In the home care industry, sales is not about flashy presentations or charisma.
It’s about consistency, relationships, and trust.
Unfortunately, many home care agencies are still investing in short-term, quick-fix sales training models that don’t move the needle, and we heard this loud and clear at the 2025 Home Care Association of Florida’s HomeCareCon.
We, Valerie Van Booven, RN BSN, and Dawn Fiala, were honored to lead two sessions at Home Care Con:
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Branding and Marketing for Home Care Agencies
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Our Philosophy on Home Care Sales and Marketing: What Actually Works
During and after our presentations, agency owners and marketing staff approached us with a common frustration:
“We’ve sent our marketers to weekend workshops and two-day trainings. They came back… with nothing we could actually use.”
Let’s talk about why that keeps happening, and what to do instead.
The Problem: Short-Term Training for a Long-Term Game
Home care sales isn’t a skill you master over a weekend. It’s not a one-size-fits-all script. It’s not about high-pressure tactics or rah-rah motivation.
It’s a high-trust, high-touch process. Your salesperson is walking into hospitals, assisted living communities, memory care units, skilled nursing facilities, and physician offices…all of which have different gatekeepers, politics, timelines, and priorities.
You don’t “learn” this in two days. You live it.
“You can’t build lasting referral relationships in 48 hours of training. You need weeks of support, feedback, and field-tested strategy.”
— Valerie Van Booven, RN BSN
Our Solution: The 90-Day Home Care Sales Mastery Program
At Approved Senior Network, we built something radically different: a 3-month, hands-on, high-accountability training program designed for real-world home care sales success.
Here’s what makes it work:
✅ Expert-Led Weekly Coaching
Participants are trained directly by Annette Ziegler, Lisa Marsolais, adn Dawn Fiala, experts in the field who have decades of experience building referral relationships, coaching sales reps, and growing census.
✅ Hyper-Relevant Territory Playbooks
Marketers get clear frameworks for approaching:
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Hospitals and discharge planners
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Skilled nursing facilities
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Assisted and independent living
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Physicians and clinics
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Senior centers and community organizations
✅ Role-Playing, Assignments, Accountability
This isn’t passive learning. Reps practice what they learn, report back on activity, and get individualized coaching every week. If they’re hitting a wall—we help them break through it.
✅ Small Groups = Real Results
We keep our class sizes intentionally small to make sure every marketer gets the feedback and support they need. We do not have competing agencies in the same class.
Why Long-Form Sales Training Actually Works
1. It builds confidence, not just knowledge.
Salespeople learn how to approach new referral sources with a clear plan, not just a script.
2. It aligns sales strategy with agency goals.
We help marketers and owners work together on territory management, messaging, and follow-up systems that produce results.
3. It creates real behavior change.
The repetition and accountability over 90 days creates lasting habits and measurable growth.
What Home Care Agencies Are Saying
At #HomeCareCon2025, we met agency owners who felt let down by previous sales training programs. Their marketers left those events inspired—but not equipped.
By contrast, agencies that invest in Home Care Sales Mastery tell us their teams return from the field with:
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Better meetings
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More consistent follow-up
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Higher referral conversions
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A clear plan for every week
Sales is a Process. Train Accordingly.
If your marketer is your investment, stop giving them a band-aid. Give them a blueprint.
✅ A 90-day program.
✅ Led by seasoned home care professionals.
✅ Built for results, not inspiration.
📌 Learn more and register here:
👉 https://asnhomecaremarketing.com/home-care-sales-mastery/
Valerie VanBooven RN, BSN founded the company after years of working in many different roles from ICU Nurse to Discharge Planner, Home Care, Care Management and more. She wrote her first book in 2003, called “Aging Answers”. After that came “The Senior Solution” in 2009.
Valerie and her staff grew as more home care agencies and senior service businesses realized the undeniable value of being found online.
