Tuesday, June 4, 2013

Why are we so afraid?

Rich Darby,
Chief Operating Officer
Think about the last time you went to the doctor's office. You are sitting in the exam room, and hear the door knob turn. He pops in the room with a smile on his face and a quick hello. As he goes through your chart, you see his eyebrows lower and raise several times. "Everything looks fine to me now, but I have some concerns. Your weight is increasing, your cholesterol levels are up from a year ago, and you have stopped exercising. I suggest you get back in the gym, cut the calories and fried foods, and you and I will have a happy, long relationship together." You gladly agree, shake his hand, and are on your way.

The advice your doctor has given is firm, yet fair, and you agree with him. He gave you his personal and professional opinion. You are satisfied, because that is what you came to him seeking: good, sound advice about your health decisions.

As funeral professionals, why are we so afraid of telling people what they need to hear? Why are we afraid to tell a friend the differences between a concrete grave liner and a lined, sealed, warranted burial vault? Often times we default to the "nice guy who doesn't want to make waves."

Several times throughout the year I am asked what type of burial vault I recommend. Do you know what I do? I tell them the truth. I tell them my personal and professional advice, just like my physician would. I tell them exactly what I know in my heart and in my gut. My advice is firm, yet fair, and based on my knowledge of the industry and product.

So let's stop being afraid. Let's give all of our customers our good, sound advice, not just what we think they want to hear. Do you want to know what I tell families verbatim? Email me at RichD@trigard.com for my scripting.

This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/tuesdays.

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