Larry Baca

Questioner
DISC Type : c

Director, Sales & Marketing at CalOptima

Chino Hills, California, United States

Overview

Larry Baca is a veteran sales and marketing leader with over 25 years of experience specializing in Californias Medicare field. His career includes leadership roles at CalOptima, Providence Health Plan, and Inter Valley Health Plan. A UCLA graduate, he is an expert in sales, marketing, and retention for both large and small regional health plans.

Outside of work, Larry is a family man who is married with three daughters. He is passionate about college athletics, enjoys eating, and considers himself a "self-certified grill master. " He also appears to be a dog owner, having posted online about his dog, Chloe.

Unique fact: Larry takes great pride in helping others achieve their professional goals.

Personality Overview

Not Easily Convinced

Value Seeker

Price-Sensitive

While they don't hesitate to ask questions, they are generally risk-averse and tend to be late adopters.  It is quite likely of them to ask for pricing or other concessions. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Medicare Sales
He is a recognized expert with over 25 years of leadership experience in sales, marketing, and retention within the Medicare field.
Broker Partnerships
His recent activity shows a strong focus on engaging with and supporting local broker partners to drive business success at CalOptima.
Team Mentorship
He publicly states that he takes pride in helping other people reach their professional goals.

Media Appearances

Larry has no verified media appearances

Work History

8-2025
Director, Sales & Marketing at CalOptima
8-2022 - 8-2025
Director, Medicare Sales California at Providence Health Plan
9-2009 - 6-2022
Vice President, Sales, Marketing & Communications at Inter Valley Health Plan
5-2003 - 9-2009
Director of Sales & Account Management at UnitedHealthcare
10-2002
Director of Sales, Medicare Plans at Blue Shield of California

Education

Bachelor of Arts from UCLA

More Information

Social Presence :

Prographics :

Exp : 22 Location : Chino Hills, California, United States Job Level : Mid-senior Designation : Director, Sales & Marketing at CalOptima
URL has been copied!

Insights For Selling To Larry

During A Call Or A Meeting

DO's

  • Tell them that you will come back if you don’t have a good answer for a question
  • Share as much information as possible regarding your product
  • If you have a lower priced product compared to the competition, call out the same

DONT's

  • Avoid phrases like ‘do not worry about’, ‘no one compares to’ etc.
  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Larry is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Larry

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Larry move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Larry take some risk or not?

  • They can take risk if they are convinced that they have analyzed the circumstances well.


You And Larry

Personality Compatibility


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