Coaching a skill is the easy part of the job.
The conversation most of us put off is the one about attitude. The rep who has gone quiet in meetings. Who arrives late and leaves early. Who used to volunteer and now does the minimum.
It is easy to call it "attitude" and wait for the appraisal. In my experience, waiting makes it harder for everyone, including the rep.
A well-known book on difficult conversations starts with facts, not conclusions. How I apply it:
Describe, do not label. "Bad attitude" is a verdict. "Late to the last three meetings" is a fact.
Know what you want. A good rep back, a healthy team, and a relationship that survives the talk.
Choose a private place. Never the cycle meeting. Never in front of a doctor.
Facts first, then ask. Say what you saw, what you are starting to think, and ask for their view.
Listen for the cause. Workload, a territory change, something at home, a promotion that went to someone else.
Agree one change. In their words, with a date to talk again.
Most times I have done this properly, the "attitude" had a reason nobody had asked about.
“Talk about what you saw, not who you think they are.”
Lesson 22 of 23 in Step 4: Coaching, with the full guide and a checklist for this week.