Home Care Sales Founder: Shared Referral Plans Underperform Across Hospice, Home Health & Private Duty
Fairhope, United States - August 14, 2026 / Home Care Sales /
Melanie Stover, founder of post acute sales training and coaching firm Home Care Sales, is making the case that agencies operating more than one care line are being held back by a single shared referral plan. Her position is that hospice, Medicare certified home health, and non medical in home care each sell to different decision makers under different rules, and that a plan written for one of those lines quietly underperforms across the other two.
Why one referral plan does not fit three care lines
Post acute providers are frequently given generic growth guidance that treats hospice, home health, and private duty as a single market. In practice, the three reach different decision makers. Hospice teams work with physicians, facility staff, and families navigating a defined clinical transition. Medicare certified home health teams work through discharge planners, case managers, and physician offices operating within coverage and authorization requirements. Non medical in home care teams work with elder care professionals, families, and referral partners whose decision drivers are functional and financial rather than clinical.
Applying one plan across all three generates activity without traction. Stover's position is that owners typically read the resulting flat numbers as a representative problem, when the plan itself was never structured for the accounts that representative is walking into.
Start from the referral source rather than the service list
Stover argues that a growth plan should begin with what the referral source is measured on, then work backward to the agency's message, cadence, and account plan. That sequence is deliberate. Sales teams that lead with a service description are asking a busy professional to translate on their behalf, and translation is friction.
Separate the guidance so it survives contact with the territory
An agency running more than one service line can equip each team without diluting either, provided the guidance is written per care line rather than averaged across all three. The practical test Stover puts to owners is whether a representative could hand their plan to a representative on a different service line and have it still make sense. If it could, the plan is too general to be useful to either of them.
Anchor it in a defined training system
Home Care Sales teaches this through its training programs for representatives and liaisons and for owners and managers, alongside the Care Continuum Specialists™ and Profound Service Framework™ approaches. The firm's stated program commitment, published on its website, is to activate 6 new referral partners in 6 months guaranteed, with conditions applying as described on the site.
Where the segmented guidance sits
Home Care Sales maintains separate referral growth roadmaps by care line on its website. The hospice roadmap sits at the hospice referral roadmap page, the home health roadmap at the home health referral roadmap page, and the non medical in home care roadmap at the non medical in home care roadmap page. Agencies can also start from the Roadmap to Referrals overview.
About Home Care Sales
Home Care Sales trains and coaches sales teams, owners, administrators, and managers across home care, home health, and hospice. Founded by Melanie Stover, the firm teaches a neuroscience based selling approach it describes as Profound Service, and develops field representatives into Care Continuum Specialists™ who can hold credible clinical conversations with referral sources across the post acute spectrum. Melanie Stover also speaks on referral growth and post acute selling for industry audiences. Learn more at homecaresales.com and on the speaking page.
Media Contact
Home Care Sales
Melanie Stover, Founder
homecaresales.com
Contact Information:
Home Care Sales
12171 CR 1
Fairhope, AL 36532
United States
Melanie Stover
+1-888-451-1747
https://homecaresales.com
