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.

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