How can your business stand out?

Part 2

Last Newsletter we asked you to look at how you (and

your competitors) present yourself to potential clients.

In this edition, we want to go into a little more detail.

One of the issues that funeral directors need to be

thinking about is the demographic of their clients -

something that is constantly moving forwards.

Although there will always be a market for the

‘traditional’ funeral, with a church service, interment in

a grand coffin, limousines and so on, this is by no means

the standard these days.

The baby boomers and the generations that follow

them live in a world with an amazing range of choices

and with amazing access to information. Family

tradition has become more elastic, particularly when

families themselves are spread across countries and

even continents. Religious adherence has become

looser and people are celebrating all kinds of life events

in a range of ways. There is also a fast-growing and

fundamental shift in attitudes towards consumption

and green issues.

All of this feeds into a shift in presentational style. The

mahogany and brass look is no longer the only option

when caskets can be made of wicker or cardboard or

veneer decorated with any design you choose.

Traditional graveyards or cemeteries don’t speak to

people like a wide open space or a spot under a

favourite tree. Red velvet and shiny dark wood may

suit some, but sage green and flat chalk white are the

choice of many others.

So the question is, can you appeal to this new

aesthetic? Should you even try? Well if you want to

stand out from the crowd and showcase your

adaptability, broaden your client base and secure your

company’s future, then you need to show that your

company can offer the choices the next generation

want to see.

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