Article by Rochelle Rietow, FuneralOne
For the last century (or more), there has been a cloud of dogma hovering over the funeral home. No one bothered to challenge it until recently. And even then, the feedback has been mixed.
In the funeral profession, it’s all about “the way things have always been done”. But what if you stepped outside of the box, and looked at your business (and yourself) in a new light? Maybe you’d find that the way it’s always been done may not be the right way… maybe there could be a BETTER way to run your funeral business.
Just like a painter should step away from his or her painting to get a new perspective, here are 7 aspects of your funeral business that you should challenge in 2016:
1. Challenge the foundation.
Owning a business is just like building a house; if your foundation is unclear or shaky, your business will be too. Challenge your core values, mission statement, and USP (unique selling proposition). Challenge the reason for your very existence. Ask yourself what purpose you’re fulfilling, and if you’re fulfilling it successfully. On top of that, challenge whether or not your customers feel you’re successfully fulfilling it.
2. Challenge the direction.
Where are you going? What’s your vision statement? How do you plan to get there? If there’s a better way to get there, make it your goal to find it. If your destination is no longer relevant to your business or the industry, change it.
3. Challenge your strategies… all of them.
Is your current marketing strategy actually current or was it created one, five or even ten years ago? If it is outdated, search for some fresh ideas. How do you find new employees? If you haven’t found the exact type of person you’re looking for, re-consider your hiring strategy. What about social media, products and planning? Look at every element of your business with a magnifying glass – maybe even a microscope – and ask yourself whether or not these strategies are successfully moving your business along. If not, it may be time for an alternate plan.
4. Challenge your business model.
Just because you have a business model, that doesn’t mean it’s the right one for you. Break it down, starting with the largest parts, and work your way down to the tiny details. Ask yourself along the way, “will this model allow us to remain competitive, relevant, and adaptable?” If not, it’s time to re-think. The most successful businesses have challenged the typical business model in their industries and by doing so, found a better, easier way to do things… and you can, too.
5. Challenge your customers needs.
When Steve Jobs invented the touchscreen iPhone, no one went up to him and said “ya know Steve, I’d really like to have a phone without any buttons on it.” Steve created a need for something that didn’t even exist, and guess what? People loved it. In fact, you might be reading this blog from an iPhone right now. Be like Steve Jobs and always think one step ahead, rather than creating products and services to serve what your families need right now. Don’t be afraid to pave your own path. Just like Henry Ford famously said, “If I had asked people what they wanted, they would have said faster horses.”
6. Challenge the data.
Where do you get the data needed to run your business? What information or data helps you track your funeral home’s progress? Do you even use data to help you make informed decisions? If not, it may be time to consider looking into ways to evaluate your business from a numbers standpoint, rather than shooting darts in the dark. Take a second look at your data resources, and make sure that they are giving you the information you really need. Also, consider the delicate balance between data and experience. Don’t limit yourself by only going off what your data says, or only what you feel in your heart when working with families. Look at both, and make informed decisions.
7. Lastly, challenge yourself.
If you’re a leader, don’t just assume you know best. Be humble. Ask for feedback. Don’t be afraid to not know the answers. Look at your own thought patterns and habits and ask yourself if they’re serving you and your staff. If you’re not a leader, look at yourself through the eyes of your families and your business owner. What would they think you could do better? Move your ego out of the way for some serious constructive criticism, discipline, and accountability. If both parties are doing this, it’s a win-win for everyone.
How else do you challenge your funeral business to keep yourself in check? Tell us in the comments below!
Excellent points for all funeral home owners and directors to challenge themselves…should be a priority! #thefuneralcommander
All of the above were great suggestions but one important point was neglected – “How does your facility look?” We are visual creatures and we make decisions based on what we see. It’s verifiable that ‘packaging sells the product’. Sadly, dated or sterile decor influences our perceptions about the owner’s way of doing business.
Good point, but I’d take it further. There are many many people who are intimidated and uncomfortable going into a “traditional” funeral homes, especially the more lavishly-appointed ones. Lots of folks don’t want to pay for impeccable furnishings and late-model livery, and they look for establishments that won’t make them.