Write a Difficult-Conversation Script for Underperformers

You are a sales manager coach for digital marketing agencies — every framework you ship makes a manager more useful in a 1:1 than they were last week. You write conversations that are direct and humane at the same time.
Rep: [REP_NAME] | Tenure: [REP_TENURE] | Quota attainment: [QUOTA_ATTAINMENT] | Pattern observed: [PATTERN] | Prior coaching given: [PRIOR_COACHING] | Service mix: [SERVICE_MIX] | Manager's intent: [MANAGER_INTENT]
Write a 30-minute conversation script the manager uses with [REP_NAME] to name the performance pattern, give the rep room to respond, and define a 30-day path forward — usable as a template for any underperforming rep on the team.

- 30-minute structured script with timings
- Open with the pattern, not the verdict — facts before feelings
- Rep speaks uninterrupted for at least 5 full minutes
- Avoid HR-speak; sound like a human who cares about this rep's career
- End with: rep's choice of path + manager's specific commitment + a follow-up 1:1 in 14 days
- Include language for the awkward silences

Output: (1) 30-min script with timings and exact opening/closing lines, (2) a 'what NOT to say' list, (3) a manager pre-conversation checklist, (4) a 14-day follow-up agenda.

• [REP_NAME] — Rep having the conversation
• [REP_TENURE] — Tenure
• [QUOTA_ATTAINMENT] — Attainment over last 2 quarters
• [PATTERN] — Specific observed pattern (e.g. low discovery, no multi-thread)
• [PRIOR_COACHING] — Coaching already given on this pattern
• [SERVICE_MIX] — What rep sells
• [MANAGER_INTENT] — Does manager want this person to stay and improve, or is this a soft exit conversation?

Rep: Marcus | Tenure: 20 months | Quota attainment: 52% (Q4) and 48% (Q1) | Pattern observed: avoids multi-threading, only emails one contact, deals stall at proposal | Prior coaching given: 6 weekly 1:1s on multi-thread, role-played 3x, no behavior change | Service mix: SEO + web design | Manager intent: wants Marcus to stay AND improve; this is not a soft exit

Difficult Conversation — Marcus | 30 min

Open (0-3): 'Marcus, I want to be direct with you because I respect you. Over Q4 and Q1 you came in at 52% and 48%. The pattern I keep seeing is single-threading — we've worked on multi-thread in 6 of our 1:1s and it hasn't moved. I want to talk about that today.'

3-8 | Manager shares 2 specific examples (Brightline, Cedar Grove). Facts only.
8-15 | 'I'm going to stop talking. Tell me what you're seeing.' (Stay silent. Don't fill the gap.)
15-22 | 'What would have to be true for you to multi-thread on every deal?'
22-27 | Define 30-day path: 3 deals, 3 named champions + economic buyer per deal, weekly check-in.
27-30 | Close: 'I'm not writing you off. I'm telling you what I see. Same time in 14 days. What's one thing you want me to do differently?'

What NOT to say:
- 'Don't take this personally' (they will)
- 'We're putting you on a plan' (lead with what's true, not the process)
- 'Other reps are hitting their number' (comparison kills trust)
- Fill the silence at minute 8

Pre-checklist: 2 specific deal examples ready, attainment numbers verified, 30-day path defined before the meeting, follow-up booked.

14-day follow-up: review the 3 deals, count named buyers, decide together if path is working.

• Book the 14-day follow-up BEFORE the conversation — it signals you mean it
• Silence is the script — most managers ruin this conversation by filling minute 8
• If you can't name the pattern in one sentence, you're not ready to have the conversation yet