• Fast thinking is the intuitive, responsive and automatic thinking.
• Deep thinking is really thinking about what you do.
• Having clarity on the outcome of the process guides you through to the desired outcome.
• Without a strategy and clarity of outcome, anything that comes along looks like it's part of your plan and it can be easy to get distracted.
• To make a meeting constructive having a structured agenda with a tight focus guides the thinking process and you can get straight through to the critical discussions and decisions.
• The concept of priming is about understanding what has influenced you prior to the decision being made.
• Schedule time to think and understand your business do what do you need to do to move the business forward and challenge your own bias.

BEST MOMENTS

‘All of us have made some great decisions and we've all made decisions that are not'

‘It's having a well-structured agenda to guide people through the thinking process so you can get straight to the critical discussions'

“People are reading headlines, making an assumption, forming an opinion and becoming involved emotionally'

VALUABLE RESOURCES

The Business Mastermind Podcast

Thinking Fast and Slow by Daniel Kahneman

Dave Allen LinkedIn

ABOUT THE HOST

Gavin Preston

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and

high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years.

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline

Managers. He is an expert in Business Growth Strategies, Peak Performance

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership

Development, Team Development & Motivation, Leading Change, Stakeholder

Management, Personal Effectiveness and Behavioural Change.

CONTACT METHOD

Gavin Preston Website

Gavin Preston LinkedIn

Gavin Preston YouTube

Gavin Preston Facebook

Gavin Preston Twitter

Hosted on Acast. See acast.com/privacy for more information.

In anticipation for Monday's interview, Gavin covers the following questions and implores you to answer (when safe to do so!) for your business. Get in touch with Gavin with your answers or any further questions and comments.

In the words of Keith Cunningham: “Now….Go Think!  You will thank me later.”

Don't forget to subscribe, review and comment on the Podcast!

Sign Up Here: https://bit.ly/biz-pod

KEY TAKEAWAYS

Purpose

• What does your product / service do for your customers and your customers' customers?
• What are you most proud of regarding your business?
• What could you be most proud of?
• What do you want to be known for?
• What do you stand for? What do you stand against?
• What legacy do you wish to leave as a result of your career and life – and your business to leave?
• In addition to the legacy goals outlined above, what do you personally want to get out of the time and effort you put into your business?
• Do you want to sell it / your shares in it? If so by when and for how much?
• What state of health do you want to be in and what are doing to support this?
• What experiences do you wish to have with your family, partner and friends and what are you doing to make them happen?

Mindset

• What do you and your team need to do to improve your inner game (to strengthen your belief in the achievability of your goals and your positive state of mind)?
• What are you excited about at the moment?  What could you be excited about at the moment?
• If there were one thing you could do today that would move you and your business closer to your goals, what would it be?
• What could catch you off balance today and how do you plan to respond to it to achieve the best possible result?
• What have you done today to make your mindset routines (STRIVE TM) a daily habit?

Outcome

• What are your one-, two- and three-year targets for:
• Turnover
• Revenue per employee
• Gross profit
• Retained profit
• Balance sheet value
• New customer acquisition
• Customer retention
• Product / service innovation
• Cash reserves
• Geographical markets
• Employee satisfaction
• Employee retention
• Measuring progress towards delivering the purpose of your business?

Strategy

• What business are you really in?
• What is / are your core strengths?
• What do you want to be known for?
• If, as a business, you had a superpower (the thing you're truly brilliant at), what would it be?
• What are the trends in your industry or market place that you can jump on that can act as tail winds for your business growth?
• How you can increase the predictable recurring revenue in your business?
• What could you offer that would meet a need of your customers that others are not currently providing or providing well?

SWOTT

List your:

• Strengths
• Weaknesses
• Opportunities
• Threats
• Trends facing your industry and marketplace.

PESTLE

• What are the political, economic, sociological, technological, legal and environmental trends and issues that could affect your business?

Hedgehog Model

• What are you passionate about as a business?
• What can you be the best in the world at? (‘The world' being the geographical area in which you trade.)
• What number drives your economic engine?
• What's the next problem that the supply of your primary product / service creates?
• Looking at the Ansoff Growth Matrix, which path makes most sense in terms of where you develop your next product or service?

Capability

• How many months of operating costs have you got put aside in cash?
• Who are the rising stars in your business and what can you do to help with their development?
• Who's the potential successor for each of your senior leaders and what are you doing to ensure they'll be ready to step up when needed?
• What are you going to do this week to ensure you have clear time to think?
• What is your one thing for:
• this year?
• this quarter?
• this month?
• this week?
• today?

Action & Accountability

• Who is holding you to account?
• What actions are you going to take today that will move you and your business closer to your goals?
• What are the other steps you can take to accelerate progress towards your goals?

VALUABLE RESOURCES

Book recommendation

The Road Less Stupid by Keith Cunningham

ABOUT THE HOST 
Gavin Preston 

Gavin is an inspirational Speaker, Business Strategist, Business Growth Mentor, Trainer and high-performance Coach.  He works with Business Owners and Entrepreneurs and has a strong track record in creating creative strategies to accelerate the growth of their business. He has helped hundreds of SME business owners and leaders improve their performance and that of their business and a comparable number of executives and employees in blue-chip corporates over the last 20 years. 

Gavin's energetic, insightful and yet down to earth and practical talks, workshops and coaching is in demand with high growth business between £250,000 and £30 million revenue and with multi-national organisations at all levels from Board to frontline 

Managers. He is an expert in Business Growth Strategies, Peak Performance 

Mindset, Persuasion & Engagement, Marketing, Productivity, Leadership 

Development, Team Development & Motivation, Leading Change, Stakeholder 

Management, Personal Effectiveness and Behavioural Change. 

CONTACT METHOD 

Gavin Preston Website 

Gavin Preston LinkedIn 

Gavin Preston YouTube 

Gavin Preston Facebook 

Gavin Preston Twitter 

Hosted on Acast. See acast.com/privacy for more information.