Reviews are coaching, not judgment
Commission only agents are not employees. You cannot put them on a performance improvement plan or threaten consequences in the same way. Instead, performance reviews become coaching conversations focused on helping agents earn more by selling better.
This shift in framing changes everything. When the agent sees the review as an investment in their earning potential, they engage rather than resist.
How often to review
Monthly is ideal for most arrangements. It is frequent enough to catch issues early but not so frequent that it feels like micromanagement. For new agents in their first 90 days, fortnightly check ins may be appropriate.
What to cover
Results against targets
Start with the numbers. How did the agent perform against their targets? Break it down by revenue, deal count, average deal size, and conversion rate. Present the data factually, without judgment.
Pipeline health
Look forward as well as backward. What is in the agent's pipeline for the coming month? Is there enough coverage to hit target? If the pipeline is thin, explore why and discuss strategies to fill it.
Wins and learning moments
Ask the agent what went well and what they found challenging. Their self assessment often reveals insights that raw data does not. A deal they lost might highlight a product gap. A deal they won might reveal a selling approach worth sharing with other agents.
Support needs
Ask directly: "What do you need from us to be more effective?" Maybe they need updated materials, faster response times on quotes, or help with a specific objection. This question shows you are invested in their success.
How to deliver feedback
Lead with data
Do not start with opinions. Start with facts. "Your conversion rate dropped from 25% to 15% this month" is a data point that opens a productive conversation. "You are not converting well enough" is a judgment that triggers defensiveness.
Be specific and actionable
"You need to do better" helps nobody. "Your initial outreach emails are getting low response rates. Let us try a different subject line approach this week" gives the agent something they can act on immediately.
Balance constructive feedback with recognition
Always acknowledge what is working before addressing what needs improvement. Agents who feel unappreciated will eventually leave for a business that values them.
Document the conversation
Keep brief notes on each review: key metrics discussed, feedback given, actions agreed, and any support requests. This creates continuity between reviews and helps you track whether issues are being addressed.
On Zepys, performance data is automatically tracked, making it easy to pull up an agent's history before a review conversation. This saves preparation time and ensures discussions are grounded in accurate data.