CUSTOMER MARKETING FOCUS In a perfect world, you could transfer all of your vault knowledge directly to your customers so they can give families all of the information they need to choose the right burial vault for their loved one. So how can you make a difference when you’re not there? Be sure that your customers have the right tools to explain the importance of a burial vault.
Marketing Touch Our funeral director panel emphasized the importance of quality graphics and videos that are designed to educate families. Vault companies offer a wide range of family-focused materials that can be customized for each of your customers. If you already have tools in place, reach out to your customers to be sure that they are trained on how to use them seamlessly. And, offer this scripting as an additional tool for the showroom. n
About the Authors Jill Darby and Ethan Darby, are part of the Darby family that owns and operates Trigard, which is based in Danville, Illinois, The company has catered to the varying needs of the death care industry since the 1960s. They regularly host Trigard University, a program dedicated to assisting burial vault dealers and funeral directors by providing the necessary tools to make their firms succeed in today’s funeral industry. Trigard believes that working closely with other death care providers enhances their knowledge of the industry, and allows everyone to stay a step ahead in today’s changing marketplace. You can contact Jill and Ethan at jilld@trigard.com and ethand@trigard.com respectively, or call (800) 637-1992 with any questions. August 2013 | NCBVA.ORG 17