Avoid Losing Customers on the First Call | Ashley Jones (Parting Pro) #67

When a family calls your funeral home, they are not shopping for a product. They are searching for peace of mind. In this episode of The Direct Cremation Podcast, host Tyler Yamasaki and guest Ashley Jones break down the first phone call and show how simple changes in phrasing and flow can build trust fast. If you lead sales, answer phones, or manage training for your team, this is a masterclass in turning a price inquiry into a real relationship.

Why the First Call Decides Everything

Families often find you on a cremation website, scan prices, then call two or three providers. That call reveals who you are. Ashley explains that most questions sound like pricing, but they hide a single decision-maker: can I trust you with my loved one. Your job is to answer that question while giving clear, honest numbers.

This approach fits any modern funeral home management playbook. Whether you run a storefront brand or a high-volume online cremation service, that first impression powers conversions across your entire funeral management system, your funeral arrangement software, and even your funeral website marketing.

Use the “Language of Care,” Not Insider Jargon

Industry terms can feel cold. Ashley recommends replacing them with language a family understands and feels. Try these swaps:

Decedent → your loved one, or the relationship such as your mother or your brother
Removal → transfer into our care
Refrigeration or storage → care center
First call → your first conversation with our team

These simple edits read naturally for families and set you apart from competitors. They also echo what the best funeral home software prompts teams to do: use consistent, empathetic phrasing that builds trust.

Start with Connection, then Share the Price

When someone asks for cremation prices, do not fire off a number and hang up. Ask for names and context first. A few seconds of rapport changes the entire tone.

“Who am I speaking with?”

”What is your loved one’s name?”

“Has your family had a chance to say goodbye?”

Then describe what is included before you give the price. This keeps the caller engaged and surfaces needs they have not considered.

Example: “Our direct cremation includes transferring your loved one into our care, filing the death certificate and permits, and guiding you through the paperwork. The price for that package is…”

This structure prevents the call from becoming transactional. It also opens natural paths to online funeral arrangements, brief viewings, witness cremations, urn selection, or a celebrant-led memorial, all of which can be presented through your funeral arranging software or funeral director app.

Avoid the Biggest Mistake

Do not assume a family that asks for direct cremation wants only the lowest cost. At Ashley’s former brand, many families chose a simple cremation and then invested in an urn or a brief goodbye because those moments mattered. Your role is to uncover what they value and guide them to the right plan, whether that is online cremations completed at home or an in-person service.

Close with a Clear Next Step

Every call should end with momentum. Ask for an email to send a simple proposal or pricing overview. If possible, collect a phone number for a next-day check-in. Keep the follow-up short, warm, and helpful. This is not pushy. It is professional service.

Sample close:

“What is the best email for you? I will send a short summary with pricing and next steps.”
“If any questions come up overnight, I am here to help. I will check in tomorrow to make sure you have what you need.”

Documenting these touch points inside your funeral service software or mortuary software keeps your team aligned, speeds response time, and improves win rates.

Bring it All Together with Your Tech Stack

The conversation on the podcast pairs perfectly with a modern funeral management system:

Use your best online cremation software or cremation software to trigger proposal emails and collect e-signatures.
Route web leads from your cremation website into your funeral home software for fast follow-up.
Standardize language of care inside templates, call scripts, and notes so your team sounds consistent across shifts.
Track conversions from calls, proposals, and online cremation services for smarter cremation advertising.
If you use crematory software, link operational steps to the case so every promise made on the phone is delivered on time.

These are not only innovative funeral home ideas. They are practical steps that reduce friction, improve families’ experience, and help your staff do more with less.

Quick Checklist for Your Next Call

Use names early to create connection.
Lead with what is included, then give the price.
Offer one optional service that fits their situation, such as a brief viewing or witness cremation.
Close with a next step: a proposal email, a scheduled follow-up, or an online arrangement link.
Log the call and send the proposal through your funeral planning software or funeral home management tools.

Ready to hear the full conversation and train your team with real examples from the field? Watch the episode and share it at your next staff meeting!

Watch the episode: https://youtu.be/3zTHz0mGsmM