The Price You Pay

Funeral expenses have nearly tripled during the past 25 years and are expected to continue their dramatic rise over the next decade. You can expect to hear some questions on pricing from families. Typically families will question prices when they do not have a clear understanding of the value of the product or service. Using this three-step process, you will help eliminate and price objections from your families.

1. Validate objections: Openly acknowledge common concerns in your marketing material and presentations. Be prepared to explain what is being portrayed in your firms marketing literature.



2. Understand objections: Establish a set of questions you can use to help prospects define what they want, as well as what you are providing. When price is put into context, it becomes much less of an obstacle.
   
   Use questions to get prospects talking about each of their concerns. Ask what their concerns are about price. With the right question, you will discover where to take the discussion or how to refine your approach.



3. Educate prospects: Once you have a clear understanding of your prospect’s distinct priorities, you can explain the benefits of preneed and your funeral firm’s products and services. Position yourself and your firm as the experts the family can rely on. One of the biggest challenges to attracting new clients is gaining their trust and being seen as the essential expert. But by educating the prospects, they will learn that you are genuine and will listen to what they need.
   When you meet with the reporter, tell him or her about yourself and the firm you are representing. Use this time to ask the reporter about his or her needs, the best time to call, the preferred way to submit information (fax, e-mail or phone) and what information he or she would like to see about your company.