Today’s episode continues the conversation with Jonathan and Cherie Burrough, owners of Amada Senior Care San Diego North.
In the previous part of this interview, Jonathan mentioned that 98% of their referral sources happen to be women, which is due to the fact that most of those who have a network of elders are current or ex social workers, case managers and nurses. This makes selling home care a very difficult task for those who have an “executive presence” and are used to selling ROI-driven solutions to businesspeople, as the sales process is completely different when you’re trying to build and nurture relationships where caring is the number 1 KPI.
The sales process doesn’t end there. Even when you’ve convinced a nurse that your home care service is up to par, your actual client is the family of the elder. Jonathan says that when you get to the family, you can’t treat it like a regular sales process. Your main goal is to show that you genuinely care about the elders in your care and that you’re not just pushing your agenda. The best way to do it is by becoming an impartial source of information, detaching yourself from the outcome and advising others on the best next step - even if that step is not entering into a business agreement with you.
In a world where everyone is out for themselves - your best bet to stand out in the sales process and show that you truly care is to become an unbiased source of information for your potential client. Cherie recalls a recent scenario where they went up against a couple of competing agencies, and the way they stood out is by treating their prospect like family, which boils down to putting their interests above your own - even if it doesn’t directly lead to gaining revenue.
Tune into the full episode to learn more on Jonathan and Cherie’s approach to growing their franchise!
Key Insights:
00:00 Why most of your referrals will be women
01:47 Do corporate sales translate over to home care?
03:54 What it takes to become the number one choice
05:12 The recruiting part of the home care business
08:14 Will the kids join the family business?
09:36 Should you acquire an Amada franchise?
11:45 Why go with Amada?
14:36 How Jonathan and Cherie help other Amada owners