Funeral David vs. Goliath: Caskets
Guest article provide by: Jeff Harbeson, The Funeral Commander
My last post Funeral Industry David vs. Goliath was referring to innovation in the funeral industry. From all intents and purposes, Goliaths dictate and Davids innovate. There is no greater example of this analogy in the funeral business than casket manufacturers. Just recently one of the casket Goliaths was recognized for their “innovation.” What is innovation?
Webster’s Dictionary: Innovation; a new idea, device, or method.
Have we become so complacent in our industry that throwing “old wood” on a casket is considered innovation? The definition should be expanded to include making products for less cost (Chinese hardware and cloth for interiors) and moving South of the Border for manufacturing. YES! Now that’s innovative; however with these cost saving measures why are you paying more for Goliath Company’s caskets?
There was a time when the casket peddlers led the industry with messages that their product was “the center of the world” and families would pay premium prices. At that point in history (before Al Gore invented the Interweb) funeral home owners drank the Kool Aide by selling families Bronze, Copper, Stainless Steel, and Mahogany caskets even some adorned with gadgets. Good idea, right? I mean, the profits from these transactions had to be incredible. How’s that “innovation” working out for ‘ya today? Funeral homes filled their casket rooms (later to become known as Hallmark Stores) with good, better, best, and ignoring the service side of their business. What did the Goliath’s do? After the contracts were signed and the rooms were filled, prices began swelling faster than a Krispy Creme doughnut in hot oil. Fast forward to 2016; when was the last time your firm sold a Bronze, Copper, of Mahogany casket at need? In fact, exactly what material (Gauge or Wood type) is the average casket your firm sells now? Now Goliath’s are spewing “don’t raise our prices, raise your service prices” as they hand you the new X% more casket price-list for 2017.
Interesting that the casket Goliath’s even attempt to be “business consultants,” however 90% of the road warriors haven’t a clue how to interpret a funeral home P&L, much less understand the process of operations. Perhaps I should create a “funeral home business and operations quiz” so that the next time Skippy the Casket Clown knocks at your door, you may find out just how much he knows about your business. The results of the quiz will be devastating to Skippy. But no fear! Skippy will reach into his bag to reveal that he can improve your website (with a template), increase your cremation revenue (with his company’s Chinese urns and “proven presentation strategies”) along with various and sundry useless items for sale. Innovation would be to improve the funeral home operating processes and providing solutions to elevate the positive financial posture for profitability. Wait! Maybe a trip, game tickets, or a nice meal will make everything better.
Let’s get down to the truth, shall we? Caskets are made of wood or metal (unless you get the ones made in Mexico, they are wood composite). The definition (according to my indoctrination in the cornfield) of a casket is “a container for precious materials.” The deceased (precious loved one) is placed in a casket, their loss mourned, their life celebrated, and they are buried never to be seen again. If your funeral home’s financial life depends on one of Goliath’s spawn, your business will be in a container for precious materials as well.
What would be innovation for caskets? How about finding a way to manufacture a quality product for less? The casket manufacturing Davids have already done so. A simple price analysis and side by side comparison of local distributor, small manufacturer, or offshore caskets will reveal Goliath is out of touch and David has an arsenal of rocks in his sling. Oh yeah, one more “innovation” that Goliath created: “off brand” caskets that are sold through the local distributors. Yep, the same casket you may be paying up to 50% more with a 1-cent sticker comes right off the manufacturing line as the “off brand” does.
Thanks to the itnerweb and frankly, enlightenment of funeral directors, the casket Goliaths are taking more rocks to the head from the casket Davids. The Goliath notion of treating funeral directors like mushrooms (“keep ‘em in the dark and feed ‘em crap”) days are coming to a close.
I am more than happy to further this line of factual thought with anyone that chooses to reach out to me. I challenge any Goliath representative to a public debate on Funeral Nation TV to refute these points of innovation. What the heck, its debate season so the floor is open!
From the Command Post (West), without libation or cigar for clear thinking, Cheer’s Y’all! #thefuneralcommander
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