Every funeral home owner has faced it—that uneasy realization that valuable leads are slipping through the cracks. You’ve spent time and money on marketing campaigns, from digital ads to community events, and while you’re reaching the "low-hanging fruit," you still have drawers full of leads who never get a follow-up.

It’s a frustrating cycle. You’re seeing a minimal return on your marketing investment, but it’s not just about lost revenue—it’s about missed opportunities to help families. Each lead represents someone who reached out for guidance and support.

So, how do you break free from this cycle? The answer lies in reimagining preneed not just as a collection of separate tasks but as a fully integrated system that maximizes the quality and potential of every lead.

If you're like many funeral homes, walk-ins and call-ins form the bulk of your preneed business. Most of these families are choosing you for good reason. They’ve often already built a relationship with your brand, and they both know and trust your funeral home.

These are obviously very important families to focus on, and you’re right to nurture them. But the truth is they would have likely chosen your funeral home anyway. To grow and expand your market, it’s important to prearrange new families—those who may not be familiar with your brand or may be undecided about their chosen funeral home.

This is where the shift to proactive preneed becomes so critical. It’s not just about marketing and setting appointments with the people who know and love you. It’s about expanding your reach, building relationships with new families, and giving them the education and clarity they need to choose your funeral home.

Relying on walk-ins and call-ins is like playing defense—it’s safe, but it’s not scalable. To truly grow your business, you need an offense—a proactive system that builds connections with new families and turns them into loyal customers.

Consider this: depending on the size of your market, there are likely hundreds if not thousands of families in your serviceable area who are interested in prearranging a funeral. They may not be quite ready to take the next step and set an appointment, but a proactive approach to preneed allows you to develop a relationship starting today.

In other words, by reaching these families through proactive marketing, personalized follow-ups, and education, you’re creating a bridge from "undecided and unaware" to "excited and eager to act."

As you probably already know, consumer preferences are shifting faster than ever. 29% of the population today are religiously unaffiliated, meaning they no longer identify with a specific religion, and communities are changing as people move away from their hometowns.

It used to be that our profession could rely on our institutions and communities to build the value of a funeral as a meaningful source of ritual, ceremony, and gathering. But today’s shifting preferences have reduced this built-in value. Families still want to honor their loved ones, but they are less aware of their options.

Being proactive allows you to change this. You get to fill the shoes that our institutions and communities once filled. Not only can you help families understand the full range of options available and shift their perspective early on, but you can also share the value of a meaningful funeral experience and its importance in helping their loved ones heal.

A lot of people think active preneed comes down to active marketing—sending out direct mail campaigns, running social ads, and holding community events. But while that is a critical piece of running a healthy program, it’s only part of the equation.

When you generate quality leads through marketing, you see who is interested in learning more. Real growth comes from what happens next—your ability to nurture that interest, keep families engaged, and inspire them to take action.

Without an interconnected system or clear plan of action, it’s easy for these leads to slip away. Maybe one person on your team is doing all the follow-ups, but they’re stretched too thin. Or perhaps everyone is "pitching in" on follow-ups, but no one is 100% accountable.

This "all hands on deck" approach often leads to confusion and missed connections. The ball simply gets dropped. To keep it moving forward and consistently prearrange more families, you need a way to create a next step for every lead—and then a framework for tracking, measuring, and managing each of those steps.

At the heart of preneed should be a commitment to delivering exceptional experiences. Think about how transformative it is for a family to walk into your funeral home after a loved one’s passing and realize that everything has already been taken care of. Stress levels drop, the focus shifts to healing and connection, and your team can focus on providing personalized, compassionate care.

That’s the result of a great preneed experience—and it’s something that can start long before a family’s time of need. By providing a consistent, personalized, and proactive preneed experience, you’re building brand loyalty and creating families who will be fans of your funeral home for years to come.

A proactive approach to preneed ensures that every family, from the moment they first see your marketing message to the moment they finalize their plan, has a seamless and supportive experience.

But this takes a lot more than flipping a switch. Here are a few key steps that will help you unlock your preneed potential. 

To sustain a growing preneed program, it’s important to be proactive and keep everyone accountable. Every lead needs a next step, and each of these steps needs to be measured and tracked.

This was one of the first things we realized when we developed ProActive Preneed®. Our system is designed to connect every piece of your preneed pipeline and give every family a clear path forward.

Being proactive should not only generate more quality leads for your funeral home, but it should also result in more quality preneed appointments, more prearranged families, and strong relationships that last.
Learn more about ProActive Preneed® at precoa.com

Tyler Anderson is senior vice president of business development at Precoa, a preneed company that helps hundreds of funeral homes prearrange more families and grow their markets. Born and raised in the funeral profession, Tyler appreciated the importance of ceremony, ritual, and gathering from an early age. Tyler’s grandfather started his first funeral home in 1944 and the Anderson family continues to own and operate firms in the state of Ohio today. Tyler began his preneed career as an advance planner, then regional sales manager with The Outlook Group, which his father, Charles, founded in 1985. Later, as CEO and President (2010-2016), Tyler helped Outlook Group become one of the nation’s top preneed companies. His unwavering passion to help more families experience a meaningful service fueled his decision to unite with Precoa in 2017. Today he continues to be passionate about sharing a new vision for preneed that helps more families across the country experience a meaningful funeral service. Tyler lives in Portland, OR with his wife, Jana, and daughter, Noemie.

The winter season extends from December through February and will be here before you know it bringing the potential hazards associated with winter with them. According to the National Oceanic and Atmospheric Administration (NOAA), snow forecasts are generally not predictable more than a week in advance. So, it is not too early to prepare your business for winter weather events – even if you currently see blue skies and not a snowflake in sight.

“BUT WAIT!” you may think, “Aren’t I on the CANA blog? Why are they talking about the weather?” My response is – to keep your employees safe and your business protected from the cost of safety violations. Because that is what we do at Regulatory Support Services for CANA Members and the funeral profession. We want to remind you to be prepared for the effects of winter, particularly as NOAA predicts some areas of the hemisphere to feel colder and snowier than last year. Read on.

Although the Occupational Safety and Health Administration (OSHA) does not have specific standards which cover working in cold temperatures, employers have a responsibility to provide employees with a working environment which is free from recognized hazards, including winter weather related hazards, which are likely to cause death or serious physical harm to them (Section 5(a)(1) of the Occupational Safety and Health Act of 1970). Here are 8 ways you can prepare your employees for the winter weather ahead:

Cold stress refers to environmental conditions (e.g., air temperature/humidity, windchill temperature, rain, and inadequate clothing for protection) in which body heat is lost to the environment at a rate that is faster than the body can produce heat. When the body is unable to warm itself, serious cold-related illnesses and injuries may occur, and permanent tissue damage or even death may result. Examples of cold stress include trench foot, frostbite, and hypothermia.

Cold stress and its effects can vary across different areas of the country. In regions that are not used to winter weather, near freezing temperatures are considered factors for “cold stress.” Increased wind speed also causes heat to leave the body more rapidly (wind chill effect). Wetness or dampness, even from body sweat, also facilitates heat loss from the body. OSHA provides a guide – Cold Stress Safety and Health Guide – which expands upon these topics and can assist in the recognition of cold stress and actions that can be taken to address it.

Use the resources made available to you to train your employees to respond effectively to the onset of cold stress including topics outlined below:

• How to recognize the symptoms of cold stress, prevent cold stress injuries and illnesses
• The importance of self-monitoring and monitoring coworkers for symptoms
• First aid and how to call for additional medical assistance in an emergency
• How to select proper clothing for cold, wet, and windy conditions
• How to navigate winter weather related hazards such as slippery roads and surfaces, windy conditions, and downed power lines
  

Safe work practices which can be implemented by employers to protect employees from injuries, illnesses and fatalities include:

• Providing employees with the proper tools and equipment to do their jobs
• Developing work plans that identify potential hazards and the safety measures that will be used to protect employees
• Scheduling maintenance and repair jobs for warmer months
• Scheduling jobs that expose employees to the cold weather in the warmer part of the day
• Avoiding exposure to extremely cold temperatures when possible
• Limiting the amount of time spent outdoors on extremely cold days
• Using relief employees to assign extra employees for long, demanding jobs
• Providing warm areas for use during break periods
• Providing warm liquids to employees
• Monitoring employees who are at risk of cold stress
• Monitoring the weather conditions during a winter storm, having a reliable means of communicating with employees and being able to stop work or evacuate when necessary
• Having a means of communicating with employees, especially in remote areas
• Knowing how the community warns the public about severe weather: outdoor sirens, radio, and television
• The National Oceanic and Atmospheric Administration (NOAA) provides multiple ways to stay informed about winter storms. If you are notified of a winter storm watch, advisory or warning, follow instructions from your local authorities: NOAA Weather Radio
  

Dressing properly is extremely important to preventing cold stress. An employee should wear:

• At least three layers of loose-fitting clothing
• An inner layer of wool, silk or synthetic (polypropylene) to keep moisture away from the body
• A middle layer of wool or synthetic to provide insulation even when wet
• An outer wind and rain protection layer that allows some ventilation to prevent overheating
• A Knit mask to cover face and mouth as is appropriate for the situation
• A Hat that will cover both ears and will help reduce the loss of body heat
• Insulated gloves to protect the hands
• Insulated and waterproof boots to protect the feet
  

Employers must provide personal protective equipment (PPE), for example, fall protection, when required by OSHA standards to protect employees’ safety, and health. However, in limited cases specified in the standard, there are exceptions to the requirement for employers to provide PPE to employees. For instance, there is no OSHA requirement for employers to provide employees with ordinary clothing, skin creams, or other items, used solely for protection from weather, such as winter coats, jackets, gloves, parkas, rubber boots, hats, raincoats, ordinary sunglasses, and sunscreen. However, depending on the employee’s assigned responsibilities, many employers provide their employees with winter weather gear such as winter coats/jackets and gloves.

Learn more about PPE requirements and how to design an effective PPE program: Personal Protective Equipment.

This may seem obvious, but it must be mentioned. To prevent slips, trips, and falls, employers should clear walking surfaces of snow and ice, and spread deicer, as quickly as possible after a winter storm. In addition, the following precautions will help reduce the likelihood of injuries:

• Wear proper footwear when walking on snow or ice is unavoidable because it is especially treacherous
• Wear a pair of insulated and water-resistant boots with good rubber treads should be worn for walking during or after a winter storm
• Take short steps and walk at a slower pace to optimize reaction time when it is necessary to quickly respond to a change in traction while walking on an icy or snow-covered walkway
  

OSHA has prepared a guide to safe snow removal. You can find it here: Snow Removal: Know the Hazards (osha.gov)

Regulatory Support Services encourages you, at this time, to review your winter weather plans, assure your employees are properly trained, and determine whether the supplies and equipment needed to protect against winter hazards are available to you and your employees. Contact us if you need assistance in reviewing your winter hazards plan or would like additional information to assist you in enhancing your plan for protection. Stay warm. Stay safe.

Suppose you run a small business that handles personal health information (PHI), personally identifiable information (PII), or payment card information (PCI). In that case, you need to be aware of the cybersecurity risks that you face. Cybercriminals are constantly looking for ways to steal, compromise, or destroy your data, and they often target small businesses that have fewer resources and security measures than larger organizations.

The cost of a data breach for a small to midsize business (SMB) can be substantial. On average, a data breach costs an SMB around $217,000 per incident per the Garter® Top Trends in Cybersecurity for 2024. This figure includes immediate financial impacts such as legal fees, fines, and remediation costs.

However, the hidden costs can be even more significant. For example, the average cost of lost business due to a data breach is $1.52 million. This loss stems from eroded customer trust and the potential exodus of clients, which can be catastrophic for businesses that rely on a loyal customer base.

Additionally, operational disruptions, productivity losses, and data restoration costs add to the financial burden. For instance, downtime can cost SMBs an average of $8,000 per hour.

Given these high stakes, investing in comprehensive cybersecurity measures is crucial for protecting against the costs and disruptions of a cyberattack.

Some of the most common cyber threats that small businesses face are:

To reduce the cybersecurity risk for your small business, you should follow these best practices:

The loss of talent is one of the biggest challenges organizations face. In a competitive job market, managers can help ensure stability by intentionally creating a culture that people will be more likely to stay in. And, contrary to what is often assumed, it does not have to cost a lot of money.

Here are 10 ways managers can create a culture people will want to join and thrive in: 

Denise Reid and Martha Webb-Jones provide consultation on Human Resources policies and processes through Raven Plume Consulting. The mission of Raven Plume is to change the way people think about funeral service by sharing knowledge and expertise with funeral home and crematory professionals, clients, and the public.

With Cremation Strategies & Consulting, part of Raven Plume Consulting, you can get a discount in developing your SOP Manual and reduce liability, improve employee training, and ensure operations are done correctly, efficiently, and consistently. Available free to CANA Members, the Crematory Management Program provides step-by-step instructions to build a Standard Operating Procedures Manual with the help of experts. Not a member? Learn more about why CANA keeps growing!

The death care business and advertising have a tenuous relationship. Part of it is not merely a scarcity mindset, but a scarcity reality: when my ad dollar can’t grow the market and has questionable likelihood of growing market share, I have to wonder if there are better investments. And, especially in an environment where the words “inflation” and “recession” (let alone “post-COVID slowdown”) are inescapable, many firms are looking for places to save a buck or two.

While fearfulness doesn’t make for good management, preparedness does. Business owners are (and should be) thinking about how to batten down the hatches should the need arise. Even if it all comes to nothing, it’s good to have a plan.
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In my firm’s quarter-century, our clients have frequently been faced with the need to trim their ad budgets during tough economic times. The solution ain’t what it used to be.

There was a time when I coached clients to stay the course. For years I’ve told a story about a friend who owns a local cigar shop. In 2008, during the Great Recession, he invested heavily in his company, moving into a larger location, opening an affiliated lounge, and expanding his inventory. Looking back, he says that if he had taken a defensive stance, his business would have faltered instead of growing as it did. I’ve used that as an illustration of why it’s a good idea to maintain or even increase your marketing budget through recession. But here’s the rub: my friend didn’t invest in promotion. He invested in his place.
Place is an often-neglected pillar of the four Ps of marketing, but it’s as much a part of marketing as the other three. Ad agencies tend to focus on promotion — paid advertising and its cousins — to the exclusion of all else. That’s like tying two arms and a leg behind your back, especially when you’re trying to squeeze every return you can out of limited marketing dollars.

Consider this: would you rather get a thousand people to check out your business, only to discover that it’s run down and outdated, or have ten people engage with it and be instantly impressed by what they see? Advertising has its role, but it’s only one aspect of a well-rounded marketing plan.

This is especially true these days. Place is a high-ROI investment, and in 2023 it goes well beyond the physical. It includes your digital footprint as well, and for most funeral homes that’s a strategy that is far underleveraged.
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Why? Because we tend to think of marketing as a funnel. Begin at the top, the thinking goes, and cast a wide net to a large number of people, hoping some fraction of them engage with you. Then work to convert some fraction of those people. Then do your best to keep some fraction of those people as repeat customers. Digital strategies that focus too heavily on AdWords and SEO are simply applying this old thinking to new tactics.
But it’s hard to make that math work in our favor.

Our lowest hanging fruit is the customer base we keep (by the way, this applies to staffing, too, which is important to note during a labor crisis). The more we focus on building our offerings around it, the stickier (and more successful) we’ll be. Thus, we should begin at the bottom of the funnel, focusing on retention before all else.

​Only then should we move up a level, to conversion. Is your physical space attractive and conducive to winning new customers? Is your website relevant and effective to those who are unfamiliar with you? Are your products and services priced correctly? These are questions more of strategy than spending (though the one should follow the other). Better to reach fewer people who will all become fans than to reach more people who will be disappointed.

Assuming those two are in order, next up is engagement. This is where the digital-as-place strategy comes fully into play. Say you’re a retailer. People might come into your store ready to spend, or they might just be window shopping, but either way, they’re checking you out and trying to decide if what you offer is what they need. Their behavior in the digital universe is no different. It’s not a place to cut corners, nor is it a place to design around your own tastes, preferences, or ego.

Everything you do to engage prospective customers, online and off, should be carefully calibrated to their interests. Imagine if a retailer managed its storefront the way the average business manages its digital outreach: “I don’t have time to think about it right now,” or “We tried banner advertising five years ago and it didn’t work,” or “Yeah, I don’t understand that stuff, but we hired Kayley to handle it for us. She’s a Millennial.”

Here’s where you should also be wary of impressive-but-vague promises of Search Engine Optimization (SEO) vendors. I’ve had numerous clients tell me they have a vendor who handles SEO for them, but I have yet to hear any of them articulate what’s actually happening or what return they’re getting for their investment. SEO is only one piece of your digital space, alongside UX, Google My Business, content development, social media management, programmatic advertising, and more — in the same way that a physical building is comprised of plumbing and framing and roofing and electrical. Without a general contractor and a blueprint, the specialists won’t give you the space you’re hoping for. In the same way, every component of your digital presence must be coordinated around a unified objective, prospect profile, and brand identity.

Finally, working our way up to the top of the funnel, there’s attraction. If you’re forced to cut advertising in the face of a recession, this is where to do it. The obvious caveat here is if advertising works, a brand that neglects it does so at its peril. But in a moment of austerity, if you have to cut something, it’s better to prioritize, and cut first the places you will feel it last. Still, that doesn’t mean you won’t feel it at all. Cuts to an advertising budget are not without consequence.
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If you are not investing in building awareness and preference for your brand, awareness and preference will decline. This is especially important to remember because the nature of these declines makes it easy to convince yourself they’re not happening. There’s usually a lag of at least one or two years, which is why you will run into people at a coffee shop who tell you they just saw an ad you haven’t run in six months. Eventually, however, the lag catches up with you, and your company will feel the impact. Still, that’s a very different thing from saying you can’t cut spending. Even though there are plenty of reasons not to, cutting your attraction budget might still be the right thing to do if your company is on the ropes.
The most important thing during challenging economic times — at any time, for that matter — is to ensure that your brand’s house is in order. To reference the familiar parable, retention and conversion are “big rocks” that must go into the jar first. And they usually go hand in hand with your place, both digital and physical. Advertising is important, but it’s the sand that goes into the jar last — if you put it in first, you won’t have room for the other investments. Start at the bottom of the funnel and work your way up.

Do you know your clients or customers? Do you know exactly what your brand represents to them? Are you executing with excellence? Are your internal dynamics healthy? If a casual observer visited with your executive team, would they believe that your leadership is aligned and confident? If the answer to any of those questions is “no,” or even “I’m not sure,” that’s the place to start (here’s a  tool  to help you quickly and efficiently find out).

It’s tough to do surgery on yourself. Some of these decisions are best made with the help of professionals. But it’s even tougher to go under the knife of multiple surgeons at once. Marketing is an increasingly fragmented discipline, with dozens or even hundreds of specialists each representing their viewpoint of the world. That’s why having your own viewpoint — and an integrated marketing strategy that delivers on it — is vital. Without it, you will be continually tugged here and there and nothing will have a chance to work.
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Rather than a blanket cutting strategy (10% reductions on every line item), it’s vital to make the right cuts, in the right places, so as to minimize the long-term consequences. Handled properly, the effects of a temporary reduction in your advertising budget can be offset by improvements down the funnel. By prioritizing and aligning your efforts, it’s possible to weather adverse conditions and emerge stronger than ever.

During the multiple heat-related illness cases relating to the United States Postal Service (USPS), the Occupational Safety and Health Administration (OSHA) was able to establish extreme heat being a major workplace hazard. However, the agency neglected to provide effective abatement techniques in the case.

Due to this, the Occupational Safety and Health Administration Review Commission (OSHRC) supported the decision made by the administrative law judge to vacate citations in all but one case.

These citations were related to seven employees working during the summer of 2016 in five cities. Every letter carrier experienced illness when they were out delivering mail in the extreme heat and had to get medical treatment. OSHA claimed that six of these workers became ill due to excessive heat. Five citations were filed against USPS for these alleged violations.

The Administrative Law Judge (ALJ) vacated the five citations after finding that OSHA neglected to prove the workplace conditions were hazardous and that effective and feasible measures were accessible to abate the conditions.

In four cases, the OSHRC agreed the agency established that the extreme heat conditions posed a hazard for the workers under the general duty clause but found the abatement suggestions OSHA made for the hazardous conditions for these cases fell short.

For the fifth one, the OSHRC found that USPS indeed neglected to offer proper heat-related illness training to the supervisors. Therefore, this case was remanded for additional review.

According to OSHA, the USPS was in violation of the general duty clause as it failed to implement a proper program to manage exposure to extreme heat. Thus, OSHA suggested the following measures:

• Rest and work cycles
• Employee monitoring and emergency response plans
• Monitoring USPS data on heat-related illnesses among employees
• Decreasing the outdoor time of employees
• Equipping delivery vehicles with air-conditioning
• Acclimatization
• Providing heat-related illnesses training

However, the USPS proved that it was already following most of these measures or was already in the process of implementing them.

This recent incident highlights the significance of a detailed heat illness prevention plan. Employers must not only have a written plan implemented but also provide sufficient training to their workers. Based on guidance provided by OSHA, supervisors must be trained to:

• Identify heat hazards and control them
• Spot early signs of heat illness or stress
• Provide appropriate first aid
• Quickly initiate emergency medical services

Aside from this, the guidance also recommends employers create a heat illness prevention plan that:

• Those employees returning from a break or new employees are acclimatized and gradually build up to work a full day in the heat
• Temperature and work exertion levels are monitored, classifying levels of physical exertion as heavy, moderate, and low
• Employees are provided easy access to water and have sufficient water to stay hydrated, along with proper breaks to rest
• Shades are installed to ensure employees can rest, or cooling systems or air conditioning is provided if feasible
• The buddy system should be implemented to encourage workers to monitor each other for heat-related illness symptoms
  

Training must be provided to workers to spot stages and signs of heat illness, steps to report them, provide appropriate first aid when needed, and understand how and when to get emergency medical assistance.

Hold onto your smartwatches, folks. Here comes a potentially scandalous statement:
Not everything in our lives benefits from being Uber-ized or given the "there’s an app for that" treatment. Case in point? Deathcare sales.
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Yes, I know. In an age where even our refrigerators have Wi-Fi and Alexa can tell you a joke when you’re feeling down (though, let's be honest, some of her jokes are rather... refrigerated), here I am, diving into a topic that might make some tech enthusiasts raise an eyebrow. "Whoa, is she really about to go there? Bold statement, Altenburg!"

End-of-life planning is far from your average purchase. It's not about snagging a deal during a Black Friday sale or choosing between iPhone models. We’re diving deep into the realms of mortality, legacy, and the deep love we have for those we’ll someday leave behind.

So, before you start building holograms of funeral planners or virtual reality cemetery tours into your business plan, remember: this purchase is driven by raw, unfiltered emotion, not by how snazzy the tech might seem.

Allow me to share a true story of a top-selling Counselor who for years rode the crest of success but this year, got a little too cozy with his tech gadgets. He crunched the numbers and thought, "Why settle for three face-to-face meetings in a day when I can chat with 15 people electronically in the same timeframe?"

He took the plunge. Instead of his usual in-person consultations, he dove into emails, texts, and Facebook messages. From 15 weekly face-to-face presentations, he plummeted to less than five, so that he could focus on his electronic 'presentations', which shot up to over 60 per week.

He was presenting to more people than he had before… So he sold more and earned more, right?

Wrong.

It wasn't a mere dip in sales; it was what I would refer to as a screeching halt. His stellar five-figure contract average came crashing down to below two grand, and his average contracts-written-per-month decreased by 60%.

If you’re a commission-based salesperson, you probably felt the punch in your gut just reading those statistics.

The Counselor wasn’t just broke, he was genuinely perplexed. "These families seem so interested in our emails," he'd lament during our meetings. "Why don’t they finalize things? Why aren’t they following through?"

In his quest for efficiency, our Counselor had become just another blip on the digital radar, another ping among the ceaseless barrage of notifications that his potential clients received daily.
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Gone was the opportunity to really understand them, to discover the stories behind their eyes, or to grasp the weight of their decisions about end-of-life care. In eschewing face-to-face interactions, he'd unknowingly snuffed out the chance for genuine human connection. With this disconnect, the emotional motivation that once drove his clients to act in the best interests of their loved ones evaporated.

With everything from our toasters to our toothbrushes getting smart upgrades, it's certainly easy to be sold on the idea that tech is the magic pill for all industries. And yes, Zoom meetings, e-signatures, and digital brochures have their perks.
But, beware of the digital rabbit hole.

Where a new smartphone, car, or astronaut-designed pair of sneakers might be sold through slick online ads, the intricacies of deathcare sales need a different touch.
Something warmer.

More human.

There's no app that can replicate the comfort of a reassuring hand on the shoulder, the understanding in a compassionate gaze, or the vulnerability shared in a heartfelt story by an end-of-life expert and guide (ahem, that’s you).

Face-to-face discussion is the arena where the magic happens in our field.
These interactions allow for that deep emotional connection; they keep the focus on the very human reasons for end-of-life decision-making, and frankly, we’re short-changing ourselves and the families we serve by utilizing technology as a shortcut around true connection.

Okay, tech aficionados, before you start hurling virtual tomatoes at me, let me be clear: Technology isn't the enemy. Heck, it’s pretty darn useful. And yes, I use it too! Organizing schedules, maintaining client records, sending reminders – these are areas where technology shines. The trick is to ensure that it complements, not replaces, the human touch.

Once clients step out of the cocoon of a heartfelt chat, the digital world with its pings, notifications, and endless scroll can swoop in, shifting their mindset back to cold, hard logic. And we all know that logic isn’t what leads end-of-life decision-making and planning… Emotion is.
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While tech might bring them to our door, it's the face-to-face relationship-building connection that seals the deal. The moment it becomes just a transaction, the essence of what we truly do becomes lost. In fact, logic and end-of-life arrangements can be like oil and water in our shiny-product-focused society.

Amidst the cautionary tales, it's essential to acknowledge technology's transformative potential. While it shouldn't usurp our personal touch, it can, without a doubt, amplify it. The trick? Let technology be the bridge, not the destination.

1. Meeting People Where They Are: An age-old sales mantra reminds us to "meet people where they are". In today's digitized age, that place is, unequivocally, online. However, while our prospecting might begin in the vast digital realm, our endgame shouldn't be a swift, impersonal "ka-ching" sale. Instead, aim for a resonant "ker-plunk" - a genuine sit-down, face-to-face conversation. By shifting our prospecting goal from sale to real conversation, technology becomes a tool to bring us closer to people, rather than an impersonal shortcut around them.
   
   
2. Scheduling Made Simple: Use automated tools to help clients effortlessly book and reschedule appointments, removing barriers and facilitating heartfelt conversations.
   
   
3. Engaging Teasers: Virtual cemetery tours or introductory videos can generate interest and lay the foundation for trust, setting the scene for deeper in-person interactions.
   
   
4. Prompting with Personal Touch: Automated reminders can be peppered with personal anecdotes or notes from prior meetings, reinforcing the human presence behind the tech interface.
   
   
5. Learning and Preparation: Glean clients' preferences and needs beforehand, ensuring that personal interactions are more tailored and impactful.
   
   
6. Digital Workshops and Webinars: Educate a broad audience about end-of-life planning. Such sessions often lead clients to seek personalized discussions for deeper understanding.
   
   
7. Virtual Face-to-Face: In-person meetings are our gold standard, yet sometimes geography intervenes. If a client is a drive away, make that trip. Be it their home, your office, or a quiet café corner. But when miles turn into lightyears, don't resign yourself to mere texts. A virtual face-to-face, courtesy of platforms like Zoom, trumps an impersonal interaction. It's a testament to the adage: "If you can't be there in person, be there in spirit (and on-screen)."

Striking the right balance between tech efficiency and human connection is an art. It's about ensuring that every digital touchpoint leads, not to a sale, but to a genuine human interaction. Because when it comes to deathcare sales, the most potent app on the market is empathy.

And if ever there was an industry that needed a personal touch, it's ours. After all, we’re not peddling sneakers or smart fridges here (although I wouldn’t say no to one that makes ice cream on demand). We’re dealing with the most profound of human experiences. Let’s ensure our approach is equally profound.
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And a final note to the tech gurus that are working so hard to sell their newest AI product as the easy sell: Just as tech conversations can't match the indelible mark of in-person heart-to-hearts, fling a digital tomato my way and you'll see it won't leave quite the same stain as a real one would. So, you'll have to book a face-to-face appointment with me to ensure that red blotch really sets in!

Imagine you’re at CANA’s 105th Convention in Washington, D.C., listening to a session you’ve been looking forward to for months. The presenter is known for their excellent communication skills. How do you picture this scene?
If we think about the three types of communication – verbal, nonverbal and written – then:

1. Verbal communication. When communicating verbally, you use your words and tone of voice to share information with others. If the speaker is a great verbal communicator, you might hear them clearly pronouncing their words, telling a straightforward story and emphasizing key points.
2. Nonverbal communication. Nonverbal messages include your body language, facial expressions, physical appearance and actions. If they are a skilled nonverbal communicator, you might see them dressed sharply, standing tall on the stage and pairing facial expressions and gestures with words.
3. Written communication. Written messages are text-based and communicate meaning when read. If they are a great written communicator, you might see their points clearly summarized in their presentation or read a concise and persuasive email recap in your inbox.

Just like this presenter, you can become a more skilled communicator by using verbal, nonverbal and written communication effectively.

So what are some key considerations when you’re working to improve your communication? Let’s look at the same types of communication again:

VERBAL

“HithankyouforcallingABCFuneralHomemynameisJames”

Their first response to that greeting might be along the lines of, “…um?” – not an engaging start.

When the ringing phone has interrupted something we’re doing, it can take a moment to shift gears. But you shouldn’t let your communications suffer for it. Pause and take a deep breath to ready yourself for the call. Adopt a warm tone and speak slowly and confidently to tell them you’re present and engaged. Your tone should match your message and make your first impression the right one. Not to brag, but I’ve often been confused for a pre-recorded message when I answer the phone. Sure, it means people often start pressing buttons in my ear, but I know they’re convinced of my professionalism!

NONVERBAL
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Even if you’re not paying attention, your actions will communicate meaning. Be aware of your gestures, facial expressions, clothing and body language. Pair these nonverbal cues with your words to make your message and meaning clear.
And even when you’re not actively communicating, your body can give the impression of attentiveness, interest and confidence. Try sitting up straight and keeping your body language open by uncrossing your arms and legs.
Still need to be convinced? Get a little help from Friends:

WRITTEN

​“Thnak you for meeting w/me today. I look foward to serving you famly.” 
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Even if you had a productive meeting with the client-family, you could ruin your credibility if you sent a follow-up riddled with errors. Always re-read before sending, keep communications brief but clear, and have a plan before you start writing so you remember everything that needs to be included.

Without thinking about it, funeral professionals might use jargon and euphemisms to be accurate and convey dignity and professionalism. Unfortunately, families often use different words, and this can lead to misunderstandings. When using verbal and written communication, take time to think about your phrasing and always use language the family is comfortable with.
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The difference between ashes and cremated remains is the most common example in cremation. While we use cremated remains to distinguish between chimney ash and the bone fragments following cremation – plus the emotional distinction between wood and a loved one – a family is less aware of what to expect.  Not to mention operational terms like first call and casket can require additional clarification and sensitivity to what clients know about funeral service. We don’t need to correct their language or word choice. We should mirror their language and, as appropriate, respectfully share the professional term to describe what they can expect.

By using these three types of communication more effectively, you can become a more skilled communicator. Here’s a helpful checklist of questions to ask yourself:

• Verbal: Am I speaking slowly and confidently? Am I staying on topic? Does my tone of voice match my message?
• Nonverbal: Does my body language and appearance match my message? Am I pairing my nonverbal cues with spoken words? Are my gestures open and friendly?
• Written: Did I plan out my writing? Is my message clear and concise? Did I proofread my work for correct grammar, spelling and punctuation?

The best part about practicing your communication is that you don’t have to wait until you’re at the arrangement table. You can see how approaching the check-out counter with an open expression and eye-contact changes the interaction at the register. You can cut back on your *darn autocorrect messages by taking that extra second to re-read before sending. Effective communication makes a difference throughout your life!

Ask any funeral director and he or she will tell you the same story plays out at their reception desk a few times each year. A middle-aged resident walks in holding a shopping bag and says, “My uncle just passed away and he had no children. I was cleaning out his house and found these urns on a shelf in his closet. I don’t want them in my house. What can I do with them?”

CANA’s 2022 Cremation Memorialization Research supports this. Nearly one in four U.S. households have human cremated remains in their homes. That’s 21.9 million families with parents, grandparents and extended family members who have not been memorialized in any permanent way. While around a quarter of these families have plans to relocate ashes outside their homes, many others have avoided conversations with loved ones about plans for their cremated remains and feel unprepared to make a decision. In addition, while the CANA study reveals that two in three respondents wish they knew more about permanent placement options, about half of these folks don’t know where to go to learn more.

To my mind, this CANA study says just one thing – there’s a tremendous opportunity for deathcare professionals to move cremation families from indecision to memorialization and permanent placement. Our Foundation Partners Group cemetery team has been working with our local funeral home and cemetery partners to reframe the discussion around permanent memorialization and the results are nothing short of amazing. Over the past five years, we have doubled the number of interments of cremated remains in our 22 cemeteries.
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How did we do it? It’s all about educating families, staying abreast of the latest products and trends, and thoughtful cemetery design. We’ll be sharing those strategies and tips next month at CANA’s 105th Cremation Innovation Convention. Please join me, our West Area Sales Manager Bryan Mueller and Dan Cassin, account executive for Merendino Cemetery Care from 10:30 – 11:30 a.m. on Friday, August 11 for our session, “Built to Last: How to Breathe New Life into Cemeteries.”

We encourage our teams to use every opportunity to discuss permanent memorialization. From our Foundation Partners cemetery pros, here are 10 tips to increase permanent memorialization awareness – and it’s just a preview of the useful information you’ll take away from our session:

1. Give cremation permanent memorialization information a prominent place on your website, in your arrangement space and in social media posts.
   
   
2. Design short videos, slideshows or animations showing various options for cremation memorialization and play them on a loop in your arrangement rooms and lobby.
   
   
3. Send regular emails to families you serve with relevant information, including grief resources, preplanning advice and options for permanent memorialization.
   
   
4. Discuss the negative aspects of keeping ashes at home, including possible damage, loss and chain of custody issues.
   
   
5. Reach out to cremation families multiple times following cremation to let them know it’s never too late to select a final resting place.
   
   
6. If your funeral home has a cemetery, have a cemetery advisor present to provide information and tours when families make immediate, imminent or preneed funeral arrangements.
   
   
7. Host special events year-round, including holiday commemorations and historic tours that give community members opportunities to visit the location and appreciate available options in a non-sales environment.
   
   
8. Reach out to veterans’ groups. Although honorably discharged veterans are entitled to placement in national veteran’s cemeteries, many have limited cremation options. Veterans placed in private cemeteries may be eligible to receive partial reimbursement for burial costs.
   
   
9. Actively seek testimonials from cremation families who selected permanent memorialization.
   
   
10. Look to partner with a cemetery design or memorial company to increase the number and quality of cremation memorialization options you can offer families.

Increasing permanent memorialization sales to cremation families is within reach of every independent funeral home and cemetery manager. We look forward to seeing you in Washington, D.C. and to sharing more useful information.

Whether it’s on the phone with a price shopper, around the arrangement table with a grieving family, or in the breakroom with a colleague, empathy is at the root of successful communication.

Communicating with empathy requires that we listen before we speak, acknowledge what we’ve heard, and validate the other person’s emotions to let them know they’re not alone. Empathy opens the door to conversations built on respect, truth and collaboration. And when we cultivate these characteristics, we can improve team collaboration and cohesion, create higher levels of trust with our customers, and more effectively resolve conflicts. Doesn’t that sound like a powerful force for effective communication?

Communicating with empathy starts when we slow down. Taking time to listen and withhold judgment allows us to give our focus on the other person.

Here are four key pieces of the empathetic listening process:

1. PRACTICE ACTIVE LISTENING.
“Have you ever wondered why we have two eyes, two ears and only one mouth?” This old chestnut is such a universal concept, we can’t even attribute it to one person. The answer, of course, is because we need to listen and observe twice as much as we speak. Unlike hearing, which is automatic, listening takes work. This isn’t just the time spent waiting before you can speak – this is the time to show respect. By focusing on understanding, paying close attention and showing the speaker you’re engaged, you can strengthen your listening skills and become a better communicator.

2. ACKNOWLEDGE AND PARAPHRASE WHAT YOU’VE HEARD.
Let the person know you’ve heard them. For the benefit of others in the conversation as well as yourself, test your understanding by summarizing what you’ve heard. Paraphrasing shows that you care enough to check your understanding – plus you can double-check that it was really Uncle Frank’s ex’s sister’s granddaughter who spilled the punch at the wedding (and not his granddaughter – whoops!). Then, ask relevant questions that show you’re paying attention and you want to learn more.

3. VALIDATE THE OTHER PERSON.
In every conversation, but especially on the phone, it’s important to reassure the speaker that you’re there. Without interrupting, give brief and positive prompts like “Uh-huh” and “Mm-hmm” so they know you’re with them. Then, when it is time for you to speak, first acknowledge what they said by validating their feelings. We know grief is as unique as the life lived, and the feelings associated with this conversation will be unique, too. The speaker is sharing their truth, and this is your time to honor it. Whatever they’re feeling, let them know it’s normal and they’re not alone.

4. OFFER SUPPORT.
Support can come in many forms. You’re already well on your way by listening and validating their experience. Sometimes someone may want your advice or assistance, but you can never assume. It’s tempting to try to fix the problem, but sometimes a person just wants to feel heard. They want to feel less alone.

Have you ever chatted with automated tech support and gotten generic responses that don’t address your actual issue? It’s infuriating not to feel heard by a human! As a professional who has seen hundreds of memorial services, it may feel natural to jump in immediately and offer to support them with that experience—but this is their moment, not yours. Give them time to detail their situation and make sure you understand it. Rather than offering ideas right away, let the person know that you’re listening and that you’re ready to answer questions. This sets up the spirit of collaboration and personalization that your experience can bring. By offering support rather than giving it un-asked, you’re telling the other person that not only do you understand, but you also care.

Empathy means stepping into someone else’s shoes—but what happens when the shoe doesn’t fit? An empathy roadblock is anything that gets in the way of our understanding. These barriers can form when we’re too absorbed in our own lives to carry through with the process outlined above, or when we simply can’t relate to another person. If our experiences are too different, or if we have polarized views on a topic or situation, it’s difficult to express empathy. We let our judgments, outlooks and egos get in the way of our understanding. 

Whether or not they’re intentional, these barriers cause us to shut others out. And, as a result, others may close themselves off to us. When we give in to empathy roadblocks, we obstruct our ability to both understand and be understood. We block our ability to communicate effectively.

When communicating with others and facing these blocks, ask yourself: 

• Are there any distractions getting in the way of my understanding?
• Am I jumping to conclusions?
• Am I more focused on debating rather than understanding?
• Do I need to overcome any biases about this person?

Communicating with empathy takes practice, and it won’t happen overnight. Fortunately, you don’t have to wait until you’re sitting at the arrangement table! Skills like active listening work just as well on the phone with your family as they do with a price shopper. Validating is just as important at the dinner table when you’re rehashing the day as it is at the arrangement table. Paraphrasing can iron out the details at the mechanic and at the chapel. And CANA is here to offer support, you just have to ask!