Do you remember when your funeral home was built?

When the walls went up, a team was responsible for ensuring that your funeral home had a strong foundation and everything it needed to stand on its own.

Like the concrete that supports your building, there are parts of your funeral home that serve as the foundation of your business. Your caring service. Your reputation with families. Your positive cashflow.

And your preneed program, which can be significantly impacted by the preneed sales training you and your funeral home staff receive.

Thoughtful and intentional preneed sales training can equip your funeral home with the skills to grow your business, protect your future, and serve families with greater care and confidence.

However, many funeral homes overlook this key part of their preneed program. Some believe they’ve done fine without official training. Others assume how they talked to past generations of families is the same way they can speak to today’s funeral consumers.

But how you sell to families is just as important as what you sell, and skipping sales training carries real risk for your funeral home.

Let’s explore why the right training matters and what it can do for your team, families, and future.

1. Sales training grows your preneed business

Most funeral homes want to grow their preneed program but don’t know where to start. The right sales training can provide a structure that produces real results for your business.

When you receive training, you’ll learn how to start preplanning conversations, build trust, and follow up consistently with families. You’ll know how to introduce preplanning in an educational and caring way, which will lead to more families seeing the value of prearrangements and wanting to preplan with you.

And when you see an increase in families preplanning with you, your funeral home will experience a rise in value, support for future revenue, a decrease in unnecessary debt, and stronger customer loyalty.

With the right preneed sales training, you and your staff will have a foundation of confidence that will help you improve your ability to close on preneed contracts, regardless of your experience or whether you have the “sales gene.” Having natural sales talent is helpful for growing your preneed program, but training turns any level of talent into reliable results.

Remember, growth doesn’t happen by chance. It happens when your team has the right tools and training to succeed.

2. Sales training protects your future

Every preneed policy written today supports your funeral home’s future market share. That stability is more important than ever, as you may feel the pressures of increased competition and meeting families’ changing expectations.

The right sales training can help you navigate these challenges, but the key is to be open to new ways of promoting your preneed program. Today’s families have different preferences and ideas regarding funerals, so you need to know how to meet them where they are.

Some funeral professionals believe preneed sales strategies that worked 10, 20, or even 30 years ago will still work today. But relying on old habits in a shifting marketplace is a risk you can’t afford to take. Without a strong preneed program fueled by the right preneed sales training, your funeral home could face limited growth in the years ahead.

Sales training can help your team build momentum by consistently writing preneed contracts that strengthen your financial future and help you focus on serving families today.

3. Sales training improves family service

Most families want to preplan. They just need someone to guide them. That’s where you can help.

But some funeral professionals feel uneasy about discussing preplanning, making them feel like pushy salespeople and risking the relationship with the family.

That’s completely understandable. Giving a family a positive experience will always be your top priority. And the right sales training will teach you and your funeral home how to always lead with empathy, not pressure.

When trained well, you and your team will know how to ask thoughtful, open-ended questions, listen carefully, and offer solutions that meet a family’s unique needs and ease their burdens.

Without training, these important conversations may never happen. Or worse, they may be uncomfortable conversations, leaving the family with a poor experience in your funeral home.

Preneed sales training isn’t about pushing contracts. It’s about giving families the clarity, peace of mind, and support they need. The right training will help you make families feel supported, not sold to.

Secure your future with a strong foundation

You wouldn’t build a new location for your funeral home without a solid foundation. The same is true for your preneed program, which starts with having the right sales training.

Preneed sales training helps you grow your business, protect your future, and serve families more effectively. The right training will empower you and your staff to have meaningful conversations that educate – not sell – families on the value of preplanning.

It’s not just about selling. It’s about creating stability for your funeral home and delivering meaningful service to families.

Experience the best training in the funeral profession

If you’re ready to grow your preneed program and build a more secure future, we’d love to help you achieve those goals.

At Funeral Directors Life, we offer preneed sales training specifically designed to grow your sales professional’s skills and build lasting relationships with families.

Through our various trainings, your sales professional will learn how to:

– Communicate the value of a funeral

– Help create a memorable experience

– Increase sales numbers, volume, and contract averages

– Connect with today’s funeral consumers

– And more!

Whether you’re just getting started or looking to take your program to the next level, we have the training to support your funeral home’s success.

Fill out the form below to learn more about our preneed services, including our Select Producer Program, and see how we can help you build your foundation for today and the future.