In the funeral industry, balancing compassion and business is an art. Successful funeral directors know that families need to feel comforted, not pressured. In your role, you are more than just a service provider—you are a trusted guide, supportive companion, and a source of hope for grieving families. While “upselling” is a well-known and effective sales strategy, it is often underused by funeral homes out of concern that it may seem insensitive. However, when approached with thoughtfulness and compassion, offering additional products can provide families with meaningful ways to honor their loved ones and lend comfort as they navigate their grief. 

Embracing Accessories: A Growing Trend

Today’s families are searching for more personal ways to honor their loved ones. While cremation has become more popular over the last few decades, many customers are unaware of the accessory memorial products available to them such as cremation jewelry, keepsake urns, or tealight urns. Offering these options provides more family members with the opportunity to memorialize their loved one. 

With the holiday season approaching—a time of gift-giving, remembrance, and often difficulty for those who are grieving—memorial accessories can offer a sense of comfort and even joyful gratitude. With thoughtful consideration, these products can become meaningful additions to any family’s holiday traditions. 

Three Comforting Products to Share with Families

Three Bands of Gold, Pewter Keepsake Urns (MTH-500K, MTH501K)

KEEPSAKE URNS

Ideal for families and friends spread across distances, keepsake urns are smaller, more affordable, and easier to transport. These mini urns allow multiple family members to share in remembrance—creating matching mementos that can be cherished in several households. They serve as thoughtful and meaningful gifts, whether for holidays, anniversaries, or any occasion that calls for honoring a loved one’s memory.

Silverlight Urns Tealight Collection (MAF 312T, 316T, 317T, & 313T)

TEALIGHT URNS

Lighting a candle during the holidays—whether it’s for Thanksgiving, Christmas, or New Year’s—can serve as a comforting ritual of remembrance. Placing a lit candle next to a loved one's photo is another ritual popular with today's families. 

Angel Wings Heart Cremation Jewelry (JDI-250)

CREMATION JEWELRY

With a wide range of designs, cremation jewelry offers families the opportunity to carry their loved ones with them wherever they go. These discreet and meaningful pieces serve as a constant reminder of love and connection, offering comfort in times of grief. Necklaces that hold cremated remains make especially meaningful gifts during the holidays or any significant moment, bringing solace while honoring a loved one’s legacy.

Presenting these products as thoughtful choices rather than traditional "upsells" is key to caring conversations about memorial options.

Four Tips for Upselling Respectfully

1. Incorporate accessory products into your funeral home’s display

Families may not always be aware of all available memorial options, so showcasing them in your funeral home can be a powerful way to spark ideas. Consider creating a tasteful display area featuring keepsake or tealight urns as part of your decor. (Bonus tip: lighting the candles can add a warm, inviting touch, especially during the holidays). Wearing cremation jewelry yourself is an effective way to demonstrate how discreet and beautiful these pieces can be, and it also serves as a natural conversation starter.

2. Ask open-ended questions


Leading the conversation with open-ended questions invites families to express what they need. This keeps the discussion personal and caring, allowing families to explore memorial options at their own pace. Instead of promoting specific items, you might ask:

• How would you like to remember your loved one?
 
  
• Would it be helpful for your family to have a memento that can be shared across households?
 
  
• How might your family want to honor their memory during special occasions?

3. Focus on education, not sales


A simple shift in language can make all the difference. By educating families on how accessory memorial products can provide comfort and healing during times of grief, you empower families to make choices that feel right for them, rather than pressuring them into decisions. Positioning yourself as a knowledgeable guide rather than a salesperson shows compassion and care.
 

Be proactive about potential concerns or uncertainties. Provide answers to questions they might hesitate to ask, such as how to fill urns or cremation jewelry. Let them know you’re available to assist with this process—providing clear guidance and support.

Remind families that they can use memorial products without the cremated remains. Suggest alternative filling such as dried flowers, sand from a favorite beach, or a handwritten note. This approach can help those who may feel uneasy about the cremation process or still be in the early stages of grief. 

4. Offer a Catalog for Easy Browsing


For families who may not be ready to make an immediate decision, providing a catalog can give them the time and space to reflect. This approach eases pressure and allows them to thoughtfully choose the right product. Let them know they’re welcome to return to your showroom anytime to explore other options and that your door is always open if they wish to bring friends or family.
 

Request a catalog with us today.

Key Takeaway: Lead With Care

Increasing sales comes naturally when families feel empowered to choose items that hold deep sentimental value. By offering a range of memorial options, you’re not just providing products—you’re leading with care by giving families a meaningful way to remember their loved ones. This thoughtful approach brings comfort, healing, and connection, ensuring families feel supported throughout the process. 

At Reflections Urns and Memorials, we understand the importance of offering meaningful choices. For over a decade, we’ve been committed to providing a wide selection of high-quality memorial products—ranging from well-known brands to unique, handcrafted pieces by skilled artisans. Our personalized service ensures that your funeral home has the resources it needs to support your customers, from quick customization to attentive customer care. With no contracts, no minimums, and a team of experts ready to assist, you can trust us to help you provide options that resonate with the families you serve.