Training Video #2

If you secretly dread the “price shopper” call… this is for you.

Mastering the Price Shopper Complex is not about learning to handle sales objections. It is about treating it as a clinical moment, a moral moment, a systems moment, and a training moment. The true work is teaching directors how to translate frames, hold cognitive escrow, price emotional labor honestly, and safeguard everyone from future regret. This is the foundation of a service that is not only profitable but also profoundly and sustainably human.

What if your least favorite call became your most valuable one?

Why This Call Matters More Than Most. . .

Mastering the Price Shopper Complex

Every funeral home gets that call:

“Hi… how much do you charge for…?”

It sounds simple. It never is.

In high-emotion, high-stakes work like funeral and cremation care, that question is where:

* Premium providers get dragged into a commodity race, or

* High-trust, high-margin relationships begin

What you and I have been calling the Price Shopper Complex is not really about “difficult callers.” It’s about the collision of three things:

1. A family in shock, trying to reduce unbearable complexity into a single number

2. A marketplace that has quietly trained them to think “everyone’s basically the same”

3. A professional whose emotional labor is already taxed—and who may not be fully self-sold on their own value

When those three collide, the conversation usually devolves into:

1. Defensiveness

2. Rushed price quotes

3. Discounting

4. Regret on both sides

But it doesn’t have to.

Handled correctly, the price shopper call becomes:

1. Your clearest mirror of where your value story is weak

2. Your fastest path to differentiating your care

3. One of the easiest calls to convert, because the family is often further along in their decision than you realize.

Helping Clients

"see" the difference:

A Quick Lesson in Quantifying Value

The Revenue Generating Receptionist/Front Desk Associate

Advanced Level Training

SPECIAL TRAINING:

Making the First Sale -

Building Inner wherewithal of self-sold

Price shoppers behave like mirrors.

Price Shoppers as Mirrors (And Why They Trigger You)

They don’t just reveal what they think. They surface what you aren’t sure about:

Where you can’t, on command, explain why your way is different.

Where you can’t, on command, explain why your way is different.

Where your inner caregiver and your inner salesperson are still fighting with each other.

That last part is huge in funeral care.

You’re not selling T-shirts. You’re selling emotional labor:

Your ability to stay steady while others fall apart

Your attention to detail when everyone’s exhausted

That emotional labor is the real product. But:

You’re rarely trained to see it as a product

You’re almost never trained to name it

And you’re actively afraid of “sounding salesy” when you try

So when a price shopper calls, they accidentally press on the wound:

“How much is this worth?”

If on the inside you’re thinking, “I don’t know how to explain it without sounding like I’m selling grief,” you will:

  • Get reactive

  • Over-explain

  • Default to price Or

  • quietly resent the caller

Core idea: The Price Shopper Complex is the external symptom of an internal problem—you’re not fully self-sold on your own value story yet.

The Four “Why” Questions Every Funeral Director Must Answer

To truly master the Price Shopper Complex, every funeral professional needs internal, self-sold answers to four core questions:

1. Why should I pay more?

2. Why should I decide today?

3. Why should I choose your solution / your firm?

4. And most importantly: Why should I choose you personally to be my funeral director?

If you don’t have clear, believable answers that you believe in, you will always feel slightly off balance when price pressure shows up. When you do have them, your energy shifts from defending to inviting.

The Shift: From Retail Scramble to Clinical Partnership

The Shift: From Retail Scramble to Clinical Partnership

Own the Relationship.

Improve Outcomes.

Grow Revenue—Clinically.

Referral Engine: Executive Recap

Connect your data sources and launch a seamless funnel in minutes.

Account Conquest

Capturing Hospice Accounts

Building Census Count Pipeline

A Consistent and Reliable Continuum of Care Referral Base

This system can streamlined your strategy process and helped you secure families and YES Hospices- faster with clear focus.

Chet Dossier

Happy Client

Using this funnel improved our team’s productivity and alignment, making strategic management.

LitishaRN@MacylandHospice..

Trusted Partner

I always have training material to keep my staff motivated and strategy that excites the room - for real, talk to him.

Robert G.

Valued Customer - Independant HOME Owner

Frequently Asked Questions

Find answers to common questions about how this funnel can help grow and streamline your business. Reach out if you need more info!

  • What do You do exactly?

We help funeral directors do the thing nobody ever really trained you for: turn the hardest work in the world into something sustainable, effective, and valuable.

We show you how to build clinical, trust-based partnerships with hospices so referrals and first calls become predictable instead of random, and how to handle those first conversations in a way that lowers trauma, protects families, and still supports full-price services—even with price-conscious shoppers.

We coach you through the emotional labor and dissonance of being both caregiver and seller, giving you language, frameworks, and habits that reduce burnout instead of amplifying it. We help you rethink and articulate their value so they can interview better, negotiate better, lead better, and, if needed, find the right next role instead of staying stuck.

For owners and managers, We help you find and evaluate talent, build emotionally intelligent teams, and put process around delivering reliable, high-quality care under pressure.

Underneath all of it, We work gives funeral professionals a structured way to align ethics, outcomes, and revenue—so families, staff, and the business all have a more stable, sustainable path forward.

  • How can it help my business?

It helps your business by turning what’s now fragile, personality-driven goodwill into a repeatable, documented engine for both care and revenue.

Instead of “hoping” hospices keep recommending you, you build structured partnerships and education that make your firm the safest, most clinically aligned option in their eyes—which means more first calls, more at-need and pre-need opportunities, and less pressure to discount.

Over time, you end up with something most firms never have: a clear, defensible value story, documented systems, and a more predictable book of business that’s worth more—whether you’re growing, handing it off, or planning your exit.

  • Why will it work for me/us"

It works because it’s built for the exact reality you’re already in—high emotion, high stakes, and no extra time. I’m not asking you or your staff to become different people; I’m giving you language and structure that fit how you already see families, grief, and care. The approach is grounded in grief psychology, clinical communication, and the actual constraints of funeral work, so you’re not trying to bolt on some generic “sales system” that dies the minute things get busy. Instead, we layer small, repeatable changes into conversations you’re already having—with hospices, with families, with your own team—so results show up as more consistent calls, calmer first meetings, and less emotional wear-and-tear. It works because it doesn’t fight your instincts as a caregiver; it finally gives those instincts a system.

  • Can we Guarantee Results?

Short answer: no—BUT- that’s exactly why this is credible.

I can’t guarantee specific numbers for any one firm, because - we haven't even talked yet.

What I do guarantee is that you’ll get a clear, evidence-based framework, language that’s been pressure-tested in real hospice and funeral settings, and practical tools you can actually use with your team. If you show up, apply the work, and give it a fair run, you’ll never again be guessing about what to say, when to say it, or how to build hospice partnerships—you’ll have a system instead of hope.

The good news is, we have pay as you go, and have literally priced our services so you can't afford not to do it! Talk to an agent today for pricing details or check our our quick pricing page: General Price List