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Case Study: Dynamo Sales Recruitment arm of the business – Recruitment of Salespeople – How Dynamo Selling Helped Star Glass Secure the Right Talent

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Introduction

At Dynamo Selling, we know that hiring the right salespeople is the single most important investment a business can make. Great salespeople build pipelines, close deals, and drive growth – poor hires do the opposite, draining time and resources.

Unlike traditional recruiters, Dynamo Selling is first and foremost a sales training and sales coaching company. That means we bring a unique perspective to the recruitment of sales staff and BDMs: we don’t just fill vacancies, we identify, test, and secure genuine performers who are ready to deliver.

This case study highlights how we worked with Star Glass, partnering directly with their Managing Director, Fletcher Wyllie, to conduct a full 360-degree sales recruitment process. From defining the role and fine-tuning the advert through to shortlisting, testing, and securing a winning candidate, our expertise ensured Star Glass found the right salesperson for their team.

The Challenge

When Fletcher Wyllie approached Dynamo Selling, Star Glass faced a familiar but difficult challenge:

  • They needed to recruit a sales professional who could fit seamlessly into the business, engage clients, and deliver measurable results.
  • Previous recruitment attempts had not produced the right calibre of candidate, costing both time and missed opportunity.
  • Fletcher wanted more than a generic recruiter. He wanted a partner with proven expertise in sales recruitment and a track record of recognising genuine talent.

This was the perfect fit for Dynamo Selling, as we specialise in recruitment of sales staff and recruitment of BDMs, underpinned by decades of experience in sales training and coaching.

The Dynamo Selling Approach

1. Fine-Tuning the Job Profile

We began by working closely with Fletcher to refine the job description and advert. Too often, sales roles are advertised generically, attracting the wrong people. We restructured the advert to appeal to ambitious, results-driven professionals, while also clarifying the performance and behavioural expectations unique to Star Glass.

2. Active Candidate Search

Rather than waiting passively for applicants, we took a proactive approach to candidate search. We tapped into networks, platforms, and industry connections to identify proven salespeople, including candidates with BDM experience. This meant we were able to access quality candidates who would never have applied through conventional job boards.

3. Rigorous Testing and Behavioural Analysis

Sales professionals can be excellent at “talking the talk.” Our job was to identify those who could also “walk the walk.” To achieve this, we designed a comprehensive evaluation process that included:

  • Case study testing to simulate live sales situations.
  • Self-analysis exercises where candidates critiqued their own approach.
  • Behavioural profiling to test adaptability, resilience, and cultural alignment.

Because Dynamo Selling is immersed in sales coaching and sales training, we were able to craft tests that went far deeper than the standard CV and interview. This gave Fletcher true clarity about each candidate’s strengths and weaknesses.

4. Multi-Stage Interview Process

We conducted first-round interviews to filter candidates thoroughly, followed by second-round interviews with Fletcher Wyllie to focus on the strongest applicants.

We presented a shortlist of candidates, all of whom met stringent criteria. Importantly, we also built a reserve of backup candidates, ensuring Star Glass had options should circumstances change.

This level of diligence is what sets Dynamo Selling apart in the recruitment of salespeople, it’s a process rooted in both science and sales expertise.

The Outcome

The result was a successful hire who has since become a valuable part of Star Glass’s sales team. The new recruit integrated quickly, demonstrating both capability and cultural fit. Fletcher and his leadership team have reported highly positive outcomes, both in performance and attitude.

By working with Dynamo Selling, Star Glass avoided the high cost of a poor hire and instead gained a motivated sales professional aligned with the company’s vision.

What Makes Dynamo Different from Traditional Recruitment Companies

The difference between Dynamo Selling and a typical recruitment firm is clear: we are not just recruiters; we are sales training experts.

Most recruiters assess candidates through CV screening and interview performance. That’s useful, but it doesn’t tell the whole story. A polished interviewee may lack the grit, adaptability, or commercial instincts needed to succeed in sales.

At Dynamo, we bring a sales-first perspective:

  • We understand exactly what makes a salesperson succeed because we train and coach them every day.
  • We know which probing questions to ask to uncover genuine ability.
  • We can recognise when a candidate is “pulling the wool over our eyes,” because we’ve seen those behaviours first-hand in training rooms and live sales environments.
  • We don’t just look for competence; we look for consistency, resilience, and potential for growth.

In other words, Dynamo Selling doesn’t simply run a recruitment process. We conduct a strategic talent evaluation rooted in behavioural science and sales psychology. That’s why our clients trust us with the recruitment of BDMs and sales staff because we deliver candidates who can sell, not just talk about selling.

Why Dynamo Excels in Recruitment of Sales Staff and BDMs

Our success in projects like Star Glass comes from a unique combination of expertise:

  • Sales Training & Coaching Insight: We see daily what separates high-performers from average salespeople.
  • Behavioural Understanding: We can spot red flags that others miss and identify true potential.
  • Proven Recruitment Process: From refined job adverts to case study testing and shortlisting, our process leaves nothing to chance.
  • Focus on Longevity: We don’t just fill a role. We build sales teams that deliver sustainable growth.

This holistic approach ensures that businesses like Star Glass don’t just hire staff, they hire future performers who can deliver immediate and long-term impact.

Conclusion

The Star Glass case study illustrates how Dynamo Selling brings unrivalled expertise to the recruitment of salespeople. By combining structured recruitment methods with behavioural testing and real-world sales insights, we successfully delivered a top-performing hire for Fletcher Wyllie and his team.

Whether your business needs recruitment of BDMs, recruitment of sales staff, or complete scaling of a sales team, Dynamo Selling is the partner of choice. With us, you don’t just hire candidates, you secure proven professionals who are trained, tested, and ready to deliver.

Sales Leadership at Star Glass

Case Study: Contract Management Excellence – How Dynamo Selling Transformed Sales Leadership at Star Glass

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Sales Leadership at Star Glass

Introduction

In today’s competitive business environment, many organisations are shifting away from traditional middle management structures. The costs, the complexity, and the difficulty of finding capable leaders often leave companies without the right level of sales management. That’s where Dynamo Selling comes in.

As a sales training and sales coaching company, Dynamo Selling has created a unique contract management solution. Instead of companies struggling to hire and retain middle or senior managers, we step in to manage their sales teams directly. We don’t just act as consultants, we lead, coach, train, and monitor sales teams as if they were our own.

For the past two years, we’ve partnered with Star Glass, working closely with their Managing Director, Fletcher Wyllie, and Senior Manager, Riley, to provide complete contract management of their sales function. This case study explores how Dynamo Selling has supported Star Glass, delivering measurable results and long-term value.

 The Challenge

When Fletcher Wyllie and Riley approached Dynamo Selling, Star Glass was facing a management gap. They had a capable sales team but lacked the internal structure to manage, mentor, and drive consistent performance. Recruiting senior or middle management was costly and risky, and previous attempts had not been sustainable.

The leadership team recognised they needed:

  • Clear accountability and oversight for their sales staff.
  • Regular performance reviews and behavioural assessments.
  • A structured programme of sales training and sales coaching.
  • Leadership and mentoring that would improve both individual and team results.

This was exactly the type of challenge Dynamo Selling is designed to solve.

The Dynamo Contract Management Approach

1. Taking on Sales Leadership

Dynamo Selling effectively became the sales coach and manager for Star Glass. We assumed responsibility for the day-to-day leadership of the sales team, ensuring that the absence of middle management did not impact performance. Fletcher and Riley remained strategic decision-makers, while Dynamo provided the operational management layer.

2. Structured Reviews and Performance Oversight

We implemented regular review cycles with each salesperson, evaluating both qualitative and quantitative performance. This included:

  • Behavioural testing to track motivation, resilience, and communication.
  • Metric tracking covering conversions, pipeline management, and client engagement.
  • One-to-one coaching sessions, where we addressed obstacles and fine-tuned approaches.

This combination gave Fletcher and Riley complete visibility of their sales function, without the overhead of an internal management hire.

3. Sales Training and Coaching Integration

One of Dynamo’s strengths lies in combining sales training with ongoing management. For Star Glass, we created tailored coaching sessions that ensured the team was always sharpening its skills. Areas included:

  • Effective objection handling.
  • Building rapport with clients.
  • Advanced closing techniques.
  • Communication, tone, and body language.

Because we are both trainers and managers, our role went far beyond monitoring; we actively developed the team’s capability. Every salesperson had direct access to a sales coach who understood their individual style and challenges.

4. Leadership, Mentorship, and Culture Building

Beyond training, Dynamo Selling also provided the leadership and mentoring normally delivered by senior management. We guided the team through challenges, held them accountable, and built a culture of performance and continuous improvement.

This leadership component has been especially important for Star Glass. Their team now operates with clarity, purpose, and professional discipline, driven by Dynamo’s external management support.

The Results

After two years of working with Dynamo Selling, Star Glass has seen consistent and measurable benefits:

  • Improved performance metrics: Sales staff now achieve higher conversion rates, stronger pipeline management, and increased client retention.
  • Cultural alignment: The team is more cohesive, with shared goals and accountability.
  • Confidence at leadership level: Fletcher and Riley have complete trust that the sales function is being managed effectively without the costs of permanent middle management.
  • Scalability: With Dynamo in place, Star Glass can grow its sales team knowing that management, training, and coaching are seamlessly integrated.

The partnership has been so successful that Fletcher and Riley have committed to continuing the arrangement long-term.

Why Dynamo Selling is Different

What makes Dynamo Selling unique is that we are not just a management service; we are a sales training and coaching company first. Traditional contract managers may focus on processes, but they often lack the depth of sales expertise to lead effectively.

Dynamo’s approach combines:

  • Hands-on management: We lead the team, track their numbers, and hold them accountable.
  • Sales coaching: Every individual receives direct coaching from an expert sales coach.
  • Ongoing sales training: We don’t just manage; we upskill.
  • Behavioural analysis: We spot red flags early and help staff build resilience and adaptability.

This integrated model ensures that sales teams are not only managed, but also consistently developed. 

Conclusion

For companies like Star Glass, Dynamo Selling’s contract management solution provides the perfect alternative to costly middle management hires. By partnering with Fletcher and Riley, we have successfully managed the Star Glass sales team for two years, delivering training, coaching, mentoring, and leadership that drives results.

Dynamo Selling is one of the few companies capable of managing, training, and developing salespeople under one roof. Whether it’s sales training, sales coaching, or complete contract management, we are proud to be the leaders in the field. For Star Glass, the results speak for themselves, and the partnership is set to continue well into the future.