Section 2.3: Consumer Communication & Sales Presentations

Consumer Communication & Sales Presentations

The merchandise selection process is a highly sensitive phase of the funeral arrangement conference. Families are often experiencing acute grief, cognitive overload, and financial stress. The funeral director's communication style must balance clear, professional education with regulatory compliance and deep empathy. The National Board Exam (NBE) tests a candidate's knowledge of sales presentation styles, ethical communication boundaries, and strict adherence to the Federal Trade Commission (FTC) Funeral Rule.

Sales Presentation Methods: Direct vs. Indirect

When presenting caskets and outer burial containers to a family, the funeral director typically uses one of two methods: the direct presentation method or the indirect presentation method.

Direct Presentation Method

In the direct presentation method, the funeral director remains in the selection room with the family during the entire selection process.

• Advantages:
  • Immediate Support: The director is present to provide emotional comfort if a family member becomes overwhelmed.
  • On-Demand Information: The director can answer technical questions immediately (e.g., explaining the difference between 18-gauge steel and stainless steel).
  • Observational Adjustment: The director can observe non-verbal communication (body language, hesitations) and steer the conversation to address unvoiced concerns.
• Disadvantages:
  • Perceived Pressure: The family may feel watched, rushed, or pressured to make a decision or spend more money.
  • Lack of Privacy: Family members may hesitate to discuss their personal financial limits or disagree about options in front of a professional.

Indirect Presentation Method

In the indirect presentation method, the funeral director explains the layout of the selection room, presents the educational Demonstration Group, gives the family the Casket Price List (CPL), and then leaves the room, allowing the family to browse in private. The director remains nearby (e.g., right outside the door) to answer questions when the family is ready.

• Advantages:
  • Complete Privacy: The family can openly discuss budgets, split expenses, and share personal opinions without a third party present.
  • Reduced Sales Pressure: Eliminates the feeling of being "sold" or monitored.
  • Autonomy: Empowers the family to make decisions at their own pace.
• Disadvantages:
  • Delayed Clarification: If the family has a question about a specific product, they must stop their process to find the director.
  • Loss of Guidance: The director cannot assist if the family becomes confused by price tags or material differences.

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Comparison of Presentation Styles

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Ethical Merchandising and Budget Adaptation

A funeral director must maintain the highest ethical standards during sales presentations. The objective is to guide the family to a selection that honors their loved one while respecting their financial boundaries.

Avoiding Unethical Sales Tactics

• Steering: The unethical practice of guiding a family toward more expensive merchandise by disparaging lower-priced items, hiding cheap options, or ignoring the family's stated budget.
• Shaming (Guilt Selling): The practice of implying that the amount of money spent on merchandise is a direct measure of the family's love and respect for the deceased (e.g., asking "Don't you think your mother deserves a casket that seals?").
• Misrepresentation of Protective Features: Claiming that a protective (gasketed) casket will preserve the body indefinitely, prevent decomposition, or act as a preservative. Gasketed caskets only retard the entry of water and gravesite soil; they do not prevent natural post-mortem biological changes. Making such claims is highly unethical and a direct violation of federal law.

Value-Based Presentations

Effective sales communication focuses on presenting the value of the merchandise rather than just its price. This involves:

• Translating technical terms into consumer benefits (e.g., explaining that an 18-gauge steel casket is thicker and stronger than a 20-gauge casket, rather than just stating the gauge numbers).
• Highlighting personalization options (such as interchangeable corner pieces, embroidered cap panels, or themed hardware) that make the merchandise a meaningful tribute.

Adapting to Budgets

The funeral director should discuss financial expectations during the arrangement conference before entering the selection room. If a family indicates a specific budget, the director should respect that boundary by pointing out high-value options within that price range and avoiding showing caskets that are significantly outside their budget unless requested.

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FTC Funeral Rule Compliance in the Selection Room

The Federal Trade Commission (FTC) Funeral Rule enforces strict consumer protection guidelines that must be integrated into the sales presentation.

1. Casket Price List (CPL) Distribution: The funeral director must hand-deliver the CPL to the consumer prior to discussing or showing caskets. This requirement applies whether showing physical caskets, fractional displays, photographs in a catalog, or digital images on a computer screen.
2. Outer Burial Container Price List (OBCPL) Distribution: The director must hand-deliver the OBCPL to the consumer prior to discussing or showing outer burial containers (vaults or grave liners).
3. Required Disclosures: The CPL and OBCPL must contain specific, word-for-word FTC disclosures, including the statement that outer burial containers are generally not required by law, though cemeteries may require them.
4. No Required Purchases: The funeral home cannot require a family to purchase a casket for direct cremation. An alternative container (such as a cardboard or unfinished wood box) must be offered and disclosed on the GPL.