Increasingly, frontline managers are seeing a familiar pattern: A once-reliable rep loses momentum. Their output dips. They pull back. 1:1s become short, vague, or transactional. You know something's off. You're not sure what to say or what will actually help. That moment is critical because it's not just about getting a rep "back on track." It's about building a team that doesn't break when the pressure hits.A dynamic coaching process improves win rates and quota attainment. But how much sales coaching is ideal? According to Objective Management Group, “any coaching is better than no coaching for salesperson development. Less frequent coaching- quarterly, monthly, or bi-weekly all tend to yield similar gains over no coaching at all.”
By maintaining regularly scheduled coaching sessions, you’ll be able to spot a stuck sales rep more quickly. Taking action more frequently and with intention. So now you may be wondering, “I see the problem. How do I address it?” Let’s discuss the “stuck sales rep” solutions below.
Sales leaders often ask:
- "How do I coach someone without micromanaging?"
- "What if I don't have time to diagnose every issue?"
- "How do I help them feel like they own the solution, not just follow orders?"
This is where coaching becomes strategy. And it starts with what you say when performance stalls.
How Do I Uncover Why My Sales Rep Is Stuck?
Begin by reviewing objective sales data, such as activity trends and deal progression, to pinpoint where performance is stalling. This approach leads to more productive, less defensive coaching conversations.
Jumping straight into a conversation without context often leads to vague answers or defensive reactions. If you open with “What’s going on?” you’re asking them to explain something even you can’t yet see clearly.
Start instead with what’s visible and objective: the data.
As Ole Jacob Christoffersen, Head of Customer Success at SalesScreen, puts it: "The best coaches don't ask, ‘Why aren’t you hitting your number?’ They ask, ‘What’s the story the numbers are telling us?’” This shift creates a more productive conversation. One rooted in curiosity, not blame.
To set the stage for that kind of conversation, bring full visibility to the table:
- Live dashboards that show real-time progress toward KPIs and quotas
- Activity trends over time, not just whether deals are closing, but whether outreach, follow-up, and pipeline progression are consistent
- Deal stage analysis to see where things stall… and why
- Structured coaching data that helps you compare current performance against benchmarks or historical patterns
When reps can see what you see, it becomes a joint problem to solve, not a personal critique.
Where Should I Start When a Rep's Performance Slips?
Trying to "fix" a rep's whole process in one conversation is overwhelming. Instead, identify and zoom in on a single choke point.
- Low activity volume?
- Deals stalling at the proposal stage?
- Missed follow-ups?
Treat the moment like triage: isolate the blockage, then co-create a path forward. Reps often get stuck in indecision or avoidance because too much is vague. Clarifying the smallest next step can engage momentum.
Sales leaders, particularly when coaching, must search for ways to rebuild clarity rather than push urgency. At SalesScreen, we know that top-performing sales managers shift from goal-setting to goal-engineering. Sales Coaching doesn't just tell reps what to do; it helps them map out how to get there.
The above will map out your “program.” Defining the program early allows for transparency. Prepare, align, and save time.
Should I Still Praise Reps Who Aren't Hitting Target?
Disengagement doesn't always come from external failure. It often stems from internal erosion of belief. When reps feel invisible or unsure whether their efforts are noticed, performance dips. Recognition, especially during low-output periods, isn't soft - it's strategic. McKinsey & Company has found that “Companies focusing on their people's performance are 4.2 times more likely to outperform their peers, realizing an average 30% higher revenue growth and experiencing lower attrition rates.”
A well-timed "I noticed how you re-engaged that stalled deal" or "Your lead quality is strong this week, let's build on that" can ground a rep in reality: they are still making an impact. This impact recognition matters.
Can Peer Examples Actually Help Stuck Reps?
When performance dips, reps often think they're alone in their struggle. Sharing relevant patterns from peers helps normalize the experience and opens the door to behavioral modeling. Rather than saying, "You should be doing X," say: "Another rep was stuck at this same point a few weeks ago. Here's what helped them move forward." Sharing internal success stories is among the most underutilized tools in frontline coaching. They build community and remove the stigma surrounding struggle.
What's the Best Way to Help a Stuck Rep Regain Focus
SalesScreen research has shown that reps perform better when they see their real-time progress. A performance slump often feels worse because the rep has no sense of when or how it will end. Great sales leaders remove the ambiguity.
When goals are visible, feedback is consistent, and progress is celebrated, even in small increments, sales reps re-engage. They start to believe that the slump is temporary and that the next win is achievable. Visibility drives ownership, and ownership drives improvement.
It’s well worth the investment! None of us are perfect, but allowing your sales reps the time and ability to regain focus and utilize isn’t just improving company culture, but the ROI is clear.
Final Thought: Coaching Is Culture, Not a Calendar Invite
Reps don't get stuck because they lack ambition. They get stuck when the path forward gets fuzzy, the recognition dries up, or the pressure outweighs the support. What you say when that happens can reinforce a culture of accountability, encouragement, and high performance.
Not every rep needs a cheerleader. But they need a coach who sees them, shows them the data, and helps them reconnect with forward motion. A disengaged moment is not a sign of failure; it's a leadership opportunity.
The question isn't just "What do I say when my rep is stuck?"
It's: What kind of performance culture am I building that helps them get unstuck faster next time?
Frequently Asked Questions
What are the first steps when a sales rep’s performance drops?
- Start by reviewing objective sales data to identify trends, then discuss findings with the rep in a collaborative, non-judgmental way.
How do I coach a struggling rep without micromanaging?
- Focus on asking data-driven questions, co-creating next steps, and empowering the rep to own their solutions rather than prescribing actions.
Should I recognize effort if a rep isn’t hitting targets?
- Yes. Strategic recognition of positive behaviors, even during slumps, builds engagement and confidence, which supports long-term improvement.
Can peer examples help stuck reps?
- Sharing peer success stories normalizes struggle, encourages behavioral modeling, and reduces stigma around performance dips.
How do I create a coaching culture?
- Make coaching regular, data-driven, and collaborative. Celebrate progress, encourage open dialogue, and tailor support to each rep’s needs.
