Nothing Sells Itself: Why a Solid Sales Program is Crucial

Imagine stepping into a room filled with forward-thinking professionals eager to explore new, sustainable, and environmentally friendly options in the deathcare profession. The "Thinking Green" CANA Cremation Symposium in February promises innovation, where attendees can learn more about investing in fresh offerings, concepts, and services for their businesses. It's an exciting prospect, and the possibilities are endless.
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But here's the truth: having new, groundbreaking products or services in your arsenal is only half the battle. Without a well-equipped and effective sales force, those remarkable offerings risk becoming nothing more than dust-covered inventory and untapped potential.

case in point

In 2022, a certain cemetery (whose name we'll leave out of this narrative) made a noteworthy change. They observed that their top-selling urn vault was, for lack of a better word, underwhelming. It was a plastic, felt-lined, and barely-protective product, yet it was flying off the shelves, and understandably so – it came with an enticingly low price tag.

In response, the cemetery decided to remove this particular urn vault from their price list entirely. They left it to the sales and service team to offer the product only in situations that warranted it, rather than featuring it in literature. It seemed like a logical step towards promoting higher-quality, more protective offerings, and a brief memo was electronically sent to the sales team to let them know that the product would no longer be found in their price book. In addition, samples of the superior vaults were added to each display unit. However, there was a critical piece missing from this equation: thorough communication and sales training. The cemetery failed to inform its sales force about WHY this change was happening and failed to equip them with the necessary tools to effectively sell these higher-quality, higher-priced alternatives.
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Fast forward to 2023, and the results were all too familiar. That low-cost urn vault, the same one that had been deemed insufficient in 2022, continued to reign supreme. Not a single additional unit of the superior, higher-priced urn vaults had been sold in 2023. The cemetery's well-intentioned change had gone unnoticed by the sales team, and the status quo remained unchanged.

nothing sells itself

The lesson was clear: nothing sells itself. Even when you have cutting-edge, eco-friendly, high-quality, and innovative products or services, you need a team that can effectively convey their value to your customers. As humans, we tend to gravitate towards what we know, what's comfortable, and what requires the least effort. In the absence of a compelling sales strategy, the default option often wins, regardless of its true worth. And contrary to popular belief, yes, salespeople are humans (insert chuckle here).

As we look forward to the "Thinking Green" CANA Cremation Symposium, where innovative and sustainable deathcare options take center stage, let's not forget the pivotal role that a comprehensive sales program plays. A well-equipped sales force is the linchpin that transforms remarkable products and services into tangible solutions for your clients.

Mark your calendars for my session at the Symposium, titled "Growing Sales: Selling with Sensitivity," scheduled for Thursday, February 15th at 8:30am. In this transformative session, we will explore an approach that seamlessly aligns sales ambitions with genuine concerns for families. Join us to discover how empathy, service, and connection can elevate your sales strategy and empower your team to present and sell innovative offerings effectively.
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In the world of deathcare, where innovation and sustainability take center stage, remember that nothing sells itself. It takes a dedicated and skilled sales force to showcase the true value of your offerings. Equip your team with the knowledge, skills, and motivation needed to present these innovations persuasively.

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​Step into a transformative approach to deathcare sales.
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For even more insights on growing sales by selling with sensitivity, join Liza Altenburg at CANA's 2024 Cremation Symposium. There, she takes the stage to show you how to seamlessly align your sales ambitions with the genuine concerns of the families you serve. Sharpen your ability to resonate with and understand each individual's emotional landscape using a groundbreaking suite of tools. By the end of her session, you'll have mastered strategies that guide you confidently from prospecting to closing and beyond, all while nurturing deep, authentic relationships.
Register to join us in Las Vegas!

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Liza Altenburg is a passionate advocate for transforming the deathcare sales experience. With over two decades of experience in sales management, training, and development, she brings a unique perspective to the deathcare industry. Her journey began as she transitioned from corporate sales training into deathcare, where she realized the immense potential for compassionate, service-oriented sales practices.

Liza's approach centers on Selling with Sensitivity, a concept she developed to bridge the gap between sales targets and empathetic customer service. Her book, Selling with Sensitivity: Achieving Success in Deathcare Sales through Empathy, Service, and Connection, has become a valuable resource for professionals seeking to elevate their sales practices.
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As a speaker, author, and trainer, Liza is committed to helping deathcare professionals navigate the delicate balance between compassion and results. Her engaging presentations and workshops inspire individuals and teams to transform their sales mindset, cultivate meaningful connections with families, and achieve outstanding results while maintaining the utmost sensitivity to the needs of those they serve.