So, you have worked in your funeral home the last 25 years and have served the families in your community with dignity, respect and sacrifice. Now families in your community are choosing a cremation service that they found online and they are charging a quarter of your charge for direct cremation. How do you compete with that? Can you compete with that? Well the answer is yes and no.
First, having owned this type of business, I can tell you that the services provided are not the same. Sadly, there are a lot of families who no longer see value in the funeral profession. Some would say, well, it’s just the poor people that choose these services. That is not true, however, as I have served families who were very capable of paying for complete burial services.
So how do you compete? The most important way to compete is on service. But you have to make families want SERVICE. How do you do that? Education to start. Educate your community on cremation options and all the services that your firm provides to memorialize a loved one. Embrace technology and introduce to your families.
Do you have to match price? I don’t think so, but you might be able to offer a more affordable option to a “direct cremation.” While I hate the term, what most of these low-cost cremation providers offer in the opinion of many is a “disposal service.” You can possibly itemize your direct cremation charges out and allow families to handle some things on their own that you include in direct cremation. For example, our low-cost cremation service did not pick up death certificates, we didn’t run obituaries, and if you purchased an urn online, we charged you to fill it. We charged for pacemaker removal and other services that you include in your direct cremation.
Need more help, call DECAIN and let us help your business reach it’s maximum potential.