WHAT'S SO SPECIAL ABOUT CREMATION SPECIALISTS?

Are you open to new ideas? Do you embrace modern channels of customer communications? Are you and your team skilled in sales and logistics?
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If you answered yes to each of these questions, I suspect you’ve already embraced cremation as the future of funeral service. In my experience, these are the qualities that set cremation-focused business owners apart from traditional funeral directors. They constantly monitor their target markets and adjust their messaging, services, products and channels to meet consumer needs.

open to new ideas

The past two years have seen a quiet transformation in the way consumers talk about death and deathcare services. The cremation specialists I talk with work hard to stay abreast of the evolving preferences of deathcare consumers and are extremely open to new ideas. They have put aside many of their preconceived notions of what a funeral service should be and are nimble in adapting to what today’s families want them to be. Cremation-focused firms are not tied to any one product or service. They recognize the more transient nature of today’s families and the need for more flexibility and personalization in the arrangement process.

​EMBRACE MODERN COMMUNICATIONS

What people want will change continuously as the years pass and so too will the way they communicate with family, friends and service providers. Cremation-focused firms embrace the most modern forms of communications and take an omnichannel approach to marketing, sales and service.

What do I mean by omnichannel? Omnichannel involves using all available media channels and is centered around the customer. Many traditional community-based firms still rely heavily on word-of-mouth and community connections to market and grow their funeral homes’ customer base. It’s an approach that has worked well over the years for firms rooted in traditional high-end casketed funerals but one that is much less adaptable to the lifestyles of many modern families. The most progressive funeral professionals focus on the customer offering personalized messages and a seamless, unified experience. This allows families to easily access information from any channel, which is connected to all others with a consistent look and feel that builds trust. In fact, the new acceptance of digital channels for deathcare arrangements is essentially what has made high-volume cremation businesses possible

Cremation-first firms are digitally driven using ecommerce, social media and Google ads to reach broad audiences. These firms represent brick-and-mortar locations as well as online portals like Foundation Partners’ two direct-to-consumer brands, Tulip Cremation and Solace Cremation, offering families convenience, simplicity and support online and by phone, without the need to visit a funeral home.

​SALES EXPERTISE

Cremation-focused owners understand that as the preference for cremation increases, the sale of traditional products and services will continue to decline. In addition, the competition from online retailers for products, such as caskets and urns, is greater than ever before. Progressive owners know they must adapt their business models to this new reality. Many are doubling down on pre-need sales, expanding offerings for cremation families and creating new cremation-centric areas in cemeteries to make up for lost revenues. They understand the importance of sales training for their teams and are expanding their pre-need marketing programs across traditional and new media outlets.

​UNDERSTAND LOGISTICS

When your local market expands from a 30-mile radius of your funeral home to an MSA that spans over a hundred square miles, your operating model has got to change. In addition to solid management skills, a good understanding of transportation and logistics is essential in the high-volume cremation business. Whether that means creating satellite locations or centralized decedent care centers, the most successful cremation-focused business owners understand their markets and adapt their operations to serve families in the most efficient, professional and profitable way. I’ve seen too many cremation firms enter a new area and gain market share quickly, only to fall short on the operations side once the calls start to increase.

opportunity ahead

I am proud of the members of our profession who are embracing cremation and adjusting their business plans to profitably offer the products and services today’s family want. The skill, dedication and compassion of full-service funeral home owners continue be highly valued by American families, and many long-time funeral directors are expanding their operations to include more cremation-focused offerings. Moreover, cremation does not diminish the need to provide quality family service and counsel. Regardless of their choice of final disposition, all families want and need guidance in making appropriate deathcare plans for their loved ones. Our job, as funeral service professionals, is to continually look for new ways to make that experience better.

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​Reprinted with permission from the Foundation Partners Group Ideas Blog.

Too many funeral directors have learned over time—or are actually taught—the cremation myths and biases that have influenced business models and created a disconnect between consumers and funeral professionals. These biases are evident, even among funeral professionals working in cremation businesses. Becoming a CANA-Certified Cremation Specialist challenges participants to confront biases and learn new strategies to connect with grieving families to ensure everyone is treated with the same level of care, service, and compassion. Registration is open now for Cohort B of 2023 and kicks off July 17. Learn more about this first-of-its kind training program here.

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Jason Widing is Vice President of Business Development for Foundation Partners Group. Jason is an 18-year veteran of the funeral industry. His background is in sales and business development, spending 13 years with PRECOA in multiple leadership roles, and for the past 5 years he has been a part of the leadership team at Foundation Partners Group as the Vice President of Business Development. Jason currently serves as the Legislative Chair for the Oregon Funeral Directors Association Board of Directors, as well as serves on CANA's Board of Directors. When not working, Jason enjoys motorcycle rides, Oregon Duck's football, and exploring the world with his family.