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Home Care Marketing & Sales Mastery by Approved Senior Network®
Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com
Home Care Marketing & Sales Mastery by Approved Senior Network®
Building an Effective Home Care Marketing & Sales Force: From Solo to Scale
Building an effective home care marketing and sales team requires more than just hiring the right people—it demands creating systems that scale as your agency grows. Whether you're a solo owner-operator handling all aspects of marketing or managing multiple marketers across a larger organization, the foundations remain the same.
The cornerstone of successful home care marketing lies in three key elements: a compelling differentiator, deep understanding of referral sources, and unwavering consistency. Your differentiator answers the crucial question skilled nursing facility staff often ask: "Why should I work with you when I already have relationships with dozens of other agencies?" Without a clear, meaningful response, you'll struggle to gain traction in competitive markets.
Qualifying your referral sources emerges as a critical strategy for maximizing limited marketing time. Using Medicare.gov to identify facilities with higher percentages of Medicare patients (versus Medicaid) helps focus your efforts on locations most likely to generate private pay clients. This strategic approach ensures you're not spinning your wheels with referral sources unlikely to produce results.
The conversation around scalable sales processes reveals how effective marketing systems must function across team sizes. As one participant noted: "If it's not in the CRM, it didn't happen." This philosophy underscores the importance of documentation, tracking, and analysis in building sustainable marketing operations. Proper tracking helps identify which marketing activities generate the best outcomes and which relationships need attention before referrals drop off.
Perhaps most compelling is the insight into how referral sources—particularly skilled nursing facilities—evaluate home care agencies. They need partners who can not only provide quality care but also successfully convert referrals into signed clients, ensuring safe discharges and preventing readmissions. When you consistently demonstrate this ability, referral sources keep sending business your way.
Ready to transform your home care marketing efforts? Join our comprehensive 12-week sales training program and discover proven strategies for building referral relationships that generate consistent private pay clients.
Continuum Mastery Circle Intro
Visit our website at https://asnhomecaremarketing.com
Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev
Hey, friends, hey everyone. Hi everybody, hey there, happy Wednesday.
Speaker 2:Get started here and just to give people a little bit of time.
Speaker 1:Hey Junie, it's so hard to not say happy Friday. I almost say it every darn time.
Speaker 2:Hope everyone's having a great week so far. Guess it's hump day, right? Is that what they say? Wednesday is the halfway through. Happy Wednesday. Happy Wednesday I don't know if you guys joined last time or not. We've changed things a little bit. We're not going to go through all the things and how to log in and all of that in the beginning. This goes out in a podcast. I think it's good listening and if you guys know how to log in, you probably don't want to hear it again. So we will go through that at the end and that's it so.
Speaker 2:I'm going to go ahead and get started. People are logging in. It looks like we've got some chat stuff going on, so everybody knows where the chat is. Please keep your lines muted and speaking. We'd love for you to share stories, experiences and tips. Ask us some questions, make recommendations, tell us what you want to know. Sometimes we run out of what should we bring up? There's a lot to talk about in home care. We could probably talk all day long. Get to our own, what 24-hour live kind of thing. There's a lot to talk about. But if there's something specific you guys want to hear that we haven't talked about or maybe we talked about it a long time ago and we could get digging a little bit deeper let us know.
Speaker 2:I'm going to introduce myself. I'm Dawn Fiella. I have been working at Approved Senior Network almost for three years now. I've been in home care for a really long time, done everything in home care operations. I've been in sales. I've done recruiting, retention Favorite part of the business is probably the sales side and growing the private pay side of the business. I'm very happy to be here today. I love that I get to continue to work in home care through you guys and the mission and the passion all of you have is just unbelievable. Go ahead, you're next here on my screen.
Speaker 3:Hi everybody, I'm Annette Ziegler. I too I've been in home care for 20 plus years, worked in a CCRC for about 13, had that side of the community business and worked for a home care company for seven and a half years, helped them grow from 1 million to 4 million. I loved what I did and now I've been with ASM for about a year and I teach the sales training classes and I love teaching all of you how to get those private pay referrals, what to say, what to do, and it's just glad that you're all here. I see some of my class members here, so welcome, and Dawn's got a great program today.
Speaker 1:Yeah, I know I see a lot of folks here. I'm Lisa Marcella. I have been in home care forever and a day as well, and I've worn all hats, because it's really hard to stay in your own lane in home care and you just want the best for the company. The caregivers, your clients, all of that Move and groove in all those directions, but I also worked in newspaper and online advertising way back in the day too. Anyways, I love home care so much and I love being here with you guys. Thank you so much for letting me be a part of your journeys and I just like to help you guys get where you need to get. From this side, I love being a part of it all.
Speaker 2:And Valerie Van Boeven. She is the co-owner and founder of Approved Senior Networks and she's been doing this since 2008. She does all of the online stuff and we're more of the feet on the ground piece of it. So we will go ahead and get started. Before we get started, we are doing another free giveaway, so one attendee will receive a set of customized June leave-behinds with your logo, colors and contact information. You must attend here today, which all of you are here. To be eligible, there is a caveat you have to promise that you're going to send us pictures. So we give you all the June leave behind. You're going to take pictures of you doing this, or at least a picture of what you came up with. People take what we give you and create their own kind of thing, and we love to see that. So if you would like to be in the drawing, please type in the word yes in the chat. Looks like we've got some people going in there already. Lisa is going to take down all the names and we will do the drawing right after and we'll get those sent out to you.
Speaker 2:So today we're going to talk about and this is one of my favorite subjects building and training and effective home care marketing and building and training and effective home care marketing and sales team. Again, I love the marketing side of this business and growing and all of that, and so sometimes I talk to lots of clients across the country and some of you are solo. You're the solo owner and you're running the show all by yourself and you're marketing and doing all the things. And then we talk to medium-sized companies who might have maybe one marketer on their team and they wanna team and they want to grow and they want to scale. And then we also have very large home care agencies as clients that have five, six, even more marketers. So I wanted to make sure we were talking to everyone and give everyone a little bit of something. How do you start and scale this side of your business? So we're going to talk about sales foundations, from the solo marketer to small teams and large teams, how to develop a scalable sales process, and training and accountability for sustainable growth.
Speaker 2:So a sales foundation really matters. I know in home care, especially as you're growing, there's like growing pains right and it's very hard to. It's almost like you grow so fast you grow past the place where you would have laid down some foundation and you got to go back and figure it out right, or it's not scalable. Maybe you've hired a really good marketer and she is killing it out there, but there's no time to say stop, why is this working? What are you doing exactly? How can I show somebody else how to do this too? It's very hard.
Speaker 2:So, regardless of what stage you're in, at some point you're going to need a sales foundation. It matters. It's the core structure that supports all your sales efforts, whether you're a one person wearing multiple hats or a growing team with defined roles. It includes essential principles, systems and habits that are going to drive consistent results, and so there are three things that you want to make sure are part of your foundation. There's lots of pieces to it. The three things you don't want to forget, though, is you need a differentiator. All of you should be speaking the same language. If there are a lot of people on the sales team or just one person, you have to have a differentiator.
Speaker 2:I was speaking to a client the other day. He said he went to a skilled nursing facility. He actually got in front of the social worker and she said do you see that wall over there, the wall was full of home care companies. She said I'm working with all of them. Why should I even talk to you? And that is what they say. They don't have much time to talk to you. If you don't have something different about your company that really stands out and means something, they're not going to talk to you. This is how you get them to talk to you. Yes, I see you're working with all of them, but we do this at my company. They don't do that.
Speaker 2:Let me tell you about. It Must have a differentiator. That differentiator should also be in your social media. It should be on your website. You have to stand out everywhere. You really need to understand your referral sources. Maybe in our sales training we teach you all of those things, but figure out who they are, who you should be, seeing, how to speak their language. All of that's going to be really important in your sales foundation.
Speaker 2:And then consistency. I cannot express this enough. I know you can go and you can go see someone maybe two times. They refer. That doesn't mean they're going to refer forever and ever. You have to be consistent. Consistency is 40 to 50 stops a week. Sprinkle in some lunch and learns. See everybody every eight to 10 days not a face to face, but you're some kind of touch point every eight to 10 days. It's about creating strategic rhythm that ensures you stay top of mind. They always know that you're out there Every time they're dealing with talking to a patient. Patients stay with them in a sniff anyway. 14 days 10 to 14 days. You have to have popped in during that 10 to 14 for every single patient that's coming through. So that's why the consistency is so important. Patient that's coming through. So that's why the consistency is so important. So a strong foundation.
Speaker 2:Your sales effort becomes reactive instead of strategic. There are so many places in home care where we're reactive. Right Care evidence show we have to react. Client fell, we have to react. Everything is reactive. Wouldn't it be nice to have one area of your home care agency maybe not one, but an area of your home care agency that is strategic and not reactive? You have that control. So that's when the opportunities start falling through. The cracks is when you're being reactive in your sales, in your marketing, when you're being reactive instead of being strategic. A solid foundation makes it easier to scale and grow your team when you're ready. So, solo marketers, how do you succeed? You're just doing everything. You're juggling all the balls in the air and you can't let one of them drop. Make sure you set aside time for marketing. This is crucial for any stage of growth that you're in, because this is what goes by the side. Marketing is not screaming at you. I need you. I need you to come do this with me.
Speaker 2:You don't have anything pulling at you making you do this. A client adds four shifts. That gets your attention because you have to find a caregiver, right, you don't have a choice. You can't ignore that. Marketing gets ignored. Marketing gets set aside because it's not something that is screaming for your attention right now. You have to start the marketing. It requires you doing that. You have to set aside time for marketing. Maybe you go. You say every Tuesday, I'm marketing the whole day, no matter what's happening. I'm going to market every Tuesday or every morning these days and every afternoon these days. You have to set aside time to get this done. Focus on high impact activities, because you have a small window for marketing. Whatever you're doing out there needs to be really effective. So qualifying your referral sources is gonna be huge and I'm not gonna go deep into this. We've been through this lots of times but you will get the slide. So the link is here. You can click on it. The link will be live in the slide.
Speaker 2:Anyone who is being paid by Medicaid or Medicare is on this website. We've got doctors, hospitals, nursing homes, rehab, home health all of them. I'm going to go to nursing homes, including rehabs, because this, to me, is the number one referral source. You enter your zip code. This, to me, is the number one referral source. You enter your zip code, search and all the SNFs and rehabs pop up. They're even on a little map here for me, so I can even just follow along and use this route if I want to. The way you qualify there's a lot of things you can do to qualify. I'm just going to show you quickly and you guys should go in here and spend some time in here. This website is incredible. So you're going to see their health inspection and what areas they're well at, what areas they're maybe not doing so well, any violations, fire safety inspections, all of that good stuff.
Speaker 2:But this is where the golden nugget stuff is. This tells you how many beds they have. It tells you what they take in their building Medicare, medicaid. If they take both Medicare and Medicaid, you still have more research to do. A building that takes more than 80% of their beds are Medicaid is probably not a great place for you to spend a lot of time, because you're not going to get a lot of private pay clients out of a building that's over 80% Medicaid. People on Medicaid typically don't have the money to pay for private pay home care. People on Medicare, however, do. If you see that they are doing both, you're going to have to do some research and find that out and you can ask to do a tour and as you're touring, oh, how many of your beds are Medicaid? How many are Medicaid? You can ask those questions. Also, as you're scrolling through down here, there's resource guides like how to choose a good nursing home, guide for living in a nursing home. So these are things that help you be a better resource for your clients. So there's lots of great information.
Speaker 2:So I'm going to show you another one, and I'm familiar with these because I used to market to these people Wellsprings at Gilbert and, as I scroll down, they only have 32 beds, which doesn't sound like a lot, but they are 100% Medicare. That is all they take. That means everybody in that building can afford private pay care. Am I going to go hard after this one, harder than maybe Allegiant that we just looked at? You, betcha? Maybe I'm going to find out. Maybe they don't have very many Medicaid beds at Allegiant. I happen to know that they do have quite a bit. But either way, if it's straight Medicare, this is where you're going to spend your time. If you are a solo marketer and you only have I don't know five hours a week to market if it says straight Medicare this is one of the top places I'm going to go. So I just wanted to share that with you guys. Give you a little bit of something to help you qualify those referral sources so you're spending your time in the right places. And then you want to build daily habits, be consistent with your follow-ups, networking, use some automation. We have a great CRM here at Approved Senior Network. Get a CRM that's going to work for you and that's automated and you can put all of your sales notes in there and you can run reports and look at all of the data and make quick, effective decisions. So this is for the solo marketers.
Speaker 2:If we're expanding to a smaller, large scale sales team to transition, what works for one person doesn't always scale. So when you transition from a solo market or a team requires structure and processes. You've got to sit down that one person, even if you're the owner and you've been the one person what are you doing? What are you doing? What's working, what isn't working? We've got to figure that out so we can build that strong foundation as you grow. You're going to need clear processes for outreach, follow-ups, tracking, referrals, to ensure consistency and avoid missed opportunities. Define clear roles who focuses on new business? Who manages referral partners? Who handles community outreach? Who signs the job? I could go on and on. Where does one role start and one end? That's going to be really important as you scale. Everybody needs to know.
Speaker 2:I pictured our home care agency the ones I worked at where part of the company was like. If it was like a whole person, okay, the recruiting team is the head, or maybe scheduling is the head. Marketing is the left hand. This is the right hand. Can we walk together like a whole person? Is the company working all at the same pace, the same level? If we were running a robot and we were all different parts of that robot, would we be able to actually walk?
Speaker 2:It's hard as you grow, it's really difficult. Those are the growing pains. Communication is key. Hold regular sales meetings. Use CRM I can't stress that enough. Track key metrics to stay on the same page and drive performance, no matter the size of your team. So what is a scalable sales process? A system that works for any size team, whether you're a solo operator or managing a team of 10,. A scalable process ensures consistency. Everyone follows the same steps to generate and manage referrals. So for me, I would think okay, a sales lead just came in over the phone. What do we do? What is our process, from that call coming through all the way?
Speaker 3:to the opening of the case and they've been signed.
Speaker 2:What does that look like? Let's get that down on paper. And can we make it better? And does? And everybody needs to know exactly who's in charge of what parts of that. Every lead must be followed up on. Every referral source gets attention. You should set timelines on that. If a lead comes in through agingcarecom, I don't know when do we call. What's the rule? Do we call it's Saturday? Do I call today? Do I wait till Monday? When Lisa's on call, they get called in 10 minutes. When Dawn's on call, they get called Monday.
Speaker 3:That's not okay right.
Speaker 2:These are the things we're talking about. It has to be scalable. Everybody needs to be working at the same level, so a strong process ensures no one falls through the cracks. Referral partners feel valued and leads get the timely follow-up needed to convert them into clients. Whenever we would get a referral whether it turned into a job or not we brought them a thank you and all of us knew that was what we were going to do. We knew we didn't spend a lot of money on it. Sometimes it was just a handwritten thank you note, sometimes it was a handwritten thank you note with a coffee. We knew the guidelines. We knew how much we could spend. We knew when the thank you note went out. We all knew that. And when someone new comes on board, their training tells them that's what we do. So those are the kinds of things that tend to fall through the cracks. Repeatability brings clarity and better results. When your team follows a proven system, you reduce guesswork, improve efficiency and create a foundation that can grow with your agency.
Speaker 2:The key stages of the sales process. So if you can break these down and decide what you're doing at every stage and who's doing it, this can also be helpful. So prospecting is identifying, reaching out to the referral sources, engagement you're building trust by focusing on the needs and goals of your referral sources and letting them see you in action, show genuine care for the client and their family. Conversion is closing that loop and getting clients signed up. Referral sources are counting on you. This is a big piece that took me a really long time to understand. When a referral source, especially a social worker, knows they need to have a safe discharge, this person needs to go home and not readmit. They're going to give this client to someone they trust yes, and someone they know who has a good company, is capable. They're also going to give it to someone who can get this client to agree to sign up, because it's not going to be a safe discharge If you go in there and the client goes nope, I don't want the services not going to talk to you and you just leave. I'm not saying you need to be pushy and awful, but you need to be able to get past that gracefully and get them to sign up and understand they have to do this to get home safely. So they're counting on you to have the hard conversations and to guide families towards accepting the care they need. Referral sources need that safe discharge. If they know you're going to get them to sign, they'll refer to you more often. And it has to happen because you care about them, not because of the money or because you're being pushy. It's basically, mr Smith, you're in the sniff because you fell in the shower. We don't want that to happen again and you're going to be weaker when you leave here than when you fell in the shower three weeks ago. It's really not safe for you to go home without somebody assisting you in the shower. You need a shower chair, you need a shower hose like getting into all of that. That's a piece of it is being able to convert them into clients. Retention, keeping referral sources engaged over the long-term. Consistency and reliability are key there. Going back over and over again, bringing the really fun leave-behinds that Lisa makes. They look forward to you coming. They love the creativity and just being reliable when they text you on a Friday at four o'clock that they can reach you and you're going to follow through and do what you've told them you were going to do all along Automating and tracking the sales process.
Speaker 2:This is where the CRM comes in. Use a CRM software to track outreach, follow-ups and referrals. So 40 to 50 stops a week with the theme each week is hard to remember. So you must track what's happening. If it's social worker month, like it has been in March, it's social worker month and I'm bringing around those stickers. We had a client that brought around a flowering can. Am I going to remember, out of all 50 stops, who got what Am I going to? I've done this myself. I pulled up into a parking lot and thought did I bring them a pumpkin? I can't remember. And you're going to come in with another pumpkin. I guess you can, but they're going to think you lost your mind if you've already brought them one. So the CRM can help with that. It's going to help you track your stops. It's going to there's automations where it'll set a task so you make sure that you go back next time. You don't forget to go back. And it also helps you toze what happened. So I did drop by with Mary, face to face. Drop by, boom, got a referral. What was it? Did that happen with five referrals where I had a face to face and the next week I got a referral? Is that what it is? Is it the face to face, is it the lunch? And learn. What was it that not? Did I bring a lead behind? That was really fun. Did I get more time with her? What caused her to refer? You will start seeing trends and patterns if you're using a CRM and tracking the results and analyzing them.
Speaker 2:Set up a system for automated reminders to stay in touch with referral sources. This could be done through a CRM that prompts follow-ups. It sends check-in emails to your clients and referral sources. It schedules the visits for you to keep relationships active and consistent so you remember to keep going back. Train the team to log interactions consistently so that no relationship gets lost. So there used to be a rule in home care for well sky clear care, and I know Lisa agreed with me, probably Annette too. If you didn't put it in the system as a note, it didn't happen, it doesn't exist. It didn't exist, it never happened. You talked to the caregiver and she told you that she, that so-and-so, took her meds. No, you didn't. It's not in the system, didn't happen. So it should be the same way with marketing and your CRM. If it's not in there, it didn't happen. So it's going to be really important that the whole team is logging in.
Speaker 2:Every call, every visit, every touch point with the referral sources should all be documented in your CRM or tracking system. However you're doing it. This ensures seamless handoffs, avoid duplicated efforts. It helps you identify which relationships are thriving and which need more attention Over time. This data also reveals trends that can guide your strategy moving forward. Review reports regularly and respond strategically. Use the data from your CRM to identify patterns who's referring, who's gone quiet, where is your time spent best? Look at both short-term and long-term trends and any shifts that have happened, and then adjust your outreach plan accordingly. When all of this information is entered in there and you can pull out analytics that guide you in a certain direction, it's just there's nothing better. So this is going to be really important. And then training and accountability.
Speaker 2:Even experienced marketers need ongoing training and coaching. While home care marketing may not change drastically, there's always room to grow. Even for the most seasoned professionals, a single new approach or idea can be the key to landing a handful of high-value clients. Ongoing training helps marketers sharpen their skills, stay fresh and pick up small but impactful tactics. It's not about overhauling their style. It's about refining it, staying focused and continue to improve outcomes.
Speaker 2:I know in my marketing meetings. We would sit down and one person would say a little. She felt stuck, I'm stuck with this referral source, I just don't know what to do. We'd start talking about it and within seconds minutes we would have a solution. For oh, I didn't think about that. It's not because she doesn't have the sales ability or whatever. Her brain just didn't go there. It's important to talk these things through and to do ongoing training.
Speaker 2:Just a little tweak in something can make a world of difference, and I know it can be hard sometimes to hold people accountable, especially a marketer who's doing really well. She's making it done, but maybe she could be doing a little bit more. Or maybe with a little tweak she could get more things, more clients signed. Maybe she's getting referrals but she's not signing. A little bit of ongoing training or a little bit of time together could make a world of difference. So without accountability, sales efforts become inconsistent and ineffective. Without a system of check-ins and expectations, even the best marketers can start to drift, missing follow-ups, prioritizing the wrong context or losing momentum. Accountability ensures consistency, whether it's a weekly one-on-one pipeline reviews or daily activity log. These touch points create structure, increase transparency and keep everyone focused on results.
Speaker 2:I had a marketer that would say hey, dawn, did you run the report yet from last week? Yeah, who'd I miss? Who'd I miss? I feel like I missed somebody. That's terrible, right, we don't want her missing anybody, but she was counting on my reporting to make sure that everyone got seen last week. And it's because when you miss them, they quit referring and you don't want to get to that place where they've quit referring to realize, oh gosh, I haven't seen Mary in five weeks. You don't want to get to the place because now you got to go back in and break back in. Somebody else has gotten in front of Mary and she's now referring to somebody else. You can't allow a visit to be missed because then the referrals stop and once that happens you have to go back and dig back in. So it's much better to just not miss in the first place, and accountability helps with that.
Speaker 2:The best agencies review performance metrics regularly. You can't improve what you don't measure. Top performing agencies look at numbers consistently how many contacts were made? Which sources are referring? How quickly leads are converting? Where are things falling off? Reviewing this data on a regular basis helps you adjust strategies in real time, recognize team strengths. It helps you address problem areas before they grow. It also reinforces culture of performance and results.
Speaker 2:So structuring initial and ongoing sales training. Initial sales training is an absolute must. It does not matter if they've been a salesperson their whole entire life. If they're new to home care, they need sales training. It doesn't matter if they've been in home care their entire life. If they are new to the sales role, they need training. And someone with no home care or sales experience absolutely needs training. This is a very unique industry. Every referral source type is different. No home care or sales experience absolutely needs training. This is a very unique industry. Every referral source type is different. The language, your approach, your leave behinds they're all different. Having a clear understanding of what to do will set your team up for continued success.
Speaker 2:Weekly sales meetings for strategy discussions these sessions keep the team aligned, allow space to address roadblocks and help reinforce priorities. You do need to have a meeting weekly. It doesn't need to be more than an hour, but you need that time together to talk about. What's the game plan this week? What's the theme this week? Did we get to everybody last week? Are there some we need to go back to? What are we struggling with Role-playing?
Speaker 2:We did a lot of role-playing in our meetings real-world referral scenarios to sharpen your skills. Annette does a ton of role-playing in their sales training. The role-playing is really important because it builds your confidence. Someone like Annette, who's been doing this for years and years. She can pretend to be a social worker and she can say things to you that no one on your team would know a social worker would say. So it really can sharpen your skill. It gets you ready for those objections they're going to throw your way. Oh, that sounds expensive. What do you say to that? Right, and so the sales training is really important. And the role playing is important because it gets you ready to overcome those objections. It gets you ready for tough conversations. It ensures, too, that you have a consistent message across your team. If you're all role-playing together, you wouldn't believe that oh, I didn't know we did it that way, or I know that's how we did that. You won't believe the things that the team will say because they don't know. And it comes out in these role-playing sessions or in your sales meeting and training.
Speaker 2:Bringing an industry expert for periodic training sessions. I would bring in hospice agencies. I would bring in home health agencies. I would have them present their services, but they would also talk to us a little bit about how hospice works. Or they would talk to us a little bit about home health and bathing Like, how long does the bathing go on? Because I used to see them as a competitor. I used to think we do bathing, they do bathing. Why am I going to want to work with a home health agency if they're also doing bathing? They can educate your team about how that works and, yes, when the bathing is no longer going well in the home health, we will pick up the bathing. So bringing in those industry experts is really helpful and your team will really like that too. They want to learn more about that. Fresh insights from outside voices can reinvigorate your team and introduce strategies proven to work in other markets. Do we have any questions? I've just been going on and on Everybody, okay.
Speaker 3:We just Tess said that she uses the tracking sheet that we gave her during sales training and it's been working great for her. She changed it to fit her needs and when she goes back to the office she logs all her drop-offs. And she also learned that she thanks every follow-up. Just like you said, dawn, making sure everybody. Yeah, oh good.
Speaker 2:That's right.
Speaker 2:Okay, we've got any questions at all, please, please, let me know. All right, holding the sales team accountable. So we're going to need to set clear performance goals, clear expectations, give your team direction, create accountability and help everyone understand what success looks like. This is industry standard stuff here 40 to 50 stops a week, full-time marketer. Out of those 40 to 50 stops, 15 to 20 of them are face-to-face. The number of referrals you will eventually get from these efforts is five to seven a week. So you're doing all these things every single week. Eventually, you're going to get five to seven referrals. They don't all turn into jobs, right, but a lot of them do. When you take a service inquiry of the phones, it might be an agingcarecom, it might be a social worker, it might be a social worker, it might be a family member, adult daughter. 70% of those should be booked. So if you've taken 10, seven should be booked. All the assessments should go out on 90% signing ratio, so nine out of 10 should sign. So when you get through all of these things, at the end of the week you should have three to four signed jobs a week Eventually.
Speaker 2:It's not going to happen overnight. You've got to have really strong relationships out there, be consistent and do all the things Track progress in a CRM and review your metrics monthly. This helps identify trends, uncover gaps in outreach and ensures accountability by comparing goals with actual results. And then you want to recognize and reward success, to keep motivation high. Celebrate the wins, big or small. Encourage healthy competition. This boosts morale and reinforces behaviors that drive growth. So talk about those 24s that got signed. Talk about okay, this week we're all going after 24s, let's see what we can do. Whoever gets the most 24s this week, this is what they're going to get. Have some fun things like that going on in the office. I think it really helps to build morale. Lisa, did you have something to add?
Speaker 1:I was just going to say high fives, go through and high five each other and be each other's biggest cheerleaders. Yeah, sure, definitely.
Speaker 3:Everyone motivated.
Speaker 1:You need the motivation. You're out there a lone wolf sometimes you are and sometimes need the motivation out there. You're out there alone, lone wolf, sometimes you are and sometimes you feel beat up.
Speaker 2:I would call my boss and say I've been beat up all in the first one. I called you what I meant. No one wants to talk to me. I'm starting to think I have bad breath. Something's bad today, like I know one one, and it feels like that sticks to you. Like the first two places you go, you feel defeated and beat up. And so then the next place you go, you're just wearing that, I think, and they can sense it. You got to get rid of it. So you do. You are out there alone and it's hard to smile all day and be a cheerleader all day long. So, yes, it's great to motivate your team, be there for them, and I would announce wins. Even in a group chat, you wouldn't believe this. And I would announce wins even in a group chat. You wouldn't believe this.
Speaker 2:So-and-so went to. She got in. You guys, she's been trying for three months. She got in. She got past the gatekeeper. She has a lunch and learn scheduled oh my gosh. So that's going to be really important too, because it's not an easy job. It can be tough. Some days are really wonderful and exciting and some can be a challenge.
Speaker 2:So, all of that being said, we do have a home care sales training. It is 12 weeks of live Zoom training with Annette. She does a great job. By week six most of our attendees are getting referrals from skilled nursing facilities. We only have a few spots left in our April 15th and April 30th classes. So if you want more information about that, you will get the slide link so you can go into here to get the registration link. But if you want any more information about that, you will get the slide link so you can go into here to get the registration link. But if you want any more information about the sales train, you can ask now or we can get with you after it's been going really well. We've had I think April 30 is our 30th class in it. Wow, I know. Wow, that's crazy, crazy. We've had over 100 people go through the class and it's just going gangbusters, gangbusters.
Speaker 1:Yay, marie, marie's starting next week. We're so excited for you, marie, and you're gonna just love it.
Speaker 2:I just it just goes really well. You get your leave behind, you get. I had an owner say to me the other day I didn't know you were spoon feeding my marketers and I said, yeah, you gave them the words to say and I go yes, that that's the whole point. We want them to be successful and I think the reason this works over some other one and done bootcamps like come to our bootcamp this week or come to this weekend, where it's not a one and done it takes 90 days. Because it takes 90 days, we give you the. This is what you do with a sniff Go do it, come back, let's talk about it. This is what you do with independent living Go do it, come back, let's talk about it. And I think that's why it works so well is because you're getting that feedback.
Speaker 3:And I was going to say Dawn, you were just talking about celebrating the wins. We're together 12 weeks for this class and it's just so exciting. I had somebody yesterday. He was totally new to marketing and he got his first referral and he was so excited, and it's you have to, we had to give him a call. I said, hey, oh my gosh, you did this and it's you have to celebrate the wins because it's hard. He was going to, you could be going 50 places, 10 places a day, and they're just closing the door on you. Then you get that referral. You did it, you did it. And what I told them was if you didn't walk in there, they would have never known you and you would have never.
Speaker 2:And you have to know, like, when to push and when to you always have to go back. It's never going to be. Oh, they were rude to me, I can't go back there. That's not a thing you have to. You got to figure it out and that's what's so great about the class is that for 12 weeks you have somebody that's going to help you strategize and figure that out. Whatever comes up, you're not alone at all. And you do get 12 hours of video sales training. Maria is saying that Donna started the 12 hours of the video training and is already learning so much from the video training. So the 12 hours of video training, you take that at your own pace. You can take it while you're taking the class or before you take the class, and that's going to give you a lot of information already. And then you start and someone's asking for the link. So I'm going to give them the link to the actual sales training real quick so they can read more about it. And then the registration whoops, okay.
Speaker 3:I think the registration's on the slide.
Speaker 2:I think, yeah, the registration link is on this slide, but here is the link so that you can read more about it.
Speaker 1:What I like about this, too, is that you can see after each class we ask maybe for a testimonial or whatever, and the people that are not camera shy give that and you can see those testimonials on the link or on the page and those are just really just a great testament to what's happening Everyone getting their referrals. It's great.
Speaker 2:Yes, I'm going to put the registration link in here too, just so you guys have everything you need. Okay, and so this is the register link. All right, so we're going to move on and again, if you. Okay, and so this is the register link. All right, so we're going to move on. And again, if you and joined later. If you want to be in the drawing for free june, leave behinds. Please type yes in the chat.
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