Differentiation – Why would someone choose your agency over another one?

This is the question I believe is at the core of every discussion we have with a referral source, a family, or even a potential hire. They are asking themselves this every time you are in front of them presenting your Home Health, In-Home Care, or Hospice agency. 

“Why should I choose you?” It’s a simple question, yet it goes layers deep. 

Because on the surface, we are highly commoditized.

Home Health has Nursing, OT, PT, ST, and Aides – it’s part of our regulations. And the price? Well, under traditional Medicare, Home Health is 100% covered. So the price isn’t even a differentiator.

In-Home Care – WOAH we Don’t want PRICE TO BE THE DIFFERENTIATOR – no lowest rate here!   – so we work hard to differentiate our agency from the 100’s of other agencies in our town.  

This sales skill on the surface seems SO EASY!

Of course, we are different than the other agencies!

It is one of the most critical skills that I made it the first lesson in the “Achieve” program.

Differentiation!

Weekly Sales education that kicks your week off right! (want in on the new program? Click here)

When we drill on this concept in our workshops, we hear things like

  1. We Care!
  2. We have quality Nurses!
  3. We provide personalized attention!

Is it true? Most likely, YES!

The problem is – this is not good enough.  

Over the last 18 years consulting with agencies across the country, I have worked with reps, and here is what I know: Your competitors are saying the same thing you are – we care – we have great nurses – we have caring caregivers!  

This didn’t work 10 years ago, and it doesn’t work now!

See if you have said any of these things before:

  1. We have a great Physical Therapy…
  2. Our caregivers are trained – we provide over 8 hrs of orientation…
  3. We provide Nursing, OT, PT, and ST…
  4. We help with bathing, dressing, and meal prep…
  5. We have low minimums…
  6. We have a nurse on call 24 / 7…
  7. We are family-owned and operated…
  8. We use technology to help with care…
  9. We will help with pet care too…
  10. We provide transportation…

Do any of those ring true for you? If you said to them in the past, you are not alone. Many reps say these EXACT things only to find they come up short when a patient or resident is referred.

They do not get the call.

If you have said any of the above 10 – don’t stress out – we have created an easy way to tweak them and get the results you want – A REFERRAL!

Here are the 4 “buckets” your differentiators usually fall into

  1. Your ownership
  2. Your agency
  3. You
  4. Your team

Everything goes from there! 

One of our favorite exercises that I have been doing since 2008 that still stands the test of time is:

What are the Top 10 reasons that someone would do business with you?

List them out!  

It’s a great exercise.

And if you are having trouble getting beyond 3 or 5 – We have got your back!

In our new “Achieve” program, this is Lesson 1, and we break it down for you in 15 mins or less you will be crafting your own compelling “Top 10 Differentiators”!

At only $49, it’s wise to rise above the noise and get the referrals you deserve!

Join today and get personal feedback on your differentiators from the Home Care Sales team to give you the ultimate upgrade!

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Working In Sales For The Private Duty, Home Health, and Hospice Industry Isn’t Really SALES, it is SUPER HERO WORK!

Many times, I get asked what kind of work I do for a living, and my quick response is, “I work in sales”. 

So many times, I get a sideways glance like oh, that kind of job.  You know the look. One of disapproval or disgust as they are reminiscing about their bad experience with a used car salesman. I quickly add on, just as the smirk is forming on their lips, “Yep, I am a superhero”. 

The smirk quickly transcends to a look of inquisition. 

I then explain. I work as a sales associate in the private duty, home health, and hospice industry.

I enlighten them, sharing that I do not really sell anything but that I get patients connected to the care and services that they need. I tell them every day, I fight a battle against ignorance for how our incredible industry can help people live the greatest health outcomes possible.  That without our health we have nothing! 

So basically, I am a superhero fighting to get patients the care they deserve.  It always pleases me when I see their faces transform from disgust to inquisition and finally to respect.

If you, my friends, work as a sales associate, you need to make sure you take the time every day to put on your superhero costume. 

The following tips will help you make your daily transformation:

  • Know you are never an interruption
  • Have a purpose for your sales call that brings value to the account
  • Ask to help someone! Currently, only 30% of sales associates ask for a patient referral every time
  • Remind yourself that if you are not teaching the social worker, case managers, doctors, and their office staff how you can benefit patients than they will never know

Many of you are our loyal fans who use our sales process, but we all need reminders that we are in control of our mindset. For those of you that need help or that need to learn how to transition from a meek sales associate to a superhero, we got you! 

Go check out www.homecaresales.com. We offer the High-Performance Sales Academy at an incredibly reasonable price.  The reason we almost give this away, is we know that right now, there are people, seniors, chronically ill, or disabled people, who need to be identified to receive services from you. 

We want you to transform into a superhero and get over 1 Billion patients serviced!  That is our mission, and together we can do anything! 

Cheryl Peltekis, RN “The Solutionist”

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2020: The Year of Incredible Evolution in the Home Health Industry

Like many of you, I am struggling with my new reality. 

Without travel to speak somewhere on stage, or speaking on Cruise Ships (which I generally find quite wonderful) we are dealing with sadness, illness, and no place to be but home. 

However, I have found new ways to keep myself busy. 

Below you will find my latest work of art. Before COVID-19, I only painted one picture of sunflowers, and now I have uncovered a real love for painting.

I may not be Picasso, Rembrandt, or even Bob Ross, but I have really found peace in creating art. It sings to me.

 

Out of forced boredom, I found a new hobby that I really enjoy.  Now, this year my home health friends have had to deal with PDGM cutting their payments. This too has forced us to find ways to provide therapy, and not lose money. 

Today I want to invite you to a webinar that will help you do just that. Show you how to take the situation we have been dealt with (PDGM and now Covid-19) and still find other ways to make revenue while providing improved services and improving customer satisfaction.

This webinar will show Home Health Agencies how to implement Outpatient Therapy Services for non-homebound patients. Medicare allows certified home health agencies to provide Physical therapy, Occupational therapy, and Speech therapy to non-homebound patients in their homes. With the current crises, many patients are not allowed to get therapy at Outpatient Therapy clinics or at the Outpatient Department at the hospital.

Medicare sees that Home Health is a cost-effective solution.

ANY traditional Medicare Part B patient is eligible for this service. Medicare has removed the cap in 2018. This service will allow patients to receive maintenance therapy in their homes.

Want to discover how your agency can leverage this awesome opportunity? Sign up here.

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Transition as We Come Out of the “Shelter-in-place”

We have read the numbers of 45-65% decrease in revenue from other industry articles.

It is an uncertain time.

How you motivate your marketers during this transitional period will determine how you “accelerate out of the turn.”

My Dad shared with me early in my driving career, “how to take the racing line” because you get more traction during a turn when you are accelerating.

  1. Decelerate before entering a turn
  2. Move your vision to the apex point
  3. Once you hit the apex point with the car
  4. Move your vision to the road where you want to go
  5. Accelerate out of the turn

Basically, my father taught me to “Drive like a bat out of Hell,” according to my Grandmother. (she was VERY colorful)

In retrospect – maybe not the best idea to teach a teenager. However, I was the best driver! (Still am)

Life Lessons from “Dad’s School of Driving”

YOU MUST ACCELERATE OUT OF THE TURN FOR THE GREATEST TRACTION!

It’s time to put the peddle to the metal with your marketers!

They are hungry to achieve, and you can help them!

  1. Get a plan! If you do not have your “Obsessed 100” accounts – you are behind! But there is time to catch up!
  2. Sales Message of the Week – What is it? Review it with your team.
    • Disease-specific
    • Telehealth
    • Caregiver/discipline-specific
  3. Script it up! Craft emails, VM, Text and Phone scripts with your sales message of the week
  4. Track it! Which ones are resonating?

It is going to be SUPER tempting to get out in the field and “GO” market in person. But as my mentor says Activity doesn’t mean PRODUCTIVITY…

Its time to be the best “hybrid” version you can be!

When its appropriate and your state allows it – of course, you will want to go see your best referral sources in person.

But knowing what we know now – our teams will always be carrying 50 “remote” marketing accounts.

We may only see them once a quarter – or maybe never. But we have their attention after “remote marketings” for 6 wks, and we are going to keep it!

Time to take a “racing line” and accelerate through this turn. So that you can get onto the straightaway where you can go SUPERFAST!

Want to go SUPERFAST with us? There is still time and space in our inside sales ‘remote marketing” program!

Join us by clicking HERE!

Keep Serving Seniors,

Melanie

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