Key Responsibilities and Required Skills for Family Service Counselor

🎯 Role Definition

As a Family Service Counselor, you are the cornerstone of our commitment to serving families with dignity and compassion. This unique role blends sales, counseling, and community outreach. You will be responsible for proactively guiding individuals and families through the important process of pre-planning their final arrangements, providing them with peace of mind and relieving their loved ones of future burdens. You'll also be a crucial source of support for families in their time of immediate need, helping them navigate difficult decisions with empathy and professionalism. This is more than a sales job; it's a calling to make a meaningful difference in people's lives during their most vulnerable moments by providing expert guidance and genuine care.

📈 Career Progression

Typical Career Path

Entry Point From:

Sales Representative (especially B2C or insurance)
Customer Service Specialist
Grief Counselor or Social Worker
Case Manager

Advancement To:

Senior Family Service Counselor / Sales Team Lead
Sales Manager or Director of Sales
Location Manager / General Manager
Regional Sales & Marketing Director

Lateral Moves:

Community Outreach Coordinator
Aftercare Services Specialist
Funeral Director (with additional licensure)

Core Responsibilities

Primary Functions

Proactively generate new business opportunities through disciplined prospecting, community networking, developing relationships with local organizations, and pursuing company-provided leads to build a robust sales pipeline.
Conduct comprehensive and compassionate consultations with individuals and families, both in-office and in their homes, to uncover their unique needs and educate them on the emotional and financial benefits of pre-planning.
Guide families through cemetery property selection, including lots, crypts, and niches, explaining the unique features and benefits of different locations and options.
Master and articulate the full range of our funeral and cemetery products and services, ensuring families have all the information needed to make confident, informed decisions.
Prepare and present detailed pre-need funeral and cemetery arrangement proposals, accurately outlining costs, merchandise, service options, and payment plans in a clear, transparent manner.
Assist families during immediate, at-need situations, providing urgent support and expert guidance to arrange services for a loved one who has passed, ensuring all details are handled with care and efficiency.
Consistently meet and exceed monthly and quarterly sales quotas and performance objectives while upholding the highest ethical and service standards of the organization.
Develop and maintain long-term relationships with families, serving as their trusted advisor for all current and future arrangement needs and generating referral-based business.
Maintain meticulous and accurate records of all client interactions, sales activities, and follow-up communications using the company's Customer Relationship Management (CRM) software.
Skillfully overcome objections and address concerns with patience and professionalism, reinforcing the value proposition of pre-planning and our services.
Finalize sales agreements, ensuring all necessary paperwork is completed accurately, processed efficiently, and compliant with state and federal regulations.
Coordinate with funeral directors, administrative staff, and cemetery grounds personnel to ensure a seamless and high-quality service experience for every family.
Actively participate in sales training, team meetings, and professional development sessions to continuously improve product knowledge and sales techniques.
Develop a deep understanding of the competitive landscape, including pricing and service offerings from other local providers, to better position our value.
Deliver educational seminars and presentations to community groups, businesses, and religious organizations on the topic of funeral planning and grief support.
Follow up with families who have recently held services to offer aftercare support and inquire about their experience.
Manage a schedule of appointments and prospecting activities effectively to maximize productivity and client-facing time.
Uphold a professional image and demeanor at all times, acting as a brand ambassador for the company both on and off-site.
Provide tours of the funeral home and cemetery grounds, showcasing the beauty, care, and quality of our facilities.
Navigate emotionally charged conversations with grace, providing a calm and reassuring presence for families experiencing grief or anxiety.
Ensure all financial transactions and contracts are handled with integrity and are in complete compliance with company policies and legal requirements.

Secondary Functions

Participate in and represent the company at community events, health fairs, and local functions to promote the benefits of pre-planning.
Assist with the setup and coordination of on-site memorial services and annual community remembrance events.
Maintain a professional, clean, and orderly appearance of the arrangement offices and public-facing areas.
Collaborate with the marketing team to provide insights on local market trends and suggest new outreach strategies.

Required Skills & Competencies

Hard Skills (Technical)

CRM Software Proficiency: Experience using systems like Salesforce, Oracle Sales Cloud, or industry-specific CRMs to manage leads and client data.
Lead Generation & Prospecting: Demonstrated ability to build a sales pipeline through cold calling, networking, and referral cultivation.
In-Home Sales Presentation: Proven skill in conducting effective and persuasive presentations within a client's home environment.
Contract Negotiation & Closing: Ability to guide clients through contractual agreements and successfully close sales.
Knowledge of Funeral/Cemetery Regulations: Familiarity with state and local laws governing funeral and cemetery sales is a major plus.
Presentation Software: Proficiency in using tools like PowerPoint or Google Slides for group seminars.

Soft Skills

Empathy & Compassion: The ability to genuinely connect with and support individuals and families during times of intense grief and stress.
Exceptional Communication & Active Listening: The capacity to listen deeply to understand needs and articulate complex information clearly and sensitively.
Resilience & Emotional Stability: The mental fortitude to handle emotionally demanding situations daily without succumbing to burnout.
Relationship Building: A natural talent for establishing trust and building long-term rapport with clients and community partners.
Self-Motivation & Drive: A proactive, goal-oriented mindset with the discipline to manage one's own schedule and exceed sales targets in a commission-driven environment.
Persuasion & Influence: The ability to ethically guide decision-making by highlighting value and benefits, not through high-pressure tactics.
Patience & Professionalism: The capacity to remain calm, respectful, and composed, even when faced with difficult questions or emotional reactions.

Education & Experience

Educational Background

Minimum Education:

High School Diploma or GED Equivalent. A current state-issued Life Insurance license may be required or must be attainable.

Preferred Education:

Associate's or Bachelor's Degree.

Relevant Fields of Study:

Business Administration or Marketing
Psychology, Sociology, or Thanatology
Mortuary Science

Experience Requirements

Typical Experience Range: 2-5 years of proven success in a sales role.

Preferred:

Experience in a B2C, in-home, or one-call-close sales environment.
Previous experience in the funeral or cemetery industry, pre-need sales, or insurance sales is highly desirable.
Verifiable track record of meeting and exceeding sales goals in a commission-based or quota-driven role.