Alan Creedy and Danny Jefferson Examine ‘Stepping Over Dollars to Pick Up Nickles’

In a recent episode of Two Guys and a Question, industry veterans Alan Creedy and Danny Jefferson tackled a deceptively simple topic with major implications for funeral home operators: the tendency to “step over dollars to pick up nickels.” The conversation centered on how funeral homes, particularly multi-location firms, often devote excessive attention to minor operational expenses while overlooking the larger experience-driven details that shape how families perceive their service.

Jefferson emphasized the importance of systems and accountability, particularly in multi-location operations where consistency matters. Strong firms, he noted, have clearly defined processes in place so every employee understands not only what to do, but when to do it. Yet even with those systems established, many funeral homes still become fixated on controlling small-ticket expenses such as bottled water, coffee service, paper towels, and restroom supplies.

Creedy argued that this mindset can become counterproductive when it undermines the family experience. He stressed that funeral homes should think through every possible touchpoint a family encounters during the arrangement and service process, from staff appearance and decorum to the condition and presentation of the facility itself. The discussion highlighted the disconnect that sometimes occurs when funeral homes aggressively cut costs in areas families directly experience.

To illustrate the point, Creedy recalled a story involving Ernie Heffner, who once challenged operators on their purchasing decisions by holding up low-quality toilet paper bought strictly because it was the cheapest option available. As Creedy tells it, Heffner actually had attendees listening to one of his presentation’s roll out the low-quality toilet paper to the other side of the room to see what they were often making available to families.

The implication was clear: Maybe funeral professionals should rethink some of the choices they are making as small savings achieved through inferior products can unintentionally communicate a lack of care or professionalism.

The conversation then shifted to environment and atmosphere. Creedy noted that many funeral homes still present sterile interiors with bland décor and little personalization. By contrast, he described a Northern Virginia funeral home owner who commissioned local artists to create paintings and drawings of churches within the communities he serves. The artwork not only enhanced the warmth and identity of the funeral home but also strengthened relationships with local congregations by providing copies of the artwork to the churches themselves.