By Mike DeNardo

PHILADELPHIA (CBS) — The man inside the Phillie Phanatic suit is helping business people create the same customer loyalty that the Phanatic enjoys.

Win or lose, the Phanatic is always playful and positive. And the guy inside the green fur, Tom Burgoyne, has been spreading that Phanatic philosophy at business retreats.

“We kind of thought, ‘Wouldn’t every company want to try to generate and encourage that kind of passion, that kind of love for their business?'”

So minus the costume, Burgoyne, with the firm Dillon Marcus, helps business people find their inner Phanatic.

Doug Souders, a service writer at Matthews Paoli Ford says, “Nobody wants to walk in and see a grumpy person, somebody that looks miserable. So you want to put a smile on. And that’s my big smooch, is just a smile and a greeting and ‘How can I help you?'”

Souders considers Phanatic-style loyalty essential because he says there’s plenty of competition in the car repair business.

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