Sharing my nearly thirty-thousand-dollar lesson, so you don’t have to learn the hard way too

I am a student at heart.

My Mom was an elementary school teacher for 32 years with two master’s degrees. I am sure this is why I value education. I, too, have two masters degrees and continue to try and expand my knowledge.

Every year I engage in training, coaching, and masterminds all to upgrade my skills. My husband pokes fun and says I should be “improved” by now! My goal in each of these programs is to find the “one” tactic, tool, or a person who will help me move the needle in my business and support my clients better to give them an advantage in their agency.

Cheryl and I have been completing market research to prepare for our fall offerings to craft a program that is “just the right fit,  right now.” We have been interviewing owners of agencies, and it has been so fun to connect and, of course, enlightening (more on that another day).

One of the discussion questions was how they evaluate if a “program” was for them or their team. Because at one point or another, we have all taken programs that disappointed us.

I want to share with you a $28,500 program that disappointed me and how I make decisions on which programs to take after that experience.

In 2017, I wanted to create an online program that would serve Home Care Sales, Home Health Marketera, and Hospice Liaisons. I wanted to create this fantastic experience for the sales reps, which would make them thrilled to complete the next section. This would become the industry standard for new hires and experienced representatives to needed a refresher or teams who wanted to be on the same page.

I was introduced to an online course developer who had a course that was very successful. She promised a lot, but her program was rigid. She didn’t have any flexibility in her program or consulting. She was not personable, and she didn’t relate well to me or my business. She was great on video, where she could script everything but not in person. She was not able to generalize her business and make it applicable to my business.

At the time, I was SUPER frustrated.

Maybe you have been in this position – your expectations were one thing, but the outcome was another. I spent 12 mos in her program. It was rough. So rough and so many people did not get the result they wanted, she offered another 12 months for free! I know she tried. It just didn’t work.

At the time, I was mad and sad that I spent all that time AND money AND precious hrs away from my family.

But I can say now I am grateful for that experience. It made me appreciate our clients more – the trust they put in us when they allow us to “be on their team” through training and consulting.

When we develop our programs, we are very cognizant of the expectation and the tremendous drive to deliver value.

From the experience with her, we have created a framework for working with clients that I would like to share with you so that you can use it to evaluate your next training program.

S E O (not the web stuff, but that is how you can remember it!)

Success:  How will you know if this program is successful?

Experience:  Are the instructors actively engaged in your business line (working “inside” a HH, Hospice, or In-Home Care)

One:  What is the one thing you want to “learn”?

I bet you want to know about the online program that we created. It’s a High-Performance Sales Academy. In 2017, we offered it as the first industry-specific online sales process program.

It gives you the exact steps to take to move an account through the sales process to deliver you the 1st referral and support your referral sources throughout your relationship with them.

Giving you a repeatable process, so you NEVER miss a referral opportunity again!  We continue to evolve the program to reflect the current landscape.

We have upgraded the High-Performance Sales Academy experience and all our programs on our learning system HomeCareSalesPro™ to drive performance and course completion!

Want to discover how you can win Achievement Badges and Ranks?

Click here to jump on Mike’s calendar for a demo on how your sales reps will want to learn more – perform more!   

Impact more lives!

Do well while doing good!

Go, do great things!

Melanie

Home Care and Hospice Gratitude: A better tomorrow, today

I think we all have an idea of what gratitude is, but we often only practice being grateful in moments of rescue (where someone saves us from a problem) or in times like the holiday, Thanksgiving.

What is interesting (and how it applies to us in-home care) is that the practice of being grateful has been proven to elevate mood, battle depression, and even promote better health.

As home health, hospice, and in-home care workers know, there is a physical and emotional toll that this career requires.

 

Sometimes its saying goodbye, sometimes it’s dealing with difficult patients, and sometimes it’s just plain hard to do the work! Staying positive can be very hard.

Gratitude is more than an “emotion.” It’s also a mood. The reason that is so important is that there are moments of gratitude and a lifestyle of gratitude. The moments provide a temporary boost, but the lifestyle has been proven to improve the overall well being of people who have practiced a regiment of daily gratitude.

This practice creates a positivity that you will bring with you to work, family life, and extracurricular activities. Also, a significant component of gratitude is that it makes us recognize that forces outside our control contribute to our lives’ goodness. This makes you forgive and offer praise quicker and easier. It helps to eliminate culture-killing negativity and, over time, will draw positive people into your life.

In light of all the challenges going on in our world today and the overwhelm you may be feeling, I challenge you to take a few minutes to write down what you are thankful for and give thanks for those amazing blessings in your life. After all, people in your life have made parts of it better. Having a positive impact on your patients, clients, residents, and referral sources have brought joy to others and yourself.

In one of my darkest moments, a good friend once told me,

“The night is always darkest before the dawn”

(which I know is a slightly modified quote from Thomas Fuller). I have steadily gotten back my footing and learned to be grateful. It changed everything for me, and I believe it can for you too.

This pandemic, politics, the state of our country, and regulatory changes can tank your mood or put you through an emotional rollercoaster. That is entirely understandable, but we have people counting on us.

So this week, write it down and consider what you are thankful for. Thank a person in your life who deserves it. Provide a note, gift, card, or any other form of positive outreach to a person in your life telling them what you appreciate about them.

These small acts of gratitude can unlock a title wave of joy in your life and the lives of those you contact each day.

Have a great(ful) week,
– Jason

About the Author:
Jason Lewallen is Vice President of Marketing
for Home Care Sales

He can be reached at:
Email: jason@homecaresales.com
Phone: 615.815.7907

What to do in a short week

Happy Labor Day Weekend!

Welcome to a short week!

It is often we find ourselves in this position. We have a four day work week coming up, and we have to prioritize our marketing efforts.

I have felt the “crunch” of a short week. You have too much to do and not enough time. Perhaps you have had that feeling also where there is just so much to check off your to-do list that you feel overwhelmed.

The answer to overwhelm is prioritization.

In setting up our teams for success, we follow this simple cadence that has delivered results.

It will work for you too.

  1. Monday: Prewritten “open for the Holiday Blasts” emailed out for the holiday. (make sure you have staff and are “open” for referrals)
  2. Tuesday: Follow up on the Focus 50 accounts from your Inside Sales Remote Marketing Program. Topic: Current availability of care.
  3. Wednesday: Step 3 of the High-Performance Sales Process – “WIN” The referral generator – follow up and report out on any referral from Friday- Tuesday. Make sure to use this as a patient vignette in your follow up “Ask”.
  4. Thursday: Sales Message of the week to generate conversations for high-value patients or clients.
    *52 Week RoadMap of Referrals members September 7th week on your calendar: Home Health and In-Home Care – use your Monthly Health Observances as handouts or digital assets. Hospice – use your “Did you know cards” on your marketing calls.
  5. Friday: Clean up anything outstanding. Follow up on any referrals from the week. Finish your week strong! Make one extra call today!

A short week is your opportunity to compress time and maximize your productivity in 4 days!~

Happy Labor Day! Celebrating You and the contributions workers have made to our country’s strength, prosperity, and well-being!

Take Action! And Serve More Seniors!

Melanie

Why PDGM Didn’t Impact Most Home Health Agencies

Like many agency owners I was not looking forward to learning a new payment system. When CMS finalized a new case-mix classification model, the Patient-Driven Groupings Model (PDGM), effective beginning January 1, 2020, I was less than enthusiastic.

The PDGM relies more heavily on clinical characteristics and other patient information to place home health periods of care into meaningful payment categories. One case-mix variable is the assignment of the principal diagnosis to one of 12 clinical groups to explain the primary reason for home health services.

In addition, we had the stress of learning what would be a LUPA and how do we keep good outcome scores. Little did we know that 2020 would be a year unlike any other faced by the home health, home care, and hospice industries.

Many have been writing that PDGM has not taken the toll that many expected. I decided to go right to an expert that works with agencies around the country. I interviewed Jim Plonsey, of Medicare Training and Consulting, https://medicareconsulting.net/.

Jim Plonsey

Medicare Training & Consulting, Inc., located just outside Chicago, Illinois, has been providing health care consulting for nearly 30 years. Founded by James Plonsey, MTC provides individual as well as group training to home health agencies, hospices, federally qualified health clinics, and hospitals.

 

Jim is the owner and a dear friend of mine.

I asked Jim,

“Why do You think PDGM hasn’t impacted the home health industry as anticipated?”

Jim responded, “The main reason Home Health Agencies have not felt a great financial impact as anticipated falls into the following 4 categories.”

1.   PPP Loans – The Paycheck Protection Program is a loan designed to provide a direct incentive for small businesses to keep their workers on the payroll. SBA will forgive loans if all employee retention criteria are met, and the funds are used for eligible expenses.

2.   EIDL Loans – In response to the Coronavirus (COVID-19) pandemic, small business owners and non-profit organizations in all U.S. states, Washington D.C., and territories can apply for an Economic Injury Disaster Loan (EIDL). EIDL is designed to provide economic relief to businesses that are currently experiencing a temporary loss of revenue. EIDL proceeds can be used to cover a wide array of working capital and normal operating expenses, such as continuation to health care benefits, rent, utilities, and fixed debt payments.

3.   CARES Act Stimulus Funds – HHS is distributing $50 billion to providers who bill Medicare fee-for-service in order to provide financial relief during the coronavirus (COVID-19) pandemic. These funds are allocated proportional to providers’ share of 2018 patient revenue. On April 10, 2020, HHS immediately distributed $30 billion to eligible providers throughout the American healthcare system.

4.   Accelerated Payments – The Accelerated and Advance Payment (AAP) Programs are typically used to give providers emergency funding and address cash flow issues for providers and suppliers when there is disruption in claims submission or claims processing, including during a public health emergency or Presidentially-declared disaster.

Since expanding the AAP programs on March 28, 2020, CMS approved over 21,000 applications totaling $59.6 billion in payments to Part A providers, which includes hospitals.

For Part B suppliers, including doctors, non-physician practitioners, and durable medical equipment suppliers, CMS approved almost 24,000 applications advancing $40.4 billion in payments.

The AAP programs are not a grant, and providers and suppliers are typically required to pay back the funding within one year, or less, depending on provider or supplier type.

Jim also shared with me that he felt that many HHAs were suffering a severe cash crunch in March 2020 when the payment started coming in under the new PDGM payment system. The CARES Act funds were issued in April 2020 which provided a lifeline to keep agencies in business. In the same month, HHA obtained accelerated payments from Medicare equal to 3 months of payments.

Jim further comments that he feels that many have delayed the pain.

“Most HHA just delayed the pain until January 2021, when the RAP payments will be reduced from 20% to 0%.  Agencies will have to come up with an additional 30 days of cash and potentially pay back any unused CARES ACT funds.”

 

Friends, 2021 is less than 4 months away.  You have a chance now to increase your revenue to offset 2021 revenue reductions.  Go check out how www.homecaresales.com can help you!

Want to make it quick and easy to learn more? Reach out to Mike at Mike@homecaresales.com to set up a demo (or go here: https://calendly.com/mike-home-care-sales and secure a time to talk to him)

Want to see numbers of another agency remote marketing for 2020?

Recently I was on a panel of experts and asked the question.

“Does Remote Marketing Work?”

Which is interesting because I was asked the same question over the past 2 weeks by a Home Health and Hospice Owner and a National Sales Director for In-Home Care

Clearly, there is some uncertainty around “Can a marketer “work from home” and get results?”

The answer is a RESOUNDING YES!

 

Of COURSE, you get more “feedback” in person. And as SOON as we can get into accounts, the teams absolutely will!

I want to share with you results from offices that will make you say, “YES! REMOTE MARKETING WORKS!”

Here is a Case Study from an agency using a few Home Care Sales Programs:

Agency Details:

Admission Results 2020:

Office 1 – Urban

LIMITED access – 90% remote


Office 2 – Rural

LIMITED access. Parking Lot Meetings started 2 wks ago. 80% Remote

Office 3: Small city covering rural counties too.

LIMITED ACCESS – 90% Remote

Office 4 – Urban

NO in-person Access. 100% Remote until last week started “Parking Lot” meetings

 

You can see in all the offices; April took a hit. But not for long. I am incredibly proud of this team! Here is what they did to minimize the risk for this owner and how they came back STRONG!

GOT REAL – REAL FAST.

Yes, there was “shock,” but they took the directive to set up their office and get back to work! Just because the marketers were home – didn’t mean they “stopped” marketing, they had to do more connections, more education, and more relationship building.

*My personal Belief is our message is diluted by 50% when we are not personally in front of our target referral source.
 
All the Mastermind Members get access to all our training for their staff. This agency implemented High Performance Inside Sales Process, AND the Patient Call Me program at the same time.

NEVER TAKE YOUR FOOT OFF THE GAS! There was a question in the beginning – Should we stop marketing? NEVER stop marketing. Relationship building is the key to success! Connect to the HUMAN first, then the AGENCY!

If you are not seeing ABOVE PRE COVID-ADMISSIONS AND HOURS, it is time for you to ACCELERATE OUT OF THE TURN!

You, too, can have the numbers of your dreams! You DESERVE to have the AGENCY you want!

We can build it together!

Interested in discovering how?

Email Mike@HomeCareSales.com for a tour of the industry’s most extensive library of training and tools for marketing and growing your agency – Home Care Sales Pro™

Want it ALL? See if the HCS Mastermind is a good fit – Click here.

Gamification is vital to learning (especially with marketers)

Gamification: Gamification is the application of game-design elements and game principles in non-game contexts. (via Wikipedia)

The idea of gamification goes back before we even had video games or the internet. It’s the idea of making a task easier by shifting one’s perspective to make the process fun. It can be as simple as a contest to see who gets the most referrals to a complex leader board with monthly successes measured and tiers of awards given as goals are reached.

Various research studies on gamification have been conducted, and the overwhelming response is that (very specifically in behavior modification and learning) gamification helps capture and create a more profound interest in a topic or behavior.

So what does that have to do with both your agency and Home Care Sales? Well, first, you have some effortless ways of creating a gamification environment. This can lead to a very motivated staff who feels like they are part of something enjoyable.

Here are some examples:

  • Census Goals w/ Office-wide Rewards (pizza party, make your own margarita, or any fun experience)
  • The Classic Spiff (example: First one to get 3 referrals where COPD is the primary diagnosis)
  • A Year-Long Leaderboard with a grand prize at the end
  • Title identifiers for reps that hit a specific goal (Senior Sales Associate, Director of Sales, Regional Area Representative, etc.)
  • Quarterly or Yearly Awards (Most Referrals, Best Attitude, Most Likely to Sing Barry White after too many cocktails, etc.…)

Most would call these “awards” or “bonuses,” but their effect on an office can be substantial.

Another essential part of the process is to include sales and operations together in these events. The division in personality archetypes often puts sales and marketing in a natural state of discord. One follows the rules rigidly while the other thrives on overcoming objections and challenging the status quo. They need each other, but they don’t always like each other.

Opportunities like this type of gamification can help bring together all the different colorful personalities and form closer bonds.

While that is an example of gamification to modify behavior, what we do at Home Care Sales is an example that applies to learning. You want your team (or yourself) to acquire the knowledge to be successful quickly and easily. You have the power to do it here.

Over the last two years, we have been working to implement a learning system that would be more than just videos and assignments. With various programs, we implemented role play, video games, and now success rewards and certifications.

When you log into the Home Care Sales Pro Learning System, you will find 16 different courses, the largest library of training videos in the industry (over 125), two unique interactive video games, hundreds of downloads, and now a gamification-designed reward system including badges, tiers, and certificates of completion.

Images from the Home Care Sales Pro Learning System

What does that mean to your team? They will be engaged in the learning process. They will be eager to show you and their team the completion and their ranking. They will be able to quickly grasp and implement the content provided so that you take the quickest path to gain the success you desire.

With your agency, you can make work more fun and engage with the elements of “game theory” or gamification. Stacking up badges, certificates, and ranks as your rep “levels up” and “upgrade” their skills! The High-Performance Sales Academy or any unique Home Care Sales Pro learning programs allows your reps to have fun AND get new tactics so that you can get more referrals and serve more seniors!

Want to see it in action? Email mike@homecaresales.com and tell him you want a demo.

Have a great week,
– Jason

About the Author:
Jason Lewallen is Vice President of Marketing
for Home Care Sales

He can be reached at:
Email: jason@homecaresales.com
Phone: 615.815.7907

What to do when your staffing availability changes EVERYDAY

We have several clients (pretty much everyone at this point) who don’t know day-to-day what their care availability looks like due to COVID policies.

A team member wakes up and has any signs or symptoms of COVID – fever, cough, etc. They are “on the bench,” leaving the schedulers to scramble to find care coverage.

This is a nightmare for our ops teams.

This is a CRAZY zone for our marketers.

Each day they wake up, and they have pray they have availability to market.

Yesterday we had this discussion on our Monthly Mastermind call.

And the discussion was fascinating – from some members who reported “we have an influx of applicants” to “we are struggling to find caregivers because we are growing so fast!”

Each member had a turn to share their experiences, and as always, the community was so supportive and shared really great ideas with each other. Cheryl and I were SUPER impressed with their creativity and out of the box, thinking that was delivering results!

(Want to be part of the Mastermind Insiders Advantage – click here)

We have an acronym:

ABC

Always Be reCruiting

One of our Mastermind members Austin reports he tells all of his leadership team – Always Be Recruiting and Hiring and then make it “Sales” problem!

He means – get to a point where they have so much staff they “don’t have enough to do” and then its “sales” problem to go get more business!  LOVE that Austin!

We have heard staffing challenges from other agencies outside the Mastermind.  Maybe you are experiencing it too.

In one of the agencies, the owner shared they had to turn down 26 referrals last month – it makes me want to cry.

It made the owner of that agency actually cry.

All the time and effort you put into marketing and staffing is an issue.

Staffing has always been an issue. Most of the time, once you get the marketing plan dialed in – and marketers following the High-Performance Sales Process, you will have this problem.

You will NOT HAVE ENOUGH STAFF. So in someway you were meant for this time. We have been here before. But before we could go into the community and recruit staff.

Today not so much.

Most of your Marketers are behind desks, so what do they do, and how can they help?

  1. Mention you have openings when you are doing your Remote marketing weekly sales message – in case anyone knows of someone who would like extra hours or visits
  2. Hold a virtual job fair
  3. Use their social media reach to share the message of recruiting

While you are recruiting, here is how we tell our teams to manage the gap.

  1. Every morning call the office to understand availability and openings for home assessments or SOC.
  2. Market to those areas in which have availability
  3. Your top referral sources – give them a heads up if availability is low in their area. (Several agencies we work with update daily to Care Access or Care Navigation at the hospital on the number of opens they have for the week to be a good partner saving the Case Managers time)

 

This is a VERY dynamic time in the world of HC, HH, and Hospice.

You are UNSTOPPABLE!

Use these tactics in your agency to Bridge the Gap and Serve More Seniors!

Melanie

PS – We just did a webinar today with MyCNAJobs.com and they have great staffing resources – go check them out – www.MyCNAJobs.com

Does remote marketing work for a “new rep” or a “new territory”?

This week I fielded 2 calls.

  • From a HH and Hospice owner who said – “I need to hire for an open territory, but I am not going to do it because I can’t see how they would open up a new account in this environment, so I am going to wait.”
  • In-Home Care agency owner who wanted to expand his territory and add a 2nd office but said, “I guess I am just going to have to wait until this virus is over and then my marketer can go up there and start marketing to accounts.”

Here is what I said to them:

DO NOT WAIT! NOW IS THE TIME!

You have a small window of opportunity where there is not a ton of “marketing noise,” You can OPEN a new Territory, and you can HIRE a new Marketer.

I DID BOTH AT THE SAME TIME!
AND SHE IS KILLING IT!

Want to know the story?

In January, one of our favorite clients and a Mastermind member wanted to expand their territory north in one of their branches.

They put out an ad, interviewed candidates, and hired a rep.

Being a mastermind member, they get access to all our training.

She was an EXCELLENT student! She completed Fast track, High-Performance Sales Academy, her company is on the Roadmap of Referrals program, and she was flying through the Home Care Sales Pro ™ learning system.

Her first month of bonus eligibility was March.

She was setting up her accounts. Performing the qualifying visits. Asking the 6 questions. Ranking the accounts. Documenting in her CRM. TEXTBOOK student!

Then BAM – COVID LOCKDOWN

She didn’t even get to nail down her top 30 accounts, and she was sent home to a “remote market.”

That same time as you know,
Cheryl and I kicked it into high gear.
We had to pivot the High-Performance Sales Process to the Inside Sales Process.

We wrote the formula the marketers would follow for the next 5 mos.

  • Scripts
  • Templates
  • Emails
  • Voicemails

All following the same proven Diagnosis Based Selling ™, we use in-person now remotely.

We are 6 months later, did it work?

I will let the graph speak for itself:

 

“Nothing has meaning until I give it meaning” – Jim Fortin.

What is your story?

Success in Sales – more than any other profession is reliant on our thoughts – which result in action – or inaction.

There is uncertainty right now

You can choose to participate in it or not – easier said than done

Some people are saying – “referral sources are panicking and don’t want to speak with us.”

Others are saying – Today is the best time to reach out to referral sources – reconnect- reassure and ask how they can help – and share ideas of how others are coping.”

What are you saying?

DO NOT LET THIS TIME “SLIP” BY YOU!

Follow the plan.

The plan – the structure is where you find steadiness. Knowing that it has worked for others. And it will work for you too.

So go ahead – Hire that new marketer, open that office, but have a plan, a proven structure to grow.

If you want more structure – reach out to Mike@homecaresales.com for a demo of some of our excellent programs.

If you WANT EVERYTHING, we have to offer – go fill out an application for our Mastermind, and let’s jump on a call to see if it’s the right fit for you!

Melanie

Are you seeing an increase in referrals? You may be doing it wrong…

If 2020 were a yogurt, it would be rotten trout flavored. It’s been one crazy thing after another and for many liaisons/marketers, it’s become increasingly hard to get referrals hospital referrals.

That should come as no surprise, as the hospitals and many of the Skilled Nursing Facilities are still on lockdown six months since this pandemic started.

For many seasoned marketers whose “bread and butter” is their hospital relationships, the issue is not that they don’t have the skill to get referrals, but that they don’t have the access to their referral sources to use those skills.

Then there is the flip-side. Many markets are seeing a huge uptick in referrals. Many marketers are smashing their numbers. Why? Because they knew they were going to have to leave their comfort zone, and they did.

What was an in-person, impromptu visit, is now a phone call, email, or text. What was an in-service lunch is now a social-distanced one-on-one meeting across a car or in a coffee shop. The way we did things in 2019 may not work in 2020 – And that’s okay.

It’s not time to obsess over the problem. Let your competitors get caught up in all the ways they are unable to get referrals! You need to focus on what will work TODAY.

Here is what we know:

Your referral sources are more open to phone calls, text, and email now than ever before. What used to be a frowned upon method for sales outreach, is now expected. Well, they expect to get calls from reps…you have an opportunity to do something unexpected that can increase your referrals over 5x what you are getting now.

It’s time to provide them with the tools they need to identify potential patients for your services and elevate the conversation from “hey, you got anyone I can take care of?” – to – “Which client have you seen this week who is unable to manage their diabetes?”

By providing them a reason to refer, you increase the likelihood that they will. This doesn’t mean that the classic, un-inspired sales pitches are going to drive referrals. Instead, we need to help marry the great service they provide with the needs we meet with our agencies though diagnosis-specific education.

Here is what most sales reps have said in the past:

Home Health:
Do you have any homebound patients who need a [insert your choice of – SN, PT, OT, ST] that currently have Medicare? (hitting close to home, huh?)

In-Home Care (non-medical):
Do you have any patients who are struggling with [insert your choice of – bathing, dressing, grooming, meal prep, toileting, transportation]?

Hospice:
Do you have any patients that are going to die in the next 6 months? (Blunt, but fair)
These are just sharing the functions that you do. When re-framed in the outlook of a diagnosis, they look entirely different.

Don’t say: “Do you have any patients struggling with transportation?”

Instead say: “Which of your COPD patients are missing visits due to their lack of energy?”

Of course, we would preface this by telling them about the in-home struggles with the COPD diagnosis and sharing how our services would benefit a COPD patient. This question simply shows the difference in approach.

You have to ask yourself: Are you telling them the same broken record message as your competitors or are you bringing them valuable insights that can improve the lives of their patients?

We know that many agencies have struggled to marry clinical knowledge with the ability to go out in the field and market. I’m sure your clinical staff has told you that they could go out and market anytime they want, but when they do make that transition, most fail in a very epic way.

That is why we developed a program that can take non-clinical marketers and quickly give them the tools and knowledge to sell via diagnosis. If you’d like to learn more, go here: https://homecaresales.com/52-week-roadmap-to-referrals/

 

– Jason

 

About the Author:
Jason Lewallen is Vice President of Marketing
for Home Care Sales

He can be reached at:
Email: jason@homecaresales.com
Phone: 615.815.7907

My Home Care Rates are some of the highest in my territory – How do I sell against lower-cost competitors?

This week during coaching, one of our members posed this question. It’s a question we often get in-home care marketing.

“How do you “compete” when your rates are higher than other Home Care Agencies?”

The Answer:

You don’t have a pricing problem.

You have a positioning problem.

My example to reps when they say “Oh I lost that case because we were uncut in our price” is

Tiffany’s sells a paperclip for $165. $45 more if you would like to add your initials.

For $210, you could have 1 paperclip.

Why would someone buy that?
Because Tiffany’s positions themselves well. They are a luxury brand.

Does a Tiffany’s paperclip “do” its job better than a “Staples” paperclip?

The Staples paperclip costs $.0179 per paperclip.

Would you pay $209.98 more for a Tiffany’s paperclip?

People do.

Tiffany’s has created brand value in such a way some customers are willing to pay a premium to obtain that value in a product that “does exactly the same thing” for $209.98 less.

The paperclips: They do the same thing. Hold paper.

Home Care agencies. Referral sources and potential clients see us as “all the same,” but we are not!

Your job as a marketer is to POSITION your agency with great value so that you do not have to compete on “price.”

When you lose a case on “price,” you have failed at creating value in your prospect or referral sources mind?

Here is the good news!

This is entirely within your control!

When you learn these 3 keys, the sky is the limit for you!

How to position yourself so you do not have to “compete on price.”

1. Differentiate – What makes you different? This usually falls into 3 buckets.

    • The leadership / Owner
    • The Agency
    • The Rep/ Team

On the surface this is not easy – we have several formulas inside the lessons on differentiating in our High-Performance Sales Academy, and our Achieve training programs to make it EASY for you to craft.  The key is to start thinking, ‘Why would someone choose us over another agency?” That will get you on the right track!

2. Clarity – Can you articulate what makes you different in 1 or 2 sentences – Nail it!

3. Credibility – How do you show you are credible?

    • Best of Home Care Award from Home Care Pulse
    • Nurse owned (Nursing continues to be one of the most trusted profession)
    • Years of service and experience

Use these 3 keys to position you and your agency as the Agency of Choice!

One that is HIGH VALUE!

We know you are WORTH IT!

Melanie