Many thanks to @george-l-gurrola for contributing the following:

Counseling is critical and unfortunately I have seen Army leaders do it poorly or not do it at all. However, I have seen positive instances of developing others and have accumulated some best practices. Counseling provides the Soldier with expectations, a development plan, and critical feedback on how to improve.

How to improve counseling:
1) Schedule counseling in an ideal location. Counseling and accountability are interlinked. I’ve seen great leaders let their busy schedule become an impediment to counseling. By scheduling counseling it allows both parties to adequately prepare. As a Command team, my 1SG and I checked counseling packets regularly. From inspecting them during close-out formations to conducting random checks, we ensured counseling requirements were met. We rewarded the “best” counseling packets to encourage thoroughness and timeliness. Also, setting up recurring reminders on the outlook calendar for future counseling can also help with accountability.
2) Have a discussion plan. Prior to counseling my immediate subordinates, I provided them with a copy of my support form, a copy of the Battalion’s commander’s support form, and my command philosophy. In the DA counseling forms, our discussion plan included 1) personal and professional goals for the next year 2) personal and professional goals for the next 2-5 years 3) organization goals, and finally 4) discuss my rating philosophy and expectations.
3) Ask for feedback. Although initial counseling should be completed NLT 30 days, 1 on 1 counseling is a great opportunity to ask and receive feedback. Asking for two sustains and two improves at the both the organization and individual level, can create a shared understanding.

Better counseling and getting better counseling is about accountability, having a plan, and having a candid conversation between two parties.