How to Address Underperformance in Commission Only Agents

Underperformance has causes, not just symptoms

When an agent is not hitting their numbers, the instinct is to push harder or move on. But underperformance is usually a symptom of something specific: a skills gap, a motivation issue, a territory problem, or inadequate support. Diagnosing the cause before prescribing a solution saves you from losing agents who could have been successful with the right intervention.

Diagnose before you act

Check the pipeline

Is the agent generating enough activity? If their pipeline is empty, the problem is at the top of the funnel. They may not be prospecting effectively, or they may not understand your ideal customer profile well enough to target the right people.

Check the conversion rate

If the pipeline is healthy but deals are not closing, the issue is in the selling process. The agent might need help with objection handling, product knowledge, pricing conversations, or closing techniques.

Check the environment

Is the agent's territory viable? Have market conditions changed? Are competitors more aggressive in their area? Sometimes underperformance is environmental rather than personal.

Check the support

Have you given this agent the same tools, materials, and support as your top performers? Sometimes underperformance reflects a gap in what you have provided rather than a gap in the agent's ability.

The coaching conversation

Once you have identified the likely cause, have a direct conversation with the agent. Share the data. Ask for their perspective. Listen to what they tell you about their challenges.

Frame the conversation around shared interest. You both want them to succeed, you both want them to earn more, and you are here to help figure out how.

Action plans that work

For prospecting problems

Provide additional training on your ideal customer profile. Share successful outreach templates from top performers. Consider providing some qualified leads to kickstart activity.

For closing problems

Offer role play practice on the specific scenarios where they struggle. Have them shadow a successful agent on a call. Review their proposals and presentations and provide specific feedback.

For motivation problems

Understand what is driving the dip. Are they overcommitted to other products? Are they dealing with personal issues? Has their enthusiasm for your product faded? Sometimes a direct conversation about motivation reveals a simple fix.

For territory problems

If the data shows the territory is genuinely underperforming regardless of who works it, adjust the territory or supplement it with additional opportunity.

Setting a timeline

Give the agent a clear timeline for improvement. Thirty days is usually fair. Define specific, measurable milestones they need to hit. Check in weekly to monitor progress and provide support.

Knowing when to part ways

If you have diagnosed the problem, provided support, set a timeline, and the agent still cannot perform, it is time to part ways. This is not a failure. It is recognition that not every match works out. Handle it professionally and move on.