Casket Merchandising and The Hawthorne Effect

September 28, 2015
1 Comments
Advertisement

Article originally appeared on Funeral Home Consulting

The Hawthorne effect occurs when individuals modify or improve an aspect of their behavior in response to their awareness of being observed.  The concept is more simple than it sounds. People change their behavior when they are being observed. Where this applies to casket merchandising is subtle but important.

The profession has come to rely on a system of passive selling. Rather than assuming the role of professional expert and consultant we prefer to create physical systems to “sell” our customers. Our faith in these systems (called showrooms) is so strong that we have become ultra sensitive to any changes.  So, if we make changes the results actually occur in us and not in the customer.

Advertisement

Whether the result is positive or negative depends on our belief in the system. So, if you spend $50,000 to build a retail style room with special lighting AND YOU ARE EXCITED ABOUT IT your customers will respond in kind to your enthusiasm. and when you eventually get bored with it they follow your lead.

One funeral director prefers a Batesville style show room, another likes the Aurora electronic showroom. The results are the same because they are dependent on the attitude and belief system of the funeral director.

But none of that is my point

Physical merchandise is a distraction. None of us have ever heard of a family choosing a funeral home because of its caskets. Moreover, funeral directors frequently tell me that families often have no recollection of the casket they purchased months later.

—Read the rest of the article—

CDFuneralNews

CDFuneralNews

ConnectingDirectors.com is the leading online daily publication for funeral professionals with a reader base of over 45,000 of the most elite and forward-thinking professionals in the profession. With ConnectingDirectors.com we have created a global community through an online platform allowing funeral professionals to Stay Current. Stay Informed and Stay Elite.
CDFuneralNews
Advertisement

You may be interested

Learn How Funeral Homes Are Building Revenue by Looking More Like Event Centers
Funeral Industry News
234 views
Funeral Industry News
234 views

Learn How Funeral Homes Are Building Revenue by Looking More Like Event Centers

Justin Crowe - April 18, 2018

As the funeral industry landscape continues to change as a result of factors like ecommerce, cremation, and foreign imports, the…

Homesteaders and Disrupt Media Offer Free Social Media Guide for Funeral Professionals
DISRUPT Media
39 views
DISRUPT Media
39 views

Homesteaders and Disrupt Media Offer Free Social Media Guide for Funeral Professionals

CDFuneralNews - April 18, 2018

West Des Moines, IA – Homesteaders Life Company, a national leader in pre-need funeral funding, has announced the release of the Social…

IF YOU’RE DOING THIS YOU’RE WASTING MONEY | DISRUPTu! 045
DISRUPTu
39 views
DISRUPTu
39 views

IF YOU’RE DOING THIS YOU’RE WASTING MONEY | DISRUPTu! 045

CDFuneralNews - April 18, 2018

So many funeral homes we come in contact with say they are 'leveraging Facebook' for their funeral home, but it…

Comments