- What's up everybody.
It's Steve "The Hurricane" here.
And with today's episode of
A Drink With "The Hurricane,"
I want to remind you
and urge you to right now,
make sure you are registered
for the virtual boot camp,
"Embracing Change: From
Pandemic To Profitability,"
this September 17th and 18th,
all new content on how you can scale
and grow your home care business
during the COVID-19 pandemic.
Drink With "The Hurricane,"
the home care sales
and marketing talk show
that discusses all things
growing your home care business.
Creating champions.
First thing is you gotta
have the right person
representing the company.
All right?
And so this is some stuff
I actually pulled from Forbes
Magazine over the years.
And the first thing is you
wanna have the alpha female,
the alpha male,
that leader of the pack
that can overcome anything,
loves a good challenge,
and you tell them something can't be done
and they will die trying to
prove that it can be done.
That is the right person
that you want marketing
and representing your company.
If you want the A type personality,
as an A type personality myself,
I can tell you that the only weakness
or the biggest weakness
of an A type personality
is we think that everybody else
thinks the same way as we do.
And that couldn't be
further from the truth.
That's the reason why
an A type personality
is called an A type personality,
because they are not the norm.
But you want an A type personality
representing your company.
You want a hunter mindset.
If you think back to like primitive man,
there were hunters and
they were gatherers, right?
Gatherers wait for the crops to grow,
wait for the harvest
and then they gather it
and then they eat
and they store
and they live in the abundance then.
The hunter is somebody
who literally leaves camp
and they don't come back until
they've killed something.
That could be an hour,
that could be six hours,
that could be several days later.
But when they come back,
they come back with the kill.
And that is what we're looking for.
The hunter who will go out
and sit in a tree and wait for a deer
and then shoot an arrow
and kill the deer and bring it back.
And then that's our business growth.
That's the mindset that
you're looking for.
And then again another
thing moving forward,
you want somebody with sales experience.
That is huge because
this is a sales position.
Home health, hospice, and private duty
at every level of the marketing rep,
what is your job?
To grow the census?
How do you grow the census?
By getting customers?
How do you...
Well, customers are
patients, but it's a sale.
A sale is being made.
You're marketing to get referrals
to people who need help.
You need sales experience
and sales know-how to do that.
Now, the one caveat I will say
is you don't necessarily need
healthcare experience though.
In my years of doing this,
hiring hundreds of
marketing representatives
around the country
and business owners that
we're working with too
through our coaching programs,
many of those individuals
had no healthcare sales
and experience,
but they did very well.
People who came from an industry that died
because of the change of times.
Like the newspaper and magazine industry,
it's still alive, but
it's hanging by a thread.
It's a dying industry.
So, you may have somebody
who 20 years ago,
was a champion in that industry.
The industry is gone,
so therefore they can't
really thrive anymore.
And so, they're looking for a chance
to become a champion in a new industry.
That is a great person to hire
and bring on as a marketing person.
Or if you happen to be an owner
who has this kind of a background,
you're gonna be excellent
out there marketing
because you understand
the sales and marketing.
All right?
So, it doesn't have to be healthcare
when you're having the right person.
There's always some health
people do great with it.
That's why I'm not saying that they can't.
I'm just saying it doesn't have
to be a healthcare professional.
It could be somebody outside the industry.
Remember I sold milk, right?
Dairy products.
So, if I did it, I know you can too.
And I'm training you how you could do it
and become a champion.
You want like somebody who
excels in front of a crowd.
Clearly, I am not a shy guy, right?
I think I was born
and I came out of my mother's womb
with a microphone in my hand.
So, I was destined to be on stage.
When I was 12 years old,
I was talking to my brother.
We had bunk beds.
He was nine.
I'm a couple of years older.
And we were talking
about what we're gonna do
when we get older.
And he's like, "What are
you gonna do, Steve?"
And I said, "I don't
know how I'm gonna do it,
but I wanna be like Tony Robbins.
I wanna help like millions of people
and improve their lives.
And I don't know how, but
that's what I'm gonna do."
And fast forward, I'm 39 years old today
and that's exactly what I do.
So, I excel in front of a crowd.
As a marketing professional
or a business owner
who does the marketing,
you're gonna have to be
in front of an audience.
Think about what are the audiences
that we have to be in front of.
Well, there's one-on-one with a patient
or one-to-a-few with a
patient and patient's family,
because that's a sales situation.
There is one-on-one speaking
with a social worker,
or one-on-one speaking
with a director of nursing
or a unit manager.
There's one-to-a-few,
doing a lunch-and-learn
for an administrator director of nursing,
director of therapy, et cetera.
Tomorrow the opening session
is gonna be, Developing a Referral Source.
So, make sure you start on time,
you go through this?
I'm gonna teach you step-by-step
how to develop a referral source.
But if I'm doing lunch-and-learns,
it's gonna be a small audience
that I'm gonna speak in front of.
If I go to a networking event
and I stand up and everybody
does that elevator pitch,
there's 50, 60 people in the room
and I gotta be able to
speak for 30, 40 seconds
intelligently and not
stutter through my words.
Yeah.
That's in front of a crowd.
So, you're gonna have to
be able to find somebody
or in yourself, call upon your
inner Steve "The Hurricane,"
and be able to do these
things in front of a crowd.
The next one is somebody who's competitive
and self-motivated.
What do I mean by that?
Well, a competitive person is somebody
who doesn't let the grass
grow beneath their feet.
So, if I'm looking at an
application or a resume,
what jumps out?
Extracurricular activities.
Are they involved in their church?
Are they involved in their community?
Do they volunteer for a common goal?
Are they the soccer mom who
has the kids and everything,
and they drive to everything
and they bring their kids to it?
Are they a busy body?
Are they a physically active person?
That doesn't mean that
somebody who's not campy,
but you want the people
who are movers and shakers.
You want the people who
are always doing something.
What are you doing after work?
I'm going to the gym.
What are you doing after work?
I'm gonna go meet up with this.
I'm doing that.
Like you want that type of a person
because that's how they
should be during their work.
I remember for one year,
2006 into '07,
I was actually single.
And I remember with my friends,
we would go out on Thursday
night and Friday nights
to the clubs and the
bars and we'd have fun.
And they'd be like,
"Steve, you're just the
most social person."
Like my friends used to love going with me
because I would go out
and I would be me, right?
And then like we'd have a
whole crowd of people around us
and then everybody kinda danced
and had fun with the people that were...
I would choose this lady
and then this one and this one,
and then we would have fun, right?
And that was back in the day.
And my friends were like,
"Where did you learn?
How do you...
You're just so personal."
I was like, "Well, Monday
through Friday at work,
this is what I do at work,
and now I just go out
and I have fun with you guys on Friday."
So, it's like Friday
night was like game time
and Monday through Friday during the day
was practice, right?
So, you want that social person,
that competitive,
that self-driven individual,
because you don't wanna
be chasing this person
out of the office.
You don't wanna be asking
that marketing person,
do you want them to,
"Hey, come into the office.
I need you to come back in here.
I need you to come and... (inhales deeply)
I gotta go.
I gotta do something."
That's the kinda person that you want
representing your company.
You also want the lone wolf,
which is kinda self-explanatory.
You're driving in your car all the time.
They have to work independently of others.
You're kind of on an island,
as a marketing rep,
as a business owner,
doing the marketing.
And obviously, high energy.
What I mean by high energy?
I mean, somebody who you
don't have to be Hurricane,
but you have to be energized.
You have to be motivated.
A sale is a transfer of emotion
and a transfer of energy.
People remember who they
know, like and trust.
Well, they also remember who stands out.
If everybody's leaning to the left,
but I lean to the right,
I'm gonna stand out.
They're gonna remember the one person.
There could be 50 people
leaning in this way,
but one part in the street line,
but there's a one person leaning that way,
you don't really notice the
people leaning this way,
but you see the one
person leaning that way.
That's that high energy.
So, what I love about doing this
is if it comes to hiring
a marketing person,
that's who you want.
When it comes to who is
your marketing person,
that's who they should be.
And then for yourself as an entrepreneur,
for those of you out there,
because like half of us,
just like half of my
clients who we work with,
half of our clients do
the marketing themselves.
If you're the owner of your business,
the very risk-taking nature
and skills that you innately have,
you have the ability to
do most of this stuff.
You may not enjoy it,
but you're a risk-taker.
You can follow a proven
path and a proven program
and you could go out and execute
it and have your successes.
Like that is one thing that I had known
from pretty much all of my clients.
Even if you're more introverted
and you're not the most outgoing person,
having the system in place
and understanding it,
and this is what I have to
do week in and week out,
I can do that,
and then all of a sudden, by default,
you start doing the activities,
you're gonna get the
business that you're after.
You're gonna scale and
grow your organization.
