Ask Dinah: I’ve visited all the local Funeral Directors but not heard from them. What should I do?
Rhiannon, one of our Bulletin readers, sent in this question. She’s visited all the local FDs (Funeral Directors) but not heard from them. She feels like there is no other way of finding work as a Funeral Celebrant and asked me, ‘have I failed before I’ve even started?’
Rhiannon is not alone. Several celebrants have come to me with this same question over the years, and I give all of them the same advice as I give my students:
‘Do not go and introduce yourself to all the Funeral Directors in your area.’
They seem surprised until I explain my reasoning.
Put yourself in the FD’s shoes for a moment. You get a visit from someone who tells you that they have only just completed their training. They ask you to give them a go because they are local and lovely and have been trained. Why would you risk your reputation in your community taking that kind of a risk?
There are plenty of ways to get the Funeral Directors to come to you
You need to give them proof of your credibility and create a sense that they’re missing out if they’re not working with you. FDs want to be able to say they work with all the best local celebrants. They just don’t know that you’re one of them yet.
So how do you get the FDs to come to you?
1. Attend Local Events and Networking Opportunities
Actively participate in local events, such as community fairs, charity events, and town meetings. This helps you meet new people, build relationships, and establish yourself as an active member of the community.
2. Host Free Workshops or Seminars
Offer workshops or seminars on topics related to grief, memorial services, or end-of-life planning. Partner with local community groups, Doulas, or grief councillors to host these events. This positions you as an expert and provides valuable information to the community.
3. Join Local Clubs and Organisations
Become a member of local clubs and organisations, such as the Rotary Club, Chamber of Commerce, or other civic groups. These memberships allow you to network with other professionals and community leaders, increasing your visibility and credibility.
4. Volunteer in the Community
Volunteer your time and skills with local charities, hospice centres, or support groups. This not only helps those in need but also demonstrates your commitment to the community. Volunteering can lead to referrals and strengthen your local connections.
5. Partner with Local Businesses
Build relationships with local businesses that provide related services, such as florists, caterers, and event planners. Collaborate on events or cross-promotions to expand your network and reach potential clients.
6. Offer Your Services to Non-profits
Offer your celebrant services to non-profit organisations, hospices and charities for their events or fundraisers. This provides exposure and showcases your skills to a wider audience.
7. Create Informational Materials
Develop brochures, flyers, and business cards that clearly explain your services and your role as a celebrant. Distribute these materials at community centres, libraries, and local businesses.
8. Get Testimonials and Referrals
Encourage satisfied clients and colleagues to provide testimonials and refer you to others. Personal recommendations are powerful in building trust and credibility within the community. So many celebrants tell me they don’t feel comfortable asking for a testimonial or referral. If you cannot overcome this, you will find growing your business almost impossible.
Time and timing are key!
Establishing yourself as a trusted Funeral Celebrant within your community takes time and persistence. Making real connections with people in your community, adding value to them by being involved and connected will build your reputation and credibility.
It really is no long the case that Funeral Directors are in control of you growing your business as a Funeral Celebrant. You are. Get involved and become a source of knowledge that means it’s the FDs asking, ‘how can I work with that Celebrant?’
If you’re struggling to make an impact in your community, I’d love to help you transform your Celebrant business. Book a FREE 20 minute Coaching taster session with me and let’s talk.