What Did You Bring Home?
Upon returning from another funeral conference I’m wondering what the “uptake” of new ideas, products, services and shared successes will actually make it back to the funeral homes of attendees. Having stated this, I realize that one size does not fit all in the funeral home world and I’m certainly not delusional to assume otherwise. The Independent Funeral Directors of Florida held their annual Conference/Tradeshow and I’d like to point out some of the presentation highlights for y’all to ponder my initial statement.
The kickoff was a panel with Justin Baxley, Lacy Robinson, John Bolton, Ryan Thogmartin and myself discussing with the attendees the broad topic The Future of the Funeral Industry. From my point of view, the discussions were lively, relevant and provided a platform for honest communication. Interestingly pricing was a hot topic (no cremation or Florida pun intended) and rightly so; the competition in the Sunshine State is fierce.
I listened to and took notes on a presentation by Justin Baxley of Hiers-Baxley Funeral Services and Lacy Robinson of Aurora Casket titled Sharing Life by Design: The Funeral Directors Guide to Relevant Funerals. The context was emphasis on communication and presentation skills within the arrangement conference and to offer funeral directors insight into modern approaches that blend together aesthetic details with the latest trends for honoring lives. The broad spectrum presented has elements for every funeral home no matter their zip code or clientele.
As usual and always on point, Ryan Thogmartin of Disrupt Media, Connecting Directors and Funeral Social provided compelling information regarding why funeral homes should engage consumers with his Win More, Suck Less-Killer Examples of Real Funeral Homes Dominating on Social Media presentation. The shear numbers of people that use Social Media regularly are reason enough, but more importantly a platform for funeral homes “to tell their own story.” The media inundates and highlights negativity about the errant few funeral homes, yet we all have the powerful medium to “lead the discussion” for positive engagement. Again, no matter the zip code or clientele, there is something of value for every funeral home.
The Funeral Commander (a.k.a.Jeff Harbeson) had opportunity to present Challenges to Funeral Service Providers & Using Social Media to Effect Change. The change in family structure, diffusion (the spread of culture traits from group to group), consumer segmentation (economically and where they spend their money), consumer behavior, and technology all attribute to the challenges we face as funeral service providers. All of these (and another long list created by attendees) could be addressed, if not solved with training. Corroborating Ryan Thogmartin’s message about using Social Media to reach consumers, successful examples used by DNA Memorial to spread the gospel to consumers that funeral directors offer the last chance to preserve a deceased person’s genetic record (DNA).
My case in point, with all the conferences and sharing of ideas, how many are actually manifested in some form upon return? As you know I believe “A vision is only a dream without execution” which is akin to Larry The Cable Guy’s “Get ‘er Done mentality. Please share something that you have learned at a conference/expo and implemented upon return to your respective funeral homes. From the desk of The Funeral Commander, Cheers Y’all! #thefuneralcommander
The Funeral Commander~Jeff Harbeson 
Another gre
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Jeff, I really enjoyed meeting you and your wife at the Conference. Hope you enjoyed yet another “opportunity” to get away from home. I have to say that as I made the 6 hour drive back home from the meetings all alone and reflected on all that I saw, heard and learned that I really began to have a better understanding of why the funeral profession seems so lost. It is almost like schizophrenia or a multi personality disorder. Do you go high end and compete with the Marriott’s for events, or do you go for the low end and volume like the Direct Disposers? Or do you go somewhere in between and hope to be all things to all people (a true path to failure).
I think we have to go back to the old saying from Hamlet “To thine own self be true,” and who ever said “you can not please all the people all the time,” or one I have always liked,”If you do know know where you you going how will you know when you arrive.”
Funeral Directors must develop a clear plan or strategy and a process for executing that plan and a dedication to the plans success most especially in competitive markets.
Identify what you want to do,. How you want to do it (develop a clear plan). Move forward with the plan. Adjust your course to stay on track and accomplish you objective. Then look at your next objective and start the process all over again.
Prepare, study and train to accomplish your goal. If you want the high end of the market, develop a strategy to go after it. Same with the middle or bottom segments. Back when I sold copier we called these market segments. We knew our product line and what market segment each piece of equipment fit in to. As we did a needs analysis for our client we did our best to fit our offerings to fit there present and future needs. Some have done that with a good, better best approach, but that is only part of it. But here I go rambling on again…
Not being an owner or even a manager has it’s drawbacks to effect positive change I am afraid.
Thanks for all you do.
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Howard: It was a pleasure to meet you in person and get to know you as well. I agree that we can’t be all things to all people and that carving a niche in the market seems to be a logical choice. The trick is to pick the right market (consumer segment) for long term viability. As you well know, I have my own ideas and belief that as deaths rise, those with the money to pay will continue to decline. You are truly a funeral professional and I’m blessed to call you friend. Until next time…Cheers!
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You are very kind. Thank you. Keep spreading the word.
God bless you and yours
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