Friday, August 21, 2015

What are you selling to your customers?

Donna Darby-Walthall,
Chief Financial Officer
If you ever need a reason to attend a convention, learning and networking with other funeral professionals has to be number one for me. A few weeks ago, we held our biennial dealer convention. If you weren’t able to attend, you missed out on a wonderful experience.

At the end of the three-day event, we passed the microphone around the room for everyone to share what they learned. One answer from a Trigard dealer has really stuck with me. He said that he never realized before, but the success of our business isn't based on the products we sell, it is about the experience they get out of the product. We are really selling the experience. And, he is exactly right.

If you haven’t seen our recent Healing Tree® advertisement, then you need to contact our Marketing department to get a copy. It is a real-life story about a woman who lost her mother, and at her graveside service she took a Memory Ring® from the top of her mom’s Healing Tree burial vault as a keepsake. She now wears it around her neck to make her feel closer to her mother. The Healing Tree and the Memory Ring are the products being sold, but what she experiences when she holds the Memory Ring in her hand after lifting it from the burial vault or wears it around her neck is what means the most. Now, that is selling an experience.

These are the types of things that come out of our Trigard Conventions. If you are a vault dealer, I encourage you to attend the next convention in 2017. If you are a funeral home or cemetery, I encourage you to get your vault dealers to our conventions. You will learn so much from your fellow dealers. I promise you won’t regret it.

This article originally appeared in Trigard Tuesdays, our weekly electronic newsletter featuring information for the funeral industry. Sign up for your free subscription at

No comments:

Post a Comment