When ‘Too Professional’ Becomes Your Biggest Liability

“To sell is to serve. Create space, build systems, serve families at the highest level.”

Jan 14, 2026

Episode Overview

In this episode, John challenges one of the funeral profession’s most damaging beliefs: that being “too professional” for proactive marketing is noble. Recorded on a cold January morning in Wisconsin while working on his upcoming book, John connects the dots between time integrity, space creation, and systematic service delivery—revealing why waiting for families to be in crisis mode isn’t professional at all.

Key Timestamps

[00:00] - Cold morning intro from Wisconsin + book update

[01:15] - The space problem funeral professionals don’t know they have

[01:45] - “When did being too professional become an excuse for not educating people before they need you?”

[02:16] - Death + Emotion + Tradition = The Sales Aversion Bubble

[03:15] - The book chapter reveal: Service as Sales

[04:00] - Connecting to Time Integrity: Point A vs Point B

[04:35] - The challenge: What if sales done systematically IS the highest form of service?

[05:30] - CTA: Create space, build systems, serve families at the highest level

Episode Highlights

The Core Problem

“You wait until families are in the funeral home in the worst moments of their lives, emotionally devastated, making decisions worth thousands of dollars. And that’s when you decide to explain why your approach matters so much... Does that really sound like service to you?”

The Sales Aversion Bubble

“Death plus emotion plus tradition has created this weird bubble where sales aversion feels righteous. It’s so easy to convince yourself that selling death care is different. That the sacred nature of your work somehow exempts you from basic business fundamentals.”

The Mindset Shift

“What if sales done systematically, not accidentally, is actually the highest form of service in our profession?”

Point A vs Point B

Point A: Waiting for families to come to you in crisis
Point B: Building systematic ways to reach people before crisis hits, educating them, building relationships, creating trust
The Space Between: Where your business development time and intentional planning should happen

Key Takeaways

✅ Being “too professional” for proactive marketing often masks fear and prevents you from serving at the highest level

✅ Systems that educate people when they’re calm and rational are more respectful than crisis-mode information dumps

✅ Pre-need isn’t just about securing revenue—it’s about giving families space to make thoughtful decisions

✅ Education-based marketing (Facebook content, workshops, seminars) should be part of your pipeline foundation

✅ Most funeral professionals are too busy being “professional” to be proactive

✅ Creating space in your business allows you to build these systematic service delivery systems

Action Items

Ask yourself: Are you waiting for families to need you, or building systems to serve them before crisis hits?
Evaluate your current approach: Where are you creating space for pre-crisis education and relationship building?
Start a conversation: If you’re working with a pre-need partner, ask them about systematic education-based marketing. If not, reach out to John.
Shift your mindset: From “sales aversion feels righteous” to “systematic sales equals systematic service”

Book Update

John is currently writing a book with an entire chapter dedicated to “Service as Sales” and why this represents the biggest mindset shift the funeral profession needs to make.