Applying Coaching Methodology to the Preneed Industry Impacts Firms’ Market Share

Today, as the trend of business coaching continues to advance … why not introduce the coaching model to the funeral industry, specifically preneed?

“Applying coaching methodology to the preneed industry is a perfect fit,” said Pam Hopkins, Assurant Preneed Development Specialist and tenured business coach. “Preneed is typically a separate entity in the funeral home and counselors are often working independently. A coach is someone that can facilitate progress toward the counselor’s or manager’s goals and objectives, while celebrating their successes, and providing encouragement and support to overcome challenges.”

Coaching provides business professionals with an assessment of their current abilities and a tactical plan for reaching their goals and achieving career satisfaction. The participant controls the direction and the path of the coaching, while the coach facilitates achievement of personal and professional goals. It is the participant’s responsibility to set these goals.

A coaching program can benefit both new and tenured business professionals. It can provide ongoing support that reinforces initial training, optimizing training dollars, and challenges participants to apply new skills and hold them accountable to their commitment to improvement.

Applying the Coaching Model to the Preneed Industry

After identifying the need for a preneed counselor and manager coaching program and researching a variety of coaching models, Assurant Preneed Development Group introduced its coaching program in January 2004. The coaching program focuses on strategic and visionary planning, morale building, and skill and career development. The program includes one-on-one meetings, telephone conferences, field training and workshops with the Preneed Development Group coaches.

In less than a year, the Assurant Preneed coaching program has achieved measurable results. “The Assurant Preneed Development Group coaching program has yielded tremendous success in both enhancing preneed counselors’ and managers’ performance as well as increasing the firms’ bottom line,” said Hopkins. “More than 40 counselors and managers have participated, and participating firms have experienced a 12 percent increase in production.”

Coaching program results run the gamut from increasing production to enhancing organizational skills and attention to detail. One tenured counselor from Michigan, Donna Ellett, significantly improved her profitability and production consistency through the coaching program.

Although Ellett had spent eight successful years in the preneed industry, there were functions of her career she wanted to improve upon.

“My way of thinking is sometimes comparable to a shot gun shell – all over the place at times – and it’s difficult for me to focus on definitive production goals,” said Ellett.

Near the end of 2003, Ellett enrolled as a pilot participant in the Assurant Preneed Development Group coaching program. “I joined the program with no expectations, but I knew I needed someone to review my goals and techniques with an objective eye and hold me accountable for my successes and failures,” said Ellett.

One of the first major projects Ellett and her coach, Kathi Wells, Assurant Preneed Development specialist, focused on was breaking down large goals into smaller, more realistic goals.

“Kathi helped me segment my larger goals into smaller goals,” said Ellett. “For example, if I wanted to make $70,000 in one month, we would chart where the business would derive from including sales, direct mail and referrals.”

Ellett’s next challenge was finding production consistency and moving away from the typical peaks and valleys. Wells helped her stay organized, and for the past four months, Ellett has reached her production goals and achieved month-to-month consistency.

“Most importantly, the funeral firm is pleased with my performance. They expect results which show my proficiency as their preneed counselor,” said Ellett.

To Ellett, having a coach means having someone to share her success with. Wells and Ellett communicate often through e-mail and speak on the phone at least once a month.

“If I have a successful day, I immediately call Kathi to tell her the good news,” said Ellett. “Coaches compliment a job well done but also offer ways to improve current behaviors and practices. One adjustment can make all the difference. Kathi is like a good friend who wants me to succeed.”

According to Ellett, the program is beneficial for preneed counselors and managers because coaches do not impose ideas. Instead, they ask what is important for each individual to accomplish as a preneed counselor and how he or she defines success. From there, the coach helps develop a plan to meet the personalized objectives.

“Even the worlds greatest athletes need a coach to guide them and help them reach their goals,” said Ellett. “With the coaching program, now there is no reason to tackle the preneed industry alone.”

The Preneed Development Group is only one group within the Assurant Preneed five-star support team that is working to increase market share and provide unique solutions for funeral firms. Each Assurant Preneed firm has a five-star support team working together to service the firm and grow the firms’ bottom line, including an account executive, a telephone account manager, an account coordinator, a preneed development specialist and a team of customer service representatives.

For more information on how Preneed Development Group can build or enhance a preneed program or Assurant Preneed services or products, please contact an Assurant Preneed account executive, marketing partner or general agent, or call 1-800-PRENEED and select option 9.

Have a coach or a mentor that has been an asset for your career? Visit the Preneedville’s Coffee Shop and share your story.