Area Sales Manager - Home Health

Core Responsibilities

Sales Leadership & Coaching

• Conduct 2 to 3 ride-alongs per week with Account Executives:
  • Observe field execution (pre-call planning, value messaging, objection handling, and call to action).
  • Coach in real time and document action items with measurable follow-ups.
  • Strengthen relationships at top accounts (hospital case managers, SNF administrators, AL/IL leaders, physician offices).
  • Review pipeline, top 10 accounts, referrals by source, gap to goal, and next step commitments.
  • Inspect CRM data quality, call plans, and touch cadences.

Goal Ownership & Performance Management

• Own monthly/quarterly sales goals (referrals, admissions, conversion, payer mix).
• Cascade goals to the team with clear weekly activity targets (e.g., provider calls, decision-maker meetings, in services, events).
• Track performance vs. goal; identify leading indicators early (activity, new contacts, meetings held, in services delivered).
• Implement corrective action plans when performance lags (reset account strategy, joint calls, and targeted campaigns).
• Recognize wins and champion a performance culture (celebrate goal attainment and share best practices).

Territory & Account Strategy

• Maintain a territory plan for each rep:
  • Prioritize high-yield segments (Hospitals, SNFs, PCPs/Specialists, AL/IL, Home Health, and community channels).
  • Define target lists, call frequencies, value propositions, and access strategies.
• Drive a balanced referral mix (not over reliant on AL/HH, grow Hospital & SNF).
• Orchestrate multi-thread relationships (front-line case managers, directors, physicians, discharge planners, social workers, and ED leads).

Pipeline, CRM & Forecasting

• Enforce CRM hygiene (log all calls, opportunities, and outcomes within 24 hours to ensure accurate referral source attribution).
• Analyze trends by source type, diagnosis, length of stay, and conversion to guide strategy.
• Use data to coach: bridge activity, quality conversations, referrals, and admits.

Cross-Functional Collaboration

• Partner with Clinical Operations/Intake to align on eligibility, timely assessments, and smooth admissions.
• Coordinate with Community Education/Marketing for events, in services, and campaigns.
• Loop in Executive/Branch leadership for access at strategic accounts (C suite and hospital leadership).
• Provide feedback to Compliance/Quality regarding referral concerns and ensure ethical practices.

Provider Engagement & Market Development

• Personally lead or support key meetings with Hospitals and SNFs to grow discharges to home health or hospice.
• Oversee in services, lunch and learns, and case reviews that demonstrate value, readmission reduction, family satisfaction, and speed to evaluation.
• Identify and pursue new market opportunities (geographic pockets, specialty programs, and payer relationships).

Training, Onboarding & Playbook Execution

• Ensure reps master:
  • Pre-call planning, value frameworks, discovery, objection handling, and closing for next steps.
  • Service recovery steps and response time expectations (e.g., 24 to 48 hour escalation/resolution norms).
  • Compliance and documentation standards, including appropriate hospice eligibility conversations.
• Maintain a library of talk tracks, leave behinds, and ROI proof points (readmission data, LOS, and caregiver support outcomes).

Compliance & Brand Stewardship

• Ensure all outreach and messaging meet federal, state, and company policies (no inducements and proper documentation).
• Uphold brand standards in all materials, presentations, and community events.
• Immediately address and document any compliance concerns.
• Digital Marketing 

Qualifications

• Bachelor’s degree in Business, Marketing, Healthcare Administration, or related field preferred.

• Minimum 2 to 5 years of healthcare sales experience, preferably in home health, hospice, or post-acute care.

• Proven track record of meeting or exceeding sales targets.

• Strong understanding of home health services and payer sources (Medicare, Medicaid, commercial insurance).

• Excellent communication, presentation, and negotiation skills.

• Ability to travel within the assigned territory.

Core Competencies

• Strategic sales planning

• Relationship building & networking

• Healthcare market knowledge

• Analytical and reporting skills

• Negotiation and influence

• Collaboration across departments

• Results-driven mindset

Work Environment

• Primarily field-based within the assigned geographic territory.

• Frequent travel to hospitals, physician offices, and healthcare facilities.

• Occasional in-office meetings and sales planning sessions.