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From: Mike Kubasak
The Changing Face of Funeral Service
What convinces people that you excel? The most compelling evidence is clearness.
Evidence comes from the courtrooms of America, where each day lawyers call experts to testify, hoping jurors will "trust" their expert witness more than their opponent’s.
Which experts do juries actually "buy?" How does this equate to funeral service? The fact is, businesses (including funeral homes and arrangers) do not communicate clearly.
DecisionQuest, a premiere jury consulting firm, interviewed thousands of jurors and concluded that Americans do not associate academic credentials, awards or the expert’s conviction and confidence with expertise. Instead, they regard the person’s ability to communicate clearly as the strongest evidence of that person’s expertise.
The clearer the communication, the more expert the communicator. Clarity is expertise.
American business is catching on… hope funeral service catches on, too. In a recent survey of 500 companies, the quality most sought by employers was not motivation (ranked 3rd), or academic credentials and performance (ranked 6th) but it was the ability to communicate.
Clarity cuts through the fog…it moves the customer from confusion, which heightens a person’s fear of the invisible (your service, for instance) to confidence. Clarity wins. Customers often tell service providers, "We will get back to you." Sometimes this means they are not in a position to decide, don’t have the funds on hand or need consensus. Far too often, however, it means they aren’t clear.
Which means the service provider wasn’t clear. To be seen as an expert, be clearer.
Need help being clear with your message, on the phone, in the arrangement office or in front of a local hospice organization? Need your communication skills sharpened, or those of your arranging staff? Tired of performing only direct cremations? Tired of thinking to yourself, "They just don’t see my real value?" Let me help you clearly communicate your value and how you can be of assistance with client families. Call the "coach."
Feel free to forward the Kubasak Line to a colleague or friend. Kubasak Associates is the premiere expert in enhanced services for funeral professionals. We provide: individual coaching, workshops, presentations and consulting services. For additional information or to order publications, tapes, reprints, or books, go to: www.Kubasak.com
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