At a glance
- Who
- An online personal trainer who runs training and nutrition for women, focused on reducing belly fat. One-to-one coaching, starts with a free consultation.
- Problem
- In the last 90 days there were 702 conversations, and slots were booked at every hour, late evenings included, not only during working hours. Every woman needs a warm reply that stays on topic.
- Change
- Setor runs the conversation from the question about her belly to a consultation slot. From Oct 13 to Oct 25 the dashboard shows 51 booked calls, 47 of them in threads where Setor had replied first.
- Scope
- One account, 13 days. Counted: booked calls.
Who they are and what they sell
The client is a personal trainer who runs training and nutrition for women. They specialise in reducing belly fat: they help women who have a belly that sticks out despite exercise, who snack, who see no results after diets or who have no time for long workouts.
All the traffic comes from Instagram. In the last 90 days there were 702 conversations and Setor sent 1,270 replies. Every sale starts with a free online consultation, so every DM conversation has one job: book a slot.
How we set Setor up
Setor replies to Instagram DMs and runs the conversation from the first message to a slot in the calendar. The whole setup comes down to four things.
- QualificationBefore offering a slot, Setor asks what exactly bothers her, what made her want to change and what she has already tried. At the end it sums it up in one sentence and asks whether it understood correctly.
- Follow-upsWhen a conversation stops halfway, Setor comes back a few hours later with one short question. From Oct 15 to Oct 26 it sent 271.
- CalendarThe account has a calendar connected. Setor offers a specific slot, asks for an email for the invitation and books whichever she picks. The confirmation with a Google Meet link goes to her email.
- Friends and blacklistSetor doesn't message people the trainer follows or accounts on the blacklist.
What Setor doesn't do. It doesn't write training plans or diets and doesn't promise that someone will lose a set number of kilos. It gathers context and books the consultation, and the trainer runs the program.
DMs don't go quiet in the evening or at weekends.
Setor replies when the trainer has finished for the day or is off. Below are the last 90 days, which is the whole period of this case study: 51 booked calls and 1,270 replies from Setor.
- 1 in 3of Setor's replies sent between 8 pm and 8 am
- 53%of calls booked between 6 pm and 8 am
- 1 in 3calls booked at the weekend
What a conversation looks like
The pattern is simple: a question about what bothers her most, a question about the moment something changed, a one-sentence summary and an invitation to a consultation with a choice of slots.
- 1Opening
hey, thanks for the follow ☺️ did you find me because of your belly, or do you want to change something about your shape in general?
my belly, that little roll at the bottom
do you remember the moment you thought: ok, time to do something about it?
I have a wedding coming up and I'd like to feel good. plus I have a desk job
- 2Qualification
and have you tried anything to see first results?
I go to the gym but I don't really know what to do, and my weight is stuck
you're not alone, a lot of women have the same problem. so you want to get rid of your belly but you're missing a concrete plan, do I get it right?
yes, exactly
- 3Booking
I can see you really care, I'd like to invite you to a free online consultation, no strings attached. I have Tuesday 11 am or 8 pm, which works?
8 pm
send me your email for the invitation too
sure, sending it now
you're booked for Tuesday 8 pm, the Google Meet link is on its way to your email ☺️
- Tuesday, 8 pm in the calendar
Setor doesn't write a training plan or a diet and doesn't promise how many kilos someone will lose. For that, it invites them to a consultation.
What you can copy
You don't need Setor to start. You can put these three things in place even if you reply yourself.
- 1
Reply when people write
53% of calls were booked between 6 pm and 8 am, and 1 in 3 at the weekend. If you only reply during working hours, those conversations wait until morning or Monday.
- 2
Ask about the moment something changed
“Do you remember the moment you thought: ok, time to do something about it?” brings out the reason: a wedding, a holiday, a new job. The person who comes to the consultation has their own reason, and you know right away what drives them.
- 3
Sum up before you invite
“So you want to get rid of your belly but you're missing a concrete plan, do I get it right?” One sentence of summary makes the invitation to a consultation an answer to her own words.
The honest part
- These are the results of one account. Your numbers may look different.
- This is a short run: all 51 calls were booked between Oct 13 and Oct 25, 2026. Setor also worked on the account from May to July, but we weren't logging its replies then, so those months aren't shown. Since Oct 26, 2026 Setor has not been replying on this account.
- The account doesn't record sale amounts, so we don't give revenue or return on investment.
- Setor handles traffic, it doesn't create it. The number of conversations also depends on the account's own reach in a given week, not only on Setor.
Data read from the Setor dashboard on Oct 31, 2026.
Frequently asked questions
Because all 51 calls were booked between Oct 13 and Oct 25, 2026. Setor also worked on the account from May to July, but its replies weren't logged then, so we don't show those months. Since Oct 26, 2026 Setor hasn't been replying on this account.
Before offering a slot, it asks what exactly bothers her, what made her decide to change and what she has already tried. At the end it sums this up in one sentence and asks whether it understood correctly.
In the last 90 days there were 702 conversations, Setor sent 1,270 replies, and 271 follow-ups from Oct 15 to Oct 26. 47 of the 51 calls were booked in threads where Setor had replied first, and the other 4 without a reply from it.
53% were booked between 6 pm and 8 am, and 1 in 3 at the weekend. 1 in 3 of Setor's replies went out between 8 pm and 8 am. This is the last 90 days, the whole period of this case study.
The account has a connected calendar. Setor offers a specific slot, asks for an email for the invitation and books the chosen one. The confirmation with a Google Meet link goes to the email. Every sale starts with a free online consultation.
No. The account doesn't log sale amounts, so we don't give revenue or return on investment. This is also a short run, and the number of calls depends on the account's reach in a given week, not only on Setor.