During the last 10 years of Howard Raether’s life, the distinguished Executive Director of NFDA, I enjoyed debating him whether or not the word "selling" had application to the role of funeral directors and arrangers. Howard did not believe selling had any place in funeral service. For many professionals, selling, even the very idea of it, is easy to dislike.

Be that as it may, one fact is undeniable: Life is a sale. And the path to success at both living and selling is the same. As a young child, you sold your parents on taking you to the movies or Disneyland and later to buy you a car. You sold your college to accept you; you sold your friends on which restaurant to go to. You sold your employer on why he/she should hire you. As funeral directors, the competitive marketplace often requires selling a prospective client family on the benefits of using your firm, not a competitor.

The question is not, "Are you a salesperson?" The question is, "How can I become more effective at doing it?"

Inexperienced salespersons usually start their pitches with price and product, then talk about the company. Only at the end, and perhaps not even then, do they sell themselves.

Experienced and successful salespersons work in the opposite direction – they sell themselves and their organization, and then discuss the product. The first thing you "sell" is yourself.

I believe that people buy integrity and want to do business with people who keep their promise... that attitude sells big time.... that people buy from people who are adept at helping them understand their real needs (for us, this goes far beyond just disposing of the body). From experience, I know that people value – and pay for – the way I make them feel. Never forget that when a client family chooses you to serve them, they buy all of you!

Special Request: My longtime friend, Mary Jackson, was involved in a head-on auto crash two weeks ago and sustained life-threatening injuries. She is facing several major surgeries and a long recovery. Mary is a wonderful wife, mother, grandmother and friend to many. Several thousand people receive this email and prayers are urgently needed. I ask, please take one moment right now and ask your Almighty, whomever that might be, to intercede and help Mary and her family during this difficult time. Thank you.