I often hear owners and representatives say, “Oh, this will take a while for me to start to get referrals from this account.”


When given the right tools, this is simply not true.


More than any other profession, sales rely on your thoughts, and thoughts become actions or inactions.

Actions, when taken in the correct order, will produce results.


Cheryl and I are in the middle of a 30-day sprint with a Home Health and Hospice.  It is a big project. They have AMAZING leadership, and their reps are good-hearted people who want to do well.


Have you ever said in the past: 


“Well, Dr. NoGood refers to XYZ Home Health because _________”

– or

“They have to get to know me first before they will refer.” 

– or

“You HAVE to bring them lunch before you can get a referral.”  


Or perhaps you thought:


“Well, they have their hospital-based agency so I am going to get nothing, so why go in.” 

– or

 “These sales calls intimidate me. They most likely already have a favorite home care, so what’s the use? …But I will go make the call anyway.” 


And what happens?


It’s a self-fulfilling prophecy.

You walk out empty-handed.



Imagine you had the CONFIDENCE that the step-by-step procedure has worked for thousands of marketers JUST LIKE YOU!  And they CAN WORK FOR YOU TOO!

When you have the right information, tools, and experience, you can move mountains in a short period. The reps are killing it this week! We hear back from them walking out of a building with 8 referrals; out of a hospital with 7 referrals.

Why is this working so well?

They have the formula to follow! This week focused on their “Top Accounts” and gaining more from their top accounts and uncovering challenges – Cheryl shared with you the “STAR” script a few weeks ago.

  • Script
  • Trigger Emotion
  • Action
  • Rescue


The STAR script helps the marketer uncover challenges and areas of opportunities!


I also want to recognize their team is coachable. They are open to ideas and suggestions. They are IMPLEMENTERS! They are gaining coaching from their leadership, Cheryl, and I, and they are ACTING on it!


We are SO proud of this team! We are so grateful for these owners to invest in their marketing team!  Together We GROW!

Serving Seniors Together!



P.S. You want the STAR Method for uncovering challenges and opportunities?  It’s in our upgraded High-Performance Sales Academy!  Click here to start today!

Not quite ready to discover the step-by-step process?  Want more info? Jump on Mike’s Calendar and find a time that is good for you!

Recently, I received a call from an owner who was frustrated with his marketing team.

We are going to call him Ron. Ron had a very successful agency, but he struggled to “get his team in alignment.”

He felt like he didn’t have a handle on what they were doing or saying.


He was concerned that they were spending “too much time in their home offices” now that the territory was opening up.

He said it was a decent year in 2020 for growth, but he wanted to do better in 2021 and didn’t know where to start.

I asked Ron a few clarifying questions – (ask yourself these questions too)

    1. Do you have a defined expectation document?
    2. Do your reps know exactly what you both agree are tasks or activities for the position?
    3. Do you have a quota?
    4. Do you have a planned-out sales message and corresponding handouts for all 2021 – based on high-value referral types? (PDGM or Private Pay?)
    5. How do you “run” your sales meetings?

Ron reported he had several action items that could be improved. He wanted to focus on his marketing meetings. I shared with him our framework that we use with management clients.

This framework works for Home Health Marketing, Home Care Sales, or Hospice Liaisons.

High-Performance Home Care Sales Meetings:


    1. Lead with results and outstanding performance (individual or team)
    2. Success Stories – Who had a great call that turned into a referral or business for your agency
    3. Best Practices – What is the one thing you did last week that you believe moved the needle
    4. Challenges round table
    5. Sales Message of the week with role play
    6. Win! What is the thing that is going to move the needle this week?

This framework will help Ron and you have the most productive sales meetings. It will keep you on track and results-focused.

If you answered “no” to any of the clarifying questions above – we could help!

    • Do you have a defined expectation document?
    • Do your reps know exactly what you both agree are tasks or activities for the position? (We have an expectation document in our Fast-Track program)
    • Do you have a quota? (We can help you develop a cost-justified comp plan)
    • Do you have a planned-out sales message and corresponding handouts for all 2021 – based on high-value referral types? (PDGM or Private Pay?). (RoadMap to Referrals gives you a weekly marketing message that drives in high-value referrals)\
    • How do you “run” your sales meetings? (we just gave you our outline for our marketing meetings from our sales management program)

Want to learn more about our programs – click here to pick a good time for you, and Mike will tour you on the different options!

Keep Serving Seniors!


“Warning this is a little bit of a rant here inside.”



a person or company offering something for sale, especially a trader in the street.
“an Italian ice-cream vendor.”

We have heard from our hospital systems for years: “No Vendors on the floor without a badge.” You must be part of our “Vendor tracking system.”

I appreciate their concern for tracking who is in their hospitals; I also would submit those in Home Health, Hospice, and In-Home Care business are more than “vendors.” We are CARE PARTNERS!

I know that you believe as we do – we are educators first and patient advocates before we are “vendors.”

We believe that Sales = Profound Service, and we have a MORAL OBLIGATION to share our message of Home Care with the world. If you do not share your message and educate our referral sources and families, seniors will not get the care they deserve!

This is also why we share our proven methodologies and programs with you because we want you to succeed and not have to go through trial and error. You get the fast track – the most direct way to getting clients and patients by following our formulas.

You lead the way. You have the discussions and position yourself as the senior care expert who educates on Home Care, Home Health, or Hospice.

Even in our own industry, I have been in groups where Home Care Owners, Hospice Executives, and Home Health Administrators ask questions such as “What software do you use?” or “What marketing services are out there?”

Much to my dismay, the administrator shuts down conversations with “Vendors: No Pitching, No Selling, this space is only for support.”

I am a business owner and want a salesperson to tell me what they or their company can do for me – how else would I know what is out there??? Isn’t sharing your message support?? YES!

The mindset that sales and support are mutually exclusive is pervasive, and it only hurts seniors in the end who are not going to get the care they deserve by not learning about your services.

The good news is YOU are part of the solution. YOUR MISSION is bigger than their NO!

When you hear the word ‘VENDOR” or “NO SELLING” if you are part of this group, you square up your superhero cape and tell them, “I am a Home Care Educator.” I am here to help.

Don’t ever let your light dim because someone referred to you as a VENDOR or say “you can come to my event or group but only if you “Don’t Pitch your services.” You shine bright and attract people to you with your knowledge and expertise. They need to know who you are and what you do to understand how to refer to you!

This is your time! Change this mindset. Shine bright and BE the one that shows the world how to be an AWESOME EDUCATOR AKA PATIENT ADVOCATE AKA SALESPERSON AND YES EVEN A VENDOR!

Serve More Seniors!


Today, I spoke with one of our favorite clients, and she stated that she “bled white and red” (her Home Health and Hospice logo colors). I’ve learned something from being from the south and living in the SEC.

(no, that is not the security exchange committee as I MISTAKENLY thought when I met my husband. It’s THE South Eastern Conference – you know which includes the NEW NATIONAL CHAMPIONS – Roll Tide! – but I digress…)

You come to understand passionate “team players,” and this rep is undoubtedly one of those “team players.”

You know the type: Never REALLY off even though she is on PTO, willing to get consents signed at 9 pm, and the list goes on and on. She has been with this agency for 12 years, so the question is, can you “build” a Michelle?

YES, YOU CAN! And if you can build one – then you can repeat it!

Wouldn’t that be AWESOME! Retention system at its FINEST!


Having team members stay at your agency for 12+ years (nurses, therapists, aides, caregivers, and marketers) all getting to know one another and how to work together in a silent, beautiful dance… All that institutional knowledge makes me giddy as a business owner! I WANT MORE OF THAT!

Here is one of the steps you need to take to “build” a Michelle on your team:

Team Member Profile – do you have one?

Now you are asking me what a team member profile is?


Part 1: It’s all about your team member!

Do you know:

  1. Work activities that they do and give them energy
  2. Work activities that take energy
  3. Things they avoid


Part 2: What is their behavioral type or Personality

Do you know:

  1. What is their “work love language.”
  2. What does their personality “like” that is the key to stickiness!


Do you know the answers to these questions of your direct reports? If not, start now!

We just dropped this form in our resources section of our CAM experience – if you would like to be part of the CAM FAM, reach out and have a conversation!

Click here to fill out the application and see if it’s the right fit for you!

Serving Seniors Together!




When I saw the image above on the internet, I thought, OMG, so many Home Care Owners and Executives look just like this! All are looking to grow their agency, putting in a tremendous amount of effort and trying a whole bunch of strategies.

Only to give up when they are inches away from their “next breakthrough,” stopping just short of the “diamonds.”

Most Home Care Owners, following their passion for helping people are a lot closer to reaching their goals than they might think.

Lord knows you have put in enough “work” to have the level of success you desire!

You need a “Map”! If you knew you were just inches away, you would keep going strong!

That “Map” is carefully crafted with The 5 Pillars of a Growth Agency.

Like any trip, Home Care growth is easier if you know what roads to take to get you to your destination.

One of our favorite CAM FAM (Caring Agency Mastermind Family) clients looked to us for some recruiting answers (maybe you are looking too). Growing was not a challenge for them. ( I have heard from 3 owners this week – 1 had to turn down 600 hours, another had 2 – 24/ 7 cases – you are NOT alone with this challenge!) Recruiting was the last Mastermind Meeting topic – as it is the most often reported item that is limiting their growth!

The owners in the CAM FAM stepped up and helped this owner gain more clarity on:

How to gain more applicants: 

Examples of Great Headlines for the job posting – Have you updated your postings since the pandemic? Not just new year new you!

How to get them to “show up” for the interview:

Timelines on responding to the applicant and coordinating interviews “where the applicant is,” i.e., online, zoom, messenger, phone, and coordinating in-person visits outside the office.

How to get the applicant to “show up” for the orientation and required training 

It starts at the “verbal offer” to make them “sticky.” What does your “Welcome Wagon” look like?

I am so grateful to have these owners be part of this mastermind where they share so freely their experience and tools that are working for them.

If you would like to have a conversation and see if you are the right fit, please fill out an application, and let’s get started! Our next meeting is this Thursday!

In-Service to Seniors!


Happy New Year, HCS Family!

As we get ready to jump into 2021, it is also a perfect time to reflect.

One of my mentors in business asked me 5 questions. I found them insightful, and some of the answers surprised me as I had not posed that question to myself before that way. Today I want to share the gift forward.

Take a minute and think about your answers; my mentor suggested writing out the answers to give you space to really reflect.


Here are the 5 questions:

1.  What are you tolerating in your business that you shouldn’t anymore? And why?


We all tolerate things in our business, staff members who don’t produce as much as we believe they should, not knowing our numbers as we should, not hiring a salesperson because we are afraid to make the wrong choice, so we stay “stuck” in place.

The first part of this question is usually easy to answer. For me, it was. I could quickly identify what I “tolerate” in my business that I should not.

The second part of this question was a little “harder.” Why did I tolerate this? Working so much, trying to hold it all together, trying to serve everyone else and not disappoint clients sometimes leaves our business “last.” Why do you tolerate your issue?


2.  What do you want to do in your business that you have been putting off?


You have business goals. You want to grow, open a new office, or add staff, but you have been putting it off?

What do you need to do to get to the next level?


3.  Who do you need to forgive, and what do you need to forgive them on? So you can move forward (yourself is an option)


This was a question I was not prepared for. He asked who I needed to forgive to move forward, my parents, spouse, an old business partner, clients, or even myself. I felt like I didn’t need to forgive anyone for my business to move forward, but when he said myself was an option – that hit home. Perfection is the enemy of good. Time to forgive! Who do you need to forgive to move forward?

4.  “Why haven’t you got “_______________”. Fill in your desired result or outcome, and what is stopping you from your own success?


This is another “stop in your tracks” question.

You know yourself better than anyone else in this world. You also know why you haven’t achieved the outcome you wanted and what is standing in your way (hint it often our own limiting beliefs such as I can’t manage a sales rep –or I cant market to hospitals – Don’t let that stop you we can help give you the tools!)


5.  What would a breakthrough look like for you? Describe it. What would it mean for you? Why do you want to have a breakthrough this year?


This was a great question because often, when discussing goals with an owner or marketer, they will say, “I need to grow,” But what does that mean? You need to be specific and know your “why” to get the emotion behind the breakthrough or goal!


Get curious – get deep with this! This IS your time!


1st Step: Become aware

Once you become aware, you can change your behavior, and if you need tools or skills for marketing and selling in-home care, home health, or hospice, Home Care Sales has your back!

2021 is a NEW year and time for a NEW YOU!

Be expansive and in growth mode!

This is your time to take it to the next level!


Happy New Year!



“If you have an apple and I have an apple, and we exchange these apples, then you and I will still each have one apple. But if you have an idea and I have an idea, and we exchange these ideas, then each of us will have two ideas.”

– George Bernard Shaw.

Reason 1: New Business Ideas 

One of the biggest challenges of working in your business is holding on so tight to the rung of the “ladder” that you are on you can’t even let go to reach up to the next rung and go higher!

CAM is designed to give you a different perspective. Allowing you to reach up and grab that next rung!

To be in the same space with all this superior brainpower leads to your best new ideas!


One of the most significant benefits of CAM is “seeing” yourself next year! When you see another agency owner making great strides or launching a new service and KILLING IT! You will want that for yourself and KNOW IT IS POSSIBLE!

Reason 3: When you’re the boss…

Well, you work on what you “have to” – not perhaps what you need to move your business forward.

As a business owner, distraction is stunting your growth. You need clarity and FOCUS! CAM offers you the ability to come back to your purpose and focus on the agreed-upon next steps!

Reason 4: Follow Through 

How many times have you said to yourself, “I am going to do ____________ for my business.” And it slips month after month – well… NO MORE!  You always get more done when you commit to others, and you show up to the next meeting with the action item COMPLETED!

Reason 5: Encouragement and Self Care

As owners, it’s all on you. Having a “team” a “peer group” encourage you and support you in self-care is just the “shot” you need to “Keep Going” during those times when you are “down.” It’s like having your own “fan club” of other agency owners!

Reason 6: Contribution

Helping other agency owners. You didn’t get this far without learning some lessons, and you could save one of your colleague’s years of struggle and thousands of dollars!

Reason 7: Connection

Whew, it’s LONELY out here as an agency owner! The best part about CAM? The CAM FAM! Agency owners and executives just like you who understand the pain and frustration and the JOY of caring for staff and clients!

COVID put the spotlight on us in home-based services now; let’s leverage that attention!


Serve more Seniors!


P.S.Do you want this for you? We invite you to have a conversation with Cheryl and me to see if this is the right fit for you! 

Click here to fill out the application, and let’s start the conversation! 


This week was our Home Health and Home Care Marketing Mastermind week with one of our clients.

This is a specific format we run with the teams we consult for to collaborate on growth strategies.

In 8 mins, the Agency team member gets solutions to challenges from Marketing and Operational leadership.

The closer you are to the work, the more tangible the solutions are.

This week the #1 challenge that was brought to the table: staffing


Perhaps you are in this position too.

One office reported over 25 referrals could not be filled.



How are you, as a salesperson, going to make a quota?

How are you, as an owner, going to make revenue goals?


This is the current situation with many of our clients. Their marketing is “dialed in,” and now they are struggling with staffing.

…And COVID is NOT helping this situation! Agencies are constantly dealing with staff on quarantine and others out sick.

This agency is hiring but not fast enough to “plug the hole” of staff placed on leave.

This challenge is not new to us. Recruiting and retention is a big part of our new owner’s program: Caring Agency Mastermind (CAM).

How can we improve our recruiting and retention?


The focus of this Marketing Mastermind for this agency we serve as facilitators for their marketers was “How do we help” as sales reps. How can we be part of the solution?

CCRC – LOL Not the BAND or Continuing Care Retirement Community – but it’s an excellent way to remember!

Creedence Clearwater Revival

Community: Marketers are super connected – let’s use it! Time to give them jpegs for posting, emailing, and texting out into the community where they have contacts.

Current Staff: Yes, we all have referral bonuses but have your highlighted them lately? Often our staff forgets because they are so busy picking up shifts or visits due to colleagues being out.

Referral Sources: Our referral source, some of them are looking for work. Yes, it’s true.

Just this week, one of the nurses at the hospital reported she doesn’t have enough hrs for full time because her unit is shut down waiting on COVID overflow. She is HUNGRY for work and has worked with Home Health in the past. This might be a perfect fit. Just don’t assume everyone has the hours they need or want.

College: The college “job fairs” might be on hold but not the virtual job boards and advisors are still looking to help students. It’s an excellent time to look at your “school” strategy.

Nothing is more frustrating than not having enough staff. From a marketing perspective, I just want to cry!


But your Marketers can help!

In our Caring Agency Mastermind program, we give folks all the tools and ideas they need to engage ALL staff to contribute to help them find a team.

If you want more tools and ideas to solve your staffing challenges, join us

Apply here to see if you are the right fit!

Keep Serving Seniors!


P.S. Your Marketing Team IS part of the SOLUTION for recruiting and retention – Want to discover how? Click here to apply and have a discussion.


Andrew Carnegie had a mastermind group. So did Henry Ford.

Ford would mastermind with Thomas Edison, Harvey Firestone, and others.

The mastermind group can focus unique energy on your effort or challenge in the form of knowledge, resources, and energy.

As the individual must “do the work” of becoming a “success,” a mastermind group can harness the focus behind your success.

Mastermind definition according to Jack Canfield:

“The definition of a Mastermind Group is simple. A mastermind group is made up of people who come together on a regular basis—weekly, biweekly, or monthly—to share ideas, thoughts, information, feedback, contacts, and resources.

By getting the perspective, knowledge, experience, and resources of others in the group, not only can you greatly expand your own limited view of the world, but you can also advance your own goals and projects more quickly.

They’ve been used by some of the most successful people throughout history.
We all know that two heads are better than one when it comes to solving a problem or creating a result.

So, imagine having a permanent group of people who meet regularly for the purpose of problem-solving, brainstorming, networking, encouraging and motivating each other, and holding each other accountable to taking action to achieve their goals.

A mastermind group can be composed of people from your own industry or profession—or people from different walks of life.

It can focus on business issues, personal issues, or both. But for a mastermind group to be powerfully effective, people must be comfortable enough with each other, to tell the truth.”


Cheryl and I are curating a new mastermind group.

Caring Agency Mastermind CAM for short!

We are looking for owners and leaders who want to be part of a community and collaborate!

Here are great reasons to consider having a discussion about joining the CAM FAM!

    1. New Learning
    2. Cross Promotion
    3. Extend Your Network
    4. Think BIGGER!

If you would like to discuss if the CAM FAM is a right fit for you, click here to fill out the application and schedule a time to talk to Cheryl or Melanie

Click the application below and let’s have a conversation!

Join the CAM FAM!


P.S. This year we are focusing on the 5 pillars of success for agencies AND we are “scheduling” FUN! Because we ALL need more fun! Click here to apply!



As cases spike, more and more accounts are going into “lockdown.”

…But some reps are still getting in. Why are some reps allowed in, and others are being told that due to COVID, they are not allowed in at the same accounts?

I spoke with one of our favorite Home Health reps, and I asked her, “how are you doing? The cases in your area are rising, and your governor is considering restrictions again. How are you making it in this time?”

This rep (Stacy) is really great! She has been serving her accounts for the last 7 years with this agency.

She is also known for her “iron grip control” over her “good” orthopedic accounts. She is very protective of these accounts, and rightfully so – over this year, her best account referred her over 200 patients!

Stacy told me this. “I have been in contact with my doctors, nurse practioners, and surgery schedulers via text until about 3 months ago. Then, they started to invite me in again. So I can just go in like normal now, but that’s not true for all reps.”

When I asked her why she said. “They use COVID as an excuse to not let in the reps they don’t like or don’t know.”

And there is was COVID, the great rep filter!

I thought this was going to happen. All those reps who made “lazy” sales calls. To “just check-in” or “Checking to see if you had a referral”…. “Just got the boot.”

Today, now more than ever, your reps have to have a valid business reason for calling! They MUST have a sales message of the week that identifies high-value patients or clients for you and MUST be relevant to your referral sources!

Another one of our favorite reps, Lacy, reported she feels a deeper connection with her referral sources than pre-COVID. I asked what she attributes that sense of connection. Besides the fact that Lacy is a FANTASTIC rep, and her relationships were rock solid pre-COVID.

She shared that social workers have had more time to talk on the phone. Without the distraction of all the other reps, “dropping in,” they spent 10-20 mins with her on the phone, sharing and connecting.

What can we learn from these experiences?

  1. There is value in developing relationships even when you are “remote” Stacy used text, Lacy used the phone.
  2. When you offer value – you will “get through the filter.”

If you are being “filtered out,” think about ways you can offer something different – in the form of education or connection. Make sure you have a valid business reason for reaching out.

COVID is a pattern disruptor – and it allows us to rethink EVERYTHING!

If you are struggling to be heard…

If you are being “filtered.”

Time to skill up!

Get your weekly sales messaging on point!

Sign up for the RoadMap of Referrals today!

Serving more seniors together!

P.S. Are you being filtered out? YOU ARE THE HOME CARE EXPERT! Let us show you how to get through and be heard. Click here to get on Mike’s calendar for a tour of the system.