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Ashley Jones (Parting Pro): The Biggest Mistakes That Will Kill Your Cremation Brand | #46
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From answering the phone wrong to nickel and diming your families all the way to the bank, in this episodes of the Direct Cremation Podcast, we discuss some of the biggest mistakes that will absolutely kill your cremation brand.
After managing one of the largest cremation brands in the world (5,000+ cremations/year) to now training and consulting for hundreds of cremation companies across the country, Ashley Jones has seen a lot of different approaches to building a cremation company. In this episode, we discuss some of the biggest mistakes that owners make that have destroyed promising cremation brands.
Timestamps
(00:00) Intro
(00:37) Welcome to Direct Cremation Podcast
(00:46) Who is Ashley Jones?
(01:20) Welcome Ashley Jones!
(01:51) Goal of a low-cost or online cremation brand
(03:03) Discussion on the successful brand Ashley worked for
(04:36) Importance of building relationships with hospice
(06:17) Ashley's role at Parting Pro as a client consultant
(07:22) Red flag: Wrong demographic for online arrangements
(08:25) Red flag: Small population or lack of email usage
(09:48) Red flag: High cost of direct cremation
(11:08) Red flag: Offering online option with a high price
(11:59) Competitors offering lower prices and more value
(13:30) Building a website alone doesn't guarantee success
(16:51) Online presence is crucial for success
(23:42) Online cremation brands are not like funeral director kiosks.
(28:20) Mistake: Assuming a $1,000 customer will become a $4,000 customer.
(34:56) Online brands need to be clear about what they offer.
(36:30) Funeral homes should be happy to serve families at their price.
(37:55) Customers can feel when they are wanted or not.
(39:28) Get honest feedback by having someone call your funeral home.
For Innovative Funeral Directors Blazing a Trail. Find us at https://directcremation.com
Listen on Spotify or Apple Podcasts
Want to start a cremation brand yourself? Learn how the some of the biggest cremation brands do it at https://www.partingpro.com
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