The Strength of Doric holds true after 55 years.

FBA cover:Layout 1 5/14/10 2:23 PM Page 1

The Funeral Professional’s #1 Resource For Business Growth and Profitability | May/June 2010

™

4 www.funeralbusinessadvisor.comFBA | May/June 2010

FUNERALBUSINESS ADVISOR

FEATURES

Cover Story:

28

45

17

MaY/JunEVOLUME IV, NO. 3 2010 ™

The Strength of Doric Holds True After 55 Years

The year 2010 marks the 55th anniversary for Doric Products. The primary goal of Doric has always been the design and production of new and improved concrete burial vaults along with a strong customer service focus. Doric feels they have accomplished this goal with the quad wall Doric Olympian®, available in both Stainless Steel and Bronze. The customer service commitment is provided by each of the more than 130 locations throughout the United States and Canada that make up the Doric Dealer Network.

Answering Services

Business SolutionsMerger / Acquisition / Brokerage

BUY

SELL

$

In today’s market of multiple financing options, low borrowing costs, and favorable tax rates for buyers and sellers, is now a good time to consider buying or selling a funeral business? Or in the wake of the economic downturn, is this the optimum time to try to enhance the profitability of your business for a more lucrative future sale?

Profit Opportunity?

MEMORIALIZATION&PERSONALIZATION

Today’s funeral consumer has come to expect much more than just a generic funeral. They require something personal and meaningful, something that represents their loved one who has passed. Understanding what it means to provide a personalized funeral and what it means to truly memorialize someone can lead to more business and more profits.

6 www.funeralbusinessadvisor.comFBA | May/June 2010

Contents

DEPARTMENTS

8 INDUSTRYALERT 54 AD INDEXBUYER

SOLUTIONS50 52 SPECIALTY

VEHICLES

An in-depth look at how industry associations are responding to transformational change.

CREmATION IS JUST PART Of mEmORIALIzATION26

By John W. Ross

Commit to being the best and create memorable experiences for the families you serve.

CHANgE CAN mAkE YOU OR BREAk YOU38By Dan heaman, CFsP

Important trends regarding product customization to keep in your sights.

CUSTOmIzATION, PERSONALIzATION: PREPARINg fOR TOmORROw36

By James ThomPson

The positives and negatives of health care reform and how it can affect your business.

THE HEALTH CARE BILL AND YOUR fUNERAL HOmE?32

By RonalD h. CooPeR, CPa

PET CREmATION AND mEmORIALIzATION - CONSIDER THE POSSIBILITIES24

Understanding the growth of pet cremation and how it can be embraced as an opportunity.

By IRIs heRnanDez

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Become a fan, follow us, or add us to your network and receive daily updates, breaking industry news, motivational tips, cutting-edge business solutions and ongoing insight into the industry’s best practices.

FIND THE “FBA LOGO”

$100 WINNERSMar-Apr 2010 Issue

eNter to WINFind the “FBA” logo hidden in each issue of our magazine and win $100 from Funeral Business Advisor. Search our ads thoroughly to find the logo. Three winners will be randomly drawn each issue. Logo shown ACTUAL size.

Submit entries by visiting our website at www.FuneralBusinessAdvisor.com or fax your response to 502.254.7022. All fax entries must include business name, contact name, email address, phone number, the page number and the name of the ad where the FBA Symbol is hidden. Entries must be received by June 28, 2010.

Logo shown ACTUAL size.

Josh Brownfowler funeral Home

Brockport, NY

Rodney ArmstrongArms of Peace funeral Home

Little Rock, AR

John OttJoseph f. Ott funeral Home

Irwin, PA

Funeral Business Advisor magazine

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funeral Business Advisor magazine is published bi-monthly (6 Issues a year) by fmm media, LLC. 211 Townepark Circle, Suite 200 Louisville, kentucky 40243. Subscriptions are free to qualified U.S. subscribers. Single copies and back is-sues are $7.99 each (United States) and $10.99 each (International). United States Subscriptions are $54.00 annually. Interna-tional Subscriptions are $65.00 annually. Visit www.funeralbusinessadvisor.com for fresh content updated frequently and to access articles on a range of funeral industry topics. fmm media provides its contributing writers latitude in expressing opinions, advice, and solutions. The views expressed are not necessarily those of fmm media and by no means reflect any guarantees that material facts are ac-curate or true. fmm media accepts no liability in respect of the content of any third party material appearing in this maga-zine. Copyright 2007. All rights reserved. funeral Business Advisor magazine content may not be photocopied or repro-duced or redistributed without the consent of publisher.

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MaY/JunEVOLUME IV, NO. 3 2010FUNERALBUSINESS ADVISOR ™

COmPANY SPOTLIgHT: FOREvER LOvED30

40ImmEDIATE CREmATION mAY BE A SPEED TRAP - THE PENALTY ... LOwEST REVENUEBy GeRalD h. DavIs, sTaRmaRk FuneRal PRoDuCTs

SPECIAL FEATURE••••

™FUNERALBUSINESS ADVISOR

8 www.funeralbusinessadvisor.comFBA | May/June 2010

INDUSTRYALERT<<Breaking News & Announcements

U.S. Cremation Equipment’s “Classic” Satisfies the Needs of Atlantic Crematory’s Growing Business

Altamonte Springs, FL - When U.S. Cremation Equipment recently installed its signature “Classic” model at Atlantic Crematory, it tripled the trade service’s

capacity. In the process, it taught Atlantic’s president, Tim Harman, an important lesson: sometimes you get more than you expect.

Harman added cremation services to his Maryland-based company in July 2008. He purchased a crematory from a competitor of U.S. Cremation Equipment and quickly discovered it did not provide the output his growing business required – and that the salesperson had promised. During peak workloads he needed to be operational 24 hours a day, and his equipment was falling far short.

He started his search for a cremator with the features and capacity he needed, at a price that fit his budget and from a company that stands behind its product. U.S. Cremation Equipment’s “Classic” met all those requirements, and more.

The “Classic” requires no cool down between cremations (a feature not available on competing equipment in its price and size class) and can operate 24 hours during periods of peak demand. Eliminating cool-down results in faster cremation cycles, longer refractory life and can reduce fuel usage by up to 50 percent on the second and successive cremations of the day. “This is the machine I should have had from the start,” notes Harman, who points out that the computer-controlled operating system, standard on the “Classic,” would be an expensive feature available from competitors and only on higher-priced models.

Beyond increased productivity, Harman is most impressed by U.S. Cremation Equipment’s unmatched service. “Everyone has done an outstanding job for us, from truly listening to our needs to their round-the-clock availability – we have cell phone numbers, even for people at the top,” said Harman.

“Customer satisfaction is more than a slogan with us,” remarks Cal Wilkerson, Vice President of Sales & Marketing of U.S. Cremation Equipment. “It’s an obsession and we want it to be a hallmark of our company. The staff is trained to respond immediately should problems occur. Most problems can be handled by phone, but in rare cases when an on-site visit is needed, a technician is sent within 24 hours.”

As Atlantic Crematory continues to thrive – including a recent state contract for 1200 cases per year – they are equipped to meet the needs of their growing list of customers.

Safeway Cremation Container™ Strikes a Chord with Funeral Directors.

Richmond, IN - Although the Safeway Cremation Container™ has only been on the market nationwide for a few months, initial response from Safeway Cremation Container customers has

been overwhelming. Customers love everything about the product; from low cost, compact shipment and storage, to its fast, secure assembly that can be completed by one funeral director during body preparation.

Safeway Cremation Container™ customers have commented on the ease of use. They especially enjoy how the product ships unassembled, allowing them to place the body flat and fold the walls up around the deceased during body preparation. Sides are secured with four nylon ratcheting ties.

Still only 15lbs. in weight, the Safeway Cremation Container™ has sides and handles that are reinforced with plywood strips. Carrying the unit is easier thanks to handle cutouts that are located to allow for the most even weight distribution. Every Safeway also contains a leak resistant polyethylene liner and full size corrugated lid. A strap is included to hold the lid in place ... no more duct tape.

The Safeway Cremation Container™ shipped beginning April 2010, offers a first of its kind “Head Riser” packaging system that is made from the products packaging boot. Simply remove the packaging boot and follow the printed instructions on the package. The packaging boot makes four Head Risers; one for each Safeway in the pack.

Safeways ship in “four packs” for a total thickness of about five inches. Add a pack or two to your order of TransPorters, Rental Inserts, Air & Combo Trays or any of our cloth covered products like the Harmony and Kinsman. The Safeway is the perfect kraft box replacement. The Safeway is also well suited for body removal and storage.

If you would like to learn more about the Safeway Cremation Container from Starmark visit www.starmarkfp.com. For additional information or any other questions please call (888)366-7335.

10 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 11 May/June 2010 | FBA

INDUSTRYALERT<< INDUSTRYALERT<<

Fun Bus Advisor

Elegante’s proudest achievement is available in five finishes with matching keepsake and necklace pendant. This collection is a funeral director’s dream — combining unique styling with greater profit potential.

Ask your funeral supplier about America’s #1 urn line. Or call us today, and an ELEGANTE distributor will contact you.

QUALITY CAN BE AFFORDABLE

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Ask your funeral supplier about America’s #1 urn line. Or call us an ELEGANTE distributor will contact you.

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One Man Turns Grief/Ashes Into Beauty

Blairstown, NJ – Memories from Ashes provides loved ones the greatest gift you can give them…”Remembrance.” Whether you’ve chosen cremation or a traditional burial, a Memories From Ashes memorial painting will capture the spirit of your departed loved ones. These works of art will become an everlasting memorial and symbol of your undying love for that spe-

cial person who was once an important part of your life.

For the family member who was cremated, they mix a small amount of ashes directly into the paint pigment to create a unique and highly personalized work of art. Your custom work of art is then sealed with a museum quality UV coating to last a life time. These works of art are the perfect way to memorialize and cele-brate the life of your loved one. Any of their theme paintings will be elegantly reproduced on the highest quality canvas. This new work of art will unite their very essence directly into the painting to create a treasured heirloom. Families can now celebrate that family member’s life and memory forever.

Choose from any of their theme paintings (from a small 8 X 10 to various larger sizes) that characterize the spirit of your loved one, their likes and personalities. You can also choose to have

a favorite photograph reproduced or a scene that captures their personality. They will also paint a portrait of a family member with or without ashes. These works of art will bring a smile to anyone who views them and will become a true heirloom to be passed down from generation to generation.

Memories From Ashes also provides gift certificates to show your love and affection to the bereaved family. They also offer Senior Discounts.

Special family packages are available to multiple family mem-bers due to the great appeal of these highly personalized pieces of art. Their special pricing on family packages makes these heirlooms very affordable. They also offer a variety of frames for your convenience to match any décor you may have. Lastly, Memories from Ashes now offers Pet Memorial Portraits.

For more information, please visit their website at www.memo-riesfromashes.com for more information, or call 908-362-5553 or email wayne@memoriesfromashes.com. About The Artist - Wayne DeFrances was born in Jersey City, NJ into a family of designers and artists. Wayne attended The Ridgewood School of Art and studied under Arthur Maynard and Frank Giovinazzo, and later continued his studies under the acclaimed artist Elaine Sgambati of the Riverview Art School in South Jersey. Wayne now focuses his attention to producing spiritual paintings to help people remember their loved ones’ lives and personalities. Wayne believes his paintings will be an everlasting source of joy for the families of the deceased.

CK Candles Announces Product Upgrade

Spokane Valley, WA - CK Candles, the original in-house photo personalized candle supplier, recently received notice from their candle manufacturer that the glass they use for their personalized candle kits would no longer be available. The news caused owner, Chris Nerison, to scramble to find a new supplier and retool quickly. Accord-ing to Nerison, “We hustled, the process is complete and results are stunning!”

“We decided to improve the product rather than find something that would just help us to get by.” said Nerison. The new glass is a much higher quality spun glass, as com-pared to the other glass which was molded.

Spun glass is much clearer and does not have the seams left by the mold. The new glass is 3/8” wider than the other glass. The extra width provides a more stable candle holder and al-lows a slightly larger portrait of the deceased. Also, the older pressed candle was replaced by a dipped candle with a much finer finish than the pressed version. “We are certain funeral directors will notice the markedly enhanced quality of our new product.” said Nerison. “And best of all, we made the transi-tion with no interruption in our service or increase in price.”

CK has also completed a software upgrade to accompany their new glass. The software will now allow the users to put ad-ditional text on both sides of the product. The ample size of the new text areas will accommodate an obituary or lengthy poem. Also, the software now provides an area for the funeral home name to be discreetly placed on the back of the candle. There are currently 60 backgrounds for the new software with plans to add more by the end of the year.

The candle kits still include gift boxes, a variety of labels for optimal print results, tissue paper and the glass candle holders and the candles.

Contact CK Candles, Inc. @ 888-304-3457 or your Messenger or Hilton Funeral Supply Representative for more information.

Do you have a press release that you would like to share with the readers of Funeral Business Advisor? Email your news, including contact information to Michael@FMM-Media.com. Press releases may be edited for content or because of space constraints. We regret that we can not respond personally to all notifications received.

GOTNEWS?

12 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 13 May/June 2010 | FBA

INDUSTRYALERT<< INDUSTRYALERT<<

Doric Conducts Education Seminars

Marshall, IL - Tim Walker, Director of Dealer Development and Sales for Doric Products, Inc. recently

conducted a number of funeral service workshops. In conjunction with the Kansas Funeral Directors Association (KFDA), Tim lead continuing education workshops which focused on “Funeral Service Trends and Challenges: 2010 and Beyond.” He discussed caskets and vaults as well as green burials, cremation and the influence of third party vendors. The use of technology in the funeral service industry, a continuously evolving field, was also a part of the presentation. KFDA welcomed over 200 funeral directors to their four regional meetings held in Mayetta, Hays, Dodge City and Wichita. Jim Wiens, President of Doric Concrete Vaults, Inc., (Newton, KS), was pleased to support the KFDA by underwriting the workshops.

Continuing education credits were provided to funeral directors in the Lynchburg, Virginia area last month. The workshop was hosted by Sam Green Vault Company (Lynchburg, VA). Tim addressed 32 funeral directors on a variety of topics including burial vault production knowledge and presentation, cremation, funeral home websites, and personalization.

Matthews International Corporation Acquires Furnace Construction Company

Matthews International Corpora-tion recently announced the next step in the expansion of their Eu-ropean cremation operations with

the acquisition of the Furnace Construction Company Ltd (FCC) (www.furnace-construction.co.uk) cremation business. Based in Manchester, United Kingdom, FCC was founded in 1966 by the Hough family and is a worldwide leader in the design, manufacture and service/repair of cremation equipment as well as filtration and abatement systems.

Paul Rahill, President of Matthews International’s Cremation Divi-sion said, “The addition of FCC to the Matthews team will further strengthen our global leadership as the total solutions provider for cremation products and service. The synergies between our compa-nies are significant and will further empower our mission.”

Matthews and FCC will expand the existing operations and team to meet the demand for additional cremation equipment and service in the UK and other countries. Lee Hough will remain as Managing Director of Matthews - FCC and direct the entire UK operations. According to Lee Hough, “this merger is an incredible opportunity to strategically cooperate with Matthews Cremation, another like-minded group, to bring together the very best in technology and

personnel to meet the exciting challenges and opportunities ahead.”

Matthews Cremation provides the industry with Seven distinct groups of cremation products and services. We have Six well known brands (Matthews, IEE, ALL, Elder Davis, GEM and Furnace Con-struction) and currently operate on Five continents. They have four manufacturing plants producing three leading designs of cremation systems. We manufacture on two continents, with one purpose, a passion for the success of our clients and the development of envi-ronmentally responsible cremation solutions worldwide.

UPS Capital Business Credit OffersStructured Financing Solutions for Funeral Professionals.

As a preferred SBA lender in most major markets, UPS takes pride in delivering the financing you need to help your business prosper, and they’re committed to providing exceptional service to their customers. Pro-tect your retirement and reputation by tran-

sitioning your business heritage to your son, daughter, key employee or trusted colleague.

UPS Capital Business Credit is there to help you make your next important business move.

Proceeds can be used for:Business Acquisition Business RefinanceCompetitor Acquisition Family Succession Funeral Home RenovationsKey Employee BuyoutPartner BuyoutCommercial Real Estate PurchaseEquipment PurchaseWorking Capital

About UPS Capital - UPS Capital, the fi-nancial services arm of UPS, offers products and services that can help enhance your cash flow and manage business risks. Helping to finance small businesses is one more way of showing what Brown™ can do for you.

Loan Benefits:

Low Down PaymentsCompetitive Interest RatesUp to 25-year amortizationsNo Balloon PaymentsEfficient Closing Costs

Tim’s rich history in the funeral industry provides him with a unique perspective and ability to understand a wide-range of audiences. He began as a licensed funeral director and embalmer in the State of Florida. After more than twenty years, Tim moved on to serve as a regional vice president for a major vault company where he developed skills and insight into the manufacturing and marketing of burial vaults. Doric Products Inc. was pleased to bring Tim and his thirty-five years of experience to the family in 2006.

For more information, please contact Doric by calling Kathy Hoalt at 800.457.0671, or email her at kah@doric-vaults.com. You may also visit www.doric-vaults.com.

14 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 15 May/June 2010 | FBA

INDUSTRYALERT<< INDUSTRYALERT<<

Make it personal, and make profits,with Memorial Tiles.

Our unique Memorial Tiles™ let your customers choose backgrounds, quotes andmore. Our solid wood boxes, made in USA, are of excellent quality. Increaseprofits with this complete product range. Affordable prices. National Rep Network.Call or visit to learn more. (800) 628-9346 memorialcollection.com

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Batesville Launches New System for Online Ordering and Personalization Provides Exclusive Real-Time Personalization Capability

Batesville, IN – Batesville Casket Company, the leading provider of burial and cremation products to the North American funeral service industry,

has launched an exclusive online ordering and personalization system, providing its licensed funeral home customers with 24-hour access to the company’s extensive line of burial and cremation products. The centerpiece of the system is its real-time personalization functionality which allows funeral directors to design, view and approve personalized products online at the time of the order. The new system provides a convenient alternative to the current process of placing orders through Batesville’s Funeral Directors Assistance Center (FDAC).

Given the time-sensitive nature of their business, funeral directors recognize the advantage of being able to place orders at any time, day or night. Batesville has taken traditional online ordering one step further, building a robust system that allows funeral professionals to more easily accommodate a family’s need for burial or cremation products. Unlike anything else available in the funeral industry today, Batesville’s system produces sophisticated online product renderings that allow the funeral director to design, edit and approve personalized urns in real time.

“At Batesville, one of our core goals is to provide tools that make it easier – and more efficient – for our customers to do business with us,” says Mike DiBease, Batesville’s vice president of marketing. “This new system can increase efficiency, ensure the accuracy of customers’ orders and prevent disappointments with families.”

Information at your fingertips. Developed in conjunction with CDI (www.cdiconsulting.com), a leading provider of IT solutions, Batesville’s online ordering system encompasses burial and cremation products. Customers can place online orders for any product available through their local customer service center or urn warehouse, including caskets, urns and personalization elements such as LifeSymbols® corners and the new LifeStoriesTM medallions. Accessed through the Batesville.com website, the system features full-color, high resolution images and detailed product information for each item. Drop-down menus and user-friendly search capabilities make it easy for funeral directors to quickly find the products they need.

Personalize with confidence. Personalized urns can be designed and approved in real time through the online ordering system. Once a product has been selected, users can add personalized text or images and view accurate photographic renderings to see exactly what the finished product will look like before placing the order. All elements are approved online before the order is finalized, eliminating the need for faxed proofs and approvals.

For those who prefer a less hands-on approach, there is a “Design by Batesville” option that allows customers to leave the design work to Batesville’s engraving professionals.

A convenient new way to do business. Online ordering is available free of charge to all Batesville customers. The system is linked directly to Batesville’s highly automated fulfillment system, so even orders placed after normal business hours are processed immediately. Email confirmations are generated when an order is placed and when it leaves the warehouse for delivery. Normal delivery schedules are pre-loaded in the system, but special delivery requests can also be accommodated.

Online order tracking helps funeral professionals improve their business operations and keep things running smoothly. Customers can view their complete order history and perform inquiries on all previous Batesville orders – not just those placed online.

More details, including an interactive presentation describing key features and functionality, are available in the Funeral Professionals section of Batesville’s website. For additional information, please contact Teresa M. Gyulafia, Director- Brand & Marketing Communications at 812.931.5084 or by email at Teresa.Gyulafia@batesville.com. You may also learn about all Batesville’s products and services by going to www.batesville.com.

Messenger Introduces New Thomas Kinkade Stationary Series

Auburn, IN - Messenger Corporation, the acknowledged industry leader in the creation and sale of bereavement

stationery, has launched a new stationery series highlighting another beautiful piece of art from Thomas Kinkade. ‘A Trusted Friend’ is the newest addition to the Messenger line of products. Last year, Kinkade introduced the painting ‘A Trusted Friend’ which beautifully captures the essence of childhood. They knew immediately it would make a great addition to their children’s stationery product offering.

The soft color palette and gentle brush strokes of the art bring cherished toys to life and evoke precious memories of what once was or what could have been. The stunning beauty Kinkade captured in this painting is a distinctive way to commemorate the life of a beloved child.

The new series, “A Trusted Friend,” features a small memorial register book with full color artwork printed on ivory vinyl. The memorial register book contains poem pages which feature an appropriate collection of heartfelt poetry including the new, original poem “Angel Dance” by Sherrie Bradley Neal.

For more information about the new stationery series, A Trusted Friend, please visit www.messengerstationary.com or call Messenger at 1-800-827-5151.

•

www.funeralbusinessadvisor.com 17 May/June 2010 | FBA

Profit Opportunity?

Providing a quality service can be both rewarding and profitable. Today’s consumer wants more when it comes to

remembering their loved one. They require something personal, and something that helps them hold onto the memory of the loss that they are experiencing. Today, the “buzz” words are personalization and memorialization. To realize the opportunities that exist, one must first understand what these terms mean.

Memorialization refers to the act of commemorating or celebrating an individual’s life through a ceremony or by some tangible form of remembrance. To memorialize an individual or loved one is to honor their memory. Memorialization helps an individual to remember and to be remembered. This process of commemorating varies from person to person and from culture to culture.

Personalization is to create a funeral service that is unique to the person that has passed. Today, more than ever before, the consumer is asking for a funeral service that is creative, unique, memorable and meaningful. With this in mind, it only makes sense that you, as a funeral director and bereavement specialist, offer a service that is both creative and personalized.

To facilitate the personalization process, you should encourage your families to discuss the life of the decedent to assist you in individualizing the ceremony.

A survey commissioned by NFDA found that 62 percent of those wanting a funeral service preferred some form of personalization. Through personalization, a funeral service can bring a sense of closeness for families and the decedent.

A funeral can be as unique as the individual who is being honored. From simple touches like displaying personal photographs, to events created around a favorite pastime, funerals can reflect any aspect of a person’s life and personality. A funeral should be thought of as more than a way to say goodbye, but as an opportunity to celebrate a life of a loved one.

Elizabeth Puckett, of Reflections Commemorative Portraits states, “Personalization now reigns supreme over the “cookie cutter” funeral package. One size no longer fits all. Today’s families still expect excellent personal service, which has always been the standard in our industry.”

MEMORIALIZATION&PERSONALIZATION

Click to listen or download this editorial in MP3 format

18 www.funeralbusinessadvisor.comFBA | May/June 2010

Masters of Illusion Cardboard Never Looked So Good.

Carte Veneer™ Cremation Caskets, A Great Choice!Carte Veneer™ Lightweight represents the powerful combination of beautiful wood veneer over

cremation-friendly cardboard! Funeral professionals from across the country are hearing every

day how cremation consumers are demanding a dignified yet practical offer when it comes to

their casket selection. The Carte Veneer™ series, tested at over 500lbs, is fast becoming the

Industry’s #1 choice in cremation caskets. Matthews Cremation understands the sensitive

balance for attractive yet affordable products that support funeral professionals in the marketing of

services. To see firsthand its incredible real wood appearance and major marketability, visit our

website at www.matthewscremation.com or call 1-800-752-4744 to locate your nearest

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According to Alan D. Wolfelt, Ph.D, “You should focus on what is really important - what is essential - about the funeral you are planning. What is essential is the life that was lived and the impact that life had on family and friends. To honor the unique life, the funeral must also be unique. Over and over families tell me that the best funerals are those that are personalized.”

In creating a personalized funeral, you should determine those qualities that the individual had or exhibited, such as hobbies, pastimes, special achievements or distinctions, personal and business interests, important people in their lives, likes and dislikes.

Dr. Wolfelt goes on to explain the process, “Once you’ve given thought to the unique life and personality of the person who died, it’s time to incorporate those memories into the funeral plan. Be creative as you, together with your family, friends, funeral director and the person who will lead the service, brainstorm how to remember and honor this special person.”

He goes on to describe the process of personalizing the common elements of the funeral service:

• the visitation • the eulogy • the music • the readings • the procession • the committal service • the gathering or reception

Dr. Wolfelt continues, “Each of these elements can be personalized in many ways. If you’re having a visitation, for example, you could set up a display of photos, memorabilia, collections or artwork. You could do the same at the gathering following the ceremony. Choose music that was meaningful to the person who died or to your family. Select poetry and other readings that speak to the life of this unique person. Ask the people who were closest to the person who died to participate by playing music, giving a reading, being pallbearers, making food for the gathering—whatever suits their own unique talents.”

The following are some basic questions you can use to help you decide how to personalize a service:

What did the person like to do?Often people have hobbies that become more than just a casual pastime. Their activity could have been as much a part of who they were as their smile. Why not showcase that important part of their life during the funeral?

Incorporating a hobby can be as simple as:• Displaying items used for their hobby, such as clothing, books or equipment.

• Personalizing the casket or urn with something that symbolizes their hobby.

• Displaying awards, trophies or achievements.

• Creating a picture board or presentation featuring pictures of them engaged in their hobby.

• Having someone speak about the person’s passion for their hobbies or interests.

By adding these or other personal touches to a funeral, the service becomes a reflection of the person’s life and personality.

What was the person like as an individual?One way to enhance a funeral is by bringing a piece of the person’s personality to life. Consider what made that person special, what made them who they were? Then find ways to link their individuality to traditional aspects of a funeral service.

As an example, an avid motorcycle enthusiast may want to have one last ride. Tasteful ways to honor their wish include:

• Using a motorcycle hearse.

• Having a motorcycle procession.

• Having their motorcycle or equipment displayed.

What was the person like as a professional?Many people take great pride in their career. Perhaps they dedicated a lifetime to a profession that transformed into more than just a job. If this holds true for your loved one, you may want to consider ways to include their professional life into their funeral service.

For example, if the person was a public servant, you might find ways to honor them by:

• Incorporating any honors or traditions that their department has established.

• Using vehicles that represent their service in the procession.

• Have bagpipers play at the visitation or service.

• Display their uniform and equipment at the service.

Was the person spiritual?Many people have some sense of spirituality in their life and often those values are from the very core of who the person was in life. Therefore, you may feel it is important to incorporate the individual’s sense of spirituality into their funeral service.

The following are ideas on how to incorporate spirituality into a funeral service:

• Hold the service at the person’s parish or religious facility.

• Have someone read excerpts from a key religious publication.

• Decorate the funeral home with symbols of the person’s faith.

• Have the person’s cremated remains scattered at a place of spiritual significance to them.

• Read a prayer that touches on their key beliefs.• Include sacred music from their religion in the service.

MEMORIALIZATION&PERSONALIZATION

20 www.funeralbusinessadvisor.comFBA | May/June 2010

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Dr. Alan D. Wolfelt, Ph.D., gives the following ideas on providing a “personalized” funeral service:

• Write a personalized obituary, adding a bit more than the usual who, what, why, where and when.

• Create a column in the guest book for people to jot down a memory after they sign their name.

• Display personal items or hobby paraphernalia on a table at the visitation, the ceremony and/or gathering afterwards.

• Have more than one person deliver the eulogy to offer different aspects of the individual’s life.

• Choose clothing for the person who died that reflects his or her life, interests, passions, etc. the clothing need not be formal or somber.

• Create a personalized program for the ceremony. You can include photos, poems, anecdotes, or whatever you like.

• Show a videotape or slide show of the person’s life during the funeral, remembering pictures tell a thousand words!

• Ask children if they would like to write a letter, or draw a picture for the person who died. Their goodbyes can be placed in the casket alongside the body.

• Select flowers that were meaningful to the person who died.

• At the funeral, invite people to write down a memory of the person who died. Appoint someone to gather and read the memories aloud.

• Create a funeral that captures the personality of the person who died. Highlight those personality traits that made the person unique.

• Display photos of the person who died at the visitation, the ceremony and/or gathering afterwards.

• Use lots of music, especially music that was meaningful to the person who died.

• Create a personalized grave marker. Include a poem, a drawing or a short phrase that defines the person who died.

In the end, creating a highly personalized funeral provides your funeral business additional revenue opportunities. Tangible items that can be used as remembrance are desired and can easily be offered with your services. Offering keepsakes and items of remembrance can help endear you to the families you serve and are a great way to help personalize a funeral.

What do families expect? According to a recent survey by Batesville, 77 percent of respondents said they would purchase a remembrance product if they knew about it. Families now expect a certain level of personalization, and will pay for that customization. Simply displaying items that can help remember a loved one is the most passive form of merchandising. Families won’t hesitate to purchase something to remember their loved one, but sometimes it takes more than passive marketing. In many circumstances, it may require some encouragement on your part. Marketing these items is not complicated, but it does take a little work and some willingness on your part. Most consumers expect it and your families are no different.

So profits can be realized through personalization? Absolutely, once you accept the fact that additional profits are obtained when you provide additional value for your families. Diversify your product offerings to meet a wider range of needs. Research what the industry has to offer and get to know the companies that provide the products that can help your business grow. Ask them for their assistance and advice. There are many strategies that are working today. Many companies can teach you how the simple act of giving them a remembrance item as part of

your service offerings, can often times lead them to purchase additional products as well. You will find that the industry suppliers are more than willing to teach, train and guide you on how to increase your sales through merchandising. The determining factor is whether or not you are willing to make the effort.

While it may seem a daunting task to incorporate a higher degree of personalization in the services you provide, a well thought out, comprehensive and personalized funeral will endear you to the families you serve. They have come to expect it. If you aren’t doing it, they will just go somewhere else that is. FBA

MEMORIALIZATION&PERSONALIZATION

22 www.funeralbusinessadvisor.comFBA | May/June 2010

Unlimited PhotosUse as little or as many photos as you wish.

exclUsively licensed mUsic library or imPort yoUr ownFrazer consultants is proud to announce our exclusive partnerships with Paul alexandar and lesleigh bennett. both are amazing artists who have a true dedication to the funeral profession.

PaUl alexander: www.Greifsong.netover forty songs licensed such as, light a candle, the Butterfly Song, Pretty Balloon, Tree of Memory, Pennies From heaven, ray of hope, your light will always shine, when all is said, who am i, bring rainbows to the children and many other originals inspired by his work in supporting the bereaved.

lesleiGh bennett: www.lesleighbennett.comover 12 songs licensed such as: no mountain to high, everything i am, and i can dream again to just name a few. lesleigh bennett has a unique understanding of this profession; she and her husband own and operate bennett Funeral home in lincoln, illinois. her voice is amazing and her music is breath taking. we are all

honored to have the privilege to license her music within our tribute center video software.

the tribute center also has over 75 royalty free songs. these music choices are background music that contain piano and instruments.

aFFordableno long term contracts, no up-front costs, no equipment to buy, and no support fees. a simple pay as you go system. contact us today to discuss pricing details, to request a free demo or for more information, at 866-372-9372.

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share on the internetthe online tribute player allows you to upload your video to the web and link it to your website. the online player is simply amazing.

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PRODUCT SOLUTION

MeMorialization& PersonalizationWhen it comes to providing quality service, funer-al directors may find it overwhelming to know all of the products that the industry has to offer. Here we’ve compiled a small sampling of some products that are designed to help you stay in touch with the industry offerings. Please refer to these for your memorialization and personalization needs.

EARTH AND SKY CRE-MATION URN by Shine on Brightly: “Earth and Sky,” is a new addition to our ceramic urn collection. Unique design features a wa-tertight flower insert to hold natural or silk flowers.

The vessel is hollow and the flower insert can be siliconed into the slot to ensure that contents are not disturbed.

220+ cubic inch capacity. Wholesale prices available. Avail-able in green, purple and orange.

For more information, you may call 866-844-4469, or email info@ShineOnBrightly.com, or visit www.ShineOnBrightly.com.

ELITE CAT SERIES by Terrybear Pet Urns & Memorials: The Elite Cats are crafted of resin and are available in four distinct colors: stone fleck finishes of fawn or sable, tabby and black. Each cat has a felt-lined bottom with a threaded closure. The cats are 8.5” tall and hold 25 cubic inches of cremated remains. The Elite Cats are just one of many new products introduced

this year by Terrybear Urns & Memorials.

For more information, you may call 888-588-8767, or email urns@terrybear.com, or visit www.terrybear.com.

PHOTO PERSONALIZED MEMORIAL CANDLE by CK Candles: Founded in 2002, CK Candles is the original in-house photo personalized candle solution. CK products are a thoughtful addition to any funeral, visitation or memorial service. Family requests for additional candles and the goodwill generated make the gift of a CK Candle a wise investment. Software, artwork, labels, candles in glass holders, tissue and gift boxes are all included.

For more information, you may call 888-304-3457, or email chris@ckmemories.com, or visit www.ckmemories.com.

LIFE JOURNEY CELEBRATION CANDLE by Frazer Consultants: The Life Journey Celebration Candle is hand-made of beveled glass and has a beautiful wood base with a cherry finish. Each is filled with 100 percent all-natural wax that is friendly to our environment and will burn for over one hundred hours. The Life Journey Celebration Candle is extremely flexible. With

over 450 themes to choose from and the ability to use one or multiple photos, makes the Life Journey Celebration Candle the most personalized candle on the market today.

For more information, you may call 866-372-9372, or email info@frazerconsultants.com, or visit www.frazerconsultants.com.

FINGERPRINT IMPRESSION AND PET PAW PRINT KEEPSAKES by Memory In My Heart: Offering custom sterling silver, 14kt & 18kt gold fingerprint impression and pet paw print keepsakes.

Creating memories in many jewelry designs including charms, cremation ash pendants, dog tags, cuff links and more. High quality, solid cast fingerprint and pet paw print keepsakes created as lasting memorials. Permanent warehousing of fingerprint impressions.

For more information, you may call 888-550-5166, or email Custom@MemoryInMyHeart.com, or visit www.MemoryInMyHeart.com.

24 www.funeralbusinessadvisor.comFBA | May/June 2010

Iris Hernandez marketing••••

SOLUTION ON

Pet Cremation and Memorialization - Consider the Possibilities

It is well documented that many people treat their pets as if they are human. And because of this ever growing trend,

there are a vast amount of opportunities and possibilities.

What would a 400 percent increase in market size do for a business? Well that is precisely what the pet cremation market has to offer. It has been reported that in the United States alone, there are over 140 million dogs and cats residing in our homes. With each pet living an average of 12 years, it can be concluded that 11.6 million dogs and cats die each year. By comparison, only 2.5 million humans die each year.

Statistics state that about 50 percent of deceased pets are taken to a veterinary office for fee-based, mass or private cremation. And, when given an informed choice, more than 50 percent of pet owners choose “private” cremation over “mass” cremation.

This means that each of the 30,000 veterinary clinics nationwide lose a pet client each day. More importantly, they get to be a funeral director every “other” day, and profit from the disposition of the remains – often after profiting from providing other pet loss products. Does this sound like an opportunity for you? It could be and you don’t have to be a veterinarian to benefit.

The challenge for veterinarians is they never imagined they would be funeral directors when they entered veterinary school. In many instances, veterinarians feel that assisting grieving pet owners with death-related issues and concerns is an uncomfortable situation. They often feel it is a poor use of their valuable office time. In the end, the old 80/20 rule wins out. Eighty percent of their clients being walked quickly to their car with a hug and the words, “We’ll take care of everything,” and only about 20 percent of pet owners are properly informed of their choices concerning cremation or other memorial options by their animal doctor. In other words, most veterinarians like to be doctors, and often fail in their duties of providing a quality service and acting as morticians or funeral directors.

Who is going to fill the void? The marketplace will. The pet-loss industry is simply the “infant” death business for 100 million American pet owners. These pets are their children. Whether they dress their pets up with jeweled collars or simply tie them to the tree in the backyard, the pain and anguish that they experience with the loss of their pet is very real – a result of unconditional love.

Does this suggest an opportunity for you, the professional funeral director? It certainly seems so. You, as a funeral director have the capacity, resources, professional training and expertise to assist grieving pet owners. You spend your days specifically on assisting grieving individuals. You know what it is to provide unmatched service to them in their difficult time of need.

So what opportunities exist? For starters, there are the families you have served or will service for their human death care needs. Many funeral directors have recognized that offering pet memorial products on their websites or within their funeral homes is a great tool for winning the loyalty of individuals and families who might never have had a reason to contact them in regards to coping with a pet loss. Pet clients are not a “loss leader” like many would think. Pet owners are fully accustomed to paying for the services they receive during the entire tenure of their pet ownership.

Pet owners can feel intense anger and emotions toward the veterinarian who failed to diagnose their 18-year-old pet’s illness in time. But, on the flip-side, they can feel intense gratitude and respect for the person who shows care and kindness at their most difficult hour – regardless of the expense.

The opportunity is now. Why not seize the opportunity to help grieving pet owners by offering custom products at your funeral home that are designed specifically for this opportunity. This now opens the door for you to assist pet owners in a way that veterinarians cannot. You can capitalize on a revenue opportunity and at the same time, provide a memorable, valuable service for the owners of a loved pet.

Do you think it would be wise to do for pets as you already do for humans? We need to understand that one-third of all Americans own dogs, cats, horses, birds, fish and more. While these pets are not human, their owners are, and they are looking for assistance from somebody just like you. Like most merchandising opportunities, it can be as simple as knowing there is a need and having solutions on hand to meet those needs. Understanding the products that the industry has to offer and displaying those products can position your business for unprecedented growth. FBA

Iris Hernandez is the associate publisher of Funeral Business Advisor. She can be reached at 502-608-1801, or by email at Iris@FuneralBusinessAdvisor.com.

Click to listen or download this editorial in MP3 format

26 www.funeralbusinessadvisor.comFBA | May/June 2010

John W. Ross management••••

SOLUTION ON

Every business is faced with transformational change decisions at some point in the life of the business. It should surprise no

one that the pace of these transformational changes is increasing, requiring businesses to adopt new practices and services more frequently - social media, new financial instruments, composite materials and nanotechnology, and innovative medical technologies have all changed the way business is done. For funeral service, one major change is the increasing acceptance of – and oftentimes preference for – cremation on the part of funeral service consumers.

Some in the funeral industry are very concerned over the growth in cremation as an alternative chosen by an increasing number of families. They fear that cremation will completely replace the traditional funeral services and products provided by funeral homes, funeral directors and cemeterians. There will, indeed, be an undeniable impact on the industry as the U.S. national cremation rate – now 36 percent – grows toward the 60 percent mark by 2025, according to research by the Cremation Association of North America (CANA). This 60 percent level is closer to the level already prevalent in much of Europe, Canada and some countries in Asia.

Others in the industry, however, have recognized the inevitability of change and begun to change their business operations to place a greater emphasis on cremation as one part of the process of memorialization. These funeral service firms are emphasizing the important role that funeral professionals play in helping families through the grieving process and in ensuring meaningful memorialization of loved ones. By placing the focus on service, and services, these funeral professionals are providing families and loved ones with alternatives that meet their needs, while re-affirming the role of the funeral service professional in the grieving process, all at a profitable level.

It is also useful to look at the response to this transformational change from the standpoint of the funeral service industry associations.

The Role and Response of Industry AssociationsIndustry associations have many important roles in serving its members: As conduits for information, keeping members apprised of change; as advocates, working to ensure a level (or a better) playing field for their members; as educators, providing industry-specific training and certifications, and as standard-setters, developing best practices, model laws, guidelines and even enforceable standards.

When faced with transformational change, associations tend to respond in either of two ways: by becoming all things to all people, broadening their scope to cover every aspect of the industry, or to retrench to core strengths, defending that turf vigorously against all threats as if their industry segment is under siege.

Cremation is Just Part of Memorialization

Both alternatives are fraught with perils and problems. Trying to be all things to all people can too often mean being nothing for anyone. Defending territory at all costs may lead to representation of the irrelevant: the last few standing.

Another alternative is for each organization to identify what it does best, and focus resources on building that strength, but with a key difference: rather than prizing independence, they work toward constructive interdependence. This business model, employed successfully in many industries (e.g., collaborative software development that led to Unix, development of application providers for mobile phones, even “study groups” among funeral home owners, etc.), lets each organization capitalize not only upon its own strength, but through strategic partnerships, joint initiatives and collaborative effort, also serving members through the strengths of partner associations.

CANA recently had two very successful joint efforts with other organizations. With the National Funeral Directors Association (NFDA), CANA co-sponsored and co-produced a cremation symposium, which drew over 225 participants. The symposium focused on capitalizing on cremation with speakers and attendees sharing thoughts on how to effectively and profitably include cremation as one component of an overall funeral service program. NFDA, as the premiere organization representing funeral directors, brought that perspective to the program, while CANA, as the resource for all things cremation-related, provided cremation expertise.

In another kind of service to families grieving over the loss of loved ones, CANA worked with the International Association of Pet Cemeteries and Crematories (IAOPCC) to establish guidelines for pet cremation. No guidelines exist currently and IAOPCC, whose members serve the owners of pets with memorialization services, and CANA, again bringing cremation expertise to the table, developed industry guidelines that can serve to ensure families of the cremation practices that are part of the memorialization of their pet.

The funeral industry associations do have a long history of working together, and we are blessed with a number of very strong and each in their own way, effective organizations. CANA looks forward to participating with them in transformational changes over the next several years! FBA

John W. Ross is Executive Director of the Cremation Association of North America, headquartered in Chicago, IL. He can be reached at jross@cremationassociation.org, or visit www.cremationassociation.org.

Click to listen or download this editorial in MP3 format

The year 2010 marks the 55th anniversary for Doric Products.The vision of Doric Products began when a group of independentand well-established burial vault manufacturers formed an alliancein 1955. Beginning as Doric Vault Manufacturers Association, thealliance consisted of 8 charter members. Steady growth required theassociation to become incorporated and a Board of Directors wasimplemented. Members of the Board of Directors have always beenactively involved in their own vault businesses. Some of these busi-nesses have been in their families for 5 generations.

As business continued to expand, the decisionwas made in the early 1970’s to start the firstcentralized office and manufacturing facility forDoric in Terre Haute, Indiana. It wasn’t long be-fore Doric began to outgrow this small locationand moved to a larger rental space just across thestate border to Marshall, Illinois. By the late1970’s, Doric found a single building to pur-chase that they still call home today. Since pur-chasing the original building, Doric has beenable to purchase adjacent property and add mul-tiple buildings to keep up with demand. Themost recent addition being a 45,000 square footbuilding that houses a heated warehouse, modernoffices, and conference room.

The goal of Doric and this original alliancehas always been the design and production of anew and improved concrete burial vault. Theoriginal Doric vault was made with a fiberglasslining. During this time period, the standard for

burial vaults was an asphaltic protection. Doric was an industry inno-vator in changing to the fiberglass lined vault and was one of the firstto bring polymer based materials to burial vault construction. As Doriccontinued to look for better materials to ensure the best quality prod-ucts, a single-station shuttle machine for plastic forming was added inthe mid-1980s. Currently, Doric owns and operates three rotary ther-moforming stations and recently added a shuttle machine. Doric isnow a leading manufacturer of burial vaults (concrete and metal),cremation products, and infant casket/vault combination units.

In 2001, Doric saw an opportunity to expand intothe metal vault industry and purchased Laurel-BargoVaults, which is now known as Classic Metal Vaults(CMV). The CMV line of products features one of thelargest selections of metal vaults available anywhere.Choices include steel, porcelain enamel steel, alu-minum, galvanized steel, stainless steel, copper andbronze. The air-seal vaults are also available in avariety of finishes such as powder coating andtextured paint.

The Doric family has grown significantly over thelast 55 years and boasts over 130 burial vault dealerlocations in the U.S. and Canada. The manufacturingplant of each Doric licensee is independently in-spected and certified by a field inspector of the Na-tional Concrete Burial Vault Association (NCBVA).This certification ensures the consistent manufactur-ing of quality burial vaults that meet or exceed indus-try standards. Doric is the only vault manufacturerthat requires this independent audit.

Doric offers a wide-range of concrete burial vault choices beginningwith various double wall and triple wall burial vaults. The double wallvaults consist of the Titan®, Tiara®, Phoenix®, and Patrician®. The Patri-cian vault features a marble-like veining pattern and is available inchoices of black with silver accents, white with gold accents, andwhite with pink accents. The Athenian®, Lydian®, and Bronze® encom-pass the triple wall vault choices. The third layer of protection beingthe addition of an interior metal liner of stainless steel, copper, andbronze, respectively. All of these triple wall vaults are also available ina floral theme with rose embellishment.

Doric’s ultra-premium burial vault option is the quad wall DoricOlympian®. Expertly crafted from stainless steel or bronze, theOlympian® blends skilled metal work with the strength and reliabilityof concrete to offer the ultimate in protection. The Olympian® providesthe security of four layers consisting of an inner layer of stainless steelor bronze and Doric’s ABS Fiberlon® liner bonded to reinforced con-crete to form a rigid barrier against the outside elements. TheOlympian® is then totally encased in solid stainless steel or bronzewith a beautiful hand brushed, clear-coat finish. Unique to the indus-try, the Olympian® is the only concrete burial vault lined inside and outwith metal.

The Doric Olympian® burial vault is produced in a three-stageprocess. First, the outer shell is cut, bent and welded. All welds arechecked, tolerances are measured and the seams are hand ground to asmooth finish. At the same time,the inner liner is bonded to ourABS Fiberlon® liner. This top-of-the-line vault liner is used in ourpremium series of vaults and isformed utilizing our unique poly-ribbed design to incorporate ad-ditional strength.

The second step is the mergingof the exterior case and the innerlining package to form the vaultbase. The two-ply liner and outercase are placed in a speciallydesigned vault form and coatedwith Integra-bond®. Integra-bondis an exclusive bonding system using a special adhesive to bond theABS Fiberlon® liner to the concrete base and cover. Next, the specifi-cally formulated 5000-psi concrete is poured into the form. It fills theentire area between the inner liner and the exterior metal casing. Theconcrete is then vibrated to remove unwanted air and exposed surfacesare finished. At this point the vault begins its curing process. A fullcover plate is installed on the bottom of the vault before it is stripped.

The same steps are then followed for the cover. Reinforcing rods arepositioned in the cover for increased strength. Doric Integra-seal® isinstalled in the seal groove. Integra-seal® is a butyl compound thatmerges base to cover to form a single sealed unit. Lifting anchors areimbedded in the concrete to accept the hardware that will be addedlater to allow for easy movement during placement at the graveside.

Once the vault is stripped and cured, it is detailed with hand brush-ing and multiple layers of a clear coat finish. Six coordinating powdercoated handles are provided, in addition to a nameplate and emblem.

The completed vault undergoes final inspection, is given itsregistration number and carefully crated for shipment throughoutthe country.

Each Doric Olympian® is accompanied by a beautiful 8 ½” x 11”leatherette remembrance folder for presentation by your funeralhome to the family. The folder includes a registration certificate andyour choice of three inspirational verses. You may select from“Going Home”, “A Rose Still Grows” or “Away”. The DoricOlympian® Bronze and Stainless Steel vaults bear registration num-bers that correspond to the information provided by your funeralhome at the time of death. Doric Products, Inc. keeps this informa-tion on file in the corporate offices for reference.

In addition to focusing on quality product, the Board of Directorscontinually strives to provide exceptional customer service. Withthis in mind, Doric has developed several tools to assist funeral di-rectors. One is their comprehensive website that delivers a wealth ofinformation to consumers and funeral directors alike. You can learnabout each of Doric’s product lines, the funeral planning process,the company, or locate the Doric representative nearest you.

Another tool available to Doric customers is the customizableDoric Electronic Show Room® software. The ESR® software wascustom designed to allow customers the freedom to include addi-tional products and services. This provides funeral directors the abil-ity to have everything that they offer in one software program when

assisting a family with arrange-ments. Of course, not all familiesare comfortable using computertechnology. Doric has answeredthat need as well by developing avariety of showroom graphic dis-plays that outline the steps of theburial process. The displays can besized and customized to meet thespace requirements of individualfuneral homes.

What began as a group of small,family owned businesses hasgrown into a major company thatfamilies are still proud to be associ-

ated with due to Doric’s commitment to quality products and serv-ices. Some of the original family owned companies still contributeto the everyday success of Doric.

Metal Inner LinerBonded to

High Impact ABS Fiberlon®

Poly-Ribbed LinerBonded to

5000 PSI Reinforced ConcreteBonded to

48 oz. Bronze Shell

Quad Wall Protection

For more information on dealer locations, becoming a dealer or products offered call:

1-888-55-DORICemail info@doric-vaults.com www.doric-vaults.com

The Strength of Doric Holds True After 55 Years.The Strength of Doric Holds True After 55 Years.

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28 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 29 May/June 2010 | FBA

Click to listen or download this editorial in MP3 format

30 www.funeralbusinessadvisor.comFBA | May/June 2010

Forever LovedLocation: 8816 manchester Road, #204St. Louis, mO 63144877-256-8331

Contact:Joel Ragan joel@foreverloved.comwww.foreverLoved.com/fba

Company Spotlight

Who is ForeverLoved and what products do they provide?

ForeverLoved is the memorial charms and urns division of BabyFaces.com Inc. ForeverLoved makes 3-D relief charms, pendants and “memorial urn charms” from a personal photo provided by our clients. Truly “Charming” their loved one forever.

All 3-D relief charms are individually created using a patent-pending process from personal photographs in solid gold or silver, creating a lasting memorial tribute to a loved one. All charm styles are handcrafted in the U.S.A. to guarantee a true likeness of the image.

The urns are the newest products offered exclusively through ForeverLoved. Charm urns are a personal piece of jewelry that can be worn every day and are available in gold or silver and two sizes. ThumbTags™ are also new this year. We offer a larger-than-life finger print as an attractive dog tag in three sizes.

How did ForeverLoved become involved in the funeral industry?

Joel Ragan, Founder of BabyFaces.com Inc. is a jewelry designer. He created the first true 3-D relief charm in 2004. Ragan created the first memorial charm from a photo of his deceased brother, as a gift for his mother. Her reaction was so moving; Ragan launched BabyFaces.com from his retail store and started online sales a year later. The response from the (children) charms marketed to parents and grandparents was so successful, that BabyFaces launched BabyFacesPets.com for pet charm requests and ForeverLoved.com, to serve the memorial marketplace.

At the NFDA 2008, ForeverLoved earned the “Best New Keepsake” award and we look forward to the industry’s stamp of approval for the new “Urn Charms” being introduced at this year’s NFDA in New Orleans.

What makes ForeverLoved products unique?

As every picture or photograph is unique, every one of our ForeverLoved charms is unique. Each charm is a true likeness of the personal photograph provided.

BabyFaces.com Inc. holds copyrights, trademarks and patents for the charm and urn lines, including utility patents to ensure our products remain exclusive to our distributors and the defined marketplaces.

What are the benefits to a funeral home offering ForeverLoved products?

We offer their clientele a personal and unique way to carry or wear a timeless keepsake of their loved one. Our system was developed specifically for the memorial market to increase funeral home sales’

revenues without any active involvement in the retail process, or merchandising. No inventory and no up-front product costs.

Each sale goes straight to their bottom line. Our current distributors find the typical memorial charm sale leads to add-on sales to other family members. And all sales are credited to the funeral home even if their clients order through the website.

How does a funeral home sell ForeverLoved products?

ForeverLoved provides a proven, high converting, soft-sell system that does not require product training, merchandising or laborious

administration. It is a very simple, proven system for additional revenue:

The funeral home provides ForeverLoved a photo of their client’s loved one through an online preview request page or via email or mail.

Within 48 hours, ForeverLoved creates a computer generated, 3-D rendering of the charm, using the image supplied and returns it to the funeral home for presentation to the family.

The funeral home gives a printed version of the charm rendering to the family. The funeral home can also place the order on behalf of their client through our easy to use website. Our statistics show that more than half of families who receive a preview decide to buy our product within one week of receipt.

Our system electronically tracks the source of origin of the sale, whether directly through the funeral home ordering online, or from a client ordering through the brochure a year later. Either way, the funeral home still gets credit for the sale.

The funeral home also has the opportunity to purchase a tabletop display stand that includes two custom charms and product brochures. Each brochure is printed with tracking codes to ensure online sales are credited.

We stand behind our products and our distribution system with our 100% satisfaction guarantee. Should the funeral home not sell three 3-D charms within the initial 90 days or after 10 previews, we will refund any costs associated with carrying the ForeverLoved line.

How does a funeral home get started with ForeverLoved?

To get started, please contact ForeverLoved at 877-256-8331 or visit www.ForeverLoved.com/fba to get more information.

Each funeral home that partners with ForeverLoved will receive a tabletop display to assist in sales. Displays are being offered FREE to the first 150 funeral homes that sign up this year, and only $269 thereafter.

Click to listen or download this editorial in MP3 format

32 www.funeralbusinessadvisor.comFBA | May/June 2010

CLASSIC PERFORMANCE

• Cremate up to six bodies in a 10-hour work day

• Complete cremation every 60 - 90 minutes

• No cool down required between cremations

• Designed to cremate obese cases up to 800 lbs.

• Fully automatic PLC operating system

CLASSIC FEATURES

• Power charging door/dual hydraulic cylinders

• Primary chamber viewport

• Secondary chamber temperature recorder

• Color touch screen control – standard

• Powder coat finish with stainless steel trim

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The Health Care Bill and Your Funeral Home?

Ronald H. Cooper management••••

SOLUTION ON

On March 23, 2010, President Obama signed into law health care and health insurance reform. This passage of

health care reform is seen by many pundits as one of the most sweeping legislative moves to have occurred in our lifetime. Putting politics aside, the question that funeral home owners must ask themselves is how will the over 2,700 pages of law affect the operations of their funeral homes, particularly when addressing the costs of complying with the new laws and the tax changes. This article will address the items within the bill that will have the most impact on funeral home operations. It is important to point out that given the size of the text and the newness of its passage, there exits a great deal of ambiguity, which is true of nearly all new legislation, particularly with one of this size. This article will not be a critique of the health care reform from a political point of view, but it will address the positives and negatives that the reform will have on your business.

The place to start is by clarifying how funeral homes fall within the definitions in the bill. The vast majority of independently owned funeral homes will not meet the definition of a large business, which will exclude them from certain mandates. Unless a funeral home has more than 50 full time equivalent workers, it is not considered under the bill to be a large business. This is important because it will exempt these smaller firms from paying, beginning in 2014, a $2,000 per full- time worker assessment if that employee is receiving taxpayer assistance. This means that funeral homes with less than 50 full-time employees will not be required to provide for or pay for employees’ health insurance. Employees working at funeral homes that do not offer coverage may be eligible to receive tax credits to purchase their own coverage.

The new plan provides credits for certain employers providing health care coverage to their employees. It is estimated that approximately four million small businesses will be eligible to receive credits for 35 percent of the cost of premiums paid on behalf of their employees. The 35 percent credit is available beginning on January 1, 2010, and the percentage increases to 50 percent beginning in 2014. In order for funeral homes to be eligible to receive these credits, the funeral homes must pay at least 50 percent of the cost of health care for their employees, the funeral homes’ annual average wages must be 25,000 or less and the funeral home may not employ more than 10 full

time equivalent employees. Partial credit is available for firms whose average annual wages is between $25,000 and $50,000 and employ between 10 and 15 equivalent workers. Due to the annual salary requirement, the vast majority of funeral homes will not be eligible to take advantage of this credit.

One of the key questions, and probably the most debated issue, surrounding this health care and insurance reform is whether the new laws increase or decrease the costs of providing health care to employees. In 2014, the reform will create state-based health insurance exchanges. These exchanges will be designed to enable smaller employers, such as funeral homes, to have access to larger insurance pools, which should cause the insurance premiums to decrease. The new law does not allow employers or individuals to purchase insurance through out-of-state providers. Health insurance providers are regulated at the state level and this will not change under the new reform. At the foundation of this reform is the ability for everyone to have access to insurance coverage. On the surface, it appears that most independently owned funeral homes will not see significant cost increases in order to comply with the new changes, as they are currently written and understood. The major changes mandated in the bill are highlighted below. If major changes due occur, they will be in the form of increases or changes in the tax code that will most likely affect the overall amount of taxes that funeral home owners pay. Depending on one’s point of view and depending on who you listen to, the U.S., along with most states, is in need of generating revenues to cover projected and current fiscal deficits. Whether or not the new health bill will increase or decrease the deficit is a topic all on its own, and if the truth be known, nobody has the ability to predict with certainty. President Obama has recently appointed an independent task force to study, evaluate and make recommendations to deal with the U.S. deficit and debt. As of the date of this article, the committee has not made any direct comments and the verdict of where the changes will be made is still to be determined. From listening to various economists, politicians, and political pundits, the overall general consensus is that the only way for the U.S. to reduce the deficit is by raising taxes in one form or another.

One idea that is not part of the health care reform but is being discussed on a regular basis is the idea of a value added tax

Click to listen or download this editorial in MP3 format

34 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 35 May/June 2010 | FBA

In 2013, the following changes will take effect: (1) Contributions to flexible savings accounts will be limited to $2,500 per year (amount will be indexed for inflations); (2) Employers that subsidize their employees’ Medicare Part D Prescription plan will not be entitled to the deduction; (3) Medical devises sold will be subject to a 2.9 percent excise tax, certain items such as glasses will be exempt; (4) Individuals earning more than $200,000 and those married filing jointly earning more than $250,000 will see an increase in their hospital insurance by .09 percent; (5) Insurance companies will be required to implement standardized procedures to enhance their abilities to exchange health care information, provide better electronic communications and reduce administrative costs; (6) Taxpayers under the age of 65 who itemize their medical expenses will see the threshold increase from 7.5 percent of their adjusted gross income (AGI) to 10 percent of their AGI. Those 65 and older will stay at the 7.5 percent until 2017.

In 2014, the following changes will take effect: (1) All United States citizens will be required to have a health care plan that meets the standards of the U.S. Government. Those choosing not to acquire health insurance will be subject to a fine of $65 in 2014, $325 in 2015 and $695 in 2016. Fines are per person per year with families, capped at $2,250. The fine is also capped at 2.5 percent of AGI and the fines are ½ for children; (2) Businesses with 50 or more equivalent employees will be subject to a $2,000 or $3,000 fine per employee for not providing health insurance coverage; (3) The maximum waiting period to be eligible to participate in a group plan will be 90 days; (4) Health insurance providers may not discriminate against individuals for preexisting conditions and higher rates may not be charged due to health conditions or other factors such as gender; (5) Medicaid will now include those who are not elderly and are within 133 percent of the poverty level; and, (6) annual fees will be charged to certain insurance companies depending on their size and annual revenues.

In 2018, an excise tax will be imposed on the so called “Cadillac” insurance plans that an individual receives from his/her employer. Cadillac means that an employee receives a family plan that costs the employer $27,500 or $10,200 for an individual. In reviewing this new legislation it is impossible to predict with any certainly how this will affect the direct operations of owning and operating a funeral home. It does appear that most independently owned funeral homes will not see any significant increases in costs or compliance and in certain cases funeral homes may see savings and benefits. The biggest issue facing funeral home owners is what is in store for them as the federal and state governments seek ways to lower their deficits and balance their budgets. FBA

Ronald H. Cooper, CPA, is a funeral home accountant with Cooper & Associates, CPA, LLC. He can be contacted at 866-446-0656, or by email at ron@funeralhomeaccounting.com.

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(VAT), which is a national tax added to purchases of all, or most, products and services that are acquired. The VAT is very common in European countries. In essence, the VAT tax is a cousin or close kin to state sales tax, except for certain characteristics, and it is mandated at the national level. Another idea that is being discussed would permit the so called “Bush Tax Credits” to expire at the end of 2010. These tax cuts, if allowed to expire, would likely have an impact on funeral home owners in that the top-tier taxpayers will be paying income taxes at 39.6 percent on regular income, dividends and capital gains will be increased to 39.6 percent and 20 percent, respectively. Under present law, both qualifying dividends and capital gains are taxed at a maximum rate of 15 percent. President Obama has repeatedly said that taxes will not be increased on families earning less than $250,000, so there is speculation that the increases in capital gains and qualifying dividends will only apply to those earning over $250,000.

For funeral home owners to understand the changes mandated under this reform, the selective highlights are summarized by year in which the changes become effective. In 2010, (1) Parents will be able to cover children who are 26 and younger on their health insurance plans. This is an increase in the current age which ranges from 22 to 25; (2) Medicare recipients will receive an annual payment of $250; (3) Insurance providers will be required to insure children with preexisting conditions; (4) Adults with preexisting conditions will be placed into a high

risk insurance pool; (5) Health care providers will no longer be able to impose lifetime limits on the amounts paid; (6) New insurance plans will cover preventative medical treatment without any out-of-pocket costs to the insured and in 2018 all plans will be required to comply; (7) Employers that offer insurance coverage to employees ages 55 to 64 that take early retirement will receive assistance from a special insurance fund; (8) New regulations take effect to deal with insurance companies that deny coverage to individuals; and (9) Credits, as noted above, will be available to certain employers.

In 2011, the following changes will take effect: (1) New Medicare participants will be eligible to receive one wellness visit per year and receive a personalized preventative plan; (2) Seniors who have Medicare Advantage or the Prescription Drug Plan will receive a 50 percent discount on all brand name drugs; (3) Distributions from a Health Savings Plan for non-qualified medical expenses will be penalized by 20 percent, an increase from the current rate of 10 percent; (4) An alternative to the current cafeteria plans will be available to small businesses that will enable employers to offer tax free benefits without the high administrative costs; and, (5) Individuals earning more than $200,00o and those married filing jointly earning more than $250,000 will see their Medicare payroll taxes increase from 1.45 percent to 2.25 percent. Medicare does not have a ceiling or a maximum amount of taxes that an individual pays.

36 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 37 May/June 2010 | FBA

James Thompson marketing••••

SOLUTION ON

It seems that almost everything we buy these days can be tailored to our own unique taste, at least that is what we have

come to expect. Burger King has thrived on their “Have It Your Way” methodology. Toyota’s Scion brand has seen wild success with their “Be The Original” approach to vehicle customization. With all of these fast-moving changes in consumer expectations, where does that leave us? In an industry that is founded in traditionalism. This topic is something I toil with every day. This article focuses on some important trends regarding product customization that we, as funeral professionals, might want to keep in our sights.

Trend 1: Individual TreatmentChances are if you run a funeral home, you are constantly looking for ways to make your clients feel special. Now more

Customization, Personalization: Preparing for Tomorrow

than ever, there are a number of ways to do that. Choosing the right options to present in your portfolio, however, is another thing. Clients today are looking for memorials that make them feel like you created it just for them, with finishing touches as if you anticipated exactly what they would want. When in doubt, always focus on solutions that will last. There is a sense of permanence that is vitally important for a memorial personalized or not.

If presented with highly customized memorial ideas, your clients likely will feel compelled to buy in. You might take it as a sense that they would not be memorializing their loved one to the right extent, unless they selected something unique. It helps with grieving, provides lasting memories and can boost your sales. Don’t be afraid of the personalized up-sell. It might just

be what your clients are looking for anyway.

Trend 2: It Probably ExistsI’ll assume if you’re reading this that you’ve met with a grieving family when the request for something you don’t have in your portfolio comes up. And you say, “Well, we don’t have exactly that, but we do have something close.” The industry’s come far enough that you should just be able to say, “Yes, we can do that.” When in doubt, Google it. You’ll be amazed (and likely shocked) at the variety of customizable memorial solutions on the market.

I think we can all remember when a man in California decided to have his father’s cremains blasted into orbit in a rocket. That was over thirteen years ago. Just imagine what might be available today.

Do your business the favor. Spend some time online. You can bet that your clients are.

Trend 3: Personalization is DifferentiationWhether the family is opting for a full body burial or cremation, a variety of options are available. It can be assumed that they will at least need the essential products and

services. For the moment, let’s call that table stakes. Now what will you do to provide them with the most applicable finishing touches? Not only sorting through the many options for caskets and urns, but what about photos, videos and should it be eco-friendly?

It does matter. Everything you recommend is a chance to differentiate your business from the next. Also, choosing what you will recommend, and why, is important to work out before the consultation. Clients do want options, but they don not want to be overwhelmed.

No matter what, get to know your client first before making recommendations. Ask questions; meet more of the family; maybe even check out what kind of car they’re driving. If you can anticipate their need, you’ll be remembered when they recommend you to a co-worker by the water cooler.

Trend 4: Share ItThere have been a number of incredible advances in customization options in the past several years. With an increased commitment to technology, funeral suppliers have been able to show all of us what ingenuity really means. But, where do you think the best ideas actually came from? Quite simply, you.

Manufacturers are always on the lookout for the next great idea. If you think there is a way to make a better product or make an existing product better, don’t be shy to get on the phone. Start with the rep you know best. He will either bring the idea promptly back to his company, or point you in the right direction. The end result is a win-win. They make better products and you have better options.

I mentioned previously that famed, first memorial space launch. That was the ingenious concoction of a funeral professional and his client. It was a chain of actions (and of course a space sized budget) that led to the final solution. Now, it’s the basis for a thriving memorial business and an option for the ultimate up-sell. Listen to what your clients ask for. It might not be a spaceship, but it might just be the next big idea.

Trend 5: It’s Okay To RecommendIn closing, never lose sight of the most important piece of what we do – helping a family say goodbye

to someone they loved. Providing the best options to properly memorialize that person is part of that process. There is a fine line between “selling” and “consulting.” Play it smart and only recommend what you believe are the absolute best options for each client. Give them the professional advice they need to move ahead with compassion and empathy.

Provide them with solutions as unique as the one they loved. It’s the right thing to do for them and your business. FBA

James Thompson is Vice President of the Memorial Collection. He can be reached at 413.527.9380, or by email at Thompson@OctoberCompany.com, or you may visit www.MemorialCollection.com.

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Click to listen or download this editorial in MP3 format

38 www.funeralbusinessadvisor.comFBA | May/June 2010

I am pleased by the number of responses I received to my past two articles. Our profession is in a constant state of change,

and a few folks out there are committed to riding the wave all the way back to shore.

Change comes in many forms. It could be a new competitor or an attitudinal shift from the public or a loss of call volume. In all my years working for both a corporate firm and a large family-owned firm, I watched as both companies reacted to the change going on around them. One handled things very well and ran off a larger, better financed competitor in less than five years. They’ve had smaller competitors move in, but none have taken any significant foothold in the market.

The other firm has not handled change well. They’ve tried dropping prices, then they raised them. They wasted a lot of money on misplaced and misguided advertising. Instead of nurturing a stable, secure staff of competent professionals with ties to the community, they introduced casket averages and sales expectations. Now, there are very few faces recognizable even to me, who worked there less than ten years ago.

The public sees this. It does not build confidence in them when they see new faces every time they walk in the door.

One firm has consistently strong call volume. The other continues to die slowly. What’s the difference between these two firms? Commitment. A commitment to being the best. A commitment to excellence.

Change will bring about the demise of a firm that provides a forgettable experience, average service and nice big bill at the end. The firm that provides memories, a little magic, outstanding service and lagniappe will continue to thrive and has earned that nice big bill at the end.

Are you looking for ways to be excellent? To be better than the clowns down the street? You are better than them … aren’t you?

Moreover, is your staff committed to excellence? If they aren’t, don’t blame them, blame yourself. Lead by example; instill in them the passion that having a purposeful goal brings. When you hit a slow patch, let them rest. Creating excellent and memorable experiences requires a large expenditure of energy. But if that slow patch goes more than a day or two, engage them, send them out into the community and find memorable ways to

build that community relationship. Have them take their favorite pastor to lunch; deliver a batch of cookies to a local hospice group; take the limo to the local school’s car wash fundraiser and give the school $100 for the wash; deliver leftover plants or flowers to a nursing home; let them be creative. If they can’t be creative, you need to be creative for them.

Your buy-in and passion for excellence will ignite the fires in your employees. If you are just going through the motions, they’ll smell your phoniness in two seconds flat and will avoid you and this type of activity like the plague.

Several phenomenal books have been written about excellence. Hit the local bookstore or Amazon.com if you can’t find what you need locally. Tom Peters, Seth Godin and Jeffrey Gitome all of these gents have fantastic books out there. Don’t just sit and wring your hands about the situation. Get off your rear and make an effort. Your employees are looking to you for leadership. True leaders find their best voice in times of trouble. True leaders attack the problem head on. True leaders encourage their employees. True leaders don’t run amok like Chicken Little. If you can’t, don’t or won’t … your business must not mean that much to you. Go ahead and sell it to someone who does care, like your employees.

There will always be a need to care for the dead. Don’t kid yourself on that. It may not be the funeral of years past, but it will still be a funeral. It’s up to you on how you handle this uncertain future. Finding additional trinkets to sell probably won’t be the answer. Deciding to be the best at what your market demands probably will be the answer. If your market wants cremation, provide the best, most amazing cremation experience they could have every hoped or dreamt of. If the customer wants green burial then you give them the greenest experience that you can ever manage.

Whatever course you decide to take, make priority number one to be the best at what you do. Have that same expectation of your employees. If they won’t get on the bus, find some who will. Be the best. Lead through the storm. Show your passion. Win. Profit. Succeed. FBA

Dan Heaman, CFSP is the original Guerrilla Director, a licensed funeral director and Certified Guerrilla Marketing Coach. He specializes in advertising, marketing and public relations for funeral homes. He can be reached at dan@danielheaman.com.

Change Can Make You or Break You

Dan Heaman marketing••••

SOLUTION ON

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Click to listen or download this editorial in MP3 format

40 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 41 May/June 2010 | FBA

SPECIAL FEATURE

Regardless of where your funeral home fits into the market, we all share the same long term problems; cremation is here to

stay, and all statistical surveys demonstrate continued growth as a means of final disposition. And under the current USA cremation marketing and merchandising models, cremation services generate average lower revenue per arrangement than burial services.

Many may agree that time spent with a cremation family as opposed to a burial family may be a speed trap. It is also likely that time spent with families requesting “Immediate Cremation” as opposed to “full public service with viewing” is another speed trap… WHY? There is a very close relationship between the amount of time spent arranging and providing services when compared to the revenue generated. Less time spent almost always generates less revenue and conversely, more time spent almost always generates more revenue. When a family requests immediate cremation, the current USA cremation marketing and merchandising model is followed — meaning considerably less service arrangement time is spent with the family.

Nationwide, the average cremation revenues per arrangement vary widely. For example, there are some funeral homes in low cremation rate areas that have no problem maintaining higher than average cremation revenues per arrangement. In these areas, families may routinely hold large public services and rent or purchase a hardwood casket for their loved one’s cremation services. Conversely, just down the road, there may be funeral homes that have high volumes or percentages of immediate cremations that tend to generate significantly lower revenues per arrangement. And there may be yet another local funeral home that serves predominately Catholic families and generates much higher average revenue per cremation due to extended services including mass. In each case there is a strong correlation between time allocated and revenue generated.

Serving cremation families generally presents a different set of marketing and merchandising challenges for most funeral homes. We know there are funeral homes in California that handle hundreds of cremations per year and never sell an alternative cremation container any better than a plain kraft cremation box. One of the greatest ironies of cremation marketing is that the vast majorities of immediate cremation families never know, never ask about and/or never were offered alternative container choices that at least include a simple pillow.

When presenting alternative cremation container options, some funeral directors may take the “don’t ask and don’t tell” approach

while their client families don’t really want to ask and may not think they even really want to know. The volume of plain, comfortless, featureless kraft cremation boxes used for immediate cremation nationwide could be as high as 70 percent or 600,000 boxes annually. Why are so many of these kraft cremation boxes used? Since container decisions are made during the arrangement conference, the answer may be embedded in the subtle use of adjectives such as “immediate, direct or minimum” to modify cremation. All these words explicitly mean (or at least in the mind of the consumer imply) “to skip something and speed up the process.” These words are routinely employed as a primary marketing message by low price and speedy cremation societies. Cumulative use of these adjectives has spilled over into funeral home based cremation merchandising and commonplace vernacular. For funeral directors, “immediate cremation” is a speed trap and the penalty is lowest revenue.

While cremation societies specialize in speed and low cost with the least amount of overhead costs, funeral homes already have sunk costs in overhead which are not easily discarded. Funeral homes also provide services beyond those offered by the lowest overhead providers.

The chart on page 42 includes two sets of information. The left hand side of the chart illustrates that the majority of cremations, some 80 percent in today’s USA market, tend to be classified as “immediate cremation” and clients are cremated in plain kraft cremation boxes. The right side of the chart illustrates that approximately 20 percent of nationwide cremations tend to have public viewing of the body in a rental casket or similar value product.

Please keep in mind that these are generalizations and your funeral home may be slightly different. Unfortunately, on a nationwide basis, this is the current market demographics. With American society being perhaps the most mobile in world history, it is likely that the use of speedy cremation terms like “Immediate” will exacerbate the lowest price trend effecting all markets, isolated or not, large or small. Also notice that with Immediate cremation, we have also included one “$” sign indicating the lowest of revenue generated and with full public services with viewing of the body we have used four dollar signs “$$$$” indicating high revenue. Every funeral home’s cremation revenue falls somewhere between lowest revenue ($) and highest revenue ($$$$) on this chart. The challenge remains: how can a funeral home continuously press further to the right side or higher revenue side of the chart and confidently avoid the lower revenue side on the left.

Immediate Cremation May Be a Speed Trap - The Penalty ... Lowest Revenue

by Gerald H. Davis, Starmark Funeral Products

••••

42 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 43 May/June 2010 | FBA

including an alternative container in the price range of your lowest priced service offering. Families should have a choice to upgrade to a container from group “$$.” You may be surprised how many families will purchase an alternative cremation container that includes a simple interior and pillow.

2. Many funeral homes require Identification of the deceased to avoid costly and embarrassing litigation. Some families will want to spend some time with their loved one. Identification viewing can be brief with a modest charge. This strategy can move many families from “$” to “$$.”

3. Modestly priced private family service packages are very much appreciated by families. This modest “$$$” service offering is your ticket to move arrangement conferences significantly from left to right on the revenue chart. Keep the retail prices of these services very modest and adjust pricing as you and your staff gain confidence. Cremation consumer surveys clearly indicate that a private family service priced at approximately $3,500 retail will be highly favored by families nationwide. Include whatever you feel comfortable with including: embalming or more preferred refrigeration of the body; dressing and cosmetizing the body; and setting features. Also provide a smaller room for the family to spend time with their loved one. Include modest refreshments and prerecorded music. Possibly a reusable silk floral arrangement placed on top of the unit would be a nice touch. Include those creature comforts that cost very little but are most appreciated by families and especially women, who purchase the majority of all funerals. With this $$$ group, even the littlest things will mean a lot.

4. Moving families during the arrangement conference from left to the far right needs to be incremental. It is not likely a family from the “$” group will jump to the “$$$$” group without reallocating arrangement conference time just as you do with burial families. But the key is keeping the total service costs at reasonable levels. For example: if you feel that your firm is not securing enough full service business, you may first take a look at hardwood rental casket pricing. If you do not have a rental hardwood casket then you are statistically missing out on your greatest cremation selling tool. If your rental hardwood casket is priced too high, families will walk away and unfortunately waver back down to lower margin services. Some funeral homes charge over $1,300 for the use of a rental hardwood casket. In some heavy catholic cremation markets the $1,300 price is acceptable, but in most markets, the retail price for the use of a rental hardwood casket tends to be less than $1,000 per use, and in some highly competitive markets, is as low as a few hundred dollars. The right price is the one that generates a higher number of full services… WHY? Because funeral homes can most often recover their full service charges and therefore, a high profit level that results in a net arrangement profit margin comparable to that of a traditional burial service. Some larger funeral homes offer a choice between two rental hardwood caskets. Most funeral homes handle their rental hardwood caskets as they would any fine piece of furniture and will use it 25 to 50 times or more before it is replaced.

It is time to avoid the speed trap. It is time to stop paying the penalty. Make the move from left to right! FBA

Current National Cremation Service Trends

What about “Time” consumed by funeral home staff? The answer may be simply defined as the inverse of the revenue chart as noted below.

High speed “immediate, direct or minimum” cremation, produces the lowest revenue and therefore most funeral professionals naturally dedicate the least amount of time to serving these speedy families. Full service cremation with public viewing produces the highest revenues and naturally catches the attention of most of the funeral home staffs’ time. This is certainly understandable and the likely result especially when the “speedy cremation” words are used in dealing with a cremation family. But in order to move families from the left side of the chart (lowest revenue) to the right side, more time must be spent counseling with client families. Different “non-speedy” words used and products offered must all be available to complete the value proposition. It may help to take a new look at moving revenue from left to right or from lower to higher revenues with the addition of new and modestly priced service options. It may also help to think about making small changes dealing with cremation families to help move them from left to right. Small changes could include allowing more time to discuss arrangements, offering modestly priced products that nudge client families from left to right. We can listen carefully to families to understand both what they say and what they don’t say.

Now, a new model that illustrates the progressive step-by-step margin improvement moving from left to right on the chart.

To avoid the speed trap, move to the Right!

4 Steps to move families from left to right:

1. Consider eliminating the first “$” group. Avoid words like “immediate, direct or minimum” when describing cremation. Avoid

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www.funeralbusinessadvisor.com 45 May/June 2010 | FBA

Business SolutionsMerger / Acquisition / Brokerage

Whether you are a funeral business owner deciding whether it is time to buy, sell, or increase the value of

your firm for a future sale, you should ask yourself several questions. What is my business (or the business I want to buy) worth? What are the optimal methods of financing available to me? What legal, accounting, and tax issues and perspectives should I consider in facilitating a transaction?

Some of you may feel capable of transacting your own sale or purchase, but the merger and acquisition market can be complicated to navigate. Some of you may have bought a business that you paid too much for. Or some of you may have handled your own sale and left money on the table. An important question to ask is “What is the business worth?” An accurate business valuation is a critical aspect of a merger, sale, or acquisition, and requires a full understanding of the variables that affect the value of the business, which include location, demographics, call volume, market share, percentage

of cremation, competition, reputation, consumer demands, and business conditions. A professional who specializes in the funeral industry understands the unique aspects of a funeral business and can perform a thorough business analysis and evaluation. This can be your first step to deciding what is best for you to ultimately meet your needs and goals.

In addition to providing a professionally-executed evaluation, some appraisers also function as funeral business brokers or intermediaries who can take the lead role in marketing the sale of the business. If you limit the marketing of your business to one specific buyer, you are likely to be limiting your options for a more advantageous transaction, both in terms of purchase price and the structure of the deal.

Given the uniqueness of every business, in order to determine what is right for you and your business, we have compiled a list of companies that provide services to meet those varying needs.

In today’s market of multiple financing options, low borrowing costs, and favorable tax rates for buyers and sellers, is now a good time to consider buying or selling a funeral business? Or in the wake of the economic downturn, is this the optimum time to try to enhance the profitability of your business for a more lucrative future sale?

BUY

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It’s our business to know the market – who is buying, what they’re paying and what financing options are available. Our efficient step-by-step guidance will give your business the competitive edge, put you in touch with qualified buyers and ensure your transaction is handled confidentially with discretion.

What is your business worth? Call today for a free consultation.

We connect buyers, sellers and funding.

1-888-665-4BSF (4273) www.4BSF.com

Thinking of selling your business?

BSF ad_Dec07_finals.indd 2 12/7/07 4:19:03 PM

46 www.funeralbusinessadvisor.comFBA | May/June 2010 www.funeralbusinessadvisor.com 47 May/June 2010 | FBA

American Funeral Consultants, located in New Paltz, NY, is celebrating 40 years of “Serving Those Who Serve Others.” Co-owners Melissa Drake and Kathy Williams are committed to helping funeral directors attain their goals and deliver quality services to their families. Although service-oriented, funeral businesses must effectively address practical business issues to remain successful. AFC offers an array of customized services that provide solutions to complex and diverse problems.

Their six levels of Business Appraisals establish the fair market value of a funeral business for myriad purposes, including Succession Planning. Their Buy/Sell Intermediary Service provides a comprehensive approach to closing profitable deals by establishing business value, understanding the funeral industry climate, and utilizing proven negotiating techniques, thus maximizing the potential of each sale or purchase. AFC’s Feasibility, Market, and Demographic Trend Studies comprehensively assess businesses and guide them to decisions which ensure their future success. They also offer Business Plans, Fair Rent Determinations, and Minority Stock Assessments. In response to new demands and trends, AFC offers a Strategic Planning Service to assist owners in assessing their short- and long-term goals. As part of the process, AFC has developed a SWOT Analysis, analyzing a firm’s weaknesses and threats while building on its strengths

and seizing opportunities to improve and diminish its threats. Their Revenue Enhancement program provides Clients with ideas for creating value-added ancillary services and merchandise; and their Funeral Contract Analysis provides invaluable information regarding the firm’s revenue stream, types of services, and its changing trends within its market.

AFC also provides CE Seminars and Presentations for various groups and organizations.

AFC says, “your career has been devoted to serving families in their time of need... ours has been devoted to serving you.” Visit their website at www.teamafc.com, or contact them by phone at (800) 832-6232 or by email at afc@teamafc.com.

BSF, LLC, located in Overland Park, KS, understands that business transactions come in a variety of types. Some can be handled easily, others are complex. Buying a funeral home often involves the purchase of a business and real estate. When real estate is involved it makes for a longer and more detailed transac-tion. Navigating your way through this process can be stressful if you don’t know what to expect.

Most funeral home transactions involve multiple purchase and sale agreements, non-compete agreements and promissory notes. Each agreement must be prepared and reviewed by attorneys,

must convey the assets being transferred and must protect the interests of buyer and seller.

In addition to legal agreements, there are buyer and seller tax consequences that need addressed. These tax issues are dynamic and change along with changes in structure. As different points are negotiated there is a direct impact on tax issues.

From a negotiation stand point, the transaction process can take many turns. One day you think everything is fine and the next day you hit a wall and are not sure what to do next. A good advi-sor can help you handle these issues by explaining each turn in the process and creating accurate expectations on the part of both buyer and seller. A good advisor will act as a guide when needed and then act as an intermediary when needed.

Today, transactions in the funeral industry are changing. Corpo-rations have consolidated and deconsolidated. Buying, selling and financing practices common in the past are now outdated. Advisors trained in outdated practices can find that old transac-tion methods simply don’t work today. BSF advises funeral di-rectors on buying, selling and financing. Since the fall of 2005, BSF has become a trusted advisor to the funeral industry, priding itself on having the negotiation, accounting and legal expertise needed to close transactions.

Please contact BSF, LLC at (888) 665-4BSF. You may also email Matt@4BSF.com, or visit www.4BSF.com.

Federal Funeral Directors of America (FFDA), located in Springfield, IL, and their The Advanced Planning Department, offers a variety of services to their nearly 1,500 funeral home “members” as well as many non members of FFDA. These include: Business Valuations, Acquisitions, Sales/Mergers, Succession Planning, Estate Planning and Financial Forecasts for borrowing purposes.

FFDA has helped hundreds of funeral home owners purchase, transfer, sell or merge businesses. Their approach focuses on being a “facilitator” of their many transactions because most involve “friendly” deals between family members, key em-ployees or local competitors. In today’s market, with tough lending requirements, high levels of Goodwill and few con-servative options for sellers to invest their sale proceeds, it can be advantageous for both parties in a transaction to use Seller-Financing. With Seller-Financing, it is imperative for a deal to be “fair,” which is FFDA’s specialty. They believe that a separate advocate for each party will generally only lead to higher advisor fees and bad feelings between the parties. They reject the old saying that “if both parties are unhappy, it is probably a fair deal.” They pride themselves on win-win transactions.

FFDA also focuses its planning efforts on the income tax as-pects of its transactions, which can be equally as important as the price, while most industry brokers focus almost totally on the price. Their fees are not based on the price, but rather on

Business SolutionsMerger / Acquisition / Brokerage

Business SolutionsMerger / Acquisition / Brokerage

48 www.funeralbusinessadvisor.comFBA | May/June 2010

Lemasters Consulting, located in Cincinnati, OH, is more than a resource for the funeral industry. Consider Lemasters Consult-ing your own in-house counsel helping with the issues affecting you and your business.

Pierce CFO, located in Tallahassee, FL, is a family owned firm providing profit management, sales and acquisitions services to the funeral industry. The Company utilizes intense financial analysis, creative consulting and custom reporting to offer the most comprehensive and successful profit management solution available today.

Pierce CFO has spent the last six years building and refining its “Run Smart Program.” The “Run Smart Program” involves simple systems and methods that have proven very successful, increasing the profits of their funeral home clients by $1,000 per call or more.

Now, for the first time, funeral home owners can control both the sale price of their businesses and their retirement lifestyle. Pierce CFO is now applying the simple proven methods of their Run Smart Program to the sales of funeral homes. When used as part of the sale-planning process, the “Sell Smart Program” can double the sale price of a funeral home versus that of a passive seller.

Pierce CFO also assists buyers in the acquisition process and with financing. The Company’s Buy Smart Program reduces risk and increases the profits of the target firms. They make a complicated process simple, understandable and bankable.

It costs less to do business with the very best. Check Pierce CFO’s prices and services before you make a decision. The Company can be contacted at 888-860-6468 or by email at SmartSteps@PierceCFO.com.

the value provided and the time involved in providing their services.

FFDA can be contacted at (217) 525-1712. You can visit their website at www.ffda.com. The Advanced Planning Department website is www.ffda-advancedplanning.net and direct contact can be made to Tom Flynn, CPA/ABV, CFP at (217) 391-5780 or by email at tflynn@ffda.com. You may also contact Sam Seiz, EA at (217) 391-5671 or by email at sseiz@ffda.com.

Johnson Consulting Group, located in Scottsdale, AZ, is one of the largest mergers & acquisition brokerage firms in the funeral business. They have literally helped thousands of funeral home and cemetery businesses make the best of their buying and selling opportunities. Their clients have trusted them as a valued partner in these transactions because they help them evaluate the relative merits of the options available and determine the best time to take action. Regardless of whether you need assistance in buying, selling, valuing your funeral business, family/key employee transfer, or succession planning, they are professionals that you can feel comfortable turning to before making the decision of a lifetime.

When you’re selling, Johnson Consulting is a close advisor, specializing in every aspect of your transaction;

■ Evaluating the best structure to meet the owner’s goal.■ Determining the right selling price by analyzing the cash flow and true value of the funeral business.■ Creating a marketing package that maximizes value and speed of the process.■ Creating a timeline that ensures confidentiality.■ Seeking out qualified buyers. ■ Negotiating maximum value (It’s not only about what you get, but what you keep).■ Partnering with, or referring, legal professionals during contract and due diligence process.■ Online selling information posted on their secure datasite for quick communication of information for interested funeral business buyers.■ Personal service and attention, before, during, and after the sale.

For further information and education on the selling process, visit their online web presentation at http://www.johnsonconsulting.com/video/Webinar-M-A. Johnson Consulting Group has field representatives located across the U.S. For more information, visit their website at www.JohnsonConsulting.com or you may call Jake Johnson at (888) 250-7747, or email him at JJohnson@JohnsonConsulting.com.

The funeral industry encompasses a broad area - Cemeteries, Crematories, and Funeral Homes - to name a few. Navigating all the issues affecting the industry is a necessity. But for many busi-nesses it is a burden to keep up, let alone stay ahead of the game.

In the realm of acquisitions / mergers, it ís more than finding the right place and closing the deal. One of the biggest hurdles can be after the closing when licensing and regulation come into play. The process is not complete until you have the proper fu-neral home, pre-need, and cemetery licenses - just to name a few Lemasters Consulting makes sure that after the closing your busi-ness is ready to run.

Overall - Lemasters Consulting provides answers, solutions, and ideas when you have the questions about:

• Compliance • Risk Management • Buying / Selling • Litigation • Valuation

If you have any questions regarding an issue, a project, or anything, please feel free to contact Lemasters Consulting. They would be more than happy to answer your questions. You may contact them at (513) 407-8114, You may also email Poul Lemasters at poul@LemastersConsulting.com, or visit www.LemastersConsulting.com.

How Do I Increase MyBottom Line Without Charging Families More?The answer may be as simple as changing casket providers. At SEC Importers we have seen funeral directors increase their pro t by $500.00 to $1,000 per calljust by switching to our caskets.Call about Additional savings on 25 or more caskets at a time. Caskets are shipped from our National distribution center

All prices are for delivery to your door east of the Rocky Mountains. Delivery’s west of the Rocky Mountains will incur a $60.00 per casket additional delivery charge.

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Business SolutionsMerger / Acquisition / Brokerage

50 www.funeralbusinessadvisor.comFBA | May/June 2010

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Chairs

Viewing Chairs

800-331-5411www.churchchair.com

The Tall Grand Design has been custom designed to the height preferred by funeral homes for a Viewing Chair and is available in your choice of an unlimited selection of fabrics and frame colors to complement the décor of your facility.

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50 www.funeralbusinessadvisor.com

BUYER SOLUTIONS

Burial Garments

*Independently Owned**Overnight Shipping to Anywhere in the Country*

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Infant, Children & Youth Caskets

800-535-8667c_casket@bellsouth.net

www.cherokeechildcaskets.com

Since 1941 Cherokee Child Casket Company has prided it self on integrity, quality and service in providing infant, children and youth caskets. Cherokee feels that our children deserve as nice a casket as our adults.

But Cherokee offers much more than caskets. Memorial books, urns and keepsakes are also available to meet the ever growing need to memorialize a child’s life for a family.

Visit our website to view our complete line of products. As a funeral director you can be proud to offer a Cherokee Child Casket product as part of your complete service to your families.

TM

Display your product of service in the Buyer Solutions section, published bi-monthly. Your advertisement will

appear in

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AC Furniture Company | 276.650.3356 | acfurnitureco.com

American Coach Sales | 888.321.6613 | americancoachsales.com

Association Computer Services | 888.227.9411 | FuneralHomeSoftware.info

Astral Industries | 877-874-1611 | astralindustries.com

Batesville | 800.444.5944 | batesville.com

BSF | 888.665.4273 | 4bsf.com

CANA | 312.245.1077 | cremationassociation.org

C & J Financial | 800.785.0003 | snlfastfunding.com

Cherokee Child Caskets | 800.961.7670 | cherokeechildcaskets.com

Church Chair | 800.331.5411 | churchchair.com

CK Candles | 888.304.3457 | ckmemories.com

Conaway Sales | 800.333.2533 | conawaysales.com

Continental Computers | 800.240.1016 | continentalcomputers.com

Cooper & Associates | 866.446.0656 | funeralhomeaccounting.com

Devore Heirloom | 800.676.2448 | heirloomprograms.com

Doric Vaults | 800-457-0671 | doric-vaults.com

Elegante Brass Company | 800.252.7277 | elegantebrass.com

Emblematic | 866.300.0407 | emblematicco.com

Ethel Maid | 800.228.8552 | ethelmaid.com

Federated Funeral Directors | 800.877.3332 | ffda-advancedplanning.net

Forever Loved | 877.256.8331 | foreverloved.com

Frazer Consultants | 866.372.9372 | frazerconsultants.com

Funeral Data Manager | 888.478.9775| funeraldatamanager.com

FuneralKiosk | 877.647.4414 | funeralkiosk.com

FuneralHomes.com | 800.694.6238 | funeralhomes.com

Funeral Home Gifts | 800.233.0439 | funeralhomegifts.com

Green Valley Media Company | 800.270.1237 | greenvalleymedia.com

LED Solutions, LLC | 877.660.5337 | LEDSolutionsLLC.com

Lemasters Consulting | 513.407.8114 | lemastersconsulting.com

Madelyn Company | 800.788.0807 | madelynpendants.com

Matthews Cremation | 800.327.2831 | matthewscremation.com

Memorial Collection | 800.628.9346 | memorialcollection.com

Memorial Streams | 800.497.2979 | memorialstreams.com

Memories From Ashes | 908.362.5553 | MemoriesFromAshes.com

Messenger | 800.827.5151 | messengerline.com

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IFC

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ADVERTISERS IN THIS ISSUE

T H E A R T O F R E V E R E N C E

A work of art, which celebrates a life, has the power to comfort and heal. Each of our distinctive cremation urns and memorial objects are hand-crafted by artisans to be as unique as the person you have known and loved. To see our entire collection of one of a kind pieces, go to www.shineonbrightly.com or call 828-348-0455 for more information.

Mortuary Lift Company | 800.628.8809 | mortuarylift.com

Passages Intl | 888.480.6400 | earthurn.com

Prestige | 800.559.5018 | PrestigeVeh.com

Print-A-Plate | 888.663.6050 | printaplate.com

Shine On Brightly | 866.844.4469| shineonbrightly.com

Southeastern Casket | 888.444.5549 | seccasket.com

SRS Computing | 800.797.4861 | srscomputing.com

Starmark Funeral Products | 888.366.7335 | starmarkfp.com

Treasure Line Urns | 541.902.9302

TWC Funeral Home Architect & Construction | 800.478.4892 | twcinc.com

U.S. Cremation Equipment | 321.282.7357 | uscremationequipment.com

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