How many shops do you know where the goods aren’t priced on the grounds that if you need to know the cost you can’t afford it? Outside a posh, celeb-prowled zone or two in London, my guess would be none.
Would you use a shop that didn’t display price tickets? Or a restaurant that didn’t have a menu in the window?
Or an undertaker who didn’t post their prices on their website?
That last question is a joke, of course. It would take an especially scullionly, vulgar little cut-price upstart to betray the dignity of a noble profession by doing any such thing. A Director of Funerals lives to serve the living by caring for their dead. He (or, okay, maybe she) is a member of a secular priesthood untainted by unworthy worldly concerns.
Enough satire, you protest. Cut it out. All right.
A great many good, decent, likeable undertakers agonise over whether to post prices on their website. They do this out of deference to the notion that to post prices would be to betray the decorum of their calling. Something like that. Nothing to do with upselling, of course. Truly. Good, businesslike undertakers despise upselling and build their margin into their professional fee, so they don’t need to.
But failure to equip a potential client with what they need to know before they step into the premises places that client at a disadvantage that can only breed insecurity, cynicism and resentment. It looks like lack of openness. It is. It looks puzzling. It is. In an age in which shoppers do their price research on the internet before buying so much as a washing-up bowl, their inability to access this vital information in advance of the negotiation is a matter of angry frustration.
No wonder so many feel expertly ripped off.
The reason why so many good undertakers agonise over whether or not to post their price online is because they are torn between meeting the expectations of the market and deferring to the retrograde opinions of their fellow undertakers. Here’s a dilemma in which there can only be one winner. If you truly place the interests of your clients first, get em up there. Join the real world.
And stop spending so much time trying to impress each other.
This blog is no enemy of the principle of consolidation. A well-conducted corporate operator could bring great benefits to funeral shoppers. It was consumers who bankrupted the high street, remember, not Tesco, who simply offered the alternative of fresher, better, cheaper.
But the corporates operating in Funeralworld aren’t Tescos. They’re not idiots, either. Their business model thrives because they know that bereaved people shop blind. It crumbles as soon as they start shopping with their eyes open.
If you can offer a handbuilt Morgan for the price of a mass-produced Fiesta, if you can offer a top-notch funeral for £500, £1000 less than Dignity and co, why on earth wouldn’t you tell the world about that?
The price-savvy consumer is the good undertaker’s best friend. Get em up.