I was recently at a funeral home strategy/training meeting and the Broken Escalator video above was presented as a primer for discussion. This is a fantastic and thought provoking example for us in the funeral industry. The NFDA just posted estimations that cremation will eclipse burial this year (see: Rates of Cremation and Burial) and consumers are as scattered in their views about death/disposition as cremated remains in a hurricane.
Yet, the majority of funeral service providers are “stuck on the escalator.” Here are some examples:
- “It’s not a problem in our community.”
- “My families don’t/won’t blah, blah, blah.”
- “We have been through this before.”
- “We’ve always done it this way.”
The “stuck on the elevator” syndrome is also an epidemic in the funeral supplier world:
- Repackage the same offerings.
- Same casket, different color.
- Discount and rebate games.
- “Our research shows.”
Jessica A. Smith recently published a great post I Want A Direct Cremation, Please on the OGR blog offering common sense approaches to assist consumers with cremation choices. The pundits and talking heads (see Talking Heads; What We Allow Will Continue) continue to lead the blind sheep over the cliff with their “charge more and show more value.” I guess my question is; why are there so many funeral providers stuck on the escalator? Thoughts and comments? From the desk of The Funeral Commander, Cheers Y’all! #thefuneralcommander