Start by pinpointing the reasons for underperformance. Is it a lack of skill, will, or something else? Then, open a line of dialogue, allowing the rep to express their concerns and challenges. Offer support and resources, and if necessary, set a Performance Improvement Plan (PIP). The PIP should outline clear goals, timelines, and measurable objectives. You should then have regular check-ins to track progress against the goals and offer feedback and guidance. Provide positive reinforcement throughout, assess and adjust goals as needed, and if necessary, consider alternative roles in the organization. Keep careful documentation of every, and be prepared for tough decisions if the sales rep doesn’t meet expectations and a termination is necessary.