Coaching Salespeople into Sales ChampionsA Tactical Playbook for Managers and Executives
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.
About the Author xiii Acknowledgments xv Introduction xvii CHAPTER ONE The Death of Management 1 Becoming an Executive Sales Coach 1 But I’m Already Coaching . . . 3 Making the Shift from Sales Manager to Executive Sales Coach 3 The Missing Discipline of Sales Coaching 5 Defining the Role of a Sales Coach 6 A Coach versus a Mentor 7 Nine Barriers to Coaching a Sales Team 8 Consultant, Trainer, or Coach? 12 Managers Don’t Have Time to Manage 15 Understanding the Commitment to Coach Your Sales Team 17 Get a Coach for the Coach 19 Five Core Characteristics of the World’s Greatest Sales Coaches 21 CHAPTER TWO The Coach’s Mindset: Six Universal Principles of Masterful Coaching 25 Management’s Eternal Conundrum 26 Hitting Rock Bottom 27 You Can’t Coach What You Fear 29 The Strong, Fearful Leader 30 Universal Principle of Masterful Coaching No. 1: Make Fear Your Ally 32 Universal Principle of Masterful Coaching No. 2: Be Present 36 Universal Principle of Masterful Coaching No. 3: Detach from the Outcome 41 Universal Principle of Masterful Coaching No. 4: Become Process Driven 45 Universal Principle of Masterful Coaching No. 5: Be Creative 49 Universal Principle of Masterful Coaching No. 6: Become Fully Accountable— for Everything 50 The Top 19 Excuses Managers Use to Justify Why Salespeople Fail 51 CHAPTER THREE Six Fatal Coaching Mistakes and How to Avoid Them 55 Coach the Relationship with Their Story 56 Fatal Coaching Mistake No. 1: Believing the S.C.A.M.M.— A Manager’s Most Elusive Adversary 57 Fatal Coaching Mistake No. 2: Wanting More for others than They Want for Themselves 63 Fatal Coaching Mistake No. 3: Are You Coaching Your Salespeople or Judging Them? 68 Fatal Coaching Mistake No. 4: Coaching Isn’t about the Coach 70 Fatal Coaching Mistake No. 5: Share Ideas, Not Expectations 71 Fatal Coaching Mistake No. 6: Mismanaging Expectations: Are You Preparing Your Sales Team for Change? 73 CHAPTER FOUR Tactical Coaching 77 Who Do You Coach? 77 A.G.R.O.W.T.H. Success Indicator to Determine Personal Coachability 78 Don’t Coach the Squeaker 80 Coaching the Whole Person 80 Developing Sales Champions from the Inside Out 81 What Do You Coach? Coach the Gap 82 Do I Coach Them or Train Them? 84 What Exactly Can You Coach? 88 The Top 10 Characteristics of Highly Effective Salespeople 89 CHAPTER FIVE The Seven Types of Sales Managers 91 The Seven Ps 91 The Problem-Solving Manager 93 The Question is the Answer 97 Solution-Oriented Questions 98 CHAPTER SIX Ignition On! Now They’re Inspired 101 The Pitchfork Manager 101 Push versus Pull— A Simple Model of Motivation 103 Let Your Salespeople Tell You What Motivates Them 104 Ask Your Salespeople How They Want to be Coached 106 Motivate through Pleasure Rather than Consequence 107 Communicate from Abundance Rather than From Scarcity 108 Make Acknowledgment Unconditional, Measurable, and Specific 110 Make Your People Right, Even When They’re Not 113 Create New Opportunities Rather than Make People Wrong 116 CHAPTER SEVEN Assumptive Coaching and Dangerous Listening 119 The Pontificating Manager 119 Eight Barriers That Prevent Masterful Listening 121 Listening Through Filters— A Manager’s Lethal Weakness 122 Just the Facts, Please 125 Encourage Silence 125 Focus More on the Message Than on the Messenger 126 Listening to Someone or Listening for Something 127 Make People Feel They Are Being Heard 129 The Presumptuous Manager 131 Don’t Believe Everything You Tell Yourself 132 Get Out of Your Way and Out of Your Head 133 Be Curious 140 CHAPTER EIGHT Vulnerability-Based Leadership 143 The Perfect Manager 143 Express Your Authenticity: Become Vulnerable 146 Embrace Your Humanity 147 Evidence of an Emerging Culture 148 Vulnerability and Trust 149 The Passive Manager 151 Embrace Healthy Conflict 153 Call Them Out Using the Coaching Edge 153 Take a Stand for Your Salespeople 154 Declare What You Really Want for Your Sales Team 156 The “I’m Sensing That” Statement 158 The Proactive Manager 161 A View from the Sidelines 162 CHAPTER NINE Facilitating an Effective Coaching Conversation 169 Preparing for the Coaching Session 169 The Anatomy of a Coaching Session 170 The Coaching Prep Form 171 Strategic Coaching Questions 175 The L.E.A.D.S. Coaching Model 176 The Management Conversation 179 The Coaching Conversation 183 Going Deeper— Breakthrough Coaching 191 How Much Coaching is Enough? 203 CHAPTER TEN The Art of Enrollment 207 It’s All about Connection 207 Making an Impact 210 Leaving Your Legacy as a Manager 211 The Art of Enrollment 212 Enrollment is a Universal Phenomenon 214 Creating the Possibility for Change 215 The Six Steps of an Enrollment Conversation 216 Case Study: Enrolling Someone to Improve their Quality of Work 218 Case Study: Enrolling Someone to Become More Accountable 222 The Written Word: Crafting a Compelling Message 226 CHAPTER ELEVEN The Seduction of Potential 233 Potential is the Holy Grail 233 The Seduction Begins: The Ether of Potential 235 The Hard Cost of Complacency 236 You Can’t Build a Business on Potential 237 When to Give up and Let Go 239 Master the Art of Abandonment 240 The Top Trigger Points of Seduction 241 CHAPTER TWELVE Develop an Internal Coaching Program 243 Identifying a Turnaround Opportunity 244 Holding Your People Accountable 248 Week One: Introducing the Turnaround Strategy— An Enrollment Conversation 248 Week Two: A Minor Setback or Imminent Failure 252 Week Three: On The Winner’s Path 257 Week Four: A Successful Turnaround 264 Designing an Executive Sales Coaching Program 266 How to Turn Around or Terminate an Underperformer in Less than 30 Days 270 Fire Them and Then Hire Them 277 Tips from the Coaches’ Playbook 278 Conclusion 279 Final Thoughts on Being an Executive Sales Coach 279 Appendix 283 The Playbook of Questions for Sales Coaches 283 The 80-20 Rule on Coaching Questions 313 Index 315
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, CBSNews.com, 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.
Technology has not only changed the way companies sell but also the way managers build and develop their team. With a savvy, younger generation to manage and fewer resources to do so, managers have less face time with their staff. As more companies transition to a virtual team environment, it's essential for managers to learn how to quickly and efficiently coach, develop, motivate, and retain their people at a distance, over the telephone, and via the Internet. Today's sales managers may know how to sell, but most don't know how to effectively develop their salespeople. Even with the right knowledge and resources, they're usually too bogged down in daily challenges, deadlines, and personal responsibilities to get it all done. As a result, advancing their salespeople takes a back seat to more immediate problems, keeping sales teams mired in mediocrity. Coaching Salespeople into Sales Champions is an essential playbook that you can reference daily to develop your own executive sales coaching skills, the missing discipline among today's leaders. Using a tactical coaching system that is easy to deploy on a consistent basis, this book shows you how to realize the potential of your sales team—and retain your top performers. Packed with real case studies, a 30-Day Turnaround Strategy, coaching templates, and a library of powerful coaching questions, this is the ultimate practical sales coaching resource for sales managers, executives, and business owners. Tap into the experience of a master coach and discover how you can: Turn underperformers into super-overachievers—fast Attract and retain top sales talent by developing your own internal coaching program Coach your salespeople to become self-motivated through the Art of Enrollment Handle difficult salespeople and determine when to let them go without collateral damage Empower salespeople to solve their own problems and become fully accountable for their success using the L.E.A.D.S. Coaching System—rather than being dependent on you Plenty of books espouse new management and leadership theories for sales managers, but few ever bother to show you how to actually coach your people on a daily basis in a way that creates measurable change. Coaching Salespeople into Sales Champions provides a proven methodology and tactical strategy for coaching that bridges the gap between theory and execution so that you can implement a systematic process to develop a world-class sales team and achieve the meaningful results you want—today.
Praise for COACHING SALESPEOPLE INTO SALES CHAMPIONS "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
"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
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