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Every sales manager will face underperforming reps. It’s one of the hardest parts of the job—balancing accountability with empathy. Poor performance can’t be ignored, but it also shouldn’t be handled with punishment alone. The best managers approach it as an opportunity to diagnose, coach, and, when necessary, make tough decisions.

Why Poor Performance Happens
Not all underperformance is equal. Sometimes it’s skill-related—reps don’t know how to do something. Other times it’s effort-related—they’re not putting in the work. Occasionally, it’s mindset-related—burnout, disengagement, or personal issues. Identifying the root cause is the first step toward improvement.

The Performance Improvement Process
Once you know the cause, set clear expectations. Vague feedback like “you need to sell more” won’t help. Instead, outline specific, measurable targets (e.g., 10 new meetings per week, improve discovery questions, reduce time-to-follow-up). Create a performance improvement plan (PIP) with milestones and regular check-ins. Document everything to ensure accountability.

Action Items for Sales Managers

Diagnose the root cause of poor performance: skill, effort, or mindset.
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) for improvement.
Schedule weekly check-ins to review progress and provide coaching.
Document expectations and outcomes in writing to maintain clarity.

Conclusion
Managing poor performance isn’t about punishment, it’s about clarity, accountability, and support. Some reps will rise to the challenge and thrive; others may not. Either way, you’ve done your job as a leader by giving them the opportunity, structure, and coaching to improve.

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Published: August 21, 2025

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Take A

Addressing poor sales performance quickly is critical for maintaining team momentum, morale, and overall business results. When underperformance is left unchecked, it can create frustration among high performers, slow progress toward targets, and send the wrong message about accountability. As a sales manager, it’s important to confront performance issues early with clarity, professionalism, and a focus on solutions rather than blame. This means identifying the root causes—whether skill gaps, motivation, or external challenges—providing targeted coaching, setting clear improvement expectations, and monitoring progress closely.

Acting swiftly shows your team that accountability matters, reinforces high standards, and gives the struggling salesperson a fair chance to improve before the issue escalates. By addressing performance challenges proactively, you protect the team’s culture, sustain productivity, and ensure that every team member is contributing to achieving goals and driving revenue.

Motivational Tip:
Tackle performance issues head-on with clarity and support—address problems early, provide guidance, and set clear expectations; when your team sees accountability in action, it strengthens performance, trust, and results.