How
does a funeral home/mortuary compete for business? Advertising is a very sensitive issue. We never broadcast that the decedent’s
appearance is so much better at Spilsbury’s, or that we respond faster when
asked to remove a body. We never inform
the public that we guarantee the protective and respectful care of their loved
ones or that we have an open door policy for the family to spend time with
them, even though it may be after regular business hours. So, how do we get the
word out? Is it location, price,
advertising, billboards, connections at the hospital, nursing homes, home
health agencies, police department, etc.?
The answer is, “None of the above!”
Our message, at Spilsbury’s is shouted loud and clear, by word of mouth,
every time we serve a family.
It
was brought to my attention that there are two markets to which modern-day
funeral directors cater. They are the
seniors, who are inclined to select the traditional firm that has served the
family for generations, and the baby boomers, of which I am one, who recognize
value and are willing to pay the price.
But, at the same time, they consider the lower priced firm, although
they have never been involved in the funeral arrangement process, and truly
don’t understand the difference a quality funeral home offers. Being a baby boomer AND a funeral director, I
have the fortune to serve both sectors.
The seniors, through the years, have gained experience and wisdom. They
have felt the heartache and pain as well as the insight, comfort, and peace
that come from doing business with firms of longevity, reputation, and
trust. They have learned that discounts
are great on household appliances, but don’t represent the best option when
shopping for personal services, such as a doctor, lawyer, hairdresser, auto
mechanic, or funeral director, to name a few.
As a baby boomer, I must agree
that when it comes to heart surgery, safety equipment for rapelling, or
choosing a funeral director, experience and wisdom are to take top
priority. I am going to put my trust in
my elders and follow their advice. I
have personally been concerned with the real intentions of some with whom I do
business. When in doubt, I consider the
options. Bargains are great, but if they
don’t live up to the purpose for which they were intended, then they are no
longer bargains. When it comes to
personal services, I choose the very best!
I
have come to truly appreciate a real live voice on the other end of the phone,
rather than voice mail menus or answering services. I like old fashioned homemade french fries
and golden oldies, but I do not miss carbon paper or typewriters.
Life
is a mixture of the old and the new.
Nothing can take the place of lemonade, a swing in the park, or other
pleasant memories. Sometimes, I can just
close my eyes and remember back on the good ole days. Those days are gone, but still are very much
alive in my memory. Little League
Baseball, the Junior Pentathlon, the first deer hunt.... How about your first car, first date, first
girlfriend/boyfriend? Even back then,
the experience and wisdom of our elders, our loving
parents, played an important role pertaining to our best welfare and adventure.
The
old nut does not fall far from the tree.
I see more and more everyday that old fashioned values have become more
important in my life. I am realizing now
that I am turning out to be much like my father (God bless his memory).
The
bottom line is this – Radio, television, and print do help us get the word out,
but the last word is that when it comes to funeral service, the qualities of
longevity, reputation, a proven track record, and family traditions are the key
factors that ensure a family of the best possible experience at the most tender
time in their life – that of losing a loved one.
We,
as baby boomers, will find ourselves being the ones who are more frequently
making the decisions. I, for one, am
ready to assume the responsibilities that lie ahead. Are you?
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