I have funeral home owner clients that are astounded when the epiphany of the number of calls are irrelevant to their profit. In a few weeks, the Super Bowl of funeral service is in Philadelphia where the pontificating will be at extreme heights. One of the biggest of all is the “tale of calls” (not to be confused with the tail of a whale).
Allow me to explain. A firm touts they are having a great year tracking to conduct 250 death calls over the 225 last year. If the casketed calls this year are only 40% (100 of 250) of the total versus 50% (112 of 225) last year…is the firm really doing better? If the firm “picked up” 38 new calls this year which are non-casketed, did those calls even budge an increase to their profit margin, most likely not.
In a recent Funeral Boot Camp where attendees learn how to properly charge for goods and services as well as understand measurement of profitability, I saw something remarkable…or so it would seem. A 60 call firm had more cash in the bank and net profit than a 200 call firm. How is that possible? Revenue per call, proper pricing, and frankly they are a great client of ours (meaning this firm is making good decisions). Since the revelation or the before mentioned “epiphany,” the 200 call firm has seen the light and now on their own path to profitability with our guidance.
So the next time you hear Foghorn Leghorn “crowing” about his call volume, ask ‘ole blabby what his profit margin is…and listen for the crickets. The more you know, the smarter you are.
From the Command Post (West), Cheers y’all! #thefuneralcommander