In preneed, the success of your program doesn’t start with marketing — it starts with your people. Not only are you looking for someone with a personality that meshes well with your existing team, but you’re also seeking the right type of sales professional to make a positive, lasting impression on families and influence whether a lead becomes a lifelong relationship.

The power of a strong preneed team.

As Kate Grimming, Senior Sales Recruiter at Homesteaders Life Company, explains, “Strategic hiring is a critical driver of growth, reputation and long-term sustainability in preneed sales. Unlike traditional sales roles, preneed sales professionals act as educators, attentive listeners and compassionate guides, helping families navigate some of the most important decisions of their lives. Success in this field is built on trust, empathy and consistent support — not on high-pressure tactics for short-term wins.”

By building a strong preneed sales team, funeral homes can enhance their reputation, strengthen family relationships and create a foundation for lasting business stability. Bringing on the right people fosters a healthy work culture that blends compassion with strategic insight — one that drives both sales and service excellence.

Qualities to look for in a preneed professional.

Let’s be honest — not everyone is cut out for sales. While most people can learn the basics of selling, true success comes from having the right mindset, being intrinsically motivated, accountable and focused on building trust through every conversation. The most successful preneed professionals are deeply empathetic, strong listeners and able to meet families where they are. They understand that every interaction has a lasting impact long into the future.

According to Grimming, “Strong candidates demonstrate empathy and emotional intelligence, connecting authentically with families while maintaining professionalism. They are goal-oriented, accountable and operate with integrity, upholding ethical standards and compliance.”

Just as importantly, she adds, “They adapt easily, embrace new technologies and outreach methods and view rejection not as a setback but as an opportunity to refocus and grow.”

Hiring for these fundamental traits ensures your preneed program success is built on a foundation of trust, consistency and care.

Top soft skills that make a great preneed professional. 

Preneed, in particular, requires more than a sales background — it calls for soft skills that can’t always be taught. In the preneed space, emotional intelligence often outweighs traditional sales tactics, with empathy, patience and active listening skills demonstrated in those most successful in the profession.

These soft skills not only help earn trust but also strengthen sales team performance. Professionals who lead with empathy and connection often see higher conversion rates and long-term loyalty that fuel sustainable growth. By focusing on relationships over transactions, they help families feel informed, supported and understood — knowing that trust built today drives referrals and long-term business growth for tomorrow, reinforcing your funeral home’s reputation.

As Grimming notes, “Preneed sales are more than a revenue course; they create a foundation for long-term business stability and lasting family trust.”

The importance of alignment.

Your team’s success depends on more than hiring the right people, it’s about positioning them for success. Having a sustainable, steady source for well-qualified leads is what separates a good preneed program from a great one. This not only increases your conversion rates but also helps maintain a higher level of morale and prevents burnout. Someone able to more frequently engage with families, who are ready and open to guidance, can provide a higher level of service — creating trust and a more positive experience.

Equally important is ensuring that your sales and marketing teams work together toward the same goal. By staying in close communication and coordinating efforts, you create a seamless experience for families. When sales and marketing goals are aligned, your preneed program operates as a cohesive system: marketing brings in the right leads, and your sales team maximizes each opportunity. This business strategy drives efficiency, improves sales performance and supports sustainable growth for your funeral home.

The cost of a bad hire for a funeral home.

Hiring mistakes can be costly to your business. Bringing on someone who isn’t the right fit for the position can cause lost leads, reduce morale within your team and hurt your funeral home’s reputation. Poor recruitment decisions also waste valuable time and training resources, undermine employee trust and ultimately slow program growth.

In preneed sales, the cost of a bad hire goes beyond the financial impact — it can affect how families perceive your business. That’s why it’s important to understand that every interaction matters. If a team member isn’t representing your funeral home well, that can turn away potential leads and even impact relationships with existing families.

By investing in a thoughtful, strategic recruitment process, funeral homes can reduce turnover, improve performance and build stronger teams that deliver both compassion and results.