Well before on-line dating sites were a possibility, we used old-fashioned ways to connect. A blind date set up by my friend Joan and her boyfriend had us dressing up for a night out. When she and the two young men appeared at my parents’ house, it was evident that my ‘match’ had not gotten the memo. To keep him from feeling awkward, I quickly changed to match his jeans look and we re-selected the restaurant. BTW – I have never felt comfortable in jeans.
Often, I think of how blind dates and new sales opportunities are similar. With each new meeting, we quickly evaluate how to read a customer and build a relationship. By understanding our customers, our behaviors (or business models) can be adjusted to meet to their needs and interests.
Bryan Duffield and co-owner Michael Pastrick of Duffield and Pastrick Funeral Home in Coloma, Michigan designed their business model to match the customers they serve – updated and casual. When they opened their funeral home 10 years ago, Bryan and Michael found that wearing golf shirts and khakis helped to put families from their beachy, casual hometown at ease. Their dog, Seger, a more recent addition, welcomes visitors with a wag of the tail. People appreciate this business not only for the funeral directors’ exceptional professionalism and skills but also for the comfortable, relatable atmosphere with its relaxed, open feel.
Anthony Biondi, Jr., Manager of Biondi Funeral Home in Nutley, New Jersey serves his predominately Italian Catholic family base by following a very traditional model. Third-generation funeral director Anthony, Jr. greets visitors wearing a well-tailored suit and surrounded by classic, traditional furnishings such as beautiful stained glass art and heirloom quality woodwork. Even the restrooms carry the theme! The elegant interior matches the décor of families he serves. A dignified yet warm atmosphere is enhanced by the very gracious personalities of their staff.
John Kirk, President, Lighthouse Memorials & Receptions in Torrance, CA knows that tradition can be comforting. Their families range from a traditional Hispanic to a very diverse-thinking population. John is concerned that ‘old-fashioned’ decor silently suggests old-fashioned skills or ideas. An updated website offers possibilities of memorial services held in unique venues such as the beach, in backyards, VFW’s or their own reception spaces. The soothing, California-style facilities are designed with generously-sized lobbies, understated catering/reception areas, upscale restrooms, large windows and larger-sized furniture. The very personalized service is offered in spacious, comfortably-appointed décor bathed in natural light.
What do visitors to a funeral home really want? According to thriving businesses such as the ones mentioned above, families want customized services, seating comfort, attractive design of the facility, some amenities and generally, a less formal environment. Surroundings that set us at ease allow us to connect better with others.
If your community serves a population that prefers Victorian furniture, antiques and historical reminders, be sure to follow their lead with your décor. If the local population is comprised of hunters and outdoors people, it could be very comforting for them to welcome visitors to a funeral home decorated with twig rockers and heavy pine frame sofas. Of course, you know how to meet people where they are. Great décor serves to attract, comfort and honor.
When we read our customers well, we can make a lasting connection that effectively promotes business and makes us positively memorable. It’s no surprise that we all make decisions and judgements based on what we see. Blind dates might be a fun adventure but you don’t want to be blind to community standards and how your funeral home’s décor honors the public you serve.
Since I read the situation with my blind date well and adapted, it was the start of a lasting connection. He liked what he saw and I did, too. I physically changed (my clothes) to match his style that night. It was worth it. Over the years, our styles changed and we would review it at each anniversary. You could say we went into business together - and we sealed the deal with wedding rings.