The Funeral Professional’s #1 Resource For Business Growth and Profitability! | Fall 2006
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IImagemage isis Everything!Everything!
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EEvenven FuneralFuneral ServiceService isis GoingGoing GreenGreen
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TOLL FREE 866-418-4939 The Funeral Professional’s #1 Resource For Business Growth and Profitability! | Fall 2006
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ACCUBUILT:ACCUBUILT: PROVIDING SOLUTIONS TO THE FUNERAL INDUSTRY The Funeral Professionalʼs #1 Resource for Business Growth and Profi tability!
Image is Everything!
PetPet Loss: Loss: Seize the Opportunity
Even Funeral Service is Going Green FEATURE
Contents Fall 2006 20 ACCUBUILT: Providing Solutions to the Funeral Profession
SOLUTIONS ON
LEADERSHIP 14 Changing Times | by Ronald H. Cooper 18 Increasing Your Earning Potential | by Brian Tracy MANAGEMENT 16 Pet Loss: Seize the Opportunity | by Jamie Minea 24 A Six-Letter Word that All Business has in Common | by Pierre Goria III
25 The Experience your Competitors Provide - But You Don’t | by Michael Feeney Funeral Business Advisor Magazine 134 Evergreen Road, Suite 103 Phone 502.254.7018 26 Shipping Trays: Do You Get What You Pay For? | by Jim Hardy Facsimile 502.254.7022 www.funeralbusinessadvisor.com 28 Does Rate of Flow Really Matter? | by Jesse Wolfe Michael Manley, Publisher 30 Not Just Another Memory Board | by Paul Sadowski [email protected] Shawn McDonld, Editor 34 Even Funeral Service is Going Green | by Joe Weigel [email protected] Brian McDonald, VP of Operations 35 Aftercare and Family Care: Think Outside the Box | by Sherry L. Williams [email protected] Tracy Ogburn, Copy Editor MARKETING [email protected]
Funeral Business Advisor Magazine is published 9 Video Tribute - The Ultimate Marketing Tool | by Jason Ropchan quarterly at 134 Evergreen Road, Suite 103, Louisville, Kentucky 40243; phone 502.254.7018, fax 502.254.7022. Subscription Rate is $12.99 per 10 Merchandising Bereavement Stationery in the Funeral Home | by Bob Hoaglund year. Single copies and back issues are $5.99 each (United States) and $10.99 each (international). Direct all subscription and customer service inquiries to Image is Everything! | by Marty Kovacs 502.254.7018 or [email protected]. 17 Funeral Business Advisor welcomes unsolicited editorials and graphics (not responsible for their return). Any correspondence sent to FMM Media LLC, or its staff 22 Use Variety and Grow Your Business | by Bob Diercks becomes property of FMM Media, LLC. All submitted editorials and graphics are subject to editing for grammar, 30 content, and page length. Funeral Business Advisor 32 Help your Families Heal Using a Virtual Memory Book | by Dr. Frantz Belot Magazine provides its contributing writers latitude in expressing advice and solutions; views expressed are not necessarily those of Funeral Business Advisor Magazine and by no means refl ect any guarantees. Always confer with legal counsel before implementing SALES changes in procedures. © All contents copyrighted by Funeral Business Advisor Magazine. All rights reserved. Reproduction in whole or part is prohibited without 6 Understand Emotions, Provide Comfort, Increase Profi ts | by Greg Greffi n express written consent from Funeral Business Advisor Magazine. Funeral Business Advisor may occasionally make readersʼ names available to other companies whose 8 Common Selling Myths: Part One | by Matt Manske products and/or services may be of interest; readers may request that names be removed by calling 502.254.7018. FMM Media, LLC expressly disclaim any liability for 12 Keepsakes to be Treasured | by Michel Larbrisseau the products or services sold or otherwise endorsed by advertiser or authors included in this magazine. Printed in the United States. Postmaster: Send address changes to FMM Media, LLC, Louisville, KY, 40243. 4 funeral business advisor | Fall 2006 An Introduction From the Publisher
You hold in your hands the inaugural issue of Funeral Business Advisor.
Creating a new magazine – from the initial concept to the most current content – is one of the most engaging and fulfi lling jobs I have as a publisher. Therefore, it gives me great satisfaction to present to you: Funeral Business Advisor. It is the culmination of many months of research and hard work.
Funeral Business Advisor is a publication that is dedicated to becoming the #1 resource for business growth and profi tability in the funeral home industry. It contains an abundance of ideas, strategies and solutions on how to improve your funeral business. More importantly, we are dedicated to becoming the primary source of reference for innovative products and services to help you, as an “independent” funeral director, to grow your business. Funeral Business Advisor addresses the specifi c, researched needs and demands of funeral professionals by providing cutting-edge, solution-based editorials written by professionals and experts in the industry. These editorials are written to provide you with solutions to your every day business growth challenges. The uniqueness of this publication lies in its ability to be a valuable resource that can positively impact your business and life. Its approach brings profi table business solutions to the funeral industry where readers, writers and advertisers can all share in the success.
Each Issue of Funeral Business Advisor will feature editorials on:
• Business Growth Solutions
• Financial Solutions
• Management Solutions
• Product and Service Solutions
• Sales and Marketing Solutions
I hope you enjoy this issue and the issues to follow. With your help, input and participation, Funeral Business Advisor can help you to improve and grow your business; increase your profi t margins, and improve your operations effi ciency and effectiveness.
If you would like to receive a free copy of Funeral Business Advisor each quarter, you can subscribe, at no cost, by fi lling out the postage-paid subscription card in the magazine and sending it in, or go to www.funeralbusinessadvisor.com to subscribe for free.
Finally, I would like to thank all of the funeral homes, funeral directors and the many funeral industry suppliers who have assisted in the creation of Funeral Business Advisor.
I look forward to helping you improve your business. Publisher, Michael L. Manley Michael L. Manley
www.funeralbusinessadvisor.com sales solution Understand Emotions, Provide Comfort, Increase Profi ts by Greg Greffi n
Understanding emotions, providing comfort, and increasing nSell To The Family: An individual gold and lacquered profi ts can be accomplished by looking at your business rose can be sold to the family and placed into the spray at through rose-colored glasses. the visitation. At the cemetery, it can be presented to the family. You will discover that presenting the rose is similar to PROFIT presenting a fl ag to the family of a veteran. It is symbolic, and Profi t can be defi ned as a “valuable return” and is typically the gives the family something tangible on which to focus during goal of every organization. As a retail jeweler for 30 years, I and after the ceremony. learned that I have to understand what makes my customer tick nA “Gold Rose” Ceremony: During the ceremony, each petal to achieve the goal of profi t for my business. More importantly, of the rose is used to symbolize a memory of the deceased. I learned that I needed to understand what made my customers Family members and friends are invited to come forward and want to buy from me. share a particular memory while holding the rose. Another variation to the ceremony has three roses being placed beside EMOTION the loved one. Three family members are then asked to come As a retailer, I worked hard to provide my customers with forward and they are then presented with the rose as a symbol superior service. I also realized that I needed to provide of timeless love and treasure. superior products that would affect my customers’ emotions nBirth Month Roses: Favorite colors and colors refl ecting the and place them in a buying mode. I have found a customer’s birthstone of the deceased are another way to individualize the emotion is the driving force behind their decision to buy. family’s experience. Trimmed in 24-karat gold, the roses come in a variety of colors. COMFORT nAn At-Home Removal Gift: As a director, you can provide The reality is that my jewelry business and your funeral comfort by leaving a rose on the pillow in the home at the time business are not all that different. When you meet with a of removal. This symbolic gesture helps soothe the emotions of family to discuss their funeral arrangements, you must help the family and is greatly appreciated. them in making many diffi cult and emotional decisions. And, it nA Token of Appreciation: At the time of fi nancial is equally important that you provide them with comfort during reconciliation, you use the rose as a token of appreciation to the this diffi cult time. family for the business that they have entrusted to you.
How do you accomplish all of this? First, it is important to Each strategy will have the same effect. More satisfi ed realize that people are drawn towards items of a lasting nature customers, more referrals, and more business for your that give continual comfort and provide a memory of those that funeral home. Not only do these referrals come from family we love or have loved. I fi rst realized this when I noticed that members, but from the health care staffs that help the families, my jewelry customers began purchasing gold and lacquered and from those who have attended the ceremony. Directors roses as a memorial to a deceased loved one. have discovered that the feedback has been overwhelmingly positive. Many times the families and friends of the deceased A rose has a cultural signifi cance of symbolizing love; not only have written thank you notes mentioning the gold and lacquered Batesville makes warmth and beauty more affordable. love for the living, but also love for those dearly departed. But, roses in favorable and glowing terms. does a rose last forever? The challenge of using live roses is they last only a few days. They have to be purchased on My experience in working with funeral directors is that our demand, and are diffi cult to be inventoried. But, a gold-dipped businesses are VERY much alike. We are both merchandisers, and lacquered rose will last forever; does not spoil; can be and we buy at wholesale and sell at retail to generate a profi t. kept in inventory until you need it, and is the perfect keepsake Customers buy on emotion fi rst, and need second. Acknowledge memorial that symbolizes everlasting love. the emotions and fi ll the needs of your customers. Fill these needs by having a gift center in your facility. Also, display My experiences in working with funeral directors is that they your gift items in your showroom along with the burial caskets, have developed several ways in which these roses can be used and give the family the opportunity to pick what best suits their as a memorial for the family, while at the same time producing needs. Remember, profi t is the goal of every organization. a positive impact on their businesses and the services they Fulfi lling needs will create a “valuable return” not only for you, provide. This positive impact is refl ected in increased profi ts. but for your customer as well.
How does a gold and lacquered rose help to increase your profi ts? Greg Greffi n is the President of 24 Karat Rose Company and There are several ways in which the gold and lacquered rose Greffi n Jewelers. He can be contacted at 866.411.4512, or at can be used by your business, including: ggreffi [email protected].
6 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com Courtland Oak Pearson Cherry Harrington Mahogany Batesville makes warmth and beauty more affordable. Many families are drawn to the warmth and With Batesville’s New Classics collection, beauty of wood caskets. But the higher price of warmth, beauty, affordability, and personaliza- solid hardwoods can put them out of a family’s tion add up to exciting new choices for your reach. families.
Today, you can offer more affordable choices For additional information on how we are with Batesville’s New Classics casket collection making it easier for you to do business, contact … quality craftsmanship with premium wood your Batesville representative. veneers and engineered wood composites for the look and finish of solid hardwood. In a variety of popular wood stains and a full range of personalization features, they can be a valuable addition to your selection room. © 2006 Batesville Services, Inc. sales solution Common Selling Myths: Part One by Matt Manske
Education is often our fi rst line of defense against many things The listing period is “exclusive” and normally means you pay in life, and it’s no different when selling a business. Appraisers, the commission if you sell during the listing period – even if brokers and consultants will use a variety of methods to entice you fi nd the buyer. The commission may also apply if you sellers into paying for expensive business valuations; signing withdraw from a sale; fail to complete a sale, or terminate the exclusive listing agreements or expert consulting agreements. listing agreement prior to the end of the listing period. The You may even be told that all fees are “buyer paid” so there will reality is that you may already know the best buyer for your be no cost to you. Everyone in business needs to make money, business and even if you don’t, it shouldn’t take a broker very but normal profi ts should not be excessive, nor should this have long to fi nd a qualifi ed buyer of which you approve. an adverse affect on the selling price. Myth: My broker’s fees are being paid by the buyer; so the This is “part one” of a two-part series on common selling sale is not costing me anything. myths. Selling a business can be diffi cult and time-consuming. Standard industry commissions are typically paid by the seller. If you are planning to sell, reading about these common selling But, some brokers advertise their commissions are paid by myths may save you time, money, frustration, and it may give the buyer and there is not cost to the seller. Be wary of this you a better understanding of the selling process. If you are “buyer paid” approach because total transaction costs affect planning to buy, this article will help you the selling price. While it may be understand the process from the seller’s true the commission is assessed perspective. and paid by the buyer, the true cost “ Education is of that commission will impact Myth: I need a formal business the selling price. A buyer can only appraisal to sell. often our fi rst borrow so much money to buy your Business appraisals or “valuations” are business, regardless of whether that used to establish the current market value line of defense money goes to you, or to a broker’s of a business. Valuations are commonly commission. The lesson here is: Be used for selling, buying, refi nancing, against many wary of the “buyer paid” approach estate planning, developing buy-sell and focus more on total commissions agreements and settling divorces. When things in life and paid. selling, a valuation is used to determine it’s no different the asking price. The problem is, most In summary, these selling myths are buyers need a loan to make the purchase when selling a not meant to be all-inclusive. Selling and lenders typically order their own is diffi cult and the appropriate use valuations. Lenders do this because business. of consultants, brokers or experts they need to ensure valuations are done ” can help you to get the results you by independent, third parties with no need. These experts and consultants interest in the transaction. So, the lesson should be paid for their services, is: Don’t waste your money on a valuation that lenders can’t but their profi ts should not be excessive nor should they have use. If you do decide to get a valuation, make sure you use a an adverse affect on the sales price. It’s important to educate nationally based valuation company and check with the buyer’s yourself about the process and know what’s out there in the lender to confi rm the valuation can be used. Also, be sure not to marketplace. Total transaction costs can, and do, affect your overpay for a valuation. Lenders typically pay between $1,500 sales price. And, keeping these transaction costs at a normal and $2,500 for basic business valuations. level will allow you to maximize your sales price. “Part two” of this series will cover expert consulting agreements (to improve Myth: I need to sign an exclusive listing agreement to sell. operations); expert consulting agreements (to operate your Exclusive listing agreements are designed to “lock-in” the business) and the importance of buyer fi nancing. seller and give the broker time to fi nd a qualifi ed buyer. Exclusive listing agreements are typically 12 to 24 months in length and come with a standard industry commission between 5% and 10% of the sale price. Often, the commission continues Matt Manske is the President of Business Services & to apply to any buyer referred by the broker, or any buyer Funding, LLC. He can be contacted at 888.665.4BSF, or by fi nding out about the sale through the efforts of the broker. email at [email protected], or visit www.4bsf.com.
8 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com marketing solution Video Tribute - The Ultimate Marketing Tool by Jason Ropchan
According to a study by Harris Interactive, as of February the average of 500 views per video, your cost-per-view is only 2006, 95% of adult American PC-owners were online with two cents. Additionally, family members will often pay to keep the Internet. This should come as no surprise, but should the videos online longer, further increasing your exposure and act as a reminder of how prevalent the Internet has become. reducing your cost. The Internet and technology in general, have affected almost every way we conduct business. The good news is that an After examining the advantages that online video tributes increasing number of funeral homes are embracing this change have over other forms of marketing, we need to look more and realizing the benefi ts of new technology. As technology closely at how your funeral home will directly benefi t. The continues to evolve, the benefi ts received increase and the time fi rst result is a strengthened relationship with the community. and money invested decrease. Unfortunately, it is diffi cult to Funeral Directors who have already been uploading videos keep up-to-date with new technology and as a result, most to their websites have seen an increase in calls and emails funeral homes are not using it to its full potential. Computer from family and friends expressing their gratitude. They and software advancements in recent years have made tribute appreciate the high level of personalization the funeral home videos an inexpensive product offering for funeral homes. puts into memorializing their loved one. This higher level However, video tributes are not simply merchandise, they of satisfaction from the family, friends and relatives leads to are marketing tools. Uploading the video tributes you are increased business - the second result of a successful online already creating to the Internet will exceed traditional forms video marketing campaign. of marketing; increase customer satisfaction, and bring in new business. The increased business resulting from online videos will present itself in three key ways. Initially, family and friends will call to Uploading video tributes to the Internet has a number of request DVD copies of the video you recently uploaded. The advantages over more traditional forms of advertising. First, lower quality online tribute cannot be saved to their computer you are able to harness the power of emotion that the video and friends and relatives will want their own high quality DVD generates to strengthen your brand. The video tributes you to keep. Next, you will begin to receive requests from people create are viewed by a captive audience that is not subject who viewed the online video to create a video tribute for them. to any other forms of advertising. Your funeral home name This will range from videos for people who have previously and logo are solely associated with the tribute, successfully passed away to birthdays, graduations, anniversaries and other establishing a positive relationship between your brand and special events. Finally, you will receive an increase in sales of the consumer. your other products and services. Families will remember your funeral home’s name and will look to you for your services in The second advantage is that online videos, by nature, create their time of need. referrals. This is because videos have a large pass-along audience; each person who views the video will often email a As you have seen, uploading tribute videos to the Internet has copy to more than one other person to view. This form of word- a number of advantages over traditional forms of marketing, of-mouth advertising spreads rapidly and the online videos will and results in new, and more satisfi ed customers. If you are receive extensive market coverage quickly. Furthermore, the not currently offering your families tribute videos, or you same people view online videos repeatedly for more than one are outsourcing the production, consider creating the videos year. Anniversary dates and other special occasions attract past in-house. Creating videos in-house is easy to do, inexpensive visitors and in turn, help to reinforce your brand. According to and gives you more control over the fi nal product. There are statistics, compiled by YourTribute.com, it is not uncommon many choices when looking for video software. Make sure the for a single video to receive 500 views over a one-year period. software you choose will allow you to upload your videos to Therefore, a funeral home, creating an average of 50 videos the Internet. Online videos may be one of the least expensive per year, will have their brand seen 25,000 times by potential and most effective forms of marketing that your funeral home customers each year. can undertake.
The last advantage of uploading video tributes is cost. On a cost-per-view basis, video tributes are one of the least Jason Ropchan is the President of Timeless Software expensive forms of marketing. The average cost for keeping a Inc. He can be contacted at 866.468.4996 or by email at video online is $5 for 90 days and $10 for one year. Based on [email protected]. www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 9 marketing solution Merchandising Bereavement Stationery in the Funeral Home by Bob Hoaglund
“Merchandising,” to the marketing professional, means distinguishing differences between product packages that the “to promote the sale of products by advertising or display.” average person can perceive easily. If the perception is that It includes offering styles, colors, and sizes of products the higher-priced of two items is a better value, a person will preferred by the customers of the trade. The price is usually choose the higher. So, the difference in price between offerings determined to allow for the prompt sale of merchandise at is as important as the prices themselves. a profi t satisfactory to the merchandiser. For the funeral professional, using a merchandising approach for funeral Display stationery products will better satisfy the families you A successful merchandising program must be displayed! serve in a more personalized way, while providing you From curio cabinets to slot wall displays used in the selection with the opportunity to benefi t from increased profi ts. room, successful setups clearly stand out from the other items from which the families need to choose. Also, allowing the The increasing demand by families to personalize the service families to pick a product up and look at it is very desirable. provided for their deceased loved one has placed greater An effective way to accomplish this is by having the prices for pressure on the funeral professional to offer more choices in each package listed on the fi rst page of the memorial register all aspects of service. Stationery products are a tangible piece books in your display (include à la carte prices on this list as of funeral personalization. Offering a choice of stationery well). With a price list, when you ask the family to make their products allows the family to choose what best refl ects the stationery choice, you do not have to sell the products to them personality of the deceased and the way they want to remember or tell them the price of each. They can pick them up, think them. Offering different graphic styles and colors of stationery, about how these products relate to their loved one and know price points and packages, assures that you have something to the cost without the funeral director needing to say anything. offer everyone. To maximize your merchandising program, in both client Selection satisfaction and business profi t, all of your staff must be trained Obviously, it is important to take care in determining which and be profi cient in presenting it. There are examples where products to offer your families. You must not only consider the the best of programs have not performed as projected because economical and regional tastes of your community, and choose a key member of the funeral home’s staff did not understand products that will appeal to those tastes, but also consider how it worked and worse yet, failed to show the packages to products that will address both male and female clientele. the families at all. Lack of training and improper display are These concerns can be satisfi ed with the multitude of stationery two reasons a merchandising program may falter. In fact, they products available to the funeral home today. Differences in are likely the only reasons. Make sure your staff is trained to imagery, materials, sizes and companion products provide the present and merchandise your products and services. funeral professional with ample options in stationery. There must be a commitment to plan and execute a Packaging merchandising program correctly for you to enjoy the Offering stationery products in packages (bundling) assures benefi ts of customer satisfaction and profi ts that it is capable that families recognize the value of the products they are of generating for you. This means making decisions on the choosing. To increase this perception of value, some offerings items discussed in this article, but just as important, you must should include increased benefi ts for the family. For example, commit to display the program properly. Plus everyone on your one package might include twice as many memorial folders staff should be trained and fully aware of the benefi ts of your or thank you cards as another one. Alternatively, you might merchandise. Wherever a funeral professional has the daunting include something like a crucifi x, keepsake, or some other task of providing personalized service to families in need, non-stationery item in some of your packages. As important bereavement stationery should be a part of the merchandising as it is for the family to choose the products that they feel best program. personify the deceased, it is equally as important to attach an appropriate value perception to those products – especially in the mid- to higher-priced items.
Price Bob Hoaglund is the Vice President of Sales and Marketing As for pricing, each package must align with the family’s of Messenger. He can be contacted at 800.827.5151, or by perception of the value of that package. There must be email at [email protected]
10 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com
sales solution Keepsakes to be Treasured
by Michel Larbrisseau
A photo album, a letter from a friend, a capsule fi lled with the tiny quantity of cremains it contains, and so it’s not as sand from a special faraway beach, a dried fl ower, etc…All psychologically threatening for the family. of those items are kept to help one bring back good memories from very special occasions or events, like vacations, weddings, Family members appreciate displaying their miniature births, etc. People, in general, have a tendency to collect and keepsake urn on their desktop, or along with other mementos cherish keepsakes. in their living room display cabinet. Its tiny size as well as the originality of its design and craftsmanship will enable family Following a cremation service, family or friends of the members to proudly display their keepsake. And, they can deceased may request some of the cremains of their loved one reserve the right to divulge the keepsake’s true value to only because of their profound desire to preserve a memento of their select family and close friends. beloved, deceased family member or close friend. In the past, the cremains were presented in an envelope or a fi lm container, The miniature keepsake urn is not a trinket, it is a treasure. but now, there is a better alternative. The desire to preserve That is why it should be truly unique and one-of-a-kind. The cremains as a relic in a discreet, small, respectful container, lead quality of the keepsake urn; the uniqueness of its design; its to the invention of the miniature keepsake urn, 12 years ago. protection against early stages of surface deterioration; the durability of the materials from which it is made; the lifetime The practice of bringing home a regular-sized urn has generally been advised against by funeral industry professionals guarantee; the certifi cate identifying the designer, and title of because of potential mid- and long-term negative effects it the product are all contributing factors which will assure the may have on remaining family members. To the contrary, the family that they are acquiring the best possible product. Price miniature keepsake urn is considered a reliquary, because of is not the primary concern.
12 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com Today, a large number of companies have seized the opportunity Since most companies offering higher-end products will include to mass-produce, import and sell cheap miniature keepsake an attractive display case or tray with their collection, it makes urns. Unfortunately, these low-end product lines pull down the it easy for you to simply place this well-assorted set on your profi tability of a product which was intended to compensate desk and let family members look at them, handle them, weight for some of the lost revenue caused by the higher numbers of them, and even play with them. The display kit will be doing all cremations in the funeral business. A quality product that is the work! And, it can be available to the family for an hour or more attractive and more unique is always more appealing than two while you fi nalize all of the formalities. Families will not mass-produced products that all look alike. To maintain the sense any pressure from you. To the contrary; one of the family integrity and reputation of your funeral business, always offer members will probably end up asking you, “What is this?” Your the best possible products and services. role at that point will not be perceived as someone trying to make an additional sale, but as a professional offering requested The best way to sell a higher quality line of products is to and adequate information. become familiar with the characteristics, artistic features, and the specifi c aspects of the products that make them so different Remember, people rarely regret paying a higher price for a fi rst- and so special. Display your premier product collections rate object that they really desire. They will however, regret separately from the others, and make them stand out. Allow spending a lesser amount for an object that is their second choice, families more time to browse your best products. If this sounds second best and second rate. When your funeral business offers too diffi cult, consider this: nothing but the best services and products, you will profi t.
Based on comments I’ve received from Funeral Directors, it seems that most family members do not feel at ease when introduced into the showroom of funeral home products. As they stand between lines of caskets and regular-sized urns, all they want to do is to make a quick decision and hurry out of that room. Therefore, other products, such as the miniature keepsake urns, are often overlooked. And, if the funeral director insists that the family redirect their attention to the other products, it Michel Larbrisseau is the General Manager of TRIFAC sometimes creates adverse feelings, and makes the family feel INC. He can be contacted at 877.887.4322, or by email at as though they are being solicited to buy more. [email protected], or visit www.trifac.com . Real Roses Real Profits Director’s Family’s Cost: $29 Cost: $65
Lacquered Roses 24 Karat Trimmed in Gold Dipped 24K Gold Rose 24k Rose Co. View our 2 minute info video at www.funeral.24karatrose.com 866-411-4512
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 13 leadership solution Changing Times
by Ronald H. Cooper
Can anyone disagree with the observation that living in environment and culture that is rapidly changing. And, for most our current age of high technology and globalization has funeral home owners, these changes are creating extremely dramatically impacted both our personal lives and the manner challenging and trying times. in which funeral homes are managed? As much as we love to talk about the “good old days” (when our grandparents provided Before we look at specifi c challenges facing the funeral home services and cremation was a form of disposition selected profession and the opportunities presented as a result of only in Europe) the reality is that we are operating in an these changes, let us fi rst identify and defi ne the group mostly responsible for changing our environment. The group (of which most of you are probably aware and a part) is the Baby Boomers.
The U.S. Census Bureau tells us the following about Baby Boomers: nThey were born between 1946 and 1965; n78 million Americans are Baby Boomers; nThey represent 29.4% of the U.S. total population; Your every need, nBaby Boomers will begin retiring in handmade into each design. 2008. At The Last Quilt Company, you can choose from one of The funeral services and merchandise our elegant quilts, dressing table skirts (patent pending), selected by Baby Boomers are changing pillow cases, church truck drapes – or work with our the business environment in which designer to create a customized product that suits your funeral homes operate. Funeral home business needs perfectly. operators must fully understand the • Removal Cot Quilts • Made in the USA impact this group is having on their • Matching Pillow Cases • Machine Washable, Drier Safe bottom line and most importantly, how it affects their cash fl ow. According to an • Dressing Table Skirts • Specialty Work Done article, “The Future of the ‘Death Care’ • Machine Stitched for Durability Industry,” by Jason Ein, Baby Boomers are more likely to choose cremation and less expensive funerals, but they are willing to pay for personalized services and products.
The question funeral home owners must ask themselves is: “How do I manage the changing environment, and how do I utilize every available resource to make my business thrive now and in the future?” The answer is that funeral homes must be operated fi rst PATENT Visit our new website, www.lastquilt.com PENDING and foremost as a business. This does For more information or a FREE catalog, not mean that the funeral home should please contact us at: compromise its professional reputation 1-866-676-1609 (toll-free) or [email protected] or focus only on the fi nancial aspects. In fact, focusing on the “personal side”
14 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com – more specifi cally, understanding more fully the needs and thus changing the funeral home consumer, but the same high desires of the families served – will complement the “business technology can be used to effi ciently and effectively manage side” of the equation. a funeral home. Today, with the use of personal computers and software programs, important information can be available on Every funeral home owner (no matter if their fi rm is handling 50 a daily basis. or 500 families per year) should develop a mission statement that clearly spells out the philosophy of the business and sets forth Accurate and timely information is the key to making informed the beliefs for projecting a positive image and message to the decisions. Technology enables funeral directors to have up- families served. For example, if marketing efforts are directed to-date fi nancial statements, accurate budgets, overhead and to families looking for high quality, personalized services, then fi nancial analyses, and it can be used for marketing services offering discount cremations will be counter-productive to their and products. Casket showrooms can be replaced with laptops marketing goals. Each and every funeral home owner should set and professionally designed software that displays caskets. annual business and personal goals. Given the nature of most Additionally, through specialized software and the Internet, family or privately owned funeral homes, it is very diffi cult to accountants have the ability to monitor the books and records of separate business from personal needs. funeral homes on a regular basis, thus enabling them to provide professional advice and assistance when needed. Combining a mission statement with fi nancial planning enables a funeral home owner to address key issues such as budgeting The key is not only to survive in an ever-changing funeral and pricing. The planning process begins by understanding the industry, but to prosper – by understanding the funeral home costs of operating the business, which is crucial to developing a consumer and providing them with the services and products pricing strategy that will meet the desired objectives in terms of that meet their needs. If anyone doubts that the funeral cash fl ow and profi tability. Understand that a funeral home’s tax profession is isolated or immune to our fast-paced, changing return can show profi tability, resulting in federal and state taxes world, ask them if they have seen any of the caskets being due, but still provide a negative cash fl ow. This is generally manufactured in China and sold in the United States. caused by accounts receivable not being collected in a timely manner, and improper debt structuring. The important issue Ronald H. Cooper, CPA is an accountant/consultant is that every funeral home owner must know what it costs to with Cooper & Schoff, CPA, PA. He can be contacted at operate their business. The impact of high technology may 866.446.0656, or by email at [email protected], or be partially responsible for changing attitudes in our culture, visit www.cooperschoffcpa.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 15 management solution Pet Loss: Seize the Opportunity by Jamie Minea
Today, many people act as if pets are really human. For some capacity, resources, professional training and expertise to assist people, this is way “over the top.” Before forming your own grieving pet owners. opinion, just imagine the possibilities. With over 140 million dogs and cats in the United States, each living an average of 12 Many funeral directors have recognized that offering pet years, that suggests 11.6 million dogs and cats die each year. memorial products on their websites or within their funeral In comparison, only 2.5 million humans die each year. Fifty homes is a great tool for winning the loyalty of individuals and percent of those deceased pets are brought in to their local whole families who might never have had a reason to contact veterinary offi ce for fee-based, mass or private cremation. And, them, for many decades to come. And, pet clients are not a “loss when given an informed choice, more than 50% of pet owners leader” like many child death situations. Pet owners are fully choose “private” cremation over “mass” cremation. accustomed to paying for the services they receive during their entire tenure of pet ownership, start-to-fi nish, which cycles over This means that each of the 30,000 veterinary clinics and over for them every 12 years. nationwide lose a pet client each day. But, more importantly, they get to be a Pet owners, like anyone, can feel funeral director every “other” day, and Why not seize intense anger and emotions toward the profi t from the disposition of the body “ veterinarian who failed to diagnose their – often after profi ting from the related the opportunity to 18-year-old pet’s illness in time. But, pre-death medical expenses. Does this on the fl ip-side, they can feel intense sound good to you? Maybe, if you were help grieving pet gratitude and respect for the person a veterinarian. who shows care and kindness at their owners by offering most diffi cult hour – regardless of the Here’s the problem. Veterinarians expense. never imagined they would be funeral custom urns that directors when they entered veterinary The opportunity is now. Why not seize school. Today, many veterinarians feel are designed the opportunity to help grieving pet that assisting grieving pet owners with owners by offering custom urns that death-related issues and concerns is specifi cally for are designed specifi cally for pets at uncomfortable and a poor use of their your funeral home? This now opens the valuable offi ce time. In the end, the pets? ” door for you to assist pet owners in a old 80/20 rule wins out. Eighty percent way that veterinarians cannot. You can of their clients being walked quickly capitalize on a revenue opportunity and, to their car with a hug and the words, “We’ll take care of at the same time, provide a memorable, valuable service for the everything,” and only about 20% of pet owners are properly owners of loved pets. informed of their choices concerning cremation or other memorial options by their animal doctor. In other words, most I’m willing to concede that pets are not really human. What I do veterinarians like to be doctors, and often fail in their duties as recognize is the fact that more than one-third of all Americans morticians or funeral directors. own dogs, cats, horses, birds, fi sh and more. And, while these pets are not human, their owners are, and they are looking for Who is going to fi ll the void? The marketplace will. assistance from somebody just like you! Let us help you help yourself. The pet-loss industry is simply the “infant” death business for 100 million American pet owners. These pets are their children. For a free, color, pet urn catalog and wholesale price sheet, call Whether they dress their pets up with jeweled collars or simply 651.450.7727. tie them to the tree in the backyard, the pain and anguish they experience with the loss of their pet is very real – a result of the often over-used cliché expressed as “unconditional love.” James Minea is the Owner of Forever Pets, Inc. He Does this suggest an opportunity for you, the professional can be contacted at 651.450.7727, or by email at funeral director? I believe so. Funeral directors have the [email protected], or visit www.foreverpets.com.
16 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com marketing solution Image is Everything!
by Marty Kovacs
Funeral homes have to use different means to stand apart from of these quilts helps to soften the edges during a particularly the competition in today’s world. It might just mean “selling” diffi cult time for families and restores the human touch that can the funeral home by doing the little things that are inexpensive be so easily taken away,” says Carl Michaud, of Carl Michaud or even free. Updating the funeral home’s image is a great way Enterprises, LLC, a trade service to the funeral industry. to start. Another way of helping a family through a tough time is to In this Madison Avenue world, image is everything. Is your change the way you display the deceased for the identifi cation image cozy, country or cutting edge? What does your logo viewing prior to cremation when the deceased is not casketed. and letterhead reveal? Examine your facilities; do they convey Dressing table skirts are a great way to use your existing that image? A coat of paint goes a long way in freshening or dressing table and make it look presentable – instead of modernizing a room; it is an inexpensive looking like a portable table that is cold touch that makes a world of difference. and medicinal. For an extra impression, use a quilt to cover the deceased, folded Raising or changing your funeral home’s Quilts are an back neatly at the neck and shoulders. image might mean improving already “ The family will appreciate making this great services, or including new services. inexpensive and moment more pleasant. During calling hours, does the attendant open the door for visitors? Do you offer to washable way Expensive, luxury Bed-and-Breakfasts deliver fl owers after the service? The few in this country have always relied on the minutes and gasoline it takes to deliver to give a warm image of the guest’s stay being soothing, a couple of bouquets might be the extra comforting, and cozy because the room effort that the family remembers and tells feeling to a was complete with a luxurious quilt on others when they return to work. a four-post bed. Any funeral home can diffi cult event. convey that same image with a removal Some image is also encapsulated in your ” cot quilt. staff. Is everyone dressed sharply, wearing suits and name tags? Do they have neat, conservative haircuts The best part about owning a removal cot quilt is they have many and are they groomed properly? Is your staff trained for phone uses within the funeral home. Live in a cool or cold climate? etiquette? Use the quilt as a lap blanket for those sitting at the graveside service this winter. The quilt also makes a lovely display piece When I was putting the outline together for a recent presentation, on the foot-end of the casket for someone who may not be able I realized that families really notice the little things, too. For to afford a casket spray, or on the display table under an urn for example, does your limousine have a box of tissues? Are your a memorial service. Of course, for this to be possible, make sure sidewalks swept? Is the toilet paper in your restroom folded that the quilt you are purchasing is washable, dryer safe, and it into a triangle-point like in a 5-star hotel? can be disinfected.
One item that is a must for image, and makes the difference Quilts are soft, warm and cozy. Put yourself in the family’s between an ordinary funeral home and a terrifi c funeral home, shoes. How would you want that last moment’s memory to be? is using a removal cot quilt. If you are not yet using a removal cot quilt on your stretcher at the nursing home, house, veterans Determine what image you want to covey about your fi rm home or hospice house, you are missing out on an opportunity and what you want your families to remember. Have fabulous to really make the family you are serving feel special. Quilts (weeded) fl ower beds and bushes all year long. Offer to meet can be critical for a good fi rst impression. Families do not want the family for arrangements in their home. Repaint something to see their loved one leave their place of death in a body bag that needs a little updating. Keep a box of tissues in the family or under a starched white sheet. Quilts are an inexpensive and car. And, most of all, use a removal cot quilt. Don’t be a good washable way to give a warm feeling to a diffi cult event. funeral home, be a remembered funeral home. Image really is everything. “Our fi rm has used these handmade quilts when making Marty Kovacs, CFSP is the Founder of The Last Quilt removals in private homes as well as in nursing homes and Company, LLC. She can be contacted at 866.676.1609, or by hospice houses. The feedback is always positive, and the use email at [email protected], or visit www.lastquilt.com. www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 17 leadership solution Increasing Your Earning Potential by Brian Tracy
Imagine what your job will look like fi ve years from today. I doing today that is different than what I was doing one year Since knowledge in your fi eld is probably doubling every fi ve ago and two years ago?” What are you likely to be doing one years, this means that fully twenty percent of your knowledge year, two years, three years, four years and fi ve years from and your ability in your fi eld is becoming obsolete each year. today? What knowledge and skills will you need and how will In fi ve years, you will be doing a brand new job with brand you acquire them? What is your plan for your economic and new skills and abilities. Ask yourself, “What parts of my fi nancial future? knowledge, skills and work are becoming obsolete? What am We are now in the knowledge age. Today, the chief factors of production are knowledge and the ability to apply that knowledge to achieving results for other people. Your earning ability today is largely dependent upon your knowledge, skill and your ability to combine that knowledge and skill in such a way that you contribute value for which customers are going to pay.
The Law of Three says that you must contribute three dollars of profi t for every dollar that you wish to earn in salary. It costs a company approximately double your salary to employ you in terms of space, benefi ts, supervision, and investment in furniture, fi xtures, and other resources. For a company to hire you, they have to make a profi t on what they pay you. Therefore, you must contribute value greatly in excess of the amount you earn in order to stay employed. To put it another way, your earning ability must be considerably greater than the amount you are receiving, or you will fi nd yourself looking for another job.
To position yourself for tomorrow, here is one of the most important rules you will ever learn: “The future belongs to the competent.” The future belongs to those men and women who are very good at what they do. Pat Riley, in his book The Winner Within, wrote that, “If you are not committed to getting better at what you are doing, you are bound to get worse.” To phrase it another way, anything less than a commitment to excellent performance on your part is an unconscious acceptance of
18 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com mediocrity. It used to be that you needed to be excellent to rise The solution to the dilemma of unavoidable change and above the competition in your industry. Today, you must be restructuring is continuous self-development. Your personal excellent even to keep your job in your industry. knowledge and your ability to apply that knowledge are your most valuable assets. To stay on top of your world, you must The marketplace is a stern taskmaster. Today, excellence, continually add to your knowledge and your ability. You must quality, and value are absolutely essential elements of any continually build up your mental assets if you want to enjoy a product or service, and of the work of any person. Your earning continuous return on your investment. And only by building ability is largely determined by the perception of excellence, on your current assets do you stop them from deteriorating. quality, and value that others have of you and what you do. The market only pays excellent rewards for excellent performance. By engaging in continuous self-improvement, you can It pays average rewards for average performance, and it pays put yourself behind the wheel of your own life. By below average rewards or unemployment for below average dedicating yourself to enhancing your earning ability, you performance. Customers today want the very most and the very will automatically be engaging in the continuous process best for the very least amount of money, and on the best terms. of personal development. By learning more, you prepare Only the individuals and companies that provide absolutely yourself to earn more. You position yourself for tomorrow excellent products and services at absolutely excellent prices by developing the knowledge and skills that you need to be a will survive. It’s not personal. It’s just the way our economy valuable and productive part of our economy, no matter which works. direction it goes.
To earn more, you must learn more. You are maxed out today at your current level of knowledge and skill. However much you are earning at this moment is the maximum you can earn without learning and practicing something new and different.
And here’s the rub. Your accumulated knowledge and experience is becoming obsolete bit by bit, day by day. The Brian Tracy is legendary in the fi elds of management, knowledge in your fi eld is doubling every three to fi ve years. leadership, and sales. He is the author of “The Psychology That means that your knowledge must double every three to of Selling” & “The Power of Charm.” He can be reached at fi ve years just for you to stay even. 858.481.2977, or www.briantracy.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 19 ACCUBUILT: PROVIDING SOLUTIONS TO THE FUNERAL PROFESSION
Accubuilt, Inc. has been providing supplied the coach building industry with We recently visited with several Accubuilt solutions for the vehicle needs of funeral a “commercial chassis” which included executives including President and CEO, professionals for decades. Founded as the no body at all – except for the front Don Cuzzocrea and VP Sales – Funeral Superior Motor Coach Body Company in fenders, hood, grille and front bumper. Vehicles, Bob Messing. 1923, the company merged with the S&S Coachbuilders had to craft the entire body Coach Company (its chief competitor and install the windshield and all side To What Do You Attribute Your Success for the better part of 60 years) in 1981. glass. In doing so, oversized, higher glass at Accubuilt? With S&S’s proud legacy dating back was used in order to maximize interior “Continuous improvement is more than continuously to 1876, the company name headroom as well as to provide a more a slogan at Accubuilt and continuous was changed to S&S/Superior of Ohio, dignifi ed, stately appearance. Today, only improvement requires change – change for Inc. In 1999, the venerable funeral coach Accubuilt retains the engineering skills and the better”, noted Don Cuzzocrea. “But, brands of Eureka and Miller-Meteor manufacturing infrastructure to produce sometimes, change can present challenges were consolidated into the company’s these handsome vehicles. Built only on as well as opportunities, and Accubuilt sprawling, 185,000-square-foot, state-of- a Cadillac chassis and sold only under helps funeral directors solve challenges.” the-art production facility in Lima, Ohio. the S&S Coach Company and Superior It was at this time that the company was Coaches brands, Accubuilt’s commercial “The phrase ‘change is the only constant’ rechristened as Accubuilt, Inc. glass Cadillacs are regularly used in the has been so overused that it is on the verge funeral processions of celebrities and of becoming a cliché. However, like many As the company’s name changed, and its dignitaries, including those of the very clichés, its overuse can be traced to the product offerings increased, several things highest U.S. government offi cials. fact that the phrase is accurate. Change Pre-Needremained Services constant including: / Insurance maintaining / Trust is upon us in just about every facet of our an excellent workforce; commitment Accubuilt is also the only professional lives. And, the funeral profession has not to quality and dedication to making vehicle manufacturer that manufactures been exempt from the process. Cremation the funeral professional’s daily tasks all of its doors by stamping them out rates are increasing in all areas of North easier and more comfortable. Accubuilt- of double-sided, galvanized steel with America and within all social and ethnic manufactured funeral coaches offer the expensive dies in an 850-ton press. The one- groups. Increasing cremations pose a most drivers’ compartment headroom; piece inner and outer panels of Accubuilt challenge for the funeral professional the widest-opening casket loading doors, vehicles are considerably stronger than in several ways. Certainly, some choose and the quickest and easiest-to-adjust bier cremation for family members as a means competitive “pieced together” steel doors pins. to lower the cost of fi nal arrangements, and or fi berglass doors. Accubuilt takes great there is no disputing that fact. However, Accubuilt is also the only funeral vehicle care to build a quality product which is a more and more individuals are choosing to builder that manufactures “commercial major reason why Accubuilt sells six out be cremated for a variety of other reasons, glass” funeral coaches and limousines. of every ten funeral vehicles purchased in none of which are related to cost, and The term dates back to when Cadillac only North America. stipulating to their families that their fi nal arrangements be so accommodated,” said Mr. Cuzzocrea.
Funerals are a celebration of the life of the deceased as well as a necessary closure part of the grieving process. Funeral professionals need to compassionately advise families that regardless of how fi nal arrangements are handled, a proper funeral service is in the best interest of all involved.
What Should a Proper Cremation Service Contain? “A proper, desirable cremation service,
20 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com feature solution
service will sincerely appreciate the poise and honor that the Commemorative Carriage will bring to the service. Funeral professionals will sincerely appreciate the ability to provide this comforting addition to their services.
Don Cuzzocrea concluded by noting: “the Commemorative Carriage will greatly assist funeral directors as they guide families toward the decision to secure a fully contented cremation service for their loved ones. Its reasonable cost will soon be recovered while its utilization will be greatly appreciated by the families from the point of view of both the family allows up to six traditional pallbearers served. by it. Its adaptability to infant and the funeral professional, should to participate in the funeral ceremony. It services is a major, additional benefi t at contain all of the content of a traditional comes with a wide variety of chrome, steel no extra cost. Every astute, caring funeral casketed service with the only exception fi xtures that make it extremely adaptable professional will fi nd the Commemorative being an urn taking the place of a to any size or shape of urn or urn vault. Carriage to be a wise business investment permanent casket,” said Bob Messing. The Commemorative Carriage loads into that will also provide increased customer “Such a service should always involve a funeral coaches just like a casket and satisfaction.” formal interment of the urn as opposed to its integral, fold away legs allow it to a simple ‘take away’ of an urn.” be used as a mobile bier at the funeral home, church, cemetery or mausoleum. “All funeral professionals realize that It features six LED lights to highlight the the participation of family and friends urn in subdued lighting environments and as pallbearers is an important part of any includes the battery to power them along respectful, fully-contented funeral service. with a built-in charger that plugs into Cremation services with an interment regular wall outlets. should involve traditional pallbearers as well as transportation of the urn to the fi nal resting place by a funeral coach.” “The Commemorative Carriage does not added Mr. Cuzzocrea. “Until recently, require the purchase of a new funeral the physical properties of cremation urns coach. Just about any existing hearse will made the use of pallbearers impractical. accept it, although some fl oor hardware Although several devices have been used layouts may require an adapter bracket,” over the years, a genuinely comprehensive Mr. Messing explained. solution to this challenge facing funeral Accubuilt is now in its third different directors has now been provided by The Commemorative Carriage is also century of operation, and the company Accubuilt and it has been well received designed to respectfully accommodate has been offering solutions and serving by many funeral directors over the past a variety of infant caskets and thereby many funeral professional families for two years.” provides a solution to a challenge that has generations. faced funeral directors since the profession What does Accubuilt Provide as a began. There is no other method that Solution to Cremation Services? allows such a dignifi ed, secure movement The Commemorative Carriage by of an infant casket. It also allows the For more information on Accubuilt Accubuilt provides a secure, dignifi ed and participation of traditional pallbearers. products and how they can help your respectful method to transport cremation It seems a good proposition that families funeral business, call 888.324.7895, or urns. It is lightweight, attractive and involved with the tragedy of an infant visit the website at www.accubuilt.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 21 marketing solution Use Variety and GrowYour Business by Bob Diercks
Do you believe variety is the spice of life? Well, if you don’t This trend is becoming increasingly evident in the casket believe so, then just ask the manufacturers of specialty or niche’ industry as well. It is not uncommon to see specialty caskets products. In a society that prides itself on having anything you customized with detailed embroidery, or decorated with want, Americans have become increasingly attracted to products pictures of a loved one’s favorite sports team, vacation spots, that are representative of their hobbies, interests, or that are or religious beliefs. Today, caskets are being adorned to appeal symbolic of their lifestyles. No matter what the industry, you to people from all walks of life. are seeing companies strive to develop a wider array of products to appeal to a wider array of people. What appeals to the outdoorsman, hunter, or nature enthusiast? They spend a good portion of their lives outdoors; therefore they feel a part of nature. What about Native Americans? What about the person living in the Pacifi c Northwest that has worked his entire life in the logging industry?
It is now possible to appeal to these individuals with a decorative, handcrafted casket made out of logs. Take a box made of birch, a handle made of ash, and place cedar logs on the cover; and you have a log casket that will still fi t in a regular vault. What’s more important for your business is that it might strike a rustic chord with families of the nature-loving departed.
For a more decorative appeal, these handcrafted log caskets offer a wide variety of custom, wood burnt and embroidered center panels. The unique panels can signify scenes of nature, peaceful sunsets, or wildlife scenes which can provide that personal touch. And, they come in three colors; natural, golden oak, or cherry stained.
So, do you market “variety” to your customers? There is a saying that “you must have many arrows in your quiver.” Simply put, when a family is planning a funeral service, you need to be armed with a variety of products to appeal to the diverse society in which we now live. Develop a plan of action and load your quiver with many arrows, and then pull them out as needed. The next time a family comes in and tells you a story about how their dearly departed loved the outdoors, show them a log casket, and discover how variety can be good for your business. Variety really is the spice of life!
Bob Diercks is founder and Co-Owner of Timber Valley Log Casket Company. He can be contacted at 888.623.0305, or by email at [email protected], or visit www.tvlcco.com.
22 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com
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Can you tell me a six-letter word that everybody hates to hear, just as great or greater protection than concrete. I want to but has to eventually do? This six-letter word affects us all. It ask you another question: Isn’t it fair to say that families are doesn’t care about a person’s race, size, intelligence, gender, buying benefi ts? Therefore, families should know about the strength or age. From the very moment we are born, we are new technology of burial vaults. Some of these vaults have the on the journey marked by change. This simple, single-syllable same look and feel with equal or greater strength. This has been word is easy to pronounce, but hard to perform. Have you ever proven by engineers conducting center-load tests on the vaults. thought about why you resist change, or are you one of the lucky ones who doesn’t resist change? Kudos to those of you To simplify this illustration, I will outline the benefi ts of using who embrace change. For the rest of us, I would like to offer a a polymer burial vault: little advice that has helped me. nLower your purchases: The easiest way to increase your Change has proven over the years to defi ne who we are and profi tability is to lower your purchases. One of your largest what we stand for. I am reminded of a quote in the book Flight purchases in your funeral home is the burial vault. There are of the Buffalo, by James Belasco and Ralph Stayer: “Change is several polymer burial vaults in the marketplace that will save hard because people overestimate the value of what they have you money on your purchases. These savings go directly to – and underestimate the value of what they may gain by giving your bottom line. It is that easy! that up.” nCompare benefi ts: You want a burial vault that can maintain the integrity of the casketed loved ones. You need to look at Isn’t that true? I have to admit that I have really resisted what type of “real-life load impacts” your burial vault can change…to the point of embarrassment! Ask yourself this withstand. This can be accomplished through center-load question, “Why do I resist change?” By asking this question, testing. Several polymer vault companies have done this test, you will uncover your motives. Motives, if left unchecked, can so ask for the certifi ed report. A standard center-load minimum derail even the strongest men or women. We need to take time for concrete vaults is 5000lbs. There are several polymer vaults to look at the bigger picture and understand our surroundings, in the marketplace that far exceed this minimum. our generation, and our future. If your business is anything nLook at protection: Understand the process in which like mine, you will realize that change is not only likely, but vaults are manufactured. Several of the polymer vaults in the inevitable. In today’s changing business world my father’s marketplace have excellent static, dynamic, impact, load and words have served me well. “Pierre,” he said, “The one chemical resistance qualities. constant in business is change.” I encourage you to embrace change, but not without asking two Look around your business. Specifi cally, in our industry look at simple questions: “What are the benefi ts of change and what the changes that have taken place over the years. Caskets which are the consequences of not changing?” Just remember that were once predominantly made from wood are now made from change can either challenge you or threaten you. Your beliefs metal. Personalizations in funerals have never been greater. will pave your way to success, or block you. Look in the Digital cameras and software allow us to personalize funerals mirror; remind yourself that the price of being infl exible results for grieving families. We have also shifted our marketing in stifl ed growth, and being left behind. to a new constituency choosing cremation over traditional interment. Our 35th President, John F. Kennedy, said, “Change is the law of life. And, those who look only to the past or present are certain One product that is making a transition is burial vaults. Some to miss the future.” new burial vaults are emerging in the marketplace offering equal or greater protection at a lower cost. If we examine the Don’t turn your back and walk away because you are unsure history of concrete burial vaults, we will see that there have how to change. Walk straight ahead and face head-on the new only been two major changes in the last 60 years. First, they challenges that lie ahead. And, as we learn to embrace change, were asphalt-lined; then plastic-lined. Let me ask you this: not only will our businesses be enriched, but so will our lives, What technology are you using today, from the past 60 years, and the lives of our families. that has not made major transformation, or that has not been replaced with technology? The old technology of gluing a thin piece of plastic to a concrete vault was a satisfactory idea for Pierre Goria III is the President/CEO of Goria Corporation. its time. You see, technology has caught up with the burial He can be contacted at 866.418.4939, or by email at vault industry. The new vaults are lighter in weight offering [email protected], or visit www.goriacorp.com.
24 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com The Experience your management solution Competitors Provide -
but You Don’t by Michael Feeney
Back in 1998, it was typical for a funeral director to say he Just as arrangement software will make you more effi cient, it would never allow a computer in his funeral home. He reasoned also excels at making you more profi table. Beyond all the bells that the families would accept no less (or more), than his and whistles available, there are specifi c capabilities that can personnel diligently completing everything by hand. Abruptly, have a considerable effect on you as the funeral director. he learns that the funeral director “down the street” has new nIs the merchandise section limited to the products of a computer equipment that provides all manner of personalized particular vendor, or will it allow you to feature products from touches for funeral services. Now, everyone is asking for that any of your preferred vendors? same experience. nWill you have to manually update the merchandise section when vendors add and discontinue products, or can the Almost 10 years later, the phone still rings with urgency from products be updated automatically? funeral directors desperate to computerize. The fear of losing families to the funeral director “down the street” can be enough Digital merchandising can complement a modular selection to make even the most traditional funeral directors re-evaluate room, or even eliminate the added expense of a casket selection their time-honored approach. room. By offering a broad variety of incidental merchandise in context familiar to any modern shopper, funeral homes of All this said, computers are here to stay and funeral service any size can realize an average of $500 in additional profi ts is the last profession to embrace these emerging technologies. per case. While handwriting arrangement information may seem more personal, as compared to a laptop, retyping information to There are also several approaches to setting up your complete forms is exceedingly time-consuming and prone to arrangement room system that are worth discussing. Touch- errors and forgotten data. Have you ever received a call from screen displays or kiosks allow the unattended perusal of the family, after the obituary has run, informing you, “We merchandise. The most common implementation, and the most forgot to mention that his grandmother is still living and was hyped, is installing a large LCD TV, however the third option not in the obituary,”? They did not forget to tell you – You has proven to be ideal. By placing multiple 15” fl at-panel forgot to ask! monitors directly in front of the family, they are able to follow along as data is typed and still interact with the funeral director Technology has evolved and numerous programs have in a way that minimizes errors and missed information. There is entered the market. There are programs designed specifi cally another signifi cant advantage of this confi guration, as opposed for arrangement conferences to assist the funeral director in to positioning a large TV at one end of the arrangement room. attending to every detail. Today, considerable research effort Each fl at-panel monitor can be adjusted to suit the individual, has been directed toward creating the appropriate atmosphere while still allowing you to maintain eye contact with the for bringing funeral traditions and families together with family members throughout the conference. Using 15” fl at- current technology and effective marketing strategies. panel monitors provides the optimum experience, and for the budget-conscious funeral director, it also proves to be the most While any computer system can crunch data, there are key affordable. features that, together, will create an ideal arrangement experience for the families you serve. Be certain to consider Once your arrangement system is in place, you will discover these important qualities when you decide to invest in an that conferences will progress quickly, by eliminating the arrangement system: typical exchange of “Ask...Discuss...Reply...Write...Verify.” nDoes the arrangement software integrate seamlessly with Then, consider the seemingly impartial way that services your back offi ce software, thereby providing one-time data and merchandise are presented; plus the sheer variety of entry/correction? personalization options. By using the familiar context of the nIs the arrangement system also easily portable to a residence computer to provide families with clear choices, you will or nursing home? fi nd that their arrangement decisions are made with greater nIn addition to collecting family information, can the confi dence. The result is that your families will select better arrangement software price the complete funeral contract on- merchandise and services, while displaying greater satisfaction screen? with the experience you provide. nHow about having the fl exibility to allow the family to customize the obituary and memorial stationery to their liking right on-screen? Michael Feeney is a licensed, practicing Funeral Director in By purchasing arrangement software that offers this level Pennsylvania, and the owner of Funeral Data Management. of involvement, the family becomes empowered so that He can be contacted at 1.888.478.9775 and by email at every aspect of the service meets their approval during the [email protected], or visit arrangement conference. www.funeraldatamanager.com for more information. www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 25 management solution Shipping Trays: Do You Get What You Pay For? by Jim Hardy
Many years ago, two concerned groups came together would send a copy of the test results to the Air Transport to tackle the problem of how to move human remains Association (ATA) in Washington, DC, the governing body successfully through the commercial airlines industry. There of the program. They would then register the manufacturing had not been any specifi c regulations on how to do this, and it company and assign a number that was printed as a seal located was pretty much up to the discretion of the airlines on how the on the top of each unit. body should be packaged for shipment. What this did was provide a “seal of approval” that was easy So, representatives from the airlines and the National Funeral to identify. Funeral homes and the airlines looked to this seal Directors Association put their heads together to compile a for peace of mind. You couldn’t see inside the box, but that uniform set of guidelines on how to ship human remains. seal and number made it clear that the structural integrity was The result of their efforts was the “Human Remains Shipping there. Manufacturers who were assigned numbers, and started Container Registration Program and Acceptance Procedures.” displaying them, were saying to the world, “This is my box, it This set of regulations provided the much-needed structure that meets performance-tested standards and I stand behind it 100 the funeral industry and the airline industry had sought. percent.” It was in the best interest of both parties to use tested and registered shipping containers. It was not a complicated system. A manufacturer would send samples of their designs to an independent testing laboratory Skip forward to October 2004. As they say, “All good things for a series of seven tests. The tests ranged from a drop test, to must come to an end,” and they did. The ATA sent out a short a combustion strength test, to an exterior handle strength test. letter informing the member manufacturing companies that the If the tray successfully passed all seven tests, the laboratory ATA (government) would no longer administer the program of
26 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com registering and tracking human remains shipping containers. director delivers to them. Funeral directors could argue the Initially, no explanation was given for this change. It was later same point. Manufacturers may not tell funeral directors about learned that the underlying reason was a liability issue. We their performance testing because it’s no longer required. Why live in a litigation-happy society which prompted the ATA’s would a funeral home want to take the risk of having the quality decision. Deregulation left the decision up to the airlines on liability placed squarely in their lap by buying from a non- what was acceptable and not acceptable to ship. So, each performance-tested company? airline could now have its own type of preferred container. One may work for this airline, but not for another – not a good I contend that it is the duty of both the airline industry and the situation for the funeral directors or our industry. funeral directors to make sure that the shipping containers that they transport, or buy, are manufactured to the industry standard Another problem deregulation causes is now manufacturers do that was set up to protect both of them. There are many good not have to have their designs tested. The industry has always companies located throughout the U.S. that continue to had independent, small, “mom and pop” operations that produce manufacture to the standards set forth many years ago. The “knock-off” trays and sell them in local markets. Competition ones that participated in the program are proud of the fact and is great for the industry and offers directors choices, but would gladly show their test results to any interested party. manufacturers must be closely inspected in order to see what Funeral directors and airlines, should still look for a seal of exactly you are buying. At fi rst look, cheaper products may approval. Don’t get caught in the low-price trap. Buy quality seem attractive, but usually you get what you pay for. Funeral and service in all of your purchases. Partner with suppliers directors need to confi rm who they are dealing with; how long that have invested in your industry by having their products they’ve been in business; if the products they are selling are performance tested. performance-tested, and what really qualifi es them to provide the important products needed.
The government exited the program because of the liability issue. Where does the liability lie now that Uncle Sam has Jim Hardy is the General Manager of Custom Air Trays. left? Did it automatically move to the airline, or to the funeral He can be contacted at 800.992.1925, or by email at home? Airlines would argue that they act in good faith when [email protected], or visit they accept a human remains shipping container that a funeral www.customairtrays.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 27 management solution Does Rate of Flow Really Matter? by Jesse Wolfe
In today’s world there are all kinds of theories, from how the achieve excellent results every time? It would be nice if there world began to how to make money in the stock market. Some was one machine that could solve all of our fl ow and pressure of these theories make more sense than others. This is also true preferences. If this machine existed, would we be willing of the rate of fl ow feature on most embalming machines. We to step out of our comfort zone to try it? These are all good all know the different styles of embalming. Some profess that questions to ponder. you can only do a perfect job by injecting at 160 pounds of pressure and low rate of fl ow. Others will tell you straight out At the proper rate of fl ow, the body will respond with improved that the gravity bottle was the best. The truth is somewhere in drainage and excellent uptake of cosmetic fl uids. This will also the middle of these positions. save you time by minimizing the need for topical cosmetics. Most embalming machine manufacturers use a positive Too low of a rate of fl ow can cost you money by increasing displacement pump. The capacity of this pump is greater than the time to embalm. On the other hand, too high of a rate will any individual body can accept. Therefore, a valve is installed rupture vessels; cause unnecessary swelling, and increase the in the machine’s injection line that allows the excess fl uid to be time needed to complete the process. Both circulated back into the fl uid holding tank. of these extremes result in increased time This valve is what controls the rate of fl ow and impact your bottom line. There have in most machines. been attempts to solve this problem with There are flow the addition of fl ow meters to existing “ There is a machine manufacturer that uses equipment – assuming you will know meters that have a non-positive displacement pump which what the rate of fl ow is when using your gives you the advantage of grandfather’s machine. a built-in flow gravity bottle and the ability to set the pressure that you desire. The embalming There are fl ow meters that have a built- adjusting needle fl uid is continually mixed in the pump in fl ow adjusting needle so you can fi ne chamber, and it is not returned to the tune the rate that you want. All of these so you can fine fl uid holding tank. It will automatically gadgets are supposed to solve our rate adjust the rate of fl uid delivery based on of fl ow problems, right? As embalming tune the rate you what each individual body will accept. professionals we all have a procedure with This machine is a low pressure unit, so which we are comfortable, and we are want. if you are in the 160-pounds-per-square- willing to spend all the time that is needed ” inch crowd, it will not fi t your style of to insure that the body we are embalming embalming. This leads me to another turns out perfect. This is why we look for question: Is the 160-pounds-per-square- a “better mouse trap” when it comes to embalming – after all if inch on the machine’s pressure gauge actually the pressure in the deceased does not look good, it is our fault. the body or the pressure that is circulating in the machine? I will leave the answer to that question for another discussion. There are basic design differences between embalming machine manufacturers that create the need for the rate of fl ow What is the answer to the rate of fl ow issue? Know your machine adjustment in the fi rst place. These design issues affect machine and its limitations. Rely on your professional instincts and skill performance, maintenance interval, and repair interval. All of as an embalmer to evaluate the vascular condition of each case. these factors directly relate to machine operating cost. Did Look for new technology that can neutralize the guesswork that grandfather’s gravity bottle have a rate of fl ow adjusting valve? is involved in rate of fl ow decisions and be willing to give the Probably not. The gravity bottle delivered whatever rate that the new technology a try. This approach will minimize the time body would allow depending on the pressure, or how high the needed for each case, which will add to your bottom line. hook was in the ceiling. When motorized pressure embalming machines became available, the issue of rate of fl ow began. Do I think that we should return to the gravity bottle? Of course not. I do think, however, that we should look at the underlying design issues of our respective embalming machines and ask Jesse Wolfe is the President of Noayr Machine and Supply ourselves the following questions: How I can do a better job of Company Inc. He can be contacted at 866.236.2896, or by embalming and what new technology is available to help me email at [email protected], or visit www.noayr.com.
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435 Douglas Ave., Suite 1505-B • Altamonte Springs, FL 32714 Ph: 321.282.7357 • Fax: 321.282.7358 www.uscremationequipment.com E-mail: [email protected] management solution Not Just Another Memory Board by Paul Sadowski
Memory boards act as a sanctuary when a loved one dies Memory boards and tables have become a common way to – place where friends and family record their memories and personalize a funeral service. Providing a memory board is a feelings. They play a key role in the grieving process, and can tremendous value to the family, and typically it can be taken dramatically aid a family during the most diffi cult of times. home and decorated with photographs and memorabilia. This Using a memory board is more effective than simply using a personalization is what provides value to the family, and vastly memory book, because it can be more readily displayed for all enhances the image of the funeral director as thoughtful and to see. caring.
What makes for an effective memory board? Providing the very latest in memory board innovation. Writers should be encouraged to write about their relationship Memory boards come in a variety of types. But, what most have with the friend or loved one: what they were like; how their in common is they are plain, basic, and don’t allow for much death makes them feel, and they should talk about ways to creativity for your families. Another problem with most memory remember and memorialize them. Pictures and letters help boards is they are limited on space, and many times can become rekindle happy memories, and they can inspire others to share cluttered with tape and stick pins. a story or laugh during the visitation period. Each piece of memorabilia helps document the life of a friend or loved one. How can you add professionalism to your memory boards, and at These items are often cherished and stimulate positive the same time, give the family something to remember you by? memories regarding the deceased. In this way, they also lend A new and innovative memory board has been developed that comfort to those left behind. can enhance the experience for your families as they document
30 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com the memories of their loved ones. This memory board features done, they take the pages home and display them there as well. pages that can be easily removed and taken home by the family to You do nothing but provide them with the kit, and your job is record their memories. The pages are held in place by magnetic done. corners. It is an easy-to-use, easy-to-assemble memory board that will become a keepsake for a lifetime. Profi tability…imagine the impact! A memory board helps you provide value for the families, but By having a memory board that consists of pages, the families what does it provide to you? Your job of providing the resource can create a simple collage of photos that represent more of a of a memory board is just the beginning. After the ceremony, the “scrapbook” look, depending on their preference. The pictures family will take the pages home to display. In most instances, they can be placed on as many as four album pages (eight surfaces), want the same experience that you provided them at the funeral using an easily removable double-faced, acid-free tape. Each home. Therefore, they will come to you to provide them with one page is held in place by sturdy button magnets in each page of fi ve decorative frames that they may purchase and use at home corner, so the scrapbook pages stay in place while being viewed to display the pages that they have created. By purchasing the – at visitation, the funeral, or later, in the family’s home. In frame and memory board from you, you provide them a source the funeral home, the pages are mounted in an attractive gold- of cherished memories while generating added revenue for your leaf, solid wood frame that can easily be secured on an easel or funeral home. Also, by providing this basic service and value- mounted on any wall. added benefi t, you enhance the entire funeral experience while improving the image of your funeral home. All of this equates to Your role as a funeral director in the memorialization process. added revenue, added value, and a product that your families will The greatest value you can provide to a family is providing them enjoy for years to come. with the tools to help them to remember the cherished memories of their loved ones. For many years, a memory board has been a valuable tool in helping families to memorialize their loved ones. As a funeral director, by providing your clientele with the latest in memory board innovation, you have nothing but rewards to reap and satisfaction to gain. It really is simple. The family takes Paul Sadowski is owner of Picture Pages, LLC. He home the memory board pages, fi lls them with their memories, can be contacted at 866.902.5286, or by email at and then brings them back to be displayed for the funeral. When [email protected], or visit www.picturepagesllc.com.
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www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 31 marketing solution Help your Families Heal Using a Virtual Memory Book by Dr. Frantz Belot
Dr. Alan Wolfelt once said: “I am a longtime grief counselor And, as this inspiring collection reminds us, don’t forget to tell and educator. In my work with thousands of mourners across the stories of the life. Talk about the person who died. Bend a North America, I’ve learned that when we are grieving, telling friend’s ear by recalling a special memory. Tell someone what our stories helps us reconcile our grief and go on to fi nd the person looked like, how he talked, what she loved to do. continued meaning in life and living. The stuff of healing is As the contributors herein have done, write it down. Make it a story. Tell the story of the death and you begin to acknowledge poem, shape it into an essay, write a long, rambling paragraph it. Tell it ten times and you begin to let it enter your heart. Tell – it doesn’t matter. Just so you write it.” it over and over and you fi nd it becoming part of who you are. If writing stories about a loved one who recently passed away helps in the healing process, then you should Guide Families You Serve provide them a forum and enable your families to write about their most Through cherished memories. As a funeral The Changing Seasons director, you should play an essential Of Their Life role in the healing process. Granted, your primary responsibility is to kindly lead a family through diffi cult and confusing decisions, such as: the Working with New Leaf Resources™,you can professionally acknowledge and validate the emotions of the families you serve. Through use of the New Leaf casket selections, gravesite selections, Family Care Program®,you can affordably teach families how to travel their and the funeral service program. These personal grief journey. decisions can be quite daunting for someone who has just lost a loved one, New Leaf Resources™ has the most up-to-date products and services available to help people cope with loss. and this is precisely why you cannot forgo participating in the healing Family Care Program® Brochures process. Only $25/family Professional Training Programs • 24/7 Online Access to New Leaf As noted, one of the best ways to E-Magazine (password protected, Note Cards express personal involvement is to customized and linked to your Website Development website) Starting at $1,200 enable families to WRITE about their • Beyond Goodbye: A guide for your •Includes Content Management loved ones. Relatives and friends journey through grief booklet Software should also be able to contribute • Renewing Your Spirit: A guide to •Prepared Content: Family Care without having to send pictures, or holidays and special days book Articles, FAQ, Newsletters, letters. This may seem unachievable, • Seasons of Grief, an Audio CD At-Need, Preplanning and but it is not. A fascinating technology • Acknowledgement Card Resources has been created for this very purpose, •Obituaries and Condolences Community Outreach Program allowing a family to create a virtual •Holiday Help •Interactive Family Care Section ™ memory book that is then published •Growing Through Grief utilizing New Leaf Resources into a beautiful hardbound book. •When Grief Comes To Your Church experts •Coping with Trauma This technology is very easy to use. Visit us at www.newleaf-resources.com to learn more about our products and With the family’s permission, friends services, shop the New Leaf Store and get a glimpse of our New Leaf E-Magazine. and relatives can view, add to the virtual memory book, and publish their own hardbound book. And, you can invite family and friends to participate with the click of a button, from anywhere in a division of Sherry Williams Enterprises the world via the Internet. The virtual 1-800-346-3087 • [email protected] • www.newleaf-resources.com
32 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com memory book helps you to personalize the experience, and You have many services that can be provided to help in the helps your families with the healing process – especially when remembrance. These services provide a value to both you they publish it to a hardbound book. and your families. You benefi t not only from the satisfaction of knowing that you are helping families to memorialize their The healing infl uence felt by using this virtual memory book is loved ones, but their appreciation is returned by their positive readily seen in this poignant story: experiences which is inevitably communicated to friends and families via word-of-mouth. (This form of advertising is Several months ago David, a funeral director of Bunker Family invaluable to the success of your business). Families benefi t by Funeral Homes, was diagnosed with a brain tumor and died realizing the joy of remembrance and by sharing their precious within just a few months of diagnosis. Brian Bunker, David’s memories for all to see. This provides a healing power to unify son, had learned about this technology and decided to make a families and individuals as they read about their loved ones time book in remembrance of his father. Brian and his associates and again. In a beautiful hardbound book, these memories can were so impressed and moved by the experience of creating a also be preserved and passed on from generation to generation. virtual memory book, and publishing the book for his father, that a week later, Bunker Family Funeral Homes ordered For more information on how you can use a virtual memory enough packages to give as a gift to each one of their families. book in your funeral home, please contact Family Learn.
“[Our family] was touched and encouraged by it and very excited,” said Brian Bunker. “We had already seen the value of this technology before we did one for my father, but after participating in one, we knew this was an experience we wanted to offer to our families.”
We live in a world of change, and part of that change is refl ected in the distances that friends and family live from one another. Dr. Frantz Belot is the Executive Vice President of Imagine the impact of giving your families the convenience and FamilyLearn. He can be contacted at 888.326.5327, fl exibility to participate in the remembrance of a loved one from or by email at [email protected], or visit anywhere in the world. www.familylearn.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 33 management solution Even Funeral Service is Going Green by Joe Weigel
“The New Greening of America: From Politics to Lifestyles, Another environmentally friendly option that has gained Why Saving the Environment is Suddenly Hot.” That headline popularity in recent years are caskets manufactured with graced the cover of a Newsweek magazine issue earlier this premium veneers adhered to structurally-sound engineered summer. Inside, the cover story took a close look at how wood. This results in a product that is not only visually Americans today are taking a more active role in conservation appealing, but environmentally friendly as well. and other environmental issues. Consider these facts presented in the article: For centuries, fi ne furniture makers have taken advantage nMembership in the ecology-focused Sierra Club is up by one- of the benefi ts of veneering. And now, this process is being third in just four years. used to manufacture premium quality veneer caskets. These nA recent Gallup Poll showed that the number of Americans premium caskets are constructed from furniture grade veneers, who say they worry about the environment “a great deal” or a structurally solid engineered wood and wood solids. The “fair amount” increased from 62% to 77% between 2004 and combination of these three wood components helps create 2006. caskets that look and perform as well as those made with solid wood. More importantly, these caskets It seems everyone is on this “green have a wonderful ecological story… marketing bandwagon” and everywhere you turn, there is a discussion on global “ This results in A study by the USDA Forest Service shows warming, alternative energy supplies or that, on average, less than two-thirds of a organic foods. a product that is harvested tree can be used to make solid lumber. When engineered wood and other The topic received additional national not only visually products are made from the remaining coverage in early October with a cover wood, over 95% of the tree can be used. story in USA Weekend: “Ready To Go appealing, but This raw material effi ciency is not only Green.” The story discussed the latest great for the environment, but also helps from the automotive world and touted environmentally give these products a price advantage over cars that not only had cool designs, but solid wood caskets. were better for the environment. Clearly, friendly as well. ” environmentalism is on the rise and many Most veneer caskets are manufactured consumers are showing their concern by using time-tested designs, styles and buying hybrid cars, harnessing solar power and recycling their fi nishes, with many veneer caskets available in their solid trash like never before. The question is: what does this mean to wood counterparts. Any well-merchandised fl oor can include business in general and specifi cally for funeral service? How both options to offer families a choice – traditional solid wood can funeral directors address this growing green movement and caskets as well as attractively priced veneer models. However, accommodate the needs of an eco-friendly family? when discussing a casket made of premium veneers, engineered wood and wood solids, be sure to promote its environmental Certainly one way to do this is to visibly demonstrate your message, not just its beauty and lower price. fi rm’s support of environmental issues. The prominent use of environmentally friendly products is one such way. Point out While it’s true that the genesis for the veneer caskets was to any energy-saving measures you utilize as well. And, if your bring stability to the rising costs of solid wood caskets, the fi rm recycles, make sure the collection receptacles are in plain real benefi t to your fi rm may be the ecological message these view of families when they tour your facilities. caskets can give to your customers. Making your funeral home “green” is not diffi cult. Support Earth Day in your community, You should also consider strong promotion inside your funeral publicize tree-planting programs and promote veneer caskets home for environmental programs in which you participate, behind the strong environmental story they can deliver. such as tree-planting programs offered by suppliers. In fact, one such program, the Living Memorial® tree-planting program, recently reached a signifi cant milestone – 11 million trees Joe Weigel is the Director of Communications for Batesville planted in selected woodlands – making it the largest private Casket Company. He can be contacted at 800.622.8373 memorial reforestation program. Programs such as these will or by email at [email protected], or visit resonate with “green” consumers. www.batesville.com.
34 funeral business advisor | 2006 www.funeralbusinessadvisor.com
management solution Aftercare and Family Care: Think Outside the Box by Sherry L. Williams
Today’s healthier lifestyles and ongoing advancements in support? Could you use this website more effi ciently to help you science and medicine mean that people are living longer. Families promote your services and special program offerings? have become more global, communities have gotten larger and support systems have become less defi ned. Our society has had Could you better position yourself in the community by doing less experience with the “dying process” and “grief” itself. We programs for professionals? Could you consider providing have lost most of our mourning rituals, and people no longer training and education for caregivers and clergy that would create know what is expected of them when a friend or loved one dies. a networking alliance, and allow you to build a referral list of As people search for information and support, it is only normal support persons to give to those you serve and to community that they turn to the funeral director who is the perceived expert caregivers? Could you look at community activities and events in handling death and coping with grief. and fi nd creative ways to participate that would educate and inform people about you, your staff and your investment in the Additionally, business trends and social standards are constantly community? changing. Information systems have changed drastically. More As you question how you are doing things and why you do them is done today by fax, email and online than that way, could you be open to meeting anyone ever thought possible. Research people where they are, instead of expecting done by Pew Internet and the American them to fi t into the same old mold of doing Life Project, reports that 46% of Americans “ As you look things – just because it is easier for you? age 59-68 and 62 % of Americans age 40-58 In today’s world, it is important to be on have access to the Internet. In addition, the carefully at your the crest of the wave. So, look for new population of seniors who go online jumped and creative ways to deliver service and 47% between 2000 and 2004. So, you can business, its support. Instead of providing the same old see that how we do business is changing, kinds of written literature, look at audio too. mission, its goals CDs or audio books. What can you provide online in terms of support services and Our fast-paced world revolves around and objectives, information? How can you use our high- change, but in funeral service there is one tech world to teach people the importance belief that will always remain constant, and look carefully at of ritual in our society, and give them an that is the undeniable belief that “funerals opportunity to participate in a ritual? are for the living.” The funeral service your budget. ” itself – how it is conducted; the rituals; the As you look carefully at your business, options available to families; the increase in its mission, its goals and objectives, cremation – has changed, but we still do all of these things to look carefully at your budget. Can you use your marketing provide structure, support and meaning for the living. What must and advertising dollars more effectively? Are there resources continue to change is how funeral service practitioners deliver available in your community on which you could capitalize? Are their services. It is now more important than ever to reach out to there ways to partner with other businesses for certain programs client families and the community in new and different ways. or events? How can you use the resources you already have more effectively? Could you devise a plan for distributing information Many fi rms have been providing some type of aftercare or that could become an advertising and promotion effort? Think family care programs for years, but now is the time to give those creatively, think outside the box. Family care doesn’t have to be programs a facelift. You might begin by re-establishing the goals complicated, it just has to be dedicated to that one premise that and objectives of your program. If you are in a competitive will not change, and that is the fact that “Funerals really are for market, ask yourself, what you are doing to stand out in the the Living!” Just think outside the box. community? What can you do to make a bigger, better and longer-lasting impression for people served by you? How can you increase your exposure in the community? Are you doing things that demonstrate your commitment to the community and those Sherry L. Williams is the President and Founder of New Leaf you serve? Are you doing things that put you on the cutting-edge Resources and New Leaf Marketing. She can be contacted at of the technological age? Do you have a website? Is that website 800.346.3087, or by email at [email protected], or interactive and does it allow people to seek-out information and visit www.newleaf-resources.com.
www.funeralbusinessadvisor.com Fall 2006 | funeral business advisor 35 Automotive Buyers Guide
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#06240A1 #06230B $399* $299*
1999 S&S Lincoln Six Door Limo. 1996 S&S Cadillac Six Door Limo. Black, black leather. White, blue cloth.
#06242A #06240A2 $309* $299*
1999 S&S Cadillac 65” Six Door Limo. 1995 S&S Cadillac Six Door Limo. %ODFNEODFNOHDWKHUÀLSVHDW Black, blue leather.
1-800-443-2773 2006 Eagle Cadillac Visit us on the web at: www.sixdoor.com Le Escort Flower Car Black, Black Leather Sales * Service* Financing * Leasing
**60 Month Lease; First & Last; TTL extra; Pending Ap- *42 Month Lease; First & Last; TTL extra; prvoal by TCFEF; Vehicle Must Pending Approval by TCFEF; Vehicle Must Be Be Delivered by 12-31-2006; Delivered by 12-31-2006; all prices are FOB all prices are FOB Wheeling, Wheeling, IL; TTL extra; As Is, No Warranty. IL, TTL extra. Automotive Buyers Guide Funeral Industry Supplier Directory
Rossato Giovanni SRL + 39 0444 928499 Accounting Services Consulting Services via Brenta 11 P.O. Box 524 Vicenza, Italy 36100 Cooper & Schoff , CPA, PA (866) 446-0656 Business Services and Funding (913) 906-9157 [email protected] www.italian-memorial-products.com 42 Brickyard Ct / P.O. Box 361 York, ME 03909 9767 W 115th Terrace Overland Park, KS 66210 Ron Cooper, CPA [email protected] Matt Manske [email protected] Selling quality photo-porcelains and products to adorn tombstones and funeral monuments worldwide. Religious www.cooperschoffcpa.com See Ad Page 22 www.4bsf.com See Ad Page 15 sculptures, marble statues, bronze statues, or bronze Cooper & Schoff, CPA, PA is a full service accounting fi rm ornaments. Catalogues upon request. that specializes its services nationwide in funeral home BSF connects Buyers, Sellers and Funding through accounting, consulting, and taxes. competitive fi nancing, effi cient business searches and affordable transaction services. Memorialization Aftercare Service FamilyLearn (866) 907-9355 New Leaf Resources (800) 346-3087 Cremation 34 E 1700 South, Ste A-133 Provo, UT 84606 Frantz Belot [email protected] 2102 Button Ln Ste 102 Lagrange, KY 40031 Integrity Burial Boxes, LTD. (866) 522-5268 www.familylearn.com See Ad Page 27 Sherry Williams [email protected] 6420 Commonwealth Dr Roanoke, VA 24018 iMemoryBook helps families turn their photos and memories www.newleaf-resources.com See Ad Page 32 J. Pat Green [email protected] into a beautiful heirloom book. Users can view, add to, New Leaf Resources consults with funeral directors to help www.cremationboxes.com and publish their own hardbound book from any Internet connection in the world. them develop and manage client aftercare and caregiver Wooden Urns. Publisher of “ABC’s of Building and Marketing support programs. a Columbarium Wall.” Owned and operated by U.S. Veteran. Lasting Expressions (466) 215-4410 Approved by TSA and FAA for commercial air travel. 6952 Greenwood St Burnaby, BC V5A-1X8 Automotive Jason Ropchan [email protected] Starmark Funeral Products (888) 366-7335 Accubuilt (419) 222-1501 www.lastingexpression.com 4251 W Industries Rd Richmond, IN 47374 2550 Central Point Pkwy Lima, OH 45804 Suzy O’Donnell [email protected] The Lasting Expressions collection of funeral stationary Phil Boehnlein [email protected] includes: memory books, folders, bookmarks, thank-you www.starmarkfp.com See Ad Inside Back Cover notes and more. www.accubuilt.com See Ad Outside Back Cover Starmark Funeral Products offers the exclusive TransPorter Messenger (800) 827-5151 Accubuilt, Inc. provides funeral professionals with vehicle for minimal cremation, rental inserts for major brands and th solutions through their S&S, Superior, Eureka, Miller- the Aria rental casket. 318 E 7 Street Auburn, IN 46706 Meteor and LCW by Accubuilt dealer networks. Bob Hoaglund [email protected] Baines Professional Vehicles (800) 443-2773 U.S. Cremation Equipment (321) 282-7358 www.messengerline.com See Ad Page 23 1055 Courtesy Dr, Ste C Wheeling, IL 60090 435 Douglas Ave, # 1505-B Altamonte Springs, FL 32714 Manufacturer of fi ne funeral stationery, including register John Baines [email protected] Cal Wilkerson [email protected] books, memorial folders and prayer cards. Supplier of calendars and other promotional products. www.4hearse.com See Ad Page 36 www.uscremationequipment.com See Ad Page 29 Picture Pages (586) 201-3949 Distributors of funeral cars and custom-built limousines. Manufacturer and supplier of human and animal cremators, New and pre-driven vehicles. Leasing and fi nancing cremation supplies, operating tools, replacement parts and 2444 Irma Warren, MI 48092 available. memorialization products. Paul Sadowski [email protected] Conaway Enterprises Inc (800) 333-2533 www.picturepagesllc.com See Ad Page 33 P.O. Box 1132 Uniontown, PA 15401 A manufacturer and distributor of the fi rst and so far the only Dick Conaway [email protected] General Products and Services display book designed as a wall mountable keepsake. www.conawaysales.com See Ad Page 37 24k Rose Company (866) 411-4512 Timeless Tributes (866) 468-4996 We ship anywhere in the country. Serving the funeral 1539 Clare Lane Wayzata, MN 55391 6952 Greenwood St Burnaby, BC V5A-1X8 industry for 41 years with fi nest used vehicles in the U.S. Greg Greffi n ggreffi [email protected] Jason Ropchan [email protected] Krystal Enterprises (800) 579-7825 www.24krose.com See Ad Page 13 www.timeless-tributes.com See Ad Inside Front Cover 2701 E Imperial Hwy. Brea, CA 92821 Real roses dipped in 24 karat gold. Also lacquered real roses Timeless Tributes is a tribute video software designed for the Dow Brooks [email protected] trimmed in 24 karat gold. A memoriam that lasts forever. funeral industry. Software lets you easily create professional www.krystal.cc video tributes in-house and costs you and family a fraction Manufacturer of a complete line of Limousines, Shuttle Assured Decontamination Services (651) 998-0922 of the price. Buses, and Funeral Cars. Large selection of inventory at all P.O. Box 18622 Minneapolis, MN 55418 times, ready to ship worldwide. Trifac, Inc. (877) 887-4322 Perry Ebner [email protected] 2330 State Route 11 Mooers, NY 12958 www.deconservices.com Michel Larbrisseau [email protected] Brokerage & Financial Services Providing assessment (testing) and decontamination (cleaning) services for crime scene, suicide, homicide or www.trifac.com See Ad Page 18 PSI Funds (214) 760-7800 other death scenes. Delivery of services nationally. Inventors, Designers and Producers of the World’s largest 325 N. St. Paul St, Suite 4040 Dallas, TX 75201 bronze collection of Miniature Keepsake Urns and Horse Drawn Funerals 610-298-3017 Reliquaries for lock of hair.© James Chandler [email protected] New Tripoli, PA 18066 www.psifunds.com 7531 Bausch Road Pet Loss We are a private lender specializing in making acquisition Joe Tetz [email protected] and refi nancing loans to the funeral home industry. We loan www.horsedrawnfunerals.com Forever Pets (888) 450-7727 based on your profi tability and cash fl ow. Horse drawn funerals with Fresian horses with a hearse or th Caission. We service the east coast. 1848-50 St. E. #103 Inver Grove Heights, MN 55077 Caskets Jamie Minea [email protected] The Last Quilt Co. (866) 676-1609 www.foreverpets.com See Ad Page 19 Batesville Casket (800) 446-2504 P.O. Box 1482 Derry, NH 03038 Leading National Wholesale Supplier of Pet Cremation 1 Batesville Blvd Batesville, IN 47006 Marty Kovacs [email protected] Urns, Burial Markers, Velvet Urn Bags and much more. Established 1996. Joe Weigel [email protected] www.lastquilt.com See Ad Page 14 www.batesville.com See Ad Page 7 Sells Made in America removal cot quilts, Dressing Table Batesville Casket Co. has been one of the nation’s premier Skirts, Church Truck Drapes, Memory Quilts, Table Savers, Shipping & Transportation suppliers of caskets and urns for more than 100 years. and Customized work. Custom Air Trays (336) 889-8729 Timber Valley Log Casket Co (715) 623-0305 Meese Orbitron Dunne Co. 888- 724-1228 2112 S Elm St High Point, NC 27260 P.O. Box 340 Antigo, WI 54409 1604 Knott Ave La Mirada, CA 90638 Jim Hardy [email protected] Bob Diercks [email protected] Alan Girard [email protected] www.customairtrays.com See Ad Page 12 www.tvlcco.com See Ad Page 30 Custom Air Trays manufactures “performance tested” www.americanrotational.com human remains shipping containers and carries a full line of Manufacturer of specialty caskets handcrafted out of logs. Manufacturer of attractive funeral décor products that setup corrugated cremation trays. Available in natural, golden oak, or cherry stained. by one person in minutes. Pedestals, fl oral urns, balustrades, stanchions and more. Delta Air Logistics (800) DL-CARES (800-352-2737) Computer Systems & Software P.O. Box 20706 Atlanta, GA 30320 Association Computer Services, Inc 888-227-9411 Nature’s World (770) 773-5221 www.delta.com/business_programs_services/ delta_cargo_products_services/delta_cares/index.jsp 115 East Michigan St Indianapolis, IN 46204 P.O. Box 924 Calhoun, GA 30703 James W. Collins [email protected] Delta Cares provides compassionate, professional services Frank M. Cook [email protected] to funeral directors and family members by handling all www.FuneralHomeSoftware.info www.aviariums.com transportation details including cost quotes, shipping We manufacture the patented “Aviarium” handcrafted arrangements, and family reservations. The Professional Programs from ACS are created in modules “Birdcase.” Delivering handcrafted furniture and a “Touch you can mix and match to buy only the ones that are right for of Nature” to your funeral home. your business. Vaults Funeral Data Manager (888) 478-9775 Noayr Machine & Supply (866) 236-2896 625 N 4th Street Reading, PA 19601 P.O. Box 566 Emmetsburg, IA 50536 Goria Corporation (866) 418-4939 Michael Feeney [email protected] Jesse Wolfe [email protected] P.O. Box 637 McLeansville, NC 27301 www.funeraldatamanager.com See Ad Page 11 www.noayr.com See Ad Page 26 Pierre Goria [email protected] www.goriacorp.com See Ad Page 3 Comprehensive and versatile funeral management software Manufacturer of a stainless steel embalming machine with that seamlessly transitions from the offi ce to the arrangement automatic fl ow rate adjustment. Also provide service on The Goria Corp is the developer, licensor and manufacturer room, residence, or nursing home. other makes and models. of the Eonian™ “Next Generation” Burial Vault.
38 funeral business advisor | Fall 2006 www.funeralbusinessadvisor.com