Speaker Notes
Title Slide 1
Let the audience know what you will be covering and what the benefits for them will be.
Today we will be covering some basic information about burial vaults that will help you better understand the products, the differences between units and some techniques to help you communicate better with families.
Slide 2
You want to let the audience know who Wilbert is and tell them about your company and where you cover.
Wilbert is the largest supplier of outer burial containers in North America. We have independent licensees manufacturing products to a standard set of specifications to deliver consistent quality to families in need.
Slide 3
The map shows that virtually all areas are covered with the exception of a small portion of Idaho and some of Canada. Take the time to point out where you have a location.
As you can see by the map Wilbert has extensive delivery capability. What that means to you and your families is that we can handle transfers and deliver consistent quality to the families that entrust their loved ones to you.
Slide 4
Wilbert has conducted valuable research into what families care about and their knowledge of the products the Funeral Professionals are selling to them. This information provides a valuable reason for them to listen to what you have to say throughout the presentation.
Wilbert hired a firm to conduct research with families and what we found surprised us.
Slide 5
There is a lot of information on the slide, but there is only 1 point that you can hope to have them remember! Stay focused on this as it is the reason they need to do more to educate families.
Only 50% of families expect to buy a burial vault and many believe they need both a vault AND a grave box! You are asking them to make a large purchasing decision without the experience and knowledge you would want to have when spending this much money.
Slide 6
There is a huge knowledge gap and as a profession we must educate.
An overwhelming 78% of families choosing burial did not know the difference between a burial vault and a grave box.
Slide 7
Education made a huge impact in what families would choose.
After watching a brief educational video explaining the difference between a grave box and a burial vault, only 17% said they would choose a grave box.
57% chose a burial vault and 26% still wanted some additional information before choosing. This is a powerful illustration of what education can do.
Slide 8
Families want the remains of their loved one protected.
Respondents were provided with a list of potential purposes of the vault.
They indicated that protecting the casket and body from being crushed by the weight of the earth or heavy equipment was equally as important as complying with cemetery requirements.
Nearly the same percentage said that resisting water and other gravesite elements from entering the casket was important to them.
Slide 9
Personalizing the vault carapace may not even be offered by funeral professionals and yet families want this.
Most of the respondents also were interested in personalizing the burial vault to commemorate their loved one.
68% said they wanted personalization -‐ how many vaults do you provide that include personalization? 68%? 50% One-‐third? How does that line up with what families want?
They just need to be told what can be done.
Slide 10
Too many times people feel they “know” what the family wants and it becomes a self-‐fulfilling prophecy. Remember that given no knowledge we all gravitate to the lowest price as there are no value differences understood.
You may know what people have bought before, but given the research we did, it is overwhelmingly Protection and Personalization. The challenge is to help them have the information to make an educated decision.
Slide 11
Ask the question of your audience and take the time to wait for someone to speak up with a response. If no one volunteers, ask someone who is making eye contact with you what they think the difference is.
What is the difference between a burial vault and a grave liner or grave box?
Slide 12
Set the stage that the OBC is a FAMILY of products and what it does generically.
OBC is defined as a burial receptacle placed in the ground, in either a sectional, dome or box form that helps support the weight of the earth to prevent the grave from collapsing.
Slide 13
This visual aid helps them see that the OBC is an umbrella term used to describe many different types of containers. There are many other terms that are used locally to describe containers that are not vaults. If that is the case in your market, take the time to walk through them here.
As shown here the term Outer Burial Container covers anything that would go into the ground to keep the earth from settling.
Slide 14
This is what makes a Burial Vault different from all other OBC’s. Take the time to read them the definition.
A Burial Vault is defined as a lined and sealed concrete burial receptacle which performs all the functions of a grave liner but in addition, it is designed and constructed using lining and sealing materials to increase the overall tensile strength, and to reduce or eliminate the intrusion of exterior elements.
This product will deliver what our research showed the families want to buy.
Slide 15
This slide reinforces the 2 elements that make a Burial Vault so different from anything else.
A Burial Vault must have a liner in it and must have a material in it to attempt to seal it.
Slide 16
These are the materials used in construction of a Burial Vault. Take the time to walk through the list with them as it is progression of construction they need to understand.
Burial Vaults use Concrete, Adhesives, Plastics and often Metals in construction. Let’s take a few moments and walk though these and see how it all comes together.
Slide 17
Often people wonder how long a concrete Burial Vault will last and this slide provides good perspective. You are also establishing that concrete is the material of choice for Burial Vaults.
People often ask me how long Burial Vaults will last. As you can see from the example here that concrete cast many centuries ago still works well today. The quality of the concrete we produce at our plant is much higher with better controls than what the Romans had. Given all this, while we don’t know precisely how long it will last, suffice to say it will be a very long time.
Slide 18
Here you establish that there are standards of performance unique to your products and the key benefits concrete offers.
Wilbert standards require a 5000 pound per square inch concrete strength as a minimum. That strength is not here on the first day but builds over time as it cures and there are tests performed to make sure the standards are maintained.
Many people don’t realize that the moist subsoil environment actually is perfect for concrete and will help it continue to cure for years into the future adding strength.
The massive weight of concrete helps alleviate buoyancy concerns.
Slide 19
This chart is the visual illustration of your first point from the previous slide.
As we discussed on the last slide you can see here how concrete gains strength. At our plant we have a 28 day period to allow it to cure to meet the standards of Wilbert.
Slide 20
This video demonstrates how the testing is conducted. Share what your last tests showed for strength.
As you see here 5000 is the minimum so plants strive to be well above that level.
Slide 21
Continue to take them through all that goes into a vault and explain what is important about the plastic liner.
The liner is critical as it is the barrier to ground water coming through the concrete. We use a seamless liner that also improves the tensile strength of the product.
Slide 22
Establish here that the metal liners add reinforcement and beauty to the product.
We use Stainless Steel, Copper and Bronze to add additional reinforcement to the product as well as beauty.
Slide 23
Here you want to establish the pieces are not “glued together”, but chemically bonded to provide layers for strength and durability.
As you see here it is critical that all of the layers of material come together to make the finished product. We use a patented process to chemically bond the elements to create a product that strong and durable.
Slide 24
One critical aspect of what families want is the effort to keep anything out of the grave if possible. Here you show them how that happens.
As the video shows here, you can see how the base and cover come together and the 2 are joined with butyl tape.
Slide 25
There are 3 basic loads that stress the product when it is in the ground. Take and discuss briefly each of them.
There are static, dynamic and impact loads that the Burial Vault must endure. Let’s take a look at each of them.
Slide 26
Explain the slide to them
Static Load=Pressure exerted by the weight of a mass. The weight of the earth on the grave is perpetually exerting force on the cover so it must be built to withstand that.
Slide 27
Explain the slide to them
Dynamic Load=Forces applied with motion. Every day trucks, backhoes and other maintenance equipment rolls over graves and apply additional pressure to the OBC.
Slide 28
Explain the slide to them
Impact Load=Forces delivered by a blow. The tamping of a grave, the backhoe stabilizer and other maintenance situations cause an impact load to be delivered to the OBC.
Slide 29
At this time you want to establish what the carapace does for the beauty as well as function.
The Carapace serves 2 purposes on the vault. The product can now be personalized for the family which provides commemoration of their loved one while also adding eye appeal. It also serves to disperse loads and pressure to add strength.
Slide 30
This is an opportunity to gain more participation in your class and demonstrate the material you have been talking about. Ask for a volunteer from your audience who is in relatively good health and stable on their feet.
Ok, we have talked about a lot of things; let me show you how it works. Who want to volunteer to help me up here?
Lay each of the breaker boards out and in order have the person exert each of the 3 loads on them. Be sure to use the jig designed to hold them in place for safety.
Slide 31
Take a moment and summarize what you want them to remember from the exercise.
As we just talked about and demonstrated:
Laminating materials reinforce the concrete
As you improve the materials, structural integrity is enhanced There is a difference between units!
Slide 32
It is now time to transition from the engineering reasons of why your product is superior and discuss why the service to the family is paramount and how you can communicate with them.
We have talked about how our products are built and why they provide superior protection, so let’s take the time to explore the service and how you can communicate effectively with the family. Take a look at this information from a Funeral Director, Pat Lynch.
Slide 33 Play video
Slide 34
Take the time to review what Pat Lynch said and why it is important. Be interactive and ask them what they got from the video and the reveal the bullet points you have on the slide and discuss how they match up with what the group said.
Slide 35
It all comes down to how the Funeral Professional communicates with the family for sale to go well.
As we discussed earlier only 50% of people expect to buy this product. It is critical then that the communication with them is clear in terms they understand. Too little information and people may feel they are making a blind decision. Too much information and you will lose them. What is important is to consider what they need to know to understand the burial process and the difference between units and then listen to their questions.
Slide 36
Take the time to ask your audience “what are the objections to Burial Vaults”? Wait for their responses as they will then appreciate that the same generic objections apply to most everyone.
Walk the audience through how their responses match up to the list here.
Slide 37
Point out the objection at the top of the slide and how it can be addressed in advance both verbally for those who prefer auditory learning as well as seen on the graphic for those who learn visually.
Notice here is the 1st objection and how it can be addressed to the family. I am sure you have seen cemeteries with graves that look like this.
STOP! Don’t say another word and pause while looking around the room. You will see people nodding their heads in agreement. Point this fact out as families will behave the same way given the opportunity.
To keep the cemetery looking nice, and the monuments in place, many require a container for the casket.
Slide 38
Point out the objection at the top of the slide and discuss how it fits into your market.
I will explain what will be happening at the cemetery.
Slide 39
Point out the objection at the top and reinforce that it is critical to address objections before they arise so they are seen as an educator and not a “sales person”. Further, since they didn’t expect to buy the product they would certainly not have considered the future inspection of its integrity.
The vault will be seen again by your family and others when the graves on either side or the ones above and below are opened and closed over the years.
Slide 40
Point out the objection here and the fact that while all displays have their unique characteristics, the fundamentals shouldn’t change.
What you see here are high-‐strength concrete burial vaults that are designed and warranted to maintain the integrity of the casket…
Slide 41
We have addressed the 4 core objections and now is when you talk aboutsome of the differences between units.
The standard or middle of the line is Double Reinforced Stainless Steel. It is lined with high strength plastic and reinforced with Stainless Steel for additional strength. The walls and cover are thicker and heavier than single reinforced units. All are the same price
and can be personalized a variety of ways with photos and images for the graveside service.
Below these are units with Single Reinforcement of plastic in varying strengths. The best of this single reinforced line is the Venetian.
Above Stainless Steel are units reinforced with Copper and Bronze.
What other information would you like to have? Stop!
Let the family digest all of the information you have given them and think through what questions they might have.
Slide 42
Walk them through Good, Better & Best merchandising. Use 1 or 2 additional advantages as you move up the product line to differentiate units. Single, Double and Triple reinforcing correlate to this approach. Good=Single Reinforced
A Monticello is a good single reinforced entry level vault. A Continental is a better entry level vault as it has a stronger cover. A Venetian is a better single reinforced unit as it has a better liner, thicker walls and a Carapace for beauty and strength.
Slide 43
Most families see themselves as buying in the middle. Better=Double Reinforced
The better vaults are double reinforced for strength and beauty. The best of the double reinforced is the Bronze Triune.
Take the time to ask “What has your family used in the past”?
Wait for the answer from several people. The most common unit purchased by Funeral Professionals is Stainless Steel.
Slide 44
Explain a little bit about the Wilbert Bronze so they can appreciate that it is the finest vault made. Triple Reinforced=Best
The Wilbert Bronze is crafted in only 1 plant and then shipped to the locations. It is unique as it is constructed of 9000 PSI concrete. The cover is completely jacketed in bronze. The base is completely encapsulated and then lined in bronze.
Slide 45
This serves as a summary of what is important for the family as well as everyone who is serving them.
Pat Lynch sums everything up well here with what is good for the family as well as our profession.
Slide 46
Play the video
Slide 47
Review of what Pat Lynch said.
Good for the Cemetery
Good for the Funeral Director And most important –
Good for the Family
Slide 48
You have spoken long enough, ask for their questions.
After you have answered their questions, thank them for their time, participation and their business. Without them we do not exist.