Top Sales Strategies for Home Care Agencies

Top Sales Strategies for Home Care Agencies

Carolina: Hello everyone and welcome to today’s episode of CareSmartz360, a Home Care Podcast. I’m your host today, Carolina Gonzaga. I’m a Sales Account Executive at Caresmartz and somebody that’s passionate about not only home care but sales too. Today we have a guest, Tiffany Dutcher, who comes with a wealth of experience in the home care space. Not only does she know every hat worn in a home care agency, she was also an agency owner for 8 years and sold that business to become a premier coach for a premier home care brand across North America.

So this is somebody that has helped teams all over this continent to become successful with their sales approaches. We’re gonna be talking about all things sales as well as just what somebody needs to be, you know, personally successful at the role. What are the differences between marketing and sales, and some tips on how to make sure you’re approaching sales the right way. So without further ado, I’d like to welcome our guest, Tiffany Dutcher. I just want to take a moment to genuinely thank Tiffany for taking the time to chat with me. I found the conversation not only inspiring, but uplifting. It’s great to hear that this industry is in great hands with sales coaches like Tiffany. So thank you so much, Tiffany, for your time and for listening. Catch the new CareSmartz360 On Air episode, featuring coach and influencer, Tiffany Dutcher, who’s going to be talking about all of her top tips for home care sales and all of the exciting things happening in the space.

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Carolina: Thank you so much for joining Tiffany.

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Tiffany Dutcher: Hi.

00:00:49.737 –> 00:01:15.939
Carolina: Yeah, I’m great. And I’m so excited to be talking to you. I learned a little bit more about your background and feel like we have so many things that we have in common with our sales background. And so yeah, I’m just so thankful that you’re here before I start, and so that all the listeners can catch up to the last 20 min that we’ve been speaking. Could you just give me, you know, a really brief kind of

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Carolina: picture of kind of your journey of kind of how you ended up where you are today.

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Tiffany Dutcher: Yeah. So I accidentally got into home care. I started at 23 right out of college. Didn’t quite know what I was getting into I started in a Bright Star office locally here in Dallas, where I was born and raised, and I ended up becoming an owner in that office and owned for about 8 years before I sold

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Tiffany Dutcher: So I’ve been in the owner’s shoes before. I then went on to coach for a brand nurse next door at a national level. And so and helped with

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Tiffany Dutcher: okay pause.

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Carolina: Yeah, no. Problem.

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Tiffany Dutcher: Yup!

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Carolina: Yes.

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Tiffany Dutcher: So I started in home care straight out of college. I was 23 years old, and didn’t really quite know what home care was, or what I was getting myself into. I started at a Bright Star office locally here in Dallas, and ended up becoming an owner, and owned for 8 years before we ended up selling. I then went on to coach for nurse next door. I was their sales and business coach, and I worked all across the Us. With all different types of owners.

00:02:26.561 –> 00:02:44.470
Tiffany Dutcher: And it was really fun getting started with the owners, you know, that maybe didn’t have the sales experience, or didn’t know yet, and had sales experience, you know they were all over. And so that was quite the experience to be able to, you know, be within their 1st month. I didn’t walk into a brand new office. I had a different experience. I had.

00:02:44.470 –> 00:02:44.940
Carolina: Yes.

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Tiffany Dutcher: Me but they didn’t, so that got to be me. And it was really fun.

00:02:50.510 –> 00:03:13.519
Tiffany Dutcher: And I decided I wanted to do the coaching full time. At that point I was more of a consultant, and so I ended up at another franchise system for about 8 months, and I’m really good at going full throttle with sales, even though I know operations. And I think I went full throttle with sales. And there were some operational things that needed to be worked on. So

00:03:13.520 –> 00:03:24.870
Tiffany Dutcher: I ended up moving over to another company. But my heart is in helping owners. I love coaching them, teaching them and watching them be successful. Because I’ve been in their shoes.

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Tiffany Dutcher: I wanted the wine at 5 o’clock on a Friday.

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Carolina: Yeah.

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Tiffany Dutcher: Oh, no, it’s a struggle, but at times it’s very rewarding. So that’s kind of my journey. I’ve been in it for 15 years now, and you know things have changed. Some things have stayed the same.

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Carolina: Yeah. Well, I was gonna just comment on 15 years starting at the age of 23 to today. You probably also just saw all of the ways that the industry’s grown, even just in terms of technology and the changes in the way that claims are made. And oh, my goodness! There’s so much to know. What would you say is the thing that you’ve noticed in those 15 years as the biggest shift you know in home care.

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Tiffany Dutcher: Well, it’s funny. You say that because I made a joke. At some point that I lost.

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Tiffany Dutcher: I lost a whole decade of technology. So when I sold we were still doing paper timesheets and note sheets and notes. I remember being at the hospital right after I had my son going through the timesheets and notes to make sure they were ready for payroll and after I sold there was about 3 or 4 years before I started consulting. So back then we didn’t have

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Tiffany Dutcher: as many options. Even on the vendor side. We didn’t have as many experts. We kind of were all on our own other than working for a brand. So I think things have really advanced. I know technology out there scheduling systems. All of it’s really starting to catch up, and it’s so cool to watch that you know the owners have all this stuff at their fingertips.

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Tiffany Dutcher: and and I think it can really help them if they’ll start, you know, using the things correctly that are. Gonna I always say, coordinate the chaos, because if you coordinate the chaos and you get the engine running. Then sales works. The customer service is working, and that’s when you start growing.

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Carolina: Yeah, yeah, absolutely. Thank you for that. So knowing that you.

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Carolina: You know, I think with any, well, I’m coming from the healthcare industry. So. It’s probably true across. You know, every single type of business, but you know it’s easy to get caught up in the operational things which are so important, of course, but when you’re growing a business, sales is just so valuable. So for the kind of owners, or even new owners that are coming in. That you know, might not know where to start in terms of sales.

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Carolina: Could you share? Maybe just the 3 top sales strategies that you would kind of be able to give someone in an elevator that just needed your advice.

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Tiffany Dutcher: No. So when you 1st start in home care, we all know this. You’re wearing every hat, and you’re wearing hats. You didn’t even know you were.

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Carolina: Maybe even caregiver, maybe even caregiver.

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Tiffany Dutcher: A lot of times, caregivers. So you’re wearing all these different hats. And the easiest thing to set aside is cells, especially if it’s not natural for you and a lot of people that go into home care, you know, they don’t come from a sales background. And so I think it’s really important for someone like me who doesn’t like structure all the time.

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Tiffany Dutcher: I’m like a wild horse. You’ve got a time Block. You just have to. And time. Blocking is key, because if you don’t put it on your schedule, it’s not going to be done. But you don’t give yourself the option. I think you know I have to do payroll. This happened. You know I have a call with workers. Comp, that’s all great, but you have to do sales, and I say this to owners, you know, when you go in your year one and 2,

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Tiffany Dutcher: you are truly a 24, 7 business, and you have to know you’re making the investment, and that might mean doing some of the things after hours that you can do after hours. So sales can be done during the day. And that’s just something that has to be done year one and 2. And I think that’s important to know.

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Carolina: Absolutely absolutely any other tips. So I’m thinking it’s

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Carolina: I. I feel like you’ve covered, you know. Time blocking, of course, key blocking off that time a couple of hours, a few hours here and there during the week. Also, it’s almost like prioritizing. What can I be flexible with? Was what you’re saying right? And then, what do I really just need to do at this time? Because nobody wants a sales call at 10 o’clock or a hospitality visit? Do you have one more you could share?

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Tiffany Dutcher: And so when I get owners out there in the very beginning, I tell them a minimum of 25 sales calls a week. Now I think we have to understand the difference between marketing and sales calls.

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Tiffany Dutcher: Marketing is dropping off material sales calls, getting in front of a decision maker and actually talking about your service. And so you in the beginning might be doing mostly marketing. And that’s natural. You got to do some marketing to start doing some sales, but you need to get where you’re making 25 sales calls a week, and that might mean going to, you know, some of these.

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Tiffany Dutcher: some of these meetings where you’re meeting multiple people, networking events. That’s what I’m getting at. You might be going to networking events. But you have to set up a meeting from the networking event. So, being very strategic about what you’re doing as well, so 25 sales calls trying to get in front of the decision makers getting in front of the decision makers and doing presentations. Presentations need to come pretty quickly.

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Tiffany Dutcher: because that’s the way you get to the meat and potatoes of what you’re trying to talk to them about and don’t give up because it’s gonna be really hard in the beginning. You’re selling something new. You’re working in a sea of 500 other agencies. Who knows? In Dallas that’s about what we have here.

00:08:50.084 –> 00:09:04.809
Tiffany Dutcher: And so you’ve got to you. Got to stay in front of them and build that trust, and that’s the other thing they need to remember is you’re dating in the beginning. You’re building trust. You’re not selling. You don’t get the luxury of selling them yet. You’re just getting.

00:09:04.810 –> 00:09:05.360
Carolina: Yes.

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Tiffany Dutcher: Them because they need to know you’re coming back.

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Carolina: Yes, you know, this kind of leads me into my next question, and I love what you just said, because really good salespeople agreed, are really not looking for that. We’re not selling a Mid level marketing scheme. I don’t need you to sign up right now. And you really get, you know, more of a long standing, healthy sale if it is based on trust. And so with that

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Carolina: I would say that that would be one of the things I was. Gonna say, I’m gonna ask you about the pitfalls. What are a couple of things that you see that you would warn owners or sales people about in terms of pitfalls they can fall into that are gonna negatively impact their sales outcomes.

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Tiffany Dutcher: So spending the time in the wrong places and not being strategic about where you’re going. I think it’s so easy, too. I mean, we’ve all been offered to do bingo at a local Al or I.

00:10:04.270 –> 00:10:28.809
Tiffany Dutcher: That’s fine to do a few of those a month. If you’re being strategic about going back and meeting everybody else where you’re doing the bingo. You’re just showing up to do Bingo, to stay busy. You’re not really making sales calls, so there is a place for that. But I think that’s a pitfall is, you know, staying busy instead of actually doing the things that are gonna move the needle. I think giving up really fast, because we all know

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Tiffany Dutcher: The rejection hurts. And so if you’ve gone 6 times, you still feel like you’re getting rejected eventually, you’re going to take a hit to your ego, but you can’t let your ego get ahead of the sales process, and I think they say it takes 6 times for someone to even remember your name. So think about that. It’s not until the 6 in there that someone is truly going to remember you now they remember your name now it’s time to build the trust.

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Tiffany Dutcher: So the.

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Carolina: Yeah.

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Tiffany Dutcher: Getting up.

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Carolina: Oh, my!

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Tiffany Dutcher: Raise your hands.

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Carolina: All, I’m thinking Tiffany is me and you me, and you would definitely run an amazing sales coaching event together because you’re

00:11:04.830 –> 00:11:09.709
Carolina: I’m just ding, ding, ding! I’m disagreeing with you. Kind of with all of this, and

00:11:09.870 –> 00:11:22.199
Carolina: You know, I think, what makes you know not every operations person can be a salesperson, just like most salespeople, can’t be an operations person. So my question for you is

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Carolina: when you’ve been in both hats and then kind of helping coach and drive sales teams, you know, to really help them reach their goals, which is in the interest of the owner. Can you speak a little bit about the team, whether it be team selling, whether it be, you know, a certain approach. How do you make the whole team really feed into that sales funnel in a way that works. And you can even talk about what doesn’t work.

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Tiffany Dutcher: Well, I’m really glad you asked this, because this is really near and dear to my heart. So let’s go back to when I was an owner. Being the kind of owner I was. I ended up in the office all the time. You know. I was young. I had things to learn, but I really wanted to control all the processes and make sure they were done correctly. But I love sales. So how did I do sales within the office?

00:12:08.660 –> 00:12:32.069
Tiffany Dutcher: So this is really important, and I think this is missed so many times that it’s not separate. There’s not that much separation between sales and operations. If you’re out there selling the mission, then the operations have to match that mission, and that means the right kind of training, the right kind of hiring, the right kind of culture, and so so many times. I feel like, you know, the salesperson’s out there on an

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Tiffany Dutcher: island, and sometimes the office doesn’t even like the salesperson. And this does happen. And to me that says something’s broken because the owner should say, No, we’re all here for the same mission.

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Tiffany Dutcher: We’re all selling the same mission, and when you’re selling the same mission, then they should be aligned. And so I looked at every single client that came into my office at the time my husband was out doing sales. I looked at that client as an opportunity.

00:13:00.110 –> 00:13:10.830
Tiffany Dutcher: So I got the face sheet I looked at. Who was their home? Health? Where had they been to rehab? Who was their Pcp. So now we’re not out making tons of cold calls. We now have a client

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Tiffany Dutcher: we’re taking really good care of, and I have a Pcp to call and say, Hey, have you heard about Bright Star? This is what we’re doing for so and so, and then I can actually go make a sales call, and then I call that home. Help and say, Hey, let’s make sure we’re coordinating the care. You know. We’re doing things right. We know you’re in there, you know. There’s so much we’re synchronizing on the things to help this person, you know, get better and to rehab.

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Tiffany Dutcher: How can we keep working together for somebody else? And so I don’t think sales stop on the outside.

00:13:39.860 –> 00:13:48.998
Tiffany Dutcher: I think the sales engine is running on the inside, and if they’re running together, really well, that’s when you start seeing Referrals start coming in.

00:13:49.350 –> 00:13:50.360
Carolina: Yes.

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Tiffany Dutcher: Yeah.

00:13:51.560 –> 00:14:14.089
Carolina: I think, and I think somebody there that maybe doesn’t have your profile, your background starting to do sales. And I I think about this all the time, you know, going into a place, into a rehab, into a hospital, a doctor’s office. It’s always nice to bring coffee, but when every single Home Care Agency is bringing coffee. And what you’re saying is, let’s get in front of them while we’re actually already working together.

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Carolina: Yeah, how do you? How, how, what a powerful way to make an impact and to see. You know I will recommend it because they took the time to call and connect with every member of this circle of care. And I think that that’s, I think that’s so valuable. You should

00:14:28.450 –> 00:14:30.469
Carolina: We should talk, we should do another podcast just.

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Tiffany Dutcher: Talking about.

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Carolina: All of the ways.

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Tiffany Dutcher: I call it the ecosystem of the client. There’s a whole ecosystem around the client, and not only that when you connect those dots now you’re really going above and beyond for this family, and the family sees it. So then you start getting referrals, you start getting the reviews that brings on a whole nother, you know.

00:14:48.780 –> 00:15:00.530
Tiffany Dutcher: and so really comes down to one cell, creates the client, the clients, the heart of the business. The heart of the business is what keeps the business flowing, and if you’re treating that client correctly.

00:15:01.000 –> 00:15:02.972
Tiffany Dutcher: then coming in.

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Carolina: And with that, and I just did it. Just this just popped into my head. So

00:15:08.100 –> 00:15:24.070
Carolina: You know, now, most of us are online. I shouldn’t say we’re all online. But most of us are online. And you know, you have that profile of a customer, maybe an adult daughter. Or you know a parent of a child with disabilities looking for the right agency. How

00:15:24.090 –> 00:15:39.099
Carolina: Would you say? Somebody that isn’t so familiar with gathering those referrals or testimonials? What are some tips there, maybe how to do that for somebody that’s totally new to asking for those types of support from clients.

00:15:39.100 –> 00:15:45.169
Tiffany Dutcher: Yeah, I don’t think it’s uncomfortable if you’re actually giving the right kind of care. It’s not uncomfortable.

00:15:45.170 –> 00:15:45.520
Carolina: Right.

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Tiffany Dutcher: We are doing a great job with Mom. You know. I know you’re really excited every time Mary comes over, and we want to be able to do this for more clients. So it’s really important that you know, we get reviews from clients like you. So people learn about us and know about us, because their parents, you know, deserve the exceptional care like you’re receiving. So I think it comes back to. Sometimes people are afraid to ask, maybe because they’re not giving the level of care that they would like

00:16:10.300 –> 00:16:24.850
Tiffany Dutcher: to. And so if you’re matching your care with your mission, then it’s easy to go ask for those referrals, because, you know, you’re, you know, giving that level of care to get the I’m sorry reviews or referrals. Reviews online. So to me. It’s an.

00:16:24.850 –> 00:16:25.170
Carolina: Yeah.

00:16:26.420 –> 00:16:34.327
Carolina: Yeah. And I guess it’s almost like, you know, you know, when it’s the right time to ask. But also don’t let yourself down and not no, don’t let yourself down and not ask.

00:16:35.080 –> 00:16:35.500
Carolina: Yeah.

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Tiffany Dutcher: Hey? You know. Value what you’re doing for that kind enough to say, hey, I know. I know we’re doing a good job, you know, and a review would be really nice.

00:16:46.620 –> 00:17:10.070
Carolina: So when you were you know, 1st walking into the offices 23 years old, new, not necessarily focused on sales per se. Was there kind of a standard of the way sales was done that you’ve seen? That’s changed. I mean, there’s so many factors. Technology is so different. Now we’re all emailing and texting. What do you think is something that has just so changed since those days that you walked into those 1st doors.

00:17:10.310 –> 00:17:34.660
Tiffany Dutcher: I mean, I think the psychology of the cell is the same, you know, making sure that you’re asking questions that you’re staying curious about. You know how you fit in to what they’re doing already, that’s all stayed the same. Now, I do think during Covid there was a big shift and I wasn’t an owner during that time, but I was coaching during that time, so I saw it, and I think that’s when we went.

00:17:34.904 –> 00:17:45.650
Tiffany Dutcher: You know, before, Covid, if we and I guess you weren’t part of the home care then? Yeah. But you were part of the industry. Everything on the ground online didn’t really matter at that point. I don’t even think I.

00:17:45.650 –> 00:17:46.089
Carolina: That’s true.

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Tiffany Dutcher: You know, was before that. So then, during Covid, we kind of had to make a shift. So now we have online and we have sales. So now I think they all function together. So I think what’s important and what might have changed is, you know, the mentality that I had just boots on the ground. Go! Knocking isn’t necessarily the best. Now you add in a little bit of tech you get on Linkedin. You find them ahead of time. You see what they like, maybe what they’re doing. Maybe you comment for a week or 2, and they just start to see your name and like, oh, you know this person.

00:18:16.560 –> 00:18:34.910
Tiffany Dutcher: And then you go see them, and they’re more aware of you. So I think that you know it is important to use. You know the things that we have available at our fingertips. I think technology plays a role. I think it’s gonna depend on the referral source, too. But on the ground anymore.

00:18:35.450 –> 00:18:38.669
Carolina: Yeah, okay, great. And you know.

00:18:38.820 –> 00:18:48.009
Carolina: as also a fellow, you know, sales coach. I was always surprised and delighted to see.

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Carolina: But sometimes when you’re hiring somebody to do sales in a in a, in a healthcare setting in a home care, setting

00:18:54.230 –> 00:19:21.720
Carolina: that it’s not always like what you think of as a typical salesperson and there is always a quality in people that you would see, and then often you, they would find success. It’s like a feeling that you get with you when you think about all the sales people that you’ve coached and all of the ways they’ve been successful or challenged? Are there certain qualities or experiences that you look out for for someone that’s going to be really effective in the role, not only with sales, but also working cohesively with the team.

00:19:22.110 –> 00:19:45.600
Tiffany Dutcher: Yeah. So A, I think it’s important that they understand your mission. And I think we miss that a lot in home care. You know. We say we’re selling the seniors, and we put the job posting out there. But we really forget to ask them, do you believe in the same mission? I believe in it just for some reason it’s overlooked. And so A. You have to really make sure they believe in what you’re doing, because if they don’t believe in what you’re doing, then you don’t know what they’re out there selling.

00:19:45.600 –> 00:20:04.560
Tiffany Dutcher: But the other thing that is important, and this is why I was successful. And it’s funny. I had this conversation with an owner the other day, and I asked her, What do you think makes a successful salesperson? And she said, somebody that’s curious. So I say, curious. And when I 1st started out there, I’ll tell you this.

00:20:04.600 –> 00:20:14.589
Tiffany Dutcher: I didn’t talk about what Bright Star did. A, I didn’t really know. But BI also started asking, what does everybody else do?

00:20:14.590 –> 00:20:38.280
Tiffany Dutcher: Because home care? We’re not as regulated as everybody else. We’re kind of. They look at us as thread headed stepchildren. We’re not that either, but we also just don’t have the red tape, so we have to learn what everybody else does, and then see how we fit into that, you know. Picture. So I’m curious. How do we fit into this? What do you guys do? What can you not do? What gaps can we fill? And then I think the second part and this is

00:20:38.280 –> 00:21:00.440
Tiffany Dutcher: huge is being resourceful. You have to be really resourceful and creative, I guess, because our services are so unique. We kind of can fill in gaps that others can’t, because we don’t have that red tape being resourceful, being unique and being curious, I think, are 3 really important things. Of course, we need the competitive nature that’s in sales. That’s a given.

00:21:00.440 –> 00:21:01.220
Carolina: Yes.

00:21:01.220 –> 00:21:07.570
Tiffany Dutcher: But you also got to be able to build a relationship. Some people who are competitive can blow so fast they forget them.

00:21:07.570 –> 00:21:08.010
Carolina: Yeah.

00:21:08.331 –> 00:21:09.619
Tiffany Dutcher: So they are great.

00:21:09.620 –> 00:21:10.040
Carolina: Yes.

00:21:10.040 –> 00:21:15.609
Tiffany Dutcher: Some doors, and they’ll knock down every door. But sometimes they don’t go back to reopen the door.

00:21:15.610 –> 00:21:19.280
Carolina: Yeah. Bull in a china shop. They say the right china shop for sure.

00:21:20.110 –> 00:21:44.959
Carolina: And one thing. And again, we’ve shared similar profiles. But I’m formerly from, you know, senior living and senior living is just the place to be in a lot of ways. There’s so much excitement and change and innovation happening. Honestly, though coming into home care, I’m just blown away. I’m overwhelmed by the amount of businesses starting up and franchises growing. So

00:21:44.960 –> 00:21:52.519
Carolina: Do you see this industry slowing down in any way, shape or form, as you kind of look into the future, knowing you’ve been here a while.

00:21:53.170 –> 00:22:12.849
Tiffany Dutcher: No, actually, I mean, like you said, I see it growing more brands popping up, you know, more owners showing up. And I think it’s really important that these owners remember because they’re going to be in sales. Let’s go back to them. Being in sales Year one. They’re likely going to wear that hat for a year or 2. You’re not really in sales, I call it

00:22:13.000 –> 00:22:37.269
Tiffany Dutcher: educating enthusiastically. You’re enthusiastically educating these people about your mission that you believe in, and the reason why you opened up your door. And so when you remember that and you stop, you know, trying to step into the role of a salesperson and wearing that hat. Then I think that it gets a lot easier to get out there and really talk to people about why you opened your doors at the end of the day. That’s you know, that’s the heart of the business.

00:22:37.270 –> 00:22:48.240
Tiffany Dutcher: And so I don’t see it slowing down. I see more people coming into it, but I think that it’s just important that you know. We lean on each other, too, as a home care owner. I talk to all my neighbors.

00:22:48.546 –> 00:23:08.149
Tiffany Dutcher: because there were times. At 5 o’clock I was opening up that bottle of wine and calling my neighbor, you know, next door, saying, why are we doing this? You know, lean on each other. But there’s business to be had out there. There’s different revenue streams. Now, there’s, you know, creative types of services we can give. It is gonna continue to grow.

00:23:08.570 –> 00:23:20.720
Carolina: Yeah, well, that’s exciting stuff. And I think now that we’ve connected Tiffany, I think we’re going to be connecting more. I really enjoyed getting to show you this conversation, and so our listeners can find you on Linkedin as Tiffany Dutcher.

00:23:20.960 –> 00:23:21.690
Tiffany Dutcher: Yes.

00:23:22.120 –> 00:23:31.700
Carolina: Perfect. Okay? Well, just for everybody listening. Tiffany is definitely an expert in this space, and she’s working on some really exciting stuff that I can’t talk about yet.

00:23:31.700 –> 00:23:32.280
Tiffany Dutcher: But stay tuned.

00:23:32.280 –> 00:23:36.480
Carolina: We’ll definitely be having Tiffany back very, very soon. Thank you so much for your time.

00:23:36.630 –> 00:23:37.920
Tiffany Dutcher: Thank you.