TheKey Sales Process Final.txt

Intake Guide
 TheKey Intake Playbook










  







Table Of Contents


Table Of Contents
5-Step Sales Process
Step 1: Build a Relationship
Step 2: Identify The Problem
Step 3: Explain The Solution
Step 4: Schedule the Assessment
Step 5: Summarize the Call
Objection Handling
CAT Method
Common Objections
FAQs
What can you actually help with?
No Long Term Contracts
How does billing work?
PT/OT Assistance
Do you accept Medicare/Medicaid?
Are your caregivers Licensed? Do you do caregiver background checks?
Can you do Live in? / How does 24 hour care work?
Live-In (Not California)
Is there an additional charge for mileage?
How does insurance work for transportation?
Pricing
TheKey Fact Sheet


5-Step Sales Process


Our 5-step sales process is the strategic framework that guides every prospect interaction from the initial point of contact to an assessment. Rather than relying on guesswork or intuition, this methodology provides a consistent, repeatable roadmap that ensures we address the unique needs of every lead while maintaining our high standards of service. Mastering this process is critical because it transforms "order taking" into true consultative selling; it allows us to build genuine trust quickly, qualify opportunities accurately, and maximize our conversion rates. When we execute these steps with precision, we don't just win more business—we create a seamless, professional experience that sets the tone for a long-term client relationship.


1 Page CHEAT SHEET - CLICK HERE






  



Return to the top










Step 1: Build a Relationship


Greeting & Tone of Voice
Make a good first impression by letting the caller know you’re engaged. When we keep the opening simple and ask an open ended question the callers will feel comfortable and share more information. 


* Inbound Call: “Thank you for calling TheKey Home Care. My name is <advisor name>. How may I assist you today?”
* Outbound Call: “Hi, this is NAME calling from TheKey Home Care. I am calling in regards to your recent inquiry submitted through our website. Please note that this call is being recorded for monitoring and training purposes. I would love to learn more about your home care needs and discuss how we may be able to help.
* “Before we go further, just in case we get disconnected, can I get your name and best call-back number?”
* “Will care be for you or a loved one? May I please have their full name?”
* “Will <potential client name> be receiving any care in addition to home care, such as, physical therapy, occupational therapy, home health, hospice, etc.?”
* “What prompted your call today? Is that how you heard about us?” If applicable
   * Referral Source
      * Gather company names to share with the HCL. If in Hospital, gather the hospital name, what landed them in the hospital, and when the anticipated discharge date is.
   * Online
      * Great! Did someone tell you about TheKey or were you just searching for home care options?
Confirm Location of Care
* “And just to check coverage, what is the ZIP code where the care would take place?”
Return to the top
Step 2: Identify The Problem


Empathy and Active listening 
* Show empathy & interest in their needs
* Focus on the caller & client with active listening
* Be confident in your responses
* Make the interaction conversational rather than transactional


Discovery Questions
If you went to the doctors office and said you had a headache they wouldn’t immediately give you aspirin and send you home. Instead they would ask follow up questions to identify the true cause of the pain. In this case we want to ask relevant follow up questions to truly identify the client’s situation and the root cause that made them call


* P = Prospective Client | A person who needs home care for short-term or long-term needs. Who will we be helping?
   * Tell me about your <mom/dad/etc> and their current condition.
   * How long has he/she been in need of care?
   * What led you to reach out to TheKey for help?
   * Are there any other options or plans you are considering besides Home Care Services as an alternative?
   * Are there any other companions or pets at home?
* O = Opportunity | How can TheKey help you or your family the most?
   * What does a typical day look like for <client name>?
   * How does he/she currently get by?
   * Who usually helps out?
   * What times of day does your <mom/dad/etc> need the most help?
   * What are your ultimate goals for your <mom/dad/etc>?
* R = Readiness | The urgency of which care needs to begin. When are you looking for care to begin?
   * How quickly are you looking to get started?
   * Is this a short or long-term solution for you?
   * Where are you at in this process?
* C = Caregiver | The person who is currently caring for and potentially seeking help. What is the main solution the caregiver is seeking for the prospective client?
   * How far do you live from your <mom/dad/etc> ?
   * What is most challenging for you as you care for them?
   * What needs do you consider the highest priority for your <mom/dad/etc>?
   * Are there any other challenges that you would like to share?
* H = Hours | Assessing the number of hours needed will allow TheKey to make a recommendation based on the current need shared.
   * Have you thought about an estimated number of hours per day that you think you need at this time?
   * What tasks are essential for you to have covered?
   * Are you interested in other help like doctor's appointments, meal prep, cleaning?
Return to the top


Step 3: Explain The Solution


Identifying what sets TheKey apart
In Step 3, our goal is to move beyond a generic sales pitch and provide a tailored solution that resonates with the prospect’s specific concerns. This reference guide is designed to help you identify "Pain Points" in real-time and respond with high-impact "Sound Bites" that highlight TheKey’s unique differentiators.


When a caller describes a challenge, use the corresponding differentiator to bridge the gap between their needs and our expertise. By focusing on what is most relevant to the family—whether it is our clinical oversight, proprietary Balanced Care Method™, or specialized dementia training—you demonstrate that we aren't just providing a service, but a comprehensive solution for their peace of mind.


If you hear... (The Pain Point)
	Focus on... (The Differentiator)
	The "Sound Bite" (Scripting)
	"Will they be reliable/impersonal?"
	Local Feel, National Scale
	"We combine high-touch, personalized local care with the 24/7 support and 100% reliability of a national leader."
	"We’re looking for the cheapest option."
	Concierge-Level Oversight
	"We offer clinical oversight and vetting that private registries simply can't match. You aren't just hiring a person; you're hiring a structure."
	"They just need help with laundry/cooking."
	The Balanced Care Method
	"While we certainly help with daily tasks, we use our proprietary Balanced Care Method to focus on the whole person. Inspired by the lifestyles of the world’s longest-living people, we prioritize five key pillars: physical activity, mental stimulation, healthy nutrition, social engagement, and a sense of purpose. We build these into your loved one’s everyday routine to promote longevity and happiness, rather than just checking off a list of chores."
	"How do I know this actually works?"
	Scientific Advisory Board
	"Our care plans aren't based on guesswork; they are informed by leading researchers and clinicians on our Scientific Advisory Board."
	"They are becoming difficult/aggressive."
	Dementia Expertise
	"Our caregivers have advanced training in behavioral science and dementia to prevent distress and create connection, even on the hard days."
	"I am exhausted/stressed out."
	Full Care Team Approach
	"You’ll have a dedicated Client Success Manager to coordinate everything so you can just be a family member again."
	"The last caregiver just sat on their phone."
	TheKeyMatch™ System
	"We use a proprietary matching system to pair caregivers based on personality and emotional needs, not just a schedule or a diagnosis."
	"Their health is declining quickly."
	Comprehensive Care Spectrum
	"From daily care to 24/7 live-in and skilled nursing, we provide a total care solution that evolves as your loved one’s needs change."
	



Recommending Hours


  



Price Quote
1. Identify Zip Code
2. Put the Zip Code in the bottom left “Office” section of Salesforce
3. Click on “Go to office” to bring up the Office page and identify the region
4. Go to the Office Pricing Sheet and pull up the region and site 
5. Inform client of Pricing Range 


Return to the top




Step 4: Schedule the Assessment


Be assumptive. Assuming the sale means that you do not ask the caller to move forward, instead tell them the next steps including day and time. When you position the next step as a question, this leaves room for the caller to object.


What Actually Is The Assessment?


The assessment is where we start building the in-person relationship.  
* Our next step is to schedule the in-home assessment with a dedicated local Client Success Manager.
* The Client Success Managers will sit down with you—either in your home or by phone—and walk through your loved one’s daily routine, health needs, preferences, and what matters most to your family. 
* From there, we create a personalized care plan and identify the best-fit caregiver—not just based on skills, but on personality, routines, and even cultural or language preferences. We want this to feel like a real match.” 
* Would you prefer a morning or afternoon appointment with our Client Success Manager this week?


Not Ready for Assessment


If client is not ready, you must attempt to ASK FOR NEXT STEPS - ASK FOR THEIR PERMISSION TO FOLLOW UP ON A SPECIFIC DATE AND TIME and try to avoid them calling YOU so that you may be able to control the process of closing this lead in the future.
* “Is there anything else I can answer for you today?”
* “Let’s schedule a follow up call for a date and time that works best for you.”


Return to the top


Step 5: Summarize the Call


Reinforce key points, ensure alignment, and clear up any misunderstandings. This summary solidifies shared information and allows for final questions, making the next steps clearer and more actionable.


* “Thanks again for sharing all of this with me. Just to recap, it sounds like your <potential client>  is needing help with <care needs>. We’re set for an assessment this <assessment day/date> at <assessment time> at your home address. I’ll make sure the team has everything you’ve shared so far. If anything changes between now and the assessment, feel free to reach out—we’re here 24/7. Thanks and have a great rest of your day.”
Return to the top








Objection Handling




CAT Method
Clarify


Hear the objection and then re-state it in your words to ensure clear understanding


Answer


Address the prospect's concern by providing context, value, or a solution. We are not looking for a “yes or no” here. We are driving responses based on Value-Based Education (Explaining what sets TheKey apart and how we expect them specifically to find value), Flexibility & Process (How we work) and Reassurance: 


Trial Close


Soft commitment check or a bridge to the next step. It is designed to see if the prospect is ready to move forward without being overly aggressive.This step is designed to confirm our understanding and check if the answer resonated and go in for the close


Return to the top


Common Objections






Objection
	Clarify
	Answer
	Trial Close
	Pricing
	“I understand you are interested in our pricing and that is completely fair.”
	“The pricing is really based on the needs of the client. Once I have a better understanding of your situation I can give you a better idea of the number of hours and rates to expect”
	“Let me ask you a little bit more and then I can share my recommendation on the kind of care that you need and give you an idea of pricing.”
	“That is expensive. I don’t think I will need that many hours.”
	“I know it is hard to understand how many hours you need until you get started”








	“It’s very common for families to feel uncertain about the hours before care actually begins. What I will tell you is that our team is trained in the Balanced Care Method, which means we want to design our care plan specifically for [Client Name]’s needs to ensure they are thriving, not just getting by. Many clients in your situation find they maximize the value of those hours through bathing, hygiene, outside walks, and light cleaning. Plus, our pay-as-you-go approach means we can always stay flexible as we find the right balance for your family.”
	“I recommend we schedule an assessment with our Client Success Manager so you can build out the care plan and determine the perfect schedule. We have time at X time on X day 
	“Wow, that’s expensive compared to other agencies”
	“I understand that is a wide price range and hard to calculate.”
	"I appreciate you comparing options, and I want to highlight the specific value you receive from TheKey. When you choose us, you are gaining the benefit of over 24 years of experience, which allows us to offer peace of mind that often differentiates us from smaller agencies:
Our Caregivers are extensively vetted and trained, guaranteeing a high standard of service.
You will have a dedicated care manager to guide you, check in with ongoing visits, and ensure the care evolves with your loved one’s needs.
Our family app gives you real-time visibility into the schedule and care plan at all times."
	“I recommend we schedule an assessment with our Client Success Manager that can pin point the specific hourly rate based upon the care plan you build together. We have time at X time on X day”
	“I can’t afford that”
	“I completely understand that homecare is a meaningful investment”
	“A benefit of using home care is that you can often tailor your days and times to suit your needs and your budget. Tell me about your budget and perhaps we can structure care around your top priorities—like mornings or safety at night—and gradually build from there.”
	“I recommend we schedule an assessment with our Client Success Manager that can pin point the specific hourly rate based upon the care plan you build together. We have time at X time on X day”
	Resistant to Care
	"I can completely understand that. It’s very common for parents to feel protective of their independence, and it’s a big transition to admit that help might be needed.’
	"We hear this often. At The Key, our team is trained in the Balanced Care Method, which focuses on matching your parent with a caregiver based on both their specific needs and most importantly in your case- their personality. This isn't just about 'care'; it's about life enrichment. Having a consistent observer in the home allows for better long-term decisions regarding health and safety. Plus, it often allows you to go back to being the [daughter/son] rather than the primary caregiver, which helps everyone in the family stay healthy and maintain balance."
	“I recommend we schedule an assessment with our Client Success Manager so mom/dad can meet them in person and feel more comfortable about our services. You and any other family members are welcome to join as well. We have time at X time on X day”


	Multiple Decision Makers
	"I completely appreciate that. Deciding on the best care for a loved one is a major family milestone, and it’s important that everyone feels confident in the choice”
	"In situations like yours, we find it’s most helpful to have a unified starting point. Based on what we’ve discussed, does our approach at The Key align with what the other family members are looking for? To help simplify things for everyone, I can provide you with specific resources or our website to share with them, so they can see how we prioritize safety and physical and emotional health."
	“I recommend we schedule an assessment with our Client Success Manager so everyone can meet them in person and feel more comfortable about our services. We are also happy to have anyone not local “virtually” call in. We have time at X time on X day.”
	Caregiver Reliability
	"I completely understand that concern. Reliability is the most important factor when you are counting on someone to be in the home.”
	"That is exactly why families choose The Key over hiring someone privately. You aren't just hiring one person; you are supported by a full local team. Your dedicated Client Success Manager coordinates every aspect of care and is your direct point of contact for any needs. If a caregiver is unable to cover a shift, we have local scheduling and staffing teams ready to step in. We ensure every person we send is prepared, fully briefed on your [Mom/Dad]’s needs”
	“I recommend we schedule an assessment with our Client Success Manager to review our caregiver match program and get to know Mom/Dad better. We have time at X time on X day.”
	



Return to the top


FAQs
What can you actually help with?
“We build personalized care plans based on your goals, routines, and what matters most. Whether your mom loves to take walks, listen to music, or just have a thoughtful conversation, we make sure that’s part of the care.”
Return to the top
No Long Term Contracts
“We have ‘No Long Term Contracts’ which allows you ‘Schedule Flexibility.’ We simply have an agreement that says you agree to pay for the care you actually receive.
Return to the top
How does billing work?
“We bill on a weekly basis. Our billing period ends on Sunday, so at the end of the billing period, we look back over the previous week at the schedule and the number of hours of care provided…and, then process payment and email you the invoice. That way, you’re only ever paying for care that you’ve already received. We accept payment via credit card or ACH which works just like a check and is an automatic withdrawal from a checking account.”
Return to the top
PT/OT Assistance 
“To the extent it’d be helpful, our caregivers can assist your loved one with [her/his] PT/OT routines, range of motion exercises, etc. In fact, our caregiver can meet with your loved one and [her/his] Physical Therapist to ensure we understand the routine and are able to provide the best assistance.”
Return to the top
Do you accept Medicare/Medicaid?
“Unfortunately, Medicare doesn’t pay for the type of care you are needing/wanting. Medicare primarily covers short-term skilled care like nursing or rehab after a hospitalization. The services you need are primarily paid out -of-pocket and you can often tailor your days and times to suit your needs and your budget. Tell me about your budget and we can work together to create a care plan and schedule that works within your budget.” (Note: Don’t say “WE don’t take Medicare”)
Alternatively, to the extent your [loved one] has supplemental Long Term Care Insurance, home care services may be covered (partially or in full) under that program.
Do you know: does your [loved one] have Long Term Care Insurance?”
If Yes: “Excellent! We have an LTC Center of Excellence that will help navigate the next steps for us.”
Return to the top
Are your caregivers Licensed? Do you do caregiver background checks?
 “All of our Caregivers are actually W-2 employees of TheKey – they’re bonded, insured and covered by workers’ compensation insurance, which protects you and your [loved one/family] from potential loss and liability.”
“We conduct criminal background checks on all of our caregivers both federal and state.”
Return to the top
Can you do Live in? / How does 24 hour care work?
“When care is required for 24 hours a day, we typically provide two 12-hour shifts. So, we’ll have a day-time caregiver and a night-time caregiver. All of the care would be ‘awake and alert’ even during the night shifts. So, if during the night, ______ needed assistance getting to the restroom, needed a glass of water, etc., our Caregiver would be able to assist.”
Return to the top
Live-In (Not California) 


Note:  Recommend live-in care when the client can sleep through the night. “When care is required for 24 hours a day, we recommend Live-In care. This style of care provides the greatest level of continuity by utilizing just two caregivers per week. For example, one caregiver would work from say Sunday through Wednesday and another caregiver would work from say Thursday through Saturday.  
Federal guidelines require caregivers to have a separate room to sleep in with at least 5 hours of uninterrupted sleep time per day.“
Return to the top
Is there an additional charge for mileage?
Caregiver’s Car: “If our  Caregiver is driving her or his own vehicle during the shift, we charge the Standard IRS Mileage Reimbursement Rate of $.70 cents per mile. It is passed directly to our Caregivers to reimburse them for their personal vehicle expenses, including gas, maintenance and depreciation on their vehicle.” 
Client’s Car: “If the Caregiver is driving the client’s car, then there is no additional charge for mileage.”
Return to the top
How does insurance work for transportation?
“As in most cases, the insurance follows the vehicle (rather than the driver). So, when driving the Client’s vehicle, your auto insurance would act as the primary insurance….and when driving the Caregiver’s vehicle, the Caregiver’s auto insurance would act as the primary insurance.”
Return to the top


Pricing


Pricing for home care services varies by market and is determined by the local office serving the client’s geographic area. Because rates depend on scheduling needs, care complexity, and local market conditions, Lead Homecare Advisors should provide a range during the initial conversation and communicate that final pricing will be confirmed after the in-home assessment.
The goal of the initial pricing discussion is to set expectations while maintaining flexibility until the care team can fully evaluate the client’s needs.
1. Collect the Client’s Zip Code
During the discovery portion of the call, the LHA should obtain the service address zip code from the prospective client or family member.
This zip code determines which local office will service the case and which pricing structure applies.
2. Identify the Servicing Office in Salesforce
1. Enter the zip code into Salesforce.

2. Salesforce will identify the local office responsible for that territory.

3. Confirm the assigned office before moving forward.

3. Reference the Office & Pricing Sheet
Once the servicing office is identified:
   1. Open the Office & Pricing Sheet.

   2. Locate the appropriate office.

   3. Identify the hourly rate range associated with that office.

   4. Use this rate range when discussing pricing with the client.







TheKey Fact Sheet
TheKey Fact Sheet