Webinar: The Consumers Journey to Purchasing Funeral Services
ceus
May 21st, 2025 at 1:00pm
Virtual, link to be provided
Wednesday, May 21 | 1-2pm
The Consumers Journey to Purchasing Funeral Services (1 CEU)
Presenter: Bill Johnston
When a funeral home experiences an increase in cremation rates alongside stagnant call volumes, the only logical outcome is diminishing margins. This trend poses a significant financial threat to the stability of funeral service providers. For those who recognize the urgency of this issue, change becomes imperative.
Defining change as an increase in both call volume and market share necessitates the adoption of innovative marketing and advertising strategies. This session is designed to introduce such transformative approaches, equipping funeral professionals with the tools to reverse negative trends and ensure sustainable business growth.
The seminar begins by introducing “The Funeral Sales Funnel”, a graphical marketing metaphor that maps the future funeral consumer’s journey to purchasing funeral services in five distinct phases: Awareness, Interest, Desire, Action, and Retention.
When attendees visualize the consumer’s journey, they will gain insights into the progression of consumer thinking, the influential role of their subconscious mind, and how they relate to funeral home marketing and advertising over time. The objective? When a consumer discovers they have a problem, and that problem is death, “your funeral home should be the only and obvious choice.”
The Roadmap for Growing Market Share and Revenue includes directions on defining a funeral home’s Ideal Consumer based on its funeral home type, how “The Informative Advertising Style” using real people establishes trust, and what media to use based on goals and call volume.
