Last month we addressed the idea of first impressions – what the outside of your building says about how you run your business. This month, we’ll go inside.

  First, ask this: Does my funeral home have a welcoming feel? Are there professional people greeting visitors? Are they wearing identifying badges so you know they are staff? Did the space seem light, cheerful, have a fresh, pleasant smell? Were the furnishings clean, carpets vacuumed? What about lighting? Are the drapes closed, gloomy low lights on, or red-tinged lamps everywhere? Lighting is one of the most important factors in establishing a “feel”. Attitudes have changed over the years. Today’s clients want the emphasis to be on celebrating a life lived, not on a loved one gone. You don’t want to be too solemn, people need relief from that. Create a nice ambience by providing a lighter atmosphere.

  Music can add to that lighter feeling too. Here’s an example. Recently, I accompanied a friend to a Cancer Center for some testing. This could have been a scary, negative experience. But instead when we walked in here’s what welcomed us. The lobby was bright and cheerful, beautiful paintings on the wall, lots of light and in the center a grand piano with someone actually playing live music–bright, happy music, lyrical and uplifting.

  Ours is a people-oriented business, how can we make them feel like guests. What about your restrooms? They should be showplaces with high-end amenities, not unlike a classy hotel. Imagine if you had a nice basket with scented soaps, hand creams and self-care items like hairspray. This says a lot. It tells your visitors how important they are to you. It’s an affordable change you can make today.

  Look at public areas, do you offer premium coffees, and teas or a stack of styrofoam cups, powdered creamer and a canister of sugar? Not very inviting. What if someone offered you a Starbucks coffee, and a selection of creamers, in an actual coffee cup? Wouldn’t you feel differently about that experience, than a “get it yourself” tippy foam cup? You can buy dozens of mugs in a Dollar Store and they’ll make a better impression every time, than the foam cup. What about bottled water with your firm’s label? Again, not an expensive purchase, but an impressive one, and easy to order!

  Visitors at a funeral home are usually not thrilled to be there, they look around – a lot. Sometimes to avoid the reason they’re there, sometimes because they feel awkward. Give them something interesting to look at, art on the walls, or flat screen TVs with a continuous loop sharing the various unique services that you offer.  Could you dedicate a wall to showcase local artists? A nice community touch. Could you assign one staff member to create and update a Community Bulletin Board featuring meeting schedules of Rotary, Lions’ Clubs, and other civic organizations?

  What other ways can you demonstrate that you are part of the community? Get involved, the more you know about your neighbors, the more comfortable they’ll feel. And that is what you ultimately want – people thinking of you as a neighbor and friend.