March 2017

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Page A16 MARCH 2017 FUNERAL HOME & CEMETERY NEWS S ec t i on A
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THE FAN MAN, INC.
Fans Calendars Urns
Register Books Dresses
Advertising Specialties
John Mannion
“WHATEVER YOU NEED”
1-800-671-8280 Cell: 803-417-2940
Owner and CEO Mark Pennington is a 1973 Magna Cum Laude
graduate of Memphis State University and proudly served in the
Marine Corps. He was a member of the Honor Guard/Marine Bar-
racks Eighth & I Washington, DC during the presidency of LBJ. Well
known for his innovation and commitment to the funeral, ceme-
tery, and cremation industries, he earned the CCFE, CCrE and CSE
designations of the International Cemetery, Crematory and Funeral
Association. Mark served as Executive Vice President and COO for
Superior Funeral Supply for 27 years refining his management ex-
pertise before starting HALO over 17 years ago. From 1999-2000,
he served as President of the Casket & Funeral Supply Association.
Since founding HALO, Mark has built one of the most innovative
and unique product lines available today and his catalogs bring a
wealth of profitable marketing opportunities to his customers.
By Mark Pennington
nity touch. Could you assign one staff member to cre-
ate and update a Community Bulletin Board featur-
ing meeting schedules of Rotary, Lions’ Clubs, and
other civic organizations?
What other ways can you demonstrate that you are
part of the community? Get involved, the more you
know about your neighbors, the more comfortable
they’ll feel. And that is what you ultimately want –
people thinking of you as a neighbor and friend.
Marketing your Funeral Home
Part 2 of 2: The Inside Story
Last month we addressed the idea of first impressions
– what the outside of your building says about how
you run your business. This month, we’ll go inside.
First, ask this: Does my funeral home have a welcom-
ing feel? Are there professional people greeting visitors?
Are they wearing identifying badges so you know they
are staff? Did the space seem light, cheerful, have a fresh,
pleasant smell? Were the furnishings clean, carpets vac-
uumed? What about lighting? Are the drapes closed,
gloomy low lights on, or red-tinged lamps everywhere?
Lighting is one of the most important factors in estab-
lishing a “feel”. Attitudes have changed over the years.
Today’s clients want the emphasis to be on celebrating a
life lived, not on a loved one gone. You don’t want to be
too solemn, people need relief from that. Create a nice
ambience by providing a lighter atmosphere.
Music can add to that lighter feeling too. Here’s an
example. Recently, I accompanied a friend to a Cancer
Center for some testing. This could have been a scary,
negative experience. But instead when we walked
in here’s what welcomed us. The lobby was bright and
cheerful, beautiful paintings on the wall, lots of light and
in the center a grand piano with someone actually play-
ing live music–bright, happy music, lyrical and uplifting.
Ours is a people-oriented business, how can we make
them feel like guests. What about your restrooms? They
should be showplaces with high-end amenities, not unlike
a classy hotel. Imagine if you had a nice basket with scent-
ed soaps, hand creams and self-care items like hairspray.
This says a lot. It tells your visitors how important they are
to you. It’s an affordable change you can make today.
Look at public areas, do you offer premium coffees, and
teas or a stack of styrofoam cups, powdered creamer and
a canister of sugar? Not very inviting. What if someone
offered you a Starbucks coffee, and a selection of cream-
ers, in an actual coffee cup? Wouldn’t you feel different-
ly about that experience, than a “get it yourself ” tippy
foam cup? You can buy dozens of mugs in a Dollar Store
and they’ll make a better impression every time, than the
foam cup. What about bottled water with your firm’s la-
bel? Again, not an expensive purchase, but an impressive
one, and easy to order!
Visitors at a funeral home are usually not thrilled to
be there, they look around – a lot. Sometimes to avoid
the reason they’re there, sometimes because they feel awk-
ward. Give them something interesting to look at, art on
the walls, or flat screen TVs with a continuous loop shar-
ing the various unique services that you offer. Could you
dedicate a wall to showcase local artists? A nice commu-
Mark My
Words
The process to do so is referenced as creating an “Ethical
Will”. This document ensures that the qualities that un-
derpin a company’s founder(s) are not lost on subsequent
generations. An ethical will documents that values, be-
liefs and ethics are steadfast and hopefully, enduring for
the business generation after generation.
The ethical will is a great opportunity to preserve your
legacy. However, creating your ethical will is not always
an easy process, it requires a sorting out of the many
qualities that more easily come to mind – integrity, trust,
honesty, hard work – and instead rummage around more
for those simple statements that truly capture the cultural
pulse of the family.
A couple recommendations for your ethical will, based
on years of experience:
1. Make it personal, write it in your own handwriting,
consider creating a video or an audio recording – be
certain to document and share your story.
2. Consider this a privilege and a responsibility to re-
cord, communicate and preserve your business lega-
cy, share history stories and provide guidance for the
future.
Your ethical will can establish a link in the chain of gen-
erations, passing on a legacy for the leaders of tomorrow
from which to be guided.
While the Goering Center is dedicated to helping fam-
ily and private businesses carry on through generations,
we are equally committed to helping businesses choose
the best exit strategy. Penning your ethical will can help
you envision the future of your company, while empha-
sizing the ethics and beliefs that you have practiced and
that have made the company what it is.
An ethical will is another tool for communication and it
is an imperative component in maintaining your legacy. If
you are concerned about the direction, content or focus of
your ethical will do not hesitate to ask for assistance, there
are many trained professional organizations, like the Goer-
ing Center, that can guide you through the process. Next
month let’s continue the discussion, by focusing on the
task of seeking guidance and asking for assistance.
Larry Grypp is president of the Goering Center for Family
& Private Business, an affiliate of the Carl H. Lindner Col-
lege of Business at the University of Cincinnati. Established in
1989, Goering Center serves more than 400 members, mak-
ing it the country’s largest university based educational non-
profit for family and private businesses. The Center’s mission is
to nurture and educate family and private businesses to drive
a vibrant economy. Find them online
For assistance with succession planning and other issues
unique to family businesses, visit the Goering Center website
for a comprehensive listing of family business centers across
the United States.
Family Business and Funeral Homes (Part 2) By Larry Grypp
Larry Grypp
Transitioning your business to your successor can seem
like a daunting task. Last month we stressed the need for
communication and shared the steps to initiate your suc-
cession plan. This month let’s focus on you and your de-
sires for the company and for the legacy that you have
built. How can you assure that your years of hard work are
not forgotten or forsaken?
Succession of the business
to your children is a huge
step. As the owner and per-
haps founder you want to
be sure that the wisdom
you’ve gained is shared, the
company’s ethics and values
you’ve lived by continued
and the position and sta-
tus of the company main-
tained. Often these desires
are taken for granted and
it is assumed that the next
generation will continue
the status quo.
Once again the key to a successful succession is commu-
nication. There is something to be said for going through
the process of clearly articulating your values and ethics
for the company – in writing – that sharpens then in your
own mind, if not also in the hearts and minds of others. www.nomi s publ i cat i ons . com