Your Best Rep Is Struggling. Now What? A Leader’s Guide to the GROW Model

Every sales leader knows the scenario. Let’s call her Chloe. She’s been on your team for two years and has always been a solid, reliable performer. But for the last quarter, something’s off. Her pipeline is thin, her confidence is shaky, and her numbers are slipping.

Your instinct might be to switch into "manager mode." More frequent pipeline reviews. More pressure on her activity metrics. More questions about why deals aren’t closing. While the intention is good, this approach often makes things worse, creating a spiral of anxiety that can send a struggling rep into a deeper slump.

Your Best Rep Is Struggling. Now What? A Leader’s Guide to the GROW Model

There is a better way. Instead of managing the problem, you can coach the person.

By using a simple but powerful framework called the GROW model, you can shift the conversation from what’s going wrong to what’s possible. You can help your team members find their own solutions, take ownership of their performance, and turn a slump into a comeback. This isn’t just about a quick fix; it’s about building a more resilient and resourceful team.

What is the GROW Model?

The GROW model is a proven framework for structuring a coaching conversation. It’s not about giving orders or providing all the answers. It’s a journey you take with your team member, guiding them with thoughtful questions.

GROW stands for the four stages of the conversation:

• Goal: What do you want to achieve?

  
  

• Reality: Where are you now?

  
  

• Options: What could you do?

  
  

• Will: What will you do?

  
  

Let's walk through how you can use this model in a real conversation to help Chloe get back on track.

G is for GOAL: Setting a Clear Direction

The conversation must start with a clear, positive goal. Crucially, this goal should be set by Chloe, not you. A manager says, "I need you to get back to hitting your target." A coach asks, "Chloe, looking forward, what’s a specific outcome you’d like to achieve by the end of this month that would make you feel successful and back on track?"

Your role here is to help her define a goal that is specific, measurable, and meaningful to her. Ask questions like:

• "What would success look like for you in 30 days?"

  
  

• "How will we both know when you've achieved that?"

  
  

• "Why is achieving this particular goal important to you right now?"

  
  

R is for REALITY: Exploring the Current Situation

Once the goal is clear, you need to explore the present situation without judgment. This is where you build trust. Your job is not to list Chloe's failings, but to help her see her circumstances clearly.

Use open-ended questions to encourage her to reflect:

• "What steps have you already taken toward your goal?"

  
  

• "What has been the biggest thing holding you back recently?"

  
  

• "What feedback have you heard from prospects in the last few weeks?"

  
  

• "What's been on your mind when you've been preparing for sales calls?"

  
  

O is for OPTIONS: Brainstorming a Path Forward

With a clear goal and an honest view of the situation, it’s time to think about what’s possible. Resist the urge to jump in with your own solutions. A coach's job is to create a space for the other person to think creatively.

Empower Chloe to come up with her own ideas:

• "Let's imagine anything is possible for a moment. What are all the different things you could do?"

  
  

• "What has worked well for you in a similar situation in the past?"

  
  

• "What have you seen other reps on the team do that you could try?"

  
  

• "What’s the most straightforward, simple first step you could take?"

  
  

W is for WILL: Committing to Action

An idea without a commitment is just a wish. This final stage is about turning the best options into a concrete plan that Chloe owns.

Help her solidify her plan with specific questions:

• "Of all the ideas we've discussed, which one feels like the best place to start?"

  
  

• "What is your very first step, and when will you do it?"

  
  

• "On a scale of 1 to 10, how committed are you to taking this action?"

  
  

• "What support do you need from me to help you succeed?"

  
  

Chloe should leave the conversation not with a list of tasks you’ve given her, but with a clear, simple action plan that she has created and believes in.

Beyond the Basics: The Coach as a Strategic Partner

Using the GROW model is a great start. But the best coaches take it to another level by weaving in their strategic insight to guide the conversation.

This is where your leadership and business knowledge come in. For example:

• When setting the Goal, you can help them align it with wider company objectives.

  
  

• When exploring the Reality, you can offer market data that gives context to their personal challenges.

  
  

• When discussing Options, you can help them see how their ideas connect to the new product roadmap.

  
  

Learning to apply this strategic layer is what separates a good manager from a truly great coach. It’s about not just asking questions, but knowing which questions to ask based on your understanding of the business.

These advanced coaching skills are precisely what is taught in the Lead to Win – Elevate Your Leadership with Powerful Coaching and Mentoring Strategies (LTW) programme at ClickAcademy Asia.

This 16-hour course is designed to equip leaders with the tools to coach with genuine impact. You won’t just learn the theory of the GROW model; you’ll learn how to apply it with strategic precision, including how to:

• Analyse market trends and product performance to help your team set smarter, data-driven goals.

  
  

• Coach your team to translate complex product roadmaps into executable sales strategies.

  
  

• Design refinements to short-term sales tactics through mentoring and strategic brainstorming.

  
  

• Construct evaluation frameworks to measure the real-world impact of your coaching conversations.

  
  

Stop Managing Problems, Start Growing People

The GROW model is more than a technique; it’s a more respectful and effective way to lead. It fixes underperformance by building capability, not creating dependency.

It empowers your team members to solve their own problems, which is the foundation of a proactive and high-achieving sales culture.

Don’t let your best people get stuck in a slump. Give them the coaching they need to find their way out.

From Slump to Comeback: Coach with Impact

Stop managing problems—start growing people. Discover how the GROW model transforms struggling reps into confident performers.

In ClickAcademy Asia’s Lead to Win programme, you’ll learn to coach with strategic precision, helping your team set smarter goals, take ownership, and bounce back stronger.

Enroll now to lead with impact.- https://www.clickacademyasia.com/course/lead-to-win