With cremation pushing 50 percent nationwide, it’s becoming an important area of expertise. And firms employing “Cremation Specialists” can promote their employees’ ability and skills.

  Alternatively, a firm may be designated as a cremation specialist as well. This designation of expertise allows a new level of comfort for families served, as well as helps increase the bottom line.

  Whether a firm or a particular employee within a firm is designated a cremation specialist, it takes commitment to stay knowledgeable. For example, required knowledge includes what services, products and equipment the funeral home offers; what forms of memorialization the cemetery offers, as well as whether there is a need to develop property not currently offered; and what products the crematories offer, as well as whether there is a witnessing area.

  The products available for cremation are endless, and the majority of death care professionals don’t know the availability of many products for memorialization. Many professionals know only what is offered in their suppliers’ catalogues. But working from a few catalogues does not usually equal providing a full service.

  To be a cremation specialist, an employee must understand the process from start to finish. One step to accomplishing this is to attend a crematory operator’s certification class; these are offered throughout the country. Even for a professional who never plans to operate a cremator, this class is beneficial because it provides the knowledge of how one works.

  Another distinction between a death care professional and a cremation specialist is the professional most likely tends to stay with the packages on his GPL when helping create the service for the family while the specialist listens to the family’s needs and asks open-ended questions to find out more to create the best remembrance service. Consider whether services could be hosted at a favorite bar or restaurant; the beach, river or a boat; or a golf course? Would you set up a putting green at your firm with personalized golf balls that people can retain as a keepsake?

  Further considerations include whether the following are allowed at the cemetery:

•         A gathering (party) at the grave or niche

•         Portable sound system to play music that represents the person’s life

•         Personal (family) cremation mausoleums

•         Memory Glass or other artisan glass artwork that the funeral home did not offer

•         Balloons, butterflies or doves available for release

  Most death care professionals think they are experts in cremation marketing. The truth is very few death care professionals are specialists in cremation and thinking outside the standard two o’clock funeral.

  To become cremation specialists, firms must educate staff members and ask whether suppliers have programs to present to employees. And employees must read trade publications, attend seminars and go to the ICCFAU College of Cremation Services.

  Thinking creatively is also a requisite. For example, consider where to obtain props and giveaways that represent the life lived. Friends and family can take these items as keepsakes for remembrance. Some of the items could come from the family: If the deceased was an avid fisherman, the family may have hundreds of fishing lures to give away. Or if the deceased was known for a family cookie recipe, the grandchildren could make those cookies and have them on trays for people to take.

  With continuing increase of the un-churched population, it’s also important to have a celebrant on staff or to know one who will work with your firm. Offering a celebrant is a very important service that should be available to all families served, and it also helps your market share and bottom line.

  While working toward the designation of cremation specialist, or employing one, is important, everyone in the death care profession must strive to better understand the options available in all aspects of cremation and what can be offered to the community served. If not, your clientele will do it themselves with the help of the internet, or use a firm that does offer the service they are looking for.