Fearless, yet Gentle Readers:
I wrote the following piece as a submission to a publication that never acknowledged its receipt. After sending a follow up to see if they had received it, or if it needed revision, I got no reply. So, rather than "letting the words of my youth slip away" as our pig-tailed friend Mr. Nelson sings, here ya go!
A Thousand Little Details...
How Superior Attitude and Attention Wins You Customers Forever
My four year old daughter is exceptionally brave. I took her to a local amusement park and she demanded to ride the weather-beaten wooden coaster tucked away at the back end of the park.
Autumn’s first leafy victims skittered across the asphalt as I explained how fast the ride went, the ups and downs and sharp turns…all in a vain attempt to turn her interest to something kinder to my stomach.
No such luck.
Fortunately, short lines helped keep my thoughts moving, and as I stared up at the flaking wooden beams, wondering silently about the number of termite family hoedowns currently in progress as well as thoughts of the young (possibly hung over) college kid who did the maintenance check on it this morning. I gazed at an ungodly number of screws and bolts that were laying on the ground around the concrete support base. And I thought to myself, “The difference between this being a good experience and a nightmare is a thousand little details.”
Details like how many of those screws had been replaced. And the (hopefully) sharp eyes of the person who inspected it in the morning before the first riders were allowed on.
Your own customer’s experience is also completely dependent on a thousand little details. Details that are mostly ignored by low-end price competitors. I spoke with owner of a discount operation here in my hometown who told me about all the things he does “just like the big guys.”
Like what? Put the body in a casket? Drive the hearse to the cemetery and put the casket in the ground? Maybe. But that’s where the similarity ends.
I vividly recall another thing he told me. “I don’t offer any of that hand-holding baloney.”
Ah yes, nothing repels customers more during a time of loss and sorrow like comfort and guidance.
A quick check of the phone book shows me this guy’s no longer in business. His original business name included the phrase “removal” in it. “Removal?”
Stump removal? How about refuse removal? Personally, I can’t fathom hiring a “removal” firm to take care of my mom. Especially one who’s only concern is their convenience and your checkbook. I feel better after the “removal” of his company listing from the phone book.
Your company name is a big detail to your customer. Don’t try to be cute or preachy…both can sabotage your marketing efforts.
A thousand little details. This is where you get to shine. You are in the business of holding hands with your customer. Be ready, be knowledgeable and be genuine. Listen to those little stories that families often share during the course of an arrangement. That’s where you get most of those little details. A favorite song. (For .99 with iTunes you can make a whammy of an impression on a family by downloading a song and burning a CD to play at the visitation or service.) Favorite foods, holidays or poems. Beloved scripture readings or ministers. (Do you REALLY want to score points? Do some homework to try and locate that long ago priest or minister that they loved so much.)
A thousand little details. Like your manicured grounds and landscape. Come on, people. Curb appeal is a very, very powerful marketing tool. An immaculate, pleasantly aromatic facility. Invest in some high-quality scented oil air fresheners that you plug in. (They’re about $4 to $6 at the store.) Food scents (like apple-cinnamon) are particularly good.
A thousand little details. A friendly, professional voice answering your phone. Warm and engaging greeters to direct families and their visitors. High-quality, attractive motor equipment (yours or rented) can make powerful impressions on families and attendees. The more professional, thoughtful and distinctive image you convey, the smaller your marketing budget needs to be.
Got your holiday shopping done yet? Give yourself (and your business) a gift this year. The gift of profits beyond expectations. The gift of unprecedented success. The gift of focused fearless leadership. The gift of an on-site visit from the Guerrilla Director. Call me at 314-640-9770 for details.
Cheers!
Dan Heaman, CFSP
The Guerrilla Director
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2 comments:
Yes, Dan, details do matter. Though not a funeral director, I've met a few. I'll never forget the time I called a small establishment to see if I could pick up thank you cards for a family and was told to "come on over." The director on duty who greeted me was obviously the only staff member available. He had been in the middle of a preparation--his hands were caked with white gooey stuff. Lovely. Thanks for your good words, appropriate to any business!
You're right, Dan. Details matter more than we can imagine. Although I'm not a funeral director, I do very much remember the time I picked up some funeral thank you cards for my mother following my Dad's service. The director, obviously the only staff member on duty, was in the middle of preparing a body. He greeted us at the door, hands caked with some white gooey stuff. We didn't linger for conversation! What a tremendous impression!
Have a Merry Christmas!
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