Something we have all heard is “people and process.” While this is true, we need to consider the core selling skills or your existing sales counselors along with the processes currently in place for optimal growth.
Pre-Need cemetery sales counselors need lead support. Family service counselors have the best lead system available if they follow-up with families after then funeral. Without proper lead tools this too will fail.
It’s all about lead generation – as leads go in the cemetery business I list them in 2 categories, buyer lead programs and listener lead programs. Most important is you have to tailor your lead program to the strength of the sales staff.
An example of a buyer’s program is 2 pre-need cemetery space for $1,695.
An example of a listener lead program is a free will kit, free living will, heirloom bibles, beef and bird platters, steak knives, and presentation discount certificates. In other word’s a gift to listen to a pre-need presentation.
A buyer’s program yields less but more qualified leads. New sales counselors need better qualified leads after training which are easier to close to build confidence.
Listener lead programs produce more but less qualified leads which are a high percentage of no-shows and harder to close.
When a family sends in a 2 spaces for the price of one, there is a pretty good chance they’ll at least buy that during the presentation.
An attempt to upgrade them to a mausoleum or lawn crypt is a great strategy. And we teach a summary close to accomplish that without using bait and switch tactics.
Quality lead programs lead to new property sales which are the lifeblood of all cemeteries.