Why listen to Eagan?  For starters, he's the head of Preneed Funeral Programs, Metairie, La., which has helped hundreds of firms nationwide boost pre-need sales - often dramatically.  But Eagan has also played a huge role in the success of his family's funeral home, which signs a staggering 3 pre-needs for every at-need service performed.  (Benchmark:  That 300% pre-need to at-need ratio is nearly eight times the 40% average for funeral homes nationwide.)

            Now, you might find home-based sales a radical departure from your pre-need M.O. - and indeed, there are some cushy advantages to meeting prospects at your firm.  Families can get acquainted with your facilities, merchandise and staff - plus, you stay in control of your sales environment.

            On the other hand, home-based pre-need is a nice comfort for those who are physically disabled, and you may get to talk to related clergy, family members or neighbors.  Plus, you can comment on the person's pictures and mementos, which builds a solid relationship with the family, adds fellow "Pre-Need Power Plays" presenter and FD Bill McReavy, Washburn-McReavy Funeral Chapels (12 locations; 2,300 calls), Minneapolis, Minn.

            We'll bring you more on the home vs. funeral home-based pre-need debate in upcoming issues.  For now, here are 6 more tips that'll add meat to any growing pre-need program:

            1.  Follow up with families in person to make pre-need appointments, Eagan recommends.  This is the step you take after a) you send out a direct mail piece or print ad with mail-back coupon, and b) families respond that they'd like to meet with you for more info.  Don't rely on a telephone call to make that first, crucial follow-up with the family, Eagan urges.

            Instead, get your pre-need counselors to knock on doors and set appointments, but DON'T let them meet with families at that time, he warns.  Eagan says that employees with his program would even get fired if they did just that.  Make this your motto:  Sell the appointment first, then sell the pre-need.  It makes your approach a little softer, yet still effective.  His counselors will tell families that they're passing through the neighborhood and wanted to set a future meeting.

             2.  Ask, "Did this person have a pre-need?"  when families make that first at-need call, Eagan suggests.  That helps you track down the necessary paperwork, but it also plants the seed in their mind to ask what pre-need is and see if it's something they should examine.

            3.  Aim for 10 pre-need contracts for every 10 at-need services performed.  That's considered a 100% pre-need to at-need ratio.  If you're starting slowly, then 6 pre-needs for every 10 at-needs - or 60% - is more realistic, Eagan adds.  Two more quantifiable goals:  1)  Aim for pre-need sales that are $200-$300 more than your at-need sales, Eagan advises.  2) Build a pre-need backlog that's worth 2 years of your annual revenues, recommends FD A.J. Daoud, Cox-Needham Funeral Home (225 calls), Pilot Mountain, N.C.

             4.  Track your pre-need expenses, advises Dan Isard, president of the Foresight Companies, Phoenix.  You can identify potential opportunities to whittle costs.  You should know your cost per lead, cost per appointment and cost per contract.  Example:  Let's say you spend $5,200 a year on a $100 weekly newspaper ad with a mail-in coupon.  You receive 250 inquiries from that, so your cost per lead is $20.  You make 75 appointments from inquiries, so you have a cost per appointment of $70.  You then close 25 pre-needs, or 37 total contracts since some of those are both husband and wife. So, you're cost per contract is $141.  Note:  Direct mail can bring those costs down.

             5.  Separate the duties of at-need and pre-need staff, our presenters suggest (FSI 7/9/01).  You won't reach a 60% or 100% ratio if the two aren't separate.  If you keep your pre-need staff on the go with in-home arrangements, you won't have them there as often to help with at-need.  That's a good thing, Eagan adds. Some more stats from Eagan on good benchmarks for your pre-need staff:  Hire a full-time counselor when you hit 250 calls and aim for at least 1 annual million-dollar producer.

            However, you won't get that kind of producer unless you pay them accordingly, says Suzanne Elkins, president of Pre-Smart, Lexington, Ky.  She and Eagan say that an average pre-need counselor's annual salary should be $70,000 - $100,000.  It's a lot, but if you're a smaller firm, you can share that counselor part-time with a non-competing funeral home  (FSI 8/20/01).