Case Study: Sales Coaching and Strategic Analysis for BFT Caulfield’s Management Team
Background
BFT Caulfield is a high-performance fitness studio with a strong community reputation and an ambition to grow. While the trainers and front-line staff were performing well, the studio’s management team wanted to take a deeper, more strategic approach to business growth.
They recognised that improving performance wasn’t just about front-of-house enthusiasm – it required a clear understanding of their numbers, metrics, systems, and processes. With a data-driven approach, they could make better decisions, identify opportunities faster, and ultimately increase membership numbers.
BFT Caulfield partnered with Dynamo Selling to conduct a sales coaching and strategic analysis program specifically for the management team, ensuring they had the skills, insights, and processes to lead from the front.
Goals
The key objectives for the program were to:
- Give the management team greater clarity on their numbers and performance metrics.
- Strengthen their ability to make data-driven sales decisions.
- Identify weaknesses in current sales systems and processes.
- Equip managers with advanced sales coaching and sales training skills to lead the team.
- Drive an increase in trial bookings, conversions, and long-term memberships.
Action
- In-Depth Strategic Analysis
We began by working directly with the managers to analyse their key sales metrics. This included:
- Enquiry-to-trial conversion rates.
- Trial-to-membership conversion rates.
- Follow-up times and methods.
- Retention rates for existing members.
- Staff performance in both sales and customer communication.
By mapping out these numbers, we could clearly see where opportunities were being missed and where small improvements could make a big difference.
- Systems and Process Review
We reviewed BFT Caulfield’s sales systems, follow-up procedures, and lead management processes. We then provided recommendations for streamlining and optimising these systems so that nothing fell through the cracks. - Sales Coaching for Managers
The management team received targeted sales coaching to improve their ability to lead sales conversations, hold their teams accountable, and coach their trainers and phone staff effectively. - Advanced Sales Training Workshops
We conducted sales training sessions specifically for the managers, giving them advanced techniques in relationship building, objection handling, and closing strategies – all tailored to the fitness industry. - Action Planning and Implementation
Together, we created a clear action plan with measurable targets, including daily and weekly activity goals for the team. Managers were equipped to track progress and make quick adjustments when necessary.
Results
- Higher Conversions at Every Stage
By improving follow-up systems and tightening sales conversations, conversion rates increased from initial enquiry right through to long-term membership. - Better Use of Metrics
Managers now track and review key sales numbers daily, enabling them to make faster, more informed decisions that directly improve performance. - Improved Sales Leadership
With targeted sales coaching, managers became stronger leaders who could train and mentor their teams for consistent sales results. - Streamlined Sales Processes
The updated systems and processes reduced delays, improved communication with prospects, and ensured no leads were lost. - Sustained Growth Mindset
The combination of data analysis and skill-building created a culture of continual improvement and accountability within the management team.
Highlights
- Data-driven sales coaching for management focused on measurable growth.
- Comprehensive systems and process review to remove bottlenecks.
- Increased conversion rates through targeted sales training techniques.
- Clear accountability systems to ensure goals were met.
- Strategic alignment between management and the sales team.
Conclusion
The BFT Caulfield management team’s experience shows that sales coaching is not just about teaching front-line teams – it’s also about empowering managers with the skills, metrics, and systems to lead effectively.
By combining strategic analysis with practical sales training, Dynamo Selling helped BFT Caulfield’s leadership create a data-driven, high-performance environment that translated directly into higher membership numbers and stronger business growth.
For fitness studios wanting to increase conversions, retain more members, and build a high-performance culture, this case study proves that targeted sales coaching for managers can deliver outstanding results.
