0:00:03 > 0:00:05I am Alex Polizzi.
0:00:06 > 0:00:10I cut my teeth in my family's international hotel empire
0:00:10 > 0:00:13and now run a multimillion pound food business with my husband.
0:00:15 > 0:00:19Last year I fought to save six failing family firms.
0:00:19 > 0:00:23This family business has actually ruined our family.
0:00:23 > 0:00:27'Now I'm back for a fresh fight.' Attitude, woman!
0:00:27 > 0:00:29Listen, I'm on your side.
0:00:29 > 0:00:32'To pull six more families back from the brink.'
0:00:32 > 0:00:35- There's no communication. - You're going to quit?- Yeah.
0:00:35 > 0:00:39'In the midst of economic crisis thousands of firms are going bust
0:00:39 > 0:00:41'every month.'
0:00:41 > 0:00:44Just in the last three months, you've lost about £3,000.
0:00:44 > 0:00:46I'm really struggling.
0:00:46 > 0:00:48'Everything is at stake.'
0:00:48 > 0:00:50Where is the money coming from?
0:00:50 > 0:00:52It's more than finance. It's family.
0:00:52 > 0:00:53Answer me a question.
0:00:53 > 0:00:56- You're not going to see any. - Everybody keeps pulling out.
0:00:56 > 0:00:58You're the lazy one. You do nothing!
0:01:00 > 0:01:02I'm now dreading it, properly dreading it.
0:01:06 > 0:01:10'This week, a funeral directors that is heading 6 feet under.'
0:01:10 > 0:01:11Excuse me,
0:01:11 > 0:01:14but this looks like somewhere to come for a cheap funeral.
0:01:14 > 0:01:15I don't think we look cheap.
0:01:17 > 0:01:19'A dad who thinks he knows best.'
0:01:19 > 0:01:22She wasn't here to tell us not to. So we've done it.
0:01:22 > 0:01:25'Customer service that brings tears to your eyes.'
0:01:25 > 0:01:26No!
0:01:26 > 0:01:29There's just a few more forms that we need filling out.
0:01:29 > 0:01:31'And lacklustre leadership.'
0:01:31 > 0:01:33Why is that acceptable here?
0:01:33 > 0:01:35I find you inadequate as a boss.
0:01:42 > 0:01:45I'm on my way to leafy Fleet in Hampshire,
0:01:45 > 0:01:48to attempt to fix a family business that I'm hoping
0:01:48 > 0:01:52I won't actually be using myself for quite a while.
0:01:52 > 0:01:54FUNEREAL CHURCH ORGAN PLAYS
0:01:56 > 0:02:00I'm about to enter the world of funeral directing,
0:02:00 > 0:02:04one of the few industries in the UK that continues to grow and expand
0:02:04 > 0:02:05in spite of the recession.
0:02:08 > 0:02:11I've had to do quite a lot of research and what it's shown me
0:02:11 > 0:02:15is this is an industry that bucks all the current economic trends.
0:02:15 > 0:02:19Revenues have grown 3% every year for the last five years.
0:02:20 > 0:02:23With a value of nearly £1.5 billion,
0:02:23 > 0:02:28the UK funeral industry employs nearly 25,000 people.
0:02:31 > 0:02:36However, the final nail is almost in the coffin for Holmes & Sons.
0:02:36 > 0:02:39We can go days sometimes without the phone ringing.
0:02:39 > 0:02:42A few weeks ago I think I checked the phone just to make sure
0:02:42 > 0:02:44it was still working.
0:02:45 > 0:02:49David Holmes has owned and run Holmes & Sons Funeral Directors
0:02:49 > 0:02:52for five years, but in that time he has barely made a profit.
0:02:53 > 0:02:57Truth be told, I am probably a better funeral director
0:02:57 > 0:03:00and a better human being than I am a businessman.
0:03:00 > 0:03:02David has been in the industry since he was a teenager
0:03:02 > 0:03:06but as large conglomerates buy up the small independent firms,
0:03:06 > 0:03:09he is struggling to know what to do to survive.
0:03:10 > 0:03:15The bigger have got bigger and the smaller seem to be getting weaker.
0:03:15 > 0:03:18And I'm not sure we know how to fix that.
0:03:18 > 0:03:21I would be absolutely devastated if this business were to fail.
0:03:23 > 0:03:28He employs two of his children full-time in the business -
0:03:28 > 0:03:3122-year-old Ollie and 20-year-old Toby.
0:03:31 > 0:03:34MUSIC: "Fix Up, Look Sharp" by Dizzee Rascal
0:03:34 > 0:03:37Who probably, more than anyone else in this business, cleans
0:03:37 > 0:03:40the toilet or the windows or that kind of stuff?
0:03:40 > 0:03:41- Me.- No, it's me!
0:03:42 > 0:03:47But they're young and undecided and can't yet commit to the family firm.
0:03:52 > 0:03:53His opinion is,
0:03:53 > 0:03:57if you're looking down at your phone you can't be paying attention.
0:03:57 > 0:04:01But sometimes Facebook can be more important.
0:04:06 > 0:04:11No-one my age would think, "I want to be a funeral director, "there's got to be something else."
0:04:11 > 0:04:13A job, really. It's a job.
0:04:13 > 0:04:15Instead of working in M&S, I was stacking shelves,
0:04:15 > 0:04:19Thorpe Park, it was roller coasters, here it's just dead bodies.
0:04:22 > 0:04:24- Yeah, it's quite a scary thing to say...- Yeah.
0:04:24 > 0:04:26When you're 22, just saying...
0:04:26 > 0:04:28For the rest of your life you're going to be a funeral director.
0:04:28 > 0:04:31I think that would kind of depress me.
0:04:32 > 0:04:36David's dream is to pass on his family business.
0:04:36 > 0:04:39It's part of what you work for when you've got a small business.
0:04:39 > 0:04:42That maybe there's a chance of your kids taking over
0:04:42 > 0:04:46and maybe having a good life from it.
0:04:46 > 0:04:47But if things continue like this,
0:04:47 > 0:04:50there won't be anything left to inherit anyway.
0:04:50 > 0:04:54David has run up an overdraft of tens of thousands of pounds.
0:04:54 > 0:04:59Everything is on the line here - my house, my reputation.
0:04:59 > 0:05:01Everything that I own.
0:05:01 > 0:05:02Unless things improve,
0:05:02 > 0:05:06I can't see the business being here in three months' time.
0:05:06 > 0:05:09At the moment there just wouldn't be any point in carrying on.
0:05:10 > 0:05:14I've got only 10 weeks to make a difference and save the business.
0:05:16 > 0:05:19We're just round the corner from David Holmes & Sons now
0:05:19 > 0:05:23and I can tell you that just from a quick observation,
0:05:23 > 0:05:26this appears to be a very affluent area.
0:05:26 > 0:05:30It's leafy, the houses are big and they're well spaced apart.
0:05:32 > 0:05:36Fleet in Hampshire is one of the most affluent towns in the UK,
0:05:36 > 0:05:39with earnings 40% above the average.
0:05:39 > 0:05:4330 miles from London, the area is crammed with luxury homes
0:05:43 > 0:05:46and populated by professionals and executives.
0:05:47 > 0:05:50A business in a wealthy area and a growing sector.
0:05:52 > 0:05:55Where did it all go wrong?
0:05:55 > 0:05:58FUNEREAL CHURCH ORGAN PLAYS
0:06:07 > 0:06:09Not quite what I was expecting.
0:06:10 > 0:06:12Apart from the coffins,
0:06:12 > 0:06:16it could be... it could look like an insurance brokers or something.
0:06:16 > 0:06:18I'm not sure I am mad about this.
0:06:18 > 0:06:21"He loved to laugh. So we booked the comedy club."
0:06:23 > 0:06:25It just doesn't mean anything to me.
0:06:25 > 0:06:28'This is the last thing you should use to promote such
0:06:28 > 0:06:32'a sensitive service, especially to potential upmarket clients.
0:06:32 > 0:06:35'Time to meet the man responsible for this mess.'
0:06:35 > 0:06:37- Nice to meet you.- David.
0:06:37 > 0:06:38- I'm Alex.- Yes.
0:06:38 > 0:06:43- How long have you had this business? - About five years.
0:06:43 > 0:06:47- And how long have you been in the industry?- I started as a teenager.
0:06:47 > 0:06:50- So you've been in the business a long time.- Mm.- OK.
0:06:50 > 0:06:52And why am I here?
0:06:52 > 0:06:57Because we're failing to engage with the local community.
0:06:57 > 0:06:59I just don't know why.
0:06:59 > 0:07:02He did for a while keep trying to put quirky things in the window.
0:07:02 > 0:07:06Is quirky what you look for when you are looking for a funeral director?
0:07:06 > 0:07:08Possibly... Possibly not.
0:07:08 > 0:07:13And I'm absolutely fascinated as to what these slightly dusty things
0:07:13 > 0:07:16- are doing here.- Oh, dear. You've found some dust.
0:07:16 > 0:07:20These are scattering devices. So, for about, I think,
0:07:20 > 0:07:23- 10 or 15 quid... - THEY SQUEAK
0:07:23 > 0:07:24- Yeah.- ..you can have one of these.
0:07:24 > 0:07:27Put the ashes in, then put them back together, then go off
0:07:27 > 0:07:31and kind of more discreetly scatter the ashes...
0:07:31 > 0:07:33- SQUEAKING - ..whenever you like.
0:07:33 > 0:07:37- Very discreet(!)- I don't think we've sold one.- Yeah, OK.
0:07:41 > 0:07:45As if dusty products weren't bad enough, grieving customers
0:07:45 > 0:07:48are confronted with a rather chilling wall of coffins.
0:07:51 > 0:07:55The room for families to view their loved ones is cold
0:07:55 > 0:07:56and uninviting.
0:07:56 > 0:08:00It's no wonder only one in ten of David's clients choose to use it.
0:08:00 > 0:08:04'Along the corridor is the dirty staff kitchen.'
0:08:04 > 0:08:07I would be slightly disconcerted coming to see a body here
0:08:07 > 0:08:11and being able to see into your kitchen area.
0:08:11 > 0:08:13'It's all disappointingly low rent.
0:08:13 > 0:08:17'Not the kind of place I would want my loved one to be laid out.'
0:08:20 > 0:08:24'At least David's sons Ollie and Toby are making sure the hearse looks nice.'
0:08:24 > 0:08:26Alex. Hi, darling.
0:08:26 > 0:08:29Do you think you're skilled at something, in particular,
0:08:29 > 0:08:30in this business?
0:08:30 > 0:08:32No way would we be in the funeral business
0:08:32 > 0:08:34if it wasn't for our dad, not a chance.
0:08:34 > 0:08:37Some of the days when there's nothing to do,
0:08:37 > 0:08:40we leave feeling tired and sorry for ourselves.
0:08:40 > 0:08:42Sometimes we say the most exciting thing
0:08:42 > 0:08:46we've got to look forward to is lunch. And that's never a good day.
0:08:46 > 0:08:47No.
0:08:47 > 0:08:50'Both boys are thinking of walking away from the business.
0:08:50 > 0:08:53'David would lose the only thing that is attractive to customers -
0:08:53 > 0:08:56'the fact that this is a family business.
0:08:56 > 0:09:00'I've got my work cut out to unite father and sons.'
0:09:02 > 0:09:05I've got one more person to meet.
0:09:05 > 0:09:09Sheena is the funeral home's manager and she has been working here
0:09:09 > 0:09:10since they opened.
0:09:10 > 0:09:14She's not a family member but is a powerful voice within the business.
0:09:14 > 0:09:16Bye.
0:09:16 > 0:09:19- Alex, this is Sheena. - Hello, so nice to meet you.- Hi.
0:09:19 > 0:09:22You must have an opinion as to why things aren't going the way
0:09:22 > 0:09:25- they should here. - I do have an opinion.
0:09:25 > 0:09:31We can't afford to do every advert that's available to us.
0:09:31 > 0:09:33No, well, no-one can. Who can?
0:09:33 > 0:09:37- So, you don't think you're doing anything wrong in this business?- No.
0:09:37 > 0:09:40- You think it's all financial? - I don't think we do anything wrong.
0:09:40 > 0:09:42Not wrong, what I mean is,
0:09:42 > 0:09:45are there are things you could do better, maybe?
0:09:45 > 0:09:46No.
0:09:46 > 0:09:50'Stubbornly misplaced confidence is not going to help me
0:09:50 > 0:09:51'fix this business.
0:09:51 > 0:09:54'And I'm sure the longer I spend here,
0:09:54 > 0:09:56'the more I'll find out is going wrong.
0:09:56 > 0:09:59'But to the customer, first impressions mean everything.'
0:09:59 > 0:10:02I don't think that the first impression that you give
0:10:02 > 0:10:05is to your credit. It's a bit like an office suite.
0:10:05 > 0:10:09It's not very warm and it could be an insurance broker's office,
0:10:09 > 0:10:12- couldn't it?- It's all right changing everything in here,
0:10:12 > 0:10:15saying what we need to change but it's getting them in first.
0:10:15 > 0:10:18- That's the thing.- Listen, sweetheart, I agree with that
0:10:18 > 0:10:20but there's no point getting them in and putting them off.
0:10:20 > 0:10:23- That's true.- So you have to work both angles of it.
0:10:23 > 0:10:25When you finally drag someone in through that bloody door,
0:10:25 > 0:10:28you have to make sure that the impression that they get...
0:10:28 > 0:10:30I mean, this looks like, excuse me,
0:10:30 > 0:10:33but this looks like somewhere to come for a cheap funeral. To me.
0:10:38 > 0:10:40I don't think we look cheap.
0:10:40 > 0:10:43It's like, "You look cheap and tacky," but we don't.
0:10:43 > 0:10:45- Bit of an insult.- Yeah.
0:10:45 > 0:10:48She's not a funeral director and she's not used to showing people
0:10:48 > 0:10:52in and out of a chapel of rest like you are or I am.
0:10:52 > 0:10:56She will have very decided opinions on what should be done here.
0:10:56 > 0:11:01But just a cursory look around this space shows you why this is
0:11:01 > 0:11:04somewhere that people don't flock to.
0:11:04 > 0:11:08The shop needs a complete overhaul to make it fit for purpose.
0:11:08 > 0:11:11And we need to find a way to increase awareness of this
0:11:11 > 0:11:14independent business, but the big question is
0:11:14 > 0:11:17whether this funeral directors has a future as a family firm.
0:11:30 > 0:11:33Time to start tackling the sons in Holmes & Sons.
0:11:36 > 0:11:40Given a free choice, I would not employ members of my family.
0:11:40 > 0:11:44At the moment, Ollie and Toby appear half-hearted about the job,
0:11:44 > 0:11:48which could be severely damaging the business's reputation locally
0:11:48 > 0:11:50and driving customers away.
0:11:50 > 0:11:53'But if the boys can really cut the mustard as funeral arrangers,
0:11:53 > 0:11:56'they could be a huge asset to their dad.'
0:11:56 > 0:11:59It does say David Holmes & Sons.
0:11:59 > 0:12:02And I know that both of you are quite young,
0:12:02 > 0:12:04this isn't the profession that you've chosen
0:12:04 > 0:12:06and I want to see how you're managing with it,
0:12:06 > 0:12:08as you find yourselves now.
0:12:11 > 0:12:16I'm sending in undercover industry experts posing as bereaved clients,
0:12:16 > 0:12:19to test the boys in this vital and difficult role.
0:12:23 > 0:12:26And secretly scrutinising them with me in the flat upstairs
0:12:26 > 0:12:29is Charles Cowling, author of The Good Funeral Guide.
0:12:32 > 0:12:35This is the all-important part, I assume, of a funeral,
0:12:35 > 0:12:38the arranging part and the talking to the bereaved.
0:12:38 > 0:12:39It's absolutely crucial.
0:12:39 > 0:12:44It mustn't be a seemingly businesslike conversation.
0:12:44 > 0:12:47Although in the course of it, of course, business is enacted.
0:12:47 > 0:12:50During an arrangement, you're dealing with bereaved
0:12:50 > 0:12:51and traumatised people.
0:12:51 > 0:12:55- Good afternoon. Hello there, I'm Toby.- Hello there.
0:12:55 > 0:12:57- Hello.- Hiya.- I'm Oliver Holmes.
0:12:57 > 0:13:00So it's essential to show real compassion and warmth
0:13:00 > 0:13:04while at the same time making a sale worth an average £3,000.
0:13:05 > 0:13:08So, my Aunt Barbara died last night.
0:13:08 > 0:13:12We just want to make this really different and special for my dad.
0:13:12 > 0:13:14It's a good start - the boys are polite.
0:13:14 > 0:13:17It's the room that's causing a major issue.
0:13:18 > 0:13:23We've got a desk between the funeral director and the mourner.
0:13:23 > 0:13:24It's just dreadful.
0:13:24 > 0:13:26We're not having two human beings having a conversation,
0:13:26 > 0:13:28look at his body language!
0:13:29 > 0:13:31Compared to a normal standard coffin,
0:13:31 > 0:13:34it's probably about double the price so it's around £600.
0:13:34 > 0:13:38It's all form filling, no emotional connection.
0:13:38 > 0:13:40He's very focused on the costs of everything,
0:13:40 > 0:13:45rather than trying to create an imaginary perfect scenario.
0:13:45 > 0:13:49Certainly you would expect that this information would have to be
0:13:49 > 0:13:53written down at some point, but that it would come at the end.
0:13:53 > 0:13:56Many of the best funeral arrangers will sit there with the family and
0:13:56 > 0:13:58the first thing they'll say is, "We're going to have a chat.
0:13:58 > 0:14:02"But we're not going to make any decisions at all in this first meeting."
0:14:02 > 0:14:04Of course, we make lots of decisions in the first meeting.
0:14:04 > 0:14:06We do lots of business in that first meeting.
0:14:06 > 0:14:09But the first thing is to take the pressure off people
0:14:09 > 0:14:12and also make them understand they can go on changing their mind.
0:14:12 > 0:14:14- To be confirmed.- Yeah.
0:14:15 > 0:14:18Toby is about to face one of the real test of this job...
0:14:20 > 0:14:22..a client who breaks down.
0:14:23 > 0:14:27Now it's up to Toby to reach out to his client to put business
0:14:27 > 0:14:30aside and show some empathy.
0:14:30 > 0:14:33There's just a few more forms that we need filling out.
0:14:33 > 0:14:34Oh, no, darling!
0:14:37 > 0:14:39Oh...
0:14:40 > 0:14:43Oh, God, I can't even watch. It's so ghastly.
0:14:43 > 0:14:47And would anyone in the family or yourself like to view Belinda's...
0:14:49 > 0:14:53- Belinda?- Belinda, sorry, I do apologise, Barbara.- Yeah...
0:14:54 > 0:14:56He doesn't have...
0:14:56 > 0:15:00He doesn't have the emotional competence to handle it.
0:15:00 > 0:15:02- I feel quite sick.- I know. I agree with you.
0:15:04 > 0:15:05Get to you...
0:15:05 > 0:15:08You need emotional intelligence, but you need emotional experience.
0:15:08 > 0:15:12You've got to have done the hard miles emotionally yourself.
0:15:12 > 0:15:16- Thank you.- No, thank you, it's a pleasure talking. Thanks very much.
0:15:16 > 0:15:18I think they're so nice, these boys.
0:15:18 > 0:15:21I think they really need leadership.
0:15:21 > 0:15:24I blame David entirely for this situation, I want to make it clear.
0:15:24 > 0:15:28And if he's going to get his children ever to be customer-facing,
0:15:28 > 0:15:30they have got to do it better than this.
0:15:30 > 0:15:32'The situation is serious.'
0:15:34 > 0:15:37It's clear that the boys have not been given enough
0:15:37 > 0:15:39training or direction from David.
0:15:39 > 0:15:42Weak leadership breeds a deficient team.
0:15:42 > 0:15:44'It's time for him to face facts.'
0:15:44 > 0:15:45Nice and cosy.
0:15:46 > 0:15:51They were unanimous in agreeing that that set up is absolutely,
0:15:51 > 0:15:52to use one word, hideous.
0:15:53 > 0:15:56For someone who is recently bereaved,
0:15:56 > 0:15:59to come in, to be sat across a desk from someone,
0:15:59 > 0:16:03to feel that separation just when you need that warmth of human
0:16:03 > 0:16:06kindness, and I'm amazed at you for having set it up like that.
0:16:06 > 0:16:08A couple of weeks ago we were looking at...
0:16:08 > 0:16:11But why has it been set up like that, darling?
0:16:11 > 0:16:15- You have the experience. - To be honest...- Come on.
0:16:15 > 0:16:18- I blame you for everything, by the way.- That's fine.
0:16:18 > 0:16:20No, let me explain to you why.
0:16:20 > 0:16:22You've got two sons here.
0:16:22 > 0:16:24They've never worked in another funeral directors,
0:16:24 > 0:16:26so they're doing things your way.
0:16:26 > 0:16:28And so I blame their failings on you.
0:16:28 > 0:16:30If you came in, Sheena and I are mature,
0:16:30 > 0:16:32we're able to put an arm around you.
0:16:32 > 0:16:34There is no way these boys are ever...
0:16:34 > 0:16:38But he's been running an office single-handed, darling.
0:16:38 > 0:16:41You're not there, you've trusted him to do it.
0:16:41 > 0:16:43We're slightly looking past the first point,
0:16:43 > 0:16:46which is getting them through the door initially.
0:16:46 > 0:16:47I'm not avoiding that.
0:16:47 > 0:16:49I'm saying, what's the point of getting them
0:16:49 > 0:16:52through your door, if once they get to you...
0:16:52 > 0:16:54Because honestly, I don't know...
0:16:54 > 0:16:56You've not had the real experience...
0:16:56 > 0:16:59I was asked to come in and deal with David Holmes & Sons,
0:16:59 > 0:17:01which is you four.
0:17:01 > 0:17:04If you want to take yourself out of the equation, please do, darling.
0:17:04 > 0:17:07But I'm being honourable and dealing with what I have in front of me.
0:17:07 > 0:17:09Of course we have to get people through the door,
0:17:09 > 0:17:11but at the moment, it seems to me
0:17:11 > 0:17:14that what you're offering is low value, in a way, funerals.
0:17:14 > 0:17:19What you should try and be is that up there that everyone is
0:17:19 > 0:17:23talking about, that my God, if you want your funeral done properly,
0:17:23 > 0:17:27there's only one person to go to in this 20-mile radius and it is them.
0:17:27 > 0:17:31- That is what you want. - Exactly what we're looking for.
0:17:31 > 0:17:33It's been a tough few days for the family,
0:17:33 > 0:17:36and for Toby, the reality has hit hard.
0:17:38 > 0:17:41I hated it. I did. And it made me angry.
0:17:41 > 0:17:44- And I don't want to be part of it any more.- You're going to quit?
0:17:44 > 0:17:48- Yeah.- Unless Alex comes in and watches what we do,
0:17:48 > 0:17:51how else is she going to know how to fix the business?
0:17:51 > 0:17:54If you do quit, I think you're going to look a bit petulant,
0:17:54 > 0:17:57particularly as Alex doesn't feel there is
0:17:57 > 0:18:01anything that you've done to merit, you know, walking out.
0:18:01 > 0:18:02So why do it? Why walk?
0:18:03 > 0:18:06I don't want to come across as a quitter...
0:18:08 > 0:18:11The truth hurts, but my mission is to engage David's boys,
0:18:11 > 0:18:13not force them out.
0:18:13 > 0:18:16However, David's dream doesn't just depend on the boys.
0:18:16 > 0:18:19First and foremost, the finances have got to be solid.
0:18:21 > 0:18:25I've worked hard to establish a business that hopefully one day
0:18:25 > 0:18:30I could hand on, and at the moment it's hard to see that happening,
0:18:30 > 0:18:33because I'm just not doing well enough.
0:18:33 > 0:18:37Unless we can make this work, there will be no future for the boys.
0:18:41 > 0:18:44Funeral directing is a unique profession,
0:18:44 > 0:18:45but it's still a business.
0:18:45 > 0:18:48- Hi. Do you want some tea? - I'd love one.
0:18:48 > 0:18:52'David is ultimately responsible for all the financial decisions,
0:18:52 > 0:18:55'so I want to know more about his attitude to money.'
0:18:55 > 0:18:58Is there anything about working with him that drives you mad?
0:18:58 > 0:19:00I call him Giveaway Dave,
0:19:00 > 0:19:04cos he actually does give away things that I would charge for.
0:19:04 > 0:19:08A lady wanted a casket and he just let her have it.
0:19:08 > 0:19:11He is quite a softy on those side of things.
0:19:11 > 0:19:14People often say, "You're an undertaker,
0:19:14 > 0:19:17"I don't know how you can bear to do that job." But the reality is,
0:19:17 > 0:19:19we don't deal with the dead, we deal with the living.
0:19:19 > 0:19:22I won't sit here and tell someone that, until they give me
0:19:22 > 0:19:24a couple of thousand pounds, we won't be able to move.
0:19:24 > 0:19:26It's a very human business.
0:19:27 > 0:19:29David is generous to a fault.
0:19:29 > 0:19:31His business has potentially only weeks to live
0:19:31 > 0:19:35and he is on the verge of killing it with his kindness.
0:19:35 > 0:19:39- Sheena calls you Giveaway Dave. - She does call me Giveaway Dave.
0:19:39 > 0:19:44- Which is not a compliment. - I am a soft touch. I can't help it.
0:19:44 > 0:19:47This warm glow about the heart that this generosity gives you is
0:19:47 > 0:19:50not going to last very long when your business isn't here any longer.
0:19:50 > 0:19:53Our kindness will ensure we are busy
0:19:53 > 0:19:55and if we are busy, we'll make money.
0:19:55 > 0:19:56Your reward may come in heaven but...
0:19:56 > 0:19:58We are building our reputation.
0:19:58 > 0:20:00..I'm not entirely sure it will come on this earth
0:20:00 > 0:20:04- unless you get to grips with it. - Well, to be frank, yes...
0:20:04 > 0:20:07'But it seems David's inability to think through his business
0:20:07 > 0:20:09'decisions knows no bounds.'
0:20:09 > 0:20:11If I need a limousine out here,
0:20:11 > 0:20:16I have to book one often from London, which costs me £250.
0:20:16 > 0:20:19How much do I charge for a limousine? £190.
0:20:19 > 0:20:23I do that because the going rate for a limousine seems to be about £190.
0:20:23 > 0:20:27So, every time someone has an extra limousine, you're losing 60 quid.
0:20:27 > 0:20:30- Yes.- Jesus Christ, darling.
0:20:30 > 0:20:34It's lucky you're not very busy cos otherwise you would be broke.
0:20:34 > 0:20:37- Is that not how most people run a business?- No, it is not.
0:20:37 > 0:20:40You have said to me that the Co-op is more expensive than you.
0:20:40 > 0:20:42Yes, they all are. All the local corporations.
0:20:42 > 0:20:44And yet that doesn't drive people to you
0:20:44 > 0:20:48- so surely that tells you something. - Probably it should have done, yes.
0:20:48 > 0:20:52'People buying funerals do very little price comparison
0:20:52 > 0:20:56'so David's sell-them-cheap business strategy is fundamentally flawed.'
0:20:57 > 0:21:01'He may be a kind-hearted man but he is clearly not a businessman.'
0:21:01 > 0:21:04I obviously need to persuade David that there can be
0:21:04 > 0:21:09a synchronicity between ethics and successful working practices.
0:21:09 > 0:21:12His business is suffering because of his morality at the moment
0:21:12 > 0:21:15and he has to see that the two can coexist.
0:21:19 > 0:21:22Giveaway Dave's policy of offering funerals as cheaply
0:21:22 > 0:21:25as possible is destroying his business
0:21:25 > 0:21:29and it isn't providing a high-value experience for his clients either.
0:21:31 > 0:21:35I feel that the service that Holmes & Sons is offering is not
0:21:35 > 0:21:39nearly personalised enough and it is completely lacking in inspiration.
0:21:39 > 0:21:42'I am taking the family to meet high-end wedding planner
0:21:42 > 0:21:46'Siobhan Craven-Robins who has created events for Hollywood stars
0:21:46 > 0:21:50'including Joan Collins and Greg Kinnear.'
0:21:50 > 0:21:53I'm hoping that showing them how a really good wedding planner
0:21:53 > 0:21:56does it will spark their interest in event planning,
0:21:56 > 0:21:59which is ultimately what they are there to do.
0:21:59 > 0:22:02'The funeral market is changing, with people wanting events that
0:22:02 > 0:22:06'celebrate a life rather than mourn a death.
0:22:06 > 0:22:09'If the family offer more than just the basics, they will sell
0:22:09 > 0:22:12'higher-value funerals, especially in their affluent location.'
0:22:14 > 0:22:19Right, so, what I am trying to do is get you away from only
0:22:19 > 0:22:23doing the very cheapest side of the market which ultimately
0:22:23 > 0:22:25doesn't generate very much income for you.
0:22:25 > 0:22:27One of the things I wanted to show you is these fantastic pics.
0:22:27 > 0:22:30When clients first come to me, the flick through these.
0:22:30 > 0:22:33These are all different weddings that I have done over the 17 years
0:22:33 > 0:22:36that sort of show different elements of it.
0:22:36 > 0:22:41The idea is that someone then sees some element of that that
0:22:41 > 0:22:46calls to them and transposes that into their occasion.
0:22:46 > 0:22:49Exactly. It just helps to give people ideas.
0:22:49 > 0:22:52What you're not doing is sparking people's imagination.
0:22:52 > 0:22:56Well, you have sparked mine because I certainly feel, and you have made
0:22:56 > 0:22:59me think, that you don't see what we give you until you have had it.
0:22:59 > 0:23:02By then, that is all very well for the people we have served
0:23:02 > 0:23:07and they go away happy but the new potential clients don't see that.
0:23:07 > 0:23:08Toby, what do you think?
0:23:08 > 0:23:10Yeah, I love the book. I think it is a really good idea.
0:23:10 > 0:23:15It is visual and it makes it very personal and so I like it.
0:23:15 > 0:23:17Sometimes, when a family comes in,
0:23:17 > 0:23:21they have already sorted out a venue so, you know, when I am
0:23:21 > 0:23:23talking to families, I could actually say
0:23:23 > 0:23:25half of them have already sorted out...
0:23:25 > 0:23:28Darling, you know what, it's quite annoying
0:23:28 > 0:23:31because I just feel like there is always an answer for everything.
0:23:31 > 0:23:34If it was all so bloody rosy in the bloody garden,
0:23:34 > 0:23:36I wouldn't be sitting around this table with you.
0:23:36 > 0:23:38What are you meant to do? Am I meant to say,
0:23:38 > 0:23:42- "Actually, no, you can't...?"- No, darling. No.- There is more money...
0:23:42 > 0:23:47No, I am suggesting that you have a way to show people options.
0:23:47 > 0:23:50'So it is not just David who has a problem making money
0:23:50 > 0:23:54'out of this business. But I have a plan to help him
0:23:54 > 0:23:57'increase his profits without taking the money from their customers.'
0:23:57 > 0:24:00Does someone, by booking it through you, pay a lot more than
0:24:00 > 0:24:02they would if they were paying for it independently?
0:24:02 > 0:24:05No, and I mean that is something that you should perhaps look at
0:24:05 > 0:24:07with having recommended suppliers.
0:24:07 > 0:24:10They certainly don't pay any more and with some of my suppliers
0:24:10 > 0:24:12they actually get better deals cos, obviously, like yourselves,
0:24:12 > 0:24:14I represent repeat business.
0:24:16 > 0:24:18'Negotiating commissions with suppliers will allow
0:24:18 > 0:24:21'the family to profit from booking venues,
0:24:21 > 0:24:25'caterers and florists without their customers paying any more.
0:24:25 > 0:24:29'If the family can drive this idea forward then it is part of
0:24:29 > 0:24:31'the solution to David's ethical dilemma.'
0:24:31 > 0:24:35I like anyone who has different ideas and is just showing different
0:24:35 > 0:24:38things because it's worth a listen and worth a try.
0:24:38 > 0:24:41We are always going to be more open to ideas
0:24:41 > 0:24:42because we are not as experienced
0:24:42 > 0:24:47and as set in the traditional family ways as Sheena and Dad.
0:24:47 > 0:24:51The way it is being done is the traditional way it has always been
0:24:51 > 0:24:55so, yeah, maybe these different ways are going to be the way forward.
0:24:55 > 0:24:57'David and the boys seem to be on side
0:24:57 > 0:24:59'but there is so one voice of dissent.'
0:24:59 > 0:25:04I mean, how can you compare a wedding planner to a planning of a funeral?
0:25:04 > 0:25:07Because they are both major events.
0:25:07 > 0:25:10They're major events but one has got a 60 grand budget
0:25:10 > 0:25:12- and the other one hasn't. - It is still the same.
0:25:12 > 0:25:14You are still pulling together various elements,
0:25:14 > 0:25:17you're still advising. If I came to someone to plan a wedding...
0:25:17 > 0:25:19We have already got a florist. We have already got...
0:25:19 > 0:25:21But you have got it scattered around as
0:25:21 > 0:25:24if it's been fired out of a shotgun around the office.
0:25:24 > 0:25:27She showed you all these elements in one book.
0:25:27 > 0:25:29You're focusing on the fact that she was a wedding planner
0:25:29 > 0:25:32and you are a funeral director and you have got all the answers.
0:25:32 > 0:25:36I'm not saying I have got all the answers. They were saying,
0:25:36 > 0:25:39"You need to get your profit from people like the printers."
0:25:39 > 0:25:41Additional profits.
0:25:41 > 0:25:43I mean, if you're a car salesman, when someone comes to talk to
0:25:43 > 0:25:46you about a car, they call it taking you out of the market.
0:25:46 > 0:25:49You're in the market for a car, they are taking you out of the market.
0:25:49 > 0:25:52When someone comes in here, they are in the market for what? A funeral.
0:25:52 > 0:25:56But we want to take them out of the market for a venue, flowers,
0:25:56 > 0:26:00- catering, as many items on that list as we can.- We're already doing that.
0:26:00 > 0:26:04Are we? I don't remember seeing a cheque from a printer or a venue or
0:26:04 > 0:26:06a caterer or a florist.
0:26:06 > 0:26:10Where are all these commissions that you are earning?
0:26:10 > 0:26:15I give up. I think I do actually give up. I'm going out to the bin.
0:26:17 > 0:26:21- They don't exist.- Yeah, right(!)
0:26:21 > 0:26:23Sheena and my dad might be a little bit annoyed at each other
0:26:23 > 0:26:24but I think that's
0:26:24 > 0:26:27because they are always going to have different opinions about what
0:26:27 > 0:26:31is going to be best for the company and where we have been going wrong.
0:26:31 > 0:26:33My dad and Sheena disagreeing shows that maybe
0:26:33 > 0:26:37I'd be able to get some of my ideas in there, Toby would be.
0:26:37 > 0:26:40'Fresh thinking is what this business needs
0:26:40 > 0:26:43'and action is something it needs even more.'
0:26:45 > 0:26:49'I want the family to do the hard work for the customers, searching
0:26:49 > 0:26:53'out the very best florists, venues and caterers in the area.'
0:26:53 > 0:26:57Go into various businesses that might be useful for you,
0:26:57 > 0:27:00talk to them, see what trade discounts you can negotiate.
0:27:00 > 0:27:03Remember that this is just as much for the benefit
0:27:03 > 0:27:04of your customers as it is for you
0:27:04 > 0:27:06and you shouldn't be embarrassed about
0:27:06 > 0:27:11talking about money because that is, after all, the basics of business.
0:27:11 > 0:27:15'If the family can make commissions of between 10 and 20%,
0:27:15 > 0:27:16'this will add up,
0:27:16 > 0:27:20'potentially putting thousands of pounds straight in their pocket
0:27:20 > 0:27:24'but Sheena looks like I have suggested they rob graves.'
0:27:24 > 0:27:29You, get your... Come on. Attitude, woman.
0:27:29 > 0:27:33But, really, listen, I'm on your side. We are all on the same side.
0:27:33 > 0:27:35I am not against you, I'm with you.
0:27:35 > 0:27:38Now, put a smile on your face and a spring in your step.
0:27:38 > 0:27:41For goodness sake. OK, go.
0:27:43 > 0:27:46'Negotiating deals with suppliers means a more complete
0:27:46 > 0:27:49'service at no extra cost to the customer.'
0:27:50 > 0:27:53- Hi, I'm Sheena from Holmes & Sons. - Hello, I'm Hazel.
0:27:53 > 0:27:57- I'm Oliver, this is my brother Toby.- I'm Jane.
0:27:57 > 0:28:00'The logic couldn't be simpler - if you promise a supplier more
0:28:00 > 0:28:04'sales, they can afford to offer you a discount.'
0:28:04 > 0:28:05Money, how would that work?
0:28:05 > 0:28:07We are looking for foremost a good deal for us,
0:28:07 > 0:28:10a good deal for you, a good deal for families.
0:28:10 > 0:28:12Ideally, what we'd like is to have a commission.
0:28:12 > 0:28:16Yeah, that's absolutely fine. That's standard industry practice.
0:28:16 > 0:28:19See? Standard industry practice.
0:28:19 > 0:28:23'Clearly, Sheena still isn't enthused and I obviously
0:28:23 > 0:28:26'hit a raw nerve by taking them to a wedding planner.'
0:28:26 > 0:28:28We are quicker, we are better, we are bang, bang, bang,
0:28:28 > 0:28:31within five days we have organised an event.
0:28:31 > 0:28:34Whereas she takes, like, two years or maybe eight months or whatever
0:28:34 > 0:28:38and has a bigger budget so therefore it isn't the same.
0:28:38 > 0:28:41'But the boys are a different story.'
0:28:41 > 0:28:42What sort of percentage discount
0:28:42 > 0:28:44would you be able to help us out with?
0:28:44 > 0:28:47We'd be able to offer you a 20% discount on that
0:28:47 > 0:28:50for all those customers.
0:28:50 > 0:28:54See? What you have to do is screw them down to it, ultimately.
0:28:54 > 0:28:56Everyone is looking for business.
0:28:56 > 0:28:59But, you know, that is, 20% is a significant amount.
0:28:59 > 0:29:03- Let's try somewhere else. - The one-stop shop.
0:29:03 > 0:29:06It's an idea that's going to fly, baby.
0:29:06 > 0:29:09Hi, I'm Oliver Holmes and this is my brother, Toby,
0:29:09 > 0:29:13and we're looking to build a relationship with the local florists.
0:29:13 > 0:29:17They seem to be doing really well and the more I see them,
0:29:17 > 0:29:19the more I'm convinced that what is really bad for them
0:29:19 > 0:29:21is being stuck in that office without enough to do.
0:29:21 > 0:29:24They are so much better enthused and energised
0:29:24 > 0:29:27and out and about and doing something practical.
0:29:27 > 0:29:29It's good for you guys, because, obviously,
0:29:29 > 0:29:32using the same supplier, you get 15% of whatever you sell, as well,
0:29:32 > 0:29:35so it's good for both of us, really.
0:29:35 > 0:29:37I think they need a lot more direction than they're being given,
0:29:37 > 0:29:40and they need to be encouraged to think on their feet
0:29:40 > 0:29:43and do stuff like this. They're really good at it.
0:29:43 > 0:29:46It was really nice to meet you. Thanks very much for your help.
0:29:46 > 0:29:48No problem at all. Take care. All the best.
0:29:48 > 0:29:51'Now I just need David to grab the bull by the horns and lead
0:29:51 > 0:29:55'his staff to get this one-stop shop idea going over the next few weeks.'
0:30:00 > 0:30:03'But, a week after I leave, David amazes me with a decision
0:30:03 > 0:30:07'that's shocking even for someone with his lack of business brain.
0:30:07 > 0:30:10'Rather than focusing on his sons' and my fix,
0:30:10 > 0:30:13'he's signed a ten-year lease on another premises.
0:30:13 > 0:30:17'He's opening a Holmes & Sons branch in Aldershot.'
0:30:18 > 0:30:21We're now standing in the reception area.
0:30:21 > 0:30:24There'll be a wall here, very much like the Fleet shop,
0:30:24 > 0:30:26and in here will be the arranging office.
0:30:26 > 0:30:28If Alex didn't think this was a good idea
0:30:28 > 0:30:33she could potentially walk away, and I think she is confident
0:30:33 > 0:30:35about this business that she can help us
0:30:35 > 0:30:37make the business successful.
0:30:37 > 0:30:40'He's put himself further into debt,
0:30:40 > 0:30:43'taking out a family loan to pay for the shop-fitting.
0:30:43 > 0:30:45'With his house and his business on the line,
0:30:45 > 0:30:49'I can only hope that he's put more thought into this than it appears
0:30:49 > 0:30:52'as I'm back too late to change anything.'
0:30:53 > 0:30:58We've got six months, we think, to make something happen there.
0:30:58 > 0:31:02- So, what happens, in six months can you give up the lease?- No.
0:31:02 > 0:31:05Oh. I'm just fascinated in the idea that you're not doing
0:31:05 > 0:31:08particularly well, let's open another one.
0:31:08 > 0:31:11What market research have you done?
0:31:11 > 0:31:12Just, erm...
0:31:16 > 0:31:19We think we will be the only family business in that area,
0:31:19 > 0:31:23and we think that that is likely to attract people.
0:31:23 > 0:31:25But you're just basing this on hope.
0:31:25 > 0:31:28You haven't done any market research, you haven't...
0:31:28 > 0:31:31What have you done to base this on? It's just gut instinct.
0:31:31 > 0:31:33SHE SIGHS
0:31:33 > 0:31:37'The ten-year rental contract will cost David £80,000.
0:31:37 > 0:31:39'With a business already so close to the edge,
0:31:39 > 0:31:42'this is surely financial suicide.'
0:31:43 > 0:31:46When my grandfather first opened a property,
0:31:46 > 0:31:50he stood in front of it and clicked every time someone walked past
0:31:50 > 0:31:52so he could see what footfall was.
0:31:52 > 0:31:55That is the kind of market research that you need to do.
0:31:55 > 0:31:59She was like, "Oh, my God, you shouldn't be doing that."
0:31:59 > 0:32:00And I'm thinking, "Well, why not?"
0:32:00 > 0:32:03There comes a point when you're standing on the edge of that cliff
0:32:03 > 0:32:06and you've just got to jump.
0:32:06 > 0:32:10I feel slightly depressed by how much
0:32:10 > 0:32:13and how fiercely they defend their stupid ideas.
0:32:13 > 0:32:15They might as well be playing roulette.
0:32:17 > 0:32:21'If David won't focus on my fix and on ways to make money then
0:32:21 > 0:32:24'there's nothing I can do to save this business.
0:32:24 > 0:32:28'What's more, his management style is making life even more difficult.'
0:32:31 > 0:32:34I think my dad could do a better job of motivating.
0:32:34 > 0:32:37He's never told me, "I think you do this well."
0:32:37 > 0:32:40Which I think is important, to tell you what you do well.
0:32:40 > 0:32:43And he's completely forgotten about the one-stop shop.
0:32:43 > 0:32:46Only Olly is doing anything about it.
0:32:46 > 0:32:48I could never picture my dad in a million years
0:32:48 > 0:32:49doing anything like this.
0:32:49 > 0:32:52He thinks it's probably more of a girl's job, so...
0:32:52 > 0:32:54Did he have a task? He must have had a task.
0:32:54 > 0:32:57But, honestly, I'm so distracted by this,
0:32:57 > 0:32:59I can't even remember what we're supposed to have been doing.
0:32:59 > 0:33:03'I am increasingly losing my patience with David.'
0:33:03 > 0:33:06- How are you?- Good. How is everything?
0:33:06 > 0:33:08I haven't really been here for the past fortnight.
0:33:08 > 0:33:10The boys have got on with the task.
0:33:10 > 0:33:12It's not difficult to have made that book, is it?
0:33:12 > 0:33:16- But you're the boss of the business. - Well, I do ask them how it's going.
0:33:16 > 0:33:18And have you told them to do anything?
0:33:18 > 0:33:20Have you directed them in any way?
0:33:20 > 0:33:22- Not really, no.- Oh, God.
0:33:22 > 0:33:26'If David wants to realise his dream of passing the business
0:33:26 > 0:33:29'to his sons, he is doing absolutely nothing to help himself.'
0:33:29 > 0:33:32You know, I feel frustrated on lots of levels.
0:33:32 > 0:33:35I feel frustrated with you as a boss because I think
0:33:35 > 0:33:38if you have two young men here who are not experienced
0:33:38 > 0:33:41in the business, they need directing.
0:33:41 > 0:33:42They need telling what to do.
0:33:42 > 0:33:45You need to find out what they do every day.
0:33:45 > 0:33:47I find you inadequate as a boss.
0:33:50 > 0:33:54He needs to try harder, he needs to work harder,
0:33:54 > 0:33:56he needs to be more involved.
0:33:56 > 0:33:58I can't carry this.
0:33:58 > 0:34:02'David's crazy decision-making has left me dumbfounded
0:34:02 > 0:34:04'just weeks before the relaunch,
0:34:04 > 0:34:08'and his unwillingness to properly direct his young staff is worrying.
0:34:08 > 0:34:11I have to shake some life into this reluctant boss.'
0:34:14 > 0:34:17'I have got an idea that should inspire David.
0:34:17 > 0:34:20'A way they can build their reputation in the community which is
0:34:20 > 0:34:22'perfectly in tune with his ethics.'
0:34:22 > 0:34:24Good afternoon, Holmes & Sons.
0:34:24 > 0:34:26'There are other ways to show you care
0:34:26 > 0:34:30'than handing out free coffins, and David is missing a trick.
0:34:30 > 0:34:34'I want them to start their very own volunteering scheme.'
0:34:34 > 0:34:38To which end, I had prepared this
0:34:38 > 0:34:41for you to put names and phone numbers.
0:34:41 > 0:34:45What you're asking people to do is commit an hour of their time
0:34:45 > 0:34:48to help someone who has been recently bereaved and to do
0:34:48 > 0:34:51anything that they need to do, whether that is a chat,
0:34:51 > 0:34:56some gardening, or drive them somewhere that they need driving to.
0:34:56 > 0:34:57Frankly, I'd rather be painting.
0:34:57 > 0:35:00I'd like to see you engaging with people.
0:35:00 > 0:35:03You know, you have to start from somewhere.
0:35:03 > 0:35:06'It's not the positive reaction I'd hoped for.
0:35:06 > 0:35:09'What David doesn't see is that a volunteering scheme
0:35:09 > 0:35:11'will make them stand out from their competitors
0:35:11 > 0:35:15'and gives a clear message of the business's caring principles.'
0:35:16 > 0:35:19So, what we're looking for is people who are willing to give
0:35:19 > 0:35:22perhaps as little as half an hour, an hour of their time
0:35:22 > 0:35:25once a month or once every couple of months, just so we've got...
0:35:25 > 0:35:28'What's more, it won't cost them a penny.'
0:35:28 > 0:35:30I often think what would happen, you know,
0:35:30 > 0:35:33if I died, what would happen to my wife.
0:35:33 > 0:35:35It sounds a good idea to me.
0:35:35 > 0:35:39- I don't mind being on your list. - That's very kind of you, sir.
0:35:43 > 0:35:45Yeah, good idea.
0:35:45 > 0:35:48When you said funeral directors, I didn't realise there was one
0:35:48 > 0:35:51at the other end of the town, but we do now.
0:35:52 > 0:35:54- Could we sign you up for that, sir? - Yes.
0:35:54 > 0:35:55It's just helping someone out,
0:35:55 > 0:35:57another way of helping the community.
0:35:57 > 0:36:00- Is it something you would be interested in doing?- Yeah.
0:36:00 > 0:36:02- Yeah, definitely.- Brilliant.
0:36:02 > 0:36:05Yeah, a few people that I care about have passed away,
0:36:05 > 0:36:07and if I can help I am happy to do so.
0:36:08 > 0:36:10'With a bit of effort,
0:36:10 > 0:36:12'they are really connecting with the community.'
0:36:12 > 0:36:15Initially, when we got out here, they seemed so unsure.
0:36:15 > 0:36:18They didn't see the validity of it, and also it didn't look
0:36:18 > 0:36:20like they were going to give it any effort at all.
0:36:20 > 0:36:24I think it shows to them that ask, engage with people,
0:36:24 > 0:36:25and you will get a response.
0:36:25 > 0:36:27Something like this, I think, is fantastic.
0:36:27 > 0:36:29It's new, it should, you know,
0:36:29 > 0:36:32have a lot of interest in the town, hopefully.
0:36:32 > 0:36:35'And David's lead is inspiring the boys.'
0:36:35 > 0:36:38I didn't think everyone would be so willing to get involved
0:36:38 > 0:36:40but they seem more than happy to get involved
0:36:40 > 0:36:42and put their names down, which is good.
0:36:42 > 0:36:44- We've only got two spaces. - Well done!
0:36:44 > 0:36:46You might actually have the bare bones
0:36:46 > 0:36:49of a volunteering service right there.
0:36:53 > 0:36:55'If David is to keep his business in the family,
0:36:55 > 0:36:59'I need him to keep leading by example, but there must be
0:36:59 > 0:37:03'a deeper reason why he hasn't been pushing his sons harder.'
0:37:03 > 0:37:05This business has potential as a career,
0:37:05 > 0:37:07but only if they're committed and interested.
0:37:07 > 0:37:10If they're not, then, quite frankly, I'd rather they went out there
0:37:10 > 0:37:13and tasted the big, bad world and maybe realised how easy it was
0:37:13 > 0:37:16when they were working in the family business.
0:37:16 > 0:37:18I don't want them to realise how easy it is.
0:37:18 > 0:37:22- I want them to have a bit more fire in their belly.- Yeah, I agree.
0:37:22 > 0:37:24I think you need more fire in your belly.
0:37:24 > 0:37:28Well, I'm at the... I'm five years, six years into a very, very...
0:37:28 > 0:37:30- Shitty time.- Yeah.
0:37:30 > 0:37:32I think that's something that you have to look at.
0:37:32 > 0:37:35It's very hard to say to people, "You need a fire in your belly,
0:37:35 > 0:37:39"you need to be passionate," when I don't think that you are.
0:37:39 > 0:37:42At least, you don't appear to be.
0:37:42 > 0:37:45'It's clear I need to help David rediscover his passion
0:37:45 > 0:37:49'for his business, which is looking as tired as David sounds.'
0:37:51 > 0:37:54'And to do that, I want to tackle one of the fundamental
0:37:54 > 0:37:56'problems of this industry.'
0:37:56 > 0:38:01- Death gets rather a bad press in this country, strangely.- It does.
0:38:01 > 0:38:05And, in some ways, you're selling the unsellable,
0:38:05 > 0:38:07and we need to find good ways to sell ourselves
0:38:07 > 0:38:09and what the product is.
0:38:14 > 0:38:16'Funerals are a distress purchase.
0:38:16 > 0:38:19'The majority of people call the first funeral home they think of.
0:38:19 > 0:38:22'This is not a market that shops around for long,
0:38:22 > 0:38:26'which is why name recognition and branding are so important
0:38:26 > 0:38:28'in this industry - both things
0:38:28 > 0:38:31'I think Holmes & Sons have got very wrong.'
0:38:33 > 0:38:38'I'm taking the family to see multi-award-winning agency GBH.'
0:38:40 > 0:38:43'They've created branding for high-end companies
0:38:43 > 0:38:45'such as Puma and Virgin.
0:38:45 > 0:38:48'They certainly know when a brand works and when it doesn't.'
0:38:50 > 0:38:53We've actually come up with words that we feel accurately
0:38:53 > 0:38:56reflects the way you are currently coming across.
0:38:56 > 0:38:58So, here's our handy device.
0:38:58 > 0:39:00First up, family business.
0:39:02 > 0:39:06That is a positive one. Next up, honest.
0:39:06 > 0:39:08- Good.- Also positive.
0:39:08 > 0:39:10I feel bad news is coming.
0:39:10 > 0:39:13You come across as independent, but a bit isolated.
0:39:13 > 0:39:16Use of inappropriate language.
0:39:16 > 0:39:18Indistinct.
0:39:18 > 0:39:20Low cost.
0:39:20 > 0:39:21Inconsistent.
0:39:23 > 0:39:24Temporary.
0:39:24 > 0:39:26Sorry about that.
0:39:26 > 0:39:28And, finally, poor attention to detail.
0:39:29 > 0:39:33What are your thoughts about what we have to say about your business?
0:39:34 > 0:39:38Low cost - what would that...?
0:39:38 > 0:39:40Well, the offer is coming across as fairly cheap.
0:39:40 > 0:39:42I hate that word.
0:39:42 > 0:39:44That's why they used low cost.
0:39:45 > 0:39:47They were being kind.
0:39:47 > 0:39:51Poor attention to detail - if our image conveys that message,
0:39:51 > 0:39:55the very core of what we do is our attention to detail,
0:39:55 > 0:39:59so that is SO saying the wrong thing.
0:39:59 > 0:40:03Actually, the reason I feel almost sick about the fact
0:40:03 > 0:40:06that we've allowed that to happen, if we can't be good with our own
0:40:06 > 0:40:08attention to detail,
0:40:08 > 0:40:12can I trust them with something as important as a funeral?
0:40:12 > 0:40:14- That's the danger, isn't it?- Yeah.
0:40:14 > 0:40:18At least now we all agree on the negatives we can take it forward
0:40:18 > 0:40:21and we're in a position to actually do some good work now.
0:40:21 > 0:40:25- This is the past. We must move on.- Swiftly.
0:40:25 > 0:40:26'Now the penny has dropped,
0:40:26 > 0:40:31'is David ready to tackle the very long-winded name of his business.'
0:40:31 > 0:40:34David Holmes & Sons Independent Family-Owned Funeral Directors
0:40:34 > 0:40:36and Monumental Masons.
0:40:36 > 0:40:38Quite a mouthful, isn't it?
0:40:38 > 0:40:42We need to, at least, have a look at simplifying
0:40:42 > 0:40:44what you're putting on the front of the shop.
0:40:44 > 0:40:49We thought we'd throw it over to you and say, do you need the "David"?
0:40:49 > 0:40:50LAUGHTER
0:40:50 > 0:40:52- No.- No.- That's what I said, didn't I?
0:40:52 > 0:40:56Let's do a vote. "David" - thumbs up or down?
0:40:56 > 0:40:58"Monumental masons"?
0:41:00 > 0:41:02- "Sons"?- I think get rid of "Sons".
0:41:02 > 0:41:05What do you think - "and family"?
0:41:05 > 0:41:06That gives a bit more leeway
0:41:06 > 0:41:09for any of you who come and go into the business.
0:41:09 > 0:41:12- "Sons" down?- The sons can go, yeah.
0:41:12 > 0:41:14Gosh, unanimity.
0:41:14 > 0:41:18- Holmes and Family Funeral Directors - I love that.- Right, good.
0:41:18 > 0:41:20I like it. It's much cleaner.
0:41:21 > 0:41:24'It's a breakthrough, and it's not just the name
0:41:24 > 0:41:26'that's going to change.
0:41:26 > 0:41:30'The agency are also going to help rebrand the look of the whole shop.'
0:41:31 > 0:41:34To me, it's like where have you been all my life?
0:41:34 > 0:41:36Just so, so excited.
0:41:36 > 0:41:39'I'll sleep soundly in my bed tonight knowing that these guys
0:41:39 > 0:41:42are thinking about how to put Holmes & Sons across.
0:41:42 > 0:41:44I think they're buzzing.
0:41:44 > 0:41:46When Alex first came to us and she said,
0:41:46 > 0:41:49"It's cheap, it's this and that,"
0:41:49 > 0:41:53I can actually say it is. It's cheap. It's rubbish.
0:41:53 > 0:41:57It was so easy and obvious to see once they put it up there
0:41:57 > 0:41:59how bland and uninspiring it was.
0:41:59 > 0:42:02This was a very good day.
0:42:02 > 0:42:04I think we're all agreed on that.
0:42:10 > 0:42:13But one big question still remains -
0:42:13 > 0:42:16are Toby and Olly any more committed that they were?
0:42:16 > 0:42:20I think the inside of the windows need a bit of a clean.
0:42:20 > 0:42:23When I first arrived, the boys were disengaged
0:42:23 > 0:42:26and David's leadership was doing nothing to change that.
0:42:26 > 0:42:30Tomorrow, we'll probably give the whole hearse a polish.
0:42:30 > 0:42:33It's always been David's dream to keep the business
0:42:33 > 0:42:35in the family when he retires.
0:42:35 > 0:42:39It would be better to lose the family from Holmes and family
0:42:39 > 0:42:43than to keep employing two sons who don't want to work there.
0:42:43 > 0:42:45Originally, when I went into the funeral business,
0:42:45 > 0:42:47to me it seemed the most exciting thing in the world.
0:42:47 > 0:42:49I couldn't wait to get to work in the morning.
0:42:49 > 0:42:53It's not that I'm not interested in funerals, it's just...
0:42:53 > 0:42:55I have lots of interests.
0:42:55 > 0:42:57I want to pursue other things, possibly, as well.
0:42:57 > 0:43:00And we would be daft to say we love it or enjoy it
0:43:00 > 0:43:05as much as you when you've done it for the period time you have.
0:43:07 > 0:43:10Olly has been offered a place on a teacher training course
0:43:10 > 0:43:13and has to make a decision whether to accept it
0:43:13 > 0:43:14within the next few weeks.
0:43:15 > 0:43:19Toby has potential, but has always seemed reluctant.
0:43:19 > 0:43:21The thought of being in the same
0:43:21 > 0:43:24job for the rest of your life scares me.
0:43:24 > 0:43:27You feel, hang on a second, maybe I shouldn't be doing this.
0:43:27 > 0:43:29I'll maybe do it when I'm older.
0:43:29 > 0:43:33Will they still be here in a year's time? The answer is, I don't know.
0:43:33 > 0:43:36I would be really sorry to see either of them go.
0:43:36 > 0:43:38Things can't carry on like this.
0:43:38 > 0:43:42The uncertainty is having a negative impact on the business
0:43:42 > 0:43:44with all three of them just coasting along.
0:43:46 > 0:43:48It's time they made some decisions.
0:43:48 > 0:43:50If I put a gun to your head and asked you to say,
0:43:50 > 0:43:52what would you advise them to do?
0:43:52 > 0:43:56Yeah, I would rather they stayed and made a go of it.
0:43:56 > 0:43:57I'd rather we all made it work.
0:44:01 > 0:44:05David is never going to get this sorted of his own accord,
0:44:05 > 0:44:08so I've told the boys to think through their options.
0:44:08 > 0:44:09If they decide to stay,
0:44:09 > 0:44:12then David has got to invest in training them properly.
0:44:12 > 0:44:17If they don't, David's dream to pass his business to his sons is dead.
0:44:18 > 0:44:21I would like to try different things and see what sticks
0:44:21 > 0:44:23or see what I enjoy.
0:44:24 > 0:44:27I think the thing I enjoy about here is working with you
0:44:27 > 0:44:29and working with Olly.
0:44:29 > 0:44:32So, working at another funeral director's, I probably wouldn't...
0:44:32 > 0:44:35I don't think I'd enjoy it as much.
0:44:37 > 0:44:42And I think it will benefit me to go away and see different things
0:44:42 > 0:44:46and learn new things and try out different experiences, I think.
0:44:51 > 0:44:54My plan next year is to go away travelling.
0:45:02 > 0:45:04You know, it's been good to have you.
0:45:08 > 0:45:13I feel quite relieved to have aired it and told my dad about it all.
0:45:13 > 0:45:17And, definitely, being honest about everything is a good thing.
0:45:17 > 0:45:20It's not something we do enough, be honest with each other
0:45:20 > 0:45:23and sit down and do a very simple thing and just talk.
0:45:26 > 0:45:28Olly is David's last hope.
0:45:28 > 0:45:31If he follows his brother, then the family will be gone
0:45:31 > 0:45:33from Holmes and Family.
0:45:35 > 0:45:38It's a very tough decision deciding what to do.
0:45:41 > 0:45:46Um, I don't want to feel like I'm dependent on the family still,
0:45:46 > 0:45:48which feels like you never really left home.
0:45:50 > 0:45:54I feel like I've got a lot to offer here.
0:45:54 > 0:46:01I've got lots of drive, and if we can help the family name grow,
0:46:01 > 0:46:02I'd like to stay.
0:46:03 > 0:46:07I think it's absolutely fabulous that you've made that decision
0:46:07 > 0:46:09and, for what it's worth, I think this is the right thing for you.
0:46:09 > 0:46:13- I really do.- Surprising, I was astonished.
0:46:13 > 0:46:16I genuinely believe that, if I were run over by a bus tomorrow,
0:46:16 > 0:46:19that you are capable of running this business.
0:46:19 > 0:46:22I have been thinking it might make sense for me
0:46:22 > 0:46:26to take a bit of a step back and drive the hearse or limousine
0:46:26 > 0:46:27and you to be doing the conducting.
0:46:27 > 0:46:30So, you're the one that's introducing yourself
0:46:30 > 0:46:31to the family on the doorstep,
0:46:31 > 0:46:34you're the one taking control at the crematorium,
0:46:34 > 0:46:36because I think it will make you feel more responsible.
0:46:36 > 0:46:38Yeah, and that sounds good to me.
0:46:38 > 0:46:41A new era dawns for the family business.
0:46:41 > 0:46:45Now father and son can move forward together as a committed team.
0:46:45 > 0:46:47That's really good to hear.
0:46:47 > 0:46:50It's not very often that I hear much praise from my dad.
0:46:50 > 0:46:54It was nice to sit down and hear him say nice things.
0:46:54 > 0:46:56It was nice to hear him
0:46:56 > 0:46:59talk fondly about what I can do for the business.
0:46:59 > 0:47:03It was nice to see a smile on his face.
0:47:03 > 0:47:06I think having a decision from the boys is really good.
0:47:06 > 0:47:09To know that Olly really seems to be now committed
0:47:09 > 0:47:13and wants to make a go of the funeral industry
0:47:13 > 0:47:15and the family business is really nice.
0:47:15 > 0:47:17I think Olly is more and more convinced
0:47:17 > 0:47:19that this is what he wants to do.
0:47:19 > 0:47:24It makes me care even more about giving him something to come to.
0:47:29 > 0:47:31Changes afoot at Holmes and Family.
0:47:31 > 0:47:34In collaboration with the branding agency, I've put
0:47:34 > 0:47:38a plan in place to transform the look and layout of the shop.
0:47:42 > 0:47:44It does feel like a new beginning.
0:47:44 > 0:47:49The painting feels symbolic. It makes it feel more like a rebirth -
0:47:49 > 0:47:51a fresh start.
0:47:52 > 0:47:56We're done with this. This is the old Holmes & Sons.
0:47:56 > 0:47:58Since deciding to stay in the business,
0:47:58 > 0:48:01Olly has pushed forwards with the one-stop shop idea
0:48:01 > 0:48:04and is finally negotiating deals with suppliers
0:48:04 > 0:48:07and starting work on the book of inspiration.
0:48:07 > 0:48:09But some people still need further convincing.
0:48:09 > 0:48:12I thought we were talking positively about the book.
0:48:12 > 0:48:15Yeah, but that's for you.
0:48:15 > 0:48:17You can talk whatever you want about the book. I don't care.
0:48:17 > 0:48:21- I think the idea is...- How are you going to present that to a family?
0:48:21 > 0:48:23You don't present it to them.
0:48:23 > 0:48:26You just leave it there and they can have a look through it.
0:48:26 > 0:48:29- I know my florists... - That's not cos I don't know them.
0:48:29 > 0:48:31I don't need the book to help me,
0:48:31 > 0:48:34a massive book to aid me with my ideas.
0:48:34 > 0:48:37- But that's what you're doing. - But it's not to help me.
0:48:37 > 0:48:40- Who's it to help, then? - It's to help families.
0:48:40 > 0:48:45If you remember rightly, that wedding planner said,
0:48:45 > 0:48:47"Have a conversation with them."
0:48:47 > 0:48:49Mmm.
0:48:49 > 0:48:51Say this is a book and you're a family.
0:48:51 > 0:48:55I'm not going to go, "This is a very good book that I did. Have a look.
0:48:55 > 0:48:57"I'll see you in half an hour."
0:48:58 > 0:49:00But at least the arguments
0:49:00 > 0:49:03aren't stopping the work on the shop being completed.
0:49:09 > 0:49:11I'm coming back to Holmes and Family to see the new-look
0:49:11 > 0:49:14shop in person for the first time before it's relaunched.
0:49:18 > 0:49:21'When I first visited Holmes & Sons,
0:49:21 > 0:49:25'I was shocked by their depressing, cheap-looking exterior.'
0:49:25 > 0:49:26This is a change.
0:49:26 > 0:49:30'Now, the shop front is both eye-catching and understated.'
0:49:31 > 0:49:35I am hoping that this is going to make people stop and look.
0:49:35 > 0:49:37It's a much smarter exterior.
0:49:43 > 0:49:46Well, doesn't this look better?
0:49:46 > 0:49:50A waiting area that does not shove coffins down your throat
0:49:50 > 0:49:52as soon as you walk in.
0:49:52 > 0:49:56Inside, the space is calming and reassuring.
0:49:56 > 0:50:00I don't think anyone could take exception to this.
0:50:00 > 0:50:02In the arranging room, the barrier between arranger
0:50:02 > 0:50:05and client has been removed.
0:50:05 > 0:50:08What they will need to do is concentrate on people
0:50:08 > 0:50:11and leave all the paperwork to the last minute.
0:50:11 > 0:50:13This is obviously a much better set-up.
0:50:17 > 0:50:20So, what do you think of the transformation?
0:50:20 > 0:50:22I think it's brilliant. I think it's very good.
0:50:22 > 0:50:24The best thing is the layout of the office,
0:50:24 > 0:50:28cos the first thing you see when you come in is a nice,
0:50:28 > 0:50:30welcoming environment, come and have a seat,
0:50:30 > 0:50:31rather than a desk and chairs.
0:50:31 > 0:50:36I can imagine someone walking in and us saying, "Take a seat.
0:50:36 > 0:50:40"Have a cup of tea. Don't feel that it's a formal environment,
0:50:40 > 0:50:43"that you're the other side of the desk." I completely get that.
0:50:43 > 0:50:45You've taken us up market.
0:50:45 > 0:50:49I notice that Trouble over here is staying very silent. Let's hear it.
0:50:49 > 0:50:55- Let's hear it. - I do like the colour.- But...
0:50:55 > 0:50:57I like my coffins on the wall.
0:50:57 > 0:51:02- You mean you'd like to see more death about the place?- Yeah.
0:51:02 > 0:51:06- Yeah.- I think the point is that I haven't done this
0:51:06 > 0:51:09with my thoughts about whether you're going to like it or not,
0:51:09 > 0:51:11and I thought about the customer.
0:51:11 > 0:51:14And I'm hoping that this is a way to make them
0:51:14 > 0:51:17feel like they get a cut above.
0:51:17 > 0:51:21They're now perfectly set up to attract customers from this
0:51:21 > 0:51:22affluent neighbourhood.
0:51:22 > 0:51:25They have a new look, a new name and, hopefully,
0:51:25 > 0:51:26a new-found enthusiasm.
0:51:26 > 0:51:30It's time to relaunch Holmes and Family within the community.
0:51:33 > 0:51:36The family have decided that the best way to demonstrate their caring
0:51:36 > 0:51:39values to the local community is by holding a balloon
0:51:39 > 0:51:44release in memory and celebration of local people loved and lost.
0:51:46 > 0:51:50Both previous and potential customers have been invited.
0:51:50 > 0:51:54It gives us an opportunity to hand out some of the lovely new
0:51:54 > 0:51:55Holmes and Family postcards.
0:51:55 > 0:51:58It gives us the chance to talk to everybody talk about
0:51:58 > 0:52:01the volunteering scheme, and gives us
0:52:01 > 0:52:04the chance to celebrate together how far we've come.
0:52:04 > 0:52:07This time, it's up to Olly to take the lead.
0:52:07 > 0:52:10Afternoon, everyone. Thank you very much for coming.
0:52:10 > 0:52:12I'm sure you know why we're all here -
0:52:12 > 0:52:15to remember someone we've lost close to us.
0:52:15 > 0:52:18So, if I could invite you all to help yourself to a balloon
0:52:18 > 0:52:23and we'll follow the band down to the park.
0:52:23 > 0:52:26BAND PLAYS JAZZ
0:52:32 > 0:52:36They've organised a funeral march with a difference through Fleet,
0:52:36 > 0:52:39a fun way to bring everyone together, which will also make
0:52:39 > 0:52:41people in the community aware of who they are.
0:52:49 > 0:52:52It feels like the whole of Fleet has come out to see us pass
0:52:52 > 0:52:54and the band is attracting attention.
0:52:54 > 0:52:56Holmes and Family are on the map at last.
0:53:03 > 0:53:07Even Toby's Facebook status may be useful at last.
0:53:10 > 0:53:13The balloons that the family have organised each represent
0:53:13 > 0:53:15a loved one that has passed away.
0:53:20 > 0:53:23An event like this shows the community that Holmes
0:53:23 > 0:53:26and Family care about the living, as well as the dead.
0:53:29 > 0:53:31Thank you all for coming.
0:53:31 > 0:53:32It means so much to us
0:53:32 > 0:53:36to have Oliver committing his future to the business, which is terrific,
0:53:36 > 0:53:40to know that the business will go on another generation.
0:53:40 > 0:53:44We're here to release these balloons in memory of the people we've lost.
0:53:44 > 0:53:49The people we're remembering tonight and it's not a miserable occasion,
0:53:49 > 0:53:52it's a happy occasion, because life is all about celebration.
0:53:52 > 0:53:57Remembering the best times and the happy times. If you're ready...
0:53:57 > 0:54:00CHEERING
0:54:09 > 0:54:13I like the personal touch. Very important.
0:54:14 > 0:54:16Especially when you're feeling very vulnerable.
0:54:16 > 0:54:19You want to know that you're going to be cared for
0:54:19 > 0:54:23and it seems that's what this company does for you.
0:54:23 > 0:54:26Sometimes, when you grieve, people don't want to talk to you cos
0:54:26 > 0:54:28they don't want to say the wrong thing.
0:54:28 > 0:54:31It's quite nice to get together to talk to one another
0:54:31 > 0:54:33because everyone's grieved.
0:54:33 > 0:54:34We're all in the same boat.
0:54:43 > 0:54:46You do have to think about doing something like this annually.
0:54:46 > 0:54:49It becomes so much a part of the community life that you're
0:54:49 > 0:54:53the automatic thought when people have a bereavement.
0:54:53 > 0:54:55They come to you because they've heard about you,
0:54:55 > 0:54:58they know about your event, they've done fundraising.
0:54:58 > 0:55:00They've seen it in the street.
0:55:00 > 0:55:03Anything that you do that is out of the office has a value.
0:55:05 > 0:55:09There's so many things that we can get on with now that will make a difference.
0:55:09 > 0:55:10Especially the branding.
0:55:10 > 0:55:14The shop front, the community project, the volunteering.
0:55:14 > 0:55:16They're all such good things that will help us
0:55:16 > 0:55:19build a good relationship with the people of Fleet.
0:55:19 > 0:55:24I think what Alex has done for me is having that courage to step
0:55:24 > 0:55:28away from the desk, out of my own environment.
0:55:28 > 0:55:31We don't have to be a big corporation to do a big event.
0:55:31 > 0:55:34We can do it on our own strengths.
0:55:35 > 0:55:39I'm determined to make this business successful and see it grow.
0:55:39 > 0:55:41I think it can because we've got the right people
0:55:41 > 0:55:43and the right systems now.
0:55:43 > 0:55:46We can't bury Giveaway Dave. I think he'll always be there,
0:55:46 > 0:55:50because there will always be people that just don't have the money.
0:55:50 > 0:55:52But, at the end of the day, we do need to pay the bills
0:55:52 > 0:55:54and it is a business.
0:55:54 > 0:55:57Some hopeful talk, but I can't deny this has been a bumpy ride.
0:55:57 > 0:55:59For a large part of this,
0:55:59 > 0:56:03I felt there was enormous resistance that I was working against.
0:56:03 > 0:56:07It's been quite a frustrating experience, if I'm honest.
0:56:07 > 0:56:10I feel like there's a lot more we could have done
0:56:10 > 0:56:13and all I can do is hope that they've taken on board
0:56:13 > 0:56:15the advice I've given them,
0:56:15 > 0:56:18and that they're going to put some effort onto it.
0:56:18 > 0:56:21I pin my hopes on Olly, frankly.
0:56:24 > 0:56:27Four weeks later, they've had enough time to find out
0:56:27 > 0:56:30if the changes have actually helped the business.
0:56:30 > 0:56:34I think a lot more people have got to know us.
0:56:34 > 0:56:37People have been coming in talking about the new shop here.
0:56:37 > 0:56:40- Hello!- Hi, David.- What do you think of the new shop?- I'm loving it.
0:56:40 > 0:56:45Holmes and Family have seen a 30% increase in bookings,
0:56:45 > 0:56:49which is subsidising a slow start to the Aldershot branch.
0:56:49 > 0:56:51This is a reception area.
0:56:51 > 0:56:54We open a new branch, you never know what's going to happen.
0:56:54 > 0:56:57We're confident.
0:56:57 > 0:56:59Proving Alex wrong.
0:56:59 > 0:57:02You can't expect everything to change overnight.
0:57:02 > 0:57:05I think everybody's reluctant to change generally in life.
0:57:05 > 0:57:07If we don't like it, then we won't do it.
0:57:07 > 0:57:11It's much easier to keep doing things the way you've always done them.
0:57:11 > 0:57:14I don't think he'll turn into a different person, no.
0:57:14 > 0:57:16He's probably stuck in his ways.
0:57:16 > 0:57:18I remember you.
0:57:18 > 0:57:20However, the family are making slow,
0:57:20 > 0:57:23tentative steps forwards with the volunteering scheme.
0:57:25 > 0:57:29- What jobs would you say you're able to offer?- Any DIY job.
0:57:29 > 0:57:31They're really nice.
0:57:31 > 0:57:33And the one-stop shop.
0:57:34 > 0:57:38The big news is Olly's role is much more concrete in the firm.
0:57:38 > 0:57:42- First time in your life. - My own business cards.
0:57:42 > 0:57:46The person who's changed the most has been Oliver.
0:57:46 > 0:57:47His confidence has clearly grown.
0:57:47 > 0:57:51It's forced him to step up and become more responsible.
0:57:51 > 0:57:53Holmes and Family means everything to me.
0:57:53 > 0:57:57Now I've chosen to carry on, it feels like it's going to be a career for me
0:57:57 > 0:57:59rather than a stop-gap.
0:57:59 > 0:58:01This is something I really do a good job with.
0:58:01 > 0:58:05And David's passion for the business seems to have been reignited.
0:58:08 > 0:58:12My feelings have certainly changed towards my job.
0:58:12 > 0:58:16I can remember thinking I had passed my peak maybe.
0:58:16 > 0:58:20Now I feel my best days lie ahead rather than behind me.
0:58:20 > 0:58:23The future of the family business looks safe.
0:58:23 > 0:58:27So, you're confident, happy? Everything's under control?
0:58:27 > 0:58:33I can see Oliver taking over and becoming a career funeral director.
0:59:00 > 0:59:04Subtitles by Red Bee Media Ltd