The Art of Sustainable Growth in the Funeral Industry: Serving Rather Than Selling
Scaling any business can feel uncomfortable, especially in niches as sensitive as the funeral industry. However, maintaining a stagnant or underfunded approach doesn’t serve your clients or your business in the long run. It’s essential to find a strategic balance that respects the emotional context while fostering growth and stability.
Challenging the Assumptions About Funeral Services Marketing
Traditionally, many funeral service providers believe that marketing in this field is limited—after all, how do you promote “death” without risking insensitivity? I recently had the opportunity to collaborate with a mid-sized funeral services firm in Manchester that exemplifies this challenge.
Their feedback was clear:
“We get referrals but it’s unpredictable. Can’t really market ‘death’.”
Their current marketing efforts involved spending around £2,000 a month on Google Ads, which yielded only about four calls—an unimpressive return on investment. When I inquired, “What happens after the funeral services are completed?” the response was equally telling:
“Nothing really. We don’t want to come across as salesy.”
Rethinking Post-Funeral Engagement
The core issue was evident: the business was focusing solely on the immediate service, neglecting the opportunity to foster ongoing relationships. The misconception is that you shouldn’t “sell” in this niche, but what you can do is serve — and that service can lead to trust and future business.
Instead of a hard sell, we implemented a gentle, automated outreach system designed to stay connected with families at a respectful distance. Approximately six months after their service, we crafted a simple, caring message:
“Hi [Name], we hope you and your family are doing okay. We now offer legacy packages such as memorial benches, remembrance trees, and ashes jewellery. No rush—just wanted to share these options in case they hold meaning for you.”
The Impact
This thoughtful approach produced tangible results:
– 52 responses from families
– 17 product sales
– 4 referrals from satisfied families and friends
Most importantly, this strategy helped the business transition from starting each month with a blank slate to establishing steady, ongoing engagement. It demonstrated that building trust and providing continued support can turn relationships into revenue without the need for aggressive marketing.
Key Takeaways for Business Growth
Not every business can leverage TikTok dances or email blasts, but every enterprise has underutil
