Sales LeadershipThe Essential Leadership Framework to Coach Sales Champions, Inspire Excellence, and Exceed Your Business Goals
"Coaching is the universal language of learning, development and change."Imagine a workplace without fear, stress or worry. Instead, you're acknowledged as a valued, contributing team player who doesn't sacrifice priorities, values, happiness or your life for your job. Sound ludicrous? Consider this is a reality in many thriving organizations.Most leadership books don't apply to sales leadership. Sales leaders are uniquely and indispensably special and need to be coached in a way that's aligned with their role, core competencies, and individuality to achieve their personal goals and company objectives.What if you can successfully coach anyone in 15, 5 or even 60 seconds using one question? Sales Leadership makes delivering consistent, high-impact coaching easy. For busy, caring managers, this removes the pressure and misconception that, "Coaching is difficult, doesn't work, and I don't have time to coach."Since most managers don't know how to coach, they become part of the non-stop, problem-solving legion of frustrated Chief Problem Solvers who habitually do other's work, create dependency and nourish the seed of mediocrity.Great business leaders shift from doing people's job to developing them by learning the language of leadership - coaching.In its powerful simplicity, Sales Leadership delivers a chronological path to develop a thriving coaching culture and into a coaching leader who develops top performing teams and sales champions.Using Keith's intuitive LEADS Coaching Framework™, the coaching talk tracks for critical conversations, and his Enrollment strategy to create loyal, unified teams - you will inspire immediate change. Now, coaching is easily woven into your daily conversations and rhythm of business so that it becomes a natural, healthy habit.In his award-winning book, Coaching Salespeople Into Sales Champions, Keith was the first Master Certified Coach to share his personal coaching playbook that is now the standard for coaching excellence. Ten years later and one million miles traveled, he reveals the evolution of sales leadership and coaching mastery through his experiences working with Fortune 5000 companies and small businesses worldwide.
Preface The Power of Why xix CHAPTER ONE Preparing for the Cultural Evolution 1 What’s Your Business DNA? 1 Burn the Bridge of Mediocrity 2 Boardroom or Bored Room: Defining Corporate Culture 4 The Company Ecosystem 4 You’re Not Coaching Effectively 5 A 10-Year Coaching Study 7 Assessing Your Culture and the ROI of Coaching 8 34 Characteristics of a Coaching Culture 11 Preparing for Your Cultural Evolution 12 Preparing for Your Cultural Journey 14 Can’t Change Your Company’s Culture? Create a Subculture Instead 19 Stop Selling, Start Coaching 23 CHAPTER TWO L.E.A.D.S.: Your Guiding Framework for Transformational Coaching 27 Questions Are the Universal Language 29 A Universal Definition of Coaching 30 The Revised L.E.A.D.S. Model for Masterful Coaching 31 24 Types of Questions in the L.E.A.D.S. Coaching Framework 38 How to Coach in 10 Minutes or Less 45 Coaching Simplified: The Only Three Coaching Gaps You’ll Ever Uncover 47 CHAPTER THREE The L.E.A.D.S. Coaching Model at Work 51 Directive Coaching Is Not a Thing 51 Using the L.E.A.D.S. Coaching Model 53 Ten-Minute Coaching Moments 53 The Cost of Not Coaching 57 Justifying Your Role as the Super Salesperson 58 Coaching versus Training: What’s the Difference? 61 CHAPTER FOUR How to Coach in 10 Minutes or Less 65 “Coaching Takes Too Long” 66 The Five Parts of the 60-Second Coaching Question 69 Ask for an Opinion, Not a Solution 71 Impromptu Situational Coaching—the ABCs of Leadership 72 Team Coaching or Team Meetings? 75 Your Meetings Suck: How Managers Facilitate Influential, Productive Meetings 76 Lead with Questions, Not Answers 78 Abandon Absolute Thinking and Embrace Dualities 82 CHAPTER FIVE Tools to Manage the Coaching Process and Assess Results 85 The Revised Coaching Prep Form 86 Capturing the Measurable Impact of Coaching 87 Are You Reviewing Results or Performance? 92 Enter the Coaching Action Plan 93 CHAPTER SIX Transforming Critical Conversations into Positive Change and Measurable Results 97 The Hard Truth 97 Coach and Be Happy 98 Resign as Chief Problem Solver 99 Control Freak? A Case for Letting Go 102 Performance Coach or Chief Problem Solver? You Decide 103 An Eight-Minute Coaching Conversation 105 CHAPTER SEVEN Creating Unity, Trust, and Buy-In: The Art of Enrollment 113 What Is Enrollment? 114 Everyone Loves Confrontation 117 There’s No Such Thing as a Difficult Conversation 118 The Six Steps of Enrollment 120 Coaching versus Enrollment: The Difference and Synergy 123 How to Destroy Trust and Isolate Your Team 127 The Cost of Not Enrolling 129 Manage Expectations with Precision: A Different Kind of Conversation 131 CHAPTER EIGHT Seven Essential Enrollment Conversations That Create Companywide Alignment 133 Prepare Your People for Change 134 A Subtle Distinction 150 CHAPTER NINE Coach Tracks: Turn Difficult Situations into Coaching Wins 151 Conversation #1: Eliminating Departmental and Interpersonal Silos 151 Conversation #2: Inheriting an Existing Team 155 Conversation #3: Peer Yesterday, Boss Today: Changing Roles from Peer to Boss 158 Conversation #4: The Revised 30-Day Turnaround Strategy for Underperformers 158 Conversation #5: The Evolution of the 30-Day Turnaround Strategy: The Success Acceleration Program 161 CHAPTER TEN Mindful Coaching: The Inner Game of Coaching Champions 163 Assumptions in Communication 164 Coach the Written Message 174 Coaching the Elusive Topic of Time Management and Personal Productivity 177 Coaching a Top Producer to Change Their Toxic Attitude and Behavior 180 Can You Coach Fear and Confidence? 184 CHAPTER ELEVEN Know Your Players: Transforming Talent Through Observation and Feedback 185 Three Ways to Uncover the Gap 186 Coach the Person, Not the Spreadsheet 188 Sharing an Observation versus Developing Someone: What’s the Difference? 197 CHAPTER TWELVE 15 Common Coaching Killers That Sabotage Coaching Success 201 Toxic Tactic #1: Nine Painfully Stupid, Disempowering Words to Stop Using 201 Toxic Tactic #2: Are You Coaching People or Closing Them? 203 Toxic Tactic #3: Coaching in Your Own Image 209 Toxic Tactic #4: Living Everywhere but Now 211 Toxic Tactic #5: Coaching Multiple Gaps at a Time 217 Toxic Tactic #6: Double-Dipping on Questions 219 Toxic Tactic #7: Coaching Is for Losers 220 Toxic Tactic #8: In Search of the Perfect Coaching Question 221 Toxic Tactic #9: Caring Too Much 222 Toxic Tactic #10: Is Everyone Truly Coachable? 222 Toxic Tactic #11: The Coachee Answers the Question—Not You! 223 Toxic Tactic #12: Getting Suckered by These Two Common Phrases 223 Toxic Tactic #13: Thinking You’re Super Coach 225 Toxic Tactic #14: Losing Patience in Coaching 226 A GPS for Your Patience 226 Toxic Tactic #15: Dishonoring the ABCs of Leadership 228 CHAPTER THIRTEEN Culture-Shift: Sustaining The Habit of Coaching 231 Six Strategies to Build and Maintain Your Coaching Culture 232 1. Peer-to-Peer Coaching 232 2. Cross-Team Coaching and Observation 234 3. Monthly Coaching Mindshare Sessions 234 4. Get Your Own Coach 235 5. Create Coaching Evangelists 235 6. Leverage Technology or Build Reciprocated Accountability 235 PART I YOUR JOURNEY BEGINS HERE 237 CHAPTER FOURTEEN The Final Transformation 239 16 Final Guidance Principles to Become a Coaching Prodigy 243 Appendix Seven Steps to Creating a Top Performing Coaching Culture 247 Become the Model of Exemplary Sales Leadership 251 Bring This Coaching Code into Your Company 251 Acknowledgments 253 About the Author 255 Index 257
KEITH ROSEN is the founder of Coachquest and CEO of Profit Builders, named one of the Best Sales Training and Coaching Companies Worldwide. Since 1989, Keith has delivered his transformational programs to hundreds of thousands of salespeople and managers in practically every industry; on five continents and in over 75 countries. Inc. magazine and Fast Company named Keith one of the five most influential executive coaches, and has appeared on the award-winning television show, Mad Men. Keith has written several bestsellers including, Own Your Day, and the globally acclaimed Coaching Salespeople into Sales Champions, winner of Five International Best Book Awards and the #1 bestselling sales leadership book on Amazon since 2009. Visit KeithRosen.com.
Coaching is The Universal Language of Learning, Development, and Change. Imagine a workplace without fear, stress, or worry. Instead, you're acknowledged as a valued, contributing team player who doesn't sacrifice your priorities, values, happiness or your life for your job. Sound ludicrous? Consider this is a reality in many thriving organizations. Most leadership books don't apply to sales leadership. Sales leaders are uniquely and indispensably special and need to be coached in a way that's aligned with their role, core competencies, and individuality to achieve their personal goals and company objectives. What if you can successfully coach anyone in 15, 5 or even 60 seconds using one question? Sales Leadership makes delivering consistent, high-impact coaching easy. For busy, caring managers, this removes the pressure and misconception that, "Coaching is difficult, doesn't work, and I don't have time to coach." Since most managers don't know how to coach, they become part of the non-stop, problem-solving legion of frustrated Chief Problem Solvers who habitually do other's work, create dependency, and nourish the seed of mediocrity. Great business leaders shift from doing people's job to developing them by learning the language of leadership—coaching. In its powerful simplicity, Sales Leadership delivers a chronological path to develop a thriving coaching culture and into a coaching leader who creates top performing teams and sales champions. Using Keith's intuitive L.E.A.D.S. Coaching Framework™, the coaching talk tracks for critical conversations, and his Enrollment strategy to create loyal, unified teams—you will inspire immediate change. Now, coaching is easily woven into your daily conversations and rhythm of business so that it becomes a natural, healthy habit. In his award-winning book, Coaching Salespeople Into Sales Champions, Keith was the first Master Certified Coach to share his personal coaching playbook that is now the standard for coaching excellence. Ten years, millions coached, and 75 countries later, he unveils the evolution of sales leadership and exemplary coaching through his experiences working with Fortune 5000 companies and small businesses worldwide. In the first book ever entitled, Sales Leadership, you'll learn how to master the ability to: Ask more questions, give less advice, and build the trust and accountability to rely on people to do their job Reduce your workload and save over 20 hours every week on unproductive, wasteful activities Shatter the toxic myths around coaching to eliminate generational gaps and departmental silos Achieve business objectives, boost sales faster, and retain more customers Create buy-in around strategic change and improve daily performance metrics Assess company readiness and ensure implementation of a successful, sustainable coaching initiative to create a healthy, happy workplace and extraordinary sales leaders "People create the mindset, mindset shapes behavior, behavior defines culture, and ultimately, culture determines success. That's why the primary business objective is: To Make Your People More Valuable."
PRAISE FOR SALES LEADERSHIP "Keith Rosen's Sales Leadership will take organizations to the next level of success that many sales leaders struggle to achieve!" —Marshall Goldsmith, New York Times # 1 bestselling author and two-time Thinkers 50 World's # 1 Leadership Thinker "An insightful and knowledgeable guide, with everything you need to know on how to coach your team into top performers. If you're serious about being the coaching conduit for your team's success, read this book today and start making a massive impact tomorrow. With great clarity and detail, Sales Leadership helps leaders develop the skills needed to produce extraordinary results, starting with the way they engage and communicate with their teams, peers, company and customers." —Keith Ferrazzi, author of the #1 New York Times bestseller Who's Got Your Back and Never Eat Alone "Keith makes the coaching conversation easy and offers techniques that can create a breakthrough in performance and thinking in minutes, not hours! And for busy, caring managers, this removes the pressure and misconception that coaching is difficult and takes too long." —David Cohen, Vice President of North American Sales, Talent Solutions at LinkedIn "A succinct and practical guide for getting the best from others and yourself that every people leader needs to refer to daily. If you want to become a transformational leader, this book paves the path for you." —David Jullo, Country Leader EMEA, Microsoft "Keith guides you on the path to become an exceptional leader who communicates, coaches and creates sales champions, as well as the future leaders of your organization. Read it. Practice it. Apply it. Then, keep it on your desk as your personal playbook to continually develop your most important leadership habit — effective coaching." —Nathan Stone, Country Manager – Canada, New Business Sales, Google "The days of, 'I promoted my top rep to manager and they're struggling' are over, when you make your salespeople great coaches. Keith shares simple, yet effective strategies every leader needs to become a great coach, and his magic is in showing the how around what great coaching sounds like — with proven tactics and techniques to make you a better leader, whether you're a salesperson, new manager, or a seasoned veteran." —Tony Rodoni, Executive Vice President, Salesforce "Sales is more complicated than ever, but Keith understands the key drivers to getting results better than anyone. Keith shows that you can exponentially grow sales by growing people using his coaching framework that sticks. This paradigm should be the cornerstone of any organization that seeks superior performance." —Michael Coscetta, Head of Global Sales, Square
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