There’s a common misconception among many pre-need sellers and preneed funeral sales training in general that the most important thing you can do when challenged is to bend over backwards to lower your prices.

This could very well be a recipe for disaster.

For example, K-Mart once dominated the low price position, until Walmart took it away from them.  Now K-Mart is pretty much in shambles.  This demonstrates the high risk of acquiring
a customer purely based on having the cheapest prices.

Larger cemeteries & funeral homes and big dumb corporations are constantly playing with price, lowering as a strategy to get more business.  There’s no doubt that you can essentially buy
pre-arrangements by reducing your prices, you can build a cheap pre-need business entirely based on price, as Motel 6 has demonstrated.

But history tells us that the cheapest priced funeral homes and cemeteries are much more vulnerable than the highest priced businesses.  Here’s why: a Nordstrom customer prefers
Nordstrom for a combination of reasons, including quality merchandise, knowledgeable and courteous salespeople, legendary service, pleasant shopping environment, satisfaction
guarantees, etc. vs., say, the K-Mart customer who would prefer shopping elsewhere if it wasn’t for their need for the cheapest price.

And, ironically, the cheapest customers are always the biggest headaches,
which is preneed funeral sales training 101.

They’re more than happy to “price” shop you and go somewhere else.  But, when you think about it, a competitor must alter a number of factors to steal a customer from a Nordstrom.

There’s been enough studies out there that proves people don’t list “price” as the number one factor when purchasing.

So, if you’re in that “el cheapo” market best to get out now because, it takes the same amount of energy to find the cheap “no-service” pre-arrangements as it does to find the full service arrangements.  Remember, Nordstrom’s provides service…try finding someone to help you or has a clue at a “lowest priced” outfit, any outfit.

If you’d like to discover savvy secrets to pre-need selling think “presentation” first.

CLICK HERE for Preneed Scripts & more.

You might check out a sister site for more on preneed funeral sales training that goes into more depth with Selling Preneed, Click Here and opt-in for a daily Preneed Tip -  a daily pre-need strategy and link to grab Pre-Need Scripts.

Happy Selling!

David....