ICCFA Magazine: June 2017

June 2017
MAGAZINE
CEMETERY CREMATION FUNERAL
Resort-inspired Guam cemetery offers multiple mausoleum options

The wow factor of burial vaults Marketing trends in death care
Counting what counts in preneed sales New OSHA standards
Improving your shopper call outcomes A green burial primer
L earn from the best: ICCFA University, July 21-26, 2017, Memphis, Tennessee
InnovatIve DesIgn
QualIty ConstruCtIon
P.O. Box 148 Gaylordsville, CT 06755 1.800.992.8897 Fax 860.350.9568

Email: [email protected] mullenconstructioncompany.com
J UNE 2 0 1 7 T a b l e o f c o n t e n t s
International Cemetery, Cremation and Funeral Association :
Promoting consumer choices, prearrangement and open competition
Providing exceptional education, networking and legislative guidance and support

to progressive cemetery, funeral and cremation professionals worldwide
10 Cemetery design
Resort-inspired Guam cemetery designed with a Polynesian flair
Even in paradise they need cemeteries. Guam Windward Memorial offers
tradition-minded islanders a multitude of mausoleum and ground-burial
options while planning for an increasing cremation rate. And it has the
The Saints Corridor in Guam Windward look and feel of a tropical resort.
Memorial offers families adjacent inter- by Robb Stilnovich
ment, entombment and inurnment op-
tions in alcoves anchored by the statue 28 Vaults
of one of the local patron saints. Several
Appreciating and sharing the wow factor of burial vaults
of the mausoleums were designed to
accommodate oversized caskets, as Amazing personalization is available on todays burial vaults, and families
shown by the left unit in this photo- love itbut they need to know its available. Funeral professionals who
graph. This was one of the first mauso- educate families about options are doing the right thing for families as well
leums to sell and more are planned in as the funeral profession.
future developments. Story, page 10.
by Wayne Stellmach
8 Washington report 32 marketing

Capitol Hill Gang backs two bills Current marketing trends and death-care marketing
by Robert M. Fells, Esq. Marketing channels, and the expectations and behavior of consumers,
52 Supply Line are changing all the time. It can make planning your marketing campaign
difficult. Heres the latest information about your options, from direct mail
55 Update to mobile technology.
56 Fighting the opioid epidemic
by Dale Filhaber
65 New Members
34 Preneed sales success
65 Calendar Creating growth with preneed sales: Counting what counts:
66 Classifieds Tracking the activities that predict sales volume Sales managers need to
66 Ad Index focus on the daily activities of their salespeople, rather than thinking about
the volume they need for the week. By carefully counting and collecting
the proper data every day, you will be able to make the corrections in time
to have a positive influence on the outcomes they need to achieve your
weekly sales goals.
by Gary OSullivan, CCFE, and David Shipper
38 management/safety
What revised walking-working regulations mean for cemeteries
To support the OSHA has revised regulations designed to cut down on slip, trip and
ICCFA fall hazards. Cemeteries and also funeral homes are affected and need to
presidents review their procedures.
goal of
by Shannon DeCamp
raising
money to 40 management/sales
fight lung Five proven ways to improve your shopper call outcomes
cancer, todays #1 killer of women, Price-shopping or simply information-gathering phone calls are a fact
go to http:/www.iccfa.com/lungforce of business. Do you know how your funeral home staff is handling them?
4 ICCFA Magazine Like the ICCFA on Facebook & friend ICCFA Staff
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ICCFA news TABLE OF CONTENTS
61 Submit your session proposals If you dont, you need to change that. You cant turn price shoppers into
For the 2018 Wide World of Sales and the clients unless you make sure your staff is handling phone calls the right
2018 ICCFA Annual Convention & Expo way.
Deadline July 14, 2017 by Kevin Czachor
62 Are U ready to attend 46 management/green burial
ICCFA University in 2017? Cemetery Impossible: What exactly is green burial and why should
College of 21st Century Services a cemetery consider offering it? When you take a long-term view,
College of Cremation Services green burial is not new. Its just the way burial used to be. But that was
College of Funeral Home Management a long time ago, and some cemetery professionals and families need to
College of International Studies be educated about what it means today and what it offers.
College of Leadership, Administration & by Daniel M. Isard, MSFS
Management
J. Asher Neel College of Sales & 48 Professional development
Marketing A lifetime of yearning to help people brought her to ICCFAU
Masters and CEO programs An early experience with death planted the seed. Today, Yvonne Slonaker
is a funeral director still looking for ways to better help people at a time of
63 ICCFAU scholarships
terrible loss.
Foundation awards 24 scholarships
to ICCFAU by Yvonne Slonaker, CC
64 ICCFA 2017 convention

Annual convention recordings now ICCFA calendar
available go to www.iccfa.com for program, registration & scholarship information
2017 Cremation Certification

June 7-8, ICCFA arranger training June 7, ICCFA operator training
June 8; Gupton-Jones College of Funeral Service, Decatur, Georgia
July 11-12, ICCFA arranger training July 11, ICCFA operator
training July 12; Dallas Institute of Funeral Service, Texas
July 18-19, ICCFA arranger training July 18, CANA operator training July
Catch the WIRELESS newsletter in 19; Cincinnati College of Mortuary Science, Ohio
your inbox for industry news, stories about ICCFA Cremation Programs Coordinator Poul Lemasters, Esq.
colleagues making headlines and updates on 2017 ICCFA University
ICCFA educational events & conferences July 21-26
Fogelman Conference Center,
Follow the ICCFAs LinkedIn Memphis, Tennessee
page to read breaking news Chancellor: Jeff Kidwiler, CCE, CSE
about colleagues, the profession
and the association 2017 Fall Management Conference
October 4-6
http://bit.ly/2du252P Indian Wells, California
Co-chairs: Paul Goldstein and Lee Longino
Follow the ICCFA on Twitter
to receive instant updates on 2018 Wide World of Sales Conference
the associations educational January 10-12
events & conferences New Orleans Marriott, Louisiana
http://twitter.com/iccfa Co-chairs: Jill Muenich and Lori Salberg
Like and follow the ICCFA 2018 ICCFA Convention & Expo
to read up-to-date news on April 18-21
the industry, ICCFA members Mandalay Bay, Las Vegas, Nevada
making headlines and ICCFA Co-chairs: Shawna de la Cruz and Andy Lopez
events & promotions
http://www.facebook.com/ICCFACafe/ 2018 ICCFA University July 20-25, Memphis, Tennessee
READY WHEN YOU ARE
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Washington Report
by ICCFA General
Capitol Hill Gang backs two bills
A
Counsel Robert
M. Fells, Esq. t this writing, members of the Govern health insurance of the same policy type to other
ment and Legal Affairs Committee employers in the state that are eligible for coverage
robertfells
are preparing to ascend Capitol Hill, under AHPs.
@iccfa.com
Washington, D.C., in mid-May to update key H.R. 1101 was passed by the House on March
1.800.645.7700,
senators and representatives on issues important 22, and is pending in the Senate. The ICCFA
ext. 1212
to the ICCFA membership. Our group, members will urge senators they meet with to
direct line:
affectionately nicknamed the ICCFA Capitol support passage of this important legislation.
703.391.8401
Hill Gang, is a welcomed presence in the halls The second bill of interest is H.R. 1212, the
Fells is of Congress, as they offer to help constituents Burial Rights for Americas Veterans Efforts
ICCFA execu with questions or concerns regarding funeral Act of 2017, or simply, the BRAVE Act. This
tive director homes and cemeteries, an offer that seems legislation would increase funeral and burial
and general appreciated. This year, two pending legislative benefits. The current amount of $300 would
counsel, responsible for maintain
proposals are part of the conversation. increase to $749 with a built-in escalator provision,
ing and improving relationships
with federal and state govern
The first bill is H.R. 1101, The Small Busi requiring the VA to annually increase the amount
ment agencies, the news media, ness Health Fairness Act of 2017. This legislation of funeral/burial benefits based on the Consumer
consumer organizations and would authorize trade associations to offer their Price Index (CPI) of the preceding 12 months.
related trade associations. members group health plans. The bill also outlines A further amendment to the current law
the governance of association health plans (AHPs). proposed in H.R. 1212 concerns benefits from a
The requirements include certification, sponsors, service-connected death. The statutory amount of
boards of trustees, participation and coverage, $2,000 would be increased annually based on the
nondiscrimination, coverage rates and voluntary CPI of the preceding 12 months.
termination. In addition, AHPs offering benefits Bills expanding funeral and burial benefits
that are not health insurance must: 1. establish for veterans and their eligible dependents are
More from this author and maintain sufficient reserves and stop-loss introduced into every Congress. Though the
Why we vote. A series of insurance to cover those benefits, and 2. make legislation receives widespread support from
articles on the importance of
annual payments to a fund to be used to pay for powerful veterans organizations such as the
engagement in the democratic
stop-loss insurance for AHPs for which there is a American Legion and the Veterans of Foreign
process in the United States.
www.iccfa.com reasonable expectation that claims would not be Wars, priorities often require that related
satisfied without such insurance. AHPs that fail to legislation for health care and education will
Funeral Radio. meet these requirements are subject to termination. receive greater support from these groups.
ICCFA General Other provisions of H.R. 1101 include the Since these bills are bipartisan in nature, the
Counsel Robert creation of a Solvency Standards Working ICCFA is careful to seek support from both sides
Fells, Esq., talks
Group by the Department of Labor, and the of the aisle, and provides PAC contributions
about legal and
right of states to tax contributions to AHPs with equally to both parties. Veterans legislation is
legislative issues affecting fu
neral, cemetery and cremation certain conditions. Also, the legislation would rarely passed along a party line vote, so it is
businesses at preempt state laws that preclude health insurers important for the association to be viewed as
www.funeralradio.com from offering health insurance with a certified bipartisan. A report on the Capitol Hill visits will
AHP, or preclude health insurers from offering be provided in an upcoming column. r
ICCFA officers Cremation and Funeral Association. Subscription

June 2017 rates: In the United States, $39.95; in Canada,
Scott R. Sells, CCFE, president
VOLUME 77/NUMBER 5 $45.95; overseas: $75.95. One subscription is
Christine Toson Hentges, CCE,
president-elect included in annual membership dues. POST-
Andres Aguilar, vice president MASTER: Send address changes to ICCFA
Jay D. Dodds, CFSP, vice president Katherine Devins, communications & mem- Daniel Osorio, subscription coordinator Magazine, 107 Carpenter Drive, Suite 100,
Paul Goldstein, vice president ber services manager (habla espaol) Sterling, VA 20164-4468. Individual written
Mitch Rose, vice president [email protected]; 1.800.645.7700, ext. 1224 [email protected]; 1.800.645.7700, ext. 1215 contributions, commentary and advertisements
Gary M. Freytag, CCFE, treasurer appearing in ICCFA Magazine do not necessarily
Jason Brown, communications assistant reflect either the opinion or the endorsement
Robbie L. Pape, secretary ICCFA Magazine (ISSN 1936-2099) is published
[email protected]; 1.800.645.7700, ext. 1224 of the International Cemetery, Cremation and
Robert M. Fells, Esq., executive director & by the International Cemetery, Cremation and
general counsel Robert M. Fells, Esq., executive director & Funeral Association, 107 Carpenter Drive, Suite Funeral Association.
publisher 100, Sterling, VA 20164-4468; 703.391.8400;
Magazine staff [email protected] ; 1.800.645.7700, ext.
Susan Loving, managing editor FAX 703.391.8416; www.iccfa.com. Published
1212 10 times per year, with combined issues in
[email protected]
Brenda Clough, office administrator March-April and August-September. Periodicals
Rick Platter, supplier relations manager & association liaison; [email protected]; postage paid at Sterling, VA, and other offices.
[email protected]; 1.800.645.7700, ext. 1213 1.800.645.7700, ext. 1214 Copyright 2017 by the International Cemetery,
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by Robb Stilnovich
robb@premier C EMETERY DESIGN

columbaria.com
ICCFAFA Even in paradise they need cemeteries.
Magazine
author Guam Windward Memorial offers tradition-minded islanders
spotlight a multitude of mausoleum and ground-burial options
Stilnovich
is principal
while planning for an increasing cremation rate.
at Premier And it has the look and feel of a tropical resort.
Columbaria, a
family-owned
business led by him and his
brother, Doug Stilnovich. He is an
engineer by training and produced
this article with writer Denise Ploof.
Premier Columbaria, Centralia,
Washington, is a wholesale
cemetery provider that focuses
on cemetery cremation memorial
capital projects. Its team of
designers, engineers and installers
supplies cemetery and cremation
gardens and sells and installs
granite memorial products and
features.
The company provided all the
cremation memorials, monuments,
statues, mausoleums and installa
tion for this project, which used
materials from the U.S., Italy, India,
Norway and China.
www.PremierColumbaria.com
1.888.32.NICHE;
[email protected] The first of several possible community mausoleums (unless a family decides to buy all 12
crypts) on the Saints Corridor at Guam Windward Memorial. Many of the alcoves just have
More about this subjectct foundations poured and are available for development as the family desires.
For more information about
Resort-inspired Guam cemetery

Guam Windward Memorial,
call 671.989.8090 or visit
www.guamwm.org
designed with a Polynesian flair

C
lose your eyes and imagine you are With an expansive view overlooking
at a beautiful Polynesian resort on a an upland grass valley, it is a showplace of
secluded island. Feel the warm sun contemporary architecture, gorgeous statues,
and tropical breeze. Listen to the gentle water grand mausoleums, striking fountains,
tumbling down a nearby waterfall and the exquisite stonework, tranquil gathering spaces,
rustling of bamboo. Delight in the scent of tropical gardens and an impressive array of
a spectacular garden of tropical trees, plants unique memorialsall with Polynesian-
and flowers. Throw in a beautiful blue sky inspired elements.
and impeccably manicured grounds and enjoy Guam is a U.S. territory in Micronesia, in
the beauty, peace and serenity of this luscious the western Pacific Ocean. Its distinguished
island. by tropical beaches, villages and ancient stone
But youre not at a luxury resort enjoying pillars called latte. It lies about three-quarters
a long-awaited island vacation; youre at a of the way from Hawaii to the Philippines.
cemetery. Guam Windward Memorial is a With a diverse population of 161,000 on its
new, greenfield 17-acre memorial park and 217 square miles, it is the most populous
cremation garden cemetery in Yona, on the island in Micronesia.
eastern side of the tropical island of Guam. Guam is a unique blend of the indigenous
Above, a Buddha statue and lotus top a co-
lumbarium. This garden section allows for
monuments around the statue and inurn-
ment in the statue base. Ground burials are
also available in the section in front of the
statue.
Left, a drone aerial photo of the cemetery
entrance. Note the serpentine coral band
and plantings by the road on the right side
of the photo. The office and cemetery rest-
rooms are just inside the entrance.
Below, the front and back of the welcome
sign you encounter immediately upon
entering the park. It has directional signage
on the front and is set up as a cenotaph
on the back. The sign encloses the ossu-
ary that is the cemeterys value offering.
The whole area is set in a tranquil bamboo
garden.
Left, a private three-crypt walk-in

mausoleum on the Saints Corridor.
Visit the new and improved www.iccfa.com June 2017 11

CEMETERY DESIGN
One of two granite entry signs flanking

the entrance. They are about 24 feet
wide, with the name in raised metal.
More aboutut ththe people

ininvolved inin thisthisthisthis project
Robert Bob Salas, cemetery owner
and project leader, is president of Guam
Windward Memorial and Landscape Man-
agement Systems Guam in Tumon, Guam,
U.S.
www.guamwm.org
www.lms-guamlandscaping.com
Landscape Management Systems,
established in 1994, has more than 140
employees and offers landscape design,
installation, and grounds maintenance
services for governmental, commercial and
residential customers.
As part of their marketing efforts, the cemetery donated this 12-by-8-foot sign at
Norman Harris, architect, is principal, a local downtown park. Architect Norm Harris designed it to echo the local latte
owner and president of TBU International. stone of Guams traditional Chamorro culture. The design was installed with ten-
He is from the island of Tonga and lives in sion rods that run through all the pieces and into the foundation to preload the
Honolulu, Hawaii. He has worked in and monument against typhoon wind loads.
led many international design teams.
www.facebook.com/TBUinternational/
Chamorro culture with peoples from doesnt feel like a cemetery.
808.489.0604 all over the South Pacific and Asia. The Salas and a team of international
design portfolio: Spanish-Catholic influence is still very experts made the project a reality after six
https://tinyurl.com/hkod96m prevalent from the times when Spanish years of imagining, planning, designing,
TBU International, established in 2002, galleons sailed the seas, along with a mix construction, manufacturing, importing
is a concept design-driven company with of Chinese, Japanese, Filipinos, Trukese, and installation. The cemetery is located
an extensive background in architecture, Pohnpeians and other Pacific Islanders. in a town of 6,500 on the eastern side of
site planning and landscape design. Guam is a major tourism destination, the island. Guam Windward Memorial
One of the firms specialties is designing especially for Japanese weddings, and has opened its first phase in October 2014 with
tropical resorts. many luxury resorts. the setup and installation of its cremation
These elements played a role in section. Phase two, completed in March
inspiring the look and feel of the cemetery. 2016, included the installation of the burial
section, monuments, mausoleums and
A landscaper turns to statues.
cemetery development The Guam Contractors Association
Robert Bob P. Salas, president and CEO has awarded Guam Windward Memorial
of Landscape Management Systems Inc. and LMS three excellence in construction
Corporate Holdings, based in Guam, is the awards: Excellence in Construction Merit
founder and owner of Guam Windward Award (2012), Excellence in Construction
Memorial. A Guam native who went to Irrigation System (2013), and Excellence in
school on the U.S. mainland, Salas wanted Construction (2014).
to create something that would help his own Salas retained Hawaii-based designer
community and be something his children Norman Harris, whose specializes in
could be proud of and take forward. tropical resorts in the South Pacific and
He became interested in developing Asia, to develop the master plan for the
a cemetery when he was a member of cemetery. He had worked with Salas before
a cemetery board of directors. What I on several large-scale resort hotel projects
Harris designed a recognition stone that
wanted was to build a cemetery for the next in Guam, including the Hilton Guam Resort
was unveiled at the cemetery dedication
by Bob Salas to honor everyone involved
generation. I wanted to do it for my family & Spa and the Sheraton Laguna Guam
in making his vision a reality. and the community, he said. The greenfield Resort. Harris did the design for the Tongan
development is a garden and a park, and it Village at the Polynesian Cultural Center
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CEMETERY DESIGN
that a luxury resort in a pristine tropical

setting draws its clientele based on physical
setting and superior amenities. They drew
on this knowledge in developing the
cemetery.
Rather than create the typical cemetery
experience, we wanted to create a resort-
like feel and a peaceful sense of place with
plants, sounds and colors, said Harris. We
took the principles we have developed in
resort work, where we create comfortable
gathering areas, and applied them to the
cemetery.
Guam Windward Memorial not only
provides a serene resting place and tranquil
garden for the deceased, but also gives
families and other visitors a beautiful and
peaceful park setting to experience.
The extensive knowledge Harris and
Salas have of tropical plants is apparent in
The polished black granite infinity sculpture is set amongst a bamboo garden that the diversity and coordination of plantings.
incorporates a semicircle of top-loading columbaria and benches. It is one of the best planned cemeteries,
on Oahu, one of the most frequently visited creating an array of unique spaces so that from a horticultural perspective, I have ever
tourist destinations in Hawaii. everyone can find what appeals to them. seen.
Harris not only did the conceptual This includes the intermixing of burial, LMS owns and operates a large
development and master plan for the mausoleum and cremation space so that nursery on Guam, so they had access to a
cemetery, he also worked closely with me future generations of families can be large array of specialized tropical plants,
to develop many of the tropical- and Asian- together even as tastes evolve. including some very mature ones. These
inspired memorials custom-designed for Harris worked with Premier gave the cemetery an established feel even
this project. He once had me come to the Columbarium to develop cremation product on opening day, as most of the plantings
ossuary area and sit on a bench. Close designs inspired by Pacific Islander culture, were full-sized upon installation.
your eyes and listen, he said. Sitting there addressing design elements and granite Harris set the stage for the resort
on a bench in the filtered light, I heard the colors and textures. cemetery experience before one even enters
rustling of the bamboo by the ever-present the property. Along the main road leading
warm trade winds. It was truly magical. Creating a resort-like feel up to the entrance is a serpentine row of
A heavy mix of cremation product was with plants, sounds and colors elevated granite pillars topped by bowls
installed to accommodate future generations Both Salas and Harris experience in overflowing with plants. Behind them are a
and the faster rise of cremation despite building and designing resorts taught them large white coral band and a berm, also with
the fact that the overall layered plants cascading from
cremation rate on Guam is them, separating the road from
quite low. the cemetery. The berm and
To cater to this still plantings also block noise and
traditional market, a sight lines into the cemetery
significant inventory of and add to the sense of privacy
private mausoleums was within it.
installed in addition to Ease of maintenance
the ground burial plots. also was considered in the
Attention was paid to landscape design. All the
offering a progression plantings and lawns are
of price points for each watered with sprinklers and
type of customer drip irrigation that can meter
cremation or burial. This fertilizer automatically. Even
way any customer can the planters by the road have
be memorialized at the drip lines routed through the
cemetery regardless of pillars for automatic watering.
preference or budget. Hundreds of little details like
Here a granite ossuary was placed atop a large concrete vault.
A lot of time and The bamboo will grow into a thick grove surrounding the area. The
this were incorporated into the
thought was put into wall cenotaph (see page 11) encircles the other half of this area. plan.
to page 16
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CEMETERY DESIGN
Particular attention was placed on creating a selection of mausoleum designs.

Some of the mausoleums have built-in columbaria for family estates, some are walk-in.
There is a 12-crypt community mausoleum in one section. Some of the mausoleum spaces
were designed for oversized caskets, as there has been a demand for oversized spaces.
Above left, a fully developed alcove showing two-, four- and six-crypt mausoleums. The four- and six-crypt units can be sold
as family or community mausoleum space. Above right, Guam has a very traditional culture, but as seems to be the case ev-
erywhere, that is in flux. Several mausoleums were designed to accommodate families with both traditional burial and crema-
tion preferences. These alcoves offer either columbaria niches or in-ground cremation inurnment in all the mausoleum areas.
In-ground and mausoleum options families options was a priority. Notable

Above, a 14-foot-tall marble statue of The cemetery is comprised of two areas are the Saints Corridor and the Huai
the resurrected Christ anchors the main sections, one with an emphasis on En Garden.
central portion of the Saints Corridor cremation and one for traditional burial, Saints Corridor: This is a major
mausoleums. Cremation posts provide a though products are intermixed in both section, with individual and family
cremation offering in this mostly burial mausoleums and beautiful hand-carved
sections. The cemetery is currently
section. Above right, part of the Saints
mapped for 7,000 ground internment plots. white marble statues, each representing
Corridor, ending with the Pieta set in
a bamboo grove. Each of the alcoves Traditional sections offer both a patron saint of one of Guams villages.
honors a traditional patron saint of one in-ground and mausoleum options; Each saint has its own alcove; the statues
of Guams villages and features several mausoleum space is a popular option are lined along a circular pathway to create
granite mausoleums. The statue bases in Guam. Both flat marker and upright the Saints Corridor.
are columbariums. monument sections are available, as giving
to page 18
CEMETERY DESIGN
The sweeping views of the Tranquility Terrace and the central grasslands of Guam. The Huai En Garden and Saints Corridor
can be seen at left in the distance.
Above left, Tranquility Terraces. This traditional ground burial section is designed as a memorial park, with only flat memori-
als allowed. Note Bob Salas requirements for long-lasting and low-maintenance products even extended to the all-granite
combination flower tables and garbage cans. These are offered in each section of the park and include water for filling vases
or rinsing hands. Above right, while most of the park is a traditional memorial park with flat bronze and granite memorial op-
tions, the Gentle Breeze section allows traditional American-style monuments with curb foundations for ease of maintenance.
The section is anchored with a 14-foot planned to accommodate the accessibility

statue of Jesus surrounded by granite that these future developments will require.
cremation posts. Each of the patron saint Huai En Garden: This is an ideal
statues is at the center of a cluster of burial place for people practicing Eastern
private and small community mausoleums. beliefs. Good feng shui was read on this
Particular attention was placed on southern part of the cemetery, and the
creating a selection of mausoleum designs. grounds were blessed by Buddhist nuns
Some of the mausoleums have built-in and a feng shui master from China.
columbaria for family estates, some are There is a large Buddha statue placed
walk-in. atop a lotus flower-inspired columbarium.
There is a 12-crypt community In addition, several traditional Chinese
mausoleum in one section. Some of the monuments have been installed. One
mausoleum spaces were designed for features two columns carved in a tradi
oversized caskets, as there has been a tional green Chinese temple carving stone The phoenix and dragon columns on this
demand for oversized spaces. with an intricately designed phoenix and pagoda monument were hand-sculpted.
There is still much room for future dragon. This section is stunning, set on the The stone carved to create the columns
mausoleum expansion as inventory is cemetery edge overlooking a large grassy is the same stone traditionally used for
needed in the future. The design was valley. carving temple columns in China.
to page 20
Matthew C. Smith
Owner & Licensed Funeral Director
Spicer-Mullikin
Funeral Homes & Crematory Harvey C. Smith, Jr
Former Owner
Spicer-Mullikin
Funeral Homes & Crematory
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HONORING TRADITION
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CEMETERY DESIGN
Above, a view from the road looking up into the Celestial Garden at its central Below, Harris designed custom family
bubbler fountain. Note the columbaria designed by the architect to echo the native columbaria for the Celestial Garden that
stone pillars and proa boat sails of South Pacific Island cultures. show a good use of colors and textures
to make them visually appealing.
Left, memorial curbing in the Celestial
Garden. These areas allow for in-ground
placement under the river rocks behind
the curb memorials. A poured concrete
curb keeps the area neat by control-
ling dirt from the planting area behind.
Memorialization can be done via either a
bronze or granite plaque and can incor-
porate an integral stem vase.
Cremation gardens families, as the sense of family is very columbarium designs created by Harris.
The cremation gardens are designed strong on Guam. There are four niche units with an arched
as three distinct locations to integrate Celestial Garden: This is the central shape to echo the sails of the traditional
cremation memorial options into the cremation garden. Its nestled between the proa boats used throughout the South
architecture. To cover a full range of lower Stellar Circle and upper Divinity Pacific.
price points, products include an ossuary Circle and includes a large gazebo used Several large black pillar columbaria
with large cenotaph, curb memorials, for services. Entering the gazebo, one are inspired by lava figures on other
innovatively designed columbarium niches notices the balance of the design with a Pacific islands. The mature palms feature
and family memorials. large bubbler fountain at its center and the flat granite memorials at their bases.
Particular attention was paid to creating cremation gardens flanking both sides. At Salas insistence, one of the
clusters of memorials appropriate for This section contains several unique columbaria was designed to contain
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CEMETERY DESIGN
A heavy mix of cremation product was installed to accommodate

future generations and the faster rise of cremation
despite the fact that the overall cremation rate on Guam is still quite low.
Above, a view from the gazebo in the Celestial Garden, looking down through the swaying palms to the Stellar Circle garden.
Right, Divinity Circle contains a mix of
cremation products around a custom
metal sculpture as part of the central
garden columbarium. The area accom-
modates both ground and niche inurn-
ments, with several designs offering
inurnment and memorialization for a fam-
ily. The landscaping incorporates mani-
cured lawns with imported small river
rocks and indigenous coral boulders.
a large number of plantings. Careful

attention to the design and installation
made this successful. A waterproofing
sealer was applied, and irrigation and
drainage systems were designed for the
columbarium.
Stellar Circle: This lower cremation
garden, with its open design and beautiful
bamboo, is centered around a graceful self-
contained spiraling fountain. Columbarium
benches and private family columbaria Left, the central fountain
line the concrete walkways that divide this of the Stellar Circle area,
grassy section with sweeping views of the which is set up for both
valley. in-ground and colum-
Divinity Circle: The upper garden barium inurnments. This
is focused around a massive planter area offers larger family
columbarium with a custom-designed columbariums and estate
metal statue at its center. Surrounded benches. It was devel-
oped with about half
by concentric curb memorials and rocks
of its design inventory
covered in beautiful vines, there are in place to start with to
several family columbaria in the Divinity keep the area open and
Circle, each designed as an integral part of breezy.
the circle.
to page 24
CEMETERY DESIGN
Above, an example of the granite sig-

nage that marks each of the sections in
the park. Left, architecturally-designed
curb memorials capture the interplay of
texture and light in Divinity Circle. All of
the stone had to be imported, as there is
no stone on Guam.
Island challenges and plantings adds to the island feel. day and sweating out most of it.
Although granite is common in cemeteries, Salas idea to use stonefabricated When we arrived, the project was
and Guam Windward Memorial includes and imported from Chinafor ease of behind schedule due to some weather
tons of granite on its property, its inclusion construction was an expensive one. delays, and many of the foundations were
presented a challenge. There is no stone on The cost was herculean, Harris said. not ready for product installation. Our
the island, which is composed of coral. However, it was offset by purchasing team really stepped up and even helped
Since no stone was available locally, we material manufactured in China from the concrete contractor form up and pour
had to bring in everything, from the large Premier Columbaria. many of the foundations, which was not in
features to tons of small, round river rocks. Installation also presented challenges, our original scope of work. We were there
The cemetery includes more than a million especially for the first phase. Premier and just had to make it happen.
pounds of granite, including solid granite Columbaria had a four-man installation One of the design considerations
signs. crew on site. The work was physically involved planning for the typhoons that
The imported stone was used as demanding, as they toiled away with the occasionally hit the island. Construction
accents, with crushed coral adding texture tropical sun beating down on them. Each included several structures, built on site:
to the gardens. The mixture of stone, coral person was drinking two gallons of water a a cemetery office with room for events,
The main cem-

etery office. It
is a solid cast-
in-place poured
concrete build-
ing, constructed
that way to make
it typhoon-proof.
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CEMETERY DESIGN
All of these buildings are solid cast-in-place concrete, including the roofs.
These monolithic building structures are required on Guam because of the typhoon threat.
Above left, the reception room inside the office, designed as a comfortable place to talk with families. Above right, the ar-
rangement room, containing a map of the cemetery sections along with displays of memorials, urns, vaults and keepsakes.
Above, the kiosk building for future

computer index of cemetery records.
Below, a cart for giving families tours of
the cemetery.
In the foreground, the Palm Estates allow for ground burial cremation around the
palms in a manicured grassy area. This area provides a wonderful place to sit in
the shade and hear the palms rustling as the trade winds blow. The custom planter
columbarium behind the palms was designed to accommodate oversized urns. The
center of the columbarium is filled with plantings watered by drip irrigation. Special
urethane sealers were applied to the granite to keep the moisture in the planting
area only. Drainage was designed and tested to handle the heavy tropical rains that
come during the rainy season.
Developing and building the dream and have tourists enjoy it, Salas said.
The project was a superb team effort. The They also plan to start incorporating
a kiosk building to house an electronic group focused on creating a beautiful garden- memorabilia and personal items into the
map of the cemetery and a large gazebo and park-like atmosphere with a Polynesian memorialization options. If someone
structure for hosting outside services. aesthetic for departed loved ones and those wants something special, we have a
All of these buildings are solid cast-in- left behind who will be visiting. Everyone designer who can design it, and Robb
place concrete, including the roofs. These did a great job of helping to develop and will make sure we can build it. Were not
monolithic building structures are required build my dream, Salas said. looking to make a lot of money. We want it
on Guam because of the typhoon threat. We eventually want to do weddings to be remembered and enjoyed. r
by Wayne Stellmach
ICCFA Magazine author spotlight V A U LT S

WStellmach
@Wilbert.com Amazing personalization is available on todays burial vaults,
Stellmach is director
of marketing for Wilbert
and families love itbut they need to know its available.
Funeral Services Inc., Funeral professionals who educate families about options are
Broadview, Illinois. He
has been with Wilbert doing the right thing for families as well as the funeral profession.
since 2001 and has 38
years of marketing, sales
and management experi-
ence in manufacturing,
distribution, professional services and
trade association work.
He also provides marketing support
for other organizations under The Wilbert
Group, including Pierce Chemical, Pierce
Colleges and Wilbert Memorials.
He serves on the boards of the Interna-
tional Memorialization Supply Association
(IMSA) and the Funeral and Memorial
Information Council (FAMIC) and is a
frequent contributor of articles for funeral
service publications.
Wilbert Funeral Services Inc. is the Family members write their own tributes on a highly person-
largest provider of burial vaults in North alized vault.
Appreciating and sharing the

America and one of the top providers of
cremation products.
www.wilbert.com
wow factor of burial vaults

T
he emotions experienced by family His mom and dad lost it when they
members throughout the process of saw the vault cover with logos of his
making and carrying out funeral and favorite sports teams and everyone began
cemetery arrangements are naturally draining. taking pictures of the vault cover. Before
Yet while sadness and even fear of the future we even left the graveside, it was posted
and worry about how they will cope without all over Facebook.
their departed loved one may dominate, there Tara Havard, Speaks Family Legacy
can be room for moments of comfort and Chapels, Independence, Missouri
even joy. Reactions such as this are the norm rather
The bereaved can derive comfort from than the exception when family and friends
visiting with friends and family and sharing see a personalized burial vault carapace. It
stories about how much the person meant to truly does often become the wow factor
them. Spirits can be lifted as they share fond that people gather around and later remember
memories and tales of happy times, funny about the committal service.
incidents or inspiring things their loved one Personalization has been offered on burial
did. Tender connections with their loved one vaults for decades, but recently seems to be
are often demonstrated through personal gaining traction. Part of the reason is certainly
items on display, photographs, slideshows or more awareness of its availability among
videos. funeral professionals, who then educate
None of this is news to the funeral pro families on options.
fessional. However, what may be surprising However, more of a mega-trend may
even to veteran funeral professionals is underlie this trend. Consumers are demanding
how powerfully the burial vault can impact better experiences and better experiences are
families. Yes, that mundane, practical burial often those that recognize individuality and
vault can actually provide the big wow deliver customized products and services.
factor at the committal service, and even Consumers want personalized content in their
beyond. digital news, and they disdain marketers and
V A U LT S
companies who insist on pushing for cremation families who do

cookie-cutter products. not choose burial, an inurnment
Why would this be any different service near the columbarium.
when it comes time for them to Theres a good chance that funeral
make decisions on funeral products professionals who tell families
or services? One could even argue about the option of a committal
that a funeral is a particularly service have heard reactions such
singular event that isor should as, I didnt know you could do
beentirely built around the that.
individual. Perhaps all along When you consider the average
funerals should have been planned age of people making funeral
with personalization on steroids arrangements and the likelihood
in mind, but funeral practitioners that they have attended a number of
have instead built constructs around funerals, its a shame that it comes
how a funeral should be done. as such a surprise to them.
In their 2017 Marketing In its 2015 study of American
Trends report, Forbes identifies Attitudes toward Ritualization and
An independent study commissioned by Wilbert found
personalization as a strategy that Memorialization, the Funeral and
that a majority of people choosing a burial vault are inter-
smart marketers will employ to ested in personalization. Memorial Information Council
reach and best serve customers. (FAMIC) found that 82 percent of
The Forbes report says that cover was looking at the motorcycle respondents age 40 and older felt
personalization is a huge win for brands from behind so that you could see the that a service is helpful in paying tribute to
looking to earn the attention of consumers, speedometer, and they said the speed or commemorating the life of their loved
and if delivered well, earn their loyalty. wasnt high enough. one. Seventy-eight percent said that that it
Why wouldnt this pertain just as Valery Bayliff Fultz, Bayliff & Son helped them remember the individual and
powerfully to delivering meaningful, Funeral Home, Cridersville, Ohio say good-bye.
personalized funeral services and products? These types of reports about how much While this study did not differentiate
Customization of the burial vaultand of the burial vault can mean to families graveside or inurnment committal services
other funeral merchandise, for that matter when it is personalized for their loved from services held elsewhere, the findings
taps into this desire for individualization, one are abundant. And when families are nonetheless tell us that families want
and in so doing helps create a more made aware that the burial vault can be memorialization services, and telling them
meaningful experience that will be personalized, a great majority say they about the availability of this final service
remembered by all who attend. would choose personalization, according would likely be appreciated.
In the long run, the family is much to an independent study commissioned by One other finding from the FAMIC study
more satisfied with their experience, more Wilbert Funeral Services Inc. is worth noting as it pertains to cremation.
inclined to feel that they received value, However, the first order of business Though cremation is often viewed as
and more likely to share with others their is to make families aware that they can a choice driven by cost concerns and
positive experience with the funeral services have a graveside committal service, or, therefore some funeral professionals, with
provider. that preconception in mind,
The man was an avid fail to suggest services,
motorcyclist and built 86 percent of respondents
motorcycles with his son. age 40 and older said
We put on the carapace they would opt to have a
an image of a motorcycle ceremony if their loved one
riding off into the sunset. were cremated.
When the family came At the same time,
to the cemetery for the 65 percent report that
burial, they just could funeral homes or funeral
not believe that we had directors are top sources
done that for them and felt of information on
that it was such a special arrangements. Opportunity
gift. We could not even knocks. Let families know
begin the service until what can be done. Give
everyone had a chance to them some ideas
see the vault and compose We never knew we
themselves. They had could do this. We took
one complaint though. pictures of the vault, we
The image on the vault A highly personalized graveside service. participated, we cried, we
V A U LT S
laughed. Were so grateful you told us.

a family served by Mel Wideman,
LaGrone Funeral Chapel, Roswell,
New Mexico
Find out if the family prefers a religious
committal service or something more secular,
focusing on celebrating the loved ones life,
hobbies, interests and accomplishments.
When a family says their father didnt want
to have a funeral or be mourned, ask if he
would have liked to be remembered in a
celebration of who he was and what he meant
to people.
Everyone wants to distinguish themselves
from others somehow. Fierce individualism
characterizes baby boomers, those born
between 1946 and 1964, and that translates
into wanting funeral experiences to feel
personal.
Individualism is reflected in the service
and in personalization of products. Indeed,
in todays world of empowered consumers,
the expectation is that products can be
customized or personalized, and many are LIFE'S TOO SHORT FOR PAPER
willing to pay a premium to get it done.
That said, when it comes to the burial
vault or urn vault, personalization is often
included on certain units at no charge or at a
very nominal cost.
Options can include special exterior paint
colors, beautiful stock images placed on the
carapace of nature, hobbies or interests, or a
collage of photos on the cover showing the [email protected] +1-650-320-7685 www.plotbox.io
loved one with family and friends or pursuing
favorite interests.
Personalizing the vault with pictures
makes a very big impression on families.
We sometimes just do this as a surprise
to the family, and the response is just
overwhelming. Personalization has been
one of our biggest successes as a funeral
home. When that family walks away from
our funeral home, we want to say, without
a doubt, that we have exceeded their
expectations. Even when they came in not
really knowing what those expectations
were, they are going to know, Wow, we
got more than we expected.
Kenneth Howe & Matt Shannon,
Holman-Howe Funeral Home, Lebanon,
Missouri
Families have many choices, but the first
choice lies with the funeral professional, who
must choose to tell them about all of their
options, including the option to hold a service
at the cemetery and to personalize the burial
vault. r

by Dale Filhaber
ICCFA Magazine author spotlight MARKETING

dale@dataman
group.com Marketing channels, and the expectations and behavior
561.451.9302
1.800.771.3282 of consumers, are changing all the time. It can make planning
Filhaber is president of your marketing campaign difficult. Heres the latest information
Dataman Group Direct,
Boca Raton, Florida. about your options, from direct mail to mobile technology.
Filhaber has served as
Current marketing trends

a member of the Florida
Direct Marketing Associa-
tion Board of Directors for
and death-care marketing

the past 26 years, and is a past president
of the Florida Direct Marketing Association.
T
In addition to being published in local
press and DM industry trade journals, she his is an exciting year for marketers, Mobile technology
is a frequent lecturer on direct market- particularly in terms of enhanced The time spent using mobile technology
ing, having spoken to the national Direct
digital possibilities. As new trends, now makes up more than two-thirds of
Marketing Association as well as several
technology and customer behaviors digital media time, compared to just one-
Florida chapters, The Public Relations
Society of America, the Small Business emerge, the key to success will be in third spent on desktop devices.
Administration, the Water Quality Associa- continually learning and staying up-to- Website loading speed is a critical
tion and local colleges. date. area which marketers need to get right,
Marketers in the death-care business particularly as it is all too easy to bloat a
She is the author of several blogs,
need to experiment with new tools, site with un-optimized images, code and
including Ask DataDale and Pure Water
Profits. She publishes articles in many tactics and marketing campaign ideas and excessive JavaScript tags.
industry periodicals, with recent contribu- continue to monitor each project so they Google has said it will penalize
tions in Water Technology and Southern can discover where their greatest return on marketers who are directing traffic to a
Funeral Directors Magazine. investment can be made. slow-moving mobile site, so organizations
Filhaber has received many industry really need to pay attention to the loading
awards, including the Golden Mouse Diversifying the marketing nix speed of their websites. When it comes
Award for Direct Marketing from Women We have entered an era of blended to promoting at-need services, mobile
in Ecommerce, an Up & Comers Award in media. This is a time when the old adage, usability of your website is definitely a top
Entrepreneurship from Price Waterhouse Different strokes for different folks, priority.
and the South Florida Business Journal really holds true. Different people respond
and a Direct Marketing Association Golden differently to different marketing channels. Print
Arrow. Even as we are all focused on whats We are seeing a resurgence of print options
www.datamangroup.com newdigital mediaits important for for direct mail. Marketers can stand out
Dataman Group Direct, founded in us to realize that more than 22 percent from the crowd with unique shapes and
1981, provides results-driven direct mail of computer users now use ad blockers. sizes, and with virtual QR codes that
and telemarketing lists to hundreds of That means marketers need to rethink allow the recipient to go from the direct
clients across the country. their ad spending on non-digital forms mail piece directly to a website offering
of advertising such as direct mail if they additional information.
really want to get a bang for their buck. Millennials continue to be a surpris
ingly strong mail market segment, and
Rapid retail seniors rely heavily on this channel for
We are seeing a tremendous effect from information and offers.
the rapid retail revolution and the want For preneed offers, high caliber printing
it now mentality it encourages. on quality paper stock is a must. The
As ecommerce companies, including bottom line with print material: If its
Amazon, start delivering at ever-faster great, people will read it and save it.
rates (Amazon Prime now offers some
city-dwellers with what they want within Direct mail
the hour, seven days a week), this will only According to 2017 Media Usage Survey
increase expectations from consumers. results, direct mail is not simply holding
Anyone with an ecommerce site needs steady but actually growing. Nearly one-
to be prepared for the expectations of these third (31 percent) of marketers responding
consumers. to the survey are increasing their use
of direct mail this year, and a third (33
marketing
In the world of social media,

(3&7&38"3%
some people matter more than $&.&5&3:1-"//*/(
others; we call them influencers.
... Experiment with a company
spokesperson, anime figure
or animal who can become 1-"//*/($&.&5&3:%&7&-01.&/54
your influencer. 4*/$&
&2035(+(16,9(0$67(53/$16&216758&7,213/$16 63(&6
percent) are keeping it at the same level.
Only 9 percent are decreasing their use of 6(&7,21/$<2873/$16&5(0$7,21*$5'(13/$16
direct mail. 3/$17,1*3/$16 63(&6

In the death-care industry, direct mail is /27/$<287 6$/(60$3663$&(5(&29(5<352*5$06
still one of the key marketing channels. 6,7((9$/8$7,216 )($6,%,/,7<678',(6
Social influencers *:*5(9(5 :$5'

&HPHWHU\3ODQQHUV
,1&
In the world of social media, some people 1 % 8 ) )$ / 26 7

2 5 & + $ 5 '3$ 5 . 1 <
matter more than others; we call them

influencers.
When it comes to social media,
marketers are increasingly accepting
the new world in which they must pay
to play and find recognizable talent to
appear in their news feeds, blog posts and
ads. Because this is becoming a high cost
option (sure, Id like Brad Pitt to appear in
my posts, but ), marketers are looking
for alternatives.
Experiment with a company spokes
person, anime figure or animal who can
become your influencer.
Facebook marketing
This is very different from using social
media. This is about paying for ads and
sponsored posts that show up directly in
peoples newsfeeds.
Since 2017 is all about blended media,
the key here is to match direct mail to
Facebook ads with customized match TAP INTO the dynamic
online supplier network
programs that let funeral home and ceme Optimized. of the ICCFA with the
tery marketers reach their key audiences. ICCFA Supply Link.
The more times a consumer sees an ad Powered by MultiView,
and the more channels they see it through, the ICCFA Supply Link
the better the branding and the higher the is the premier search tool
response rate. for your industry. All the
products and services
you need, all within the
Conclusion supplier network of the
While we all want to showcase our associaton you trust.
companies across every marketing
channel, from a cost perspective, its not Start your search at
just feasible. our homepage
www.iccfa.com.
Funeral home and cemetery marketers
need to test their message in different
marketing channels to find the special
formula thats right for them. r

by David Shipper and
Gary OSullivan, CCFE
ICCFA Magazine author spotlight PRENEED SALES SUCCESS
OSullivan and Shipper are co-authors
of THE SYSTEM, the professions only Sales managers need to focus on the daily activities
complete preneed selling online training
program, and LeadTrak, the industrys of their salespeople, rather than thinking about
leading CRM. THE SYSTEM University
program of online training for sales coun- the volume they need for the week. By carefully
selors and managers is offered exclusively counting and collecting the proper data every day,
by the ICCFA at www.iccfa.com.
you will be able to make the corrections in time
[email protected]
Shipper is a third- to have a positive influence on the outcomes
generation funeral home they need to achieve your weekly sales goals.
and cemetery owner and the
co-creator of The System,
the industrys only complete
selling system for cemeteries
Creating growth with preneed sales
and funeral homes.
He has been involved with the ICCFA
Counting what counts: Tracking the
since 1978 and has served in all officer
activities that predict sales volume
I
positions, including president in 2000-
2001. In 2014, he was inducted into the ts not necessary to wonderas if its influence the outcome during the current
ICCFA Hall of Fame.
an unknowable mysterywhat your sales week.
[email protected] sales are going to be at the end of By Monday afternoon, a prospecting
OSullivan is president of your sales week. In fact, we are going to schedule should be completed for the
Gary OSullivan Co., Winter show you how you can accurately predict coming week.
Garden, Florida, a consult- sales both at the beginning of the week by If the prospecting scheduled for your
ing firm specializing in the analyzing your prospecting schedule and location shows that you do not have the
cemetery and funeral profes- on Thursdays by analyzing the remaining needed number of hours as required by the
sion. He works with clients in appointments until your sales week closes. secret number, you already know that you
the areas of leadership and management
This will give you the ability to effect probably wont hit your sales budget.
development, service and sales processes
and corporate culture.
positive changes on your sales volume Why? Because you simply cant go
during the actual sales week. 100 miles on 50 miles worth of gas
www.garyosullivan.com
twitter.com/GOgaryosullivan
Because sales volume is created by prospecting being the gas that powers
facebook.com/garyosullivancompany the activity that proceeds it, we need to sales.
linkedin.com/in/garyosullivancompany carefully collect and analyze activity If you know how many prospecting
information every day. hours you need and you dont have them
His experience began at 18 years of age
selling cemetery property door-to-door and
Youll need to determine the weekly scheduled by Monday, you wont hit your
includes leading a national sales organiza- number of prospecting hours, appoint sales budget. You just dont have enough
tion and then forming his own consulting ments, presentations and number of sales gas to get there.
and speaking company in 2001. at your company average you need to Lets say your secret number reveals
In 2014, OSullivan received the first achieve your sales budget. that you need 100 prospecting hours per
ever Lasting Impact Award from the ICCFA We call these the secret numbers. We week to succeed.
Educational Foundation, in recognition will teach you how to calculate them in If your Monday schedule shows 70
of the significant educational contribution another article. prospecting hours scheduled for the week,
he has made to the profession. In 2009, Once you have determined your secret there is an overwhelming probability that
the ICCFA presented OSullivan with an number of prospecting hours, defined your sales volume will be about 70 percent
honorary doctorate for his 20 years of con- by the number of preneed appointments of your sales budget.
secutive participation in ICCFA University, needed in a given week, the number of If all your numbers are correct and
where he is dean of the J. Asher Neel Col- full presentations and the number of sales accurate, its natural that your results
lege of Sales & Marketing. you require to reach your sales budget, (sales volume) will reflect your input
More from thisis author you will have the information you need to (prospecting hours).
OSullivan is dean of ICCFA effectively monitor the sales staffs daily This will not be reflected perfectly
Universitys J. Asher Neel College of activities and outcomes. every week, but over long periods of time,
Sales & Marketing. The next session will be By carefully counting and collecting the achievement of prospecting hours has a
July 20-26, 2017, at the Fogelman Confer- proper data every day, you not only will be direct relationship to sales volume.
ence Center, Memphis, Tennessee. More on able to accurately predict your staffs sales (If you are a System member, you can
p. 62 and at www.iccfa.com results at the end of the week, you also will get help with this process by going to our
be able to correct behavior and positively website, www.thesystemuniversity.com, to
Its an amazing feat you simply wont choices at prices theyll appreciate while
see from the other casket makers. bringing home a bottom line you and
Only Sich Casket can so expertly your accountant will both love. All this
balance superior craftsmanship in plus a national distribution network
hardwood and metal with price thats committed to bringing you
points that are truly business- quick delivery and personal service.
changing. At long last, you can With Sich, youre about to experience
give your families premium casket a performance thats in a class by itself.
ACHIEVING PERFECT BALANCE

BETWEEN FLAWLESS QUALITY
AND RIDICULOUS AFFORDABILITY.
ONLY YOUR ACCOUNTANT CAN TELL THE DIFFERENCE.

For your nearest Sich distributor, call 888 -794-1744 or visit www.sichcasket.com
preneed sales success
What a sales manager needs to do is to make sure that each individual salesperson
is completing sufficient prospecting hours with acceptable results. If not, the sales manager
must take corrective action. Get them up to your standard or release them into their future.
the managers online library, and review Each salesperson can only prospect deal with being in charge of a staff with
the booklet, The Journey BeginsA a certain number of hours each day, and relatively high turnover.
System Analysis, to learn more about each week. We think three hours a day, Always keep in mind that there are
how to make these calculations.) per salesperson, is as much as can be only so many good quality prospecting
Having all the relevant statistics will productively managed. hours anyone can work in a given week.
allow you to stop talk that isnt accurate or However, keep in mind that, realistically, If a location doesnt have enough hours to
helpful, such as, I bet my closing rate is most salespeople will average somewhere meet the prospecting plan, thats because it
80 percent! between 10 and 15 prospecting hours per doesnt have enough people.
More importantly, keeping the pace of week. That said, 10 hours should be the (To get a free downloadable copy of
activity consistent helps salespeople stop minimum number of acceptable hours. our weekly prospecting schedule sheet,
focusing on the one big sale coming in on Lets assume that your location needs go to www.thesystemuniversity.com, to the
Friday. 100 hours of prospecting to achieve your Preneed Superstore, then to the Members
In fact, when these numbers are sales budget, and you have six salespeople. Only section. For a limited time, you can
discussed, no one talks about anything Even if everyone scheduled 15 hours, download this helpful resource for free.
but how to get the relevant numbers chances are you wont make your budget. You will find it in the Planning Worksheet
(prospecting hours, appointments set, Six people prospecting 15 hours each adds and Evaluation Forms.)
presentations made and correct conversion up to 90 hours10 hours short of what
ratios), where they need to be. Everyone you need. You will know this before the Appointments per hour
has actionable information from the week starts. The second area of focus is appointments
analysis and uses it every day to effect This will instantly tell you that you set per hour. We use a standard of one
change. need to recruit until you reach the number appointment per hour. We believe that
We do not exaggerate when we claim of salespeople needed to achieve your a good salesperson produces more than
that the information on the daily tracking locations required prospecting hours. thatprobably about three appointments
report contains 100 percent of the Then add two more. per two hours of prospecting. However,
information a sales manager needs to make Why? Because people take vacations, your minimum standard of prospecting
any decision regarding a locations sales miss days due to personal issues, etc. On production should be one appointment per
program. any given day, if you think you are 100 hour.
These numbers will tell you whom you percent staffed, you probably arent. Keep in mind that everyone works at
need to coach and what you need to coach What a sales manager needs to do is to a different pace. For example, someone
them on, who is making progress and who make sure that each individual salesperson who dials 40 times an hour is going to
needs to think about another career. is completing sufficient prospecting hours have different results than someone who is
When you are working with facts, you with acceptable results. dialing 15 times.
operate your sales organization with a high If not, the sales manager must take The sales managers role is to make
degree of certainty and confidence. You no corrective action. Get them up to your sure the salesperson is as effective
longer have to wonder or hopenow you standard or release them into their future. (following the scripts), and as efficient
know. It doesnt help anyone to keep salespeople (going from one call to the next), as
Lets take a closer look at how to count who wont make it. possibleas many times as possible.
what counts. Remember, obtaining the needed number All new salespeople should start with
of prospecting hours for your location is the an expected standard of one appointment
Prospecting hours sales managers responsibility. You must per hour. During the first few days of
Assuming you have determined your keep hiring until you have enough people training, a new salespersons results might
locations secret numbers for prospecting to get the locations needed number of be as low as .33 appointments per hour
hours, lets look at how you obtain them. prospecting hours. (one appointment for every three hours of
Its important to recognize the diffe Because you can expect to have prospecting).
rence between an individual salespersons consistent turnover and to experience the This means they are doing a number
prospecting hours and the locations pros unexpected with any sales team, you must of important things incorrectly. However,
pecting hours. continually recruit. if they continue to learn and follow
The locations total needed prospecting Also, please note that recruiting and the scripts, get better at responding as
hours are the sales managers responsibility, hiring are not the same thing. You may not prescribed to objections and increase the
not the salesperson. Each salespersons always be hiring, but you should always be number of dials per hour, they should start
responsibility is his or her own needed recruiting. achieving one appointment per hour within
number of hours as agreed, and on the Having a basket of people who may the second to third week of employment.
schedule. be interested in the job is a great way to
to page 38
preneed sales success
When closing rates are too high, it usually means something is not being done correctly.
We believe that a 40 percent to 50 percent closing rate
is a reasonable benchmark for self-generated preneed presentations.
Appointment to presentation ratios Closing percentage average. This of course is also assuming
The next step in the process is to analyze The next step in the process is to these sales are at the company average.
each persons hold rate. This refers to analyze closing percentages. Initially A careful and consistent review of
the number of appointments made divided what we are about to suggest may seem this important metric will yield lots of
by the number of full presentations made. counterintuitive, but we have proven the information that will allow you to improve
If someone makes 10 appointments and following concept to be true. individual performance.
five presentations are given, this is a hold When closing rates are too high, it
rate of 50 percent. usually means something is not being done Average sale
We believe that a hold rate of 50 correctly. We believe that a 40 percent Average sale is a function of how
percent is a good number to work with. Its to 50 percent closing rate is a reasonable effectively your salespeople have properly
important to not only understand yourself benchmark for self-generated preneed learned the material they need to master,
why we make so many appointments that presentations. how well they have given their preneed
dont hold, but also to be able to articulate If someone has an 80 percent closing presentation and how effective the sales
this to salespeople. rate and they arent just lucky or your manager is in driving the right product
First off, if the hold rate was much sampling is over too short a period of time, training, etc.
higher, we would eliminate commissions something is wrong. Believe it or not, the average sale
and hire order-takers to say, How may I For example, when salespeople are is one of the easiest numbers for the
help you? calling on current owners, the closing rate sales manager to influence in a positive
Secondly, there are many endeavors that is higher than normal. direction.
have a much lower success rate, and no Or someone may be overqualifying the Paying attention to the average sale is
one notices. A baseball player with a .300 prospect during their prospecting efforts. critical, because if you have the needed
batting average is paid millions of dollars a Trying to make a sale over the phone will number of sales, but the average sale
year, and he only gets a hit one out of three result in fewer appointments but higher is lower than the company average, the
times at bat! closing rates. salesperson and/or the location will not
Taking the time to emphasize to sales Salespeople who do this use up more achieve their weekly sales objective.
people that 50 percent of their appointments than their fair share of company resources, Watching this number, daily/weekly,
will not hold is important; it sets the stage for lists, files and other important contacts. Its will let you know when you need to step in
proper expectations. counterproductive for the company and with the required training and/or teaching
Setting five to seven preneed appoint must be controlled. to make corrections quickly.
ments may sound good, it may feel good, Remember, over time, fewer
but the results will not. Why? Because those appointments mean fewer sales. That is Good sales managers focus on the
appointments will not materialize into enough why a closing rate of 80 percent with one volume. Great sales mangers focus on the
full presentations. sale is nowhere near as good as having daily activity and outcomes that create the
three sales with a 40 percent closing volume. r

by Shannon DeCamp
MANAGEMENT/SAFETY
OSHA has revised regulations designed to cut down

on slip, trip and fall hazards. Cemeteries and also funeral homes
are affected and need to review their procedures.
[email protected]
What revised walking-working
ICCFA Magazine
regulations mean for cemeteries
O
author spotlight
DeCamp is client services SHA has issued a final rule updating its as the primary fall protection method and gives
manager for TechneTrain Inc., general industry regulations specific to employers the flexibility to determine what
Milford, Ohio. slip, trip and fall hazards that went into method will work best in their particular work
1.800.852.8314 effect on January 17, 2017. It addresses both falls place situation. This approach has been successful
www.technetrainonline.com on a flat surface as well as falls from heights. in the construction industry since 1994.
She researches OSHA safety The rule also includes a new section under Employers may choose from a range of
regulations and initiatives in order the personal protective equipment standards that accepted fall protection systems. The final rule
to help businesses stay in compli- establishes employer requirements for using also allows employers to use non-conventional
ance and develops products to personal fall protection systems. OSHA estimates fall protection practices in certain situations when
help businesses conduct safety 7 million general industry establishments they demonstrate that the accepted guardrail,
training. employing 112.3 million workers will be affected. safety net or personal fall protection systems are
TechneTrain has a full line The final rules most significant update is not feasible or create a greater hazard.
of training programs and refer- allowing employers to select the fall protection Updated scaffold requirements. The final
ence materials to help you keep system that works best for them, choosing from rule replaces the outdated general industry
your cemetery, funeral home or a range of accepted options, including personal scaffold standards with the requirement that
crematory in compliance with fall protection systems, and requiring worker employers comply with OSHAs construction
OSHA regulations. These products training on personal fall protection systems and scaffold standards.
are available from the ICCFA at
fall equipment. Phase-in of ladder safety systems or
discounted prices. Contact the
ICCFA for more information at
If your employees work on ladders and personal fall arrest systems on fixed ladders.
1.800.645.7700. scaffolds, or any elevated work platforms, such as The final rule phases in over 20 years a require
aerial lifts, this update affects you. ment to equip fixed ladders (that extend over 24
For further information
feet) with ladder safety or personal fall arrest
regarding OSHA compliance Why do we need this revised regulation? systems and prohibits the use of cages and wells
requirements for the cemetery According to Bureau of Labor Statistics data,
as a means of fall protection after the phase-in
and funeral industry, visit slips, trips and falls are a leading cause of work
www.technetrainonline.com, deadline.
place fatalities and injuries in industry. They
or contact TechneTrain Inc. at There is wide recognition that cages and
cause 15 percent of all accidental deaths, and
1.800.852.8314. wells do not prevent workers from falling from
are second only to motor vehicles as a cause of
fixed ladders or protect them from injury if a fall
fatalities.
occurs. The final rule grandfathers in cages and
OSHA adopted the existing standards in 1971
wells on existing ladders, but requires during the
and has not updated them since. The revised rule
phase-in period that employers equip new ladders
incorporates advances in technology, industry
and replacement ladders/ladder sections with
best practices and national consensus standards
ladder safety or personal fall arrest systems.
to provide effective and cost-efficient worker
Rope descent systems (RDS) and
protection.
certification of anchorages. The final rule
OSHA estimates that these changes will
prohibits employers from using RDS at heights
prevent 29 fatalities and 5,842 lost-workday
greater than 300 feet above grade unless they
injuries each year. Additionally, because the final
demonstrate it is not feasible or creates a greater
rule harmonizes general industry requirements
hazard to use any other system above that height.
with OSHAs existing construction industry
In addition, the final rule requires building
standard and many ANSI (American National
owners to provide, and employers to obtain,
Standards Institute) standards, the new rule will
information that permanent anchorages used with
make compliance both easier and less costly.
RDS have been inspected, tested, certified and
What has changed? maintained as capable of supporting at least 5,000
Fall protection flexibility. The final rule pounds per employee attached.
eliminates the existing mandate to use guardrails Personal fall protection system perfor
management / safety
mance and use requirements. The final cleaning or repairing mausoleums, One example of a hazardous
rule adds requirements on the performance, working on large memorials,
inspection, use and maintenance of personal using ladders to work on HVAC or other condition likely to be present
fall protection systems systems. Like OSHAs equipment, in a funeral home is a wet floor
construction standards, the final rule prohibits standing on scaffolds and
the use of body belts as part of a personal fall using aerial lifts. in an embalming room
arrest system. that has just been cleaned.
Does this rule also affect
Inspection of walking-working surfaces.
workers in funeral homes? Additionally, the final rule provides em
The final rule requires that employers inspect
The final rule applies to all general industry ployers with greater flexibility and incor
walking-working surfaces regularly and
workplaces and covers all walking-working porates advances in technology, industry best
correct, repair or guard against hazardous
surfaces. It includes falls on a flat surface, as practices and national consensus standards,
conditions. Essentially, this refers to house
well as falls from heights. which offer employers effective and cost-
keeping: pick up tools and equipment and
Since anyone can fall while on a flat efficient measures to protect workers.
other tripping hazards, keep passages clear,
surface, all employers must routinely inspect
ensure there are no holes or bumps in walking When must employers comply?
walking-working surfaces regularly and
surfaces, etc. Some provisions have delayed effective
correct, repair or guard against hazardous
Training. The final rule adds requirements dates:
conditions. As noted above, housekeeping is
that employers ensure that workers who Training workers on fall and equipment
an important part of this, and applies to all
use personal fall protection and work in hazardsJuly 17, 2017.
workplaces.
other specified high hazard situations are Inspection and certification of permanent
One example of a hazardous condition
trained, and retrained as necessary, about building anchoragesJanuary 17, 2018.
likely to be present in a funeral home is a wet
fall and equipment hazards, including fall Installation of ladder safety or personal
floor in an embalming room that has just been
protection systems. Employers must provide fall arrest systems on new fixed ladders (over
cleaned. Also, some funeral home personnel,
information and training to each worker in a 24 feet) and replacement ladders/ladder
such as maintenance staff who use ladders,
manner the worker understands. sectionsJanuary 17, 2019.
may be affected by fall protection issues.
Increased consistency between general Installation of ladder safety systems
Facilities with fixed ladders higher than
and construction industries. This will help or personal fall arrest systems on all fixed
24 feet (inside or outside) will need fall
employers and workers who work in both ladders (over 24 feet) January 17, 2037.
protection. The new regulation mandates
industries. States with OSHA-approved state
that anyone on a ladder must maintain
plans have six months to adopt standards at
How does this affect workers in three-point contact, so roof hatches must be
least as effective as federal OSHA standards.
cemeteries? readily opened with one hand, and systems
You should keep in mind that, as with all
Any cemetery professional who works on must be in place for carrying tools and other
new regulations, this will be a focus area for
ladders and scaffolds, or elevated work equipment on ladders.
OSHA. Now is the time to review your safety
platforms such as aerial lifts, is now offered
What are the benefits of this rule? program for slips, trips and falls, and ensure
increased protection. Work practices and
OSHA estimates the annual monetized bene that you are training affected employees
protective measures should be reviewed for
fits of the lives saved and injuries prevented adequately, not only to protect your business,
all tasks that involve working at heights,
will be $614.5 million, with net benefits of but, most importantly, to protect your most
including:
$309.5 million (benefits minus costs). important asset, your employees. r
doing tree work,
Investing for the future because forever is a long time

With more than 20 years experience in managing endowment care funds, well help ensure they withstand the
test of time long after the last plot has been purchased. Call for a complimentary review of your endowment
care investments.
Pat Severo, CIMA, AWM SB Wealth Strategies

Managing Director Financial Advisor
9665 Wilshire Boulevard, 3rd Floor | Beverly Hills, CA 90212
Phone: (310) 205-7797 | Toll Free: (866) 657-8876
Fax: (310) 205-7727 | [email protected]
2016 RBC Wealth Management, a division of RBC Capital Markets, LLC, Member NYSE/FINRA/SIPC.

by Kevin Czachor
MANAGEMENT/SALES
Price-shopping or simply information-gathering phone calls are a fact

of business. Do you know how your funeral home staff is handling them?
If you dont, you need to change that. You cant turn price shoppers into clients
unless you make sure your staff is handling phone calls the right way.
1.800.868.9950
[email protected]
Five proven ways to improve
ICCFA Magazine
author spotlight your shopper call outcomes
D
Czachor is a family
member owner and o you remember how differently we made instrumental in helping you to grow your funeral
vice president of ASD purchasing decisions in the days before the home and improve on your shopper-call close rate.
Answering Service internet? If you needed something, you went Many funeral directors dismiss these calls as
for Directors, and has to the store, found the right the aisle, compared prices simple price inquiries, but shoppers want to know
helped develop tele- and features among different items, made a selection more than just your lowest price point. They are
communication strate- and headed for the cash register to check out. shopping for service options and specific funeral
gies for North Ameri- Now, for every major purchase we make, home characteristics.
can funeral homes. we spend countless hours researching options, Recognizing the potential value of these calls
ASDAnswering comparing prices (and promo code deals) and and taking steps to ensure shoppers are treated with
Service for Directors, obsessing over online reviewseven the ones that patience, understanding and compassion can make a
Media, Pennsylvania, sound like they were written by a 10-year-old! big difference to your funeral homes bottom line.
serves funeral direc- Websites have given us a window through which
tors in every state to see all that is possible beyond the limited number Evaluate what youre doing now
in more than 6,000
of items that can fit on a store shelf. For better or Take a moment to consider what the typical
funeral homes in North
worse, as a result society has become much more customer service experience would be for someone
America.
discerning about the products and services they calling your funeral home to gather pricing or other
www.myasd.com choose to use. information:
Consider the fact that 81 percent of shoppers now How long would that person have to wait before
conduct online research before making a purchase, speaking to someone qualified?
according to a study conducted by GE Capital Retail Which of your employees would be tasked with
Bank. The study also found that consumers spend responding to the shopper callan experienced
an average of 79 days gathering information before director or an apprentice?
making a major purchase. What information would be communicated
As a funeral professional, you may be asking to the caller? Is the value that your funeral home
yourself, How does this affect me? I provide a provides addressed during the call?
service, I dont sell a product. What information would you expect your
Many funeral home owners are hesitant to put employee to gather from the caller?
increased focus on shoppers because they are afraid How would the call be tracked or documented?
of coming off like pushy salespeople. However, there Lack of consistency in answering these calls
is a major difference between pushing your services makes it next to impossible for many funeral homes
on someone and accurately answering questions to calculate how much business they may be losing.
about what you offer. No matter how busy things get at the funeral
Ignoring these calls or failing to fully respond home, shopper calls should always be treated as
to questions will only lead shoppers to perceive an opportunity, not as an afterthought. This should
your funeral home as being intentionally vaguean be true for every employee who is responsible for
error that will drive families in droves to the nearest answering or following up on these calls.
competitor. Your funeral homes marketing is centered on
Funeral homes that recognize how the consumer convincing those in your community to call you
mindset has changed will be better equipped to during their time of need. However, spending
handle any shopper calls with confidence and thousands of dollars on advertising wont do a thing
expertise. to grow your funeral home business if you have
The majority of Americans are used to researching not considered a competitive approach for handling
options and weighing their purchasing decisions shopper calls.
carefully. Understanding this new mentality can be Following are several effective tactics that can
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MANAGEMENT/SALES
Using a mystery phone shopper service, you can routinely test your employees
to monitor how they respond to challenging shopper questions.
The service will contact your funeral home and pretend to be a shopper.
After the call, the service will supply you with a report based on their interaction with your staff.
help you improve your funeral homes training. For more information, go to time and date, or other details.
shopper close rate. www.mysteryfuneralshopper.com. These search options enable funeral
MKJ Marketing: One of the services home owners to easily filter out non-urgent
1. Use a mystery offered by MKJ is a secret shopping calls so they can analyze their staffs
phone shopper service service that analyzes how the funeral home performance on shopper calls and keep a
Many funeral home owners and managers staff responds to price inquiries and the thorough log of all new leads.
recognize the importance of protecting toughest questions and objections. To learn Using these call recordings can help
shopper calls but have no way to evaluate more, call 1.888.655.1566 or visit you train your staff and determine what
how their staff is representing them on the www.mkjmarketing.com. telephone strategies work best for your
phone. J. A. Burn & Associates Inc.: Julie A. funeral home. You also will be able to easily
Have you ever been curious how your Burn, CCrE, CSE, is a cremation specialist identify if an important call was ignored or
directors might respond to specific types with more than 25 years of experience not returned, giving you an opportunity to
of shopper call scenarios? If so, you are in the funeral profession who has been follow up without delay.
not alone. In fact, an entire industry now offering mystery phone shopping for the
exists to help business owners evaluate their past seven years. For more information, Some companies that provide this service:
staffs telephone performance on shopper email her at [email protected]. CallRail: CallRail delivers call analytics
calls. A Closer Look: Though A Closer to more than 40,000 companies and
Using a mystery phone shopper service, Look works with other industries besides marketing agencies in North America. The
you can routinely test your employees to the funeral profession, the company can company allows you to measure phone call
monitor how they respond to challenging customize its programs for funeral homes conversions from your search, digital and
shopper questions. The service will contact and offers a complimentary mystery offline marketing campaigns. They offer a
your funeral home and pretend to be a evaluation so you can try them out risk- 14-day free trial.
shopper. After the call, the service will free. Visit www.a-closer-look.com to get a ReachLocal: ReachLocal was the first
supply you with a report based on their sample report. company created specifically to help local
interaction with your staff. businesses solve the unique challenges of
Using a mystery phone shopper service 2. Use call tracking through their online marketing. The companys
can give you a clearer picture of what a lead-conversion services ReachEdge solution tracks phone calls as
familys experience might be like when they Monitoring your staffs telephone skills can well as online leads, emails and web chats.
call your funeral home for information. be a time-consuming process, and many They offer a 60-day free trial.
Perhaps you receive many shopper funeral home managers simply do not have WhatConverts: WhatConverts provides
calls each month and you need to evaluate time to devote to this task. If you dont have agency-level call-tracking with many
why some employees seem to do a better time to handle the calls yourself, why would advanced features, including call recordings
job conveying the value of your firm than you have time to listen to a recording of and keyword tracking, and offers an easy-
others. Maybe your funeral home rarely every call your staff answers? to-use interface that can be set up with just a
receives any shopper calls and you want to In recent years, lead-conversion provi few clicks. They offer a 14-day free trial.
ensure your staff is well trained to handle ders have created new solutions to help
those opportunities. businesses with call tracking. These com 3. Monitor after-hour calls
In some situations, using a mystery panies can track what marketing sources between your staff and families
phone shopper service may help you are driving the majority of your phone calls, Lead-conversion companies can help you
discover that your pricing, funeral packages helping you better budget your advertising track and evaluate incoming calls to your
or memorial products need to be updated. efforts. funeral home, but what about the calls your
Examining what works on these Furthermore, they can document every staff makes to families from their personal
calls, and what does not, can help you incoming call to your funeral home, giving phones?
capture more business and make stronger you the ability to see your complete call Have you ever considered how your on-
connections with the people who call you. history displayed with call recordings and call employees might be representing the
transcripts. funeral home at night? What is their tone of
Some companies that provide this service: Many of the call-tracking services voice when they call families back at 3 a.m.?
Dead Ringers: Founded by ICCFA offered by lead conversion-companies In the past, when a shopper called a
Cremation Counsel Poul Lemasters, Esq., and now include advanced reporting tools that funeral home after business hours, the
Cole Imperi, CT, the company offers mystery allow you to review helpful metrics, search funeral home owner would have no way of
phone shopping of your business and/or a keywords and categorize your telephone knowing how their on-call director handled
competitors business, as well as on-site staff history based on the type of message, call that conversation. ASD has addressed this
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2014 MKJ Marketing
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MANAGEMENT/SALES
problem. When the funeral homes phone Does the director talk too little, forcing the for a funeral home employee to excel in a
lines are transferred to ASD and a shopper family to lead the call? Are important details particular area, but struggle with another. It
contacts the funeral home, our call specialist repeated for accuracy? Does the funeral is probable that some of your staff members
can immediately connect the call to your staff director reference questions or statements may feel more comfortable handling shopper
without allowing the person to disconnect and the caller made early in the conversation to calls than others do.
call a different funeral home. demonstrate his or her listening skills? This makes it imperative for funeral home
You can hear a complete recording of Building rapport. Is the director asking owners to take the time to educate their
the call, including any communication that discovery questions to learn more about the employees on best practices for handling
follows after the call specialist disconnects callers situation? Are funeral options and shopper calls. At some point, everyone is
from the line. packages explained in complete detail? Does going to handle a call poorly, and your staff
This gives funeral home owners the the director make informed and sensible needs to know that thats OKas long as
ability to hear how their directors respond recommendations to the family? Does the they can demonstrate their commitment to
to shopper calls that come in overnight or family seem to understand the information improving.
during the weekend. Funeral home owners offered? Could the information be explained While routinely testing your employees
also can instruct their on-call staff to dial in a better or more concise way? with a mystery phone shopper service and
out to shoppers through ASDs mobile app Responsiveness. On average, how many evaluating all shopper call recordings will
to ensure their conversation with the family times does the phone ring at the funeral home help you understand how to capture more
is recorded. before it is answered? How often are callers calls, you must work closely with your staff
put on hold? How quickly does your staff to achieve good results.
4. Grade and document return after-hour calls from families? Schedule employee meetings to go over
shopper calls Closing the call. Before disconnecting, call recordings and difficult scenarios. Find
One of the most frustrating aspects of does the director do a good job of summar examples of shopper calls that were handled
handling a shopper call is that you often izing the major topics discussed? Did the well, and ones that were handled poorly.
cannot follow up with the caller later. In director ask for permission to follow up later Discuss alternative ways to answer
most cases, you must wait for the family to and obtain the callers contact information? If common questions. Come up with a few
call back and confirm they have chosen your you were the family, would this director leave key phrases your on-call directors can use
funeral home, and if that phone call never you with a lasting positive impression? to better communicate the value your firm
comes, you are left wondering what could For every call, always consider: What provides. Invite your staff to share common
have been handled better. about the directors telephone style or dilemmas they run into when handling
Carefully reviewing your employees delivery really worked? What could have shopper calls, and brainstorm solutions as a
shopper calls will help to illuminate these been handled better? team.
unanswered questions. Once you have taken Be sure to document all of your thoughts This type of constructive conversation
steps to ensure all shopper calls are recorded, so that notes, call recordings and other data will instill confidence in your staff, help them
come up with an evaluation system and a list on each shopper call are kept organized and recognize areas where they can improve and
of questions you can ask while reviewing connected. Be sure to pay close attention to motivate them to make lasting connections
calls. calls that occur when calls are forwarded. with callers.
Following are a few key areas to consider It is understandable that funeral home
when grading your staffs shopper-call owners would want to maintain the same Final thoughts
performance. level of control over their communications The telephone can play a vital role in
Introduction. How did your director when their lines are forwarded to their shaping a familys opinion of a funeral
introduce him or herself? Did he or she answering service. In fact, the primary reason home. For many years, funeral directors
obtain the callers name and use it naturally funeral home owners choose not to use an have focused more on growing their
throughout the call? If the caller asked about answering service because they are concerned businesses through personal interactions,
pricing, did the director immediately provide they will lose oversight. but an increasing number of people are
a direct cremation price, or instead ask When considering using an answering using the telephone to narrow down their
additional questions and give a price range? service, ask what tools would be provided so options before stepping foot into a building.
Tone of voice and call clarity. Does the that you can receive shopper call notifications Funeral home owners have a choice
funeral directors voice convey empathy and with complete message details even when in how they respond to this shift in the
patience? Is the director speaking clearly and others are on call. consumer mindset. They can develop new
articulating his or her words well? Are any business tactics and telephone strategies to
phrases with slang or jargon used during the 5. Use call recordings meet the needs of shoppers, or repeatedly
call? Is the phone connection clear and free as training tools lose business to their competitors without
of audio issues? Are there any distracting Operating a funeral home requires a range ever recognizing what is happening.
background noises? of different skill sets. From embalming and Either way, the shopper trend is not
Listening skills. Does the funeral director restorative arts to event planning to finance, going away. Families will continue to
sound engaged or preoccupied? Is the caller there are many different types of tasks that contact multiple firms to gather information.
being interrupted? Does the director talk must be accomplished in a funeral home. Take steps now to ensure your funeral home
too much and dominate the conversation? For this reason, it is not uncommon is prepared to answer those calls. r
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by Daniel M. Isard, MSFS
1.800.426.0165 MANAGEMENT/GREEN BURIAL
danisard@theforesight
companies.com
When you take a long-term view, green burial is not new.
ICCFA Magazine
author spotlight Its just the way burial used to be. But that was a long time ago,
Isard is president of and some cemetery professionals and families need
The Foresight Companies
LLC, a Phoenix-based to be educated about what it means today and what it offers.
Cemetery Impossible
business and manage-
ment consulting firm specializing in merg-
ers and acquisitions, valuations, account-
ing, financing and customer surveys.
He is the author of several books, and
frequently speaks at industry conven- What exactly is green burial and why
tions.
More from this author

should a cemetery consider offering it?
Educational information, including Dear Cemetery Impossible,
copies of this article, can be found at I hear a lot of people talking about green or
www.theforesightcompanies.com natural burial. Frankly, I dont get it. Can
you explain it so that a country undertaker
You can follow Isard on Twitter at can understand why I should consider it?
@f4sight, LinkedIn and like The Fore-
Country Undertaker Ultimately, death customs change
sight Companies on Facebook.
Dear Country Undertaker, based on what is going on in society. That
Green or natural burial is not new. From includes the funeral, the care of the body
a religious perspective, this is the burial and the interment of human remains. It
requirement of Jews and Moslems. Biblically, is ironic that many people who choose
Editors note: The Cemetery Impossible it is established as dust to dust. This is what cremation do so because they perceive
column is written by the staff of The all burial was, regardless of religion, before it as more environmentally beneficial.
Foresight Companies. If you have a the Civil War. Anyone who understands hydrocarbons sees
question you want to be featured in this that cremation = most environmentally
During the Civil War, methods were
column, please send it to danisard@
discovered to preserve bodies so that soldiers conscious is not necessarily true.
theforesightcompanies.com. Dan Isard
or a member of his staff will call you to get could be shipped home for burial. The When you talk about green funeral and
more information and a recommendation original chemicals used were very dangerous, burial practices, you should realize that there
will be provided via this column, helping but at the time, we did not understand that are many shades of green.
not only you but also others who are these preservatives were poisonous. In any There is one organization whose purpose
facing similar challenges. case, that started us on the road away from is to encourage ethical and sustainable
simple and natural burial. practices in the funeral and cemetery
We further strayed from simple methods profession, the Green Burial Council
of interment as the demand increased for (www.ethicalburial.org). To gain the GBC
structurally sound caskets. Wood caskets stamp of approval, you must have in place
gave way to metal caskets. Caskets began to certain rules and practices. But even the GBC
be made of steel, stainless steel, bronze and recognizes shades of green.
copper. The last three were prized due to their Environmentally beneficial standards
anti-corrosive characteristics. While steel can be applied to both the funeral and the
provides better protection than wood, it does cemetery sides of the business. Lets take a
so at a cost of not breaking down, breaking look at three different areas where one can
away from the dust to dust concept. apply green standards:
Recently, as a society, we have moved 1. The care of the body
more toward environmentally insightful 2. The casket to transport the body
decisions. Over the last 50 years, the Clean 3. The interment of the body
Water and Motor Vehicle Air Pollution acts The care of the body. While embalming,
focused on cleaning up and protecting our especially with traditional chemicals,
environment. might not be used in many cases, there are
Today, many people consider themselves preservative efforts that can be considered
green or environmentally conscientious green if people want to view a body before
consumers, at least to some extent. The Green interment. In some cases, families want to be
Party has even had an impact on presidential involved in the care of their loved one after
elections. death, using essential oils to prepare the body
MANAGEMENT/GREEN BURIAL
Sales event Modern Green

Interment right 4 4
Procession No Yes, depending on how you want to lead people to the grave.
Horse-drawn carriage or cart presents very well.
Opening/closing 4 4
Memorial 4 Maybe. It could be a rock or shrub.
Endowment care 4 Maybe. Depends on state law.
But the level of maintenance is more natural, vs. a manicured landscape.
and styling hair. drawn wagon or wheeled cart pulled by Endowment care is probably required in a
The casket should be decomposable. family and friends rather than via a hearse or green cemetery (as opposed to a conservation
There are some beautiful kosher caskets, other modern vehicle. burial ground), but the cost is going to be less
caskets made of reeds and hemp or wood. Instead of the type of memorial seen in for maintenance. (There will be some cost,
One can also simply use a shroud to transport a regular cemetery, the green area might though. Make sure you have a maintenance
the body (with thought given to proper use natural stones, native plants and/or GPS plan so you can explain it to families and so
support and how the lowering into the grave positioning to mark and locate graves. you know what costs will be involved.) Even
will be done). Rather than fitting 1,000 or more graves in with fewer graves per acre, profit can be the
The interment is a more complex an acre, a green acre might accommodate same or greater per acre in a natural cemetery
issue. Obviously, you want to start with only 500 graves. Think about this and you than in a traditional one.
a consecrated location or a cemetery. The can see that green burial costs more green We have seen green cemeteries, when
GBC identifies two different types of than a typical interment. A grave opening marketed effectively, reclaim families to
locations for interment: conservation and could take two people one hour rather than burial who were convinced they would
natural burial grounds. I suspect that when one person 20 minutes. Closings often in choose cremation. When they see the high
an existing cemetery owner wants to enter volve the mourners taking turns to shovel dirt degree of personalization that green burial
the green burial business, the result is going into the grave opening as part of the ritual. brings to the discussion, some go back to
to be to start a natural burial section, not a Economically, the whole model is burial.
conservation burial ground. different. I compare the sales involved in The television show Six Feet Under
In short, you set aside a part of your land a typical modern versus a green cemetery featured a green interment of one of the
and make it an area where only green model in the chart at the top of this page. young funeral directors, though not in a
burials will be allowed. Within this area, you For a green section, the cemetery should cemetery. (The show aired before the green
restrict who can be buried due to the way the charge more for the interment right (maybe burial movement took off in the US.)
body is preserved and the container in which double or triple the cost of a routine grave), If you have more land than you can use in
the body is placed. charge for the processional, charge more for 100 years, take an acre and experiment with
You make certain the opening/closing the opening/closing (maybe double or triple it. Check the GBC website for information.
are done with little impact to the area, so a the cost of a routine grave opening/closing) Survey your families. Educate the community
manual opening/closing is best. You might and charge for bringing a boulder or other and local clergy about green burial. Be
also bring the body to the site in a horse- natural marker into the marker area. committed to it. r

by Yvonne Slonaker, CC
ICCFA Magazine author spotlight PROFESSIONAL DEVELOPMENT
YSlonaker@cress
funeralservice.com An early experience with death planted the seed.
Slonaker is manag- Today, Yvonne Slonaker is a funeral director still looking for ways
ing funeral director
with Cress Funeral & to better help people at a time of terrible loss.
Cremation Service,
Madison, Wisconsin.
She has been in the
profession for 22 years.
A lifetime of yearning to help
people brought her to ICCFAU
W
She is a Certified
Celebrant and certi-
fied cremator operator and makes pre- e all have life-changing stories. up in heaven, God has this large bouquet
sentations to community organizations to Here is one of mine. of flowers, and in that bouquet, there are
educate them about the death-care profes- On a snowy, frigid and sunlit ones that are open full in bloom, some that
sion. She is a member of the ICCFA Sales afternoon in Lake City, Minnesota, Patrick are just about there and some that are just
& Marketing Committe and a graduate of J. Cook, at the age of 7, was abruptly taken beginning to bloom. God chose your friend
ICCFA University.
from this earth while on his walk home Patrick to complete his beautiful bouquet.
Cress Funeral & Cremation Service, from school. What I am about to share It doesnt matter whether you agree
Madison, Wisconsin, is a family-owned happened on November 18, 1986, and it with what my father told me. He said it
firm that dates back to 1869. The firm changed my life forever. genuinely, out of the kindness of his heart,
serves approximately 1,200 families each
Patrick was playing with other children. and most importantly, out of love. For me, it
year.
They were enjoying themselves, having was the right thing to say, at the right time.
www.cressfuneralservice.com a snowball fight. As children do, Patrick And at that moment, I knew that when I
More from this author suddenly darted across the road; he was grew up, I wanted to help people, especially
Slonaker will be a professor at this trying to avoid being hit by one of the at their greatest time of need. I knew
years ICCFA University College of Funeral hundreds of snowballs flying around that absolutely nothing about funeral service,
Home Management, presenting a class fateful day. but the seed had been planted.
titled, Call me! Embracing the consumer & Patrick darted into the street only to look My deep commitment today to the
learning your story. up to see a sand truck bearing down on him. funeral profession started with that experi
Patricks injuries were incompatible with ence of human loss and comfort. Those two
More about this subject life; the medical profession was helpless, thingsloss and comfortseem to go hand
ICCFA University will be held July 21-26, and he died. in hand, and I think they make up the core
2017, at the Fogelman Executive Con- Patrick was my neighbor and my young value of the funeral service profession.
ference Center, University of Memphis, er sisters classmate. His father was one of Today, I work for Cress Funeral &
Memphis, Tennessee. ICCFAU offers
the teachers in my 6th grade class, and was Cremation Service, a family-owned firm
seven colleges:
21st Century Services
also my cross-country coach. I babysat for in Madison, Wisconsin, as a managing
Cremation Services Patrick and his younger brother. He was director.
International Studies more than a neighbor whom I helped walk
Funeral Home Management home from school every dayhe was more Developing as a professional
Land Management& Grounds Operations like an extended family member. I find it remarkable how every moment of our
Leadership, Administration & Manage- I was 12 years old when this happened. lives not only molds us but marks us, leading
ment It was my first significant experience with us to our next adventure.
Sales & Marketing grief, and also one of my earliest lessons I have been involved in this industry for
There are also two graduate programs: in the truth that in this world, bad things more than 20 years. I have found that the
Masters Program happen to good people. It all seemed so experiences Ive had during my career have
CEO Program unfair, so useless and so avoidable. been a variation on what I experienced when
To download a registration form, register Why did Patrick dart out into the street at I was 12 years old.
online or view the program, go to the exact moment when the sand truck was The difference, of course, is that I am
www.iccfa.com there? Why did my friend have to die? Why, no longer a bewildered 12-year-old child. I
why, why, why?! am a professional with a great passion and
The night following Patricks death, I devotion to the mission of helping other
was lying in bed, crying into my pillow. people. To that end, Ive been interested in
My dad came into my room and knelt down improving my professional skills. This is
beside me. With my head still buried in my what led me to one of the most significant
pillow, I asked my dad, Why did Patrick experiences Ive had in my life and career.
have to die? Nearly a year ago, in July 2016, I
In a calm voice, he replied, Yvonne, graduated from ICCFA University, and since
Your Real Source.
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PROFESSIONAL DEVELOPMENT
Funeral homes and cemeteries need to change with the times, and I learned that change requires
a navigation plan. We need a plan not only to keep up with our ever-changing consumers
but also to make sure were using the best management techniques and styles within our operations.
ICCFAU includes both concentrated instruction time and breaks during which students can get to know each other, discuss
common issues and build relationships that last. Above left, Rita Gambino, Maria Estes, Yvonne Slonaker and Meredith Byrne.
Above right, Jasmine Navarre, Yvonne Slonaker, Christen LeBlanc Birkholz, Audrey Hoffman and Tamala Randolph.
then, Ive felt the need to write about my memorialization. large impact on me, and set the stage for
experience. I truly believe that what happens In the cremation college, we learned that what Todds college is all about. I learned
at the U a combination of the curriculum, its all about educating the consumer. Did that success is the progressive realization of
the professors and the other studentsis someone say, direct cremation? Not in the worthy ideal, and that serving people is
a bonding and educational experience that Jims class! indeed a worthy ideal.
forms one of the singular blessings in our Before I knew it, my junior year was here We learned the meaning of the intriguing
great profession. and I enrolled in the College of Leadership, Acres of Diamonds story. Its too long to
My freshman year, I began by sitting Administration and Management with Dean summarize here. Ill just say that your acres
in the front row. Okay, I admit, I was a bit Gary Freytag, CCFE. Funeral homes and of diamonds are usually right under your
nervous and I did not want to miss anything. cemeteries need to change with the times, and feet, and you might not notice because youre
That first year at ICCFAU, I attended the I learned that change requires a navigation too busy looking. For the rest of the story,
College of 21st Century Services, led by plan. youll have to enroll in ICCFAUs College of
Dean Glenda Stansbury, Certified Celebrant. We need a plan not only to keep up with Funeral Home Management.
All I have to say is: Wow! our ever-changing consumers but also to (In addition to the colleges Ive attended,
She taught me to reconsider the cookie- make sure were using the best management ICCFAU offers the College of Land
cutter funeral. I learned how to acknowledge techniques and styles within our operations. Management & Grounds Operations, The
someone by really hearing a familys stories This college was refreshing, and time well College of International Studies, the J. Asher
about their deceased love one. And I learned spent. We learned learn new tools to make us Neel College of Sales & Marketing, and
how to pull those stories together into a strong leaders, to lead by example. I realized Masters and CEO programs.)
narrative and then deliver it in front of friends that I already possess many of the skills I In conclusion, Id like to touch on one
and family gathered for a service. need, and this college helped me learn how more aspect of what the ICCFAU experience
In fact, I owe this personal testimony to implement them. I also learned how to is all about: Getting to know other funeral/
today to Glendas expertise, guidance and improve the skills I need to work on. cemetery professionals in a way that doesnt
mentorship, because five years ago, I would This brings me to my graduation year, happen at conventions or seminars.
not have had the ability and confidence to 2016. I attended the College of Funeral Home Friendships have grown into a bond, one
write this article. Management with Dean Todd Van Beck, built on professionalism, respect, aspiration
My sophomore year, I enrolled in the CFuE. Being a managing funeral director of to be the best and, most of all, the ability to
College of Cremation Services with Dean a firm that handles about 1,200 calls a year, I embrace the memories made on our journey
Jim Starks, CFuE, CCrE. Thanks to Jim felt this was a good choice for my senior year, through ICCFA University. We came in the
and his college, I learned about the critically and I wasnt wrong. front door of the Fogelman Executive Center
important technicalities of how a safe We enjoyed a steady diet of the theories as strangers; we went away as family.
crematory is run. and thinking of a man named Dr. W. Edwards This is my story, and my humble account
I learned how to improve cremation Deming. Ive recited one of Dr. Demings of a brilliant learning experience anyone
operations, increase our firms cremation sayings to myself many times since last July: in our profession can and should sign up
revenue and, most important, how to embrace Knowledge is power or Attention creates for: ICCFA University, held each July at
cremation consumers and show them that obligations. the University of Memphis, Memphis,
cremation doesnt have to mean no service or Those little nuggets of thought made a Tennessee. r
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n terrybear, St. Paul, Minnesota, and n Regions Trust,
has introduced the Paragon collection of Birmingham, Alabama, has
stained glass memento boxes and LED hired John Michael Jack
keepsakes. The geometric and peacock boxes Stepanek as institutional
come with a pre-inserted, 200-cubic-inch-ca- services vice president in its
pacity container to hold a nominal amount of funeral and cemetery trust
cremated remains securely in the bottom. The division. He has more than
geometric design features complementary 25 years of experience in the
colors with some raised pieces to create depth Stepanek death-care industries, serving
and texture. The glass on the peacock design in both senior leadership operations and sales
imitates the look of peacock feathers, and the roles. He previously served as vice president
glass cabochons complete the representation. sales and director of operations with Funeral
The stained glass pieces are handmade and Plans-Canada. He received his undergraduate
fired, making every piece one of a kind. degree from Mt. Mercy College, Cedar Rap-
1.888.588.8767; www.terrybear.com ids, Iowa, and completed his MBA studies
n Perfect Memorials, Eden Prai- at the Kellogg School of Business, North-
Terrybears Paragon collection of rie, Minnesota, is now offering a photo ver- western University in Evanston, Illinois, and
stained glass memento boxes and sion if their Teddy bear cremation urn. All Carlson School of Business, University of
keepsakes.
four of the urns now offer a full-color photo Minnesota. www.regions.com
heart option for personalization. The images n clearpoint fed-
arre UV resistant and will never run or fade. eral bank & trust,
They are available with an option of custom- Batesville, Indiana, has hired
embroidered angel wings in gold, blue and Tim Schoettmer as vice
pink. www.perfectmemorials.com president, CFO. He succeeds
n Messenger Co., Auburn, Indiana, Dan Wisley, who retired from
has launched a new stationery series fea- ClearPoint after serving as
turing artwork by Marjolein Bastin. She CFO for many years. Prior to
Schoettmer joining ClearPoint, Schoett-
is known for her work with greeting cards,
caalendars, dinnerware, bedding and gifts. mer served as the vice president, CFO, for
Perfect Memorials Teddy bear urn with The line includes an oversized register book FCN Bank N.A. He has a bachelors degree
the new photo heart personalization. featuring a watercolor scene, a UV spot coat- in economics from Ball State University, and
ing and foil accents to provide a galvanized an MBA from Indiana Wesleyan University.
steel effect. The interior includes two pages He obtained his life insurance license in 1995
featuring additional Bastin artwork and a and has additional banking certifications from
poem. Three sizes of service folders, deluxe- Vanderbilt University and Stonier Graduate
sized acknowledgement cards, prayer cards School of Banking.
and two sizes of laminated bookmarks can be ClearPoint also has
ordered. The series is available in designs that added Pattie Terrell and
can be personalized using the companys web Robin Glaser to its Houston,
application. Texas, office. Terrell
Also, the company recently recog- will serve as senior trust
nized its top 10 sales representatives administrator. She entered the
Messengers Beyond the Meadow sta- trust industry in 1991. She
tionery series. with achievement awards. Honors for 2016
accomplishments were given to Tom Ahlers, most recently held a similar
Terrell position with Live Oak Bank,
Jay Amburgey, David Bednar, Jeff Burnett,
Ellie Dane, Mike Kane, Dave Kolbe, Sherry after spending 23 years with
Noble, Glenn Vaughn and father-and-son Regions Bank. Her career
team Gerry and Greg Wright, who jointly in the trust industry began
received the companys highest honor, Sales with Southwest Guaranty.
Representative of the Year. 1.800.827.5151; Glaser with work with her
[email protected]; as a senior trust operations
www.messengerstationery.com specialist. She was business
operations analyst for Service
n A.M. Best Co. has affirmed its A- (ex- Glaser Corporation International
cellent, with a stable outlook) financial Direct, Houston, and spent 17 years with
Father-and-son team Gerry and Greg strength rating of Homesteaders, American DataSource Inc. 1.800.763.0234;
Wright, jointly named Messengers Des Moines, Iowa. 1.800.477.3633;
Sales Representative of the Year. www.clearpointfederal.com
www.homesteaderslife.com
to page 53
S U P P LY L I N E
n Sich Casket, Ningbo, Wesleyan magna cum laude with a bach-

China, has hired Jeff Tyler elors degree in business and economics.
as national account direc- www.vandorcorp.com
tor He has extensive sales n alWays Memorial, Manassas,
and distributor experience, Virginia, offers the Always bust, a unique
having worked with Moen, work of art that can serve as a lasting
Black & Decker, Nestle and tribute. In preneed situations, the company
other international corpora- uses technology to create a 3D scan of the
Tyler tions. 1.888.317.1929; individual as the basis for a bust. In at-need
[email protected]; www.SichCasket.com situations, the bust is hand-sculpted based
n Astral INDUS- on images provided by the family. In either
TRIES, Lynn, Indiana, has case, the busts are sculpted by world-class
hired Alan Schoonveld artists. The busts can be made of gypsum or
as director of operations. bronze. The companys primary sculptor is
With a bachelors degree in Rip Caswell, who was commissioned by the
mechanical engineering and U.S. Navy to sculpt an 8-foot sculpture of Tyler Fraser holds an example of an Al-
an MBA, he has 29 years Admiral Chester Nimitz which rests at the ways Memorial bust (modeled on him).
experience in operations and base of the Battleship Missouir Memorial in
Schoonveld engineering. He also has Pearl Harbor, Hawaii. 703.348.7184; READERS: To find the products and ser-
been trained and certified in lean manufac- www.alwaysmemorial.com vices you need online, go to
turing and is a 6-Sigma black belt. n Cressy memorial, Mishawaka, www.iccfa.com for the Supply
[email protected]; Indiana, has presented its first annual Link Search Engine, the fastest
1.800.278.7252; www.astralindustries.com interior design award for Best Conversa- way to find the products and
n Rebecca Stoedter of Federated tion Area to Baker-Stevens-Parramore services you need at your funeral home,
Funeral directors of amer- Funeral Home, Middletown, Ohio. Pam cemetery or crematory.
ica, Springfield, Illinois, recently com- Parramore, manager, accepted the prize, a SUPPLIERS: Send your press releases
pleted the credentialing process to gain Howard Miller gallery clock. Sarah Tepe, about your new products and services, and
the ABV (accredited in business valua- marketing and sales director for Cressy about awards, personnel changes and other
tions) designation. The credential is from Memorial Group, said, The flexible, invit- news to [email protected] for inclusion in
the American Insitute of CPAs. Stoedter, ing design earned Baker-Stevens-Parramore Supply Line.
who has been with Federated for nearly Funeral Home the judges vote. We were
six years, has also been named manager impressed by the bright, open floor plan.
of the valuation and transaction services The relaxed seating allows for paired or
department. She has a bachelors degree in group conversations. An ottoman was noted
economics from the University of Illinois as a smart design element, since it serves
and is a CPA. 1.877.3332; as seating or a coffee table, or can create
www.federated-funeral.com breathing space between guests.
n vandor Corp., Richmond, Indiana, Honorable mention recognition went to
has hired Kellon Robinson as operations Gallop Funeral Services Inc., Nags Head,
manager. He will lead the operations at the North Carolina; Calloway-Jones Funeral
Starmark Cremation Products and Vision and Cremation Centers, Bryan, Texas; and
Casket plants in Richmond, Indiana, as Flanner Buchanan/Oaklawn Memorial
well as the CJ Boots Casket Co. facility Gardens, Indianapolis, Indiana.
in Anderson, Indiana. Robinson began his 1.866.763.0485;
20-year career in funeral service in opera- www.cressymemorial.com
tions at Astral Industries, where he rose to n Precoa, Portland, Oregon, has
the position of plant/production manager. acquired The Outlook group,
This conversation area at Baker-
He then joined Osborn International, where Franklin, Ohio. The Outlook Group is Physi- Stevens-Parramore Funeral Home won
he and his team were responsible for build- cians Mutuals preneed partner. Precoa (the an interior design award from Cressy
ing an entirely new, lean manufacturing Preneed Company of America) is partners Memorial.
operation. His next assignment with Osborn with funeral homes with its preneed sales
was running a plant in Ningbo, China. He and marketing resources. The Outlook Group
later assumed responsibility for Osborn partners with over 100 funeral homes to
manufacturing facilities across Asia, Europe provide preneed training and lead-generation
and the U.S. Most recently, he was assistant services. www.precoa.com;
vice president of manufacturing for Indiana www.theoutlookgroup.com
Marujun LLC. He graduated from Indiana
to page 54
S U P P LY L I N E
n Halo internation- and Windows 10 platforms. Earlier this year,
al, Twinsburg, Ohio, has the company released its death call and price
been acquired by T&M Ho- quote program available on their website in
rizons, a new firm founded both English and Spanish.
by Tony and Margie Colson. www.natlmortuaryshipping.com
Halos Mark Pennington n Funeral Directors Life New Memorials Directs new ring styles
will remain as an advisor INsurance Co., Abilene, Texas, has for fingerprint jewelry.
and ambassador for Halos been named one of the Best Workplaces in
Colson products. Tony Colson was a xn new Memorials Direct, Gig
Financial Services & Insurance by Great
sales director at Batesville Casket and later Harbor, Washington has expanded its offer-
Place to Work and Fortune magazine.
president and CEO at both Wilbert Funeral ing of fingerprint jewelry to include new
FDLIC ranked 35 on the list, based on sur-
Services and Genesis Casket. Margie Colson ring styles. The new styles include the bold
veys from more than 62,000 people working
is an early innovator and leader in preneed heart, elegant round, oval V ring and the
at leading financial firms. Being named to
sales as well as forming/coaching effective rectangle fingerprint ring. They come in stain-
this list is a great honor, said FDLIC Presi-
sales teams. Together, they formed Segue less steel, sterling silver, 14-carat solid yellow
dent and CEO Kris Seale. We try to create
Memorial Group LLC in 2014 and own the and white gold and platinum. They can be
an environment where employees feel hon-
E. Harper & Son Funeral Home in New Ha- ordered in cremated-remains-holding ver-
ored, valued and appreciated both personally
ven, Indiana. www.halointlcorp.com sions. The only exception is the elegant round
and professionally. We offer employees many
and oval V rings which are not currently
n Howard programs that support personal and profes-
offered in stainless steel. 1.877.995.8767;
miller Co., sional growth and development, including
[email protected];
Zeeland, Michi- book studies, volunteer opportunities, prayer
www.newmemorialsdirect.com
gan, has intro- group, DIG University and our onsite clinic
duced the Luke, and fitness center. n ASD, Media, Pennsyl-
a full display FDLIC also recently vania, has released an up-
cabinet. Designed hired Hillary Madeline as dated version of its smart-
to house memo- director of sales develop- phone app, ASD Mobile for
rability, records ment for Western Penn- Android. With this update,
of local historical sylvania. She has nearly 20 ASD has completely rewrit-
events or decora- years of experience in the ten their existing Android
tive collections, funeral profession. She is a app to deliver many new
its simply framed licensed funeral director and features, tools and settings. It
exterior allows Madeline embalmer and holds state in- has a fresh look and a slide-
easy viewing. It surance licenses in Ohio and Pennsylvania. out menu with collapsible section categories,
has a mirrored For the last six years, she has worked with allowing users to maneuver through the app
back and is only Funeral Directors Life as an employed quickly. A new home page summarizes recent
28 and a half sales professional in Ohio. account activity. Another major change is
inches wide. The www.funeraldirectorslife.com the arrival of ASDs deep archive message
piece is designed search tool, which allows clients to access
n eternity gardens, Gresham,
Howard Millers Luke and assembled messages up to five years old. The app offers
Oregon, has been launched as a one-stop
display cabinet.
in the U.S. new scheduling options that allow directors
online shop for the final placement of
616.772.9131; www.howardmiller.com to create a detailed on-call schedule weeks or
cremated remains. The company plans to
months in advance.
n A majority interest in Legacy.COM, build the largest online director of scattering
For directors who have added the web
Evanston, Illinois, has been acquired by services and of locations where cremated
chat feature to their website, the app can
Pamplona Capital Management, based in human remains may be interred. People will
now send the on-call director an alert the
Boston, Massachusetts. Pamplona is a $1 be able to search by state, location, inurment
moment a specific type of chat session is
billion private equity fund that makes invest- option, natural setting (close to mountains or
initiated. A first call section allows direc-
ments in technology, media and telecom coastal areas, in urban or rural areas) or des-
tors to download or print first call forms
companies. Legacy.com recently acquired ignations such as National Historic Landmark
using a PDF viewer app. Users can now
the assets of Obitdata.com. Funeral homes or national cemetery. Each location/scattering
use the app to pay their bill online, orga-
that enroll in the Obitdata.com service have service will have its own webpage and URL
nize their fast login information, review
direct access to market-level reporting that on the EternityGardens.com platform, and
support tickets, access information on all
details the market share of their home versus consumers will be able to contact directly a
of their funeral home locations and update
a custom-defined competitive set. member of the sales team for a location or
ASD with information on local establish-
www.legacy.com; www.pamplonafunds.com scattering service. The current website is a
ments in their community.
n national mortuary shipping, beta version.
[email protected]; 1.800.868.9950;
Cleveland, Ohio, has released the Death [email protected]; 312.259.4125;
www.myasd.com
Call App. It is available on Apply Android www.eternitygardens.com
to page 55
Send in news about your cemetery, funeral home, crematory or association to [email protected]. If you publish a newsletter,
please email a copy to [email protected] or mail to: Susan Loving, ICCFA, 107 Carpenter Drive, Suite 100, Sterling, VA 20164. Update
The exterior of Hiers-Baxley Funeral Services new life event center, situated in an active adult community.
n Hiers-Baxley funeral ser- be held. The building, designed by KP Studio FPGs proprietary ShareLife multi-sensory
vices, The Villages, Florida, has opened a Architects of Ocala, Floria, sits on 2.5 acre. technology platform. Every room in the life
new multi-purpose facility in The Villages It is the first new facility built by Foundation event center offers relaxed surroundings and
active adult community. The 12,000-square Partners Group and is licensed as a funeral inviting dcor to make guests as comfortable
foot building offers a versatile space featur- facility. as possible when they attend an event.
ing three multi-purpose rooms able to host The Hiers-Baxley Life Event Center has The goal is for people to return to hold ev-
funerals as well as gatherings celebrating a been in the planning stages for more than two ery meaningful family celebration in the facil-
familys other life events. The building also years and construction has been ongoing for ity, including weddings, parties, reunions and
offers the surrounding business community a almost a year. It boasts the latest in technol- receptions. FPG, which is privately owned,
venue with state-of-the-art amenities where ogy and includes a 12-by-34-foot projection owns and operates funeral homes, cremation
meetings, celebrations and conferences can screen, which is an important component of centers and cemeteries in 16 states. r
S U P P LY L I N E
n mid-States Recycling & Re- manager of medical and technical sales. and provides tips and activities to help them
fining, Des Plaines, Illinois, has instituted 847.298.0010; www.midstatesrecycling.com build a new kind of relationship with their
an open-door policy to allow for trans- n Companion Press, children. It is part of Dr. Wolfelts 100 ideas
parency. People are welcome to watch the part of The Center series. 970.226.6050;
smelting and assaying of high-value dental for Loss and Life www.centerforloss.com
metal. The company has been in business Transition, Fort n Unity FInancial
since 1982 and has opened a crematory Collins, Colorado, has Life Insurance Co.,
division. The company does all smelting at published a book to Cincinnati, Ohio, has named
its 19,000-square-foot, EPA-licensed facility. help empty-nesters ad- Adam M. Goller as vice presi-
Its in-house assay lab performs a complete just. Healing the Empty dentagency & business
assay to determine the precise metal content Nesters Grieving Heart: analysts. He was previously as-
of all lots received from customers. We can 100 Practical Ideas for sisant vice presidentmarket-
also perform a quick instrument analysis in Parents After the Kids Move Out, Go Off to Goller ing and technical services, and
front of our customers for peace-of-mind at College, or Start Taking Flight, by Dr. Alan has been with the company since 2006.
the point of transaction, said Kevin McKay, Wolfelt, helps parents understand their grief 1.877.523.3231; www.uflife.com r

Its an epidemic and its everywhere.J. Mark Busch on the countrys opioid addiction crisis
n Mark Busch, co-owner of and funeral in Ohio acting as temporary morgue facilities
director at Busch Funeral and because theres not enough capacity in some
Crematory Services, Cleveland, of the morgues. Its horrific. Were doing
Ohio, has been participating in an effort by anywhere from four to six to upwards of
religious, civic and business leaders to fight eight heroin deaths a month in terms of
the opioid epidemic. funeral arrangements. I had a director last
Ohio has been especially hard hit by the week who had to do two heroin arrangements
opioid abuse epidemic. In Northeast Ohio, in one day; he was wiped out.
in one weekend alone we One of the monument dealers is
had 18 heroin overdoses, supporting it. Hes got the largest monument
Busch said. Its stressing dealership in Northern Ohio and hes tired
our staff, in terms of the of making memorials for families who have
heroin overdose deaths were experienced overdoses and wants to do
dealing with; its stressing something about it.
families; its stressing workers The website, www.greaterthanheroin.com,
and employers and just provides information and resources. Weve
Busch devastating families. designed it so it can be plugged in anywhere;
The problem extends its not just for Ohio. One of the things
across all ethnic, cultural and religious being addressed is creating a call center to
groups, Busch said. provide people with immediate help, a true
Something has to be done. I just had crisis linenot one that gives them six phone
elbow surgery two weeks ago and the numbers to call. Were trying to figure out
doctor wrote me a prescription for 30 opioid how to make it a national phone number, not
painkillers. I took pain medication for two just regional.
days, and Ive gotten rid of the rest of them. Were going to be having a fundraiser
Gov. Kasich announced theres going to be The Greater Than Heroin website offers this fall and were looking for resources to
a limit of seven days on prescriptions for extensive information and resources. continue the effort and the movement.
opiates. or the state or the federal government to do For more information, contact Busch
Despite the governors action, Busch anything about this epidemic in Ohio. Weve at [email protected] or go to
said, We just couldnt wait for the county got refrigerated trucks in some communities www.greaterthanheroin.com. r
U P D AT E
14th birthday, she presented me and my two of Service. More than 15 local tree compa-
brothers with memberships to the NAACP. nies, as well as 50 members of the Penn Del
Local, state and federal officials regu- Chapter of the International Society of Arbo-
larly attend 9/11 services at St. Michaels. riculture gathered at the cemetery to offer tree
Horn serves on the ICCFA Government & removal, pruning and planting at no charge
Legal Affairs Committee and helps arrange to the historic, nonprofit cemetery, which
meetings with members of his congressional achieved status as a nationally accredited
delegation during the ICCFAs annual Capitol arboretum in 2014.
Hill visits. n Park Lawn Corp., Toronto, Ontario,
n Foundation Partners Group, has acquired TCS Funeral Services in To-
Orlando, Florida, has added locations ronto. TCS is a business-to-business service
in Idaho and Florida. Summers Funeral provider in the funeral industry, providing
Homes was founded more than 100 years outsourced embalming, transfer and other ser-
Ed Horn meeting Civil Rights icon Rep. ago in Boise, Idaho. David Yrague, who vices to funeral homes, cemeteries, munici-
John Lewis (D-GA).
joined the funeral home in 1977 and bought palities and hospitals. The total purchase price
n Ed Horn, director of sales and market- it several years later, added a second funeral was $3.66 million.
ing for St. Michaels Cemetery, facility and crematorium in Meridian, Idaho, Park Lawn also announced that it
East Elmhurst, New York, recently met Rep. in 2001. Steeles Family Funeral Services, finished the fiscal 2016 year with revenue
John Lewis (D-GA) at an event honoring. Winter Haven, Florida, was founded in 1996. growth of 137.6 percent over 2015. It was
Rep. Joseph Crowley (D-NY). I thanked Owners Bill and Susan Steele will remain a transformative year for PLC, with the
him for his leadership, devotion and cour- with the firm. expansion of our business into the United
age. Lewis led many civil rights groups and n Homewood Cemetery, Pitts- States as well as the continued expansion of
has been called the conscience of the US burgh, Pennsylvania, received volunteer our funeral home assets in Canada, said PLC
Congress. On a personal note, my mother help with maintaining its tree canopy Chairman and CEO Andrew Clark. Beyond
was an early advocate for civil rights. On my through a project called the Arbor Day acquisitions, PLC also focused on ensuring
Why is Regions a national leader in
Funeral and Cemetery Trust Services?
Because we care about the
details as much as you do.
Your Regions Funeral and Cemetery Trust team is staffed with
relationship consultants and tax and legal specialists who work
exclusively in the highly regulated environment surrounding the funeral
and cemetery industry. They collaborate with dedicated portfolio
managers, so we can help you move forward with smart, personalized
solutions. Make our specialists a valued part of your team.
Pre-Need Funeral | Cemetery Merchandise | Perpetual Care
1.800.850.0571 | regions.com/funeraltrust
2017 Regions Bank. Regions and the Regions logo are registered trademarks
of Regions Bank. The LifeGreen color is a trademark of Regions Bank.
Investment, Insurance and Annuity Products:
Are Not FDIC Insured | Are Not a Deposit | May Go Down in Value | Are Not Bank Guaranteed
Are Not Insured by Any Federal Government Agency | Are Not a Condition of Any Banking Activity
Triple H Company
ESTABLISHED 1950
www.triplehcompany.com [email protected]
1-800-252-3444 Fax 805-650-6444
We are a cemetery, crematory and mausoleum product supplier.
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U P D AT E
n The William Halbrooks Arboretum at City Arborist Shawn Dickerson, Assis-

Oak HIll Cemetery, Evansville, Illi- tant Cemetery Superintendent Becky
nois, has been awarded a Level II accredi- Zoch and city Grants Manager Donna
tation from the ArbNet arboretum accredita- Bergman mulch a swamp chestnut oak,
a new species for the cemetery and
tion program and the Morton Arboretum for
Halbrooks Arboretum.
achieving particular standards of professional
practices deemed important for arboreta and and appreciation of urban greenspaces by
botanic gardens. The ArbNet program is the providing a safe, serene and beautiful setting.
only global initiative to officially recognize A core goal is to protect and cultivate existing
arboreta at various levels of development, trees and woody shrubs, while augment-
capacity and professionalism. The William ing the historic landscape by selecting and
Halbrooks Arboretum at Oak Hill Cemetery, appropriately locating new acquisitions. The
which is owned by the city of Evansville, is arboretum includes representatives of more
also now recognized as an accredited arbo- than 120 tree species.
retum in the Morton Register of Arboreta, a This is a tremendous accomplishment
database of the worlds arboreta and gardens that represents a team effort in achieving the
dedicated to woody plants. certification for our historic facility, said
Oak Hill Cemetery was founded in Cemetery Superintendent Chris Cooke, CCE.
1853 and has a 175-acre footprint with over Today represents the culmination of many
70,000 internments. The William Halbrooks hours of labor put in by countless volunteers
Arboretum is named after the cemeterys for mourners while respecting the history as well as a generous grant from the South-
third superintendent and was established in and dignity of those interred at Oak Hill western Indiana Master Gardener Associa-
2017 to provide a quiet and healing landscape Cemetery. It will promote public awareness tion. r
the successful integration of these new busi- The successful financing in November n The Interna-
nesses into the corporation, which we believe has allowed PLC to reduce its debt and has tional Conference
is reflected in the strong financial results for positioned the company well to take advan- of Funeral Service
fiscal 2016. Highlights included: tage of both organic growth initiatives and Examining Boards,
Completing a bought deal financing raise strategic acquisitions in 2017, Clark said. Fayetteville, Arkansas, has
of $46 million. n PIttsburgh Institute of selected new
Graduating to the Toronto Stock Ex- Mortuary Science, Pittsburgh, Penn- officers. Presi-
change from the TSX Venture Exchange. sylvania, recently refunded the $500 cost dent is Edward
Muhleisen
Acquiring Midwest Memorial Group, of the National Board Exam to a number Muhleisen,
which owns 26 cemeteries (including nine of recent graduates. The college reimburses manager of his familys
with crematoria) and manages two cemeteries the fee to all students who successfully pass three Louisana firms. Sandy
in Michigan. both sections of the NBE, on the first attempt, Sebastian is vice president.
Acquiring Korban Funeral Chapel in within 30 days of commencement. She is executive director of the
Winnipeg, Manitoba, and Mundell Funeral PIMS also recently held its 2017 Best State Board of Embalmers and Sebastian
Home LTD in Orillia, Ontario. Practices 101 CE program. The six-hour Funeral Directors and State
Opening a new phase of the Paradise program drew 150 funeral directors, embalm- Board of Podiatric Medicine
Mausoleum at Park Lawn Cemetery in ers and students. It was hosted by PIMS and for Missouri. She also was
Toronto, which added approximately 2,600 co-sponsored by Homeward Bound Shipping elected as director for District
additional crypt spaces to the facility, in and Mor-Bid.com. Presenter was Matt Smith 5, representing funeral service
November 2016. of Frigid Fluid Co. regulators from Arkansas, Il-
linois, Kentucky, Missouri and
Tennessee. Secretary-treasurer
is Mark Ransford, who serves Ransford
on the Michigan Board of Ex-
aminers in Mortuary Science.
He also was elected director
for District 4, representing
Indiana, Michigan, Ohio and
Ontario.
Blair Nelsen, CFuE, CCrE,
CFSP, director of governmen-
Above left, PIMS students with their refund checks from the college for the cost of tal affairs, Eastern Region,
the NBE. Above right, Matt Smith teaches the Best Practices 101 program at PIMS. Nelsen
U P D AT E
LED Lighting Solutions
SCI, was elected director for for Memorial Products
District 2, representing funeral
service regulators from Dela- E N E R G Y S AV E R
ware, Maryland, New Jersey,
Pennsylvania, Virginia, West
LED light bulb for Crypt
Virginia and Washington, D.C.
& Niche Fronts
Charles Perine, CFSP, execu-
tive secretary for the Alabama Warm color for Bronzes
Perine
Board of Funeral Service,
E A SY TO I N S TA L L
was elected director for District 3, represent-
ing Alabama, Florida, Georgia, Mississippi, www.septechnologies.com
North Carolina and South Carolina. 1 877 515-4672
ABSFE 2017 officers, from left, Jolena

Grande, secretary-treasurer, Cypress Col-
lege, California; Jzyk Ennis, vice presi-
dent, Jefferson State Community College,
Alabama; Karl Kann, president, Worsham
College, Illinois; Eugene C. Ogrodnik,
past president, Pittsburgh Institute of
Mortuary Science, Pennsylvania.
n The American Board of Fu-

neral Service Education, Wood-
bury Heights, New Jersey, recently held its
55th annual conference. Fifty of the 59 ac-
credited programs of funeral service/mortuary
science were represented, along with the three
association members. Fifty-nine accredited
schools and programs operated during 2016.
Three programs plan to close by the end of
2017 and two new programs were admitted
to candidacy status. In 2016, 1,638 people
graduated from accredited programs across
the country, and 2,511 new students enrolled.
Of the graduates, 63 percent were women and
fewer than 10 percent had parents in funeral
service. Updated curriculum outlines for eth- Commissions Lowered? Unappreciated? Corporate Politics?
Cemetery and Funeral Sales
ics and communication skills were approved Why do Sales Managers and Sales Counselors move most of their selling careers? Always getting a new deal and it gets harder to earn a
and plans were made to initiate review of quality living. Grow Roots!
the chemistry, merchandising and business Its a known fact that mausoleum sales generate the most amount of income for sales professionals. Join one of the leading mausoleum
law teaching outlines during summer 2017. companies in the country started by a mausoleum sales guy over 44 years in the industry. We have commissioned sales people earning a
$250k plus without ever having to move. All you have to do is take one look and you will see why our sales professionals earn significantly
ABFSE is recognized by the US Department more than the rest of the country.
of Education and the Council for Higher If you are interested in a quality life with a quality company with no micromanagement and the opportunity to become one of the highest
Education Accreditation as the accrediting paid sales professionals in our industry, email your resume to: [email protected], fax to 732-834-0759 or call Larry Nikola at
732-834-9600
agency for colleges and universities teaching We have opportunities for Cemetery and Funeral Sales Professionals
funeral service/mortuary science education in
the US. A directory of accredited programs is
Savannah, GA All of New Jersey & NYC South Florida
available at www.abfse.org. r

Free Them
Only IMSA members get a free hour of consultation with

marketing guru Dan Katz of LA ads, business strategist
Jake Johnson of Johnson Consulting, social media maven
Ryan Thogmartin of Disrupt Media and legal eagle Poul
Lemasters of Lemasters Consulting. Thats over $1000 of
value alone for the annual membership fee of just $175.
But of course theres so much more, including networking
opportunities, education, trade resources and industry
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www.IMSA-Online.com
ICCFA News
Is there a topic you are interested in that you believe should be featured at the
Wide World of Sales Conference or the Annual Convention & Expo?
Do you have a great presentation you think would be helpful to others in your profession?
The ICCFA is looking for proposals for its 2018 meetings.
Submit your session proposals for the 2018 Wide World

of Sales and the 2018 ICCFA Annual Convention & Expo
W
e are seeking presentations on the most relevant and thought-provoking sales
and marketing insights, tools and techniques for the 2018 Wide World of
Sales Conference to be held in New Orleans, Louisiana, January 10-12.
The 2018 WWS co-chairs are Jill Muenich of NGL and Lori Salberg of PlotBox. We
are looking for presentations that offer concrete, how-to information, with an emphasis
on the how rather than the why, and addressing the hot topics of cremation sales,
recruitment & development of your sales team, team building, the sales process and whats on the horizon.
This is your opportunity to give back to the profession by sharing your knowledge and expertise. When submitting a session pro-
posal, the ICCFA Sales & Marketing Committee requests that you include:
Your contact information, a brief bio regarding your background and qualifications and a head-and-shoulders picture of yourself.
A detailed description of your how-to topic, including the specific tools, techniques and/or initiatives the attendee will be
able to use immediately.
The primary target for your presentation (managers, counselors or both).
Any request for compensation must be included in your proposal or it will not be granted.
WWS breakout sessions are typically 50 minutes in length, so please narrow your topic to one or two key points that you can fully
develop and communicate within that time frame. All speakers are required to provide a one-to-two-page supplemental handout which
will be printed in the onsite program. Speakers will receive a complimentary registration. Panelists or speakers sharing the stage with
three or more people will be offered a discounted registration.
Submit your WWS proposal by July 14, 2017, to Kirsten Kase at [email protected]. Questions? Call Kirsten at 703.391.8402. q
C
o-chairs Shawna de la Cruz and Andy Lopez are looking for presentations for
the ICCFA 2018 Annual Convention, April 18-21, at the Mandalay Bay
in Las Vegas, Nevada. If you have expertise in a particular area of cemetery,
cremation and funeral service, we would like to hear from you! Guidelines for these
proposals are as follows:
Include your name, title, company name, address, phone, fax and email address.
Include a description of your session (approximately 100 words). Session descriptions
should name at least two or three specific skills, techniques or ideas the attendee will take
away from the session. We are most interested in sessions that share concrete, proven
techniques and programs, as opposed to theory or opinion.
Include a brief bio regarding your experience and qualifications within the industry as
well as any speaking experience you may have. The Mandalay Bay, Las Vegas, Nevada.
Include information on which areas of our profession are the intended audience, e.g.,
cemetery owners and managers, funeral home owners, funeral directors, sales managers, etc.
Let us know how long you anticipate your presentation will take. Most presentation time slots are 50 minutes. In addition to full-
length sessions and workshops, we are interested in shorter presentations that can be combined to form panel sessions.
Indicate what types of audio/visual aids you will use, if any.
Include a list of anticipated handouts.
Note that we ask that speakers refrain from speaking about prices or other issues subject to antitrust legislation. In addition, we ask
that speakers refrain from any type of promotional marketing or selling of any product or service.
Any requests for compensation must be included in your proposal or it will not be granted.
We typically receive many more proposals than we can fit into the program, so please be sure to follow the guidelines and clearly
explain the value proposition for attendees. Submit your convention proposal by July 14, 2017, to Kirsten Kase at [email protected].
Questions? Call Kirsten at 703.391.8402. q

ICCFA News
Are U ready to attend ICCFA University in 2017?
I
CCFA University is here and ready for you! ICCFAU is being College of International Studies
held on July 21-27 at the Fogelman Executive Center at the
University of Memphis in Memphis, Tennessee, and is the Dean Jim Hammond
premier educational opportunity available in our profession. Globalization is making the world a much smaller place to live
This is a one-of-a-kind program designed by top cemetery, in. Are you sure that you know how to serve families of all
cremation and funeral service experts. It offers a unique blend nationalities and religious backgrounds in your community?
of intensive, practical classroom training and continual informal Learn about the funeral customs of all major religions and
idea-sharing. population groups from around the world.
ICCFAU is considered by many to offer the most compre-
hensive funeral service education outside of attending a mortu-
ary school. And for some members of our profession who may
College of Land Management & Grounds
not have had the chance to earn a formal degree, attending and Operations
graduating from ICCFA University after four years of study may Dean Gino Merendino
be their only chance for a higher learning experience.
There are seven colleges to choose from, each with courses Exceptional cemetery service starts with the grounds and
that combine proven business theory with practical operational operations department. Without effective land management
instruction. ICCFAU classes are led by top professionals from and a commitment to an attractive, well-maintained property,
the cemetery, cremation and funeral service industry, as well as there will be no sales or service. Youll learn how your grounds
business and economics faculty from the University of Memphis. management team can succeed and continuously improve
interments, landscaping, buildings, grounds maintenance and
exceptional client experience and satisfaction.
College of 21st Century Services
Dean Glenda Stansbury, CFSP, CC College of Leadership, Administration &
How do you respond to a family who says, We dont want a
traditional funeral? Youll learn how to go beyond tradition with Management
innovative offerings and become certified as a funeral celebrant Dean Gary Fretytag, CCFE
trained to provide meaningful alternatives to clergy-led services.
The cemetery, cremation and funeral service profession is
changing, and so are the skills needed to manage and lead
College of Cremation Services effectively. Youll receive solid, relevant, results-focused training
Dean Jim Starks, CFuE, CCrE targeted at todays required core competencies.
Cremation doesnt have to mean no service or no memorializa-
tion. Youll discover how to better serve families, improve crema- J. Asher Neel College of Sales & Marketing
tion operations and increase your companys cremation-related
revenues. Youll also earn three types of certifications: Operator
Dean Gary OSullivan, CCE
(required in 16 states), Arranger (exclusive to ICCFA) and Admin- The principles of sales and marketing dont change; only
istrator (only offered once a year at ICCFA University). technique and application do. Learn how to take the tried-
and-true principles of cemetery and funeral sales and apply
them within todays highly mobile, multi-cultural, high-tech,
College of Funeral Home Management information-driven marketplace.
Dean Todd Van Beck, CFuE
Too many managers consider creativity someone elses Register by June 19 to secure your spot in the college of your
department. In funeral service, creative management is the key choice. For a complete course listing and to register to attend this
to differentiation. Youll learn Dr. W. Edward Demings creative years ICCFA University, visit www.iccfa.com/university. q
service management system and its specific applications to our
profession.
ICCFA News
Foundation awards 24 scholarships to ICCFAU

T
his years recipients of the ICCFA Darrell Hill Santiago Tavera Velez
Educational Foundation scholarships Eternity Gardens LLC Funeraria La Esperanza
for ICCFA University come from 17 Chicago, Illinois Medellin, Colombia
states, as well as Canada and Colombia. Made possible by Matthews/ Made possible by the Memorial
The 24 recipients include people who Aurora Classic Golf Tournament
hold many different positions at ICCFA- Brandon Homer Ryan Walsman
member funeral homes, cemeteries and West Hills Memorial Park Security National Life
industry suppliers, including funeral direc- Yakima, Washington Murray, Utah
tor, office manager, cemetery superinten- Made possible by Matthews Made possible by the Memorial
dent, HR director, company founder, sales Classic Golf Tournament
manager, general manager, account execu- Heather Leigh
tive, executive administrator of a church Greenhaven Memorial Gardens Cameron Webber
cemetery and director of life celebrations. Elgin, South Carolina Grey Mountain Cemetery
Thanks to generous donors who believe Made possible by the Memorial Whitehorse, Yukon Territory
that professional development is impor- Classic Golf Tournament Made possible by the Memorial
tant to the well-being of the profession, Paula Lindsey Classic Golf Tournament
the Educational Foundation was able to Williams Funeral Home & Benjamin Wilson
award a total of 24 scholarships to the Crematory Evergreen Memorial Trust
2017 session of ICCFAU. (The foundation Columbia, Tennessee Roanoke, Virginia
also awards scholarships to ICCFAs Wide Made possible by Live Oak Bank Made possible by Midwest
World of Sales and Fall conferences.) Tracy McFee Memorial Group and Park Lawn Corp.
This years recipients: Olivers Funeral Home Andrea Young-McKernan
Nancy Bro Grande Prairie, Alberta White Chapel Cemetery
G.A.R. Cemetery Made possible by Batesville Association
City of Miami, Oklahoma Troy, Michigan
Diana Mendoza
Made possible by Midwest Made possible by Matthews
Green Hills Mortuary
Memorial Group and Park Lawn Corp.
Rancho Palos Verdes, California Stephanie Zimmerman
Pamela Brown Made possible by Wilbert Global Atlantic FInancial Group
Hillside Cemetery Funeral Services Batesville, Indiana
Wilton, Connecticut Made possible by the Memorial
Matthew Morian
Made possible by Matthews Classic Golf Tournament
Lucas Funeral Home
Carlos Colon Grapevine, Texas Becky Zoch
Hepburn-Superior-US Chemical Made possible by Batesville City of Evansville Cemeteries
Miami, Florida Evansville, Indiana
Stephen Mulder
Made possible by the Memorial Made possible by Trigard
Sunset Gardens
Classic Golf Tournament
Richland, Washington ICCFAU will be held July 21-26, 2017,
Rachel Dwyer Made possible by Midwest at the Fogelman Executive Center, Uni-
Allen Dave Funeral Home & Memorial Group and Park Lawn Corp. versity of Memphis, Memphis, Tennessee.
Heritage Funeral Home Spots in the seven colleges are still
Troy OBrien
Harker Heights, Texas available. For more information, go to
Edmonds & Evans Funeral Home
Made possible by Cypress Lawn/Kenneth www.iccfa.com or call 1.800.645.7700.
Chesterton, Indiana
Edward Varner Memorial Scholarship Scholarship applications to attend the
Made possible by Regions Bank
Stanley Eastep July 2018 session of ICCFAU will be
Kelly Pretty available late this year at www.iccfa.com
Polk Memorial Gardens
Pinelawn Memorial Park and are generally due in February.
Columbia, Tennessee
Milwaukee, Wisconsin For information about the Educational
Made possible by Gino Meren
Made possible by Regions Bank Foundation, contact ICCFA Executive
dino Veterans Scholarship Fund
Ron Swanson Director Bob Fells, robertfells@iccfa.
Deborah Gagnon
Einans at Sunset Funeral Home com, 1.800.645.7700; or ICCFA Educa-
Knollwood Cemetery
Richland, Washington tional Foundation President Jim Price,
Sharon, Massachusetts
Made possible by Batesville [email protected],
Made possible by NGL (National
248.290.0338. r
Guardian Life)

ICCFA News
2017 Annual Convention recordings now available

D
id you miss the ICCFA Annual The Rise of the Micro-Cemetery,
Convention this year? Couldnt Chris Keller
attend a session but really wanted Anatomy Of A First Call, Poul
to? Want others in your company to learn Lemasters, Esq., and Cole Imperi
information from a session that you did Breaking Bad II: Is Your Cemetery
attend? ICCFA has the 2017 convention Being Used As A Meth Lab?, Chris
sessions available for purchase now. Cooke, CCE
Audio recordings of the sessions are Leading A Life Of Legacy, Rabbi
$10 each as a file download. A copy of Daniel Cohen
the presentation will be included if the Radioactive Decedents: What Is The
speaker has given us permission to do so.
Risk?, Dr. Glenn M. Sturchio and
Visit www.iccfa.com, hover over Store
Daniel Alan Crutchfield Jr.
and click on 2017 Convention Recordings.
How to Create Preneed Opportunities For Your Funeral
Here is preview of what you can find for purchase:
Home Through Your Pet Loss Business, Jodi Clock,
How Can Cemeteries Meet The Digital Expectations Of
CPLP.
Millennials, Sean & Leona McAllister
Shaping The Future One Relationship At A Time, Mi-
Just When You Think You Have Arrived, Someone chael J. Wakins, CFSP. q
Moves the Destination, Doug Gober
EvEryday
BEnEfits
Model contracts. Legal consultations. Sample forms. Discounts on multiple
products and services such as performance surveys. ICCFA membership
has its benefits. Reacquaint yourself with your association and see what
benefits you can take advantage of by visiting www.iccfa.com/benefits
iccfa.com/join Membership that Matters.
New Members
Providing exceptional education, network- Membership applications
ing and legislative guidance and support to Admission to ICCFA membership normally requires a majority vote
progressive cemetery, funeral and cremation of those present and voting at any meeting of the executive commit-
professionals worldwide tee. The names of all applicants must be published in this magazine.
For information about the ICCFA and Membership: ICCFA members objecting to an application must do so in writing
Go to www.iccfa.com/membership to download a benefits to the ICCFA executive director within 45 days of publication. In the
brochure and an application form. event of an objection, the executive committee will conduct an in-
quiry. If an applicant is rejected, they will be granted an appeal upon
Call 1.800.645.7700 to have membership information faxed or
written request. The decision of the Board of Directors shall be final.
mailed to you.
Regular Spry Funeral Home Inc. Flowers Forever/Bellabeads

Hillcrest Cemetery & Funeral Home Huntsville, Alabama Columbia, South Carolina
Centralia, Illinois Virtues Funeral Home Genisyss LLC
Spry Funeral Home Freetown, Sierra Leone Pleasanton, California
Huntsville, Alabama HIAB USA Inc.
Professional: Pet Loss Services Perrysburg, Ohio
Bryan-Lee Funeral Home Inc.
Garner, North Carolina Colonial Pet Cremation Services MASA Transport & Relocation Solutions
Oxford, Connecticut
Cassaday-Turkle-Christian Inc. Southlake, Texas
Alliance, Ohio Professional/Supplier My Cherished Paws LLC
Christopher Mitchell Funeral Homes La Center, Washington
Affordable Funerals Network
Albion, New York Indianapolis, Indiana Quiring Monuments Inc.*
Ferfolia Funeral Homes Inc. Seattle, Washington
Assurance Funeral Funding*
Sagamore Hills, Ohio Fishers, Indiana Salveson Stetson Group
Janus Advisor Radnor, Pennsylvania
Chosen Payments
Chico, California Moorpark, California Southern Craft Manufacturing Inc.
Ray Funeral & Cremation Service Loretto, Tennessee
Cremation Metal Recycling
Asheville, North Carolina Rochester, New Hampshire * Rejoined r
E-mail calendar listings and additions or corrections to [email protected] and [email protected]. Calendar
For continually updated meeting listings and direct links to websites To see all industry conventions and meetings for a particular month,
for professional associations, go to www.iccfa.com; select Directory, go to www.iccfa.com; select Directory, then Event Calendar.
then Industry Association Directory.
June 4-7: Georgia Funeral Directors Assn. June 7-8: ICCFA Cremation Arranger Cer Bend, Indiana.
Summer Convention, King and Prince tification & Cremation Operations Certifi- www.catholiccemeteryconference.org
Beach Resort, St. Simons Island. cation, Gupton-Jones College of Funeral June 12-13: Wisconsin Funeral Directors
www.gfda.org Service, Decatur, Georgia. www.iccfa.com Assn. Annual Convention, Oshkosh.
June 4-7: Texas Funeral Directors Assn. June 7-9: Independent Funeral Directors www.wfda.info
Annual Convention, Austin. www.tfda.com of Florida 25th Annual Convention, Rosen June 12-14: The Center for Loss and Life
June 5-6: Missouri Funeral Directors & Shingle Creek, Orlando. www.ifdf.org Transition trainning session by Dr. Alan
Embalmers Assn. Annual Convention, Lake June 9-11: National (British) Funeral Wolfelt, Opening Your Communitys Eyes
Ozark. www.mofuneral.org Exhibition, National Agricultural Center, to WHY We need Funerals, Fort Collins,
June 5-9: Funeral Service Assn. of Canada Stoneleigh, Warwickshire, England. Colorado. www.centerforloss.com
Annual General Mtg. & Trade Show, Char- www.nationalfuneralexhibition.co.uk June 14-16: Pennsylvania Cemetery,
lottesville, Prince Edward. www.fsac.ca June 10-13: Louisiana Funeral Directors Cremation & Funeral Assn. Annual Mtg.,
June 6-8: Funeral Directors Assn. of Ken- Assn. & Mississippi Funeral Directors Kalahari Resort, Pocono Manor.
tucky Annual Convention, Crowne Plaza Assn. Joint Annual Convention, Windsor www.pccfa.com
Hotel & Kentucky Fair & Expo Center, Court Hotel, New Orleans, Louisiana.
June 22-24: Southern Monument Builders
Louisville. www.fdaofky.com www.lfdaweb.org
Assn. Annual Convention & Trade Show,
June 6-8: Arizona Funeral, Cemetery & June 11-14: California Funeral Directors
Rockwall, Texas.
Cremation Assn.Annual Convention, Litch- Assn. Convention, Monterey Hyatt Regency.
www.southernmonumentbuilders.com
field Park. www.azfcca.org www.cafda.org
June 22-24: Florida Cemetery, Crema-
June 6-8: Indiana Funeral Directors Assn. June 11-15: Catholic Cemetery Conf.
tion & Funeral Assn. Annual Convention,
137th Annual Convention, Lucas Oil Sta- School of Leadership & Management Ex-
Aventura. www.thefccfa.com
dium, Indianapolis. cellence, University of Notre Dame, South
to page 66
ad i nde x
33 American Cemetery/Mortuary 21 Inman Shipping Worldwide 23 Paradise Pictures

Consultants 9 Johnson Consulting 31 PlotBox
51 ASDAnswering Service for 43 Johnson Consulting 39 RBC Wealth Management
Directors 41 Kryprotek 57 Regions Bank Funeral & Cemetery
27 C&J Financial 19 Live Oak Bank Trust Services
59 Cherokee Casket 31 Madelyn Co. 59 SEP Technologies
2 Continental Computer Corp. 5 Matthews Cemetery Products 35 Sich Caskets
17 Doric Products 7 Matthews Environmental Solutions 33 Supply Link
41 Eagles Wings Air 51 Mausoleum Supply 25 THE SYSTEM
45 Eickhof Columbaria Inc. 23 McCleskey Mausoleums 57 Triple H Co.
13 Ensure-A-Seal 25 Memorial Business Systems 67 U.S. Metalcraft
51 Flowers for Cemeteries 59 Memorial Properties LLC 27 Vantage Products Corp.
47 Franklin Wrap 29 Merendino Cemetery Care 49 VKM International
49 Funeral Call Answering Service 31 Mortuary Lift Co. 15 Wilbert Funeral Services
68 funeralOne 3 Mullen Construction Co. 51 WithumSmith + Brown
33 Grever & Ward 49 Nomis Publications 21 Zontec Ozone r
37 Heritage Flower Co. 49 Obermayer Rebmann Maxwell &
60 IMSA Hippel
CALENDAR
from page 65 June 26-28: Illinois Funeral Arranger-Operator Cremation nual Fall Conf. www.nysac.com
June 25-28: Southern Cem- Directors Assn. Annual Conven- Certification, Cincinnati College September 19-22: Catholic
etery, Cremation & Funeral Assn., tion, Tinley Park Convention of Mortuary Science. Cemetery Conf. 68th Annual
Cemetery Assn. of Tennessee, Center. www.ifda.org www.iccfa.com Convention & Expo, JW Mar-
Kentucky Cemetery Assn. & June 26-July 3: MKJ Market- July 18-19: Assn. of California riott Las Vegas Resort & Spa,
Georgia Cemetery Assn. Joint ing Alaskan Cruise, A Market- Cremationists Annual Crema- Summerlin, Nevada.
Annual Convention, Chattanooga ing Voyage. tion Summit, Courtyard by Mar- www.catholiccemetery
Convention Center & Marriott www.mkjmarketing.com riott, Oxnard. www.accinfo.org conference.org
Downtown, Tennessee. July 11-12: ICCFA Arranger- July 21-26: ICCFA University, September 26-28: New Jersey
www.sccfa.info Operator Cremation Certifica- Fogelman Executive Conf. State Funeral Directors Assn.
June 25-28: Virginia Funeral tion, Dallas Institute of Funeral Center, University of Memphis, Annual Convention & Expo,
Directors Assn. 129th Annual Service, Dallas, Texas. Tennessee. www.iccfa.com Atlantic City. www.njsfda.org
Convention, Williamsburg. www.iccfa.com July 31-August 2: Ohio Cem- October 4-6: ICCFA Fall Man-
www.vfda.net July 17-19: Michigan Cem- etery Assn. Annual Convention, agement Conf., Hyatt Regency
June 25-29: Maryland State etery Assn. Summer Conf., Hilton Garden Inn-Cleveland Indian Wells Resort & Spa,
Funeral Directors 98th Annual Crystal Mountain Resort. East, Mayvield Village. www. California. www.iccfa.com
Convention, Clarion Resort, www.mcainfo.org ohiocemeteryassociation.com October 5: Ohio Cemetery
Ocean City. www.msfda.net July 18-19: ICCFA/CANA August 16-18: Cremation Assn. Assn. Fall Maintenance
of North America 99th Annul Seminar-North, Perry. www.
Convention, New York City. ohiocemeteryassociation.com
Classifieds Check the classified announcements www.cremationassociation.org October 6-7: California Assn.
at www.iccfa.com/employment.htm August 20-24: New York State of Public Cemeteries Education-
Funeral Directors Assn. An- al Seminar & Area Mtg., South
To place a classified, contact Rick Platter, [email protected]
nual Convention, The Saratoga Lake Tahoe. www.capc.info
Hilton & Saratoga City Center, October 6-7: Funeral Direc-
Saratoga Springs. tors Service Assn. of Greater
Highest Quality Memorials,
www.nysfda.org Chicago Annual Trade Show.
Lowest Delivered Price.
August 21: ALPAR The World www.fdsachicago.com
GUARANTEED! United for Life Global Event. October 10: Ohio Cem-
www.alpar.com.co etery Assn. Fall Maintenance
September 10-13: Selected Seminar-South, Greenwood
Independent Funeral Homes, Cemetery, Hamilton. www.
99th Annual Mtg., Chicago, ohiocemeteryassociation.com
Illinois. www.selected October 29-November 1: NFDA
funeralhomes.org Convention & Expo, MCCA
September 16-19: New York Boston Convention Center,
State Assn. of Cemeteries An- Massachusetts. www.nfda.org r

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