3 Minute Read

How To Close More Private Pay Clients So Simple It Feels Illegal
(Hint: You don’t need to have the cheapest price)

If you’re a home care business owner, chances are you’re nailing the care side of the business. Where you might be struggling is the business side—specifically, turning your customer leads into paying clients.

Here’s how 90% of home care conversations go:

Caller: "Hi, I’m interested in this service."

Agency: "Yes, we do that. Here are the stipulations."

Caller: "What’s your price?"

Agency: "This is our price. Would you like to move forward?"

Caller: "Let me think about it."

And then they call around. Since everyone offers the same service, they end up choosing the lowest price.

It’s time to change that narrative.

The Solution

You need a script—a proven framework that delivers repeatable positive results.

The biggest companies in other industries (think SaaS or e-commerce) don’t leave sales to chance. They don’t rely solely on a salesperson’s natural charm or wait for a “call back.” Instead, they use scripts that guide conversations and consistently close deals.

Now, when I say "script," I don’t mean a robotic, word-for-word recital. I mean a flexible framework to steer the conversation so your potential clients don’t feel the need to look elsewhere—and if they do, they’ll see you stand out from the competition.

Imagine that when you have calls coming through to your home care business — you have high confidence in being able to turn them into paying clients. If this framework could even convert 1 or 2 more clients a month for you then it’s worth it. But I’m confident it will do a whole lot more.

Let’s get into it.

The C.A.R.I.N.G Framework

Here’s a framework you can use to lead client conversations with empathy and confidence. Follow this step-by-step as you go through the sales call.:

Step 1: Clarify (C)

• Acknowledge why they reached out.

• Ask thoughtful questions to uncover their true reason for seeking care (nobody calls “just to look around”).

• Lead with empathy.

Step 2: Align (A)

• Show you truly understand their problem.

• Repeat their concerns in your own words.

• Build trust by demonstrating that you’re listening.

Step 3: Recall (R)

• Ask about their past experiences.

• Have they tried caring for a loved one themselves? Used other agencies? What worked, and what didn’t?

• Understand their expectations moving forward.

Step 4: Inspire (I)

• Sell the dream, not the details.

• Help them envision the peace of mind, freedom, or joy your agency can bring.

• Focus on the life-changing benefits, not just the logistics.

Step 5: Navigate Resistance (N)

• Address doubts directly with empathy.

• Normalize their concerns and answer them thoughtfully.

• After addressing resistance, confidently ask for the next step again.

Step 6: Genuine Connection (G)

• End the conversation by explaining what happens next.

• Reassure them their decision is in good hands.

• Make it simple and clear for them to move forward.

A flexible script ensures families see your agency as the trusted partner for their loved one’s care—not just another name on a list

The Big Picture

Turning leads into paying clients doesn’t have to feel like a guessing game. With the right framework, you can confidently guide conversations, set yourself apart, and close more deals—without resorting to price wars.

Remember, the goal isn’t to be the cheapest option. It’s to be the obvious choice.

• Found this framework helpful? Reply to this email—I’d love to hear your thoughts.

• Want to learn how to attract more private-pay clients using social media? We’ve put together a presentation on a modern strategy that builds on home care fundamentals. Email back if you’re interested!