Want to know how to be in the Top 10% of all marketers in the country?

We work with Marketers across the country, and the thing we see over and over is how many missed opportunities there are for referrals because the Marketer does not understand the depth and the breadth of what their service line can offer.

I was recently on a discovery call with an owner, and she said. My Marketer isn’t getting the referrals I need. She went on to say that the only referrals that were coming in were from the AL because that is where the Marketer had worked previously. 

I asked how the Marketer, Kayla, had been onboarded. She said the usual way, HIPAA, Infectious disease, company policy, etc. I asked had anyone shared with Kayla Home Health and the benefits policy manual or any home health orientation. The owner, Jennifer, reported – “Gosh No – that is only for clinical staff. We would not expect our home health marketers to know that.”

This is shocking to us. 

We wouldn’t let a caregiver or nurse go out into the field without the proper orientation to home care or home health, but routinely we see marketers who struggle to go beyond the basics.

Ask your Home Health marketers this question:

What are the 5 criteria that must be met to be eligible for Medicare Home Health?

Did they answer it off the top of their head? Or did they have to go look it up?

…Or By guidelines, can a Speech Therapist do a SOC?

…Or What do you need to have OT be provided to a patient?

Most Marketers get ‘on the job training,” and that means they learn by trial and error. This is costing you millions of dollars in lost revenue.

It’s not just Medicare agencies. We see this same problem within home care too.

While the main criteria for “eligibility” for In-Home Care is a payor source, we experience marketers who miss opportunities to care for clients because they don’t know how to position your agency as a support service to the Medicare Home Health or Hospice. 

That means your Marketer needs to know Home Health and Hospice too. They can then “speak” the language of the home health or hospice and have a logical discussion on how your caregiver will support the medical treatment plan in a non-medical way through your caregivers.

Knowledge = POWER

Get yourself to the top in 3 easy steps:

Step #1: Know your service line cold 

The Medicare Benefits Policy Manual is a great place to start if you are a Medicare Home Health or Hospice agency. If you are an In-Home Care company, list the services and payor sources you accept. Identify common diagnoses clients have. What differentiates your agency in the market. (Differentiation is Lesson 1 in the Achieve Program)

Step #2: Know the service line of your strategic partners – HH, Hospice and In-Home Care

Learn how to help them produce revenue or protect revenue.


If you are looking for a fast and easy way to achieve this position of THE SENIOR CARE EXPERT, then the ACHIEVE program is just for you!

This week we released lesson 4 of the Achieve program, we reviewed the criteria for Home Health, Hospice, and In-Home Care because we believe when you know your service line cold, you are in the top 10% of your competition.

When you know your strategic partners line Home Health, Hospice, and Private Duty / In-Home Care, you are in the TOP 1%. You become the SENIOR CARE EXPERT RESOURCE!

You will be known, trusted, and the GO TO PERSON in your market all when you spend 15 mins a week with us in ACHIEVE!

Sign up for ACHIEVE today!

Readmissions: Still a BIG Problem!

Many of us are doing an amazing job managing patients and keeping them out of the hospital. I want all of you to realize that we may not be doing enough to make a significant difference.

What I have noticed is that we have made an impact, but many patients that end up being hospitalized were not appropriate for discharge or were not referred for our services. 

Check out some of the data that CMS has published about how much money they spend on hospital readmissions.  It is quite shocking.

  • CMS penalized over 2,500 hospitals by more than $564 million in 2017 for excessive 30-day hospital readmission rates
  • Readmissions of privately insured and Medicaid beneficiaries cost $8.1 billion and $7.6 billion, respectively
  • Medicare spent $14.3 billion on 1.3 million hospital stays associated with hospitalizations of nursing home residents. These costs represent 11.4% of Medicare Part A spending on all hospital admissions ($126 billion) in the same year.
  • Medicare spent an average of $11,255 on each hospitalization of a nursing home resident, which was 33.2% above the average cost ($8,447) of hospitalizations for all Medicare residents.

Data shows home health visits can reduce the likelihood of hospital readmission by as much as 25%. Successful home health care staff members and private duty home care agencies work as teams to monitor patients for potential health problems and together have the best outcomes of keeping patients out of the hospital. When integrated into the continuum of care, home health helps ensure that patients discharged from acute care settings and skilled nursing facilities do not suffer relapses that require rehospitalization.

The stakes are high with hospitals and health systems facing financial penalties under Medicare’s Hospital Readmission Reduction Program for a half-dozen conditions including heart attack, pneumonia, and coronary artery bypass graft. Beyond the HRRP penalties, readmissions increase the total cost of care and decrease the patient’s quality of life.  Here are some additional findings about readmissions that I think are significant:

  • Recent data from Paramount—a health insurance company affiliated with Toledo, Ohio–based ProMedica—shows that patients who utilize home health services within 14 days of discharge from an acute care facility are about 25% more likely to avoid a readmission within 30 days of discharge.
  • In a systematic review of heart failure patients published in the Annals of Internal Medicine, home nursing visits reduced readmissions and mortality for as long as six months.
  • In an observational study published in the journal Health Services Research, a combination of home health services and clinician visits decreased the probability of readmission by 8%.
  • In a study published in the Journal of Post-Acute and Long-Term Care Medicine, patients discharged from skilled nursing facilities to home care with a home health visit within a week of SNF discharge had a reduced hazard of hospital readmission

Home Care Sales has been working on post-acute care collaborations with teams that we mentor in our Mastermind Program. We know what metrics matter. You need to be thinking about what steps you can take to improve your readmission rates at your organizations. Capturing and sharing this information with your referral sources will make a difference in how they consider your agency over others. 

With readmissions, there are massive reasons for hospitals, skilled facilities, and LTACs (among others) to engage the services of home health, hospice, and home care as outlined in the statistics above. So what happens when your team gets their “moment” with a decision-maker at a referring facility? If they can’t spell out the ways your agency is benefiting thier patients and improving the overall process of referring, then you are at risk to lose some serious opportunities.

Train your team to know what to say when they get an opportunity. Show them how to turn a meeting into a referral. If you need help, we can absolutely help. Reach out to for more details.

I wish that home care sales existed back in 1995, when I was opening my first agency. I would have had a much easier time growing. I would have had the tools that I needed to help get patients identified every time. I would have known the exact words to trigger referrals. 

The good news is folks, we are here for you now! Go to and check out the Mastermind Program, and the incredible programs that we have that will help stop the readmissions! Let’s get every patient that needs and deserves your services identified and treated by your organization.

The Current Conditions and Fear of Rejection

I just got off the phone with a franchisor who was looking for help for her owners.

She said, “our owners are concerned with the “new world  COVID” and how it impacts Marketing.”

I shared we all are. This IS a new world!

I currently manage a team where each one of them has different levels of access in their territories. Each marketer has to navigate “No Access – only remote marketing to “parking lot sales calls” at the facilities to full “access” but only for “special” reps i.e., reps they “like.”

This is our new marketing reality for Home Health, In-Home Care, and Hospice.

Part remote marketing, part “Social distancing Sales Calls across a car hood,” ALL creativity, ALL the time!

This franchisor said you know the concern we hear the most is that our owners “just don’t like marketing or selling.”

I hear this all the time!

And here is what I say:

NO Marketing = NO Money

It is true! If you do not market – you will not get referrals. Then you WILL have no money. And I REALLY want you to have money. Because I know when you make money, you do REALLY good things in your community and plow it back into client care.

I know this to be true.

What is your mindset currently on? …marketing? …Sales?

Anything negative come up?

I bet it is because you fear rejection. NO one likes rejection. It’s hard to hear. It’s worse to “feel.”

I have 2 ways that I overcome the fear of rejection.

1. My Mission – is bigger than their “NO.”

My agency delivers the best care in my area.  I bet yours does too.  I want EVERYONE who deserves care to get it from my agency.  I bet you do too.  If I do not “market” that patient, client, or resident will get some other agencies’ care – or worse – NONE.  It is my MISSION to get everyone who deserves care – a referral – to my agency for the BEST care! MY MISSION IS BIGGER THEN THEIR “NO”

2. System.

You hear us say it all the time.  When you have a structure, you get FREEDOM!  When you know the words to say and the order to do the activity – YOU HAVE CONFIDENCE!  And now – you are not “afraid” to market – YOU ARE A CHAMPION!

This transitional COVID world needs you – MORE of you and your agency!

Together we are learning from each other. What is working and applying it weekly to our achieve program (want to learn more? Click here)

Together we also benchmark. Gain key performance indicators for the industry.


Our friends at Home Care Pulse are doing a COVID survey and would like your input.  Please take a moment to complete the survey and see how you stack up compared to your peers.

Click here for the survey

YOU GOT THIS! The world needs to hear from you!

Join us!

Together we GROW!


It Worked! – Our Past Patients/Clients Have Come Back To Us Asking to Help Once More!

Prior to March 2020, my agency was receiving over 185 admits a month from hospital accounts. 

Then the Corona Virus bought all hospital admissions to a halt.

The month of April my hospital admissions fell to an all-time low of 35 admits. That is close to 4/5 of this account’s referrals GONE, seemingly overnight. 

But guess what! 

My Total April Admissions only dropped by FIVE admissions!

Yes, even though the hospital and SNF with rehab referrals dried up overnight, my agency hit its monthly admission goal.

You are probably asking: How did we do that? 

Well, that is what I want to share with you. It was not hard to accomplish. I just had to switch the way I looked at the business. I had to see, where would those patients that need services to be diverted to, if they couldn’t get into the hospital right now, or should avoid a hospital admission because of comorbidities’ that made contracting the coronavirus not just possible but probable. Where could I find them, and provide them with services?

As a consultant, I was receiving questions asking for help in business development from clients that had been successfully using our High Performance Sales Process, and once again we delivered a solution.  d

Our inside sales system is here –

Some of the questions we got:

  • What happened to our referrals?
  • Why aren’t we getting referrals from facilities?
  • What should we do with our sales team?
  • Should we layoff our liaisons?
  • My facility liaisons cannot get access. What should I have them do now?

Melanie and I very quickly adopted strategies with the clients we manage and put them on an inside sales system. We also scripted Call Me Scripts, that we used to reach out to past patients. Scripts to build a referral relationship with every client on services primary care physician. Scripts to keep us top of mind for patients that may need our services. Using the inside sales process and the “Call Me” Program that we created, we had reps that not only brought in the same number of admissions prior to COVID, but now, using the inside sales system and “Call Me” Program,  they exceeded and hit their highest admit numbers in their companies history. 

This Thursday we will have a webinar that will deliver for you the necessary steps to have an incredible program to open another pipeline of referrals! 

I know that the old way of getting referrals was temporarily destroyed.  In the past most of our referrals came from the following account types listed in numerical order of highest potential for referrals to lowest:

  1. Hospitals
  2. Rehab transitional care hospitals
  3. SNF/with rehab
  4. ALF’s
  5. PCP offices.

Now, post-Covid, the PCP offices, have become the number one referral source. Too many of us have not done a great job of breaking into doctor’s offices. The problem is, how can I build a relationship with the doctor’s offices if I can’t even get in the door?  Well, do not worry that problem has been solved.


Join “The Solutionist” Cheryl Peltekis, RN for our educational webinar on June 11th, 9 am Pacific Time, 11 am Central, 12 noon eastern. 

How do you ask for a referral?

How do you ask for a referral?

We have worked with thousands of sales reps across all the business lines, home health marketers, in-home care sales reps, hospice liaisons, and one thing we know for sure – You have to ASK for the referral.

Here’s the problem – most reps have a FEAR of asking. They think:

  • Oh, they know why I am here
  • I already give them handouts to help

Your referral sources NEED to be ASKED for a referral.  They are busy!  And you do not “own” their mind share!

EASIER Said than DONE!

Let’s take a little assessment together (if you are an owner or sales manager ask your reps):

Step 1 – BE HONEST. 

How many of you ASK for a referral EVERY TIME you are in front of a referral source?


Most reps ask “sometimes,” but not every time.

Step 2 – How do you ask?

Maybe you ask like this:

“Do you have someone we can help?”

“Do you have a referral today?”

“Do you have someone who could benefit from Home Care?”

The challenge is with the above questions – they have to “know” what you do to identify a patient or client for services.

We both believe that many referral sources struggle to identify patients and clients because they lack the knowledge of your breadth and depth of services.

Step 3 – Trigger a Referral

Does the way you ask “Trigger” a referral while you are there?

When we do this exercise in our programs and ask them to share how they ask for a patient or client, the reps will have 2-3 “go-to” ways they ask for a referral. At least half of the questions are like the questions in Step 2, and when we ask the follow-up question – “How does that work for you?” “What % of the time do you walk out with a referral?” 

The answer is rarely.

You see… the problem is not with the sales rep. It is with the question.

Specifically, how the question is positioned.

Does it reach into the current caseload of patients and “pluck” out the one you want for your agency.

In Lesson 2 of the Achieve program, we focus on crafting the Top 10 ways to ask for a patient or client.

The keys to success are:

  1. Open-ended questions always work better to generate conversations about patients or clients
  2. NEVER stop at a feature – no one “buys” features they only “buy” benefits
  3. Having 10 questions will give you the tools you need in just about any referral source encounter

As a sales rep, there is NOTHING more empowering than having the confidence in my skills and proven tools when I am going on a sales call either in person or virtual!  

As a sales manager, it is my job to get my reps the tools they need to have that confidence!

Sharpen those skills – EVERY WEEK!

If you are looking for weekly ‘skill sharpening” for you or your team, look no further. We have created something just for you!

Go check out ACHIEVE or email to Discover the Keys to Succeed!  

Giving you the FREEDOM to GROW!

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.


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!

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 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”

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.

COVID-19 is changing the landscape for health care delivery

With the materialization of the virus causing the disease COVID-19, there is a need to expand the use of technology to help people who need routine care, and keep vulnerable beneficiaries and beneficiaries with any symptoms in their homes while still providing access to the care they need.

The Centers for Medicare & Medicaid Services (CMS) has expanded access to Medicare telehealth services so that Medicare patients can receive a wider range of services from their doctors without having to travel to a healthcare facility.

Medicare patients will be able to receive a specific set of services through telehealth including evaluation and management visits (common office visits), mental health counseling, and preventive health screenings. I have not seen how this will be done with Medicare Advantage plans. The reason for this welcoming change in the law is to safeguard Medicare beneficiaries who are at a higher risk for COVID-19. This way they are able to visit with their doctor from their home, without having to go to a doctor’s office or hospital (which puts themselves and others at risk). 

One of the challenges that quickly comes into my mind is the concern of how many seniors have access to a smartphone. Additionally, how many will know how to download apps (if the physician’s office uses an app to conduct the visits) and how can home health agencies use this technology to conduct face to face visits as well? 


There are three main types of virtual services physicians and other professionals can provide to Medicare beneficiaries:  Medicare telehealth visits, virtual check-ins, and e-visits.

MEDICARE TELEHEALTH VISITS:  Currently, Medicare patients may use telecommunication technology for office, hospital visits and other services that generally occur in-person. 

  • The provider must use an interactive audio and video telecommunications system that permits real-time communication between the distant site and the patient at home. Distant site practitioners who can furnish and get payment for covered telehealth services (subject to state law) can include physicians, nurse practitioners, physician assistants, nurse midwives, certified nurse anesthetists, clinical psychologists, clinical social workers, registered dietitians, and nutrition professionals. 
  • It is imperative during this public health emergency that patients avoid travel, when possible, to physicians’ offices, clinics, hospitals, or other health care facilities where they could risk their own or others’ exposure to further illness. Accordingly, the Department of Health and Human Services (HHS) is announcing a policy of enforcement discretion for Medicare telehealth services furnished pursuant to the waiver under section 1135(b)(8) of the Act. To the extent the waiver (section 1135(g)(3)) requires that the patient have a prior established relationship with a particular practitioner, HHS will not conduct audits to ensure that such a prior relationship existed for claims submitted during this public health emergency.


  • Effective for services starting March 6, 2020 and for the duration of the COVID-19 Public Health Emergency, Medicare will make payment for Medicare telehealth services furnished to patients in broader circumstances.
  • These visits are considered the same as in-person visits and are paid at the same rate as regular, in-person visits.
  • Starting March 6, 2020 and for the duration of the COVID-19 Public Health Emergency, Medicare will make payment for professional services furnished to beneficiaries in all areas of the country in all settings.
  • While they must generally travel to or be located in certain types of originating sites such as a physician’s office, skilled nursing facility or hospital for the visit, effective for services starting March 6, 2020 and for the duration of the COVID-19 Public Health Emergency, Medicare will make payment for Medicare telehealth services furnished to beneficiaries in any healthcare facility and in their home.
  • The Medicare coinsurance and deductible would generally apply to these services. However, the HHS Office of Inspector General (OIG) is providing flexibility for healthcare providers to reduce or waive cost-sharing for telehealth visits paid by federal healthcare programs.
  • To the extent the 1135 waiver requires an established relationship, HHS will not conduct audits to ensure that such a prior relationship existed for claims submitted during this public health emergency.

Information for this blog, provided by:

What does all of this mean for home care, home health, and hospice organizations? I have had conversations over the last 24 hours and so many new ideas and thoughts are being discussed.

  • Hospice agency/home health providers now using their nurse practitioner to perform home visits, and billing part B for the services.
  • This allows every home health agency to visit a patient and assist in helping in the use of an interactive audio and video telecommunications system that permits real-time communication between the distant site and the patient at home. 
  • Use RPM equipment. Private duty companies, that are short on staff, have increased their charges by $2 a day and placed these devices in every patient’s house. With devices like Electronic Caregiver, the patient has an emergency button that they can press, plus a fall detection device that will alert anyone who is listed on the notification that the patient fell or activated the emergency response system. When home care is involved with those notifications it allows us an opportunity to immediately reach out and identify that more hours may be needed for a patient plan of care.

It has become apparent that new strategies are needed to continue providing care the those who have the highest risk of contracting the COVID-19 Virus. Telehealth is an obvious solution that needs truly evaluated to reduce the spread of this disease.

If you would more information about digital health or to become a master care partner with Electronic Caregiver at no cost to you, go to www.homecaresales/caregiver and you can help your patients be monitored by your agency. 

4 Ways to Winning Weekly Referrals

As an agency owner, I used to feel like all I looked at was the numbers. I watched with triumph when they were up, and I panicked when they were down. I felt like I was on a never-ending roller coaster of referrals and revenue. 

Once I found what worked for me, I made a commitment to making sure I would use what works every week. Today, I share with you one of my favorite ways to win more referrals every week.

Starts with a Weekly Win Call!

Every week I pull my teams together for a chance to review progress toward hitting our monthly census and admit/hours goals as well as give them what they so long for to win more referrals. Accountability! Yes, I did say accountability! 

You see accountability breeds response-ability. We all want sales representatives to be responsible for their results, so let’s set them up to WIN each week. Invite each sales representative, Clinical Leaders from each service line (if you have more than one), the CEO, Intake and anyone else that you need to help motivate the agency to be in a growth conscious mode. Have the call every week on the same day and at the same time for ease and consistency.

WIN Calls give you the opportunity to help your sales reps be prepared for next week. Each win call we start by reviewing numbers. We look at admissions/hours MTD and how close in percentage are we to hitting or exceeding the goal for the month per location or per sales representative. After we review the numbers we move into covering the following 4 W’s:


Why         Where          What          When


These four simple questions can transform your regular sales meeting from a jumbled mess into a solid track to success. The best part? It’s extremely easy. Check it out:

Why are you going out into the field to sell this week?

What do you believe about the services your company can provide? How does the sales representative transform their mindset into wearing a superhero costume? Have each representative connect to their “why” each and every week. If they can’t articulate how they are going to get themselves in the right mindset then the clinical manager can help by sharing a recent patient success story.

Your sales representatives will hear no over and over again when out in the field asking for the business. They need to control their mindset, so they never feel like an interruption but understand on a very deep level that when they go out and ask for referrals, they are asking to help get someone identified that needs our services delivered into their homes!  They are changing lives, and we must help get them in that mind space every week! 

Where are you going this week?

What are the new accounts that you will go to qualify? Melanie and I ask each one of the sales representatives that we work with to qualify every week at least 10% of the time. Where also has us focusing in on if there are any new people at accounts that you must meet? New social workers, or discharge planners, or new building administrators. If they don’t know, like and trust you they aren’t going to refer, so you must stay on top of getting to know the new people.   I ask each sales associate if they are “3 Deep” in relationships with each account. If not, they know that is their goal and they will share with me where they are going to get 3 deep with an account.

What are you going to say to trigger a hospice referral?

What are you going to say to trigger a home health referral or private duty? What is the purpose of your sales calls this week. I don’t want any sales representative aimlessly running out to “visit” an account without a purpose. We love to give them a specific patient type, or trigger question to use each month to help their accounts quickly form an image of an exact patient that they should refer on the spot! Strategy, revel, qualify, or maintenance sales call. Role Play with your sales representatives to help them form what they are going to say to each account type they are going to visit. I almost laugh at loud when I hear an owner tell me, “Well my team isn’t good with role-play so I don’t force it.”  Well folks, if they can’t roleplay it with you, how in the world do you think they are doing when they are out selling? 

If a rep can’t role play they may need to get in a different line of work.

and of course… When?

Are you performing sales calls to the accounts the right day and time? Can you find out if an account is better served if you visit on days of discharge rounds? If you’re a private duty organization and you want to work with a hospice agency, are you conducting sales calls during the schedule Interdisciplinary Team meetings, that happen at least every 15 days? Make sure that you are keenly aware of when an account is best served by the rep to get the most benefit. If you want referrals from physician offices, you need to make sure that you are visiting on days that the doctors are in the office! 

After a few weeks of running this “4 W’s to Win” sales call, your team will develop incredible pre-call planning behaviors that lead the top-performing reps to sales success. This win call should last less than an hour and should always start and end on time. Sales Representatives love structure and this give enough structure and it is holding them accountable to how they are working each of their accounts. It makes them stop and review their account list, to really own where they are in the sales process. 

This is accountability without the manager or owner assuming all the workload. Hope this helps!  If you need help with formulating your trigger questions, we got you. Check out our Roadmap to Referrals and gain 52 reasons a year to visit your accounts with a purpose. 

Our roadmap has been known to 5x the referrals you currently are getting from an account. Learn more at