Step 1: Make your sales process intuitively easy to understand and require as little work as possible for families.
ARE DIGITAL SIGNATURES LEGAL?
Yes. Digital forms are legally binding and recognized at both the state and federal level. There are certain states, like New York that have specific rules about specific funeral related documents, however, digital signatures are accepted in the mass majority of states.
HOW DO I KNOW THIS IS THE RIGHT PERSON SIGNING MY PAPERWORK?
The process of getting a digital signature can be just like getting a signature in person or via fax. So whatever format you use to verify the signer, you can still use. For example, you can have families sign a next of kin sheet, stating the information they give you is correct. You can also require families to upload photos of their ID along with the signature. All digital signatures are also tied to the signers e-mail and IP address.
SHOULD I SHOW MY PRICING?
Absolutely. For cremation shoppers, it is better to show pricing than to not. Most consumers these days expect to see pricing and you will win more business if you make it easy for them to understand. You don’t just want to put your GPL and expect families to understand.
WHERE SHOULD I DISPLAY THE CALL TO ACTION?
Front and center on your home page as well as at the top right of the screen.
Step 2: Your process needs to collect payment up front and you need to allow for low-pressure up-selling to maximize revenue.
WHEN SHOULD I START ASKING FOR VITAL STATISTICS INFORMATION?
You want to ask for personal information only after you secure the business. You do not want to have too many obstacles between the families being interested in your services, to the family actually committing to using your services.
SHOULD I PUT EVERYTHING ON MY GPL ON MY ONLINE CHECKOUT?
No, you want to avoid overwhelming the family. You only want to put on the most popular. Think 80/20 rule.
HOW MUCH MERCHANDISE SHOULD I DISPLAY?
2-5 cremation caskets. 6-12 urns, 6-15 keepsakes/jewelry.
WHAT CALCULATIONS CAN I AUTOMATE?
Death certificate pricing, mileage fees, and permits fees.
Step 3: You need to implement a repeatable, trackable, structured sales process that everyone on the team follows.
HOW DO YOU ASK FOR AN EMAIL ADDRESS?
Put yourself in their shoes. You want to ask for their email address to benefit them. So, if they are asking for pricing, for example, you can let them know you will be able to send it over to them in writing as well, so they have something to reference to. Then ask the best email address to send it to.
WHAT SHOULD BE INCLUDED IN THE EMAIL SCRIPT?
Always include funeral home name, your name, contact details. You want to put as little responsibility on the family as possible. They may not remember who you are or where you’re from, so you need to make it easy. You should also include a call to action.
WHAT SHOULD THE CALL TO ACTION IN THE EMAIL PROPOSAL BE?
The call to action should lead to your online arrangements where the family can ultimately pay you.
Step 4: Turn families you just served into forever fans with social proof.
WHAT SHOULD I DO IF I GET A BAD REVIEW?
You should always respond to the review publicly. Do not argue with the family. If the review is unreasonable or not real, simply state the facts. Do not get defensive. Most people will read reviews with a grain of salt. You just need enough good reviews to drown out the few bad ones.
HOW MANY REVIEWS SHOULD I HAVE?
The more the better. A good conversion rate would be about 10%-13% of families you serve leave a review.
HOW SHOULD I ASK FOR REVIEWS?
Always make it easy for them. Sending them a link to the actual place where they write the review is the easiest. Asking someone in person to write a review when they get home is a recipe for never getting a review. Avoid long surveys.