Developing a Discipline for Effective Funeral Business Goals

“This is the year that we…”

What do you want this year to look like for you? It’s common to begin a new year with the best of intentions. A fresh year means a renewed opportunity to consider what you want to accomplish. But by the time it becomes natural to write the new year on your paperwork, your goals run the risk of being forgotten among the myriad of everyday tasks that require immediate attention.

 The fact is that we make time for the things that are important to us – and planning for the future is one activity that is certainly worth the time investment. Setting goals requires discipline. In order to grow, you have to constantly re-evaluate goals and set new ones.

In a recent blog post, we shared that one common strategy for ensuring that goals are meaningful – and thus, more likely to be achieved – is to use the S.M.A.R.T. acronym. This approach requires goals to be specific, measurable, achievable, relevant and time-specific. As you continuously set and monitor those goals, consider the following factors that can make an impact on the success of your funeral business.

Competitive Environment

Do you have a good understanding of your competitors in the area and your firm’s strengths or weaknesses compared to their offerings? For that matter, do you know how families in your community perceive your funeral home brand? If the answer is “no,” it may be time to conduct market research to better understand how to position your firm with potential client families.

Effective Marketing

Are your marketing efforts generating valuable results for your firm? As technology improves our understanding of consumer behavior, business owners have even greater insight into their most effective marketing methods. While tracking the business impact of various marketing efforts can still pose challenges (especially if this hasn’t been a strong discipline for your firm in the past) there are more tools than ever to help you measure your return on investment. Establishing or reevaluating your methods for tracking results will help you make the most of your marketing budget.

Superior Service

What does “success” mean for your firm when it comes to client satisfaction – and how will you determine if you’re meeting the mark? Asking the right questions when you collect customer feedback can help you identify factors that make families more likely to become loyal brand advocates. In addition, keep in mind that firms earning continued business and referrals are not only able to provide outstanding service, but also communicate the value of that service to families. 

Professional Development

What opportunities will help you and your colleagues expand your skills? Making an investment in relevant training and mentoring can not only result in more efficient and effective business practices, but also improve the quality of your funeral home workplace environment.

To learn more about Homesteaders’ upcoming continuing education and training opportunities, click here.

These are just a few of the factors that can help set your firm on a course to achieve positive results. What other areas would you encourage your colleagues in funeral service to focus on in the coming year? Please share your thoughts in the comments below.


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