Coaching Salespeople Into Sales Champions

Six Continents. 76 Countries. Millions of Managers. One relentless mission: Elevate and transform how the world leads, coaches, and sells.

Since its release in 2008, Coaching Salespeople Into Sales Champions has reshaped the foundation of management. This book became the global standard for how managers lead, coach, and communicate, and is taught as core curriculum in universities worldwide, focused on developing outstanding organisations and transformative leaders.

Today’s business landscape is more demanding, as companies struggle with hybrid teams, fractured communication, fear-driven workplaces, unprecedented burnout, rising turnover, and a generational shift towards purpose and quality of life over money. That’s why the dominant leadership strategy has evolved from results-driven to care-driven, and why coaching is the language and mindset of leadership in today’s highest-performing cultures.

In this fully revised and expanded edition, Keith Rosen returns with groundbreaking strategies, critical conversations, and performance-driven coaching questions, grounded in his L.E.A.D.S. Coaching Framework and adapted for a world fueled by AI, automation, and rapid change.

Technology is a powerful ally, only when aligned with a coaching culture that keeps people human, connected, engaged, and inspired by a shared vision. This playbook shows you how to build a thriving team and coaching culture that scales, drives consistent revenue and results, ignites motivation, and strengthens trust in every conversation.

Endorsed by leaders from Microsoft, Salesforce, Johnson & Johnson, Heinz, Capital One, Pfizer, and other world-class organisations, this second edition gives sales leaders a tactical roadmap to:

• Increase conversion rates and win more sales.
• Turn around underperformers in 30 days or less.
• Attract and retain top talent.
• Save at least 25 hours each week by shifting from problem-solver to coach who develops confident, independent, and accountable critical thinkers.
• Turn forecast reviews into high-value coaching conversations that improve accuracy and pipeline velocity.
• Eliminate silos and ignite healthy collaboration across departments, teams, and cultures.
• Create a happy, healthy, balanced life for your team and yourself.