Underperforming sales reps are not failures; they often lack proper coaching or strategic frameworks. Investing in their development can transform these reps from liabilities into consistent performers, saving the high costs associated with turnover and re-hiring.

Counterintuitively, one company is not raising sales quotas despite AI-driven efficiencies. The strategy is to use the newfound bandwidth to help average performers reach top-performer levels, lifting the entire team's baseline and fostering intrinsic motivation rather than just raising the bar.

Ineffective leaders use Quarterly Business Reviews to demonstrate their power by grilling reps. Great leaders use a single deal review as a live coaching session for the entire sales floor, knowing one person's mistake is likely a problem for hundreds of others.

To fix performance issues, managers can facilitate a team-based retrospective. The 'Seeds, Weeds, Needs' framework helps reps identify what worked (Seeds), what was ineffective (Weeds), and what new actions are required (Needs). This empowers the team to collaboratively diagnose and solve its own problems.

For effective coaching, a manager should spend a half-day with a rep on three appointments. Afterwards, provide structured feedback: three specific wins to reinforce good behavior and three actionable opportunities for improvement. This tactical routine drives targeted and immediate skill development.

Effective coaching follows a three-step process: Identify a metric-based performance gap, validate the specific rep behaviors causing it, and then co-create a coaching plan focused on improving those behaviors, not just the lagging metric.

Many sales organizations mistake "coaching the deal" for actual coaching. This is merely reactive performance management. True coaching focuses on developing a rep’s core capabilities—like discovery or closing—which prepares them for any future deal, not just the current one.

Annual or quarterly performance reviews are high-pressure, judgmental events that create fear. A more effective approach is to reframe management as coaching. This means providing frequent, trust-based feedback focused on developing an employee's long-term potential, rather than simply rating their past performance.

Don't fire reps based only on a missed ramp quota. Instead, observe if they make consistent, incremental improvements in skill and knowledge during calls and role-plays. If progress is visible, they're worth keeping, even if it takes over a year to close their first deal.