An Ah-Ha Moment on Vacation
My family and I recently went on vacation to the gorgeous Upper Peninsula of Michigan. I was content fishing for walleye and perch in the sparkling, cool waters, but my wife wanted to go to Mackinaw and to visit Mackinac Island. I love the history there, and I think there’s a lot to be learned as a funeral director and business owner.
I tend to be hard to impress when it comes to the attention to detail given by other businesses, but Shepler’s Ferry Service did just that.
It’s important to know a little bit about the history of Shepler’s. In the spring of 1945, Captain William H. Shepler opened a snack bar for passengers waiting for the ferry, but he soon realized that there was a definite need for a better ferry service. He decided to start a charter service that was fast, efficient, and modern that would enhance the Mackinac Island experience. He was quickly able to buy out a competitor and his son, Bill Jr., joined as a pilot.
At the end of WWII in 1945, there was an increase in passengers to the Island, so the family built a 30-foot cabin cruiser with twin gas engines for speed and safety and an enclosed cabin for inclement weather.
Throughout the years, Shepler’s continued to improve, forever thinking of high-quality service for their guests. They added docks, a freight service, and more boats that were bigger, faster, and maintained the high standards set by Capt. William in 1945.
Shepler’s is now on their third generation with Bill’s three children – Chris, Patty, and Billy – assuming the roles as leaders of the company.
Why is this important?
Shepler’s has honed in on three things that have ensured their success: value, modern equipment, and a friendly staff. From the parking lot to the time on the boat, you are ensured a pleasant, enjoyable experience. There’s not a piece of trash anywhere. There are tents covering the boarding areas to keep patrons dry in rain and cool on sunny days. The staff is dressed neatly and provide service with a smile. Shepler’s is also supporting other local businesses and putting money back into Michigan’s economy. All for a 16-minute ferry ride.
There are other options available to get to Mackinac Island. But I noticed the ferries were a little rusted and they moved slower. When he started this business, Captain Shepler decided to elevate the experience because what was being offered at the time was subpar service. Then they kept elevating it.
It’s a lot like funeral service. It’s what great looks like when I walk into a funeral home - clean parking lot, staff smiling and opening the doors, that attention to detail that makes the experience better than the alternatives. And perhaps there are other options that are cheaper, but you know you’re going to spend money when you go into a funeral home. But families are willing to pay more if they know they’re getting cared for.
Sure, a 16-minute ferry ride is not the same as losing someone you love. But it’s a well-oiled machine that kept their value and commitment as they grew. Their foundation never changed. And that’s what you need to consider while growing your funeral home.
As a profession, we’re going through a lot of changes, but people will always appreciate great service, which is defined by your community. Little things add up to the big things. You must stay true to your foundations while evolving with the times. Value, modern equipment, and a friendly staff are all necessary - just like at Shepler’s.
You can learn a lot from other local businesses in your area. Look at who is contributing to the community and succeeding the right way. Shepler’s just happened to be my ah-ha moment on vacation. Follow that local business that really sets you on fire in terms of service. I certainly learned a lot on a 16-minute ferry ride.