CPC Sales Techniques & Marketing for Preplanning 1 — Questions and Answers
Question 1: Which of the following is considered the most effective initial approach when prospecting for preneed clients?
- Cold calling unfamiliar households
- Referrals from satisfied preneed clients and community partners (Correct answer)
- Mass email campaigns to purchased lists
- Door-to-door canvassing in residential neighborhoods
Correct answer: Referrals from satisfied preneed clients and community partners
Referrals from existing satisfied clients and community partners yield the highest conversion rates and build trust most efficiently in preneed sales.
Question 2: In the preneed sales process, the 'needs analysis' phase primarily serves to:
- Determine the client's net worth and estate size
- Identify the client's wishes, values, and concerns to tailor the presentation (Correct answer)
- Present all available merchandise and service options
- Complete required regulatory documentation
Correct answer: Identify the client's wishes, values, and concerns to tailor the presentation
The needs analysis phase uncovers the client's personal wishes, concerns, and priorities so the consultant can present relevant solutions rather than a generic pitch.
Question 3: A preplanning consultant who overcomes a client's objection by saying 'Many families feel that way at first; here is what helped them decide...' is using which technique?
- The alternative choice close
- The feel-felt-found method (Correct answer)
- The direct denial approach
- The assumptive close
Correct answer: The feel-felt-found method
The feel-felt-found method normalizes the objection, shows empathy, and provides social proof from similar clients to move the conversation forward.
Question 4: Which marketing channel has shown the strongest return on investment for community-based preneed outreach in recent years?
- Television infomercials during late-night hours
- Targeted social media advertising combined with community seminars (Correct answer)
- Newspaper classified advertisements
- Yellow Pages directory listings
Correct answer: Targeted social media advertising combined with community seminars
Combining social media advertising with in-person community seminars builds awareness and personal connection, making it one of the most cost-effective preneed marketing strategies.
Question 5: When a client says 'I need to think about it,' the most professional response is to:
- Immediately lower the price to encourage a decision
- Acknowledge the concern, ask what specific information would help, and schedule a follow-up (Correct answer)
- Leave all paperwork and wait for the client to call back
- Inform the client that prices increase frequently and they should decide today
Correct answer: Acknowledge the concern, ask what specific information would help, and schedule a follow-up
Acknowledging the hesitation, identifying the underlying concern, and scheduling a follow-up keeps the relationship respectful and the sales process moving without high-pressure tactics.
Question 6: A community seminar on preplanning is most successful when the presenter focuses primarily on:
- Detailed funeral pricing comparisons with competitors
- Emotional and practical benefits of preplanning for the family (Correct answer)
- Specific legal requirements for burial in the state
- The funeral home's history and owner biographies
Correct answer: Emotional and practical benefits of preplanning for the family
Audiences respond best when seminar content centers on how preplanning reduces family burden and ensures personal wishes are honored, not on pricing or institutional history.
Question 7: The concept of 'value-based selling' in preneed means the consultant should:
- Emphasize discounts and lowest-price options to win the sale
- Connect product and service features to the client's personal values and priorities (Correct answer)
- Focus exclusively on premium merchandise to maximize revenue
- Use standardized scripts regardless of the client's individual circumstances
Correct answer: Connect product and service features to the client's personal values and priorities
Value-based selling aligns what the funeral home offers with what the client cares most about, creating a meaningful purchase decision rather than a purely price-driven one.
CPC Sales Techniques & Marketing for Preplanning 1
Which of the following is considered the most effective initial approach when prospecting for preneed clients?