When you've done all you're expected to do as a funeral director, the unexpected gestures of goodwill and concern are what the families you serve will remember the most. In growing your business long-term, relationship management through aftercare is key to your growth in a competitive funeral industry.
Those strong relationships can easily be forged with families by turning around the negative experiences and emotions they may be expressing with you into positive reflections of the loved one's legacy. For those directors who simply look at their business in a functional perspective, they may miss the value of this emotional connection with the families, and fail to gain as many referrals or pre-planned clients as a result of this omission.
The effort you exert to maintain a positive relationship with families you've served (without becoming bothersome) is essential to gain a flawless reputation in the industry that builds future referrals. One method of helping bridge this gap successfully and gaining the highest reputation is sending a thoughtful letter along with a personalized memorial gift. Sending the memorial gift does not encroach on the family's time, but expresses your sympathy and encouragement effectively.
