Alan Creedy and Danny Jefferson, two funeral service innovators who host a popular podcast called “Two Guys and a Question,” continued drilling down into market research and what it means for funeral homes on their latest episode.

Much of their discussion was related to online pricing, as they observed that research indicates that almost 90% of consumers rank pricing transparency as outranking everything else in terms of importance when making a buying decision.

Both praised Service Corporation International’s Dignity brand for tackling this challenge.

“I have to give Dignity credit – their online pricing is done very nicely,” Jefferson said.

Creedy said that’s because SCI has made it user friendly, beginning with a simple question: Do you want burial or cremation?

“It’s like two doors on the page,” he observed.

And your experience is different based on the door you choose, with the company providing the average burial price and average cremation price while allowing consumers to also view a location’s General Price List, Creedy said. You can also take a pictorial tour of facilities.

During their conversation, Creedy and Jefferson highlighted numerous dos and don’ts of online pricing, including what can irk families the most.

“We have purposefully or subconsciously been trying to deceive the public in that our prices are maybe higher than what we want to seem to see,” Jefferson said.

He continued, “Think of the last time you entered a car dealership. The price you saw on the TV was not close to what you paid.”

Listen to their full conversation in their latest podcast.

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