Meet the Undecided’s (and Understand Why They Matter) – Part One
Relationships matter in the funeral profession. They just do. You’ve likely already invested so much of your time and career in your community because you know how important relationships are. You pride yourself on this — and as a result, you’ve cultivated meaningful relationships with many families whom you will eventually serve.
However, I’d like to introduce you to a family you might not be completely familiar with. Meet Joe and Jane Undecided.
At first glance, they look just like any other family in your community. In fact, you may have even met them before at the local high school football game or the community potluck dinner. What you don’t know about them is that if push came to shove and they had to decide which funeral services provider to take care of them when in a time of need — they don’t yet know who they’d ask for help.
Why are the Undecided’s — well — undecided?
- Perhaps it’s because they just moved to the community only a few years ago and don’t have memories of visiting your family funeral home for each of their passed loved ones’ services. After all, over 40% of individuals in the U.S. were actually born outside of their current state of residence.
- Perhaps it’s the role (or lack thereof) that religion is playing in funeral decisions. Younger demographics are much less religiously active than generations before them.
Regardless, it’s important that you don’t ignore this increasingly important group of “Undecided’s.” In response to a recent blog post by Dale Clock, one funeral professional asserted that this group often times comprises of the majority of families within a community. Not paying attention to this group could mean that you’re missing out on real opportunities for business growth. And traditional advertising, while perhaps necessary, may not necessarily cut it in terms of capturing their attention.
If it feels like you’ve ignored this group up until now, all is not lost. In Part Two, I’ll discuss ways in which you could capture the attention of “The Undecided’s.” It may require thinking and acting a bit differently than what you’re used to, but in the end — it will only help you stay relevant in the years to come.