Do you give the impression you need to when customers come looking?

1. How do you look?
In our last newsletter we asked whether you were
offering green funeral options because you thought you
ought to do so in the current climate of sustainability.
Today, we go further and ask, do you look like a
modern, relevant and attractive business?
It’s all very well saying ‘we’ve always done it this way’
and ‘we are a traditional business and that is what
customers like’ but are you really sure that they do?
The ever-growing interest in wicker caskets, natural
burial and cremation demonstrate very clearly that the
old mahogany-and-brass look is falling from favour.
The fact that you have sold a certain style of funeral –
and sold it in a certain way – in the past is absolutely no
guarantee that you will continue to find customers in
the future. We are rapidly reaching a stage where the
vast majority of customers research and buy online,
where they are ready to demand exactly what they
want and where they are consciously looking forward
rather than back.
Tradition has been thrown out of the window. Just look
at modern weddings, interior decoration, ideas about
faith, the use of technology….the list is endless. So
anyone who imagines that people, immersed as they
are in a connected world full of individual choice, will
suddenly think that they want a Victorian-style funeral,
sombre and staid, is kidding themselves.
There will always be room for tradition, but the tipping
point when it becomes a minority choice is fast
approaching. Meanwhile, there is a huge tech-savvy,
eco-friendly, style-conscious customer base out there,
wondering whether there are funeral directors out
there who can talk their language.
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