Sales Leadership Workshops That Turn Managers Into Coaches

Practical, CPD-accredited workshops for sales managers and leadership teams who want their people to sell through relationships, not pressure. Delivered in Dublin, across Ireland and the UK, and online.

Trusted by Google, IBM, KPMG and Deloitte · Most Outstanding Sales Coach & Trainer, Corporate Vision, 2021–2024

[Book a 30-minute scoping call] [See the programmes]

Most sales managers were promoted for selling, not for coaching

Your best salesperson became your newest manager. Now they are expected to develop a team, run a pipeline and hit a number, usually without ever being shown how to coach. So they tell instead of ask, fix deals instead of building people, and the team’s performance depends on one person’s diary.

Jason’s workshops change that. He helps sales leaders build a coaching culture where conversations, not scripts, drive results. The approach is human-first: diagnose before you prescribe, measure the quality of relationships as well as the pipeline, and treat mindset as seriously as skill set.

What changes for your team

• Managers coach in every one-to-one, pipeline review and deal conversation
• Feedback becomes regular, specific and easy to hear
• Difficult conversations happen early, not after the quarter is lost
• Sellers take ownership of their development instead of waiting to be told
• Leaders stay steady under pressure, and their teams notice

Four programmes, each tailored to your team

Every programme is built around your people, your clients and your sales process. Choose one, or combine them into a leadership development journey.

Manager to Coach

For first-line and new-to-role sales managers · half day to three sessions

The step from top seller to effective manager is the hardest move in sales. This programme gives managers a simple, repeatable way to coach, so they develop their people rather than doing the selling for them.

Participants will:

• Run coaching conversations using the GROW model
• Turn pipeline reviews and deal reviews into coaching moments
• Give feedback that is specific, timely and acted on
• Build a weekly coaching rhythm that fits a busy diary

Jason supported Google’s programme for new-to-role sales managers, delivering at scale while coaching participants one to one.

Wired to Connect

For sales leaders · one-day workshop

The brain-based guide to communicating better. Using insights from neuroscience and behavioural psychology, leaders learn why some messages land and others don’t, and how to communicate in a way that builds trust and commitment.

Participants will:

• Understand how the brain processes trust, threat and decisions
• Frame messages so teams and clients hear them as intended
• Use questions and stories to influence without pressure
• Adapt their style to different people and personalities

The science-led approach behind this workshop has been delivered at IBM’s Digital Sales European HQ.

Conversations That Matter

For sales managers and team leads · half day or full day

The conversations leaders avoid are usually the ones that matter most. This programme builds the confidence to handle feedback, conflict and negotiation calmly and early.

Participants will:

• Recognise their own conflict style and those of others (Thomas-Kilmann model)
• Hold performance conversations that end with commitment, not resentment
• Negotiate internally and externally without giving away value
• Prepare for high-stakes conversations with a simple framework

Jason has delivered negotiation training for organisations including VHI.

Resilient Leadership

For leadership teams · keynote, workshop or both

High performance is sustainable only when leaders manage their own energy, focus and mindset. Drawing on sports psychology, mindfulness and Jason’s own experience as an ultra-marathon runner, this session helps leaders stay steady under pressure and lead with purpose.

Participants will:

• Identify the habits that drain or build their energy and focus
• Use practical tools to stay composed under pressure
• Connect daily work to a clear sense of purpose
• Model resilience their teams can see and follow

Dublin Business School invited Jason to deliver a leadership and purpose workshop during its innovation week.

How every workshop runs

1. Scoping call (30 minutes, free). Jason learns your goals, your team and what is getting in the way.
2. Tailored design. Content, case examples and exercises are built around your sales process and your clients.
3. Interactive delivery. Role plays, real-deal practice, group exercises on Padlet and plenty of discussion. No lecture, no recycled slide deck.
4. Follow-up that makes it stick. Optional coaching sessions at 30, 60 and 90 days turn what was learned into habits.

Formats

• Half-day intensive · full day · multi-session programme
• In person in Dublin, across Ireland and the UK, or live online
• CPD-accredited, approved by the CPD Certification Service

Trusted by sales leaders at Google, IBM and beyond

“Jason is a people-first sales and coaching expert, and an incredibly engaging facilitator. I had the good fortune of bringing Jason onto my team to support a program that’s responsible for upskilling Google’s new-to-role sales managers.”
— Elyse Guilfoyle, Head of Global Onboarding, Seller Success Team, Google

“The Dublin Business School family invited Jason to deliver a workshop on leadership and purpose during our innovation week. Jason delivered an outstanding session, and I would highly recommend him.”
— Shaun Hayden, Dublin Business School

“He has a progressive and interactive approach which our staff find novel and makes them think a different way than the traditional sales. It has definitely given more energy and focus to our sales staff.”
— Keith McDonnell, CEO, EI Travel Group

Frequently asked questions

What does a sales leadership workshop cover?
It depends on your goals, but most programmes cover how to coach rather than tell, how to give feedback that changes behaviour, how to handle difficult conversations, and how leaders communicate to build trust. Every workshop is tailored to your team after a free scoping call.

Who are the workshops for?
First-line and new-to-role sales managers, experienced sales leaders, and leadership teams who want to build a coaching culture. Programmes work for teams in small businesses and large enterprises.

How much does a leadership workshop cost?
Fees depend on the format, group size and level of tailoring. After a free 30-minute scoping call, Jason sends a fixed-price proposal with no obligation.

Can the workshops be delivered online?
Yes. Every programme can be delivered in person in Dublin, across Ireland and the UK, or live online.

Are the workshops CPD-accredited?
Yes. Jason’s workshops are approved by the CPD Certification Service, so participants can record them as professional development.

How do you make sure the learning sticks?
Workshops are practical and interactive, with role plays and real-deal practice. Optional follow-up coaching sessions at 30, 60 and 90 days help turn new skills into everyday habits.

Ready to build a team of coaches?

Book a free 30-minute scoping call. You’ll leave with a clearer view of what your managers need, whether or not we work together.

[Book your scoping call]

Prefer email? jcooper@jasoncooper.io