About Jason Cooper — Sales Coach, Trainer & Leadership Expert

Jason Cooper is a Dublin-based sales leadership coach, trainer and keynote speaker. He helps sales managers become coaches and sales teams win through relationships, not pressure. Over 25 years he has worked with organisations including Google, IBM, KPMG and Deloitte, and he is ranked by Thinkers360 as a Top 25 Thought Leader in Sales and a Top 25 Thought Leader in Customer Experience.
- Based in: Stepaside, Dublin, Ireland. Works across Ireland, the UK and EMEA, in person and online
- Specialises in: sales leadership, sales coaching, consultative selling, brain-based communication, high-performance mindset
- Clients include: Google, IBM, KPMG, Deloitte, HSE, VHI, Dublin Business School, the Irish Cancer Society, ISME and EI Travel Group
- Recognition: Thinkers360 Top 25 Thought Leader in Sales; Thinkers360 Top 25 Thought Leader in Customer Experience
- Credentials: CPD-accredited trainer; certified coach in consultative selling, behavioural change and performance psychology
- Podcasts: host of The Global Sales Leader and Mindful Leadership
My story
I’ve spent more than 25 years in business: in frontline sales, in senior roles, and as an entrepreneur. I co-founded two start-ups that attracted investment from the co-founders of Just Eat. I pitched to investors in Silicon Valley through accelerator programmes, and I worked alongside teams at Cisco, IBM, Bank of America and Adobe.
Along the way I noticed the same pattern again and again. Most sales training adds information but changes very little behaviour. People leave a workshop inspired, then go back to the same habits by Monday. So I built my work around the part that actually changes results: how people think, how they hold conversations, and how leaders coach.
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How I work
Five principles guide every programme and coaching session:
- Human-first, not method-first. Sales methodologies matter, but people buy from people. Relationships come before process.
- Return on Relationship. The quality of your client relationships is a leading indicator of revenue, so I help leaders measure and grow it.
- Coaching culture is a system. One good manager isn’t enough. I help organisations build coaching into one-to-ones, pipeline reviews and deal conversations.
- Diagnose before you prescribe. Every engagement starts by understanding your team, your clients and what is really getting in the way.
- Mindset before toolset. Skills stick only when beliefs and confidence change too.
My sessions draw on sales psychology, neuroscience and behavioural coaching, using proven models such as GROW and the Thomas-Kilmann conflict styles. They’re practical and interactive: role plays, real-deal practice and group exercises, not lectures.
Who I work with
- Sales leaders and managers who want to coach their teams, not just manage the numbers → Leadership Workshops
- Sales teams who want to sell with more confidence and less pressure → Sales Training
- Individual sellers and managers who want one-to-one support → Sales Coaching
- Founders and executives who need a thinking partner → High Performance Coaching
- Event organisers looking for a keynote on sales, leadership or high performance → Speaking
Beyond work
I’m an ultra-runner. In 2026 I completed my first 100K race. Endurance sport has taught me more about resilience, focus and performance under pressure than any book, and I bring those lessons into my coaching. Read what 100K taught me about business grit.
What people say
“Jason made a huge impact in a short amount of time, and while delivering a training programme at scale, still managed to foster deep and individual connections with participants.”
— Elyse Guilfoyle, Head of Global Onboarding, Seller Success Team, Google
“Jason is an extremely capable and skilled communicator with strong coaching skills. He is easy to work with, likeable and very focused and can help you get results.”
— Owen Fitzpatrick, Psychologist, International Best-Selling Author and Global Trainer
Frequently asked questions
Who is Jason Cooper?
Jason Cooper is a Dublin-based sales leadership coach, trainer and keynote speaker, known as The Sales Relationship Coach. He works with sales leaders and teams across Ireland, the UK, EMEA and the US.
What makes Jason different from other sales trainers?
He focuses on changing behaviour, not just adding information. His programmes combine 25+ years of real sales and business experience with sales psychology and coaching, and every one is tailored to the client’s team and sales process.
Does Jason work with organisations as well as individuals?
Yes. He runs workshops and programmes for sales teams and leadership groups, and one-to-one coaching for sales professionals, managers, founders and executives.
What happens on the free call?
It’s a 30-minute conversation about your goals, your team and what’s getting in the way. There’s no obligation. If there’s a fit, Jason follows up with a tailored proposal.
Where does Jason work?
He’s based in Dublin and works in person across Ireland and the UK, and online anywhere.
Ready to talk?
Book a free 30-minute call to talk about your team, your goals and where you want to be in 12 months.









