In this episode of On the Clock, host Tony Russo sits down with longtime funeral professional Keenan Knopke. Keenan shares his journey in the deathcare industry, from stomping down dead flowers in the back of a pickup truck at age five to managing major consolidation territories and leading Curlew Hills Memory Gardens.
Knopke has old-school sensibilities without “being” old school. That is, he has an old school work ethic and still embraces change. He discusses how he eliminated high-pressure sales tactics in favor of a customer-centric model, modernized operations, and adapted to changing industry trends like cremation and natural burial options.
Key Takeaways
Early Roots in Death Care: Keenan’s family started a cemetery in Tampa during the late 1930s. He began working at five years old, clearing old flowers and later learned the business from the ground up, including digging graves by hand and “chopping markers”.
Transition to Corporate Operations: After receiving his funeral director and embalmer licenses in 1972, Keenan spent 19 years working with Stewart Enterprises, overseeing major territories across Florida.
A Customer-First Sales Model: Upon joining Curlew, Keenan eliminated high-pressure quotas and restructured the sales team to just three salary-plus-commission counselors focused on educating families rather than forcing quick decisions.
Modernizing Operations: Keenan transitioned the business away from traditional displays toward digital arrangement screens and paperless record-keeping.
Adapting for the Future: To meet evolving community needs, Curlew has embraced cremation options, incorporated upright granite monuments for traditional communities, and remains open to emerging trends like human composting.
The Golden Rule of Funeral Care: Keenan emphasizes keeping an open mind, avoiding judging families based on appearance, and treating every client the way you would want to be treated.
