Learn How to Teach Sales When You Can’t Sell Yourself

From Three Full-Time Jobs to One Unconventional Calling

Kenny Mount, owner of Mission Family Mortuary in Bakersfield, CA discusses learning how to teach sales when you can’t sell yourself.
Kenny Mount, owner of Mission Family Mortuary in Bakersfield, CA discusses learning how to teach sales when you can’t sell yourself with Michael Roberts.

How do you teach sales to when you don’t think you’re a great salesperson yourself? It’s a question hitting close to home for many business owners and it’s one Kenny Mount, co-owner of Mission Family Mortuary, had to answer the hard way.

A Career Born Out of Compassion, Not Commerce

Kenny’s journey into the funeral industry wasn’t planned. In fact, it began out of sheer necessity. He was working three jobs when his wife issued him an ultimatum: “Find one job that pays the same, or burn out.” Kenny originally had dreams of law enforcement – he always knew he wanted to help people. But life had a different kind of “service” in mind.

At a friend’s suggestion, he applied for a job selling burial plots. He lasted just 30 days.

“I couldn’t do it,” Kenny says. “I didn’t like the pressure of sales. I didn’t know how to explain value, and I definitely couldn’t upsell.” But instead of walking away from the funeral industry altogether, Kenny found his place. It was not in sales, but in serving grieving families with authenticity, empathy, and care.

Sales Isn’t About Selling — It’s About Serving

Kenny’s turning point came when a general manager recognized his natural empathy and shifted him to the mortuary side of the business. There, Kenny thrived, not because he became a slick salesperson, but because he learned genuine service sells itself.

So how did he eventually teach sales to others when he still didn’t consider himself a natural at it?

Here’s what Kenny teaches his team (and what you can apply too):

  • You’re not their financier. Don’t try to judge someone’s budget or push them into decisions. “Just show them what we have, and let them decide.”
  • Let them breathe. When families sit down to select a casket — typically the most expensive part — Kenny and his team leave the room. “We give them space to make that decision without pressure.”
  • Use SOPs to reduce emotion overload. With standard procedures in place, the team helps families stay focused during highly emotional times, ensuring decisions are made thoughtfully, not impulsively.
  • Don’t pretend to console — actually care. Instead of empty phrases like “sorry for your loss,” Kenny simply extends his hand and says, “I’m here to help.” Honest connection speaks volumes.

When Authenticity Is Your Selling Point to Teach Sales

Mission Family Mortuary doesn’t believe in upselling. They’re a veteran and family-owned business prioritizing transparency, affordability, and compassion.

This approach is proven powerful — especially when it comes to services like cremation, where many families think cost-saving means cutting corners. Kenny and his team take the time to explain how families can still honor their loved ones meaningfully, even on a tight budget.

“We discourage people from just saying, ‘Just cremate me.’ Funerals are for the living. They’re about closure and healing,” Kenny explains.

When the Business Is Personal

One of the more unique aspects of Kenny’s journey is how he’s involved his family in the business. Instead of shielding his daughters from the sensitive nature of funeral work, he normalized it and even made it a source of pride.

Today, one of his daughters is studying mortuary science, while the other works at the funeral home. “I wanted them to be a part of something meaningful. I didn’t want them to be afraid of it.” 

Sales Isn’t What You Think It Is

Many entrepreneurs believe they need to be persuasive, aggressive, or charismatic to teach sales effectively. But Kenny proves otherwise.

You don’t need to be a master closer. You do need to care, listen, and guide with integrity. That’s what people remember. That’s what sells.

So the next time you think, “I’m not good at sales — how can I lead others?,” remember Kenny Mount. You don’t have to be a traditional salesperson to make an impact. You just have to be real.

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Reach out to our guest’s website: Mission Family Mortuary