SAIF Golden Charter

Secrets of success

The next generation of funeral directors is faced with a fast-changing profession and modern-day challenges. In 2016, the SAIF Executive Committee recognised the need to develop a plan to nurture future leadership. SAIF NextGen was launched at the SAIF AGM in March 2017, under the leadership of; Daniel J Ginder, Jamie West and Ross Hickton to provide a forum for emerging leaders of member firms.

In this special education and training article, Daniel J Ginder and Clive Leverton discuss job satisfaction, changes in customer behaviour, future business plans and lots more.

Clive Leverton, of Leverton & Sons, is a founder and fellow of SAIF.

Here Clive passes on his knowledge and experience to the next generation of SAIF members and Independents.

Daniel: How many years have you been in business?

Clive: I have been a funeral director for more than 50 years, and am now ‘technically’ retired. My brother and I were the seventh generation, my daughters Pippa and Hannah and nephew Andrew are the eighth.

Daniel: What made you start in the profession?

Clive: I was going to be a missionary, I left school aged 15 with O and A levels and worked for the firm for 10 years. Then I left to work on my own for six years (not in funerals) but re-joined the firm in 1975. I think funerals must be in the blood.

Daniel: What made you stay in the profession?

Clive: Continual job satisfaction.

Daniel: Do you hold any qualifications within the profession; if so, do you feel it is important to obtain them?

Clive: I obtained my Diploma (Dip. FD) in 1963. I think it is preferable, but not necessarily essential to obtain some qualification.

Daniel: What is your reason for joining so many associations and holding important offices within?

Clive: We are only members of SAIF – it satisfies all our needs. When we started SAIF in 1989 we had to do all the work ourselves with no paid staff. I took on the role of Secretary – which I still technically am. I have also been President and Chair of the Standards Committee.

Daniel: How do you manage your time around association work, funeral work and home life?
Clive: Being technically retired I can help the firm behind the scenes while trying to have more time to myself.

Daniel: Have you seen a change in customer behaviour over the last few years?

Clive: Families often want to become more involved in the funeral service and are more open to alternative options to personalise the funeral. The internet provides a wealth of ideas to those who are looking for something different. We are happy to source items from outside our own range, and allow families to source for themselves. This flexibility ensures that we can be seen to be helping people to get the most from the funeral. As a result, funerals have become more complicated and time-consuming over the years. However, this increase in the personalisation of funerals leads to more satisfaction for our clients.

Daniel: Do you find more people are shopping around? If so, how are you combating this?

Clive: Yes, I believe there is more shopping around going on now. We are polite and helpful on the phone and always give our time gladly. People are not always looking for the cheapest quote, but want to deal with someone they can have confidence in. We give the full costs for what we are asked, but are prepared to offer a discount if we feel it appropriate.

Daniel: Have you seen a rise in the demand for direct cremation? If so, what do you offer?

Clive: Our direct cremation option is £1,795 + doctors’ fees where appropriate.

We use a traditional hearse and bearers, and allow people to be present, although there is no formal service.

Daniel: What are your plans for the future of your business – is it expansion or improving your current services, or both?

Clive: We are consolidating our current business. The growth of the internet means that it is not necessary to increase the number of branches to increase market share.

Daniel: What advice would you give to the next generation of funeral directors coming through?

Clive: Keep ethical standards very high, retain independent thought, do not be afraid to change, and innovate and help SAIF go from strength to strength.