Coaching Salespeople Into Sales Champions: A Tactical Playbook for Managers and Executives / Edition 1

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"I see tremendous value for anyone who reads this book. If you embrace Keith's philosophy around coaching, you can certainly expect to win in all areas of your life, while making a profound and measurable impact on your salespeople's performance and attitude."
—Dr. Denis Waitley, bestselling author of The Seeds of Greatness and The Psychology of Winning

"There is no other single activity to boost sales that works better than sales coaching and this book is the best ever written on how to do it well."
—Brian Tracy, author of Getting Rich Your Own Way

"Fluffless! Rosen continues to give practical, A-to-Z how-to advice. After you read it, simply do it!"
—Anthony Parinello, author of Selling to VITO

"Keith has done a tremendous job outlining the importance of coaching versus managing. Implementing Keith's playbook will drive the development of high-performance salespeople and superior results."
—Kelly Carioti, Vice President, Specialty and Self-Service Retail, PepsiCo

"Where most books on sales management are filled with biased ideology and abstract concepts, Keith Rosen's book is refreshingly practical. It contains concrete steps on what to coach, how to coach, and how to bring out people's hidden talents without resentment or frustration. This is clearly the best book on sales coaching I've seen in a decade."
—Gerhard Gschwandtner, founder and Publisher of Selling Power

"This is a book that will truly take entire sales organizations to the next level. Keith is spot on, and his approach to accountability in the coaching process is what so many salespeople and sales managers are missing."
—Tom Ziglar, CEO, Ziglar, Inc.

"To lead is to serve and to truly serve is to coach. In Keith Rosen's brilliant book, you'll not only learn how to create a winning culture and a competitive advantage for your team through coaching but also how to create and leave a legacy that you'll be proud of."
—Vince Thompson, author of Ignited

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What People Are Saying

From the Publisher
"There is no other single activity to boost sales that works better than sales coaching and Keith's book, Coaching Salespeople into Sales Champions, is the best ever written on how to do it well."—Brian Tracy, Author, Getting Rich Your Own Way

"Few management books are specific to salespeople and those of us who work with salespeople understand they're a different breed. Keith Rosen's book is a great one to study and apply or pick up here and there when you have a special need. His coaching ideas are clearly explained and easily executed."—Tom Hopkins, author of How to Master the Art of Selling

"Winning in sales is no different than winning in life. If you embrace Keith's philosophy, you can certainly expect to win in all areas of your life, while making a profound and measurable impact on your salespeople's performance and attitude."—Dr. Denis Waitley, Best Selling Author of The Seeds of Greatness and The Psychology of Winning

"Coaching Salespeople Into Sales Champions is a well written, easily readable, practical book for anyone who manages salespeople. Excellent content is combined with real case studies, coaching templates and action steps that make this book a must read and a desktop reference for every sales manager, executive or business owner."—Dr. Tony Alessandra, Author of The Platinum Rule & Non-Manipulative Selling

"Warning! Get Coaching Salespeople into Champions or put your team and your company at risk. Keith Rosen's step-by-step guidance will transform you and your sales team into top performers virtually overnight."—Jill Konrath, author of Selling to Big Companies and Founder,

"Fluffless! Rosen continues to give practical, A to Z how-to advice. After you read it, simply do it!"—Anthony Parinello, Author of Selling to VITO

“This is a book that will truly take entire sales organizations to the next level. Keith is spot on, and his approach to accountability in the coaching process is what so many sales people and sales managers are missing.”—Tom Ziglar, CEO, Ziglar, Inc.

"There are very few good books published for sales managers and most of them are filled with biased ideology and abstract concepts. Keith Rosen's book is refreshingly practical. It contains concrete steps on what to coach, how to coach and how to bring out people's hidden talents without resentment, or frustration. This is the clearly the best book on sales coaching I've seen in a decade."—Gerhard Gschwandtner, Founder and Publisher, Selling Power

"When it comes to building a top sales organization, Keith has got the market cornered on tactical leadership strategies for today's workforce. Coaching Salespeople into Sales Champions is a winning playbook for managers who need to strengthen and invigorate their sales team through executive sales coaching."—David Hirsch, Director of Business to Business Vertical Markets Group, Google

“We can give salespeople all of the training in the world, we can inspire them and motivate them, we can even provide them with the latest and greatest technology…..but in today's highly competitive marketplace, we can measurably accelerate their success through coaching and this is THE TACTICAL PLAY BOOK to help get it done!”—Michael Norton, Chairman of the Board and Founder, CanDoGo™

"Great playbook that all leaders should read and reference. Keith has done a tremendous job outlining the importance of coaching vs. managing. Implementing Keith's playbook will drive the development of high performance salespeople and superior results."—Kelly Carioti, Vice President, Specialty and Self-Service Retail, PepsiCo

“Without effective coaching, sales performance improvement programs stand little to no chance of success, and so establishing an effective coaching program was one of the highest priorities for Microsoft sales managers, with high demand from sales leadership worldwide. Having experience working with several vendors, and looking closely at many other coaching programs available in the marketplace, Keith’s experience, expertise and approach won us over. Perhaps the clearest difference is that Keith’s approach makes a difference – it’s not simply theory and concepts – it’s practical with real-world situations. Keith also practices what he preaches, which sounds easy but bridging the knowing-doing gap is hard. With Keith, there’s no disconnect between what he teaches and what he actually does. He helps managers apply the principles of effective coaching regardless of the specific situation, no matter how difficult or ‘unique.’ His proven coaching framework is universally accepted, and as such, embraced by and complementary to every region, culture and business unit, regardless of where you are located throughout the world. There’s always something to learn from Keith and working with him is always an inspiration, so if you have the opportunity to do so, jump!”—Mark Selleck - Senior Director, Worldwide Sales and Marketing Professions

“It has been an immense professional and personal privilege to have had the opportunity to work so closely with a world-leading master in the art of Coaching. Keith is an exceptional trainer who inspires and enthuses his audience. His passion for the coaching is evident in the way he shows up and conducts himself. He went to great lengths to understand our business and our company culture and has inspired many of our Sales leaders to become masterful coaches. I would highly recommend him both as a person and as a professional for any organization wishing to transform their Sales management team towards Sales management excellence.”—Cillian O'Grady - Senior Director Business Development Group Oracle Direct at Oracle

“Our sales managers and I recently completed a program focused on “Sales Coaching”. The program was conducted by Keith Rosen, author of the best selling business book “Coaching Sales People into Sales Champions”. In my nine plus years in the Sports Industry, this was one of the most eye opening experiences that I have been through. What the program gave us, was the knowledge, structure, and game plan necessary to become better communicators with our staff and align our sales people’s personal and professional goals with the company's objectives, to increase performance.”—Nick Forro - Director, Season Ticket Sales and Service at New York Yankees

“Since Keith presented the program I have observed our working environment take big steps forward. Our reps are empowered and thinking creatively to create new possibilities for our business, thus the management team has relinquished our roles as “Chief Problem Solvers” which has allowed us to spend more time observing and coaching reps. Professionally, I am happier and with less stress than ever before. I can't thank Keith enough for the impact he has made!”—Jeff Ianello - Vice President, Sales at Phoenix Suns

“Keith Rosen was instrumental in "Coaching Salespeople into Sales Champions" in my organization of hundreds telemarketing and telesales people across Europe, Middle East & Africa. He delivered his training course to all managers in the organization (~100) and offered periodic one-to-one coaching to its top leaders thereafter, including myself. Through his actions, the coaching culture significantly penetrated the organization, resulting in better managers-as-coaches and ultimately in improved salespeople empowerment and productivity. Keith Rosen's insights into salespeople motivators & behaviors, as well as his training skills were key & necessary in initiating this culture change successfully.”—Stéphane Rousset - Senior Vice-President Strategy, International Business at Fujitsu

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Product Details

  • ISBN-13: 9780470142516
  • Publisher: Wiley
  • Publication date: 3/14/2008
  • Edition number: 1
  • Pages: 352
  • Sales rank: 142,398
  • Product dimensions: 6.53 (w) x 9.04 (h) x 1.18 (d)

Meet the Author

Keith Rosen is fanatical about your success. That’s why more top organizations today chose Keith’s sales training and management coach training solutions to achieve their business objectives - faster. Almost half of the Fortune 1000 Companies and the top companies in six major industries chose Profit Builders’ training and coaching solutions.

A globally recognized authority on sales and leadership and the pioneer of executive sales coaching and management coach training, Keith is the CEO of Profit Builders, named the Best Sales Training and Coaching Company Worldwide. Over the last 25 years, Keith has delivered his programs to hundreds of thousands of salespeople and managers in practically every industry worldwide; on five continents in over 40 countries. His award winning programs not only offer a proven, proprietary methodology but a tactical framework in order to create the desired long term culture shift and positive change companies want.

Keith has written several best sellers on time management, cold calling and closing the sale, including the globally acclaimed Coaching Salespeople into Sales Champions, winner of Five International Best Book Awards and rated the #1 book on sales coaching.

As a leader in the coaching profession, Keith was inducted in the inaugural group of the Top Sales Hall of Fame in recognition for his outstanding contributions in sales and leadership development and was also named The Sales Education Leader of the Year. After the devastation of 9/11, it was Keith who the leading U.S. government contractor called upon to develop an internal executive coaching initiative for the leaders in the intelligence community.

Inc. magazine and Fast Company named Keith one of the five most influential executive coaches. He's been featured in Entrepreneur, Inc., Fortune, The New York Times, Selling Power,, The Wall Street Journal, Sales and Marketing Management and is a frequent guest on Channel 12 News. Keith was also featured on the award winning television show, Mad Men.

Keith is also one of the first out of only a handful of coaches who earned the distinguished Master Certified Coach designation credentialed through the International Coach Federation and most important, walks his talk. He was one of the founding members of the International Coach Federation and was part of the committee responsible for the design of their global coach certification and accreditation program that certifies coaches worldwide. In addition, Keith sits on several editorial boards and advisory boards and is the expert sales advisor for dozens of organizations that provide sales and leadership solutions, content and resources.

Keith’s philosophy on developing high performance teams is simple. Sales training does not develop sales champions. Managers do. If companies want to develop and retain top talent, win more sales and maintain their competitive edge, first make your managers world-class executive sales coaches.

Keith currently lives in New York with his wife and three children who continue to be his greatest inspiration.

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Table of Contents

About the Author.



Chapter One: The Death of Management.

Becoming an Executive Sales Coach.

But I'm Already Coaching . . . .

Making the Shift from Sales Manager to Executive Sales Coach.

The Missing Discipline of Sales Coaching.

Defining the Role of a Sales Coach.

A Coach versus a Mentor.

Nine Barriers to Coaching a Sales Team.

Consultant, Trainer, or Coach?

Managers Don't Have Time to Manage.

Understanding the Commitment to Coach Your Sales Team.

Get a Coach for the Coach.

Five Core Characteristics of the World's Greatest Sales Coaches.

Chapter Two: The Coach's Mindset: Six Universal Principles of Masterful Coaching.

Management's Eternal Conundrum.

Hitting Rock Bottom.

You Can't Coach What You Fear.

The Strong, Fearful Leader.

Universal Principle of Masterful Coaching No. 1: Make Fear Your Ally.

Universal Principle of Masterful Coaching No. 2: Be Present.

Universal Principle of Masterful Coaching No. 3: Detach from the Outcome.

Universal Principle of Masterful Coaching No. 4: Become Process Driven.

Universal Principle of Masterful Coaching No. 5: Be Creative.

Universal Principle of Masterful Coaching No. 6: Become Fully Accountable-for Everything.

The Top 19 Excuses Managers Use to Justify Why Salespeople Fail.

Chapter Three: Six Fatal Coaching Mistakes and How to Avoid Them.

Coach the Relationship with Their Story.

Fatal Coaching Mistake No. 1: Believing the S.C.A.M.M.-A Manager's Most Elusive Adversary.

Fatal Coaching Mistake No. 2:Wanting More for others than TheyWant for Themselves.

Fatal Coaching Mistake No. 3: Are You Coaching Your Salespeople or Judging Them?

Fatal Coaching Mistake No. 4: Coaching Isn't about the Coach.

Fatal Coaching Mistake No. 5: Share Ideas, Not Expectations.

Fatal Coaching Mistake No. 6: Mismanaging Expectations: Are You Preparing Your Sales Team for Change?

Chapter Four: Tactical Coaching.

Who Do You Coach?

A.G.R.O.W.T.H. Success Indicator to Determine Personal Coachability.

Don't Coach the Squeaker.

Coaching the Whole Person.

Developing Sales Champions from the Inside Out.

What Do You Coach? Coach the Gap.

Do I Coach Them or Train Them?

What Exactly Can You Coach?

The Top 10 Characteristics of Highly Effective Salespeople.

Chapter Five: The Seven Types of Sales Managers.

The Seven Ps.

The Problem-Solving Manager.

The Question is the Answer.

Solution-Oriented Questions.

Chapter Six: Ignition On! Now They-re Inspired.

The Pitchfork Manager.

Push versus Pull-A Simple Model of Motivation.

Let Your Salespeople Tell You What Motivates Them.

Ask Your Salespeople How They Want to be Coached.

Motivate through Pleasure Rather than Consequence.

Communicate from Abundance Rather than From Scarcity.

Make Acknowledgment Unconditional, Measurable, and Specific.

Make Your People Right, Even When They-re Not.

Create New Opportunities Rather than Make People Wrong.

Chapter Seven: Assumptive Coaching and Dangerous Listening.

The Pontificating Manager.

Eight Barriers That Prevent Masterful Listening.

Listening Through Filters-A Manager's Lethal Weakness.

Just the Facts, Please.

Encourage Silence.

Focus More on the Message Than on the Messenger.

Listening to Someone or Listening for Something.

Make People Feel They Are Being Heard.

The Presumptuous Manager.

Don't Believe Everything You Tell Yourself.

Get Out of Your Way and Out of Your Head.

Be Curious.

Chapter Eight: Vulnerability-Based Leadership.

The Perfect Manager.

Express Your Authenticity: Become Vulnerable.

Embrace Your Humanity.

Evidence of an Emerging Culture.

Vulnerability and Trust.

The Passive Manager.

Embrace Healthy Conflict.

Call Them Out Using the Coaching Edge.

Take a Stand for Your Salespeople.

Declare What You Really Want for Your Sales Team.

The "I'm Sensing That" Statement.

The Proactive Manager.

AView from the Sidelines.

Chapter Nine: Facilitating an Effective Coaching Conversation.

Preparing for the Coaching Session.

The Anatomy of a Coaching Session.

The Coaching Prep Form.

Strategic Coaching Questions.

The L.E.A.D.S. Coaching Model.

The Management Conversation.

The Coaching Conversation.

Going Deeper-Breakthrough Coaching.

How Much Coaching is Enough?

Chapter Ten: The Art of Enrollment.

It's All about Connection.

Making an Impact.

Leaving Your Legacy as a Manager.

The Art of Enrollment.

Enrollment is a Universal Phenomenon.

Creating the Possibility for Change.

The Six Steps of an Enrollment Conversation.

Case Study: Enrolling Someone to Improve their Quality of Work.

Case Study: Enrolling Someone to Become More Accountable.

The Written Word: Crafting a Compelling Message.

Chapter Eleven: The Seduction of Potential.

Potential is the Holy Grail.

The Seduction Begins: The Ether of Potential.

The Hard Cost of Complacency.

You Can't Build a Business on Potential.

When to Give up and Let Go.

Master the Art of Abandonment.

The Top Trigger Points of Seduction.

Chapter Twelve: Develop an Internal Coaching Program.

Identifying a Turnaround Opportunity.

Holding Your People Accountable.

Week One: Introducing the Turnaround Strategy: An Enrollment Conversation.

Week Two: A Minor Setback or Imminent Failure.

Week Three: On The Winner's Path.

Week Four: A Successful Turnaround.

Designing an Executive Sales Coaching Program.

How to Turn Around or Terminate an Underperformer in Less than 30 Days.

Fire Them and Then Hire Them.

Tips from the Coaches' Playbook.


Final Thoughts on Being an Executive Sales Coach.


The Playbook of Questions for Sales Coaches.

The 80-20 Rule on Coaching Questions.


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