Posted By Administration,
Wednesday, January 16, 2019
Updated: Monday, January 14, 2019
Superstar sellers, unreliable incomes, infighting amongst staff, confusing metrics… the list of problems in the world of preneed sales can be exhausting. The world of preneed is full of myths, misnomers, and fake news. These things can foster unrealistic expectations, or worse, can create significant barriers for managers responsible for their preneed programs and for regular folks seeking a meaningful career in funeral sales.
To find the solution, let’s take a look at the following formulas:
AC / #AA = C%
#CG / C% = RA
AC / AAB = CC%
RA / CC% = RLG
No, these are not a new batch of curse words or hashtags, they are tools you can use to maximize your preneed potential. They may look intimidating, but they are easy-to-use formulas that allow you to use real data to drive real sales.
But let’s digress for a moment.
Most readers will have seen or heard of the movie Moneyball. The film dramatizes the real-world example of how, in 2002, the Oakland Athletics baseball team radically changed the traditional game of baseball by using statistics and mathematics (called sabermetrics) to scout and analyze players.
What they realized was that traditional methods of scouting relied heavily on biased or incomplete information. This led other teams to overpay players in the hopes of buying success. In contrast, the Athletics adopted sabermetrics to build formulas using quantitative analysis of different player abilities. By building the right formulas, they were able to put the right pieces together to build success. This new method translated to on-field success; the newly-built Athletics tied the longest winning streak in American League history, and clinched the 2002 American League West title.
How does this concept translate to preneed sales? To quote a line from the movie: “Your goal shouldn’t be to buy players (i.e., counselors), your goal should be to buy runs (i.e., appointments).”
Using statistics and mathematics, a successful preneed program can be developed to reliably predict success and take the mystery and magic out of the game of preneed.
Metrics Vs. Intuition
So where do we start? The most basic metrics of a successful preneed program can be distilled into a simple mathematical equation:
Actual Contracts divided by Actual Appointments = Close %
AC / AA = C%
This should be the launching point for the development of a simple formula to accurately predict the number of contracts a program can produce annually. All managers responsible for preneed programs should have a reliable way to accurately measure the closing percentage of each of their counsellors. Further, they should know their closing percentage for every type of lead. For example, the closing percentage for call-in and walk-in business should be over 80% whereas the closing percentage for a more challenging lead, like direct mail, will be significantly lower. When developing your program, this metric can be used to strategically apply human resources to the appropriate lead source.
Teamwork vs. Superstar
When developing a preneed team, many people are overlooked for a variety of perceived reasons: they’re too quiet, they aren’t motivated, funeral directors aren’t good at sales, etc. However, it is unrealistic to expect that one person can bring all of the necessary traits or skills to develop a successful preneed program. In the same way that the use of sabermetrics in Moneyball proved that a baseball team doesn’t need to have a superstar to win, the game of preneed doesn’t need to have a superstar seller to be successful.
Once you have figured out your closing percentage, you can safely estimate the number of appointments you need to book to reach your goals. This formula looks something like this:
Contract Goal divided by your Closing Percentage = Number of Required Appointments
#CG / C% = RA
This means that if you have an 80% closing percentage and your goal is to sell 200 contracts, you need to book 250 appointments to meet your goal.
Working backwards, you then need to know how many calls you need to make in order to book those 250 appointments. This can be tied to your call conversion percentage, which can be calculated by using the following formula:
Actual Calls divided by Actual Appointments Booked = Call Conversion Percentage
AC / AAB = CC%
If you make 100 calls that result in 15 appointments booked, your Call Conversion Percentage is 15%. If we tie this percentage to the previous example, where your number of required appointments was 250, this means that you’ll need to have 1,667 leads to call to meet your goal:
Required Appointments divided by Call Conversion Percentage = Required Lead Generation
RA / CCP = RLG
Each organization will generate leads differently, but the best way to build leads is to diversify your lead sources. Consider incorporating direct mail campaigns, social media, referral programs, group seminars and presentations into your marketing mix. You can even apply Moneyball-style formulas to calculate how many leads you’re generating and where they’re coming from.
Putting It All Together
Using these formulas, or designing your own, can reap huge benefits for your organization. Using a reliable and consistent approach will put an end to the “feast or famine” results that are often seen when working campaign to campaign. Year after year, your contracts and volume will stabilize and your success will become much more predictable.
For more information on how “hacking your process” can improve your preneed business and help the families you serve, check out my session “The Art (and Science!) of Creating a Successful Preneed Program” at this year’s CANA Preneed Summit!
Are you looking for more about creating a preneed strategy that makes a difference? The Art of Selling Cremation: A Preneed Summit is back for the second year to with a one-day intensive on today's pressing preneed topics. Join colleagues in Las Vegas on February 5th, 2019 – see the full schedule at www.cremationassociation.org/CANAheroes.
is the President of Guaranteed Funeral Deposits of Canada (GFD)
, bringing over 25 years of experience in the field to the largest organization for managing preneed funeral trust funds in Canada. Heather blends her unique background and experience together with a skilled team of professionals at GFD to provide members with a trusted resource to help ensure their preneed programs succeed.
tips and tools
Posted By Administration,
Wednesday, December 5, 2018
Updated: Tuesday, December 4, 2018
In today’s world, talk about going completely online is a topic for most businesses. The preneed industry is no different. Our consumers, as with any others, like to do research and shop online, so providing them an avenue to do this is very important. Providing options and allowing customers to shop and truly plan out their funeral is what they are looking for.
1. Offer a Range of Options
In some cases, an online contact will lead to a cremation sale with very few additions, very simple and straightforward. In other cases you’ll need to provide avenues to shop for a range of items, including caskets, other merchandise, and services.
In all cases you need to be prepared to serve each customer differently and provide them with the options they want so they can shop and do it on their own time. Make their online experience similar to what you provide in person. Make it easy and engaging for them to interact with you.
2. Capturing Personal Data
Another key component is to continually monitor who is visiting your sites and capturing their information to ensure you can follow up. Planning and purchasing funeral services online may be difficult for some consumers, so establishing those relationships and providing ways for families to contact you if they have questions will be key to finalizing the purchase.
These consumers may even opt to come and meet with you after planning most of their funeral online, because they just can’t or won’t finalize arrangements online. Be ready for this type of consumer. They will be very prepared to tell you what they want and will be looking for your help to finalize their plans.
We are finding that the younger demographics, people under 40, are using “Contact Us” forms as a first contact. They include messages like: “I’m interested in pre planning. Please call me,” or “My uncle just died. I need some information. Please call me.” These consumers are more likely to send an email than make a phone call, so make sure your “Contact Us” form is on your home page or easily available on the main navigation pages.
3. Consumers Want to See Prices
Pricing is important to these online shoppers, so please don’t leave it out. If families don’t find pricing on your website within two clicks, they will leave and find another funeral home. We do know that mobile is used more than desktop searches, so be sure to pull out your phone and count the number of clicks it takes for a person to find your pricing.
If you don’t have pricing on your website and you’re not sure if you should add it, check your website analytics report. This will tell you where consumers are going on your website. The standard is #1 - Obituaries, #2 - Contact, #3 - Pricing. If you have a high bounce rate—over 50%—on your pricing page, then this tells you consumers are leaving.
4. Marketing Online Services
Marketing your online services should be no different than what you do to market your funeral home services currently. Let consumers know that they can shop and browse their options online in your direct mail campaigns, at your group presentations, in your advertising, and on your social media pages.
Online shopping should fit into all of your current marketing efforts and be presented as an additional service and option you provide. Perhaps you even lead with your online shopping options in your marketing so that people know they can plan in their own time and you are ready for them when they are ready.
5. Get Creative with Video
People don’t read like they used to. Just look at your social media accounts. Compare video to text and you’ll find that posts are going to be 5 to 1, with more and more video being added all the time.
A great tool you can use is an “explainer video.” These can be in the form of animation or with still photos, telling more about your product or services.
Online preneed sales may not be for everyone but providing the option to everyone will ensure that you are getting those sales from people who are ready to buy online. This doesn’t mean that you have to sacrifice your great service. It just means you are offering them a way to plan in their own time. You can still provide your great service on the website, after the sale, and while the policy is in force.
This article originally appeared in The Cremationist, Vol 54, Issue 1 by the same name. Are you looking for more about creating a preneed strategy that makes a difference? The Art of Selling Cremation: A Preneed Summit is back for the second year to with a one-day intensive on today's pressing preneed topics. Join colleagues in Las Vegas on February 5th, 2019 – see the full schedule at www.cremationassociation.org/CANAheroes.
oversees and leads the marketing communications team and manages all aspects of the NGL
brand. She has more than 15 years of broad marketing experience encompassing strategic planning, creative design, media planning and purchasing, direct marketing, public relations and sales promotions.
Lynn Eliott founded Media Demographics in 1999 following a successful three years at Arbitron, the radio ratings company. In addition to business development and customer relations management, Media Demographics provides development, design and production of a range of projects including corporate identity programs, trade advertising, marketing collateral, direct mail campaigns, custom online surveys, web branding and site design.
tips and tools
Posted By Lori Salberg,
Monday, June 25, 2018
Recently I went to a local store to purchase school uniforms for my youngest child, who after years of agonizing anticipation, gets to finally join her two siblings at the “big school.” I wanted to embrace her enthusiasm for the transition. So, one week after her pre-school graduation, and at least two months before the first day of school, we headed to the uniform shop. I had received a “rookie days” coupon worth 20% off my bill if I came in before the back to school rush. Why wouldn’t I jump on this? My daughter was so excited! We loaded up on polo shirts, pants, skirts, jackets, sweaters, and a new backpack. Unfortunately, I made one critical mistake. I didn’t realize it until I reached the register, but I forgot the coupon.
I hoped it wouldn’t be a big deal, since it really was more of a flyer than a coupon, without a bar code or discount number. To my dismay, my discount request was rejected. I was told that I needed to have the coupon in hand in order to receive the discount. I assured the store employee that I had the coupon and even described the hot pink, black inked design and where I received it. It was suggested that the store was still open for another hour and that I could probably drive home to get it and bring it back before the store closed.
I tried to plead that since they only offered the coupon to specific private schools, and mine was one, and I only knew about it because my child is clearly a “rookie,” purchasing the Kindergarten uniform for one of the specific schools, perhaps they could make an exception. No, unfortunately, I was denied. I asked if I brought the receipt and coupon before the expiration date at the end of the week, if I could receive a price adjustment. This was, thankfully, approved.
Two days later I notched out some time after work and between my son’s all-star baseball practice drop off and my daughter’s dance recital rehearsal drop off, to return to the store with the receipt and coupon in hand. After interrogating me about which particular employee gave me permission to get a price adjustment, the Assistant Manager reluctantly authorized the adjustment. This authorization came only after she had me identify the employee in an almost court-room drama style: “Can you please point to the employee.”
The employee in question first denied that he gave such permission. I’m certain he was afraid of the boss, but I was not walking away from this after all of my trouble. I had to remind him of our interaction, plead with him to look at my kids and remember how he helped us find a specific jacket in the stock room two days earlier. He eventually admitted to the interaction. Finally, after much anticipation, anxiety, and frustration, I’d get my discount.
Another employee at the register was visibly annoyed that she had to process the adjustment. She had to enter the return and then charge back all of the items on my extra-long receipt in order to issue a credit. This of course, was not her fault. After making her frustration known to me, and a few grumblings later, she did attempt to be polite. The Assistant Manager noticed but made no attempt to address this behavior or the situation.
She did give my kids a free grab bag with pencils and plastic toys; and entered them into a guess how many gumballs are in the jar game to win a gift card. A nice gesture, yet despite the freebies and fun promo, my customer experience was less than what I’d call positive. In fact, if they had one of those one-question surveys that every other retailer loves to ask these days, I know what my answer would be. Question: Based on your experience today, would you recommend this business to anyone? Answer: “No!”
Sadly, I have a feeling that the Assistant Manager thinks that I had a positive experience. Yet, I will make every effort to avoid this store in the future, and I’ve already told this story a few times to other school moms. They had an opportunity to WOW me, by making a small exception in order to make my experience more convenient. Instead, their strict policy wasted my time and frustrated their employee, which made me feel unwelcome and guilty for calling out someone who tried to help, despite the strict policy. The coupon was meant to make me feel special, but instead, the experience left me feeling burdened and untrustworthy.
Customer Experience Starts Before We Meet Them
Customer Experience is your customers’ perception of how your company treats them. CEO’s from companies like Amazon, Zappos, Chik-fil-A, Apple, and Southwest Airlines obsess over Customer Experience. When Amazon CEO Jeff Bezos explains why Amazon has become one of the most successful companies on the planet, he does not offer his genius or innovative technology. It comes down to one basic principle: outstanding customer service. Amazon’s brand promise is to become “Earth’s most customer-centric company.”
In fact, they have a return policy that is so liberal, they often tell customers to just keep items that were shipped incorrectly. This actually happened to me twice. The first time was when they accidentally sent me two DVD’s of the toddler video, Wiggles: Pop Go the Wiggles. I tried to return it, but they simply said, “we are sorry for the inconvenience, please keep it.” I’m sure the $8.99 was not worth the hassle of processing a return, but with that experience, they received a customer for life. The generous return policy is one of the reasons I, like millions of customers, love to buy from Amazon. They, unlike my local uniform shop, instill trust and confidence with the customer.
Amazon has permanently redefined what Customer Experience should be, making Customer Experience a primary source of competitive advantage in business today. With over 63% of all cremations going home, competition is fierce. We have to compete for customers more than ever before. In today’s business environment, we must assume that a customer is anyone who steps foot on our property and anyone who looks us up online. Customer Experience starts when they first learn about us to when they no longer need our services. Particularly for funeral homes and cemeteries, that journey may never end.
Customer perceptions affect behaviors and build memories. If customers like you and continue to like you, they are going to do business with you and recommend you to others. It is critical to develop a Customer Experience strategy, which leads to the level of satisfaction that breeds loyalty, referral, and greater sales volume. Keep in mind that 86% of customers are willing to pay more for a better Customer Experience!
Begin with a plan
Customer Experience must be part of your brand identity, it must be something that everyone on your team owns, and that you, as owner or manager, obsess over. Customer Experience is more important than any traditional advertising you do. How do you develop Customer Experience that makes everyone feel welcome, builds trust, and fosters loyalty? It starts with a plan – an actual strategy. Just like a marketing and sales plan, operations plan, budget and financial plan, master plan for development of cemeteries, you have to have a Customer Experience strategy. Start with this:
Have a vision - it starts at the top
- Find an owner
- Get everyone on board
- Understand customer needs – ask and really listen to understand
- Develop a roadmap to meet those needs
- Know how to measure success (and accept failure)
- Be ready for change, and make sure the whole team is too
- Sustain the momentum
Getting everyone on board and truly understanding customer needs is the key to a successful and sustainable program. As you learn about what it means to communicate with customers on their terms, you'll find it's easier to make informed decisions about your overall Customer Experience strategy. If you want to learn more about how to develop a Customer Experience strategy, please join me at the CANA Cremation Innovations Conference next month in Fort Lauderdale.
Lori will present on Customer Experience 101: How to Develop a Customer Experience (CX) Strategy at CANA’s 100th Annual Cremation Innovation Convention this July. We know you have high expectations from the presenters' content so learn from the experts on where cremation is going and how your business can continue its success. Learn more and register: gocana.org/CANA18
Update! One hundred years of conventions proves that CANA successfully tackles the topic of cremation by continually providing relevant, progressive content. The 2018 convention was no exception. Weren't able to join us? You can access Lori's presentation recording and all other speakers' wisdom on our Learning Management System. View session descriptions and pricing here: gocana.org/CANA18.
Our presenters are carefully chosen to ensure practical takeaways that you can apply to your business. Cremation consumers reject ritual and tradition and expect a unique and personalized experience. The industry has seen an influx of products and services that aim to create that experience. But Customer Experience is defined as how customers perceive their interactions with your company. Leading companies understand that how an organization delivers for customers is as important as what it delivers. That’s why Customer Experience is the next frontier for companies hoping to maintain a competitive edge.
Lori Salberg is Senior Business Development Consultant at Johnson Consulting Group. She has over 17 years of experience in cemetery, funeral home, and pre-need sales management. Lori began her career as a Family Service Counselor and quickly moved into management, rising to Associate Director of three cemetery locations. She furthered her career as General Manager of a large combo location and cremation center. She continued her career as Director of Administration for a national consulting management firm. As a member of the leadership team, Lori brought management expertise and software solutions to cemetery and funeral home clients. More recently, Lori contributed to the development of a cemetery software product; and as Vice President of Sales was principally responsible for introducing it to the US market. She is a frequent speaker at many state and regional industry events and an article contributor to many industry magazines.
tips and tools
Posted By CANA Symposium Committee,
Tuesday, January 16, 2018
This year’s Symposium will be our best yet. The committee and staff selected the theme, Connecting the Dots, to help attendees find success by combining critical elements of running a business into one comprehensive strategy. From beginning to end, we’ll build on the content presented, wrapping with a big picture view of how it all fits together.
In brief: The foundation comes from establishing and understanding the power of your story. From there, tell that story though your brand advocates or key staff and community members. Their online reviews leverage your position to improve your online reputation and get found.
Once you have their attention, keep it by transforming their interactions with you into something memorable, especially with the addition of a therapy dog. But none of this can succeed without evaluating these individual steps and making changes for continuous improvement.
We are so excited to bring these experts together for you in Vegas, we know you’re going to love it!
This event took the work of many people. Here’s what CANA’s Symposium committee members are excited about, and why you need to register now to join us at this remarkable event.
Jennifer Head, CANA Education Director – I’m most excited for our Keynote Speaker, Kelly Swanson. Not only is she an award-winning storyteller who can take you right to the heart of a problem, she’s hilarious! Her message on crafting the right story is so critical for our industry right now. As I attended a presentation given by a different storytelling expert, I watched how, in a matter of minutes, she transformed a story that did nothing emotionally to one that tugged at my heartstrings and made me happy to buy.
That’s how you create brand advocates- people who tell your story for you. Because at the end of the day, it’s not about you. It’s about them. And you have to let them know that through your story. Don’t believe me? Let Kelly explain it to you at the Symposium. She’ll present two dynamic sessions at the conference, and whether you own a business or work for one, whether you are a practitioner or supplier, her message will resonate with you. I promise.
Lindsey Ballard, Ballard-Sunder Funeral & Cremation – Our committee considers many options when selecting a hotel, and we’re excited to be returning to the Paris for a second year. The Paris Las Vegas Hotel is such a wonderful place to be when you're in Vegas. It's visually stunning, loaded with restaurants and entertainment, and the central location on the famed strip can't be beat. Our meeting rooms for the symposium are beautiful and provide the perfect ambience for our event.
Of course, I’m really looking forward to the Therapy Pet panel presentation. My dog Fletcher has been going through training to become a therapy dog at our funeral home, and I’ve learned a lot over the last year. He won’t be coming, but I have lots of pictures! Fellow committee member Robert Hunsaker as well as CANA member J.P. Di Troia will join me as we share our therapy dog journeys with you and provide some guidance about adding one to your team. We’ll also host one of the roundtables during the Coffee Klatch. I hope to see you there!
Sheri Stahl, The Island Funeral Home & Crematory – While CANA focuses on providing quality programming and exhibits, we also know that Vegas is the entertainment capital of the world. We like to end our evenings early, so you can continue the networking on your own as you go out and enjoy all that Glitter Gulch has to offer. Whether you hit the tables and slots, take in a show, or enjoy the variety of cuisine (and famous buffets), Las Vegas has something for everyone. And if you can’t decide, you can stay in and enjoy all that Paris has to offer. Personally, I can't wait to see all my CANA peeps!
Scott MacKenzie, MacKenzie Vault, Inc. – As supplier liaison for the CANA board and chair of the committee, my focus is usually on the exhibits. We have over 40 exhibitors committed to supporting you the same way you support families who choose cremation. CANA’s Symposium is the best place to learn about new cremation products and services.
Vendors from almost every area – technology, products, supplies, equipment, personalization and more – will be on-hand to show you what’s new and talk about what families are asking for as the personalization and DIY trend continues to grow. Your vendors are your best partners as your businesses continue to evolve to meet the demands of an ever-changing industry.
Barbara Kemmis, CANA Executive Director – And don’t forget, just for owners and managers, a new kind of event! The Art of Selling Cremation: A Preneed Summit
This one-day, highly interactive workshop places you with marketers and experienced providers to answer your questions and find new solutions to your preneed challenges. We have experts on using demographic data and targeting the right markets, advice on selling value over price with the staff you have or specialists, and stories from experience on administering and selling across multiple brands online and in-person.
We’re excited to see the discussions that emerge. Limited spots available, register now!
Join us for fun and quality professional development February 6-8 at CANA's 2018 Cremation Symposium! Register today.
Posted By Barbara Kemmis,
Thursday, October 26, 2017
In recent months, preplanning and preneed have become hotly discussed topics in the death care industry. CANA has plans to address them at the Preneed Summit, a special addition to the Cremation Symposium in February – a meeting for preneed professionals and those looking to learn how to improve their preneed strategy. Stay tuned for more details.
In the meantime, consider CANA Executive Director Barbara Kemmis’s own experience with her parents.
One morning, my dad called me at work, which was a first. I was immediately concerned that bad news was coming, however it turned out my parents had made a resolution to “get their affairs in order.” They were starting the process of prearranging their funerals and updating all of their end-of-life documents. My dad’s plan was to have everything in order before I visited in a couple of months. He was calling to confirm that the funeral home he had chosen was a CANA member.
CANA gets similar calls and web inquiries from consumers regularly and it got me thinking: What does a CANA membership and CANA certification mean to the consumer? The funeral home my parents chose is well respected in the community and is a CANA member that proudly displays the CANA logo on its website and front door. The crematory operators are all CANA certified, which means the employer saw value in providing continuing education for the staff. I contacted the funeral home owner, DeWayne Cain of Rest Haven Funeral Homes in Rockwall, Texas why he sought this designation for his business and staff, and what it means to the community he serves.
Dewayne and his staff serve hundreds of families like mine every year. Dewayne said, “CANA is considered the authority in training and certification for crematory operators. The outstanding CANA workshops, seminars and continuing education courses help my staff and me stay current on best practices for crematories. Rest Haven’s affiliation with CANA is important to me and to the families we serve, because it demonstrates our commitment to the highest standards of integrity and professionalism.”
When I visited my parents, we went to the bank and spent time reviewing documents – living wills and worksheets from the funeral home. Not surprisingly, my mom had planned a lovely funeral for herself at which her many friends from church and her social clubs, former students and others could gather together. My mom is a social creature known for her party planning.
My dad’s worksheet simply stated, “Just cremate me.”
He explained that he didn’t want us to be sad or mourn him. He didn’t want a big deal made about his passing. He would be in heaven and we would see him again when it was our time. My mom and I looked at each other and then looked away. I said what she couldn’t at that moment. “I love you, Dad, and I will mourn you and I will cry when you die. I need to be surrounded by family and your friends and former students. I need to hear about the practical jokes you pulled in the classroom and the stories of your leadership in the church and community. I want to respect your wishes, but I will mark your passing. I love you too much not to.”
Cremation is really just the beginning of the conversation, though for too many people like my dad, it’s the end. Recently, I was saddened but unsurprising to read that an urn filled with cremated remains had been accidentally donated to Salvation Army. In a culture of well-meaning but uneducated consumers dealing with the new tradition of cremation, this situation is becoming all too common.
I’m grateful that my parents want to discuss preplanning and that I have access to the information provided by our members on the process, what to expect, and the importance of memorialization. As it says in the CANA Code of Cremation Practice, "Cremation should be considered as preparation for memorialization; and the dead of our society should be memorialized through a commemorative means suitable to the survivors."
The agreement I reached with my parents is that I will honor their wishes to be cremated and the details of the ceremony and final memorialization are underway. Our conversation continues about their “affairs,” and has become about much more than preplanning a cremation.
Barbara Kemmis is Executive Director of the Cremation Association of North America.A version of this post first appeared on Confessions of a Funeral Director.
Join CANA at the Preneed Summit for innovative thinking around preneed for all businesses, February 6, 2018 in Las Vegas.
All members can benefit from community outreach and consumer education programs by using the PR Toolkit to develop a strategy. Not a member? Consider joining your business to access tools, techniques, statistics, and advice to help you understand how to grow the range of services and products you can offer, ensuring your business is a good fit for every member of your community – only $470!