In this episode, host Lisa Baue welcomes Liza Altenberg, a leader in the deathcare profession and author of "Selling with Sensitivity." Liza shares her journey from a different career to finding her passion in deathcare. She discusses the importance of empathy and personal connection in serving families during their tough times. The episode explores the balance between business objectives and compassionate service in the funeral profession. Liza's personal experiences and her approach to leadership and sales in deathcare offer valuable insights for listeners.