Comments:
“Your book is terrific! It should be
required reading for every funeral director.
It is clear that the author knows his
subject and why he has been successful as a
funeral director and counselor.”
— Bob Gregorchuk, funeral director, Ventura,
California
“You have done an outstanding job; you
have hit the target! This book is the how-to
book for helping families who desire
cremation and non-traditional funeral
services. It demonstrates the proper and
effective ways of helping all families. It
is one you will read and re-read.”
— Ric Newton, practicing funeral director,
Chico, California
“This book is both needed and well done.
I want all of my people to read it and read
it again.”
— Paul Messinger, practicing funeral
director, Scottsdale, Arizona
“I reread it… and have made it mandatory
reading for our funeral directors. …It is to
be read and used continually as you will
find excellent advice and counsel to help
families who select cremation as a final
disposition and not a type of service. If
there is one book that has all the answers
for serving the cremation family, this is
it.”
— John Carmon, CFSP, Past President NFDA
“The best thing about a book like this is
that it has positive merchandising tips that
can be applied not only in a cremation case,
but in any difficult case. …Mr. Kubasak's
tips could easily be modified to fit the
style and method of your business, and
surely there is something in these pages
that could benefit you.”
— From a review in Southern Funeral
Director magazine
Table of Contents:
 | Introduction
|
| Chapter 1: Beginnings
 | Personal Background
|
| New Look at Cremation
|
| Three Responses to Cremation
|
| Elevate Cremation |
|
| Chapter 2: Some Hard Lessons
| Cremation: Definition
|
| Cremation and the Funeral
|
| Direct Cremation
|
| Direct Cremation: The Movement
|
| Detecting Needs
|
| Table I: Cremation Growth:
California
|
| Funeral Director Response
|
| Case History: The Barbecue
Lesson
|
| Case History: “You're Never
Gonna Get Me” |
|
| Chapter 3: Prospect Knowledge
| Prospect Knowledge: Definition
|
| General Prospect Knowledge
|
| Gathering Prospect Knowledge
|
| Cremation Profile Research
|
| Cremation: Mistaken Assumptions
|
| Cremation: Psychological Factors
|
| Case History: Unexpected Outcome
|
|
| Chapter 4: Communication Knowledge
| Communication: Definition
|
| Case History: Disrupted
Communication
|
| Greeting and Communication
|
| A Test for Business
|
| Communicating about Cremation
|
| The Arrangement Conference
|
| Dealing with Feelings
|
| Establishing Commonality
|
| Dealing with Misunderstandings
|
| Why Cremation?
|
| Open Ended Questions
|
| Active Listening
|
| Case History: Professional Care
|
| Body Language
|
| Using Audio-Visuals
|
| Responding to Questions about
Cremation
|
| Some Typical Questions |
|
| Chapter 5: Product Knowledge
| Product: Definition
|
| Tangible Goods
|
| Intangible Services
|
| Product Benefits
|
| Product Knowledge Components
|
| Professional Responsibilities
|
| Specific Knowledge
|
| Cremation: Information
|
| Case History: The Revelation
|
| Public Information
|
| Personal Attitudes
|
| Table II: Cremation Statistics
|
| Impact
|
| Table III: Choice of
Casket/Container
|
| Case History: “Cremation Only”
|
| Questions: Product Knowledge
|
| Answers to Questions in Chapter
Five |
|
| Chapter 6: A New Lexicon
| Lexicon: Definition
|
| The Meaning of Words
|
| Feelings about Burial and
Cremation
|
| Casket vs. Container
|
| Visitation vs. Identifying
|
| Embalming vs. Preparation
|
| Funeral vs. Ceremony
|
| Ashes/Cremains vs. Cremated
Remains |
|
| Chapter 7: Merchandising Cremation
Products
| Keeping Track
|
| Needless Confrontation
|
| Functions of the Funeral
|
| Arrangement Conference:
Objectives
|
| Survivor Needs, Cremation and
the Funeral
|
| Arrangement Conference:
Cremation
|
| Optional Ceremonies
|
| Case History: The Flying Club
|
| Three Successful Techniques
|
| Separate Cremation Room
|
| Displaying Urns
|
| Case History: South Pacific
|
| Types of Urns
|
| Cremation Containers
|
| Cremation Containers: Pricing
Strategy
|
| Case History: “Nothing Else”
|
| Prices and Values
|
| About Your General Price List
|
| Rental Caskets
|
| Rental Caskets: Possible
Pitfalls
|
| Example: The Law Office |
|
| Chapter 8: You Already Have An
Attitude
| Cremation: The Domino Principle
|
| Cremation is Not the Problem
|
| A Final Unmet Need |
|
| Appendix
| I. A Brief Overview of Cremation
 | Introduction
|
| Cremation in Ancient Greece
|
| The Roman Empire and
Christianity
|
| Cremation in Scandinavia
|
| Table IV: Cremation: Other
Countries
|
| Cremation in England
|
| Cremation in North America
|
| The Rise of Cremation
Societies
|
| Table V: Percent Cremations
|
| Table VI: Projected
Cremations
|
| For the Future |
|
| II. Chapter References
|
| III. Additional References
|
| IV. Resources for Further
Information
|
| V. Cremation Authorization Form
|
| VI. Sample Cremation Ads
|
|
