Coaching Salespeople Into Sales Champions

Praise for COACHING SALESPEOPLE INTO SALES CHAMPIONS

“As an executive leading large sales and revenue teams, Keith’s coaching framework has been the backbone of every leadership team I’ve built. The principles are timeless and even more critical in today’s world of AI and hybrid work. This second edition gives executives a clear and actionable coaching operating system for developing people and building a healthy culture and high-performing teams.”
—Tom Hanrahan, EVP: Global Head of Sales @ Square

10x Revenue Leader

“Keith proves that coaching isn’t a soft skill, it’s the ROI multiplier. He shows managers how to help their salespeople sell smarter: by coaching better. He turns complexity into clarity and writes like a practitioner who’s seen it all: the chaos, the quotas, the burnout. This second edition gives leaders a north star for building high-performing teams in an era of rapid change.”
—François-Xavier MAGNIN, EMEA Sales Enablement Leader, ServiceNow

“Keith writes as if he’s right beside you, coffee in hand, coaching you through your own leadership transformation. When managers stop chasing numbers and start developing people, that’s when trust, confidence, engagement, and sales increase. It’s a book you’ll breeze through, enjoy, and return to again for its clarity, strategies, and wisdom.”
—Helena Dillon, Personal Testimonial, EMEA Corporate Regional Vice President, Microsoft Advertising

“AI may automate processes, but coaching empowers people. Keith bridges both worlds with a precision, teaching leaders how to connect human intelligence with AI. In a hybrid landscape defined by distance and technology, his book reconnects leadership to its purpose.”
—Christian Kinnear, Chief Sales Officer, HubSpot

“Coaching drives revenue. Coaching saves time. Coaching keeps your best people. This book is the definitive roadmap for leaders ready to turn this truth into their competitive advantage. It’s a blueprint for cultural reinvention.”
—Fernando Braz, Portugal Country Leader at Salesforce

“Keith’s coaching system is the missing operating layer between technology and trust. In a world of automation, hybrid chaos, and attention fatigue, this book shows leaders how to bring people together, unlock engagement, and drive results.”
—Jamie Morningstar, Senior Vice President of Ticketing at Madison Square Garden Sports Corp.

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 organizations 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 toward 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 organizations, 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.