Description:
CV at Home is seeking a results-driven Home Care Business Development Liaison to grow its private duty home care services throughout Aiken and surrounding communities. The primary focus of this position is business development, referral generation, lead conversion, client starts, and revenue growth.
The Liaison is expected to actively develop new referral sources and generate prospective-client leads through field outreach, professional networking, community engagement, and consistent follow-up. The position will also respond to leads generated through the company website, marketing campaigns, events, phone inquiries, and other internal sources.
As part of the sales process, the Liaison will meet with prospective clients and families, explain CV at Home services, and conduct an initial service consultation and needs screening using company-provided training and tools. Full assessments, care planning, service onboarding, caregiver management, scheduling, and daily agency operations are handled by the appropriate CV at Home operational or clinical team members.
Base salary of $52,000 plus commission based on percentage of sales. On-target earnings are approximately $75,000–$85,000 annually, with top performer earnings approximately $102,000–$117,000 based on performance. Final compensation based on experience.
Essential Duties and Responsibilities
Business Development and Referral Generation
- Develop and execute a consistent field-based outreach plan to generate referrals, qualified leads, new clients, and revenue.
- Identify, contact, and build relationships with hospitals, skilled nursing facilities, rehabilitation centers, assisted living communities, physician practices, home health and hospice providers, discharge planners, case managers, social workers, senior organizations, faith-based organizations, and other potential referral sources.
- Conduct routine in-person visits, introductions, presentations, follow-up meetings, and relationship-building activities with prospective referral partners.
- Generate leads independently through cold outreach, networking, community presence, and direct relationship development rather than relying solely on company-provided leads.
- Represent CV at Home at community events, health fairs, educational programs, professional networking events, and senior-focused activities.
- Maintain regular contact with referral partners and serve as an accessible, professional resource regarding CV at Home services.
Lead Management, Consultations, and Sales Conversion
- Respond promptly to website inquiries, phone inquiries, event leads, marketing-generated leads, and referrals received from internal or external sources.
- Qualify prospective clients, identify service needs, and maintain consistent follow-up throughout the decision-making process.
- Meet with prospective clients and families in their homes or another appropriate setting to explain available services, service options, pricing, and the enrollment process.
- Conduct an initial, non-clinical service consultation and needs screening using standardized company tools and training.
- Determine whether a prospective client appears to be an appropriate candidate for CV at Home services and coordinate a timely handoff for the full assessment, agreement, and onboarding process.
- Promote appropriate service recommendations while communicating honestly, compassionately, and professionally with clients and families.
- Maintain accurate and timely documentation of leads, referral sources, outreach activity, follow-up efforts, consultations, conversion status, client starts, and related sales activity in the designated tracking system or CRM.
Growth Accountability and Team Collaboration
- Meet established expectations for outreach activity, referral development, qualified leads, consultations, conversions, new client starts, census growth, service-hour growth, and revenue generation.
- Monitor the sales pipeline, identify barriers to conversion, and provide regular updates and reports to leadership.
- Collaborate with CV at Home leadership, sales and marketing team members, and other designated partners on campaigns, events, presentations, lead follow-up, and community-development strategies.
- Maintain awareness of competitors, referral patterns, community needs, and emerging partnership opportunities within the service area.
- Protect confidential client and company information and comply with applicable privacy, documentation, and company policy requirements.
- Perform other business-development and sales-related duties consistent with the purpose of the position.
Role Scope and Boundaries
- This is a sales and business-development position. It has no direct reports and is not responsible for the daily operational management of CV at Home. The position is not responsible for:
- Supervising caregivers or directing their day-to-day work.
- Scheduling caregivers, filling open shifts, or handling caregiver callouts and coverage.
- Developing clinical care plans or performing full clinical assessments, reassessments, or supervisory visits.
- Conducting caregiver observations or managing caregiver performance.
- Providing hands-on personal care or transferring clients.
- Serving as the agency administrator or assistant administrator.
- After the initial service consultation and needs screening, the Liaison will coordinate a clear handoff to the appropriate operational or clinical team member for full assessment, service planning, onboarding, scheduling, and ongoing client management.
Requirements:
Required Skills and Abilities
- Strong outside-sales, business-development, networking, relationship-building, and follow-up skills.
- Ability to initiate contact, open doors, build trust, ask for referrals, and move prospective clients through the sales process.
- Excellent verbal, written, presentation, and interpersonal communication skills.
- Comfortable meeting with older adults and families in their homes and discussing sensitive care needs in a professional and compassionate manner.
- Goal-oriented and comfortable being held accountable for measurable outreach, conversion, client-growth, and revenue results.
- Ability to work independently, organize a field schedule, prioritize competing demands, and maintain disciplined follow-up.
- Sound judgment and the ability to recognize when a prospect requires referral to an operational or clinical team member.
- Proficiency with Microsoft Office or related software; experience with a CRM or lead-tracking system preferred.
- Ability to maintain confidentiality and represent CV at Home professionally in the community.
Education and Experience
- Associate's degree, bachelor's degree, or equivalent relevant experience preferred.
- Prior experience in business development, outside sales, healthcare marketing, admissions, referral development, senior living, home care, home health, hospice, or a related service industry preferred.
- Demonstrated experience generating leads and developing referral relationships is strongly preferred.
- Home care or clinical experience is helpful but not required.
- Clinical licensure and prior clinical-assessment experience are not required. Training will be provided for the initial service consultation and needs-screening process.
Transportation and Travel Requirements
- Valid driver's license required.
- Reliable personal vehicle required for regular travel throughout Aiken and surrounding service areas.
- Must maintain automobile insurance meeting company requirements.
- Must meet eligibility requirements under the CV at Home Driver Qualification and Vehicle Use Policy.
- Ability to attend occasional community or networking events outside normal business hours as business needs require.
Physical Requirements
- Prolonged periods of sitting, standing, driving, walking, and working on a computer or mobile device.
- Ability to move throughout hospitals, healthcare facilities, senior living communities, client homes, and community-event locations.
- Ability to carry presentation materials and supplies weighing up to 20 pounds.
- Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.
Performance Measures
- Referral-source outreach and relationship development.
- Qualified leads generated and timely follow-up completed.
- Consultation, conversion, and new-client-start results.
- Growth in active clients, service hours, and revenue.
- Accuracy and timeliness of CRM or lead-tracking documentation.
- Professional representation of CV at Home and effective collaboration with internal partners.
This job description summarizes the primary duties and expectations of the position. It is not intended to be an exhaustive list of all duties, responsibilities, or qualifications. Duties may be modified based on business needs, consistent with the overall purpose of the position.
