Funeral Service Funeral Director
Training Program

You can be disciplined about making presentations?
A disciplined person is one who follows a proven path. A presentation is a proven path that helps you help the family understand how you can help them meet a need or solve a problem.
What does it mean to make disciplined presentations?
It means being disciplined when giving the presentation.
What does it mean to not “wing it”?
It means you should use a script to present a clear message
Be disciplined in giving the presentation.
Don’t be tempted to shortcut your presentation. The very part you leave out may be the thing that would have convinced the family to protect themselves in advance.
“Don’t Wing It!”

You may feel you know your products and services so well that you don’t need to make a formal presentation. You must remember that it is with a proven formula that sales are made.
Use a script!

“The secret to success is constancy to purpose.” – Benjamin Disreali

Family Profile:
The SMART Presentation

S=Systematic, M=Marketing, A=Adaptation, R=Researched, T=Trainable
Warm Up (5-7 min)
Family Profile
Date ——————–Representative
City —————-State —————-Zip
Years In Area
Veteran Status
Branch of Service
Familiarly with our Facility
Experience in Making Cemetery/Funeral Decisions
What Percentage of Families Plan Again?

What Do You Think?

Making the Presentation: During the presentation portion of the selling process, the Family Service Counselor tells the “story” in a way that speaks directly to the identified needs and wants of the family.

A highly customized presentation is the key component of this step. At this point in the process, families are walking through an atneed situation to understand what actually happens when death occurs.

The Family Service Counselor will actually discuss the type of services we provide.

Audio Visual: Our planning life’s final journey video needs to be presented to the family.

Sales professionals should strive to let the family do most of the talking during the presentation and address the needs of the family as fully as possible by showing that he or she truly understands and cares about the needs of the family.

The presentation is designed as a sequence of valid points with conversational bridges to segue from one point to the next. Each point is followed by a closing question or statement to gain agreement and create dialogue on the validity of the point.

Box 1: Bring Death Under The Door

Find out what type of arrangements and burial.

  • Mr. & Mrs. Roberts, thank you for allowing me into your home to provide information about the Funeral Home and to bring you the memorial planning guide that I promised you.
  • Mr. & Mrs. Roberts let me ask you a personal but very important question.

    If there had been a death in your family yesterday, what would you be doing today?
    (Wait for Response)

  • Mrs. Roberts, I really should be talking to you. Mr. Roberts was killed on the (Blank) Freeway on his way home last night.

    Now that Mr. Roberts has passed away, how would you lay him to rest?
    (Wait for Response)

  • Before we lay Mr. Roberts to rest, where would you like to have his service, here at our Chapel or at your place of worship?
    (Wait for Response)
  • Mrs. Roberts at the conclusion of the service, which cemetery would you like to lay your husband to rest? Is ground burial traditional for your family?

    (Wait for Response)

  • Mr. Roberts, you can come back now.

Box 2: Facts about our Profession

Wife, Children, Protective Roll as Husband

  • Mr. Roberts, cemetery and funeral records reveal that purchases made at the time of death are made 67% of the time by the widow and the children.
  • We at Funeral Home or Cemetery Name Here believe that every child should receive an inheritance from their parents but, there is one thing they should never inherit and that is laying their parents to rest. Would you agree?
    (Wait for Response)
  • Only 33% of the time the arrangements are made by the husband.
    Mr. Roberts, your wife may not favor the expenditure at this time, but your widow would. Do you know why?
  • Mr. Roberts, when a wife loses her husband she loses two things, do you know what they are?
    She loses her companion and also his income. Wouldn’t you agree?
    (Wait for Response)

Box 3: Solution – 24 to 36 Hours 
3 Simple Steps

There are 49 decisions to be made within 24-36 hours at the time of death. By advance planning you could reduce these decisions to three simple steps:
  1. To gather vital statistics and other information for the death certificate and state and local documents.
  2. To pre arrange funeral arrangements and…
  3. To pre arrange cemetery memorialization
Memorial Planning Guide

Remember And Be Remembered Are Natural Human Needs “A celebration of a life that’s been lived…”

Just as you would block a consistent time in your calendar for your workouts every day, it’s just as important to book a consistent time in your calendar to prospect every day. Unless you’ve won the lottery, leads just don’t fall into your lap. You’ve got to pick up the phone for something to happen. And since prospecting isn’t always the most fun of activities, booking this time with yourself will go a long way in ensuring that this activity happens on a regular basis.


Mr. & Mrs. Roberts let me ask you this one question: why do you think loving families preplan? Do you have any idea?


Earlier, you told me that you had insurance, fire/theft, medical, auto insurance, and life insurance.

Mr. & Mrs. Roberts let me ask you, why do families have insurance? (response)
Why do you have insurance? (response)
IN CASE (write in) Mr. Roberts, in case, and that’s exactly the reason why, IN CASE.

You have fire insurance in case your house burns down, you can build it back.

You have medical insurance in case you get sick. You can go to the hospital with no out-of-pocket expenses and receive medical attention.

You have auto insurance in case you are in an accident. You can take care of your vehicle and also the vehicle you hit.

You have life insurance in case either of you passes away prematurely. Therefore, the surviving spouse can maintain the same lifestyle as though the other spouse were still living.

Now Mr. & Mrs. Roberts, I have to ask you a rather important question: how much money have you paid for the cemetery and funeral arrangements? (response)

You see, death is not in case—it is when.

How much have you paid? Nothing?

Mr. & Mrs Roberts, are you aware of why most families protect their families in advance?
(Get them to talk about LOVE of family)

That’s right. Families do this out of love; just because they love their families don’t want to leave this burden to someone else.

To freeze the costs at today’s prices and stop escalating costs of 10% annually.

Mr. & Mrs. Roberts, the costs of Funeral and Cemetery arrangements goes up 10% annually and you want to lock in today’s prices so that they will not go up.

Also, you can make small monthly payments. To take advantage of per-developed savings on the cemetery side,
to make decisions together rather than alone, and confused.

Mr. & Mrs. Roberts, there are only two ways you can make cemetery and funeral arrangements—do you know that they are? (response)

You both can do this today/tonight, together, or frankly one of you will have to do this alone—there is no third option.

When you do this, it will give you peace of mind and also will let your wishes be known.

Wrong Way:

Mr. Roberts, even unintentionally, a good husband and father can hurt the ones he loves by doing nothing. All too often, the wife is left to do all these things by herself, and that’s the wrong way.

Here at [fh], every day we see families come in doing this the wrong way. Mr. & Mrs. Roberts, a family comes in at the time of need and there is only one spouse.

There is a lot of indecision at that time, families are grieving and trying to get through this. In most cases, a lot has to be done immediately—grief, uncertainty, stress, and then people emotionally overspend (they think with their heart). Wouldn’t you agree?

Today, you can think with your head. Does that make sense?

Right Way:

I want to thank you for doing this the right way. Thank you for giving me the opportunity and privilege of presenting this to you while you are both alive and everything is taken care of in advance. In the comfort of your own home… Economically sound, since you can lock in the costs in today’s prices… Good memories… Security… Decisions are made together… And your wishes are fulfilled. Now you can think with your head and not your heart. Does that make sense? Let me explain how all this works. “Go to Pricing”

Please be prepared to review the
following area’s of the presentation:


The first thing we have is a space. Then we lower the bottom of the vault. Then we lower the casket into the space and then the top of the vault. Then there is 2,500 pounds of earth placed back into space. Then on top is placed a memorial tablet, which is better known to you as a marker and that also includes opening and closing.

Now Mr. & Mrs. Roberts, for these four items: the space, the vault, the memorial (marker), and interment and recording, (opening and closing), how much do you think it would cost for one person to be laid to rest in 2020?

These are our available spaces at Forest Lawn Memorial Park. For comparison sake only, would you choose the most expensive, the least expensive, or somewhere in between?

These are our Wilburt line of vaults. The least expensive has the least protection. The most expensive has the most protection. In this case, for your family, which would you choose, the most expensive, the least expensive, or somewhere in between

Markers to choose from for ground burial: Granite or Bronze

Total Ground Burial Cost: __________

Is this comfortable for your family?

If not…


Let me explain.

It is the oldest form of burial known to man. It was once considered to be only for the rich, such as the Taj Mahal, Westminster Abbey, Tomb of the Unknown Soldier, and the Great Pyramids. A man came up with the concept called the Community Mausoleum where everyone can share in the cost.

Here is a crypt, go to the wall of the home. The ceiling is usually 8 feet high; in the mausoleum it is 18 feet high. The first level is prayer level. The second level is heart level. It is the most expensive, the most prestigious and the most accessible. The next level is sight, then touch, and the two levels above are called heaven levels. The higher you go up, the less expensive it becomes.

When the first person passes away, we slide them 18 feet to the back; feet first, head out. When the second person passes away, we slide them in head first, feet out. This is called true companion burial head to head.

In this case, which would you choose, the lower level, upper level, or somewhere in between?(Add figures)Your immediate savings would be…

(Read advantages of mausoleum entombment page in book)

One of the key advantages of mausoleums is that they are considered to be a cleaner and dryer option than a traditional underground burial.

This option will appeal to people who do not want to be cremated, or are apprehensive about being buried underground.

Another advantage is that mausoleums actually reduce the amount of land that is used for a burial and is therefore more ecologically friendly than an underground burial. A mausoleum may attract people who are greener at heart.

In this case, would you choose ground burial or mausoleum? If not, then explain Lawn Crypt.

Lawn Crypt

The lawn crypt is where we combined the beauty of our grounds with the dignity of the mausoleum at a price everyone can afford. The first thing we do is excavate a whole area of land. Then we place gravel or dry rock to take away any other moisture and place pre-constructed crypts into the ground.

When the first person passes away, we place them into the lower chamber. When the second person passes away, we place them into the upper chamber. This is a one-on-top-of-other burial. Then we fill it up with gravel and just enough soil for the grass.. Then you have the memorial, which is better known to you as the marker.

Put down immediate savings between lawn crypts and whatever they choose, the mausoleum or ground burial. Calculate all finances and monthly payments).

There are many alternatives when chosening cremation. You may either be placed in a ground space or an above-ground niche. Cremation is only the disposition of where the cremated remains will be placed after the cremation service has occurred. This is your point of reference. Here is the price for cremation: Give glass front price, ground burial, or mausoleum at the beginning.

“Is this comfortable for the family?”
(After you have calculated finances and monthly investment for what they have chosen. When all else has failed, then drop to the cremation arrangements. Calculate and ask if this is comfortable for your family).

One: Scatter on Land

Pros: It’s free! You can scatter your loved one’s remains at a place they loved to visit. If you are scattering on public land, just don’t do it in front of a park ranger. It’s a “don’t ask, don’t tell” sort of situation. Please get permission if you are scattering on someone else’s private land.

Cons: You can’t put a memorial marker on public land to mark the spot where the scattering occurs. Descendants might get angry when they can’t find where Grandpa’s remains were scattered.

Two: Scatter On Land

Pros: It’s a low-cost fitting send-off for someone who loved the sea. The only expense is getting a boat to take you at least three miles offshore, a U.S. maritime requirement.

Cons: Care must be taken with ocean breezes to avoid the “dust in your face” phenomenon. A biodegradable urn container (paper, cardboard, wicker, etc.) that dissolves after sinking is the answer. Note: Cruise ship management frowns upon throwing anything overboard.

Three: Scatter By Air

Pros: This is a fitting send-off for free spirits, including balloonists, pilots, hang gliders and bungee jumpers (who may meet their earthly end sooner than other less-adventurous folks). There are also fireworks manufacturers who will mix cremated remains into spectacular pyrotechnic displays.

Cons: Air scattering services and fireworks manufacturing can get pricey. You will not be able to identify a specific spot for their final resting place. (further methods of scattering ashes)

Four: Bury In A Cemetery

Pros: Cremated remains can be buried in smaller plots that cost less than a full body burial site. Or, depending on the cemetery’s rules, cremains may be interred within a family member’s full sized plot. The family gets a place to visit and remember the deceased.

Cons: Even smaller cremains plots can cost hundreds or thousands of dollars, depending on the cemetery.

Five: Bury At Home

Pros: Assuming you’ve got a yard at home, it’s free to bury your loved one’s cremated remains. You’ll know they are near. You can mark the spot with a statue, a manufactured marker or a simple rock.

Cons: Whenever you sell the house, you’ll either have to dig up the cremains and take them with you or you must declare the presence of remains on the property. This might adversely affect your property value.

Six: Keep An Urn At Home

Pros: Your loved one’s remains can be enshrined in a beautiful urn set in a special spot. Everyone in the family can remember that loved one and admire the container.

Cons: Ever see that scene from the comedy film Meet The Parents where Ben Stiller is trying to open a bottle of champagne? The cork flies off and hits the ceramic urn on the mantle that holds the cremated remains of Robert DiNiro’s mother, with disastrous results. ‘Nuff said.

Seven: Place In A Columbarium

Pros: A columbarium, a.k.a. columbary, is a place for storing funeral urns, so they give a specific place to visit the deceased. Columbaria are usually located in cemeteries. Some churches have a spot for collecting cremated remains, either keeping them in urn niches or mingling remains in a garden or walled area.

Cons: There is usually a cost associated with obtaining a niche for remains.

Eight: Share With Family

Pros: Cremated remains can be split up among far-flung family members. They can be kept in mini-urns, memorial jewelry, even made into glass or ceramic works of art.

Cons: Some family members may not like this idea. Plus, unless you are using coffee cans, the price of multiple urns or pieces of memorial jewelry can add up, depending on the size of the clan.

Nine: Create A Reef

Pros: There are services that mix cremated remains into concrete structures that build marine reefs. Your loved one’s final resting place is mapped, and you can go scuba diving to visit them.

Cons: While a memorable memorial option, it can cost as much as burial. Visiting the memorial reef site can become a major investment of time and resources.

Ten: Build A Monument

Pros: Speaking of mixing cremated remains in concrete, why not make a monument? You can set it up on your property, or even make it a centerpiece at family reunions!

Cons: Some family members may not be amused. With the U.S. cremation rate now exceeding 41% and growing, more and more families will be considering these options. If you want to be cremated, figure out your preference and let your family know. Help them avoid the agony of having to decide for you. You’ll be glad you did.

Prospecting Methods:

  • Telephone Prospecting
  • Aftercare
  • Working the files
  • Email Marketing
  • Direct Mail
  • On-Site Marketing (Door to Door)
  • Death Block
  • Call-Ins & Walk-Ins
  • Registry Book/Kiosk
  • White Pages
  • Clergy
  • Arrangement Conference Form
  • Seminars – Necessary Conversations
  • Referrals
  • We Remember

Interested in learning more? Give a Preneed Marketing Rep a call today!