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April 2005 YB News
By Michael T. Baklarz
A little bit of quality
Will always make 'em smile;
A little bit of courtesy
Will bring 'em in a mile;
A little bit of friendliness
Will tickle 'em 'tis plain -
And a little bit of service
Will bring 'em back again
Anonymous
The most important selling aspect in our industry is person-to-person selling. We can do all the marketing that we can, but in most cases, it is up to the cemetery counselor, funeral home director or monument retailer to close the sale with a special, genuine and dedicated approach.
Over my more than 25 years' experience in our industry, I have learned that selling is not a science. It is an art. I believe that the most important sales qualities one can have in our industry hinge on human and compassionate qualities, over other important qualities, such as being prepared or paying attention to details.
Like most forward-looking firms that are hanging their future growth on personalization, the best memorialization salespersons are respected for their professional and personable qualities; their ability to appreciate and understand what customers want; and their ability to make customers or family members feel important or good about themselves. All this requires exceptional talent.
The good salesperson is not only selling a product but value and trust. These qualities must also be reflected in the salesperson. What are some other key qualities and competencies that make a good salesperson in our industry? Some of them may appear obvious. Let me list the most important ones:
You may not lose a sale because of dirty finger nails. But it's certain that clean fingernails will NEVER lose you a sale. Why take the risk? You don't have to be dressed to the nines. Your clothes can be old or even worn. So long as they are tidy and clean, you are also reflecting those responsible qualities yourself.
Drop habits that might irritate family members, such as fidgeting with fingers, or talking on a cell phone in front of family members. Look people straight in the eye.
The golden sales command, never stop listening to understand needs of families. Follow up with questions that directly relate to what people want in a memorial. Encourage family members to talk about themselves so you can learn more about them.
This, of course, is impossible. But do everything you can to put yourself in the shoes or mind of the customer.
Know exactly what you will present to families. With economy of effort, guide families through materials or choices, but never burden them with too much information.
Provide information that assures family members. For example, if a family member or loved one is interested in a certain style or color, remark that an interesting person recently ordered a similar style, or whatever the case may be, that many other people have also been choosing this option.
Know your product lines inside-out. Read trade magazines. Subscribe to your local newspaper. Keep in touch with news and developments that affect your community. Having detailed micro-knowledge about your products and services and wider, macro-knowledge of your business, community and the world says that you care about people and what's happening around you. Never flaunt your knowledge. Respond to families in an informative, constructive and empathic manner about any developments they mention that you may have knowledge of.
Whatever you tell families about a memorial or service option, be honest. Never stretch a tale. Dishonesty may come back to haunt you and instantly tarnish your carefully developed reputation.
If a slip-up occurs, do everything you can to remedy the situation immediately. If the mistake means a loss on the sale or service, take the short-term loss so that you will be able to continue generating long-term gains.
Most people keep big promises. The majority forget little ones. Every little promise - when the obituary will be out, the memorial delivered or the pastor will preside over the service - is deemed extremely important to families. Keep families informed of delays and provide them with supportive information.
Believe in yourself. Smile. Don't take yourself too seriously.
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Michael T. Baklarz is vice president of business development for the Memorial Group of the Cold Spring Granite Co., a leading fabricator, designer and distributor of granite and bronze products. The Cold Spring Granite Memorial Group offers the broadest line of memorial products, including upright monuments, flat markers, cast bronze memorials with granite bases, urns, columbariums, cremation memorials, community and family mausoleums, benches, and specialty cemetery features. For more information, visit www.coldspringgranite.com.
Michael T. Baklarz has more than 25 years of diverse experience in sales, marketing, finance, and strategic planning and is an active member of the Monument Builders of North America and International Cemetery and Funeral Association. He attended the U.S. Naval Academy for two years and completed his undergraduate degree at Duquesne University. He also holds a master's degree in business administration from Ashland College.
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