Even as a cemeterian, I look forward with interest to the arrival of The Director magazine every month. I am always interested in knowing more about what my funeral profession “cousins” do. I can communicate so much better with funeral directors when I understand the tremendous amount of detail and all the legalities they must tend to in the sort of timeframes they must work within. Thus, last month, I read your apprentice-training article with my usual cemeterian eyes. I was disappointed to see almost no mention of cemeteries in the funeral-planning process. Good funeral directors always strive to provide as perfect and beautiful a funeral as they possibly can, and in as lovely a setting as they can afford to build. Quality is constantly stressed. Cemeterians, like funeral directors, want to provide the same thing: a perfect and beautiful interment or entombment services in as lovely a setting as we can afford to provide. And our cemeteries must complement the quality that families decide to purchase at your funeral homes. Therefore, it is important that funeral directors remember that we, too, have many jobs to do in our cemeteries. What time of year is it? This can affect the setup at the graveside, and even the time of day for a service. (It gets dark early in winter!) Is it springtime? A cemeterian is likely very busy preparing the grounds for Memorial Day and will need solid notice of upcoming services. Has it been extremely wet? This can cause difficulties preparing graves- very soft turf, mud, cave-ins- that might require extra time to address before the committal service. In addition, at any time of year, it is important to check with the cemetery before scheduling a time and day for a service. If the cemetery is a small one like mine, with two operations people (and only one on Saturdays and Mondays), it is extremely important to plan ahead. Even small cemeteries can have three or four services in one day. This has happened to us many times, and it is a major stretch of our manpower to provide those services as requested. We do not want to be the ones to disappoint families! (”The last to let you down,” as the old joke goes.) We all know that while the funeral home provides the funeral service and the cemetery provides the interment service, the family’s lasting memory will focus on the “package deal.” They want and deserve seamless service from the first call to the last square of sod tamped down over their loved one’s grave. Finally-and many funeral directors have difficulty remembering or understanding this-families must meet with the cemetery staff to make their arrangements. Families need to see what the property looks like, and survivors must feel reassured that their loved one chose a cemetery that will give them a beautiful, dignified, peaceful resting place. Many of the families we serve might never have been involved in planning a funeral and might never have even visited a cemetery. Thus, they must feel familiar enough with the cemetery so that on the day of the service, they do not feel as if they are part of a procession to the “Twilight Zone.” In addition, families need to meet the people who will care for their loved ones’ remains for eternity. They need to know that after the funeral, there will be that final goodbye at the cemetery but that their loved one will remain in good hands. These observations have evolved during the nearly 30 years I have served in the memorialization profession. I have worked as a cemetery receptionist up to cemetery manager; I have worked as clerical staff in a funeral home; I have worked for the state of Washington, auditing cemetery and funeral trusts and care funds; I served more than five years on the state cemetery board; researched and edited a comprehensive directory of every funeral home and cemetery that ever existed in our state; edited an exhaustive index of all Washington-state laws and rules having anything to do with death; and for 16 years, I have served as the executive director of the Washington Cemetery and Funeral Association, as well as for the Northwest Cremation Association. I have put together more than 40 conventions and conferences, and ever since my first one, I have included funeral directors among the guest speakers- even when our membership was 90-percent cemeterian. It is that important to me to see our two “factions” work closely and professionally together. I understand the tendency of funeral directors to want to put a “wall of comfort and protection” around the families they serve, but do not forget: we cemeterian can offer complementary comfort and protection to those families, too. Get to know your colleagues at the cemeteries that serve the families you serve. The better we know each other, the more symbiotic our professional relationship will be, and that can only benefit families. (Not to mention our bottom lines!)
How Did You Make Them Feel?
In the June 2009 issue of The Director, I read the letters from Doug Wilson, Thomas Schwartz and Claudette Zarzycki, as well as Alan Wolfelt’s interview with Greg Henderson. Wilson urged selling services, not merchandise; Schwartz said other funeral directors are not as wonderful as he is; Zarzycki said NFDA should not pander to ethnic groups even though she admitted pandering to her local Polish community; and Henderson advocated “educating” the public about how wonderful and necessary funeral directors are.
It is good to learn that nothing has changed. My family owned and operated funeral homes for 62 years (we sold our business in 1986), and funeral directors were making the same claims, suggestions and complaints in the 1940’s, 50’s, 60’s, 70’s and 80’s. When the “discounters” began offering funeral merchandise, funeral directors claimed, “This will ruin our business”, but it did not. As each ethic group became large enough to demand funeral services that more closely fit their culture, funeral directors claimed “This will ruin my business:, but it did not. There have always been funeral directors that fell superior to their fellow peers, but this is true of all people in all professions and trades. Moreover, there have always been funeral directors that fell the need to educate the public about the importance of what they do. (But are they trying to convince the public or themselves?).
We had a sign on our office e wall that read: “People will not remember for long what you did or did, but they will remember forever how you made them feel. “ If today’s funeral directors make certain that whatever they do makes a family and their friends feel better ( e.g. in Polish, print booklets in Spanish etc..) , then they will enjoy a long, profitable career in the funeral business. If they worry about “selling” anything, or spend time criticizing other funeral directors or try to “educate” the public, then their career will be short and unpleasant. If you do not believe that public already knows what you do is important, then what are you doing in the funeral business. You do not need to educate the public, you need to believe that what you do is important - the public will get the message.
Trade calls
After reading “Trade Calls” by James P. Keith (March 2005, page 112). I wanted to share an interesting story. We were contacted to do a trade call and, in the process the family asked us to place an obituary in our paper, asked us to order a number of certified copies, and wanted to pay the airfare to the destination. They wrote a check for the three items.
Well, when we forwarded our trade call bill to the receiving funeral home, he deducted the total of the three items from our statement. To this day, he does not understand and repeatedly refuse to pay our trade call charges in full.
Values vs. Disposition
How often have we seen signs outside of funeral homes or ads in newspapers that say “John Smith Funeral Home and Burial Services” or ‘”John Smith Funeral Home and Body Donation Services”? I have seldom seen them, yet both are ways of disposing of a dead body after grieving and reality purposes. Why, then, do we constantly see “John Smith Funeral Home and Cremations Services”? Cremation is merely another means of disposing of a body, yet today, it gets top billing. It seems we have forgotten that burial, donation or cremation is what one does with the body at the end of the funeral service. Let us return to the realty of talking about and teaching funeral values not disposition methods. If you place “cremation” on the side of your building, then you also need to out “burial” and donation” on it as well. If you advertise “celebrations of life” then you might want to advertise “end of life service” too. The funeral is about grief resolution - not about being easy. funeral services, cremation cremation costs, direct cremation and cremation services incorporate many things in order to assist people in the grieving process, and one of these is the end of the cemetery where final disposition takes place, i.e burial, entombment, donation or cremation. None of these actions is the funeral, however.
Stop comparing funeral services to cremation service, and perhaps the clientele will stop choosing one over the other, or one instead of the other.
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