Valerie V Show EP 61: Interview with Gregg Mazza of Home Care Breakthrough Solutions!

 

 

Valerie V:                           Hey, guys. Valerie V. We are live on Facebook. Hope everybody’s doing well. Valerie V Show for Wednesday. And today, we are going to interview Greg Mazza, with Home Care Breakthrough Solutions. Hey, I’m going to … You know what? I’m going to turn on … Let’s see. We’re going to turn on some of our … We had some people who are commenting already, waiting for you to come online. Woo, and we’re here. So that’s awesome. So Greg, I have a few questions for you. So, we’re going to try … And we have been doing a pretty good job of getting experts on our show who do not do what I do, and I don’t do what you do. So we’re going to interview you, and you can tell us all about the things that home care agencies need to know.

Gregg Mazza:                    Wonderful.

Valerie V:                           So, first of all-

Gregg Mazza:                    Thank you for having me, first of all. Thank you.

Valerie V:                           Hey, no problem. I’m glad we could get it together for this one. It’s been a technical difficulty day.

Gregg Mazza:                    If only we could share everything that’s transpired our last hour, it would be …

Valerie V:                           Poor Gregg. He’s a newbie, and it’s okay. He’s going to be an expert at all of this pretty soon. So, all right, we’ll start it this way. So, I know you sold your home care business and now you coach home care owners how to grow and scale their business. Tell us a little bit about why you jumped into coaching and consulting?

Gregg Mazza:                    That’s a great question, thank you. We … Let me lower this because I’m getting some feedback. I owned a home care business for 10 years. The first four or five years in business was painful. It was painful. I thought I knew what I was doing. We owned a franchise and I actually thought with the part of sales experience that I had that I could just all of the sudden jump right in and make it work. Quite honestly, the first few years was like drinking from a fire hose, and then we got to a point where we literally almost ran out of capital in our business, or cash flow.

We put everything, you know, we put everything that we had into the business and was really on the verge of losing everything. It was really quite stressful. It created a lot of strain on our relationship. My wife and I couldn’t separate business and work. It was just all blending together. Add to it that we had a new baby, a second one on the way, and it was just, woo. Over the next 12 months, I realized … I finally was able to push my ego aside and I realized, I don’t know all the answers. Because I was in a newer franchise system at the time, it’s like there were bits and pieces that they could help me with, but it was just on me. It was my business and I had to figure out how to make it work.

I started learning from people who, quite honestly, were way smarter than me, just way more advanced from like sales, marketing, strategies, those types of things; mostly outside of the industry. Over the next 12 months, we were able to increase over a million dollars in revenue in our business and it created freedom for us. It got us to a point where we could start building out our team and really start to delegate responsibilities. Everyone’s numbers are going to be different, but when you’re under like a million and a half, two million dollars in revenue, most people are in a business that’s running them.

Valerie V:                           Yeah.

Gregg Mazza:                    That was just the case for me. Especially in home care because it’s a lower margin business. Really, it’s like we were everything. Yeah, we had some team members, but it was still so stressful. We finally got to a place where we could build out our team, and then over the next couple of years, we started to build some systems in place and really got to a point where when we had our third child, I was able to take eight months off from the business and I didn’t have to worry because we had that consistency of referrals coming in; whether it was me or one of my sales people. It really changed the dynamic of my life.

Unfortunately, I still have friends that have been in business seven, eight, ten, twelve years that, quite frankly, are close to filing bankruptcy. When we sold the business, we sold the business to switch schooling for my daughters. I’ve got four now. I’m not going to get into the details of it, but we moved out of state. Now, my intention and my hope is that I can help people avoid some of the pain and some of the mistakes that so many home care owners make when it comes to growing their business. You know, I don’t wish upon anyone … I mean, I love home care and I love what we’re able to do and being able to help people.

Especially, in a time where they’re probably at the most vulnerable time in their life and are losing their independence. There’s resistance that happens there because they don’t want to lose their independence. For us, to be able to go in, provide some additional support, and help them really regain some independence because now they have people that can take them out, they can do things, they can eat the food that they want to eat, help with bathing, it really gives them a sense of dignity. For me, when it comes to the business side of it, I want to be able to help home care owners get to a place in their business where they don’t have to stress and worry about, “Gosh, am I going to lose … If I lose that 24/7 case, I don’t know how we’re going to make it up. I just don’t know how we’re going to make it up.”

That’s a very, very stressful place to be and I know how stressful it was for me. My hope is really to help people shortcut their success, or for some folks that have had the taste of success, but then lost it because the market has become a lot more competitive. By doing what I do, I really give people some freedom and options in their business and help alleviate some stress. That’s really why I got into doing what I do now.

Valerie V:                           Great. Well, that’s … You know what, you’re exactly right. I can’t tell you how many home care agencies … You know, we’ve been doing this 10 years and people have come and gone in those 10 years. They don’t leave our services because they leave our services. They leave our services because they leave the business.

Gregg Mazza:                    Right.

Valerie V:                           They just couldn’t make it, or some people retire happily and that’s great, but we have had so many that have … Their intentions and their passion for it are so great and it is so stressful sometimes. I think for everybody, no matter what business you start, but home care in particular. I mean, you have to have a real calling for that, I think. To not be able to continue it is rough.

Gregg Mazza:                    Yeah, I agree.

Valerie V:                           Having said all of that, what are the biggest mistakes home care owners are making when it comes to growing revenue in referral marketing?

Gregg Mazza:                    That’s a great question. For me, as I think about it, there’s definitely mistakes and then there’s what I call these painful experiences or the things that they’re struggling with. One is not having that consistency of referrals because you have two one week, one another week, five, zero, zero. That piece can be very stressful. I’m not saying that there’s not going to be fluctuations because there will be, but when your baseline of fluctuation, when your averages are a sustainable point, you don’t worry about the, “Hey, I had a one week,” because the next week you could have 10 or 15.

I think it’s not having consistency referrals. The bigger picture, a lot more competition, right? You have big investment groups that have gotten into the industry because, what? You’ve got the baby boomer population and in their mind where the money is, that’s where they want to go. They think that they can get into the health care business and some of them can successfully, but you have a lot more investment groups investing into this space. You have now home health, agencies or medicare home health agencies that realize, “Hey, why not add a private duty component?” That’s happening. A lot of larger companies are starting to do that like Kindred and some of the others.

What’s also happening is that a lot of home care owners, they just don’t have the time or make the time to consistently market their business. That’s a challenge. It’s so easy and I struggle with this at times too … I told my [inaudible 00:08:50] like, “If I’m in here, kick me out.” I should not be in this office. Part of it is a little bit of call reluctance. Part of it is some people really don’t like to sell. They don’t like to be out there. They don’t like rejection. Me too. Honestly, even though I’ve been selling for a long time, one of my first real sales jobs was selling above ground pools. I’m not joking when I say this, there were times when I would excuse myself from the sales floor, literally go into the bathroom, start crying because the sales approach that they had made me uncomfortable, and I would go sit in the bathroom, cry, and then come back out.

This happened repeatedly. People ask, “Well, why didn’t you quit?” I was like, “One, I needed the money because this was way back in college, and two, my mom told me like don’t ever quit.” That is why I continue to do it, but not everyone’s cut out to sell. Sorry, I’m just plugging in my phone so my battery doesn’t die and I have another technical challenge. Yeah, we don’t need more. Those are kind of the overarching things. The problems are that when you talk about really having a successful home care business, there’s some key components that truly are critical to the success of your business.

One of those is differentiation. When you’re out marketing, if you do not have some form of differentiation, if you don’t have some way to effectively stand out from your competition, not only are your referral sources, but your prospects are going to look at you as if you’re like everybody else. I can guarantee the people listening here, not everyone’s got the same price. What happens is when there’s no differentiation, the only thing that people are going to look at is, what’s your price? How much do you charge?

If you don’t have a good strategy for that, and more importantly, you can have a good differentiator, but if you don’t know how effectively communicate it, then people are going to feel like you’re selling to them. Sadly, this is how I was taught, too, way, way, way back when is, it’s good to have a differentiator, yes, and then when you have the chance, make sure they know why you’re different. That’s awesome, but it’s not because what happens is when you start to talk about, “Well, we’ve got a nurse on-call 24/7, and we’re joint commission accredited, and our care givers are the best.” Everyone says their care givers are the best.

Valerie V:                           Of course they are.

Gregg Mazza:                    Right, they are. Trust me, I love our care givers, but the reality is that, folks, how you communicate it, makes a difference. With sales, if someone feels like they’re being sold to, their shield or their guard starts to go up.

Valerie V:                           Oh yeah.

Gregg Mazza:                    We’ve all been there at some point. Think about the last time you bought like a high ticket item or something. If you ever felt like you’re being sold to, just like it’s this protective mechanism. How you communicate it is important. Make sure you do it in a way that’s not salesy and we can take more about that later. Another thing is lack of strategy. When people are out marketing their services, and again, this is how most people were taught because we were taught this way and a lot of my clients are taught this way is, “Get out there. Just start hitting up the assisted living facilities, the nursing homes, the rehab centers, the hospitals. Get in every network and group that you can possibly get your hands on.”

Those things I’m not saying are bad, they’re good, you want to get out there, but people aren’t doing it strategically. They do what I call the “spray and pray” method. It’s like, “Let’s get my name out there.”

Valerie V:                           Yeah. Spray and pray, that’s good.

Gregg Mazza:                    “Please can I get a referral. I hope someone comes [inaudible 00:12:52]” Obviously, you’ll get some business from them. This is what I was doing the first four years. We were getting some business. Our numbers weren’t horrible, but it wasn’t-

Valerie V:                           Not sustainable.

Gregg Mazza:                    It wasn’t sustainable. Exactly. The whole time I’m a nervous wreck, like oh gosh, if we lose this 24/7 case, what do we do? It’s having strategy and knowing like, who are you calling on and the why? There’s got to be a good, strong strategy behind it. Not really having a really strong sales process is another issue that most people have is they don’t have a process for selling. What do I mean about that? When you’re out marketing, you need to know … You need to be able to pre-qualify you accounts. When you’re pre-qualifying your accounts, you understand, is this a good referral source? I’ve talked to so many home care owners and I’ve done this myself where I call an account like months, like hoping this should be a good one. Then six months, eight months later, I find out, “Truly, we don’t refer private duty,” or I’ve been told, “Our administrator, because of liability reasons, we don’t get involved with that. We let the families just deal with that stuff.”

It’s like, I’d go there, I’d bring goodies, I’d spend money, I’d invest time, energy, months of doing this, and then realize, “Oh my gosh.” So, really understanding the process of asking the right pre-qualifying questions will help you know, is this a good account? How do we position our services when we do go back and we do present? This is a really important piece to it. I talked a little bit about this, but when you’re out marketing or when you’re on the phone with a potential prospect, you need to be able to understand how to quickly connect with your referral sources. Being likable is great, but there’s actually tactics and strategies that you can use to start connecting with your referral sources much more quickly because you don’t have a lot of time and you’re competing with a lot of other folks.

My last little piece, and then I’ll be done with this part, but it’s important. It’s understanding the power of leverage. What I mean by that, when you really understand how to leverage assets that already exist in your business and relationships that already exist, when you really understand how to fully leverage those things, you’re going to start to see an accelerated rate of growth in your business and start to tap into all of these different things. It’s kind of like, most people have a diving board approach to sales. It’s like, they do one thing and that’s it. You need to start creating an entire platform; internet marketing, or online strategy needs to be a piece of that, direct sales, direct referrals, sales needs to be a piece of that, strategical [inaudible 00:15:35] as a relationships needs to be a piece of that.

Tapping into your network and there’s different ways to do that. All of these things, when you start to create these different platforms within your business, you minimize the risk of, what happens if this stops working as well? You have this awesome referral source and then all of the sudden, boom, it’s not there anymore. They started their own home care agency and you’re like, “Alright. Now what?” When you start to understand how to literally optimize each one of these areas, you mitigate risk and you start to accelerate growth. That’s really what we teach people how to do is like, how do we take these different opportunities and optimize them so we’re getting the most results.

It creates what I call … I say I call it. I learned this from some of my mentors like Jay Abraham and Tony Robbins, you call it a multiplier effect. Typically, most people think logically like one plus one plus one equals three. That’s true, but when you start to improve your intake call conversions a little bit and the number of referrals that you get, and then you get really good and a company like Valerie’s to get good at your online strategy, and then you get good at leveraging referral sources with your strategic partners, and then you get good at leveraging opportunities with your internal team or external team. When you start to take each one of these and incrementally improve them, instead of one plus one plus one equals three, it becomes like one plus one plus one equals ten or twenty or thirty.

Valerie V:                           Yep.

Gregg Mazza:                    That is how you grow a business. That is how you grow a business. I hope that was helpful to your people, but that’s-

Valerie V:                           Oh, I’m sure. Absolutely. Alright, well let’s talk about the biggest question that a lot of our folks face and that is, should a home care owner hire a sales person or do it themselves?

Gregg Mazza:                    That’s a good question. Honestly, it depends.

Valerie V:                           Depends on-

Gregg Mazza:                    Right, it depends partly on money. When I … This is how I advise people, I really believe that to be successful in managing your sales team, you need to be out there and have done it yourself as the owner first.

Valerie V:                           Oh yeah.

Gregg Mazza:                    This way, when you are managing your team and you are holding them accountable, you know what can be expected. It’s difficult to manage someone, I’m not saying it’s impossible, I’m just saying it’s more difficult to manage someone if you haven’t been there before.

Valerie V:                           True.

Gregg Mazza:                    If you haven’t been in that role at least know what you should be expecting from them. What happens is you have owners that, you know, and trust me, I came from sales but I wanted to be the CEO. I wanted to be the owner. My vision was I wanted a business that could run mostly without me. Sure, it took me eight years to get there, but a lot of lessons learned along the way. When I first started, I hired two sales people from the start. This was when we had more resources. Soon after that, the market crashed, I had an equity line, they shut down all equity lines. I don’t need to get into the details of it, but the point is that I hired people early without … I did a little bit of it, but without really knowing … And we’re going to talk about some of the mistakes that people make, without really knowing how-

Valerie V:                           Their pain.

Gregg Mazza:                    Right. How can I hold them accountable the right way because I just didn’t have enough information. I always teach people, do it first. Get out there and market first. There’s three things, and I can speak to this from experience because I’ve literally hired six or seven of the wrong people.

Valerie V:                           That’s easy to do.

Gregg Mazza:                    I’m not joking, six or seven times I went through this process. The first few years, I hired like four different people. Then years two through, let’s say, six, I think it was, right after we had that big growth, I did it myself because we just didn’t have the money. I did it myself and then year seven I hired someone incorrectly again, year eight, and my wife’s like, “Listen, if you don’t figure this out, we’re not hiring someone again. We’re not going to do it.” I was like, “Okay, alright.” So, I started to learn … Once again, there’s a quote that I talk about in one of the training webinars that I do. It’s from Albert Einstein, it’s like, “The mind that created the problem is not the same one that can solve it.”

Valerie V:                           Yeah, true.

Gregg Mazza:                    Yeah, so like all of these problems … We create our own reality whether we realize it or not. We create our own reality. I created all of these technical issues today somehow. We create our own reality, so because of the ego that I had I’m thinking, “Alright, I can fix this. I’ve done sales before.” The sales that I knew before just didn’t work quite the same way in the home care space. Some tactics did, but not all of it. With this whole sales hiring process, I ran an entire sales team. I ran a mortgage company. I had like 10 or 12 sales people working for me. I hired them all. All of them, every single one of them.

I’m thinking, “Alright, I can do this.” Once again, I couldn’t do it so I started to learn, “Alright, how is the right way to do this?” There’s three core problems. One is, most people hire the wrong person to begin with. Most people will start looking for someone who’s got industry experience. I did this and this is a common practice across a lot of business. Let’s look for the person that’s got the industry experience, they’ve got the connections, and then we hire them and we realize they’ve got friends, but they’re not bringing in the business. It’s not coming. How come it’s not coming?

We look at the industry experienced … Not all of us, most people do this. I realized like, one, there’s a reason why they’re looking.

Valerie V:                           Oh yes.

Gregg Mazza:                    Most of your super stars truly are … Their company wants to keep them. Not saying you can’t say a super star that’s in the industry, you can, it’s just very, very rare. They hire the wrong person. When you’re hiring a sales person, you want to make sure that you’re hiring based on characteristics and traits first. You can teach someone the industry, you cannot teach them to be personable. You can teach them to be a closer. You cannot teach them to be able to deal with rejection. These are certain characteristics and traits that you really can’t teach them. Either they’ve got it-

Now, they can evolve into that with maturity, but as a small business owner, we don’t have the time for someone … We don’t have the time or the resources really for someone to evolve. When we make that investment, we kind of need to see a return much more quickly. They hire the wrong person. There’s certain types of … I’m a big believer in personality profiles. There’s a certain type of profile that will increase significantly, increase your likelihood of success. If they don’t fall within that … Again, it’s not to say they can’t be successful, but I can promise you, the odds of that are much, much, much lower if they don’t have a certain type of personality profile.

The second issue is that most people don’t have a sales system. We talked a little bit about it before, but it’s really important that you do. You’ve got to have a sales system. You have to know how to pre-qualify accounts, you have to know how to once you do pre-qualify accounts … Well, it starts with getting past the gate keeper, right?

Valerie V:                           Oh yeah.

Gregg Mazza:                    There’s strategies and tactics. I say get past the gate keeper. Truly, it’s befriending and building a relationship because they can be a source of so much information that we don’t want to overlook that and we can build a relationship with them. They can tell you when the best time is to come back and there’s other things. Once you know how to do that, then you do finally get to the referral source, you have to know how to ask the right questions. These questions will help position you for when you go back and you do your presentations and then reasons to go back.

All of this is based on a model of value based selling, value based marketing. Instead of going there and being like … We’re not there to make friends. You can make friends and get referrals, I promise you that. You can do that. Some people do just the making friends, and others are just the, “Hey, do you have anything for me?” In the middle of that, there’s a, I can add value to the relationship and there’s different ways to do that. We’re not going to have time to talk about the different tactics for doing that, but there’s definitely different ways to add value to the relationship.

This way, instead of, “Gosh, Gregg’s here again. Great.” Trust me, you’re saying the same thing like, “What am I going to do? What am I going to say here today? What do I do?” Really understand from a systematic approach how to go through the sales process. It makes things a lot easier. We’re not guessing. We’re not trying to figure out what should I be doing? It just becomes so much easier. When you do that and you have a sales system, you hire someone that has the right characteristics, they have the right traits, and then you teach the system and you teach them the industry, you can have someone that produces for your company.

Valerie V:                           Yep.

Gregg Mazza:                    You can have someone that produces for your company. There’s one more really, really important piece here, Valerie. I know this again from experience. What I don’t know is I say I hired the wrong person. I may or may not have, I just didn’t know because I didn’t know exactly what I was looking for in the beginning. They seemed likable, I’m going to hire them, right? They seemed likable and they had been in the industry, I’m going to hire them. Most people do not have a strong accountability system.

Valerie V:                           Oh yeah.

Gregg Mazza:                    When you are in … When you hire a sales person, you have to have an accountability system in place. For those of you that … I know there’s people inevitably in my Facebook group or some of my clients that have read the book, it’s a great book. There’s a book called “Traction” by Gino Wickman. For those of you that are listening that haven’t read it, I encourage you to go read it. It’s a really good book. What he teaches is an employee operating system, how to get traction in your business. We hired a consultant, a very expensive one, but well worth it when I look back in time to come into our business and kind of help us structure some things.

When … You combine that with an accountability system in our business … When we did that, that was when … That was the time where we were finally able to truly step away from the business and hire … Not hire, and manage our company based on a set of KPI’s or key performance metrics. I’m talking mostly about sales, but this really could apply to all positions within the company. There’s usually going to be three to five measurable things that are the most important things. I’ll give you an example, for your recruiter it’s like, how many interviews per week? How many showed up? How many hires? You can take it a step further. We used to track the calls.

At the end of the day, I just care about quality hires so we just keep it simple. The more simple, the better. What’s the result that I’m looking for? With sales, there’s certain things that we know, certain amount of sales calls, certain amount of inservices or CE’s. We had a whole sales strategies. We would manage to those metrics and then we would do weekly meetings to hold them accountable, to go through the process of the KPI’s and it wasn’t a beating stick like, “You didn’t do this.” It was like, “Alright. Where are the problems? Where are the gaps?” Instead of waiting three months, six months, nine months, you know where the gaps are weekly.

Valerie V:                           Yes.

Gregg Mazza:                    Weekly.

Valerie V:                           Yep.

Gregg Mazza:                    Sure, there might be a couple weeks where referrals are down, but as long as it’s not a trend, you still catch it two weeks, three weeks down the road versus three months, six months down the road, which is what I did in the beginning. My wife’s like, “You’re going to need to kind of see how are they producing.” I’m like, “Well, revenue’s gone up a little bit,” but the revenue was going up because some of the things I did, not because of … Or something like some of the brand recognition or even online strategy, like some of the internet leads. The revenue was going up, but I didn’t have a good, good, good accountability system in place and I was like, “Oh man.” We weren’t tracking things the right way.

If you don’t … If any one of those pieces are missing, your fail rate at hiring sales people is pretty bad. In my experience, and no, I haven’t done official surveys on this, official ones-

Valerie V:                           No, I think you’re right. I’d say you’re right about that. If you don’t have accountability … And that’s for everything. You’re right about that too. It’s not just a sales person, it’s for everything in your business. On my end, hold somebody accountable to make sure that we’re receiving their company news. Excuse me. We’re not … It’s either you that needs to be accountable or someone in your organization. If you don’t hold them accountable, nothing happens.

Gregg Mazza:                    Yep, that’s just the reality.

Valerie V:                           It happens once or twice and that’s pretty much it.

Gregg Mazza:                    Yeah. The people that are on this call that come from the corporate world, they probably have a little bit more experience with that, but you know, small business owners … I know there’s a lot of people that come from the corporate world and get into this … Into the home care business, which is still totally different in so many ways. From the perspective of truly having success … Because I would go to our regional meetings and even with our clients … I would literally go into the room and I would say … Because I was struggling with this. I would be like, “How many people really are happy and feel like you’re getting a return on investment on your sales person?”

Sometimes I hate saying … Like, it makes it so inpersonable … I’m getting a return on investment on my sales person, but as a business owner, you do have to think that way. Am I getting a return on investment, and our salary, and their commission structure and whatnot? Inevitably, one out every 10 people would raise their hand

Valerie V:                           Yeah.

Gregg Mazza:                    Which means that 90 percent of the people that had sales people, were not happy or were not getting a return on investment.

Valerie V:                           You don’t know how to [inaudible 00:30:40]

Gregg Mazza:                    Yeah. It comes down to those three things. I mean, that’s just the reality. For those of you that are considering hiring sales person, make sure that you do that. Make sure that you have those things in place because it will make a huge, huge difference in your business. The cost of a bad hire is way more than what most people think.

Valerie V:                           It is so bad. It’s just so painful.

Gregg Mazza:                    It is. I didn’t realize the true, true cost of it. It’s like, alright, I got some business, but then you think about the relationships with the referral sources. It doesn’t look good when your sales person’s there and they’re not. I’ve been through this, but anyway, that’s the last piece with that. Hopefully, for those of you that are ever considering hiring a sales person, look at that stuff and … I think I did on our YouTube channel, I did one video about this. It was really just about the traits to look for in a sales person. If you guys want to see the video, I give you guys a free download of the different traits to look for. Maybe that will help some people.

It’s one little piece of it. It doesn’t give you the whole … There’s really a process for this and we have a whole training program on it, but at the very least, if you’re ever considering hiring a sales person, that one little piece will help you. You can go, just go look up “home care breakthrough solutions” on YouTube and go to our channel. There’s on a video on there about hiring your next sales super star or the traits for your next sales … Something along … I don’t remember the title. Maybe that will help some folks.

Valerie V:                           Okay, so we’re running out of time here, we’re running out of time. How can home care marketers compete in what is becoming an increasingly competitive market? Oh my gosh, everybody is opening a home care agency.

Gregg Mazza:                    I know, I know. That trend will continue and the numbers will continue to swell as far as opportunity, but then also the competition. Stay ahead of the curve. What happens is that people do something, and I’m guilty of this in the past and I will never do it again, but you get complacent and you think, “Alright, things are working.” I have clients now that have been in the industry 20 years. Whatever was working 20 years ago, the one thing that you can guarantee in the world and in life is that things will always change.

Valerie V:                           Yep.

Gregg Mazza:                    They’ll always change. If you don’t continue to up your skills, and up your game, and up your ability to run a business from both a strategic and a tactical approach, if you don’t continue to do that, you’re going to fall behind.

Valerie V:                           Yep.

Gregg Mazza:                    Because someone else is going to enter the market place. I’m sorry, but this is true for me too, there is someone smarter than me, there is someone that has more money than me, there’s always going to be someone that has more. It’s not about, “Oh, then that means I’m not going to win.” You can still win, you just have to continue to up your own game and continue to reinvest in yourself. When you do that, you’re going to be ahead of the curve and you’re going to get more market share than some of your competition. That’s it, the last piece is learning both the strategy side and the tactics.

For each one of these things that we’re talking about, there’s tactics for how to get past the gate keeper, there’s tactics for when you do present to a referral source, what is the right way to present. Something that we teach, I invested $7,500 in a program to learn how to do this way, way long time ago. I applied it to my business so when I would go out and do presentations, it would yield results. When you learn how to do all these little things, they’ll make a big difference in your business.

Valerie V:                           Okay. I’ll give you … If you can make it quick, we have time for just the last question. If someone wants to make a big leap in revenue this year, what would you tell them to do?

Gregg Mazza:                    Oh gosh. That’s a good question.

Valerie V:                           Run away. Go to Mexico.

Gregg Mazza:                    If things aren’t working, you have to go outside of the box and you have to do things differently. If it’s not working the way that you want it, or even if it is working, keep what’s working and start to look at how you can incrementally improve different areas within your business. We talked a little bit about it earlier because what happens is when you get … Even if you make incremental improvements … You have to understand the average lifetime value of a client is about 12 thousand, 300 something dollars, according to home care polls.

When you understand that and you start to make investments in your business, like, “I’m going to learn how to do this and get really good at online marketing, so I’m going to learn from Val.” That’s one incremental improvement in your business. When you want to get good at like, “I want to get good at my intake call conversations.” You start to learn how to really master that piece, get your team trained. When you start to make these incremental improvements, again, this will create massive growth in your business, but sometimes it requires doing things a little bit differently.

Valerie V:                           Great job, Gregg Mazza. You have overcome every technical difficulty that could possibly come your way today and you just did a very fabulous interview.

Gregg Mazza:                    Thanks.

Valerie V:                           Thank you very much.

Gregg Mazza:                    I appreciate it. Well, I hope … sorry, I know we’ve got to go, but two things. I’ve got two giveaways and maybe I can … There’s two giveaways for your audience. One is, I’ve put together a blue print that helps us get to a point in our business where we had over 150 care givers. That is www.freehomecareblueprint.com, www.freehomcareblueprint.com.

Valerie V:                           I’ll put that on the screen for you.

Gregg Mazza:                    Awesome. Number two, is I am doing a free training webinar tomorrow at 5 p.m. Eastern time.

 

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Valerie VanBooven RN BSN

Co-Owner, Author at LTC Expert Publications
Valerie VanBooven, Managing Partner/ Co-Owner of LTC Expert Publications
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.

Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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