The funeral director's charges
This covers professional services, care of the person who died, the coffin, and vehicles. This is the part that varies most between providers, and it is the part you can compare.
Third-party fees (disbursements)
Crematorium or burial fees, doctors' fees where they apply, and a celebrant or minister. These are set by the crematorium, cemetery or celebrant, not by the funeral director, so they are broadly similar whoever you use.
Optional extras
Flowers, orders of service, notices, limousines, catering and memorials. These add up quickly and are the easiest place to reduce cost without changing the shape of the day.