Business Performance Coach

Position: Business Performance Coach - Sales Focus

Reports to: Chief Operating Officer

Position Requirements and Responsibilities:

The Business Performance Coach (BPC) is a senior, results-driven leader responsible for driving revenue growth, referral production, and sales conversion performance across the A Place At Home franchise network. This role is not advisory in nature. The BPC leads through influence by setting clear expectations, enforcing standards, and holding franchise owners accountable to disciplined outcomes and repeatable business processes.

Success requires the ability to challenge business owners, quickly diagnose performance gaps, and apply structured, data-driven solutions in complex, relationship-based healthcare markets. The ideal candidate brings executive presence, sales credibility, and the confidence to lead from the front.

A Place At Home is a franchised home care brand of Dovida, a leading global provider of in-home care.

Job Specific Competencies & Responsibilities

Sales Leadership & Execution

• Owns sales performance outcomes across assigned franchise territories
• Sets expectations for sales activity, pipeline health, and conversion metrics
• Conducts structured one-on-one coaching sessions and regular field/on-site visits
• Drives consistent execution of the full sales cycle, from outreach to close
• Confronts underperformance directly and implements corrective action plans
• Identify opportunities for operational efficiency and leads initiatives streamline sales processes

Referral Growth & Market Penetration

• Drives aggressive development of professional referral pipelines, including: 
• Hospitals and discharge planners
• Skilled nursing and inpatient rehabilitation facilities
• Hospice and home health agencies
• Physician offices and specialty clinics
• Senior living communities and care managers
• Enforces disciplined outreach cadence, follow-up standards, and relationship management
• Coaches franchise owners to secure access to decision-makers and build trusted, lasting relationships
• Ensures franchise locations are positioned as credible and differentiated healthcare partners

Performance & Risk Management

• Establish and monitor financial benchmarks, KPIs, and performance standards
• Identify trends, gaps, and risks early and intervene decisively
• Build data-driven improvement plans, with defined milestones, timelines, and consequences
• Hold franchise owners accountable for sustained improvement
• Escalate persistent underperformance and partner with leadership on remediation strategies

Leadership, Coaching & Development

• Coach franchise owners, general managers, and key players through regular 1:1s, site and virtual visits, and structured performance reviews.
• Diagnose root causes of performance gaps (leadership, staffing, sales execution, service quality, operations) and build simple action plans that stick.
• Develop leadership capability in the field: delegation, accountability, team cadence, hiring/retention, and culture.
• Reinforce standards while protecting owner autonomy. High support, high expectations.
• Facilitate peer learning: best-practice sharing and owner-to-owner mentorship.
• Serve as the “voice in the field” for National Office—bring insights, surface barriers, and help shape tools, systems, and trainings that create leverage.

Additional Responsibilities

• Partner with marketing, operations, recruiting, and leadership to remove growth barriers
• Reinforce systemwide sales standards, tools, training and best practices
• Translate field insights into actionable recommendations that strengthen the franchise system

Core Competencies & Responsibilities

Leading Others  

• A willingness to “lead from the front,” by rolling up the sleeves and being “hands on.”
• Build strong relationships that encourage, inspire, and motivate.
• Empower franchisees to solve problems and take responsibility. 
• Encourage performance through regular, honest, considered, constructive feedback.  

Personal Growth 

• Demonstrates the ability to regulate emotions and has self-awareness. 
• Demonstrates a growth mindset by proactively seeking to self-reflect. 
• Having the personal courage to address difficult issues. 
• Considers how their actions or decisions may impact other people. 

Accountability 

• Drives a culture of responsibility; holds others accountable. 
• Sets realistic stretch goals for self and team. 

Growing the Business 

• Proactively looks for opportunities to grow the business.
• Creates strong interpersonal connections. 

Leading through Change 

• Can navigate change in a positive way, leading the franchise network through the change. 
• Visibly advocates for change and leads the franchise network through the change. 

Visionary 

• Demonstrates forward thinking and communicates an inspiring vision. 
• Operates with a growth mindset to create and articulate an inspiring vision that will drive growth.

Strategic Thinking 

• Is innovative in their approach, providing creative solutions to improve performance, delivering better outcomes and higher productivity. 
• Demonstrates curiosity and seeks to develop new ways. 
• Provides clear plans on the best way to reach a goal, identifying risks. 

Effective Communication 

• Ability to effectively convey information to franchisees and the leadership team. 
• Demonstrates active listening through verbal and nonverbal cues. 
• Adjusts own style to suit the people and the situation. 

Education | Experience | Skills | Requirements

• Bachelor’s degree in business, marketing, healthcare administration, or a related field is required. Graduate degree preferred.
• 5-8 years of experience in service industry operations or sales leadership, sales coaching, business development, or revenue performance roles—preferably in healthcare or healthcare-adjacent environment (homecare, hospice, home health, senior living, medical devices, therapy services, staffing, etc.).
• Sales training credentials (e.g., Sandler, Challenger, SPIN, MEDDICC, or similar) a plus.
• Experience coaching owner-operators, branch leaders, or multi-location teams. Franchise experience strongly preferred.
• Coaching mastery includes the ability observe calls / meetings, diagnose skill gaps, and coach with specificity (role-play, call reviews, weekly drills, field ride-alongs).
• Proven track record in a consultative selling environment. Can build trust, ask high-quality questions, communicate outcomes, and align services to clinical/family needs without “hard sell” tactics.
• Strong working knowledge of CRM usage and sales hygiene (stages, forecasting, activity logging, pipeline reviews).
• Proven experience creating and improving sales and / or operations playbooks.
• Ability to simplify complex services into clear value propositions for families and professional referral sources.
• Understands how to build durable referral networks and expand accounts through value, responsiveness, and credibility.
• High comfort level running sales huddles, training sessions, regional workshops, and peer-to-peer best practice forums.
• Credible with strong personalities; can challenge directly while maintaining relationship and respect.
• Demonstrated track record coaching teams to improve outcomes in:
• Lead conversion and pipeline health
• Referral partner development (physicians, discharge planners, social workers, AL/IL communities, case managers)
• Consultative selling and needs assessment
• Sales activity discipline (cadence, follow-up, next steps)