April 30, 2024 • 27 mins
Unlock the secrets of a thriving home care business as Dale York, the entrepreneur behind Cardinal Home Care, joins us to share the sales strategies that catapulted his business to success amid the pandemic. Witness a tale of unwavering dedication as he unfolds the power of community bonds and warm leads. Dale's insight into the necessity of becoming a familiar face in the industry and the delicate art of balancing office management with active fieldwork is nothing short of inspirational.
This episode peels back the layers on the emotional investment of building and maintaining business relationships, especially when faced with the bittersweet reality of client turnover. Discover how a solid team can anchor an owner's venture into the world of networking, brand visibility on social media, and the relentless drive to ensure staff welfare – a mission that fuels Dale's vigorous pursuit of new opportunities. We explore the strategies that keep Cardinal Home Care's heartbeat strong, from the intricacies of fostering trust through regular care facility visits to the savvy targeting of high-margin services.
In our final chapter with Dale, we look into the game-changing realization that patience and personal connections are the cornerstones of business growth. If you've ever wondered how to transform every handshake into a lasting impression or how the role of a passionate owner can outshine any salesperson, this episode is your blueprint. As Dale reflects on his profound passion for his work, it's clear that the heart of home care is not just in the services provided but in the joy and challenges of the journey itself. Join us for these compelling insights, crafted to inspire and guide any aspiring home care entrepreneur.
Visit our website at https://asnhomecaremarketing.com
Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Today I interviewed Dale York.
He is the owner of Cardinal HomeCare.
They're located in the Fairfaxarea and the reason I thought
Dale would be a good interviewand I was right is because he
also, just like some of ourother interviews, is out there
(00:22):
in his community showing hisface, getting in front of people
, shaking hands, looking peoplein the eye and really
participating.
His method of sales is maybe notas organized, but you're going
to find out what really worksfor him and his sales strategy,
(00:45):
or what has happened in hissales strategy, is really
interesting.
If you really listen hard,you're going to find out that
most of the time when he callson someone it's a warm call,
it's not walking in cold.
So you're going to see that inthis interview and he'll tell
you how he does that and why hedoes that.
(01:06):
So overall, this is a greatinterview with a brilliant home
care agency owner who actuallystarted, got licensed with his
home care agency like threemonths before COVID, so they
have already been through someof the toughest times and now
(01:29):
does really well.
But this is another owner whois a salesperson who is very
involved in being the face ofthe company.
So take another lesson from aseasoned veteran in home care
and learn more about salesstrategies that you probably
haven't thought of.
So with that, I give you DaleYork.
Speaker 2 (01:53):
It was December of 19 .
We got licensed.
Speaker 1 (02:06):
And then that first year.
You know we got some cases hereand there was um, but it also
is a testament to your umpersistence in what you do and
that's getting out there.
And I mean I guess during COVIDyou probably couldn't do what
you do right now.
Speaker 2 (02:15):
But get on her client .
I had no idea who this personwas, so she liked the caregivers
and I said, well, can we meetfor coffee?
And she said absolutely.
So she asked me she goes,listen, nobody wants short
shifts.
And I said, well, can we meetfor coffee?
And she said absolutely.
So she asked me she goes,listen, nobody wants short
shifts.
Like I got a four hour case, ifyou want it, I was like sure,
we'll try it out.
And really that's kind of howit started, because the company
(02:38):
that she worked for would calland say hey, you know, michelle
said that you were able to helpher with a client.
Can you help me with one of myclients?
Speaker 1 (02:48):
Um, but, when did you start?
Like I'm out here, I'm going todo this every day, or several
times a week, and I am going tomake connections everywhere in
this community.
Speaker 2 (03:00):
You know, the first year we um, we did pretty well
our first year.
The first year we did prettywell our first year.
My strategy at the time and Ithink it's still my strategy now
is we had a client that livedat an assisted living.
I had no idea that she had acare manager.
(03:21):
The care manager called one dayto check in on her client.
I had no idea who this personwas.
So she liked the caregivers andI said, well, can we meet for
coffee?
And she said absolutely so.
She asked me she goes, listen,nobody wants short shifts Like I
got a four hour case, if youwant it.
I was like sure, we'll try itout.
And really that's kind of how itstarted, because the company
(03:45):
that she worked for would calland say hey, you know, michelle
said that you were able to helpher with a client, can you help
me with one of my clients?
But I was doing everything,valerie, I was doing scheduling
in the beginning, I was doingthe onboarding, I was on call, I
mean you name it.
(04:06):
I was doing it, onboarding, Iwas on call, I mean you name it.
Speaker 1 (04:14):
I was doing it.
It was like a three ring circus.
Yeah, I know, trust me, I don'tknow how any of you do this all
day.
It's just, it's a crazybusiness.
I mean, it's rewarding, but ifthere wasn't a reward, a human
element of this and a reward toit, no one would do it.
So it's got to have morerewarding moments than chaos,
insanity, negative moments.
It's just, you know, takingcare of people.
Speaker 2 (04:36):
I think the reward I mean, obviously you know, if
you're going to run a businessand you want to be in home care,
I mean you have to havesomewhat of a servant's heart Um
, but I think we just saw growthand revenue growing and I was
like, well, I guess I'm justgoing to keep doing what I'm
(04:56):
doing.
Um, so I think at the end ofthe day yes, I was running
around 12, 13, 14 hour days butI think at the end of the day to
hear, hey, good job, my mom'shappy with the caregivers to
hear the care managers call andsay, hey, can you help us with
(05:17):
this?
I mean that was rewarding inand of itself.
Speaker 1 (05:22):
That was rewarding in and of itself.
And today, how would youdescribe your week?
What kind of?
Or do you make a plan?
Or do you have a plan beforeyou walk out the door?
Sunday?
Sunday night, do you sit downand say here's what I need to do
?
Or Friday afternoon and Mondaydo you have a plan?
Or are you just hmm?
Speaker 2 (05:44):
I need to get better with that.
I think one of my downfallsreally, I think one of my
downfalls is, I think I justkind of wing it Um and I think I
mean I it got me pretty far,but I don't think it's going to
keep getting me far if I don'tkind of change some of that Um,
(06:05):
so no, I don't think it's goingto keep getting me far if I
don't kind of change some ofthat.
So no, I think I sometimes havea game plan Like this week I'll
set up appointments for nextweek, yeah, okay, but if there's
holes in my calendar, you knowI'll go into the office where I
probably should be out marketing.
I don't know, I mean, it's justthat we took a big hit with
(06:31):
ours around the beginning of theyear January, february.
We lost maybe I don't even know25, 30% of our business.
It was, it was really bad.
Speaker 1 (06:47):
Is this from passing away, people passing away or
moving?
Speaker 2 (06:52):
Actually, both we had people moving out of state.
They moved from their homesinto local communities, they
passed away, and it was a lot of24-7 care that we had gotten
from care managers.
So I think we lost like sevenor eight clients, but they were
(07:13):
like big ticket clients and sothat's kind of caused me to like
all the social media posts thatyou see.
Um, I was talking, I wastalking with my social media
lady and she's like we just needmore.
She's like you know, help me,help you, kind of a thing.
So that's why you see all ofthat.
Speaker 1 (07:33):
Well, I mean it's it's obviously caught some
folks' attention.
I think the way you're usingLinkedIn to tag people or
businesses that you're around,or tag the people once they're
up, I guess you can go back inand tag anybody you want, and
that I mean.
(07:54):
To me, that's what it's allabout from a digital perspective
, but you actually making thatconnection, that's what
everybody should be doing.
Now there's another piece ofthis that that is apparent to me
, and that is that you must havea pretty nice staff back at the
office that you can trust,because you're not bogged down.
(08:14):
Now, today, you can go out anddo this stuff.
You know there are some ownersthat can't get out of the
business so that they can go dostuff.
They are still, you know, mireddown in the scheduling and the,
and I know that's normal whenyou're starting up, but it looks
to me like you've set yourselfup operationally so that you can
get out of there.
Speaker 2 (08:35):
So, um, I'm pretty much an open book.
I mean, you can ask me anythingand I'm happy to share anything
with you.
So we were probably it wasmid-year, I don't even remember
a couple of years ago and I wasprobably around like a million
and a half and I was going nutsbecause I was so busy and a
(08:56):
friend of mine said you got tohire a scheduler, like you got
to get somebody, because nowyou're going to lose money
because you can't do everythingon your own.
So I wound up hiring somebodythat I completely trusted and I
think that was that was the mainthing.
Most employees that we haveworking for us have never worked
(09:18):
in home care.
I mean, they're, they're goodpeople.
Most of this job you can teachand train, so, um, so I run
around.
My wife does all of the billing, so she was around since day
one.
Obviously, um, I have an officemanager who was my original
scheduler, and then we have anHR person, an admin person, a
(09:42):
scheduler.
I mean there's probably likesix or seven of us and it's
afforded me flexibility.
But on the flip side, I don'ttake that with a grain of salt,
because I could go home and cutgrass or do something.
It's a beautiful day out, butall of these employees are
(10:06):
expecting a paycheck and so,right, like they've been really
good to me, and how can I letthem down?
So when I'm out here meetingpeople and going to events and
posting things and trying to getbusiness, it's really because,
like a business collectively,like I love these people, that I
(10:27):
work with right.
So how can I let them down andbe like, oh, our hours have
dropped.
Well, that's okay, they'll comeback up.
But I don't want to be one ofthose owners where you know
hours go down, you let somebodygo, you bring them back.
You know that's just not,that's not fair.
Speaker 1 (10:44):
No, I, as a business owner myself, I get it.
I mean, as we grow, that's it'swonderful, and I want to step
back from doing the day-to-daystuff.
But I also feel a hugeresponsibility to the 20 people
or so that help manage and runthis business.
They have to get paid, and so Iget it.
I get it.
(11:05):
You're out there because youhave a feel of a heartfelt
responsibility to the folks thathelp make this successful
behind the scenes, so I get it.
I couldn't just sit here all dayeither.
You know I got to be doingsomething to help with the
business.
But I also know that if thosepeople weren't the reliable,
(11:25):
trustworthy people that they are, you wouldn't be able to leave
the office.
So that's a testament to them,right?
You hired the right people tosubstitute for you and to really
do more than you can do.
So you're in the Fairfax area Iknow you probably serve a lot
of Northern Virginia and um.
(11:48):
Do you have a specific um, likea radius that you go out in?
Are you in like a 20 mileradius of the office?
Are you marketing?
Speaker 2 (11:58):
you're going out and meeting with people there or I
think I mean Fairfax is kind ofright in the middle in Northern
Virginia.
So, um, if you looked at a map,we would go from, um, like from
Fairfax, to Old Town,alexandria, which is right along
the Potomac River, and then onthe other side, going west,
(12:21):
would be leesburg.
So I I would say it's maybe 20miles, like one way, 20 miles,
the other maybe yeah, not to, Imean, but you're not.
Speaker 1 (12:34):
You're not deriving 50 a 50 mile radius to go visit
with folks.
I mean you're.
I mean 20 miles is big enough.
I mean that's a fair enough,big enough market, considering
you're in a pretty dens, whetherit's independent living, memory
care assisted living, whateverit's been.
Speaker 2 (13:06):
I've been over there a lot and the feedback that
we've gotten from directors ofnursing is I feel like you care
because you're just checking inon the residents.
So when they refer to us or ifa care manager refers to us, I
probably go a couple times aweek to be honest with you.
(13:28):
Is that too much?
I don't know.
I mean you could say you shouldbe marketing and doing
something else, which probably.
But on the flip side there's acustomer service and there's a
um, like a care component whereI feel like, ok, you're going to
be in good hands with Cardinalbecause they're going to take
(13:49):
care of you.
Yeah, so I mean we a lot ofdirect.
Half of our business I wouldsay almost half is probably
referrals from directors ofnursing, and I would say
probably the other half maybenot half, maybe like 40 and 40
would be like care managers andthen we get random leads through
(14:12):
the website, but I would saythe vast majority are either
DONs or care managers.
Speaker 1 (14:19):
And do you remember, do you have a methodology in
your head?
Know you say you wing it, but Iknow you just probably
something you do to to get pastthe gatekeeper and to get to
that director of nursing.
And maybe it all just kind ofcomes because you got the care
manager who referred you to theperson.
Then you get to meet thedirector of nursing because they
went into the nurse.
(14:39):
I mean, maybe it all just kindof rolls together, but how did
you get to that director ofnursing?
Speaker 2 (14:47):
So this is what's frustrating.
So I'm not good with I don'tknow how to just like cold call
or make things happen, like,truly like.
That's why I I think we talkedoffline a little bit about my
reaching out to um another coachbecause I don't know how to
(15:09):
really get into rehabs.
Their doors are closed.
That's not my strategy.
So like, if I have a new clientat a community, then I'll meet
that director of nursing, I'llmeet the staff and then I'll ask
you know, hey, one of yoursister properties.
Is there someone there that youcan refer me to?
(15:31):
I've got a lot of caregiverslooking for work.
And they'll say oh, yeah, callGladys, she's over.
Do you guys have sunrises whereyou are or bright views?
So like, good example, likewe're taking care of somebody at
a community and one of thenursing supervisors I know works
at a bright view.
And I said, hey, I said who'syour DON?
(15:52):
I said I've got tons ofcaregivers looking for work.
Can I reach out to your DON?
She's like oh, yeah, her nameis Janet, give her a call.
I said, well, she's not goingto know me.
Do you mind if I just said thatyou referred me to her?
And she's like oh, absolutely,she's really nice.
So in my subject line I put youknow, referred by Amy, and then
(16:15):
when the director of nursingopened it up she was like oh
yeah, come on in next week wecan talk.
So, um, like that's been mystrategy, but like going into a
rehab and just kind of coldcalling, I feel like I'm just
another number that just callson them Like there's, there's no
relation, there's nothing there.
Speaker 1 (16:32):
So it sounds to me like you kind of use connection
to reach out to a connectionlike a spider web.
So you've got this person canhelp you reach out to this.
You're using your connectionsto reach out to more connections
and to make more connections.
Speaker 2 (16:47):
I am.
But where I am now is like nowI need to somehow like.
Now I need to somehow um, likeI.
I feel a little dead in thewater right now, to be honest,
because I've made tons ofconnections in like some of the
Fairfax area, loudoun County,like I know a lot of people but
I'm trying to like the.
(17:09):
The pipeline's been slow, soI'm trying to keep these
connections going and I feellike I've lost some momentum.
Like cold calling.
How do you that?
That's just not.
I don't know how to do it.
I would love to learn, butthat's not where I am right now.
Speaker 1 (17:26):
Well, I wish I was not yeah, no, it's tough.
It's tough and especially if Idon't know what your former life
was before you opened a homecare agency.
I don't remember that, but Ibut I know that most of us who
get into this probably maybedidn't have a sales background.
We weren't salespeople.
I'm certainly not a salesperson, but having a salesperson on my
(17:48):
staff, I can see the inherentdifference between someone who
knows how to sell and me, theinherent difference between
someone who knows how to selland me.
So I so, for instance, you knowDon Fiala, annette Ziegler and
Lisa Marcella on our team.
They know how to get past, theyknow how to walk in cold and
(18:09):
they know that, even if you walkin cold and I'm happy to share
some of those videos with youbut if you walk in cold, the you
know it's, it's time.
It takes time.
You got to get past the personat the front desk.
You got to know them by name.
You got to make sure thatthey're comfortable with you
before they're gonna throw youover the you know fence to Marcy
or whoever it is that youreally want to talk to.
(18:31):
So it is a time, a patience anddefinitely a work of art.
So, but it does happen and Ithink that, well, in the courses
that Dawn and Lisa and Annetteteach, they talk about leave
behinds a lot, and I think youdo this anyway with the folks
that you know and you know knowyou might bring them a little
(18:54):
something, or you know, sponsoran event or whatever and um, and
that, so that that's somethingthat they teach as well.
Um, I, the person that I talkedto before you was, is very
interesting in his approach aswell.
He takes, uh, he's only beenopen five years, which is is a
pretty long time, but I mean,you know, his philosophy is that
(19:22):
he's out there every day buthe's making connections not just
with the facilities andcommunities, he's also in the
Rotary making connections.
In Rotary sponsored a littleleague team.
What he's trying to do locally,he's in Bergen County, new
Jersey trying to do locally.
He's in Bergen County, newJersey, which is gigantic and
very populated, but is make surethat people know that he's
there to give back to thecommunity in more ways than just
(19:45):
senior facilities and that he'svery active in volunteerism and
that's not an immediate payoffby far, it's just another way to
do things.
And he doesn't have asalesperson either, and that
would be my next question to youDo you think you'll ever at
some point, hire someone to takeover some of the sales and
(20:08):
marketing, maybe a seasoned homecare salesperson?
I mean, I don't know, is thatin your plan for the future?
Speaker 2 (20:17):
Yeah, I mean absolutely, I was planning on
doing something.
Earlier this year, when ournumbers were really high, I was
like, okay, I think I'm in aposition right now like this is
good, I don't want to stop whatI'm doing.
But.
But I was like, okay, me andanother salesperson, everything
would be fine, um.
(20:38):
But then when our numbers wentdown, I was like, ah, shoot, so
is it on the radar?
It will be when the numbers getup a little bit more.
Um, and so I mean we have someholes that we have to fill, some
deficits that we have.
I think a lot of people that Italk to enjoy having a business
(21:01):
owner come around, like myself,and you probably experienced
that too.
Like they like talking to theowner, yes, and I've had to
buffer myself with someconversations if.
If it's not needed, then I'mlike, no, you can talk with them
and I get other things to do.
But I think referral sources,like the fact that I'm very
(21:26):
engaged, which has been veryhelpful.
But yes, I mean I do intend onhiring a salesperson when
numbers get up a little bit more.
Speaker 1 (21:35):
Well, I think, coming out from behind I say it this
way because I'm in digitalmarketing, but I'm the digital
side but I say, come out frombehind your website and be that
person and be that face of thecompany.
Or have someone in yourorganization, be the face that
you can trust, that's alwaysthere, that they can count on to
come around and check on, justlike you said, check on that
(21:56):
person who just signed up forservices a week ago.
Be that, be that.
Have someone in yourorganization that can be the
face of the company.
It's hard when you're firststarting out, but the more you
get into this, the more you knowthat people want to be able to
trust you.
And if your face is the onethey see and they do see you out
there, you know shaking handsand taking pictures with all the
(22:19):
people in the community theyknow you're not hiding.
You must have a pretty goodservice.
That's trust and authority.
You must have a.
You must be doing somethingright because you're not afraid
to walk into this independentliving community and know that
your caregivers are doing theright thing.
So I think that it is importantthat the owner gets involved
and if that is not their planfrom the beginning, then they
(22:42):
need to have someone in thecompany who serves as the face
of that organization.
I think that either way, that'sreally important.
So, and they do like people dolike to talk to the owner and
you know, I don't, I don't,that's, that's okay.
But you're right, there arecertain administrative things
that we try to give to theadministrative staff.
But, yeah, I agree with that.
(23:04):
So, but I you know, getting in,getting the 24 hour cases back.
I think one of our videosrecently talks about Don just
did one and I'll share it withyou.
That is all about getting backinto those 24 hour cases,
because that's where the marginsare and how to get more of
those from her point of view,and that might be helpful.
(23:27):
But I know that what you'redoing is very valuable and, if
for no other reason, theCardinal Home Care name is one
that is branded to these people.
They know you, they know yourlogo, they know your name, they
know when you walk in the door,even if it's somebody else that
walks in the door with yourbusiness card, they'd be like oh
(23:48):
, yeah, yeah, dale, so you'redoing the right thing.
I can, I can see how you canrun out of places, or you've
been to XYZ place five times.
You really going to go backtoday, or you know, I can see
how it would get once you'vedone this for a while.
You feel like you're in a placeof, okay, who can I visit this
(24:10):
week?
Who's who am, am I doing?
But but you're doing the rightthing.
So the only difference in that,in you and the person I
interviewed before is is justand I think you already do this,
but I it's just that he helooks at it as a community
involvement, kind of giving back, and you do the same thing, but
(24:32):
he's he's not focused on thefacilities at the moment.
That's his next step, but theydo really well without that,
because Applauses, home Care isjust so well known in that
county because he's everywheresponsoring things and showing up
at events.
I think he also is very specificwith one or two senior centers
(24:54):
in his area and he constantly isputting on programs for them
with not himself, but with hehad a belly dancer come in, I
mean, and teach, you know, andhe had like a bunch of people
show up for that.
He's having a historian come inand talk about the history of
Bergen County and GeorgeWashington's involvement.
I mean things that you wouldn'tthink are home care related,
(25:22):
but are so engaging to hiscommunity and so interesting to
the seniors who've lived theretheir whole lives that that's
really making an impact.
So there's a million ways toskin a cat, but I think you know
, and I'll be happy to shareAlso, I'll share his video with
you as well.
I just got that edited down, soyou know those are some great
ideas too, but I know that whatyou're doing is valuable,
(25:44):
because I see it and I wisheverybody would do what you're
doing.
Speaker 2 (25:51):
You know, I think this industry is an amazing
industry.
I will say in Northern Virginiait's somewhat cutthroat, I
don't know how other areas are,but I love it.
Like I could imagine likepeople say like would you sell?
And I'm like to do what?
Like, what would I do if I sold?
(26:12):
Right?
I mean, I think you have toreally love what you do.
Um, I think you're alwaysgrowing, you're always trying to
figure things out.
I think that you know there'sgood days and frustrating days,
like everything else in life.
Um so, um, yeah, I mean I have.
I really have no complaints atall.
I mean, if I, if I had to lookback and you know, thank God for
(26:36):
what I have, I mean I havenothing to complain about other
than, you know, some sillythings that happen here and
there and some frustrations, butnothing that can't be overcome.
Speaker 1 (26:44):
Absolutely Well.
I appreciate you giving us someinsight into your week and your
day and your strategy or yourwing in it, Cause I think that
it really shows how much youcare about the people you work
with and the community you'reworking for.
Speaker 2 (27:00):
Well, thank you.
Today I interviewed Dale York.
He is the owner of Cardinal HomeCare.
They're located in the Fairfaxarea and the reason I thought
Dale would be a good interviewand I was right is because he
also, just like some of ourother interviews, is out there
(00:22):
in his community showing hisface, getting in front of people
, shaking hands, looking peoplein the eye and really
participating.
His method of sales is maybe notas organized, but you're going
to find out what really worksfor him and his sales strategy,
(00:45):
or what has happened in hissales strategy, is really
interesting.
If you really listen hard,you're going to find out that
most of the time when he callson someone it's a warm call,
it's not walking in cold.
So you're going to see that inthis interview and he'll tell
you how he does that and why hedoes that.
(01:06):
So overall, this is a greatinterview with a brilliant home
care agency owner who actuallystarted, got licensed with his
home care agency like threemonths before COVID, so they
have already been through someof the toughest times and now
(01:29):
does really well.
But this is another owner whois a salesperson who is very
involved in being the face ofthe company.
So take another lesson from aseasoned veteran in home care
and learn more about salesstrategies that you probably
haven't thought of.
So with that, I give you DaleYork.
Speaker 2 (01:53):
It was December of 19 .
We got licensed.
Speaker 1 (02:06):
And then that first year.
You know we got some cases hereand there was um, but it also
is a testament to your umpersistence in what you do and
that's getting out there.
And I mean I guess during COVIDyou probably couldn't do what
you do right now.
Speaker 2 (02:15):
But get on her client .
I had no idea who this personwas, so she liked the caregivers
and I said, well, can we meetfor coffee?
And she said absolutely.
So she asked me she goes,listen, nobody wants short
shifts.
And I said, well, can we meetfor coffee?
And she said absolutely.
So she asked me she goes,listen, nobody wants short
shifts.
Like I got a four hour case, ifyou want it, I was like sure,
we'll try it out.
And really that's kind of howit started, because the company
(02:38):
that she worked for would calland say hey, you know, michelle
said that you were able to helpher with a client.
Can you help me with one of myclients?
Speaker 1 (02:48):
Um, but, when did you start?
Like I'm out here, I'm going todo this every day, or several
times a week, and I am going tomake connections everywhere in
this community.
Speaker 2 (03:00):
You know, the first year we um, we did pretty well
our first year.
The first year we did prettywell our first year.
My strategy at the time and Ithink it's still my strategy now
is we had a client that livedat an assisted living.
I had no idea that she had acare manager.
(03:21):
The care manager called one dayto check in on her client.
I had no idea who this personwas.
So she liked the caregivers andI said, well, can we meet for
coffee?
And she said absolutely so.
She asked me she goes, listen,nobody wants short shifts Like I
got a four hour case, if youwant it.
I was like sure, we'll try itout.
And really that's kind of how itstarted, because the company
(03:45):
that she worked for would calland say hey, you know, michelle
said that you were able to helpher with a client, can you help
me with one of my clients?
But I was doing everything,valerie, I was doing scheduling
in the beginning, I was doingthe onboarding, I was on call, I
mean you name it.
(04:06):
I was doing it, onboarding, Iwas on call, I mean you name it.
Speaker 1 (04:14):
I was doing it.
It was like a three ring circus.
Yeah, I know, trust me, I don'tknow how any of you do this all
day.
It's just, it's a crazybusiness.
I mean, it's rewarding, but ifthere wasn't a reward, a human
element of this and a reward toit, no one would do it.
So it's got to have morerewarding moments than chaos,
insanity, negative moments.
It's just, you know, takingcare of people.
Speaker 2 (04:36):
I think the reward I mean, obviously you know, if
you're going to run a businessand you want to be in home care,
I mean you have to havesomewhat of a servant's heart Um
, but I think we just saw growthand revenue growing and I was
like, well, I guess I'm justgoing to keep doing what I'm
(04:56):
doing.
Um, so I think at the end ofthe day yes, I was running
around 12, 13, 14 hour days butI think at the end of the day to
hear, hey, good job, my mom'shappy with the caregivers to
hear the care managers call andsay, hey, can you help us with
(05:17):
this?
I mean that was rewarding inand of itself.
Speaker 1 (05:22):
That was rewarding in and of itself.
And today, how would youdescribe your week?
What kind of?
Or do you make a plan?
Or do you have a plan beforeyou walk out the door?
Sunday?
Sunday night, do you sit downand say here's what I need to do
?
Or Friday afternoon and Mondaydo you have a plan?
Or are you just hmm?
Speaker 2 (05:44):
I need to get better with that.
I think one of my downfallsreally, I think one of my
downfalls is, I think I justkind of wing it Um and I think I
mean I it got me pretty far,but I don't think it's going to
keep getting me far if I don'tkind of change some of that Um,
(06:05):
so no, I don't think it's goingto keep getting me far if I
don't kind of change some ofthat.
So no, I think I sometimes havea game plan Like this week I'll
set up appointments for nextweek, yeah, okay, but if there's
holes in my calendar, you knowI'll go into the office where I
probably should be out marketing.
I don't know, I mean, it's justthat we took a big hit with
(06:31):
ours around the beginning of theyear January, february.
We lost maybe I don't even know25, 30% of our business.
It was, it was really bad.
Speaker 1 (06:47):
Is this from passing away, people passing away or
moving?
Speaker 2 (06:52):
Actually, both we had people moving out of state.
They moved from their homesinto local communities, they
passed away, and it was a lot of24-7 care that we had gotten
from care managers.
So I think we lost like sevenor eight clients, but they were
(07:13):
like big ticket clients and sothat's kind of caused me to like
all the social media posts thatyou see.
Um, I was talking, I wastalking with my social media
lady and she's like we just needmore.
She's like you know, help me,help you, kind of a thing.
So that's why you see all ofthat.
Speaker 1 (07:33):
Well, I mean it's it's obviously caught some
folks' attention.
I think the way you're usingLinkedIn to tag people or
businesses that you're around,or tag the people once they're
up, I guess you can go back inand tag anybody you want, and
that I mean.
(07:54):
To me, that's what it's allabout from a digital perspective
, but you actually making thatconnection, that's what
everybody should be doing.
Now there's another piece ofthis that that is apparent to me
, and that is that you must havea pretty nice staff back at the
office that you can trust,because you're not bogged down.
(08:14):
Now, today, you can go out anddo this stuff.
You know there are some ownersthat can't get out of the
business so that they can go dostuff.
They are still, you know, mireddown in the scheduling and the,
and I know that's normal whenyou're starting up, but it looks
to me like you've set yourselfup operationally so that you can
get out of there.
Speaker 2 (08:35):
So, um, I'm pretty much an open book.
I mean, you can ask me anythingand I'm happy to share anything
with you.
So we were probably it wasmid-year, I don't even remember
a couple of years ago and I wasprobably around like a million
and a half and I was going nutsbecause I was so busy and a
(08:56):
friend of mine said you got tohire a scheduler, like you got
to get somebody, because nowyou're going to lose money
because you can't do everythingon your own.
So I wound up hiring somebodythat I completely trusted and I
think that was that was the mainthing.
Most employees that we haveworking for us have never worked
(09:18):
in home care.
I mean, they're, they're goodpeople.
Most of this job you can teachand train, so, um, so I run
around.
My wife does all of the billing, so she was around since day
one.
Obviously, um, I have an officemanager who was my original
scheduler, and then we have anHR person, an admin person, a
(09:42):
scheduler.
I mean there's probably likesix or seven of us and it's
afforded me flexibility.
But on the flip side, I don'ttake that with a grain of salt,
because I could go home and cutgrass or do something.
It's a beautiful day out, butall of these employees are
(10:06):
expecting a paycheck and so,right, like they've been really
good to me, and how can I letthem down?
So when I'm out here meetingpeople and going to events and
posting things and trying to getbusiness, it's really because,
like a business collectively,like I love these people, that I
(10:27):
work with right.
So how can I let them down andbe like, oh, our hours have
dropped.
Well, that's okay, they'll comeback up.
But I don't want to be one ofthose owners where you know
hours go down, you let somebodygo, you bring them back.
You know that's just not,that's not fair.
Speaker 1 (10:44):
No, I, as a business owner myself, I get it.
I mean, as we grow, that's it'swonderful, and I want to step
back from doing the day-to-daystuff.
But I also feel a hugeresponsibility to the 20 people
or so that help manage and runthis business.
They have to get paid, and so Iget it.
I get it.
(11:05):
You're out there because youhave a feel of a heartfelt
responsibility to the folks thathelp make this successful
behind the scenes, so I get it.
I couldn't just sit here all dayeither.
You know I got to be doingsomething to help with the
business.
But I also know that if thosepeople weren't the reliable,
(11:25):
trustworthy people that they are, you wouldn't be able to leave
the office.
So that's a testament to them,right?
You hired the right people tosubstitute for you and to really
do more than you can do.
So you're in the Fairfax area Iknow you probably serve a lot
of Northern Virginia and um.
(11:48):
Do you have a specific um, likea radius that you go out in?
Are you in like a 20 mileradius of the office?
Are you marketing?
Speaker 2 (11:58):
you're going out and meeting with people there or I
think I mean Fairfax is kind ofright in the middle in Northern
Virginia.
So, um, if you looked at a map,we would go from, um, like from
Fairfax, to Old Town,alexandria, which is right along
the Potomac River, and then onthe other side, going west,
(12:21):
would be leesburg.
So I I would say it's maybe 20miles, like one way, 20 miles,
the other maybe yeah, not to, Imean, but you're not.
Speaker 1 (12:34):
You're not deriving 50 a 50 mile radius to go visit
with folks.
I mean you're.
I mean 20 miles is big enough.
I mean that's a fair enough,big enough market, considering
you're in a pretty dens, whetherit's independent living, memory
care assisted living, whateverit's been.
Speaker 2 (13:06):
I've been over there a lot and the feedback that
we've gotten from directors ofnursing is I feel like you care
because you're just checking inon the residents.
So when they refer to us or ifa care manager refers to us, I
probably go a couple times aweek to be honest with you.
(13:28):
Is that too much?
I don't know.
I mean you could say you shouldbe marketing and doing
something else, which probably.
But on the flip side there's acustomer service and there's a
um, like a care component whereI feel like, ok, you're going to
be in good hands with Cardinalbecause they're going to take
(13:49):
care of you.
Yeah, so I mean we a lot ofdirect.
Half of our business I wouldsay almost half is probably
referrals from directors ofnursing, and I would say
probably the other half maybenot half, maybe like 40 and 40
would be like care managers andthen we get random leads through
(14:12):
the website, but I would saythe vast majority are either
DONs or care managers.
Speaker 1 (14:19):
And do you remember, do you have a methodology in
your head?
Know you say you wing it, but Iknow you just probably
something you do to to get pastthe gatekeeper and to get to
that director of nursing.
And maybe it all just kind ofcomes because you got the care
manager who referred you to theperson.
Then you get to meet thedirector of nursing because they
went into the nurse.
(14:39):
I mean, maybe it all just kindof rolls together, but how did
you get to that director ofnursing?
Speaker 2 (14:47):
So this is what's frustrating.
So I'm not good with I don'tknow how to just like cold call
or make things happen, like,truly like.
That's why I I think we talkedoffline a little bit about my
reaching out to um another coachbecause I don't know how to
(15:09):
really get into rehabs.
Their doors are closed.
That's not my strategy.
So like, if I have a new clientat a community, then I'll meet
that director of nursing, I'llmeet the staff and then I'll ask
you know, hey, one of yoursister properties.
Is there someone there that youcan refer me to?
(15:31):
I've got a lot of caregiverslooking for work.
And they'll say oh, yeah, callGladys, she's over.
Do you guys have sunrises whereyou are or bright views?
So like, good example, likewe're taking care of somebody at
a community and one of thenursing supervisors I know works
at a bright view.
And I said, hey, I said who'syour DON?
(15:52):
I said I've got tons ofcaregivers looking for work.
Can I reach out to your DON?
She's like oh, yeah, her nameis Janet, give her a call.
I said, well, she's not goingto know me.
Do you mind if I just said thatyou referred me to her?
And she's like oh, absolutely,she's really nice.
So in my subject line I put youknow, referred by Amy, and then
(16:15):
when the director of nursingopened it up she was like oh
yeah, come on in next week wecan talk.
So, um, like that's been mystrategy, but like going into a
rehab and just kind of coldcalling, I feel like I'm just
another number that just callson them Like there's, there's no
relation, there's nothing there.
Speaker 1 (16:32):
So it sounds to me like you kind of use connection
to reach out to a connectionlike a spider web.
So you've got this person canhelp you reach out to this.
You're using your connectionsto reach out to more connections
and to make more connections.
Speaker 2 (16:47):
I am.
But where I am now is like nowI need to somehow like.
Now I need to somehow um, likeI.
I feel a little dead in thewater right now, to be honest,
because I've made tons ofconnections in like some of the
Fairfax area, loudoun County,like I know a lot of people but
I'm trying to like the.
(17:09):
The pipeline's been slow, soI'm trying to keep these
connections going and I feellike I've lost some momentum.
Like cold calling.
How do you that?
That's just not.
I don't know how to do it.
I would love to learn, butthat's not where I am right now.
Speaker 1 (17:26):
Well, I wish I was not yeah, no, it's tough.
It's tough and especially if Idon't know what your former life
was before you opened a homecare agency.
I don't remember that, but Ibut I know that most of us who
get into this probably maybedidn't have a sales background.
We weren't salespeople.
I'm certainly not a salesperson, but having a salesperson on my
(17:48):
staff, I can see the inherentdifference between someone who
knows how to sell and me, theinherent difference between
someone who knows how to selland me.
So I so, for instance, you knowDon Fiala, annette Ziegler and
Lisa Marcella on our team.
They know how to get past, theyknow how to walk in cold and
(18:09):
they know that, even if you walkin cold and I'm happy to share
some of those videos with youbut if you walk in cold, the you
know it's, it's time.
It takes time.
You got to get past the personat the front desk.
You got to know them by name.
You got to make sure thatthey're comfortable with you
before they're gonna throw youover the you know fence to Marcy
or whoever it is that youreally want to talk to.
(18:31):
So it is a time, a patience anddefinitely a work of art.
So, but it does happen and Ithink that, well, in the courses
that Dawn and Lisa and Annetteteach, they talk about leave
behinds a lot, and I think youdo this anyway with the folks
that you know and you know knowyou might bring them a little
(18:54):
something, or you know, sponsoran event or whatever and um, and
that, so that that's somethingthat they teach as well.
Um, I, the person that I talkedto before you was, is very
interesting in his approach aswell.
He takes, uh, he's only beenopen five years, which is is a
pretty long time, but I mean,you know, his philosophy is that
(19:22):
he's out there every day buthe's making connections not just
with the facilities andcommunities, he's also in the
Rotary making connections.
In Rotary sponsored a littleleague team.
What he's trying to do locally,he's in Bergen County, new
Jersey trying to do locally.
He's in Bergen County, newJersey, which is gigantic and
very populated, but is make surethat people know that he's
there to give back to thecommunity in more ways than just
(19:45):
senior facilities and that he'svery active in volunteerism and
that's not an immediate payoffby far, it's just another way to
do things.
And he doesn't have asalesperson either, and that
would be my next question to youDo you think you'll ever at
some point, hire someone to takeover some of the sales and
(20:08):
marketing, maybe a seasoned homecare salesperson?
I mean, I don't know, is thatin your plan for the future?
Speaker 2 (20:17):
Yeah, I mean absolutely, I was planning on
doing something.
Earlier this year, when ournumbers were really high, I was
like, okay, I think I'm in aposition right now like this is
good, I don't want to stop whatI'm doing.
But.
But I was like, okay, me andanother salesperson, everything
would be fine, um.
(20:38):
But then when our numbers wentdown, I was like, ah, shoot, so
is it on the radar?
It will be when the numbers getup a little bit more.
Um, and so I mean we have someholes that we have to fill, some
deficits that we have.
I think a lot of people that Italk to enjoy having a business
(21:01):
owner come around, like myself,and you probably experienced
that too.
Like they like talking to theowner, yes, and I've had to
buffer myself with someconversations if.
If it's not needed, then I'mlike, no, you can talk with them
and I get other things to do.
But I think referral sources,like the fact that I'm very
(21:26):
engaged, which has been veryhelpful.
But yes, I mean I do intend onhiring a salesperson when
numbers get up a little bit more.
Speaker 1 (21:35):
Well, I think, coming out from behind I say it this
way because I'm in digitalmarketing, but I'm the digital
side but I say, come out frombehind your website and be that
person and be that face of thecompany.
Or have someone in yourorganization, be the face that
you can trust, that's alwaysthere, that they can count on to
come around and check on, justlike you said, check on that
(21:56):
person who just signed up forservices a week ago.
Be that, be that.
Have someone in yourorganization that can be the
face of the company.
It's hard when you're firststarting out, but the more you
get into this, the more you knowthat people want to be able to
trust you.
And if your face is the onethey see and they do see you out
there, you know shaking handsand taking pictures with all the
(22:19):
people in the community theyknow you're not hiding.
You must have a pretty goodservice.
That's trust and authority.
You must have a.
You must be doing somethingright because you're not afraid
to walk into this independentliving community and know that
your caregivers are doing theright thing.
So I think that it is importantthat the owner gets involved
and if that is not their planfrom the beginning, then they
(22:42):
need to have someone in thecompany who serves as the face
of that organization.
I think that either way, that'sreally important.
So, and they do like people dolike to talk to the owner and
you know, I don't, I don't,that's, that's okay.
But you're right, there arecertain administrative things
that we try to give to theadministrative staff.
But, yeah, I agree with that.
(23:04):
So, but I you know, getting in,getting the 24 hour cases back.
I think one of our videosrecently talks about Don just
did one and I'll share it withyou.
That is all about getting backinto those 24 hour cases,
because that's where the marginsare and how to get more of
those from her point of view,and that might be helpful.
(23:27):
But I know that what you'redoing is very valuable and, if
for no other reason, theCardinal Home Care name is one
that is branded to these people.
They know you, they know yourlogo, they know your name, they
know when you walk in the door,even if it's somebody else that
walks in the door with yourbusiness card, they'd be like oh
(23:48):
, yeah, yeah, dale, so you'redoing the right thing.
I can, I can see how you canrun out of places, or you've
been to XYZ place five times.
You really going to go backtoday, or you know, I can see
how it would get once you'vedone this for a while.
You feel like you're in a placeof, okay, who can I visit this
(24:10):
week?
Who's who am, am I doing?
But but you're doing the rightthing.
So the only difference in that,in you and the person I
interviewed before is is justand I think you already do this,
but I it's just that he helooks at it as a community
involvement, kind of giving back, and you do the same thing, but
(24:32):
he's he's not focused on thefacilities at the moment.
That's his next step, but theydo really well without that,
because Applauses, home Care isjust so well known in that
county because he's everywheresponsoring things and showing up
at events.
I think he also is very specificwith one or two senior centers
(24:54):
in his area and he constantly isputting on programs for them
with not himself, but with hehad a belly dancer come in, I
mean, and teach, you know, andhe had like a bunch of people
show up for that.
He's having a historian come inand talk about the history of
Bergen County and GeorgeWashington's involvement.
I mean things that you wouldn'tthink are home care related,
(25:22):
but are so engaging to hiscommunity and so interesting to
the seniors who've lived theretheir whole lives that that's
really making an impact.
So there's a million ways toskin a cat, but I think you know
, and I'll be happy to shareAlso, I'll share his video with
you as well.
I just got that edited down, soyou know those are some great
ideas too, but I know that whatyou're doing is valuable,
(25:44):
because I see it and I wisheverybody would do what you're
doing.
Speaker 2 (25:51):
You know, I think this industry is an amazing
industry.
I will say in Northern Virginiait's somewhat cutthroat, I
don't know how other areas are,but I love it.
Like I could imagine likepeople say like would you sell?
And I'm like to do what?
Like, what would I do if I sold?
(26:12):
Right?
I mean, I think you have toreally love what you do.
Um, I think you're alwaysgrowing, you're always trying to
figure things out.
I think that you know there'sgood days and frustrating days,
like everything else in life.
Um so, um, yeah, I mean I have.
I really have no complaints atall.
I mean, if I, if I had to lookback and you know, thank God for
(26:36):
what I have, I mean I havenothing to complain about other
than, you know, some sillythings that happen here and
there and some frustrations, butnothing that can't be overcome.
Speaker 1 (26:44):
Absolutely Well.
I appreciate you giving us someinsight into your week and your
day and your strategy or yourwing in it, Cause I think that
it really shows how much youcare about the people you work
with and the community you'reworking for.
Speaker 2 (27:00):
Well, thank you.
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