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President's Letter:
Paul Elvig
Paul M. Elvig, ICCFA president for 2007-2008
Advance shopping/selling is good for all
"We must urge the public to shop for funeral products and services in advance." Statements such as this have been repeated in public hearings before the Federal Trade Commission, in publications directed at seniors and in personal advice columns and seminars over the last 30 years.
The public has been urged to take more responsibility for their death care decisions and to be better informed. Various state attorney general offices and consumer protection agencies have produced booklets and brochures such as, "When a Death Occurs." It seems to be public policy to ask: "Just how do we get the public's attention in this area?"
At the same time, across town, so to speak, cemetery and funeral home owners debate how best to advertise their services. Billboards? Direct mail? How about television and radio advertising? "There has to be a way to get our message out." The topic has been the subject of seminars and study groups. How do you advertise?
If we could just get our name out with better brochures and better media we could increase our future market share. Advertising and promotion budgets exceeding hundreds of thousands of dollars have been proposed and spent. So how are we are going to get our name out there?
Comes now the lowly preneed sales person making those referal calls in person or by phone. "Hi, I am from The Grass is Greener Memorial Gardens and I want to talk with you about a need you have, quite possibly one you don't know you have." Discussion is opened, business name is used, prices are reviewed and the potential customer learns of funeral costs in advance. Relationships are built and friendships are established.
There we have it! Preneed is the answer to much public gnashing of teeth over becoming informed about funeral and cemetery choices. Preneed brings information to each consumer in a personal, one-on-one basis. Preneed programs that cover a city, all zip codes, and cover it well, can become one of the most powerful advertising tools a firm has available. The company's name is spoken and repeated. Good preneed sales counselors learn the skill of name promotion better than most people running for office. Price lists, maps and product information are the tools of the trade. The cost: pay as you go.
Families "shopping" with a preneed counselor are offered what just may be for many a first look at pricing. Preneed arrangements are made by customers from a position of strength after information-gathering. Isn't that what the FTC is asking for?
Preneed purchases offering terms, in some cases up to 72 months, address the criticism that funeral or cemetery costs are too much. As with arranging weddings, the consumer determines how much is too much, how much is just right. Families arranging preneed are best able to consider all options.
And, whether a purchase is made or not, the process gives the funeral home, cemetery or crematory one-on-one name promotion. Even those who don't buy preneed may recall that name when the at-need situation arises.
Paul Elvig
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