How to Handle a Below Performer Without Feeling Like the Bad Guy
Jul 24, 2025
The Step-by-Step Process Every Sales Manager Should Know
If you’re a sales manager, you’ve probably faced this challenge:
"I have a team member who’s not cutting it... but I don’t want to jump the gun."
Dealing with below standard performance team members can feel tricky, emotional, and a little overwhelming but it doesn’t have to be.
What Counts as "Below Standard" Anyway?
Before we jump into what to do, let’s define what below standard even means.
Use sales competencies to evaluate performance. These are observable behaviors tied to success in the sales role. When a rep consistently rates below standard in most of the areas, you’ve got a true performance issue not a one-off situation.
Use the Rule of 3: Is It a Pattern or a Fluke?
Everyone drops the ball sometimes. One or two missed follow-ups? Life happens.
But three or more instances of the same issue?
Now we're looking at a pattern.
Whether it’s chronic lateness, skipped planning, or missed follow-ups, you should be tracking these behaviors. Once it happens three or more times, it's time to provide feedback.
Step 1: Document Observable Behavior
Keep it factual. Keep it simple. Avoid opinions.
✅ Log instances in:
- Your one-on-one notes
- Follow-up emails
- A team member-specific email folder for performance reviews
Pro Tip: When you use sales competencies, you take the bias out of the equation. You’re not judging the person. You’re measuring behavior against a standard.
Step 2: Partner With Your HR Generalist
Once you’ve documented the behavior:
- Schedule time with your HR partner
- Share a summary of what you’ve observed
- Ask if structured coaching is a good next step
HR will often support a structured, documented coaching plan before moving into anything more formal like a PIP.
Step 3: Structured Coaching (Before You PIP)
Structured coaching is not a PIP. It’s a clear opportunity to support your rep before jumping to consequences.
This might include:
- Reviewing the sales competencies together
- Assigning relevant training
- Following up in writing with action items
- Giving the rep 6–8 weeks to show improvement
Some reps will be relieved to get structured support. Especially if they never received formal training in the first place.
Step 4: If There's No Progress… It’s PIP Time
If you’ve exhausted coaching and still see no improvement, it’s time to discuss a Performance Improvement Plan with HR.
PIPs typically:
- Last 90 days
- Outline clear, competency-based objectives
- Include measurable activities that any rep would be expected to complete
- Require regular check-ins (often biweekly)
Let your HR partner guide you through the process, including documentation and communication.
t’s Not Easy, But It’s Necessary
Having these conversations is hard. But ignoring below standard performance hurts:
- Your team culture
- Your business goals
- And the rep themselves
Whether someone just needs more support or isn’t the right fit, you’re doing them a favor by being clear and structured.
Want the Full Toolkit?
Download the free Performance Management Guide to get:
- Sales competency examples
- Coaching templates
- Documentation tools
- PIP prep checklist
