A few months ago we featured an explanation of Good, Better, Best.

But did you know that the principle MUST apply to your cremation urns, as well?

Most funeral directors stock their urn selection with a basic container (ugly, uncompassionate cardboard), a simple scattering urn and a huge selection of expensive high-end urns.

Now, when I say high-end, I mean $300 - 600 options. 

“But I have a plain wood urn for $190,” you say. 

That’s nice, but it’s not a real alternative to your families.  And a $190 urn doesn’t qualify as a “better” selection if you offer “good” selections at $50 or 60.

My suggestion:  Get rid of the basic cardboard box.  You wouldn’t want to receive your loved one’s remains in such a box, and it does little to help your reputation in the community when someone walks out your door carrying their brother in a shipping container.

Offer a REAL option for the basic (read: GOOD) urn you offer.  This doesn’t mean you have to sell bronze or cherry boxes for cost.  It means that you have to search our some inexpensive good urns.  Even better, the GOOD urn(s) you offer don’t have to be as permanent as a marble or bronze urn.  A simple wood or composite material will suffice.

Your BETTER urn had better (bad pun, I know) offer more durability or permanence and be more attractive. 

Your BEST urn should be great.  Someone buying your best urn will want to show it off, either in a glass-fronted niche or at a memorial service. 

I think pricing really depends upon your market.  In the Central Florida market, we got away with selling good urns between $85 - 150, BETTER urns from $200 - 400 and BEST urns from $600 - $2500.  Your market will let you know (by what people select) what you can charge.