The subject of passing away is quite often unwelcome and as eerie as it is, many prefer to leave it at just that. However, that shouldn’t be your stance when you operate a funeral home as a business. Indeed funerals are more than burials and like any other livelihood, you must commit 100% attention to it as you can’t afford to make mistakes. As of 2019, there were 19,136 funeral homes in the US and this translates into competitors who may be doing better than you. Unfortunately, some funeral home operators are not quite up to scratch in the quality of services they provide. To be sure that your business doesn’t fall in that category, here are a few mistakes to avoid when running a funeral home business.
Undervaluing your worth as a credible business
Your service to society is irreplaceable; therefore, you should value your time and price accordingly. With that said, you can never price your trustworthiness as a business. Sadly, some funeral homes fail to see their worth in this industry and therefore lose out on monetizing aspects of their business. For example, if your funeral home's commitment is valuable, you should shy away from free consultations as a funeral director.
If a client wishes to speak with you on a funeral project beyond the allocated working hours, let that discussion make money for your business. Knowing your value will eliminate taking up roles that a designated member of staff can handle conveniently. It also sends a message to clients to value your time and worth.
Shortage of supplies
This can turn out to be a recipe for disaster for any business, and running a funeral home is no different. The objective of remaining in operation and providing timely services to clients must be your driving force. This is why inventory-taking is absolutely essential in your line of business. For example, a funeral home needs a cremation table, hydraulic lifts, caskets, etc. Mortuary supplies are essential to ensuring that you’re well stocked up in all the must-haves for funeral arrangements. Sadly, lack of essential suppliers is commonplace in some funeral homes, which could begin to spell doom for business continuity.
As a pre-emptive measure, always take stock of your in-house supplies. You can start by setting a minimum target for what must be available at all times. That way, when your stores begin to diminish, you can quickly restock without it affecting how you run your business at any given time.
Excessive social media advertising
Indeed, social media is a lifesaver for businesses in the 21st century, and many have taken advantage of its massive benefits. However, that doesn’t mean it can be a suitable and regular advertising channel for a funeral home. Look at it from this perspective; not many people like to think about death on a regular or daily basis. Although it’s essential and true that death is inevitable, putting it in people’s faces all the time could actually be bad for business. More so, people hate to be reminded about loved ones they lost.
You should therefore be strategic about this. Instead of advertising on numerous pages, choose a maximum of two sites to post your services as a funeral home. All other packaged content must be on your website, as your social media page redirects potential and existing clients there.
Poor handling of reviews and online complaints
Effective communication is the lifeblood of any credible business. This is even more critical for a funeral home as your business thrives on word-of-mouth advertisements and testimonials. Moreover, people are continually looking for essential services close to them. Supposing your funeral home got a terrible review from an aggrieved customer who settled on venting online, what must you do?
It’s ideal to contact them immediately (via the same platform) to seek clarifications and hopefully resolve the pending issue. Failing to do so projects the funeral home as an entity that doesn’t regard client concern and feedback. Strive to remain among the list of highly recommended funeral homes at all times. That’ll get your new clients clamoring for your services. Remember that an excellent online reputation is the latest strategy in building and maintaining customer relationships.
Failing to make the right connections
Recognizing and establishing the right connections will help your business do well. Did you know that most successful funeral homes have working business relationships with funeral insurance companies? Now that’s a purely strategic move that worked for these funeral businesses. Recognizing what works best for you and brings in more business (especially repeat businesses) can make you relevant for many years.
In conclusion, you may have realized that the mistakes listed here cut across all other types of business. It’s not easy to run a business, but with a stern focus on providing quality service, your entity can remain relevant. Running a funeral home is a unique service provision, and you must always approach it with an appreciable level of emotional connection. However, it mustn't be to the detriment of your work.