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FBA Fall 2006 Issue The Funeral Professional’s #1 Resource For Business Growth and Profitability! | Fall 2006 TM AACCCCUBUILT:UBUILT: PPROVIDINGROVIDING SSOLUTIONSOLUTIONS TTOO TTHEHE FFUNERALUNERAL PPROFESSIONROFESSION IImagemage iiss EEverything!verything! Peett LLoss:oss: SSeizeeize tthehe OpportunityOpportunity EEvenven FFuneraluneral ServiceService isis GoingGoing GreenGreen "REMEMBER...NOT ALL BURIAL VAULTS ARE CREATED EQUAL!" MANUFACTURER OF THE NEXT GENERATION BURIAL VAULT THE EONIAN BURIAL VAULT PASSED A CENTER LOAD TEST OF 28,100 LBS. WITHOUT BREAKING DURING A RECENT ENGINEERING TEST. THIS SHATTERS CONCRETE'S 5,000 LBS. MINIMUM Eonian Infant Casket/Vault (Double Premium Protection) Eonian Cremation Urn Vault (Double Premium Protection) White granite casket vault combination lined in a flowing soft fabric. Includes a Choose from Blue, Dark Gray, White, lamb with a pink or blue bow and a lock Eonian (Triple Premium Protection) Sandstone or Rose of Sharon granites Outside: 17 1/4 x 17 1/4 with keepsake keychain. Choose from Blue, Dark Gray, White, Inside: 12 1/4 (W) x 13 3/4 (H) Small 24"(L) x12"(W) x9"(H) Sandstone or Rose of Sharon granites Large 32"(L) x16"(W) x12"(H) Eonian (Triple Premium Protection) Eonian (Triple Premium Protection) Copper Shimmer with Carapace Copper Patina without Carapace TOLL FREE 866-418-4939 The Funeral Professional’s #1 Resource For Business Growth and Profitability! | Fall 2006 TM ACCUBUILT:ACCUBUILT: PROVIDING SOLUTIONS TO THE FUNERAL INDUSTRY The Funeral Professionalʼs #1 Resource for Business Growth and Profi tability! Image is Everything! PetPet LoLoss:ss: Seize the Opportunity FEATURE Even Funeral Service is Going Green 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 502.254.7018 or [email protected]. Image is Everything! | by Marty Kovacs 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.
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