Alan Creedy Contributors Funeral Industry News

The Secret Sauce: How We Might Resurrect DeathCare

April 17, 2012

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The Secret Sauce: How We Might Resurrect DeathCare

Article By: Alan Creedy

Is it possible that in some markets people no longer care?

In this series on Funeral Apologetics I have pointed out that our real problem is cowardice and have endeavored to share some techniques that might help the profession fight for itself.  Several very thoughtfulindividuals (whom I also admire) have suggested that, in their market at least, people simply don’t care anymore.   In their opinion, the best that can be hoped for is to do more volume on a shrinking sales average.  But, I would ask: “Is it that people don’t care? Or, is it that people don’t care the way we think they should care?”

I need to make clear that my optimism on this subject springs not from rose-colored glasses.

  • Are we becoming irrelevant?  Possibly
  • Are our margins shrinking? Yes
  • Are we losing ground with every passing day? Yes
  • Do we know what we need to do? No
  • Is there a single solution? No
  • Is there any solution? I believe so, if we fight for it.

But this is not to dismiss the reality that the struggles and challenges faced on a daily basis by our profession, which confronts an increasingly disengaged customer, are both real and acute.  I am not suggesting that impacting this trend will be easy or quick.  It took us 30 years of neglect to get here.  Why should we expect overnight success?  That is specifically why I continue to use a “Fight” metaphor.  Because being passive is not working!  And doing nothing is cowardice.

What we believe and why we believe it is critical to our hope and foundational to our solution.  If we believe that people see us as irrelevant without exploring what lies behind that phenomenon then it ultimately becomes reality.  If we believe no one cares then…ultimately…no one will care.  Not because they aren’t wired to care but because they never knew why they should do some of those irrelevant things that…oddly…happen so spontaneously in tragic public and celebrity deaths.

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