WEBVTT
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Hello everyone and welcome to this Tuesday talk.
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I have my friend Lisa joining us today.
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I'll have Lisa introduce herself in just a moment.
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But before we get into things, just wanted to cover a couple of housekeeping items.
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We love audience participation, and for our live listeners, you can ask a question.
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And Lisa and I are visiting over the course of the next 30 minutes.
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So you can do that by means of clicking the QA button.
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Most likely it's on the bottom of your Zoom screen, maybe at the top.
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If you don't see the QA button, click the button that's a circle of three dots.
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It says more.
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Click on that, and then you will see the QA button.
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So if you click on that, the box will pop up and you can type in a question.
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Anonymous on the questions around this and at least anonymous or visiting.
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So type in a question.
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There's even a little box.
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You can click this as anonymous.
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If you don't want me to know your name, completely up to you.
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But we encourage you to ask questions because it just makes sort of a greater conversation.
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And for our listeners who are watching this on a recorded basis, thank you for watching.
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It's going to be great.
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Every time I have interviewed Lisa, we we end these calls saying, like, gosh, I can't um I can't stress enough how informative these calls are with Lisa because sales is a very important part of any Right at Home business.
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So it's packed full of really great information.
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Um Lisa, without further ado, would you introduce yourself to our listeners, please?
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Sure.
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Hi everyone.
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My name is Lisa Thompson, and I am the director of sales here at Write at Home.
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I have been here for two and a half years, but been in the industry for, I was just kind of thinking about this, about 18 years in the home, healthcare, home care space, and I've been a nurse for 30 years.
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So you do the math, yes, 30 years as a nurse.
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So pretty extensive background in the healthcare and home care industry.
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So okay, got it.
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All right, so let's get right into it.
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So when you say you are the director of sales, what does that mean?
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Okay, that's a great question.
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So my role really is here for this franchise system is to help our owners and all of their outside sales or inside sales or any of their team members better know how to talk about, go and seek different referral sources to drive more referrals and ultimately help our system serve more seniors.
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So we want to serve more seniors because we know we're the best at it.
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So my my role really does touch all franchisees.
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Um it touches all of their employees because we know that each role in an office has some role in sales, whether they like it or not.
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Um I equate it to like a relay race, and so everybody has the baton, and each person does have a role in sales.
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So my role is just to really help help that.
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Um and because of my healthcare background, um a good portion of our referrals, um, the really great referrals that are consistent come from our healthcare referral providers.
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So also my role is to help educate you all, if you don't have a healthcare background, how to work very closely with the healthcare system, uh, what's important to them, how we're how we become the best partner.
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Okay.
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So knowing that our audience today are people who are interested in potentially joining the right at home system as brand new franchise owners with with Bride at Home, um, many of which have never been a franchisee before, have never owned a business before, and also may not have any home care experience.
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So uh if you would please explain the difference between inside sales and outside sales.
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Okay.
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So when I talk about outside sales, that means that I'm going to leave the the walls of my my my my four walls of my building and I'm gonna go out and I'm going to make relationships.
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So my role is to be responsible for making my phone ring.
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So I'm going to be going to hospitals, I'm going to be going to skilled nursing facilities, I'm going to go to home health care companies, I'm going to go to hospice companies, I might go to elder law attorneys, estate planners, communities.
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So I'm going to be out and about every day in my community finding different people to go have conversations with.
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I like to say conversations versus presentations because this really is relational and it really is more consultative when we go out and meet our different referral sources or potential prospects.
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So the outside sales is going to be out there building new relationships, identifying new people to go and establish relationships with to drive referrals and make the phone ring.
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So once that outside salesperson establishes that relationships, they build that trust, and then the phone rings, then the person that's inside those four walls is going to be answering the phone, which is the inside sales.
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So that they're kind of like your first impression, your first impression of the person that that uh that calls.
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So they're the ones that picks up the phone and really um counsels the person that's calling about trying to root to seek care for their for their mom.
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So mom or dad or their loved one.
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Um so then their job is to either sign them up as a new client or potentially get into the home to do an assessment.
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So when we go in and do an assessment in the home, figure out kind of what's going on.
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It requires a home assessment plus all sorts of questions to kind of understand what's going on and then how we can best help as a home care company because our ultimate goal is to keep people safe in the home.
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So okay.
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All right.
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So more follow-up questions for you from what you just said, and a frequently asked question that we get um regarding referral um sources.
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What um uh how do you assist brand new franchise owners with identifying?
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I just purchased a new territory, I'm a little unfamiliar with with where who I'm supposed to be contacting here in my territory.
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How do you assist with helping franchise owners identify all the potential referral sources in their new territory?
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Yeah, so that's a great question.
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So prior to, so once you join the system, prior to coming to Residence Week, which is when we come for a whole week and we do a whole week of training with other franchisees that just purchased, um, we we you and I will meet, or we might meet as a group, but you and I will meet.
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And so uh I we'll start by kind of identifying within your territory these are the types of places that we need to go call on.
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So there's different ways that we can Google it, we can use the CMS website, which is the Center for Medicare Services, um, we can use ChatGPT or any any type of AI, um, Google.
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So uh we're gonna guide you as to these are the places that you need to identify within your zip code, and we'll make a list and then we will kind of go from there.
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And there's different strategies for each of these different types of referral sources because they all have different needs and different outcomes that are important to them.
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So, again, all things that we'll review and will help narrow down, these are the types of people that I want you to identify within your territory, and then we'll rank them together, we'll map your territory, and um and then you'll come to Residence Week, and then we'll we'll have a whole day of sales.
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Okay, got it.
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So you mentioned different strategies.
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Do you provide guidance on those different types of strategies for the different types of referral sources?
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Yes, so um either we'll meet in person like this or over Zoom one-on-one, which which we will, um, but then we also have a library of videos.
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So it it'll be videos that um I've pre-recorded, um, which I'm still doing for different referral sources, so you can join those as as time goes on.
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But uh you will have a video series.
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I think there's probably about 15 of them now that have been created.
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So if I'm if I want to learn more about home health, then I can watch the home health care video and it will talk to you about what home health care is, who the players are within home health, what's important to them, and then strategies about how to target them as a referral source.
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Who should I meet first?
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What do I say to them?
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How do I get to from an influencer to maybe the decision maker?
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So it has all those strategies for each of those different referral sources.
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Okay, got it.
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So um this is a question that just came in um from an audience member, and it has to do with um rejection for back of letter, lack of better terms.
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So, as we all know, um, you know, when it comes to outside sales, you you hit up some referral sources and you're gonna be told no quite frequently.
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So, what are some of the things um that you do to help guide franchise owners um to help them kind of overcome that uh sense of you know rejection and um to ultimately get to where um the referral source uh will consider them uh and say yes.
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Um just talk a little bit about uh overcoming those challenges and how persistence is key.
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Yeah, persistence is key.
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Persistence without being a pest, I would say.
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And yeah, you are gonna experience some rejection.
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I would say, as a general rule, though, um the people that we're going and calling on are generally pretty nice people.
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They're social workers, they're case managers.
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Um so what I would say is you might not feel rejected so much as I just can't get to them.
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Um, but then we have also strategies because there's lots of people within this industry that you can go make friends with that likely have relationships with those people that are hard to get to.
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And so that's all part of the training that says, okay, you can't get to this person, let's go meet somebody that can, and then we're gonna kind of pile up with them and have them introduce.
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Um, there's just also other strategies that we can kind of work through together to figure out how to get to those hard to get to people.
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There's always a way, and I would also say that the best salesperson isn't uh the one that never faces rejection, it's the one that just keeps going back.
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So people have bad days, sometimes it's just not there, you know, somebody isn't very pleasant to you, and maybe they're just having a really bad day, right?
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Um, so again, we'll we'll just talk through strategies that um that there's always a way.
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There's always a way.
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Just sometimes it's just a little bit different path.
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Um, it's this is a very relational cell.
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Um, and so we just have to go make relationships with people.
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And then I would say connecting the dots between this person and this person can help me get to the next person.
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Okay.
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Um, so something that you said made me think of thank you for that.
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Um, and and for whoever typed in that question, if you we need you need more clarity, just let me know.
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Um But um something that you said, uh the person who is is doing the role of of outside outside salesperson.
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So what is your recommendation on if it should be the franchise owner themselves, knowing we may sell a franchise to someone who says, uh, sales is not my strong suit, and I'm just not quite sure that I'm comfortable doing that.
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What is our recommendation on if you as the franchise owner should be that outside salesperson?
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Um, and if not, then then then what is the plan?
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And and if if you if you feel like it should be the franchise owner themselves, why is that?
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Yeah, so I mean, I think ideally in the beginning, it should be the franchise owner because you are the one that can go and as the owner, you are figuring out your territory, you're figuring out the different referral sources, and I can promise you nobody's gonna love your business more than you.
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Um, but I also understand that if it's just not your thing, and uh then then you hire for it, right?
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So I think that the decision has to be made by you.
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Uh the non-negotiable is that it has to be done.
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So whether it's you or your first hire because it you don't want it to be you.
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Uh, that being said, I do think that it's always important for the owner to have a pulse on their territory and know their biggest referral sources.
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Um, because within this industry, if you're hiring an outside salesperson, there's always a chance that somebody might leave.
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And what we don't want to do is have uh whoever you hire leave, and then you be left with having no relationship with some of your top referral sources.
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So, regardless if it's your thing or not, um I think that there has to be um some sort of traction by the owner within your territory.
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Okay, got it.
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So let's thank you for that.
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Let's um I I I keep saying, let's back up.
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I'm just known for jumping around, so I'm not going in any particular order.
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I just I have so many questions for you.
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I'm I'm jumping around a lot, but it's it's hopefully very relevant to um and informative to the people who are listening.
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So um backing up to residence week.
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So you've already mentioned a couple of times, like, okay, we are going to meet uh prior to residence week.
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And here's what we're gonna talk about before residence week.
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So let's talk about what actually happens during residence week, knowing that most of the people who attend residence week, shortly thereafter, leaving residence week, you are gonna go home and you're gonna open your business.
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But in hopes that um, you know, opening your business, you've already gone around to some of those referral sources uh in the area.
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So just talk a little bit about what happens during residence week and how you kind of prepare them to go home and and really get going on inside sales and outside sales.
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Yeah, so I will just back up just two shakes because prior to going to residence week, like I said, we're really gonna talk about the importance of outside sales.
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We're gonna be identifying all of our targets that we're going to want you to be going and um prospecting.
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We're gonna give you talking points of how to talk to those referral sources because you don't have your doors open yet, so sometimes that may feel a little odd.
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It's more just a fact, it's more just a like I'm just gonna go and be very curious about how those others serve seniors.
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Um, but we want you to get in front of these referral sources because we know that it takes about eight to 12 times to meet them before you can really establish that trust and drive referrals from that.
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So we want you to get a jump start so that when you come to Residence Week and then we start really diving into these different types of referral sources that you've been like, okay, I've met them.
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I I can I can start to visualize like who who what conversations I've had, what conversations I need to have differently.
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Um, and then throughout that day, I unfortunately I only have a day with you guys, um, but we will really dive into home health, hospice, and rehab or skilled nursing facilities.
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So we'll talk a lot about how we're gonna go target them and what's important and what your day should look like and how many visits that you should be making every week and kind of what that looks like.
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I will say too that we um have kind of a cool thing happening here at Right at Home that prior to coming, this next group prior to coming, we do have uh an AI sales agent where it's uh a persona that we're going to have you guys test out prior to coming.
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So you will be selling to an AI agent.
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It's in a very safe environment because nobody is watching you and you get to just practice.
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So inside sales and outside sales.
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So we're excited about that so you can practice, and then when you come to Residence Week, after all you've learned and after all we've practiced, then we'll have you uh try it again.
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So it's gonna give you a safe space to have conversations and really just help with the repetition.
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So it really is all about repetition and learning how to speak the language, and so we're really excited about that.
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Okay, got it.
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Um here is a question that just came from the audience.
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It says, are hospitals, hospices, uh, care homes that fall into the zip codes that make up your territory only exclusive for the owner of that territory, or can other territory owners also utilize those referral source locations within your territory?
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Okay, that's a great question.
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It's like that's a really great question.
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Um, because we know that within your zip code, if there's a hospital that's sitting right outside your zip code, they're probably referring in, which is why we really encourage uh franchisee relationships between each of the territories.
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So if you have a referral source, maybe like a hospice or home health or the hospital that will refer into your territory, we just want you to work really closely with the franchisee that that lives within that zip code.
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And so we can help make those connections.
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It's part of buying why uh buying uh into a franchise system that has that brand awareness is that we should all be working very closely together to serve our community, whether it sits in, you know, in the referral source themselves sits within your territory or their territory.
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Um, because we always want to we always want to make sure that we're taking care of the that referral, regardless if it's my neighbor or if it's in my territory, because we want the right-at-home brand to stay strong.
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So um it will not be on your target list to begin with, per se, but yes, when you will work with your the the local um franchise owner within that territory will help make those connections because we want you to have relationships with them since they'll be referring into you as well.
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Okay, perfect.
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Thank you for that.
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And here is another question.
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It's asking they're asking, are referral sources institutions or potential customers?
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I mean, I think they're both, but I would say that uh people refer places don't.
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So yes, you might go to a building, but it's within the building, it's the people that are going to be referring.
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Um, and they 100% are your customers.
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So um I would say um yeah, I mean, it you're going to go to a building, but it's not just the building that's referring, it's the people.
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So it's more about knowing who your contacts are within that community or that facility or that hospital.
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Yes, and I've I I agree with you.
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I I would answer it as uh institutions are the ones that are going to be referring potential customers to you, the franchise owner.
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Um but as far as um, you know, like residential homes in your territory where people live, you know, those are customers within those homes, not necessarily that those are um a specific referral source, you know, of residential homes.
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At least it's referring to referral sources as businesses, people within those businesses that can refer customers to you.
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Does that make sense?
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Okay, got it.
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All right, so um let's see here.
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All right, so you mentioned uh during residence week um or actually prior to residence week, you're gonna give um uh new franchise owners those talking points, you know, how to talk to these referral sources and what to say.
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In addition to that, and I'm assuming this it could happen before residence week, during or after, what about like the um uh associated actual tools?
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So, like when they go to a referral source, like you already coached them on what to say, but are there like what do you what do they give them to say, all right, so I'm Jen Cheney, I'm the new franchise owner in the area.
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Uh instead of just saying that, is there something that you leave there with them?
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And yeah, what is that?
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So um I work very closely with the marketing department.
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So sales and marketing go hand in hand, but marketing is more the collateral and the things that I can take in with me as a salesperson, and as a salesperson, I'm going to be the one to have the conversation.
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So they very much go hand in hand.
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Um in addition to the videos to learn how to go call on these types of salespeople, we also have key target profiles for each and every referral source.
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I think we're up to about 18 of them now that you would go call on, and they all have the same flow and it all follows the sales process.
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So the questions that I might ask when I'm prospecting, the questions that I'm asked if asking once I get an in-person interview where we're they're expecting me, I'm on their calendar, I'm so excited I get to go in and I'm guaranteed a 15-minute conversation, or hopefully maybe even longer.
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Um, what are some really great questions that would be important for home health care?
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All of them are going to be a little bit different because we know their needs are a little bit different, but these key target profiles kind of walk you through the sales process.
00:21:03.279 --> 00:21:06.720
They talk about objections that each of your referral sources might have.
00:21:06.880 --> 00:21:14.480
It talks about how you kind of what what our value add is for each of those different types of referral sources.
00:21:14.640 --> 00:21:18.000
So, how does home care create value for home health?
00:21:18.160 --> 00:21:28.960
Or how does home health or home care create value for a hospice company, or how does home care create value for a community, like an assisted living, an independent living, or memory care.
00:21:29.039 --> 00:21:31.839
Um, and then it talks about how do I ask for the business, right?
00:21:32.000 --> 00:21:37.119
So we know it's important that relationship is so important, but eventually I can't just be their friend.
00:21:37.200 --> 00:21:40.000
I have to be able to ask them for the referrals.
00:21:40.240 --> 00:21:48.079
So these these resources for each of these key targets will be very valuable for you to have.
00:21:48.240 --> 00:21:51.359
I encourage you to look at them even before you come to Residence Week.
00:21:51.440 --> 00:21:58.480
So if you have questions, and then they will be your best friend in your car before you walk into a building and kind of review them that way.
00:21:58.720 --> 00:21:59.759
We also have prospecting.
00:22:00.160 --> 00:22:05.039
Best practices, we have a lot of materials for you to review prior to coming.
00:22:05.279 --> 00:22:13.119
And then after you leave Residence Week, then we aren't done yet because when things really start to make sense or when you're out in the field.
00:22:13.200 --> 00:22:18.160
So that's when you're gonna be like, oh, okay, that's what that's what I watched, or that's what she's talking about.
00:22:18.559 --> 00:22:25.599
So then we will start to meet, and we will meet um we'll meet at least four, six, eight.
00:22:25.680 --> 00:22:29.759
I will still meet with people up to a year, or even any, I'm always available for anybody.
00:22:29.839 --> 00:22:34.240
I have you know owners that have been in the system for 25 years, and I will connect with them.
00:22:34.400 --> 00:22:37.200
So um, yeah, that ongoing support.
00:22:37.440 --> 00:22:39.759
Okay, you're you are gonna love this next question.
00:22:39.839 --> 00:22:41.279
I'll I'll read it to you word for word.
00:22:41.440 --> 00:22:41.920
Here it is.
00:22:42.160 --> 00:22:42.319
Okay.
00:22:42.480 --> 00:22:50.799
It says considering that there are many private senior care agencies and other competitors also working in the same area and fighting for the same referrals, yeah.
00:22:51.039 --> 00:22:55.759
How do you stand out and beat them to those referrals and be their preferred agency?
00:22:55.839 --> 00:22:58.799
And will the right-at-home name help here at all?
00:22:59.039 --> 00:23:04.000
Or will will it be purely based on my selling power and how I come across?
00:23:04.880 --> 00:23:06.559
I mean, I think it's a little bit of both.
00:23:06.640 --> 00:23:18.640
So I think the right at home um brand definitely has power, but I will say that it becomes more powerful when you're a part of the equation.
00:23:18.799 --> 00:23:22.720
So again, it goes back to people like to refer to people, not places.
00:23:22.960 --> 00:23:28.160
And so it's all about you establishing that trust and that relationship with that referral source.
00:23:28.240 --> 00:23:30.640
And you're right, there is a lot of competition.
00:23:30.799 --> 00:23:43.759
Um, in fact, I pulled a statistic from um activated insights and as of in 2025, so this is a little bit dated, um, there were 507,000 home care businesses in the US.
00:23:44.240 --> 00:23:44.480
Okay.
00:23:44.960 --> 00:23:53.279
But I would say that the differentiator is that uh maybe 20% of those have people that are outside actually establishing relationships.
00:23:53.440 --> 00:23:57.839
So that's why you want to be one of those people that are outside establishing those relationships.
00:23:58.079 --> 00:24:13.599
Um but the differentiator really is going to be you and how you show up and um if you're responsive and if you're transparent and if you are communicative and if you understand what they need, um, making it about them more than about you.
00:24:13.839 --> 00:24:25.920
I think that my my favorite thing is that I think when you purchase a business if in home care, um it's a really exciting thing of how you're going to be helping seniors.
00:24:26.000 --> 00:24:29.759
And I think we always kind of gravitate to back what we know best and what we're excited about.
00:24:29.839 --> 00:24:36.240
And so we we want to go out and shout in the world that we're so great and we give the best bath in town and we're just this and this and this, right?
00:24:36.559 --> 00:24:47.279
Um, but you're really going to earn the respect from your referral sources when we can kind of settle back and learn more about them and make it about them and what's important to them, and that's where you earn that trust.
00:24:47.440 --> 00:24:58.799
Um, but at the end of the day, the differentiator is really going to be it's gonna be you at first making the phone ring, and then it's gonna be about everything that happens after the phone rings.
00:24:58.960 --> 00:24:59.119
Yep.
00:24:59.279 --> 00:25:02.240
Um, because you're gonna make the phone ring.
00:25:02.319 --> 00:25:10.240
If you stick to the plan, you you your phone is going to ring from those referral sources if we stay persistent and consistent.
00:25:10.400 --> 00:25:14.559
Um, but then we have to kind of your mouth has to match your feet.
00:25:15.039 --> 00:25:17.279
Or your feet have your feet have to match your mouth.
00:25:17.359 --> 00:25:19.680
And so what we say is going to happen has to happen.
00:25:19.759 --> 00:25:22.319
And that's how you'll drive those consistent referrals.
00:25:22.480 --> 00:25:28.480
Um, but I would just say you just you have to be out in your community and you have to be establishing those relationships.
00:25:28.640 --> 00:25:33.359
But a lot of it will be who the person is that is out there representing the brand.
00:25:33.599 --> 00:25:33.920
Yes.
00:25:34.079 --> 00:25:39.680
Okay, that was a perfect segue into we've got we have talked for 25 minutes about outside sales.
00:25:39.839 --> 00:25:42.400
I want to talk just a smidge about inside sales.
00:25:42.559 --> 00:25:48.079
So you mentioned, all right, you getting out there and hitting up those referral sources, it is gonna eventually make the phone ring.
00:25:48.240 --> 00:25:58.799
So when the phone rings, chances of me, Jen Chaney, the franchise owner, answering the phone are are probably pretty slim because I'm gonna be out there doing inside sales.
00:25:58.880 --> 00:26:04.160
So the person answering the phone, they're the ones that are essentially in charge of the inside sales.
00:26:04.319 --> 00:26:08.000
The phone rings and says, Hey, I've got somebody who who needs care.
00:26:08.079 --> 00:26:20.880
So what kind of guidance or tools or coaching do you provide to help with that inside sales so that when the phone rings, what it ultimately can lead to is an in-home assessment and eventually a new client.
00:26:21.119 --> 00:26:21.440
Yeah.
00:26:21.599 --> 00:26:26.640
I mean, this sounds really, really basic and you guys might all giggle, but um, answer your phone.
00:26:27.359 --> 00:26:29.039
I mean, that is very basic.
00:26:29.200 --> 00:26:37.200
There are so you will get phone calls, I promise you, that will say that people will say you're the third person I've called and you were the people that picked up your phone.
00:26:37.599 --> 00:26:46.720
Um so number one, answer your phone and answer your phone with a smile on your face because it will come across even through a phone, even though they can't see you.
00:26:47.039 --> 00:26:55.359
And I think um again, it's sitting back and and um asking really great questions and never trying to pitch somebody.
00:26:55.440 --> 00:27:06.160
Um, most of the time when people are calling, they're in some sort of crisis mode and they maybe have thought about getting help for their mom for a really long time and they're finally picking up their phone to call you.
00:27:06.240 --> 00:27:13.359
And so you want to make sure that you engage them in the right way and listen and be that resource.
00:27:13.440 --> 00:27:29.200
Um, and I will say this to you that even if you don't come from the senior care um background, by the time you kind of get through this process and get through residence week, if you've spent even eight hours learning about senior care, you know more than about 99% of the population.
00:27:29.279 --> 00:27:31.680
So you pretty much can consider yourself an expert.
00:27:31.920 --> 00:27:32.240
There you go.
00:27:33.200 --> 00:27:40.319
But um I do, I think it's answer your phone, um be that resource, um, and show empathy.
00:27:40.480 --> 00:27:47.839
Show empathy and guidance and that and it confidently that you can help um help their family during this crisis situation.
00:27:48.000 --> 00:27:49.680
So okay, thank you for that.
00:27:49.839 --> 00:27:51.519
And time flies when you're having fun.
00:27:51.599 --> 00:27:52.960
We just have a couple minutes left.
00:27:53.200 --> 00:28:01.359
Lisa, is there anything that we haven't talked about over the course of the past 30 minutes uh that you would like to uh bring up to our audience today?
00:28:01.519 --> 00:28:04.880
We're gonna do this again because I could talk to you for like several more hours.
00:28:04.960 --> 00:28:07.440
And I this this is information that people really love.
00:28:07.519 --> 00:28:10.400
But anything you'd like to mention before we part ways here?
00:28:10.799 --> 00:28:24.400
I mean, I just think that one of the most important things that I hope that you will gather from this conversation is um, you know, getting somebody that searches Google and and decides to call you.
00:28:24.559 --> 00:28:33.440
Um, those are kind of cherry on the top, but um I can't impress upon you enough how important it is to be in charge of making your own phone ring.
00:28:33.599 --> 00:28:36.960
So we have a really cyclical business, it's like this.
00:28:37.200 --> 00:28:52.799
Um and we always want to know that we have a pipeline of referral sources that will continually refer instead of just kind of sitting there hoping and praying that your phone rings, we need to be in charge of making it ring with the clients that we want to serve.
00:28:52.880 --> 00:29:00.559
So and if you again, if you believe you're the best at it, then um you should get out there and talk about it because we want to serve more seniors.
00:29:00.799 --> 00:29:10.319
Okay, so the the there was a question that came in, and I want to ask it about before we hang up here because it's a great question, and it has to do with inside sales, and while we were talking about like answer your phone.
00:29:10.480 --> 00:29:21.039
So this person is asking with inside sales, initially, while you are building your business from the ground up, would you suggest to forward those calls to your cell phone as the owner in order to close those sales yourself?
00:29:21.359 --> 00:29:23.599
Well, I think it depends on your hire that Sydney.
00:29:23.680 --> 00:29:26.000
I mean, I want you to be able to hire people that you trust, right?
00:29:26.079 --> 00:29:32.960
Because you're gonna have to relinquish some of the control because you can't do it all for you can't do it all and you can't do it all forever.
00:29:33.119 --> 00:29:37.920
So hire somebody that you feel confident, confident and comp that can answer the phone.
00:29:38.079 --> 00:29:44.720
Um, but I mean, at the beginning, if you feel like you want to take those calls, roll it to yourself, right?
00:29:45.200 --> 00:29:54.880
I mean, yeah, but again, making sure that you hire people that you feel confident in their skill set so that you you know you have it have a team.
00:29:55.200 --> 00:29:55.759
That's right.
00:29:56.000 --> 00:29:56.880
Okay, got it.
00:29:57.039 --> 00:29:57.839
Thank you, Lisa.
00:29:57.920 --> 00:29:58.799
This was awesome.
00:29:58.880 --> 00:30:01.039
Uh as always, I appreciate you.
00:30:01.279 --> 00:30:04.559
I know you're a very busy person, so thank you for taking the time to do this.
00:30:04.720 --> 00:30:05.680
I appreciate you.
00:30:05.839 --> 00:30:07.759
And I know that our listeners do as well.
00:30:08.720 --> 00:30:08.960
Okay.
00:30:09.359 --> 00:30:10.240
Until next time.
00:30:10.400 --> 00:30:11.039
Thanks a lot.
00:30:11.359 --> 00:30:11.839
Thank you.
00:00:02.399 --> 00:00:05.919
Hello everyone and welcome to this Tuesday talk.
00:00:06.320 --> 00:00:08.800
I have my friend Lisa joining us today.
00:00:08.960 --> 00:00:11.759
I'll have Lisa introduce herself in just a moment.
00:00:12.880 --> 00:00:17.760
But before we get into things, just wanted to cover a couple of housekeeping items.
00:00:18.079 --> 00:00:24.879
We love audience participation, and for our live listeners, you can ask a question.
00:00:24.960 --> 00:00:29.280
And Lisa and I are visiting over the course of the next 30 minutes.
00:00:29.600 --> 00:00:33.840
So you can do that by means of clicking the QA button.
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Most likely it's on the bottom of your Zoom screen, maybe at the top.
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If you don't see the QA button, click the button that's a circle of three dots.
00:00:41.920 --> 00:00:42.479
It says more.
00:00:42.719 --> 00:00:45.359
Click on that, and then you will see the QA button.
00:00:45.439 --> 00:00:50.399
So if you click on that, the box will pop up and you can type in a question.
00:00:50.960 --> 00:00:55.359
Anonymous on the questions around this and at least anonymous or visiting.
00:00:55.439 --> 00:00:56.159
So type in a question.
00:00:56.240 --> 00:00:57.039
There's even a little box.
00:00:57.119 --> 00:00:58.560
You can click this as anonymous.
00:00:58.960 --> 00:01:02.320
If you don't want me to know your name, completely up to you.
00:01:02.719 --> 00:01:07.200
But we encourage you to ask questions because it just makes sort of a greater conversation.
00:01:07.840 --> 00:01:12.239
And for our listeners who are watching this on a recorded basis, thank you for watching.
00:01:12.560 --> 00:01:13.439
It's going to be great.
00:01:13.599 --> 00:01:27.519
Every time I have interviewed Lisa, we we end these calls saying, like, gosh, I can't um I can't stress enough how informative these calls are with Lisa because sales is a very important part of any Right at Home business.
00:01:27.599 --> 00:01:30.239
So it's packed full of really great information.
00:01:30.319 --> 00:01:34.879
Um Lisa, without further ado, would you introduce yourself to our listeners, please?
00:01:35.359 --> 00:01:35.599
Sure.
00:01:35.760 --> 00:01:36.319
Hi everyone.
00:01:36.400 --> 00:01:40.719
My name is Lisa Thompson, and I am the director of sales here at Write at Home.
00:01:40.959 --> 00:01:54.239
I have been here for two and a half years, but been in the industry for, I was just kind of thinking about this, about 18 years in the home, healthcare, home care space, and I've been a nurse for 30 years.
00:01:54.319 --> 00:01:57.200
So you do the math, yes, 30 years as a nurse.
00:01:57.359 --> 00:02:02.239
So pretty extensive background in the healthcare and home care industry.
00:02:02.319 --> 00:02:03.840
So okay, got it.
00:02:04.000 --> 00:02:05.920
All right, so let's get right into it.
00:02:06.159 --> 00:02:11.199
So when you say you are the director of sales, what does that mean?
00:02:11.599 --> 00:02:12.960
Okay, that's a great question.
00:02:13.199 --> 00:02:39.120
So my role really is here for this franchise system is to help our owners and all of their outside sales or inside sales or any of their team members better know how to talk about, go and seek different referral sources to drive more referrals and ultimately help our system serve more seniors.
00:02:39.360 --> 00:02:42.879
So we want to serve more seniors because we know we're the best at it.
00:02:43.120 --> 00:02:48.719
So my my role really does touch all franchisees.
00:02:48.879 --> 00:02:57.360
Um it touches all of their employees because we know that each role in an office has some role in sales, whether they like it or not.
00:02:57.439 --> 00:03:05.199
Um I equate it to like a relay race, and so everybody has the baton, and each person does have a role in sales.
00:03:05.360 --> 00:03:07.919
So my role is just to really help help that.
00:03:08.000 --> 00:03:18.000
Um and because of my healthcare background, um a good portion of our referrals, um, the really great referrals that are consistent come from our healthcare referral providers.
00:03:18.080 --> 00:03:29.680
So also my role is to help educate you all, if you don't have a healthcare background, how to work very closely with the healthcare system, uh, what's important to them, how we're how we become the best partner.
00:03:30.240 --> 00:03:30.560
Okay.
00:03:31.039 --> 00:03:54.319
So knowing that our audience today are people who are interested in potentially joining the right at home system as brand new franchise owners with with Bride at Home, um, many of which have never been a franchisee before, have never owned a business before, and also may not have any home care experience.
00:03:54.560 --> 00:04:01.199
So uh if you would please explain the difference between inside sales and outside sales.
00:04:01.840 --> 00:04:02.159
Okay.
00:04:02.800 --> 00:04:13.599
So when I talk about outside sales, that means that I'm going to leave the the walls of my my my my four walls of my building and I'm gonna go out and I'm going to make relationships.
00:04:13.840 --> 00:04:18.800
So my role is to be responsible for making my phone ring.
00:04:18.959 --> 00:04:31.120
So I'm going to be going to hospitals, I'm going to be going to skilled nursing facilities, I'm going to go to home health care companies, I'm going to go to hospice companies, I might go to elder law attorneys, estate planners, communities.
00:04:31.279 --> 00:04:37.680
So I'm going to be out and about every day in my community finding different people to go have conversations with.
00:04:37.839 --> 00:04:50.160
I like to say conversations versus presentations because this really is relational and it really is more consultative when we go out and meet our different referral sources or potential prospects.
00:04:50.319 --> 00:05:01.519
So the outside sales is going to be out there building new relationships, identifying new people to go and establish relationships with to drive referrals and make the phone ring.
00:05:01.680 --> 00:05:13.279
So once that outside salesperson establishes that relationships, they build that trust, and then the phone rings, then the person that's inside those four walls is going to be answering the phone, which is the inside sales.
00:05:13.360 --> 00:05:18.720
So that they're kind of like your first impression, your first impression of the person that that uh that calls.
00:05:18.800 --> 00:05:28.720
So they're the ones that picks up the phone and really um counsels the person that's calling about trying to root to seek care for their for their mom.
00:05:28.879 --> 00:05:31.439
So mom or dad or their loved one.
00:05:31.600 --> 00:05:40.560
Um so then their job is to either sign them up as a new client or potentially get into the home to do an assessment.
00:05:40.720 --> 00:05:45.279
So when we go in and do an assessment in the home, figure out kind of what's going on.
00:05:45.360 --> 00:05:55.040
It requires a home assessment plus all sorts of questions to kind of understand what's going on and then how we can best help as a home care company because our ultimate goal is to keep people safe in the home.
00:05:55.120 --> 00:05:56.000
So okay.
00:05:56.240 --> 00:05:56.560
All right.
00:05:56.720 --> 00:06:05.439
So more follow-up questions for you from what you just said, and a frequently asked question that we get um regarding referral um sources.
00:06:06.240 --> 00:06:10.959
What um uh how do you assist brand new franchise owners with identifying?
00:06:11.040 --> 00:06:18.959
I just purchased a new territory, I'm a little unfamiliar with with where who I'm supposed to be contacting here in my territory.
00:06:19.120 --> 00:06:26.240
How do you assist with helping franchise owners identify all the potential referral sources in their new territory?
00:06:26.480 --> 00:06:28.000
Yeah, so that's a great question.
00:06:28.240 --> 00:06:43.519
So prior to, so once you join the system, prior to coming to Residence Week, which is when we come for a whole week and we do a whole week of training with other franchisees that just purchased, um, we we you and I will meet, or we might meet as a group, but you and I will meet.
00:06:43.680 --> 00:06:52.160
And so uh I we'll start by kind of identifying within your territory these are the types of places that we need to go call on.
00:06:52.240 --> 00:07:03.839
So there's different ways that we can Google it, we can use the CMS website, which is the Center for Medicare Services, um, we can use ChatGPT or any any type of AI, um, Google.
00:07:04.160 --> 00:07:13.519
So uh we're gonna guide you as to these are the places that you need to identify within your zip code, and we'll make a list and then we will kind of go from there.
00:07:13.680 --> 00:07:22.000
And there's different strategies for each of these different types of referral sources because they all have different needs and different outcomes that are important to them.
00:07:22.240 --> 00:07:39.920
So, again, all things that we'll review and will help narrow down, these are the types of people that I want you to identify within your territory, and then we'll rank them together, we'll map your territory, and um and then you'll come to Residence Week, and then we'll we'll have a whole day of sales.
00:07:40.160 --> 00:07:40.959
Okay, got it.
00:07:41.040 --> 00:07:42.720
So you mentioned different strategies.
00:07:42.879 --> 00:07:47.839
Do you provide guidance on those different types of strategies for the different types of referral sources?
00:07:48.160 --> 00:07:58.000
Yes, so um either we'll meet in person like this or over Zoom one-on-one, which which we will, um, but then we also have a library of videos.
00:07:58.240 --> 00:08:08.879
So it it'll be videos that um I've pre-recorded, um, which I'm still doing for different referral sources, so you can join those as as time goes on.
00:08:09.120 --> 00:08:11.439
But uh you will have a video series.
00:08:11.600 --> 00:08:15.040
I think there's probably about 15 of them now that have been created.
00:08:15.199 --> 00:08:29.120
So if I'm if I want to learn more about home health, then I can watch the home health care video and it will talk to you about what home health care is, who the players are within home health, what's important to them, and then strategies about how to target them as a referral source.
00:08:29.199 --> 00:08:30.079
Who should I meet first?
00:08:30.240 --> 00:08:31.360
What do I say to them?
00:08:31.600 --> 00:08:35.919
How do I get to from an influencer to maybe the decision maker?
00:08:36.240 --> 00:08:39.759
So it has all those strategies for each of those different referral sources.
00:08:40.000 --> 00:08:41.039
Okay, got it.
00:08:41.200 --> 00:08:52.559
So um this is a question that just came in um from an audience member, and it has to do with um rejection for back of letter, lack of better terms.
00:08:53.039 --> 00:09:02.799
So, as we all know, um, you know, when it comes to outside sales, you you hit up some referral sources and you're gonna be told no quite frequently.
00:09:03.120 --> 00:09:20.559
So, what are some of the things um that you do to help guide franchise owners um to help them kind of overcome that uh sense of you know rejection and um to ultimately get to where um the referral source uh will consider them uh and say yes.
00:09:20.639 --> 00:09:26.399
Um just talk a little bit about uh overcoming those challenges and how persistence is key.
00:09:26.720 --> 00:09:28.000
Yeah, persistence is key.
00:09:28.159 --> 00:09:30.159
Persistence without being a pest, I would say.
00:09:30.240 --> 00:09:32.879
And yeah, you are gonna experience some rejection.
00:09:33.120 --> 00:09:39.200
I would say, as a general rule, though, um the people that we're going and calling on are generally pretty nice people.
00:09:39.279 --> 00:09:41.840
They're social workers, they're case managers.
00:09:42.000 --> 00:09:49.360
Um so what I would say is you might not feel rejected so much as I just can't get to them.
00:09:49.519 --> 00:09:58.720
Um, but then we have also strategies because there's lots of people within this industry that you can go make friends with that likely have relationships with those people that are hard to get to.
00:09:58.879 --> 00:10:07.440
And so that's all part of the training that says, okay, you can't get to this person, let's go meet somebody that can, and then we're gonna kind of pile up with them and have them introduce.
00:10:07.600 --> 00:10:15.200
Um, there's just also other strategies that we can kind of work through together to figure out how to get to those hard to get to people.
00:10:15.360 --> 00:10:23.279
There's always a way, and I would also say that the best salesperson isn't uh the one that never faces rejection, it's the one that just keeps going back.
00:10:23.440 --> 00:10:30.720
So people have bad days, sometimes it's just not there, you know, somebody isn't very pleasant to you, and maybe they're just having a really bad day, right?
00:10:30.879 --> 00:10:36.879
Um, so again, we'll we'll just talk through strategies that um that there's always a way.
00:10:37.039 --> 00:10:37.679
There's always a way.
00:10:37.759 --> 00:10:40.080
Just sometimes it's just a little bit different path.
00:10:40.720 --> 00:10:44.240
Um, it's this is a very relational cell.
00:10:44.559 --> 00:10:47.759
Um, and so we just have to go make relationships with people.
00:10:47.919 --> 00:10:53.600
And then I would say connecting the dots between this person and this person can help me get to the next person.
00:10:53.919 --> 00:10:54.240
Okay.
00:10:54.559 --> 00:10:58.000
Um, so something that you said made me think of thank you for that.
00:10:58.080 --> 00:11:03.279
Um, and and for whoever typed in that question, if you we need you need more clarity, just let me know.
00:11:03.440 --> 00:11:12.799
Um But um something that you said, uh the person who is is doing the role of of outside outside salesperson.
00:11:13.519 --> 00:11:27.519
So what is your recommendation on if it should be the franchise owner themselves, knowing we may sell a franchise to someone who says, uh, sales is not my strong suit, and I'm just not quite sure that I'm comfortable doing that.
00:11:27.759 --> 00:11:33.919
What is our recommendation on if you as the franchise owner should be that outside salesperson?
00:11:34.480 --> 00:11:38.399
Um, and if not, then then then what is the plan?
00:11:38.480 --> 00:11:44.080
And and if if you if you feel like it should be the franchise owner themselves, why is that?
00:11:44.399 --> 00:12:01.200
Yeah, so I mean, I think ideally in the beginning, it should be the franchise owner because you are the one that can go and as the owner, you are figuring out your territory, you're figuring out the different referral sources, and I can promise you nobody's gonna love your business more than you.
00:12:01.759 --> 00:12:09.759
Um, but I also understand that if it's just not your thing, and uh then then you hire for it, right?
00:12:10.000 --> 00:12:13.519
So I think that the decision has to be made by you.
00:12:13.679 --> 00:12:16.080
Uh the non-negotiable is that it has to be done.
00:12:16.159 --> 00:12:20.240
So whether it's you or your first hire because it you don't want it to be you.
00:12:20.399 --> 00:12:28.960
Uh, that being said, I do think that it's always important for the owner to have a pulse on their territory and know their biggest referral sources.
00:12:29.039 --> 00:12:35.519
Um, because within this industry, if you're hiring an outside salesperson, there's always a chance that somebody might leave.
00:12:35.679 --> 00:12:43.919
And what we don't want to do is have uh whoever you hire leave, and then you be left with having no relationship with some of your top referral sources.
00:12:44.080 --> 00:12:57.039
So, regardless if it's your thing or not, um I think that there has to be um some sort of traction by the owner within your territory.
00:12:57.679 --> 00:12:58.480
Okay, got it.
00:12:58.559 --> 00:12:59.840
So let's thank you for that.
00:12:59.919 --> 00:13:02.960
Let's um I I I keep saying, let's back up.
00:13:03.039 --> 00:13:07.679
I'm just known for jumping around, so I'm not going in any particular order.
00:13:07.919 --> 00:13:09.600
I just I have so many questions for you.
00:13:09.679 --> 00:13:15.200
I'm I'm jumping around a lot, but it's it's hopefully very relevant to um and informative to the people who are listening.
00:13:16.080 --> 00:13:19.200
So um backing up to residence week.
00:13:19.600 --> 00:13:25.360
So you've already mentioned a couple of times, like, okay, we are going to meet uh prior to residence week.
00:13:25.440 --> 00:13:27.919
And here's what we're gonna talk about before residence week.
00:13:28.240 --> 00:13:41.759
So let's talk about what actually happens during residence week, knowing that most of the people who attend residence week, shortly thereafter, leaving residence week, you are gonna go home and you're gonna open your business.
00:13:41.919 --> 00:13:49.679
But in hopes that um, you know, opening your business, you've already gone around to some of those referral sources uh in the area.
00:13:49.759 --> 00:13:59.120
So just talk a little bit about what happens during residence week and how you kind of prepare them to go home and and really get going on inside sales and outside sales.
00:13:59.440 --> 00:14:07.679
Yeah, so I will just back up just two shakes because prior to going to residence week, like I said, we're really gonna talk about the importance of outside sales.
00:14:07.759 --> 00:14:14.639
We're gonna be identifying all of our targets that we're going to want you to be going and um prospecting.
00:14:15.120 --> 00:14:22.480
We're gonna give you talking points of how to talk to those referral sources because you don't have your doors open yet, so sometimes that may feel a little odd.
00:14:22.559 --> 00:14:30.639
It's more just a fact, it's more just a like I'm just gonna go and be very curious about how those others serve seniors.
00:14:30.799 --> 00:14:41.279
Um, but we want you to get in front of these referral sources because we know that it takes about eight to 12 times to meet them before you can really establish that trust and drive referrals from that.
00:14:41.440 --> 00:14:50.879
So we want you to get a jump start so that when you come to Residence Week and then we start really diving into these different types of referral sources that you've been like, okay, I've met them.
00:14:51.039 --> 00:14:58.080
I I can I can start to visualize like who who what conversations I've had, what conversations I need to have differently.
00:14:58.240 --> 00:15:09.600
Um, and then throughout that day, I unfortunately I only have a day with you guys, um, but we will really dive into home health, hospice, and rehab or skilled nursing facilities.
00:15:09.759 --> 00:15:20.879
So we'll talk a lot about how we're gonna go target them and what's important and what your day should look like and how many visits that you should be making every week and kind of what that looks like.
00:15:21.120 --> 00:15:38.480
I will say too that we um have kind of a cool thing happening here at Right at Home that prior to coming, this next group prior to coming, we do have uh an AI sales agent where it's uh a persona that we're going to have you guys test out prior to coming.
00:15:38.559 --> 00:15:40.559
So you will be selling to an AI agent.
00:15:41.360 --> 00:15:46.000
It's in a very safe environment because nobody is watching you and you get to just practice.
00:15:46.080 --> 00:15:48.480
So inside sales and outside sales.
00:15:48.720 --> 00:15:57.039
So we're excited about that so you can practice, and then when you come to Residence Week, after all you've learned and after all we've practiced, then we'll have you uh try it again.
00:15:57.279 --> 00:16:03.039
So it's gonna give you a safe space to have conversations and really just help with the repetition.
00:16:03.120 --> 00:16:09.600
So it really is all about repetition and learning how to speak the language, and so we're really excited about that.
00:16:09.919 --> 00:16:10.879
Okay, got it.
00:16:11.039 --> 00:16:13.519
Um here is a question that just came from the audience.
00:16:13.679 --> 00:16:29.360
It says, are hospitals, hospices, uh, care homes that fall into the zip codes that make up your territory only exclusive for the owner of that territory, or can other territory owners also utilize those referral source locations within your territory?
00:16:29.679 --> 00:16:30.799
Okay, that's a great question.
00:16:30.879 --> 00:16:33.120
It's like that's a really great question.
00:16:33.200 --> 00:16:46.399
Um, because we know that within your zip code, if there's a hospital that's sitting right outside your zip code, they're probably referring in, which is why we really encourage uh franchisee relationships between each of the territories.
00:16:46.480 --> 00:17:00.879
So if you have a referral source, maybe like a hospice or home health or the hospital that will refer into your territory, we just want you to work really closely with the franchisee that that lives within that zip code.
00:17:00.960 --> 00:17:03.360
And so we can help make those connections.
00:17:03.600 --> 00:17:21.920
It's part of buying why uh buying uh into a franchise system that has that brand awareness is that we should all be working very closely together to serve our community, whether it sits in, you know, in the referral source themselves sits within your territory or their territory.
00:17:22.000 --> 00:17:35.920
Um, because we always want to we always want to make sure that we're taking care of the that referral, regardless if it's my neighbor or if it's in my territory, because we want the right-at-home brand to stay strong.
00:17:36.240 --> 00:17:54.160
So um it will not be on your target list to begin with, per se, but yes, when you will work with your the the local um franchise owner within that territory will help make those connections because we want you to have relationships with them since they'll be referring into you as well.
00:17:54.480 --> 00:17:55.519
Okay, perfect.
00:17:55.759 --> 00:17:56.480
Thank you for that.
00:17:56.640 --> 00:17:58.079
And here is another question.
00:17:58.160 --> 00:18:04.559
It's asking they're asking, are referral sources institutions or potential customers?
00:18:05.680 --> 00:18:12.319
I mean, I think they're both, but I would say that uh people refer places don't.
00:18:12.559 --> 00:18:18.400
So yes, you might go to a building, but it's within the building, it's the people that are going to be referring.
00:18:18.559 --> 00:18:21.279
Um, and they 100% are your customers.
00:18:21.440 --> 00:18:32.079
So um I would say um yeah, I mean, it you're going to go to a building, but it's not just the building that's referring, it's the people.
00:18:32.160 --> 00:18:39.039
So it's more about knowing who your contacts are within that community or that facility or that hospital.
00:18:39.359 --> 00:18:41.680
Yes, and I've I I agree with you.
00:18:41.839 --> 00:18:51.680
I I would answer it as uh institutions are the ones that are going to be referring potential customers to you, the franchise owner.
00:18:51.920 --> 00:19:08.720
Um but as far as um, you know, like residential homes in your territory where people live, you know, those are customers within those homes, not necessarily that those are um a specific referral source, you know, of residential homes.
00:19:09.839 --> 00:19:17.440
At least it's referring to referral sources as businesses, people within those businesses that can refer customers to you.
00:19:18.400 --> 00:19:19.440
Does that make sense?
00:19:20.799 --> 00:19:21.680
Okay, got it.
00:19:21.839 --> 00:19:24.000
All right, so um let's see here.
00:19:24.160 --> 00:19:37.519
All right, so you mentioned uh during residence week um or actually prior to residence week, you're gonna give um uh new franchise owners those talking points, you know, how to talk to these referral sources and what to say.
00:19:37.920 --> 00:19:48.319
In addition to that, and I'm assuming this it could happen before residence week, during or after, what about like the um uh associated actual tools?
00:19:48.559 --> 00:20:01.039
So, like when they go to a referral source, like you already coached them on what to say, but are there like what do you what do they give them to say, all right, so I'm Jen Cheney, I'm the new franchise owner in the area.
00:20:01.119 --> 00:20:03.920
Uh instead of just saying that, is there something that you leave there with them?
00:20:04.000 --> 00:20:05.359
And yeah, what is that?
00:20:05.680 --> 00:20:08.720
So um I work very closely with the marketing department.
00:20:08.799 --> 00:20:18.480
So sales and marketing go hand in hand, but marketing is more the collateral and the things that I can take in with me as a salesperson, and as a salesperson, I'm going to be the one to have the conversation.
00:20:18.559 --> 00:20:20.559
So they very much go hand in hand.
00:20:20.799 --> 00:20:29.680
Um in addition to the videos to learn how to go call on these types of salespeople, we also have key target profiles for each and every referral source.
00:20:29.759 --> 00:20:36.400
I think we're up to about 18 of them now that you would go call on, and they all have the same flow and it all follows the sales process.
00:20:36.559 --> 00:20:51.759
So the questions that I might ask when I'm prospecting, the questions that I'm asked if asking once I get an in-person interview where we're they're expecting me, I'm on their calendar, I'm so excited I get to go in and I'm guaranteed a 15-minute conversation, or hopefully maybe even longer.
00:20:51.839 --> 00:20:55.519
Um, what are some really great questions that would be important for home health care?
00:20:56.000 --> 00:21:03.119
All of them are going to be a little bit different because we know their needs are a little bit different, but these key target profiles kind of walk you through the sales process.
00:21:03.279 --> 00:21:06.720
They talk about objections that each of your referral sources might have.
00:21:06.880 --> 00:21:14.480
It talks about how you kind of what what our value add is for each of those different types of referral sources.
00:21:14.640 --> 00:21:18.000
So, how does home care create value for home health?
00:21:18.160 --> 00:21:28.960
Or how does home health or home care create value for a hospice company, or how does home care create value for a community, like an assisted living, an independent living, or memory care.
00:21:29.039 --> 00:21:31.839
Um, and then it talks about how do I ask for the business, right?
00:21:32.000 --> 00:21:37.119
So we know it's important that relationship is so important, but eventually I can't just be their friend.
00:21:37.200 --> 00:21:40.000
I have to be able to ask them for the referrals.
00:21:40.240 --> 00:21:48.079
So these these resources for each of these key targets will be very valuable for you to have.
00:21:48.240 --> 00:21:51.359
I encourage you to look at them even before you come to Residence Week.
00:21:51.440 --> 00:21:58.480
So if you have questions, and then they will be your best friend in your car before you walk into a building and kind of review them that way.
00:21:58.720 --> 00:21:59.759
We also have prospecting.
00:22:00.160 --> 00:22:05.039
Best practices, we have a lot of materials for you to review prior to coming.
00:22:05.279 --> 00:22:13.119
And then after you leave Residence Week, then we aren't done yet because when things really start to make sense or when you're out in the field.
00:22:13.200 --> 00:22:18.160
So that's when you're gonna be like, oh, okay, that's what that's what I watched, or that's what she's talking about.
00:22:18.559 --> 00:22:25.599
So then we will start to meet, and we will meet um we'll meet at least four, six, eight.
00:22:25.680 --> 00:22:29.759
I will still meet with people up to a year, or even any, I'm always available for anybody.
00:22:29.839 --> 00:22:34.240
I have you know owners that have been in the system for 25 years, and I will connect with them.
00:22:34.400 --> 00:22:37.200
So um, yeah, that ongoing support.
00:22:37.440 --> 00:22:39.759
Okay, you're you are gonna love this next question.
00:22:39.839 --> 00:22:41.279
I'll I'll read it to you word for word.
00:22:41.440 --> 00:22:41.920
Here it is.
00:22:42.160 --> 00:22:42.319
Okay.
00:22:42.480 --> 00:22:50.799
It says considering that there are many private senior care agencies and other competitors also working in the same area and fighting for the same referrals, yeah.
00:22:51.039 --> 00:22:55.759
How do you stand out and beat them to those referrals and be their preferred agency?
00:22:55.839 --> 00:22:58.799
And will the right-at-home name help here at all?
00:22:59.039 --> 00:23:04.000
Or will will it be purely based on my selling power and how I come across?
00:23:04.880 --> 00:23:06.559
I mean, I think it's a little bit of both.
00:23:06.640 --> 00:23:18.640
So I think the right at home um brand definitely has power, but I will say that it becomes more powerful when you're a part of the equation.
00:23:18.799 --> 00:23:22.720
So again, it goes back to people like to refer to people, not places.
00:23:22.960 --> 00:23:28.160
And so it's all about you establishing that trust and that relationship with that referral source.
00:23:28.240 --> 00:23:30.640
And you're right, there is a lot of competition.
00:23:30.799 --> 00:23:43.759
Um, in fact, I pulled a statistic from um activated insights and as of in 2025, so this is a little bit dated, um, there were 507,000 home care businesses in the US.
00:23:44.240 --> 00:23:44.480
Okay.
00:23:44.960 --> 00:23:53.279
But I would say that the differentiator is that uh maybe 20% of those have people that are outside actually establishing relationships.
00:23:53.440 --> 00:23:57.839
So that's why you want to be one of those people that are outside establishing those relationships.
00:23:58.079 --> 00:24:13.599
Um but the differentiator really is going to be you and how you show up and um if you're responsive and if you're transparent and if you are communicative and if you understand what they need, um, making it about them more than about you.
00:24:13.839 --> 00:24:25.920
I think that my my favorite thing is that I think when you purchase a business if in home care, um it's a really exciting thing of how you're going to be helping seniors.
00:24:26.000 --> 00:24:29.759
And I think we always kind of gravitate to back what we know best and what we're excited about.
00:24:29.839 --> 00:24:36.240
And so we we want to go out and shout in the world that we're so great and we give the best bath in town and we're just this and this and this, right?
00:24:36.559 --> 00:24:47.279
Um, but you're really going to earn the respect from your referral sources when we can kind of settle back and learn more about them and make it about them and what's important to them, and that's where you earn that trust.
00:24:47.440 --> 00:24:58.799
Um, but at the end of the day, the differentiator is really going to be it's gonna be you at first making the phone ring, and then it's gonna be about everything that happens after the phone rings.
00:24:58.960 --> 00:24:59.119
Yep.
00:24:59.279 --> 00:25:02.240
Um, because you're gonna make the phone ring.
00:25:02.319 --> 00:25:10.240
If you stick to the plan, you you your phone is going to ring from those referral sources if we stay persistent and consistent.
00:25:10.400 --> 00:25:14.559
Um, but then we have to kind of your mouth has to match your feet.
00:25:15.039 --> 00:25:17.279
Or your feet have your feet have to match your mouth.
00:25:17.359 --> 00:25:19.680
And so what we say is going to happen has to happen.
00:25:19.759 --> 00:25:22.319
And that's how you'll drive those consistent referrals.
00:25:22.480 --> 00:25:28.480
Um, but I would just say you just you have to be out in your community and you have to be establishing those relationships.
00:25:28.640 --> 00:25:33.359
But a lot of it will be who the person is that is out there representing the brand.
00:25:33.599 --> 00:25:33.920
Yes.
00:25:34.079 --> 00:25:39.680
Okay, that was a perfect segue into we've got we have talked for 25 minutes about outside sales.
00:25:39.839 --> 00:25:42.400
I want to talk just a smidge about inside sales.
00:25:42.559 --> 00:25:48.079
So you mentioned, all right, you getting out there and hitting up those referral sources, it is gonna eventually make the phone ring.
00:25:48.240 --> 00:25:58.799
So when the phone rings, chances of me, Jen Chaney, the franchise owner, answering the phone are are probably pretty slim because I'm gonna be out there doing inside sales.
00:25:58.880 --> 00:26:04.160
So the person answering the phone, they're the ones that are essentially in charge of the inside sales.
00:26:04.319 --> 00:26:08.000
The phone rings and says, Hey, I've got somebody who who needs care.
00:26:08.079 --> 00:26:20.880
So what kind of guidance or tools or coaching do you provide to help with that inside sales so that when the phone rings, what it ultimately can lead to is an in-home assessment and eventually a new client.
00:26:21.119 --> 00:26:21.440
Yeah.
00:26:21.599 --> 00:26:26.640
I mean, this sounds really, really basic and you guys might all giggle, but um, answer your phone.
00:26:27.359 --> 00:26:29.039
I mean, that is very basic.
00:26:29.200 --> 00:26:37.200
There are so you will get phone calls, I promise you, that will say that people will say you're the third person I've called and you were the people that picked up your phone.
00:26:37.599 --> 00:26:46.720
Um so number one, answer your phone and answer your phone with a smile on your face because it will come across even through a phone, even though they can't see you.
00:26:47.039 --> 00:26:55.359
And I think um again, it's sitting back and and um asking really great questions and never trying to pitch somebody.
00:26:55.440 --> 00:27:06.160
Um, most of the time when people are calling, they're in some sort of crisis mode and they maybe have thought about getting help for their mom for a really long time and they're finally picking up their phone to call you.
00:27:06.240 --> 00:27:13.359
And so you want to make sure that you engage them in the right way and listen and be that resource.
00:27:13.440 --> 00:27:29.200
Um, and I will say this to you that even if you don't come from the senior care um background, by the time you kind of get through this process and get through residence week, if you've spent even eight hours learning about senior care, you know more than about 99% of the population.
00:27:29.279 --> 00:27:31.680
So you pretty much can consider yourself an expert.
00:27:31.920 --> 00:27:32.240
There you go.
00:27:33.200 --> 00:27:40.319
But um I do, I think it's answer your phone, um be that resource, um, and show empathy.
00:27:40.480 --> 00:27:47.839
Show empathy and guidance and that and it confidently that you can help um help their family during this crisis situation.
00:27:48.000 --> 00:27:49.680
So okay, thank you for that.
00:27:49.839 --> 00:27:51.519
And time flies when you're having fun.
00:27:51.599 --> 00:27:52.960
We just have a couple minutes left.
00:27:53.200 --> 00:28:01.359
Lisa, is there anything that we haven't talked about over the course of the past 30 minutes uh that you would like to uh bring up to our audience today?
00:28:01.519 --> 00:28:04.880
We're gonna do this again because I could talk to you for like several more hours.
00:28:04.960 --> 00:28:07.440
And I this this is information that people really love.
00:28:07.519 --> 00:28:10.400
But anything you'd like to mention before we part ways here?
00:28:10.799 --> 00:28:24.400
I mean, I just think that one of the most important things that I hope that you will gather from this conversation is um, you know, getting somebody that searches Google and and decides to call you.
00:28:24.559 --> 00:28:33.440
Um, those are kind of cherry on the top, but um I can't impress upon you enough how important it is to be in charge of making your own phone ring.
00:28:33.599 --> 00:28:36.960
So we have a really cyclical business, it's like this.
00:28:37.200 --> 00:28:52.799
Um and we always want to know that we have a pipeline of referral sources that will continually refer instead of just kind of sitting there hoping and praying that your phone rings, we need to be in charge of making it ring with the clients that we want to serve.
00:28:52.880 --> 00:29:00.559
So and if you again, if you believe you're the best at it, then um you should get out there and talk about it because we want to serve more seniors.
00:29:00.799 --> 00:29:10.319
Okay, so the the there was a question that came in, and I want to ask it about before we hang up here because it's a great question, and it has to do with inside sales, and while we were talking about like answer your phone.
00:29:10.480 --> 00:29:21.039
So this person is asking with inside sales, initially, while you are building your business from the ground up, would you suggest to forward those calls to your cell phone as the owner in order to close those sales yourself?
00:29:21.359 --> 00:29:23.599
Well, I think it depends on your hire that Sydney.
00:29:23.680 --> 00:29:26.000
I mean, I want you to be able to hire people that you trust, right?
00:29:26.079 --> 00:29:32.960
Because you're gonna have to relinquish some of the control because you can't do it all for you can't do it all and you can't do it all forever.
00:29:33.119 --> 00:29:37.920
So hire somebody that you feel confident, confident and comp that can answer the phone.
00:29:38.079 --> 00:29:44.720
Um, but I mean, at the beginning, if you feel like you want to take those calls, roll it to yourself, right?
00:29:45.200 --> 00:29:54.880
I mean, yeah, but again, making sure that you hire people that you feel confident in their skill set so that you you know you have it have a team.
00:29:55.200 --> 00:29:55.759
That's right.
00:29:56.000 --> 00:29:56.880
Okay, got it.
00:29:57.039 --> 00:29:57.839
Thank you, Lisa.
00:29:57.920 --> 00:29:58.799
This was awesome.
00:29:58.880 --> 00:30:01.039
Uh as always, I appreciate you.
00:30:01.279 --> 00:30:04.559
I know you're a very busy person, so thank you for taking the time to do this.
00:30:04.720 --> 00:30:05.680
I appreciate you.
00:30:05.839 --> 00:30:07.759
And I know that our listeners do as well.
00:30:08.720 --> 00:30:08.960
Okay.
00:30:09.359 --> 00:30:10.240
Until next time.
00:30:10.400 --> 00:30:11.039
Thanks a lot.
00:30:11.359 --> 00:30:11.839
Thank you.
