Monument Dealer Pricing Guide: Building Retail Prices From Landed Cost

Pricing is where many monument businesses win or lose. This framework helps dealers set retail prices that are fair to families and sustainable for the business.

Step 1: Know your landed cost

Buying factory-direct by the container lowers per-piece cost — see shipping containers guide.

Step 2: Add services

• Design, proofing and cemetery permit time
• Engraving (if done locally)
• Foundation (if not by the cemetery)
• Delivery to the cemetery and installation
• Later final-date engraving (priced separately)

Step 3: Allocate overheads

Showroom, vehicles, equipment, insurance, marketing, staff. Divide annual overheads by expected monuments sold for a per-memorial figure.

Step 4: Set margin

Choose a margin that covers risk, warranty and profit. Price by product tier (flat, bevel, slant, upright, companion) so families can compare easily.

Presenting prices

• Show installed prices where possible — families compare total cost.
• List cemetery fees separately; they vary and aren't yours.
• Offer good–better–best options in each category.

Common mistakes

1. Pricing from competitors' lists instead of your own costs.
2. Forgetting permit and cemetery-visit time.
3. Under-pricing later engraving visits.
4. Ignoring exchange-rate swings on imported stone.

Presenting packages to families

Families find packages easier than line items:

• Good / better / best options at clear price points.
• What's included — engraving, delivery, installation, foundation.
• What's extra — vases, photos, additional lettering.
• Timeline for each option.

Packages reduce decision fatigue for grieving families and cut back-and-forth. Keep a custom option for families who want something unique.

Key Takeaways

• Start from landed cost, add services, overheads and margin.
• Present installed prices by tier.
• Revisit prices when freight or exchange rates move.

Next Step

Get dealer pricing and container options — contact our team or read the wholesale sourcing guide.