The Man Behind the Sale: Selling Like a Believer in the Car Business

By Gary Dunning

Gary Dunning leverages his decades of experience in the car business to address one of the biggest needs in the automotive retail profession: integrity.

As a believer in Jesus Christ, his vision statement propels him to teach godly principled truths so others can walk with the Lord on their way to success. Learn how to:

• rise above mediocre results to live an elevated life;

• manage work time so important tasks get done first;

• put the customer at the center of business;

• understand the power of words in all areas of life.

The author also focuses on five retail pillars that will help automotive dealerships succeed as well as how core values and principles resonate with customers.

In the car business—and in all of life—understanding who you are, what you’re supposed to be, what you want to be, and what you do to earn a paycheck are critical. Take actions that align with your faith with the guidance in The Man Behind the Sale.

• Language: English
• Publisher: WestBow Press
• Release date: Dec 10, 2020
• ISBN: 9781664210929

Gary Dunning

Gary Dunning has been a believer for several years. He worked in various positions at car dealerships for twenty-one years and developed a passion for teaching others. He now works as an automotive trainer and consultant and has coached thousands of people. He’s also worked with JD Power as a retail consultant. He has been married to his best friend for thirty years and lives in Colorado.

Book preview

The

Man

Behind the

Sale

Selling like a Believer in the Car Business

Gary Dunning

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Copyright © 2020 Gary Dunning.

All rights reserved. No part of this book may be used or reproduced by any means,

graphic, electronic, or mechanical, including photocopying, recording, taping or by

any information storage retrieval system without the written permission of the author

except in the case of brief quotations embodied in critical articles and reviews.

WestBow Press

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and such images are being used for illustrative purposes only.

Certain stock imagery © Getty Images.

Scripture quotations marked KJV are taken from the King James Version.

Scripture quotations marked AMP are taken from the Amplified® Bible,

Copyright © 2015 by The Lockman Foundation. Used by permission.

Scripture quotations marked MSG are taken from The Message. Copyright © 1993, 1994,

1995, 1996, 2000, 2001, 2002. Used by permission of NavPress Publishing Group.

Scripture quotations marked NASB are taken from The New American

Standard Bible®, Copyright © 1960, 1962, 1963, 1968, 1971, 1972, 1973,

1975, 1977, 1995 by The Lockman Foundation. Used by permission.

Scripture quotations marked GW are taken from GOD’S WORD®, © 1995 God’s

Word to the Nations. Used by permission of God’s Word Mission Society.

ISBN: 978-1-6642-1091-2 (sc)

ISBN: 978-1-6642-1090-5 (hc)

ISBN: 978-1-6642-1092-9 (e)

Library of Congress Control Number: 2020921453

WestBow Press rev. date: 12/7/2020

Contents

Introduction

First Things First

The Business

Change Is Needed

The Customer

You

Stigma

Canon

Getting Started

The Ripple Affect

Selling

Retail Pillars

Customer First

Character

Core Values and Principles

Selflessness

Self-Accountability

Right Things

Truthfulness

Keeping It Straight in Daily Activities

Words

Mindful Speech

Word Tracks

Listening

Your Words

Self-Talk

Contentment

The Meaning of Words

Integrity

Change

Commitment

Good Character Traits

Motive

Belief System

Reaction vs. Response

Attitude

Believe – Feel – Act

Responsibility

The 4 D’s

Be Determined

Be Disciplined

Be Deliberate

Distraction

Bad Habits (what not to do)

Routine

Practice

Actions

Power of Association

Passion

Success

Vision

Mission

Branding

Goal Setting

Defining Yourself

Process

Meet and Greet

Needs Assessment

Trade Walk and Evaluation

Vehicle Selection

Presentation

Demonstration

Working Out the Deal

Delivery

Follow Up

Professionalism

Qualities of a Professional

Characteristics of a Professional

Today’s Customer

Expectations

Basic Expectations

Professional Expectations

What Now?

Introduction

My Inspiration

Writing a book has been a long-time goal of mine. My God-given Vision is, and has been, to Teach Men Godly Principled Truths. I always assumed this meant it would come to pass in a ministry capacity, never did I think it would be to help car dealership personnel. But the car business is my so called mission field therefore this makes perfect sense. God has a unique way of preparing us to do something that needs to be done, even when we’re oblivious to what He is doing. God is always at work.

In recent years I’ve become disgusted with the quality of Sales Training because every time I listen to a Sales Trainer, they either convince their audience they have all the answers or they’re teaching an old technique with a new spin. The message is delivered with a matter of fact attitude which displays confidence and stimulates the audience, but rarely does the technique or message meet the real needs of this industry.

My inspiration for writing this book is to address what Sales Training lacks, and that is to help the Sales Professional begin working on, and improving, the quality of themselves, instead of just focusing on sales philosophies and techniques. Over the years, I’ve met several Christians in the car business and (sadly) you wouldn’t know they were Christian; I was once one of them. If you’re a Christian and you adopt philosophies that are not from God and perform them without God, your results are a product of the World System. God is above this World System, and as His child, so are you; but only if you learn, accept and operate according to His standards.

I’ve spent nearly 4 decades in, and around, the car business and have experienced both lean times and abundance. I have followed my own path chasing after my own desires and ended up wondering around in the desert. When I learned to submit everything to God and trust in Him, everything has been more rewarding. That said, success is not measured by wealth alone, but other blessings such as: peace, joy, a great marriage, etc. As a believer in Christ, I know how easy it is to drift off course. Money is a survival requirement; therefore, earning money is very important, but it can become the god we serve if not careful. It’s easy to be baited by the glamour of money and get caught in the trap of making money; I’ve been there I know. The Bible warns us that we are carried away to temptation by our own desires:

James 1:14 (AMP) But every person is tempted when he is drawn away, enticed and baited by his own evil desire (lust, passions).

We’re so bombarded with the stuff message it’s easy to lose focus on what matters most. This can be the beginning of the end if you’re not aware. Money is not evil, it’s the love of money that steers a heart wrong.

1 Timothy 6:10 (AMP) For the love of money is a root of all evils; it is through this craving that some have been led astray and have wandered from the faith and pierced themselves through with many acute [mental] pangs.

When not careful, you can become consumed by your own lusts, or desires. The temptation that leads many astray is the excitement of what can be gained with money. Therefore, money can be the temptation and when lust for money drives your actions, your heart is not in the right place.

Another slippery slope associated with money is the driving force of profit. I’m not saying earning a profit is unethical or even evil, however the desire for profit (love of money) is, and there is a faint line between the two. When one deserts his moral statutes to earn a profit, the motive becomes twisted and he can find himself swimming downstream with all the other dead fish. Working in the car business while trying to adhere to biblical standards is not always easy; it’s doable though. But there’s not a lot of specific instruction as to how to do it. This book is my attempt (my contribution) to help fill that void and to help you operate in moral excellence.

You may find yourself lost at times and that’s okay. Being lost doesn’t mean it’s all over and there’s no hope. There is Hope! It doesn’t matter how far off the path you’ve strayed, God is always merciful and abundant in grace, but you must take the first step and come back to the Father. Remember the son who was starving and realized he had sinned against his dad? When he made up his mind to come home, his dad felt compassion for him and ran out and embraced him. He welcomed him and treated him as royalty.

Luke 15:20-24 (AMP) So he got up and came to his [own] father. But while he was still a long way off, his father saw him and was moved with pity and tenderness [for him]; and he ran and embraced him and kissed him [fervently]. And the son said to him, Father, I have sinned against heaven and in your sight; I am no longer worthy to be called your son [I no longer deserve to be recognized as a son of yours]! But the father said to his bond servants, bring quickly the best robe (the festive robe of honor) and put it on him; and give him a ring for his hand and sandals for his feet. And bring out that [wheat-]fattened calf and kill it; and let us revel and feast and be happy and make merry, Because this my son was dead and is alive again; he was lost and is found! And they began to revel and feast and make merry.

So, if you have strayed just accept personal responsibility for your sin, ask God to forgive you (repent) and move on. Onward and Upward!

My Motive and Goal

My motive for writing this book is to magnify God’s mighty name by sharing Godly Principled Truths to Believers who are in the car business.

Jesus Christ is my Lord and Savior, and I know what He has done for me He can do for anyone, because He is no respecter of persons. My hope is to share Godly Principled Truths to help you navigate the Car Business without jeopardizing your own scruples, or moral convictions.

I hope to encourage and educate you to conduct your sales activities in an ethical manner. This will change the way you interact with customers, which will reap better results. Most importantly, it will help you (as a believer) to understand you don’t need to sell your soul just because you’re in the car business.

This book will fill a much needed space in automotive retail, teaching salespeople to help their customers with sincerity and integrity. There are two foundational scriptures for my writing:

1. Proverbs 1:7 (AMP) The reverent and worshipful fear of the Lord is the beginning and the principal and choice part of knowledge [its starting point and its essence]; but fools despise skillful and godly Wisdom, instruction, and discipline.

2. Philippians 2:3-4 (NAS) Do nothing from selfishness or empty conceit, but with humility of mind regard one another more important than yourselves; do not merely look out for your own personal interests, but also for the interests of others.

As a salesperson, I hope you embrace and implement change to improve your serve. In doing so, your personal and professional life will advance.

This book is not about me. My VISION is to teach men Godly Principled Truths; nothing else. That’s it! So, I am excited about what God will do for you.

You may have talent and gifts that help you do what you do, but that’s not enough to do it right! Don’t get me wrong, recognizing talents and gifts are important, but if you lack integrity, there’s nothing to hold your talents and gifts in place. You may be talented, but if you lack character, you may never have an opportunity to employ your gift. God doesn’t care how talented you are if you’re not able, or willing, to use your talent to help other people and glorify Him while doing so. If you have a gift, God has given it to you; it comes from Him and the only reason you have gifts and talents is to impact the lives of other people. God doesn’t give you gifts for our own sake; they are to help others. What good is it if you have a gift but no one can see it or benefit from it? Only you would benefit from it and your satisfaction from it would be shallow because you’re the only one enjoying it. Compared to using that gift to help someone else, the satisfaction is deeper and lasts longer and for more people than just yourself

I once was invited to meet with some colleagues to discuss potential business opportunities. I was excited they chose me. There were 3 of us and we met over a weekend to brainstorm business ideas. The other two were mentors of mine, both were well-known in the automotive training and consulting arena and top-notch caliber people. I was chosen because of my ability, performance and talent. The result from our top-secret meeting amounted to absolutely nothing. As I look back on that meeting and the potential it presented, I realize now why nothing grew from it; at least for me.

My character was not what God wanted – yet; it had not yet developed to reflect His character.

In my own defense, I was, and still am, a law-abiding citizen and generally a good person.

I was not selected by my colleagues because I always put God first, I was selected because of my talent. I have learned since, that God views me differently than people do. He will afford me opportunities if my character is able to carry me through it. To put it plainly, if I am not willing to put God first and act as He would want me to – in everything – I’m not going anywhere. I think we all need to be careful of success because if we manufacture it on our own, it’s easy to forget that it’s only because of God that we have anything!

For many years, God has been getting rid of the character flaws that cause me to drift off course. Some of those lessons are painful, not because of the associated loss, but due to disappointment in myself; meaning I have allowed myself to get attracted to things that God did not orchestrate and I am so dense sometimes that I don’t ‘get it’ until after I’ve learned the lesson. But, thank God He hasn’t given up on me, and He will not give up on you either – ever.

For me, I have learned God is in control. Even when something seems right I need to pause, ponder and pray. I need His direction and guidance because without it I will get lost and probably make a mess of something. At times I may think I have everything figured out, but the truth is I don’t. I sometimes forget that He has a plan for me and I’m just along for the ride.

Jeremiah 29:11 (KJV) For I know the thoughts that I think toward you, saith the LORD, thoughts of peace, and not of evil, to give you an expected end.

Romans 9:21 (AMP) Has the potter no right over the clay, to make out of the same mass (lump) one vessel for beauty and distinction and honorable use, and another for menial or ignoble and dishonorable use?

Isaiah 64:8 (GW) But now, LORD, you are our Father. We are the clay, and you are our potter. We are the work of your hands.

This is a reminder that God is in control for the believer. If your life has a lot of problems, thank God that He’s working-out something in your life. He works all things together for good, for those who love Him! God is faithful and He keeps His promises. He will never allow you to go through anything you cannot endure, with His help of course. Welcome the challenge, after all, no pain, no gain. And know this…

Anything worth having is worth fighting for!

Thanks

Expressing my gratefulness to those who’ve mentored me in my personal and professional life is beyond my ability, but this book would not have been possible without their influence.

Personally, the biggest influence in my life is, and has been, my wife Troy. She’s my source of earthly encouragement, she keeps me ‘grounded’ and supports me. Troy is one of the most honest and selfless people I know.

Thank you, Troy, for never giving up on me and always believing in me.

The other most honest and selfless person I know is my mother Kathy. Next to Troy, she is my biggest fan.

Thank you, mom, for always encouraging me and

being a wonderful example of God’s love.

Professionally, there are countless people whom I’ve learned what NOT to do, and although wisdom is God-given, many lessons have been learned from the mistakes and ill practices of others; God can use the bad stuff to teach what is good and right and acceptable but only if I pay attention (same goes for you).

There are only a few people that have positively impacted my professional outlook and I’ve been able to help thousands over the years because of those who invested in me. Even if unaware of their positive influence, I am grateful for their leadership and contribution to my professional life:

George Scordo, you have been a mentor and good friend for many years. I have learned much wisdom from your example and instruction.

Richard Clipp, you have been both mentor and friend and I learned to navigate the corporate world by your guidance and exemplary example.

Judy Chaffee, your honesty, and encouragement has helped me to reflect who I am on and off stage; instruction that has served me well over the years.

Loren Phillips, you asked the difficult questions that helped me to always be prepared.

Terry Allen, you are the most business savvy, transparent and honorable professional I have ever met working in retail automotive.

Thank you all for your mentoring efforts and the investment you made in me.

Thanks for Investing in You

I hope the information I share helps you improve the quality of your life. That’s a bold statement, but the truth is, not one of us has everything figured out. If I can add a few arrows to your quiver, then this will be a success for both of us.

Selling is not that difficult, it’s just challenging; and that makes it fun. The biggest problem you will ever have in dealing with others is dealing with yourself. One crippling attribute I see most frequently is one’s inability to keep an open mind to other possibilities. Know this, you don’t know everything; nor do I. Humility is the beginning of growth, for no one can grow unless they first acknowledge their need for improvement. And I know God can use my experiences to help you learn and put to practice good principles in your Sales career. Regardless of your education, regardless of your past, regardless of your position, God can bless you right where you’re at. Remember these key things as you read this book:

- Your past does not dictate your future.

- Mistakes do not define you.

- Wisdom is knowing the right thing to do; Integrity is doing the right thing.

- Always expect the best!

- God first; work hard; have a great attitude!

May God richly bless you and those you care for.

God has not told us how to comprehend all the frustrations of life, but He has instructed us to enjoy life as His gift (Eccl 2:24), to make the most of every opportunity (Eccl. 9:10), and to live life with reverence toward God (Eccl. 12:13), accompanied by an awareness of future judgement (Eccl. 12:14). Learn to live with life’s paradoxes by maintaining a proper attitude toward life and God.

--Paraphrased from Ecclesiastes Notes, Ryrie Study Bible; page 1031

Doing the right thing is always right. Doing

the wrong thing is NEVER right!

In life (that includes your work life) the first and principle commandment is this:

Matthew 22:37 (AMP) You shall love the Lord your God with all your heart and with all your soul and with all your mind (intellect).

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First Things First

The Business

If any industry can use solid, good and honest practices, it’s the car business. Even if your dealership operates by good standards, there’s too much of the ‘old school’ practices lingering, influencing how you conduct yourself and how people perceive you.

For years the car business has repeated many unethical practices for the sake of making a dollar, or just because, it’s the way we’ve always done it.

When a business takes advantage of a customer to make a profit, instead of taking care of the customer to earn a profit, the motive of the heart is short-sighted and self-serving. Taking advantage of someone to make a profit exemplifies the love of money which God says is the root of all sorts of evil.

Today’s customer expects more than what you used to deliver, and they want better treatment than you’ve ever given it in the past. I once heard it said:

If you’re successful, that only means you know what used to work.

--Joe Calloway

I learned early in my career, that if I always tell the truth, I will never have to worry about getting in trouble. Without sound principles, it’s easy to get pulled off the path of truthfulness, especially in the car business. Most people have good intentions, but something can overtake the most honest person when engaged in a vehicle purchase. After all, according to most customers, car salesmen are known for preying on the weak.

Many people are afraid of committing before they know they’re in the right place, at the right time, with the right person. Which is more reason to always be the best version of yourself you can be. After all, if honesty and a helping attitude doesn’t diffuse someone’s distrust, what will?

Another source of criticism is the sales process. When you consider why a customer becomes frustrated during a process, it’s usually related to poor execution, not the actual steps of the process. This can be perceived by the consumer as bad treatment, because it seems as if the process is being conducted for the benefit of the business, not for the benefit of the guest. Plus, poorly conducted processes reek of unprofessionalism.

Change Is Needed

Change your mind, change your results.

Delivering a great experience for customers is not that difficult, it just requires people who will put the customer’s needs first. Proving their needs are more important than the dealerships, or salesperson’s, is demonstrated by how well the process is conducted. And that’s what’s needed in the car business today; it’s time to change ‘how’ the process is conducted to meet the expectations of today’s customer.

I’ve met thousands of great people in the automotive industry over the past 37 years. I have consulted directly with hundreds of Dealerships, and trained thousands of Sales and Service Managers, Sales Consultants, Service Advisors and General Managers. And most of the people I’ve met are genuinely good people. Of course, I’ve met (and have worked with) some ‘goofballs’ too. And, it’s the ‘goofballs’ that continue to taint the car businesses reputation with dishonesty, disgrace and deception. This problem will persist, until dealership owners and employees begin changing it, and change begins with knowing and understanding RIGHT RETAIL PRINCIPLES and HOW 2 do them. But the biggest obstacle to changing anything is between your ears. And keep in mind, if you don’t change anything, nothing will change.

"Progress is impossible without change,

and those who cannot change their minds cannot change anything."

--George Bernard Shaw

Quality of character is required! And who better to carry that torch than a believer in Christ?

But developing ‘good’ character is, and has been, lackadaisical in the car business. A friend of mine, and longtime colleague in this business, replied to my explanation of teaching Sales Character with: you mean developing characters; right? He was joking of course. But his agreeable point was, the car business has excelled at developing a bunch of characters, not professionals.

Here’s a thought to ponder: What if tomorrow morning, ALL salespeople and managers, in every automobile dealership across America, began operating differently; helping customers to purchase the right vehicle and helping them through the buying process with genuine care for what’s best for the customer? What would this industry look like in 1 year? What would it look like in 30 days? Wouldn’t customers be happier? Wouldn’t you earn more referrals and repeat opportunities? Wouldn’t you earn more money? Would your professional life be better? Certainly, it would! When you do right things, right things happen! So, why is it that the car business has this dark cloud hanging over it? It boils down to lack of character!

So, it starts today, and it starts with you. Read, ponder, and study these pages and become part what I am calling the:

SALES INTEGRITY REVOLUTION!

The challenge before you is to stay the course when others don’t. To do the right thing in the face of adversity. To not cheat, even if you think you’ll make a deal or earn more money. Integrity is the sum of values and principles. Don’t allow yourself to reduce your standards just because it’s easier. Do not compromise your principles when no one is looking.

Doing the ‘right thing’ can be most difficult at times! I know; I’ve had a few of those in my life. Although doing the right thing can be difficult, you’ll never suffer for doing what’s right. It’s only difficult right up to the moment after you do it. Conversely, I have done some stupid things and paid the price for not doing what was right. I’m sure you can relate. Keep in mind, God is a rewarder of those who seek after Him, and His ways are always right.

The Customer

Before anything is sold, a customer is required! While this truth is common knowledge, I’ve witnessed countless displays of indifference by salespeople and Managers, who disregard the importance of the customer because it was inconvenient. While writing notes about this segment, I was at a dealership in Northern California and I saw this within the first 5 minutes after arriving…

A customer arrives in the showroom. A Sales Consultant greets the customer and the customer announces: I’m here to see the Finance Manager. The Sales Consultant says, Can I get your name? Wait here, and I’ll see if he’s available.

The Sales Consultant returns and asks: What is this regarding? (playing the buffer for the Finance Manager). He replied, He called and I’m here to re-sign some documents.

Now, this may sound common, but from a customer’s perspective, here’s what he saw…

The Finance Manager was sitting in his office and didn’t bother to get off his chair. When the Finance Manager was approached by the salesperson, his response was somewhat nasty. I know the customer saw this because he saw the same thing I did through the clear glass of his office.

Here’s the rub; the dealership made a mistake, and the customer is being inconvenienced for it. Someone at the dealership should have taken paperwork to the customer for them to re-sign; or at least demonstrated humility for their own error. Instead, the customer was made to feel as if they were an inconvenience, because of the attitude demonstrated.

This type of attitude exists when there’s a lack of respect for other people; in this case a customer! The car business is laced with these types attitudes because people don’t understand they’re really in the PEOPLE BUSINESS, and no one has the guts to correct them when they see wrongdoing, then it just continues.

Customers watch, and they listen; they pay attention. When they see, or hear, someone act unbecomingly, they assume the entire staff is that way. That’s not good for you. It’s not good for business. It’s not good for customers because it doesn’t make their experience good.

A potential customer can purchase anywhere they choose, so it makes sense to show appreciation for a guest when they arrive at your dealership by showing genuine enthusiasm and respect.

To summarize, there is so much wrong with this business that can be fixed with integrity, honesty, transparency and a genuine concern for what’s best for the customer. When talking about customer treatment and the pitfalls, I’ve heard many salespeople and managers say something like, Well, that’s just the car business. And they blow it off like it’s no big deal. Well, it is a big deal! Treating customers with compassion and understanding is important! It’s what customers want and need, and dealerships need to do a better job delivering.

You

Before moving on in this book, there are two (2) things you need to commit to doing:

1. Journal your Journey

It’s always a good idea to write down thoughts, ideas and epiphanies. If you’re like me, you can easily forget what that fantastic, awesome, idea was 20 minutes after you had it. Those are the fleeting thoughts; it’s here one second and gone the next. If you have a great idea, that could be God giving it to you, so don’t make the mistake of being irresponsible by not being deliberate about not forgetting it – write it down. Then be diligent to review what you wrote down later. Great ideas never become a reality if they’re not – first – remembered for implementation. I encourage you to ponder each segment after you read it and write down what you will do differently. For the purpose of journaling, use a spiral-bound notebook, 3-ring binder, something! But make sure it’s dedicated to this book and use it as your Holy Sales Journal. I’ve created a Workbook for this purpose to accompany this book; you can order your copy by visiting www.garydunning.com (if you don’t already have a copy). I hope it becomes a useful tool for your future success.

2. Take the self-common-sense test

Although this may seem to be basic (maybe even stupid), you need to identify what type of person you are:

Are you a genius? This is one who learns from the mistakes of other people. You observe what others do and pay close attention to their mistakes and learn what they do well. You are not afraid of heeding instruction and constructive criticism. To be a genius, you must also be a Smart Person.

Are you a smart person? This is someone who learns from their own mistakes. You learn what ‘not’ to do because when you did something wrong you realized the pain associated with that activity. You decide to change your actions to avoid repeatedly making the same mistakes.

Are you a blockhead? This is someone who doesn’t even learn from their own mistakes, let alone the mistakes of others You ignore the pain points in your own life and in the lives of other people around you. Avoiding such witness is like a problem magnet which invites painful and costly mistakes.

Disclaimer: These are not psychological assessments nor professional definitions. They are simply used to identify your own level of personal responsibility to help guide you through this journey.

I’m not casting judgement, but a friend will ask the difficult questions, it’s up to you to ponder the difficult answers.

The type of person you consider yourself to be is due to the choices you have made up to this point. You don’t need to have a master’s degree to be a genius, nor is a PHD required to be smart. How you handle your own life determines the type of person you are. The good news is the choice is up to you. If you want to be better tomorrow than you were yesterday, begin with something different today!

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As you begin your journey, keep in mind this foundational truth: your results, the results you enjoy will be the outcome of what you do and how well you do it. Imagine you are a tree and the fruit you produce is based on the quality of your root system. If you have bad roots, the fruit will be limited and/or poor. If your root system is good, then your fruit will be good also. And you will be known for your fruit, either good or bad. Concerning your sales career, character matters! Your integrity is the root system which produces your results (which is the fruit).

But, results (for the