Tuesday, October 29, 2013

Embrace the price question

Jason Murphy,
Director of Family Services,
Sunset Funeral Home
As Director of Family Services at Sunset Funeral Homes, also owned by the Darby family, I've seen preneed counselors struggle to respond to a family's objections about price. Families often say, "Your prices are way too high!" or "It costs that much for an hour service?" Instead of hoping the price question doesn't come up in an appointment, a counselor should expect and embrace the question. Why? Because most responsible people watch their finances.So logically, someone who questions price could be a financially responsible person and is likely to understand the importance of preplanning.

When a family questions price, don't look at it as complaining, instead, view it as an invitation to help them understand value. At Sunset, whether we are talking about funeral services, bronze memorials, or burial vaults, we demonstrate value by explaining why these selections are different from other purchasing decisions. You could say to a family that this preneed funeral purchase is the most important purchase of their lifetime because of the certainty that someone will have to pay for the funeral. These types of statements open the door to discuss the value and benefits of pre-planning.

Price is what you pay today, and cost is what you pay for the rest of your life. Price and cost are not always equal. The loss of value that comes from a cheaper price can create a lifetime cost that may never be fully paid. We can easily embrace price questions when you know the value of the healing that pre-planning provides families


This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/tuesdays.


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This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at http://www.trigard.com/tuesdays.

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