Glass-Clear Strategy: Elevating Sales Culture at Starglass In 2024

Starglass—a leading name in the glass manufacturing and installation industry—partnered with Dynamo Selling to enhance their commercial performance through high-level sales training and sales coaching. With a strong market presence and a forward-thinking leadership team, the business was ready to build a more consistent and scalable sales structure that matched the quality of their core services.

Under the leadership of Managing Director Fletcher and his manager Riley, Starglass embarked on a strategic training journey with Dynamo Selling’s expert facilitator Paul, aiming to sharpen their team’s capability, install accountability frameworks, and fuel sustainable growth.

The Objective:

Fletcher and Riley had a clear vision:

• Professionalise and systemise their sales process
• Equip the team with strong communication tools
• Prepare the business for continued expansion and opportunity

There were no glaring issues—just an intelligent, growth-oriented decision to upgrade their sales engine and align the team to long-term commercial goals.

The Approach – Sales Coaching with Dynamo Selling:

Dynamo designed a bespoke sales coaching program tailored to Starglass’s specific structure, people, and goals. The training focused on developing real-world sales skills, creating accountability systems, and enhancing customer engagement strategies. Paul worked closely with Fletcher and Riley to embed tools and mindsets that drive performance.

Key Outcomes:

1. Refined Telephone Communication
   The team significantly improved their ability to handle customer calls with confidence and professionalism. With structured scripts, objection-handling techniques, and live call feedback, they became more comfortable and effective in customer-facing scenarios.
2. Improved Strategic Awareness
   Through the training process, Fletcher and Riley deepened their understanding of the key levers for future business growth—including customer lifetime value, sales cycle control, and the power of proactive outreach.
3. Widened Business Opportunity and Reduced Risk
   One of the smart strategic shifts was the broadening of Starglass’s client base. By developing relationships across new sectors, they’ve reduced overreliance on any single client and opened the business up to more scalable opportunities.
4. Growth in Profit Through New Relationships
   Armed with new tools and confidence, the team began actively building relationships with multiple potential major clients. These new partnerships contributed to noticeable growth in revenue and future pipeline strength.
5. Sales Accountability Culture Implemented
   Dynamo introduced structured sales targets and performance planners, allowing the team to take ownership of their metrics, improve forecasting accuracy, and build a stronger performance-based culture.

Continued Collaboration and Growth:

Starglass continues to work closely with Dynamo Selling, building on the foundation set in 2024. Fletcher and Riley remain highly engaged in the process, and the business itself continues to grow steadily, both in terms of capability and market reach.

Conclusion:

Starglass exemplifies the benefits of strategic investment in sales coaching. By working with Dynamo Selling, the business has moved from strength to strength—refining its commercial strategy, empowering its team, and positioning itself for long-term success.

With leadership from Fletcher and Riley and ongoing guidance from Dynamo, Starglass has created a sales culture built on professionalism, accountability, and growth.