Why would families choose SDF?
Introduction
Why is it that people continue to choose and recommend SDF? We’re small, very basic, limited services, no flash buildings and if people come to our place more than likely they will be barked at from behind a fence (by the dogs, not me).
For over five years now SDF has provided a very similar service from day one. Of course there have been improvements – mostly behind the scenes, but the general way hasn’t changed too much. Simple – Direct – Funerals.
The reaction from the Competition
“Competitors” thought that SDF was only about lowing funeral costs for families. And when we started we were so much cheaper than them. So the reaction was to undercut SDF’s price in the short term and hope he goes away. When that didn’t work some pretended to be like SDF on the sly.
I guess it is a bit of a compliment to have others copying what you do and having such an impact. But really, the size and turnover we have is so tiny compared to them.
The low-prices that they offer often comes with something we cannot do. They can add costs to the “low price”. Like the lady I spoke to a few weeks ago, the funeral went from $5000 to $10,000. This weekend we were able to have the funeral that they wanted, with a few extras added, for well under $4000. Including a personalised urn(s).
Low-Cost / Affordable Funerals – Really
In many ways I don’t like the term low-cost when a direct cremation still costs thousands of dollars. I guess we must work off the comparison model, which could mean saving thousands of dollars.
Funerals are known to be expensive, but just because that can be the case, it doesn’t need to be the expectation. Today more and more families are having the direct cremation and then some kind of service or get together later. There are so many benefits with this option.
Maybe there are times when the competition will undercut the price for a time, in the hope of SDF disappearing. The difference is that SDF cannot and will not increase prices exorbitantly. Plus, we don’t do this – it’s not our tactic or style.
The Process
This is perhaps even more important than pricing in many ways. There have been many families coming to SDF who could have afforded any kind of funeral they wanted – all the bells and whistles. Costs weren’t an issue. So why would they choose SDF?
The one thing SDF can do better than any other funeral is make the funeral process simple and straightforward. Within a few minutes the family will know exactly where things are, what it will cost and what they may need to do (if anything).
The way we are structured and operate clicks with people wanting this kind of service. I’m not one to blow my own trumpet (though I did play trumpet at Waimea College), however I do have a distinctive approach. It is a very sincere, down-to-earth and low-key approach.
The process removes some much of the other stresses and distractions that for some families their experience of arranging a funeral with SDF is nothing what their previous experiences have been.
Having a background that isn’t established through a funeral home system has meant I have approached arranging a funeral in a way that is quite unique.
Conclusion
I know that SDF is not for everyone. It was never intended to be. As I mentioned the other funeral homes are bigger, offer more services and some have been at it a long time. They offer things I can’t. And I have no plans or desires to be more like them.
SDF started simply to offer families a real alternative. Not empty words or promises on low costs and easy arrangements. But something real, that families will appreciate and are happy to recommend to others.
Our motto hasn’t changed:
Do not let the cost (financial, emotional, personal) of saying goodbye add to your grief.
