Winning Strategies to Close More Home Healthcare Deals This Q2

Winning Strategies to Close More Home Healthcare Deals This Q2

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Dennis Gill: Welcome to CareSmartz360 On Air, a Home Care Podcast. I am Dennis Gill, Senior Sales Consultant at Caresmartz.

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Dennis Gill: Today’s guest is about to drop some serious knowledge on how to close more deals faster than you can say “referral pipeline”.

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Dennis Gill: Joining us is none other than David M. Posner, the mastermind behind 3 Point Care Consulting where he helps senior care providers master the magic trio; sales, leadership, and marketing.

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Dennis Gill: So with over 2 decades of experience in healthcare, this guy doesn’t just talk the talk, he has walked the TEDx stage, headlined conferences and graced countless podcasts with his game changing strategies.

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Dennis Gill: David’s expertise isn’t just a list of skills, it’s a full blown sales playbook;

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Dennis Gill: think lead generation, competitive conversion and closing deals with the precision of a heart surgeon, I’d say.

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Dennis Gill: So, today he’s here to arm you with the winning strategies to close more home care and health care deals this Q2.

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Dennis Gill: So grab your notepad, your best negotiation voice, and let’s dive in. David, welcome to the show!

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David Posner: Thank you so much, Dennis. I’m excited to chat with you today. It should be some fun.

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Dennis Gill: Yeah, surely. Same here. And because this is a really interesting topic. And obviously, I know our listeners mostly that would be from the background of healthcare agencies. They would be very eager to know how you can help the agencies cater to more closures in the coming quarters. Not only Q2 but all the coming quarters that are there, and how they can make the changes to their existing systems.

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Dennis Gill: So, I’m really glad that you took out the time today.

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David Posner: Absolutely, happy to be here.

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Dennis Gill: Perfect. All right. So, straight away I’ll jump onto my first question for you. What specific adjustments should home healthcare providers make to their sales strategies in Q2 to address current marketing challenges?

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David Posner: No, I think the biggest challenge that I hear from a lot of my clients right now is just access right? They can’t get into the hospitals. Can’t get into the rehabs, can’t and nobody wants to see them. They’re all, you know, because of the short staffing, you know they can’t. They can’t meet anybody because everyone’s in meetings, or they’re pulling double duty. So I think that the biggest challenge right now is just access. So one of the things that I work with my clients is

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David Posner: But let’s kind of break it down. So 1st is, let’s talk about the hospitals.

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Dennis Gill: Okay.

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David Posner: A lot of people think that you know. You just walk in that front door and hopefully, you’re going to be able to kind of knock on and and get in.

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David Posner: Well, the easiest way to get into a hospital these days is actually through the emergency department. I know it’s not what most people thought, but if you think about it, you can literally just walk right into the emergency department hopefully, you don’t see, you know, people with their brains sticking out and things like that. But

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David Posner: the nice part about the emergency room, if you go usually early in the day or early midday, you can actually catch them when they’re hopefully not busy. And the great thing is you can actually meet with the discharge planner or caseworker directly for that department.

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David Posner: So you meet with them. You talk about your services, and hopefully you talk about. You know you know the granny drop-offs, or the frequent fires, and you’re able to kind of talk to them about services that you can provide. That helps emergency department type clients.

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David Posner: But here’s the other great part about that is, once you meet with them, you’re actually already in the hospital. So if you’re talking to Jane, the case manager, you can say, Hey, who else should I go talk to? And she’s gonna say, Oh, talk to Jenny on 3 north.

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David Posner: Then you can literally just walk right in

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David Posner: the other nice thing about starting with the emergency department is

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David Posner: they’re the toughest clients, right? Because they’re coming in. They’re the frequent flyers. They’re the, you know, the people that really, if you can work with the emergency department, you can work with anybody, because that means you can handle last minutes, which is always difficult for a lot of the agencies means you can handle difficult types of clients. Right? You can handle the extremes right? A lot of unfortunately dementia, cognitive impairment type of clients. So one of the biggest things for access for hospitals is is that emergency department

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David Posner: when we talk about access with, you know, facilities and communities. Obviously, Linkedin is a great way to go and meet people. And actually, one of the tips I talked to my clients about is to utilize social media for what it really is, and especially Linkedin, you know. Go on, Linkedin, for 5. I always go 5 min before you go into any facility or community. Go on Linkedin, go on Facebook, see what the community is posting about.

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David Posner: So you know, we’re we’re we’re taping this in early April. Maybe they did an April fools, you know, joke. Or maybe they talked about the Ncaa tournament or upcoming, you know, spring or Easter events.

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David Posner: Now, when you go into that facility. You go into that community, you can say, Hey, I just saw a picture about the Easter event that you just had. And what is that front desk person gonna be? Do you think so? They’re gonna have a nice big smile. And you’re gonna say, why don’t you tell me about it. And what is the number? One thing people love to talk about

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David Posner: themselves. So allow them to kind of talk about how great the facility is. They’re going to be in a good mood. Awesome. Yeah. And by the way, I’m David. I’m from ABC. Company. Is your social worker here, discharge Planner. Here is the admin here somebody can talk to.

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David Posner: Well, yeah, you already know a lot about my building. I’m happy to see if I can get a hold of them for you, or or get you well connected. So

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David Posner: These are some of the different things that you can be doing, utilizing social media going and off hours to be able to reach these people, to, to really start to get your strategy. So you can actually meet with people. Because.

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David Posner: Like, what I recently posted. If they don’t know who you are, they’re never going to refer you to all these people, you know. You can’t, just. You can’t just post, or you can’t just hope and pray that. Oh, they know what I do. No, no, no!

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David Posner: If they don’t know you.

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David Posner: they cannot refer you. They need to know who you are. So get out there, get on social, get physical, you know, set up meetings, but get out there. They get to know each other. Get to know them. The more you get to know them, the more they’ll get to know you.

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Dennis Gill: Yeah. And the same for all the sales, I think, because more people know about your product if they’ve used it or not. If it’s a product specifically, if the services that’s a different thing. So if it’s a product, if they’ve used it so obviously, they’ll be referring more people to that. Yeah, that completely makes sense.

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Dennis Gill: And adding to this, how can providers use data analysis or Crm systems to optimize their lead generation and conversion processes?

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David Posner: Yeah. And I know we talked about this. You know a little bit before we got on the podcast. One of the nice things that care smarts does. Specifically, is the Crm for the sales department. So

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David Posner: in order to

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David Posner: to really be successful, you need to know your numbers right. And what does that mean? Well, one you need to be putting in all of your data right? Who’s referring to?

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David Posner: But if you have a good Crm system. Right? You have, you know, something like care smarts that can track.

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David Posner: How many of those referrals actually converted?

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David Posner: How many of those not only converted, but actually stayed with you for 3 months versus 6 months versus 9 months. How many of those Referrals were big pickets, you know. Big ticket, you know, 24 h cases versus the referrals that were only bath visits. Right? So if you have a good strong Crm program.

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David Posner: One of the things you should be doing is diving deep into your numbers, and one of the things I work with my clients, probably session number 3 with my clients is, I say, let’s dive deep into your numbers. I want to know who are the top 3 referral sources for you. For 3 specific categories. Number one, total referrals number 2

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David Posner: referrals that converted, and number 3, total number of referrals that converted with the highest dollar amount. Right? So, for example, Hospice might send us

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David Posner: clients that only last

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David Posner: 2 weeks, 3 weeks, but they’re probably 24 h clients. That is a good referral.

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Dennis Gill: Yeah.

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David Posner: Or on the Flip side. An assisted living or home health might just send us a bath visit right? That’s not as valuable to us, and especially if they don’t last that long. So, getting into your data and having a strong Crm program that can run those numbers for you easily. You know, I’ve coached a

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David Posner: bunch of clients that still use, excel, or try to, just, you know.

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David Posner: pick apart these different programs. But if you can have a high quality Crm program again, like care smarts that can give you the data. Now, you’ll also know where to go, because of the other part of this. So that’s part one. So the second thing I do with my clients is, let’s look back at the last 3 months. And who’s referring to you?

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David Posner: Then compare that to 2024 numbers. And where are our numbers landing? Are you getting more referrals? Same amount referrals, or less referrals from ABC rehab 1, 2, 3 hospital. And why why not? If you don’t know your numbers? If you don’t know your data, your

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David Posner: You can’t work it. So it’s really important to get to know who’s referring to you, how much, how often, and is that number increasing or decreasing, year over year and quarter over care? So that’s some of the most important things to look at. When you start getting to data analytics.

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Dennis Gill: Perfect, perfect good to hear about that thing. And what leadership, qualities or practices have you seen that empower teams to succeed in closing more home healthcare deals.

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David Posner: Yeah. Well, when it comes to leadership, it really is. I believe in the theory of people. Respect

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David Posner: what you inspect.

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David Posner: Right? So if you let your sales rep go out there every single day, and you never talk to them. They’re gonna just keep doing what they want to do.

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Dennis Gill: Alright!

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David Posner: If you have a call with them. One of the things I always work with my clients on is just a simple 5, 10 min call at the end of the day. Hey? How did the day go, hey? What was your biggest challenge? What was your biggest success? Anything you want to go over

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David Posner: 5 min call, usually at 4 o’clock in the afternoon.

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David Posner: One. The rep expects it so they won’t boot anything. 2. They’ll expect it, so they’ll have something prepared for you and Number 3. You get to stay, you know, involved in everything that they’re doing.

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David Posner: The second part of that

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David Posner: is. Now, if they’re not qualifying clients, right? And so, you know, when we look as far as closing the clients, which is, which is the biggest thing is, you know, maybe they’re getting

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David Posner: 5 6 referrals, and they’re only closing one or 2. Now, it’s a matter of listening in on our conversations. What type of questions are they asking? Are they just a note taker, or are they a salesperson? And so let me just quickly clarify that a note taker is someone who, when the family calls in the family, comes in and says, Well, I don’t need that much. I only need a couple hours here and there, and if you can do that we’ll be good.

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David Posner: And your salesperson says, Okay, you only need 4 h between 12 and 2. So we’ll do that. And, by the way, you should never take a client. 12 to 2. You’ll never get caregivers to staff it.

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David Posner: But it’s so instead, it’s

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David Posner: what type you know are the questions that your salesperson should be asking are, more importantly, of, why are we talking today? You know. Let me, who’s been in this industry. The salesperson. Tell you what I think you need. You probably need to start off. You’re coming out of rehab. You probably need to start out with 6 to 8 HA day.

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David Posner: not for, and having that type of intestinal fortitude to have those types of conversations. But a leader needs to be able to recognize. Hey, why is this person closing or not closing these and being able to step up and say, Listen.

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David Posner: I don’t need to be a note taker I can treat, I can. I can teach anybody to be a note taker. I need a salesperson who’s going to teach these families what home care, what home, health, what care, management is all about, and so they can be more successful.

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Dennis Gill: Okay, okay, yeah, they have to be proactive in this thing. And again, that again deals with all the sales that are out there. Because I’ve been into sales in the past. I would say more than 10 years now, and I’ve been with Guest Master 3 60 for the past 6 years. So I’ve been taking care of the sales side of it. So yeah, it is the same.

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Dennis Gill: Yeah, I’ve seen that part, yeah. And which marketing channels have proven most effective for reaching and engaging potential clients in the senior care sector. According to you.

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David Posner: Yeah. So I’m going to give a new one out, so that you know, maybe some of your other people have talked about it. But I’ve actually started to see a lot more pop up through social media.

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David Posner: So, for example, the great thing about Facebook these days is there is a group for anything.

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David Posner: Dennis, you’re wearing a blue shirt today. There’s probably a group of people that love wearing blue shirts.

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Dennis Gill: Yeah.

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David Posner: There’s there is. There is a Facebook group for anything.

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David Posner: But here’s the greatest thing.

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David Posner: People. When they get stuck.

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David Posner: they look for advice. Yeah, right? If it’s dental, if it’s a lawn, if it’s your mom who’s now showing early stage dementia. And you’re like, I can’t deal with this anymore.

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David Posner: You’re going to be able to start looking for a group of daughters of moms with dementia. And here’s the cool part, some of them you can actually search by city. So I live in Northern Virginia. There’s actually a

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David Posner: a Facebook page for Loudoun County aging parents, right? And it’s all about families who are dealing with aging parents in Loudoun County, Virginia.

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David Posner: And so I’m able to go on there. My clients are able to go there a couple of my, my, what I call my partners are able to go there, and as families, and not just to go in there and say, Hey, I can help you right away, right? It’s going in there and solving problems. Hey? My mom is starting to repeat herself.

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David Posner: Is this normal just going in there and saying, Hey, you know it’s typical. If she’s doing it, you know, in the evening there’s something called sundowning. You may want to look into it, that’s why your mom might be starting to get tired and be disgruntled and maybe starting to repeat herself by going in these Facebook groups and answering questions.

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David Posner: you’re going to be seen as a leader. And instead of having to sell your services to people once you respond to something. Here’s the cool thing about responding and chatting is they’re going to click on your name.

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Dennis Gill: And then they’re gonna see that you’re from ABC. Care Management Company and or ABC. Home Care Company.

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David Posner: And then I’m like, Oh, you know what? Maybe I need home care. This person. You know David and Dennis they were. They were pretty nice. Let me go. Reach out to them. Let me go ding them up right? So social media platforms, and especially Facebook groups, is a great way to do it.

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David Posner: The other idea, I’m going to say I’m going to stick on the social media from B to B point of view, is

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David Posner: Still with this comment, we talked earlier about going into these facilities and checking out their you know Easter egg, or or mentioning that.

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Dennis Gill: Yep.

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David Posner: Here’s the other idea. What if you just wrote a 5 min? 5 word comment.

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David Posner: See? Most of us post something about let’s say, our cats, or our dogs, or our kids, or something like that.

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David Posner: and we might get like 10 likes. And we get one or 2, you know, comments. My guess is they probably couldn’t tell me the top 1010 people that liked it. But you could probably tell me the one or 2 people that are gonna say something every time. Right? Dennis.

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Dennis Gill: Yeah, perfectly rightly said rightly, said.

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David Posner: Exactly so those names will become familiar. So when you comment on a Sunrise senior living on Loudoun County’s Facebook page, when you walk in there, and they see Dennis, and they see David. They’re like, your name sounds familiar.

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David Posner: And because you commented on their page, they’re going to appreciate it. They’re going to start to recognize you. And so it’s a great way to be able to quickly build up that relationship that referral business with on the b2b side. So

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David Posner: These, you know from the b 2 b or b 2 c, we’re seeing more and more use of social media plus. The best part about social media is you can do it outside of 9 to 5 h. If you’re really a go getter and really want to grow your business.

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Dennis Gill: Yeah, I’ve been because I’ve been doing those things again. As I told you earlier myself, I have joined so many groups at Facebook or otherwise. But obviously my groups would be different. What I would be searching for, and obviously.

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David Posner: You got the Blue Shirt Group.

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Dennis Gill: Definitely. I’ll try for that.

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David Posner: I’ll talk about that.

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Dennis Gill: Maybe I find a lot of groups under that name. Blue shirt with collars, blue shirt without collars. Yeah, it can be.

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David Posner: There you go exactly exactly.

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Dennis Gill: It can be that. No, it definitely does help. So our listeners, you can definitely reach out through social media, one of the best tools available with you which you can use at any point of time.

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Dennis Gill: And lastly, David, how does the evolving, competitive and regulatory landscape shape your approach to scoring deals.

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David Posner: Yeah. So I am a big believer in

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David Posner: and knowing, and the more you know.

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David Posner: So I’ll give you a great example. So this is being recorded. I hope you don’t mind, Dennis. I’m saying this on April 9.th Well, guess what happened. So for those that don’t know. On April 7, th just this Monday. The State of Texas

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David Posner: change the regulations for staffing mandates inside skilled nursing facilities. This is a huge, huge deal, as we see. We’ll expect other States to start to, you know. Come on board and change the staffing mandates, and this is going to hugely affect home care, home health and potentially care management services.

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David Posner: however. And so if you had no idea of this, then you’re just going to keep going to facilities and communities day in, day out, hey! Do you have anybody for me? Do you have anybody for me? But the difference is the really good reps, really, really smart salespeople, like the ones. I coach, have already

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David Posner: printed this article out from Mckesson, or Skilled Nursing news and started to go into their facilities. So instead of them going up to the Administrator and saying, Do you have anybody for me? Like every other rep they’re going into? Hey? Did you see this new law that was passed in Texas about skilled nursing facilities.

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David Posner: Most of them probably haven’t, because they’re overworked, underpaid, underappreciated. And they’re like, Wow, no, I never saw this now. You become so much more valuable to this facility, because now, every time you come in, you’re like, Hey, you’re the guy that brought us information.

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David Posner: What new news? What do you hear is going on in the communities? What do you hear that’s going on in our neck of the woods? What’s going on nationally from a regulatory perspective that’s having an impact on us. You’re going to be that guy or that gal who can be able to share information. And you’re so much more valuable because they want to see you. Here’s the other cool thing, and this is a pro tip for you all.

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David Posner: You print off. So the the

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David Posner: print off the article again from Mckesson, skilled Nursing News, or or the leading age, Aca. All of those might have it, and you print off the article.

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David Posner: and you highlight a couple of things of how the new rules changing or staffing mandate, or whatever you staple your business card to it, you give it to Joanne the Administrator. Well, here’s the cool thing Joanne is. Now. Gonna say.

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David Posner: Hey, Rebecca, the Don! Have you seen this article? She’s going to say no, she’s gonna then pass it on to you, her, and guess what now, now the Don is going to see your business card be like.

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David Posner: Oh, David was here. Oh, okay, wow! Let me read this, and she’s going to pass it to somebody else. And so now your card is getting around to everybody, because no one’s probably seen the article, and they all want to kind of learn more and more about it. So now, next time, when you come in A, you’ve got a reason to visit

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David Posner: B. You can now talk about that article, and C. They want to see you. So instead of you stopping by the front desk, and they’re like

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David Posner: so and so is in a meeting. I don’t know, Tom, it’s David. Oh, David’s here. Oh, hey! I wanted to talk to you about that article. What else have you heard? Is Virginia going to do this? Is New York going to do this? Is Illinois going to do this, and they all want to know. So the biggest thing you can do to have a competitive advantage

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David Posner: is, get on these sites. And just again. Skilled nursing news is probably one of my favorites, Mckesson’s another one, the assisted living associations, home care, home health associations, aging life, care, management, associations. They all have their own thing. They all got news that are going up, and this is a great way. So print it off, find out what’s going on, share it and just go up to them and say, have you seen this? What do you think?

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David Posner: And it’s gonna have a huge impact on your business, and it’s gonna show that you’re the person that they want to see.

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Dennis Gill: Definitely, and they will be more inquisitive next time you meet them. And more interested in meeting you. Yeah, definitely.

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David Posner: Absolutely.

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Dennis Gill: Yeah, it was great talking to you. It was a wonderful session for our listeners, and I hope they will benefit from this. And thank you, David. Thank you for sharing your expertise today. And to our lovely audience, thank you for tuning in. Until next time, I’m Dennis Gill, signing off.