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Funeral Register Books and Stationery
Packaging
By Matt Frazer
Today, many funeral homes have some sort of funeral
stationery package that they offer their client
families. The most common funeral stationery package
consists of one register book, one hundred memorial
folders, fifty thank you cards, and four keepsake
bookmarks. Some funeral homes decide to also package in
other items such as a tribute video or funeral candle as
an additional keepsake for the family.
The first thing we need to look at is how do we offer
funeral stationery packages to the family? One of the
biggest funeral stationery companies in the profession
(I won't name names) thinks the best way to package and
sell is by the good, better, best scenario.
What this means, is that you will create three levels of
stationery packages and display those packages on the
wall in accordance to those levels. Typically, the only
thing that is different in the three levels is the
quality of the register book. For example, one might
have three books in the "good" package, three books in
the "better" package, and three books in the "best"
package. In theory, 90% of your families will pick out
the "better" package. The only reason you have the
"best" package, is to help move the family up one level
from the lowest package to the "better" package. Sounds
good, right? Not exactly, let me explain...
In a normal retail environment this "scheme" is used
daily. Most of the time, it works like a charm. However,
in the funeral profession, I'd say stay away from it.
Not only stay away from it, but I'd run from it as fast
you can. I think the goal of the funeral home is to try
and simplify the arrangement process, not make it more
confusing and cumbersome. By offering a good, better,
best selection, you are no doubt making things more
confusing. You are having the family make one more price
decision where it isn't necessary.
Let's look at the real reason why a funeral stationery
company might want to sell the funeral home on a good,
better, best solution. The reason why, is because then
the funeral stationery supplier can justify selling you
the higher end funeral register book at a very high
cost. For example, the low end book might cost you $15,
the middle book $30, and the high end book $60. Imagine
if that salesman can talk all his clients into buying
the $60 book 10% of the time. Huge margins for him /
her, while in return the funeral home suffers.
So in the end, what does a good, better, best funeral
stationery package offer your funeral home? Nothing,
just the opposite, it brings in another pricing decision
for your families, it creates more unnecessary choices,
and it confuses everyone.
Offer simplified funeral register book and stationery
packages:
If 90% of your families are choosing the middle package
to begin with, why not offer simplified pricing? Put
three to five books on the wall and tell your family to
pick which one they want. Tell them each book cost the
same, it doesn't matter which one you pick.
Where does the real value come from in a funeral
register book?
Do you think the value of the book really has anything
to do with the "outside cover?" The answer to that is,
no. If you want to add real value to the book, look at
how you create the inside of the book. Start adding more
of the life story by adding more photos, family history,
favorite recipes, etc. Start theming the register book
to the loved ones favorite interest, hobby, occupation,
or religious background. Do all those things and
families will not only find more value, but they will
buy additional books from you.
Choose Frazer Consultants for the most cutting edge
funeral technology, their new Tribute Center will make
producing the most personalized funeral register books
and stationery easier then you have ever imagined. Don't
believe me? Check out this training video.
To take your funeral home to the next level with funeral
register books and stationery, look no further than the
leading funeral personalization and technology provider
in the funeral industry, Frazer Consultants. Join the
revolution, surpass your competitors, and impress your
families by creating lasting memories that will never be
forgotten. |
