ICCFA Magazine July 2016

July 2016
MAGAZINE
CEMETERY
ICCFA 2016
Convention
& Expo
Coverage
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Scenes from the 2016 ICCFA Convention

& Expo in New Orleans, Louisiana:
1. One of the mausoleums seen on the
tour of Lake Lawn Metairie Cemetery.
(2-8) First-time attendees: 2. Annali
Adolfsson and Nugget (p. 10), 3. Scott
Minogue (p. 17), 4. Analia Garcia (p. 17),
5. Cole Imperi (p. 28), 6. Amy Yarbrough
(p. 28), 7. Renato Lopez (p 28), and
8. Sophronia Riley (p. 17). 9. Watching
a makeup demonstration at the Wilbert
booth. 10. Keynote speaker Ryan Estes,
p. 24. 11. ICCFA Cremation Program
Director Poul Lemasters talks about cremation, p. 28. 12. ICCFA 2015-2016 President Darin Drabing with 2014-15 President Fred Lappin, CCE, at the Closing
Dinner. 13. The First-Timers Reception.
14. Attendees at a breakout session.
15. The band recreating a New Orleans
jazz funeral second line marches between hearses in the Expo Hall.
15. At the ASD booth in the Expo Hall.
17. James Darby receives the ICCFA Educational Foundations Lasting Impact
Award from Jim Price, CCFE, CCrE.
12 Presidents Letter
U can be the difference
by Mike Uselton, CCFE
14 Washington Report
Labor Departments new overtime
regulations take effect December 1;
New House legislation would
extend Funeral Rule to
cemeteries, crematories and
third-party retailers
by Robert M. Fells, Esq.
76 Supply Line
76 Calendar
77 Convention Speaker Information
78 Classifieds
78 Ad Index
6
ICCFA Magazine
International Cemetery, Cremation and Funeral Association

Promoting consumer choices, prearrangement and open competition
15
CONVENTION OVERVIEW
15 March to your own beat
16 Photos from the 2016 Convention & Expo (more Expo photos pp. 59-70, 77)
17 First-timers (more first-timers pp. 10, 28)

Comments from people attending their first ICCFA Annual Convention
18
AWARDS & RECOGNITIONS

18 New members elected, appointed to ICCFA board
18 ICCFA members earn professional certifications
Quarter-Century Club, Half-Century Club

20 Batesville and Matthews each donate $100,000 to foundation for scholarships
20 Foundation awards scholarships to ICCFAU
22 Darby receives Educational Foundation Award
24
KEYNOTE SPEAKERS
24 Get comfortable with uncertainty, disruption and chaos if you want to thrive in the
era of the customer
24 Stay committed to being helpful
25 People want control over making decisions, so provide options
25 Be aware of people who will have no one to deal with their deaths
26 Every two weeks, meet 1-on-1 with everyone who reports to you
26 Start your day by tapping into your internal, reflective self
26 Learn to be a servant leader
26 Learn the secret to making a good roux

28
CREMATION
28 Make sure you verify electronic signatures before accepting them
28 Use affidavits to impress upon families the need to be truthful
30 Match the cremation technology you buy to the business you have
30 Make sure those remains in the closet have your number on them
30 Expect to see different groups creating interesting new traditions
30 Learn to be professionally assertive so youll have no regrets
32 Study the history of cremation
32 Learn about the memorialization era of cremation in the U.S.
32 Create a plan to deal with the disposition of cremated remains

34
MANAGEMENT
34 Dont treat a job interview as a talent show; its a business meeting
34 Come up with something better to say than sorry for your loss
34 Find the capital you need to expand your business and win
36 Learn from the way Walmart cuts costs and keeps what has value
36 Try out the partnerships Walmart has developed with its suppliers
36 Understand the numbers that affect your operations fiscal health
36 Be aware of what cremation is doing to your companys revenues

38
TECHNOLOGY
38 Learn how people in different age groups use the internet
38 Add words to your website

38 Learn about Google tools
to page 8
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TABLE OF CONTENTS
ICCFA news
38 Claim your Google+ page
71 ICCFA University Seven great colleges in a

one-of-a-kind program, July 22-27
College of 21st Century Services
College of International Studies
72 LungForce Help defeat lung cancer
72 Cremation Register now for the last
cremation training of 2016
38 Find your purpose
38 Write down all of your ideas
39 Get your message out on Facebook

39 Nurture the leads you collect
42
SALES & MARKETING

42 Target your marketing to the people who are your best prospects
42 Make sure youll be found when people search on their phones
73 ICCFA Wide World of Sales

Presentation proposals due July 15
42 Dont overlook old media when marketing to older consumers

42 Make sure of staff buy-in
43 Segment the market and aim your ads at those different segments
73 ICCFA 2017 Annual Convention

Presentation proposals due July 12
43 Keep the families you have
44 To be cost efficient, concentrate on keeping existing customers

44 Look at the research to learn what consumers really want
ICCFA calendar
44 Pinpoint a hot-button topic in your community and run with it
go to www.iccfa.com
for program, registration & scholarship info
2016 ICCFA University
44 Think about going to bridal fairs

46
July 22-27 Fogelman

Conference Center, Memphis,
Tennessee Chancellor
Jeff Kidwiler, CCE, CSE
46 Commit to developing relationships through networking
46 Work with estate planners to help people do end-of-life planning

46 Locate a place where you can offer workshops and seminars
48 Avoid the race to the bottom if you decide to add a pet business
Cremation Training
August 24-25 (arranger &

operator) Gupton-Jones
College of Funeral Service,
Decatur, Georgia
ICCFA Cremation Program
Coordinator Poul Lemasters, Esq.
48 Let hospice handle people grief & offer to handle the grief over pets
48 Provide families with a template for planning a service for a pet
48 Learn some tricks for dealing with facial tissue restoration
48 Use cream rinse for cleaning
50
2017 Wide World of Sales

Conference
January 11-14 Hyatt Regency,

Phoenix, Arizona
2017 Annual
Convention
& Exposition
CEMETERY MANAGEMENT
50 Follow up on those easy leads
50 Be aware of water needs when planning plantings

50 Consider pollinator gardens
2016 Fall
Management
Conference
October 5-7 Kiawah

Island Golf Resort,
Kiawah Island, South Carolina
Conference Chairs: Gwen Mooney,
CCFE, and Wanda Sizemore
FUNERAL HOME MANAGEMENT

46 Realize that the stories we tell are how we sell
50 Investigate landscaping blocks
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to page 10
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www.iccfa.com
what did you think of your first iccfa convention?
ICCFA Magazine online

ICCFA members in good
standing can read the magazine online
Robert Jones
Anchorage Memorial Park
Cemetery, Anchorage,
Alaska
Its very entertaining.
A lot of information to
collect while Im here.
www.iccfa.com/directories
Web Expo directory of suppliers and

professionals
Association directory
Industry event calendar
Cremation Coaching Center
Jessica Caldwell, Hopscotch Interactive, Olympia, Washington

I worked in cemetery sales for a year and a half, but Im really drawn
to natural burial and ecological practices and sustainability and
community involvementthese are my passions. Im really here to
meet the Green Burial Council and to attend their seminars today.
I love the convention because of these offerings; I wouldnt be here
without these people taking about this new wave of fascinating
concepts about home funerals and sustainable practices.
www.iccfa.com/cremation
ICCFA Caf
Links to news and feature stories from all
over the world
Model guidelines
ICCFA Government and Legal Affairs

Committees model guidelines for
state laws and regulations
Annali Adolfsson
Angel Pawprint, Las Vegas, Nevada
I think its fantastic; I was really pleasantly surprised
to find a lot of the things I need even though Im not
in the cemetery-crematory business directly.
I want to provide a full service for grieving people
in need of cemetery/crematory services. I want to
be the person who helps them along, helps them
be informed so that they can focus more on healing
from the loss of their pet.
Nugget, future therapy dog, Las Vegas, Nevada
Woof!
Cemeteries
Crematories
Funeral homes
suppliers
pet loss proFessionals
Submit your news

to ICCFA Magazine
have you held a groundbreaking

or grand opening for a new facility?
hired or promoted someone? is your
company offering a new or updated
product to cemeteries and/or funeral
homes? have you recently held an
unusual service or a successful
seminar at your location? Added a
grief therapy dog to your staff? Share
your news with colleagues all over the
worldsend it in to ICCFA Magazine!
50 Pay employees to recruit for you
52 Broaden your definition of what constitutes undeveloped space

52 Give people unique and local
52 Design warm, intimate spaces
52 Develop gardens based on what customers want
52 Give cremation clients a cemetery within a cemetery

54
54 Make sure you educate families about what you mean by green
written perfectly (thats why we have

editors)it just needs to include the
facts. remember the basics: Who,
What, Where, When & how (& sometimes Why).
Questions?
need some guidance?
Email ICCFA Magazine
managing editor susan loving
at sloving@iccfa.com.
10
ICCFA Magazine
Green services
54 Distinguish between the various types of green burial
54 Develop a plan for maintenance
n Write it down. it doesnt have to be
n Send it in: Email your Word document as an attachment to sloving@

iccfa.com, or write your release in the
body of your email. Please include
your full name and title and the companys name and location in the body
of your email.
Dr. Elizabeth Hallam,

Oxford University, Oxford,
United Kingdom
Its amazing and fantastic, and Ive learned a
lot about the funeral
industry from it.
54 Know how to keep the body cool
54 Dont promise anything until you know the condition of the body
55 Spell out the requirements for bodies destined for green burial
55 Educate the public and educate your staff about green burial
56
Pet services
56 Display merchandise properly
56 Provide education for your cremation clients

58 Consider neutral colors for walls
58 Examine the options available for selling your business

58 Examine removal vehicle options
59
exPo overview
62 Convention sponsors
63 Display close-ups from the Expo Hall

67
one l ast story from new orleans

67 Funeral business to thank for Katrina Memorial
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Presidents Letter
by ICCFA
2016-2017
President Michael
Uselton, CCFE
muselton
@remembrancesvcs.com
Uselton is a managing partner of Gibraltar
Remembrance Services,
Palmetto, Florida.
To support Useltons goal of

raising $100,000 to help fight
lung cancer, todays #1 killer
of women, go to http://action.
lung.org/goto/Iccfa
n To apply for ICCFA

membership:
U can be the difference
ncluded in the following pages of this months

edition are the highlights of yet another
successful Annual Convention and Expo. It
was great returning to New Orleans and I have
been flooded with positive reaction from our
members and suppliers. A big shout-out to cochairs Lee Longino and Jay Dodds for organizing
an awesome lineup of keynotes and presentations.
Please remember to thank the suppliers and
sponsors for their commitment to support such an
awesome event. Without these players we would
not be able to provide a venue at the level we do.
What are U waiting for?
So ... where do U plan to be the week of

July 22nd? I hope Ur answer is at the ICCFA
University. Chancellor Kidwiler and his fine
group of deans have a wonderful lineup of
colleges to attend. If U have never attended or
sent a colleague, what are U waiting for?
The U boasts seven colleges to select from.
The College of 21st Century Services will help
you differentiate Ur business from those that are
stuck in the old way of providing leading-edge
offerings.
The College of Land Management & Grounds
Operations will engage Ur superintendents and
management team in sharing of techniques along
with key ingredients of professional grounds care.
The College of Cremation Services addresses
everything from the operator to the arranger.
The College of Funeral Home Management
challenges Ur management style and effective
ness in accomplishing Ur funeral home goals.

The College of Leadership, Administration &
Management provides direction on everything
from employees, to leadership skills, to today's
technology advances.
The J. Asher Neel College of Sales &
Marketing sparks Ur sales side, from effective
recruiting to managing productive behavior to
marketing ideas.
And our newest college, the College of
International Studies, explores numerous
religious and culture funeral customs from around
the globe.
There are many scholarships available. For
more information about the U and specifics, visit
our website at www.iccfa.com/university.
So ... what are U waiting for? U CAN DO IT!
For more information, go online to

action.lung.org/goto/iccfa
Support for Lung Force
On a personal note, a special thank you to those

that have donated to the Lung Force pledge. Our
goal during my presidency is $100,000 toward
defeating the #1 killer of women today. Please
donate today at http://action.lung.org/goto/Iccfa.
Thank U!
r
Download an application
at www.iccfa.com, or
Call 1.800.645.7700

July 2016
VOLUME 76/NUMBER 6
ICCFA officers
Michael Uselton, CCFE, president
Scott R. Sells, CCFE, president-electt

Jay D. Dodds, CFSP, vice president
Gary M. Freytag, CCFE, vice president
Paul Goldstein, vice president
Christine Toson Hentges, CCE,
vice president
Richard O. Baldwin Jr. CCE, treasurer
Robbie L. Pape, secretary
Robert M. Fells, Esq., executive director &
general counsel
Magazine staff
Susan Loving, managing editor

sloving@iccfa.com; slovingiccfa@yahoo.com
12
ICCFA Magazine
Rick Platter, supplier relations manager

rplatter@iccfa.com; 1.800.645.7700, ext. 1213
Katherine Devins, ommunications & member
services manager
kd@iccfa.com; 1.800.645.7700, ext. 1224
Robert M. Fells, Esq., executive director &
publisher
rfells@iccfa.com ; 1.800.645.7700, ext. 1212
Brenda Clough, office administrator
& association liaison
bclough@iccfa.com; 1.800.645.7700,
ext. 1214
Daniel Osorio, subscription coordinator

(habla espaol)
danielo@iccfa.com; 1.800.645.7700, ext. 1215
ICCFA Magazine (ISSN 1936-2099) is published
by the International Cemetery, Cremation and
Funeral Association, 107 Carpenter Drive, Suite
100, Sterling, VA 20164-4468; 703.391.8400;
FAX 703.391.8416; www.iccfa.com. Published
10 times per year, with combined issues in
March-April and August-September. Periodicals
postage paid at Sterling, VA, and other offices.
Copyright 2016 by the International Cemetery,
Cremation and Funeral Association. Subscription

rates: In the United States, $39.95; in Canada,
$45.95; overseas: $75.95. One subscription is
included in annual membership dues. POSTMASTER: Send address changes to ICCFA
Magazine, 107 Carpenter Drive, Suite 100,
Sterling, VA 20164-4468. Individual written
contributions, commentary and advertisements
appearing in ICCFA Magazine do not necessarily
reflect either the opinion or the endorsement
of the International Cemetery, Cremation and
Funeral Association.
I C C FA 2 0 1 6 C O N V E N T I O N
CLOSING DINNER
The goal: Raise $100,000 to fight lung cancer in women
Christine OBrien, representing the

American Lung Association, speaks
at the ICCFA 2016 Convention Closing
Banquet.
For more information, go online to

action.lung.org/goto/iccfa
Start every day at the ICCFA Caf at www.iccfa.com
CCFA 2016-2017 President Michael Uselton, CCFE, has

inaugurated a new tradition for association presidents:
Selection of a cause to support during their year in office.
Uselton, whose wife Victoria has lung cancer, has chosen
to raise money for Lung Force, which focuses on women and
lung cancer.
Lung cancer is the #1 cancer killer for both men and
women, Uselton said at the ICCFA Convention Closing
Banquet.
During the time that we are sharing this meal, 18 women
will be diagnosed with lung cancer.
Christine OBrien, who has volunteered for the American
Lung Association for seven years, spoke at the banquet on
behalf of the American Lung Association.
Defeating lung cancer is the ALAs #1 strategic
imperative, OBrien said, and that is why we launched
Lung Force, to increase awareness by uniting women to fight
against lung cancer and for lung health.
Many who are diagnosed with lung cancer are diagnosed
in their fourth stage of lung cancer. Treatments at this stage
can be very difficult and, sadly, many times, unsuccessful.
We cant settle for less than a cure, and we wont stop
until we get there, but we need your help.
Uselton has set a goal of raising $100,000 for the Lung
Force campaign during his presidency.
r
ICCFA President Michael

Uselton and his wife,
Victoria, wearing a Lung
Force wrist band.
July 2016
13
Washington Report
by ICCFA General
Labor Departments new overtime
Counsel Robert
M. Fells, Esq.
regulations take effect December 1
rfells
@iccfa.com
1.800.645.7700,
ext. 1212
direct line:
703.391.8401
Fells is
ICCFA executive director and
general counsel, responsible for
maintaining and improving relationships with federal and state
government agencies, the news
media, consumer organizations
and related trade associations.
MORE FROM THIS AUTHOR

Why we vote.
A series of articles
on the importance
of engagement in
the democratic process in the
United States.
www.funeralradio.com
Funeral Radio. ICCFA

General Counsel Robert Fells,
Esq., talks about legal and
legislative issues affecting
funeral, cemetery and
cremation businesses at
www.funeralradio.com
MORE RESOURCES
Wireless. ICCFA members,
send us your email address
and well send you our biweekly electronic newsletter
full of breaking news.
14
ICCFA Magazine
ast year, the US Department of Labor

solicited comments regarding its proposed
changes in overtime rules that would
substantially increase the number of workers
who would be eligible to receive overtime pay.
The ICCFA submitted comments expressing
concerns with the impact the proposals could have
on our members, especially small businesses.
(See the November 2015 Washington Report
column). These are the basic provisions of the
final regulations that go into effect on December
1, 2016:
1. Salary threshold changed to $913/week
($47,476 per year).
This threshold doubles the current salary
threshold level of $23,660. While this level is
slightly lower than the threshold in the proposed
rule of $50,440, it still covers many employees
who are currently classified as exempt.
The ICCFA comments to the DOL last year
objected to enacting such a huge increase in the
threshold in one single action.
2. Automatic salary threshold increases
every three years (not annually) to maintain
level at 40th percentile in lowest-wage census
region.
The DOL reduced the frequency of the
automatic increases in response to concerns raised
by many commenters, including the ICCFA.
Instead of annual increases as originally proposed,
the threshold will be adjusted every three years
ICCFA members should review

their current workforce immediately
to determine which employees are
affected, whether to re-classify those
employees from exempt to non-exempt.
to maintain the level at the 40th percentile of fulltime salaried workers in the lowest-wage census
region.
The ICCFA objected to the DOLs use of the
40th percentage benchmark because it is a much
higher amount than the DOL has ever used in the
past, dating back to 1938.
3. Duties test is unchanged.
The decision by DOL not to change the duties
test is an important concession to the concerns
of small businesses. No changes have been made
in the duties test as the result of comments by
many organizations, including ICCFA.
4. Effective date is December 1, 2016.
In another concession, the DOL extended the
usual 60-day deadline for compliance to December
1, 2016. However, ICCFA members should review
their current workforce immediately to determine
which employees are affected, whether to reclassify those employees from exempt to nonexempt.
ICCFA Labor Law Counsel Michael
Pepperman is drafting an article that contains more
details about the DOL regulations.
r
New House legislation would extend Funeral Rule

to cemeteries, crematories and third-party retailers
n May, Rep. Bobby Rush (D-IL) introduced

the Bereaved Consumers Bill of Rights Act
of 2016 into the House. This bill, H.R. 5212,
is similar to legislation that Rush proposed in
2009-10 and that was reported favorably out of
the Energy and Commerce Committee but was
not called up for a floor vote. The current bill is
virtually identical to the previous legislation.
Specifically, H.R. 5212 requires the Federal
Trade Commission (FTC) to establish rules
requiring written price disclosures by all sellers
of funeral goods or funeral services. Additional
requirements for cemeteries include record
keeping of burials, sales of interment rights and
related matters.
The bill also extends the jurisdiction of the
FTC to include nonprofit cemeteries, except
those owned by religious organizations.
However, this exemption does not apply if the

religious cemetery is managed by or affiliated
with a for-profit provider of funeral goods or
services.
On May 24, H.R. 5212 was one of 17 FTCrelated bills that was part of a hearing by the
House Energy and Commerce Subcommittee
on Commerce, Manufacturing and Trade. The
ICCFA submitted testimony in opposition to the
bill.
Also, the hearing including H.R. 5255, also
sponsored by Rep. Rush, that would extend
FTC jurisdiction to all nonprofit, i.e., taxexempt, organizations. The ICCFA is opposed
to H.R. 5255 as well. Currently, the FTC
has limited authority over nonprofit entities.
ICCFA members will be kept informed of
developments.
r
March to your own beat

The ICCFA Annual Convention & Exposition, April 13-16, 2016, New Orleans, Louisiana,
opened its expo with a demonstration of a New Orleans jazz funeral Second Line
Clockwise, from above: local funeral

director Louis Charbonnet holds a white
handkerchief as he participates in the
jazz funeral he helped organize; the
Second Line marches through the hall;
a drummer in the band leading the Second Line; Doug Gober explains to the
crowd how a New Orleans jazz funeral
works; the band and the horse-drawn
hearse start their walk through the hall;
and the hearse driver.
July 2016
15
1 The Expo
Hall.
2 Rabbi
Daniel Cohen
interacts
with the audience during
the Jewish
Funeral
Directors
Association
program,
part of the
ICCFA
convention.
IN T E R N AT IO NA L
C E M E T E R Y,
5
3
3
ALPAR
President
Teresa
Saavedra of
Bolivia
and
ICCFA
2015-16
President
Darin Drabing exchange presents at the
Closing Banquet.
Convention numbers
Total cemetery, funeral home, crematory and
allied business representatives: 959
Attendee percentages
Owners: 35 percent
Managers: 48 percent
Staff: 17 percent
Final purchasing authority: 54 percent;
6
5 Nancy
Brower,
voodoo
queen Marie
Laveau,
Gwendolyn
Coffee and
Echo Welch
at the
Matthews
booth.
4 The State Association Leadership

Lunch, where attendees discuss what is
happening around the country.
ICCFA Magazine
AND
16
CRE M AT ION
Making purchasing recommendations: 40 percent.

25 percent representing combination cemeteryfuneral home operations
21 percent representing stand-alone cemeteries
32 percent representing stand-alone funeral
homes
5 percent representing stand-alone pet loss
providers
16 percent other, including insurance agents,
6 Speaker
John Besh
signs
books at the
Batesville
booth in the
Expo Hall.
mortuary school faculty, representatives of industry associations
Attendee satisfaction
Attendees rated the event highly, with 82 percent
indicating their overall convention experience was
excellent or very good and 88 percent indicating they definitely or probably will attend next
years convention.
r
F UN ER A L
A S S OC IAT ION
2 0 1 6
CO NV E NT IO N
&
E X P O
7 Breakout session attendees enjoy coffee service. Coffee or soda was available throughout the sessions. 8 John Bolton of Blackstone Cemetery Development and Lynn Illig of Matthews International
share a laugh during the Closing Reception. 9 Grief therapy dog Soloman Flynn of Americas Cemetery
does some four-legged networking, meeting Nola Grace Perry. 10 The FuneralOne flower.
11 2016
ICCFA
Convention
Chairs Lee
Longino
and Jay
Dodds,
CFSP, thank
convention
sponsors
(see list on
page 62).
11
10
12
12 At the Coldspring booth
in the Expo Hall.
13
13 ICCFA 2016-17 President

Michael Uselton, CCFE, at
the First-Timers Reception.
14
14 Keynote speaker Ken Blanchard had attendees up and talking to each other to make a point.
What did you

think of your
first ICCFA
convention?
Sophronia Riley
Bowman Funeral
Consultants,
Washington, D.C.
This has been a
phenomenal experience. I have met
so many great and
wonderful people
who have the heart
of the people,
who want to serve
people, who want to
give them the best
death-care services.
Scott Minogue
Catholic Cemeteries,
Archdiocese of
Chicago,
Chicago, Illinois
It was excellent.
The speakers so
far have been really
great, and all the
vendors. Ive gotten
a lot of information
and good ideas.
Analia Garcia
Jardim do la Paz,
Acuncin, Paraguay
I love it. I think its
a great opportunity
to meet providers, a
great opportunity to
do networking, and
also for learning.
July 2016
17
ICCFA C O N V E N T IO N
AWARDS , RE C O GN IT IO N S & E L E CT IO N S
Professional certifications
The ICCFAs certification program recognizes individuals who have demonstrated

a high degree of competence and a high level of cemetery, cremation, funeral
management or supplier experience and skills. At the 2016 convention, several
people were recognized as Certified Cemetery Executives. They are, from left,
Larry Chedotal Jr., Natchez Trace Funeral Home, Cemetery & Crematory, Madison,
Mississippi; Douglas Kuszlyk, Holy Sepulchre Cemetery and Ascencion Garden,
Rochester, New York; Lorraine Piller, Biondan North America & Fabhaven, Alberta,
Canada; and Rick Davis, Rolling Hills Memorial Park, Richmond, California. With
them is certification committee chairman Bob Gordon Sr., CCFE, CCrE, CSE. Not
pictured is Anthony Desmond, Cypress Hills Cemetery, Brooklyn, New York.
At its 2016 convention, the ICCFA honored people who have belonged to the association for 25 and 50 years, inducting them into the Quarter Century Club or Half
Century Club. Above, Half Century Club member Steve Schacht, CCFE, Service
Corporation International, Seal Beach, California; Quarter Century Club members John Bolton, CCE, and Jeff
Kidwiler, CSE, CCE, both of Blackstone Cemetery Development, Santa Ana, California; ICCFA 2015-16 President
Darin Drabing. Right, partners Kate and Terry Branson,
Beyond the Rainbow Pet Hospice & Memorial Center,
Fort Worth, Texas, were inducted into the Quarter and
Half Century club, respectively. Also inducted into the
Quarter Century Club were Billy Hendrix, Memorial Park
Funeral Homes and Cemeteries, Gainesville, Georgia;
and David Decarlo, Carriage Services, Houston, Texas.
18
ICCFA Magazine
ICCFA 2016-2017 President Michael

Uselton, CCFE, left, receives the presidents gavel from 2015-2016 President
Darin Drabing.
New members
elected, named
to ICCFA board
he ICCFA elected its 2016-2017

leadership during its 2016 Annual
Convention & Exposition:
PresidentMichael R. Uselton, CCFE,
Gibraltar Remembrance Services, Palmetto,
Florida;
President-Elect Scott R. Sells, CCFE,
Service Corporation International, San Jose,
California;
Vice President, Education Christine
Toson Hentges, CCE, The Tribute Companies
Inc., Hartland, Wisconsin;
Vice President, Membership & Market
ingPaul Goldstein, Hillside Memorial Park
and Mortuary, Los Angeles, California;
Vice President, Internal Affairs Gary
M. Freytag, CCFE, Spring Grove Cemetery
& Arboretum, Cincinnati, Ohio;
Vice President, External AffairsJay
Dodds, CFSP, Signature Group, Houston,
Texas;
Treasurer Richard O. Baldwin Jr.,
CCE, Celebris Memorial Services, Quebec,
Canada;
SecretaryRobbie L. Pape, Service
Corporation International, Houston, Texas.
Members elected to serve three-year terms
on the Board of Directors:
Andres Aguilar, Los Parques, Guatemala
City, Guatemala;
I CCFA CO NVENTION
ELECTIONS
Carlos Roberto Belloso, Parques y Jardi
nes de Cuscatlan, San Salvador, El Salvador;
Gary Buss, Arlington Cemetery Co.,
Drexel Hill, Pennsylvania;
Anthony Guerra, Guerra & Gutierrez
Mortuary, Los Angeles, California;
Edward Horn, CCE, St. Michaels
Cemetery, East Elmhurst, New York;
Gregory B. McClary, CFSP, Chapel
of the Chimes Funeral Home, Westland,
Michigan;
John W. Renfro, NorthStar Memorial
Group, Houston, Texas;
Amy S. Shimp, Dulaney Valley
Memorial Gardens, Timonium, Maryland.
Past presidents elected to serve a one-year
term on the board:
David Shipper, Futura Group, Ewing,
New Jersey;
Irwin W. Shipper, CCE, Rose Hills
Memorial Park, Putnam Valley, New York;
Kenneth E. Varner, CCFE, Cypress
Lawn, Colma, California.
The International Memorialization Supply
Association appointment to the board is
Frederick W. Miller, CCE, CSE, Memorial
Past Presidents Arlie Davenport and Fred Lappin, CCE, give voting instructions for
election of the 2016-2017 board while the 2015-2016 officers listen. They are, from
left, President Darin Drabing; President-Elect Michael Uselton, CCFE; Secretary
Robbie Pape; Treasuer Gary Freytag, CCFE; and Vice Presidents Chistine Toson
Hentges, CCE; Jay Dodds, CFSP; Scott Sells, CCFE; and Paul Goldstein.
Business Systems, Brentwood, Tennessee.

The presidential appointments to represent
the ICCFA on the Cemetery Consumer
Service Council are:
Thomas P. Daly, CCE, CHS Consulting
Group, Westwood, Massachusetts; and
Stephen Burrill, CCE, CCrE, Mount
Hope Cemetery, Bangor, Maine.
Members of the 2016-2017 Executive
Stars &Stripes
ipes
Committee are Uselton, Sells, Freytag,

Immediate Past President Darin B. Drabing,
Forest Lawn Memorial-Parks & Mortuaries,
Glendale, California; Arlie T. Davenport
Jr., Greenwood-Mount Olivet, Fort Worth,
Texas (presidents appointment); and Richard
T. Sells, CCE, Johnson Consulting Group,
San Diego, California (past presidents
appointment).
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19
EDUC AT IO N A L FO UN DAT IO N
Foundation
awards ICCFAU
scholarships
T
Steve Gackenbach, group president for Matthews Memorialization, signs a check
symbolizing the companys $100,000 donation to the ICCFA Educational Foundation.
Batesville President and CEO Chris Trainor announces the companys $100,000
donation to the ICCFA Educational Foundation.
Batesville, Matthews each give

$100,000 to fund scholarships
he Educational Foundation of the International Cemetery, Cremation and

Funeral Association received commitments of $100,000 each from Batesville
Casket Co. and Matthews International during the ICCFA 2016 Convention &
Exposition in New Orleans, Louisiana.
The leaders of both companies signed checks on stage during the Educational
Foundations presentation during the convention, and said their organizations support
the foundations objective of making education accessible to the future leaders of our
profession.
Batesville is very proud to support the ICCFA Educational Foundation in
providing scholarships and opportunities for a new generation of funeral profes
sionals, said Batesville President and CEO Chris Trainor. Batesvilles donation is
a reflection of our ongoing partnership and commitment to creating a more positive
future for our industry.
Steve Gackenbach, group president for Matthews Memorialization, agreed that
they are proud to support the foundations mission. Our donation underscores
Matthews deep commitment to the memorialization industry and to our goal of
helping our customers grow their businesses, Gackenbach said.
r
20
ICCFA Magazine
he ICCFA Educational Foundation

announced that it selected 21 industry
professionals to receive scholarships
to attend ICCFA University, July 22-27, at
the University of Memphis in Memphis,
Tennessee. They are:
Marie Anderson, Afp Horizon,
Carrolton, Texas, made possible by Live Oak
Bank;
Kyle Butler, Green Hills Memorial
Park, Ranchos Palos Verdes, California, made
possible by Matthews;
David J. Boyle, Town of Chelmsford
Cemetery, Chelmsford, Massachusetts,
made possible by Memorial Classic Golf
Tournament;
David Brooks, St. Josephs Cemetery
& Morris Funeral Cottage, Cheraw, South
Carolina, made possible by the Gino
Merendino Veterans Scholarship Fund;
Rachel Dwyer, Allen Dave Funeral
Home & Heritage Funeral Home, Harker
Heights, Texas, made possible by Cypress
Lawn/Kenneth Edward Varner Memorial
Scholarship;
Heather Felkel, Relyea Funeral Chapel,
Boise, Idaho, made possible by NGLNational Guardian Life;
Pamela Girdy, Allen Dave Funeral
Home, Houston, Texas, made possible by
Matthews;
Zachary Gordon, Eternal Hills
Memorial Gardens, Klamath Falls, Oregon,
made possible by Memorial Classic Golf
Tournament;
Cynthia Herbison, Polk Memorial
Gardens/Williams Funeral Home, Columbia,
Tennessee, made possible by Batesville;
Kai Horn, Memorial Park Funeral
Homes & Cemeteries, Gainsville, Georgia,
made possible by Live Oak Bank;
Matthew Morian, Lucas Funeral
Home, Grapevine, Texas, made possible by
Memorial Classic Golf Tournament;
Stephen Mulder, Sunset Gardens
and Einans Funeral Home, Richland,
Washington, made possible by the Next
Generation Scholarship Fund;
Nathan Nardi, Rose Hill Cemetery of
Hagerstown, Hagerstown, Maryland, made
possible by Regions Bank;

to page 22
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AWARDS & RE C O GN IT IO N S
Jim Darby was surrounded by family members and many other well-wishers at the Educational Foundations reception.
Darby receives Educational Foundation Award
he ICCFA Educational Foundation

presented James Big Jim Darby of
Trigard and Sunset Memorial Park
and Funeral Home, Danville, Illinois, with
the Lasting Impact Award during the ICCFA
2016 Convention & Exposition.
The award recognizes individuals who
have made significant contributions to
furthering professional development and
lifelong learning in the funeral, cemetery
and cremation profession.
The award was presented at the annual
Educational Foundation Reception. The
room was filled with people on hand to
congratulate Darby and help the foundation
in its mission to raise additional money for
scholarships.
Darby started learning about the
cemetery business when his father became
sales manager at Yosemite Cemetery in
Detroit, Michigan. When he was in high
school, his family moved into a house
on the cemetery grounds, and he began
working there part-time. In 1960, his
parents moved the family to Danville,

having bought the cemetery.
Darby joined the Illinois Cemetery Asso
ciation and eventually became president. He
also served as legislative chair for 12 years.
He taught at the local community college.
Darby was praised for his hard work,
integrity, humility, leadership, entrepreneur
ship, innovation and vision.
Darby recognized his wife, Caroline,
who was unable to attend, and thanked his
children for putting together the talented
team that is now our company.
He said his greatest career accom
plishment has been holding his family
together in the business. We now have four
generations, and 60 years of membership in
this organization, going back to his father,
Charles Darby, who started his relationship
with the ICCFA in the 1950s.
There are many people in this organiza
tion who deserve this award, Darby said.
I think you for making this my year and I
promise you that I will continue to share with
Educational Foundation Chairman James

Price, CCFE, CCrE, applauds as he listens
to Jim Darby accept the Educational
Foundation 2017 Lasting Impact Award.
Darby brought down the house when he
acknowledged last years winner, Dave
Wharmby, CCE, noting that Wharmby said
in his acceptance speach that its all about
relationships. I think thats true, and I just
want you to know that, due to my close
relationship with Trigard, my trophy is a
quarter inch taller than yours!
others. Thats what this organization is all

r
about; its something we do very well.
I C C F A U sc h olars h i p reci p ients

from page 20
Lorraine Piller, Biondan North America
& Fabhaven, Alberta, Canada, made possible
by Batesville;
Gail Rubin, A Good Goodbye,
Albuquerque, New Mexico, made possible
by Regions Bank;
Jessica Summers, Kent Forest Lawn
Funeral Home, Panama City, Florida, made
22
ICCFA Magazine
possible by Batesville;
Craig Stires, Dwayne R. Spence Funeral
Home, Winchester, Ohio, made possible by
Memorial Classic Golf Tournament;
Ron Swanson, Einans at Sunset,
Richland, Washington, made possible by
Matthews;
Lisa Vaeth, Association of Jewish
Cemeteries, West Hartford, Connecticut,
made possible by the Next Generation

Scholarship Fund;
Stephanie Zimmerman, Forethought
Life Insurance Co., Batesville, Indiana, made
possible by NGL-National Guardian Life;
and
Becky Zoch, City of Evansville
Cemeteries, Evansville, Indiana, made
possible by Batesville.
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23
KEYNOTE SPEAKERS
The following pages include information gleaned from presentations made at the ICCFA 2016 Convention.
If youd like to hear more from a particular speaker, you can order recordings of most conference sessions
at www.iccfa.com/2016-annual-convention-recordings.
Resilience is
required. If you
want to win in the
era of the customer, the new
economy, youre
going to have
setbacks, missteps. Things are
going to change.
Were just entering
that time when you
have to be resilient
and you have to
respond and you
have to decide
how youre going
to show up.
Ryan Estes
r Get comfortable with uncertainty,

disruption and chaos it you want
to thrive in the era of the customer
Ryan Estes, business advisor
What we should have been doing was
rethinking, reimaging and reinventing our
business some years prior, at the pinnacle
of our profitability and successbut we
waited. And thats a common mistake,
particularly inside successful organizations.
Success, by its very nature, can breed
complacency.
Were entering a very different body of
time. Theres an interesting body of research
that comes out of a think tank that calls these
next five years the era of the customer. The
research suggests that were going to see
more change and transformation in customer
expectations in the next five years than
weve seen in the previous 50.
Thats a revolution. And the conclusion
of the research suggests that customers
are changing so fast, most companies
cant keep up. That is presenting a unique
challenge, but also an unprecedented
opportunity for those that can step up and
insert themselves in that gap.
What can you do to thrive in the era of
the customer?
In order to thrive in this environment,
you have got to be committed to initiating
24
ICCFA Magazine
continuous reinvention. Youve got to

execute and disrupt your old business at the
same time.
A common thread of the most successful,
high-impact leaders is that they are students,
they embrace learning. Leaders are learners.
Theyre willing to take in new information
and then immediately take action on the
ideas.
Your biggest breakthrough in business
will happen one step out of your comfort
zone. In the era of the customer, we just
have to do a better job of getting comfor
table with the uncertainty, disruption and
chaosthats where the opportunity is.
In my business today, I force myself and
everybody around me to stay in what I call
the learning lane. We use two daily selfassessment questions to stay there.
The first one is, did I do something today
to make myself uncomfortable. I want to get
really good with discomfort and uncertainty.
That means Im evolving, adapting and
growing.
The second question is, did I and my
team make progress today. Are we getting
better? Because in the era of the customer,
if youre not getting better, youre getting
worse. There is no status quothe markets
moving too fast.
Fear of failure is the big innovation
killer. Im going to give you the antidote to

fear of failure right now. Its to take bold,
decisive action in a new direction; do not
wait. Act. Thats where breakthroughs
happen.
To win, you have to brand the client
experience. By brand, I mean you have to
create an identity, a process, standards of
excellence that differentiate you from the
rest of the marketplace and resonate in a
meaningful way with customers. Thats
where growth happens, and that is where
business is going to be won or lost in the era
of the customer.
The secret to winning around human
connection is to deliver a little more than
customers expectevery single time. Be
what I call remarkable consistentlythe
new economy definition of the word
remarkable, worthy of being remarked
upon. So memorable that I want to go tell
somebody else about that experience.
r Stay committed to being helpful
Instead of just focusing on being successful,
also stay deeply committed to being helpful.
When you help people get to where they
want to go, a funny thing happens in the
connected world we live in today. Theyll
make a commitment to helping you get to
where you want to go.
r
KEYNOTE SPEAKERS
r People want control over making
decisions, so provide options
Jeannine English,
AARP president
If I leave you with
just one takeaway this
morning, it would
be this: People value
control over their
decision-making,
and thats throughout
the entire life cycle.
People deserve to have
options, and have their
values respected.
You and your colleagues can play an
invaluable role by empowering choice
in honoring peoples wishes. The service
you provide can be the graceful finale
to a seamless journey through the whole
system of care.
I know you understand that, and I didnt
come here to tell you your business. I speak
for the consumera lot of consumers.
AARP has 38 million members. But I really
want to emphasize the importance of choice
and empowerment, especially to the newer
generation of people who are growing older.
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r Be aware of people who will have

no one to deal with their deaths
There will be more and more older people
who face the end of life without spouses
or children. The share of adults who
never married is at an all-time high. And
its increasing. Millennials are actually
marrying at a lower rate than the baby
boomers.
So what does that mean for your
industry? Id like to read to you a few lines
from a recent blog that talked about the
challenge.
One person said, I frequently
wonder who in my family will bear the
inconvenience and the expense of coming
to Massachusetts to dispense with what is
physically left of me.
Heres another: Even with brothers and
sisters, Im still alone. They live too far
away and have their own families and their
own concerns, so I dont look to them to
take care of me.
Their testimony is really moving, and
it speaks to something larger than marital
status. The challenge is the same, whether
a person is single and childless or has a big
and loving family. When the time comes,
people are relying on you to be personcentered.
r
July 2016
25
KEYNOTE SPEAKERS
r Every 2 weeks, meet 1-on-1
with everyone who reports to you
Ken Blanchard, author
Of all the things that we teach in our
company, if you remember this thing,
you will be great as a people manager.
You need to have, once every two weeks,
a one-on-one meeting with each of your
direct reports for 15 to 30 minutes.
You schedule the meeting and they set
the agenda. Its their meeting. They can
talk about anything they want. If theyve
got a family problem that might hurt them
at work, or theyre worried about a goal.
If you met with your people 26 times a
year, you would really know your people,
and they would really know you, and you
would be there to help them become the
best that they can possibly be at doing
what you want them to do.
r Start your day by tapping into
your internal, reflective self
When I was working with Norman Vincent
Peale, we said that we all have two selves.
We have an external, task-oriented self thats
used to getting jobs done, and then we have
an internal, reflective self. Which of those
two selves do you think wakes up quicker in
the morning?
Its the task-oriented. Why? Because the
ALARM goes off! You jump out of bed
into your task-oriented self, youre trying to
eat while youre washing. Then you jump
into your car and you have your car phone,
and this meeting here and on and on and
you finally get home at 8 oclock at night,
absolutely exhausted. You fall into bed and
dont have any energy to say goodnight to the
person lying next to you.
Next day, boom, youre out of there
again. Pretty soon, youre caught in a rat
race. I love Lily Tomlin, the great Hollywood
philosopher. She said the problem with the rat
What you think has a tremendous impact on how you behave and how it impacts your
organization.Some of you can be going, Oh, god, the industrys changing. These millennials, they dont want to have funerals. What if you say, Whoa, its changing! This
is going to be kind of exciting! I wonder what I can do differently, because were in the
celebration of life business? Your mindset is important.Ken Blanchard
race is even if you win it, youre still a rat.

So one of the things we found is that you
have to enter your day more slowly. You need
to spend at least 15-20 minutes of quiet time,
of solitude. You can do some praying, if thats
what you do. You can just do some thinking
of who you want to be in this day. When
you take that time in solitude and prayer and
thought about the day and how you want it to
be, you have a plan in mind.
r Learn to be a servant leader
How many of you would like people to know
you as a self-serving leader? I dont get many
people who put their hands up. Everybody
wants to be a servant leader, Im there for
people.
And yet the reality is, a lot of times youre
r Learn the secret to making a good roux Chef John Besh

The key secret to making a good roux is this: Start with a good oil; I love to
use canola oil. You need a cast iron pan. High heatother people will tell you
otherwise. Add equal parts flour to the canola oil.
Use your whisk; stir it around for about 10 minutes. Its going to become a
kind of a milk chocolate color.
Then turn it down, take out your wooden spoon and stir slowly for another
five minutes and its going to become a darker shade of brown.
You add onions to it if youre going to make a gumbo, and those onions are
going to start to carmelize. You stir them, stir them, stir them, and in another
three minutes youll have a mahogany brown roux. Youre ready for bell
peppers, celery and anything else you want.
r
26
ICCFA Magazine
not. If I had more time with you, wed have

an ego anonymous meeting, because the
biggest addiction in the world is the human
ego.
I can always tell an organization that is
run by self-serving leaders, because the frontline people, if you ask them something thats
a little off of their normal pattern, say, Im
sorry; I cant do that. They become ducks.
Quack, quack. Its our policy. Quack, quack.
I just work here. Quack, quack. I didnt make
the freaking rules. Quack, quack. You want to
talk to my supervisor.
Why? Because self-serving leaders want
everyone sucking up to the hierarchy, because
they think all the brains are all in their office.
Theyre not. You want to pick the brains of
r
your people.
When I started thinking about
what I do and cross-referencing it with what you do in your
industry, there really are a lot
of crazy similarities. From the
time a person is born to the
time that they die, and everything in between, we celebrate
with food. We allow food to
be that one thing that brings
us all together. Food crosses
every boundary, every barrier.John Besh
C R E M AT I O N
If they dont have the proper legal authority to cremate, whats their option? Burial.
That is not your concern or problemlegally it might be their only option,
but nobody ever pushes that. Im telling you, you should.Poul Lemasters
r Make sure you verify electronic
signatures before accepting them
Poul Lemasters
Lets talk about electronic signatures, any
electronic mark that you intend to be your
signature. It is allowed in all 50 states
by state law, and the federal government
allows it as well. Fantastic.
This means, if you send an email to
somebody and they send it back and they
say, Yes, I want you to do that, that, in
effect, could be an electronic signature.
Bam; covered. Not exactly. Heres the
problem: The law says theyre valid, but
they dont say how you prove youve got
the right electronic signature. So its up to
you to do that next step.
How do you verify it? Its actually
pretty easy today: photo ID. The easiest
way you can handle out-of-town
verification is a photo ID.
People are going to say, How am I
going to get a picture of my ID? Phone,
click, email it.
I dont care about a notary, and heres
why. Notarizing does not mean that they
are verifying the ID. In some states, it
simply means they verify that a signature
is being taken.
If youre going to go through the notary,
what Im going to tell you is make sure
the language in the notarization says that
F I RST-TI MER S
Amy Yarborough
Serenity Oaks Memorial
Park, Prairieville,
Louisiana
I think its incredible,
very enlightening. Im
learning so much, my
brains on overload, but
its been very interesting.
Im amazed how many

people dont even
know their own state
law on the conflict
about who controls
disposition. What I
mean is that a lot of
times, we dont even
know whos in charge.
Poul Lemasters
I have witnessed the signature and have

attached an ID.
The photo is much more important than
an actual notary.
r Use affidavits to impress upon
families the need to be truthful
One of the things I like to do if were
going to have a missing child is have
the family sign an affidavit. Whats an
affidavit? An affidavit is just a little bit
stronger language, and it lays out the facts.
What it says is that I, (child), swear/state
the following facts.
Then youre going to give specific
facts. They havent been in the family for
25 years. We tried to locate him; we did
this, we did that. We dont even think they
Rick Walter
Missoula Funeral Homes,
MIssoula, Montana
Its been amazing. Weve
had a lot of fun here in New
Orleans, and the conventions been fantastic. Lots
of great vendors and a lot
of great educational programs. Weve
really enjoyed ourselves.
Rene Rodgers Unity Funeral Services, Milwaukee, Wisconsin

I am totally impressed. I thought it was a great conference. I think its
wonderful to have all of the different industries together in one conference. Im coming into the family funeral home business, transitioning
from engineering. Im here with my dad; its his first time, too. Hes
been to NFDA in the past, and Im hearing from him and others that this
is a much different conference. I thought it was amazing. Everybody
has been open, willing to work together. The sharing of ideas has been
wonderful. Im looking forward to the conference next year.
28
ICCFA Magazine
would oppose the cremation if we could

find them. And then theyre going to sign
it.
Does it give you extra protection? A
little bit. The extra protection is it shows
that you relied on them entirely.
One of the problems in some of these
cases Ive had is the family turns around
and says, Well, we didnt know it was
really that big of a deal.
Its a big deal, and you need to make
them understand that. So when you pull
out a semi-legal document thats an
affidavit, you want it to scare them.
You need to tell them how serious a
matter this is, and a lot of times we dont.
They need to understand the ramifications
if they dont tell the truth.
r
Cole Imperi
Doth, Cincinnati, Ohio
Im inspired by all of the
vendors, and excited to
meet so many new people in this community.
Renato Lopez
Los Parques, Guatemala
City, Guatemala
It was a great experience.
A lot of innovative ideas
to implement back home.
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C R E M AT I O N
r Match the cremation technology
you buy to the business you have
Mark Matthews
The manufacturers all make great machines.
They do different stuff, either environmen
tally or in terms of volume.
If youre going to do one cremation a day,
thats different than someone whos doing 22
a day. Thats a completely different business;
it requires completely different technology.
The majority of you do fewer than than
500 cremations, so youre talking one,
possibly two machines.
The other thing people dont realize is
there are a whole bunch of used machines
out there. You can buy a used, single-hearth
crematory, a two-chambered machine.
Thats if youre doing fewer than 200
cremations, maybe fewer than 100, especially
if youre in a rural area. You dont have the
same environmental problems, because
theres not the population there.
In the really populated areas, I guarantee
theres a sophisticated government agency
thats going to go deeply into your pocket to
make sure you buy the right crematory and
that its emissions pass what they believe is
r Learn to be professionally
assertive so youll have no regrets
Michael Watkins
A lot of times Ive asked people, Youve
been to some great training at these confer
ences. Hows that working out for you?
Theyre kind of embarrassed. Theyre
afraid to go back to their business and
implement what theyve learned. And I think
fundamentally, its because we have trouble
differentiating in our mind the difference
between being aggressive and being assertive.
We are desperately afraid that the family is
going to misinterpret us as being that guy.
Its the stereotypical used car salesman.
Interestingly, I was on the trade show floor
visiting with a vendor I know. Her husband
came along, and hes in the car business.
We were talking about that image, and
he said, You know, the people who are the
ones slapping their hands on the table saying,
What can I do to get you in this car today?
are quickly going away.
Were having to adapt to the people who
are walking in the door. Usually when they
walk in the door, theyve already been on
the internet, and they know everything. They
know what it costs. They know what they can
get. Theyre armed with all this information
30
ICCFA Magazine
As you think about

marketing to crema
tion consumers,
something you pro
bably dont think
about is radio
stations, and radio
stations are good,
cheap advertising.
Get ads on some of
the more progres
sive stations. Those
listeners are more likely to cremate.
Mark Matthews
50 percent or greater of all dispositions go to

the residence, which means nowhere. And
then theyre in the closet.
The smartest thing you can do is print
yourself a little round disc with your phone
number on it that says: When you decide to
do something permanent with these cremated
remains, call this number.
Thats a really simple way to generate
a phone call or two about an interment of
cremated remains.
r Make sure those remains in the

closet have your number on them
Some cremated remains go unclaimed, or
people take them home because they cant
figure out what they want to do. In California,
r Expect to see different groups

creating interesting new traditions
One of the things they do in California is a
surf-out. Its actually pretty cool. All these
surfer dudes will surf out, form a circle, pass
around a bottle of tequilaor several of
themdrink them, say something (clergy
may or may not be involved), scatter the
remains there and then surf back in.
Id love to tell you thats really bad and
that they shouldnt it, but everybody thinks
its kind of cool.
Thats their tradition. Its a new
tradition, and I think youre going to see
more things like that.
r
on their little computer,

which is their phone.
Theyre having
to change their
approach and be more
consultative, be more
the educator. And Im
going, gosh that sounds
familiar.
I always tell people
we have to learn to be
professionally assertive, and to have the
courage to go out and take that initiative, or
have the courage to educate that family.
I always like to ask people if theyve ever
made arrangements for a family member
and then determine how that kind of differs
from what theyre doing with other families.
I had a guy one time who said, My aunt
died.
Tell me about it.
She loved to cook, so we had copies of
all her recipies. We set up a little vignette
that looked like a little kitchen.
She had a great relationship with her
grandkids, and we had each of them write
a note and we tied them to balloons and put
them out at the cemetery. And on, and on.
Why arent you doing that with every
family?
This is my family, and Im comfortable.
They know Im the funeral person in the
family and I feel very comfortable giving
them advice and just taking it and running
with it.
Well then, how do you get to that point
with every family? As Im watching that
family drive away, I want to know that Ive
done everything in my power that I can
for them. And moreso, I want to have no
regrets.
Oh, you know, when they said they were
going to take the urn home, I really wish
I had told them about that new cremation
garden weve put in.
I wish I had had the courage to talk to
her about long-term plans: Whats going
to happen to those cremated remains after
youre gone?
They just wanted a direct cremation.
Do they really know what direct cremation
means? Could I have talked to them about
that?
When I was getting to know about the
persons life, I could have helped them see
how much having a gathering would have
helped everybody.
You should have no regrets.
r
the level they should be.

If youre in a big, urban area, I guarantee
you that in the future its going to be more
difficult than in the past to get a crematory
permit. If youre not in that area now but you
service it, you want to find a place where you
can put a crematory.
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31
C R E M AT I O N
History has taught us that cremation is here to stay.

Its become an unstoppable force, even with the introduction of other methods
of disposition such as green burial or alkaline hydrolysis.Jason Ryan Engler
r Learn about the memorialization

era of cremation in the U.S.
It would be impossible to pinpoint a single
reason that the rite of cremation gained any
acceptance during its early years in America.
The memorial idea is what got cremation
moving toward something that was a
dignified alternative to burial.
So, the memorial idea. Lets give some
further discussion to that. The idea is that
no cremation is complete without a proper
memorial.
The cremation process may take place, but
it isnt complete until the cremated remains
are memorialized, and all of the following
are included: a memorial urn of imperishable
bronze, the engraving of the name and dates
on the memorial urn and finally, and most
important, permanent place

no right to crush, grind
ment of the urn, whether
or pulverize human bone
inurned in a columbarium or
fragments. They should
interred in a cemetery.
be placed in a temporary
There was absolutely
container or urn just as they
no scattering as part of
were removed from the
the cremation process.
cremation vault.
Scattering cremated remains,
To do otherwise invites
permanent destruction of
desecration, gives an
cremated remains and home
impression of valueless ash
retention were all in direct
and will eventually destroy
conflict with the memorial
the memorial idea. Theres
Many subjects were discus
idea and were discouraged
usually sentiment for the
by cremationists across the sed at these early conven
cremated remains of a loved
tions, including preneed niche one, but it disappears when
country.
sales and how to sell niches
During the memorial
they are desecrated.
at need. These permeated
The cremationists were
ization era of cremations
the meetings of the asso
history, many, if not most
very
successful in their
ciation.Jason Ryan Engler
cremationists, refused
endeavors, because in this
to pulverize, crush or otherwise reduce in
time frame in cremations history in America,
consistency cremated remains.
the most beautiful memorials in the country,
The reason was to further the need for
which are still strongly standing today, were
the permanent memorial, and to aid in the
created and produced some very successful
prevention of scattering. It was the belief
revenue for those who were in the cremation
that the reduction of the remains was nothing business.
more than desecration tothough they were
A permanent memorial ensures a peaceful
going into a finer consistencythe remains
remembrance of the dead for the livng. There
are hundreds of grief professionals who
of human beings.
The manual of standard crematory
reiterate that memorials aid those who are
and columbarium practices spelled it out
grieving. Seeing names and dates engraved
very well. Never crush or grind cremated
in a permanent place speaks volumes to the
heart and to the mind.
remains. This is very important. We have
r
r Create a plan to deal with

disposition of cremated remains
David Penepent
One thing is that you have to create a plan.
Theres a law in New York that you have to
fill out a form called the customer designation
of intention during the arrangement
process and retain one and give a copy to
the consumer upon the completion of the
arrangement.
I strongly recommend that in your state
you adopt something similar to this form. Put
this on your letterhead, or modify it any way
you see fit. Make sure its in compliance with
your state laws.
For example, some of your state laws
might not say 120 days after the cremation
process we have the right to dispose of these
cremains. It might be 90 days; it might be 180
days. Whatever your state statute stipulates,
make sure you put that in

there.
Give a copy to the
consumer. One reason
is that sometimes the
person who made the
arrangements will die and
their chilf wants to know
where those cremains are.
You go to the
customer designation of
intention, and according to this, it said that
we were going to bury the remains at Mount
Hope Cemetery. Then you can go to Mount
Hope Cemetery and ask, Did you bury these
cremains?
This form gives you a plan so you know
what to do with the cremains upon receiving
them back at the funeral home.
What do we do with current stockpiles of
r Study the history of cremation

Jason Ryan Engler
Many early civilizations believed the beauty
and light of the afterlife were encouraged
by the beauty and light of the flame of
cremation.
The ancient Greeks believed their soul
could not be released from their body until
their body was cremated. Additionally, they
believed that their soul could not be at rest
until some permanent memorial with the
name of the decedent inscribed had been
erected.
32
ICCFA Magazine
cremains? Cremains should be retrievable.

Before the final disposition of old
cremains, send a registered letter. It doesnt
have to be anything complex. We have
your loved ones cremains in our possession.
According tofill in the blank of whatever
state law youre citingwe are going to inter
your loved ones cremains at Mount Calvary
Cemetery Mausoleum. In the event you ever
wish to retrieve these cremains, it will be at
your expense. Please get back to us within a
certain amount of time. (I would give them
at least a month.)
Bury with respect and dignity. Part of our
job as professionals is to be respectful to the
dead, no matter what form the remains are.
Have a minister, have your celebrant come
out and say a few words at the grave before
you inter the remains. Make sure you show
respect as the professional.
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July 2016
33
MANAGEMENT
r Dont treat a job interview as a
talent show; its a business meeting
Shannon Leahy
One of the biggest misconceptions most
people believe is that a job interview is
a talent show. An interview is a business
meeting between two or more people about
a potential collaboration. Thats it. Its not a
talent show.
So how is that going to unfold in a job
posting? Be different. To be different is to not
sound like everybody else. In this speed we
live at, if you sound different, you will attract
attention. Not forever, but if you can write
a job posting in your voice, that job posting
will pop.
If you want to go into that vague corporate
language of an ability to adapt to change,
show us what that is. If that means having a
sense of humor, say that you absolutely must
have one to work with us.
Part of being different is be specific. Speak
as if you are having a coffee with this person.
Speak normal language. If you want to say,
We expect that you have a tough skin, write
it. If you think your staff has big personalities,
they play hard, they fight hard, theyre always
professional with families but theyre big
personalities, thats who you want to attract to
you, correct? You dont want a church mouse.
That can be in the job posting.
If you absolutely, positively must have
someone who has a brilliant sense of humor,
then put that in the job posting. Because no

ones going to come to a job interview and
pretend to be funny. Or if they do, it will be
painful for everyone involved.
Another way to screen out is you can also
put in that job posting that you may receive
emailed questions from our office. Because
remember, a resume is ultimately one
document that should not be over two pages,

and its all about what? Skill set. And were
looking for screening out people.
So if Im looking at your resume and
I have questions, why not sit down, pour
yourself a cup of coffee and email that person
and ask for some clarification. Save yourself
some time.
r
r Come up with something better

to say than sorry for your loss
Doug Gober
Im so sorry for your loss. If you get
anything out of this seminar, dont ever say
that as a professional in this business, ever
again. Theyre going to hear that 150 times
from every person they know in the outside
world that doesnt have any idea what to say,
so they say, Im so sorry for your loss.
They walk into your place, and as the
professional in this business, you say the
same damn thing. What the heck?! That
makes you no different than anyone else.
Maybe you ought to say something like,
I know this is a really difficult time for you
and your family, but I want you to know that
during this whole journey were going to go
through it together, were going to be right
here, and were going to help you through
this better than anyone else could possibly do
it. Thats why we exist. They need that from
you.
r Find the capital

you need
to expand your
business and win
What if you want to
expand your business
into a new market? This
guy had a great business.
They did about 250 calls
a year, they had about
$1.6 million in revenue, he had free cash flow
of almost $400,000 a year.
He had an old note only about six years
from being paid in full. This old note had
about a $750,000 balance on it.
He went into the next town over, and built
a new $2.6 million funeral home. He thought
there was a real opportunity over there. He
was right; he had done his homework. He
was willing to take the risk.
We added the $750,000 he owed to the
$2.6 millionwhich doesnt require any
equity, because its a construction loan. On
construction loans, the SBA doesnt require

any equity.
Weve got $2.6 million added to his
original. Now we put it at 5.25 percent. Look
what his EBITDA did. It increased his annual
payment by $67,000, and we increased his
EBITDA, because in the second year in the
new town, he did 200 calls, and literally took
the business away from those turkeys over
there that should have gotten out, that he had
offered to buy for years, and they just refused.
He said, Fine, Im going to come over there
and build a place. I wont buy yours, Ill just
take all the business away.
Which is exactly what he did. His
EBITDA annually went from $400,000 to
$700,000. He invested $2.6 million, but his
cash flow got better, because he increased his
cash flow by $300,000 and he only increased
his debt by $67,000 a year.
This is how people are winning. There
is available capital in the market to do these
things.
r
34
ICCFA Magazine
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July 2016
35
MANAGEMENT
r Learn from the way Walmart cuts
costs and keeps what has value
Paul Seyler
What Walmart does relentlessly is figure
out what has value, and if it doesnt have
value, take it out. They do what we learned in
famous sales training school years ago: Focus
on the benefits, not just the features.
So think about what we do and what has
value. Were very focused on logistics as an
industry, arent we? Making sure everythings
at the right place at the right time. The bodys
got to go here, weve got to go there, the
paperwork has got to go here.
We are very focused on logistics as part of
our business, and weve done studies of time
and motion and figured out that a lot of our
effort goes into logistics, and making stuff
happen right when its supposed to.
The only reason the customer cares about
logistics is if it gives them convenience.
Customers only care about logistics if we
make their business more convenient for
them. Were focused on logistics, but what
adds value for the customer is convenience.
Were very focused on the services we
provide, but what adds value in services is
when you can create

an experience that is
going to be memorable.
And anything we add
to a service that doesnt
contribute to the value
of the experience ought
to go the way of the
deodorant boxif it
doesnt add value, it
ought to go away.
We focus a lot of attention on funeral
hostsas we should, because theyre paying
the bill. But what kind of experiences are
we creating for the guests? What kind of
attention are we showering on the guests?
Because whos going to give you your
next case? Whos going to give you your
next first call or interment? Is it the host?
No; statistically, theyve had their brush with
death and theyre done for the next 10 years.
Your next call is going to come out of the
back rows of that chapel.
r Try out the partnerships Walmart
has developed with its suppliers
Im going to suggest we take a page out of
Walmarts book and have a different kind

of partnership with our suppliers, with our
vendors. Focus on things we can do with
them that are going to make a real difference
in terms of the experience, in terms of
convenience for the family.
A good example would be caterers. There
is a lot a caterer could do with us. Suppose
you met with your caterer and you said:
I am going to give you 100 percent of
my business, and I am going to present your
offer to 100 percent of the families I see. I am
going to present it 100 percent of the time. I
am going to sell a lot of catering for you.
Here is now what you must do in return.
First thing, I dont want a tray of sandwiches
that could have come from Walmart; I want
catering that looks exquisite and delivers
a visual experience every time its set out.
I want the stuff you would do if you were
catering a wedding at the Ritz Carlton.
I want once a day a delivery of catered
samples, of sample items that Im going to
serve as refreshments when people come
in and make arrangements, and by the way,
theyre going to help sell your product, so
bring it in.
r
r Understand the numbers that

affect your operations fiscal health
Tim Bridgers
Debt service coverage explains how much
money you have to cover every dollar of
debt. The national average here is 2.02
times. What that means is you have $2.02
to pay every dollar of debt you have in your
business.
I can tell you, as a financial institution,
Im looking for 1.25 for every dollar of
debt. So this is a nice averagetwo times
is really good. The higher the number, the
more profitable that business is.
Lets look at this example: We have
Funeral Home One with 140 calls and a 73
percent cremation rate, and we have Funeral
Home Two with 800 calls and a similar
cremation rate.
Funeral Home Two is around six times
the call volume of Funeral Home One.
However, Funeral Home Twos revenues
are about seven times the revenues of
Funeral Home One, therefore the revenue
per call of Funeral Home Two is greater.
What does that mean for Funeral Home
One? Well, if you look at Funeral Home
Ones cost of goods sold, you notice that
its about 20 percent higher than the state
There are only three

measurements
that tell you nearly
everything you
need to know about
your organizations
overall performance,
or health: employee
engagement, customer
satisfaction, cash
flow.Tim Bridgers
Maybe you evaluate things. Am I

charging enough? Is my service charge in
line with my competition? Or am I trying to
gain market share by dropping my prices,
therefore hurting my cash flow?
Maybe you consider changes. Im
going to increase my price, but Im going to
justify that by adding more experience for
the customer. Maybe this starts driving the
direction of your business.
average. Thats one thing to look at.

Number two, look at the debt service
coverage. Remember when we said that as
a banker, I want 1.25 as a minimum for you
to be able to acquire, expand, add debt? Its
0.95. That means that Funeral Home One
has 95 cents to cover every dollar of debt
they have.
When you look at it that way, thats a
pretty important metric to know about your
businessespecially if youre thinking
about adding debt.
What can we do to improve this? One,
the revenue per funeral call from Funeral
Home One is less than the revenue per
funeral call from Funeral Home Two, so
there might need to be an adjustment of
price points.
r Be aware of what cremation is

doing to your companys revenues
The first thing I do when I look at financials
is I look at the trend of revenue over the past
four to five years. Are revenues going down
as call volume goes up? Obviously thats a
sign of cremation increase. To me, that sparks
the question, what are you doing to increase
the service charge for cremation, which is
obviously impacting your revenue.
And I cant tell you how many times Ive
had a funeral home owner say, What do
you mean? Ive increased my calls by 15 this
year.
Yes, but half of those were cremations,
and it caused your revenue trend to drop. Be
aware of what your professions trends are
doing to your revenue model.
r
36
ICCFA Magazine
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July 2016
37
TECHNOLOGY
r Learn how people in different
age groups use the internet
John Heald and Kim Evenson
The biggest split that we see is age. There
are very different patterns of computer
interaction. Weve heard all day the
biggest growing groups are getting older
people online, but they do it differently.
One example: When younger people,
in general, are searching, they put all the
information that they know into Google,
and they wind up on a very specific page.
When older people are searching, they
tend to think in steps. So they say, Hm,
this person died? Where did that person
die? What newspaper was that obituary
likely to have run in? And then theyll
look for it. So its a very different search
behavior. I have a theory that maybe its
card catalogue interaction.
r Add words to your website
Make sure youre adding words to your
website. Ive seen so many funeral
websites that honestly have very few
words per page, and thats a bad thing,
because Google only reads words. So
when youre trying to tell Google who you
are, theyre looking at the words on your
site.
In terms of just figuring it out, well
give some examples of what words might
be more valuable to you, but overall in this
category, one of the most important words
is going to be where you are located, so
making sure that those local key words are
sprinkled throughout your site, because
very frequently people are going to be
searching for a funeral home in a specific
area, and you want to make sure that area
is really clear when they come to your site.
Optimize the structure of your site:
Thats a very fancy way of saying, did I say
it in a way thats easy for the Googlebot to
read it? Google has a lot of rules around
r FInd your purpose
Joe Joaquim
I believe the #1
challenge you guys
face is that the world
does not understand the
purpose of a funeral. If
youre in cemeteries, I
believe its simple on
that side: Theyre an
unappreciated source of healing. In funerals,
38
ICCFA Magazine
what are you saying in the title, what are

you saying in a top header, those are things
that tell me those things are more important
than words just in the text.
Its not necessary that youre making
those changes, but Ill give you some tools
you can use to check on your website
provider and see how your site is stacking
up in those areas.
If youre comfortable blogging, its one
of the easiest ways to get words on your
site. Doesnt have to be every day, doesnt
have to be every month. It can be once
a quarter, but putting out special, timely
topics is really helpful.
r Learn about Google tools
This is just a superfun tool; its at Google/
trends, totally free, you can use it anytime.
This is a simple example, but most people
search for the word obituary rather than
obits or obituaries plural.
Heres another example: Im thinking
about blogging. Someone has told me I
should blog; Im going to do it, darn it, and
Im thinking about a couple of topics. Im
thinking about natural burial, green burial,
columbarium and funeral costs.
I can put each of those into Google/
trends and compare them, and what it will
show you is, over time, the most popular of
those terms is actually columbarium. And
its one that has risen in the recent past.
It also allows you to see whats most
popular in your region. In this particular
region in Ohio, natural burial is the top of
those four topics.
So you can use this tool not only to see
what topics are most popular overall, but
to see what topics are most popular in your
area.
Use Google tools. Google has page
speed, insights and also a mobile tester.
They really want you to succeed, so they
try to give a lot of free tools so that theres
if they understood purpose, they wouldnt
be focusing on price, because they would
know what it would do for them.
The best brands in the world start
with somebody inside of them who has a
purpose that theyve found, and a passion.
r Write down all of your ideas
Get every idea in your head out of it.
Literally. Write it down; visualize it.
Harvard study: Out of all the people at
You need to know whos visiting your

website so you can answer their
questions.Kim Evenson
While Im a fourth-generation funeral
director and proud of it, I think when
someone goes to read about your
funeral home, they should meet you
first. Not your great-grandfather, who
started a funeral home in 1871.
John Heald
as much competition for those search

results as possible.
r Claim your Google-Plus page
The easiest investment you can make today
is go to google.com/business and claim your
Google-Plus page. Add a long description.
Tell them exactly the category your business
is in.
Make sure that your map is right. This is
one of the two key maps that youve got to
get right. And you want to make sure that
youve got this high-resolution profile image
so people can find you and that everything is
labeled correctly.
The whole process is guaranteed to take
15 minutes or lessand its free.
r
Harvard, 97 percent of them who make
two times more on average than every
other student, they actually wrote down
what they want to do, they had simple
goals and they understand who they are
and what they want to do. They understand
their purpose and they understand their
goals.
Why Im saying writing it down is the
way the brain thinks. If you write it down,
you have a place to reference it.
r
TECHNOLOGY
r Get your message
out on Facebook
Zach Garbow
For the first time, weve
crossed a threshold
where theres more
internet usage from
mobile devices than
from desktops. People
are more likely to access
your website from a mobile device than a
laptop or a desktop computer.
And there are now 1 billion people on
Facebook. Thats not totalits a billion
people on it every single day.
This is an incredible change, and theres
a lot at stake for your business. Because
with this change, you need to change. You
need to begin to meet your community and
reach them where theyre actually spending
their time, which is online and on social
media, and on their phones.
Twenty percent of all web views in
the world occur on Facebook. One out of
every five hits on the web is on this single
platform. So it makes sense to bring your
message and reach them there.
Not only that, but Facebook is very
targeted, and very cost-effective. And
as a result, 42 percent of marketers say
Facebook is very important or critical to
their business.
GREVER
R AND
D WARD
AR
CEME
EMETER
RY PL
PLANNERS
75 YEARS
S OF
OF CONTIN
NTINUOUS
SERVICE
VIC TO CE
CEMETERIES
C
COMPRE
REHENSIVE MASTER PLANNING
CONSTRUCTION PLANS & SPECS
C
SECTION LAYOUT
A
PLANNING
CREMATION
A
GARDEN PLANS
PLANTING PLANS & SPECS
LOT LAYOUT
A
& SALES MAPS
SPACE
P
RECOVER
RY PROGRAMS
SITE EVALUA
V
ATIONS & FEASIBILITY
Y STUDIES
RESPONSIVE SERVICES, CREATIVE SOLUTIONS

IONS
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WARD
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Cemetery Planners
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Email info@greve
Email:
o@greverandward.com
Phone
Fa x
To l l Fr e e
7 1 6 -6
6 62-7700
716-662-0125
800-952-0078
r Nurture the leads you collect

There are two way you nurture those leads,
once you get that email address. The first
one is that good old newsletter. Newsletters
are extremely powerful. Theyve
been utilized in almost every industry
successfully, except for some reason, in
our industry, theyre really overlooked.
Everyone in here should have a newsletter.
Newsletters are really effective at
building that top-of-mind awareness and
building that trust. I personally am on the
list of at least a dozen newsletters, and the
way I got on them is the exact same way
that Im showing you right now: They
offered me some kind of lead magnet, and I
knew what it was when I signed upHey,
thats a lead magnet. Youre going to start
sending me newsletters.
And thats OK. They gave me what I
wanted; I gave them my email address
I know that was the currency in which
I purchased that lead magnet. But guess
what? I didnt unsubscribe, because theyre
sending me things of valueI read them. r
July 2016
39
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SALES & MARKETING
Lead generation is not an event. Its not something you do once. Its a wellthought-out, multifaceted program that takes into consideration many things,
including your goals, your budget, your resources and your brand.Dale Filhaber
r Target your marketing to the

people who are your best prospects
Dale Filhaber
In the industry, so many people think that
marketing to people over 55 or over 60 is the
buzzword, and its great. But remember, we
could do a little better in our targeting. By
adding some income or home value or assets
or net worth, we are able to discern who is
better able to afford preneed. It not just being
interested, its being able to afford, and being
able to pull the trigger.
People whose parents had preneed plans.
My parents had preneed plans. When my
father died, I remember going in, I just signed
my name. That was it. When my mother died

15 years later, I went in, I signed my name.
It was wonderful. I want my kids to have
that same experience.
How do you find people whose parents
have preneed plans? Remember when I
talked about your gold mine? Thats your inhouse list. What do your intake applications
look like? Have you computerized the nextof-kin information in your database?
Do you have the ability to extract out the
names and addresses of the children whose
parents have preneed plans?
Todays technology has made it easy and
affordable for you to take lists that you have
r Dont overlook old media when

marketing to older consumers
Dan Katz
Todays generation gap is those who grew
up with television, radio, newspapers and
magazines as their key sources of information
vs. computers, cell phones and other digital
media as their key source of communication
and sharing of ideas. The age split is about 45
to 50.
In the funeral business, the business that
youre in, your prime cut of business comes
from the baby boomers and older.
Social media is a different animal to baby
boomers and older than to those who are
younger. If you look at the use of Facebook
with baby boomers, compared to generation
X or millennials, maybe 70 percent of baby
boomers who are online have a Facebook
account, but only 41 percent are actually
using it.
With Twitter, its even worse. Thirty-one
percent of baby boomers

and older are on Twitter,
but only 12 percent are
using it.
Social mediatheres
nothing wrong with it,
it can be very powerful,
but you have to keep in
mind who youre talking
to and understand that
generation gap, because
its critical as youre
thinking about using social media.
At the same time, baby boomers are
consuming over 174 hours a month of
television, and if theyre over 65, 205 hours
on TV vs. millennials, who are only watching
half that much. So you want to reach baby
boomers and older? Television.
Or how about newspapers? Seventytwo percent of people 55 and older are still
reading the newspapers.
42
ICCFA Magazine
and keep them updated and add additional

information to them, such as phone number
and email address. This is your bread
and butter. If somebody has had a good
experience with you, of course their children
are top prospects for you.
You need to take a look at how you are
maintaining this information. You might
set an intern up and have them call all the
contracts in your file and ask to update the
information of the next-of-kin or the kids in
the household.
Its friendly, its warm, and it gives you the
opportunity to get those 20 different touches
you need to get to keep these people as your
warm or hot prospects.
These are great prospects for you. The
same way I felt so comfortable doing a
preneed plan for myself because we had such
good experiences with our parentsand with
the same funeral home and cemetery, by the
way. What you want to do is build on your
own success.
The most important thing you can do is
target. Dont ever waste your money market
ing to people who are not your prospects.
r Make sure youll be found when
people search on their phones
What happens when somebody in the family
passes away? The first thing somebody does
is go to their cell phone. Are you going to be
found? Who are they going to find first? Is it
your competition?
r
Younger people will should out,
Newspapers are a dying medium. True, but.
If you want to reach baby boomers right now,
if you want to reach somebody whos 70 right
now, conventional media. Doesnt mean that
social media doesnt work, it just means that
if you want to reach the prime cut of people
who are important to you, you still have to
keep in mind traditional media.
r Make sure of staff buy-in
Heres something a lot of people dont think
about: When you have staff, when you have
departments, looking for buy-in.
You can have your marketing plan, you
can have your advertising campaign. But
if other people in your organization arent
aware of what youre doing, and subscribing
to it and buying into it, that could be stopping
the effectiveness of your marketing before
you even launch the campaign.
r
SALES & MARKETING
r Segment the market and aim your
ads at those different segments
Quinn Eagan
I want to segment the
market. I want a person
whos getting ready to
retire. Hes thinking, All
right, Im going to get
all my money, sell my
house (if Im moving
to Florida). Nows the
time theyre going to plan
where theyre going to invest their money.
So when theyre thinking about that, thats
when you need to keep advertising to them:
Think about planning your funeral.
Think about putting some money aside.
Its a guarantee youre going to use it, so
why not do it now while you have the money
so the kids dont have to worry about it?
Veterans: another segment you break out.
There are a lot of veterans out there, and
theyre entitled to a lot of benefits. We talk
to them in their terms. We talk to them about
we need a DD214. We talk to them about a
headstone that theyre entitled to.
Youve got to segment the market, and
youve got to match the way youre speaking
to the market to make it effective.
r Keep the families you have
Youve got to keep the families you have,
and how do you do that? We like to touch
them during certain times after a death.
When they were getting ready to close the
casket at my dads funeral, the director could
see that I was getting ready to cry. He came
up to me and all he had to do was put a hand
on my shoulder, not even say a word, looked
at me and shook his head like that.
How do we have the power to do the
same thing for the families we serve?
Reach out to them on the days when its
difficult for them. You know if dad dies,
moms going to know his birthdays coming
up. Shes going to be upset at Christmas
because its the first Christmas hes not
there. So we do all these nice cards to make
sure we touch that family during those most
difficult days.
You know what the interesting thing is?
When mom gets adopted by one of those
widows clubs and they go out and have
coffee, shell say, Youll never guess what
I got in the mail from Coffman Funeral
Home. I got a letter remembering Toms
birthday. She tells 10 or 15 people that.
You cant buy that.
r
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SALES & MARKETING
r To be cost efficient, concentrate
on keeping existing customers
Heater Garman & Tracy Fetters
It costs six to seven times more to acquire a
new customer than it does an existing one.
So if you take care of those families youre
serving right now, theyre going to come
back, and its a lot easier to get that customer
to come back than to find a brand new one.
A two percent increase in customer
retentionkeeping those customers coming
back and backis equivalent to a 10 percent
reduction in cost. Many of you may have had
to cut different things out of your budget. Its
not an easy thing to do. Keep those customers
coming back, and you may not have to cut
your budget.
The probability of selling to an existing
customer is 60 to 70 percent. The probability
of selling to a new prospect is five to 20
percent. Hit the easy button; keep those
customers coming back for more. Wow them.
r Look at the research to learn
what consumers really want
What do consumers really want? We took a
look at some research that the RAIN Group
did. They put together the top 10 things that
consumers want. Surprisingly, the best price
and the best value is at the bottom of the
priority list. You might think its #1, but its
r PInpoint a hot-button topic
in your community and run with it
Eric Fithyann
We found the hot-button topics in our
community. Name three or four hot-button
topics. If you looked outside this morning,
there was a race outside, Race for the Cure,
and theres a whole bunch of people
in pink.
Being the aggressive person that
I am, we were close to October so
we turned our whole funeral home
pink for a month. We all wore pink
ties, we all wore breast cancer
awareness pins, we had information,
and that was our campaign, because
that was the hot button topic.
So we latched on to our media
sources, and we were able to become this
organization that everyone was talking about.
I went to the funeral home the other day and
everybody has hot pink ties on.
I tried to convince my staff to wear
bowties, but we had an issue of guys tying
them, so we just tied ties that people could
44
ICCFA Magazine
not.
Whats at the top of
the list? These families
need you. They need
your perspective; they
need your ideas. If they
could do what youre
going to do for them
themselvesand they
wanted tothey would
do it. But they dont want to.
You have to be willing to collaborate.
Nobody wants to be sold anything, even if its
awesome. What they want is for you to show
them, really collaborate with them. They
want you to help them reach their goals.
Theyre bringing in their friends and
family and hosting a little event. What is
important to them? What do they want to
show those family members and friends who
are coming?
Youve got to own it. Youve got to have
confidence in what your service and products
are; you cant waver. Your confidence is
contagious. So in that presentation, you have
to own it.
You have to listen, really, really listen to
them. They dont want a sales pitch. You have
to listen to them and really understand what
theyre saying to you.
Number six on the list of what consumers
want is they want you to

help them; they do not
want to fail. If theyre
asking for something
thats risky, youve got
to tell them. If theyre
saying, We want to bring
in our own video, and
youre not confident that
its going to work, youve
got to tell them. Thats fine if you bring it
in, but we probably need to do a dry run.
Or, let us help you with that so that we dont
miss a beat.
Youre working together, this is a
partnership. Dont let them fail.
Number 8 on the list of what consumers
really want is they want to know whats
happening. What is going to happen during
this process? They dont want any surprises,
no last-minute hiccups. So make sure you
explain whats going to happen.
OK, family, youve ordered a canvas
portrait. Youre going to bring the picture
back to us or send it to us in an email, well
order it and well have it here in time for
Moms service. Explain the steps to them
so they have peace of mind that everythings
going to be taken care of. They understand
what they have to do and they understand
what youre going to do.
r
slip on and off.

I said to my staff, lets start a team. It
doesnt cost you anything to develop a Relay
for Life team.
Its the hottest organization in our area,
where people are connecting and working,
and now weve developed one of the largest
teams for Relay for Life. We donate
over $5-6,000 to them.
But the impact were making
is we started inviting our families
back. This was a way for memori
alization. This was a way to
reconnect. This was a way to go
back out in the community and start
your life over again after a death.
It was neat to see our first year
we had this big campaign and there were
three or four of us. But the impact was made
when a family came that had just tragically
lost their loved one. They sat at our booth,
they ate a little food and then went back
on social media and talked about their
experience.
r Think about going to bridal fairs

I talked to some friends that work at bathfitters, and they were going to bridal shows.
The interesting thing is they thought theyd
be getting newlyweds who were moving into
homes, remodeling things. And they were
actually getting moms, grandmoms, and
everybody else that comes with a bridal show.
So now were the only area funeral home
that goes to bridal shows. We take our friends
at Meadow Hill with usThumbies. I
wanted to do a casket, till death do us part,
but my focus group said thats a little too far
out, so we just do the Thumbies.
Its always neat to see people coming over
to the table, talking to us. Then people say,
Oh, my god, its a funeral home, and they
drop the stuff. And then they come back and
take the information.
We dont do great with sales with it, but
its a way to get into peoples ideas, and a
connection to our community. Its a little
different market, and I know people are going
home from there saying, Oh, my god; there
was a funeral home there.
r
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45
r Realize that
the stories we tell
are how we sell
Todd W. Van Beck
People go, Where do
you come up with all
this? I come up with it
because its marketing.
The best marketer is
going to be the person
who tells the best story.
People arent as interested in a 12-guage
casket as they are in who went in 12-guage
r Commit to developing
relationships through networking
Peggy Hoyt
It takes years to develop those relationships.
You have to continuously show up and be
present. Ive had people say to me, I went to
three meetings and I didnt get any referrals,
so I quit.
Thats not really a commitment to the
organization, and its not a commitment to
developing relationships. I think the best way
to develop relationships is not what can you
do for me, but what can I do for you.
When you reach out to help other people,
they naturally want to help you back, and
I think thats the best way to develop that
abundance mentality. Its giving before get
ting, and its giving from a place of genuine
sincerity, that you do want to help these
people, that you want to be friends with them.
I have a concept I teach to lawyers that I
call breakfast, lunch and dinneryou gotta
eat. You should never be eating alone. You
should always be eating with somebody who
can send you more business.
r Work with estate planners to
help people do end-of-life planning
Most of you are probably aware that one of
the ways elder law attorneys can help their
clients plan for qualification for government
benefits, Medicaid in particular, is to spend
their assets down. And one of the ways they
can spend their assets is on preneed planning.
Preneed funeral and burial planning, with an
irrevocable rider, they can spend as much as
they want.
Its a great way to work together. So when
Im meeting with a Medicaid client and were
talking about ways to spend money that are
considered exempt, Im always sending them
down the road to do their preneed planning.
46
ICCFA Magazine
caskets. Why did the military select a

12-guage casket? Thats what closes the
sale.
In the runup to the American Civil War,

they had compromise after compromise
after compromise. Because it was
incomprehensible that an American,
through military action, would kill another
American.
Heres the deal: Nobody thought
anybody was going to die. They all expected
that the United States Congresshold your
laughter, nowwas going to figure it out.
Lincoln left one funeral instruction, and

this was it: They were out on a carriage ride
and Lincoln looked at his wife, and he said,
Motherhe called her Mother or Molly,
and for their entire married life, she called
him Mr. Lincolnhe looked at her and said,
Mother, you will outlive me, and when I
die, I wish to be buried in a quiet spot.
Mrs. Lincoln chose the receiving vault
at Oakridge Cemetery in Springfield as the
quite spot for her husband.
r
r Locate a place where you

can offer workshops and seminars
We want to create a space where
people can ask the questions, the scary
questions, without having to be in a scary
environment, without being under the sales
pressure of feeling like its a one-on-one
type of thing.
We usually hold classes at our office, but
theres no reason we couldnt hold them at
your facility, or a neutral locationa library,
a restaurant, a coffee shop. Whatever you
have available in your community.
But its becoming increasingly clear to
A lot of times people will say, I dont
want to do estate planning because
me that more and more of you are getting
I dont have an estate, and yet we all
into the event-planning business, so you
have an estate if we have somebody we have the space. In fact, really nice spaces, to
love.Peggy Hoyt
do some really nice public outreach and to
Always. One hundred percent of the time.
do these types of programs.
So when someones with you doing their
Also do elder law protection workshops.
preneed planning, it could become part of
We call ours The truth about Medicaid
your system to say, When was the last time
planning. Again, its an opportunity to join
you updated your estate planning? Theyre
together so that when Im talking about a
doing their preneed planning.
planning strategy involving preplanning, if I
The average time for people to update
have that resource right there, available to talk
their estate planning, believe it or not, is 19.6 to my clients, wouldnt that be awesome?
years. Can you imagine, 20 years not looking
I also do a pet planning workshop, called
at your legal documents that are intended to
All my children wear fur coats: How to
protect your family? It would be like going to leave a legacy for your pet. One of my
a financial advisor or your CPA only one time better-attended programs, because lots and
every 20 years.
lots of pet parents out there want to know
You can imagine that wouldnt work.
how to plan for their pets, and I think there
Well, it happens in the estate planning
are lots of opportunities.
industry. People think they do it one time and
Onsite opportunities: What if we each
they never have to think about it again.
had one day a month where I came to your
And I would guess that maybe in your
office for a whole day and people could
industry, too, doing your preplanning is great, meet with me on a prearranged basis. Or
but people may change their minds about
you came to my office one day a month,
what they want. And new products are always and my clients could meet with you on a
coming on the market. Green burial could
prearranged basis. You could just sit in one
be important to somebody who doesnt even
of my conference rooms or my classrooom
know that exists.
r
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47
r Avoid the race to the bottom
if you decide to add a pet business
Jodi Clock
You know how cremation has now taken
over on the human side, with a race to the
bottom in some towns? With the vet clinics,
sometimes it is a race to
the bottom.
This is a game I dont
want to play. So, instead
of going business-tobusiness, I went businessto-consumer. I decided to
go the road less traveled.
It took a while. I was
able to address branding,
training; I grew very
slowly, so it was contained. I got certified as a
pet loss professional through the PLPA.
We also got certified in pet loss and grief
companioning, which is probably one of
the key elements on the pet side. If you are
a funeral home and you want to get into the
business, you need to get into pet grief loss
and grief companioning.
Because the vet clinics, theyve got no
bedside manner, they dont know what to do
with it. They can make the problem go away,
get the body cremated, but they dont know
how to deal with the tears, they cant answer
the questions. Thats foreign territory, and
thats your ace in the hole.
r Let hospice handle people grief

& offer to handle the grief over pets
This is where I hit a home run. At our funeral
home, we threw grief out the window a long
time ago. Were about transitional care, were
about getting people pointed in the right
direction, but I dont want to deal with human
grief. Hospice does a great job of that. They
have trained experts and they follow through
for a year.
Hospice finds out were certified in pet
loss and grief companioning, weve got a
therapy dog. We have people who dont know
what to do because their pet has died and they
cant get over it and we have nobody who can
walk that with them. Will you come and start
a pet loss group?
I got luckythey asked me. And then
they started marketing Clock Timeless Pets,
Sometimes Clock Funeral Home or Clock
Family Services, on everything that went out.
On top of that, we got a me, too, be
cause our Grand Haven facility is in a differ
ent county, so North Ottawa Hospice said,
How come Muskegons got it and we dont
have this? Jodi, will you come and do this?
Weve been doing this for over three
years. Sometimes people come; sometimes
they dont. We do lots of discussions on
the phone, and quite frankly, you would
be surprised that most of the people who
come are men. Its been real interesting
and very eye-opening.

There are some very kind people out there
whose entire family was their pet, and they
want validation that theyre not nuts and that
these feelings were real.
r Learn some tricks for dealing

with facial tissue restoration
Thomas Fuller & David Penepent
One of the problems you have with facial
tissue: The books talk about using the
intradermal stitch so that its hidden. Thats
great if you have thick enough skin.
But here there was so much defect, what
we ended up deciding to do was use a dental
floss-grade ligature, and we went with a very
fine baseball stitch. Its tighter. It actually
creates a little bit of a webbing for the wax
restoration to anchor to and it held up pretty
well.
Subcutaneous stitching is great, but if you
cant do it, go with a very fine baseball stitch,
and you can mask that with wax.
You can also use the hairline to hide some
of the stitching.
Some of these smaller defects, we used a
little bit of glue and then put wax over them.
If you try to stitch something like that, youre
going to create a pucker.
Watch your finger as youre working.
One of the tricks is to

use a small hemostat to
manipulate the needle.
Every needle stick injury
Ive ever had has been
sewing on a head.
No two people
have the exact same
hue of skin, so youve
got to adjust to that. I
always recommend to funeral directors and
embalmers that you go one shade less than
their skin tone. Because what you want to
make sure you do is bring that color up to
their natural color.
The problem is when you match their
exact skin tone, youve got to cosmetize the
entire face and then the face doesnt look
right. You want to mix some of the cosmetics
into your wax prior to application.
is part of restoration. So
you can say on every
body you are doing some
restoration, whether
its washing the hair,
trimming the nails,
trimming the nasal hairs.
Thats restoration.
One of the tricks is
cream rinse, when youre
first trying to get the grass and the glass out
of it, soak it up with cream rinse. That makes
it slippery, makes it more pliable. You can
rinse a lot of that stuff out before you use the
shampoo. Shampoos can be drying; they can
dry the hair out a little bit.
We wash the hair two or three times, then
put the cream rinse on it.
Another thing you can do with a cream
rinse: Its designed for hair, but you can use it
all over the face, as well, and let it soak in and
moisturize the tissues and loosen the dirt and
debris and scabs. It takes a lot of that stuff off,
including grease.
r
48
ICCFA Magazine
r Use cream rinse for cleaning

The hair is something youve really got to
spend a lot of time with. Washing the hair
r Provide families with a template

for planning a service for a pet
As far as the service goes, on the handful of
memorial services we have had, you always
control that. Otherwise it would be like letting
your at-need family control their service
youd go down 100 different rabbit holes and
nobody would agree.
So what you do is set out the template, the
expectations: Mr. and Mrs. Family, you said
you want to do something for _______. What
does that look like to you? Did you want to
bury or did you want to cremate? Do you
want the body present or would you just like
a picture? Would you like to have any music
involved with that? Do you have family
members you want there, or do you want a
private event?
And they just talk. An experience you can
pull from on the human side is real simple:
OK, let me share this. And heres your
homework assignment. And you ask them to
bring pictures, collars, leashes, favorite toys,
and you teach them to set up a little memorial
site with their favorite things, just like on the
human side.
r
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49
CEMETERY MANAGEMENT
r Follow up on those easy leads

Erin Whitaker
What are some lead sources? The lowesthanging fruit in this area is previously
served. You already have the relationship.
Theyre already customers. You already
know them. You already have their contact
information.
You all probably do a reserve program
where you sell the space for someone in
the family, say a spouse, and you reserve
the grave spaces around for a set period of
time.
At the end of that set period of time, do
you follow up with these families? Do you
make that call? I see some smiles, and my
guess is, we probably get too busy doing
other things. But thats our easiest market.
When you make a price increase, do
you reach back out to them again? Mr.
Smith, I know six months ago it wasnt
the right time for you to make the decision
about these graves, but I just wanted to
call and let you know that were about to
have a price increase. And if something
has changed and now is the right time, I
wanted you to have the ability to buy those
graves at the prices we discussed.
You have new offerings? Let them
know about it. How often do we hear,
Mom and dad are going to be buried; I
want to be cremated. Maybe thats the
case, but I still want to be cremated and put
in the same cemetery with mom and dad.
But if I dont know thats an option, I may
end up in the closet.
Post-service follow-up. Family service
advisors. If youre starting to offer a floral
program, a patina removal servicewhat
is some information you can provide to
follow-up with families?
r
50
ICCFA Magazine
r Be aware of
water needs when
planning plantings
Don Winsett
Short-term thinking.
One size fits all. One
type of irrigation is
going to work for
everything. It doesnt.
You have to look
at what type of plant material, what type
of soil samples you have in your area. If
youre in a drought-susceptible area, youre
looking at plant material that doesnt need a
lot of water. You need to have not only the
right irrigation to go along with that, but the
right plant material.
So in the South, if youre looking to put
in something that is an annual that needs
water every day, thats just not going to
work, its not going to be sustainable. What
were trying to do is look at natural grasses.
What are sustainable landscapes? To
If we run out of money,
if we dont make
profits, well be out of
business. When we
talk about the triple
bottom line, we talk
about people, we talk
about the planet, and
we talk about profit.
Gino Merendino
r Investigate landscaping blocks

Gino Merendino
Another inventory development that we came
across we borrowed from the landscaping
profession. One of the things landscapers
have been doing for the last 25 years is
using these wall systems that use these
prefabricated blocks that are stacked.
One of the things that are unique about
those blocks is that they operate very
differently than a masonry wall. A masonry
wall has to hold back all the hydrostatic
pressure, and anybody who has an older
cemetery and has burials next to a wall
knows how disturbing it is if you ever have
to replace that wall. Because behind that wall
are graves.
The beautiful thing about these new landscaping walls is they have a tremendous
amount of drainage, and they allow cemeteries to develop right to the edge of their property without having to worry about a masonry wall failing 50 or 100 years from now.
me, it is something using natural grasses,

something adapted to your environment,
something that will be long-term, and not a
short-term situation.
So if youre looking to beautify something and you dont want any maintenance
to it: sustainable landscape.
r Consider pollinator gardens
The big thing thats going on now that
were seeing a lot of people do is pollinator
gardens. These are absolutely beautiful
gardens, natural grasses that are bringing
bees and butterflies into the parks. This is
usually in a waste area or an area that has
erosion problems.
These pollinator gardens not only
beautify but also bring other natural habitat
into your park, which a lot of people love.
They love birdwatching. They love walking
through, they like the calm, they like the
butterflies, they like the bees. Those are
positives for your park.
r
They dont operate the same way as a
masonry wall where you need a foundation
thats equal to the frost line. What they have
is a drainage pad underneath the wall, and
behind the wall theres a plenum with gravel
and perforated pipes.
They work very similar to the way the
pyramids work. As theyre stacked, theyre
offset by a quarter-inch or so, and that allows
gravity to hold them in place. It allows the
drainage to go through them.
They can go up about four feet in the
Northeast before a retention fabric has to be
tied in. The wall moves and it has a drainage
pad behind it and underneath it.
r Pay employes to recruit for you
One of the things we do at lot at our firm is
try to analyze the best way of doing things
with our people. It really starts with the
people you have on board.
Years ago, we would struggle to recruit
employees. We borrowed this idea from
the pharmaceutical industry; they pay their
current employees between $500 an $1,000
for new employees.
And thats what we do. If we get a referral
for a new employee, we will pay them $500
$250 after the first month and $250 after
six months if that employee stays with us.
We found that our workers comp has
been cut by 70 percent. Thats how big a
difference its made to us.
r
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CEMETERY MANAGEMENT
r Give people unique and local

Customers are looking for something
unique and local and that feels right. As
you design something,

or as you have
somebody design
something, your local
areayour town,
your state, your part
of the countryhas a
personality to it, and
its different from mine,
unless you happen to be
in Santa Fe or Albuquerque.
There is relevance to certain design
styles. Architectural styles, wall treatments.
I probably couldnt slap up a bunch
of adobe in upstate New York, but in
Albuquerque, its perfect.
Theres a whole design Im working on
that is very local. Its a central plaza. Every
little Spanish town in the world starts off
with a central plaza, usually with a church
on it. Then they built a town around it, all
facing into the central plaza.
Anybody whos been in the southwest
for more than about five minutes intuitively
knows thats a local thing. Im designing my
cemetery that way. Thats my local taste and
flavor. Whats yours? I dont know, but you
need to spend some time figuring it out. John
Horan chose the Rocky Mountains because
hes in the middle of Denver.
r Develop gardens based

on what customers want
Jeff Kidwiler & John Bolton
You need to be somewhat consistent
with colors in your garden. I know
its really cool to have a red bird
bath here and a blue open book
here, and a pink bench over here,
like the Rainbow Coalition in our
garden, but they dont sell well,
generally speaking.
We find that some of our customers first
thought process is Im putting all that out
there so I can figure out whats going to sell.
Thats a huge issue.
We need to develop the garden based on
what the consumer wants. Ill ask you guys:
What does the cremation consumer want in a
cemetery?
Trees. Trees are unbelievably popular.
Intimacy. They want to feel like they are
in your cemetery but transported to a different
place where they are surrounded by beautiful
nature and they can reflect.
They dont mind being in the cemetery.
One of the conglomerates did a survey and 64
percent of the people said

they dont mind being in
the cemetery, but they dont
want to be an afterthought
in the cemetery.
Choices. Just like your
funerals, they are sick and
tired of us saying, Youre
going to have this and this.
Water. Water was #1 in a
survey that was done several years ago. Water
is the #1 thing that cremation consumers
are attracted to. Now, as a former cemetery
owner/operator, I hate water in a cemetery. It
is a maintenance pain in the butt.
But guess what? It drives sales in a
cremation garden. Every single successful
garden I have seen has some water
componentor at least the appearance of
water. We put in a lot of dry creek beds. We
did one on the Maryland Eastern Shore that
has crushed oyster shells in it that resemble a
waterway.
You need six to seven price points. Two to
three is too few; 10 is way too many. So, six
to seven price points in your garden.
r Broaden your definition of what

constitutes undeveloped space
Chris Keller
Undeveloped land in your cemetery might
be currently used for something. Might be
a road. Might be a back lot where youre
storing your excess dirt. Could be a mainte
nance garage. Just because its being used
doesnt mean it cant be developed into
saleable space.
I want you to broaden your definition
of what undeveloped space is. Roads, hills,
ravines, watercourses, fence linesall of our
cemeteries have some of these. Pathways,
blank walls.
I can find some gorgeous ways to get
saleable, meaningful merchandise into all
of those. And that really accentuate your
cemetery, not make it look like a hodgepodge.
Fully developed areas are often the
most ripe for redevelopment. All of your
infrastructure is in place. All of your ulilities
are there. Youve got access. Youve got
mature trees. Fully developed or older areas
of your park might be the best suited for this.
52
ICCFA Magazine
Find something that feels local and

unique, and for people who live in that
area, it will resonate on a certain almost
subconscious level with them when they
walk in there.
If when they walk in all they see is
miles of grass and headstones and cold,
impersonal crypts and columbariums, its
not going to feel local.
If might feel necessary, it might be
beautiful, they might have family there. But
does it in any way stand out from the guy
down the street who has the exact same rack
of stuff? I would say no.
r Design warm, intimate spaces
I need intimate, and I need warm. It sounds
totally oxymoronic in a cemetery.
I have an outdoor mausoleum thats huge
and its all white marble. Theres no relief at
all on it, its just a giant wall of white marble.
Thirty-five years ago when we designed it, it
was beautiful.
Now I think its the ugliest thing in our
park. Its so cold and impersonal. When you
stand under this giant, cold white wall, you
feel tiny and insignificant. I wont design
anything like that ever again.
I want warm, inviting spaces; small,
intimate spaces. That is what sells.
r
And even price points within
price points. If you have a
columbarium, you may choose
a couple of different price levels
within the columbarium.
r Give cremation families a
cemetery within a cemetery
Weve walked through probably
100 cremation gardens that are
already built at different ceme
teries. Weve seen the successful ones and
weve seen the unsuccessful ones.
A lot of people think a cremation garden
is a 96-niche unit out in the middle of your
cemetery and you plop it in the ground. That
is not a cremation garden. That is a feature
with nothing around it and we get complaints
that it doesnt sell.
Ill use Forest Lawn as an example of
what to do. They have a meandering path.
They use landscaping as a barrieryou
dont have to build walls. But that cremation
garden is a cemetery within a cemetery.
A private cemetery within a cemetery
thats what the consumer wants.
r
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GREEN SERVICES
r Distinguish
between the various
types of green burial
Cliff David
There are a number of
types of green burial
sites. Conservation is
the most restricted.
There is legally binding
control over what can
happen there.
Natural, there is no legal, binding
requirement that it will stay the way it is,
but there are an awful lot of pieces that you
want to put in place. Everything needs to
be biodegradable, no vaults, no herbicides/
pesticides. Thats the protocol we follow.
Hybrid is a cemetery where you can
bury naturally, but there may be areas
where you dont. We consider ourselves
a restoration ecology cemetery, sort of a
r
hybrid of all of those things.
r Develop a plan
for maintenance
Adam Supplee
As the cemetery plots
get filled, were also
starting to backfill with
young plants. Were not
going with big trees, but
starting to recreate that
forest ecology. Were not
just waiting for it to come
r Know how to
keep the body cool
Bob Fertig & Ed Bixby
If were taking the body
back to the funeral
home, obviously the
best method would be
refrigeration on premise,
or making arrangements
with somebody thats
close by and has refrigeration.
But there are other methods of keeping the
body cool. You have to know your state and
local laws and follow them
Theres Techni-ice, which comes in
different sizes. This sheet has little spaces
with some kind of chemical in there that once
its activated it can be frozen. You can have
multiple sheets and when they thaw, replace
them with new sheets to keep the body cool.
The same would be applicable to dry
ice. One drawback to dry ice is that it gives
54
ICCFA Magazine
back. And thats part of the way were starting

to control invasive species. Ultimately were
trying to have a forest that will get back to
that condition where it can heal itself.
We had to set up some guidelines for postconstruction maintenance. Maintenance is not
the same thing as mowing the lawn, but at the
same time, you cant just walk away from it.
So we worked very closely with the main
tenance crews so that instead of a weekly
mowing theyre going to walk through
weekly and inspect it, and other kinds of care
that will be neededhopefully a lot less than
mowing, over time.
But in the very beginning, this project is
like an infant or somebody in intensive care.
It needs a lot of hand-holding to get it going,
so that it doesnt revert back to its invasive
condition.
We actually developed an app for the
maintenance crew to go through and do a
checklist, so we can see trends. They can just
go on their iphone once a week and send that
in and it gets submitted to someone to track
progress.
Hopefully over time, ongoing mainte
nance will start to be reduced more and
more as the woods actually start to become
a woodland ecology and start to take care of
itselfperpetual care by nature.
Thats the ultimate goal of this project. Its
never going to be maintenance free. Even if
you have a trail in the woods and dont take
care of it, the trail will go away.
r
off that fog. So if youre using dry ice,
youd want to place it in maybe a sheet or
pillowcase or towel. And when handling dry
ice, you want to be very careful. The latex
gloves we would normally be using are no
good. You have to have gardening gloves or
other gloves that would protect you so you
dont burn your hands.
I like to use the dry ice because youre
able to bury it. You cant bury that liner
because its plastic. Its helpful to have a local
ice distributor who can tuck the dry ice into
packets for you.
r Dont promise anything until
you know the condition of the body
As funeral directors, we understand there
are issues that we need to address. If a
family wants a shroud, its quite possible
we might not be able to accommodate
that and would have to place the body in a
casket.
When we first
decided to
do the green
burial section,
we spent
probably two
years building
partnerships
with our local
conservancies
and our community, so we really did
understand what our community
needed and wanted.Deborah Cassidy
r Make sure you educate families

about what you mean by green
Deborah Cassidy
We have a document the family signs. The
reason is, believe it or not, people want
green, but at the end of the day, they dont
understand it. They dont know what theyre
going to get when its all said and done.
What happens is, they forget what you
told them. So now all of a sudden, they want
to have a headstone. Well, you cant have a
headstone. Then I want a rock and I want to
keep moving it and I want to disturb the soil.
Well, you cant really do that there. I want
to put permanent plantings out there. You
really cant do that either.
One of our colleagues mentioned that
the document should say that we will not
disinter in this area, because most of the
individuals who are buried in this section
are in shrouds.
r
When making arran
gements, if you have not
seen the body and dont
know any circumstances
surrounding the death,
dont promise things
that you might not be
able to deliver on.
I try to be frank with
families in a gentle
way when these issues come up. Some
of those conditions would be if the body
has extreme edema, if it was an accident,
if it was a long-bone donor, if theres any
decomposition.
Most families understand this, if I say,
I think its best if we use a casket, most
families are OK with that, and they dont
feel like Im pushing a product on them.
If a viewing is desired, thats another
situation where we dont want to promise
anything until weve seen the body.
r
GREEN SERVICES
r Spell out the
requirements for
bodies destined
for green burial
Lee Webster
Although we can
hope that most
families will be well
versed in body care,
some really may not
be. They may have
heard about home
funerals, they may have decided to keep them
at home, but they dont really quite have a
clue about how to do this.
So thats where having requirements laid
out very succinctly by the cemetery would be
to everyones advantage.
Home funeral families and funeral home
personnel need to have a clear understanding
of the following items:
Time limits for burialwhats the
state law? Thats going to give them that
timeframe for how long they can keep that
body home for a vigil.
What cooling techniques are acceptable
in particular states, because theyre different.
The National Home Funeral Alliance has a
handy chart for families. Its called Quick
Guide to Home Funerals, and it lays out very
clearly what those are.
It needs to be absolutely clear that no
body is going to be accepted in a green burial
cemetery that has visible body leakage. So we
need to be coaching those people a little bit
prior to that about techniques for managing it.
What to do if the body does show up and
if things did not go well in transition. Whats
your process? What are you going to do?
How are you going to manage it?

Clarity around what constitutes
acceptable products is really important. If
youve got a green cemetery and youve got
people showing up at their appointed time
with a steel casket, youre in trouble. Or they
show up with a homemade casket that they
built in the garage overnight, and Ive seen
crazy sizes. Im not talking oversized caskets,
Im talking I dont know what they were
thinking they were going to put in this thing.
Acceptable products, what youre going to
allow in your cemetery, and were certainly
talking about them being biodegradable,
listing all the materialssea grass, wicker
and linen and cotton all all that good stuff.
Talking about prohibited finishes, so that
overnight they dont put a nice little layer of
polyurethane or shellacyou want to make
sure they dont do that.
Those casket dimensions are pretty
important.
We also want to talk about no metals.
It feels a little bit purist. There are some
green cemeteries that wont allow anyone
to be buried with a zipper in their pants, for
instance. Im not really interested in cutting
the zipper out of some mans fly, but if thats
whats acceptable in that cemetery, we need
to prepare them. That family needs to know.
Shroudinghow to shroud the body.
Just a little tip about shrouding while youre
having your admission talk is going to be
helpful. The use of shrouding boards, also, a
big deal because people think, Ive got my
shroud, Im all done. They dont remember
that bodies sag and move, so we want to
make sure that they have shrouding boards or
something to stabilize the body.
r
r Educate the
public and
educate your staff
about green burial
Candace Curry
We had a mock
burial set up for a
demonstration. I filled
a shroud with about
80 pounds of logs and
we placed that on the
lowering device.
Im getting ready to flip the switch to start
the gentle lowering. A woman came out of
the crowd, jumped up on the platform, pulled
up the strap of the shroud, and said, People
want to lower their own loved ones!
And I saidfirst I had to catch my
breathand I said, Youre absolutely right.
But if you needed these services next week at
Mount Auburn Cemetery, we would ask you
to please use the lowering device.
So far, nobody has asked us to do it
themselves. Im certain if we had everything
set up and people were well educated on what
the process was going to be, we would let
them do that, but it hasnt happened yet.
And while she was up there, holding the
shrouded strap, she looked in the grave, and
said, Thats way more than four feet.
I asked the interment crew operator and he
said, Oh, Candace, there was a big rock at
the bottom of the grave, so we had to take the
rock out and dig it deeper.
I said, Next time, you dont have to do
that. It could be three and a half feet and it
would still be OK. These guys are used to
digging really deep graves to put concrete
r
boxes in, so its an education process.
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
Managing Director Financial Advisor
SB Wealth Strategies
9665 Wilshire Boulevard, 3rd Floor | Beverly Hills, CA 90212

Phone: (310) 205-7797 | Toll Free: (866) 657-8876
Fax: (310) 205-7727 | pat.severo@rbc.com
2016 RBC Wealth Management, a division of RBC Capital Markets, LLC, Member NYSE/FINRA/SIPC.
July 2016
55
PET SERVICES
PLPA
Attendees offer
a toast at the Pet
Loss Professionals
Alliance reception.
More education
will be available
at PLPA College,
August 25-28 in
Chicago, Illinois.
Check the ICCFA
website and follow
WIRELESS for
program details.
r Display merchandise properly

Bob Jenkins
One of the things Ive learned in helping
merchandise over the past 25 years is, so
many times we merchandise products that
we like. We dont merchandise what the
community is responding to.
The best way to find out what your
community responds to is to go back and
look at your sales over the past 12 months or
24 months. Thats going to tell you exactly
what the consumer sees value in and the price
points theyre comfortable with.
Do your own merchandising. Every
community is going to be different.
I love the fact that Leslie Reid opened up
her selection room to be contemporary. It was
really to reflect more of a retail service, as if
it werent even connected with after life. She
made it warm; it was inviting; it was well lit.
Its the same as when you walk into a gift

shop; thats the kind of atmosphere thats
important to the consumer.
Clearly display your merchandise. Cleanly
display your merchandise. So many times its
not very well lit; its like an afterthought.
Maybe theyre behind a closed door
because we dont want to create

that grief for that family. The
family needs to see whats available,
because theyre not going to ask
questions about things they dont
know about.
Always make sure the family
understands that the time to memor
ialize has to be on their timeline,
because not everybody grieves
the same. Some people can make
a decision; theyre ready to move
forward. Other people cant. Let
them know thats OK. When
your time is ready, we want to have that
conversation with you.
Always encourage their choice, whether
its a basic return urn, or if its the most ex
pensive product you have, always encourage
them that they made the right decision.
r
r Provide education for

your cremation clients
Bill and Kari Ann Remkus
We added cremation to our
cemetery business in 1992. Since
the addition of cremation, we have
seen exponential growth in both
services performed and revenue.
One aspect of cremation the
modern client values is conve
nience. With society the way it is today,
almost everything is instant.
Lately, weve had countless clients ask,
How long does the cremation process take?
And they are surprised that the answer is
anywhere between an hour to two hours,
depending on the size of their pet.
To them, two hours seems like an eternity.
With fewer families returning to visit
graves, cremation provides

the client with the option
to keep their pet with
them. Through offering
cremation jewelry, token
urns and other similar
memorial products, we can
give clients access to many
different options in order to
deal with their loss.
The modern client is much more inclined
to be involved in the process, so providing
different options for them to do so increases
the likelihood they will be satisfied with the
services they choose and receive.
Clients who feel valued throughout the
process are more likely to return with their
next pet and also more likely to send friends
and family in your direction when its their
turn to go through such a difficult

process.
When dealing with the general
public, the most important respon
sibility of a pet after-death care
provider is education. Because
most individuals dont have a
background in cremation, educating
them throughout the process not
only helps with their grieving
process, but also helps retain customers and
obtain new customers.
When a client leaves your facility more
knowledgeable about the cremation process,
it not only speaks volumes about the quality
of your operation but also ensures those
clients will pass along at least some of what
theyve learned to family and friends, and
maybe even their veterinarian.
r
56
ICCFA Magazine
As simple as this may sound,

you need to ask yourself: Do you
compare to your competition
or do you actually compete
with your competition? Ive
worked with several of you in the
industry who basically say, My
competitor does this; Ive got to
at least do that. Or, This is what
were doing, and our competitor
has copied our price list. All that
is comparison; that is not competing. To compete
you have to be creative.Bob Jenkins
PET SERVICES
r Consider neutral colors for walls
Leslie Reid
This is the interior of our event center. We
barrel-vaulted the ceiling. That automatically
set it up for ceremonies. Believe it or not, we
have had weddings in there.
We chose neutral finishes for the walls.
Neutrals dont have to be beige, tan, white.
Anything on the lower end of your color
spectrum, paler colors, those are all neutrals.
This is a very pale green; that is considered a
neutral color.
If you must use color, use it on your walls
in the form of art, so that you can take it
down and store it away if youre having a big
party the colors might conflict with.
We went with carpet tiles because its an
event center, for stains. Its more expensive
than rolled-good carpet, but in the long run,
r Examine the options available
for selling your business
Nicholas Padlo
You are ready to get out of your business,
youve reached retirement, youve got a life
change. What are your options?
One, pass the business down to your kids.
Its an amazing option. It may or may not
providedepending on whether or not your
kids want to pay for itliquidity for you, for
your retirement portfolio.
You know the buyer. You know who the
business is going to; theyve probably been
working with you. Theyre going to take care
of your customers, your employees.
Its a great option if you have it. But if you
its much cheaper to replace single

tiles than to replace the carpet after a
few years.
In our lobby, we chose to use
ceramic tile that kind of has a wood
look. You can find it in any big-box
store; its economical, hides dirt
and resists scratches. It comes in all
types of finishes.
Never skimp on lighting; lighting
is everything.
We spared no expense in our
catering kitchen. We thought of
other event centers we are compet
ing with. We have enough ice in our
new ice-maker to sink the Titanic.
We also have an outdoor patio,
and I encourage you, if you do not
have an outdoor space, to invest in
one. It can be as simple as taking

something you already have, an
outdoor area thats large enough,
your entryway, put some rocking
chairs out there, some benches,
some planters and create a little
outdoor oasis very economically.
I highly suggest you look into
doing some sort of water feature in
your place. It doesnt have to be a
Be careful when fancy thing; it can sit on a table. It
using yellows, adds a nice, soft, soothing sound
because too
and hides a bit of the background
strong a shade
noise going on the office.
or too much
Keep your rooms clutter-free.
of it can cause
Too many tchotchkes and inbabies to cry
your-face urns all over the place
and people to
takes away from the pet familys
fight.
Leslie Reid
experience; its overwhelming. r
If you take away one

thing from this, what I
want you to take away
is think about this
ahead of time, prepare
your business earlier
than right before you
sell and finally, get
professional help.
Nicholas Padlo
dont have it, at some point you want to think

about what your other options are.
A second option is you could sell your
business to your employees. Maybe theres
one employee who wants to buy it. Maybe
you do some kind of ESOPemployee
stock options program. There are ways to

sell a business to employees. Its a little more
complicated and I think that its less common
in our industry.
The third one is, sell your business to an
outside buyer. What are the options? I think
the most common are going to see a small
business broker, approaching an independent
buyer and pet crematory groups. There are a
few out there interested in trying to buy pet
crematories.
There may be one within your market.
For example, youre the #1, #2 or #3 largest
pet crematory in your metro area. Whichever
number you are, those other two numbers
may be interested.
r
Its a journey to continue to be cool. So if you just launched something thats

really, really cool, what have you got in your bag that youre going to launch next
thats even cooler? Because by the time you launch this, the boys down the street
are going to pick up on it and do the same thing.Coleen Ellis
r Examine removal vehicle options

PLPA roundtable led by Coleen Ellis &
Bill Remkus
What type of removal vehicles are you using?
One of the things we do is we have a
Dodge Grand Caravan that we use, but also,
if I get a call for a little, teeny, tiny baby, a
pocket baby or a kitty cat or a Chihuahua or
a mini-dauschaund, Ill go in our four-door
sedan and lay the baby in the back seat, and
families seem to like that a lot. Its not as
cold and formal as having them way in the
back of a big van.
We pick up from a vet school that does
necropsies in a truck with a camper on it
with a pull-out bed. It keeps the liquids
58
ICCFA Magazine
contained better and were not exposed to

the smells from the necropsied animals that
arent frozen.
We have both marked and
unmarked vehicles, because some of the
neighborhoods we go into arent the great
est in the world and we get requests from
people who do not want a marked vehicle
because that was their guard dog and they
dont anybody to know that the dog died.
Weve switched over to having delivery
shelves put in our vans that fold down from
the side. When theyre not in use, you can
fold them up, and as you need them you can
fold them down and put the pets on there.
The big dogs go on the floor in trays.
r
I C C F A 2 0 1 6 C O N V E N T I O N
S C E N E S F R O M T H E E X P O H A L L
Matthews International
CJ Boots
American Funeral Financial
The Champion Co.

Eko Urn
Holy Land Stone
MKJ Marketing
Remembrance Ornaments
Timberland Urns
July 2016
59
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
T H E E X P O H A L L
Tile Artisans Digital Imaging

Armbruster Sageway
Homesteaders
Polyguard
Preneed Builders
Cooperative Funeral Fund
Columbarium
Star Granite & Bronze
Triple H Co.
Granville Urns
Loveurns
Sinosource
B&L Cremation Systems
Motorola Solutions
60
ICCFA Magazine
JST Architeccts
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Crescent Memorial
Save My Ink Tattoo
Miles Supply
Regions Bank
Passages International
FuneralScreen
Picture Specialist for Memorials
Patty Fays Eternal Branding
American Cemetery & Funeral Supplies
Qeepr
Eickhof Columbaria
Eckels
Southwest Cargo
July 2016
61
Convention sponsors
Sponsors enable the ICCFA to offer excellent
programming while keeping registration fees low.
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Academy of Professional Funeral Service

Practice
AlanCreedy.org
American Funeral Financial
Answering Service for Directors (ASD)
Assurant Solutions
Batesville Casket Co. Inc.
Biondan North America Inc.
Blackstone Cemetery Development
Carriage Services
Clearpoint Federal Bank & Trust
Coeio
Coldspring
Cypress Lawn
Disrupt Media
Eagles Wings Air
Eckco Products
Forest Lawn Memorial-Parks
and Mortuaries
Foreverence
Forethought Life Insurance Co.
Rosewood Classic Coach
Foundation Partners
Funeral Directors Life Insurance Co.
Gibraltar Remembrance Services
Guerra & Gutierrez Mortuary
Hauck Enterprises
Holman Howe Funeral Home
Homesteaders
IMSA
Independence Trust Co.
Inman Shipping Worldwide
Johnson Consulting Group
Legacy.com
Legacy.com
SRS Computing
Live Oak Bank

Madelyn Co.
Matthews International Corp.
Memorial Business Systems
NGL Insurance Group
NOMIS Publications Inc.
NorthStar Memorial Group
PlotBox
Precoa
Progressive Environmental Services
Regions Bank
Funeral Directors Life Insurance Co.
Rick Miller, CCFE

Riviera Tailors LTD
Roberts Vault Co. Inc.
American Crematory Equipment
Service Corporation International

Spring Grove Cemetery & Arboretum
StoneMor Partners LP
The Gardens at Gethsamane
The Signature Group
Trigard
Wilbert Funeral Services
Wayland Caskets
62
ICCFA Magazine
Glass Remembrance
D I S P L A Y
I C C F A 2 0 1 6
C L O S E - U P S
C O N V E N T I O N
F R O M T H E E X P O
H A L L
Riviera Tailors
Kanga-Woo First Call Pouches
Bass-Mollett
Matthews
Federal Coach
Aley Shalechet
SpartaCraft
Memory Glass
Peaceful Memories
Kinkaraco/Mort Couture
Coeio
Madelyn
4 Seasons Custom Clothiers

Catholic Extention
Earthhandsfire
Fine N Rhine
Supernova International
Pontem Software
Zontec
Carrier Mausoleums Construction
Memento Memorials
Everpresence
Love Ashes Memorials
SinoSource International
Bailey & Bailey
Meadow Hill
Custom Air Trays
Enduring Images
Natural Legacy USA
Living Urn
Roquemore Marble &

Granite
Bright Corp.
Tribute Memorials
Whitehall Memorials
T&J Manufacturing
July 2016
63
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Memorial Business Systems
Merendino Cemetery Care

Flowers for Cemeteries
Shiva Shade
Omneo
US Cremation Equipment
Physicians Mutual Insurance Co.
Morgan Stanley
Church & Chapel Metal Arts
Trey Ganem Designs
Implant Recycling
Arthur J. Gallagher & Co.
Global Bronze (formerly LP Bronze)
Holland Supply
Xpain Solutions
Johnson Consulting
Kelco
64
ICCFA Magazine
Funeral Home Gifts

I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Starmark Cremation Products
Messenger
Queenaire Technologies
Jack Goodnoe Planning & Design
MKS&H
Tukios
Biondan North America
SecuriGene Technologies
Mausoleum Supply
American Funeral Supply

Gama Sonic USA
Precoa
July 2016
65
I C C F A 2 0 1 6
S C E N E S F R O M
American Bronze Craft
C O N V E N T I O N
Hepburn Superior US Chemical
Batesville
Cherokee Child Caskets
Facultatieve Technologies Ernie Kassof scans an attendees badge
Honor and Rememeber
Precious Memories
Body Scoop by B-Mobile
Stericycle Communications Solutions
Tribute Memorials
Eagle Granite
Fidelity Bank
Noble Metal Solutions
The Davey Tree Expert Co.

66
ICCFA Magazine
FuneralTech
Stonemor Partners
Funeral business to thank for Katrina Memorial

Mary LaCoste
Thanks to the people in the funeral business
in New Orleans, we have a Katrina Memor
ial. Its on Canal Street; its in an area called
The Cemeteries, because there are 12 of them
right on the edge of where the dry land used
to be before we pumped out the swamp.
How this came about, and almost didnt,
was that the local funeral directors had been
hurt really badly by Katrina, half of their
facilities destroyed, when they had way more
bodies to contend with.
So for weeks and months, they had to pool
their resources, work round the clock. If you
died in New Orleans two weeks after Katrina,
you waited almost a month for burial.
Finally when things got back to normal,
the funeral people of New Orleans felt really
bad about the 83 unidentified and unclaimed
bodies in the refrigerated warehouse. They
knew some money had been set aside for a
memorial, so they picked out a spot in our
old potters field called the Charity Hospital
Cemetery and got a designer to design a nice
memorial.
Basically what they wanted was for it
to be a burial place for these 83 bodies.
So included in the design were minimausoleums. They planned it well, but it was
difficult. A lot of permissions to get.
They were short of money,

so they got contributions from
all over the United States, from
people in the funeral business.
They were determined the
dedication would be held on the
anniversary of Katrina, August
29, 2008, 9:20 in the morning it
would start, the time of the first
canal break.
Permissions were gotten.
Religious leaders were contacted,
politicians to talk, musicians
lined up. They even got hearses The European funeral homes have various
from all over south Louisiana, so refreshments. Were into food here, you know, so
the last trip from this refrigerator youll find pretty good refreshments. But for the
best repasts, go to the African-American ones.
warehouse to this cemetery
Mary
LaCoste
would be with dignity.
They had volunteers lined up,
but the publicity never came back on that
the media announced, and it became 9:20 in
memorial. Other things were going on in the
the morning, August 29, 2008. Everybody
world.
came. No media. Not one television station,
When Grey Line started tours, finishing
one cub reporter. Because at that time,
them off with a grand finale at that
Hurricane Gustaphe was bearing down on
monument, visitors began hearing about
New Orleans. We were all busy getting out
it, but three out of four New Orleaneans
of town, and the media was telling people
didnt even know it existed. Until the 10th
how to travel safely. But they went ahead
anniversary, when we had the president of
with their plan, and it was dedicated and they the United States there and former presidents.
finished it off with a fine jazz funeral.
Now its on the map, and you owe it to
Then Hurricane Gustaphe missed us,
yourself to go and see it.
r
National Alliance for Grieving Children
National Funeral Directors & Morticians Association
Keynote speaker Ken Blanchard signs books in the

American Funeral Financial booth.
Life Cycle Urns
Plotbox
KMI Columbaria
PaperworkLockbox
Security National Life Insurance

July 2016
67
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Mission Valley Bank
American Coach Sales
Directors Choice
Jefferson Financial
Independence Trust Co.
Bio-Response Solutions
Russian Blue Diamonds
RSK Lanka
68
ICCFA Magazine
Forston & Associates
Forethought Life Insurance Co.
Chapter Eternal Enterprises
Design Mart
The Kenerson Group
Conrad Pickel Studio
Doric Products
K2 Vehicles
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Mabrey Handcrafted Urns
US Metalcraft
Salem Stones
Continental Computer Corp.
Dodge Co.
EDA Land Planning
Ingram Construction
Supernova/AP Lazer
Trigard
North Carolina Mutual
CemSites
Heckman
Nomis Publications
July 2016
69
I C C F A 2 0 1 6
S C E N E S F R O M
C O N V E N T I O N
Randolph Rose Collection and Chapter Eternal Enterprises Inc.
Eagle Coach Co.
Implant Recycling
New Life Memorials

Crematory Manufacturing & Service
Comfort Place
FrontRunner Professional
Empower Sound
Frigid Fluid
Frazer Consultants
Axiom Business Systems
Roberts & Downey Chapel Equipment
Crowne Vault
70
ICCFA Magazine
Garfield Refining
ClearPoint Federal Bank & Trust

I C C FA N E W S
Seven great colleges in a one-of-a-kind program
CCFA University is back! ICCFAU is being held July 2227 at the Fogelman Executive Center at the University
of Memphis in Memphis, Tennessee, and is the premier
educational opportunity available in our profession.
There are seven colleges to choose from, each with courses
that combine proven business theory with practical operational
instruction. ICCFAU classes are led by top professionals from
the cemetery, cremation and funeral service industry as well as
business and economics faculty from the University of Memphis.
College of 21st Century

serviCes
Dean Glenda Stansbury, CC, CFSP
How do you respond to a family who says, We dont want a

traditional funeral? Youll learn how to go beyond tradition with
innovative offerings and become certified as a funeral celebrant
trained to provide meaningful alternatives to clergy-led services.
Celebrant training
Celebrants offer an alternative to services provided by clergy for
those families who are not affiliated with a church or who do not
wish to have a traditional religious funeral service. They design
services that are completely personal, incorporating those unique
stories, songs and experiences that defined the deceased.
Celebrants schedule a special family time meeting when
the family can share memories, anecdotes and defining moments
in the loved ones life. They then base the essence of the service
on the remembrances of th e family, and family and friends are
encouraged to participate.
Celebrants develop a library of resources available for
readings, music, ceremonies and personal touches. They consult
with the family to help them choose elements of the service that
reflect their loved one. They are bound by a code of ethics for
complete confidentiality in all dealings with the family.
Becoming a Certified Celebrant
After completing this college, students will be certified as
celebrants. The training for celebrants as established by the InSight Institute seeks to provide the most comprehensive and
sensitive training available for people who wish to develop this
as a profession or to add to their current job description. It is
important that a family knows they are being served by someone
who understands the process and is prepared to offer the very
best funeral possible.
College of international
studies
Dean Jim Hammond
Globalization is making the world a much smaller place in which

to live. Are you sure that you know how to serve families of all
nationalities and religious backgrounds in your community?
Learn about the funeral customs of all major religions and
population groups from around the world. Here is a sample of
the different practices you will learn about in the International
Studies College:
Hindu funeral beliefs
Cremation, such a large part of todays funeral profession, is
a part of the Hindu tradition. In Hindu funeral tradition, the
body remains at the home until it is cremated, which is usually
within 24 hours after death. At the service, mourners may dress
casually. Black attire is inappropriate and white is preferred.
Vietnamese funerals & traditions
The way a funeral is organized in Vietnam is strongly influenced
by various Chinese rites and activities. Most funerals in Vietnam
consist of three stages. The first stage is called nhap quan
(entering the coffin). The second stage of the funeral is when
guestsoften the friends and further relatives of the deceased
come to share the sorrow with the family. The third stage is to
take the deceased to the cemetery.
These stages may sound very familiar, but what takes place
for the Vietnamese between stages is what separates them from
other countries around the world.
Funeral traditions in Cambodian Buddhist culture
Roughly 96 percent of Cambodians follow Theravada
Buddhism. They do not view death as the end of ones life but
rather as the end of a life cycle. It is a passage from one stage of
the cycle to the next.
When death occurs it is very important to perform rituals
in the correct and proper Buddhist tradition, otherwise, it is
believed, the deceased will not be able to move onto the next
stage of the cycle, rebirth.
For a complete course listing and to register to attend this
years ICCFA University, visit www.iccfa.com/university.
I C C FA N E W S
Register now for the last cremation training of 2016
ue to popular demand,
the ICCFA has added
another cremation
certification program to its
educational calendar. The last
program for 2016 is being
held August 24-25, 2016, at
the Gupton-Jones College of
Funeral Services in Decatur, Georgia. Cremation Arranger
Certification will be held August 24 and Cremation Operator
Certification will be held August 25.
The Cremation Arranger Certification training discusses
the history, myths and facts about cremation. You will learn
the preferences and desires of modern consumers, pricing vs.
value, marketing, limited liability, ethics and how to conduct an
effective cremation arrangement.
The Crematory Operator Certification training is required in 18
states and three Canadian provinces before operating a crematory
retort. It offers an in-depth look

at what cremation is, the science
behind it, the components and how
to properly operate and maintain
a retort machine. The training
will teach you how to properly
and constantly track remains, and
provide an update on applicable
laws and how to limit your liability.
You must pass an open-book, take-home test to receive your
certification. Missing five or more questions means that you fail
the test. You will be allowed to take the test a second time to try
to receive a better score. If you miss five or more questions on
that test, you will need to take the training course again before
trying to pass the test another time.
To learn more and to register for cremation training, visit
www.cremationcentral.com and look under the Upcoming
Cremation Certifications Programs header.
r
CREMAT
A ION
AT
CENTRAL
72
ICCFA Magazine
I C C FA N E W S
Deadline Extended: Proposals for 2017 ICCFA Wide

World of Sales and ICCFA Annual Convention & Expo
s there a topic you are interested in that you think 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? ICCFA will be
looking for proposals for upcoming 2017 meetings, so now is the time to share.
Courtesy of Nashville Convention & Visitors Corp
he ICCFA Annual Convention is coming up on April 5-8,

ide World of Sales is being held in Phoenix, Arizona,
2017, at the Music City Center in Nashville, Tennessee.
on January 11-14 at the Hyatt Regency. The Wide
Conference Chairs Nectar Ramirez and Mitch Rose, CCE,
World of Sales is the only conference specifically for
have
issued
a call for presentations. If you have expertise in a
sales and marketing professionals in the cemetery, cremation and
particular
area
of cemetery, cremation and funeral service, we
funeral service profession. We are seeking the very best, most
would
like
to
hear
from you! Proposals are due to the ICCFA by
relevant and thought-provoking sales and marketing programs,
July
12.
Guidelines
for these proposals are as follows:
tools and techniques being used today. We want presentations
1.
Include
your
name,
title, company name, address, phone, fax
that offer concrete, how-to information with an emphasis on the
and
email
address.
how rather than the why.
2. Include a description of your session (approximately 100
This is an opportunity to give back to your profession by
words). Session descriptions should name at least two or three
sharing your knowledge and expertise. When submitting a
specific skills, techniques or ideas the attendee will take away
session proposal for Wide World of Sales, the committee requests
from the session. We are most interested in sessions that share
that you include:
concrete, proven techniques and programs, as opposed to theory
Your contact information
or opinion.
A detailed description of your how-to topic, including the 3. Include a brief bio regarding your experience and qualifications
specific tools, techniques and/or initiatives the attendee will
within the industry as well as any speaking experience you may
be able to put to use immediately
have.
The primary target for your presentation (managers,
4. Include information on which areas of our profession are the
counselors or both; cemeteries, funeral homes or both)
intended audience, e.g., cemetery owners and managers, funeral
A list of handouts supplementing your presentation you
home owners, funeral directors, sales managers, etc.
will provide for our attendee on-site binder (handouts are
5. Let us know how long you anticipate your presentation will
required)
take. Most presentation time slots are 50 minutes. In addition to
A brief bio regarding your background and qualifications,
full-length sessions and workshops, we are interested in shorter
presentations that can be combined to form panel sessions.
including any previous speaking experience
6. Indicate what types of audio/visual aids you will use, if any.
The format for this conference calls for numerous breakout
sessions 50 minutes in length, so please narrow your topic to one 7. Include a list of anticipated handouts.
8. Note that we ask that speakers refrain from speaking about
or two key points that you can fully develop and communicate
prices or other issues subject to antitrust legislation. In addition,
within that time frame.
we ask that speakers refrain from any type of promotional
Any request for compensation must be included in your
marketing or selling of any product or service.
proposal or it will not be granted.
9.
Any requests for compensation must be included in your
Speakers will receive a complimentary registration to the
proposal
or it will not be granted.
Wide World of Sales Conference. Panelists or speakers sharing
We
typically
receive many more proposals than we can fit into
the stage with three or more people will be offered the option to
the
program,
so
please
be sure to follow the guidelines and clearly
purchase a full registration at the one-day rate.
explain
the
value
proposition
for attendees. Submit your proposal
Submit your proposal online by July 15 by visiting
by
July
12
to
Kirsten
Kase
at
kase@iccfa.com.
Questions? Call
www.wideworldofsales.com. Questions? Call Kirsten Kase at
Kase
at
1.800.645.7700.
r
1.800.645.7700 or email her at kase@iccfa.com.
r
July 2016
73
If youre a funeral industry supplier but not an IMSA member, you should
know what our members are getting that youre not: the best booth pricing
at the major tradeshows, hours of free one-on-one consultation from top
industry experts, business-boosting webinars, networking with other IMSA
members, and so much more. And the kicker is, our members pay only
$175 a year for the privilege. Is that unfair? It is, unless you join IMSA
too. Dont lose the upper hand. Join now at www.IMSA-Online.
Supply Line
n memories by design, Spokane,
Washington, has expanded its military
themes to better personalize its tribute
videos for veterans of different military
conflicts. Most of the videos the company
has made with an armed forces theme
have honored WWII veterans, but that has
started to change.
Just recently, in our community of Spokane, Washington, we lost one of the last
remaining two local survivors of the attack
on Pearl Harbor. That was over 74 years
ago, said company president Bruce Felt.
Now, as time passes, we are remembering and honoring veterans of more
recent conflicts such as the Korean and
Vietnam Wars, and even the War on Terrorism in the Middle East.
The new theme options include the
Vietnam War, Korean War and modern
military. The four branches of the armed
forces are: Air Force, Marines, Army and
Navy. Each conflict is highlighted by
a depiction of their respective national
monument while each branchs official
song or hymn is played at the beginning of
each tribute video. All of the themes close
with a trumpet solo playing of Taps.
1.800.223.3050;
bruce.felt@memoriesbydesign.com;
www.memoriesbydesign.com
Memories by Design has introduced

new military themes.
READERS: To find the products and services you need online, go to www.iccfa.com
and select directory to find:
Supply Link Search Engine,
the fastest way to find the
products and services you
need at your funeral home,
cemetery or crematory.
SUPPLIERS: Send your press releases
about your new products and services,
and about awards, personnel changes and
other news to sloving@iccfa.com
for inclusion in Supply Line. Large files that
will not go through the ICCFA server can be
sent to slovingiccfa@yahoo.com.
n Bailey & Bailey, Gig Harbor, Washington, is offering high-resolution fingerprint scanners as part of its new display
promotion. The wireless scanners capture
fingerprints that can then be engraved on
memorial jewelry. The scanners attach to
a smartphone or other digital device and
upload prints instantly.
1.877.995.8767;
service@baileyandbailey.com;
www.BaileyandBailey.com
Bailey & Baileys new scanner for recording of fingerprints for jewelry.
Calendar
E-mail calendar listings and additions

or corrections to Association Pipeline
to bclough@iccfa.com and
sloving@iccfa.com.
For continually updated meeting listings

and direct links to websites for professional
associations, go to www.iccfa.com; select
Find a Member, then Industry Associations.
July 16-18: Independent Funeral Homes of

Virginia Annual Convention, Virginia Beach.
www.ifhv.org
July 17-20: Alabama, Louisiana &
Mississippi Cemetery Assns. Tri-State
Cemetery Convention, Perdido Beach
Resort, Orange Beach, Florida.
76
ICCFA Magazine
www.alabamacemeteries.org
www.mscemeteryassociation.com
July 22-27: ICCFA University, Fogelman
Executive Center, University of Memphis,
Memphis, Tennessee. www.iccfa.com
July 30-August 4: National Funeral
Directors & Morticians Assn. Convention,
Passages now offers engraving for

most of its urns, scattering tubes and
caskets.
n passages international,
Albuquerque, New Mexico, now offers
personalized engraving on most of its
products. Most of the biodegradable urns
and scattering tubes can be engraved, and
bamboo name plaques can be created for
caskets and coffins. Families can request up
to three lines of text; additional lines and art
are available for additional fees. Engravers
will select the placement of the engraving.
1.888.480.6400;
sales@passagesinternationalcom;
www.PassagesInternational.com
n Legacy.COM, Evanston, Illinois,
has ben named as a Silver Award winner
by the Customer Sales and Service World
Awards. www.legacy.com
n u.S. Cremation
EQUIPMENT, Altamonte
Springs, Florida, has hired
John Mitchell as service director. Mitchell has worked
in the cremation industry
since 2002. He joined U.S.
Cremation Equipment in
2013.
Mitchell
321.282.7357;
www.uscremationequipment.com
To see all industry conventions and

meetings for a particular month, go to
www.iccfa.com; select Find a Member,
then Industry Calendar.
Marriott Hotel, Richmond, Virginia.
nfdma@nfdma.com
August 1-3: Ohio Cemetery Assn. Annual
Convention, Schoenbrunn Inn & Conf.
Center, New Philadelphia.
www.ohiocemeteryassociation.com
August 10-13: Cremation Assn. of
to page 78
P ro d u ct c l ose - u ps F R O M T H E E X P O H A LL
Able Caskets
Grever & Ward
Paradise Pictures
FuneralTech/Eternal Urns
Vantage Products
Tribute Art by Wyland
Terrybear Urns &

Memorials
Urns in Style
CONVENTION SPEAKER CONTACT INFORMATION

Bixby, Ed (p 54), Steelmantown Green Burial Mail & Telemarketing Lists, Boca Raton,
consulting.com
Preserve, Steelmantown, New Jersey,
Florida, dale@datamangroup.com
Matthews, Mark (p
BIXBY17@msn.com
Fithyan, Eric (p 44), Chambers and James
30), Wiefels CremaBolton, John, CCE (p 52), Blackstone CemFuneral Homes, Wellsburg, West Virginia,
tion & Funeral Service,
etery Development, San Clemente, California, efithyan@gmail.com
Palm Springs, CaliforDont try this at the
bolton.blackstone@gmail.com
nia, icrem8@aol.com
Fuller, Thomas (p 48), Advanced Funeral
crematory, folks!
Bridgers, Tim (p 36), Live Oak Bank, Wilm- Service Education Programs, Ithaca, New
Merendino, Gino
ICCFA Cremation
ington, North Carolina,
York, tfuller@afsep.org
(p 50), Merendino
Counsel Poul Letim.bridgers@liveoakbank.com
Cemetery Care,
Garbow, Zachary (p 39), Funeral Innovamasters borrows a
Linden, New Jersey,
Cassidy, Deborah (p 54), West Laurel Hill
tions, Louisville, Colorado,
hoverboard from
1776gino@gmail.com Disrupt Media to
Cemetery, Bala Cynwyd, Pennsylvania,
zack@funeralinnovations.com
dpc@forever-care.com
Garman Heather (p 44), Messenger, Auburn, Padlo, Nicholas, (p
make his way around
58), Two Hearts Pet
Clock, Jodi, CPLP (p 48), Clock Life Story
Indiana, hgarman@messengerllc.com
the Expo Hall.
Loss Center, South
Funeral Home/Clock Timeless Pets, Muskeg- Gober, Doug (p 34), Gober Strategic Solulake, Texas, Nick@ThePetLossCenter.com
on, Michigan, jodi@clockfuneralhome.com
tions, Kenner, Louisiana,
Penepent, Dr. David, CFSP (pp 32, 48), AdCohen, Rabbi Daniel (p 16), Congregation
doug@goberstrategiccapital.com
vanced Funeral Service Education Programs,
Agudah Sholom, Stamford, Connecticut,
Heald, John (p 38), Legacy.com,
Ithaca, New York, dpenepent@afsep.org
rabbicohen@cas-stamford.org
jheald@legacy.com
Reid, Leslie (p 58), Pet Pilgrimage Crematory
Currie, Candace (p 55), Mount Auburn
Hoyt, Margaret (p 46), The Law Offices
and Memorials, leslie@petpilgrimage.com
Cemetery, Cambridge, Massachusetts,
of Hoyt & Bryan, Oviedo, Florida,
ccurrie@mountauburn.org
Remkus, Bill, CPLP, and Kari Ann (pp 56,
Peggy@HoytBryan.com
58), Hinsdale Pet Memorial Services, WillowDavid, Cliff (p 54), Conservation Economics, Jenkins, Bob (p 56), Verde Products,
brook, Illinois, bill@petcemetery.org
Lower Gwynedd, Pennsylvania,
Wildwood, Missouri,
cdavid@conservationeconomics.com
Seyler, Paul (p 36), Competitive Resources
bjenkins@letyourlovegrow.com
Inc.,
New Orleans, Louisiana,
Eagan, Quinn (p 43), Preneed Funeral
Joachim, Joe (p 38), FuneralOne,
pseyler@competitiveresources.com
Programs, Metairie, Louisiana,
rochelle.riewtow@platinumig.com
Quinn@preneed.net
Supplee, Adam (p 54), KMS Design Group,
Katz, Dan (p 42), LA Ads, Northridge,
Phoenixville, Pennsylvania,
Ellis, Coleen, CPLP, (p 58), Two Hearts Pet
California, dkatz@laadsmarketing.com
asupplee@kmsdesigngroup.com
Loss Center, Southlake, Texas,
Keller, Crhis (p 52), French Funerals &
Coleen@ThePetLossCenter.com
Van Beck, Todd, CFuE (p 46), John A.
Cremations, Albuquerque, New Mexico,
Gupton College, Nashville, Tennessee,
Engler, Jason Ryan (p 32), The Cremation
chrisk@frenchfunerals.com
toddvb52@gmail.com
Historian, Rogers, Arkansas,
Kidwiler, Jeff, CCE, CSE (p 52), Blackstone
cremationhistorian@hotmail.com
Watkins, Michael (p 30), The Signature
Cemetery Development, San Clemente,
Group, Houston, Texas, mwatkins@siggrp.net
Evenson, Kim (p 38), Legacy.com,
California, jeffkidwiler@gmail.com
kevenson@legacy.com
Webster, Lee (p 55), Plymouth, New HampLaCoste, Mary (p 67), New Orleans, Louisishire, leewebster17@gmail.com
Fertig, Bob (p 54), Fertig Funeral Home,
ana, edprofno@aol.com
Mulica Hill, New Jersey,
Leahy, Shannon (p 34), Raystorm Communi- Whitaker, Erin (p 50), Foundation Partners
fertigfuneralhome@gmail.com
Group, Orlando, Florida,
cations, Toronto, Ontario,
erin.whitaker@foundationpartners.com
Fetters, Tracy (p 44), Messenger, Auburn,
shannon@raystormcommunications.com
Indiana, tfetters@messengerllc.com
Winsett, Don (p 50), The Davey Tree Expert
Lemasters, Poul (p 28), The Poul Lemasters
Co., Kent, Ohio, don.winsett@davey.com r
Filhaber, Dale (p 42), Dataman Group Direct Co., Cincinnati, Ohio, poul@lemasters
July 2016
77
Ad INdEX
45 Abbott & Hast
37 Holland Supply
39 American Cemetery/Mortuary
Consultants
13 Pontem Software
49 Inman Shipping Worldwide
33 Regions Bank Funeral & Cemetery

Trust Services
55 RBC Wealth Management
23 Kryprotek
51 Batesville Casket
25 SEP Technologies
19 Love Urns LLC
33 Burnz-Well Inc.
49 Columbarium by Design
27 Continental Computer Corp.

4 Eagle Coach Co.
23 Eagles Wings Air

35 Ensure-A-Seal
31 Flowers for Cemeteries
43 Funeral Call Answering Service

29 Funeral Services Inc.
2 Global Bronze (formerly LP Bronze

International)
21 Great Western Insurance Co.
Classifieds
43 Holy Land Stone

75 IMSA
31 ASDAnswering Service for

Directors
39 Grever & Ward
5 Perfect Memorials
39 Madelyn Co.
40 Sich Caskets
35 Meadow Hill Corp.
31 Stovall Insight & Solutions
25 Miles Supply Inc.
31 Supply Link
79 National Guardian Life Insurance Co.
80 U.S. Metalcraft
45 Nomis Publications
43 VKM International
7 Matthews International
41 Sich Caskets
3 Merendino Cemetery Care
11 SuperNova International
53 MKJ Marketing
47 Treasured Memories
37 National Mortuary Shipping
47 Vantage Products Corp.
45 Obermayer Rebmann Maxwell &

Hippel
37 WithumSmith + Brown
9 Paradise Pictures
57 Worsham College
45 Xiamen Ever-Rising Stone Co.
To place a classified, contact

Rick Platter, rplatter@iccfa.com
Check the classified announcements at www.iccfa.com/employment.htm
Highest Quality Memorials,

Lowest Delivered Price.
GUARANTEED!
FOR SALE
Sydney Australia
Fully Approved 60,000 plot
Cemetery Development
Sydney facing a shortage of burial plots
Grave situation now a serious issue - Sydney Morning Herald 14 May 2010
Expressions of Interest invited and should be addressed to;

KEAVA Consulting Pty Ltd
keith@keava.consulting
Keith Amor +61 401118162
JV may also be considered
CAlENdAR
CAST ALUMINUM LOT MARKERS
3, 4, 5 X 5
SPIKE OR SPLINE MARKERS
CALL TODAY FOR A FREE BROCHURE!
Andover Markert Company
634 Berkley Street
Berkley, MA 02779
TEL: (508) 822-3127
FAX: (508) 824-5895
VISIT OUR WEB SITE/WWW.ADOVERMARKER.COM
78
ICCFA Magazine
from page 76
North America 98th Annual

Convention, Chicago.
www.cremationassociation.org
August 11-13: West Virginia
Cemetery & Funeral Assn.
Annual Convention, Canaan
Resort, Davis. www.wvcfa.org
August 14-15: Illinois Cemetery & Funeral Home Assn.
88th Annual Fall Convention,
Joliet. www.icfha.org
September 8-19: Monument

Builders of the Carolinas
Annual Convention, Kingston
Plantation, Myrtle Beach,
South Carolina.
www.mbcarolinas.org
August 18-21: New York
State Assn. of Cemeteries
88th Annual Fall Conf., The
Hotel Hershey, Hersey,
Pennsylvania.
www.nysac.org
r
Its true that preneed insurance is a product that we offer. But what we provide to our
customers is something more important. The comfort of knowing that when they need us, well
be there. The appreciation that when we give them our word, we keep it. The respect they
deserve for helping guide families through their most difficult hours. Thats why were here.
Of course, ours is a business of providing plans and funding policies. But at its heart, its
a business of people serving people.
Its not just something we say but something we try to live every day.
National Guardian Life Insurance Company 888.239.7047 www.nglic.com

National Guardian Life Insurance Company is not affiliated with The Guardian Life Insurance Company of America a.k.a. The Guardian or Guardian Life. PN-Ad 10/13

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The newly redesigned 2016 Eagle

Echelon has to offer.

BEST PRICE GUARANTEE.

Providing exceptional education, networking and legislative guidance and support

Scenes from the 2016 ICCFA Convention

International Cemetery, Cremation and Funeral Association

17 First-timers (more first-timers pp. 10, 28)

AWARDS & RECOGNITIONS

18 ICCFA members earn professional certifications

Quarter-Century Club, Half-Century Club

era of the customer

24 Stay committed to being helpful

25 People want control over making decisions, so provide options

26 Learn the secret to making a good roux

28 Use affidavits to impress upon families the need to be truthful

32 Learn about the memorialization era of cremation in the U.S.

32 Create a plan to deal with the disposition of cremated remains

36 Be aware of what cremation is doing to your companys revenues

38 Add words to your website

38 Claim your Google+ page

71 ICCFA University Seven great colleges in a

38 Find your purpose

38 Write down all of your ideas

39 Get your message out on Facebook

SALES & MARKETING

73 ICCFA Wide World of Sales

42 Dont overlook old media when marketing to older consumers

73 ICCFA 2017 Annual Convention

43 Keep the families you have

44 To be cost efficient, concentrate on keeping existing customers

44 Pinpoint a hot-button topic in your community and run with it

2016 ICCFA University

44 Think about going to bridal fairs

July 22-27 Fogelman

46 Commit to developing relationships through networking

46 Work with estate planners to help people do end-of-life planning

August 24-25 (arranger &

2017 Wide World of Sales

January 11-14 Hyatt Regency,

50 Be aware of water needs when planning plantings

October 5-7 Kiawah

FUNERAL HOME MANAGEMENT

50 Investigate landscaping blocks

Subscribe to ICCFA Magazine

r One-year subscription (10 issues) for just $39.95*

Name as it appears on card

2017 ICCFA University

r Check enclosed (please make payable to ICCFA)

Security ID (3-digit # on back of card or 4-digit # on front of AmEx)

THE WORLDS FINEST MEMORIAL PORTRAITS

650 Thunderbolt Street Chico, CA 95973

what did you think of your first iccfa convention?

ICCFA Magazine online

Web Expo directory of suppliers and

Jessica Caldwell, Hopscotch Interactive, Olympia, Washington

ICCFA Government and Legal Affairs

Submit your news

have you held a groundbreaking

50 Pay employees to recruit for you

52 Broaden your definition of what constitutes undeveloped space

52 Design warm, intimate spaces

52 Develop gardens based on what customers want

52 Give cremation clients a cemetery within a cemetery

Start every day at the ICCFA Caf at www.iccfa.com

Start every day at the ICCFA Caf at www.iccfa.com

Start every day at the ICCFA Caf at www.iccfa.com