The Value of Connections: How your existing relationships can build your business growth

Business leaders often put their own success down to the strength of their networks. This is apparent across various business practices but holds a particular importance in community-focused professions like the funeral sector.

Our own market research has revealed that one in three people who have previously arranged a funeral are considering purchasing a funeral plan for themselves.

I have travelled the country meeting funeral directors since joining the business last year, and what’s clear is the importance all funeral directors place on integrity. Clients want discretion, care and sympathy – which means conversations about funeral planning may not always be appropriate in certain moments.

But what is also clear is that those same customers, in time, consider their own requirements. Their experience of arranging a funeral, working with funeral directors, leads to them thinking about their own funeral. When this happens, community-based funeral directors are best placed to help them through the process.

I see those connections, not as sales leads, but as people in need of support and service. Because buying a funeral plan can be difficult to grasp and is invariably a new thing for the person involved. Funeral directors can fill that gap.

This is why funeral directors’ existing connections are so important. Their networks are a source of future business and nurturing those connections can really help. Below we look at just some of the ways this can happen.

1. Building and maintaining in-person connections

Ensuring that relationships are maintained with local families is an important first step. It is easy to lose touch with people after a funeral, not least out of reluctance to send them sales focussed materials.

And rightly so. Care and attention must be paid to what’s relevant, what’s appropriate and what’s timely. Only funeral directors can make that judgement, but when the time comes, thoughtful follow ups can offer reassurance that you are a trusted source of relevant information.

2. Utilising digital platforms and marketing

 While traditional face-to-face interactions are invaluable, digital platforms provide an additional layer of connection with customers to bolster those connections. In a recent sample, we found that independent funeral directors that invest in marketing, sold over four times the number of funeral plans than businesses that didn’t make the investment.

By regularly updating your website with information on funeral plan options and maintaining this messaging across social media platforms, independent funeral directors can stay connected within their community.

As the industry evolves, the blend of traditional face to face engagement and digital engagement is key to continually nurturing local relationships. We aim to not only highlight the revenue potential of existing connections, but also to guide funeral plan sellers on how to strategically and sensitively cultivate these connections to ensure long-term business growth.

By focusing on deepening existing connections, independent funeral directors can secure a sustainable future that benefits their business, and the communities they serve.