This week we had a number of at-need and pre-need price shopper issues. There were slightly different circumstances but each case had the same basic theme to it. Families came in to meet with us. We sat down, bonded with them, found out what they wanted to do and we quoted a price. In each case it was a bundled package price with multiple visitations and our full Life Story Package. We always assure people that the packages can be adjusted to their individual needs if there are financial challenges. In each case the families didn’t make a firm commitment to us or the plans and needed to discuss things.
They all came back later and said they had contacted a different funeral home who quoted them a lower price for services. The problem was the other funeral homes quoted them prices for completely different sets of services and merchandise. Less visitation, a graveside service instead of a chapel service, a cloth covered casket instead of using a rental casket, basic print packages without videos, etc. In a few cases we got them to sit back down and we compared things side by side and showed them that we could do things for the same price or lower and we ended up keeping the family with us. But in one case we never even got a chance. One other interesting factor was that in each case there was a family member that was not part of the original meeting that pushed the folks to talk to another funeral home.
Now I don’t want to bash the other funeral homes because I probably would have done the same thing they did. The problem is that the family asked each funeral home a different set of questions. They told us what they wanted to do, we showed them all the options and then we told them a price. Then the family went to the other funeral home and said “Clock’s quoted us this price, what can you do?” and the other funeral home says “We can do better than that” and shows them where they can do a little less services and lower price merchandise and save some money. And the family thinks they got a “Funeral” for less money. I could have done the same thing, but they didn’t ask me that question.
So it goes back to this – what do we talk about first with the family? Which order do we present things? Do we talk money first, in the middle, or at the end? Do we ask “how much do you have to spend” and show them what we can do for that amount. Or do we get to know them first and then show them the options that we think are going to meet their needs the best?
For all you funeral folks out there, where do you start?
There are lots of factors here to consider and no easy answer. And I know I don’t have the magic answer. But I’m here to ask the questions and maybe together we can figure some of this out. I’m going to continue this discussion in my next post because I want you to think about this for a few days.
I’m Dale Clock. Thanks for listening.
[…] this week’s article my friend, Dale Clock, posted this question and a followup on his blog Dale Time. (please click on the highlighted words and read his full comments) This is a phenomenon that […]
Dale,
Dale,
Thank you for your kind words. From reading through your blog it appears that it is possible that we are twin sons of different mothers. When I read your articles, it was as if I was reading my own ideas. You are astute, cogent and entertaining.
The question posed is as old as funeral service itself. What makes people decide on one place over another? In my 32 years in the business, I can spend all night sharing anecdotes that I have accumulated. I have to get something else done this evening, but will put some thoughts down in the next day or so. I look forward to reading more of your work.
Ray Visotski
Aiken, SC
villageundertaker.wordpress.com
Ray,
Good to hear from you. I look forward to your remarks. I only have 3 sisters, maybe you are my twin brother. Ya know I have that Album, “Twin sons from different mothers” – Dan Fogelberg & Tim Wiesberg. Even got it on my Ipod.
Dale