Reviving Sympathy Sales Jeff Corbin, AAF, AIFD, PFCI

Transcription

1 Reviving Sympathy Sales Jeff Corbin, AAF, AIFD, PFCI November 12, 2013

2 Reviving Sympathy Sales Imagine A Funeral Without Flowers FTD Confidential/Proprietary documents and should not be copied or redistributed. 2

3 Increased Baby Boomers = Increased deaths Increased deaths Increased Sympathy Sales What s wrong here?

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. 4

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. 5

6 Reviving Sympathy Sales Relationship With Funeral Home Good, Bad, Indifferent? FTD Confidential/Proprietary documents and should not be copied or redistributed. 6

7 Competition for Funeral Home Support Free Websites FTD Confidential/Proprietary documents and should not be copied or redistributed. 7

8 Competition for Funeral Home Support FTD Confidential/Proprietary documents and should not be copied or redistributed. 8

9 Competition for Funeral Home Support FTD Confidential/Proprietary documents and should not be copied or redistributed. 9

10 Competition for Funeral Home Support FTD Confidential/Proprietary documents and should not be copied or redistributed. 10

11 Competition for Funeral Home Support FTD Confidential/Proprietary documents and should not be copied or redistributed. 11

12 Reviving Sympathy Sales Increase Sympathy Sales Improve Funeral Home Relationships Consumer Direct Advertising Evaluate Product Offerings FTD Confidential/Proprietary documents and should not be copied or redistributed. 12

13 Improve Your Funeral Home Relationship

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. 14

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. 15

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. 16

17 Improving Funeral Home Relationship Origination Fees Yes or No? Percentage Payment terms Employee benefits FTD Confidential/Proprietary documents and should not be copied or redistributed. 17

18 Consumer Direct Advertising

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. 19

20 Consumer Direct Advertising Mailer/Handout/Stuffers FTD Confidential/Proprietary documents and should not be copied or redistributed. 20

21 Consumer Direct Advertising Billboards FTD Confidential/Proprietary documents and should not be copied or redistributed. 21

22 Consumer Direct Advertising Social Media FTD Confidential/Proprietary documents and should not be copied or redistributed. 22

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. 23

24 Website Landing Pages FTD Confidential/Proprietary documents and should not be copied or redistributed. 24

25 Website Landing Pages FTD Confidential/Proprietary documents and should not be copied or redistributed. 25

26 Evaluate Product Offerings

27 Evaluate Product Offerings Flowers Unique tributes FTD Confidential/Proprietary documents and should not be copied or redistributed. 27

28 Evaluate Product Offerings Plants Trees/Perennials FTD Confidential/Proprietary documents and should not be copied or redistributed. 28

29 Evaluate Product Offerings Memory Gifts Garden Plaques Memory Blankets/Throws FTD Confidential/Proprietary documents and should not be copied or redistributed. 29

30 Evaluate Product Offerings Food/Comfort Baskets FTD Confidential/Proprietary documents and should not be copied or redistributed. 30

31 Reviving Sympathy Sales Special Thanks to: FTD Confidential/Proprietary documents and should not be copied or redistributed. 31

32 Questions??? Handouts are available at: FTDi.com/FTDUniversity/webinarmaterials.htm Webinar will be available to view at: FTDUniversity.com