Iccfa

November 2018
MAGAZINE
CEMETERY CREMATION FUNERAL
All Saints Day in Guatemala: Remembering the dead, celebrating the living
Sales & marketing: Building a culture of cooperation • Finding ways to market in your comfort
zone • Online marketing tools you need to master today • Marketing with profit in mind • Redefining
‘aftercare’: Helping with estate closure • Branding your organization • Getting more sales appointments
Also: What fuels the growth of discount funeral homes • Buying a cemetery that is trusting
via surety bonds • NEW Van Beck series: The 2 1/2 minute manager • Honoring a WWI pilot
• Where do the swans go during the winter?
ICCFA: Sneak preview of the DEAD Talks at Wide World of Sales • KIP Awards deadline: November 2
100 scholarships now available for ICCFA meetings (WWS and ICCFAU): Apply today!
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November 2018
International Cemetery, Cremation and Funeral Association®

Promoting consumer choices, prearrangement and open competition
Providing exceptional education, networking and legislative guidance and support

to progressive cemetery, funeral and cremation professionals worldwide
10 2017 KIP AWARDS: EVENT
Los Parques helps thousands observe All Saints Day with
‘Memories of Light’ All Saints Day is important in Guatemala, and Los
Parques Cemetery works hard to help families remember their deceased
loved ones while spending time with those who are still living.
Los Parques Cemetery
a e a nt Da e e at n 16 MANAGEMENT: SALES
e e ht en a te n et
th an e ht n the a e the
How you can build a culture of cooperation at your funeral home
e ea e Does everyone at your organization work as a team? Do your at-need
and pre-need staffs get along well, working together without friction?
It’s easy for ‘silos’ to develop in any organization, with people focused
8 Washington Report on their tasks rather than on the goals of the organization as a whole.
Tax guidance on adopting It’s management’s job to make sure this doesn’t happen.
new rules for the cash method by Dean Lambert
of accounting
by Robert M. Fells, Esq. 20 MARKETING
Finding ways to market that are in your comfort zone
36 New Members
You must market your business, and you must keep up with the times.
52 Supply Line If just thinking about this makes your head hurt, here are some tips for
56 Update how to get started. by Wendy Harris
56 Plaque honors memory
of WWI pilot killed in France 26 MARKETING & TECHNOLOGY
60 ‘Where do the swans go Four online marketing basics you need to master today
in the winter?’ The internet has changed marketing, even for the death-care profes-
66 Calendar sion, and the ubiquity of smartphones has brought more changes.
66 Classifieds Keeping up with it all can seem hopeless, but it’s necessary. Start by
making sure you understand these basics. by Welton Hong
66 Ad Index
30 MARKETING/MANAGEMENT
Mar eting yo r f neral home ith ma ing a ro t in mind
ICCFA officers Cremation and Funeral Association. Subscription

November 2018 rates: In the United States, $39.95; in Canada,
Christine Toson Hentges, CCE,
VOLUME 78/NUMBER 9 $45.95; overseas: $75.95. One subscription is
president
Jay D. Dodds, CFSP, president-elect included in annual membership dues. POST-
Andrés Aguilar, vice president MASTER: Send address changes to ICCFA
Paul Goldstein, vice president Magazine, 107 Carpenter Drive, Suite 100,
Katherine Devins, communications manager; Daniel Osorio, subscription coordinator
Lee Longino, vice president Sterling, VA 20164-4468. Individual written
kd@iccfa.com; 1.800.645.7700, ext. 1224 (habla español)
Mitch Rose, CCFE, CCrE, vice president contributions, commentary and advertisements
danielo@iccfa.com; 1.800.645.7700, ext. 1215
Gary M. Freytag, CCFE, treasurer Jason Brown, communications assistant appearing in ICCFA Magazine do not necessarily
Robbie L. Pape, secretary jason@iccfa.com; 1.800.645.7700, ext. 1218 re ect either the opinion or the endorsement
ICCFA Magazine (ISSN 1936-2099) is published
Nadira Baddeliyanage, executive director of the International Cemetery, Cremation and
Nadira Baddeliyanage, executive director by the International Cemetery, Cremation and
Robert M. Fells, Esq., general counsel Funeral Association®.
& publisher Funeral Association®, 107 Carpenter Drive, Suite
nadira@iccfa.com ; 1.800.645.7700, ext. 1225 100, Sterling, VA 20164-4468; 703.391.8400;
Magazine staff
Susan Loving, managing editor Robert M. Fells, Esq., general counsel FAX 703.391.8416; www.iccfa.com. Published
sloving@iccfa.com robertfells@iccfa.com 10 times per year, with combined issues in
March-April and August-September. Periodicals
Rick Platter, supplier relations manager Brenda Clough, office administrator postage paid at Sterling, A, and other of ces.
rplatter@iccfa.com; 1.800.645.7700, ext. 1213 & association liaison; bclough@iccfa.com; Copyright 2018 by the International Cemetery,
1.800.645.7700, ext. 1214
4 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
Introducing
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their journey.
©2018 Batesville Services, Inc.

TABLE OF CONTENTS
ICCFA news
62 DEAD Talks Relationships and reputation are the keys to convincing undecided
Sneak preview of Wide World of Sales consumers to choose your funeral home. Make sure your marketing is
January 23-25, 2019 based on that fact. by Jeff Harbeson
63 Reception at NASCAR Hall of Fame 34 AF TERCARE
Get in gear for the ICCFA Annual Convention Redefining ‘aftercare’: Helping with estate closure
April 2-6, 2019 What do you think families need after the funeral or memorial ser-
63 100 scholarships available vice? Some appreciate referrals to grief programs, but one thing they
Apply online all need is help with closing the deceased’s estate. by Dennis Breier
Wide World of Sales 2019 scholarship 38 PRE-NEED SALES SUCCESS
application deadline: November 5, 2018 How to brand your cemetery or funeral home If you want to generate
ICCFAU 2019 scholarship application dead- more leads, you first must make sure your organization’s brand is one that
line: February 18, 2019 makes people interested in doing business with you. by Dale Filhaber
63 2018 KIP Awards 40 PRE-NEED SALES SUCCESS
Deadline: November 2, 2018 To be more successful, change your thinking—and your words Do you
Fill in your entry online want to set more sales appointments? To change the thinking of the people
64 Sponsorships available you’re talking to, you first need to change your own. by Neil Carlson
For Wide World of Sales and the 42 MANAGEMENT
2019 ICCFA Convention & Expo What fuels the growth of discount funeral homes Many funeral
64 Thank you to 2018 Fall Management homes have struggled to deal with low-cost providers entering their
Conference sponsors market and capturing market share. Since increasing market share is
the key to increasing your profits, you need to understand what has
caused this proliferation of discounters. by Glenn H. Gould
46 MANAGEMENT: FINANCES
Cemetery Impossible: Buying a cemetery that is trusting via surety
bonds If you’re buying a cemetery that has funded its merchandise
To support the ICCFA’s goal trust through surety bonds, you need to understand what that means
of raising money to fight
and how it affects what that cemetery is worth. by Dan Isard, MSFS
lung cancer, today’s #1
killer of women, go to 48 PROFESSIONAL DEVELOPMENT
http:/www.iccfa.com/lungforce The 2 1/2 minute manager: Introduction: Communication
In a new series, Todd Van Beck addresses the skills people at every level
of management in the cemetery, cremation and funeral business need to
cultivate. This introductory article addresses the single greatest problem
Catch the WIRELESS newsletter in your for management today: The failure to communicate
inbox for industry news, stories about colleagues by Todd W. Van Beck, CFuE
making headlines and updates on ICCFA
educational events & conferences
ICCFA calendar
go to www.iccfa.com for program, registration & scholarship information
Follow the ICCFA’s LinkedIn
page to read breaking news about
2018 Cremation Certification Training
colleagues, the profession and the
ICCFA Cremation Program Coordinator Poul Lemasters, Esq.
association
November 14, Cremation Operator Training, Ohio Funeral Directors Association
http://bit.ly/2du252P
December 11 & 12, Live stream: Cremation Arranger & Operator Training,
The Wilbert Group, Broadview, Illinois
Follow the ICCFA on Twitter
to receive instant updates on the 2019 ICCFA Wide World of Sales
association’s educational events January 23-25, Bally’s Las Vegas, Las Vegas, Nevada
& conferences Co-chairs Tim Fish and Delana Pratt
http://twitter.com/iccfa 2019 ICCFA Convention & Expo
April 2-6, Charlotte Convention Center & The Westin Charlotte,
Like and follow the ICCFA Charlotte, North Carolina Co-chairs Mathew Forastiere and John Gouch Jr.
to read up-to-date news on the
industry, ICCFA members making 2019 ICCFA University
headlines and ICCFA events & July 19-24, Fogelman Conference Center, University of Memphis,
promotions Memphis, Tennessee, Chancellor: Jeff Kidwiler, CCE, CSE
We weren’t prepared to sell our business.
Fortunately, Johnson Consulting was.
Michael Uselton, CCFE

Gibraltar Remembrance Services, LLC
When we began working with Johnson Consulting, selling our business was not the top priority. We felt the
day would come at some point in our future, but our immediate focus was having a valuation performed so
when that day arrived, we’d be ready to sell.
JCG’s thoroughness and proactive measures generated so much interest from prospective buyers that we
agreed to sell ahead of time. Which speaks volumes of the commitment and professionalism the entire
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Best of all, it allowed us to identify the best fit for our businesses, employees, and shareholders without
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Time is valuable. Focus on what matters. Experience counts. Discover new levels of success.
Washington Report
by ICCFA General Counsel
Robert M. Fells, Esq.
Tax guidance on adopting new rules
for the cash method of accounting
I
robertfells
@iccfa.com
1.800.645.7700, CCFA Tax Counsel Leslie J. Schneider In light of this legislative change,
ext. 1212 has alerted members of the new
direct line: changes in the cash method of account- significantly more members
703.391.8401 ing that streamline the procedures and
of the ICCFA may be eligible
➤Fells is ICCFA increase the allowable maximum annual
general counsel, gross receipts from $10 million to $25 to use the cash basis of
responsible for million. Here are some key excerpts from
maintaining and the memorandum: accounting for federal income
improving relation- “As you may be aware, one of the tax purposes for their cemetery
ships with federal significant changes that Congress made to
and state govern- the federal income tax laws in the recently- and/or funeral businesses.
ment agencies, the news media and enacted Tax Cut and Jobs Act (TCJA) was
consumer organizations. that Congress increased the limitation on new provisions. The purpose of this
➤ Fells has worked on behalf of the ceme- the size of a taxpayer that is eligible to use memorandum is to explain the procedural
tery and funeral service profession on legal the cash basis of accounting. guidance contained in the revenue
and legislative issues since 1975 and joined “Congress increased the limitation procedure.
the ICCFA staff in 1983. He is retired from from $10 million to $25 million in annual “In addition, this memorandum
his position as the association s e ecutive
average gross receipts. Thus, a taxpayer explains what I believe to be the principal
director, which he held for six years.
is permitted to use the cash basis of tax consequences of switching to the
➤ He has published a number of books. accounting, regardless of the nature of its cash basis of accounting and making the
His latest, “The Curse business, if the taxpayer’s average annual various inventory elections contained in
of the Tomb,” brings
gross receipts are $25 million or less. TCJA. This memorandum also points out
back Maj. Alexander
Armstrong, who featured
“In light of this legislative change, gray areas where we are awaiting further
in two previous books. significantly more members of the ICCFA guidance from the IRS.”
The discoveries of may be eligible to use the cash basis The Schneider memo reviews the three
the royal tomb of King of accounting for federal income tax main sources of income and how the cash
Tutankhamen creates purposes for their cemetery and/or funeral method option will affect them.
a huge black market in businesses.
forgeries of antiquities “In addition to the expansion of eligi- First, for sales of burial lots: “For
where the stakes include murder, and the bility to use the cash basis of accounting, example, assume that a cemetery enters
British government seeks assistance from Congress also eliminated the requirement into a pre-need sales contract with a
the Americans. for small business taxpayers to account customer for a total sales price of $2,000.
for goods held for sale (i.e., cemetery Further assume that the cemetery’s basis
Additional resources
merchandise) as inventory, as well as the in the burial plot is $500. The purchaser
➤Wireless. ICCFA members, send us
your email address and we ll send you requirement to use the onerous costing pays a down payment of $200 upon the
our bi-weekly electronic newsletter full of rules in section 263A to determine the cost execution of the contract and pays $300/
breaking news. of the goods held for sale or for property year for the next six years. Under the first
used in the taxpayer’s trade or business alternative, the $200 down payment and
“These provisions all take effect for the next $300 installment payment would
2018. All of these provisions are likely not be taxable, but all payments thereafter
to be beneficial to those ICCFA members would be fully taxable.
that are eligible small business taxpayers “Under the second alternative, all
(i.e., annual average gross receipts do not payments would be fully taxable at the
exceed $25 million). However, taxpayers time they are received, but no deduction
may not simply start taking advantage of would be allocated for the cemetery’s basis
these procedures. Instead certain proce- in the plot until title to the plot passes to
dural steps are required. the purchaser.
“Revenue Procedure 2018-40 gives “Before the installment method was
detailed guidance on the procedures repealed almost 20 years ago, a third
that need to be followed in order for possibility was that the cemetery’s basis in
a taxpayer to take advantage of these the plot would be allocated pro rata against
favorable provisions. However, the each payment that is received from the
revenue procedure does not explain purchaser. However, that alternative is no
the tax consequences of electing these longer available. We are hoping to obtain
WA S H I N G T O N R E P O R T
guidance from the IRS on the resolution of

this important issue. This issue also affects
cemeteries using the accrual method of
accounting, so everyone in the industry
would be affected by the answer to this
important question.”
Regarding the second area of
concern, the sale of cemetery merchan-
dise: “In the past, cemetery merchandise
(i.e., vaults, liners, markers, etc.) were
considered inventory, which meant that
except for very small cemeteries, most
cemeteries were required to use the accrual
method of accounting and treat cemetery
merchandise as inventory.
“Treatment of cemetery merchandise
as inventory meant that the merchandise
was subject to the onerous costing rules
in section 263A of the Code… However,
by making the elections in TCJA to use
the cash basis of accounting and to elect
out of inventory treatment for cemetery
merchandise, small business taxpayers
avoid such rules.
“As in the case of sales of burial plots,
if a seller of cemetery merchandise uses
the cash method of accounting, no income
need be reported until the sales price of
the merchandise is collected from the
customer. Again, this income is subject to
deferral to the extent the sales proceeds,
or a portion thereof, are deposited into a BEFORE AFTER
trust.”
The third area of concern is cemetery
9
and funeral services: “In the case of
OBSERVATION
cemetery services, such as opening and No matter how a brand starts out, the right people
closing a grave site, and funeral services, can make all the difference in how it ends up.
by electing to use the cash basis of
accounting, an eligible small business
taxpayer will not be required to report Many of the greatest brands in America didn’t start out that way. What
any income until the income is actually made the difference was their turning to people with fresher ideas and
collected from the customer.
bolder visions. Our clients have found just that kind of creative leader-
“Likewise, expenses will not be
deductible until they are actually paid by ship in LA ads, and brands that were once unknowns are now disrupting
the provider. Finally, it should be noted the marketplace. Our clientele includes all sizes of cemeteries, funeral
that these income reporting rules are only homes and suppliers, made all the better for having worked with us. If
applicable to amounts received outside of a you are ready to go from “before” to “after” and experience business
trust. Any income paid to a trust continues as never before, it’s time to give us a call. 800-991-0625.
to remain deferred until distributed to the
provider.”
The Les Schneider memorandum
contains additional information, so
ICCFA members are urged to read the
entire document. The full memo can be
accessed at https://s3.amazonaws.com/iccfa-
laadsmarketing.com/funeral 9018 Balboa Blvd. #536, Northridge, CA 91325
media/2018/08/Les-Schneider-ICCFA-Alert- frontdesk@laadsmarketing.com (800) 991-0625
re-Cash-Method-FINAL.pdf. r
Visit the new and improved www.iccfa.com November 2018 9

2 0 1 7 K I P A WA R D S : E V E N T
All Saints Day is important in Guatemala, and Los Parques

Cemetery works hard to help families remember their deceased
loved ones while spending time with those who are still living.
➤Honorable mention:
Los Parques,
Guatemala City,
Guatemala
WHAT THE JUDGES SAID

n Very enterprizing venture
with a successful impact
both in the community and the
company.
n I liked the dinner for the
workers and the respect paid
to them.
n Wow—what a return on
investment!
n Impressive turnout!
Erika
Maldonado,
general
manager
of Los
Parques Candles are lit for placement on graves at the end of the All Saints Day observan-
cemetery. ces at Los Parques Cemetery in Guatemala.
Los Parques helps thousands observe

All Saints Day with ‘Memories of Light’
I
n Guatemala, November 1—All Saints Day
(Dia de Todos Santos)—is a special time for
remembering and honoring the dead. Family
members visit and decorate their loved ones’
graves and share a special dish, fiambre.
Los Parques Cemetery aims to make it a
day where family members get together to
remember loved ones who have died and also
the importance of making each day a special one
with loved ones still with them.
The 2017 event at the cemetery was called
“Memories of Light” ( ec erdos de ), with
the name symbolic of loved ones who bring such
light into the world that it continues to shine
even after they are gone.
The color palette for the event logo was
turquoise (calm and peace), coral (sweetness,
sympathy and beauty) and orange (harmony and
warmth).
The event was conceived six months in
advance, with preparations starting about a month
before the day. About 50 staff members worked
on coordinating and executing all of the details. The “Memories of Light” logo for the 2017 All
The team included people from the marketing Saints Day observance at Los Parques.
To end the day, more than 50 trees were lit up with LED lights after candles had been placed on the graves.
Giant kites are a

traditional part of
Guatemalan All
Saints Day obser-
vances. A workshop
was provided to help
children make their
own kites with which
to send messages
to deceased loved
ones.

2 0 1 7 K I P A WA R D S : E V E N T
Above, families send messages to heaven via balloons.

Left, in Guatemala, almost 60 percent of the population is Roman Catholic, and it is
traditional to pray for deceased loved ones on All Saints Day. The rosaries made of
white and yellow balloons were released to heaven after prayers were completed.
Below left, approximately 100 people participated in the Mass celebrated at Los
Parques as part of the All Saints Day commemoration.
department, gardeners, tribute coordinators Catholic Church as a symbol of purity, peace

and administrative personnel. and harmony. People held on to ties while
Fifteen days beforehand, the Los Parques praying the rosary as a way to get closer to
sales team delivered 6,000 invitations that God and reeive comfort and peace in their
detailed the planned activities for the day. The hearts. At the end, the beads were released
event also was advertised via Facebook and to heaven to the accompaniment of an
email. instrumental version of “The Lord’s Prayer.”
At 6 a.m. on November 1, the cemetery • Messages to heaven, sent via balloons.
opened its gates, offering coffee and water to One thousand yellow, coral and turquoise
attendees. A sales consultant gave out gifts balloons, symbolizing happiness, harmony,
that included a typical Guatemalan candy. love and hope, were given out to participants.
Special events started at 9 a.m. Different They were asked to write a message for
events focusing on the tradition of sending their loved one, hold the balloon in both
messages to deceased loved ones were spaced hands, close their eyes and think of what
throughout the day. They included: they’d like to whisper to their loved one. At
• The flight to hope, which involved that moment, the prayer, “My angel of love”
the liberation of 60 white doves trained and was read aloud, ending with:
sheltered inside the cemetery. The white Hoy quiero decirte que siempre te quise,
pigeons are a symbol of family friendship and que tu amor yo nunca he olvidado. Sabes
the color white is synonymous with purity amore siempre te recordaré. (Today I want
and sincere love. to tell you that I always loved you, that your
Pigeons have been used to send messages, love I have never forgotten. You know love,
so families are asked to whisper messages I’ll always remember you.)
to the bird that will be taken to heaven and The balloons were then released to heaven
received by their loved ones. as the song “I remember you” by Juan
After family members were invited to Gabriel and Marc Antony played.
approach the birds and whisper their message, • Memories of light, featuring 10,000
the birds were released as the song “The candles, a pyrotechnic display and the
glory of God,” by Rafael Velasco, played. lighting of trees, took place after sunset.
• Three giant rosary beads were made Candles are a symbol of light and warmth,
of white and yellow balloons representing the elements of comfort, peace and calm. As the
2 0 1 7 K I P A WA R D S : E V E N T
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2 0 1 7 K I P A WA R D S : E V E N T
Los Parques provided meals for the

employees as part of showing gratitude
for their work year-round as well as on
the day of the event.
Staff members
who worked on
the event posed
for teams photos.
Above, adminis-
trative staff and
gardeners.
Far left, the
marketing team.
Left, the food
group.
Below, the
celebrants and
sun went down, participants were asked to florists.
light a candle and place it where their loved
ones are buried. They were also asked to light
candles and place them at any graves where
a family member was not present that day to
do so.
During the candle-lighting, prayers
and music were played. After the entire
cemetery was illuminated with candles, a
reflection about people being the light of
the world was read.
People were then asked to count down
from 10, with the countdown ending with
the lighting of more than 50 trees with
LED lights.
A fireworks show was put on to the
song “Dreams,” by Diego Torres. The
purpose is for everyone to leave the
cemetery at the end of the day with the
desire to achieve their dreams and be To show their appreciation to their 10,000 in 2017) to the park. The 2017
happy. employees, a special area was set up to offer event also resulted in many sales, with
Cemetery employees cooked and served them dinner, and each received a photograph 200 contracts closed and 1,000 leads for
typical Guatemalan beverages and dishes, a of himself or herself taken on a work day cemetery counselors.
farmer’s market featuring local vendors was and reflecting the work they do every day to Advice from Los Parques to others
set up and a mariachi band provided music. provide the deceased with a dignified place of planning a similar event: plan at least six
The event added up to a very long day rest and the living with comfort. months in advance; respect the budget;
for Los Parques employees, beginning at The company does spend a lot of money prepare a marketing strategy to promote
5 a.m. At 9 p.m., staff members were still on this event ($22,500 USD in 2017), but the event; innovate as you go; and ask for
saying goodbye to many families. draws thousands of people (more than freeback from guests after the event. r
by Dean Lambert
ICCFA Magazine spotlight MANAGEMENT: SALES
dlambert@
Homesteaders Does everyone at your organization work as a team?
life.com
Do your at-need and pre-need staffs get along well,
515.440.7703
➤Lambert is working together without friction It s easy for silos
the senior vice to develop in any organization, with people focused on their
president —
marketing & tasks rather than on the goals of the organization as a whole.
communications for
Homesteaders Life
It s management s ob to make sure this doesn t happen.
How you can build a culture of

Co.
➤Since 1993, he
cooperation at your funeral home

has been passionate about helping funeral
I
professionals promote the value of what
they do. He manages a team responsible
for all aspects of marketing, research, com- t has been more than 25 years since I Without proper attention to company
munications, corporate events and funeral started helping funeral professionals culture, “silos” can develop along functional
home marketing services. build brands and marketing strategies, lines. Eventually communication and
➤Lambert has served as a member of the understand and meet changing consumer cooperation can break down, leading to
ICCFAs ide orld of Sales Conference demands and recognize how important a conflicts and a lack of productivity that
planning committee and recently completed positive internal culture is to supporting a adversely affect top and bottom-line
a one-year term as president of the Funeral funeral home’s brand. Even before I joined revenues.
and Memorial Information Council (FAMIC). Homesteaders, I could see how important The danger occurs when people
www.homesteaderslife.com pre-need sales are to a firm’s long-term working in “silos” do their jobs without the
➤Homesteaders Life Co., West Des success. perspective of others who are also involved
Moines, Iowa, is a national leader in While most funeral professionals agree in delivering on the company’s value
providing life insurance products and that an active pre-need program is essential to proposition. In this situation, people lack a
services to promote and support the being competitive in the marketplace, many big-picture view of how the entire team helps
funding of advance funeral planning and owners still struggle to build a cooperative the organization achieve success.
end-of-life expenses. culture between functional teams. This is In a funeral home, silos are particularly
especially true in terms of pre-need and at- dangerous because of the limited number of
need staffs. opportunities to make the type of impression
The divide between pre-need and at- that results in a recommendable customer
need is not the only barrier to funeral home experience. People simply do not plan or
success. Being a strong, secure funeral home attend funerals as often as they experience
operation requires everyone to understand the other types of products and services.
impact of various roles on a firm’s success. In It is difficult to build loyalty when what
a funeral home environment, this has to also you deliver happens “few and far between.”
include administrative staff and anyone who And if things go poorly, you may never
might impact customer experience. have an opportunity to serve that family—or
There are a variety of ways to nurture anyone in their sphere of influence—ever
cooperative cultures, which I’ll cover later in again.
this article. Though everyone on your staff is likely
Most important, the owner or general committed to providing positive experiences
manager of a funeral home must promote a for every client family, they often care within
positive culture, insist that teams support one the range of responsibilities in their silo.
another and be willing to make personnel This can lead to common friction
changes if necessary. points that result from differences in work
schedules, administrative challenges,
Silos in businesses unique compensation structures, discomfort
Conflicts between functional areas are associated with change or, to put it plainly,
not unique to the funeral business. Every ego.
company has some form of internal culture All of these friction points have two
that develops over time, whether it is guided drivers: misperceptions and unfulfilled
or happens organically—ideally, it’s a expectations. The “grease” needed on these
combination. friction points is communication and training.
➤to page 18
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MANAGEMENT: SALES
The e pertise, pride and confidence e hibited by a funeral director are essential to comforting
families when they experience a death or have questions about funeral planning. Enter the pre-need
salesperson, whose ob it also is to represent the funeral home with pride, confidence and skill.
The potential for friction is obvious, because both personalities want to be the “star” with families.
➤from page 16 oriented. In any event, errors and omissions and have a relationship with someone who
Funeral home owners and managers who on forms can lead to communication walks in asking to prearrange.
successfully bridge gaps between silos learn breakdowns that affect the ability of other If the right questions are not asked, there
techniques for fostering communication and team members to effectively provide the is no way to determine if a prearrange-
understanding and make time to allow it to best customer experience. ment opportunity was generated through
happen. This is the way to build a cooperative The situation gets particularly sticky an existing relationship, the funeral home’s
culture, resulting in consistently excellent when administrative people feel like funeral brand or a pre-need marketing piece.
customer experiences that prompt people to planners don’t appreciate the amount of work Bridging the gap: It is vital to have
recommend your firm. it takes to read sloppy handwriting or correct processes in place to mitigate potential
errors, or how this can affect service delivery. compensation conflicts. Some funeral home
A deeper dive into Bridging the gap: Training is key. owners and pre-need managers have created
friction points Work with your suppliers to provide incentive programs for at-need staff who refer
Differences in work schedules. Obviously, training on completing and submitting pre-need prospects so they are rewarded for
there is no way to know when a death call paperwork. When digital solutions are contributing to the success of the pre-need
will happen, so a funeral director’s schedule available, use them. program.
is unpredictable. In some cases, one may be Provide opportunities for your adminis- Create processes that include asking
on call 24/7. trative staff to talk with funeral directors walk-in families if they are responding to
A pre-need counselor’s schedule is and pre-need counselors about common an advertisement or if they know someone
somewhat more predictable, because it errors, omissions and other barriers to specific with whom they wish to work. This
is based on appointments and scheduled smooth administrative support. shows concern for the customer’s preference
presentations. But appointments get Discuss the risks associated with and demonstrates that you work as a team.
postponed and rescheduled, and some weeks disregarding established administrative Finally, communicate to your staff the
are busier than others. Evening and weekend processes, especially as they relate to the importance of keeping the terms of their
appointments are typical. customer experience. employment—especially compensation—
Pre-need counselors also face a lot of But also ask administrative staff to look at confidential.
rejection while attempting to generate things from the standpoint of funeral directors
leads and convert them to appointments, and pre-need counselors, and to be open to Fear of change. There are hundreds of
so their lives also can be challenging and feedback on things that might be disruptive quotes one could cite about change. I have
unpredictable. to the planning experience, including clunky two favorites that apply directly to the
Bridging the gap: Focusing on what at- administrative processes. current state of the profession. Jack Welch,
need and pre-need personnel have in common former CEO of General Electric said,
can definitely reduce friction. Funeral home Unique compensation structures. While “Change before you have to.”
owners and managers must create a culture it is true that commission-based pre-need By not anticipating the growth in
in which funeral directors and pre-need professionals may have greater earning preference for cremation, many funeral
counselors are confident in each other’s potential than salaried at-need directors, homes are playing catch-up in learning how
knowledge and skill at helping families. commissioned salespeople’s income is to serve cremation customers profitably. The
One way to do this is through job variable and can sometimes be unstable. consumer changed and the funeral profession
shadowing. Encourage pre-need counselors Permitting at-need funeral directors to was quite slow to respond.
to observe funeral directors and allow funeral prearrange walk-in families may feel like Twenty-five years ago, pre-need was
directors to shadow pre-need arrangers. a threat to a pre-need arranger’s earning promoted as a way to “lock in the current
potential. buying habits of consumers.” Those owners
Administrative challenges. Most pre- In addition, pre-need professionals may and operators who agreed and did something
need and at-need professionals are trained to feel that walk-ins are generated by marketing about it benefited greatly. They created
be the best listeners they can be. Completing efforts and seminars they budget for and funeral planning opportunities beyond at-
a form while a client is telling a story or facilitate. Pre-need staff members may feel need cases, while at the same time they were
explaining their preferences can interfere with they have invested in generating those leads able to see the cremation trend happening by
demonstrating genuine interest in the client’s without being allowed to cover the associated interacting with more consumers.
individual needs, so the client generally costs through the commissions on those Hockey great Wayne Gretzky said, “You
receives more attention than the form. leads. miss 100 percent of the shots you don’t take.”
In addition, salespeople in general have On the other hand, at-need directors By not understanding the impact pre-need
a reputation for not being terribly detail- may be well-connected in a community has on market share, many funeral homes
MANAGEMENT: SALES
The most important thing to remember is that families must never sense friction
between a pre-need salesperson and an at-need director. If a consumer asks for someone
by name, his or her preference must take precedence over such sentiments as, I ve known
that family for years” or “Mrs. Johnson came to the funeral home because of my seminar.”
are operating in “protect” mode rather than Ego. Historically, funeral directors have out the wishes of the prearranger at the time
“growth” mode. been the focal point of the funeral home and of need.
Funeral homes reluctant to go out into recognized in communities as the experts in Keeping lines of communication open
the market with a pre-need value proposition funeral planning. The expertise, pride and between functional areas is vital to identifying
because they didn’t want to appear “salesy” confidence exhibited by a funeral director are process breakdowns and addressing conflicts
likely missed out on helping consumers who essential to comforting families when they early enough to keep morale high. Ultimately,
not only thought it was a good idea, but who experience a death or have questions about the funeral home owner or manager should
might have had a real need. funeral planning. work to create a culture in which everyone is
Enter the pre-need salesperson, whose job recognized for the contributions they make to
Bridging the gap: Homesteaders Life Co.
it also is to represent the funeral home with the firm’s success.
recently published a new edition of its “Pre-
pride, confidence and skill. The potential for
need Motivators” ebook, which contains data
friction is obvious, because both personalities Summary
on consumer and funeral director points of
want to be the “star” with families. The big takeaway from this article should
view supporting the importance and value of
be the vital role communication plays in
pre-need. Bridging the gap: The most important
having a collaborative culture in a business.
Examples: thing to remember is that families must
While every organization needs subject
• One hundred percent of consumers are never sense friction between a pre-need
matter experts and teams of people who
satisfied with their decision to prearrange, and salesperson and an at-need director. If a
work together in common functional areas,
a majority of prearrangers recommend it to consumer asks for someone by name, his or
management should be focused on keeping
family and friends within a month of making her preference must take precedence over
people talking about what is working and
their plans. such sentiments as, “I’ve known that family
what isn’t working.
• Eighty-eight percent of funeral directors for years” or “Mrs. Johnson came to the
Address conflicts early and with trans-
affirm that having prearrangements in place funeral home because of my seminar.”
parency. Recognize that some individuals
made the at-need process better than it would The manager or owner of a firm should
will be at the “front of house,” while others
have been if no prearrangements existed. have processes in place to privately resolve
work behind the scenes to ensure excellent
• Eighty-nine percent of funeral directors potential conflicts in a fair and equitable
customer experiences.
report that families usually find the manner. The fact is, if everyone does
If you make time to work on sustaining a
prearranged funeral selections “completely their job right, no one will be left out. The
culture of cooperation in your funeral home,
acceptable.” pre-need salesperson has an opportunity
the results will be quite evident. You’ll
Statistics like this should provide your to shine in advance of need, and, ulti-
retain employees and customers and see
staff with the confidence they need to support mately, the funeral director will have the
both sales revenues and profits grow. r
an active pre-need program. opportunity to shine when he or she carries
Questions or concerns about the

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by Wendy Harris
ICCFA Magazine spotlight MARKETING

Wendy.Harris@
cffinc.com You must market your business, and you must keep up
1.800.336.1102i
➤Harris is market- with the times. If just thinking about this makes your head hurt,
ing director for CFF here are some tips for how to get started. Start small
Inc. She brings a
background in man- and build your confidence as well as your business—but start.
agement consulting,
Finding ways to market that

market research and
branding for compa-
nies MarketWise and
Addison Whitney.
are in your comfort zone
M
➤As marketing manager, she has worked
on the accounts of several name-brand
products, for companies such as Ansell arketing is an essential part content?” (Huge eye roll here.) Okay, one
Healthcare, TopFlite, Michelin, Baxter of any business. Getting your more: “SoLoMo.” This stands for “social-
Healthcare, Dupont and Borden-KKR. She message out to your potential local-mobile.” No, thanks. Even to me,
is experienced in focus group design and clients, highlighting your specific product these terms seem irritating and unneces-
moderation, online surveys, direct mail, ad- or service to generate more business, sary.
vertisement creation, convention logistics, sounds like a logical thing to do, but many Industry jargon can sound annoying
website design, SEO, online marketing
business owners hesitate when it comes to and be disruptive to communication, and
and print collateral.
marketing. is often intended to be intimidating. Let’s
➤She has worked exclusively with the Why? They don’t know where to start, wipe away the jargon, along with the
death-care industry for over 13 years. they perceive the costs (in time and/or negative reactions it can evoke.
➤Cooperative Funeral Fund Inc. (CFF), money) as daunting and they worry about In our busy day-to-day lives, we are
Madison, Connecticut, specializes in the somehow putting the wrong message out running our businesses and taking care of
management of pre-need and perpetual there. our families. There are not enough hours
care fund accounts. CFF has provided But marketing your business doesn’t in the day to get it all done. Focusing on
a program for the death-care industry
have to be difficult, expensive or uncom- what needs to be done today can take all
to facilitate the creation, investment, tax
compliance and payout of funeral trusts
fortable. To get started, you need to find a our bandwidth.
since 1989. task that’s in your comfort zone in order to The thought of doing additional work
gain confidence and momentum. such as marketing our business with the
www.CooperativeFuneralFund.com
Once you find a marketing strategy that goal of increasing sales and future market
works for you and your business, you will share can easily overwhelm or intimidate
find marketing rewarding, because you anyone. And as technology advances, it
will be communicating with your market seems that there is even more we need to
and finding interested clients. This sort of know and incorporate into our marketing.
positive feedback will encourage you to do The good news is that technology has
more. also made it easier and more instantaneous
That said, it can take time and experi- to reach out to your prospective clients.
mentation to find the marketing channel It is often less expensive than previous
best suited to you and your business. marketing methods, sometimes even
Some of us are more technically oriented, free—but time-consuming.
some are more creative, some are more Consider picking one action item that
extroverted. falls in your comfort zone as a way to get
We all have different personality types started. To get you thinking about what
and comfort levels. Again, the trick is to that item might be, I’m going to review
find a marketing task that plays to your some marketing basics to keep in mind
strengths and lands squarely in your regardless of how you decided to go about
comfort zone. it. Then, I’ll provide an overview of a
number of different preneed marketing
Overcoming barriers options—one for every personality and
How does the term “marketing” make wallet.
you feel?” Overwhelmed? Overcome by a Your goal is to get comfortable with
feeling of general malaise? one and implement it. You want to avoid
How about marketing jargon such as getting overwhelmed by trying too many
“ROI,” “touch points” or “actionable new things at once.
insights?” What about “snackable
➤to page 22
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MARKETING
Industry argon may get in the way of people s understanding of what you have to offer. se the
language of the consumer, not that of the industry. Instead of referring to “direct cremation,” try to
use terminology that your clients will understand and use themselves, such as “simple cremation.”
➤from page 20 language usage, such as“affordable Or, you can improve your ability to do
Marketing basics cremations,” will also help you when you this by joining a Toastmasters group. This
Adjust your mindset. The first step in are coming up with key words for web page supportive group is also a great community
marketing should be to define the pain optimization or paid online advertising. networking tool. It enables you to practice
point of your buyers and how you can More on those later. public speaking, starting with small,
solve their problem. Show them how. They intimate venues, building your confidence
may not even know that there is a looming “Let’s talk about you.” (Not you— until it becomes less intimidating and
problem. (How many people think about your potential clients.) This is going to maybe even enjoyable.
death and the decisions it will require sound basic, and it is, yet people often
unless they have to?). It is your job to fail to do it. People like to talk about Use pictures. Another basic point
inform and guide them. themselves. They will scan literature or an that must be emphasized: People prefer
How many families have you seen who ad and think “What’s in it for me? Why do pictures over text. This is not because we
did not have a plan for their loved one? I care about this?” are innately lazy, though that may be part
How many families have you seen cease What this means is that in your of it for some people. We are inundated
communication after the death of a loved marketing, you should replace “we” and with information, making it difficult to
one? It’s sad. You can help. “us” statements with “you” statements. focus on anything. In addition to the
The death-care profession solves Point to what is in it for them. Point out the information overload we all face, people
problems. You are here to address the benefits to them; give them the “goods.” naturally transfer more data and retain
pains and problems of both the living and For example, take this typical marketing it better through images than text. It’s
the deceased. Yet you hesitate to talk about point from long-established firms: “We’ve natural.
this because it is deemed “selling.” been in business for over 100 years.” So, Use this to your advantage whenever
If this sounds like you, the first thing what is the benefit to the consumer? Try to possible. There are lots of online sites
to focus on is your mindset. Refocus your be clever and memorable: “We probably now that offer copyright-free images
lens: You are helping others. know your grandmother’s favorite flower.” you can use in your marketing pieces,
When you share information about what including brochures, presentations or
you do and how it benefits the living, you Tell your story. Stories resonate with online advertisements. Make sure they are
are providing needed information and people. They are entertaining and real, not relatable to the viewer.
helping others. People probably don’t “salesy.” We all relate to and are interested Some free image website places to get
know about all the memorialization in hearing what the marketing and sales you started: unsplash.com, pexels.com,
options available when choosing crema- department refers to as “case studies.” gratisography.com, pixabay.com and
tion, for example. Get comfortable telling your stories. lifeofpix.com.
If you are already focused on marketing Be yourself. No one is comfortable using
efforts, that’s terrific! If not, the first step someone else’s script as to what they Offer people an incentive. When
is to really understand that there is a need should say and how they should sell. This marketing to people, whether through your
for you and what you do. You are solving includes your sales managers, who need to website, via a direct mail piece or through
a problem. You are providing a service by use their own voice a tabletop display, offering information
sharing what you know with others. You People know when you are being is not enough. Also offer something such
are helping people. genuine. The same holds true with all your as a raffle prize, free memorial cards or a
marketing literature. What is the history of keepsake. What would you pay per lead to
Avoid jargon. This is a simple one. Just the company? Its people? What are their find someone who can benefit from what
as marketing jargon can muddle things interests? What do they like about what you have to offer?
rather than convey useful information they do? What makes them different? How
about coming up with actionable lead- are they involved in the community? Target specific types of people. Share
generation efforts, so may industry jargon your knowledge with the people who
get in the way of people’s understanding of Prepare for public speaking. If when would benefit the most. For example, share
what you have to offer. you think about public speaking a vision of information about veterans’ benefits during
Use the language of the consumer, not a desperately uncomfortable salesman with the Veterans Day holiday, at veterans’
that of the industry. Instead of referring to beads of perspiration on his forehead is events and at VFW halls
“direct cremation,” try to use terminology what comes to mind, all is not lost. If you Or how about the “sandwich” genera-
that your clients will understand and use are introverted or fearful of making public tion? These people who are providing
themselves, such as “simple cremation.” presentations, you can have someone else care for elderly parents while also
Thinking in terms of clients’ standard represent your business. After all, you raising children appreciate the benefits of
don’t work in a vacuum. preplanning.
➤to page 24
Some jobs require Industry
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800-336-1102
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may increase or decrease. Any investment is speculative and involves a high degree of risk, including the risk of principal loss.
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MARKETING
Start a social page Facebook, specifically, is where the 55 crowd is hanging out.
It doesn t hurt to also interact with younger people, the ones who will help
make arrangements for older family members. Look for them on Instagram.
➤from page 22 your site, hire someone from fiverr.com. elder-care attorneys or people at senior
A marketing menu Regardless of who designs your page, centers and hospice facilities. They are
Community outreach. If you’re not remember to include the key words eager for your information, and it helps
comfortable with putting yourself out potential clients would use to find you. them to do their jobs better.
there at networking functions, either find Being able to refer a client to a trust-
someone on your staff who is or come Social media. Start a social page— worthy and helpful professional is a great
prepared with something valuable to hand Facebook, specifically, is where the 55+ thing, and you have information about
out and/or display. crowd is hanging out. It doesn’t hurt to also issues seniors would like to know more
Bring literature on the benefits of interact with younger people, the ones who about.
preplanning that uses imagery people will help make arrangements for older family
can relate to. Make sure any posters or members. Look for them on Instagram. Two more tips
brochures include photos and stories, as This is especially important if you don’t Experiment. Try something that feels
well as an offer for something of value. have a website. FaceBook is an essential comfortable to you. I have talked with folks
Hospice workers are often receptive to way for people to find your business when who found direct mail to be too aggressive.
information. Senior fairs can provide a great they search online—and they will, I assure Inevitably, a mailer would be sent to
opportunity for information-sharing. you. someone who was ill or deceased, resulting
in an irate call to “take them off the list.”
Direct mail. This is a well-received Online paid advertising. Facebook Some funeral home or cemetery
marketing channel. Since online marketing has quickly become a go-to source of managers feel “any offence is too much for
has exploded, gone are the days of people advertising campaigns. It allows for us.”
receiving excessive junk mail. People enjoy incredible targeting by age and location. Others, some of whom had no luck with
getting mail. Admittedly, I don’t go on the platform direct mail, have told me how successful
There are many affordable companies much, mostly because I end up buying they were with TV.
that will design and send out postcards. You things perfectly targeted to me! You need to be comfortable with
can send out letters yourself. Keep in mind that video ads work better what you do, but you will find that the
Another more affordable option is called than text ads, but be sure to include a tran- more successful marketing projects you
EDDM—everyday direct mail. This can be script of the text for videos. Keywords implement, the more comfortable you will
a do-it-yourself alternative that costs less are important here. You want to compete become. You will be building your own
than first-class postage—currently less than on keywords that are accurate and less marketing “case studies.”
18 cents per piece. expensive. This is one place where using
This type of direct-mail campaign is marketing language will help. Be your buyer. Step into their shoes.
done directly through your local post office A helpful resource is https://moz.com/ Feel how they feel. Feel the weight of
and allows for partitioning off areas of explorer or Google AdWords. These are their problems and struggles. This makes
town based on postal route. You bundle the often referred to as “long tail keywords,” it much easier to find text and images that
mail and bring it to the post office, and in based on a term coined by the best-selling they, not you, can relate to, and improves
exchange you get a lower postal cost. marketing book author Seth Godin. communication between you and your
Learn more about EDDM at https:// potential clients.
www.usps.com/business/every-door-direct- Reviews and testimonials. These are
mail.htm. important. Ensure that your reviews are Conclusion
good and that you follow up with and Remember, marketing is just a way of
Website. It’s OK if you don’t have one rectify any outstanding issues. contacting your future clients. You can
yet—many businesses still don’t. But you Ask for testimonials. If this makes you be there physically, or not. You can spend
absolutely need to get one ASAP, even if it’s uncomfortable, use a free tool such as money or time to get it done. You can have
just a simple page with contact information surveymonkey to ask for testimonials via someone else do it. You can start small
to start with. email—and be sure to ask if it is OK to and, as you build your confidence (or at
A large majority of customers shop share their comments online. Then do so least tolerance), you can do more.
online even for local products and services. on your FaceBook page and website and Start small and let your efforts gather
How will they find you if you’re not online? anywhere else suitable. Use your best one momentum as you get more comfortable
For now, you can use your FaceBook on your brochure—something everyone with marketing and building your business.
page or SquareSpace, Wix or GoDaddy would identify with is ideal. Try picking a marketing task you’ll feel
website builders if you cannot afford a web the most comfortable doing, something
designer. Networking. Call and arrange to drop that feels right. Be yourself—people like
If you don’t have time to put together off your business cards and/or meet with you! r
Why
YOUR
Get back to
Why do you work in the funeral industry?

Whatever keeps you going — your
Why — you probably don’t have as
much time for it as you’d like.
Global Atlantic’s Preneed 360°

approach can help you get back to
your Why!
Contact us to learn how:

globalatlantic.com/preneed/360
(866) 449-3722 | preneedsales.support@gafg.com
Global Atlantic Financial Group (Global Atlantic) is the marketing name for Global Atlantic Financial Group Limited and its subsidiaries, including Forethought
Life Insurance Company. Each subsidiary is responsible for its own financial and contractual obligations.
PRE1364 (11-18) ©2018 Global Atlantic
by Welton Hong
ICCFA Magazine spotlight MARKETING & TECHNOLOGY
408.982.6096
welton@RingRing The internet has changed marketing, even for
Marketing.com
the death-care profession, and the ubiquity of smartphones
➤Hong is the
founder of Ring has brought more changes. Keeping up with it all
Ring Marketing, Las
can seem hopeless, but it s necessary, at least
Vegas, Nevada. He
is an expert in case if you want your business to survive and thrive in the future.
generation from
online platforms Start by making sure you understand these basics.
to the phone line.
He is the author of “Making Your Phone
Ring with Internet Marketing for Funeral Four online marketing basics
you need to master today
Homes.”
www.funeralhomeprofits.com
I
➤Ring Ring Marketing offers a
comprehensive suite of marketing f online marketing still seems a bit • Smartphones and tablets that provide
services, from broad techniques such as foreign to you, don’t worry—you’re easy 24/7 access to the internet have
reputation management, pay-per-click not the only one, not by a long shot. become pervasive over the past five years.
advertising, local search optimization, Even in 2018, the various tools and • According to a February 2018 Pew
email marketing and website content techniques integral to internet marketing Research Center study, nine out of 10
generation, to more surgical tools such
remain intimidating to a lot of brick-and- American adults regularly use the internet.
as geotargeting, remarketing and social
media marketing.
mortar businesses. • Almost two-thirds (66 percent) of
They have a vague understanding of American adults over 65 use the internet,
what the process entails: You need to have as do 87 percent of those age 50-64, and
a website, because, well, every business 97 percent of those age 30-49.
has a website. So at least, you know, …
have one. There is no ‘demographic
You should try to make sure it has bubble’ giving death-care
good search engine optimization, because providers more time
ranking higher in online searches is better Now that internet use is so universal in
than, you know, ranking lower. American life, there’s no escaping the
You also should have email and check it reality: Businesses that evolve to master
regularly, because sometimes people email online marketing will prosper. Those that
these days, and that sure seems useful. fall behind face a perilous future.
I admit, all of that might seem a little I know that some death-care business
unfair. A lot of business owners know owners think they have a “demographic
more than that. But believe me, I’ve also bubble” for a little while longer, but it’s
met a lot who don’t. simply not true.
And if you’ll forgive me for being Sure, younger people are essentially
blunt, it’s fair to say that the death-care addicted to the internet. We all know that’s
industry tends to be a little further behind true. They’re on their smartphones (or
the trends than most. tablets, or even their smartwatches) all
I understand the reasons for that: More the time these days. It never even occurs
traditional industries tend to hang onto to them to look up information any other
more traditional marketing methods longer. way.
It’s a big adjustment for many cemetery But online consumer research is
and crematory owners to make. It’s also not hardly limited to the young. As I noted
easy to so radically change course when above, among Americans in the 50-64
there’s so much else going on, specifically demographic, 87 percent regularly use the
the rapid rise of direct cremation. internet. And the 65-and-up demo is at 66
But this is no time sit tight and see what percent; in 2011, that number was only 46
happens. It’s all quite simple: percent. No other demo has seen such a
• Powerful personal computers and sizable spike over a similar period in the
reliable home internet access have been 2000s.
common in most American homes for over In other words, grandparents and even
15 years. great-grandparents regularly turn to the
➤to page 28
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MARKETING & TECHNOLOGY
Yes, plenty of older Americans still use desktop computers more than mobile devices,
so don t ignore the desktop e perience, but do ensure the mobile e perience is ust as good.
That s beneficial in the present, but it will be crucial in the near future.
➤from page 26 your business appears to online visitors. think about for your website is producing
internet to research services. They might Having many testimonials bolsters your a lot of content. Why would you? You’re
not do so with the regularity we see in credibility. So does having plenty of in the death-care business, not running an
younger demographics, but when they positive reviews on online platforms. (I’ll online blog. They don’t exactly go hand-
need information on something important, go into reviews in more depth shortly.) in-hand.
that’s where they go. You also generate plenty of credibility Regardless, websites with lots of
And which direction will the numbers by having a robust “About Us” page content massively outperform others in
go from here? Given that no demographic with plenty of information about your every metric. And that’s true of every
has seen a statistically significant year- business, plus pictures of your staff and (as industry or profession, whether you’re
to-year drop in internet usage since 2000 appropriate) your facilities. repairing bicycles, replacing roofs or
(also per Pew), we know the answer: It’s Finally, you gain credibility by genera- providing cremation services. To Google,
just going to keep rising. This is why ting citations, which are references to your the line of work doesn’t matter; everyone’s
funeral home, cemetery and crematory business elsewhere on the internet. treated the same.
owners need to prioritize their online Having lots of content on your website
marketing efforts ASAP. 2. Your website must be specifically improves your online marketing efforts
But how should they do that? What engineered to convert. in numerous ways. Search engines factor
follows are four of the online marketing In online marketing-speak, conversion website content heavily into your search
basics every business owner needs to know refers to the process of turning an online engine optimization (SEO), giving you
going forward. visitor into an actual lead—and ultimately, higher rankings in organic search results.
Some of this might seem rudimentary a client. Content also is a major factor in
to more tech-savvy readers, so please Your website could generate a ton of both generating more conversions and
bear with me if you’re in that group. I’ve traffic, but if the people visiting it (either producing higher average margins for
learned it’s safest not to assume anything, for preplanning or immediate need) don’t services.
and even if you’re pretty familiar with convert, it’s essentially useless: All you When you use pay-per-click (PPC)
these tools, I believe you’ll likely find have is a bunch of window shoppers. advertising—paid ads on search engine
some new perspectives and pick up some A conversion could be as simple as the results pages—you’ll also get much more
useful information. visitor filling out a contact form (typically bang for your buck if your site has lots of
for preplanning) or calling your business original content.
1. Unless you’re the cheapest (typically for at-need service). Content isn’t only written text; it also
option in your area, you must focus on To generate conversions, your website includes images and video, so don’t be shy
credibility. needs to have a clear call to action (CTA) about including both.
If you’re already providing the lowest- on each page, inducing visitors to convert. You can also regularly update your
cost cremation services to local families, Other big conversion generators include blogs on a variety of subjects, both directly
you’ve already figured out your market. ensuring mobile-friendly navigation (a site and indirectly related to death care—it’s all
You’re going after the price shoppers, that works just as well on smartphones content.
plain and simple, full stop. and tablets as on desktop computers) and But before worrying about blog posts,
Of course, that’s not a realistic plan for including lots of original content—another start by ensuring your site’s pages are
a lot of cremation professionals, especially issue I’ll elaborate on below. comprehensive and fully detailed, with lots
those in highly competitive markets. You I realize all this talk about conversions of great information about your business
likely need bargain-basement prices to can seem indelicate to providers who are and about cremation in general.
edge everyone else in price, and such small used to a more nuanced approach to the
margins demand massive quantity. business. 4. The future is mobile—your website
Also, you already know how shockingly That’s fair, but this is today’s reality: must be, as well.
low some direct cremation providers set Small businesses are feeling the pinch I went into this in more detail in an
their prices, and that some try to make up from corporate entities and price-focused article in the August 2018 issue of ICCFA
for that with various hidden fees. direct cremation agencies. Magazine, but the short version is this:
So you’re probably not the cheapest Metrics matter. Understanding the Much as online directories have virtually
option in your market. This means relationship between website traffic, replaced print directories and mobile
you need to attract online clientele by conversions and case counts is crucial to phones have massively eclipsed landlines,
bolstering your credibility. success today. mobile computers are rapidly pushing
Credibility takes lots of forms, but desktops to the edge of extinction.
essentially, I’m referring to how legitimate 3. The more content, the better. Don’t get me wrong—I still have
Most likely, the last thing you want to desktop computers at home and in the
MARKETING &
TECHNOLOGY
Your website could generate a

ton of traffic, but if the people
visiting it (either for preplanning
or immediate need don t
convert, it s essentially useless
All you have is a bunch of
window shoppers.
office, and I’m sure you do, too. Much like
landlines, they still have a purpose in 2018.
You shouldn’t be ignoring the desktop
experience. But you definitely shouldn’t
be treating the mobile experience like the
desktop’s red-headed stepchild.
Here’s why: As of 2018, more people
in the United States access the internet on
mobile devices than on desktop computers.
If your website isn’t optimized for mobile
viewing, you’re essentially ignoring half of
your potential clientele.
According to Pew, more than two-
thirds of Americans ages 54 to 72 own
and regularly use a smartphone. That’s
obviously a demographic that cremation
providers can’t afford to ignore.
And while far fewer Americans 73
and older are regular smartphone users, th e ultimate in
the percentage is higher than you might
expect: 30 percent, and rapidly growing.
So instead of thinking of your website
CASKET&
as something to be viewed on a desktop
first and a mobile device second, it’s time MAUSOLEUM
to turn that around.
Yes, plenty of older Americans
still use desktop computers more than
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by Jeff Harbeson
602.274.6464 MARKETING/MANAGEMENT
jeff@theforesight
companies.com
Relationships and reputation are the keys to convincing
ICCFA
Magazine undecided consumers to choose your funeral home.
spotlight Make sure your marketing is based on that fact.
➤Harbeson is the direc-
Marketing your funeral home

tor of marketing for The
Foresight Companies
LLC, a Phoenix-based business and
management consulting firm speciali ing
with making a profit in mind
F
in mergers and acquisitions, valuations,
accounting, financing and customer
surveys. uneral service professionals continue open to a marketing message.
➤He is a funeral home owner, business- to face challenges as consumers shift Contrary to popular funeral profession
man and former Batesville representative away from “traditional funerals.” belief, the average consumer does not think
who has marketed his companies under In fact, “traditional funeral” is jargon about funeral homes regularly—or at all.
the social media label of The Funeral specific to funeral directors which often This is why savvy funeral home marketing
Commander. evokes misty eyes and wistful thoughts of will have tremendous impact, because
More from this author yesteryear. The reality is that a “traditional “decided” families have already made
➤Harbeson teams with Ryan Thogmartin funeral” is becoming as extinct as those a decision of which firm to use, and the
to co-host a weekly video podcast called who continue to use the jargon. “undecided” families are fair game for the
Funeral Nation. Positioning a funeral home in today’s funeral home that provides the best message
market and educating consumers requires of why their firm is the best choice.
➤Educational information, including a multifaceted marketing approach. Like it Consumers also choose funeral homes
copies of this article, can be found at
or not, services and products are for sale; based on reputation. Reputation is built on
www.theforesightcompanies.com
there is a price for each and a consumer the foundation and performance of people.
➤For more information on Harbeson or must choose to make a purchase. Creating Whether owner, manager, funeral director
The Foresight Companies, follow them on the message to attract “buyers” is more or support staff, every person is key to
Facebook, Twitter or LinkedIn. important now than ever before. developing and maintaining the reputation
Even though most consumers understand of a firm.
that funeral homes care for their deceased If we agree that consumers select
loved ones, provide services and offer a funeral service provider based on an
products needed or desired after death, established relationship with members
simply providing differentiated services and of the staff and reputation of a firm, then
products is not enough. how do you convert those who have no
What makes one funeral home different established preference? Shouldn’t your
from another and what can you do to attract marketing focus be on your staff and why
families to yours? your firm has earned a great reputation?
Let’s consider how consumers decide I’m going to be repetitive to drive home
between funeral service providers. Believe a point: In any given market, there are
it or not, the primary consideration when consumers who have already made a choice
choosing one funeral home over another is of a funeral home based on reputation,
not price. Most consumers choose a funeral but the majority have no opinion about
home because they know someone at the a particular funeral home’s reputation—
firm or are familiar with the staff. assuming they even are aware that it exists.
This is good and bad news at the same How do you make sure undecided
time. It’s good news if your firm is in a funeral consumers know your reputation?
small community where people regularly Hint: “Serving before the railroad came
interact socially with each other. It’s through town,” “We care more and always
bad news for funeral homes operating have” and “We give the best service or
in more densely populated areas, where your money back” messaging will probably
the likelihood of a consumer having a not have great success. Why? Remember
connection with someone at the funeral how your reputation is developed, and by
home before a need occurs is low. whom? Your people!
However, the good news for funeral The first step in directing a marketing
homes is consumers with no relationship strategy is to understand your brand. Yes, the
to a funeral provider are “undecided” and legacy of generational service is important
W I T H T H E I N D U S T R Y ’ S H I G H E S T D E A T H B E N E F I T, W E I N V I T E Y O U T O …
Original Funeral Amount 2.0 % Growth Great Western Growth Advantage

DO THE MATH
$16,000
$15,000
$14,000
$13,000
$12,000
$11,000
$10,000
$9,000
Death Beneﬁt
$8,000
$7,000
$6,000
$5,000
$4,000
$3,000
$2,000
$1,000
$0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
Year
The death benefit on the Great Western plan far exceeds what other insurance companies are
paying. The Industry Average portion represents how most preneed insurance companies are
paying their growth at approximately 2.0%.
This $6,000, 10 year-pay plan, age 71 with Great Western will have a death benefit of
approximately $14,000 in 10 years because this is what the customer has paid in premiums.
Other preneed insurance company plans would pay a death benefit of about $7,200 in year 10.
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MARKETING/MANAGEMENT
Many funeral homes do not take advantage of their best marketing opportunity, which is the
onsite visitation and/or service. I have attended many visitations across the country where the funeral
home staffers are virtually none istent and fail to interact with the deceased s family and guests.
and should be part of your brand presen- country where the funeral home staffers of favorite games. Another funeral I
tation, but legacy or family ownership has are virtually nonexistent and fail to interact attended included a food truck that came to
less stature in this “loyalless” (yeah, I made with the deceased’s family and guests. the funeral home after the service.
that word up, but you know what I mean) When people are attending a visitation Even allowing family members to
and fractured society we live in. or service, they are making observations bring in a batch of their deceased mother
Why does your funeral home exist? Why and forming opinions, just as at any or grandmother’s famous cookie recipe to
does your staff work at your firm? Why do other service-oriented event. By offering share at a visitation adds a creative touch.
families choose your funeral home versus creative services, these ideas can be I realize that in some states, regulations
another? Spend time, effort and money to showcased to enhance the reputation as prevent food offerings at funeral homes, but
make sure you know the answers to these well as attractiveness of your funeral home. in most cases it’s not being done because
questions. However, this starts with the leadership of funeral directors don’t want to do it, not
A winning combination is a story about the firm taking a stance that the norm is no because they aren’t allowed.
the history of the firm, the people who longer acceptable. Find out where your families’ post
make it great and the recommendations of The most frequent excuse I hear for not funeral gatherings are taking place. Is food
those who have used your services. The introducing a new product or service is; involved? Are the events catered or pot
marketing messages should evolve from the “My families will not go for that.” Well, luck? If you can have families enjoying a
story and work with the different ways you statistically, we are witnessing families gathering that’s “exactly what I want” in
can deliver your message to consumers. going for a vast array of other funeral your facility, that’s fantastic marketing.
One of the most important components service options, leaving the funeral home Whether eating at a restaurant, staying
of marketing for a funeral home is a to only perform minimal services. Truth is, at a hotel, making a retail purchase
website. Unfortunately, many funeral families have no issue with new offerings, or attending a religious activity, most
homes use templated websites provided it’s the owners who are reluctant and lack of us are experience-driven. We have
by suppliers who specialize in making creative leadership. preferences and expectations for almost
something other than great websites. Seek advice from successful and every event in our life.
A website should be refreshed and progressive funeral home owners and Personally, I expect basic performance,
updated every three years. “Less copy, more managers. Or, hire a professional to thus allowing for the experience to be better
photos and video” should be your mantra. evaluate your current presentation of or worse than expected. For example, if at
Consumers are visiting funeral home arrangements and service offerings. a restaurant the waiter is attentive, provides
websites from smartphones, which means Another excuse added to the reluctance options, has a decent personality and makes
your site must be optimized for mobile use. pile is, “We just don’t have the facilities to sure my water glass is never empty, he or
Invariably, these same technologically- make any changes.” Take a fresh look at she has delivered basic service.
and socially-impaired funeral homes have your current usage of space (such as wasted If the wait staff takes the initiative
no Facebook page—what a shocker! A fresh space for casket and product displays) and to convince me to try something new or
website is the foundation of funeral home you may not only increase your service engages with me as if they give a damn,
marketing, and social media programs offerings but also add a new stream of or if the food presentation and taste are
follow close behind. A website must be revenue. spectacular, my expectations are exceeded,
supported by a targeted social media For example, practically every social and my focus is on the wonderful experi-
campaign to share the story about your gathering has food as a component, whether ence I had, not the total on the bill. On the
brand. a sit-down meal or hors d’oeuvres. If there other hand, if my experience is negative,
Technology is not the “end all” because is such a thing as tradition in the funeral I’m unlikely to return.
interpersonal programs such as aftercare profession, it’s having food before or after a I venture to guess that most people
and informational seminars are where funeral. And don’t forget, funeral directors reading this react the same way. Your
relationships are developed. As an analogy, love to eat and most often are invited to clients may not have any preconceived
dating websites work well to connect dine with everyone, which presents another notions or point of reference about what
people, but a real relationship will not opportunity to develop those relationships to expect from a funeral home. This gives
develop until people meet in person. that are crucial to turning undecided you the opportunity to convert clients
consumers into ones who have decided in into fans by “wowing” them beyond
Making your people visible your favor. expectations—even if they don’t have any.
at the funeral home I attended a well-orchestrated visitation
Many funeral homes do not take advantage of a big college football fan. The family Pricing for profit
of their best marketing opportunity, which had a tailgate party in the funeral home Our firm conducts extensive family
is the onsite visitation and/or service. I parking lot with a barbecued pig, a keg, follow-up surveys for our funeral home
have attended many visitations across the tents and a few televisions playing reruns clients. I am always fascinated by the
MARKETING/MANAGEMENT
write-in responses of the people taking surveys confirm, that consumer preference Your pricing strategy must be
the survey. Why? Overwhelmingly the for a positive funeral experience does not monitored and adjusted on a regular
respondents provide positive details about equal price sensitivity. If price is not a basis, not just once a year when the casket
their experience, including staff members’ factor, then why do we fail to price our companies raise their prices.
names. Price rarely gets mentioned. good and services appropriately? Consider a funeral home experiencing
We are seeing more and more first-time The answer lies in the methodology two consecutive sub-par quarters where
cremation families making comments such of funeral home pricing, and only one calls are decreasing, thus revenue per call
as, “I had no idea cremation could be such is proven successful. The average profit has declined. What actions should the
a wonderful choice” and “I want the same for a funeral home in the United States owners take over the next two quarters?
for myself.” is between six and seven percent. That I have heard funeral home owners say,
If your firm is not surveying your means many firms are below these paltry “We have experienced this before and
families, you have no report card or way numbers. we’ll make it up.” Aside from through
to verify that any changes to your service Properly calculating overhead, plain dumb luck, the only way to increase
offerings are being received positively. including taxes and debt and adding profit profit is grow the business with additional
Surveys also provide an opportunity as a line item, is the first step in pricing. calls, maintain control of overhead and
for enhanced staff training. Areas for Otherwise, pricing your goods and services charge accordingly.
improvement can be identified as the is like trying to fly a jet blindfolded. It’s not rocket science, so why is the
results are shared with your staff and The next step is to select pricing average profit margin for funeral homes
management team. based on a percentage of projected death so low? “Traditional funerals” are a thing
Unquestionably we are witnessing a calls, both casketed and non-casketed. of the past, and so is the broken operating
dynamic shift in how consumers view Making your profit from funeral services, model for funeral homes.
our profession and challenge the value of rather than from the sale of products, Reengineering is an arduous yet
what we provide. Adding new services makes sense because consumers are not necessary function to turn funeral homes
and gaining new calls do not automatically purchasing funeral products from funeral in a direction where what they do is
produce profit, unless they are properly homes as in the past. A pricing strategy understood and valued by consumers and
priced. dependent on product sales is a recipe for where their profitability is increasing. r
I conclude, and our family follow-up trouble.

by Dennis Breier
ICCFA Magazine spotlight AF TERCARE

dennis@
funeralassist.net What do you think families need after the funeral or memorial
630.536.6060
➤Breier is
service? Some appreciate referrals to grief programs, but one thing
president of they all need is help with closing the deceased s estate.
FuneralAssist. With
Redefining ‘aftercare’:
10 years of experi-
ence in financial
planning, investment
Helping with estate closure

advisory and banking
roles, he uses his
G
background and relationships with bankers,
attorneys and CPAs to help clients seeking
estate and asset protection oogle the term “funeral aftercare” must be done after a death. The process
and what do you find? Most likely, involves extraordinary effort on the part of
➤FuneralAssist, Naperville, Illinois, is a
company that partners with funeral homes exactly what one would expect— the named executors and beneficiaries. It
to help families they serve close estates. articles and websites promoting grief requires organization, paperwork, phone
counseling, sending cards, sending emails, calls, tax and legal knowledge and, most
www.funeralassist.net
using social media to promote aftercare importantly, significant effort in terms of
services, so on and so forth. These types of time.
activities make up the generally accepted Providing a service that alleviates this
definition of “aftercare.” burden on a family creates, in many cases,
However, none of these practices address an unparalleled experience. The family will
the one complex and often daunting issue be so surprised and relieved to learn that
families face immediately after services these issues can be dealt with at the funeral
are complete: closing their deceased loved home that they will jump at the chance to
one’s estate. The estate-closing process is take advantage of such a service.
the most underserved segment of the funeral In addition to the obvious reason for
home profession, though it is easily the most providing this service—the immediate
common cause of post-service stress for benefit to your families—offering such a
families. service at your funeral home can increase
That, put simply, is an opportunity. This revenue, referrals and preplanning
article will explain why families both need opportunities.
and want this service, how you can easily A natural offshoot of this process is an
build a program addressing it at your funeral intimate knowledge of the family you are
home, why doing so will be a generally working with, helping you build a much
accepted practice at most funeral homes in deeper relationship with families.
the future and why it is the only service that Lastly, as families tell their friends and
truly matches the definition of “aftercare.” loved ones about their experience at your
funeral home, they will naturally mention
Why you should add an this aftercare program when encouraging
estate-closing service others to use your funeral home in their
Every funeral home provides some type of time of need.
aftercare service, even if it’s simply links
to websites or referrals to grief counseling Building the program
offered by others. Offering aftercare is seen at your funeral home
as necessary in a competitive environment. It’s easy to talk about adding a program
But have you considered what the to help families with handling estates, but
families you serve actually want in terms much more difficult to do it. First, you must
of aftercare? Certainly, some families find the right partner to meet with families
may want grief resources or may want and handle this.
you to show continued interest in them There are a number of options, including
by sending them cards or emails, but such an attorney, a financial advisor or an
gestures do not necessarily differentiate independent consultant with a financial
a business. A differentiator is a service planning background and advanced
families not only want, but also must have. knowledge of estate planning.
The closing of a loved one’s estate is In most cases, the consultant, attorney
an excellent example of something that or advisor you choose will be more than
ONLY YOUR ACCOUNTANT CAN TELL THE DIFFERENCE.
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networking and legislative guidance compensation. they had a better social media presence.” Or,
and support to progressive cemetery, Many of the families the advisor meets “I was so pleased with the services, but their
funeral and cremation professionals with will be in need of work outside of website doesn’t quite line up on my iPhone.”
worldwide the scope of the program. For example, a Or, is it much more likely the family is
family may need to update or create new saying, “Those services were wonderful.
FOR INFORMATION ABOUT
THE ICCFA AND MEMBERSHIP
estate planning documents, may want to Now, where do I have to start calling to
• Go to www.iccfa.com/member-
engage the consultant to fill out paperwork take care of all these accounts?” Of course,
ship to download a benefits brochure or guide them in paying estate bills and it is always the latter.
and an application form. other obligations or may need money Begin to focus on what really matters
• Call 1.800.645.7700 to have mem- management services for life insurance to families, not the trends that matter to the
bership information faxed or mailed proceeds or other inherited monies. industry. I don’t believe anything can increase
to you. The advisor can work with these families your revenue or add value to your families
as part of their existing practice, leading to nearly as fast or as effectively as an estate-
MEMBERSHIP APPLICATIONS added revenue for them, an amazing service closing aftercare service.
Admission to ICCFA membership for the families of the funeral home and, The most common question we have been
normally requires a majority vote ultimately, increased referrals, visibility asked in providing this service to funeral
of those present and voting at any and a high level of differentiation for both homes is, “Don’t most people have financial
meeting of the executive committee. parties involved. advisors, attorneys and CPAs to take care of
The names of all applicants must be The most important thing to remember, this?” The simple answer is “no.”
published in this magazine. ICCFA however, is that this service should be The more complex answer is, if they
members objecting to an application
offered to all of the families the funeral do, it does not mean they want to set up
must do so in writing to the ICCFA
executive director within 45 days of
home serves. In this way, it becomes a appointments with all three of them at
publication. In the event of an objec- “built-in” service exclusive to the funeral different times, in different places, all the
tion, the executive committee will home offering it. while incurring bills and added cost. I
conduct an inquiry. If an applicant believe they would prefer to sit down with
is rejected, they will be granted an Why providing help with an objective consultant at the funeral home
appeal upon written request. The closing estates is the future for one hour at no added cost.
decision of the Board of Directors To my knowledge, this service exists in In our experience in this market segment
shall be final. very few funeral homes at present. While so far, about 75 percent of families who are
one can find some examples of programs offered the service over the phone seven
that are somewhat similar to what is being days following the conclusion of funeral
Regular discussed here, this type of service is services will engage in the process.
Maine Veterans Cemetery System still very much an outlier. This will not Furthermore, of the 25 percent who
Augusta, Maine continue to be the case, and I would argue choose not to meet with the advisor for estate-
Parque Cementerio Jardines Del Recuerdo that you should incorporate this service closing help, only eight percent get off the
SAS before it is offered in nearly all funeral phone immediately. The remaining families
Santiago de los Caballeros, Domican homes. will talk to the advisor at length about their
Republic The oldest baby boomers are now in their experience in closing the estate, issues with
early 70s. As this demographic begins to age, the services or other outstanding items.
Professional: Pet Loss Services many funerals will be arranged by a younger, The majority of families will engage
Eternal Paws in the service, and if they do not, you
more mobile generation, who may prefer
Norton, Ohio
non-traditional services or cremation and will have created a follow-up program unlike
Evexia Enterprises be looking for value-added services that make anything you have now.
Miami, Florida The inclusion of an estate-closing
them feel comfortable and also validate their
Green Pet Funeral Home & Crematory decision to use your particular business. aftercare program should be a serious
Pittsburgh, Pennsylvania The funeral profession is changing, consideration for your funeral home. It can
Sea Breeze Pet Memorial Park and in order to thrive in this environment, be profitable, manageable, meaningful and,
Huntington Beach, California you must adapt and be open to change. most importantly, a much needed service
Professional/Supplier Our company’s research indicates that this for your families.
Eternity’s Touch change is almost always presented in the If you are looking for ways to stand out,
Wallaceburg, Ontario form of technology, social media or non- increase referrals and adapt to a changing
Funeral Prints traditional funeral services. industry, simply ask your families what
Burtonsville, Maryland While adapting to these trends is really matters to them. I can assure you,
Halcyon Deathcare Management Solutions important, I disagree that technological or the closing of the deceased’s estate will
Peachtree City, Georgia r environmental trends are the primary answer. come up every time. r
Four Generations of Caring
for Generations to Come. Resurrection Cemetery,
Clinton Township, MI
Architectural Design
Cemetery Master Planning
Cremation Gardens
Cemetery Consulting
Gardens at Olive Branch,
Greenwood, IN
www.tributeinc.com 262.367.9991 mail@tributeinc.com

by Dale Filhaber
ICCFA Magazine spotlight PRE-NEED SALES SUCCESS

dale@dataman
group.com If you want to generate more leads, you first
561.451.9302
1.800.771.3282 must make sure your organi ation s brand is one that
➤Filhaber is presi- makes people interested in doing business with you.
dent of Dataman
How to brand your

Group Direct, Boca
Raton, Florida.
Filhaber has served
cemetery or funeral home

as a member of the
Florida Direct Market-
M
ing Association Board of Directors for the
past 26 years, and is a past president of
the Florida Direct Marketing Association. any funeral home owners ask me In the death-care profession, the concept
➤In addition to being published in local how to improve the number of of brand equity also comes into play. Brand
press and DM industry trade journals, she leads that come into their sales equity is a phrase used in the marketing
is a frequent lecturer on direct market- program. They are talking about what I industry to describe the value of having a
ing, having spoken to the national Direct call active lead generation: direct mail, well-known brand name.
Marketing Association as well as several telemarketing, email marketing, door-to-door The fact is, consumers tend to believe that
Florida chapters, The Public Relations canvassing—the actual activities used to a product with a well-known name is better
Society of America, the Small Business generate leads. than a product with lesser-known name, and
Administration, the Water Quality Associa- But the truth of the matter is that you studies show that people will actually spend
tion and local colleges.
can’t just generate leads in a vacuum; you more money to buy the same thing from a
➤She is the author of several blogs, need to do your due diligence in terms of more recognizable source.
including Ask DataDale and Pure Water branding your funeral home or cemetery. In the death-care industry, there are a few
rofits. She publishes articles in many After all, why should anyone buy from you nationally recognizable names: Forest Lawn,
industry periodicals, with recent contribu- instead of the funeral home down the street? Dignity Memorial, Neptune Society. But for
tions in Water Technology and Southern
What makes your chapel or cemetery the one the most part, funeral homes and cemeteries
Funeral irector s maga ine.
to go to? are local or regional establishments, which
➤Filhaber has received many industry Branding is the process involved in means that owners need to work hard to
awards, including the Golden Mouse creating a unique name and image for your make their brand stand out and be noticed.
Award for Direct Marketing from Women
business in the minds of potential clients. A Sometimes it’s creating a great tag line
in Ecommerce, an p Comers Award in
brand is not just a logo. It’s how your funeral that helps explain your business. I’ve seen a
Entrepreneurship from Price Waterhouse
and the South Florida Business Journal home or cemetery is viewed in the eyes of lot of tag lines that appeal to family: “From
and a Direct Marketing Association Golden the consumer. our family to yours since 1929”; “Let us care
Arrow. The aim of your branding efforts is to for your loved ones like they are our own”;
establish a recognizable presence in the “Meeting the needs of today’s family.”
➤Dataman Group Direct, founded in
1981, provides results-driven direct mail marketplace that attracts and retains loyal A great tag line enlightens, it establishes
and telemarketing lists to hundreds of customers. This is done mainly through credibility, it conveys emotion, it reassures.
clients across the country. advertising, public relations and direct The tag line can be used in many marketing
www.datamangroup.com marketing campaigns. The key here is using channels to help with branding efforts.
a consistent theme that works well in all the Funeral homes and cemeteries that are
Editor’s note different media channels. part of a national chain have the opportunity
Preneed Sales Success, an ICCFA Maga- Branding is also a way to build an to jump on the national bandwagon and
zine column by various authors, focuses on important company asset, which is a good incorporate broad corporate branding efforts
building success in sales, particularly the reputation. Branding can build an expectation into their own businesses, maybe using the
pre-need sale of cemetery, cremation and about a company’s services or products. A slogans, mission statements, colors and logos
funeral products and services. Submission good reputation assures customers that if to associate themselves with the greater
inquiries are welcome. For details, contact they buy a pre-need program through your brand, positioning the national logo or tag
ICCFA Magazine Managing Editor Susan
funeral home it will be of the highest quality line in with their own, whether it be on their
Loving, sloving@iccfa.com.
and any problems they may have will always website, in Google search, in TV ads or in
be handled quickly and efficiently. a YouTube video. Many local funeral home
A good reputation significantly improves owners who are part of the Dignity Memorial
the opportunities for generating actual leads group carry forth the “Life Well Celebrated”
into your sales pipeline, because people are tag line, positioning it in their own websites
more apt to trust a company with a good and marketing materials.
name and, consequently, let their counselors Direct mail is a wonderful branding tool,
into their homes. since it gives businesses a medium through
PRE-NEED SALES LED Lighting Solutions
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The fact is, consumers
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E A SY T O I N S TA L L
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the same thing from a more
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which to interpret themselves visually,

employ strategic copy and even make a
prospect an offer they can’t refuse. Direct
mail is just one option. TV, print, email
and social media are all strong branding
channels.
Variety is important, since different
people respond to different media and a
well-planned, multi-channel approach gives
a business entrée to the broadest range of
consumers.
Don’t forget some of the other strategies
that help strengthen your brand and
generate trust in your organization: clean,
identifiable company vehicles, good-quality
attire for staff, distinguishable uniforms for
groundskeepers, friendly voices on the phone
and marketing materials that are consistent
with your brand and message.
Be visible in your community. Hand out
branded water bottles at a local high school
football game when the weather is warm.
Be sure to have a presence when your
company is needed most. For example, in the
wake of a tragedy, provide grief counselors
to help those in need. The goodwill, good
press and good feelings generated from this
type of good deed far outweigh the cost.
We all remember a company that does
good deeds. From a branding standpoint,
these acts elevate a company’s position in
the community and advance the company’s
reputation as a trusted partner and a
respectable, reliable resource.
When your brand engenders trust, people
are more likely to do business with you.
When your funeral home or cemetery has a
good reputation, it’s easier to generate leads.
Cemetery and funeral home owners
should undertake an honest assessment
of their brand and reputation in their
community and develop an action plan to
enhance and leverage these assets. r

by Neil Carlson
ICCFA Magazine spotlight PRE-NEED SALES SUCCESS

623.340.2214
leaddriven@ Do you want to set more sales appointments?
yahoo.com
To change the thinking of the people you re talking to,
➤Carlson owns It s
All In The Words. you first need to change your own.
➤He has 48 years
of sales experience
with more than 30 To be more successful, change
your thinking—and your words
years as a sales
trainer and over 20
I
years researching
salespeople and why they have the have a few questions for you; think, saying and, just as importantly, understand
problems they do. He has 12 years of
before answering. I suggest you write that the answers you’re getting are tried to the
experience in cemetery and funeral
your answers down in pencil, because questions you’re asking. If you’re not getting
sales, including working with SCI as a
salesperson, sales manager and trainer. you’re probably going to change your mind the answers you want, then ask different
a few times. That’s OK. Let’s see what questions designed to elicit them.
wwwitsallinthewords.com
happens: Let me give you a couple of examples
➤It’s All in the Words, Apache Do you really want to increase your sales? of what I’m talking about. I know most of
Junction, Arizona, is a sales training If so, why haven't you been able to do so? you say something like this when trying to
company teaching sales language Are you earning too much money? set up an appointment to discuss pre-need
and conditioning. It addresses why
What’s holding you back from reaching arrangements: “How about we get together
salespeople lose sales and how to
your goals? on Monday at 3—or would Tuesday at 4 be
change the situation by changing the
language they use that cause lost I’ve been in sales for over 48 years. (That's better for you?” Or, maybe you say, “Would
appointments and lost sales. right, I'm old!) I've also shopped over 5,000 you like to get together and discuss this
salespeople from all walks of life and from further?” Or, “I could show you a better way,
Editor’s note more than 40 different fields. I've researched if you want me to.” Or, “If you give me the
Pre-need Sales Success, an ICCFA Mag- salespeople for over 20 years to find out time, I’ll show you a better way.”
azine column by various authors, focuses why salespeople have problems bringing Maybe you even use this one: “Could you
on building success in sales, particularly prospective customers to “yes” and whether give me 10 minutes of your time? I promise
the pre-need sale of cemetery, cremation there’s any difference between different I’ll make it worth your while.”
and funeral products and services. Sub-
salespeople and different fields. We are so used to saying what we say, we
mission inquiries are welcome. For details,
contact ICCFA Magazine Managing Editor
Surprisingly enough, there is no just don’t hear ourselves any more. We don’t
Susan Loving, sloving@iccfa.com. difference. All salespeople are the same— hear ourselves basically asking for objections
even you. and put-offs, giving people permission to say
What do I mean when I say you have “no.”
to change your thinking before you change You need to change what you say, what
theirs (they being your potential customers)? you ask for.
Potential customers learned how to turn Instead of saying, “If you give me the
you down from you and other salespeople. time, I’ll show you a better way,” pose it as
You learned it yourself, you just don’t realize a question. That’s more likely to get you the
it until it’s pointed out, which is what I’m response you want so that you can move
going to do. forward in the sales process. For example,
I'm going to make a simple, logical “There is a better way, and I can show you.
statement and you tell me if it's true: “You Do you want a better way?”
can lead a horse to water, but you can’t force “I will save you money. Do you want to
him to drink.” True or false? Most of you will save money?”
agree that no, you can’t force him to drink. “I only need five minutes or less of your
That seems like the logical answer. time. Is that too long to learn how to save
But what if, as you’re leading him to the money?”
water, you make him thirsty? How would that Asking “yes” or “no” questions is fine
change things? He would drink, right? if they’re likely to generate the answer you
Sometimes you have to go beyond logic want.
and look at a problem from a different angle Tell people what you will do for them.
to come up with an answer. That’s what I Don’t ask for permission to do your job—it
mean about changing your thinking. gives people the option of saying “no.”
You need to understand what you’re Don’t use words such as “If I can show
PRE-NEED SALES SUCCESS
you a better way …” Say this instead: “I tells your listener that they will be the After your prospective customer gives
can show you a better way.” The word “if” one making the decision, one they can be you the OK to proceed, you can set an
creates doubt. Maybe you can and maybe you comfortable with, without pressure from you. appointment and move forward.
can’t, so why should your listener possibly • “about whether or not you even need I suggest you practice these words until
waste time with you? this” gives your listener an “out” they can you can say them with conviction. Practice
Saying “I can” or “I will” takes out choose to take. It takes away the fear of being until they’re second nature. If you’re honest
the guesswork. It’s positive. You can save sold to. and sincere, your prospective customers will
people money, and you know it—say it with • “Is that fair?” leads them to a “yes” to pick up on that. This will give you better
confidence. your proposition. More often than not, people control of the sales environment and allow
One thing I recommend to everyone: will say “yes.” you to set more appointments. r
Record your calls, your presentations and
your interviews. Play them back and listen for
instances of asking for permission or being
uncertain. Work to change the way you talk.
Objections, put-offs, cancelations and
other sales problems occur because of what
you say and the reaction it causes.
All of my research into sales starts with
how to get rid of the “no.” Let’s face it,
customers don’t like salespeople. For the
most part, neither do you. We want to say
“no” to salespeople. That’s why, when you go
shopping in a store and the salesperson asks,
“May I help you?” your gut reaction is to say
“no.”
So, how do you get rid of the “no”? Be
careful how you frame your questions. When
starting the sales process, say, “”Mr./Ms.
Jones, would you mind terribly if I asked you
a question?”
As soon as they respond with “No, I don’t
mind,” their brain signals that they’ve said
“no.” That’s over with! But, of course, that
was actually a “yes” to you, it was permission
for you to continue.
Getting the customer to open up by giving
you permission to continue gives you a big
advantage. Try it—I’m sure you'll have a
more positive sales experience.
Here’s another thing to keep in mind
when trying to get to a “yes.” You want the TAP INTO the dynamic
interaction to be non-threatening for the online supplier network
customer, who may well be on guard on the Optimized. of the ICCFA with the
assumption that you’re going to be pushing ICCFA Supply Link.
them to buy something. It’s important for you Powered by MultiView,
to remove this perceived threat. the ICCFA Supply Link
is the premier search tool
Here’s what you can say: “Hello, Mr./Ms. for your industry. All the
Jones, we need to get together so I can share products and services
some information with you so that you can you need, all within the
make a logical decision about whether or not supplier network of the
you even need this. Is that fair?” associaton you trust.
Why is it important to say this? Let’s

Start your search at
break it down: our homepage
• “we need” creates a sense of urgency. www.iccfa.com.
• “to get together so I can share some
information with you” is non-threatening—
you plan to share information.
• “so that you can make a logical decision”

by Glenn H. Gould
MANAGEMENT
Many funeral homes have struggled to deal with

low-cost providers entering their market and capturing
market share. Since increasing market share is the key
to increasing your profits, you need to understand
what has caused this proliferation of discounters.
What fuels the growth

of discount funeral homes
D
iscounting is firmly in place in 3. Funeral businesses have been
the funeral profession, and it was reluctant to post prices on websites, yet
ggould@mkjmarketing.com inevitable that pricing strategies when price-shoppers call to ask prices,
would become part of the funeral profession funeral directors quote a single price simply
ICCFA Magazine spotlight landscape. After all, funeral homes have to get the caller off the phone.
➤Gould is CEO of MKJ Marketing. been using price to build market share since Frankly, it would be more productive
the 1950s. to put the prices on the website so that
www.mkjmarketing.com
That being said, the funeral profession shoppers would have an opportunity
➤MKJ Marketing, Largo, Florida, helps did nothing to preclude discounting, or consider all of the available services and
funeral homes and industry vendors even to delay it. In fact, generally accepted options.
establish marketing and advertising plans practices in the profession for decades 4. Communities have provincial
and conduct market research.
contributed to the current state of affairs. funeral traditions, such as hanging crepe
More about this topic In most cases it’s too late to do anything in Southern communities. Because most
➤ s 2 19 seminars will address about it, but there are markets where the funeral homes provided very similar
strategies for competing with low-cost discounters have not intruded. services, consumers began to view funerals
operators, and how to build a business 1. Most low-cost concepts are created as commodities, with the only difference
with long-term viability. by disgruntled former employees who being the price, which makes lower-priced
strike out on their own. Because they alternatives appear to be logical alternatives
have limited funds, they convert a small- to the well-established firms. After all, it
or medium-sized home into a commercial doesn’t cost much to hang crepe over a
facility and open with lower prices. front door.
Because their facility is typically sub- 5. Before the recent dearth in licensed
standard for the community, the existing funeral directors, funeral home owners
funeral businesses assume the newcomer considered staff expendable, primarily
won’t succeed. Given time, the low-cost because mortuary schools were continu-
option accumulates market share and ously producing graduates, which kept
improves its facilities, sometimes taking salaries/wages low. This attitude of “staff
over the abandoned facility of a firm forced is easily replaceable” made it easy for the
out of business. large discount businesses to hire people.
2. Funeral businesses have been A discount chain looking to open in a
notoriously slow to respond productively given community can recruit experienced
to price-shoppers. The norm for decades funeral directors and pay them a fair salary
was to simply quote the cost of a full to become manager of their discount
service, traditional funeral, which commu- facility. Had the standards for gaining a
nicated inflexibility—i.e., this is our funeral director’s license been higher, say
product, take it or leave it. a bachelor’s degree, the productivity and
Obviously, that creates a conducive compensation of funeral directors would
environment for a discounter that advertises have been greater, which would have made
flexibility in pricing. Many families are it much more difficult for discounters to
attracted to low-cost alternatives as much enter a market.
for their perceived flexibility as for the 6. Mortuary schools contributed to
perceived low price. the growth of discounters by focusing the
smart phone scan Property in photo is Fairview Cemetery, Westfield, NJ, Merendino client since 2005
MANAGEMENT
The fundamentals of the funeral business have not changed. The contribution to the bottom line
increases with each additional case, i.e., the 201st call is more profitable than the 2 th. That s why building
market share is ob one. If you want to be making more money in five years, build volume every year.
curriculum on owning a funeral home versus nonpro t entities puts traditional funeral faces today evolved because the industry
having a productive career working at a homes in a less competitive situation when refused to change. But it’s not just
large rm. The cost of entry into the funeral cemeteries build funeral homes on their practitioners funeral industry nancial
business is the cost of commercial property properties. advisers have had a common mantra since
and a commercial facility. • Failure to bifurcate licenses has created my early days in the business: If you have a
Mortuary school curriculum should the current dearth in licensed personnel. This problem, simply raise your prices.
prepare students for a career as a staff is one problem that will likely resolve itself, Accounting services in the 1980s
funeral director by teaching things such as: as there simply will not be enough licensed would consult with clients, and nd that,
• How to present yourself as a personnel to serve community needs. remarkably (insert sarcasm emoji), every
professional, 9. For the past half-decade, General one of them had the same problem: they
• How to participate in the community and Motors has been closing Cadillac weren’t charging enough. The long tradition
• How to assist management in building dealerships. There were so many, prices of excusing poor management and the
a successful business. were being discounted, and the dealerships absence of cost control is the primary factor
Instead, the mortuary schools focus were weak compared to the European and contributing to the growth of discounters.
on starting a business (as they did in the Japanese luxury car dealers. At some point, managers need to run
1950s), how to embalm (as the cremation The number of funeral homes nationally their businesses ef ciently, if for no other
rate has surpassed 50 percent) and how is in decline, but for decades up to the 2000s, reason than the fact that eventually consu-
to fabricate an ear from clay (something there were too many funeral homes. mers will stop paying for incompetence
fewer than one in 10,000 funeral directors The intense competition between like- billed under the catch-all of “overhead.”
will do once in an entire career). priced businesses providing very similar Article after article today argues that
7. The national funeral director services and, in nearly all cases, either not the answer to the cremation challenge
associations contributed to discounting observing or simply ignoring the growing is to raise prices, to charge as much for
by focusing their attention on owners interest of consumers in cremation, resulted cremation services as you do for traditional
versus staff. By having conventions in in cost-cutting, price competition and out-of- burial services.
expensive resort locations such as Orlando, date facilities. It would be wonderful if it were just
Las Vegas, Chicago, Boston, etc., staff 10. Many funeral home owners took that easy, but when a 3,000-call minimum-
members are left at home minding the every opportunity to ignore opportunities service cremation business is charging
shop while the owners “convene.” to differentiate themselves from the compe- one-third to one- fth what the local funeral
Pharmacist associations focus on devel- tition, and to build market share. Effectively home charges to make grandma disappear,
oping pharmacists, legal associations focus managing price shoppers, working with it’s really tough to raise prices.
on staff attorneys and medical associations hospice, building cooperative strategies with The fundamentals of the funeral
develop programming for doctors. Funeral cemeteries and adding reception rooms have business have not changed. The contri-
director associations should provide career become common only in the last half decade. bution to the bottom line increases with
preparation for practitioners as well as Failure to innovate created opportunities for each additional case, i.e., the 201st call is
owners. low-price providers. more pro table than the 2 th. That’s why
8. Many states—not all, but many— 11. Failure to train staff members, building market share is job one. If you
allowed funeral home owners to have particularly arrangers, allowed practi- want to be making more money in ve
too m h in en e on the legislation that tioners to continue practicing failed years, build volume every year.
govern their profession. techniques. Staff members would bring No business builds volume by rejecting
• Restrictions precluding funeral homes their bad habits with them when they business. When a price-shopper abruptly
from owning crematories is responsible for oined a new rm, and there was no effort hangs up because your price is too high,
many of the cremation scandals nationally. to re-train them to improve performance. they are rejecting you, but at the same
• Precluding funeral homes from time, you are rejecting them.
receiving commissions on pre-need The impact of By not offering a low-cost alternative,
insurance sales created fertile ground constantly raising prices your rm is telling would-be customers
for discounters, which has proved to be Many practitioners can talk about how that your rm is not in business to serve
a disservice to the public as well as to much the death-care profession has changed their needs. Do that long enough and any
existing funeral businesses. over the years. Having worked in the death- business will begin to lose market share.
• Failure to update licensure exams care industry for ve decades, from the Price competition is not a nancial or
to re ect the actual work of modern-day 1970s to present, I feel there is a strong accounting issue, it’s a marketing issue.
funeral professionals does not serve the argument to be made that the profession has Marketing impacts every aspect of your
public interest. not changed enough. business, which includes pricing.
• Allowing cemeteries to operate as Many of the challenges the profession I agree that the overhead cost for a
MANAGEMENT
funeral home to provide a minimum
cremation service is greater than the
overhead cost of a minimum-service
provider. Traditional firms employ more
people, maintain larger facilities and have
more and nicer vehicles.
But higher overhead is not a winning
argument when trying to convince a
family to pay thousands more for what
is a commodity service. Resolving this
challenge isn’t about raising prices. Instead,
it’s about finding a profitable way to accom-
modate that family.
For years, funeral directors have argued
that providing pet cremation is the key to
increasing human market share, and I’m
sure there have been some families who
have supported this perception. I also know
families who have said, “This firm is good
enough for our dog, but we would never
bring a family member here.”
This is how people think:
• There are restaurants you would go to
for lunch, but would never go to for a nice
dinner out.
• There are cars you might buy for your
son or daughter who is just starting to drive,
but that you would never take to your place
of work.
• There is food you would give your dog,
but not to your family.
When the next death occurs in a family,
people will remember where they went last
time, and that’s how market share is created.
Summary
There are many factors that contributed
to the growth of discounters in funeral
service, and one of them is following the
accountants’ siren song of raising prices.
But if you want to frustrate the low-cost
competitors, find a way to offer lower-
priced services.
What I’ve outlined in this article is not
new information. Consultants in marketing,
finance, consumer behavior and strategy
have been discussing these issues for
decades. It was just easier for funeral
home owners to practice business as usual
rather than biting the bullet and making the
necessary changes.
Now, funeral homes everywhere are
having to bite the bullet as their margins
shrink, along with the number of funeral
businesses. Fortunately for these failing
funeral businesses, the economy is strong
and there is a market for commercial
property. r

by Daniel M. Isard, MSFS
1.800.426.0165 MANAGEMENT: FINANCES
danisard@theforesight
companies.com
If you re buying a cemetery that has funded its merchandise
ICCFA
Magazine trust through surety bonds, you need to understand what
spotlight
that means and how it affects what that cemetery is worth.
➤Isard is president of
The Foresight Compa-
nies LLC, a Phoenix-
based business and
management consulting firm speciali ing
Buying a cemetery that is
in mergers and acquisitions, valuations,
accounting, financing and customer
surveys.
trusting via surety bonds
➤He is the author of several books, Dear Dan,
and frequently speaks at industry conven- I want to buy a neighboring cemetery. I
tions. was doing my due diligence and learned
that all of their merchandise trust is funded
More from this author
by surety bonds. Why would someone do
➤Educational information, including and, rather than investing them for the
this? What can I do now if I want to buy
copies of this article, can be found at
this business? future, buy a surety bond. Surety bonds
www.theforesightcompanies.com
Not Surety in Bondville have no economic value. They only have a
➤You can follow Isard on Twitter at value of performance.
@f4sight, LinkedIn and “like” The Fore- Dear NSB, The surety bond is problematic in
sight Companies on Facebook. I have had the privilege of standing in situations where a death occurs and the
this profession for four decades with cemetery does not provide the merchandise
Editor’s note
one foot in the funeral world and one in a timely fashion.
The Cemetery Impossible column is
written by the staff of The Foresight in the cemetery. I love the balance and The family is out of luck. The
Companies. If you have a question you perspective. I also get to see the problems. funeral and interment may be delayed.
want to be featured in this column, The funeral world became cursed The state regulators get involved. This
please send it to danisard@f4sight. when it invented something called “cash process moves at the speed of turtles or
com. Dan Isard or a member of his staff advances.” The cemetery world suffered bureaucrats.
will call you to get more information and the same curse when the business followed A claim would be made, but the very
a recommendation will be provided via the advice of the first guy who said, “Hey, information that the trust is satisfied by a
this column, helping not only you but also I am going to take all that cash out of my surety bond is not public knowledge. The
others who are facing similar challenges. merchandise trust and replace it with a failure of even one merchandise trust can
third-party promise to deliver.” give a black eye to all cemeteries in that
In my opinion, bonds are the peril of the market.
cemetery world. The claim on a surety bond can take
First, let’s be sure you understand weeks or even longer. The insurer or
what a surety bond is. A surety bond is guarantor is going to look to the principal,
“a promise by a guarantor (normally an who is probably the buyers of the bonds.
insurance company) to pay one party The risk of the insurer getting reimbursed
(the obligee) a certain amount if a second for the loss is small.
party (the principal, which is in this As you can see, this is not a good
case is the cemetery that has promised matter to have to deal with.
to provide merchandise) fails to meet
some obligation.” The obligation is often What happens in a sale
fulfilling the terms of a contract. We tend to see the problem reach its zenith
In this case, the promise is the delivery in a case such as you are describing. The
of the merchandise that can be used to cemetery owner wants to sell. They expect
fulfill a cemetery contract. This can a buyer to be willing to buy with the bonds
be vaults, bases, markers or vases. The in place. However, two matters come
ability to fulfill the delivery of these items under review:
is pretty basic, so the risk of default is • The due diligence of the strength of
relatively low. the insurance company.
The issue is the exchange. The • The ability of the original bond holder,
cemeterians take the trust principal dollars the principal, to get rid of the risk (as they
MANAGEMENT: FINANCES
are selling the company) and the new bond supplying 50 vaults, bases and markers cemeteries. They bought cemeteries that
holder to be taken on as the new principal. a year at a cost of about $1,200 per had surety bonds in the merchandise trust.
This second matter is where this interment. So, you are supplying a cost of The problem was, they didn’t figure the
whole matters gets ludicrous. If you are goods sold of $60,000 with no current cash bond premium as a new cost under their
the insurance company, you were happy to pay for that merchandise. ownership, nor did they assume the cost of
issuing the bond, as the principal has a If the previous owner did not take goods sold for the merchandise.
high net worth, since they took all the cash the cash out of the merchandise trust to Using the figures from the example
out of the trust. purchase a surety bond, there would be above as an example, that was a loss of
The new buyer has a modest net worth, no premium to pay, and each time you $130,000 per year. Therefore, the business
since they never got the cash in the trust. had to supply merchandise, you could be was worth about $1 million less than the
Therefore, the insurance company doesn’t reimbursed by the money in the trust. client paid. The seller told them “they
want to release the original principal of the To my simple mind, this latter situation could make it up in the future,” which
bond from their personal obligation. creates a business that could have had makes no sense to me. They had an
The premium is a calculation based on no net costs ($60,000 cost of goods sold, unfunded liability.
the credit worthiness of the principal. In covered by $60,000 income from the The use of surety bonds is not legal
simple terms, say you wanted a $1 million trust). Instead, you are looking at owning in all states. A few states once allowed
surety. Assume your credit score is above a cemetery that has a $130,000 annual net them in funeral trusts. The idea was that
750. If the prime rate is 4 percent, you outlay ($70,000 premium and $60,000 cost if the funeral home did not perform,
might pay a premium of 7 percent. So, of goods sold with no income). the guarantor would provide and find
your annual premium would be $70,000 The cemetery owner took the $1 another funeral home to make good on the
(7 percent times $1 million). million, whereas they could have invested promised goods and services.
The premium is a cost to the operation it in their own name. Of course, they could In one case, the insurer secured a
of the cemetery. However, there is another have lost the money in the market just as funeral home to provide services, but it
cost. It is the cost of purchasing the merch- easily. was a racially different firm from the one
andise due for delivery. I had a client who came to me after a that had defaulted on their trust obligation.
Assume you are the new owner and are closing to audit their purchase of some These things usually don’t end well. r
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(TXLSPHQW0DQXIDFWXULQJWKH+LJKHVW4XDOLW\3URGXFWV6LQFH
ƒVDOHV#KROODQGVXSSO\LQFFRPRUYLVLWZZZKROODQGVXSSO\LQFFRP
by ICCFA Magazine columnist
Todd W. Van Beck, CFuE
PROFESSIONAL DEVELOPMENT
vanbeck@
guptoncollege.edu In a new series, Todd Van Beck addresses the skills
toddvanbeck@
gmail.com people at every level of management in the cemetery,
ICCFA cremation and funeral business need to cultivate.
Magazine
spotlight This introductory article addresses the single greatest
➤Van Beck is one problem for management today: The failure to communicate.
of the most sought-
after speakers and
educators in funeral The 2 1/2-minute manager
Introduction: Communication
service.
➤He is the director of continuing educa-
E
tion for John A. Gupton College, Nashville,
Tennessee. very day in this country funeral service? Any reader relating yet to this
www.guptoncollege.edu home and cemetery managers subject? Any reader found that a grave
➤ an eck is dean of ICCFA niversity s battle the never-ending issue of had not been dug, because of a failure to
College of Funeral Home Management communication. communicate? Any reader had an obituary
and received the ICCFA Educational Communication with staff, communica- not printed on time because of a failure
Foundation s first ever Lasting Impact tion with owners, communication with to communicate? Any reader had a dirty
Award in 2014. the public, communication with clients, hearse on a funeral because of a failure
communication with vendors and to communicate? Any reader ever had an
f
“Like” Todd Van Beck suppliers, communication with printers, employee plead innocence after a major
on Facebook today! communication with auto mechanics, snafu with “I didn’t know!”
communication with utility companies, Every day in our profession, proof
More from this author communication with … everybody. abounds that “failure to communicate”
➤In an eck s book, Thousands of workshops, seminars, occurs not only in a labor camp in a
“Exploring the Heart of webinars, books and training manuals are Hollywood movie, but in any place where
Funeral Service,” he distributed by sincere, talented people people come together for any kind of
explores topics pertinent every hour of every day to help us all in productive purpose, and certainly funeral
to funeral communica- this sticky world of communication with and cemetery service qualify as having
tions and funeral service other human beings. productive purposes.
counseling. Have you ever poured your heart out to
www.amazon.com a person, bared your soul, tried as best you The communication theory
could to tell “your side of the story” only of Dr. Deming
to walk away from that communication Dr. W. Edwards Deming, the management
➤ an eck s book, with the realization that you had been guru whose system we teach at the ICCFA
“Reverence for the Dead: poorly listened to, poorly understood and College of Funeral Home Management,
The navoidable Link, that the other person just didn’t get it? even concluded that communication failures
addresses in detail the We have all been there, in that “lack represent the single greatest problem in the
ethical standards of car- of communication” boat, adrift in murky management of any type of enterprise.
ing for the dead and the waters and about to sink. Dr. Deming even went so far as to place
ethical consequences of
Years ago there was a movie called most of the blame for communication
not doing so.
“Cool Hand Luke” which starred Paul failures right in the lap of management.
www.amazon.com
Newman and a character actor named Deming’s theory was 85 percent of
Strother Martin. There is a memorable everything that goes wrong in any enter-
➤ an eck s book scene in the move where Luke, played by prise is management’s doing (this is
“The Genius of Frank Newman, has just been returned to the something most managers do not enjoy
E. Campbell, is the first labor camp after yet another unsuccessful contemplating), and only 15 percent
biography of the famed attempt to break out of the prison. of things that go wrong are the fault of
funeral director, probably
The prison warden, played by Strother employees.
the most famous and fa-
Martin, stands at the top of his comfy Dr. Deming concluded that commu-
miliar name in the history
of the funeral profession. perch, glaring at Luke, who is handcuffed nication failures represent the single
www.amazon.com and kneeling on the ground, and growls, greatest problem for management today.
“What we’ve got here is failure to As far as funeral and cemetery service
communicate.” are concerned, I have concluded that
What about funeral and cemetery two competing arguments support this
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Remember the pesky Deming 85/15 rule (blaming 85 percent of what goes wrong
on management ell, most managers have managers above them. ost of the world s
management positions are not CEO, CFO and COO positions. The 85/15 rule applies to the top
even more that it does to the middle. et it s the people in the 15 percent who are the ones
who usually receive the reprimands, the personal improvement plans and the sackings, even though,
as Deming proved time and again, communication failure rarely goes from the bottom up.
unpleasant conclusion. go along. Most, to be sure, get the job example: A funeral home has been
The first is that the variety and done, but most feel confident that they doing 200 funerals a year for 10 years
complexity of a funeral or cemetery could perform their management roles consistently. A new manager is hired
manager’s audience has drastically better if only they had more time to plan who has a vision to increase the funerals
increased over the last few years. Whether and execute those plans. annually from 200 to 600, and wants
communicating up, down, sideways or Remember the pesky Deming 85/15 to start on this “plan” immediately and
outside the organization, managers are rule (blaming 85 percent of what goes analyze the results in 356 days.
finding that the people receiving their wrong on management)? Well, most I don’t have to wait 365 days to analyze
messages are brighter, more sophisticated, managers have managers above them. the results, I can do it here, right now. This
more demanding, and have levels of Most of the world’s management positions “plan” will flop, fail, fizzle and fade from
knowledge that can sometimes rival that of are not CEO, CFO and COO positions. sight. It cannot work because the plan is
the manager. The 85/15 rule applies to the top even no plan at all. No thought, no analysis,
In this complex society, some managers more that it does to the middle. no discussion—just a sweeping statement
are managers in name only—they are not Yet it’s the people in the 15 percent from the new CEO.
actually managing. Because of this stark who are the ones who usually receive the You can see now why Deming was
reality, management memos, briefings, reprimands, the personal improvement brutally hard on typical American
speeches, training and even pep talks that plans and the sackings, even though, management, and where he came up with
worked in the past may not be successful as Deming proved time and again, the 85/15 rule in the first place.
today. communication failure rarely goes from Managers who lack the skill sets I just
The second reason is that communi- the bottom up. described, and who unfortunately represent
cation is the most common management much of the population in question, look
task. A number of studies indicate that The antidote for poor at their more effective colleagues with
the majority of a manager’s day is spent communication admiration and wonderment, and maybe a
sending and receiving messages. These Some managers have found an antidote for touch of jealousy.
studies also show that about 75 percent of this affliction. They stand out as excellent “How does she do it?” they wonder. “I
a manager’s day is spent communicating communicators, possibly even more wish I could communicate as successfully.
with others. effective that their management superiors. If only I could use language as well or read
If you were to construct a diary of a These managers achieve their intended situations as accurately as he does.”
manager’s typical workday, you would results whenever they talk or write, This series of articles is not based on
find that three-fourths of their time regardless of the audience. idealized flights of fancy. This information
is spent listening, talking, reading or Their listening skills keep them is based on the analysis of a quarter of
writing—communicating. Is it any wonder constantly in touch with superiors, a century of management work which
that “a failure to communicate” has subordinates, peers, customers and others. is tackled every July at the ICCFA
been diagnosed as the plague of modern Invariably they come across as people who University in the College of Funeral Home
management? Dr. Deming certainly mean what they say, say what they mean, Management.
thought so! and know what others say and mean. For 25 years, I have held a front row
Dr. Deming also came to the blunt These managers are out there, but they seat in working with, discussing and
conclusion that though most managers are rare. observing hundreds of human beings who
spend 75 percent of their day going What do these rare individuals have? are interested in management and attend
through the motions of communicating, I can answer in one word: Plan. These this course. Armed with this plethora of
they don’t like it very much, often managers have a plan, a plan of action, information, I am launching this new
get frustrated and hence end up a well-thought-out plan, a plan based on series of management ideas in the hopes
communicating poorly. That tends to dreams and on fiscal realities. that managers who are now struggling
have a domino effect, causing more The manager’s plan is the key. It’s the will learn from them and become more
miscommunication and bad consequences. vision. In the end, it’s what defines his or effective.
One of the main causes of this “failure her success or failure. The plan creates Most of these short articles will
to communicate” domino effect is that revenue streams. be about communication. Successful
many managers are making it up as they Plans can be deceiving. Here is an communicators approach it in a different
frame of mind than do unsuccessful Lastly, this series is centered on funeral fear of missing what the other person
ones. Successful communicators do and cemetery service. For much of my is saying. I can listen with high-quality
more than simply transmit written or management teaching career I have heard antennae because I know the language,
spoken messages. They recognize that this remark: “This was good, but really, I understand the profession, I know
communication is a complex process this applies to most every line of work.” the history—I just know—and hence
requiring adaptation of time, place and I would respectfully disagree with communication is easier.
audience. this sweeping comment. The demands of This same idea holds true for people
Ineffective communicators, on the other funeral and cemetery service are unique, who share any job or experience—the
hand, fail to acknowledge the complexity simply because they deal with death—a clergy, florists, newspaper deliverers and
of communication and consequently fail to topic most people find highly distressing. schoolchildren. It is sometimes referred to
adapt. I hope that in this series we can merge as the “secret handshake.”
You’ll learn in this series that excellent good service ideas and practice with the As a funeral director and/or cemeterian,
communicators are also excellent listeners. special sensitivity that our profession have you ever tried to listen, communicate
I have never encountered an excellent requires. with, bond with and relate to an audience
manager who was not an excellent listener. You might have noticed in the last few of people outside our profession? Have
They realize that the only way you paragraphs I have intentionally focused you ever encountered an audience who
can adapt your message to a particular on the idea of the “audience.” Being did not want to listen to you because of
situation is to have information relevant aware of the audience you are managing what your life and career would reflect?
to their audience’s needs, values and is one of the golden threads in successful Certainly we have all experienced this.
concerns. management. All those reading these articles share
And though this information is Here is an example: I try to listen to a common bond. We all have hitched
available to both effective and ineffective people. I really do. But when a funeral our wagon to this world of death, grief,
communicators, only the effective director, embalmer, mortuary science mourning and funerals, a world that will
communicators seek it out. They listen student, cemeterian, gravedigger, probably never receive a popularity award.
carefully, anticipate sensibly and read as cremationist—anyone from our world— We have a noble mission in life: To help
many nonverbal signals as they can. speaks, I can listen without the constant the bereaved. Let’s get started. r
EICKHOF ®
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Supply Line
n Joe Weigel, principal at WEIGEL STRA- the results of an employee feedback survey
TEGIC MARKETING, Indianapolis, Indi- conducted by The Des Moines Register in
ana, recently set up an a television inter- conjunction with Energage LLC. More than
view promoting the pet loss industry and 90 percent of Homesteaders employees
the 2018 PLPA College, held in August in participated, reporting high satisfaction in the
Cincinnati, Ohio. In a presentation at PLPA areas of alignment, communication, apprecia-
College, he explained the steps he used to tion and work/life balance. 1.800.477.3633;
generate the interview, in which Sheila Gray, www.homesteaderslife.com
morning co-anchor of Good Morning, Cin- n Helene Schultheis, the most experienced
cinnati, interviewed Roberta Knauf, CPLP, of call specialist for ASD, Media, Pennsylva-
Robs Pets, Hermitage, Pennsylvania. nia, recently retired after more than 20
The interview touched on the recent years. ASD estimated
Sheila Gray (right), morning co-anchor trends in pet loss as well as promoting the that during her career,
of Good Morning, Cincinnati, interviews PLPA College event that started the next she answered more than
Roberta Knauf, CPLP, of Robs Pets in morning. “Joe was gracious enough to 750,000 calls and more
Hermitage, Pennsylvania, and the PLPA, provide attendees with the actual materials
in the WKRC studio, in a spot set up by than , rst calls.
he used to contact the media aout doing a “At the end of the day
Weigel Strategic Marketing.
story on pet loss,” said Jodi Clock of the you go home and feel
PLPA. “These resources can now be put to as though you made a
use by our members to generate publicity difference by helping
in their markets.” 317.608.8914; people,” Schultheis
weigelstrategicmarketing@gmail.com said. “My most dif cult
n FRIGID FLUID, Northlake, Illinois, calls were the calls that
received one of the 2018 Governor’s Ex- came in on 9/11. The
port Awards, Illinois’ highest recognition of callers were stunned
export achievement for companies that have and devastated, as was
achieved excellence in exporting around the Helene Schul- the entire country. Our
world, as well as organizations that provide theis with the “20 clients and their callers
export assistance. It was accepted by Brian Years of Excel- went through some
ea el, president and fth-generation owner, lence” award horri c times that day.”
from ASD.
who took over the business in 2013 with his Company Operations
wife, Elizabeth. www.FrigidFluidCo.com Director Ric Cusumano noted that she had
n C&J FINANCIAL, Rainbow City, perfect attendance for years, traveling in in-
a a e t ﬁ e Alabama, has launched its Assignment clement weather and staying overnight when
Trade & Investment, Illinois Department Funding Management System 3.0. Every needed. She was, he said, “a valuable asset to
of Commerce & Export Opportunity,
client rm at all of C s family of af li- our company and a role model employee.”
with Frigid Fluid Relatonship Manager
ated companies has access to the AFMS and Kevin@myasd.com; 1.800.868.9950;
Robert M. Pine and President Brian J. www.myasd.com
ea e h n the an a a its bene ts. Available through any web-
enabled device, the AFMS allows rms to n NATIONAL GUARDIAN LIFE,
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directly with your claim’s processor and resources bene cial for funeral homes.
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Fast Funding Mobile, which provides the The integrated system provides direct mail
cemetery or crematory.
ability to take a picture of documents and marketing assistance with mailer custom-
SUPPLIERS: Send your press releases upload them directly to the claim with ease. ization and list guidance; custom landing
about your new products and services,
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and about awards, personnel changes
n HOMESTEADERS LIFE CO., West managing all leads, captured online into one
and other news to sloving@iccfa.com for
inclusion in Supply Line. Des Moines, Iowa, has been named a Top system; tools needed to host a lunch and learn
Iowa Workplace for 2018. The annual program; 52 already created social media
award recognizes companies that exhibit posts for Facebook; the ability to develop an
outstanding employee satisfaction and organi- after-care program to assist families through
zational health. This is the fourth consecutive the grieving process; and an option to add a
year Homesteaders has received the honor. chat feature on the funeral home’s website.
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Who Supplies
the Suppliers?
For funeral and cemetery suppliers, business
has never been more isolating. Often ideas
are done in a vacuum. What you know is only
what you know, which limits how far you can
go. IMSA membership can change that. We’ve
brought together some of the top industry
experts to offer our members free one-on-
one advice on marketing, business planning,
legal issues and more. We also bring to
our members insightful business-boosting
webinars, meaningful industry resources and
networking with other IMSA members. All this
for just $175 a year. We’re the only association
serving all funeral and cemetery suppliers.
Because what’s good for the suppliers is
good for the providers and that’s good for the
families. IMSA. Supplying opportunity.
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IMSA members now get free consultation with Dan Katz & Rolf Gutknecht of LA ads, Jake Johnson
of Johnson Consulting, Ryan Thogmartin of Disrupt Media and Poul Lemasters of Lemasters Consulting.
S U P P LY L I N E
Registry designed to intervene in obituary

posting schemes and redirect traf c back
to funeral service professionals. “To take
LeadGen to an even higher level, FrontRun-
ner will launch a complete social media and
search engine strategy to work in tandem e e n e ent a ee
with LeadGen,” said Ashley Montroy, han e n nte e e ath e-
FrontRunner chief marketing director. an n e B ne
1.866.748.3625; www.FrontRunner360.com Be ete eh e ene a ana e
n LOVEURNS, Richardson, Texas, was nt ne a e nt n -
e ta nte e e the h at the
a t en t te recently featured in a television segment
n ent n
e ea on Worldwide Business with Kathy
Ireland on Fox Business & Bloomberg.
n TERRYBEAR, St. Paul, Minnesota, LoveUrns founder and President Naseem
has signed an exclusive distribution Khan was interviewed. “When we lose a
contract with PAW PODS, Albuquer- loved one or a pet, it’s an emotional time,”
que, New Mexico. Paw Pods products are said Ireland in her introduction to the
biodegradable, crafted from sustainable 16-minute segment. “LoveUrns wants to
bamboo and rice husks. Burial pods are help us remember and honor family mem-
available now in ve si es, as are the small bers with a beautiful resting place.” Ireland
cremation urns and hearts. The large size asked him about the company’s history
traditional style and heart shaped urns will and current products. The show also lmed
be available later this year. at company headquarters, showing many
1.888.588.8767; www.terrybear.com; of the company’s urns and interviewing
www.PawPods.com Vice President Hamza Khan, Courtnie
n THE CENTER FOR LOSS AND Rocamontes from customer service and
LIFE TRANSITION, Fort Collins, Warehouse Manager Mary Jane Navarez.
Colorado, has released the 2019 train- The show also lmed at the CCFA
ing schedule for Dr. Alan Wolfelt, noted 2018 Convention in Las Vegas, Nevada,
author, educator and grief counselor and showing the company’s booth and inter- eB ne h a at -
center director. His seminars will cover a viewing customers Dennis Rego, CEO, an n na e n t
variety of topics related to bereavement Commemorate Group Inc.; Peter Kehoe,
and dealing with grief and mourners, as general manager, Trinity Funeral Home
well as support group facilitator training, Ltd.; Angela Cyr, purchasing manager,
counseling skills fundamentals and “Creat- Dodge; and Ildefonso Gonzalez, CEO,
ing Meaningful Funeral Ceremonies,” Grupo ILGA. The show then showed the
February 4-7, in Scottsdale, Arizona. A LoveUrns manufacturing facility in north-
comprehensive catalog of these sessions is east India, talking to Shahrukh Khan, India
available from the center. 970.226.6050; production manager; Haider Ali, head
training@centerforloss.com; engraver; and Shahzad Alam, India HR &
www.centerforloss.com compliance manager.
n FRONTRUNNER PROFESSIONAL, The show can be viewed on YouTube
Kingston, Ontario, has introduced its new by searching for “LoveUrns” and “Kathy
LeadGen program, designed to change the Ireland.”
way—and how often—families nd funeral 1.888.910.7860; www.LoveUrns.com
homes online. It is a comprehensive suite n BOGATI URN CO., Sarasota, Florida,
of direct-to-consumer websites designed has released a new product catalog.
to educate the public, heighten awareness, The catalog allows funeral homes and B at n ata
drive higher search engine results and pro- crematories to see what the company has
mote funeral homes using the program. The to offer and price products according to
program allows funeral homes to aggres- their markets, as prices are strategically available by going to https://bogatiurns.
sively leverage the opportunities that come excluded. Families also can be shown com/Catalog/ or calling 941.351.3382.
with the internet by using multiple websites products on Bogati’s non-branded website, sales@bogatiurns.com;
rather than trying to remain competitive www.OurUrnCatalog.com, which funeral www.bogatiurns.com
with a single funeral home website solution. homes and crematories can market as their
➤to page 58
At the heart of LeadGenT is the new Funer- own once listed in the Bogati provider
alQuote engine that the National Obituary directory. The 38-page printed version is

Update Send in news about your cemetery, funeral home, crematory or association to sloving@iccfa.com.
ea e e a a t n a a t an n a ente D e te
h a ne ette
te n
Plaque honors memory of WWI pilot killed in France

R ichard F. Cody, CCE, president of
Resthaven Memorial Gardens, Freder-
ick, Maryland, was instrumental in commis-
sioning a plaque to honor his wife Jill’s great-
uncle, a pilot who died in air combat during
World War I.
Arthur Bluethenthanl was the rst il-
mington, North Carolina, native to die in air
combat in World War I, in June 1918. An
air eld, Bluethenthal Field, was constructed
and named in his honor. Wilmington Interna-
tional Airport is also located on this site.
The airport was installing a historical
exhibit and Cody offered to help create a new
and permanent dedication plaque honoring
Bluethenthal.
Several custom plaques by Matthews e the n e n the
B ethentha a e at the
International, Pittsburgh, Pennsylvania,
n t n th a -
grace the sides of Resthaven columbaria na nte nat na t
featuring local attractions such as the Catoctin at B ethentha e
Mountains and the Monocacy River. Cody e t a e ea e
was instrumental in Matthews’ commission to D e t he a -
handle the Bluementhal plaque. e t an an
Jan Davidson, historian at the Cape Da n a -
Fear Museum, provides background on tD e t e e
Bluethenthal on the museum website, from an e a e -
e Ba e
which this is excerpted:
Bluethenthal was born in Wilmington in e t the n e a e e
1891, the son of German Jewish immigrants. B ethentha a e
At Princeton University, he was elected to
the All-America football team as a center in (with star) for conspicuous bravery. planedown while he was “directing distant
1912 and 1913. He coached football both On June 1, 1917, he joined the French artillery re” on une ,191 . The French
at Princeton and at the University of North Flying Corps and was assigned to Escadrille government posthumously awarded him a
Carolina at Chapel Hill before joining the 22 of the afayette Flying Corps. He ew a second Croix de Guerre avec Palme (with
family business in Wilmington. Breguet XIV, a two-seat bomber that doubled palm). In 1922, they further honored him
In May 1916, Bluethenthal sailed for as a reconnaissance plane, and joined an with a Medaille Militaire.
France and joined the American Field Service observation group at the front. When news of Bluethenthal’s death
almost a year before the U.S. entered the war, Though he was offered a transfer from reached his home town, the entire city
and served at Verdun with the French 129th the French service to the American Naval stopped to honor his service. On Memorial
Infantry Division as an ambulance driver. He Aviation, he refused to leave his group. Day in 1928, Wilmington’s local airport was
was awarded the Croix de Guerre avec etoile t took four erman ghters to bring his named in his honor. r
et nne t t n The CONNECTICUT FUNERAL DIRECTORS AS-

ne a D e t - SOCIATION, ethers ed, Connecticut, and the Connecti-
at n e t e cut State Department of Veterans Affairs hosted a public
D e t hn a military funeral ceremony for four U.S. World War II
nne t t De a t-
veterans’ unclaimed cremated remains. In 2008, Connecti-
ent ete an a
ne h a cut became the rst state in the nation to establish new pro-
aa nne t t t tocols to identify unclaimed cremated remains of honorably
an an an discharged U.S. veterans in its funeral homes with the goals
D e ent a of providing them the dignity of a burial with full military
heeh honors. This funeral ceremony was the fth such ceremony
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UPDATE
since 2009 that was hosted by the DVA in

coordination with the CFDA.
The Connecticut State Police escorted
a procession from the DVA’s Rocky Hill
Campus to the State Veterans Cemetery in
Middletown 10 miles away, with the Con-
necticut Patriot Guard Riders providing a
motorcycle honor guard for CFDA hearses
carrying the cremains of four veterans.
Speakers included U.S. Sen. Richard Blu-
menthal, Lt. Gov. Nancy Wyman, CFDA
President Edward J. Sheehy Jr. and Com-
missioner Thomas J. Saadi of the Con-
necticut Department of Veterans Affairs.
The military ceremony was supported by
the Connecticut National Guard, SUBASE
New London, Marine Corps League and
Congressional Cemetery’s restored and expanded 19th-century entrance gate.
directors of funeral homes from across
Connecticut. The ceremony included full n CONGRESSIONAL CEMETERY, Home, Mountain Home, Idaho. The pur-
military honors including the posthumous Washington, D.C., recently completed chase of Legacy expands FPG’s network in
presentation of Connecticut Wartime Ser- the restoration and expansion of its California to seven locations. Vic and Na-
vice Medals. wrought-iron front gate. The gate, first dine Savino started Legacy in 2009. Jerry
installed in 1856, had been relocated to and Janette Rost purchased their business
a rear portion of the cemetery when the in 2005.
gatehouse was built in 1923, and the op- Sandra
portunity for restoration came when the Jones is
1920s replacement was destroyed by a flanked by
truck. Flaherty Iron Works in Alexandria 100 Black
Women
restored the heavy wrought iron gate, ex-
of Funeral
panding it both sideways and vertically to Service
Pressley Funeral Home (above) and accommodate today’s larger vehicles. Two scholarship
L. Harold Poole Funeral Service (below), pedestrian gates were also added to each winners Omar Clea and Brianna Preyear.
recently acquired by Carriage Services. side, and the gate is carefully balanced on
n Two students of PITTSBURGH IN-
ball bearings for easy opening and closing.
STITUTE OF MORTUARY SCIENCE,
Oldtowne Landscaping, Frederick,
Pittsburgh, Pennsylvania, recently received
Maryland, completed a cobblestone road
scholarships from the 100 Black Women
and installed a new herringbone patterned
of Funeral Service. Omar Clea of Baltimore,
brick driveway and sidewalks. Fundrais-
Mariland, and Brianna Preyear of Mount
ing for the $175,000 installation took two
Pocono, Pennsylvania, were presented schol-
years, and the project was designed by
arships at the 2018 National Funeral Direc-
Moody Landscaping of Washington, DC.
tors & Morticians Association Convention in
n CARRIAGE SERVICES, Hous- n FOUNDATION PARTNERS memory of Charles C. Jones.
ton, Texas, has partnered with Presley GROUP, Orlando, Florida, has acquired Also, PIMS now has an InSight Insti-
Funeral Home, Cookeville, Tennessee. Legacy Funeral & Cremation Care, San tute Certified Celebrant trainer on staff,
Bryant Pressley and his family acquired Diego, California, and Rost Funeral ➤to page 61
and rebranded an existing funeral home
in 2012, doubling the number of families S U P P LY L I N E
served. Bryant will continue as managing
➤from page 55 as industry liaison and senior loan 0fficer
partner.
n Doug Gober has joined before starting his own firm, Gober Strate-
Carriage also has partnered with L.
THE FORESIGHT COM- gic Capital. Prior to that he spent time with
Harold Poole Funeral Service, Knightdale,
PANIES, Phoenix, Arizona, Carriage Services, Matthews International
North Carolina. Harold and Barbara Poole
as a partner. Gober has a and York Group, as well as many years at the
opened the business in 1978. After he died
business degree in accounting, highly renowned design company The Doody
in 1998, she obtained her funeral director’s
is a CPA and has more than 39 Group. His first entre into funeral service was
license and continued the business, which
years of experience in the fu- as a Batesville Casket Co. salesman.
now serves more than 275 families each
neral industry. He previously 1.800.426.0165; danisard@f4sight.com;
year.
worked for Live Oak Bank Gober www.f4sight.com r
Trusted. Reliable. Secure.
Doing the Right Thing...
For more than 112 years, Homesteaders Life
Company has been trusted to make the right decisions
about funeral funding products – decisions that are good for
consumers and funeral professionals.
Homesteaders adopts a 360-degree view when designing
our products, balancing security with profitability and
designing tailored solutions that meet the diverse needs of
policy owners, funeral homes and agents. As a result, our
robust product portfolio offers reliable pre-need funding
solutions that can meet the needs of any funeral business.
Above all, Homesteaders exists to pay claims. It’s a promise
we make to consumers together with our funeral home
customers, and it influences nearly every business decision
we make.
Our commitment to always doing the right thing is one of
the many reasons we are the most often-used pre-need
funding company in America.* Thousands of funeral
professionals agree that Homesteaders is the trusted,
reliable and secure choice for dependable pre-need funding.
Learn more about our commitment to doing it right at
homesteaderslife.com/commitment.
The most often-used pre-need

funding company in America.*
homesteaderslife.com 800-477-3633
*According to a 2017 independent brand tracking study commissioned by Homesteaders and performed by McGuire Research.
UPDATE
Above left, Michigan Memorial Park’s swans, Bella and Bordeaux, in their warm-weather home. Above right, MMP employees
who help take care of the swans during the winter pose by the pair’s winter home and heated pool.
‘Where do the swans go in the winter?’

C emeterians with a lake or pond on
their property sometimes have swans.
They are pretty and they attract visitors.
perhaps other wildlife in and around your
lake or pond—as a way to bring people
into your park.
And, if you have swans in a four-season
area of the country, you’ve probably had The swan press release
people asking your staff what happens to For inspiration, here is the release
the swans during the winter. Do they fly Michigan Memorial Park sent out:
south for the winter, like the geese and “Where do the swans go in the winter?”
ducks, and return in the spring? Do they Would you believe this is the most
live only one season, to be replaced by a frequently asked question at Michigan
new pair the following year? Memorial Park?
Michigan Memorial Park, Flint Rock, Kelly Dwyer, president of Michigan
Michigan, has a resident pair of swans, Memorial Park tells us, “for as long as
Bella and Bordeaux, and is definitely in a we can remember, we have been asked
four-season zone. this question, by thousands of visiting
MMP President Kelly Dwyer recently families.”
addressed the issue by sending out a press The answer is simple. The two swans,
release entitled “Where do the swans go in Bella and Bordeaux, are very well cared
the winter?” for in their custom-built swan house
If your property has swans, this located in the Michigan Memorial Park
is something you might want to do, maintenance area, tucked away in a
Michigan Memorial Park employee Jeff
especially if you have a friendly reporter private corner of the property. The park’s
Gregory holds one of the swans. The
or assignment editor who is looking for swans have to be caught when it’s time personnel love them, feed them and
“feel-good” stories to cover. for them to take up winter residence in provide fresh water for them, seven days
There are a number of other things you their swan house. a week.
can do to get some good publicity from The swan house is approximately 8 feet
your swans: • Post photos and news about them on wide by 8 feet deep and up to 10 feet high.
• Have a “swan cam” linked to your your Facebook page. It is aluminum-sided, has a shingled roof
website (especially if cygnets are due). • Create an educational program for and comes complete with hay.
• Feature them in your newsletter. children, adults or both, about them—and The house is also equipped with
UPDATE
A close-up of the sign on the swan Celebrant trainer and faculty member Michael Burns (center) with his first celebrant
house door, indicating that Bella and training class at PIMS.
Bordeaux are the residents.
➤from page 58 and Education) Scholarship was presented to
a sliding window that locks, inside faculty member Michael Burns. From now Terrance Reardon. Juliana Fortunato (from the
electricity for a heat lamp and their on, celebrant training will be offered to all 156th granduating class) and Flaim received
very own heated pool. During extreme students in the core funeral service education the Joseph D. Moon Educational Grant from
temperatures, they are brought inside the program. the Allegheny County Funeral Directors As-
heated maintenance building at the park. Also, PIMS recently held its 157th sociation for to the student with the highest
commencement exercises. Amy Punsky was scholastic average.
Bella and Bordeaux are caught every
chosen by classmates to receive the Memorial The recipients of the Mu Sigma Alpha
winter when the front pond freezes over.
Award for typifying the ideals of the student Award for scholarship were Flaim, Trale,
It usually takes about seven people to help
body. Jordan Flaim received the John Rebol Punsky, Tanya Reid and Blake Worley.
capture them to get them to their swan
Award and a $500 scholarship for having the
house. They are both released into the n WASHINGTON PARK CEMETERY
highest scholastic average for the school year
front pond in the spring. ASSOCIATION, Indianapolis, Indiana, has
2017-2018. Michael Chuhran received the
Some interesting facts about Michigan installed a new columbarium at Oaklawn
William J. Musmano Memorial Award and
Memorial Park’s swans: Memorial Gardens. The columbarium from
a $500 scholarship, as well as an embalming
• Since opening in 1926, Michigan Eickhof Columbaria includes both traditional
kit from PIMS alumnus Wayne Urbine, in
Memorial Park has always had a pair of niches and an internal ossuary. The art was
recognition of ability, attitude, commitment
swans. created by Arlong Bayliss of Anderson,
and achievement in the clinical embalming
• At one time there was a black pair of Indiana, who has crafted lighted art located in
setting. Brenda Trale received the Pierce
swans named Bert and Bart. roundaboats for two nearby towns. The 96-
Chemical Restorative Award in recognition of
• The oldest swan was named Annie; acre Oaklawn park is one of seven cemeteries
ability, commitment, attitude and achievement
she lived to be approximately 30 years old. in the nonprofit association. r
in the areas of restorative art and cosmetology.
She went through three mates but never Seth Beardsley received the Dodge Award and
had a baby (cygnet). a complete Dodge embalming kit for dem-
• Many years ago, MMP did have a onstrating both exceptional and theoretical
cygnet, but unfortunately it was killed by expertise throughout the embalming curricula
an animal that lurked nearby. practicum.
• One of the past pairs of swans were Carmella Teolis received The Champion
named Sema and Terry, named by an MMP Award for Mortury Science Excellence for
employee through a naming contest. scholarship, aptitude and practical skills
• The current swans, Bella and specifically in the core science component of
Bordeaux, are approximately 3-4 years old the PIMS program. Champion Vice President
and will hopefully have cygnets in the next and General Manager Paul Bauman presented
couple of years. her a $500 product credit towards Champion
• Most importantly, everyone at MMP products.
loves their swans and takes exceptional Joseph Strednak received the Eugene C.
care of them. Ogrodnik Entrepreneurial Award, given to the
Michigan Memorial Park is located at student deemed by the PIMS core business
32163 Huron River Dr in Huron Township faculty as having the entrepreneurial spirit and
next to Michigan Memorial Funeral greatest potential to impact the funeral service
Home. It’s located on 290 acres and has industry at large. He received $1,000, half
approximately 80,000 burials. For more from the PIMS Board of Directors and half
information please call 734.782-2473 or from Eugene and Karen Ogrodnik. Oaklawn Memorial Gardens’ new colum-
visit www.MiMemorial.com. r The CORE (Center for Organ Recovery barium topped with custom art.

I C C FA N e w s
Sneak preview of DEAD Talks at 2019 Wide World of Sales

J
oin the ICCFA Sales and Marketing Committee, conference
Co-chairs Tim Fish and Delana Pratt and committee chair-
man John Bolton for DEAD Talks at the 2019 Wide World
of Sales Conference at Bally’s Las Vegas on January 23-25.
This WWS will be presented in a TED Talks-style with industry
professionals sharing their motivational, actionable advice in
18-minute presentations. Here is a sneak preview of the program:
Sales: Killing It 2018 WWS attendees at a keynote presentation.

Jamie Sarche: Talking About Death Won’t Kill You Really Want” and Patrick Downey, CCE’s “Who Do We Have
Gayla Meilleur: Group Presentations to Be to Be Relevant?” Keynoter sales training expert Tim
Tayce Vogel: The ABC’s of Aftercare Wackel’s “Stop Pitching, Start Solving,” will be on Thursday at
8:30 a.m. Then, Wackel will return at 12:20 p.m. with “Anatomy
Self-Management: Bury the Bad Habits of a Lousy Pitch,” a special session designed for suppliers. On
Gary Freytag, CCFE: Building a Successful Sales Culture: Friday at 8:50 a.m., Erica Javel-
Are You Feeding Eagles or Herding Cats? lana, speaker of the house for
Harold Giddens: New Folks: Your Life Blood Zappos Insights, will present,
Guy Winstead: How to Gain Control of Your Time “Culture of Service—The
Zappos Story.”
Cremation Opportunities: Don’t Let Them Go Up in Smoke Be sure to join us at the ever-
Melanie Loyd: Last Call—First Impression popular Fireside Chat by Gary
Mike Watkins: Dad Wanted Something Simple O’Sullivan, CCFE, on January 23
Chris Keller: Creating Connections at 4 p.m, where O’Sullivan men-
tors and motivates his audience
Cremation: Heat Up Your Sales with his mix of humor, personal Gary O’Sullivan, CCFE
Mitch Rose, CCFE, CCrE: Cremation Selling Strategies: experience and straight talk. Af-
Bottom Up and Top Down! terward, please join us for the Welcome Reception at 5:30 p.m.
Matt Outcalt: Mom Doesn’t Belong on the Mantle Register before December 18, 2018, to receive the early
Lee Longino: 3 Ways to Create Value and Increase bird registration rate. Hotel rooms at Bally’s Las Vegas are
Revenue with the Cremation Customer $125 per night.
For more informa-
Engagement: Unearth Your Customers tion on registration,
Gail Ruben: Your Customers are Discussing Death, program schedule,
Where Are You? hotel lodging,
Alex McCracken: Why Your Online Leads Won’t Close sponsorship
Poul Lemasters, Esq.: Click. Click. Boom! opportunities and
more, visit
DEAD Talks will also have longer sessions from experts in www.wideworld
their field, including Stacie Schubert’s “What’s a Party Have ofsales.com r
2018 WWS attendees at the welcome
to Do With Me?”, Doug Gober’s “What Cremation Families reception.
I C C FA N e w s
Get in gear for the ICCFA convention at the NASCAR Hall of Fame
T
he ICCFA is revving their engines and ready to race at the 2019 ICCFA Annual Convention &
Exposition, April 2-6, at the Charlotte Convention Center in Charlotte, North Carolina! As
the convention is being held in the heart of NASCAR country, please join us for the Welcome
Reception at the NASCAR Hall of Fame on April 2 at 6:30 p.m.
This special reception requires a ticket in addition to the regular registration fee. Tickets to the recep-
tion are only $20. Each ticket covers food and drink at the reception, as well as full access to all the
NASCAR Hall of Fame has to offer, including the NASCAR racing simulator, where NASCAR profes-
sional drivers have practiced. You can add this Welcome Reception ticket by clicking the “Sessions” tab
on the convention online registration form.
Our 2019 Annual Convention & Expo program will have three keynote speakers who are sure to get
you on the right track for your business, more than 30 educational breakout sessions, 500+ booths in the
Expo Hall, countless networking opportunities and, of course, free food and beverages.
Mark your calendars and start revving your engines for the 2019 ICCFA Annual Convention & Expo
in Charlotte, North Carolina. For more information on the program schedule, hotel reservations and more, NASCAR racing simula-
please visit www.iccfaconvention.com.  tor at the Hall of Fame.
2019 WWS, ICCFAU scholarship applications available online

S
cholarships are available for those who wish to attend the
2019 Wide World of Sales, held January 23-25 in Las
Vegas, Nevada, and the next session of ICCFA Universi-
ty, scheduled for July 19-24, 2019, in Memphis, Tennessee. The
scholarship submission process is now digital. The ICCFA Educational Foundation will be rewarding a record number of 100 scholar-
ships to these two premier educational programs.
Applicants must be ICCFA members in good standing and employed in the cemetery, cremation or funeral profession for a mini-
mum of two years. The deadline to submit an online WWS scholarship application is November 5, 2018, and the deadline to
submit an online ICCFAU scholarship application is February 18, 2019.
More information on the ICCFA Educational Foundation can be found at www.iccfa.education. For more information on scholar-
ships and to submit your online scholarship application, visit www.iccfa.com/scholarships. 
Enter the 2018 KIP Awards online: Deadline Nov 2, 2018

E
nter your personalized service or product in the 2018 KIP (Keeping It Personal) Awards!
KP
KI
Best in Personalization
This year the KIP entry process is digital, so it’s now easier and faster than ever to sub-
mit your entry. We know the care you put into the personalized services you offer families,
the planning that goes into your community events and the designing of your innovative products
that enable families to memorialize the lives of their loved ones. The ICCFA Personalization Com-
mittee recognizes these personal touches of services or products in the death-care profession through
the KIP Awards. The categories are:
• Most Personalized Service/Memorial
• Event
A wardd
• Most Personalized Pet Service/Memorial
• Innovative Personalized Product (suppliers only)
The deadline to submit entries is November 2, 2018. Questions? Contact Jason Brown at jason@iccfa.com. For more information
on the KIP Awards or to submit your entry, visit www.iccfa.com/membership/awards/kip/. 

I C C FA N e w s
During this season of reflection and thanks, we at the ICCFA want to personally thank all of the sponsors from this past
year’s educational events. Your generosity makes these events possible. We hope that you’ll continue to support the
ICCFA in our educational endeavors in 2019 and beyond. Our upcoming 2019 events are:
Wide World of Sales

January 23-25 • Bally’s Las Vegas • Las Vegas, Nevada
ICCFA Annual Convention & Exposition

April 2–6 • Charlotte Convention Center • Charlotte, North Carolina
Fall Management Conference

September 25–27 • Hyatt Regency Tamaya • Santa Ana Pueblo, New Mexico
If you would like to commit to a sponsorship for a 2019 ICCFA event, please contact Kelly Spann at 703.391.8405 or
kspann@iccfa.com.
Thank you to our 2018 Fall Management sponsors!

Argent Trust Gethsemane Cemetery & Memorial Gardens Park Lawn Corp.
Assurant Global Atlantic Financial Group
Pierce Chemical
Batesville Guerra & Gutierrez Mortuary
Plotbox
Blackstone Cemetery Development Hillside Memorial Park & Mortuary
Regions Bank
Cave Hill Cemetery Implant Recycling
Clearpoint Federal Bank & Trust Inglewood Park Cemetery The Roosevelt Investment Co. Inc.
Coldspring Johnson Consulting Group Service Corporation International
Core Scientific Los Parques Spring Grove Cemetery & Arboretum

Cypress Lawn Matthews Memorialization
StoneMor Partners LP
Everdays Inc. Merendino Cemetery Care
The Tribute Companies Inc.
Flowers for Cemeteries National Guardian Life Insurance Co.
Wilbert
Forest Lawn Memorial-Parks & Mortuaries Nomis Publications
Funeral Services Inc. Northstar Memorial Group The Woodlawn Cemetery
I C C FA N e w s

AD INDEX
45 American Cemetery/Mortuary 47 Holland Supply 49 Nomis Publications

Consultants 59 Homesteaders Life Co. 45 Northeast Mausoleum
49 ASD—Answering Service for 54 IMSA 37 Obermayer Rebmann Maxwell &
Directors 23 International Mortuary Shipping Hippel
5 Batesville Casket 29 J. Stuart Todd Inc. 27 Security National Life Insurance Co.
53 C&J Financial 7 Johnson Consulting 39 SEP Technologies
3 Continental Computer Corp. 21 Kryprotek 35 Sich Caskets
23 Cooperative Funeral Fund 9 LA Ads 41 Supply Link
15 Doric Products 41 Madelyn Co. 39 The Foresight Companies LLC
51 Eickhof Columbaria Inc. 37 Mausoleum Supply 53 THE SYSTEM
19 Ensure-A-Seal 23 McLean, Koehler, Sparks & 37 The Tribute Companies
49 Flowers for Cemeteriesl Hammond 13 Triple H Co.
37 Funeral Call Answering Service 43 Merendino Cemetery Care 67 U.S. Metalcraft
57 Funeral Services Inc. 9 Mitchell K Jewelry 33 Vantage Products Corp.
68 funeralOne 17 MKJ Marketing 29 VKM International
25 Global Atlantic Financial Group 2 National Guardian Life Insurance Co. 49 WithumSmith + Brown
31 Great Western Insurance Co. 21 National Museum of Funeral History 27 Zontec Ozone r
23 Grever & Ward
Classifieds
➤E-mail calendar listings, additions
Check the classified announcements at www.iccfa.com/employment.htm

Calendar or corrections to bclough@iccfa.com
and sloving@iccfa.com.
To place a classified, contact ick latter, rplatter iccfa.com November 7: Funeral Directors Service Assn. of Greater Chica-
go Trade Show, White Eagle Banquets & Restaurant, Niles,
Illinois. www.fdsachicago.com
November 7-9: Mid-Atlantic States Cemetery & Funeral Conf.,
Golden Nugget, Atlantic City, New Jersey.
November 14: ICCFA Cremation Operator Training, Ohio Fu-
neral Directors Association. www.iccfa.com
December 6: Maryland Cemetery, Funeral & Cremation Assn.
Holiday Gathering, Rusty Scupper Restaurant, Baltimore.
www.mcfca.org
December 11-12: ICCFA Cremation Arranger & Operator Train-
ing, live stream from The Wilbert Group, Broadview, Illinois.
www.iccfa.com
2019
January 23-25: ICCFA ide orld of Sales, ally s Las egas,
Nevada. www.iccfa.com r
CE ETE IES C E AT IES F E AL ES S LIE S ET L SS FESSI ALS
Submit your news to ICCFA Magazine

Have you held a groundbreaking or grand n rite it down. It doesn t have to be written perfectly that s why we have editors
opening for a new facility? Hired or promoted —it just needs to include the facts. Remember the basics: Who, What, Where, When &
someone? Is your company offering a new or How (and sometimes Why).
updated product to cemeteries and/or funeral
homes? Have you recently held an unusual n Send it in:
service or a successful seminar at your loca- ➤ Email your Word document as an attachment to sloving@iccfa.com, or write
tion? Added a grief therapy dog to your staff? your release in the body of your email. Please include your full name and title
Share your news with colleagues all over the and the company’s name and location in the body of your email.
world—send it in to ICCFA Magazine! It s a
simple way to receive some well-deserved ➤ Photos—high-resolution jpgs—can be emailed. Remember you must adjust
publicity for you and your staff and to share digital camera settings to take high-resolution images before taking the photos!
ideas with peers. ere s how to get your news Check the owner’s manual for instructions. (If you’re scanning in glossies, they
in ICCFA Magazine: must be scanned in at a minimum of 300 dpi at the size they are to be printed.)
Questions? Need some guidance? Email ICCFA Magazine Managing Editor Susan Loving at sloving@iccfa.com.

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November 2018

At NGL, we see things clearly and focus

and services. We are not just a Preneed

See the difference with NGL. Jill Muenich

International Cemetery, Cremation and Funeral Association®

Providing exceptional education, networking and legislative guidance and support

ICCFA officers Cremation and Funeral Association. Subscription

Mobile technology that makes

With Bridges, the funeral director is at the center, connecting

©2018 Batesville Services, Inc.

Michael Uselton, CCFE

A Total Solutions Company

guidance from the IRS on the resolution of

Visit the new and improved www.iccfa.com November 2018 9

All Saints Day is important in Guatemala, and Los Parques

WHAT THE JUDGES SAID

Los Parques helps thousands observe

Giant kites are a

Visit the new and improved www.iccfa.com November 2018 11

Above, families send messages to heaven via balloons.

department, gardeners, tribute coordinators Catholic Church as a symbol of purity, peace

Visit the new and improved www.iccfa.com FHCNews/displayads/TripleH01_17.indd November 2018 13

Los Parques provided meals for the

How you can build a culture of

cooperation at your funeral home

Get Answers to 2019's Critical Marketing Questions

• Make sure your website is working for you in floral/gift sales.

 Adapting to Change Courtney Gould Miller

 ONE PROGRAM - TWO LOCATIONS

Ski Summit Sea Summit

Questions or concerns about the

800 864 4174 Learn more at ensureaseal.com

Visit the new and improved www.iccfa.com November 2018 19

ICCFA Magazine spotlight MARKETING

Finding ways to market that

Protect Your Families

Protect Your Bottom Line

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Preneed & Cemetery Care

Audit  Tax Advisory Trust Data Due Diligence

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Why do you work in the funeral industry?

Global Atlantic’s Preneed 360°

Contact us to learn how:

Visit the new and improved www.iccfa.com November 2018 27

Your website could generate a

desktop experience, but do ensure the

technological advancements at the office,

only as it relates to mobile computing but A low-cost “insurance”

Visit the new and improved www.iccfa.com November 2018 29

Marketing your funeral home

Original Funeral Amount 2.0 % Growth Great Western Growth Advantage

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ICCFA Magazine spotlight AF TERCARE

Helping with estate closure

Sich Carved Top Princeton - H1402

Cemetery Master Planning

www.tributeinc.com 262.367.9991 mail@tributeinc.com

Visit the new and improved www.iccfa.com November 2018 37

ICCFA Magazine spotlight PRE-NEED SALES SUCCESS

How to brand your

cemetery or funeral home

which to interpret themselves visually,

Adapting to Change Courtney Gould Miller

ONE PROGRAM - TWO LOCATIONS