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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.

The Psychology Behind Neuro Selling: How Buyers Really Make Decisions

The Psychology Behind Neuro Selling: How Buyers Really Make Decisions

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Sales success is not just about persuasion; it’s about understanding how the human brain works when making decisions. At Dynamo Selling, we explore the science of neuro selling to help businesses connect with buyers on a deeper level. By tapping into the psychology behind trust, emotion, and logic, sales professionals can influence decision-making in ways that feel authentic, meaningful, and results-driven.

Key Takeaways

  • Buyers decide emotionally before rationalising logically
  • Trust and credibility are formed quickly in the brain
  • Stories and emotional triggers drive stronger sales outcomes
  • Neuro selling techniques enhance long-term client relationships

Why the Brain Holds the Key to Sales?

Modern research shows that over 90% of consumer decisions are driven by emotion, not logic. Traditional selling often overlooks this reality, focusing too heavily on features and price. Neuro selling applies insights from neuroscience and psychology, revealing what really shapes choices. It’s about engaging with buyers in ways that align with how their brains process trust, risk, and reward, while creating experiences that feel both authentic and compelling.

For professionals looking to elevate results, Dynamo Selling’s sales training programs provide practical frameworks to master these techniques and translate science into measurable business growth.

How Buyers Actually Decide?

Understanding the brain’s role in decision-making is fundamental to neuro selling. While traditional sales often focus on providing facts and figures, the reality is that the brain is driven primarily by emotional and subconscious processes. Let’s break down how these decisions are made:

1. The Emotional Brain Leads

Emotions are the primary trigger in decision-making. Research shows that even though buyers justify their purchases with logic, the initial decision is made emotionally. Trust, urgency, and how the product makes them feel all play a significant role. Sales professionals should focus on recognising and appealing to these emotional triggers to drive purchasing decisions.

The limbic system, which governs emotions and memories, is the brain’s emotional centre. When a person is deciding whether or not to purchase something, their limbic system is activated, even if they aren’t consciously aware of it. This emotional reaction often precedes the logical, more analytical part of the brain (the prefrontal cortex), which tries to justify the decision with facts, features, and benefits.

2. Trust Is Built in Seconds

The brain is wired to scan for credibility cues within seconds of meeting a salesperson. From body language and tone to the authenticity of what’s being said, these non-verbal cues play a far more significant role in building trust than the words themselves. This means that in neuro selling, building rapport quickly and ensuring that you come across as trustworthy is essential. The brain releases oxytocin, the “trust hormone,” when people feel safe and understood, which can make them more likely to say “yes” to your offer.

3. Logic Comes Later

Once the emotional brain has given the green light, logic steps in. Buyers will often justify their decision with facts, figures, and evidence. However, this doesn’t mean that facts are what motivated the purchase in the first place. Rather, logic is there to rationalise the emotional decision. This highlights the importance of providing clear, concise, and relevant information after the emotional buy-in has occurred.

Principles of Neuro Selling

Incorporating principles from neuroscience and psychology into the sales process can dramatically improve your results. Here are some key neuro selling principles:

1. Storytelling Connects the Brain

Our brains are naturally drawn to stories. Research has shown that storytelling activates multiple areas of the brain, making information more memorable and impactful. By weaving a narrative into the sales conversation, you can create an emotional connection with your buyer, transforming the interaction from transactional to relational. A story about how your product or service has helped others, especially someone in a similar situation, can trigger empathy and encourage the buyer to envision how it can help them too.

2. Mirror Neurons Build Rapport

Human brains are equipped with mirror neurons, which help us empathise with others by mimicking their actions, feelings, or expressions. In neuro selling, mirroring a buyer’s energy, pace, and tone can subconsciously help build rapport. If a buyer is speaking quickly and with enthusiasm, matching that energy can help create a sense of connection. Similarly, adopting a calm and thoughtful tone when a buyer is hesitant can help them feel at ease.

3. Scarcity and Urgency Influence Action

The brain has a strong response to scarcity. Research shows that people are more motivated to act when they believe something is in limited supply. This is rooted in our evolutionary need to secure resources before they run out. In sales, limited-time offers, exclusive deals, or highlighting a product’s rarity can trigger the fear of missing out (FOMO) and encourage quicker purchasing decisions.

4. Visuals Strengthen Recall

The human brain processes visuals 60,000 times faster than text, according to the University of Minnesota. This makes visuals incredibly powerful in the sales process. Whether it’s through product demonstrations, diagrams, or even emotional imagery, visuals help reinforce the message and enhance memory recall. Using high-quality images, videos, and infographics during sales presentations can help the buyer retain key points and make the decision-making process smoother.

5. Decision Fatigue: Why Simplicity Matters

Another psychological concept that plays a significant role in buying decisions is decision fatigue. The more choices we have to make, the more mentally exhausted we become, and the harder it becomes to make a sound decision. In the context of neuro selling, this means that too many options or overly complex processes can overwhelm a potential customer.

To combat decision fatigue, salespeople should aim to simplify the buying process. This could involve offering fewer, more clearly defined options, guiding the customer through a straightforward purchasing process, or even using techniques like bundling to make the decision easier. By making the decision-making process as easy and enjoyable as possible, businesses can increase the likelihood of a sale.

Applying Neuro Selling in Practice

Understanding the science behind neuro selling is just the first step. To truly maximise its potential, sales professionals need to apply these neuro-selling techniques effectively in their sales strategies. Here’s how to do it:

Step 1: Lead with Empathy

Start by asking questions that uncover the buyer’s personal motivators and emotional triggers. This helps you understand their emotional state and build a connection. Once you’ve created an emotional bond, you can tailor your pitch to show how your product or service addresses their needs, wants, and aspirations.

Step 2: Use Narrative Over Data Dumping

Instead of bombarding your buyer with a list of features and statistics, incorporate the facts into a compelling narrative. A story is far more engaging than a dry presentation of data, and it helps buyers visualise the benefits of the product. Share how your product or service can solve a problem or improve their life, using real-world examples.

Step 3: Trigger the Reward System

The brain is wired to respond to rewards. Whether it’s time saved, peace of mind, or a sense of accomplishment, highlighting the rewards your buyer will experience after the purchase taps into the brain’s natural desire for positive outcomes. Emphasise the transformation that comes with buying your product or service.

Step 4: Reinforce with Logic

Once the emotional brain has been engaged, follow up with logical reasons to reinforce the decision. Provide data, guarantees, and a clear ROI (return on investment) that reassure the buyer they are making the right choice. This helps balance the emotional and logical aspects of the decision, leading to a stronger commitment.

Neuro Selling and Buyer Trust

Trust is a neurological response. When buyers feel understood and safe, they are more likely to trust the salesperson and, ultimately, the brand. For sales professionals, building trust means:

  • Authenticity: Be genuine and transparent in your interactions.
  • Credibility: Provide relevant, accurate information and follow through on promises.
  • Consistency: Maintain trustworthiness throughout the entire sales process.

When trust is built, it can lead to long-term relationships, reducing churn and increasing referrals, which ultimately benefits the bottom line.

Why Neuro Selling Matters for Businesses?

In competitive markets, buyers are overwhelmed with options, making it essential for businesses to stand out. What differentiates successful salespeople is their ability to connect on a human level, not just a transactional one. Neuro selling provides a scientifically backed approach to achieving this connection. By focusing on emotional triggers, trust-building, and subconscious decision-making processes, sales professionals can unlock the true potential of their sales strategies.

As consumer spending patterns evolve, with value-driven choices taking centre stage, it’s more important than ever to connect with customers on an emotional level. Neuro selling is the key to making that connection, backed by science rather than outdated sales tactics.

Conclusion

Neuro selling is not about manipulation, it’s about aligning sales strategies with the way the brain naturally makes decisions. By focusing on emotion, trust, and logic in the right order, businesses can achieve stronger sales results and deeper client loyalty. At Dynamo Selling, we specialise in training programs that integrate neuro-selling principles into real-world sales strategies. Contact us today to empower your salesforce with proven techniques that drive lasting results.

FAQs:

What is neuro selling in simple terms?

Neuro selling uses neuroscience and psychology to align sales strategies with how buyers’ brains make decisions.

Why is emotion important in sales?

Most decisions are made emotionally first, then justified logically. Emotion creates the initial trigger for action.

How does storytelling help in sales?

Stories engage multiple parts of the brain, making messages memorable and creating stronger emotional connections.

Can neuro selling be applied in B2B sales?

Yes. Business buyers are still people, and emotional triggers influence decisions even in corporate environments.

Does neuro selling replace traditional sales methods?

No. It enhances them by focusing on how to deliver information in a way that matches brain processes.

Can neuro selling increase customer trust?

Yes. By demonstrating empathy and authenticity, neuro selling strengthens trust and fosters long-term relationships.