Sales Coaching for Peak Performance: The BFT Caulfield Phone Selling Team Success Story
Background
BFT Caulfield, part of the global Body Fit Training network, wanted to take their phone selling performance to the next level. The studio’s phone team was responsible for turning enquiries into booked trials and converting those trials into long-term memberships – a process where every call counts.
While the team was enthusiastic and committed to helping clients achieve their fitness goals, leadership saw an opportunity for targeted sales coaching and sales training to sharpen phone techniques, improve conversion rates, and build stronger relationships with prospects from the very first conversation.
Goals
The sales coaching program for the BFT Caulfield phone selling team was designed to:
- Improve conversion rates from phone enquiries to trial bookings and memberships.
- Build advanced relationship building skills over the phone to create trust quickly.
- Provide a clear, repeatable phone call structure that still felt natural and customer-focused.
- Increase confidence in handling objections and guiding conversations toward a positive outcome.
- Deliver training in a fun, high-energy style that matched the team’s culture and kept engagement high.
Action
- On-Site Phone Selling Sales Coaching
We delivered training inside the BFT Caulfield studio, where the team makes their calls. This ensured the learning environment was authentic and the skills could be applied instantly. - Customer-Focused Phone Call Framework
A tailored call structure was developed, designed to help the team quickly build rapport, uncover needs, and lead prospects towards booking a trial. - After-Hours Coaching with Management
We worked outside regular hours with managers to equip them with coaching tools so they could reinforce the new phone selling techniques every day. - Ongoing Spot Coaching and Follow-Up Support
Beyond the workshops, we provided additional one-on-one coaching for individual team members to refine their tone, language, and approach on live calls. - Fun, Real-World Role-Plays
Every session was interactive, incorporating realistic role-play scenarios that reflected the actual objections and questions the team encountered on the phone.
Results
- Higher Phone Conversion Rates
The team saw a measurable increase in the number of calls turning into booked trials and memberships. - Stronger Relationships Over the Phone
Prospects reported feeling more connected, supported, and understood after speaking with the team. - Greater Team Confidence
Staff became more confident when navigating challenging calls and handling objections. - Improved Follow-Up Process
Calls were supported by timely, personalised follow-ups that kept prospects engaged until they joined. - Ongoing Manager-Led Reinforcement
Managers had the tools to continue coaching and refining the team’s phone selling skills long after the initial program.
Highlights
- All training focused on phone selling skills for maximum impact.
- Delivered in the studio environment where calls happen every day.
- Integrated sales coaching and sales training for both skill building and process improvement.
- After-hours sessions with management to ensure leadership buy-in.
- Fun, high-energy delivery style that kept the team motivated and engaged.
Conclusion
The BFT Caulfield phone selling team’s success shows how targeted sales coaching and focused sales training can transform the way fitness studios connect with prospects over the phone.
By creating a structured call process, enhancing relationship-building skills, and delivering engaging, on-site coaching, Dynamo Selling helped the team boost conversions, improve customer experiences, and strengthen team confidence.
For any fitness business that relies on phone sales to drive memberships, this case study proves that investing in professional sales coaching is a powerful way to achieve lasting results.