Job Description

Job Description

Franchise Business Coach\n

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Company: 2nd Family

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Compensation: $65,000–$90,000

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Industry Experience Required: Senior Home Care Sales / Business Development

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Travel: Some travel required

Ready to Move Beyond the Daily Home Care Sales Grind?\n

You know home care sales.

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You’ve driven from hospital to SNF to home health agency. You’ve built referral relationships from scratch, worked a territory, managed a pipeline, followed up relentlessly, asked for referrals, and figured out what actually makes a home care agency grow.

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Now you may be ready for something different.

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2nd Family is looking for an experienced home care sales professional who wants to move out of the daily hustle of producing referrals and into a higher-level role where you can use your experience to teach, coach, and develop other business owners.

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As a Franchise Business Coach, you won't be responsible for growing one territory. You'll help franchise owners across the country learn how to grow theirs.

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You'll teach them how to develop referral relationships, create productive sales routines, manage their pipeline, track KPIs, recruit caregivers, build operational discipline, and turn activity into revenue. If you've spent years learning what works in home care and are excited about helping others become successful at it, this may be the natural next step in your career.

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Home Care Sales Experience Is Required\n

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This requirement is non-negotiable.

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You must have meaningful, hands-on experience in senior home care sales or business development.

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We are not looking for someone whose background is primarily generic franchise coaching, healthcare administration, SaaS sales, retail sales, or general business consulting.

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We need someone who understands home care because you've lived it.

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You should understand how to:

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• Develop referral relationships with hospitals, SNFs, home health agencies, hospice providers, senior living communities, care managers, and other senior-care professionals.
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• Build and manage a productive referral territory.
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• Turn cold prospects into productive referral relationships.
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• Conduct effective referral-source meetings and directly ask for business.
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• Manage a sales pipeline and follow-up process.
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• Track sales activity, conversions, and results.
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• Diagnose why a salesperson may be staying busy without producing results.
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If you've successfully done these things yourself and believe you can teach someone else to do them, we want to talk to you.

About 2nd Family\n

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2nd Family is a growing senior in-home care franchise dedicated to helping older adults remain safe, independent, and comfortable at home. As our franchise system expands, we're building a coaching organization that helps franchise owners launch successfully, understand their numbers, execute consistently, and become stronger business operators.

About the Role\n

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The Franchise Business Coach serves as a strategic advisor, trainer, accountability partner, and problem-solver for a portfolio of 2nd Family franchise owners.

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You will primarily focus on post-opening, coaching owners through their first 12–18 months and beyond as they develop referral relationships, acquire clients, recruit caregivers, build their teams, and work toward profitability. While the role touches every part of a home care business, sales and business development will be a major area of emphasis.

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What You'll Do\n
\nCoach Franchise Owners on Home Care Sales\n

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• Teach franchisees how to build and execute an effective home care business-development strategy.
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• Coach owners on prospecting, referral-source development, territory management, follow-up, and relationship-building.
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• Help franchisees identify high-value referral partners and develop strategies to access them.
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• Teach effective sales meetings, follow-up strategies, and direct referral asks.
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• Review sales pipelines and identify where opportunities are being lost.
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• Coach through inconsistent activity, poor conversion, weak follow-up, ineffective messaging, and other common sales problems.
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• Help franchisees develop productive weekly sales routines.
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• Evaluate performance using activity, conversion, client-start, and revenue KPIs.
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• Provide practical coaching based on real-world home care experience rather than generic sales theory.
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Provide Strategic Business Coaching\n

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• Conduct recurring coaching sessions with assigned franchise owners.
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• Analyze business performance and identify the highest-priority issues affecting growth.
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• Help owners determine the root causes behind performance problems.
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• Develop clear action plans, priorities, and measurable next steps.
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• Hold franchisees accountable for executing agreed-upon strategies.
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• Help owners understand how sales, recruiting, scheduling, retention, and client experience work together.
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Train Franchise Owners\n

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• Participate in and help lead new-franchisee training.
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• Conduct training on sales and marketing, recruiting, operations, and business management.
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• Use real-world examples, role-playing, and coaching to turn concepts into action.
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• Help continually improve 2nd Family's training programs based on challenges observed in the field.
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Use Data to Improve Performance\n

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• Review franchisee KPIs and operating metrics.
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• Identify areas requiring additional coaching or intervention.
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• Help franchisees understand which activities are leading indicators of future results.
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• Teach owners to manage their businesses using measurable performance rather than intuition alone.
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Help Build Our Coaching System\n

You'll also help develop coaching frameworks, playbooks, training resources, KPI standards, and other tools that improve franchisee performance.

This Role May Be a Great Fit If You...\n

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• Have been successful in home care sales but don't want to spend the next decade personally chasing referrals.
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• Want to remain in home care while moving into a broader leadership and coaching role.
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• Enjoy teaching other people what you've learned.
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• Can quickly recognize why a sales strategy isn't producing results.
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• Enjoy strategy, problem-solving, and developing people.
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• Are comfortable challenging business owners when their actions don't match their goals.
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• Want your experience to have an impact beyond one territory or agency.
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This Role Is Probably Not the Right Fit If You...\n

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• Have never personally sold home care services.
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• Have healthcare experience but little or no business-development experience.
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• Prefer giving advice without holding people accountable for execution.
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• Are uncomfortable discussing KPIs, sales activity, financial performance, or results.
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• Avoid difficult conversations when someone isn't performing.
  
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QualificationsRequired\n

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• Significant hands-on experience in senior home care sales or business development.
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• Demonstrated success developing referral relationships and generating home care clients.
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• Strong understanding of referral-source development, territory management, sales pipelines, and conversion.
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• Strong communication, presentation, and relationship-building skills.
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• Ability to teach, coach, challenge, and provide constructive feedback.
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• Ability to analyze performance data and translate it into actionable recommendations.
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• Strong organizational skills and ability to manage multiple franchise relationships.
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• Willingness to travel for franchise training, site visits, and company events.
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Preferred\n

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• 5+ years of experience in senior home care.
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• Home care operations or agency leadership experience in addition to sales.
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• Experience managing, mentoring, training, or coaching sales professionals.
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• Franchise, multi-unit, business coaching, consulting, or relationship-management experience.
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• Experience reviewing financial statements and business-performance metrics.
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Previous franchise experience is helpful, but it is not more important than home care experience. We can teach someone our franchise system. We cannot quickly replicate years of real-world home care sales knowledge.

The Person We're Looking For\n

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We're looking for someone with credibility.

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When a franchise owner says hospital case managers aren't returning their calls, you've experienced it.

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When they say they're making plenty of visits but aren't getting referrals, you know what questions to ask.

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When activity looks strong but client starts are weak, you know where to begin diagnosing the problem.

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Being a successful salesperson, however, isn't enough. A great Franchise Business Coach must be able to transfer knowledge. You'll need the patience to teach, the confidence to challenge, the judgment to diagnose problems, and the communication skills to turn your experience into clear, actionable coaching.

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Your success will no longer be measured primarily by the referrals you personally generate. It will be measured by whether the people you coach become better at generating them.

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What We Offer\n

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• Salary: $65,000–$90,000, based on experience.
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• Medical, dental, and vision benefits.
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• 401(k).
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• Paid time off.
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• Direct access to franchise owners and company leadership.
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• The opportunity to help shape a rapidly growing franchise system.
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• Significant opportunity for increased responsibility as our franchise support organization expands.
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This role gives an experienced home care professional the opportunity to take everything you've learned in the field and use it at a larger scale.

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Instead of building one book of referral relationships, you'll help build successful home care businesses. Instead of making the same sales calls yourself, you'll teach others how to make them better.

Job Tags

Work from home

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