July 2018

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11 12 14 15
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16 17
Scenes from the 2018 ICCFA Convention
& Expo in Las Vegas, Nevada:
(1-10) First-time attendees:
1. Micah Galvez (p. 31),
2. Brittany Carrington (p. 38),
3. Jasen Crockett (p. 48),
4. Roberto Esquivel (p. 40),
5. Cathy Vail (p. 15),
6. Ashley Johnson (p. 31),
7. Jeffrey Schuetz (p. 31),
8. Emny Navarro (p. 40),
9. Henry Kerns (p. 49), and
10. Veronique Desrochers (p. 31).
11. Tom Flynn accepts the Lasting
Impact Award from ICCFA Educational
Foundation President Jim Price, CCFE,
CCrE (p. 22).
12. Maj. Scott Huesing, USMC (Ret)
gives a keynote presentation (p. 24).
13. ICCFA 2017-18 President Scott Sells,
CCFE, and ICCFA 2018-2019 President
Christine Toson Hentges, CCE, pose
with showgirls at the Closing Reception.
14. The US Metalcraft booth in the Expo
Hall.
15. The Eckels booth in the Expo Hall.
16. Speaker Doug Gober (p. 28).
17. Keynote speaker Stacey Hanke (p. 26)
10 Washington Report
ICCFA files comments with IRS on
revenue recognition of burial lot
income; ‘Capitol Hill Gang’ meets
with congressional leaders, FTC
staff by Robert M. Fells, Esq.
12 President’s Letter
Honored to serve as president of
progressive group of professionals
Christine Toson Hentges, CCE
 ➤to page 8
6 ICCFA Magazine
J U LY 2 0 1 8
International Cemetery, Cremation and Funeral Association®
Promoting consumer choices, prearrangement and open competition
Providing exceptional education, networking and legislative guidance and support
to progressive cemetery, funeral and cremation professionals worldwide
14 CONVENTION OVERVIEW
14 Photos from the 2018 Convention & Expo
(more Expo photos pp. 34, 35, 44, 50, 65, 66)
15 First-timers (more first-timers pp. 31, 38, 40, 44, 48, 49, 51)
Comments from people attending their first ICCFA Annual Convention
16 Focus on veterans
40 International Outreach
51 JFDA
57 Rat Pack Glamour: The Closing Reception
19 AWARDS & RECOGNITIONS
19 ICCFA member earns professional certification
20 Quarter-Century Club, Half-Century Club
18 New members elected, named to ICCFA board
20 Paul Elvig’s tireless work for the ICCFA is recognized with
Hall of Fame Award
22 Tom Flynn accepts Lasting Impact Award
23 Donors give $210,000 to Educational Foundation
24 KEYNOTE SPEAKERS
24 Understand the leadership traits that aren’t listed in the textbooks
24 Lead from the front and earn trust
24 Accept that privacy is dead
24 Stop trying to multi-task
26 Record yourself to make sure you are coming across the way you want to
26 Only speak when you see eyes
28 CREMATION
28 Recognize that competition has changed with our mobile society
28 Don’t just talk; use pictures
28 Develop options so cremated remains aren’t kept at home
30 Be transparent with families
30 Speak up for memorializaiton
30 Ask about plans for the urn
30 Rethink your cremation strategies
30 Expand your outreach programs
31 HOSPICE
31 Seek a balanced life
31 Find ways to limit long hours
31 Build a respectful relationship with hospice
32 GRIEF/AF TERCARE/SELF CARE
32 Learn why music helps heal and how you can use it to help families
32 Model a balanced life and keep an eye out for compassion fatigue
33 Laugh and smile more often
33 Consider this course for hospice
36 CEMETERY SERVICE
36 Expand cemetery service offerings
36 Build ties to your community
36 Try to bring in cremated remains
 ➤to page 8
“Like” the ICCFA on Facebook & friend “ICCFA Staff ”
Honesty
is the Best
Policy
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Lindquist Mortuaries

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60 Update
58 Supply Line
65 Convention speaker index,
contact information
66 Calendar, Classifieds, Ad Index
ICCFA news
61 WWS: New ‘TED Talk’ format
Call for 2019 WWS presentations:
Proposals due July 20, 2018
61 Proposals to speak at
2019 Annual Convention
Proposals due July 10, 2018
62 ICCFA University 2018 is ready for U!
Eight colleges to choose from
62 2018 PLPA College: Going back to the
future, August 22-24
63 Foundation awards 31 ICCFAU
scholarships
64 Thank you to our 2018
Annual Convention Sponsors
To support the ICCFA’s goal
of raising money to fight
lung cancer, today’s #1
killer of women, go to
http:/www.iccfa.com/lungforce
Catch the WIRELESS news­letter in your
inbox for industry news, stories about colleagues
making headlines and updates on ICCFA
educational events & conferences
Follow the ICCFA’s LinkedIn
page to read breaking news about
colleagues, the profession and the
association
http://bit.ly/2du252P
Follow the ICCFA on Twitter
to receive instant updates on the
association’s educational events
& conferences
http://twitter.com/iccfa
Like and follow the ICCFA
to read up-to-date news on the
industry, ICCFA members making
headlines and ICCFA events &
promotions
8 ICCFA Magazine
TABLE OF CONTENTS
36 LEGAL
36 Learn to apologize the right way
36 Put GPLs on the showroom door
38 HUMAN REL ATIONS
38 Make your meetings meaninful
38 Add millennials to your team
38 Review your onboarding process
42 FUNERAL SERVICE
42 Be open-minded about your role, ready to personalize ceremonies
42 Expand your idea of ritual
42 Always assume there’s a camera
42 Be prepared to answer questions
46 MANAGEMENT
46 Ask questions and guide families
46 Emotionally prepare families and make your firm one of the best
48 Develop new skill sets
48 Know your average sale (funeral) or average yield (cemetery)
48 Consider possible upgrades
48 Find a banker who ‘talks funeral’
49 Hire people who fit your culture
49 Get everyone to sign the contract
52 Be aware of what therapy dogs must learn to do—and not do
52 Use high-quality images on your website to make families select you
52 Think about how you will handle pick-ups if you start a pet business
54 PET SERVICES
54 Investigate alkaline hydrolysis
54 Create videos for Facebook
54 Answer the phone properly
54 CPLP certifications
56 Tom Flynn accepts Golden Paw Award
56 Market to millennials who spoil their pets
56 Know how to approach veterinary clinics based on their practice size
ICCFA calendar
go to www.iccfa.com for program, registration & scholarship information
2018 ICCFA University
July 20-25, Fogelman Conference Center, University of Memphis, Memphis,
Tennessee Chancellor: Jeff Kidwiler, CCE, CSE
2018 Cremation Certification Training
ICCFA Cremation Program Coordinator Poul Lemasters, Esq.
July 18, Cremation Operator November 14, Cremation
Training, Dallas Institute of Funeral Operator Training,
Service, Dallas, Texas Ohio Funeral Directors Association
August 28 & 29, Cremation December 11 & 12, Live stream:
Operator & Arranger Training, Cremation Arranger & Operator
Ohio Funeral Directors Association Training,The Wilbert Group,
Broadview, Illinois
2018 PLPA College
August 22-24, Embassy Suites by Hilton Cincinnati RiverCenter,
Covington, Kentucky
Co-chairs Jodi Clock, CPLP, and Roberta Knauf, CPLP
2018 Fall Management Conference
September 26-28, Manalapan, Florida
Co-chairs Andrés Aguilar and Lauren Blevins, CCFE
“Like” the ICCFA on Facebook & friend “ICCFA Staff ”
Washington Report
by ICCFA General Counsel
Robert M. Fells, Esq.
robertfells@iccfa.com
1.800.645.7700,
ext. 1212
direct line: 703.391.8401
➤Fells is ICCFA general
counsel, responsible for
maintaining and improv­
ing relationships with
federal and state govern­
ment agencies, the news
media and consumer organizations.
➤ Fells has worked on behalf of the ceme­
tery and funeral service profession on legal
and legislative issues since 1975 and joined
the ICCFA staff in 1983. He is retired from
his position as the association’s executive
director, which he held for six years.
➤ He has published
a number of books.
His latest, “The Curse
of the Tomb,” brings
back Maj. Alexander
Armstrong, who featured
in two previous books.
The discovery of the
royal tomb of King
Tutankhamen creates a
huge black market in forgeries of antiquities
where the stakes include murder, and the
British government seeks assistance from
the Americans.
‘Capitol Hill Gang’ meets with congressional leaders, FTC staff
T
he Government and Legal Affairs
Committee held a series of meetings
on Capitol Hill on May 9 and 10,
2018. With the help of ICCFA’s lobbying
firm, Dykema, appointments were scheduled
with 25 congressional members. These were
almost evenly divided between 13 senators
and 12 representatives. Party-wise, the group
met with 17 Republicans and 8 Democrats,
including three key leadership offices.
Four main subjects dominated the
discussions:
• impacts of tax reform on the death care
industry, especially installment revenue
recognition and trust advisory deductions;
• the upcoming 2019 FTC Funeral Rule
review;
• the growing controversy over traffick­ing
in non-transplant tissue/body donation (the
proposed LATTS Act); and
10 ICCFA Magazine
ICCFA files comments with IRS on
revenue recognition of burial lot income
I
n May 2018, the ICCFA filed
comments with the Internal Revenue
Service in response to an IRS notice
seeking public comment on changes
made in revenue recognition for taxation.
The notice was triggered in response to
changes in tax regulations by the Tax Cut
and Jobs Act of 2017 (TCJA), and FASB
Topic 606.
It is a complex subject, but a basic
example will make the point: Where all
or a portion of the proceeds from the sale
of burial plots are retained by the seller,
or if proceeds originally contributed to a
trust are subsequently distributed from the
trust to the seller, the sales proceeds are
taxable to the seller. In that case, the tax
treatment of the sales proceeds is affected
by whether the seller uses the cash or the
accrual method of accounting, and if the
accrual method is used, when the seller
reports the sales proceeds as revenue in the
seller’s financial statements.
Under FASB Topic 606, cemeteries that
sell burial plots are permitted or required
to defer the revenue from the sale of a
burial plot until the full sales price is paid
by the purchaser, and the current version
of the prepaid income rules will prevent
any deferral of the progress payments
for tax purposes. If a cemetery reports
ICCFA General Counsel Bob Fells, left,
confers with Mary Beth McGowan of
Dykema, the association’s lobbying
firm. Watching are ICCFA members Tom
Daly, CCE, and Larry Anspach, CCE.
• increasing veterans’ funeral benefits (the
proposed BRAVE Act).
One evening, Mike Doherty, Fairfax
Memorial Park and Funeral Home, Fairfax,
Virginia, hosted a dinner for the group in
the sale of a burial plot as revenue for
financial reporting purposes under FASB
Topic 606 prior to the transfer of title to
and possession of the plot to the purchaser
(some cemeteries follow this method
today), the cemetery may be required to
report the entire sales price, without a
deduction for the cemetery’s basis in the
plot, for tax purposes at the same time that
the net income is reported for financial
reporting purposes.
Prior to the enactment of TCJA,
the financial reporting treatment of the
sales proceeds was irrelevant to its tax
treatment, so this is an entirely new impact
from the new tax reform law.
The ICCFA is filing comments with
the IRS to attempt to influence the IRS’s
interpretation of the provisions in TCJA in
a manner that is favorable to the industry
and to enable our members to better
understand the tax consequences under
the new tax law and financial reporting
rules. To access the ICCFA comments
filed with the IRS, and an explanatory
“Decision Tree” memo drafted by tax
attorney Les Schneider, go to https://
s3.amazonaws.com/iccfa-media/2018/05/
Govt-Legal_Decision-Tree-for-ICCFA-
Members-re-Tax-Treatment-of-Sales-of-
Burial-Plots-002.pdf. r
what has become an annual tradition with the
ICCFA Capitol Hill meetings.
ICCFA members also met with Federal
Trade Commission staff to discuss the
upcoming Funeral Rule review, and the
body broker controversy. The FTC will
likely propose posting funeral prices online,
although staff was unclear whether such
a requirement would be proposed as a
mandatory obligation or optional.
Another development: After several years
of the ICCFA urging FTC staff to disclose
the name of the funeral home employee who
failed to provide a GPL as required by the
Funeral Rule, the staff said that they would
now provide the identity of the employee on
request. This is an important concession to
help funeral providers to stay in compliance
and avoid costly penalties that are now over
$40,000 per violation. r
“Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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President’s Letter
by ICCFA
2018-2019 Honored to serve as president of
President Christine
progressive group of professionals
W
Toson Hentges, CCE
hat an amazing adventure we are all
a part of! The journey of our lives is
what we make it, and most of us in this
profession realize the changes the journey brings.
Our positions allow us to capture that within
the few precious days or hours of a memorial
or funeral service, within a committal service at
the cemetery or on a memorial stone that will
be visited for many generations. There is no
room to take this responsibility and opportunity Hentges moderates the annual State Associa-
lightly. This is a sacred trust that we bring to our tion Luncheon, a chance for state association
communities. representatives to network and share con-
With that being said, our communities do cerns, at the 2018 ICCFA Convention & Expo.

christieh@tributeinc.com
➤Hentges is president and
CEO of The Tribute Compa­
nies, Hartland, Wisconsin.
not always recognize how important each of
these roles are in their lives. We are working in
a rapidly changing society that has lost some
understanding of our profession, that is looking
for something different. Likely they don’t know
what that is, but they seek a unique way to grieve
a loss or deal with a death or celebrate a life.
Are we ready to accommodate them, to provide
what they are seeking? Most of us within this
amazing association realize that we need to be
able to adapt quickly to please our current and
future clients. The vision and determination of
our members is why I am so proud to represent
the ICCFA.
Our members’ ability to progress, to adapt,
to be in front of the tidal wave of change is how
they create the energy they do for this profession.
They work together to share ideas, values and
visions—they do not hold back due to any fear or
selfishness. This association has always had that
philosophy, and at a very young age, I knew this
association was where I wanted to contribute my
efforts to help our profession adapt so that we can
stay relevant and important in our communities.
Serving as your president is an honor. This
next year is going to be an adventure for me, and I
look forward to meeting many of the progressive
cemeterians, funeral directors, service providers
and other end-of-life professionals who fill this
association with vision and whom I have not yet
had the privilege to meet. And, of course, I look
forward to connecting with colleagues and dear
friends I have made over the years who help raise
me—and others—up to be the best we can. Finding
our way together, within the sacred obligations we
make to the families we serve, is where each and
every member can find the value I have found over
the years I have participated in the ICCFA.
Thank you all for allowing me to serve as
the president of this fine organization. Connect
on linkedin or send me an email at christieh@
tributeinc.com if you would like to discuss
anything pertaining to your ICCFA membership;
I’m happy to support you however I can. r

ICCFA officers  Cremation and Funeral Association. Subscription

Christine Toson Hentges, CCE,
president
Jay D. Dodds, CFSP, president-elect
Andrés Aguilar, vice president
Paul Goldstein, vice president
Lee Longino, vice president
Mitch Rose, CCFE, CCrE, vice president
Gary M. Freytag, CCFE, treasurer
Robbie L. Pape, secretary
Nadira Baddeliyanage, executive director
Robert M. Fells, Esq., general counsel
Magazine staff
Susan Loving, managing editor
sloving@iccfa.com
Rick Platter, supplier relations manager
rplatter@iccfa.com; 1.800.645.7700, ext. 1213
Katherine Devins, communications manager;
kd@iccfa.com; 1.800.645.7700, ext. 1224
Jason Brown, communications assistant
jason@iccfa.com; 1.800.645.7700, ext. 1218
Nadira Baddeliyanage, executive director
& publisher
nadira@iccfa.com ; 1.800.645.7700, ext. 1225
Robert M. Fells, Esq., general counsel
robertfells@iccfa.com
Brenda Clough, office administrator
& association liaison; bclough@iccfa.com;
1.800.645.7700, ext. 1214
July 2018 rates: In the United States, $39.95; in Canada,
VOLUME 78/NUMBER 6 $45.95; overseas: $75.95. One subscription is
included in annual membership dues. POST-
MASTER: Send address changes to ICCFA
Magazine, 107 Carpenter Drive, Suite 100,
Daniel Osorio, subscription coordinator
Sterling, VA 20164-4468. Individual written
(habla español)
contributions, commentary and advertisements
danielo@iccfa.com; 1.800.645.7700, ext. 1215
appearing in ICCFA Magazine do not necessarily
reflect either the opinion or the endorsement
ICCFA Magazine (ISSN 1936-2099) is published
of the International Cemetery, Cremation and
by the International Cemetery, Cremation and
Funeral Association®.
Funeral Association®, 107 Carpenter Drive, Suite
100, Sterling, VA 20164-4468; 703.391.8400;
FAX 703.391.8416; www.iccfa.com. Published
10 times per year, with combined issues in
March-April and August-September. Periodicals
postage paid at Sterling, VA, and other offices.
Copyright 2018 by the International Cemetery,

12 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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Visit the new and improved www.iccfa.com July 2018 13

 Learning &
Learning & I N T E R N A T I O N A L C E M E T E R Y, CREMATION &

networking
networking
1 Erik Qualman, one of the three keynote
speakers, talks about trends.
2 The First-Timers Reception gives first-
time attendees a chance to meet both
other “newbies” and ICCFA officers and
board members, as well as others who
want a chance to get to know some of
the newcomers. 3 First-timers Shan-
telle Holts and Cynthia Hightower with
long-timer Randy Horton. 4 Past Presi-
dent Greg Easley, CCE, with first-timers
Harold Giddons and John Ebey. 5 First-
timers Zach and Brienna Smith with Mat
Forastiere, who is co-chairing the 2019
ICCFA Annual Convention, April 2-6, in 1
Charlotte, North Carolina.

3 4 5

Convention numbers • Staff: 18 percent Attendee satisfaction

• Total attendees: 2,370 • Final purchasing authority: 46 percent As in past years, the event was highly rated by
• Total cemetery, funeral home, crematory and • Making purchasing recommendations: 30 percent attendees, with 95 percent indicating their overall
allied business representatives: 1,122 • 28 percent representing cemeteries convention experience was “excellent” or “very
• Attendees representing 30 countries outside of good,” and 80 percent indicating they “definitely”
• 39 percent representing funeral homes
the United States: 211 or “probably” will attend the ICCFA 2019 Annual
• 4 percent representing pet loss providers
• First-time attendees: 373 Convention, April 2-6, in Charlotte, North Caro­
• 1 percent representing crematory operations
• Supplier booths: 521 lina, at the Charlotte Convention Center. r
• 28 percent “other,” including insurance agents,
• Attendee percentages mortuary school faculty, representatives of
• Owners: 40 percent industry associations and others
• Managers: 42 percent

14 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
F UN ER A L A S S OC IAT ION 2 0 1 8 CO NV E NT IO N & E X P O What did you
think of your
first ICCFA
convention?

Kathleen Jurasky
Palm Springs
Cemetery District,
6 Cathedral City,
California
I have taken away
a lot of valuable
information. It was
a little overwhelm-
ing at first, being a
newbie and jumping
in, meeting people
and spreading my
7 8
wings.
6 In the Expo Hall. 7 Speaker Nancy Drapeau at the IMSA
(International Memorialization Supply Association) meeting
held during the ICCFA Convention & Expo. 8 IMSA mem-
bers listen during the meeting. 9 IMSA 2018-2019 President
Jordan Yearsley. He is also the IMSA representative on the
ICCFA board. 10 Erik Qualman got the audience up and inter-
acting during his keynote presentation.
9

Matthew Cress
Cress Funeral &
Cremation Service,
Madison, Wisconsin
I thought it was
wonderful, very
educational—and
all the speakers
were great.

10
11 Attendees in Stacey Hanke’s breakout session, sponsored by Women in Leadership, take turns record-
ing each other so they can see how they come across to others. 12 Attendees relax between presentations.

Cathy Vail
Holy Sepulchre
Cemetery, Roches-
ter, New York
I like it. The ses-
sions are very
engaging. I think the
people are genuine,
and it’s very
11 12 educational so far.

Visit the new and improved www.iccfa.com July 2018 15

 I C C FA 2 0 1 8 C O N V E N T I O N
SALUTING VETER ANS

Above left, Andy Lopez and Ray Frew, CFuE, co-chairs of the ICCFA Veterans Committee, which also includes ICCFA 2017-2018
President Scott Sells, CCFE; Gino Merendino; ICCFA Past Presidents Rich Sells, CCE, and Bill Wright, CCE; Jim Price, CCFE,
CCrE; and ICCFA General Counsel Robert Fells. Above right, ICCFA Past President Hap Bledsoe, CCE, (seated) presents a
signed copy of the original art he commissioned from Vern Krutein to Scott Sells in tribute to his military service and efforts
to recognize veterans who belong to the ICCFA by establishing the Veterans Committee. Bledsoe commissioned the work to
honor veterans. Standing behind Bledoe are, from left, Krutein, Cynthia Bledsoe, Rich and Scott Sells and Merendino.

Left, Maj. Scott

Huesing, USMC
(Ret) signs
a book for
exhibitor and
army veteran
Lawrence Pro-
vost, National
Cemetery
Administration,
Washington,
D.C., one of the
many people
who stood
in line at the
Funeral Home
This year, for the first time, name tags included ribbons Gifts booth for
identifying veterans. Pictured are Air Force veteran a chance to
David Marlow, Brasheers Funeral Home, Hindsville, meet Huesing
Arkansas, and Army veterans Matthew Hahn, Calumet after his
Park Cemetery, Merrillville, Indiana, and Austin Layne keynote
Jr., Austin A. Layne Mortuary, St. Louis, Missouri. presentation.

Far left, Harlan Rose of

Randolph Rose Col-
lection with one of the
statues the company
had on display (and for
sale) in the Expo Hall.
Left, Astral’s living stat-
ue, which has become a
convention staple, was
dressed in honor of the
military for part of the
Expo.
Right, Susan Labrecque
staffing the Department
of Defense booth in the
Expo Hall.

16 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 I C C FA 2 0 1 8 C O N V E N T I O N
SALUTING VETER ANS

At the Educational Foundation Reception, veterans gathered for a photo with Tom Flynn, Lasting Impact Award recipient and
Air Force veteran, seated front and (almost) center with grief therapy dog Soloman Flynn.

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Visit the new and improved www.iccfa.com July 2018 17

 I C C FA 2 0 1 8 C O N V E N T I O N
A WA R D S , R E C O G N I T I O N S & E L E C T I O N S

ICCFA 2018-19 officers President Christine Toson Hengtes, CCE; President-elect Jay Dodds, CFSP; Vice President Andrés
Aguilar; Secretary Robbie Pape; Vice President Mitch Rose, CCFE, CCrE; and Treasurer Gary Freytag, CCFE, at the annual
meeting of members at the 2018 ICCFA Convention & Expo in Las Vegas, Nevada.

New members elected, named to ICCFA board

T
he International Cemetery,
Cremation and Funeral Association
elected new leadership during its
2018 Annual Convention & Exposition,
April 18–21 in Las Vegas, Nevada.
ICCFA officers for 2018-2019 are:
• President— Christine Toson Hentges,
CCE, The Tribute Companies Inc.,
Hartland, Wisconsin;
• President-Elect—Jay Dodds, CFSP,
Park Lawn Corp., Houston, Texas;
• Vice President, Education—Mitch
Rose, CCFE, CCrE, Woodlawn Cemetery,
the Bronx, New York;
• Vice President, Membership &
Marketing— Andrés Aguilar, Los Parques,
Guatemala City, Guatemala;
• Vice President, Internal Affairs—
Lee Longino, Service Corporation
International, Houston, Texas;
• Vice President, External Affairs—
Paul Goldstein, Hillside Memorial Park
and Mortuary, Los Angeles, California;
• Treasurer— Gary M. Freytag, CCFE,
Spring Grove Cemetery & Arboretum,
Cincinnati, Ohio; and
• Secretary—Robbie L. Pape, Service
Corporation International, Houston, Texas.
Members elected to serve three-year
terms on the ICCFA Board of Directors
are:
• Hillary Adair, Adair Funeral Homes,
18 ICCFA Magazine
ICCFA 2017-2018 President Scott Sells,
CCFE, accepts a plaque thanking him for
his service. With him are Past President
Michael Uselton, CCFE, and 2018-2019
President Christine Toson Hentges, CCE.
Tucson, Arizona;
• Gisela Adissi, Grupo Primaveras
– Lawn Cemeteries, Crematorium,
Columbarium, Funeral Home & Funeral
Assistance Plan, São Paulo, Brazil;
• Lauren Blevins, CCFE, Williams
Funeral Homes and Polk Memorial
Gardens, Columbia, Tennessee;
• Allen Dave Jr., CFuE, Allen Dave
Funeral Directors & Cremation Tribute
Center, Cypress, Texas;
• Corey Gaffney, Gaffney Group,
Seattle, Washington;
• John Gouch Jr., Gethsemane Cemetery
& Memorial Gardens, Charlotte, North
Carolina;
• Kyle Nikola, Savannah Family of
Funerals, Savannah, Georgia; and
• Jim Semesco, NorthStar Memorial
Group, Florida.
Past presidents elected to serve a one-
year term on the board:
• Jeff Kidwiler, CCE, CSE, Blackstone
Memorial, San Clemente, Calfornia;
• Frederick Lappin, CCE, Knollwood
Memorial Park, Sharon, Massachusetts;
and
• David J. Shipper, Futura Group,
Buckingham, Pennsylvania.
The International Memorialization
Supply Association appointment to the
board is Jordan Yearsley, Ensure-A-Seal,
Brooklyn, New York.
The presidential appointments to
represent the ICCFA on the Cemetery
Consumer Service Council are:
• Thomas P. Daly, CCE, CHS
Consulting Group, Westwood,
Massachusetts; and
• Stephen Burrill, CCE, CCrE, Mount
Hope Cemetery, Bangor, Maine.
Members of the 2018-2019 Executive
Committee are:
• ICCFA President Christine Toson
 ➤to page 19
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I C C FA 2 0 1 8 C O N V E N T I O N
A WA R D S , R E C O G N I T I O N S

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• ICCFA President-Elect Jay Dodds,
CFSP;
• ICCFA Immediate Past President
Scott R. Sells, CCFE, Service Corporation
International, San Jose, California;
• John Linge, CCFE, Cedar Memorial
Park Cemetery Association, Cedar Rapids,
Iowa (president’s appointment); and
• Darin Drabing, Forest Lawn Memor­
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nia (past presidents’ appointment). r

Visit the new and improved www.iccfa.com July 2018 19

 I C C FA 2 0 1 8 C O N V E N T I O N
A WA R D S & R E C O G N I T I O N S
ICCFA Past
President Mi- Quarter and
chael Uselton,
CCFE, repre-
senting the Hall
Half Century
of Fame Sub-
committee, with
clubs
Leslie Aaron ICCFA 2017-2018 President Scott
and her mother, Sells, CCFE, with the new members
LaDonna Elvig, of the Quarter and Half Century Club,
who accepted for those who have achieved 25 and
the Hall of 50 years of service in the profession,
Fame Award respectively.
for LaDonna’s
husband, ICCFA
Past President
Paul Elvig,
who could not
attend due to
illness. With
them is Scott
Sheehan, gen-
eral manager
of Evergreen-Washelli, Seattle, Washington. Her husband was “overwhelmed and
greatly humbled” when told he would be receiving the award, said LaDonna Elvig.

Paul Elvig’s tireless work

for the ICCFA is recognized
with Hall of Fame Award
P
ast President Paul Elvig’s dedication
to the ICCFA and the cemetery and
funeral profession was recognized
at the 2018 ICCFA Convention. His wife,
LaDonna, and daughter, Leslie Aaron, accept­
ed the Hall of Fame Award on his behalf.
Scott Sheehan, who was recruited by
Elvig and eventually followed him as general
manager for Evergreen-Washelli, Seattle,
Washington, said that Elvig spent many
hours talking to him before he accepted a job
working at the organization.
“The conversations weren’t about days
on, days off, compensation, vacation. The
conver­sation with Paul was always deep.
It was about philosophy. It was about what
our industry was doing. It was about where
we were headed, what did the future look
like. That was the reason I fell in love with
Evergreen-Washelli.”
Sheehan noted that Elvig began his career
as a librarian, but actually lived in a funeral
home and later in a cemetery, which is where
he met his future wife.
He worked part-time as executive
secretary of the Washington State Cemetery
Board, and then full-time for the state’s
Above, Thomas P. Daly, CCE, Cedar
Knoll Cemetery and Cemetery Helpful
Department of Licensing, becoming an expert Solutions, Westwood, Massachusetts,
on state statutes and regulations. joined the Half Century Club.
Elvig served as ICCFA president and
Below, Richard Peterson, Geth-
chaired the State Association & Legislative
semane Cemetery, Federal Way,
Committee and State Regulation & Regu­la­ Washington, joined the Quarter
tory Research Committee, and was fund- Century Club. Not pictured: Stanley
raising chair for the ICCFA PAC. He testified Spitler, Ferncliff Cemetery, Spring-
before the Federal Trade Commis­sion and field, Ohio; and Robert D. Tips, Mis-
House and Senate congressional committees, sion Park Funeral Chapels & Cem-
and represented the profession in an interview eteries, San Antonio, Texas.
with Anderson Cooper on “60 Minutes.”
Elvig “put himself into the lion’s den
countless times” for the simple reason that
“he felt our profession is worth defending,”
ICCFA General Counsel Bob Fells said in a
prepared statement read by LaDonna Elvig.
What most people don’t know, Sheehan
said, is that after testifying before a Senate
committee, one of the senators asked Elvig
for advice about handling a death in the
family, and Anderson Cooper did the same
after the cameras were off. In both cases,
Elvig sat down with them and walked them
through the process.
“That is the essence of Paul Elvig. That
leader, and that mentor. That person we know,
love, care for and tremendously respect.” r

20 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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 I C C FA 2 0 1 8 C O N V E N T I O N
E D U C AT I O N A L F O U N D AT I O N

Above, Lois the grief

therapy dog, who lives
in Las Vegas with
handler Rick Pollock,
attended the reception.

Tom Flynn accepts Lasting Impact Award

T
om Flynn, patriot and champion “Our honoree this year is a natural to be grief therapy dog—first, Derek, and now
of grief therapy dogs in funeral celebrated, based on his lifelong mentoring Derek’s successor, Soloman—with him to
service, accepted the 2018 Lasting and educating of so many individuals in our professional conferences.
Impact Award from the ICCFA Educational profession,” said Educational Foundation During the Educational Foundation
Foundation at the 2018 ICCFA Convention. President Jim Price, CCFE, CCrE. “Tom’s Reception where Flynn, surrounded by
Flynn gained nationwide fame for the dedication to honor those who have died family members, accepted the award, a medal
Avenue of 444 Flags at his Hermitage, in the name of freedom and teach future of recognition was presented to a local grief
Pennsylvania, cemetery. He later added a generations of the high price of freedom is therapy dog, Lois, among the 19 trained
War on Terror Memorial and rebranded his a testament to his vision, moral code and support dogs who came to Las Vegas after the
cemetery as America’s Cemetery, marketed to character.” mass shooting last year to help comfort those
veterans nationwide. Flynn also is known for bringing his in the community affected by the violence. r
Above right, vet-
eran Tom Flynn
flashes a victory
sign as he prepares
to receive the Last-
ing Impact Award
from ICCFA Educa-
tional Foundation
President Jim Price,
CCFE, CCrE, who
is holding the leash
of grief therapy dog
Soloman. Family
members joined
Flynn on stage.

Right, part of the

audience at the
Educational Foun-
dation Reception.

22 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 I C C FA 2 0 1 8 C O N V E N T I O N
E D U C AT I O N A L F O U N D AT I O N

Donors give
$210,000 to
Educational
Foundation
T
he ICCFA Educational Foundation
accepted donations totalling $210,000
at the ICCFA 2018 Convention.
ICCFA 2017-2018 President Scott
Sells, CCFE, was on hand to announce
the $110,000 donation from Service
Corporation Interna­ Above, from ASD-Answering Service for Directors, Kathy Kelly and Marty Czachor,
tional, Houston, Texas. Educational Founda-
Sells is market director tion President Jim Price,
CCFE, CCrE, and ASD’s
for SCI’s Bay Area.
Kevin Czachor. ASD
Representatives of donated $100,000 to the
the Czachor family— Educational Foundation.
Kathy Kelly, Marty Left, the “checks” rep-
Czachor and Kevin resenting the donations
Czachor—signed from Service Corporation
a giant “check” International and ASD—
ICCFA 2017- for $100,000 from Answering Service for
2018 President Directors.
ASD—Answering
Scott Sells,
Service for Directors, in 2018, 47 scholarship have been awarded, legacy videos easily accessible to assist
CCFE, announ­
ces the $110,000 Media, Pennsylvania. including two Women in Leadership scholar­ in mentoring and positively influencing
gift from his The family-owned ships to ICCFA University. particularly newcomers to our profession.”
employer, Ser- company is making “In addition to awarding scholarships,” The Educational Foundation’s trustees
vice Corporation a major commitment Price said, “We are committed to providing are Jill Muenich, National Guardian Life
International. to education, said our profession’s future leaders with personal Insurance; Rich Darby, Trigard; Wanda
Educational Foundation business perspectives from past and current Sizemore, Homesteaders Life; Jay Dodds,
President Jim Price, CCFE, CCrE. successful leaders. The program is called the CFSP, Park Lawn Corp.; Ken Varner, CCFE,
Such major donations have made it Honored to be Asked to Share series. Crypress Lawn; Mitch Rose, CCFE, CCrE,
possible for the foundation to greatly increase “ICCFA University and all future The Woodlawn Cemetery; and Chris Trainor,
the number of scholarships it awards. So far educational events will have a library of Batesville. r

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Visit the new and improved www.iccfa.com July 2018 23


The following pages include information gleaned from presentations made at the ICCFA 2018 Convention. If you’d like to hear
more from a particular speaker, you can order recordings of many conference sessions at www.iccfa.com. And mark your calendar
now for the ICCFA 2019 Convention & Expo at the Charlotte Convention Center, Charlotte, North Carolina, April 2-6, 2019!
r Understand the leadership traits
that aren’t listed in the textbooks
Maj. Scott Huesing, USMC (Ret)
I don’t care if you read Clausewitz or Covey
about leadership. There are leadership traits
and principles in books that teach you how to
lead. But the real leaders know how to look
between those lines.
There are words that are absent, like
love and compassion and caring and
understanding. Those are the words they
don’t teach us in those textbooks professional
warriors read, because those words make us
feel weak. Those words make us human.
But a real leader understands that those
words are the real words that leaders are
made of. Knowing when it’s all right to be
hard on those you lead, when you need to
put your arm around those who’ve fallen,
and help them up and care for them. That’s
what leaders do.
r Lead from the front and earn trust
Question from the audience: How would you
describe the role of trust in leadership?
The role of trust in leadership is
r Accept that privacy is dead
Erik Qualman, author of “Socialnomics”
Privacy is dead. Don’t shoot the messenger.
I’ve been talking about this for five years,
but now it’s really at the forefront with
(Facebook’s) Mark Zuckerberg testifying
before Congress. Privacy is dead; that genie’s
not going back in the bottle.
One thing that goes along with privacy
being dead is that all of us have what’s called
a digital stamp, comprised of two things:
Our digital footprint—anything we upload
about ourselves, about our company, about
our business, about our funeral home, about
our product, about our service. We somewhat
have control over that.
But the more important piece is your
digital shadow. That’s what other people post
about you, your product and services on a
day-to-day basis. Together, those two things
form our digital stamps.
Ninety-two percent of kids under the age
of two already have a digital stamp. Twenty-
five percent of the babies who will be born
tomorrow already have a digital stamp.
24 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
KEYNOTE SPEAKERS
something that has to absolutely be earned.
I know it sounds cliché, but there are many
times you’ve accused those who’ve lead
you of not being connected enough. That
boss who locks himself in the office. Or that
Marine commander who doesn’t go out on
patrol with his soldiers.
You have to earn that trust. You earn
it first by being a student of your trade,
understanding your job and your roles and
Technology changes every second; hu-
man nature never does.—Erik Qualman
Parents are excited; they post sonograms,
they post names.
Integrity and reputa­tion used to be two
different things: Integrity, what you stand for
behind closed doors, and reputation, what the
public perceives you to be. In the past, those
could be different. But in a fully transparent
your responsibilities as a leader. In putting
others before yourself.
Marines are very strange creatures.
They’re like dogs, because they can smell
fear, they can sniff out an imposter a mile
away, and always have the utmost contempt
and disrespect for anybody not willing to put
themselves in front of those they lead. Lead
from the front and establish that trust.
Though I write about some of the
Marines of the hundreds I commanded, I
didn’t know them all. There were plenty
who didn’t want anything to do with me.
They were kind of like ninjas—they wanted
to stay away from the boss.
I’m sure there are plenty of people who
work in your profession who want nothing
to do with the boss. That one guy on land­
scaping who’s a weed-whacker; it’s all he
likes to do. And when you come around, he
weed-whacks somewhere else. But he knows
you’re out there. He knows he can trust you.
He knows you’re not sleeping on the job.
So that’s the relationship-building and
team-building and leadership that you have
to exhibit on a daily basis.  r
world, which we’re now living in, they’re one
and exactly the same, because the light will
shine on everything that’s out there—which
is great for everybody in this room who’s
been doing the right thing all along. So this
change is actually a benefit to you.
r Stop trying to multi-task
How many of you have had to become
pretty good at multi-tasking? We actually
can’t multi-task. We say we’re multi-
tasking, but our brain can’t parallel process
two things at once, so we’re actually
switching tasks.
We’re multi-tasking because we want
to get ahead of the competition, we want to
get more out of 24 hours. But we’re actually
becoming less efficient, so we’re doing the
exact opposite of what we’re trying to do.
In the moment that we multi-task, our IQ
drops 10 points. That’s the equivalent of not
sleeping for 36 hours.
One of the easiest ways to simplify in this
crazy, hyper-connected digital age is to focus
on one thing at a time. r
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 I C C FA 2 0 1 8 C O N V E N T I O N
KEYNOTE SPEAKERS

Hanke also presented the Women in Leadership breakout session, which included time for attendees to coach each other in
putting into practice her advice about how to make your body language match what you say. Above left, Michelle Krassow, Santa
Cruz Memorial Park & Funeral Home, Santa Cruz, California, and Karissa Madison-Levine, Evergreen Memorial Funeral Home,
Dallas, Texas. Above center, Yvonne Smith-Larkin and Luis Viegas, Smith Funeral Home, Elizabeth, New Jersey. Above right, Mei
Santos, LMS Guam, Hagatna, Guam, and Howard Kaplan, Mount Sinai Memorial Parks & Mortuaries, Los Angeles, California.
r Record yourself to make sure you networking, all those conversations that you’ve
are coming across the way you want to had, how many of you in a conversation ever
Stacey Hanke, communication expert thought, “Hmm, I wonder what my hands are
I am going to give you practical and immediate doing?” “Wonder what my eyes are doing?”
how-tos to make sure that you have influence You’re thinking, “Seriously? Who thinks about
Monday to Monday. Because when you have that stuff?”
influence Monday to Monday, I promise you Yet go back to the definition of what influence
it’s going to change the way that you build your really is, to build that trust and to build it quickly
relationships, the way that you build trust—I know —the body language has to match the conversa­
that’s so, so critical the first time you interact with tion, and if it doesn’t, you start confusing people.
any family—and the way that people follow you. And when you start confusing people, they get
There’s a big misperception of what influence frustrated, and usually where they go is down in
is and what it’s not. Most people believe that it’s their technical gadgets.
turning it on and turning it off when you need it
the most. r Only speak when you see eyes
Here’s what influence really is: Influence means Only speak when you see eyes. No eyes, no talk.
that your body language and your message are Please don’t leave here and say, “That woman on
consistent Monday to Monday, that people never stage was saying we should stare at each other.”
have to guess who’s going to show up. That’s not what I’m saying; I’m saying, connect
Those definitions of influence—and this is the with people.
other one that’s really important for the work that I want you to check out Dr. Josh Packard,
you do—is that influence also means that you’ve a professor at Northern Colorado University.
got the ability to move people to trust you, because He’s doing all this research around connection
when they trust you it moves them to action. engagement.
How many of you, in the last three months, He talks about the fact if you ask CEOs, 81
have videorecorded yourself in some sort of percent are hiring for interpersonal skills over
conversation or interaction, or audiorecorded technical skills. He also talks about the fact that
yourself for professional reasons. Look at how few an individual and a company’s level of connection
hands are raised. and engagement is going to define their success by
Here should be your concern: If you are not 2020.
experiencing yourself through the eyes and ears of We are losing the art of looking at people when
your teams and the families you’re trying to build we talk, to make that person feel so important.
Every time you get done trust with, are you completely basing how you Here’s the deal: It’s free. You can build trust for
with a gesture, come come across on your feeling or on facts? Could free, and how you do that is through the eyes. Only
home (arms at your
you be sabotaging your level of trust through your speak when you see eyes.
sides). You gesture the
way you want to gesture.
communication and have no idea you’re doing it? You can look away—just don’t talk when you
After the gesture, to You get to determine how people perceive you. do it. Only speak when you see eyes.
make sure it matches the You get to determine the level of trust, credibility, I see that eye connection is a struggle no
message, give your confidence—whatever adjective you’ve brought matter what generation we’re talking about—
listener a chance to catch up—but I bet a lot of you have not thought about boomers, now we’ve got the Zs coming in, the
up.—Stacey Hanke this: How many of you, this week, as you’re millennials—I see it everywhere.  r

26 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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r Recognize that competition has
changed with our mobile society
Doug Gober
Many of you think of your competitors as the
people right down the road from you. No!
It’s the exposure that those guests have had to
funerals all over the country. In some cases,
all over the world.
That’s the reason you’ve got to be on top
of your game in a mobile society. The dead
people live here but the survivors are from
somewhere else; they’re less rooted in the
community.
Not only are they not tied to local
tradition, they don’t even care what it is. The
kids don’t care what the local traditions are
where their parents live.
r Don’t just talk; use pictures
If your entire success or failure in this
transaction is based on your verbal skill, the
transaction is at risk. On the worst day of
your life, what I want you to do is get all the
information you’re going to gather from me
by me talking and you listening.
There are all kinds of studies that say that
r Develop options so cremated
remains aren’t kept at home
Chris Keller
One in five American households has
cremated remains at home—human cremated
remains. It’s more in high cremation areas,
like where we are in Albuquerque, where
we’re at about 65 percent cremation. It’s
more if you include pet cremated remains.
The Albuquerque metro area has about
750,000 people in it. Do the math: It’s tens of
thousands of sets of cremated remains sitting
at home. Sitting on mantlepieces. Sitting in
attics. Sitting in basements. Forgotten. Stolen
in home thefts. Destroyed in home fires.
This first one, not our idea: John Williams
from Venice, Florida, started doing this to
capture more of the cremated remains coming
out of his mortuary over to his cemetery.
He had two cemeteries between his
cemetery and his mortuary. So how could
he get his families to go to his cemetery?
What he came up with is “I have a beautiful
fountain in my cremation garden with bare
sides. I’m going to let any of those cremation
families who want to come to my cemetery
and I’ll put a cenotaph up, free of charge.”
In the first five years since he started doing
that, his capture rate from his mortuary to his
cemetery increased 200 percent.
28 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
C R E M AT I O N
I am so encouraged by one thing we see in this audience right now, the influence of
women in this business. If we have one saving grace—guys, I’m sorry, but if we have
one saving grace, it’s going to be from the influence of women.—Doug Gober
the average adult in the United States is not a
good listener, and we’ve relegated the whole
success or failure to this transaction occurring
in this manner. There’s not even a picture
on the wall in your arrangement office that
shows me what the alternatives might be. No,
we’ve got a picture of a duck up there—that
ought to help us.
Wherever you are, you’re
going to have your own
personality and style. Too
often we as an industry
move in this monolithic
block where all of us are
expected to have the same
style. There’s a whole gen-
eration of people out there
that don’t like that style, and they’re not
coming to the cemetery.—Chris Keller
We heard that and thought, “We could do
that.” On January 1, 2017, I put up six huge
colored granite panels on a bare wall. I went
to the local stone company and found bright
colored scraps, had the edges finished off and
hung them on the wall. It cost next to nothing.
We started handing every single family
French serves who chooses cremation—that’s
about 1,800 a year—a certificate for a free
cenotaph at our cemetery.
We have a scattering/memorialization
option at the cemetery that includes the
scattering and placing the name and birth
and death date on the wall. We valued the
certificate at less than that, because all we’re
putting on the wall is dad’s name. But they
get to choose which color panel.
We said you have to come within 30 days,
so there’s a sunset time horizon on it to incite
Why don’t you cover your place up with
pictures of things we can do to remember
your mom? And now we can do it with flat
screens. Have a flat screen in every public
space that has a constantly rolling video of
every cool thing you’ve ever done here so
they can have a mental image of what the
possibilities are. r
some action. “You’ve got 30 days, just go
over there, there’s no obligation or charge.
Even if you’re going to take dad up to the
national cemetery in Santa Fe, put his name
on the wall here, too.”
A lot of families came over right away to
get their free cenotaph. But if they didn’t, we
held onto those names for three weeks. Then,
if the family had not come in, I handed those
names to our family service consultants.
They would call the family and say,
“My understand­ing is we were able to serve
you through French mortuary. I’m so sorry
about your loss. I believe the funeral director
you met with gave you a certificate for a
complimentary cenotaph on the wall here at
Sunset. We would love to be able to place
your dad’s name there. Because we have
different colors, different panels, we’d love
for you to pick where you’d want it. What
would be a good day for you to come in?”
When the consultants started actually
meeting with families, here’s what happens.
Those panels are sitting right in the middle of
our Centennial Urn Garden. They have to go
through all of those cool cremation options
we have to get to those panels.
And along the way, they’re saying,
“What’s that? I’ve never seen that before.
What’s that blue thing over there?” r
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 I C C FA 2 0 1 8 C O N V E N T I O N
C R E M AT I O N
What I’ll leave r Be transparent with families Mike Sherbekow,
you with is this: Question to the cremation metal recycling Garfield Refining
transparency. panel: Should the death-care profession be Our job is to provide a service.
You need to able to make a profit from recycling? We’re not in the business of
talk with your
Jennifer Kandt, getting involved with what our
families openly
Nevada state funeral board customers do with the proceeds.
about it. The
only issues I I have no opinion, but I think The majority of the people we
typically see there should be a requirement speak to choose donation. But at the end of
when it comes that crematories disclose what the day, the opinion of a metal recycler on
to recycling are they’re doing. Anytime the whether crematories should or should not
the ones where consumer feels they don’t have profit is basically irrelevant.
we haven’t the information that they would want or need Brad Wasserman,
explained it or that they’re being lied to in some way, Implant Recycling
properly and
that’s when they start calling our office. Do we think crematories should
clearly to fami-
Kevin McKay, profit? Obviously if you’re a
lies. I have an
old saying that Mid-States Recycling nonprofit, you shouldn’t profit.
my dad gave I agree that full disclosure of If you’re a for-profit, we hope
me: “If you what’s happening is sort of a you are profitable.
can’t talk about non-brainer. In general, it’s a What makes a crematory successful?
it, you probably personal choice of the crematory When we talk to successful crematories
didn’t make the or funeral home. and people in the death-care industry,
right choice.”
Justin Pollock, Core Scientific what makes them successful is the bond
So if you can’t and trust they have with their families and
share with your It’s not really my role in this
transaction to tell you whether or their communities. So when you make the
families what
not you should be able to profit decision about how you’re going to recycle,
you’re doing,
from this. It’s up to you to make your families—and if you’re a third-party
then you’re probably not doing the right
thing.—Poul Lemasters the decision. crematory, how your funeral homes are going
to react—needs to take center stage. r

r Speak up for memorialization
Michael Harens
“Cremation doesn’t minimize
the need to memorialize.” It’s
a phrase that can build a lot of
value, and can also change a
conversation.
“Grandma didn’t want to
be a bother, we’re just going
to cremate her, take her home, do a scattering
at the next holiday gathering.”
“OK, but cremation doesn’t minimize the
need to memorialize.”
“What do you mean?”
“Can I take you on a park tour and show
you what cremation options we offer, as
well as some of the custom things we can do
around cremation?”
r Ask about plans for the urn
We talk a lot about “five, 15 and 50.” If you
can, get families to think about what are you
going to do with that urn five years, 15 years
and 50 years down the road. Get them to
think about that: What is going to happen to
that urn? From a legacy standpoint, from a
heritage standpoint, that’s where that role of a
memorialist comes into play. r they go hand in hand now.
r Rethink your cremation strategies
John Bolton, CCE, CCrE, CSE
We need to rethink our strate­
gies. We need to understand
who the cremation consumer
is, what drives them. Instead
of thinking about us, we need
to think about them. We need
to establish relevant product
offerings that focus on pre-
need, at-need and post-need.
Remember the people who are in the
closets? We need to educate our consumers
better. We need to use YouTube and e-mail
marketing and things like that to educate
them about the options—most people don’t
have a clue what their options are.
We need to establish a better culture inside
our organizations about cremation. We need
to say, “We’ve got pre-need counselors and
we’ve got community service counselors, do
we have cremation concierge people on staff
who are specialists with cremation and the
things that relate to the cremation consumer?”
And how do we relate hospitality and
catering to the cremation consumer, because
folks, guess what, they’re one and the same—
How you treat people is
what creates the most
value. It’s going to overtake
price and product. Think
about that: The way you
treat your families is going
to be more important than
what you sell them and
how much it costs. Eighty-
six percent of customers are willing to
pay more for better customer experi-
ence.—Lori Salberg
r Expand your outreach programs
Lori Salberg
You have to enhance your education and
outreach program. You have to make sure that
you are doing all of those fun, cool events but
also make them charitable.
Make sure that people see that you care
about their community as well as being
welcoming.
You have to get involved in these Death
Cafes. You have to find out if they’re
happening, and if they’re not, then start one.
Go look up what they’re all about and then do
them, be in the conversation about death in
every way you possibly can be. If someone’s
talking about death, you are there. r

30 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 I C C FA 2 0 1 8 C O N V E N T I O N FIRS T-T IM E RS
H O S P I C E PA N E L / S E L F - C A R E Ashley Johnson
student, St. Petersburg Col-
r Seek a balanced life But we have eliminated most of the lege, St. Petersburg, Florida
Jim Monahan turnover within the funeral home, which Amazing. I love the variety
I’m going to talk about how is extremely costly for small-town funeral you have, from pets to
hospice workers keep on homes. With the time it takes us to train funeral homes—amazing
going day after day. We have people, get them out into the community, if variety in topics.
the same stresses, I believe, they leave that’s very, very difficult for us.
that funeral directors do. Try Micah Galvez
to keep a balance; it really can r Build a respectful Newell-Hoerling’s Mortuary,
exist. relationship with hospice Centralia, Washington
The director of our bereavement services Jason Troyer, PhD It’s been great; I’ve learned
said she looks at how many hours a day she I see two key areas where a lot.
does really painful things, and she tries to hospice and funeral service
do that much happy or fun things outside of overlap. One is literally being
work. in the same physical space at
Veronique Desrochers
“I don’t watch movies where some­body’s the same time. A little bit of
Gregory & Desrochers,
dying of cancer—I like comedies.” She sits conflict can occur when hospice and funeral Victoriaville, Quebec
around a lot, so she moves and goes outside professionals are in that same physical space It was very fun. Nice
after work, does a lot of dancing, goes to the at the removal or transferal. Who’s in charge speakers. I really liked
beach. She tries to balance life. here? Which rules are we following? everything.
One of the people I spoke with was a Hospice feel very passionately about
funeral director. She said some of the younger “We’ve been caring for this family quite
funeral professionals do things like mountain a while.” Just as appropriately, funeral Jeffrey Schuetz
climbing, hiking, camping. She said, “I’ve professionals feel, “We’ve been serving this (with some cool
been around a while; we just dealt with it by family for several generations.” We each feel swag)
drinking.” I don’t think she was joking. ownership—which generally is a good thing. Scheutz Funeral
We take very personally the quality of service Home, Mingo
r Find ways to limit long hours we provide. Junction, Ohio
I think we can build this relationship and I like it. A lot
Lauren Blevins, CCFE
of informa-
We hired a gentleman whose in effect share this burden by doing some
tion, a lot of
entire job is to go on removals. things to build a relationship of respect. I
things to see,
He gets a salary and he lives think it starts with, quite simply, checking learn, vendors.
on call. in with hospice, having conversations with Everything is
That saved us all from a them, whether it’s professional or outside great.
lot of night duress. It saved us of serving families. Talking with them at a
10 or 20 hours sometimes a removal situation. Recognizing them: “I’m
week per person. It changed the course of the appreciating that you’ve worked with this
funeral home life a little bit. We try to keep family for weeks, months, maybe a year or
our employees to 40-45 hours a week, and more in rare cases.” Acknowledge that their
that’s very hard. job is stressful, too. r

Visit the new and improved www.iccfa.com July 2018 31

 I C C FA 2 0 1 8 C O N V E N T I O N
GRIEF/AF TERCARE/SELF-CARE
r Learn why music helps heal and are known to be involved Music can also help with
how you can use it to help families in emotion and reward and memory and concentra-
Dianne Gray motivation. tion. How many times
Pain needs to be validated in order to heal. Why is that important? have you had a family in
your office, they’re sitting
Music can provide that validation, and here’s Because talk therapy
there in front of you, and
why. Because as we listen to music—how doesn’t always work. you know that you just
many times have you listened to a song and Music works. Why? said to them, “This is
go, “That’s about me?” Because it affects the part of what’s involved; this is
We think that somebody gets it, and it the brain that has to do with what we need to know;
helps us feel less alone. Music becomes our dopamine and our receptor this is the cost.” And they
companion in our healing journey. That’s true system. This is what it looks look at you like they have
for millions of people, but most people are like when drugs of abuse no idea what you just
not taught to turn to music. target the brain’s pleasure said. Music helps them retain memories and reduces brain
Here’s the science; here’s what we need to fog, helps people make better decisions.—Dianne Gray
center. Music does the exact
know about neurology and the brain and why same thing. in with our power walk? What do you think
music is a great and valuable resource for you How many of us know physicians who happens to the brain? Then what happens to
all. You can encourage people who grieve to prescribe anti-depressants for grief? It’s OK our grief?
start listening. to be sad, folks. It is not a bad thing; it is Just giving people pills is not working; we
Our brain has a pleasure center where normal. It is part of the human experience. have got to replace it with something power­
feel-good neurotransmitters make us feel What would happen if we started saying, ful that actually works, and music works.
really good when we drink alcohol and, I instead of “take two of these,” “take two You guys are a very important
don’t know about you guys, but I sure love songs”? component of the healing process, and the
my donut every now and then, and music And, by the way, the research says reason is this: You guys are there with this
is connected to this pleasure center. It’s the powerwalking 20 to 30 minutes in nature has family and you have to sit in their grief.
same exact pleasure center in the brain. the same effect. It hits the dopamine and the We can start helping them by under­
The involvement in musical activities pleasure receptors in the brain and it tells the standing that music is actually a powerful
actually changes levels of neurochemicals. It body, “I’m feeling better.” way to heal and say, “Hey, check out
activates areas on both sides of the brain that What happens when we add a little music Spotify.” Help them build a playlist. r

r Model a balanced life and keep
an eye out for compassion fatigue
Jason Troyer, PhD
If you are looking to your family’s next
generation or a key employee who you
would love to take over your firm, if they
see your lifestyle as something that is not
sustainable, they won’t want to step into
your shoes. They won’t want to take over
if your lifestyle is the example of what
they’re going to be doing for the next 20 or
40 years.
It’s not about not wanting to work hard,
and it’s not about expecting 8-5 hours and to
never work overtime. It’s about having some
small semblance of life balance.
If you’re trying to recruit a retired teacher
or military person to be a funeral assistant,
or to try them out at the funeral home, if they
see an example of that old school mentality
of “just suck it up,” they’re not going to work
for you, or they won’t last long in the job.
We have high turnover within the
field, and worse, people suffering without
support. “Yeh, I make it day by day, but
I’m far from thriving, and I’m far from
happy about it and the satisfaction that I
get from doing this job seems to be less
32 ICCFA Magazine
and less all the time.” When we’re look- what I’m going to do to take
Your duties do put ing at change, we care of myself on my days
you at a higher risk for tend to overes- off.” Acknowledge and share
compassion fatigue and timate our fears those reactions, and model
and underesti-
burnout, so we must inten­ that self-care.
mate the cost of
tionally work to reduce Look for situations
not changing.—
that. Dr. Jason Troyer that might be intense
Disaster responders compassion-fatigue
take burnout seriously. I situations. If your embal­
know someone in my community who has mer is embalming a 6-year-old and they
worked with the US Marshal Service for have a 6-year-old at home, you need to
decades. He told me that in Tennessee, my have a conversation with them about
state, there are 700 people trained to help first whether they’re the right person to do that
responders and police officers with burnout— embalming, and check in before and after.
that’s how seriously they take it. It doesn’t have to be a counseling session,
Owners and managers, you set the tone for it can be a quick conversation. “I know that
professionalism, for how families are served. this might have been tough for you. You
You also set the tone in terms of burnout and want to chat about it and we can grab some
compassion fatigue. coffee?”
I would encourage you to acknowledge
and share your own reactions. That doesn’t r Put down the smartphone
mean you have to be an open book to your I’m glad that all of you were able to take
staff and say, “Boy, I’m two days away from time away from your place of work to come
being burned out and selling this place.” I here, but I think it’s much more difficult for
don’t mean that. But I mean if you’ve had a funeral and cemetery professionals to be
tough day or tough week, instead of being psychologically away from work, because we
tight-lipped about it, please mention it. As have these wonderful devices—smartphones.
simple as “It’s been a rough week, and this is We can keep track of every single death
 ➤to page 33
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I C C FA 2 0 1 8 C O N V E N T I O N
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r Laugh and smile more often
Jim Czegledi E N E R G Y S AV E R
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humor. And it’s important to have genuine
laughter, laugh from our belly.
The thing about laughter is our bodies
don’t know the difference between real
laughter and fake laughter. So fake it until
you can make it. We don’t feel stressed when
we laugh. Laughter is like a mini-vacation
from our worries, our cares and our fears, and
we come back renewed and refreshed. r

r Consider this course for hospice

Gail Rubin
An idea you might consider,
working with your hospice
communities, is to have a
showing of “Inside Out’ and
an exploration of the Atlas of
Emotions website to help us as
individuals, as well as profes­
sionals, to better understand emotions and
triggers, especially sadness, anger, those so-
called bad emotions that we need to be able to
recognize and deal with.
This could be a two- to three-hour
continuing ed credit course for hospice
professionals in your market. They would
love your funeral home or cemetery
for bringing that kind of entertaining
education to your community. It could also
be an aftercare program for the families
you serve, as one way of helping them
understand their own emotional reactions
to loss. r

➤Troyer, from page 32

call, and every question and every family
concern. We’re never psychologically
away as long as that phone’s there and
someone can reach us. Ideally, you need to
be psycho­logically away at times.
For a lot of you, there’s something
healing about getting outdoors. If you can
turn off the phone or leave it somewhere
else, that’s the best way to do it. r

Visit the new and improved www.iccfa.com July 2018 33

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r Learn to apologize the right way
Emily Ann Albrecht
If somebody does approach you and say, “I’m
not pleased with the way Dad looked,” take
the opportunity to, first and foremost, listen to
folks’ complaints, because the biggest thing
people really want in that situation, before
letting it get so far that you’re in the news, is
to be heard. They want their concerns to be
appreciated in a genuine manner.
It’s a lot cheaper to sit down with
someone, have
a meaningful
conversation,
acknowledge
the reasons why
they’re less
than satisfied,
address it on the
front end, than
to go through
litigation—
whether or not
you are liable. It
doesn’t matter—
someone can still sue you and you’ll be tied
up in litigation for years.
If you can, sit down, address it with
the family. There’s a difference between
apologizing for doing something wrong, for
example, which is not a good idea—I would
not suggest that—and apologizing in the
sense that “I am very sorry that you are less
than satisfied with the services we provided.”
You are acknowledging somebody’s
concerns, telling them that it’s a meaningful
concern and we understand you’re less than
satisfied and we are sorry for that. However,
you’re not admitting any sort of wrongdoing.
Another way to get sued is if somebody
contacts you and says, “I’m not satisfied with
the service that I received,” to not respond at
all. That’s a really good way to get a lawyer
involved. r
r Put GPLs on the showroom door
Marty Ludlum, PhD
It’s 33 years old, and we’re still having
huge problems about people following the
FTC Funeral Rule. This can be fixed.
What’s the most common violation
of the Funeral Rule? This was a shocker.
Not giving—or, what I think is even more
ironic—refusing to give a price list to the
consumers when they’re there.
Going into the showroom—that’s the
magic moment. Before you show them the
36 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
CEMETERY & LEGAL
What is your story? Do
you have a story with your
cemetery? What is your
cemetery’s history? Is
there something so unique
about your cemetery that
it’s worth telling? I will
guarantee you, if you dig
deep enough, you can find
a story to tell somewhere in your his-
tory.—Michael Higgs
r Expand cemetery service offerings
Gwen Mooney, CCFE
We’re always discovering new oppor­
tunities for our families. We’re developing
packages, and in them we really want to
tap into unique memorial service planning,
graveside gatherings, receptions—everything
from breakfast to lunch to dinner to wine and
cheese receptions, which are pretty popular
right now with our families, using celebrants
more frequently.
r Build ties to your community
We try to tap into our landowners, our fami­­
lies, area students—really the entire com­
munity, to tie the community into Cave Hill.
We are building a state-of-the-art apiary
and we’re going to be adding five more
hives to the 15 hives we already have. That
will bring us into the production of a couple
thousand bottles of honey this summer—
maybe up to 2,500. We want families, people
in the community, to come and in work with
our apiary, work with our apiary team.
We also have beekeeping classes with
our head beekeeper. That’s a really strong
community program.
Another thing that’s really popular
in drawing people in is our marker and
restoration services. We have a designated
team of five people who work from spring to
late fall doing this restoration and cleaning,
and the community can come in and help. We
I see a lot of funeral home
invoices where the big-
gest item on it is “other.”
What do you suppose the
consumer thinks when
the biggest item on the
ticket is “other?” “Other
what? Maybe I don’t want
other—especially if it’s that
expensive!”—Dr. Marty Ludlum
casket room, you’ve got to offer them the
price list. What if I have a small funeral
home, I don’t have a waiting room, or
have quite a few volunteers.
Another really neat thing we’ve been
doing is we’re trying to preserve family
stories, so we partnered with the University
of Louisville, with Bellarmine University. We
have students who are writing storyboards for
people who are buried at Cave Hill Cemetery.
Right now, we’re working on stories of
women and African-Americans.
We’re trying to get a very rich experience
for people who come to visit. This whole
storyboard process will take place for years,
and will segue into our goal of building a
history center at some point. The community
is getting very involved in that project.
Green space renewal is something the
community can get very involved in. The
city of Louisville has a program to restore
the canopy. So we’re getting the community
involved in planting a lot of trees.
r Try to bring in cremated remains
We did a survey to find out where a lot
of the cremated remains from the funeral
homes in the city were going, and a lot
were going to the families’ homes.
Through some television commercials,
we have been able to get a lot of those
cremated remains into Cave Hill by
featuring our large variety of placement
options, from scattering gardens to our
niches to ground burial. r
I’ve had an
opportunity to
raise my second
service dog.
He’ll go to grave-
side services
and to funeral
homes for
visitations.
—Gwen Mooney,
CCFE
my waiting room is in the showroom?
Can I tell the family to go in there and sit
and wait, because the funeral director is
coming here from another location?
The FTC ruling was that no, you can’t
go in the showroom at all unless you’ve
given them the price list.
How do you avoid this problem? A lot
of it is just building in a habit. Get one
of these hanging folders and put it on the
door of the showroom and fill it full of
price lists. r
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 BEFORE AFTER

17
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Speaker Cate Collins (below) had audience members interacting (above) during her lively presentation.
r Make your meetings meaningful
Cate Collins
You must have meaningful meetings.
So often when I work with firms or their
directors or administrators, they say, “Yeh,
we’re having another meeting. I don’t know
why; they go on too long, you just yak and
I’ve got things to do. Now I’m stressed out
because my list has gotten longer.”
Make sure there’s an agenda. Make sure
there’s a timeline, there’s accountability—it’s
put on the agenda at the next meeting, what
we’ve accomplished. This is going to help
for time management, this is going to help
for accountability, this is going to help your
credibility.
r Add millennials to your team
Just to remind people, millennials are the
people born between 1980 to 1996. Does
anybody have millennials on their team right
now? For those of you who don’t, I highly
First-timer
Brittany Carrington
Putnam Funeral Home &
Crematory, Kingsland, Texas
The convention was very
educational. I enjoyed each
of the speakers and the dif-
ferent pieces of information
they brought to the conference. I also
really enjoyed the networking aspect,
getting to meet other people who are
just as passionate as I am about serving
families and learning from them. I am
newly licensed in the state of Texas, so
building this network here with experi-
enced funeral directors is valuable to me.
And, of course, cultivating and continu-
ing to get to know the people I’ve met
previously from the mortuary school, the
companies and vendors I’ve worked with
for many years, has been very valuable.
So it’s been a very enjoyable experience
for many reasons.
38 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
H U M A N R E L AT I O N S
This is a big one as a leader for credibil-
ity. You must take 100 percent responsi-
bility for your mistakes, for your words,
for your actions—it is critical. The com-
panies that really sustain employees
are the ones that say, “You know what, I
blew it. That was a bad call. I apologize
and this is what I’m going to do differ-
ently.”—Cate Collins
recommend you do. They’re the largest
generation is history. They are changing
consumerism radically.
“But what are the chances of them buying
r Review your onboarding process
Mark Jorgensen
I would suggest that starting
any job relationship is about
an onboarding process. The
onboarding process is based
on the idea of what a new
employee with relevant job
experience should be expected
to do with a family on day one.
An onboarding process, I would suggest,
is best organized chronologically. If we take
the assumption that the onboarding plan is
something we directly control in the process
of bringing a new employee on and keeping
them viable, we would start with the job
description. I hope you have one, because
it’s a very versatile tool for you. It certainly
is involved when you decided to advertise
the position, when you begin screening
and interviewing candidates, to be able to
from my firm early on?” Are you kidding?
When something happens, grandma or
grandpa dies, or their mom or aunt or uncle,
guess who’s doing the research? Millennials,
and 72 percent of their information is coming
strictly from their smartphone.
It’s a different lens they’re looking
through. I’m sure it had nothing to do with
the fact that you probably put in 12- or 14-,
maybe 15-hours a day, and they watched you.
And they watched that your life was sucked
right out from underneath you. Maybe your
marriage broke up or has problems, or you
have addiction issues. I’m sure that has had
no effect on why they want to have balance in
their life and a sense of meaning.
They have been brought up in an era of
information overload. Google has become
their best friend. These consumers and
employees are more educated than ever
before. Do you think it’s important for you to
have that edge, as a firm? I really think so. r
give some tangible expectations about what
competencies are expected and what the job
requirements might be.
It also adds utility for onboarding, because
it makes this process really simple. We can
take the job description and sort it by when
you would reasonably expect an employee to
have a particular competency that’s in the job
description.
Very simply, take all the elements in the
job description, break them down and decide
what you would expect this new employee
to be able to do competently by the end of
the first week of employment, by the end of
the first month and in the first 90 days, which
most of us think of as a probationary period
for an employee.
This then sets the groundwork for your
six-month or annual performance review.
Certainly more frequent is considered better
by most management scholars today. r
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Who Supplies
the Suppliers?
For funeral and cemetery suppliers, business
has never been more isolating. Often ideas
are done in a vacuum. What you know is only
what you know, which limits how far you can
go. IMSA membership can change that. We’ve
brought together some of the top industry
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one advice on marketing, business planning,
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 I C C FA 2 0 1 8 C O N V E N T I O N
I N T E R N AT I O N A L O U T R E A C H

Simultaneous Spanish translation was

offered for many educational sessions.

Above, translators at work. Below,

attendees listening to the translation.

Above, Erica Maldonado

and ICCFA Vice President
Andrés Aguilar, Los Parques,
Guatemala, and ICCFA Board
F I RST-TI MER S Member Gisela Adissi, Grupo
Prima­veras, São Paulo, Bra-
Roberto Esquivel zil, at the ALPAR booth.
Camposanto la Piedad,
San Jose, Costa Rica Left, ICCFA 2017-2018
I’ve seen many friends—that’s President Scott Sells, CCFE,
the most important thing for exchanges gifts with Wang
me. The products are amaz- Jisheng, vice president of
ing. I really recommend this the Chinese Funeral Asso-
convention to anyone who is ciation, and Juan Pablo Do-
in this business. The different talks are very netch, president of ALPAR,
good. Two that I especially liked were the the Latin American cemetery
one with the major (Scott Huesing) and the and funeral association.
marketing one.
Emny Navarro
Jardin Memorial, Santo Domin-
go, Dominican Republic
It’s very interesting to meet
colleagues from the USA, see
how cremation has evolved,
the funeral rituals that have
changed a lot—which in Latin
America has not yet happened, but can hap-
pen—see those experiences and what we
must not do so that it does not happen to us.
These conferences also given us many tips
to apply in our countries and tropicalize. Socializing at the International Reception.

40 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
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Quit analyzing and fol-
low your intuition. You
have years of experiences
that have accumulated
and bring you a wealth of
knowledge. Things you’ve
been taught, things you’ve
learned, things you’ve
seen that have gone well, things that
didn’t turn out too well.—Dave Shank
r Always asume there’s a camera
Lance Ray
Who’s got a nest cam—one
of those cameras on the
outside of your house to keep
track of who’s coming and
going? When you’re doing a
removal and you walk up to
that house, expect that there’s
a camera watching you.
I’m always aware that there could be
cameras. They could have set up a nest cam
in that bedroom to watch mom while she was
ill. I’d be totally silent on a removal, because
I don’t know where the cameras are. r say to me they didn’t believe the funeral
r Be prepared to answer questions
Damon de la Cruz, PhD
I teach in a mortuary school, and a lot of our
students say, “I don’t need to know all this
stuff you’re teaching me.” And then they
go work at funeral homes and the licensed
embalmers say, “Oh, yeh, we had to learn all
that stuff and you’re never going to use it.”
In today’s market, that doesn’t work
anymore. Families come into your funeral
home and they’re going to ask you a question,
and they probably already have the answer
these days. They’ve already Googled it.
They ask you a question; you make up an
answer; and they look at you and say, “I’m
paying you thousands of dollars and you
don’t know what you’re doing.” r I’ve transformed a chapel into an art
42 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
FUNERAL SERVICE
r Be open-minded about your role,
ready to personalize ceremonies
Stephanie Longmuir
I used to call myself a funeral celebrant,
but these days, I wonder, “Am I an event
planner? Am I a facilitator? Am I a mediator?
Counselor? Collaborator?”
Most of the time, I think I’m all of the
above. I invite you to consider the changing
shape of end-of-life ceremonies, the families
who are driving these changes, and how we
meet the needs of a changing generation.
There are three things that I want you
to take away with you. The first is an
open-mindedness about who we are as
funeral professionals. The second thing is
the ability to identify and serve a family
wanting maybe something non-traditional.
And the third are the tools to personalize an
end-of-life ceremony.
If people are contacting me after the
cremation has been organized and they’re
looking for a memorial service, I often say
to them, “Why aren’t you involving your
funeral director in this event?” They all
director would be interested in organizing
something beyond their own venues.
Families will work independently, and
they will make their own arrangements if
you’re not prepared to do it for them.
In the past six months alone, I have led
services on beaches, in gardens, including
a beautiful service at the beginning of this
year at the croquet lawn of Melbourne’s
historic Como House, where a beautiful
marquee was set up for 300 mourners in
the glorious Melbourne sun. It was a very
special place for the deceased; he’d walked
his dog there every day.
I’ve participated in painting and
decorating coffins. I did a service two
weeks ago and the deceased was an artist.
We delivered a coffin to the family home
five days before the service. It was a very
plain pine coffin, and during the next five
days, family and friends were invited to
come and paint and decorate the coffin.
His son, who is a filmmaker, set up a
Go-Pro camera in the room and recorded
the five days and condensed the film to five
minutes and we played it at the end of the
service. It was beautiful, and the coffin was
magnificent.
I’ve led Saturday services in family
homes and family back yards, and Sunday
services in favorite restaurants.
In Austra-
lia, other
titles are
emerging
for the
work that
funeral
profes-
sionals
do. These
days, we
are seeing
funeral
directors
calling
themselves
funeral
consul-
tants,
funeral
planners,
remembrance consultants and now even
event manager. And let’s face it, that’s re-
ally what we need to become these days
if we’re going to turn a direct, no-service
cremation into an opportunity for an end-
of-life ceremony.—Stephanie Longmuir
gallery with the deceased’s paintings.
Six months ago, I had 600 mourners
folding origami during a reflection time to
present to the deceased. Origami was his
thing. We made tiny little origami bats.
There were about 400 bats on top of his
coffin, and as we wheeled the coffin off,
these bats took flight and it was a mass of
colored paper; it was truly beautiful.
r Expand your idea of ritual
Ritual: This is interesting. You’ve all heard
of the dove release and candle-lighting
and balloons. But have you ever heard of
apple-pie eating at a funeral service?
I had a family where the deceased had
loved McDonald’s apple pies. He’d been
in aged care for some time, and his family,
his grandchildren and great-grandchildren,
had visited him every single week, and it
was their tradition that they would always
bring him a McDonald’s apple pie.
During the reflection time, we played
some music, and the grandchildren and
great-grandchildren all came forward with
their McDonald’s apple pies and stood
around the coffin and ate their apple pies.
I had great-grandchildren there ranging
from three to seven years of age, and their
first memory of a funeral service is going
to be eating apple pie with their Pa. I know
that’s a happy memory for them of a funeral
service. r
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 Him Jardy
will blow you
away with his
superior service.
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 I C C FA 2 0 1 8 C O N V E N T I O N
SCENES FROM THE EXPO HALL

Funeral Services Inc. ICO Uniforms Kanga Woo

First-timer James Hale
(with one of the Funeral One
flowers in the Expo Hall) Belle
Vernon Cemetery Association,
Belle Vernon, Pennsylvania
It’s been really awesome;
we’ve had a great time. There
are a lot of neat and exciting
options from the vendors, a
lot of things that sparked our
attention to try and expand
our brand back home. Very Hovertech The Great American Pyramid JCB Bio-Response Solutions
nice layout, very easy to get
around. The vendors have
been really supportive.

Mopec Ash Beads Live Oak Bank

SRS Computing

Shiva Shade Passages International Riviera Tailors

Behar Mapping

Argent Trust Global Atlantic Roberts & Downey Chapel Equipment

EDA Land Planning Cemetery Funeral Supply Frazer Consultants Catholic Extension

44 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 <RXU2QH6RXUFHIRU&HPHWHU\)XQHUDO+RPHDQG%XULDO9DXOW
(TXLSPHQW0DQXIDFWXULQJWKH+LJKHVW4XDOLW\3URGXFWV6LQFH

ƒVDOHV#KROODQGVXSSO\LQFFRPRUYLVLWZZZKROODQGVXSSO\LQFFRP

Visit the new and improved www.iccfa.com July 2018 45


We can’t stand by and say, “Why isn’t
my business doing better?” if we our­
selves are not willing to change, to do
that which makes us feel uncomfort-
able.—Mike Watkins
r Emotionally prepare families
and make your firm one of the best
Jason Troyer, PhD
People want somebody to walk with them
through the whole process. Ordering services
and simply having a place where they can
have those rituals is not going to be enough if
you want to get into that top 10 percent.
What can you do to prepare people for
that situation or ritual better? There are two
kinds of preparation I would focus on. One
is practical, and this might be more familiar.
Anybody have a little card or handout that
they give families at the point of removal
or transferal to say, here’s what’s going to
happen at the arrangement conference, here
are some things you can bring?
That’s the type of practical information
I’m talking about: Practical information to
prepare them for walking in the door. I would
encourage you to take it to the next level, to
emotional preparation.
How many of you have had families in the
arrangement room planning the service and
yes, they’re grieving, but they’re doing OK,
46 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
MANAGEMENT
r Ask questions and guide families
Mike Watkins
There are so many funeral professionals
hiding behind a fear of being pushy, or being
too “salesy.” That, unfortunately, precludes
them from giving advice. As we like to say
in our company, we have the courage to lead
and advise our families.
What should we be doing? We should
be, first and foremost, having conversations.
The family walks in and says, “We want
to have direct cremation.” If your response
is, “Well, OK, but we also have cremation
with memorial services, and we also have
full-service cremations and you can have a
viewing,” you’re upselling, aren’t you?
What if your response is, “Yes, we do
offer a simple cremation, and I’ll be more
than happy to explain that to you, but what
I first want to do is have a conversation, be­
cause I didn’t have the privilege of know­ing
your dad, and I’d like to get to know him.”
You’re asking some strategic, open-ended
questions to really get to know who that
person was and what made them unique and
special, and then from there, you’re able to
become their advocate and advisor, because
that’s what we’re really there to do.
We should be learning about that unique
life, educating that family about the value of
ceremony, about permanent memorialization,
they’re able to answer questions. And as soon
as they walk into that casket selection room,
that’s where it hits them.
Emotionally prepare them for that. It could
be a very simple one-line statement: “We’re
going to go to the selection room now.”
You might already have a spiel about
caskets and pricing. I would encourage you
to add this: “Some folks, when they go into
the selection room, it hits them them really
hard. I just want to warn you that that could
happen. It’s perfectly OK; we’ll take as much
time as you need.”
If they don’t have that reaction, they think,
“Hey, we’re doing better than everyone
else. We’re stronger and tougher.” I would
disagree with that perception a little bit, but at
least they don’t feel bad about it.
The other scenario is that they do have
an emotional reaction, and you warned them
about it. What does that say about where you
are in synch with them? A quick little phrase;
it’s free; it takes three seconds.
I know that you care. But families know
you care for them based on what you do and
all the incredibly valuable things that we do.
Ask yourself the question: Am I doing any
or all of those things?
Ask yourself these tough questions about
the value in all the different services that we
provide—especially when it comes to people
who think they don’t want to do anything.
They come in and Dad’s been saying for 15-
20 years, “Just cremate me and scatter me.”
We want to validate that: “I respect your
dad’s desire for simplicity. But after this
conversation that we’ve had, you’ve really
helped me see how many lives your dad has
impacted, how many lives he’s touched. So I
want to ask you, ‘How are we going to honor
your dad’s life?’”
I don’t care what a person’s been saying
about simplicity for 15 to 20 years—we want
to respect that, but there’s not a person worth
their salt that’s going to come in and think
that dad or mom’s life didn’t have value, and
that dad or mom’s life didn’t doesn’t deserve
to be honored.
How we do that? We have to be a lot
more creative. It can no longer just be, “We’ll
have something in the chapel, and if you
don’t have a minister, we’ll get one for you.”
We’ve got to think way beyond that, having
celebrants on staff and having memorial
gatherings that will help people understand
the importance of the community support. r
How many of you know the Johnsons
are showing up at 9 a.m. for an arrange-
ment conference and you see them
pull up in the parking lot and they sit
out in the car, it takes them 10 minutes
to walk in—not because they’re wait-
ing for somebody else, they’re just
gathering strength to walk in the door.
Acknowledge that: “I realize this is the
last place you want to be. I realize it was
difficult maybe to even walk through the
door.”—Dr. Jason Troyer
what you say. You can’t just say it or put it on
signs; these are the practical ways they feel
it—and they’ll tell other people about it. r
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Visit the new and improved www.iccfa.com July 2018 47

FI RST-TI MER S
Staci VanZant
Lowell-Tims Funeral Home,
Altus, Oklahoma
It’s exciting. We’re new
business owners, so it’s
awesome to be here and
get some new ideas. We’re
having fun!
Jasen Crockett
Austin Lane Mortuary,
St. Louis, Missouri
I think it was very educa-
tional from beginning to
end.
Yoanna Termini
Jardin Memorial, Santo Do-
mingo, Dominican Republic
It’s very interesting,
because many times we
think we are doing the
best practices and we are
stuck in a way of thinking.
Sharing with other cultures and other
people with the same experience we
can see different options to change, to
open the mind, to innovate. That part
is really very interesting, and also the
relationships with colleagues from other
countries that help us have a continuity
to always innovate.
Sherry Smith
Bellefontaine Cemetery,
Columbia, Illinois
It’s been remarkable; I’ve
learned a lot.
Michelle Alexander
Angel Paws Pet
Crematorium, Conception
Bay South, Newfoundland
It’s pretty impressive. It’s
been real educational for
me—my business part-
ner and I just opened our
business in October. We went to the
PLPA College, but this is our first ICCFA
convention, and it’s been a real learning
experience for us. A presentation like
this one about the PLPA accreditation
program is real illuminating. It helps
us know where we need to go with our
business to make sure we’re giving
our clients what they need and what
will improve our showing in their eyes,
how can we make things better for our
clients, for the pets in our care.
48 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
MANAGEMENT
r Develop new skill sets
Alan Creedy
The future is going to be different. We’re
in an inflection point. It’s not the first time
we’ve been in an inflection point; it is going
to be painful. But the skill sets that the future
operators of cemeteries and funeral homes
and death care need have changed.
Funeral service has been an extraordin­
ar­ily forgiving business. It doesn’t take a lot
to make a good living. In the future, you’re
going to have to have some skill sets that
your parents might not have had.
r Know your average sale (funeral)
or average yield (cemetery)
I have no interest in turning you into an
accountant, but I am going to tell you there
are about a half a dozen key performance
indicators you have to know and understand
where they come from, how they’re
generated. One of them is average sale.
If you’re really analytical, maybe you
should look at average burial sale and average
cremation sale, but I’m fine with average sale.
You should be looking at your average sale at
least every six months if not quarterly.
I should be able to walk into your
business and ask, “What is your average
sale?” and you say, “It’s such-and-such.”
And that average sale does not include cash
advances—that’s very, very important.
In the cemetery business, it’s a little
different. You really need to be looking at
average yield. If your metric is burials and
r Consider possible upgrades
Walker Posie
Maybe it’s not even generational transition.
Maybe it’s I need to build
a crematory, build an event
center, make my selection
room up-to-date—maybe I
need some technology in the
room, some TVs. Maybe it’s
money to grow your business.
I’ve been at the funeral
home long enough to remember cassette
tapes, and that went out-of-date and we had
to spend all this money getting CD players,
and that went out-of-date. We did a $150,000
technology renovation 10 years ago and it’s
obsolete now. It’s neverending, which is
another reason why you might need money.
Think about all the things that need to be
upgraded and done in your business to make
that experience relevant to consumers.
You’ve got to meet with your accountant
at least every two years to look at your
tax strategy. Things change. This is one
year where if you are not meeting with
your accountant to look at your tax strat-
egy, you’re being negligent. Things have
changed radically.—Alan Creedy
you have at-need and pre-need sales and
revenue from trust funds and openings and
closings and monument sales and so on, what
I would do is take your aggregate revenue
and divide that by the number of burials.
So, in the cemetery business you’re
looking at average yield, and in the funeral
business you’re looking at average sale. r
r Find a banker who ‘talks funeral’
Stephanie Castagnier Dunn
If you ask your banker, “I’m thinking of
buying the firm in the next
town over; what price should I
offer?” he’s probably going to
look at you like a deer caught
in headlights.
But if you talk to a banker
who lends in the funeral
industry, they’re going to ask
you, “What’s the call volume, what’s the cost
for service, what’s the competition, what
the cremation rate, do they have pre-need,
who do they use for pre-need, who are their
casket manufacturers, who are their vendors,
are they positioned—are they growing their
pre-need?” If you’re growing your pre-need,
it tells me you’re gaining market share over
the competition. So that’s good when I think
r about your five-year pro forma. r
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 I C C FA 2 0 1 8 C O N V E N T I O N
MANAGEMENT
r Hire people who fit your culture
Stan Engh, CCFE
We hire our team members,
our employees, for our culture.
Policies and procedures can
be taught. The insurance agent
is going to get a license from
the state to sell. We can’t
teach culture; that comes from
inside, that’s on who that individual is. It’s
who we are; it’s what makes us tick. We hire
for our culture.
When we hire someone there’s a long list
of questions we might ask. We look at their
schooling, their past employment history,
what kind of experience they have. But the
important questions are: What do you do after
work? What are your hobbies? What takes
up the rest of your time when you’re not at
work? That’s where you start learning and
figuring out if this person is going to fit your
culture.
Culture is what is going to keep that
person happy. So are we using those talents?
That’s what we want to do. We want
to know who people are, and we want to
have all of that person, not just what they’re
assigned to do.
FIRS T-T IM E RS
Denice Norton, DVM, CHPV
River Valley Gateway,
Grand Junction, Colorado
It has been an eye-opening
experience, very well put
together, tons of informa-
tion.
Henry Kerns
Weeks Edline-Yahn &
Covington Funeral Chapel,
Kent, Washington
It was fantastic. There
was a great diversity of
topics and I learned a lot
r of things.

r Get everyone to sign the contract
Marty Ludlum, PhD
I don’t know if this comes
from mortuary school or what,
the notion that if the family
owes you money, you need
one and only one person to
sign the contract. Trust me,
if the group of you owes me
$5,000, I’m not having one of you sign, I’m
getting everybody to sign.
You have the family come in and grandma
who’s on Social Security is the only one who
wants to sign the contract. No. I don’t think
grandma’s Social Security is ever going to be
able to pay you off.
What’s worse is Jobless Joe, yeh, he’ll
sign the contract for the family. Or the guy
from a long way away is willing to sign
it. Trust me, if you’re across state lines,
you might as well be in Australia—it is
that difficult to sue somebody who lives in
another state.
Deana Kelly
You want somebody who has money and Cumby Family Funeral
lives in your state. If not, “Sorry, I don’t want Service, High Point,
to loan money to you—because that’s what North Carolina
you’re asking.” You’re not saying, “Please I thought it was fabulous;
I’m very excited to be here.
sign here.” You’re saying, “I’m loaning
The expo was wonderful,
you money.” Because I’m going to pay my
and I got so much out of
employees, I’m going to pay for the car bill, the classes I attended. It was a great
I’m going to pay for everything. You’re just experience for me.
promising someday you’re going to pay me.
If it comes down to it and you’ve got to Max Francois-Poncet
try to collect the money, you can only go after Wharton MBA,
people who either signed the contract and the Philadelphia, Pennsylvania
estate, if there is one. Very few people have We’re MBA students look-
an estate that gets probated. Maybe 1, 1 ½ ing into potentially buying
percent of people have a probated estate. companies in the over-
All those ads you see in the newspaper arching death-care space,
about estate planning? They can make it so so we’re here both to
even if you’re very wealthy and own lots of learn and meet people—learn about the
stuff, you’ll never need probate. industry trends and also maybe find po-
tential acquisition targets. We thought it
Who ends up having to be probated?
was great.
Somebody who either has a bank account
in just their name or owns land in just their
name. r

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First-timer I C C FA 2 0 1 8 C O N V E N T I O N
Heather SCENES FROM THE EXPO HALL
Felkel
(dressed for
the Closing
Reception)
Cloverdale
Funeral Home,
Boise, Idaho
I have been
enjoying the
convention
a lot. I’ve
learned so Precoa Armbruster Stageway
much; I’ve taken many, many notes
and two giant bags of goodies from
the Expo Hall to bring back to my
funeral home. Tons of informa-
tion, tons of new ideas. I’ve been
to ICCFA University twice—that’s
a whole other adventure. At the
university, you focus on one topic, Country Woods Tukios
and here you get so many different
topics and can pull from everything.

This is what
happens
when his
wife is back
at the office
and Dan Isard FuneralTech FuneralScreen The Davis Whitehall Co.
(The Fore-
sight Com-
panies) takes
sartorial
advice from
co-worker
Jeff Harbeson.

Cooperative Funeral Fund Supernova/AP Lazer

Kwynce and Kithryn Thogmartin help at

the family’s Disrupt Media booth, talking to
Daryl Nicholson of Porterville Funeral
& Cremation Center, Porterville, California. S&S/Superior Coach Co. Resomation

RK Productions American Memory Craft Express Funeral Funding Intera

Remembrance Merendino Cemetery

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50 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 I C C FA 2 0 1 8 C O N V E N T I O N
JFDA
First-Timers
Glenn & Tiffany
Blumenstein
Manchester
Funeral Home,
Manchester,
Connecticut
Tiffany: We’re
meeting a lot
of people in part of the industry that
we’re not too familiar with—cemeteries
and crematories—because we just own
funeral homes. Glenn: We got a very
warm reception from the JFDA. They
invited us to dinner last night and that
was a lot of fun. It’s been good so far.

Dr. Simcha
Raphael speaks
at the JFDA
program about
Jewish beliefs
concerning the
afterlife.

Edward Rusnak, Charles Saloman and

Robert Zimmerman of the JFDA in the
Expo Hall.

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Millennials hate to talk on
the phone. They’re com-
fortable doing everything
online; they’re comfort-
able buying online; they’re
comfortable talking online.
And then they come to you
and you want them to call
you. So you’re not really
serving us in a way that we
would expect and that most other indus-
tries have adapted into their business.
—Tyler Yamasaki
r Use high-quality images on your
website to make families select you
Tyler Yamasaki
After hundreds of thousands of searches
and thousands of phone calls to funeral
homes, we were able to understand what
really made consumers pick a funeral
home, and the first one was high-quality
images.
Images over price, images over
messaging, images over everything made a
person click and call a funeral home.
We thought that everyone would
have beautiful pictures that we could put
online so that people would be able to see
them. Funeral homes spend hundreds of
thousands of dollars remodeling these nice
event spaces, and almost none of them
have any pictures or take any time to take
professional photos to put them online.
We thought their web presence and
imagery would be good. There are way too
many doves on funeral home websites—
way too many. I understand what it
represents, but as a consumer who’s not
used to the industry, seeing stuff like
this does not make me want to call your
company.
There are 1.3 million funeral searches
every single month. That means 1.3
million people are looking for information,
they’re looking for funeral homes, for
cremation services. When you think about
your internet presence right now, do you
feel like what you’re putting out there is
good enough to get their trust and make
them want to contact you?
Putting a stock photo of a casket and
people you haven’t actually served doesn’t
build trust. This picture could be put up
by anyone. The multi-generational happy
family—this doesn’t tell me anything.
This is on almost every funeral home
website—it’s a stock photo. We know it’s a
stock photo, so it doesn’t build trust.  r
52 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
MANAGEMENT
r Be aware of what therapy dogs
must learn to do—and not do
Roberta Knauf, CPLP
Therapy dogs need to have a
very specific temperament,
or personality. When we’re
looking at placing a dog or
helping someone get a therapy
dog, the first thing I say to
them is, “You’ve got to know
what the personality of your dog is.”
They have to be calm. Therapy dogs can
usually be certified at a year of age. If you
have a Lab, as I do, at a year, he’s still going
to be jumping around.
They have to have a gentle temperament.
They have to be well trained and obedient.
They have to obey, when you say, “Sit; down;
stay; come to me or leave it,” and they have
to be able to walk very nicely on a leash.
One of the biggest commands that I want
If yours is a pet-friendly facility, do you
have water bowls out for your pets by
your water fountains? —Jodi Clock
r Think about how you will handle
pick-ups if you start a pet business
Jodi Clock, CPLP
If you get into the pet loss business, how are
you going to get those pets? Are they going to
come to you? Are you going to go to the vet
clinics? Are you going to go to the person’s
home?
Then, if you are going to go out and
make a removal of that pet, whether it’s at a
vet clinic or a home, how are you going to
transport that pet into that rolling stock?
There are a lot of different ways to do it.
I initially started out with a basket. A basket
is great. You can have neat little blankets
that have paw prints, you can have it co-
branded with your logo on it. It’s a great
little memory picture: You pick up the cat
my dogs to know is to leave it. Because if
somebody drops something on the ground, a
pill or anything, you want that dog, as soon
as you say, “leave it,” he leaves it, no matter
what it is.
He has to tolerate clumsy handling. He
has to remain calm if people are yelling. And
these are things that happen in your funeral
home, being approached by somebody who’s
gait is off a little bit, who’s walking with a
cane. They have to be able to be hugged.
They have to be able to be bumped from
behind. To a dog, that is wanting a fight, so
they have to be able to understand that that’s
not threatening.
They have to accept a treat without biting.
You’re going to have a whole bag of treats,
and everybody’s going to want to give your
therapy dog a treat, and the last thing you
want him to do is bite someone. So we teach
the dogs to very gently take something. r
and put the cat in the basket and tuck him
in. The family loves it.
What happens when you have a German
shepherd or a dog that is bigger than you are?
That seems to be happening and be the norm
versus little dogs.
Initially, I started out with one of the extra
cots we had. Every funeral home typically
has an older cot. It worked for a short period
of time. The upside of it was that you could
maneuver it by yourself. The cot would drop
down, you could transfer the pet onto the cot,
it could come out, you could roll it nicely out
of the house and you could lift it by yourself
and place it in the van.
However, then there are things like stairs.
Or the dog owner decides to have a nice
euthanasia outside under the dog’s favorite
tree in the back yard, but sadly the dog dies
and is under the deck.
These are all things I found myself doing:
Crawling under decks, going in back yards,
going by lakes. That cot does not work very
well. So what you need to do is check into
other alternatives. Our friends in the vet
clinic community have surgical cots, several
different types. Some that are like hammocks,
some that have wheels.
You want to have several options, and
the other thing that you have to take into
consideration is that the majority of pet death
removals are a two-person job. A 150-pound
Rottweiler is just as heavy as a 150-pound
woman who dies in a hospice facility, and has
to be handled the same way.  r
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r Investigate alkaline hydrolysis
Paul Seyler
What’s the pet equipment
solution that works for you?
One that’s scalable, because
to compete effectively, a lot of
people are having to scale up.
They’re having to grow their
businesses or affiliate with
other businesses.
So you need something that’s easy to grow,
that’s going to support high production, that’s
adaptable. Because what we’re hoping for,
and what I think we’re beginning to see, is an
increasing trend toward private cremation. The
combination of private cremation and the need
for speed is a big factor.
Profitability is definitely a bit of a juggling
act. On the one hand, some of the alkaline
hydrolysis machines are very inexpensive and
can get you into business very inexpensively.
On the other hand, the long cycle times can
limit your growth capacity.
Kathy Cooney, DMV
One of the things with the low-
pressure alkaline hydrolysis
system that is different than the
high-pressure systems is that
processing is different. In about
20 hours, this particular cycle
of bones came out just a little
bit on the green side, and when dried, it’s like a
light sage green.
Never in all of our years has a family said,
“I don’t like the color, it’s different than I
expected.” We describe it. We say, “The color
will be anywhere from a white to a light sage
green.” And actually, they seem to like the fact
that it’s a light sage green if it comes that way
because it’s a green process.
Isn’t that funny? You can actually tie that in
together, put a positive spin on it and nobody’s
ever been concerned about that. r
CPLP certifications
Pet Loss Professional Alliance Co-Chairs
Coleen Ellis, CPLP, and Bill Remkus,
CPLP, announced that three individu-
als had received the Certified Pet Loss
Professional certification in recognition
of having attained the highest level of
achievement within the pet loss services
profession: Faith Banks, Midtown Mobile
Veterinary Services,Toronto, Canada; Rita
Glatzel, Loving Hearts Pet Memorial Ser-
vices, Eureko, Missour; Jessica Hoelker,
Memorial Pet Services Inc., Middleton,
Wisconsin.
54 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
P L PA
Photos and videos
are a great way to get
engagement online,
particularly on social
media. They have by far
better engagement than
just regular text posts.
—Kim Butler
r Create videos for Facebook
Kim Butler
You need to spend time where your audience about 30 minutes; I’m talking about two
does, and they’re not looking in the Yellow
Pages anymore. A lot of them aren’t really
looking in the newspaper anymore. They’re
looking online.
If your audience is on Facebook, you
need to be on Facebook. If your audience is
on Twitter, guess what? You need to be on
Twitter. You need to be where they are, where
they spend their time, and you need to be
giving them information they want and need. yet. But keep trying, because video gets four
The first question is, how do I know where times as much engagement on Facebook as
my audience is? Two hundred and fourteen
million Americans are on Facebook, the
world’s most popular social media network.
Forty seven point six million users over the
age of 55 are on Facebook as of January
2018, 35.4 million between the ages of 45
and 54. There’s a good chance that a large
portion of your audience is on Facebook.
Since Facebook is so important to all of
us, let’s talk about ways to keep your brand at content that doesn’t expire. Look for content
the top of the Facebook news feed. You can’t that is going to be relevant today, six months
be relevant when nobody sees you.
Use more video—and I know some
people are going to moan about this. They
don’t feel comfortable with video, they don’t social media and blogging and various things
know how to use video. Let me give you a
r Answer the phone properly
Nicole Wiedeman, CSE
Simply answer the phone.
Three key things: Your buffer
words, your company name and
your full name. One thing I’ve
learned from Nancy Friedman
and other resources as I’ve
studied phone skills is that once
you say something after your
name, it erases your name, and it’s important
that folks know who you are.
“Thank you for calling Two Hearts Pet
Loss Center. This is Nicole Wiedeman.”
Always have a greeting and a closing. We
talked about the three things you need in a
greeting. I would repeat your name again at
the close of a call. Repeat their name.
couple of suggestions. First of all, video today
does not need to look like it was shot by ABC
News. Video you shoot with your mobile
phone is perfectly OK on social media—it’s
even OK for blog posts. It’s great for getting
your face, your name, your brand out there.
It sets you up as a human being—people do
business with people.
Start with something simple that you’re
comfortable talking about. I’m not talking
or three minutes. Pick a subject that you’re
comfortable talking about, a group of
questions that you hear over and over and
over again from your customers. Talk about
that for two or three minutes on video and
post it on Facebook and see what kind of
engagement you get out of it.
Maybe the first two or three times you
try it, no, you just haven’t hit the right topic
any other type of post.
When you feel a little more comfortable
with video in general, try Facebook live.
Maybe every Wednesday at 12:00, go live for
a couple of minutes and talk about something
that is of interest to your audience and your
business. Or answer questions that your
audience may have.
Aim for evergreen content, which is
from now and two years from now. Spend
your time on those initially, particularly if you
have a limited amount of time to focus on
online. r
Ask open-ended questions. “What kind
of dog was Sparky?” “How long did you
have Sparky?” By asking questions, you’ve
already kind of given me relief—let me do
the talking.
Express empathy. “I’m so sorry to hear
what happened to Sparky.”
I think in this industry, we get caught up in
being sympathetic. “Oh, my god, I’m so sorry
…” We’re professionals; be empathetic, not
sympathetic.
Deliverables. If somebody says, ‘I’m
interested maybe in having this at a park
somewhere.” “OK, I’m going to look into
this for you and I’m going to get back to
you.” And what should you do? Get back
with them. If you say you’re going to do
something, do it. r
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 ’s
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Above left, Nicole Wiedeman
sings, “Rainbow Connection”
during the presentation of the
PLPA memorial tribute video.
Above right, Tom Flynn accepts
the PLPA’s Golden Paw Award.
With him is his grief therapy
dog, Soloman.
Right, the annual PLPA Recep-
tion. Far right, Nicki Nordeen
and Ben Riggan staff the PLPA
booth in the Expo Hall.
r Market to millennials
who spoil their pets
Coleen Ellis, CPLP
Twenty-five percent of our
population is millennials. Less
likely to be homeowners, car
owners or parents than their
predecessors, but they do lead
in one category: pets.
They weren’t like the boomers who said,
“One of the things we’re going to get into
right away when we adult is get a house, and
fill it with children. This group is saying,
“We’ll stay a little more fluid.” This is going
to play into some marketing.
Seventy-five percent of millennials have
dogs; 51 percent have cats. This compares to
50 percent of the overall popula­tion with dogs
and 30 percent with cats.
A majority of millennials—76 percent—
say they’re more likely to splurge on their
pets than for themselves, including expensive
treats or a custom bed. So start to think about
your merchandising within your showrooms
Because the millennials are saying, “these are
our first kids,” so they want to spoil them. r
56 ICCFA Magazine
I C C FA 2 0 1 8 C O N V E N T I O N
P L PA
r Know how to approach veterinary
clinics based on their practice size
Richard Hobart, DMV
You’ve got to prepare more
than ever when you’re dealing
with veterinarians, because
of the diversity of the type of
practices: small practices with
only a single, maybe a second
part-time veterinarian; practices
where there are multiple veterinarians or
owners; and corporate chains.
In small practices there’s likely one
decision-maker. The nice thing about small
practices is they tend to be more loyal. Once
you have them as clients, they’re very good
clients. They appreciate what you do. They’re
not going to bolt on you.
You still have to get to know them. Every
practice has different needs; every practice is
looking for something.
In medium-sized practices, likely it’s the
head technician or an office manager who’s
going to recommend to the owner that you be
their service provider. Changes are difficult.
They’re not going to change just because you
showed up and you’re wonderful. They’re
going to recommend a change because you’re
showing up multiple times, listening to them,
being nice and finding out about them.
You have to study these practices. You
have to find out what their needs are, and you
also have to find out what mistakes the other
providers have made before you get your foot
in the door.
On this side there will be slightly more
emphasis on your fees, but service is
important. By service I mean timeliness,
turnaround, appearance of your workers.
Then there are large practices. They’re
going to give a lot of business. In my
experience, they make the worst long-term
clients, because it’s a business manager or,
very often, someone in a totally different
geographic location who’s making that
buying decision.
There’s going to be more of an emphasis
on fees, and a willingness to downgrade
your service for a lower price. You can
be doing a totally wonderful job and lose
because someone else has come in with a
lowball bid. r
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 Rat Pack Glamour
The closing reception and dinner for the ICCFA Annual Convention & Exposition,
April 18-21, 2018, drew people dressed to bring back 1960s Las Vegas, Nevada, style.
Many attendees packed
gowns and fedoras, in-
cluding (far right) con-
vention Co-chairs Andy
Lopez and Shawna de
la Cruz; (bottom right)
ICCFA Vice President
Mitch Rose, CCFE,
CCrE, and wife Nimia;
and (below) Bill and
Barb Toson, parents of
2018-2019 ICCFA Presi-
dent Christine Toson
Hentges, CCE.

Mark your calendar now:

ICCFA 2019 Convention & Expo,

April 2-6, Charlotte, North Carolina

COURTESY OF CHARLOTTESGOTALOT.COM

Visit the new and improved www.iccfa.com July 2018 57

Supply Line
The entrance area of Passages Interna-
tional’s new facility. The nearly 30,000
square foot, state-of-the-art facility will
allow the customer service and sales
teams to work surrounded by the com-
pany’s products. It is in Albuquerque,
New Mexico, where the previous facil-
ity was located, but at a new address,
4516 Anaheim Ave NE. 1.888.480.6400;
www.PassagesInternational.com
Hand-
ful of
Home’s
cere­
monial
canister
filled
with
earth
from
Ireland.
READERS: To find the products and
services you need online, go to
www.iccfa.com for the Supply
Link Search Engine, the fastest
way to find the products and
services you need at your funeral home,
cemetery or crematory.
SUPPLIERS: Send your press releases
about your new products and services,
and about awards, personnel changes
and other news to sloving@iccfa.com for
inclusion in Supply Line.
58 ICCFA Magazine
n ARGENT INTERNATIONAL, Plym-
outh, Michigan, and FUNERAL SERVIC-
ES INC., Tallahassee, Florida, have jointly
developed a master trust program. The
program offers funeral directors and cemetery
owners a turnkey solution for their pre-need
and perpetual care trusts. Through this pro-
gram, owners and operators benefit from the
resources and expertise of both a trustee and
deathcare administrator within one agree-
ment. The program will initially be available
in Alabama and Arizona, then additional
states in the future. Each firm that participates
in one of the master trusts will have its pre-
need and perpetual care funds custodied and
invested by Argent, which is using record-
keeping services designed by FSI to meet
the needs of funeral homes and cemeteries
exclusively. www.ArgentFinancial.com;
www.fsipreneed.com
n HANDFUL OF HOME, Watertown,
Massachusetts, offers ceremonial canisters
filled with two pounds of Irish earth.
Family members can honor their Irish an-
cestry by each taking a handful of dirt and
releasing it onto their loved one’s casket or
urn. www.originalirishdirt.com
n SECURITY NATIONAL LIFE
INSURANCE CO., Salt Lake City, Utah,
has hired Gary White and Nicole Kilborn
as sales managers. White will manage the
West Texas area, and Kilborn the Phoenix,
Arizona, area. White worked as a homicide
investigator in Florida before entering the
private sector as a sales associate with a
supplemental insurance provider. He served
as a district/regional sales coordinator and
a regional sales trainer in Alabama and
Florida. Kilborn joined SNL in 2017. She
has 10 years of management experience in
various fields, including pre-need sales. She
previously held several sales and market-
ing-related positions.
1.800.574.7117; www.snlabetterway.com
n AXIS CORP., Bellefontaine, Ohio, is cel-
ebrating 60 years of building vault handlers
for placing and transporting burial vaults.
Over the years, the firm has expanded its
product line to include monument handlers,
combination vault/monument handlers, The
Truckhoe (a towable backhoe), crane models
for monument setting and self-propelled
dump trailers. Axis is conducting quarterly
drawings to celebrate by giving away ama-
zon.com gift cards. To enter, go to
www.axisequipment.com/60th.
www.axisequipment.com
n HOMESTEAD-
ERS, Des Moines,
Iowa, has released the
fifth edition of “Pre-
need Motivators.” This
publication provides
information about the
demographics, behav-
ior and experiences of
people who arrange
and fund funerals in ad-
vance. In addition to providing results from
a biennial survey of policy owners who pre-
arranged and funded funerals with Home-
steaders, this edition of Pre-need Motivators
includes information from a new survey
of funeral directors. This study provides
feedback about funeral directors’ experi-
ences when pre-need arrangements become
at-need funerals, as well as their perceptions
about their client families’ motivations for
prearranging. The book is available as a
free download; printed copies are available
by contacting your Homesteaders account
executive. 1.800.477.3633;
www.homesteaderslife.com
The front and back of Terrybear’s new
infinity hearts pendant.
n TERRYBEAR, St. Paul, Minnesota,
and has added a companion infinity
hearts pendant to its Memory of a Life-
time jewelry line. The pendant features
two interwoven hearts to signify continuous
and forever love and dual, fillable compart-
ments. The piece is made with 316 stainless
steel and is available in 14k gold-plated
(bronze) or stainless finish (pewter). Each
pendant comes with a matching 19-inch
chain (14k gold-plated or stainless finish)
and fill kit.
1.888.588.8767; www.terrybear.com
n PRECOA, Portland, Oregon, recently
announced its 2018-2018 pre-need award
recipients. Krause Funeral Homes & Cre-
mation Services, Milwaukee, Wisconsin,
and Steven & Sons Funeral Homes, Miles
City, Montana, each received a Distin-
“Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 S U P P LY L I N E
guished Partner Award. Justin O’Keefe,
Bradford O’Keefe Funeral Homes, Biloxi,
Mississippi, received the Sales Leader
Award. Shirley Johnson, Ivers & Alcorn Fu-
neral Home, Atwater, California, received
the Lifetime Achievement Award. Spencer
Roylance received the Precoa Field Man-
ager of the Year Award.
www.precoa.com
n THE DODGE CO., Billerica, Mas-
sachusetts, has added Lincoln Plain to its
team of sales representatives. He takes
over the Minnesota and North Dakota
territory from Gregg Bright, who has
retired. Plain has a bachelor’s degree in
mortuary science from the University of
Minnesota and has been in funeral service
for 28 years, 20 of them with O’Halloran
and Murphy Funeral Home, St. Paul,
Minnesota. He also spent many years as a
trade embalmer/reconstruction specialist in
Western Wisconsin.
1.800.443.6343; www.dodgeco.com
n COLDSPRING, Cold Spring, Minne-
sota, has received sustainability certifica-
tion for its operations in Milbank, South
Dakota. It has received Gold-level ANSI/
NSC 373 sustainable production of natural
dimension stone certification. Developed
in accordance with American National
Standards Institute guidelines, the rigorous
and voluntary ANSI/NSC 373 standard
establishes criteria to determine the degree
to which natural dimension stone is ex-
tracted and manufactured sustainably. The
Milbank operation produces Carnelian and
Prairie Brown varieties of granite.
www.coldspringgranite.com
n PASSARE, San Francisco, California,
has released “check writing” and added TAP INTO the dynamic
inventory management. Check writing online supplier network
allows funeral homes to print and manage Optimized. of the ICCFA with the
check payments to vendors for services ICCFA Supply Link.
and cash advance items. This feature will Powered by MultiView,
help funeral homes improve efficiency,
the ICCFA Supply Link
is the premier search tool
streamline check writing for multiple for your industry. All the
locations, and save time for administrative products and services
staff. The feature can be used to prepare you need, all within the
checks for vendors such as casket suppli- supplier network of the
ers, marketing agencies and fluid suppliers,
associaton you trust.

for example. Start your search at

Inventory management allows funeral our homepage
homes to track and manage merchandise www.iccfa.com.
inventory automatically through Passare’s
collaboration software.
925.968.9495;
www.passare.com r

Visit the new and improved www.iccfa.com July 2018 59

Update Send in news about your cemetery, funeral home, crematory or association to sloving@iccfa.com. If you publish a newsletter,
please email a copy to sloving@iccfa.com or mail to: Susan Loving, ICCFA, 107 Carpenter Drive, Suite 100, Sterling, VA 20164.
n Dylan Duncan, an emploee of WHITE
HAVEN MEMORIAL PARK, Rochester,
New York, was honored at a New York
Yankees game. Listening to Kate Smith
sing “God Bless America” has become a
7th inning tradition at Yankee Stadium. The
Combat Wounded Veterans of America and
the Yankees have been honoring a veteran
during that time. Duncan was recognized
for his contribution to the nation and fellow
members of the 101st Airborne Division,
known as the Screaming Eagles.
Randy, David, Michael and Kevin
Schoedinger.
n SCHOEDINGER FUNERAL AND
CREMATION SERVICE, Columbus,
Ohio, has been inducted into the inaugural
class of the Central Ohio Family Business
Hall of Fame by the Conway Center for
Family Business. For 20 years, the Con-
way Center for Family Business has been
Central Ohio’s resource for education and
programming dedicated to the success of
family-owned businesses. To celebrate this
milestone, 20 of the region’s most success-
ful family businesses were inducted into the
inaugural class of the Hall of Fame. Inductees
are family-owned businesses with a legacy of
success which have successfully transitioned
to the next generation and beyond, and have
In memoriam
Thomas J. Gardner Sr.
Thomas J. Gardner Sr., 90, who in
1985 was elected as president of the
American Cemetery Association, pre-
decessor to the ICCFA, died Septem-
ber 4, 2017.
He was born in Thomasville, North
Carolina and served in the U.S. Army from
1946 to 1948. He worked as a cemetery sales
manager for Southeastern Advertising and
Sales System, traveling to hire sales managers
60 ICCFA Magazine
In 2010, while deployed during Op-
eration Enduring Freedom, the 101st 3rd
Brigade Rakkasans entered into a three-hour
engagement along the Afghanistan-Pakistan
border. They took on heavy fire and an ex-
plosion from an enemy RPG hit a tree near
Duncan and another member of his platoon.
Shrapnel entered Duncan’s arm and hand
and critically injured his assistant gunner.
He ignored his wounds helped his platoon
member. Duncan and his unit were able to
medevac his injured friend, saving his life.
been members of or supported the Conway
Center for Family Business.
n LEGACY FUNERAL GROUP, Hous-
ton, Texas, has purchased Charlie Marshall
Funeral Homes, Rockport and Aransas
Pass, Texas. Charlie Marshall built his first
funeral home in 1949 and died in 2014,
having asked his family to sell to Legacy.
Legacy, which was founded in 1998, has
more than 100 funeral homes and cemeteries
in nine different states.
n FOUNDATION PARTNERS GROUP,
Orlando, Florida, has hired
Mike Bischoff as vice presi-
dent, business development.
Bischoff has more than 20
years of business development
experience in the funeral ser-
vices industry. Prior to joining
Foundation Partners, Bischoff
was director of strategic ac- Bischoff
counts for Batesville.
FPB also has acquired Flahiff Funeral
Chapels and Crematory, Caldwell and
Homedale, Idaho. “The acquisition of
Flahiff Funeral Chapels is a great example of
our strategy to expand our existing networks
in key markets like Southwest Idaho,” said
and employees for cemeteries contracted
with SASS. In 1968, he moved to New
Orleans, Louisiana, to accept a job with
Stewart Enterprises, where he worked as
national sales director and vice president,
and served on the board. After many
years serving as national sales direc-
tor, he changed positions to build and
increase sales in the New Orleans market.
He served as president of the Louisiana
Cemetery Association and the Southern Cem-
etery Association before being elected to lead
the ACA. While serving as ACA president,
Duncan was awarded the Bronze Star Medal
with the Valor Device. This is the fourth
highest military decoration for valor. He also
received the Purple Heart for being wound-
ed by an instrument of war in the hands of
an enemy.
Following his military service, Duncan
used the Army GI Bill to attend Monroe
Community College and joined the interment
crew at White Haven Memorial Park, where
he says he takes a lot of pride in preparing
burials, especially those of local veterans. r
FPG President and CEO Bob Bukala. Flahiff
Funeral Chapels was founded in Caldwell in
1952 by Charles and Lucy Flahiff. In 1964,
they expanded west to Homedale with their
second full-service chapel, and added a
freestanding crematory in 1984. Owner and
General Manager Adam Krause purchased
the business from the Flahiff family in 2010
and will continue to work with the firm post-
acquisition.
n The annual concert in honor of Scott
Joplin, who is interred at ST. MICHAEL’S
CEMETERY, East Elmhurst, New York, re-
ceived favorable news coverage, including
a front page article in The New York Times.
The cemetery offered attendees barbecue; a
lecture by Ed Berlin, who wrote a biography
of Joplin; and music by Dan Levinson’s
Canary Cottage Dance Orchestra at the
concert in honor of the King of Ragtime. The
Victorian Vaudeville Quartet sang a special
number at Scott Joplin’s grave.
n PARK LAWN CORP., Toronto, Ontario,
recently elected the following directors:
Andrew Clark, Joseph Leeder, John Ward,
Steve R. Scott, Timothy Powers, Winz Mar-
tina Casagrade, Paul G. Smith and Deborah
Robinson. r
he was asked to address the National Funeral
Directors Association Conference, making him
the first cemeterian to do so.
Survivors include a son, two grandchildren,
two stepgrandchildren, a great-grandchild
and two stepgreat-grandchildren. His wife of
71 years, Peggy Gardner, died on November
21, 2017. A visitation and funeral services
were held at the chapel of Mobile Memorial
Gardens Funeral Home, Mobile, Alabama.
Entombment was in Mobile Memorial Gar-
dens. Memorial donations may be made to the
Alzheimer’s Association. r
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 I C C FA N e w s

WWS 2019 call for presentations: New ‘TED Talk’ format

T
he ICCFA Sales and Marketing Committee is seeking qualified
presenters for the 2019 Wide World of Sales Conference on
January 23-25, 2019, in Las Vegas, Nevada. The format has
changed this year, so we are looking for people to present in a “TED
Talk”-style session, limiting your presentation to 18 minutes. So, if
you have something great to share, and can take the fluff out of your
STRATEGIES FOR SUCCESS
standard 50-minute approach, then we want you! The deadline to submit your speaking proposal for WWS 2019
We are looking for sessions that target the following areas: is Friday, July 20, 2018. Your proposal must include:
• customer engagement • Your name, title, company name, address, phone and email
• use of technology in the sales process address.
• direct contact engagement • Specific topic you are addressing (i.e., “customer engagement”).
• customer follow-up and survey programs
• Title and description of your session. Session descriptions should
• event planning
name at least one or two specific skills, techniques or ideas the at-
• selling cremation pre-need, at-need and post-need
tendee will take away from your 18-minute talk.
• the value of celebrations
• selling memorialization • Brief bio regarding your experience and qualifications within the
• presenting industry, as well as any speaking experience you may have.
• aftercare programs All speakers are required to provide a one-page supplemental
• prospecting and lead generation handout which will be printed in the onsite notebook.
• group presentations Please visit www.wideworldofsales.com and click on the 2019
• sales culture Call for Presentations to complete the online proposal submis-
• effective use of CRM sion form by the July 20 deadline.
• activity management and measuring success If you have any questions, please contact Kirsten Kase at
• hiring and training kase@iccfa.com or 703.391.8402. q

Proposals to speak at 2019 ICCFA Annual Convention due July 10

C
o-chairs Mat Forastiere and John Gouch Jr. are looking for presentations for
the ICCFA 2019 Annual Convention, April 2-6, 2019, at the Charlotte
Convention Center in Charlotte, North Carolina. If you have expertise in
a particular area of cemetery, cremation and funeral service, we would like to hear
from you! We are also interested in sessions on marketing, human resources, time
management and the 21st century workplace. Proposal guidelines:
• Include your name, title, company name, address, phone, fax and email
address.
• Include the title and description of your session (approximately 100 words).
Session descriptions should name at least two or three specific skills, techniques  COURTESY OF CHARLOTTESGOTALOT.COM
or ideas the attendee will take away from the session. We are most interested in
sessions that share concrete, proven techniques and programs, as opposed to theory or opinion.
• Include a brief bio regarding your experience and qualifications within the industry as well as any speaking experience you may have.
• Include information on which areas of our profession are the intended audience, e.g., cemetery owners and managers, funeral home own-
ers, funeral directors, sales managers, etc.
• Include a list of anticipated handouts.
• Note that we ask that speakers refrain from speaking about prices or other issues subject to antitrust legislation. In addition, we ask that
speakers refrain from any type of promotional marketing or selling of any product or service.
• Any requests for compensation must be included in your proposal or it will not be granted.
We typically receive many more proposals than we can fit into the program, so be sure to follow the guidelines and clearly explain the value
proposition for attendees.
Submit your proposal by July 10, 2018, to Kirsten Kase, kase@iccfa.com. Questions? Call her at 703.391.8402.  q

Visit the new and improved www.iccfa.com July 2018 61

 ICCFA News

ICCFA University 2018 is here and ready for U!

I
CCFAU 2018 starts July 20-25 at the Fogelman Execu-
tive Center at the University of Memphis in Memphis,
Tennessee. Designed by top cemetery, cremation and funeral
service experts, ICCFAU offers a unique blend of intensive,
practical classroom training and continual informal idea-sharing.
ICCFAU is considered by many to offer the most compre-
hensive funeral service education outside of attending a mortu-
ary school. There are eight colleges to choose from, each with
courses that combine proven business theory with practical
operational instruction. Among the colleges available:
College of 21st Century Services
Dean Glenda Stansbury, CFSP, CC
How do you respond to a family who says, “We don’t want a
traditional funeral”? You’ll learn how to go beyond tradition with
innovative offerings and become certified as a funeral celebrant
trained to provide meaningful alternatives to clergy-led services.
College of Funeral Home Management
Dean Todd Van Beck, CFuE
Too many managers consider “creativity” someone else’s
department. In funeral service, creative management is the key
to differentiation. You’ll learn Dr. W. Edward Deming’s creative
service management system and its specific applications to our
profession.
College of International Studies
Dean Jim Hammond
Globalization is making the world a much smaller place in
which to live. Are you sure you know how to serve families of
all nationalities and religious backgrounds in your community?
Learn about the funeral customs of all major religions and
population groups from around the world. q

College of Cremation Services For a complete college and course

Dean Jim Starks, CFuE, CCrE listing and registration information
Cremation doesn’t have to mean “no service” or “no memorializa-
tion.” You’ll discover how to better serve families, improve crema-
for ICCFA University 2018,
tion operations and increase your company’s cremation-related visit iccfa.com/university
revenues. You’ll also earn three types of certifications: operator,
arranger (exclusive to ICCFA), and administrator (offered only
once a year, at ICCFA University).

2018 PLPA College: Going back to the future!

T
he Pet Loss Professionals Alliance will be going “Back to the Future” for its 2018 PLPA College, as the members look forward
to more growth within the profession without losing sight of where they have been and the lessons learned along the way. The
event will take place August 22-24 at the Embassy Suites by Hilton Cincinnati RiverCenter in Covington, Kentucky.
The meeting will kick off with an evening welcome reception, followed by a full day of programing, including sessions on how to
make the media your friend, pet hospice, estate plans that work for pets, telephone etiquette for your team, legal issues that affect pet
loss businesses and an “ask the expert” panel discussion. The second day’s agenda will include sessions on marketing, veterinarians
and aftercare, compassion fatigue and risk management.
True to form, the 2018 PLPA College will be a forum for learning best practices, sharing ideas and connecting with others who share
your passion for taking care of our four-legged family members and the people who love them. If you are interested in attending, exhib-
iting or sponsoring the event, please visit www.myplpa.org and click on the PLPA College logo or call the ICCFA at 703.391.8400. q

62 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
 ICCFA News

Foundation awards 31 ICCFAU scholarships

T
hanks to generous Denise Goodwin Brad Mason Michelle Slusher
donors who believe that Curlew Hills Einan’s Funeral Home Green Hills Mortuary
professional devel- Memorial Gardens Richland, Washington Rancho Palos Verdes,
opment is important to the Palm Harbor, Florida Made possible by ASD California
well-being of the profession, Made possible by Park Lawn Andrei Made possible by Park Lawn
the Educational Foundation Corp. Matzenbacher Corp.
was able to award a total of Dora Guereca Grupo Jardim da Ron Swanson
31 scholarships to the 2018 Miller-Jones Mortuary Saudade Einan’s at Sunset
session of ICCFA Univer- & Crematory Curitiba, Brazil Richland, Washing-
sity. ICCFAU takes place July Murrieta, California Made possible by Memorial ton
20-25, 2018, at the Fogelman Made possible by Women In Classic Golf Tournament Made possible by Eagles Wings
Executive Center, University of Leadership Committee Air
Memphis, Memphis, Tennes- Angela McCracken
see. Tyeme Woods- Woodland Cemetery Santiago Tavera
Below are this year’s schol- Harris Dayton, Ohio Funeraria La Esper-
arship recipients: Gregory B Levitt & Made possible by anza S.A., Colombia
Sons Funeral Home Park Lawn Corp. Made possible by Service Cor-
Keith Babbitt Lawrenceville, Georgia poration International
City of Miami Tracy McFee
Made possible by Trigard Monica Torres
Miami, Oklahoma Oliver’s Funeral
Veterans Scholarship Larry Hawkins Home Next Generation
Made possible by Merendino Fort Park Cemeteries Grande Prairie, Mortuary Support
Cemetery Care Shreveport, Louisiana Alberta Phoenix, Arizona
Made possible by ASD Made possible by Batesville Made possible by Memorial
Felipe Alves Badotti
Heidi Hickman Classic Golf Tournament
Memorial Cemiterio e Troy O’Brien
Crematorio LTDA Forest Park Funeral Edmonds & Evans Gretchen Varnell
Passo Fundo, Brazil Home Funeral Home Greenoaks Funeral
Made possible by ASD Shreveport, Louisiana Chesterton, Indiana Home & Memorial
Made possible by Batesville Made possible by Park Lawn Park
Zachary Blotter
Cindy Hulsey Corp. Baton Rouge, Louisiana
Green Hills Mortuary
Bulloch Memorial Made possible by Service
Rancho Palos Verdes, Frank Oldani
Gardens Corporation International
California Mt. Elliott Cemetery
Made possible by Service Statesboro, Georgia Association Stephanie
Corporation International Made possible by Memorial Clinton Township, Zimmerman
Classic Golf Tournament Michigan Global Atlantic
Pamela Brown Financial Group
Tom Kiley Made possible by Matthews
Hillside Cemetery Batesville, Indiana
Kirby & Family Aurora
Wilton, Connecticut
Funeral & Cremation Colleen Rafferty Made possible by Batesville
Made possible by
Memorial Classic Golf Services Rose Hills Cemetery Becky Zoch
Tournament Mountain Home, Arkansas Hagerstown, City of Evansville
Made possible by Central Maryland Cemeteries
Sherri Campbell States Endowment Fund Award Evansville, Indiana
Made possible Matthews Aurora
The Homewood Made possible by
Cemetery Heather Leigh Lori Salberg
Greenhaven Memorial Johnson Consulting Batesville
Pittsburgh,
Pennsylvania Gardens Group For more information on the
Made possible by Live Oak Elgin, South Carolina Scottsdale, Arizona ICCFA Educational Founda-
Bank Made possible byRegions Bank Made possible by Memorial tion, including the opportunity
Diego Molina Lopes Classic Golf Tournament to make a donation or apply for
Deborah Gagnon a scholarship, visit www.iccfa.
Knollwood Cemetery Grupo Primaveras Alesia Skinner
Guarulhos, Brazil Paxtang Cemetery com or call 1.800.645.7700. r
Canton,
Massachusetts Made possible by Harrisburg,
Sustainability Scholarship Cypress Lawn/Kenneth Edward Pennsylvania
Made possible by Laurel Hills Varner Memorial Scholarship Made possible by Women In
Cemetery Leadership Committee

Visit the new and improved www.iccfa.com July 2018 63

 ICCFA News

THANK YOU TO
OUR 2018 ANNUAL
CONVENTION SPONSORS
ACADEMY OF ECKCO PRODUCTS LEGACY.COM
PROFESSIONAL FUNERAL
EMBALM CALC LENDING USA
SERVICE PRACTICE
ETERNITY GARDENS MADELYN CO.
ANSWERING SERVICE FOR
DIRECTORS (ASD) FOREST LAWN MEMORIAL- MATTHEWS
PARKS & MORTUARIES MEMORIALIZATION
ARGENT TRUST
FOUNDATION PARTNERS MERENDINO CEMETERY
ASSURANT
CARE
FUNERAL DIRECTORS LIFE
ASTRAL INDUSTRIES INC.
INSURANCE MILLER CONSULTANTS
BATESVILLE
THE GAFFNEY GROUP NGL INSURANCE GROUP
BLACKSTONE CEMETERY
GIBRALTAR REMEMBRANCE NOMIS PUBLICATIONS INC.
DEVELOPMENT
SERVICES
NORTHSTAR MEMORIAL
C&J FINANCIAL
GLOBAL ATLANTIC GROUP
CAIRN PARTNERS FINANCIAL GROUP
PHYSICIANS MUTUAL
CARRIAGE SERVICES GLOBAL RECRUITERS
PLOTBOX
CINCINNATI
CAVE HILL CEMETERY
PRECOA
GUERRA & GUTIERREZ
CHOSEN PAYMENTS
MORTUARY SERVICE CORPORATION
CLEARPOINT FEDERAL INTERNATIONAL
HEPBURN SUPERIOR US
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CHEMICAL SPRING GROVE CEMETERY &
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HILLSIDE MEMORIAL PARK &
THE COMPANION ANIMAL MORTUARY STONEMOR PARTNERS LP
EUTHANASIA TRAINING
HOMESTEADERS THE GARDENS AT
ACADEMY (CAETA)
GETHSEMANE
IMSA
CORE SCIENTIFIC
THE SIGNATURE GROUP
INGLEWOOD PARK
CREEDY & CO.
CEMETERY TRIBUTE COMPANIES
CYPRESS LAWN
JOHNSON CONSULTING TUKIOS
DAVEY TREE GROUP
WEBCEMETERIES.COM
DISRUPT MEDIA LANDMARK CONTROL
SERVICES

64 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”

Heritage Flower
Phyll The Love
C O N V E N T I O N S P E A K E R C O N TA C T I N F O R M AT I O N
Albrecht, Emily Ann (p. 36), Betts, Pat­
ter­­son & Mines, Seattle, Washington,
ealbrecht@bpmlaw.com
Blevins, Lauren (p. 31), Williams Funeral
Home & Crematory, Columbia, Tennessee,
laurenablevins@gmail.com
Bolton, John (p. 30), Blackstone Cemetery
Development, john@oneblackstone.com
Butler, Kim (p. 54), The URL Doctor,
Mercersburg, Pennsylvania,
kimbutler@theurldr.com
Clock, Jodi (pp. 52), Clock Funeral Home/
Clock Timeless Pets, Muskegon, Michigan,
jodi@clockfuneralhome.com
Collins, Cate (p. 38), Powerful Journey
Consulting, Columbus, Ontario,
catecollins@powerfuljourney.com
Cooney, Kathy (p. 54), Cooney Animal
Hospice Consulting, Loveland, Colorado,
CooneyDVM@gmail.com
Creedy, Alan (p. 48), Creedy + Co., Raleigh,
North Carolina, alan@alancreedy.org
Czegledi, Jim (p. 33), Toronto, Ontario,
jim.czedgledi@sympatico.ca
de la Cruz, Damon (p. 42), Cypress College,
Cypress California,
ddelacruz@cypresscollege.edu
Dunn, Stephanie Castagnier (p. 48), First
Bank, Southern Pines, North Carolina,
sdunn@firstbanksba.com
Ellis, Coleen (p. 56), Two Hearts
Pet Loss Center, Southlake, Texas,
Coleen@TwoHeartsPetLossCenter.com
Engh, Stan (p. 49), Memorial Mortuaries &
Cemeteries, Salt Lake City, Utah,
stane@securitynational.com
Gober, Doug (p. 28), Gober Strategic
Visit the new and improved www.iccfa.com
I C C FA 2 0 1 8 C O N V E N T I O N
SCENES FROM THE EXPO HALL
Love Urns
Columbarium By Design
Withum, Smith & Brown Funeral Directors Life Insurance Co.
Solutions, Kenner, Louisiana,
doug@goberstrategiccapital.com
Gray, Dianne (p. 32), Hospice and
Healthcare Communications, Nashville,
Tennessee, dgray@hhcommunications.com
Harens, Michael (p. 30), Coldspring,
mharens@coldspringusa.com
Higgs, Michael (p. 36), Cave Hill Cemetery,
Louisville, Kentucky,
michael@cavehillcemetery.com
Hobart, Richard (p. 56), Pembroke Animal
Hospital, Pembroke, Ontario,
dr.hobart@pemah.com
Jorgensen, Mark (p. 38), Global
Recruiters of Cincinnati, Cincinnati, Ohio,
mjorgensen@grncincinnati.com
Keller, Chris (p. 28), French Funerals &
Cremations, Albuquerque, New Mexico,
chrisk@frenchfunerals.com
Kandt, Jennifer (p. 39), Nevada State
Funeral Board, nvfuneralboard@fb.nv.gov
Knauf, Roberta (p. 52), Heritage,
Pennsylvania, dogguru@gmail.com
Lemasters, Poul (pp. 30),
The Poul Lemasters Co., Cincinnati, Ohio,
poul@lemastersconsulting.com
Longmuir, Stephanie (p. 42),
stephanie@slongmuir.com.au
Ludlum, Marty (pp. 36, 49), University of
Central Oklahoma, Edmond,
mludlum@uco.edu
McKay, Kevin (p. 39), Mid-States
Recycling, kmckay@midstatesrecycling.com
Monahan, Jim (p. 31), Community Hospice
and Palliative Care, Jacksonville, Florida,
j.monahan@outlook.com
Mooney, Gwen (p. 36), Cave Hill Cemetery,
Knauer Industries
Louisville, Kentucky,
Gwen@cavehillcemetery.com
Pollock, Justin (p. 39), Core Scientific,
justin@core-scientific.com
Posie, Walker (p. 48), Posey Funeral
Directors, North Augusta, South Carolina,
walker@poseyfuneralhome.com
Raphael, Simcha (p. 51), DA’AT Institute,
Philadelphia, Pennsylvania,
drsimcha@daatinstitute.net
Ray, Lance (p. 42), Pierce Chemical, Dallas,
Texas, lray@wilbert.com
Rubin, Gail (p. 33), A Good Goodbye,
Albuquerque, New Mexico,
gail@agoodgoodbye.com
Salberg, Lori (p. 30), Johnson Consulting
Group, Scottsdale, Arizona,
lsalberg@johnsonconsulting.com
Seyler, Paul (p. 54), Competitive
Resources Inc., New Orleans, Louisiana,
pseyler@competitiveresources.com
Shank, Dave (p. 42), Batesville, Batesville,
Indiana, Dave.shank@batesville.com
Sherbekow, Mike (p. 39), Garfield Refining,
msherbekow@garfieldrefining.com
Troyer, Jason (pp. 31, 32, 46), Mount Hope
Grief Services, Maryville, Tennessee,
drjasontroyer@gmail.com
Wasserman, Brad (p. 39), Implant
Recycling, Bradw@implantrecycling.com
Watkins, Mike (p. 46), The Signature Group,
Houston, Texas, mwatkins@siggrp.net
Wiedeman, Nicole (p. 54), Dead Ringers,
nicole.wiedeman@gmail.com
Yamasaki, Tyler (p. 52), Parting Pro,
tyler@parting.com r
July 2018 65
 I C C FA 2 0 1 8 C O N V E N T I O N AD INDEX
SCENES FROM THE EXPO HALL
13 Aftercare.com
59 American Cemetery/
Mortuary Consultants
31 American Funeral &
Cemetery Trust Services
47 ASD—Answering Service
for Directors
Coldspring Memori DIamond 2 Astral Industries
41 C&J Financial
29 Cherokee Casket
55 Columbarium by Design
3 Continental Computer Corp.
43 Custom Air Trays
27 Eagle’s Wings Air
49 Ensure-A-Seal
Terravas Church & Chapel Metal Arts
29 Flowers for Cemeteries
21 Foundation Partners
Group
51 Funeral Call Answering
Service
68 funeralOne
53 Funeral Services Inc.
5 Global Atlantic Financial
Group
7 Great Western Insurance Co.
A Simple Thank You Meadow Hill
43 Heritage Flower Co.
45 Holland Supply
13 Holy Land Stone
39 IMSA
29 International Mortuary
Shipping
Axis Corp.; Algordanza Memorial Diamonds;
Calendar
Body Scoop by B-Mobile Skyways Media ➤E-mail calendar listings and additions or corrections to
bclough@iccfa.com and sloving@iccfa.com.
Classifieds
➤For continually updated meeting listings, go to www.iccfa.com,
click on Events and then go to View Full Calendar of Events.
Check the classified announcements at www.iccfa.com/employment.htm
To place a classified, contact Rick Platter, rplatter@iccfa.com July 18: ICCFA Cremation
Operator Training, Dallas
Institute of Funeral Service,
Dallas, Texas. www.iccfa.com
July 18: Alliance of Illinois
Cemeterians Workshop, Virden
Cemetery, Virden.
www.aicemeterians.org
July 19-22: Australian Funeral
Directors Assn. Annual General
Mtg. & Conf., Melbourne,
Victoria. www.afda.org.au
July 20-25: ICCFA University,
Fogelman Executive Center,
University of Memphis, Memphis,
66 ICCFA Magazine “Like” the ICCFA on Facebook & friend “ICCFA Staff ”
27 Kryprotek
37 LA Ads
25 LoveUrns LLC
59 Madelyn Co.
4 Matthews Cemetery
Products
29 McLean, Koehler, Sparks
& Hammond
67 Merendino Cemetery Care
47 National Mortuary
Shipping & Cremation
45 National Museum
of Funeral History
47 Nomis Publications
33 Northeast Mausoleum
13 Obermayer Rebmann
Maxwell & Hippel
19 Passages International
23 RBC Wealth Management
33 SEP Technologies
11 Star Granite & Bronze
59 Supply Link
55 THE SYSTEM
17 Triple H Co.
9 U.S. Metalcraft
41 Vantage Products Corp.
51 VKM International
47 WithumSmith + Brown
25 Zontec Ozone r
Tennessee. www.iccfa.com
July 25: CANA Cremation
Operations Certification Pro­
gram, Fort Lauderdale, Florida.
www.cremationassociation.org
July 25-27: CANA Annual
Cremation Innovation
Convention, Marriott Harbor
Beach Resort & Spa, Fort
Lauderdale, Florida. www.
cremationassociation.org
August 4-8: National Funeral
Directors & Morticians Assn.
Annual Convention, Kissimmee,
Florida. www.nfmda.com r