Selling custom memorial pieces requires a delicate balance of compassion, confidence, and expertise. Whether you're conducting in-person consultations, taking sympathy orders over the phone, or helping customers select tributes in your shop, the principles we'll explore can transform how you approach these important conversations.

Reframing Your Mindset: Service Over Sales

Early in my career, I struggled with making suggestions during sympathy consultations. I worried that customers would think I was being pushy or insensitive. What I (eventually) learned changed everything: by offering suggestions and sharing design ideas, I was actually serving my customers better.

Here's the truth that every florist needs to understand: Families come to you specifically for your expertise, creativity, and guidance. They're counting on you to lead them through difficult decisions when they're emotionally overwhelmed. When you hold back your professional recommendations, you're doing them a disservice.

Your customers expect to pay for your products, services, and creative skills. In fact, that's exactly why they chose your business. Don't apologize for providing value. If a family doesn't connect with an idea or it exceeds their budget, they'll tell you, and you can simply move to the next option. But you'll never sell those beautiful, personalized sympathy pieces if you can't communicate about them confidently.

Products used: OASIS® Midnight Floral Foam in Double Casket Saddle

Reading the Room and Building Connection

Every family consultation is unique. Some customers arrive with clear vision and set budgets, while others feel overwhelmed and indecisive. As florists, we must navigate these situations with tact while serving as compassionate guides.

Start with the basics - service date, location, casket or urn color - before transitioning to style and design discussions. Notice that word: transition. Even if the family has shared initial requests, ease into the specifics rather than jumping straight into design details.

The key to suggesting meaningful custom designs lies in learning about their loved one. Ask open-ended questions that invite families to share:

● "Tell me about your grandmother—her hobbies, personal style, or what brought her joy?"
● "What made your grandmother unique and special to those who knew her?"

Listen actively for specific details that could inspire design elements: favorite colors, beloved flowers, meaningful themes, or cherished memories. Watch for emotional responses that signal special significance.

If a family member tears up while recalling happy memories of planting a butterfly garden, suggest incorporating butterflies or garden-inspired elements. When they all chuckle remembering grandma's Scrabble obsession, use that cue to propose incorporating game pieces or letter-themed details.

This storytelling approach - supported by photos or sketches when helpful - is how you sell custom designs that truly honor the person being remembered. Being able to draw out that personal information is going to help you suggest personalized pieces.

Products used: Iglu® Grande Holder and OASIS® Bindwire in Natural

Strategic Selling: Start Small, Build Up

When presenting custom design options, resist the urge to lead with the main piece. While families must purchase a casket spray or urn arrangement, starting there often limits the entire conversation to just that one item.

Instead, use the personal details you've gathered to suggest unique accent pieces first, then work your way up to the primary arrangement. This strategy allows you to build a more complete tribute while maximizing your design opportunities.

Throughout each consultation, look for natural opportunities to suggest upgrades and personalization. Rather than viewing this as "upselling," think of it as enhancing the tribute's personal significance. These additions don't just impact your bottom line - they give families more ways to tell their loved one's story and showcase your skills to your community.

Consider these enhancement opportunities:

● Memorial keepsakes for lasting remembrance
● Personal mementos incorporated into designs
● Photo tributes celebrating cherished memories
● Special ribbon treatments with meaningful messages
● Premium flower upgrades or permanent stem incorporation
● Additional coordinating pieces for a cohesive tribute

Products used: OASIS® Midnight Floral Foam in ECOssentials™ Paradigm Planter (in basket)

Here's the crucial mindset shift: never present these options as "extras" or "upgrades." That language that makes them seem unnecessary or excessive. Instead, position them as ways to make the tribute more personal and meaningful.

When you've truly listened to families' stories, their own words provide natural openings for meaningful suggestions. This approach helps families see enhanced elements as integral parts of honoring their loved one, rather than optional add-ons.

Tips for Success:

● Start with the most important topic; their loved one
● Listen for emotional connections - present options as parts of the story
● Suggest enhancements as design elements - focus on meaning over cost
● Be genuine in your recommendations and time suggestions appropriately
● Be knowledgeable and ready with alternatives - whether it’s more cost effective varieties, a different size or even rental options

Moving Forward with Confidence

Remember, families are trusting you with one of life's most important moments. They need your expertise, creativity, and gentle guidance. By approaching sympathy sales through the lens of service and personalization, you'll create more meaningful tributes while building a successful business that truly serves your community during their times of greatest need.

Resources: 

Use the links below to download the Memorial Order Form - customize it with our Canva template or simply download it as a PDF.

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