Reviving Sympathy Sales - FTDi.com · November 12, 2013 Reviving Sympathy Sales Jeff Corbin, AAF,...
Transcript of Reviving Sympathy Sales - FTDi.com · November 12, 2013 Reviving Sympathy Sales Jeff Corbin, AAF,...
November 12, 2013
Reviving Sympathy Sales Jeff Corbin, AAF, AIFD, PFCI
FTD Confidential/Proprietary documents and should not be copied or redistributed. 2
Reviving Sympathy Sales
Imagine …
…A Funeral Without Flowers
Increased Baby Boomers = Increased deaths
Increased deaths ≠ Increased Sympathy Sales
What’s wrong here?
FTD Confidential/Proprietary documents and should not be copied or redistributed. 4
Reviving Sympathy Sales
Effects of “In Lieu of”
• Derogatory
– No alternatives
– Has created a mindset against flowers
FTD Confidential/Proprietary documents and should not be copied or redistributed. 5
Reviving Sympathy Sales
Traditional Sympathy Sales
• Regular customers
• WOM
• WAS
• Funeral Home Referrals
FTD Confidential/Proprietary documents and should not be copied or redistributed. 6
Reviving Sympathy Sales
Relationship With Funeral Home
• Good, Bad, Indifferent?
FTD Confidential/Proprietary documents and should not be copied or redistributed. 7
Competition for Funeral Home Support
Free Websites
– http://www.consolidatedfuneralservices.com/
– http://www.funeralone.com/
FTD Confidential/Proprietary documents and should not be copied or redistributed. 8
Competition for Funeral Home Support
• www.consolidatedfuneralservices.com
FTD Confidential/Proprietary documents and should not be copied or redistributed. 9
Competition for Funeral Home Support
www.consolidatedfuneralservices.com
FTD Confidential/Proprietary documents and should not be copied or redistributed. 10
Competition for Funeral Home Support
www.funeralone.com
FTD Confidential/Proprietary documents and should not be copied or redistributed. 11
Competition for Funeral Home Support
http://blog.funeralone.com/grow-your-
business/attract-families/funeral-home-
website-traffic-into-dollars/
FTD Confidential/Proprietary documents and should not be copied or redistributed. 12
Reviving Sympathy Sales
Increase Sympathy Sales – Improve Funeral Home Relationships
– Consumer Direct Advertising
– Evaluate Product Offerings
Improve Your Funeral
Home Relationship
FTD Confidential/Proprietary documents and should not be copied or redistributed. 14
Improving Funeral Home Relationship
Communications
• Discuss “In Lieu Of”
– Baby steps
– Personal “Thank You” when they do
• Ask Questions
– Expectations
– How can you do better
– How can you benefit them
– How can they benefit you
FTD Confidential/Proprietary documents and should not be copied or redistributed. 15
Improving Funeral Home Relationship
Image/Service
• Physical image
– Dress
– Clean Vehicles
• Attitude
• Current selection guides
• Reliability/punctuality
• Help them “look good”
FTD Confidential/Proprietary documents and should not be copied or redistributed. 16
Improving Funeral Home Relationship
Work Quality
• Freshness
• Mechanics/Balance
• Water
– Baskets & sprays
– Bottoms of vases/containers
• Styles/Trends
FTD Confidential/Proprietary documents and should not be copied or redistributed. 17
Improving Funeral Home Relationship
Origination Fees
• Yes or No?
– Percentage
– Payment terms
• Employee benefits
Consumer Direct
Advertising
FTD Confidential/Proprietary documents and should not be copied or redistributed. 19
Consumer Direct Advertising
• Low-key & Continuous
– Mailers/Handouts/Stuffers
– Billboards
– Social Media
– Work Style & Quality
– Website
FTD Confidential/Proprietary documents and should not be copied or redistributed. 20
Consumer Direct Advertising
Mailer/Handout/Stuffers
FTD Confidential/Proprietary documents and should not be copied or redistributed. 21
Consumer Direct Advertising
Billboards
FTD Confidential/Proprietary documents and should not be copied or redistributed. 22
Consumer Direct Advertising
Social Media
FTD Confidential/Proprietary documents and should not be copied or redistributed. 23
Consumer Direct Advertising
Website – Keep modern
– Informational pages for each locality
– Sympathy websites
• Include trivia, history, pictures
– Sympathy & death need not be morbid
FTD Confidential/Proprietary documents and should not be copied or redistributed. 24
Website – Landing Pages
FTD Confidential/Proprietary documents and should not be copied or redistributed. 25
Website – Landing Pages
Evaluate
Product Offerings
FTD Confidential/Proprietary documents and should not be copied or redistributed. 27
Evaluate Product Offerings
• Flowers
– Unique tributes
FTD Confidential/Proprietary documents and should not be copied or redistributed. 28
Evaluate Product Offerings
• Plants
– Trees/Perennials
FTD Confidential/Proprietary documents and should not be copied or redistributed. 29
Evaluate Product Offerings
• Memory Gifts
– Garden Plaques
– Memory Blankets/Throws
FTD Confidential/Proprietary documents and should not be copied or redistributed. 30
Evaluate Product Offerings
• Food/Comfort Baskets
FTD Confidential/Proprietary documents and should not be copied or redistributed. 31
Reviving Sympathy Sales
Special Thanks to:
Questions???
Email: [email protected]
Handouts are available at: FTDi.com/FTDUniversity/webinarmaterials.htm
Webinar will be available to view at: FTDUniversity.com