Ah, finally something about funeral service. This is supposed to be a blog about funeral service, right?
I saw this article today. Jeff and I are casually acquainted and it wasn’t too long ago that we had a discussion along the lines of this article.
Can anyone say “paradigm shift”? I can picture some of my colleagues* squirming and cursing at their computer monitor as they digest his article.
I love the line, “Value is defined by the person making the purchase, not the person selling”.
Luckily, I “got it” several years ago. 
I also now know that next time I see him, I need to bring cigars, (which is not a problem).
* I always use the term “colleague” as opposed to “competitor” when referring to other FD’s in my market. It drives them crazy. Bless their hearts.
A Simple, Village Undertaker 
I love the quote about who determines “value,” This could be applied in all industries and across many of life’s negotiations. Speaking as a consumer, I commend you for having “got it” long ago. I hope that tendency spreads across the industry.
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Ya but who creates the value. To get that they have to learn what the product is and most often we are the only source…especially for the first time funeral consumer. If we are going to offer a $10,000 metal box over a $600 cloth covered box we better be able to explain the difference especially when neither one has a motor! We create the value when we educate the consumer.
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OK, Boss (for those of you reading, this comment is from one of the few people I would take a bullet for because if not for him, I have no idea what I might be doing today.)
I wish I saw it as that simple, Bill. I think the big point is that many people, for a variety of reasons, do not see the value we do as funeral directors. Many of them are broke or think they will soon be broke. Society has disolved a good bit and families have spread out and do not participate in family functions. The federal and state governments take our caring relationships and turn them into a business transaction, full of disclaimers. Add these things together and we can create value all we want, but a man convinvced against his will is of the same opinion yet. Even first time consumers often have some experience, via TV, friends and the internet…not necessarily accurate, but contact none the less. Our customers are changing. We need to adapt or die.
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Ray,
I really like the line “a man convinced against his will is of the same opinion yet”. I will preach my mantra again – “the true value of a funeral is the gathering together of people and the sharing of stories”. Everything else of value comes out of those two things or adds to those things. Even in your Catholic traditions they gather and share stories. Our job is to help folks gather and share, not to dictate what is the right way to do things.
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Dale, I take no exception to that comment and agree. Some people however, may counter with while they agree with your two points, they can facilitate the gathering and story telling on their own and not have to pay thousands of dollars to do so. Thanks for the dialogue and I hope you thaw out soon.
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