Seminar: "Repositioning Your Pet Loss Business for Success"
From the 2012 ICCFA Annual Convention
In working with approximately 50 funeral homes across the United States, Karl Jennings has found that the number one frustration among everyone from the receptionist to the arranger to the funeral director is the lack of a coherent narrative that explains the value proposition of the funeral. What exactly is the service we provide, and how do we communicate the value of that service to families?
According to Jennings, funeral service has come to be treated as a retail transaction, which has not served the profession well. It is time, he says, to place the focus back on helping families deal with their grief.
In this session, Jennings will examine the acute loss period—the three to 10 days following the death—and the seven phases families must complete during that crucial time to be able to begin the necessary trajectory toward healing. Next, he'll discuss the role of the funeral and the funeral director in making that happen.
Karl Jennings is owner and chief executive officer of Borek Jennings Funeral Homes, with four locations in Hamburg, Howell, Manchester and Brooklyn, Michigan. He is CEO of the Healing Farewell Center of America and is author of "When We Must Say Farewell,” helping families prepare for and deal with the death of a loved one.