Leaders who understand selling help their teams explain value with clarity and confidence to drive revenue growth.
Revenue growth begins with understanding how to sell
Support at Home began on 1 November 2025, and the first financial results have begun to emerge. In May 2026, Inside Ageing reported StewartBrown findings for the six months to December 2025: average home care operating margins of 1.7% and package utilisation of 85.2%, compared with 89.6% in the first three months of the financial year.[1] In June, The Weekly SOURCE reported that complex claiming requirements and payment delays were adding administrative workload and cash flow pressure.
While funding rules and claiming processes are determined at the sector level, participant conversations sit inside every organisation. These conversations shape how much of each package becomes services people value and make them the direct link to revenue growth. Utilisation and revenue growth are impacted by how well your team understands the person and their family, explains what is possible and guides the decision.
Sales is the engine room of the business, the oxygen. We believe the opportunity is in every level of the organisation, from the top down, to understand selling: sales, communication and influence, how people buy and the nuances of the sales journey. Organisations invest significantly in CRMs and systems, and the same commitment to sales capability equips leaders and teams to turn every enquiry into services the participants choose.
Families are more educated and more sophisticated in their approach than ever before. This raises the standard for the teams who serve them. The strongest teams respond with an equally sophisticated and strategic approach. They know their services inside out, think commercially, and are proactive and investigative in every conversation. They know how to guide a participant from enquiry to a confident decision.
When leaders and teams hold that understanding, participants recognise services they want and can use. This lifts package utilisation and service revenue, always as guided by participant choice and their assessed needs.
Our clients have seen the impact of developing their teams, including growth from 40% to 90% package utilisation. It comes from the domino effect across how scripts are reviewed, rewritten and used, and how leaders recruit, onboard, coach, mentor and continuously train their teams.
Success comes from leaders who understands sales
Effective leaders are commercially minded, and the strongest understand that the art and science of selling has evolved. They’re the first to say, “I was in sales for 20 years, but the last time was five years ago, so I know things have changed.” These leaders see their teams as intelligent, strategic partners who first understand, and then demonstrate value.
Those leaders also see that getting a team on board is about mindset: biases, beliefs and assumptions. Many of our clients come to us to change their team’s behaviours, and behaviours always start with thinking. Leaders who take the time to understand what their team are thinking and where they’re at, and who then show their team the value of the services, find that the next steps become much easier. They understand that sales is helping.
“Behaviours always start with thinking.”
It’s up to leaders to drive this and embrace commercial confidence. Teams who care deeply about participants are facing in the right direction: curiosity and a genuine wish to guide someone towards what is right for them are a strong starting point. Leaders can build on that care by developing sales skills and commercial smarts, and these require sustained practice to master.
Learn more Discover where leaders can strengthen Support at Home performance. Download and read our eBook. [Link]
What opportunities for stronger conversations lie within your organisation?
Our TRUST Opportunity Map™ helps identify where your team’s conversations can be strengthened with a focus on enhancing participant experience and increasing revenue.
Let’s discuss where your teams could evolve their approach, from the first enquiry through to ongoing participant conversations, and what leaders can do to support that growth.
Learn more about how we are helping Aged Care teams grow revenue >>>
Read some of our other blogs:
The Power of Trusted Advisor Conversations in Aged Care >>>
HELF Opt-In Isn’t About Cost >>>
Support at Home Success >>>
Incoming Enquiries (Aged Care) >>>
Support at Home: Stop Selling ‘Go-To’ Services >>>