When purchasing a casket, a client may be taken around the display room in a seemingly disorganized manner, but nothing could be further from the truth. Entire seminars are devoted to leveraging psychological principles to arrange displays and conduct tours in a manner that will maximize sales.
Industry studies show that the average person shopping for a casket buys one of the first three models shown—generally the middle-priced of the three. Therefore, it is in the funeral provider’s best interest to show customers the higher-end models first.
To make a casket look less expensive, it can be placed next to a much pricier one. Sure, it’s less expensive—but only in comparison. Higher-end caskets will usually be organized to the right of the funeral home (85 percent of people are right-handed and will tend toward the right) with cheaper caskets to the left.
Many lower-priced models are not displayed at all. Be sure to ask for a price list, and request to see all the models listed. Don’t be surprised if the less expensive models are kept in a basement or a small dark room, or are not on display at all. (See chapter Your Rights at a Funeral Home.)