Selling Your Services

Selling Your Services

Veterans Affairs

Service Offering Playbook

Selling Your Services


In some cases, veterans who have been approved for in-home care assistance may have the option to choose the home care agency they work with, but it depends on the specific VA program and the policies in place. Here are a few key points to consider:

VA Direct Care: Under certain circumstances, the VA may directly provide in-home care services to eligible veterans through their own staff or contracted providers. In this scenario, veterans may not have the flexibility to choose a specific agency as the care is provided by the VA itself.
VA Community Care Programs: The VA may contract with community care providers to deliver in-home care services to eligible veterans. In these cases, veterans may have the opportunity to choose from a list of approved agencies or providers within their area.
State and Local Programs: Some states or localities may have their own home care programs or initiatives for veterans. These programs may provide veterans with options to select from a network of participating agencies or providers.
Availability and Capacity: The ability to choose a specific home care agency may also depend on the availability and capacity of agencies in the veteran's geographical area. In some cases, there may be a limited number of approved agencies, which could impact the choice available to the veteran.

If a veteran is able to select the agency from a list of approved vendors, it is important that you understand how to convert those leads to signed clients in an effective and compassionate way. In the remainder of this section, we will look at how to convert a potential client during two of the key areas of the sales process – the inquiry call and the assessment.

Converting the Inquiry Call

As mentioned in a previous section, the contracted agencies often receive 2-3 emails per week with 10-20 new clients to be assigned. Agencies then respond to the VA on what they can do and, 2-3 days later the VA assigns the Veterans to each agency as they deem fit.

What does this mean for you? There is no inquiry call; instead, you are conducting an introductory call with the Veteran’s family. In this call, you will:
● Introduce yourself
● Review the care plan (which is created by the VA)
● Discuss the timing of the services beginning
● Schedule a time to introduce the caregiver and conduct the first shift

Converting the Assessment

Because the VA directly assigns the client to your agency, you are not going into the home to do an in-home assessment. As you’ll learn in the next section, the VA completes the care plan and passes that on to you. While this may feel like a bit of a waiting game where you are forced to sit back and wait for emails, there are certain things you can do to increase the likelihood of getting clients from the VA.

Here’s an example of how Steve Kidwell, from San Diego, takes a more proactive approach to working with the VA:



Common Objections

There can be various objections or concerns that a veteran may have regarding in-home care even if they have agreed to services from the VA. Understand that these objections are completely normal and knowing how to respond to them is 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 veterans 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: Veterans 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 veterans 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 veterans. They may worry about the affordability of in-home care services, especially if they have limited financial resources or are not eligible for certain VA benefits.
5. Reluctance to Accept Help: Veterans 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 veterans 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:
● 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 veteran's preferences and needs, allowing them to maintain control and decision-making.
● Trust Building: Provide information about the rigorous screening and training processes that caregivers undergo. Share testimonials and reviews from other veterans who have had positive experiences with in-home care.
● Privacy and Boundaries: Discuss how caregivers respect privacy and implement professional boundaries. Assure veterans that caregivers are there to provide assistance while respecting their space and autonomy.
● Financial Assistance: Provide information about the potential financial assistance available, such as VA benefits or community resources that can help alleviate concerns about affordability.
● Education and Awareness: Educate veterans 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.
● Peer Support: Encourage veterans to connect with other veterans 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 veteran'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 veterans understand the potential benefits of in-home care.

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