Sales is NOT a Dirty Word

As a funeral director, B2B sales consultant, and business owner, I have always found it peculiar that the funeral service industry has a tendency to look down on salespeople. Some of my most trusted advisors in business are pure sales people. They are often my eyes and ears out in the field. And they should be yours too. This negative perception is not only unwarranted but also detrimental to the growth and sustainability of our profession. Good salespeople go out and get it every day. It’s a grind being successful in sales, but it is a necessary and noble endeavor. And it’s critical to your future business.

The Misconception of Sale

Sales has often been associated with manipulation and deception, leading to its negative reputation. However, this perception is far from the truth. Real selling is about connecting people with solutions and providing value. It’s about understanding the needs of your customers and offering them products or services that genuinely improve their lives. In the context of preneed sales, this means helping families plan for the inevitable in a way that brings them peace of mind and financial preparedness.

The Importance of Preneed Sales

Preneed sales are crucial for both funeral homes and families in your service area. Competition has never been more fierce, yet I am shocked daily on the lack of emphasis on having the commitment from families to use “YOUR” funeral home versus the competitor. Having an engaging sales person can dramatically change the course of the business for the better. It really is time to stop treating preneed like a second class citizen. Especially when it’s literally the future of our businesses. Yes, businesses that “sell” service and products.

Educating

One of the most important aspects of preneed or AT-NEED sales (Yes, it’s a sale folks) is education. Families often have a limited understanding of funerals and the options available to them. As a sales professional, your role is to educate families, not to sell to them. By listening to their needs and providing them with all the information they need to make informed decisions, you build trust and establish yourself as a knowledgeable and caring professional.

The Art of Selling

Selling is an art that requires sophistication and empathy. It’s not about pushing products but about leading with value. When you understand the unique value proposition of what you’re selling, you can help share a vision of a future where your customers’ problems are solved. This approach creates desire and urgency, leading to conversions without the pressure of a hard sell.

Overcoming the Stigma

The stigma around sales in the funeral service is unfounded. Yes, preplanning professionals have made mistakes throughout the world. But honestly, I’ve seen my fellow at-need colleagues make larger fools out of themselves by NOT selling. Remember we pushed back on cremation? How did avoiding the opportunity to sell ourselves as the cremation experts go? I would argue we are still fighting our way back from that ignorance. When you have a good sales experience, you don’t feel violated; instead, you feel satisfied and appreciative of the service provided. This positive experience is what we should aim to deliver in preneed sales. By focusing on the value we provide and the relationships we build, we can change the perception of sales in our industry.

Building Relationships

At the heart of successful sales is the ability to build strong relationships. This is especially true in funeral service, where trust and empathy are paramount. By really getting to know the people in your community, understanding their needs, and providing them with tailored solutions, you can create lasting relationships that benefit both your business and your clients.

The Future of Sales in Funeral Services

The future of the funeral profession is bright for those who understand that it is a business first. Generating enough profit to continue serving and fulfilling our community missions requires a focus on business fundamentals, including effective sales strategies. By embracing sales and viewing it as a critical component of our business, we can ensure the continued success and growth of our funeral homes.

Conclusion

Sales is not a dirty word. It is a vital part of any business, including funeral service. By changing our perception of sales and focusing on the value we provide to our customers, we can elevate our profession and ensure its sustainability. So, let’s embrace sales, educate our clients, and build lasting relationships that benefit everyone involved. Remember, when your grandfather, paw paw, or granny put that sign out in front of an old house, they needed to sell themselves to the community. You’re no different. Get busy selling or get busy dying.