Swan Hill Wholesalers Case Study
Case Study: How Swan Hill Wholesalers Strengthened Sales Performance with Expert Sales Coaching
Client: Swan Hill Wholesalers
Director: Maree Giddings
Location: Swan Hill, Victoria
Background
Swan Hill Wholesalers is a respected distribution business based in regional Victoria, servicing a broad range of industries. Led by Director Maree Giddings, the company is known for its strong customer relationships and commitment to reliability. However, in a fast-evolving and increasingly competitive market, Maree recognised the need to invest in her team’s sales capabilities.
With a team of six – including both internal sales support and external sales representatives – Swan Hill Wholesalers sought to elevate communication, outreach, and the ability to convert interest into long-term business. To achieve this, Maree partnered with leading sales coach Raimond Volpe from Dynamo Selling, one of Australia’s most trusted names in high-impact sales coaching and sales training.
The Objective
Maree’s goal was to future-proof her team with the tools, confidence, and structure required to thrive. She wanted to ensure that each member of her sales team could:
- Engage more confidently with customers
- Communicate value clearly and consistently
- Build stronger follow-up routines and conversion habits
- Align as one cohesive team between the office and the field
- Implement a repeatable sales process backed by accountability
More than just temporary motivation, she wanted lasting change – and that’s exactly what a professional sales coach could provide.
The Solution: Sales Coaching with Dynamo Selling
Sales coach Raimond Volpe worked closely with Maree and her team to design a sales coaching and sales training program that reflected the real-world challenges of wholesale distribution.
The delivery included:
- On-Site Sales Training Workshops: Raimond travelled to Swan Hill to run in-depth, practical workshops for all six team members, designed to reflect their day-to-day customer conversations.
- Tailored Coaching for All Roles: Both internal sales staff and external field reps were given specific tools and guidance tailored to their responsibilities, ensuring role-relevant skill development.
- Live Roleplay and Feedback: Each participant engaged in roleplay sessions with immediate, constructive feedback from Raimond – an essential part of his sales coaching approach.
- Sales Process Design: The training helped the team build a clear structure – how to open calls, create interest, manage objections, and close with confidence.
- Confidence and Behavioural Coaching: Raimond’s expertise as a sales coach helped the team improve tone, body language, and emotional intelligence during both phone and in-person interactions.
At the heart of the program was Dynamo Selling’s Sales Domination methodology – a powerful, psychology-driven system that simplifies sales into a repeatable, human-based communication process.
The Results
The outcome of this training was exceptional. The sales team reported:
- Greater Confidence in Client Interactions: Each member expressed increased clarity and conviction when engaging with customers.
- More Consistent Language and Process: With a shared approach across internal and external roles, customers experienced a smoother, more professional journey.
- Stronger Customer Relationships: Staff were more confident in building rapport, identifying customer needs, and creating long-term loyalty.
- Better Follow-Up and Conversion: Thanks to Raimond’s sales coaching, the team implemented structured follow-up rhythms that led to more repeat business and upsells.
Testimonial from Maree Giddings
“Raimond Volpe and Dynamo Selling delivered exactly what we needed. His sales coaching was practical, relatable, and got immediate buy-in from the team. Everyone walked away more confident and capable. It wasn’t just about motivation – it was about building skill, mindset, and structure. We’ve already seen fantastic changes in how our team engages with clients.”
Conclusion
This case study shows the power of working with a professional sales coach. Through structured sales coaching and real-world sales training, Swan Hill Wholesalers has built a more aligned, confident, and capable team – ready to compete at a higher level.
If you’re looking to take your sales performance to the next level, speak with Dynamo Selling and connect with Raimond Volpe, your trusted sales coach in the field.
Enquire now at Dynamo Selling to find out how expert sales coaching can elevate your business.
