|
2003 ICFA University
ICFA/CANA College of Cremation Services
July 18-23, 2003
University of Memphis
Memphis, Tennessee
Dean: Ernie Heffner
Return to Introduction Page
Additional Colleges:
College of Administration & Management
College of Embalming & Restorative Arts
College of Funeral & Commemorative Services
J. Asher Neel College of Sales & Marketing
College of Land Management & Grounds Operations
Master's Program
CEO Program
Download the Registration Form
Unable to download this files? Try installing Adobe Acrobat Reader.
Friday, July 18
5:30 - 6:30 p.m.
University Reception
6:30 p.m.
University Dinner
Saturday, July 19
9:00 - 10:30 a.m.
Advanced Cremation Arranging for Cremation Providers
Thomas J. Winninger and Jeff Merriam
This session will provide an introduction to the first two days, which will be a six-part seminar produced by the Cremation Association of North America and The Winninger Resource Group. Each session within this portion will include practical training on cremation arranging as well as small-group discussions, Q&A and participatory exercises.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Advanced Arranging Session 1: Understanding the Value Approach
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Identify the unique qualities of the cremation family.
- Clarify characteristics of advanced arranging.
- Identify four family profiles.
- Relate how to create the value aspects of cremation.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Advanced Arranging Session 2:
Taking the Call Effectively
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Identify how the value equation is addressed in the first contact.
- Identify the challenges in first-contact situations.
- List the steps in the basic inbound-call strategy.
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
Advanced Arranging Session 3: Developing Rapport While Explaining Needs and Wants
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Identify different approaches to gathering information.
- Build a list of effective questions that will draw the cremation family to commemoration.
- Gain a level of confidence in asking questions that move you to planning, not arranging.
Sunday, July 20
9:00 - 10:30 a.m.
Advanced Arranging Session 4: Presenting Choices That Define Commemoration
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Identify the importance of giving the customer valid choices among services and products.
- Review the four cremation profiles and how the choices relate to each profile.
- Provide a process for offering value choices.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Advanced Arranging Session 5: Responding to Questions
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Come to an understanding of the role resistance plays in the buying cycle.
- Identify alternative approaches to responding to resistance.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Advanced Arranging Session 6: Finalizing the Family's Choices
Thomas J. Winninger and Jeff Merriam
In this session, we will:
- Identify at least three approaches to negotiating better arrangements.
- Clarify the best way to secure payment.
7:00 p.m.
Basketball/Volleyball Games
Monday, July 21
9:00 - 10:30 a.m.
Understanding Overhead
and Strategic Marketing
Tony Colson
Serving in a variety of roles for Batesville Casket Company over the years, Tony Colson has acquired a broad base of experience. From this, he has developed a financial model that covers:
- establishing true overhead when cremation exceeds 10-15 percent;
- accounting models that are out of date for most markets; and
- marketing and pricing strategies and tactics.
In this session, we'll explore the financial transition that has been happening to many in the industry, how you may wish to re-evaluate your perspective of the future and what's going to happen if you ignore this presentation.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Establishment and Operation of the Cremation Society of Illinois
Jerry Sullivan
Jerry Sullivan sold his funeral homes several years ago but chose to keep the cremation society, which now serves over 2,000 families each year. Find out how he got started 20 years ago and how he operates today.
12:30 - 1:30 p.m.
Lunch
1:30 - 2:15 p.m.
Wholesale Supply of Cremation Services to Funeral Homes
Tom Roberts, CCE
Tom Roberts' company operates two retorts and specializes in dealing directly with funeral directors. If you are considering or are already involved in this type of crematory venture, you won't want to miss this presentation. Avoid the problems, and capture the opportunities!
2:15 - 3:00 p.m.
Maximizing Profitability Through First-Class Operational Strategy
Paul Rahill
Paul Rahill, president of Matthews International Cremation Division, will present ways owners and managers can develop their leadership in crematory operations by instilling objectivity, discipline and accountability to ensure cremation operations maintain the highest standards and achieve your bottom-line goals.
3:00 - 3:30 p.m.
Break
3:30 - 4:15 p.m.
Starting a Cremation Cemetery from Scratch
Nick Jones, CFuE, CFSP
Longtime funeral director Nick Jones will explain why he decided to design and build a new cemetery specifically focused on appealing to cremation families, and how he did it.
4:15 - 5:00 p.m.
Mother Theresa Crematory & Chapel
Dan Moloney
Dan Moloney and his brothers represent the epitome of a uniquely independent approach from a traditional funeral service family. Depending on your point of view, Mother Theresa Crematory & Chapel does or does not have any affiliation with Moloney Funeral Homes. Discover their innovative marketing presentation and strategy.
Tuesday, July 22
9:00 - 10:30 a.m.
Cremation Marketing: The Keystone System -- Real Stories, Real Results
Bob Horn
The Keystone Group operates more than 100 funeral homes nationwide. In this session, Keystone CEO Bob Horn will share cremation insights and success stories from his company's locations.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Market Positioning -- Choosing Your Target Customer
Mark Krause
In addition to beautiful traditional facilities and an on-site crematory, Mark Krause's firm also operates a shopping center location. One size does not fit all consumers when it comes to marketing. You must decide where to position your company and be committed to the why.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Establishing a Separate Company to Market Cremation
Blair Nelsen
This fourth-generation funeral director succeeded in gaining market share through his work with the Cremation & Burial Society of Virginia. Learn about the five-year plan he developed and implemented, his efforts in establishing a separate company, how it works and results attained.
3:00 - 3:30 p.m.
Break
3:30 - 4:30 p.m.
Marketing to the Non-Cremation Society Prospective Customer
Kevin Bean
Does the ambiance of your crematory feature amenities such as 5-inch chair rails, massive crown molding, a pink marble floor and Victorian furniture around the cremation retort? Learn the results of one funeral director's commitment to this level of atmosphere.
4:30 - 5:30 p.m.
Four-Year Student Graduation and Reception (all students participate)
Wednesday, July 23
9:00 - 10:00 a.m.
Course Summary
Panel of Speakers
10:00 - 10:30 a.m.
Class Photos and Graduation
*********************************************************************************************
|
