Many years ago I observed that funeral directors were spending a lot of energy, time, and resources (like money) to improve their casket merchandising. With a consistent year-over-year growth trend in cremation I found this odd. Especially in light of the complete absence of effort to do the same thing with service charges. So, I began asking practitioners what they were doing to merchandise their service charge. Mostly this question caused an interesting preoccupation in one’s shoes and a change of subject. But I did get some good answers. The best one was also the one that satisfied me that there was an answer involved an interesting combined emphasis on customer service and professionalism. It came from Brad Speaks in Independence, MO and it is the answer I feel we should all practice.
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