In a post on her Business Writing blog, Lynn Gaertner-Johnston tells us of an email she got from a colleague.  It read:

Thanks so much for your email and for doing what you said you’d do when you said you’d do it. How refreshing!

Lynn goes on to say:

It’s an easy way to build trust with readers, customers, clients, coworkers, members, donors, and others: Do what you said you would do, when you said you would do it.


The same holds true for your client families.  Are you doing what you’ve said you’ll do?  If your removal personnel promises that someone will call the family by 9:00 am the following morning, by God, someone had better call that family before 9:00 am the following morning.

It even goes farther than what you explicitly promise.  If you’re selling your services based upon the “high-quality experience” you offer, you need to make sure your clients are getting the experience they expect. 

If you’re selling the reputation of your firm, you have an obligation to serve your community in ways that cement your reputation.

If you’re selling convenience (whether location or ease of making arrangements) your customers will expect that you are easy to find, that you are less restrictive than other funeral homes and that you can meet with them at a moment’s notice.

Price shoppers are the easiest to please.  They expect you to offer one of the lowest prices in town. 

Any less than these things makes you a typical funeral home.  And there’s already plenty of those to choose from.