Sales Techniques & Marketing for Preplanning Flashcards

Which metric is the most direct indicator of a preneed consultant's sales effectiveness?

Answer: The closing ratio of presentations to signed contracts

The closing ratio—contracts signed divided by presentations made—directly measures how effectively a consultant converts opportunities into sales.

A preplanning consultant should maintain a client database primarily to:

Answer: Manage follow-up schedules, record preferences, and strengthen long-term relationships

A well-maintained client database enables timely, personalized follow-up and helps consultants remember individual client preferences, which builds trust and accelerates the sales process.

Which of the following is an example of a 'third-party endorsement' in preneed marketing?

Answer: A local hospital chaplain speaking positively about the funeral home's preplanning program to patients

A third-party endorsement occurs when a credible, independent party—like a chaplain, attorney, or social worker—recommends the funeral home's services to their own clients or contacts.

In the AIDA marketing model, what does the 'D' stand for, and how does it apply to preneed sales?

Answer: Desire — creating an emotional want for the peace of mind that preplanning provides

In AIDA (Attention, Interest, Desire, Action), Desire refers to building an emotional connection to the benefits of preplanning, such as relieving family burden, which motivates prospects to act.

A preneed consultant who bundles merchandise, services, and transportation into a single price is using which sales strategy?

Answer: Package or combination pricing

Package pricing combines related items into one price, which simplifies the decision for the client, often increases the total sale value, and reduces the likelihood of item-by-item price objections.

Which best describes the ethical boundary between persuasion and manipulation in preneed sales?

Answer: Persuasion relies on honest information and genuine benefits; manipulation exploits fear, grief, or deception

Ethical persuasion uses accurate information and real benefits to help clients make informed decisions, while manipulation leverages fear, emotional vulnerability, or misleading information—crossing a clear professional and legal boundary.

When a client comparison-shops and mentions a lower price from a competitor, the best consultant response is to:

Answer: Acknowledge the comparison, then clearly articulate the unique value and service differences that justify the price

Acknowledging the competitor's price while clearly communicating differentiated value shifts the conversation from price competition to value comparison, which is where the funeral home can win on quality and service.