Selling Your Services

Typically, a person who has long-term care insurance can choose the home care agency they wish to work with, as long as that agency provides the type of care covered by the policy. However, there are several factors that may influence this:

1. Provider Network: Some insurance companies have networks of preferred providers, and policyholders may pay less out-of-pocket if they choose a provider within this network.
2. Provider Requirements: Some long-term care insurance policies may only pay for care from licensed or certified agencies or professionals. The insurance policy may also stipulate other provider qualifications.
3. Costs: The cost of care from the chosen agency must fit within the policy's coverage limits. If the agency's costs exceed the daily or monthly benefit provided by the insurance, the policyholder may have to pay the difference out-of-pocket.
4. Coverage Types: The agency must provide the type of care covered by the insurance policy, such as assistance with activities of daily living, skilled nursing care, physical therapy, etc.
5. Availability: The chosen agency must be available to provide care in the policyholder's area and have the capacity to take on new clients.
   

In general, policyholders should discuss their preferred home care agency with their insurance company to ensure coverage. As someone helping them navigate the insurance process, you can also speak directly to their insurance company to ensure you are able to provide services for the client based on their coverage.

Converting the Inquiry Call

The inquiry call is defined as any potential client that is calling you to get more information about services. Sometimes an inquiry is in the early stages of research while other inquiries have an urgent need. You and your team want to focus on converting as many of these clients to the next step of the sales process – the in-home assessment. 

Within the Qualicare network the average conversion rate is 80% or higher once we have seen a client for an in-home assessment. This means that once we get into the home with a potential client, we have an incredibly high success rate. Therefore, focusing on converting as many of the inquiry calls will provide you with the ability to grow and scale your business quickly.

We have various resources you can reference when looking at how to improve your conversion of inquiry calls. Below is a summary of key elements of a strong inquiry call that converts to an in-home assessment.

1. Be Empathetic and Understanding – The person calling you could be the potential client themselves or could be a family member. Regardless, understand that the person you're speaking with may be under a great deal of stress. Display empathy, patience, and understanding, taking the time to listen to their concerns and needs.
2. Ask the Right Questions - Ask about the person's condition, what kind of assistance they need, their preferred schedule, and any special considerations like allergies or mobility issues. This will not only show that you're interested in providing personalized care but also help you understand how to meet their needs.
3. Communicate Expertise - Explain your expertise and experience in providing home care for veterans. Discuss any specialized trainingyour caregivers have undergone, the types of services you provide (like help with medication, meals, hygiene, etc.), and how you tailor your services to each individual's needs.
4. Share Success Stories - Without breaking any privacy policies, share success stories of how your service has helped other veterans in similar situations. This helps to build trust and show potential clients the positive impact your service can have.
5. Address Safety and Trust - Assure the client about the safety measures you take, such as background checks for caregivers, supervision protocols, and insurance. Also, mention any accreditations or licenses your service has.
6. Discuss the Costs and Assistance Available - Be transparent about your pricing structure. Explain what's included in the cost, any additional fees, and payment methods and schedules. Help them understand the process to getting financial assistance through the VA and how you help them through that process.
7. Recommend an In-Home Assessment – As the expert, tell them that the best next step is an in-home assessment where you can better understand the exact situation for the client and clearly outline expectations of the service provided and the benefits to the client.
8. Follow Up - If a decision isn't made during the call, schedule a time to follow up. This keeps your service at the forefront of their mind and provides an opportunity to address any additional questions or concerns they may have. We recommend you use the Qualicare 360 Lead Follow Process

Being assertive during the inquiry call is key to hitting on the points listed above. The person calling you is expecting you to be the expert and to drive the conversation. Using a lead inquiry form can help you to ensure you go through all key points of an inquiry call and increase the likelihood of getting into an in-home assessment.

Converting the Assessment

As mentioned in the previous section, the Qualicare network is very strong at converting assessments into clients, often ranging anywhere between 80-95% conversion rate. This means that when we get into the home and meet a potential client face to face, we are very successful at starting services with them. This success has been documented in the Qualicare 360 Assessment and there are many training resources you can use for yourself and your team members as it relates to selling your services to your target market.

When we specifically look at conducting an in-home assessment for a senior, there are several best practices that can help increase the chances of converting the assessment into a service agreement.

1. Build Rapport – In any assessment, building a rapport with both the client and their family helps to show empathy, patience, and understanding. It also helps to create a level of comfort required when talking about having a caregiver in the home
   
2. Gather Comprehensive Information - Collect as much information as possible about the client's condition, needs, and lifestyle. Understand the client's daily routines, medical history, cognitive status, physical abilities, safety issues, and social and emotional needs. This will allow you to create a personalized care plan and share that care plan with the client and/or family, helping them to feel more comfortable overall.
   
3. Communicate Your Expertise - Discuss your experience and expertise in providing care for seniors. Not every agency will have the level of experience in providing the type of care required for certain seniors and it’s important that they understand you are better than the generic home care agency. Discuss any specialized training your caregivers have and how their skills will benefit the client.
   
4. Tailored Care Plan - Based on the assessment, develop a care plan that meets the specific needs of the client. Show the family how this plan will improve the client's quality of life and safety at home. One of the main goals for clients and/or their family members is to have the client stay at home for as long as possible – a personalized care plan provides a level of comfort that this is possible.
   
5. Address Concerns - Be prepared to address common objections or concerns, such as cost, quality of care, and changes in routine. Be open, transparent, and provide reassurance where needed. We will discuss common objections in more detail in the next section.
   
6. Provide Resources - Provide the client and their family with additional resources about home care assistance for seniors. This could include educational materials, support group information, or other community resources. Use the professional referrals you’ve made in your marketing efforts to reciprocate recommendations. Not only will this help your client but it will also help to grow your relationship with the professional referral.
   
7. Show Compassion and Understanding - Recognize the emotional toll of realizing that you need help in your own home. Validate these feelings to both the client and the family members. Show compassion and understanding, and reassure them that your goal is to improve the client's quality of life.
   
8. Follow-Up - After the assessment, provide a detailed report of your findings and the proposed care plan. Ideally, you are getting the client and/or family members to agree to care on the spot. Communicate what they can expect in regards to next steps when that happens. If they do not agree to care right away, schedule a follow-up call to answer any further questions and discuss the next steps.
   

By following these best practices, you can demonstrate the value of your service, build trust with the client and their family, and increase the likelihood of converting the assessment into a service agreement.

Common Objections

There can be various objections or concerns that a senior may have regarding in home care. Understand that these objections are completely normal and knowing how to respond to themis going to help you more successfully get these clients to agree to services. Some common objections include:

1. Loss of Independence: One of the main concerns seniors may have is the fear of losing their independence by having someone provide care in their home. They may be hesitant to rely on others for assistance with daily activities or feel that accepting help is a sign of weakness.
2. Privacy and Comfort: Seniors may be concerned about their privacy and the intrusion of having a caregiver in their home. They may feel uncomfortable having someone they don't know intimately in their personal space.
3. Trust and Reliability: Trust can be a significant factor for seniors when considering in- home care. They may have concerns about the reliability and competence of caregivers, especially if they have had negative experiences with healthcare providers in the past.
4. Cost and Affordability: Financial considerations can also be a barrier for seniors and/or their families. They may worry about the affordability of in-home care services, especially if they have limited financial resources or are not eligible for certain benefits.
5. Reluctance to Accept Help: Some seniors may have a strong sense of self-reliance and may be hesitant to accept help from others. They may prefer to handle their own care needs or rely on family members or close friends for support.
6. Perception of Stigma: Some seniors may perceive seeking assistance as a sign of weakness or view it negatively due to societal stigmas surrounding receiving care or mental health support. 
   

Addressing these objections requires sensitive communication, education, and understanding. Here are some strategies to overcome objections:

1. Empowerment and Choice: Emphasize that in-home care can actually enhance independence by providing support to continue living safely and comfortably at home. Highlight how personalized care plans can be tailored to the individual’s preferences and needs, allowing them to maintain control and decision-making.
2. Trust Building: Provide information about the rigorous screening and training processes that caregivers undergo. Share testimonials and reviews from other seniors who have had positive experiences with in-home care.
3. Privacy and Boundaries: Discuss how caregivers respect privacy and implement professional boundaries. Assure seniors that caregivers are there to provide assistance while respecting their space and autonomy.
4. Financial Assistance: Provide information about the potential financial assistance available, such as PACE benefits or community resources that can help alleviate concerns about affordability.
5. Education and Awareness: Educate seniors and their family members about the benefits of in-home care, including the convenience, specialized services, and potential improvements to their quality of life. Address any misconceptions or concerns they may have.
6. Peer Support: Encourage seniors to connect with others who have received in home care and share their positive experiences. Peer support and testimonials can help alleviate stigma and provide reassurance. 
   

Ultimately, it's important to listen actively to the senior’s concerns and provide personalized information and solutions tailored to their specific objections. Open and honest communication, empathy, and patience are key to addressing objections and helping seniors understand the potential benefits of in-home care.