Senior home care services have become a critical component of allowing older adults to age in place with dignity, safety, and comfort. As families seek solutions to help their loved ones remain at home rather than moving into costly assisted living facilities, the demand for home care services continues to grow. To shed more light on the sales strategies and challenges within this industry, we reached out to Heather Determan, Territory Sales Manager at Comfort Keepers. With years of experience in senior care sales, Heather shared her insights on building trust, overcoming obstacles, and staying competitive in a rapidly changing market.
Networking with health care professionals. I strive to stay connected through Continuing Education (CE) events, luncheons, and other local professional gatherings. I let them establish a rapport with doctors, nurses, social workers, and other healthcare providers to help them remember Comfort Keepers when they meet families who need a senior care service. Being aligned as a reliable partner in the healthcare continuum lets me seek referrals and build trust as a treasured element in the business.
Economics plays a significant role in how I will sell. Due to the inflationary cost of life, most seniors opt to age in place instead of moving into expensive assisted living facilities. Therefore, home care is becoming an attractive option for families. We are fully aware, in fact, of sidestepping any price hike despite rampant inflation so that our services will be something that not many families can afford; yet, at the same time, we preserve high-quality care for our clients while not over-pricing it. This has worked wonders and made us a top contender in the market, where such options as these have budget-friendly alternatives without diluting the level of care that their loved ones get.
– Heather Determan
I do not own my franchise, but if I were to advise new franchisees, it would be to become as knowledgeable as possible about IDPH guidelines so that they are in compliance. That’s a regulatory issue; you never want to incur costly fines and also risk your reputation for quality and trustworthy care. In addition to this, I’d advise developing strong local relationships, being actively engaged with groups of community interest, and remaining high-profile among healthcare professionals. Trust and visibility help your business grow organically.
A key challenge I face is caregiver reliability. Once you have made the sale and gotten a client, it becomes very important that the caregiver assigned to the client arrives and does a good job. We tackled this problem by erecting a system of pay scales for experienced and reliable caregivers. In doing so, we have reduced turnover and worked towards ensuring consistency in the service through paying our caregivers adequately and rewarding reliability. It gives the family assurance that their elder is in good hands.
Building trust with families and clients always involves reliable communication and active engagement. I often participate in various groups run by seniors, where I communicate to the community about different topics relevant to seniors. Overall, the appearance and sharing of information creates a connection among those groups. They come to know me over time—to learn about my family, even my poodle, whom I take with me when volunteering. Community involvement in volunteering and participating creates trust, so I am more than just the sales manager; I become an old, familiar face, which is precious here in the industry. The best thing about this job is the relationships I have built here.
Heather Determan is a Territory Sales Manager at Comfort Keepers, where she is committed to helping older adults maintain their independence as they age in place. With a strong focus on relationship-building, Heather excels at connecting with both clients and healthcare professionals, ensuring seamless access to quality home care services. Her approach combines strategic networking, participation in community events, and a genuine passion for senior care. Known for her warm and personable nature, Heather goes beyond sales, building trust and lasting connections with the families she serves.
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