How to Handle the Next “I Need Information on Cremation” Call

Caller: I’m wondering if there is someone who can give me some information on cremation. I’m calling on behalf of my aunt who is in a nursing home. She isn’t doing well and has stated that she would like to be cremated.

If this call came in right now, would you know exactly how to guide the conversation? Would you feel confident turning a phone shopper into a family you can serve, or would you unintentionally send them looking elsewhere?

Cremation phone shoppers aren’t just comparing prices. They’re comparing experiences, and your first impression sets the tone for everything that follows.

First Impressions Matter

When consumers call CANA, their questions vary — what to do with an urn at home, how to trace a tag, even genealogy — but most often, they’re looking for a cremation provider. We take time to explain the process, outline what’s included in a cremation, suggest questions to ask, and gently guide them toward CANA member firms in their area.

If they’re calling us, they’re likely ready to call multiple businesses. They’re gathering information, gauging tone, and trying to understand who will treat their family with care.

Are you ready for that moment?

For many callers, this is their first introduction not just to your business, but to funeral service as a whole. They don’t know what they don’t know, and your response shapes their understanding of cremation, service options, and what “good care” looks like.

Questions Families Are Asking

Here are a few of the questions we encourage families to ask when they begin phone shopping:

• Do you allow family members to witness the cremation?
• How do you track the body through the cremation process and verify identity afterward?
• How are cremated remains returned if an urn isn’t provided?
• What is your policy on disposing of or recycling prosthetics?
  

A trustworthy provider answers openly, confidently, and without hesitation. If a firm avoids or minimizes these questions, families notice — and they move on.

Taking the time to explain not just what you do, but why you do it that way, builds trust long before the family walks through your door.

The Conversation That Matters

This is your moment to stand out.

When a caller says, “I’d like some information on cremation,” or “Can you give me a price?”, remember: they’re not just asking for numbers. They’re asking for guidance. Often, price is the only question they know how to ask.

Your job is to open the door to a real conversation.

Start with their name. Then ask whether they’ve ever been involved in making cremation arrangements before. Their answer tells you how much education they need — and how much reassurance.

If they haven’t arranged a cremation before, they may need help understanding the process, timelines, service options, and what decisions come next. If they have arranged one, ask what they liked or didn’t like. Their experience may be outdated, limited, or shaped by a provider who didn’t offer the choices available today.

This simple shift — from answering questions to guiding the conversation — is what turns a phone shopper into a client family.

Closing the Call With Care

Caller: Okay. I’m going to be talking with my family to go over this information.

You: Would you like me to email you some of the information we discussed? Or I can direct you to our website to review the service options we went over, along with answers to frequently asked questions.

Caller: Thanks.

You: Thank you, [caller]. It would be an honor to serve your family.

A thoughtful close reinforces professionalism, warmth, and trust — and leaves the door open for the family to return.

Want to strengthen your phone skills? 

If you want to feel more confident, more prepared, and more effective on every cremation phone call, CANA’s online course Cremation Phone Shoppers: Your Best First Impression goes deeper into:

• what families are really asking
• how to guide the conversation
  
• how to communicate value beyond price
• how to turn a phone inquiry into a meaningful connection

It’s practical, approachable, and designed for anyone who answers the phone — from new staff to seasoned professionals.

If you want to raise the level of service across the board, consider becoming a CANA-Certified Cremation Specialist. In addition to making your best first impression with cremation phone shoppers, you'll get ideas on incorporating permanent placement in every arrangement, see the difference your words make, and understand what motivates people to choose cremation. Registration closes July 31, so don't wait!