Don’t avoid your responsibility by giving everyone essentially the same or average review. People perform on the Bell Curve: 10 percent outstanding, 80 percent average, 10 percent poor. So, have the courage to distinguish the various types of performers and rate accordingly.
Be specific by using examples and accurate information. Don’t say, “Improve customer service.” Quantify it by saying, “Increase business development calls from five to eight per month, reduce complaints by 10 percent, or learn five additional products or services of the company by August.”