Capturing the Price Shopper Call
MKJ Marketing • October 22, 2018

The price shopper call. Many funeral directors and cemetery owners dread it. Mostly because they fear their team doesn’t have what it takes to capture the call and turn it into the sale.

And yet, as discounters continue to spread throughout markets in nearly every corner of the country, the only way for funeral homes and cemeteries to survive and thrive is to be able to respond effectively to those who are looking for the best price for their end-of-life arrangements.

The study and practice of how to capture the price shopper call has been a pursuit and a passion for MKJ Marketing President Marilyn Jones Gould for thirty years. Hundreds of MKJ clients and their staff members have attended our seminars , purchased Marilyn’s time-tested training systems , or invited her to their business for one-on-one staff training. Funeral home owners spend thousands of dollars to bring her in to speak to their team, because they know how crucial this issue is.

Here are some of her time-tested tips for capturing the price shopper:

  • Know your value. Then train your staff to be able to communicate your value to a consumer who is increasingly more interested in the bottom line.
  • Examine the planning section of your website. Does it clearly explain your advantages and your services? Is the form easy to use and intuitive?
  • You might consider offering – and advertising – your lowest possible price for direct cremation and burial.
  • What is your brand difference? Are you family owned vs. corporate? Do you own your own crematory? Does your competitor use a low price to entice and then mark up the cost once the family is in the door? Know what makes you different, communicate it to your team, and teach them how to sell it.
  • Make sure your team has excellent phone skills.

Keep in mind it’s the funeral home or cemetery that handles shoppers skillfully that gets the business – not the funeral home offering the lowest price.

There’s much more to learn and MKJ Marketing is making it easier – and more affordable – than ever for your staff to receive price shopper training. On Nov. 8 th in Nashville , Marilyn will be holding a workshop where she will present the principles and practices she’s been offering one-on-one to funeral directors for decades. She will address:

  • The do’s and don’ts of handling price shoppers
  • What to say when they say your price is too high
  • How to win the call every time
  • How to sell value and quality

Not every firm can afford one-on-one training, but you can afford this workshop. And the more staff you decide to send, the more money you will save. Find information on this unique workshop – and the Social Media Workshop for Funeral Service led by Courtney Gould Miller the following day – right here on our website or call us at 888-655-1566.

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MKJ Announces Seminar for November 2023 in Napa Valley

By Kara Apel • July 14, 2023
The MKJ Seminar will be held Nov. 13 and 14 at the Grand Reserve at the Meritage Resort. The luxurious resort is close to several airports, including San Francisco and Oakland, and is located just a few miles from downtown Napa.

MKJ Marketing to Conduct 33rd Annual Ski Seminar

By MKJ Marketing • December 20, 2022
Nashville, TN — MKJ Marketing Seminars address the most pressing issues facing funeral business owners. During this period of economic uncertainty, owners are experiencing their best business years ever regarding at-need volume, but profits may be lagging. As we await the anticipated recession, operators are uncertain how best to manage their costs and pricing. Innovation is not a point-in-time decision but a mindset and business culture. MKJ’s 2023 Ski Seminar will share insights from research and experience working with funeral homes throughout the year and from coast to coast. Learn how digital marketing has evolved and how to make it work best for you Learn how a recession creates opportunities for market share gains Learn how your website can allow you to sell more online by offering products consumers want The potential in email marketing New service offerings to get 5-star reviews How to compete with lower-priced competition during a recession The Ski Seminar dates are Jan. 30 to Feb. 1. The seminar was moved to earlier in the year to assure the best skiing experience as the warmer climate could make later in February slushy. The host hotel is the Ritz-Carlton Bachelor Gulch in Beaver Creek — one of Colorado’s finest ski resorts. The resort is ski-in/ski-out and features amenities unavailable at most resorts. MKJ successfully negotiated a very good room rate (hundreds of dollars below the resort’s published room rate). Note: For the first time in MKJ’s 41-year history, we will not be conducting the annual Florida seminar, as the resort was severely damaged by Hurricane Ian. Don’t miss this up-to-date content that will be only offered at the Ski Seminar. For more information on MKJ Marketing’s upcoming seminar programs, visit www.mkjmarketing.com/seminars or call 888-655-1566 to register.
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