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Coaching Salespeople into Sales Champions: A Tactical Playbook for Managers and Executives Hardcover – March 14, 2008

4.5 4.5 out of 5 stars 441 ratings

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Sales training doesn’t develop sales champions. Managers do. 

The secret to developing a team of high performers isn’t more training but better coaching.  When managers effectively coach their people around best practices, core competencies and the inner game of coaching that develops the champion attitude, it makes your training stick.  With Keith Rosen’s coaching methodology and proven L.E.A.D.S. Coaching Framework™ used by the world’s top organizations, you’ll get your sales and management teams to perform better - fast. 

Coaching Salespeople into Sales Champions is your playbook to creating a thriving coaching culture and building a team of top producers. This book is packed with case studies, a 30 Day Turnaround Strategy for underperformers, a library of coaching templates and scripts, as well as hundreds of powerful coaching questions you can use immediately to coach anyone in any situation.

You will learn how to confidently facilitate powerful, engaging coaching conversations so that your team can resolve their own problems and take ownership of the solution. You’ll also discover how to leverage the true power of observation and deliver feedback that results in positive behavioral changes, so that you can successfully motivate and develop your team and each individual to reach business objectives faster.

Winner of Five International Best Book Awards, Coaching Salespeople Into Sales Champions is your tactical, step-by-step playbook for any people manager looking to:

  • Boost sales, productivity and personal accountability, while reducing your workload
  • Conduct customer/pipeline reviews that improve forecast accuracy, customer retention and uncover new selling opportunities
  • Achieve a long term ROI from coaching by ensuring it’s woven into your daily rhythm of business
  • Design, launch and sustain a successful internal coaching program
  • Turn-around underperformers in 30 days or less
  • Build deeper trust and handle difficult conversations by creating alignment around each person’s goals and your objectives
  • Coach and retain your top performers
  • Collaborate more powerfully and communicate like a world-class leader

Training develops salespeople. Coaching develops sales champions. Your new competitive edge.

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Editorial Reviews

Review

"[The author] has spotted an opening and written one of the best sales coaching books so far, in what is still a small selection." (Salesforce,) June 2008)

Review

"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, SellingtoBigCompanies.com

"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

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (March 14, 2008)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 352 pages
  • ISBN-10 ‏ : ‎ 0470142510
  • ISBN-13 ‏ : ‎ 978-0470142516
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 6.3 x 1.2 x 9.1 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 441 ratings

About the author

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Keith Rosen
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Since 1989, Keith has delivered his customized sales training programs & sales management training & coaching programs to hundreds of thousands of salespeople & managers, on six continents & in over 75 countries. He is the founder and CEO of Profit Builders, named one of the Best Sales Training & Coaching Companies worldwide for the last five consecutive years.

Keith has written several best sellers, including Own Your Day and the globally acclaimed, Coaching Salespeople into Sales Champions, used by the top global sales organizations & winner of Five International Best Book Awards, as well as the #1 best-selling sales management coaching book. His recent book, SALES LEADERSHIP, was named the 2018 Sales Leadership Book of the Year by Top Sales World and one of the Best Sales and Leadership Books of 2018 by Amazon.

As a leader in the coaching profession & the pioneer of management coach training, Keith was inducted in the inaugural group of the Top Sales Leaders Hall of Fame in recognition for his outstanding contributions in sales coaching & leadership development. He was also named The Sales Education Leader of the Year.

Inc. magazine & Fast Company named Keith one of the five most influential executive coaches. He’s been featured in Entrepreneur, Fortune, The New York Times, Selling Power & The Wall Street Journal. Keith was also featured on the award winning television show, Mad Men.

Keith is one of the first coaches who earned the distinguished Master Certified Coach designation credentialed through the International Coach Federation.

Keith lives in New York with his wife & three children who are his greatest inspiration.

Customer reviews

4.5 out of 5 stars
441 global ratings

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Customers say

Customers find the book's coaching guide insightful and helpful. They describe it as well-written and a must-read for anyone leading, managing, or training a sales team. The book provides straightforward techniques and real-life scenarios that managers can use. Readers appreciate the focused chapters and sub-sections that provide awareness and energy. Overall, they find the material quality good and not rehashed.

AI-generated from the text of customer reviews

74 customers mention "Coaching guide"74 positive0 negative

Customers find the book helpful and packed with useful insights. They appreciate the clear, no-nonsense strategy for successful coaching. The methodology seems enlightening, and the author does a great job covering each topic and its impact. The book is described as very helpful, full of useful tips and real business examples, and it helps build teams into sales champions.

"You want practical and ready to use advice. Here it is...." Read more

"...The author covers a variety of topics including: an explanation of what coaching is & what it is not, different issues & personalities one might..." Read more

"Great book for young professionals looking at managing a sales team. Great real world applications...." Read more

"...I really enjoyed his verbiage when asking specific questions, guiding the reader on how to take standard questions that typically get zero results..." Read more

53 customers mention "Readability"51 positive2 negative

Customers find the book well-written and practical. They say it's a must-read for anyone who leads, manages, trains, or develops a sales team. The material is fresh, easy to read, and packed with insights.

"...One of the, if not the, best business books I've ever purchased." Read more

"...The book is well written, easy to digest, & logically organized...." Read more

"...Great read, definitely worth the 5 stars! I am an instant fan of Keith Rosen!..." Read more

"What a great read, I highly recommend to any SALES organization but it also has great tactical advice on being the best coach/manager...." Read more

20 customers mention "Ease of application"20 positive0 negative

Customers find the book provides straightforward techniques and practical tools for managers. They appreciate the clear overview, templates, and questions that help their staff lead. The managing process is a practical roadmap to success with real-life scenarios that make it easy to apply the concepts. Readers find the book down-to-earth and relatable, making it easy to apply its teachings into their day-to-day as a manager.

"...For me, Keith also confirmed that I'd done a pretty good job intuitively adjusting my approach over the years transitioning from sales rockstar to..." Read more

"...I enjoyed the real world experience that came out of the text and recommend it for anyone trying to inspire a sales team...." Read more

"Good overview to use and implement as a foundation on your career journey in sales and selling." Read more

"...This book is full of straightforward techniques that any manager can use with their salespeople...." Read more

6 customers mention "Focus"6 positive0 negative

Customers find the book's focus engaging. They find it refreshing and energizing, with clear chapters and sub-sections that provide awareness on what to do. The book provides useful reminders without losing continuity.

"This book was refreshing in its point of view, but I had some issue trying to believe that it wasn't all just hype...." Read more

"...The book can be used from cover to cover, or dive into an specific section without losing continuity of the information...." Read more

"...can just come back to the part that interests you, thanks to super focused chapters and sub parts assembled in a very cohesive manner...." Read more

"...approach to sales management problem-solving that is rich and energizing. Thank you Keith!" Read more

5 customers mention "Material quality"5 positive0 negative

Customers find the book provides good material for finding and hiring a new sales coach. It gives them solid templates to work from, tons of easy-to-use questions, and is not rehashed material.

"...It gives you rock solid templates to work from, tons of easy to use questions that can help your staff lead themselves to sales success, or,..." Read more

"...This is not rehashed material - it's fresh, easy to read, and packed with insight you will use everyday." Read more

"Very good material to use for finding and hiring a new sales coach. A very good source for preparing for a sales coach." Read more

"Book in good shape" Read more

Top reviews from the United States

  • Reviewed in the United States on January 6, 2013
    You want practical and ready to use advice.

    Here it is.

    If you're a sales rockstar who wants to be a successful sales manager, this is the book that can guide you past all those B.S., fearful non-performers who get promoted and pimp out the, "top performers make terrible managers" mantra in order to save their skin and title. The reason top performers have some difficulty managing is because they're aggressive, assertive, go-getters who make underperformers feel helpless and intimidated. Non-performers traditionally make "better" managers because they lack the knowledge and skills needed to be top performers, but have plenty of empathy to make other non-performers feel safe and secure enough to remain at their job.

    This book gives you all the tools you need to take your rockstar sales performance and give it to others.

    Keith's book is actually a great book on leadership, in general. It gives you rock solid templates to work from, tons of easy to use questions that can help your staff lead themselves to sales success, or, conversely help your staff realize they need to select a new career.

    Was able to start using Keith's concepts immediately at my current employer. For me, Keith also confirmed that I'd done a pretty good job intuitively adjusting my approach over the years transitioning from sales rockstar to leader. There's been plenty of interviews where my response to the "management style" question would include the fact it relies heavily on a questions based/lead yourself approach, but Keith puts many more years of successful experience into fantastic writing much better than I currently could.

    A 40 year old woman with no real sales training nor coaching was able to keep pace with me after utilizing Keith's question-based approach. And, when all is said and done, our new lead generation program will help us go from $70 Million in acquisitions per year to $300 Million-plus.

    One of the, if not the, best business books I've ever purchased.
    4 people found this helpful
    Report
  • Reviewed in the United States on September 25, 2015
    For nearly a decade, I worked in a service oriented management role with my company. About 4 years ago we began shifting from a service model to a sales model. Having never been in sales, I had no idea how to be a sales manager much less a sales coach. My associates were (understandably) apprehensive about the future & their potential for success. A fellow sales manager/coach recommended this book to me & I'm very grateful he did. The book is well written, easy to digest, & logically organized. I read the book all the way through a couple of times & now I just refer to the chapters I need. The author covers a variety of topics including: an explanation of what coaching is & what it is not, different issues & personalities one might encounter when coaching, suggestions about how to handle a wide range of issues that may arise, when to let a non-performer go, & even includes a diverse list of coaching questions. What I liked best is the author's emphasis on finding ones own, natural coaching style. I highly recommend this book not just to those new to sales coaching, but established sales managers as well.
    2 people found this helpful
    Report
  • Reviewed in the United States on December 11, 2009
    Keith Rosen has written a book that has helped me gain a deeper understanding of the nuances of sales coaching. I read this book eagerly and was not disappointed. While I wish there may have been more discussion on some topics Keith did a great job covering each topic and its impact. If you are looking to move away from a management mentality and start working to gain participation from your sales staff I would highly recommend this book. If you are looking to find a new form or new method to ensure your staff does things the way you want, stay away from this book. I really enjoyed getting to be a fly on the wall as coaching was happening.

    Chris Hussey
    Director of Sales
    My Flooring America
    4 people found this helpful
    Report
  • Reviewed in the United States on April 11, 2019
    What a great read, I highly recommend to any SALES organization but it also has great tactical advice on being the best coach/manager. Keith talks about how most of us (managers/coaches) never receive formal training and this is a great resource to . We used sections of Keith's book in our recent training conference with about 15 of our managers and publishers- the evaluation of what type of manager you are (the 7 P's), what you need to work on to become closer to a proactive manager as well as listening to the coaching sessions as a team and having dialog around that- I first listened to this in audio and then had to purchase (& reread it) in print so that I can tab/mark/highlight it up as a "keeper". LOVE LOVE LOVE this book and just bought Sales Leadership.
    7 people found this helpful
    Report
  • Reviewed in the United States on February 21, 2011
    This book was refreshing in its point of view, but I had some issue trying to believe that it wasn't all just hype. I enjoyed the real world experience that came out of the text and recommend it for anyone trying to inspire a sales team. In the grueling world of sales quotas and cold calling and voice mails, this helps you create a management style that makes sense in an unforgiving cut throat environment. I picked up this book, awaiting to be inspired.

    I had somewhat of a hard time getting through the subject matter although the methodology seemed so enlightening. Some parts of the book seemed to be basic management theory from the pages of Dale Carnegie, while other parts did come off as entirely new and refreshing. There is some great debunking of tired tyrannical managers. In the end, I felt that there are some worthwhile ideas to pursue.
    25 people found this helpful
    Report

Top reviews from other countries

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  • Sam
    5.0 out of 5 stars Good read
    Reviewed in the United Arab Emirates on November 7, 2024
    Very good
  • Thiyagarajan M
    5.0 out of 5 stars My Pleasure
    Reviewed in India on July 9, 2021
    I feel I purchased good products that I expect
  • HORACIO MARTINEZ MENDEZ
    5.0 out of 5 stars Recomendable
    Reviewed in Mexico on July 10, 2020
    Excelente libro y compra
  • costas
    5.0 out of 5 stars Extremely helpful book on coaching
    Reviewed in the United Kingdom on March 22, 2019
    Unfortunately I discovered the book about 10 yrs after it was written, but like all classics is as fresh now as it was 10 yrs ago.
    Coaching is a hugely underdeveloped skill and a hugely untapped opportunity if done properly.
    I was looking for a book that will give me some ideas about coaching, but I want I found is a step by step guid of how to implement coaching in the work place.
    Very easy to follow and implement and there’s something for everyone. Whether yiy are a seasoned coach or a novice, you will get value from this book.
    I liked so much that I bought 8 copies one fir each of my managers and they absolutely LOVED IT!!!
  • Antonio H
    3.0 out of 5 stars Libros de ventas
    Reviewed in Spain on February 12, 2018
    En el año pasado me he leído casi todos los libros de "sales management" que he encontrado y este es uno más. Todos apuntan cosas positivas, pero claro, no todos son fundamentales. Este se centra mucho en todo el tema del coaching del equipo, tal vez sea su fuerte más interesante, aunque es verdad que acaba de ser muy repetitivo.