So, tell me, Mr. or Mrs. Funeral Director...why do people do business with you? Do you know or are you just guessing? Is knowing how and why your customers come to call you really important?

The best owners and managers can tell you the reasons their customers hire them. Start asking each client family, "How did you come to call us?" Many answers will be common sense...some answers will startle you...other answers will provide you with incredible opportunity.

You may already be asking every client family this question and (hopefully) charting the answers. If you are already doing this, I commend you. If you are not doing this, I suggest you start immediately. Your competitor may be doing this and he/she may know more about the customer than you do.

Here is something that will help you uncover opportunity. Good news: More than likely, your competitor is not doing this. I practiced this at my funeral home several times throughout the year. It was invaluable in helping me serve the customer on a higher level.

Call six families that you served six months ago.

Invite them do a dinner.

Let them know other clients of yours will attend.

Tell them that there will be 15-20 minutes of discussion as to how your business can improve.

Select three or four key questions to ask the group about the services you provide.

At the dinner, have another staff member present to write down what your customers tell you.

If you need more help, I welcome your telephone call or email.