Funeral professionals have a challenging job under normal circumstances; these are not normal circumstances. Covid-19 has simply turned the world upside down. As a psychologist who works with funeral homes and also works in one, I want to offer several suggestions for dealing with the additional stress created by the current epidemic. Many of these ideas come from my work on the Finding Resilience program sponsored by Homesteaders. You can download free materials here.
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Professionals in a wide variety of fields consider it a badge of honor to wear many hats in their business. However, I don’t know of any professionals who wear more hats than funeral directors. Within a single week, you might be expected to demonstrate knowledge of:

In the last few months, you have also had to add “remote videographer,” “social distancing expert,” “Covid-19 expert,” and “creative rituals coordinator”. Not only are all of these duties happening under significant time pressure, but also in the midst of continually changing state and local regulations. It’s no wonder that funeral directors are feeling the effects of compassion fatigue and/or burnout.
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Ideally it is best to make relatively small changes to reduce feelings of burnout before it becomes overwhelming. These changes may include hiring additional staff, delegating responsibilities to others, or finding a colleague to cover during much-needed time off. Funeral professionals experiencing profound burnout, anxiety or depression may seek professional help from their physician or a therapist. Hopefully, you may only need a few “course adjustments” to keep you on a productive, lower-stress path. Here are my suggestions for reducing stress under normal circumstances as well as during the current crisis.

​I have been talking with many funeral professionals across the country and the most consistent reactions I hear include sadness. Funeral professionals are feeling sad that they are not able to provide the full range of funeral rituals and events to bereaved families. They are sad that people are dying alone. And they are sad that families are not receiving the benefits of funeral rituals including support and healing.

I know you can’t do your job the way you would like, but please know that you continue to provide an invaluable service. You may not be able to give someone a hug, but your simple presence and compassion (even if expressed through a video chat) are still a vital service to grieving families. Thank you for the sacrifices of your own potential safety to serve others. Thank you for the innovative ways you have created to meet the needs of the bereaved. Do your best to care for yourself. The world needs you more than ever.

Most everyone—millennials included—has quite a few thoughts on how they should work and the tasks they are given. I have heard everything from, “Millennials are extremely lazy, spending all day on their phone,” to “They are the most goal-oriented, outside-of-the-box thinking and solution-solving generation out there.” Most people I talked to would rather have a dedicated, creative millennial than a traditionalist because, for the most part, they are thinking of ways to better themselves and your business. True, some are there to put in only the bare minimum of what is requested, but you will find that all across the board.

In my presentations, I focus on the expectations millennials have of their employers: a fair schedule, decent pay, typical perks such as insurance and retirement, and room to introduce new ideas. I also speak on how we must focus our efforts as leaders to hone in on what they bring to the table and simply not make them “pay their dues.”

​As I said, I have been given almost carte blanche with most of my employers to focus on finding ways to better serve families. That is the attitude leaders need to have towards their millennial employees. Obviously, it’s the leader’s job to make sure these ideas are carried out efficiently with respect to the business. I have always considered it a blessing to get to travel around and be involved in numerous organizations and to socialize and learn from people who have been out there doing it. I hope to keep this up, because I always want to be up to speed on the latest our profession has to offer, both for the business I serve and, of course, the families I serve.

I wish many more employers would jump on board with this thought process. You must give your employees the opportunity to spread their wings and attend conventions, conferences, and educational seminars. They will learn so much more from other funeral professionals, things that they can bring back and put directly into action. The reality of it is there are so many scholarships out there that most people can attend these events at little cost. It’s is our job as leaders to send our people to these events and help them grow as professionals, which in turn will help you to grow your business.

If you are wondering how to attract millennials to your business, then you have to ask yourself, “What do they really want?” I believe what millennials yearn for most in our profession is a healthy work environment. They desire a workplace that has strong leadership, a flexible schedule, and a solid company culture.

MISSION-DRIVEN
Company culture should be a top priority for any funeral home. Whether you are a family owned firm or part of a large corporation, it is important for your coworkers to know why you do what you do. A company’s culture is often made up of three key components: their values, their mission, and their vision.

A company’s vision is essentially their long term goal as a business. It will not typically change overtime as it should be something you continuously strive to achieve. Your mission is what you do every day to help attain your company vision. It is what defines your enterprise to the world. Your values are then an outline of the intended character of your coworkers. If an employee lives by the values you set forth then they are carrying out your mission and will ultimately fulfill your vision. A funeral home with a solid company culture is one with a future in which millennials can see themselves being an integral part of.

FLEXIBLE
Having a flexible schedule is another trait of a healthy work environment. A flexible schedule in our industry is a difficult task to tackle. To attempt to detail it would require an additional blog post. Simply stated: a flexible schedule allows for a work-life balance that decreases the likelihood of employee burnout over time.

For millennials, it may mean the ability to go their child’s tee-ball game or to go to a concert during their normal shift. Without tipping the scales too far for any one person, a leader should do their best to accommodate their colleagues instead of making it more difficult for them to find that balance. The results will be better morale and a willingness to go the extra mile for the company because the company went the extra mile for them.

STRONG LEADERS
In order to maintain a flexible schedule and support a company culture, you have to have strong leaders. Leaders do not have to be managers or supervisors. Those titles can be bestowed and stripped away without any discernible change occurring. A leader is one who cares for and supports those around them. They help others succeed and become the best they can be for the sake of the company, not for themselves.

Luckily, leadership can be learned! It is a skill that can be honed with practice. If you have the heart to serve (you’d hope so, working at a funeral home) then you have what it takes to lead. Set a good example with your actions. Set an even better example through your interactions with your coworkers. Stay positive and motivate others to do the same and you’ll see a healthy work environment begin to flourish.
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With that, you’ll have an inbox full of resumes from millennials in no time.

In 2020, maintaining and keeping good quality talent on your team isn’t just a want, it’s an absolute need. It’s what’s going to determine your success and the foundation of your business moving into this next decade.
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This next generation needs a purpose, something that fires them up and gets them out of bed in the morning. Yes, millennials want to make a living, but they want to make a meaningful living. According to Forbes, millennials ranked meaningful work as one of the top needs they have from their workplace.

If leaders and those in positions of power can take this quote by Marcus Buckingham to heart, I believe we would see so much more retention amongst our profession.

Here are some harsh realities:

How connected do you think your employees are to your company? If we are being honest with ourselves, there are plenty of areas we can improve in this category.
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According to a study done by Gallup in 2017, 230,000 employees were surveyed in 142 countries on their current engagement. Employees fall into one of three categories:

Only 13% of employees they surveyed were truly passionate and motivated by the work they did every day. An astounding 63% were not engaged, and 24% were actively disengaged.
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The impact of a disengaged employee can negatively impact your business in the following ways:

Unfortunately, there isn’t much we can do about the actively disengaged. They just need a path out. However, the statistics show that around 63% have the potential to be engaged if we put the effort in to putting meaning behind what they are doing.

What category would you put most of your employees in? Do they fall into the popular category not engaged? Maybe it’s time to rethink how you’re motivating your employees. Do you share a common purpose that they can buy into with passion? How often do you give praise? Could it be time to put more incentive compensation plans in place? Purpose and incentive are the keys to motivating engagement.

Once we have worked to get our employees into the “engaged” category, the positive benefits have an astounding impact. Statistics show that 50% will post messages on social media and 24% are more likely to help boost sales than disengaged employees. Find ways to bring meaning back so that your employees live in the engaged category, and your firm is guaranteed to reap the benefits.

HIRE THE RIGHT PEOPLE
Obviously, all this talk about having engaged employees is only possible if we hire the right people from the get-go that are naturally motivated. Service attitude is a big thing we look for at JCG. Recognize if they have the natural ability to go above and beyond to exceed a customer’s expectations. Are they good listeners, do they care, are they genuinely interested in other people and have a desire to always be learning? You can teach service aptitude (the ability recognize service opportunities), but you can’t teach attitude (the desire to serve).

ONBOARDING AND TRAINING
Develop a welcome program that makes them remember their first day. Decorate their desk with a welcome sign, write an internal spotlight, or take them to lunch with your team. Remember, their first day of work is one way to set the tone for their engagement. Spend a lot of effort on helping them to understand WHY you do what you do and how they bring value to that purpose. The first few weeks are critical to employee engagement. The more they buy in early, the more likely they are to want to stick around.

Initial training an on-going training is essential to employee engagement. You must teach them skills to be successful. Have a minimum standard for customer service expectations in writing and don’t train just once. Reinforce the expectations as often as weekly. This includes modeling, observing, and measuring behavior.

RETENTION AND RELATIONSHIPS
Employees are more engaged when they are recognized, so communicate! Provide for feedback, and even ask for feedback yourself. Peer recognition is another way to keep employees engaged. Set up a quarterly award that gets everyone involved to recognize their peers. Feedback is the key, as this next generation craves it.

So where should we start? A good place to assess where your engagement is at is to survey your staff about their happiness at work. Ask about if they feel valued, and if they appreciate the kind of feedback they get.

It might be a rude awakening, but we all have to start somewhere. Getting the data is the only way you can grow from today into reaping the benefits of having engaged employees long into the future.

Want to learn more about increase employee engagement and improve customer service? Join Lori Salberg and more cremation rockstars in Las Vegas for CANA’s 2020 Cremation Symposium, February 26-28. Lori will present on “Developing a Collaborative Growth Culture” to re-invigorate organizations by fully engaging employees, improving performance of the business overall.
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See what else we have planned and register for CANA's 2020 Cremation Symposium: goCANA.org/CG

As I was writing this article, our eight-year-old grandson shed some light on the responses from – well an eight-year-old point of view. My wife, a former teacher, was helping him with his homework – a fair amount of math work and then onto the dreaded reading. Our grandson, who was about at his concentration limit for the moment, started playing a video game.
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When his grandmother mentioned reading a bit, his reply was surprising and unexpected. His delivery was neither harsh nor snippy. He merely said, “Maybe after this game or when I am dead.” In other words, my wife asked the question he did not want to hear and we got the answer that grandparents don’t want in return. Still, we found it quite funny, exactly framing his “not now” attitude. Discussions on changing consumer attitudes and funeral home finances today often elicit a similar response – not now.

Earlier this year, a funeral home owner asked me, “How long will my burial business last?” On the surface some might scoff at such a question – too simplistic, too old school. I beg to differ. Looking at this question offers us an insight into the core revenue of a funeral home. The issue also allows me to re-address a topic I first covered several years ago.

Ten years ago, a funeral home owner asking a question on “how long a burial business will last” would have delighted me! To hear it today is a bit disheartening yet shows that owners are finally thinking about the impact of cremation. After all the forewarnings from myself and others, funeral home owners finally now feel the revenue effects. Neither I nor others take delight in the ‘sudden realization’, but we fully understand the dilemma that you face.

If you are a funeral home owner close to retirement, maybe the answer is to find a willing buyer. In our valuation work, we find that top-performing firms obtain the highest values. Top performers attract skilled staff and maintain their facilities meticulously. If your firm is not a top performer, you may want to change your management style.

Many funeral home owners are not ready to retire. Funeral service may still be calling - kudos to you. What is the best course of action for those closely held to funeral service? There are a number of points to consider.

REMODELING
To be clear, I am not referring to remodeling the facilities (although that could be an issue too). In this case remodeling refers to remodeling the core business - a new business model, a business model based on the financial realities of a different revenue stream, probably with less revenue per call than in the past.

STAFFING
Much has been written about the current high employment rate and the difficulty in finding employees. Funeral service has its own challenges, which I hear about weekly – “There are no quality, qualified licensed funeral directors to be found.” Outside analysts agree that we are experiencing a shortage of trained personnel in funeral service and will for a number of years.

Outside of raiding other funeral homes, attracting top-notch people to funeral service is one solution. Regulations need to change by accommodating quality personnel who may not want an embalmer’s license.

OWNERSHIP SHIFTS
A recent rush in acquisitions foretells the shift in funeral home ownership. Sixty-year-old-plus owners now face their own exit. Some are well prepared, but some are not. The consolidation of competitors began a few years ago and will continue for several years. This consolidation of owners, and perhaps rooftops, bodes well for the younger generation of owners. My 2015 estimate of 25% too many funeral homes in the U.S. needs to be updated, but I suspect that number has grown. Taking calls from declining firms or making prudent acquisitions ensures their success. However, successful owners must capture consumer needs today.

CONSUMERS’ NEEDS
Easier said than done, understanding consumers takes on critical importance. Without relying on casket and vault sales as the main revenue-driver, new-age owners will allow consumers to express their grief in new ways – ways driven more by consumers right now, than orchestrated solely by what was done in the past.

Owners refusing to embrace the new consumer-driven business model can count their days by how many caskets they sell. If you did not watch the August 14, 2019 HBO special, Alternate Endings, find a way to view the show. The story of six endings contained several emotional departures from funeral service, but the biggest takeaway? While there may have been licensed funeral directors in the back stories, no funeral director took a vital role in these non-”traditional” funerals.
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The 2019 NFDA Consumer Survey found that 53% of those surveyed indicated that they could do their own funeral or memorial service, without a funeral director. Thankfully many client-families still want or need a funeral director but the HBO special and the NFDA survey point to what could be a rising number of people who don’t see a need to use you. How can we attract more interest in ceremonies recognizing a life lived?

For nearly a century, funeral service hid behind the casket and vault sale. The loss of casket and outer burial container sales clearly reduces revenue. We must focus more on the personal side, making solid connections with consumers – no more just glad-handing family members as they come in the door – because, they may not come in the door. We must give them a reason that “remembering a loved one” is important.

The move from merchandise-oriented to a service-oriented funeral business began many years ago in higher cremation areas. Now, the cremation upturn is hitting even the rural and largely unaffected areas.

In a recent AARP magazine interview, musician Carlos Santana commented, “You stay relevant by trusting you have something people need.” Funeral business needs to specialize in service now or risk irrelevance.
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As the HBO special revealed, some consumers want a personal hand in a memorial (or living funeral). We have to help them truly capture the essence of their loved one. Making each funeral/memorial service special is the future of funeral service in my opinion.

Themed good-byes represent one logical solution. Yes, they may take a lot more work than the old burial model, but they usually contain the “wow” factor for many consumers. Celebrants or celebrant-like ceremonies seem to make more connections as well. Look for off-menu choices that resonate with client-families. Let your imagination run wild and something magical may just happen. Success in the 2020s will be measured by story-telling, creating a compelling story about a loved one, a story even an eight-year-old can appreciate. Master-storytellers will excel.

Our eight-year-old grandson was finally persuaded to read that book he discarded. He actually found it thought-provoking. It was a small history book from nearly 100 years ago. Things have changed dramatically since then — many advancements but many old beliefs dispelled.
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Losing 1.65 burial calls per 100 cases annually to cremation or $66,000+ over the next 10 years is not welcome news. Our 500-call funeral home owner exhibited the courage to ask the tough question. I hope he is ready for the answers. Are you?

Regardless of your role in the industry, it is important to understand the current laws and regulations that govern your work. Put aside the necessary time to review the federal, state, and local laws and regulations which affect your day to day operations. Right to control final disposition and cremation authorization issues dominate legal complaints against people and businesses in this industry. If you have difficulty finding the statutes and regulations, try searching the web sites for your state association or licensing board – they often have links available.
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CANA Members: If you need further assistance, use your legal consultation benefit and give me a call.

Employment issues are a prevalent headache across all industries and business models. Address common concerns in your employee handbook, so that everyone is on notice of the standards to which they will be held accountable. Implement clear, unambiguous policies on work hours, time off, sick leave, vacation time, and dress codes. Have appropriate sexual harassment policies in place. Communicate your expectations regarding social media use and restrictions on employee posts on business matters. Make sure employees are aware that social media is not for airing of workplace grievances or complaints.
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CANA Members: Read up on what my office suggests for these policies as part of the Crematory Management Program.

Periodic training and review of operational and employment policies and procedures are critical. There cannot be compliance without your employees first understanding your expectations and standards to which they will be held accountable.
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CANA Members: You can keep your standard operating procedures current and your staff informed with the Crematory Management Program and support from Cremation Strategies & Consulting.

Make sure your insurance agent or broker understands your business. Too often there are gaps in coverage discovered when you need insurance assistance or defense to a legal claim, when is too late to put the protections you need in place. Many gaps in coverage result from your agent or broker not understanding your daily work and operations sufficiently to make sure that what you actually do is covered. Just because you have “professional liability” insurance, you have no guarantee that all of your professional services are covered. Proactive insurance strategies will serve you best.
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CANA Members: Have you looked over CANA’s newest benefit, a professional liability insurance program for crematories? Read what makes this policy different and how it covers businesses like yours.

Take some time to think about the education and assistance which will benefit you and your business most in the upcoming year. Then, search for continuing education opportunities that will assist in meeting your goals. There are in person and online resources available to address almost any concern as an industry professional or business owner. Some jurisdictions even allow you to get your crematory operator certification online. If you attend CANA’s convention in Seattle this year, please say hello. I look forward to seeing you!
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CANA Members: Not sure how to get started developing a defined professional development plan for your employees? CANA Education Director Jennifer Werthman is here to help you achieve your goals – reach out any time.

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​Getting your new year off to a good start can jumpstart accomplishing your business’s New Year’s Resolutions. Best wishes for your success in 2020!
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CANA Members: Your association is here to help! If you ever need these resources or anything else offered by CANA, reach out.

Mountain View Funeral Home and Cemetery in Mesa, Arizona is, in my opinion, the most beautiful cemetery in the East Valley of Arizona. We have 52 acres, but only 24 are developed. So we have space for 150-200 years to come.
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Like most cemeteries, originally all the spaces were for traditional burial. The sections for cremation were added in later. The cremation rate in Arizona, both by percentage and total number of cremations, is near the highest in the United States and predicted to surpass 70% by 2023. Cremation has changed the way people look at permanent memorialization on both sides of the arrangement table.

I am not at all embarrassed or ashamed to say that we are a for-profit cemetery. We’re always looking for new ways to generate income and to give our families what they’re looking for and what they want. You know that if they don’t see what they want, they—in many cases—do nothing.

Because of the growth in the demand for cremation, a lot of what we’re doing at Mountain View is first working to change the mindset of our funeral directors and our cemetery staff to do a better job feeding into our cemetery. The first thing we did to work more efficiently is set up a two-up system, very similar to what you see in a lot of other combo businesses. This means that we have a cemetery professional go into the arrangement conference with the funeral director. When the funeral director steps out to make the final contract for the cremation, we make sure that that family is not left alone during the arrangement. Instead, the family service counselors take the family out to the cemetery to see what we have available.

It starts very simply, because right inside our funeral home we have a glass-front niche. It’s a matter of coming out of the building, taking four steps to the left, and introducing the families to the idea of memorialization.

From there, we direct them to our golf cart up front and we immediately take them to the cemetery. We don’t do a lot of talking. The beauty of the majestic cemetery speaks for itself. What we will do is point out areas in the cemetery that specialize in housing cremated remains.

At that first niche, just to the left, most of our cremation families will say, “Oh, no, no. We don’t need any of this. We’re taking Mom back to Iowa where she’s from.” We tell them, “We understand that that’s what you’re planning to do. However, it’s not fair to you if we don’t take you through the options we have available.”

Many times people tell us they’re taking the remains with them, but in the end that’s not what actually happens. Sometimes they realize that because they’re here, this is Mom’s new home. This is where Mom retired, this is where she wanted to be for the duration of her life.

What are people looking for? A lot of the families we serve have chosen cremation because they don’t want to spend thousands and thousands of dollars. So we want to give them something that’s affordable. We’re finding ways to expand our cremation garden. We have added in a green cremation area because a lot of people say, “Oh, we just want to scatter Dad,” so we offer them the option to do this in the cemetery.

We’re doing a memory vase memorialization package. The memory vase is just for vased flowers right above a bio-degradable urn that goes directly in the ground. They don’t need an urn vault, just a 12-by-12, 3-inch-thick granite base. These memory vases are affordable, and they do not take space out of our inventory because they’re spacers that weren’t in our inventory to begin with. We identified little nooks and crannies of space where there’s nothing, and now we can beautify our cemetery with flower vases.

The memory vases provide a way for us to generate more income, but, more importantly, they’re a way to get the families to come back. When they come back, when they visit, it gives them a reason to come in. It keeps us in touch with them. That way, when we have a Memorial Day service or a Veteran’s Day service, we have a way to be able to get in contact with these people to invite them to these events we have and then talk to them about, “Well, what about yourself? Have you preplanned your funeral? Have you preplanned your cremation?”

We do a lot of things to find out what people want. We do a lot of “park-rangering” – we just go up to people in the cemetery, give them a bottled water, and start a conversation. You would be amazed how many people will say, “I’ve been visiting my husband for twelve years and you’re the first person that’s ever come up and talked to me.” So it’s just a matter of being friendly and saying hello. I’ve never had somebody say, “Leave me alone.” Of course, you have to use some discretion, too.

You also start to see patterns of people who come in on a regular basis. Sometimes you’ll see a family come in on the weekend and it might be a special occasion, such as a birthday, so we don’t approach them right when they first arrive. We wait maybe a half an hour or an hour. When you see them wandering around, looking at other graves, that might be a good time to walk up.

I do a monthly training with my team and include “Best Practices” for park-rangering: these are the things you want to do, these are the things you don’t want to do. For example, if you’re doing a graveside service you are not to be out there handing out your business cards to everybody. You can keep your business cards with you, and if somebody approaches you and says, ‘Hey, I’d like to get some information’— and that, believe it or not, happens a lot—then you’re allowed to give out your card.
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Most of that conversation comes at the end of an interment, where people are standing around. They like to see the vault lowered into the ground, they like to see the urn placed. We talk to them and make sure to say hello because they’ve already met us at the arrangement.

I start all of my weekly staff meetings with a victory story. We go around and every person has to tell a success story about something that’s worked for them. The people around think, “Oh, maybe that does work!” because when you hear a real-life story, with a real name attached to it, suddenly it becomes contagious. I want each one of them to have buy-in with their victory stories because they’ll have a passion for the things they were able to sell.

Nobody wants to be sold and nobody wants to be pushed into something they’re not interested in. But they will buy when they see value and they see something they like. But they’re never going to know that if you don’t take them on a tour and show it to them.

When you do a tour, it’s not always about the person who died. It’s about showing the family the possibilities. If you’re not taking them on a tour, you’re doing that family an injustice. More people will make a decision when they see how beautiful your cremation waterfall is in person. They can’t visualize it on their own.

If you say to a family, “Were you thinking of being buried in the cemetery?” they’ll say, “No, that’s why we chose cremation.” Instead, you can say, “Take a quick ride with me, let me show you something you might be interested in. We’ve developed things specifically for families like you,” They won’t refuse, they’ll follow you because they don’t do this every day. They don’t know what they don’t know.

We’re developing a very specific cremation tour, not showing our gardens that are all burials, but taking them to key cremation places. “Have you ever heard of a cremation boulder? This is what it looks like. We have areas where we can place it,” and then taking them to show them where the areas are.

The family they’re meeting with on the funeral home side may or may not buy in the cemetery, but they may have a relative who will. We keep saying, “In our business, it’s not about the family you’re serving today. It’s about all their friends and relatives that you should be thinking about serving tomorrow.”

On meeting the opportunities and challenges of an expanding demand for cremation:

• Plan for the future. Be prepared for what is coming, do not wait for it to get here. If you run out of space because you have not planned ahead you are not serving your cemetery or the people that want to be there.
• Continue to make cremation interments an EVENT for families. Do not minimize the interment process simply because it is easier to inter cremated remains compared to a casket.
• Be open to suggestions from families, have a policy IN WRITING —and STICK TO IT—regarding the disposition of cremated remains.
• Diversify as much as possible and promote the value of the experience at least as much as the goods and services.
• Offer everything. When a family says they want to take dad home, ask “Why?” and why they do not want a permanent placement?
• Always ask the family to take a tour of the cemetery before they make a final decision about what they are going to do with Mom or Dad.
• Provide as many options as possible
• Listen to the changing needs of your customers and adapt by providing solutions that are important to them. Provide more choice and options for people.
• Price it to make money. We in the industry have made cremation inexpensive, not consumers. And they do not mind paying for service and quality.

I had the pleasure of presenting for CANA in 2009, and the past ten years have seen changes across the business world. What’s new or different about leadership today? And what are the biggest challenges leaders face in their businesses and communities?
In my work I advise hundreds of leaders each year. From their experiences, questions, hopes and fears, combined with the assessments of those they lead about what their leaders do well and what they do poorly, I’ve compiled eight challenges I hear most often and some suggestions about what to do to find your solution:

1. USE OF OUTDATED TIME MANAGEMENT THINKING.
   The research is clear: multitasking is a myth – switching between two tasks can take up to 40% longer to complete both. Life balance doesn’t make sense either. It is about life design: devoting the right number of hours and energy to the most important things. It is time to reexamine outdated beliefs about time management and productivity. The ability to focus intently (“single-tasking”) on what is important should be at the top of your productivity list. And don’t feel guilty if your life isn’t balanced if it is well designed.
2. TREATING THOSE THEY LEAD AS “FOLLOWERS.”When asked what I think is the biggest change in leadership, my answer is followers. Those we lead increasingly resist thinking of themselves as followers, and for good reason. This is a limiting term that poorly represents the relationship we need. Employees want to be (and deserve to be) thought of as contributors, colleagues and team members. The concept of “following” to those we lead is as negatively tinged as referring to those in customer service as “servile.” Unless you’re a religious guru, you are better served leading a team of contributors than a band of followers.
3. FEAR OF THE GREAT UNKNOWN.No leader likes uncertainty but today the size and impact of the unknown can be more devastating than in the past. Nassim Nicholas Taleb wrote the definitive book about overconfidence in our ability to predict, anticipate and plan. He describes the improbable black swan: an unpredictable or unforeseen event, typically one with extreme consequences. Many leaders act as if black swans never happen, or can be avoided, but leadership is as much about taking action in the face of the unknown as it is gathering information to eliminate the unknown and mitigate consequences. No leader is clairvoyant, so he or she must accept the real limitations of knowledge about the future and act accordingly.
4. A FALSE DICHOTOMY OF ETHICS.Trying to separate personal ethics from professional ethics is a bad idea. There are just ethics, and trying to apply two different standards isn’t just confusing, it is wrong. Why would you trust someone at work that you know to be a conniving liar in his or her personal life? And why would you allow something that you know is wrong to happen at work? One psychologist calls it the normalization of deviance: making it acceptable to do at work what is wrong to do outside work. Leaders work hard to create what I conversely call the “normalization of integrity.” Without clearly defined values that are lived and observed by others, ethics slip dangerously.
5. OVEREMPHASIS ON GENERATIONAL DIFFERENCES.Not that long ago leaders often seemed to ignore generational differences. The pendulum has swung to another extreme. There seems to be a belief that everyone is so different we can’t effectively lead! Generations are different, and understanding those differences can provide effective tools for communication and collaborating better. At the same time people regardless of age share much in common: the need to belong to a winning team, meaning in their work, satisfaction in the jobs they do, and much more. Leaders must balance understanding and using differences and unifying their teams with shared interests and beliefs.
6. EMPLOYEE ENGAGEMENT.It is as important as competing for talent, a common dilemma according to my clients. One of the biggest myths I encounter is the belief that if you just get the best people on your team, your job is done. John Wooden wisely noted that he didn’t want the best players on his team. He wanted the players that made his team best. That points to the importance of engagement and teamwork. Talent is a start, but it is never enough. Divisive star players and disengaged genius are both liabilities. Good leaders find the best people and then focus on keeping them engaged.
7. LACK OF PREPARATION TO SUCCESSFULLY LEAD.My research shows that only one in four leaders feels prepared when they assume formal leadership positions. Leaders need to learn to lead before they get their marching orders, not after. And that isn’t accomplished just through books and coursework but through real world projects and assignments where leadership skills are developed. If you don’t give your team members a chance to lead before they become formal leaders, they will lack the skills and confidence to lead when they move into management.
8. BUSINESS MODEL INNOVATION.While speaking to a global technology company, I learned that their executives were more worried about innovation in business models than the impact of technology. A business model is the way a company makes money, and can be used defensively against competitors, to reinvigorate revenues in declining markets, or as a way of exploring new opportunities. Few business models are exempt from the need to be revisited and revised regularly. Business model innovation is increasing at lightning speed and may well be the single greatest high level business challenge leaders face.

Which of these challenges are you facing? And what are you doing to meet them head on?
Here’s a final thought: no challenge + no change = boredom. You might wish for fewer challenges than you currently face, but ultimately dealing with challenge and change is the essence of leadership.

Superstar sellers, unreliable incomes, infighting amongst staff, confusing metrics… the list of problems in the world of preneed sales can be exhausting. The world of preneed is full of myths, misnomers, and fake news. These things can foster unrealistic expectations, or worse, can create significant barriers for managers responsible for their preneed programs and for regular folks seeking a meaningful career in funeral sales.
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To find the solution, let’s take a look at the following formulas:

But let’s digress for a moment.

Most readers will have seen or heard of the movie Moneyball. The film dramatizes the real-world example of how, in 2002, the Oakland Athletics baseball team radically changed the traditional game of baseball by using statistics and mathematics (called sabermetrics) to scout and analyze players.

What they realized was that traditional methods of scouting relied heavily on biased or incomplete information. This led other teams to overpay players in the hopes of buying success. In contrast, the Athletics adopted sabermetrics to build formulas using quantitative analysis of different player abilities. By building the right formulas, they were able to put the right pieces together to build success. This new method translated to on-field success; the newly-built Athletics tied the longest winning streak in American League history, and clinched the 2002 American League West title.

How does this concept translate to preneed sales? To quote a line from the movie: “Your goal shouldn’t be to buy players (i.e., counselors), your goal should be to buy runs (i.e., appointments).”
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Using statistics and mathematics, a successful preneed program can be developed to reliably predict success and take the mystery and magic out of the game of preneed.

When developing a preneed team, many people are overlooked for a variety of perceived reasons: they’re too quiet, they aren’t motivated, funeral directors aren’t good at sales, etc. However, it is unrealistic to expect that one person can bring all of the necessary traits or skills to develop a successful preneed program. In the same way that the use of sabermetrics in Moneyball proved that a baseball team doesn’t need to have a superstar to win, the game of preneed doesn’t need to have a superstar seller to be successful.
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Once you have figured out your closing percentage, you can safely estimate the number of appointments you need to book to reach your goals. This formula looks something like this:

This means that if you have an 80% closing percentage and your goal is to sell 200 contracts, you need to book 250 appointments to meet your goal.
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Working backwards, you then need to know how many calls you need to make in order to book those 250 appointments. This can be tied to your call conversion percentage, which can be calculated by using the following formula:

Using these formulas, or designing your own, can reap huge benefits for your organization. Using a reliable and consistent approach will put an end to the “feast or famine” results that are often seen when working campaign to campaign. Year after year, your contracts and volume will stabilize and your success will become much more predictable.

For more information on how “hacking your process” can improve your preneed business and help the families you serve, check out my session “The Art (and Science!) of Creating a Successful Preneed Program” at this year’s CANA Preneed Summit!

As of 2017, the Millennial generation filled the majority of positions in the US workforce (35%), more than both the Baby Boomer (25%) and Gen X-ers (33%). It is predicted that by 2030, Millennials will hold 75% of the roles in the death care industry, a very large increase in a very short period of time.
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As baby boomers retire, they take decades of experience and honed knowledge, skills, and abilities with them. Young professionals, even with all their energy and excitement, cannot immediately replace the decades of experience of your senior staff. The upside is that these incoming employees won’t carry years of pre-conceptions and assumptions about their community, which will make their onboarding and training that much easier. The downside is that it takes time and well-thought out training programs to get new recruits up to speed.

The US cremation rate passed 50% for the first time in 2016. We can officially say it – cremation is the new tradition. As consumer preferences have changed, the knowledge and skills required from funeral directors to work with consumers has changed as well. As an employer, it means you require specific sets of skills in your employees and expectations for their experience and training. It requires innovation.
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Our hard-working schools provide the education, but they can’t make a professional – only experience and guidance can do that. This component is why so many states and provinces require apprenticeships before licensure as well as continued education to maintain licensure. A mid-career professional considering their advancement can’t return to school easily, so they must rely on CE providers to address the gaps. In a previous blog post we talked about how to assess the quality of a learning experience, but how do you assess the importance of the topic presented? In this cremation-focused world, how can you know you’re getting the latest in industry education to meet the current needs of your community?

What makes someone successful at their job? How do we evaluate staff to assess their skills? How do you know you have a solid base of knowledge to build on as you move forward in your career? CANA is working to address the fundamentals of the profession as we know it today now that cremation is the new tradition.

Competencies are the foundation of every profession – these are sets of knowledge, abilities and skills that a person needs to be successful in their job. Competencies are used in many ways within each profession:

• Talent development programs should be heavily based on competencies and structured to teach foundational skills and knowledge first and build employees up to their highest level of performance to prepare them for advancement.
• Continuing education programs should always be tied to specific competencies, not developed by someone who teaches what THEY think needs to be taught. If a program isn’t teaching someone a knowledge, skill or ability needed for success then that program is a waste of time and money.
• Competencies are used for writing job descriptions to identify traits and experience that are important when hiring a new person.
• Succession planning, which is a huge topic right now as a significant portion of the profession prepares to retire, should include competencies. When evaluating which employees may be well suited to move into other positions, comparing their current competencies to those needed in the new positions will identify any gaps, which may need to be filled through education courses before promoting that person. Employees should never be promoted first and trained later. They should always be provided education and support to prepare them for the new role so they can step in and find success right away.
• Many professions offer certifications to recognize achievement of individuals in certain areas. The best certifications are based on competencies. Individuals must identify their own skill gaps, take education courses, read papers or books, practice doing certain tasks and any number of activities to help fill that gap. At the end, they have to demonstrate achievement of those competencies through rigorous testing that validates not only knowledge, but implementation of skills.
  • A few examples include the Human Resource Professional (HPR) designation from SHRM, the Certified Meeting Professional (CMP) designation from EIC and the Certified Professional in Learning and Performance (CPLP) designation from ATD.

The funeral profession is no stranger to competencies. For example, every seven years the Conference of International Funeral Service Examining Boards conducts a task analysis of the role of both funeral directors and embalmers in order to determine what content to test graduates on when they complete a funeral service or mortuary science program. Through this task analysis they ask practicing professionals about their daily jobs in order to determine what the common tasks are, and then they determine what you need to know in order to do those tasks.

After completing school, students generally complete an apprenticeship where they learn hands on skills to apply that knowledge learned in school. Once the apprenticeship is over, state and provincial agencies take over and monitor continued professional development through required continuing education. And that’s where CANA enters the lifelong learning continuum. As we look at competencies within our profession, CANA believes we could be doing more related to cremation.
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We can’t set employees up for success if we aren’t teaching them the knowledge, skills and abilities that are specific to cremation, particularly the employees who graduated many years ago, and have seen the profession rapidly changing around them. This is what we refer to as a skills gap – when only a limited set of the population has the needed competencies to do the job. And we see a big skill gap when it comes to cremation.

Fear not, CANA friends. After all, we are All Things Cremation. We have been diligently working to identify those cremation competencies and will be developing education programs and other resources needed to support employees as they work to achieve them. We can’t wait to share them with you. Be sure to attend CANA’s 100th Annual Cremation Innovation Convention with your staff where I’ll preview these competencies and talk about how to use them to support your employees and improve your bottom line — and earn some professional and innovative continuing education while you're at it. And watch for future blog posts where I explain the process we go through to identify competencies.

As we lay 2017 to rest and get used to writing 2018 on our paperwork, we asked a few CANA members what resolutions they have for 2018 and each said the same thing: I don't believe in New Year's Resolutions.

Instead, they strive to improve the performance and service of their company throughout the year by supporting their staff's professional development, by protecting the safety and well-being of their operators and their image, and by caring for themselves and their colleagues the same way they care for our communities everyday. These goals aren't something we can do in one day, but something we can continue to strive for throughout the year.
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So from our experts to you:

I don’t do New Year’s resolutions. When I’m motivated over a topic, I make a commitment and set timelines for accountability to follow through, timelines for myself included. These timelines may or may not coincide with January 1st.

As much as I’m flattered to be asked to contribute to CANA’s Cremation Logs and make recommendations for staff training in the new year, I’m not even sure I know what “improving staff training” means. I also flinch at the word “training” – I think we train dogs and we educate people.

Heck, for some employers, any training would be perceived as an improvement. My guiding principle, from the book Good to Great, is that you get “right people on the bus and wrong people off the bus.” If the wrong people snuck on the bus, either by acquisition of a firm, marriage to a relative or simply a wrong hire, then no amount of training will change the person. Instead, you need to do some top-grading and weed out the low performers.

Great people in end-of-life care sincerely want to do all they can for a family in grief. Every year they want to enhance their skills to serve. They want to be the very best informed and most knowledgeable caregiver they can possibly be. If those are not obvious traits, than the wrong person is on the bus!
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Top-grading is probably an excellent resolution. The right staff will rise to the top and the opportunities for improvement will be natural. The problem is, it may start with the owner – it’s up to management to decide what talents they need and what skills they’ll teach or have others teach for them by sending staff to appropriate seminars and continuing education.
In the end, the words don’t matter if there is no downside to refusing to be enlightened – make sure the right people are on the bus and get the others off. Not just January 1st, make a point of doing this continuously.

Generally, I think New Year's resolutions are ridiculous. We try to solve all of our perceived problems at the stroke of midnight only to fail miserably, usually before Valentine's Day. The key to true success is to declare broad-based, realistic resolutions and work on them all year long. Baby steps, if you will. For instance, a cremationist could resolve to focus on improving three important facets of cremation operations: safety, the environment, and the public’s perception of a crematory.

So, for 2018, repeat after me: "I resolve to be an even better cremationist by working to improve Operational Safety, Environmental Impact, and Public Perception regarding cremation.
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Working on these three goals in progressive steps will be much easier to accomplish than resolving to “never leave the crematory during the cremation,” because we know that there will be times that, sooner or later, this will happen. Then, you will feel defeated and risk scrapping the whole thing. Instead, implement the following procedures throughout the new year. Here are a few examples of things that will help to succeed with your New Year’s resolution.

1. Improve Operational Safety: Don’t bypass or short-cut the cool-down step of the process. If your equipment is meant to cool-down between cremations (and most are) you should never bypass this to rush the process. Typically, operating procedures call for a cool down period between cremations to approximately 600ºF before the chambers can be safely swept out. Waiting until the unit is cool to perform the next cremation also helps prevent premature ignition as you load the next case — which can be extremely dangerous. Waiting can also help to prevent a “run away” cremation; the cremation is better controlled with less heat at the start, and the likelihood of overheating is decreased. And remember, regardless of the unit, operators must always wear personal protective equipment to safeguard against harm from the heat.
2. Reduce Environmental Impact: No matter how new and advanced your equipment is, failure to operate it properly can and will produce hazardous emissions and harm our environment.
   1. Scrutinize. Examining the materials included with the remains assures operator safety and reduces the volume of pollutants released into the atmosphere. Often friends and loved ones will place objects in the casket as a token of remembrance or as a personal gesture. Items like stuffed animals, picture frames, bullets, plastics, etc., are not meant to be cremated and could damage the unit, cause unnecessary toxic pollution, or even compromise the safety of the operator.
      NOTE: In some parts of North America, the operator is not legally allowed to open the casket prior to cremation due to regulatory laws. Confirm compliance with all relevant laws and take reasonable action to ensure the safety of yourself and your community.
   2. Any new policy implemented in effort to improve operator safety and improve environmental impact will help to paint cremation in a better light with the public. News stories that feature cremation fires or YouTube videos that show dark billowing smoke being emitted from a cremator stack do more harm than just to the environment and the safety of the operator. They tarnish our credibility and creates a negative perception with the public.
3. Improve Public Perception: The easiest resolution is to assure that your facility is always clean and tidy. As cremation becomes even more popular, so will the public’s desire to visit crematories before deciding on which firm to use, which will increase your visitation and witnessed cremation services. Open and clean facilities with an engaged and knowledgeable staff are going to win every time. Clean your place daily. Wipe up any spills with a sanitary solution of 1:10 bleach and water as they happen. Sweep the floors and mop as appropriate. Dust off all surfaces on a regular basis. Treat your crematory like a funeral home is treated. It should be a showplace just as nice as any other room in your business.
4. Resolve to get CANA Certified: Even if you are not an actual operator, the knowledge, information, and insight presented at a CANA Crematory Operations Certification class will not only improve the safety of your operation, our environment, and public perception, it will improve the service of funeral professionals toward their families.

As a fellow cremation professional and so-called expert, I will join you in the resolution to implement strategies and programs to help increase the safety of the crematory operator, lessen the environmental impact of cremation, and to continue to educate the public with facts, science, and emotional realities, all in the hopes of improving their perception of what goes on inside a crematory. Happy New Year!

Ours is a difficult job. We meet people at the worst moments of their lives and guide them through this period of initial hurt until their mother, child, grandfather, loved one is laid to rest. And then we say goodbye. They continue on their grief’s journey, we take the next call. Our journey stops, or never stops as the phone keeps ringing, without any satisfying conclusion.

So in 2018, I want us all to make a New Year’s Resolution to take better care of ourselves.
I need to take my own advice here. We are too often a profession in which we put others’ needs before our own. This work selects those who have so much to give and who are determined to carry on through terrible situations. We continually respond in a professional and dignified way to national tragedies, horrific accidents, or acts of violence and serve our communities while grieving ourselves while our own family awaits our return.

We must take care of our mental and spiritual health and watch for warning signs in ourselves and our colleagues. We must know when it’s enough and when to reach out and ask for help. That may mean reaching out to a colleague for help with a difficult case, or for professional help to avoid or cope with a breakdown. Yes, was as death care providers can hurt too.
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Your network inside the profession, your social groups outside, your hobbies and passions, your family and friends all serve important functions to ground you in life when our career surrounds us is death. This year, let’s resolve to celebrate these groups, to take stock of our physical, mental and spiritual health, and to reach out to others when we need it or we feel they do.

Ernie Heffner shares 40+ years of professional funeral service. He has a diverse background in the operation of end-of-life care related enterprises including funeral homes, cemeteries, a monument company, 10 funeral business relocations and 5 new replacement facility constructions. Ernie has received national recognition and has been a featured speaker on numerous occasions for a variety of state and national industry organizations, related industry organizations as well as his local public speaking engagements for community education.

Larry Stuart is a graduate of Kent State University and is a past member of the Board of Directors of the Cremation Association of North America (CANA) as Supplier Liaison. Through his experience Larry has seen first-hand the negative impact that poor crematory maintenance and improper operating procedures can bring about. Larry has spoken at numerous industry events and has conducted crematory operator training classes across North America with a mission to advance the safety of cremation facilities and their employees and to more positively impact our community and our environment.
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Michael Sheedy has been a funeral director for over 20 years and currently serves as President of the Board of Directors for the Cremation Association of North America (CANA) and is a member of the Ottawa District Funeral Association. In his tenure with Pinecrest Remembrance Services, he has been part of the creation of Ontario’s first full service facility with onsite visitation and receptions.