John McQueen
on
“I had to live in the desert before I could understand the full value of grass in a green ditch.”
– Ella Maillart
I share this quote because it richly describes the relationship between today’s consumer and the funeral profession. The value of the services we provide are often unrecognized by the consumer until long after the loss. Like the woman who lived in the desert, the survivors need to travel the grief journey to fully appreciate the meadow that can be found with proper planning and guidance.
Yet, the unfortunate reality is that the lack in value for the consumer is often a consequence of poor training on our part. As a profession, we must be able to clearly articulate the value we provide through the services, facilities, and products we offer. Let me share a quick example:
We’re going to scatter mom’s cremated remains in the ocean?
Rather than defaulting to a cardboard box or a temporary container, a simple and descriptive response will share the value of a water-soluble urn. Next time try, “I understand. Scattering is a popular option. Have you ever scattered cremated remains before?” Regardless of their response, your reply should be, “When you’re three nautical miles offshore and the wind is blowing and the boat is rocking, it’s not always as easy as it may seem. That’s why many of our families who choose scattering also select a water-soluble urn. You simply place the urn in the water, and it will gently settle to the bottom where it will dissolve completely allowing your mom’s remains to rest on the ocean floor.”
This is just one example that shows the value received from a product you offer families. There are many more examples that can be shared for educating families on the value of services, facilities, catering, and more. If sharing value is an area where your team struggles, call me and we can create responses that work for you and your team.
Simply put, “Customer Value is equal to Benefits – Cost”. But, if you don’t take the time to explain the benefits of what you offer to the customer, then their value is based solely on cost.