Poised for Growth: Developing and Implementing a StrategicSales Plan

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Poised for Growth:Developing and Implementing a Strategic Sales Plan

Shelle Womble, Home Care Sales and Operations Coach

Shelle Womble, Home Care Sales and Operations Coach

ShelleWombleHome Care Sales and Operations Coach

► Home Care Sales and Operations Coach for corecubed

► Dynamic, energetic and passionate about driving sales

► 25 years of multi-state experience in the aging care arena

► Official Certified Trainer and Authorized Partner for Everything DiSC®

► Award-winning for her success in divisional leadership

► Has held a variety of sales management positions, from District Regional Manager of a single unit agency, to Director of Operations/General Manager for 50 branch locations in 11 states for a large home care franchise, and most notably, as National Sales Director

► Understands the home care industry from top to bottom, and all the little nuances in between

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Learning Objectives

• At the completion of this presentation, the learner will be able to:

– Understand the common pitfalls in approaching home care sales and marketing

– Identify the components of a strategic sales plan

– Describe how a salesperson successfully uses a plan and specific sales tools on a day-to-day basis

– Understand why sales must be an ongoing process

The Underlying Issue

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The Common Pitfalls

• Wrong candidates hired

• Unclear expectations

• Expectations not analyzed

• Efforts all over the map

• Non-structured sales role

• Efforts not tracked

• Unclear branding

• Uncompelling sales message

• Objections handled inconsistently

How It Looks When Done Right

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Create an Agency Profile

• Assess financial picture / determine where you want to be in 1, 5 and 10 years

• Evaluate your current business

• Evaluate your caregiver turnover rates

• Create a SWOT analysis

Create an Agency Profile

• Inquiries

• Referral Sources

• Caregiver Staff

• Clients

• Agency Staff

• Quality Information

• Marketing

• Sales

• Financials

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Inquiries

Formula:# Inquiries that Started Care ÷Inquiries from Same Year

Inquiries

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Referral Sources

Caregiver Staff: Calculate Staff Turnover

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Caregiver Staff: Calculate Staff Turnover

Clients

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Clients

Agency Staff

Diana PrinceWonder WomanCEO/Owner

Janet Van DyneWasp

Agency Administrator

Christine PalmerNight Nurse

Nursing Supervisor

Monica RambeauCaptain Marvel

Account Rep/Sales

Linda LeeSuper GirlAdmin

Caregivers/Superheroes

Caregivers/Superheroes

Dinah DrakeBlack Canary

Client Care CoordinatorKatherine Kane

Bat WomanHR Director/Recruiter

Lisa MorelAqua GirlScheduler

Gotham CityHome Care

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Quality Information

Marketing

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Sales

Formula:Revenue Generated by Salesperson – Salesperson Comparison = Revenue ÷ Salesperson Comparison

Financials

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Creating a Good SWOT

Establish Goals

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Establish Goals

• Establish SMART goals related to client / caregiver acquisition

• Determine how to grow

• Evaluate brand / messaging

How Do You Want to Grow?

• Same store / program

• New programs

• Expansion territories

• Acquire by purchase of competitor business

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Brand / Messaging

Build Strategic Plan

• Sales roadmap

• Marketing plan

• Operations plan

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Sales Roadmap

Sales Plan

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Marketing Plan

Operations Plan

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Assign Project Management Plan

• Communicate plan to your entire team

• Execute / task employees with execution of programmatic and educational changes for program(s)

• Task salesperson / team to build / commit to sales roadmap

• Task internal sales team to meet / beat current conversion ratios

Inspect Results

• Track results

• Hold weekly sales efforts status calls

– Salesperson on street (making the phone ring)

– Office sales team converting the sales inquiries (answering phone / creating clients)

• CRM is critical

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Evaluate Results / Take Actions

• Conduct quarterly review with team reviewing results against plan

• Tweak action items or sales roadmap, if necessary

• Remove / replace people not meeting goals

Sales Plan

• Hire / move right people

• Qualities of good salesperson for the private pay home care agency

• What to avoid

• Expectations for sales role

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Salesperson Qualities

Veterans: Hit the ground running

• Pros:

– Know market and players

– May come with book of business

• Cons:

– Watch for non-competes

– Ensure reputation is solid and positive

– Job hoppers are NOT good candidates

Newbies: Potentially better aligned with agency brand

• Pros:

– Moldable

– New community perspective

– Potentially better representation of the brand

• Cons:

– Investment in training

– Gain access to accounts (gatekeeper challenges)

– Launch time

CRM as Primary Sales Tool

• CRMs

• Manage sales activity

• Track inquires

• Allow communication with sales leads / inquiries

• Transform reactionary activity into structured activity

• Customizable

• Do not have to be super expensive

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CRM Requirements (Minimum for Home Care)

• Track inquiries during sales process

• Track where inquiries come from / measure ROI

• Track inquiry to SOC data to understand conversion

• Track inquiry communications

• House all referral / potential referral sources including contact data

• Build targeted sales plan inside tool – manage time spent against plan

• Track all referral source / sales activities

• Track revenue / inquiries from referral sources

• Conduct direct mail or email with database contacts

• Analysis tools (# sales calls rep makes during time period)

• Calendar build ability

• Ability to assign accounts / inquiries to individuals

Case StudyAchieving Growth Through Solid Planning, Implementation and Discipline

The Problem• Home Care Agency XYZ was acquired by a local businessman in 2016 in a major metropolitan US

city. Although the business was solid and had some interesting competitive differentiators in the marketplace, the new owner found the need to turn over some of the team and re-tool the sales efforts.

The Solution• The agency owner hired Shelle Womble, Sales and Operations Coach with corecubed, in 2018 to

provide a site visit to evaluate the program and provide recommendations to grow the business. The site visit established the baseline and a plan was developed to add structure and discipline around the sales process.

• The agency had three employees with outside sales responsibilities. During the implementation of the plan, a fourth employee was added to the group. Growth goals were established, and a sales roadmap was developed for both the team and for each individual salesperson.

• The team implemented and began working in a CRM to manage the sales efforts and the accounts. Sales training, support and accountability were implemented on a weekly basis.

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Case StudyAchieving Growth Through Solid Planning, Implementation and Discipline

The Process• Site visit to assess program, looking at all items related to the agency profile and current results

• Created a SWOT analysis

• Recommended changes to the organization chart and roles and responsibilities

• Implemented training to boost salesmanship and to prepare employees for new responsibilities

• Evaluated current referral sources and sought out gaps to target as new opportunities

• Reviewed business mix to determine that same store growth was a goal along with expansion

• Created individual sales plans with targets for all sales personnel with their input

• Launched the plans onto a CRM to monitor success

• Met weekly individually to walk through results

• Corrected course when necessary during the ongoing support to ensure team was working against the plan

Case StudyAchieving Growth Through Solid Planning, Implementation and Discipline

The Results• After seven months:

– Revenue is up 28% over prior year

– Weekly hours are up by 14%

– 21 existing referral sources continue to refer

– 72 referral targets were added and are referring that were not referring in the prior year

– The agency has expanded into new counties

• In July of 2018, the agency was named “Franchise of the Year” by its corporate franchise company.

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My Gift to You

• Download our Home Care Strategic Sales Plan atbit.ly/NAHC19

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For More Information

• Shelle WombleHome Care Sales and Operations CoachShelle.Womble@corecubed.com

• Contact us today: 800.370.6580 | corecubed.com