Interview Guide for

Sales Representative

This comprehensive interview guide for a Sales Representative role provides a structured framework to identify and select candidates who demonstrate strong sales capabilities, relationship-building skills, and goal-oriented mindsets. By implementing this guide, you'll conduct consistent, behavioral-based interviews that help predict future performance while giving candidates a clear understanding of the expectations and opportunities in the role.

How to Use This Guide

This interview guide serves as a blueprint for your sales representative hiring process. To maximize its effectiveness:

Customize - Adapt this template to reflect your specific sales environment, product complexity, and company culture.
Collaborate - Share this guide with everyone involved in the interviewing process to ensure alignment and consistency of approach.
Prepare - Review the questions and competencies before each interview to focus on areas most relevant to your sales team's success.
Explore - Use the follow-up questions to dig deeper into candidate responses and gain valuable context about past performance.
Assess Independently - Have each interviewer complete their scorecard before discussing the candidate to avoid group bias.

For more guidance on conducting effective interviews, visit our helpful resources on how to conduct a job interview and mastering role-playing interviews.

Job Description

Sales Representative

About [Company]

[Company] is a dynamic organization committed to [brief mission statement]. We're known for our innovative [products/services] in the [industry] space and our supportive, high-performance culture that rewards initiative and results.

The Role

As a Sales Representative at [Company], you'll be at the forefront of our revenue generation, identifying and nurturing potential customers, understanding their needs, and demonstrating how our solutions can address their challenges. Your ability to build relationships, communicate effectively, and close deals will directly contribute to our company's growth and success.

Key Responsibilities

Identify and qualify potential customers through prospecting methods including cold calling, networking, social selling, and utilizing lead databases
Build and maintain strong relationships with new and existing clients
Conduct effective product demonstrations and presentations to prospective clients
Understand client needs and recommend appropriate solutions
Prepare and deliver compelling sales proposals tailored to individual client needs
Negotiate contracts and close sales deals to achieve targets
Track and report sales activities and forecasts using our CRM system
Stay informed about industry trends, competitor activities, and market conditions
Collaborate with internal teams to ensure customer satisfaction
Meet and exceed individual and team sales targets

What We're Looking For

[1-3] years of sales experience, preferably in [industry/market]
Proven track record of consistently meeting or exceeding sales goals
Excellent communication, interpersonal, and presentation skills
Strong negotiation and closing abilities
Resilience and determination to overcome objections
Ability to build rapport and maintain strong client relationships
Proficiency with CRM systems and Microsoft Office Suite
Self-motivated individual with a growth mindset
Curious learner who stays updated on industry trends

Why Join [Company]

At [Company], we believe in investing in our people and providing the tools and environment needed to succeed. We offer a supportive yet challenging environment where your contributions are recognized and rewarded.

Competitive compensation including base salary plus uncapped commission structure
Comprehensive benefits package including health, dental, and vision insurance
Paid time off and [other benefits]
Ongoing professional development and sales training
Clear path for career advancement based on performance

Hiring Process

We've designed our hiring process to be efficient while allowing both you and our team to determine if there's a strong mutual fit:

Initial Screening Interview - A conversation with our recruiter to discuss your background and interest in the role
Discovery Call Role Play - A simulated sales conversation to demonstrate your approach to understanding client needs
Competency Interview with Hiring Manager - An in-depth discussion about your sales experience and approach
Team Interview - Meet with potential teammates to explore team dynamics and cultural fit
Offer Stage - Final discussions and formal offer

Ideal Candidate Profile (Internal)

Role Overview

The Sales Representative is a critical revenue-generating position responsible for identifying prospects, building relationships, and closing deals that drive company growth. The ideal candidate combines strong interpersonal skills with sales acumen and resilience. Success in this role requires someone who can quickly build trust, effectively communicate value, persistently follow through, and adapt their approach based on client needs.

Essential Behavioral Competencies

Resourcefulness - Proactively identifies and pursues opportunities; finds creative ways to overcome challenges and address client objections; maximizes available resources to achieve sales goals.
Resilience - Maintains positive attitude in the face of rejection; recovers quickly from setbacks; persists through challenging sales cycles; views obstacles as opportunities to demonstrate value.
Communication Skills - Articulates value propositions clearly; tailors messaging to different stakeholders; listens actively to understand client needs; presents solutions persuasively.
Relationship Building - Quickly establishes rapport with prospects; builds trust through consistent follow-through; maintains positive long-term client relationships; serves as a trusted advisor.
Drive - Self-motivated to exceed targets; shows initiative in prospecting activities; demonstrates accountability for results; continuously seeks to improve performance.

Desired Outcomes

Achieve or exceed quarterly sales targets of [target amount/percentage]
Develop and maintain a qualified pipeline of [X] times quota
Attain a [conversion rate percentage] from qualified opportunities to closed deals
Establish and nurture relationships with [X number] of new clients per quarter
Maintain a customer satisfaction score of at least [percentage]

Ideal Candidate Traits

Naturally curious with a genuine interest in understanding client challenges and business needs
Self-starter who proactively pursues leads without requiring constant direction
Analytical thinker who can identify patterns and opportunities within sales data
Competitive spirit balanced with collaborative teamwork approach
Growth mindset with openness to coaching and continuous improvement
Organized and disciplined in managing sales pipeline and activities
High emotional intelligence with ability to read customer cues and adapt approach
Solution-oriented focus when addressing client concerns or objections

Screening Interview

Directions for the Interviewer

This initial screening conversation is designed to quickly assess whether a candidate has the basic qualifications, sales orientation, and motivation needed to succeed in this sales role. Your goal is to determine if they should move forward in the interview process.

Focus on understanding their sales approach, results orientation, and communication style. Pay special attention to how they articulate past successes and challenges, as this can indicate their potential effectiveness with clients. Listen for evidence of resilience, resourcefulness, and relationship-building skills.

Keep the conversation flowing naturally, but be sure to cover all the key areas. Allow approximately 30 minutes for this interview, leaving time at the end for the candidate to ask questions. Take notes on specific examples they provide rather than general statements about their abilities.

Directions to Share with Candidate

I'm looking forward to learning more about your background and experience in sales. This conversation will help us understand your approach to the sales process and whether there might be a good fit between your skills and our Sales Representative role. I'll ask several questions about your experience, and then leave time for you to ask questions about our company and the position. Feel free to ask for clarification if needed.

Interview Questions

Tell me about your sales experience and what you've enjoyed most about working in sales.

Areas to Cover

Specific roles and responsibilities in previous sales positions
Types of products/services sold and relevant industry experience
Sales methodologies used or preferred
Aspects of sales they find most rewarding or engaging
How their experience relates to this particular sales role

Possible Follow-up Questions

What sales methodologies have you found most effective?
How do your previous sales experiences prepare you for this role?
What types of clients/customers have you worked with?
How would you describe your personal selling style?

Walk me through your typical approach to prospecting and generating new business.

Areas to Cover

Methods used for identifying potential clients
Outreach strategies and channels utilized
Research process before contacting prospects
Qualifying process for determining ideal customers
Time management approach to prospecting activities

Possible Follow-up Questions

How do you prioritize prospects when you have limited time?
What research do you conduct before reaching out to a new prospect?
What prospecting methods have yielded the best results for you?
How do you handle prospecting during slow periods?

Describe a time when you successfully closed a challenging sale. What made it difficult and how did you overcome those challenges?

Areas to Cover

Specific obstacles faced (budget constraints, competition, skepticism)
Strategies used to address objections
Key insights gained about the customer that helped close the deal
Persistence demonstrated throughout the sales cycle
Creative solutions developed to meet customer needs

Possible Follow-up Questions

What specific objections did you face and how did you address them?
What did you learn from this experience that you've applied since?
How did you maintain momentum throughout a lengthy sales process?
What resources or support did you leverage to help close the deal?

Tell me about your experience with CRM systems and how you've used them to manage your sales pipeline.

Areas to Cover

Specific CRM platforms used and level of proficiency
How they organize and track prospects and opportunities
Process for updating and maintaining data accuracy
How they leverage CRM data for sales forecasting
Examples of how CRM usage has improved their sales results

Possible Follow-up Questions

How do you ensure your CRM data stays accurate and up-to-date?
What CRM reports do you find most valuable for managing your pipeline?
How has using a CRM impacted your sales performance?
What CRM features do you find most beneficial?

What were your sales targets in your most recent role, and how did you perform against them?

Areas to Cover

Specific metrics and KPIs they were measured against
Their performance relative to targets and to peers
Strategies used to achieve or exceed goals
How they handled periods of underperformance
Recognition received for sales achievements

Possible Follow-up Questions

What percentage of time did you meet or exceed your targets?
How did your performance compare to your peers?
What strategies helped you most in achieving your targets?
How did you adjust your approach when you weren't meeting goals?

What questions do you have about our company or this sales role?

Areas to Cover

Level of research and preparation demonstrated
Thoughtfulness and relevance of questions
Interest in company culture, products, and growth opportunities
Questions about sales process, territory, or compensation structure

Possible Follow-up Questions

What attracted you to our company specifically?
What would you need to be successful in this role?
What timeline are you considering for your next career move?

Interview Scorecard

Sales Experience and Approach

0: Not Enough Information Gathered to Evaluate
1: Limited relevant sales experience; unfocused approach
2: Some relevant experience but gaps in methodology or results
3: Solid sales experience with proven methodology and consistent results
4: Extensive relevant experience with sophisticated sales approach and exceptional results

Prospecting and Business Development Skills

0: Not Enough Information Gathered to Evaluate
1: Relies on passive lead sources; limited proactive prospecting
2: Uses basic prospecting methods with moderate success
3: Demonstrates effective multi-channel prospecting strategy
4: Shows exceptional creativity and persistence in prospecting with outstanding results

Resilience

0: Not Enough Information Gathered to Evaluate
1: Easily discouraged by rejection; slow to recover from setbacks
2: Handles some rejection well but struggles with persistent challenges
3: Maintains positive attitude through rejection; recovers quickly from setbacks
4: Thrives on overcoming objections; uses rejection as motivation for improvement

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Difficulty articulating ideas clearly; limited listening skills
2: Communicates adequately but may lack persuasiveness or clarity
3: Communicates clearly and persuasively; demonstrates good listening skills
4: Exceptional communicator; tailors message effectively; outstanding listener

Achievement of Sales Targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Sales Goals
2: Likely to Partially Achieve Sales Goals
3: Likely to Achieve Sales Goals
4: Likely to Exceed Sales Goals

Pipeline Development and Management

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Sufficient Pipeline
2: Likely to Develop Partial Pipeline
3: Likely to Develop Adequate Pipeline
4: Likely to Develop Robust Pipeline

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Strong Client Relationships
2: Likely to Establish Adequate Client Relationships
3: Likely to Establish Strong Client Relationships
4: Likely to Establish Exceptional Client Relationships

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Discovery Call Role Play

Directions for the Interviewer

This role play exercise assesses the candidate's ability to conduct an effective discovery call with a prospective client. It evaluates their questioning techniques, listening skills, ability to uncover needs, and consultative selling approach.

Preparation:

Send the candidate preparation materials 24 hours before the interview, including:

A brief description of your company's products/services (or a fictional version)
Basic information about the prospect they'll be speaking with
The goal of the discovery call
A recording of an ideal discovery call (optional but recommended)

During the interview, you'll play the role of a potential client with specific needs and pain points. Create a character with:

A company name, industry, and size
A role/title for yourself
2-3 business challenges that your products/services could address
A budget range and decision-making process
A timeline for implementation

Keep your responses authentic to how a real prospect might respond. Don't make the exercise too easy by volunteering information without being asked, but also don't be unnecessarily difficult. The goal is to see how the candidate builds rapport, asks insightful questions, listens actively, and begins to position value.

Allocate 25-30 minutes for the role play and 10-15 minutes for feedback and discussion afterward. Record the session if possible (with candidate's permission) for later review.

Directions to Share with Candidate

You'll be participating in a discovery call role play to demonstrate your consultative selling approach. Your goal is to understand the prospect's business, identify their challenges, and determine if our solution might be a good fit for their needs.

In this scenario, you are a Sales Representative for [Company]. You've secured this initial call with a potential client who has expressed some interest in our [products/services]. Your objective is to build rapport, understand their situation, identify potential pain points, and determine next steps.

I'll play the role of the prospect. Approach this as you would a real discovery call with a new prospect. Take your time to ask thoughtful questions and listen carefully to the responses. The call should last approximately 25-30 minutes.

Interview Scorecard

Rapport Building

0: Not Enough Information Gathered to Evaluate
1: Failed to establish connection; overly formal or impersonal approach
2: Basic rapport established but minimal personalization
3: Effectively built rapport through appropriate conversation and genuine interest
4: Outstanding rapport building; created immediate trust and connection

Questioning Technique

0: Not Enough Information Gathered to Evaluate
1: Asked primarily closed-ended or leading questions; followed rigid script
2: Mixed question types but missed opportunities to probe deeper
3: Used effective open-ended questions with appropriate follow-up
4: Exceptional questioning strategy with insightful probes that revealed underlying needs

Active Listening

0: Not Enough Information Gathered to Evaluate
1: Frequently interrupted; missed key information; focused primarily on next question
2: Basic listening skills demonstrated but missed some opportunities for deeper insight
3: Demonstrated active listening through appropriate responses and follow-up questions
4: Exceptional listening skills; picked up on subtle cues; built questions on previous answers

Needs Discovery

0: Not Enough Information Gathered to Evaluate
1: Failed to uncover meaningful needs; surface-level understanding only
2: Identified some needs but missed underlying business challenges
3: Successfully uncovered key business challenges and their implications
4: Comprehensive needs discovery including business impact, urgency, and priority

Consultative Approach

0: Not Enough Information Gathered to Evaluate
1: Product-focused approach with minimal consideration of client needs
2: Some attempt at consultative approach but prematurely jumped to solutions
3: Maintained consultative stance throughout with appropriate solution positioning
4: Exemplary consultative approach; positioned as trusted advisor rather than salesperson

Achievement of Sales Targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Sales Goals
2: Likely to Partially Achieve Sales Goals
3: Likely to Achieve Sales Goals
4: Likely to Exceed Sales Goals

Pipeline Development and Management

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Sufficient Pipeline
2: Likely to Develop Partial Pipeline
3: Likely to Develop Adequate Pipeline
4: Likely to Develop Robust Pipeline

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Strong Client Relationships
2: Likely to Establish Adequate Client Relationships
3: Likely to Establish Strong Client Relationships
4: Likely to Establish Exceptional Client Relationships

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Hiring Manager Competency Interview

Directions for the Interviewer

This interview focuses on evaluating the candidate's key sales competencies through behavioral questions about past experiences. Your goal is to assess their resourcefulness, resilience, and relationship-building capabilities in sales contexts.

Follow the behavioral interview format by asking for specific examples and then probing for details about the situation, actions, results, and learnings. Listen for concrete examples rather than theoretical approaches. Pay special attention to how candidates overcome obstacles, build relationships with clients, and drive results.

Take detailed notes on specific examples the candidate shares. These will be valuable when comparing candidates and making the final hiring decision. Allow approximately 45-60 minutes for this interview, including time for candidate questions.

If the candidate struggles with a particular question, you can ask for a different example, but note where they had difficulty providing relevant experiences.

Directions to Share with Candidate

During this interview, I'd like to learn more about your specific sales experiences and approach. I'll be asking questions about situations you've encountered and how you handled them. For each question, please share a specific example rather than a hypothetical approach.

I'm looking for details about the situation, the actions you took, the results you achieved, and what you learned. Feel free to take a moment to think before answering. This conversation will help us understand how your experience aligns with what we're looking for in this role.

Interview Questions

Tell me about a time when you had to get creative to overcome a significant obstacle in the sales process. (Resourcefulness)

Areas to Cover

The specific challenge or obstacle faced
Why traditional approaches weren't working
The creative solution or approach developed
How they implemented the new approach
The outcome and any lessons learned
Whether they've applied this learning to other situations

Possible Follow-up Questions

What prompted you to try this particular approach?
What risks did this approach involve and how did you manage them?
How did the client respond to your creative solution?
How has this experience influenced your sales approach since then?

Describe your approach to building relationships with prospects who initially seem uninterested in your product or service. (Relationship Building)

Areas to Cover

Specific techniques used to engage reluctant prospects
How they identify and address underlying concerns
Examples of turning skeptical prospects into customers
Their patience and persistence in nurturing relationships
How they provide value before expecting commitment
Their approach to maintaining professionalism despite rejection

Possible Follow-up Questions

How do you determine whether to continue pursuing a reluctant prospect?
What specific value do you offer to keep the conversation going?
Can you share a specific example where this approach led to a successful outcome?
How do you customize your approach for different types of reluctant prospects?

Tell me about a time when you faced repeated rejection but ultimately achieved your sales goal. (Resilience)

Areas to Cover

The specific challenging sales situation
The nature and frequency of rejection faced
Their emotional and practical response to setbacks
Strategies used to maintain motivation and persistence
How they adapted their approach based on feedback
The ultimate outcome and lessons learned

Possible Follow-up Questions

How did you manage your mindset during this challenging period?
What kept you motivated despite the repeated rejections?
What specific changes did you make to your approach along the way?
How has this experience affected how you handle rejection now?

Describe a situation where you had to quickly learn about a client's industry or business to establish credibility and win their trust. (Communication Skills)

Areas to Cover

Their approach to researching unfamiliar industries or businesses
Resources utilized to quickly build knowledge
How they communicated their understanding to establish credibility
Ways they asked insightful questions despite knowledge gaps
How they balanced honesty about their knowledge level with confidence
The outcome of their efforts to establish credibility

Possible Follow-up Questions

What specific research methods yielded the most valuable insights?
How did you prioritize what to learn given limited time?
How did you demonstrate your understanding to the client?
What feedback did you receive about your knowledge and credibility?

Tell me about a time when you exceeded your sales targets. What specific actions contributed to that success? (Drive)

Areas to Cover

The specific sales goal and context
Their approach to planning and goal-setting
Key strategies and tactics implemented
How they monitored progress and adjusted approach
Specific metrics achieved compared to targets
What differentiated this success from other sales periods

Possible Follow-up Questions

How did you break down your overall target into actionable steps?
What habits or routines contributed most to your success?
How did you handle periods when you fell behind pace?
What did you learn that you've applied to subsequent sales cycles?

Interview Scorecard

Resourcefulness

0: Not Enough Information Gathered to Evaluate
1: Relies on standard approaches; struggles when conventional methods fail
2: Occasionally develops creative solutions but may miss opportunities
3: Consistently finds effective solutions to sales challenges
4: Exceptionally innovative; creates unique approaches that deliver outstanding results

Relationship Building

0: Not Enough Information Gathered to Evaluate
1: Transactional approach; focuses on short-term sales over relationships
2: Builds adequate relationships but may miss deeper connection opportunities
3: Effectively builds trust and rapport with various stakeholders
4: Exceptional relationship builder; creates strong, lasting relationships that drive business

Resilience

0: Not Enough Information Gathered to Evaluate
1: Easily discouraged by rejection; slow to recover from setbacks
2: Rebounds from minor setbacks but struggles with persistent challenges
3: Maintains positive attitude through rejection; recovers quickly from setbacks
4: Thrives on overcoming obstacles; uses rejection as motivation for improvement

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Communication lacks clarity, persuasiveness, or adaptability
2: Communicates adequately but may miss opportunities to tailor message
3: Communicates clearly and persuasively across different contexts
4: Exceptional communicator who adapts seamlessly to different audiences

Drive

0: Not Enough Information Gathered to Evaluate
1: Shows limited initiative; requires external motivation
2: Demonstrates moderate self-motivation; may need direction for challenging goals
3: Consistently self-motivated with clear personal standards of excellence
4: Exceptional drive; sets ambitious goals and demonstrates unwavering commitment

Achievement of Sales Targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Sales Goals
2: Likely to Partially Achieve Sales Goals
3: Likely to Achieve Sales Goals
4: Likely to Exceed Sales Goals

Pipeline Development and Management

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Sufficient Pipeline
2: Likely to Develop Partial Pipeline
3: Likely to Develop Adequate Pipeline
4: Likely to Develop Robust Pipeline

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Strong Client Relationships
2: Likely to Establish Adequate Client Relationships
3: Likely to Establish Strong Client Relationships
4: Likely to Establish Exceptional Client Relationships

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Team Competency Interview

Directions for the Interviewer

This interview focuses on evaluating how the candidate works within a team environment, collaborates with internal stakeholders, and aligns with company culture. As a peer or team lead, your perspective on team dynamics and cultural fit is particularly valuable.

Focus on behavioral questions that reveal the candidate's collaboration style, coachability, and cultural alignment. Listen for specific examples of how they've worked with others in previous roles, particularly in cross-functional situations. Pay attention to how they describe past team experiences—do they emphasize "we" or "I" when discussing accomplishments?

Take notes on specific examples and behaviors rather than general impressions. Allow approximately 45 minutes for this interview, including time for the candidate to ask questions about the team and culture.

Directions to Share with Candidate

In this conversation, I'd like to learn more about how you work with others and approach teamwork in a sales environment. I'll ask about specific situations you've encountered and how you handled them. Please share concrete examples from your experience rather than hypothetical approaches.

This will help us understand how you might fit with our team and culture. I'll also leave time at the end for you to ask questions about our team dynamics, collaboration processes, or company culture.

Interview Questions

Tell me about a successful collaboration with marketing, customer success, or another department that positively impacted your sales results. (Collaboration)

Areas to Cover

The specific cross-functional project or initiative
Their role in initiating or supporting the collaboration
How they navigated different perspectives or priorities
Communication methods used to maintain alignment
The results achieved through the collaboration
Lessons learned about effective cross-functional work

Possible Follow-up Questions

How did you establish rapport with the other department?
What challenges arose during the collaboration and how did you address them?
How did you ensure proper communication throughout the project?
What would you do differently in future cross-functional projects?

Describe a time when you received constructive feedback about your sales approach. How did you respond? (Coachability)

Areas to Cover

The specific feedback received and its context
Their initial reaction to the feedback
Steps taken to incorporate the feedback
How they measured improvement based on the feedback
Long-term changes made to their approach
Their attitude toward receiving feedback in general

Possible Follow-up Questions

What made this feedback particularly valuable or challenging?
How did you determine which aspects of the feedback to implement?
What specific changes did you make to your approach?
How do you proactively seek feedback now?

Tell me about a time when you had competing priorities or deals in your pipeline. How did you manage them? (Planning and Organization)

Areas to Cover

The specific competing priorities or opportunities
Their process for evaluating and prioritizing
Tools or systems used to stay organized
How they communicated priorities with stakeholders
The outcome of their prioritization approach
Lessons learned about managing multiple priorities

Possible Follow-up Questions

What criteria did you use to prioritize these opportunities?
How did you communicate with clients when you couldn't address all needs immediately?
What systems or tools helped you stay organized?
How have you refined your approach to prioritization since then?

Describe a situation where you had to adapt your communication style to effectively connect with a particular client or team member. (Adaptability)

Areas to Cover

The specific situation requiring adaptation
How they identified the need to adapt their style
The changes they made to their communication approach
Challenges faced in adapting their style
The outcome of the adapted communication
How this experience informed future interactions

Possible Follow-up Questions

How did you recognize that your usual communication style wasn't working?
What specific adjustments did you make to your approach?
How did the other person respond to your adapted style?
How has this experience influenced your communication in other situations?

Tell me about a time when you identified a way to improve a sales process or approach at your company. (Innovation/Continuous Improvement)

Areas to Cover

The specific process issue or improvement opportunity
How they identified the opportunity for improvement
Their approach to developing and proposing the solution
Steps taken to implement the change
Impact of the improvement on team performance
How they handled any resistance to change

Possible Follow-up Questions

What prompted you to look for ways to improve this process?
How did you build support for your proposed changes?
What metrics did you use to measure the impact of the improvement?
What did you learn from the process of implementing this change?

Interview Scorecard

Collaboration

0: Not Enough Information Gathered to Evaluate
1: Works in isolation; limited experience with cross-functional collaboration
2: Collaborates when required but may not proactively seek partnership
3: Effectively collaborates across functions to drive better sales outcomes
4: Exceptional collaborator who creates valuable partnerships that significantly enhance results

Coachability

0: Not Enough Information Gathered to Evaluate
1: Defensive about feedback; reluctant to change established approaches
2: Open to feedback but may be selective about implementation
3: Actively seeks and implements feedback to improve performance
4: Exceptionally receptive to feedback; demonstrates continuous improvement mindset

Planning and Organization

0: Not Enough Information Gathered to Evaluate
1: Reactive approach to managing priorities; struggles with structure
2: Basic organizational skills but may falter under complex demands
3: Effectively organizes work and manages competing priorities
4: Exceptional organizational skills; maximizes productivity through systematic approaches

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Relies on single approach regardless of situation; resistant to change
2: Shows some flexibility but prefers familiar methods
3: Effectively adapts approach to different situations and people
4: Exceptionally adaptable; thrives in changing circumstances with varied stakeholders

Innovation/Continuous Improvement

0: Not Enough Information Gathered to Evaluate
1: Satisfied with status quo; rarely suggests improvements
2: Occasionally identifies improvements but may not drive implementation
3: Regularly identifies and implements meaningful improvements
4: Exceptional change agent who consistently drives significant innovations

Achievement of Sales Targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Sales Goals
2: Likely to Partially Achieve Sales Goals
3: Likely to Achieve Sales Goals
4: Likely to Exceed Sales Goals

Pipeline Development and Management

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Develop Sufficient Pipeline
2: Likely to Develop Partial Pipeline
3: Likely to Develop Adequate Pipeline
4: Likely to Develop Robust Pipeline

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Establish Strong Client Relationships
2: Likely to Establish Adequate Client Relationships
3: Likely to Establish Strong Client Relationships
4: Likely to Establish Exceptional Client Relationships

Hiring Recommendation

1: Strong No Hire
2: No Hire
3: Hire
4: Strong Hire

Debrief Meeting

Directions for Conducting the Debrief Meeting

The Debrief Meeting is an open discussion for the hiring team members to share the information learned during the candidate interviews. Use the questions below to guide the discussion.

Start the meeting by reviewing the requirements for the role and the key competencies and goals to succeed.

The meeting leader should strive to create an environment where it is okay to express opinions about the candidate that differ from the consensus or from leadership's opinions.

Scores and interview notes are important data points but should not be the sole factor in making the final decision.

Any hiring team member should feel free to change their recommendation as they learn new information and reflect on what they've learned.

Questions to Guide the Debrief Meeting

Does anyone have any questions for the other interviewers about the candidate?

Guidance: The meeting facilitator should initially present themselves as neutral and try not to sway the conversation before others have a chance to speak up.

Are there any additional comments about the Candidate?

Guidance: This is an opportunity for all the interviewers to share anything they learned that is important for the other interviewers to know.

Based on our assessment, how well does the candidate demonstrate the key competencies we're looking for in this sales role?

Guidance: Review each of the essential competencies (Resourcefulness, Resilience, Communication Skills, Relationship Building, Drive) and discuss how the candidate performed in these areas across all interviews.

Is there anything further we need to investigate before making a decision?

Guidance: Based on this discussion, you may decide to probe further on certain issues with the candidate or explore specific issues in the reference calls.

Has anyone changed their hire/no-hire recommendation?

Guidance: This is an opportunity for the interviewers to change their recommendation from the new information they learned in this meeting.

If the consensus is no hire, should the candidate be considered for other roles? If so, what roles?

Guidance: Discuss whether engaging with the candidate about a different role would be worthwhile.

What are the next steps?

Guidance: If there is no consensus, follow the process for that situation (e.g., it is the hiring manager's decision). Further investigation may be needed before making the decision. If there is a consensus on hiring, reference checks could be the next step.

Reference Checks

Directions for Conducting Reference Checks

Reference checks provide crucial context about a candidate's past performance and working style. For sales roles, references can offer valuable insights into actual sales achievements, team dynamics, and professional growth.

Before calling references:

Ask the candidate to notify their references in advance
Request at least 2-3 professional references, preferably including direct supervisors
Prepare your questions based on any areas you want to validate from the interviews

During the call:

Introduce yourself and explain the purpose of the call
Verify the reference's relationship to the candidate
Assure confidentiality to encourage candid feedback
Use open-ended questions and listen for hesitations or qualifiers
Take detailed notes for later comparison

This reference check format can be used with multiple references. Focus particularly on validating sales performance metrics, resilience in handling rejection, and relationship-building capabilities. The most insightful question is often how likely the reference would be to hire the candidate again on a scale of 1-10, followed by their reasoning.

Questions for Reference Checks

How do you know the candidate, and how long did you work together?

Guidance: Establish the reference's relationship with the candidate, including reporting structure, frequency of interaction, and recency of the relationship. Note any hesitation or vagueness, which might indicate a weaker relationship than the candidate suggested.

What were the candidate's primary responsibilities in their sales role with you?

Guidance: Verify that the candidate's description of their role aligns with the reference's. Listen for specific responsibilities that relate to your open position.

How would you describe the candidate's sales performance compared to their peers?

Guidance: Look for specific performance metrics and rankings rather than general statements. Ask for percentile rankings or specific achievements if not volunteered. For sales roles, this question is particularly important for validating the candidate's claims about their performance.

Can you describe the candidate's approach to prospecting and developing new business?

Guidance: Listen for proactive strategies, resourcefulness, and persistence. Compare with how the candidate described their approach during interviews.

How does the candidate handle rejection or challenging sales situations?

Guidance: This question directly addresses resilience, a key trait for sales success. Look for specific examples of how the candidate recovered from setbacks or maintained motivation during difficult periods.

How would you describe the candidate's relationships with clients and internal team members?

Guidance: This provides insight into relationship-building skills both externally and internally. Note whether the reference emphasizes client satisfaction, repeat business, or internal collaboration.

What would you say are the candidate's greatest strengths and areas for development?

Guidance: Compare these insights with your interview observations. Pay attention to whether development areas would be significant concerns in your environment.

On a scale of 1-10, how likely would you be to hire this person again? Why?

Guidance: This question often elicits the most honest assessment. Anything below an 8 warrants follow-up questions. The explanation often provides valuable context regardless of the score.

Reference Check Scorecard

Sales Performance Validation

0: Not Enough Information Gathered to Evaluate
1: Performance described as below expectations or inconsistent
2: Performance described as meeting basic expectations
3: Performance described as strong, exceeding expectations
4: Performance described as exceptional, among top performers

Resourcefulness

0: Not Enough Information Gathered to Evaluate
1: Described as relying on standard approaches with little creativity
2: Some examples of creative problem-solving but not consistently
3: Consistently described as resourceful and creative in sales approach
4: Exceptional examples of innovative approaches that delivered results

Resilience

0: Not Enough Information Gathered to Evaluate
1: Described as struggling with rejection or persistent challenges
2: Handles basic challenges but may be discouraged by significant setbacks
3: Consistently rebounds from setbacks with positive attitude
4: Described as exceptionally resilient, using rejection as motivation

Relationship Building

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of strong client or internal relationships
2: Basic relationship-building skills with some positive examples
3: Strong relationship builder with consistent positive feedback
4: Exceptional at building lasting relationships that drove business results

Achievement of Sales Targets

0: Not Enough Information Gathered to Evaluate
1: Reference indicated candidate rarely met targets
2: Reference indicated candidate sometimes met targets
3: Reference indicated candidate consistently met targets
4: Reference indicated candidate regularly exceeded targets

Pipeline Development and Management

0: Not Enough Information Gathered to Evaluate
1: Reference described minimal pipeline development skills
2: Reference described adequate pipeline management
3: Reference described strong pipeline development and management
4: Reference described exceptional pipeline strategy and execution

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Reference described minimal client relationship skills
2: Reference described adequate client relationship management
3: Reference described strong client relationship development
4: Reference described exceptional client relationship building

Frequently Asked Questions

How should I prepare for conducting these sales interviews?

Review the job description thoroughly along with this interview guide. Familiarize yourself with the key competencies and behavioral indicators that signal success in this role. Practice asking the behavioral questions and prepare to guide candidates to specific examples rather than accepting generic responses. Consider the science of sales hiring for additional preparation.

What if a candidate doesn't have direct sales experience but comes from a related field?

Focus on transferable skills and competencies rather than specific sales experience, especially for more junior roles. Look for examples of relationship building, resilience, communication skills, and drive in their previous roles. Consider how these competencies would apply to your sales environment. The discovery call role play becomes particularly important in assessing their natural sales instincts.

How should we handle differing opinions about a candidate during the debrief meeting?

Encourage open discussion focused on specific examples and observations rather than general impressions. Ask each interviewer to explain the reasoning behind their assessment, referring to concrete behaviors observed. If significant disagreement remains, consider whether additional information is needed through another interview or reference check. Remember that healthy debate often leads to better hiring decisions.

What's the best way to evaluate a candidate's actual sales performance from previous roles?

Use a combination of behavioral interview questions, reference checks, and direct questions about performance metrics. Ask for specific rankings, percentile comparisons to peers, and achievement percentages against quota. During reference checks, verify these claims by asking similar questions of former managers. Look for consistency in how the candidate describes their performance across different contexts.

How important is cultural fit versus sales ability in making the final decision?

Both are important but may be weighted differently depending on your organization. Technical sales skills can sometimes be developed more easily than fundamental behavioral traits like drive, resilience, and ethical approach. Consider whether your sales environment and training programs can bridge specific skill gaps. For suggestions on balancing these factors, see our article on finding and hiring for grit among sales candidates.

What if the candidate performs well in the interviews but reference checks raise concerns?

Take reference feedback seriously, especially patterns across multiple references. Consider the specific concerns raised and whether they relate to critical success factors for your role. If possible, conduct additional reference checks to see if the concerns are isolated or consistent. Discuss the concerns openly with the hiring team, weighing them against the demonstrated strengths in the interviews.