Building a preneed program at your funeral home does more than just expand your service offerings — it helps to cultivate meaningful relationships with families and provide peace of mind during an extremely difficult time.
A well-structured preneed program can not only enhance your business’s financial stability but also position your funeral home as a trusted partner in end-of-life planning. To the end, we spoke with Shane T. Pudenz, Sr. VP of Sales and Marketing at leading death care services provider Carriage Services, about what funeral homes should consider when developing their own preneed strategy, and how to build a program that adds stability to their funeral home.
Q. Why do you think it is important for funeral homes to offer preneed programs?
A. The most important reason is for the growth or maintenance of market share. On average, 44% of families move or will move for jobs within the U.S. Most funeral homes rely on a brand reputation they have developed for years, sometimes even decades, with families inside their communities.
Due to movement, the continued evolution of communities makes having a preneed foundation pivotal in ensuring that the funeral home brand stays relevant. It can be the driving factor in educating new community members on your funeral home brand, cultivating long-term relationships, and building continued brand awareness that ensures the future of the business and its reputation.
Q. What are some of the roadblocks funeral directors may face when discussing preneed services? How can they overcome those challenges?
A. Due to a previous experience, the word “sales” can have a negative connotation for some people, regardless of their position. A slight change in vocabulary can assist in removing any stigma, as can making it clear that you are not “selling.”
Communicating that your goal is to educate families on their options for funeral preplanning so that they can make the best decisions for themselves and their families can go a long way toward helping to eliminate pre-conceived perspectives.
Q. What are some best practices for building a preneed program?
A. If you want to foster a successful preneed program, there are three best practices you may want to consider:
1. A Strong Marketing Strategy. The foundation of a successful preneed program begins with a focused marketing strategy. This requires an understanding of your community's demographics, which allows you to tailor your approach to the specific needs and preferences of potential families.
By looking at factors such as age, cultural background, and income levels, you can create marketing materials that resonate with families on a personal level.
2. A Robust Sales Plan. A solid sales plan is critical to converting interest into action. This starts with the proper training of your salesperson or team, ensuring that they understand both the emotional and practical aspects of preneed. It’s essential to set clear expectations for them, emphasizing the importance of empathy and education over a high-pressure sales environment.
The key to success lies in finding sales team members who are passionate about helping families plan for the future. They should view themselves as educators, guiding individuals through the decision-making process with care and patience.
By fostering an approach centered on trust, your sales team can build meaningful connections with families. Consistent, ongoing training will also ensure that they stay knowledgeable about the latest products and services, helping them better serve your community.
With the right combination of education and clear sales expectations, your funeral home will become a trusted partner in the preplanning process.
3. A Fully Baked Aftercare Program. A well-executed aftercare program nurtures the funeral home’s brand reputation and builds long-term relationships with families. It’s important to note that an effective Aftercare program should not be sales driven. Instead, it should focus on offering support and care to grieving families following the loss of a loved one. This can include sending thoughtful communications on anniversaries, providing grief resources, or even hosting community events that foster healing.
While the purpose of aftercare is not to generate immediate sales, it plays a crucial role in driving families back to your funeral home when the need arises again. By offering compassionate support in their time of need, your brand remains top-of-mind as a trusted, caring presence in the community. Over time, this type of nurturing will naturally encourage repeat business and positive word-of-mouth referrals. A strong aftercare program is a tool that can help to build your funeral home as a pillar of trust and support in the community.
These three elements work together to create a well-rounded preneed program that not only meets the immediate needs of families but also establishes long-term relationships built on trust and care.
Eager to learn more? Sign up today for Funeral IQ to get additional ideas and inspiration from Shane at his can’t-miss session, Boost Your Preneed to At-Need Ratio in 12 Months