Guiding a family to select the right casket is both a science and an art. Psychological factors that the grieving family brings into the picture along with your responsibilities as a business owner definitely create a unique dance between emotions and good business sense.
Like any other business, being a funeral director has a bottom line that must be addressed with every client. You have to make a profit in order for your funeral home to survive to minister to grieving families. Without that profit, you go out of business and cannot help them at all.
Your services and the products you offer, such as caskets, need to be sold. At the same time, you must address the deep emotional needs of every prospective client who walks through your door. At some point, you are not only handling the sciences of psychology and business economics, you also have to artistically finesse your technique so that you are dovetailing them seamlessly.
Your largest revenue comes from the sale of your caskets. These average around $2,000 each, but may go as high as $10,000. You definitely want to sell the higher end products, but your profits will inevitably be tempered by the wants and needs of your clients.
Carefully explaining the unique features of each style of casket to your grieving families will enable them to understand their choices. From least expensive to most, the basic types are:
Cloth-Covered Caskets: Because they are covered with an elegant cloth and have beautifully finished interiors and bedding, the hidden construction of the casket can be very basic, usually pressed wood and corrugated fiberboard. This drastically reduces the price. Obviously, these caskets will not hold up long to the elements and soil moisture, but for families that believe that the spirit of their loved one is long gone, that doesn’t matter. Also, for those on extremely tight budgets, this is a sensible option.
Veneer Caskets: Resembling more traditional caskets, this veneer product has the appearance of a wood exterior, but does not carry the hefty price tag of hardwood.
Eco-Friendly Caskets: A new addition to the casket repertoire are caskets made of bamboo and other easily-biodegradable woods. These satisfy the concerns of people who want a burial, but have genuine qualms about placing caskets in the ground that will be around for centuries. When you are asking your probing questions, be sure to find out if your client has ecological biases.
Steel Caskets: Designed for the families that want the reassurance that their loved one will be preserved as long as possible, steel caskets fit the bill. Explain that steel caskets come in various thicknesses or gauges, and that they can select either gasketed or ungasketed welding. These caskets are much higher priced because of the construction materials and the fact that they offer longevity.
Hardwood caskets: When families want the best, they usually go for hardwood caskets. These have incredible workmanship, much like handcrafted furniture, and have individualized styles. The obvious quality of hardwood expresses honor for the deceased, as well as a sense of permanence.
As you demonstrate the casket options, keep the family’s beliefs and budget in mind. Match up these with the possible casket styles that best fit those parameters. Otherwise, you will not only be frustrating and confusing your clients, but you will be wasting your time. By putting the grieving family first, you will achieve your own goals.
