As the funeral profession evolves, it’s crucial to shift from merely providing services to creating meaningful, memorable experiences that impress guests and educate them about modern funeral possibilities.
Doug Gober’s research, summarized in a recent *Memorial Business Journal* highlights a key challenge: 75% of funeral professionals believe they educate families effectively, yet only 35% of consumers feel informed. This disconnect underscores the need for a more intentional approach to guest engagement, a concept I explore deeply in my book *The Funeral Business Builder Master Plan* (which I’m updating and will release in 2025).
One key strategy is focusing on the guest experience during services rather than just the immediate family. Many attendees, up to 70% at visitations, aren’t grieving directly but are there out of sympathy or support. This group represents an untapped opportunity for education.
As I recommend in my book, consider introducing visual elements, like screens showcasing unique tributes or creative service options. These displays can inspire guests to think beyond traditional services and imagine personalized celebrations of life.
Another critical insight is understanding your role as a facilitator. Families are the actual hosts of a funeral; our job is to empower them to tell their story.
A well-executed Signature Solution, like the “Beautiful Farewell” or “One Last Event,” can help families envision meaningful alternatives to traditional funerals. By branding and packaging these options, you make them easy to communicate and set your funeral home apart.
Finally, remember that every guest is a potential client. Gober’s research aligns with my observations: the next family you serve is more likely to come from the guests than the immediate family.
Use the event as a chance to leave an impression. You can demonstrate the value your funeral home brings to the community through unique keepsakes, interactive memory stations, or educational content displayed throughout your facility.
Always keep in mind that the best way to educate them on the value of a funeral service is to let them experience it firsthand. But the experience has to wow them. The style of funeral service preferred by a Silent Generation member won’t impress a Baby Boomer and certainly won’t inspire a Gen Xer.
By blending innovative practices with understanding today’s consumer preferences, we can transform funerals into experiences that resonate, educate, and inspire. Let’s seize the opportunity to lead families into a new era of meaningful memorials.
Until next time
John
