Almost everyone in funeral service is searching for a simple answer to the main challenge that faces most of us.
“As the cremation rate continues to rise and our income continues fall because people are choosing less of the services and products that we typically provided, what should we do to remain profitable?”
And from that question come many more. Why are people choosing cremation more? Why are people choosing simple cremation providers instead of traditional funeral homes? What types of services and products do people really want? What can we do to be relevant in people’s minds? How are people getting the information they use to make decisions? Etc. etc. etc.
We are all in search of the “Secret Sauce”. The one magic thing that when we do it, or buy it, or install it, that “Secret Sauce” will solve all of our problems and transform us back into a business where things were normal and regular. A business where we knew what people wanted, we gave it to them, they paid us and we all made money (by accident) and everyone was happy.
Well I’m going to tell you right now that I don’t have the recipe to the “Secret Sauce”. So you can stop reading this article if that’s what you were hoping for. Life isn’t that simple. It never was. I’m writing this to let you know that you’re not alone out there in your search.
I was originally going to tell you about some of the things that I have tried over the last 25 years. What kinda worked and what didn’t. So I started listing everything I tried. The list kept growing until I reached over 60 different things. Some of the things we tried we are still doing. Many things came and went. If I showed you the list you’d get bored halfway through it.
I wish there was an easy answer, but there isn’t. I’m guessing it’s a combination of many ingredients. And the ingredients will be different for different size firms in different parts of the country. It’s no longer a one size fits all. I’ve attended numerous classes and seminars and I’ve heard some great ideas. But not all the ideas seem to fit with my philosophy. Not that they are bad ideas, just not a fit for me.
The biggest challenge that I see for most firms is to get the whole staff united in one direction. For 10 years I have been trying to move my folks where I think we need to go. Some folks have followed, some folks have left, some folks have died, some have retired and some wish I’d stop trying new things and just go back to doing things the way we used to.
If I was the charismatic leader that we read about in business books I would make wonderful speeches and lead my supportive troops into battle. But I’m not that kind of guy. Like many funeral directors, I am a pleasing accommodator that tries to avoid conflict. I can try to change some but, at 57 years old, I don’t see myself becoming a Lee Iacocca any time soon.
So I’ll keep refining and honing my message to my troops and to the public.
I still believe that the true vale of a funeral is the gathering together of people and the sharing of stories. It’s my job to help people gather together and help them share their stories and hear the stories of love and support from their friends and family. Everything we do at the funeral home has to focus on those two activities. And if they do, we will continue to serve the people for years to come.
I’m Dale Clock. Thanks for listening.
Dale-Time 
Well said. The biggest challenge I see is that people are now looking to us to get rid of the dead body they have as quickly and neatly as possible. They are getting together and telling the stories without us.
It is not our grandfather’s funeral service. You and I were born twenty-five years too late for this business.
Ray, You are correct. The funeral business will need to change from being body-centric to event-centric in order to survive in the future.
Hi! I just spent the last 7 hours reading
and rereading your blog.
From the first blog post to the last and back again. I am
so intrigued by your vision of the future of the funeral
industry.
I have one more pre req class to finish before
Applying to mortuary School.
I am taking a small business class this semester
And was perusing the internet looking for inspiration
and ideas for my small business plan when I came across your blog.
I am 44, have been a professional interior designer
and organizer for over 23 years. I have been very
successful, but feel a different calling coming on.
I agree with every single word you have
written. I love the way you think and
I am so intrigued with the fact that you are a fourth
Generation FD.
I love your persistence and motivation.
Your tenacious attitude in keeping ahead of the game
( in your field) is so impressive.
I read every word of what you (specifically) are looking for in respect to new hires. I took lots of notes. LOTS!
Do you think, at 44, I will be 46 when I get my license,
this will be a profitable and productive career path for
someone like me?
Of course, the college candy coats it; saying
“The Industry is growing” “The industry needs
more woman.” etc.
I am a very compassionate person. I love
helping others. I live in a big Arizona City now,
But grew up in a small SC town, where everyone
knew the funeral director in town.
My mother has worked for 40 years in the same nursing home, I shadowed her every summer. When i was young. I sang songs, did activities with the residences., helped organize their rooms and read to them.
I loved interior design and helping people bring their visions
of beautiful spaces to life. It is rewarding. In a different way than funeral service, but guided by the same principles.
I want the second part of my life to really
count for something. I want to inspire people.
I would love to leave a legacy for my children,
like your father and his father before him.
My eyes have really been opened by reading your blog.
I must admit, I miss funeral processions. I miss stopping my car for them and showing my respect for the dead. I miss what they represented to the family and to our society. But I realize our world is changing and in order to grow with it, we must also change. That is true in any profession. I am willing to do that. I am very creative.
Boy!! I went from having a big , small business project due on Monday, to wondering if funeral homes will be obsolete by the time I get my license.
I need some straightforward advice . Got any?
Wyndie,
I’m honored that you read all my stuff. I could talk to you for hours but here is the biggest piece if advice. You need to work at a funeral home before you go to Mortuary School otherwise you are just wasting your time and money. People see what they want from the outside and form these one sided ideas about what it is we do in funeral service. The truth is there are dozens of different aspects of funeral service that go on behind the scenes. And they are all part of the job. Just like in your present line of work and your mothers job at the nursing home. Which part of the country you want to work in makes a big difference in what the job will end up being. And who you work for will also be a major factor (corporate funeral home, family owned, small town or big city).
Dale, I prefer seeing the deceased, in the casket. I can accept the death , Better, I can say good bye, see that person , free of pain or what-ever . See them at peace. I would like to see a Funeral Home, offer a flat rate charge, for a traditional funeral. visitation, casket, embalming, 4.675.00 example. then add on from that. People are getting to isolated, into todays times, and humans are not wired to be like this, To many want to texts, than to speak to another. Thanks Rob Thomas