If I were a funeral director, working directly with families, I’d create a Resource Directory to help me and my associates design, yes design, original, personalized, memorable services. It wouldn’t matter whether the family chose traditional burial or cremation, there would be a service, one the family could be proud to share with their guests and community.

  What if they believe they want a direct cremation, not a showing or service? Having no public closure means they’ll have dozens of mini funerals in the weeks to follow. When people find out someone has passed, the entire experience is revisited again and again with each new contact. Instead of one unique funeral experience, there are multiple ones, creating an exhausting rehash of a sad occasion. There is something much better.

  By asking questions and being creative, you can offer a unique memorial that can be as simple as the family wishes, or as elaborate as a community event. Don’t think that a cremation request means no service. What it means is there is no time constraints, this leaves you free to plan an event that will include all the family. Imagine not having to say, “Oh, well we’ve never done that but maybe I could check on that for you.” With a Resource Directory, you’ll know where you can gather in a natural setting to have an outdoor service, where you can get Patriot Riders, buy wildflowers, order tents, get parking cones, porta-potties, what about roping, extra flags, red or white carpets to roll out? What public areas can be accessed – Beaches, Parks, Museums? Is a fee charged? What restrictions are in effect? Having a list of possibilities allows you to make unusual suggestions while remaining confident in your ability to deliver. Ideas and more ideas to help them shape their ideal memorial service. Get your staff involved, brainstorm unique locations, ways to personalize, tell them your “can do” attitude is for the entire firm. Encourage them to be lively, participating members by offering ideas and suggestions that expand the services you provide.

  Here are some examples: Say the deceased was a avid golfer, a member of a local country club. Your Directory could have the phone number, the name and number of the club’s liaison, any restrictions that apply, cost of securing the space, a list of details to be handled - maps and directions for guests, parking accommodations including valet service where needed, where to get invitations, programs, if police are required to assist with traffic, etc. Or, what if the funeral is for someone who was an outdoorsman or gardener, a service could be held in a pasture, park or garden. Your Directory can provide that information as well.

  So often things happen quickly, that can put you at a disadvantage. Having a current Resource Directory lets you take the lead in planning and makes you an integral part of the service. The family will look to you for answers, and advice, reinforcing their decision to select your firm. When the memorial planning gets everyone involved, there is less concern about cost and more interest in creating a truly original tribute. There is pride in authorship so by inviting their ideas, you get them on board.

  Create a truly unique service and the word will get around. People will be eager to share the details of your work and the “word of mouth” equity in your efforts will spread. How nice to be thought of as the “can do” firm with solutions rather than excuses.