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Page A16 SEPTEMBER 2017 FUNERAL HOME & CEMETERY NEWS S ec t i on A
By Mark Pennington
to several funerals where the minister or leader has not
even met the deceased, maybe not even his family.
How can this be a fitting end to a life lived? It might
be time to introduce a celebrant, a professional who
takes time to meet with the family, to learn about the
deceased and create a story. Getting a reputation for
providing truly meaningful tributes can be one of your
most powerful marketing strategies that incidentally
provides the greatest satisfaction to families.
Marketing a
“Business” not a
Grief Therapy Practice
Does the title offend you – I don’t intend that. I’m
merely counseling against treating your funeral home
operation as a “not for profit” treatment center. You
want to stay in business? Then you need to put business
matters first, especially now when cremation is more
and more a growing reality. What does this really mean
in today’s competitive environment?
In previous columns we’ve talked about the “curb ap-
peal” of your property, first impressions, and atmo-
sphere. We’ve addressed some concerns about staffing,
how your associates appear – professional, knowledge-
able, interested. And, this brings me to something I be-
lieve is not practiced enough, the art of listening. Lis-
tening is a way to increase your business regardless of
what has been selected. It’s an opportunity to gain in-
sight into your families thinking and wishes. Imagine
the difference between being asked to fill out a two-page
form versus being asked about yourself by a concerned,
present person? Now transfer that to a family member
who is upset, anxious and possibly unfamiliar with making
decisions. The associate you want representing your firm
is the best kind of salesman – one who sincerely wishes
to make his buyer feel comfortable, satisfied and positive
about the experience. Through active listening you have
the opportunity to describe products and services that may
appeal to them. They may not know what to ask for, but
they recognize something they like when they see it.
With this “sales” quality in mind, review your staff. Who
is the kind of listener who solves problems, makes sug-
gestions, and offers additional products and services? You
might establish a training segment that includes videotap-
ing with the intent of improving presentations. Do your
employees remember to mention all the points you want
covered? How can you help them do their best and create
satisfied family experiences?
To increase revenue streams some firms offer a compen-
sation program that rewards employees for increasing sales
opportunities with enhanced products/services. For exam-
ple: If cremation is requested, were engraving choices se-
lected, additional appliques, memorial jewelry and/or to-
kens for family members purchased? Being successful with
upselling comes through listening, being able to show
products and services of direct value to your family based
on the information they provided. With objects that they
perceive to be appropriate and desirable the entire experi-
ence becomes more satisfying.
And lastly is it time to switch up the old funeral formu-
la, three songs, two prayers and a eulogy? I bet you’ve been
Mark My
Words
Funeral Home & Cemetery News
Contributors share insights and
exchange ideas. B
Mark Pennington has a 45-year history in the cemetery and fu-
neral industries. His expertise in sales and marketing is without
equal and by creating a unique legacy through innovative develop-
ment of products and services he has helped the industry grow and
prosper. A 1973 Magna Cum Laude graduate of Memphis State
University, Mark proudly served in the Marine Corp. He was a mem-
ber of the Honor Guard/Marine Barracks Eighth & I Washington,
DC during the presidency of LBJ. Well known for his support of the
funeral, cemetery, and cremation industries, he earned CCFE, CCrE
and CSE designations from the International Cemetery, Crematory
and Funeral Association (ICCFA). Mark served as Executive Vice
President and COO for Superior Funeral Supply for 27 years re-
fining his management expertise before he left to found his own
firm. A hands-on executive Mark has created a permanent position
in our industry as an innovator, supporter and believer in the im-
mense value of funeral service. He also served as president of the
Casket & Funeral Supply Association (CFSA) from 1999-2000.
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purchased the funeral home, naming it
Richard E. Hauger Funeral Home. Upon
Richard’s retirement in 1986, his son-in-
law Edward Zeigler purchased the funer-
al home, and it became the Hauger-Zei-
gler Funeral Home. Edward died in 2004
and the business was purchased by his son
Brian Zeigler who continues to own and
operate the funeral home today. Brian is a
graduate of Pittsburgh Institute of Mortuary
Science and a past president of the Somerset
County Funeral Directors Association.
Hauger-Zeigler Funeral Home is a proud
member of Selected Independent Funeral
Homes, Pennsylvania Funeral Directors As-
sociation as well as Somerset County Funeral
Directors Association. Honored as the 2008
Daily American Readers Choice Award
Recipient for Best Funeral Home, the firm
also received the Community Improve-
ment Award in 2010 for the meticulous
way they keep their property.
Hauger-Zeigler Funeral Home has
served Somerset for Four Generations
OGR Booklet Alerts Funeral Professionals to the
Hazards of the Opioid Crisis
AUSTIN,TX— The International Order of the Gold-
en Rule (OGR), has released a 44-page booklet entitled,
“Opioid Epidemic: How Funeral Directors Can Respond.”
It was written specifically for funeral professionals as they
face special safety hazards and grieving situations when
serving those who die from drug overdoses.
The booklet addresses safety and social issues that funeral
professionals must be prepared to handle. The rise of opi-
oid overdose deaths is a phenomenon that is affecting nearly
every demographic segment throughout the United States
and Canada. According to the Centers for Disease Control
and Prevention, in the United States alone, opioids (includ-
ing prescription drugs and heroin) killed more than 33,000
people in 2015. Nearly half
of all opioid overdose deaths
involved an opioid pre-
scribed by a physician.
The booklet is based
on information from an
OGR webinar presented in
March by OGR president
Charles Castiglia, Lake-
side Memorial Funeral
Home in Hamburg, NY.
Castiglia established fu-
neral home procedures for
dealing with opioid over-
dose deaths when the number of cases he served grew from
zero to an average of one or two per week. Castiglia said,
“In addition to addressing unique health and safety issues
connected to opioid overdose deaths, funeral professionals
must recognize and be ready to respond to intense or un-
usual symptoms of grief exhibited by loved ones.”
Copies of “Opioid Crisis: How Funeral Directors Can Re-
spond” are available through OGR at
A Kindle version is also available through Amazon.
Founded in 1928, OGR is affiliated with independent fu-
neral homes that share common goals of exemplary service,
uncompromising care and compassion to families in their
time of need. For more information, visit