Interview Guide for

Territory Sales Manager

This comprehensive Territory Sales Manager interview guide provides a structured approach to identify top sales talent who can drive revenue growth and build strong client relationships within assigned territories. Designed to evaluate both sales acumen and behavioral competencies, this guide will help you conduct effective interviews that reveal candidates' true capabilities and potential for success in this critical revenue-generating role.

How to Use This Guide

This interview guide is designed to help you identify and hire the best Territory Sales Manager for your organization. Here's how to maximize its effectiveness:

Customize: Adapt the questions and role play to your specific industry, products, and company culture.
Collaborate: Share this guide with your interview team to ensure consistency and alignment in the evaluation process.
Prepare: Review each section before interviews to familiarize yourself with the questions and scoring criteria.
Listen Actively: Use follow-up questions to dig deeper into candidates' responses rather than moving quickly to the next question.
Score Independently: Each interviewer should complete their scorecard before discussing the candidate with others to avoid bias.

For more guidance, check out our resources on how to conduct a job interview and using a hiring scorecard.

Job Description

Territory Sales Manager

About [Company]

At [Company], we are dedicated to delivering exceptional [Industry] solutions that help our clients achieve their business objectives. Our commitment to innovation and customer satisfaction has established us as a leader in [Industry], and we're continuing to grow our presence across key markets.

The Role

The Territory Sales Manager will be responsible for driving sales and revenue growth within an assigned geographic territory. This role is critical to our continued expansion and success, as you'll be the primary representative of our brand and solutions to clients in your region. You'll develop strategic sales plans, manage the full sales cycle, and cultivate strong client relationships to achieve and exceed revenue targets.

Key Responsibilities

Drive sales performance by achieving and exceeding revenue targets within your assigned territory
Develop and implement strategic sales plans to expand market share and increase revenue
Build and maintain strong, long-lasting relationships with clients at all levels
Identify and pursue new business opportunities through lead generation, prospecting, and networking
Present our solutions to potential clients and effectively communicate their value proposition
Negotiate and close deals while maintaining profitability
Analyze market dynamics and competition to identify areas of opportunity
Manage the sales pipeline effectively with accurate forecasting and reporting
Collaborate with internal teams to ensure client satisfaction and success

What We're Looking For

3-5 years of proven sales experience in [Industry] with a track record of exceeding targets
Excellent communication, interpersonal, and presentation skills
Strong negotiation and closing abilities
Strategic thinker who can develop effective territory-specific sales approaches
Self-motivated with a results-oriented mindset
Adaptable to changing market conditions and client needs
Organized and capable of managing multiple priorities simultaneously
Proficiency with CRM systems and Microsoft Office Suite
Valid driver's license and willingness to travel within the assigned territory

Why Join [Company]

Working at [Company] means joining a dynamic team dedicated to excellence and innovation in the [Industry] sector. We foster a collaborative environment where your contributions are valued and your career growth is supported.

Competitive base salary plus uncapped commission structure
Comprehensive benefits package including medical, dental, and vision coverage
401(k) with company match
Company car or car allowance
Expense reimbursement
Ongoing professional development opportunities

Hiring Process

We've designed a streamlined interview process to help us get to know you better while respecting your time:

Initial Phone Screening: A 30-minute conversation with our recruiter to discuss your background and interest in the role.
Sales Role Play: A practical exercise where you'll demonstrate your sales approach and skills in a realistic scenario. You'll receive preparation materials 24 hours in advance.
Career Discussion: A deeper conversation with the hiring manager about your sales experience and approach to territory management.
Competency Interview: An assessment of your selling skills, relationship building, and strategic thinking capabilities.
Final Executive Interview (if applicable): A conversation with a senior leader to discuss your fit with our organization.

Ideal Candidate Profile (Internal)

Role Overview

The Territory Sales Manager is a critical revenue-generating position responsible for driving sales growth within a defined geographic territory. The ideal candidate will be a self-motivated, strategic sales professional who can effectively manage the full sales cycle, build strong client relationships, and consistently exceed quota. Success in this role requires a blend of strategic thinking, relationship-building skills, and a results-oriented approach.

Essential Behavioral Competencies

Results Orientation: Consistently drives toward achieving and exceeding sales targets through disciplined activity management, effective prioritization, and persistent follow-through. Takes ownership of results and demonstrates resilience in overcoming obstacles.

Relationship Building: Develops and maintains strong, productive relationships with clients and internal stakeholders. Establishes trust and credibility quickly, understands client needs, and positions solutions effectively to address those needs.

Strategic Thinking: Analyzes market trends, competition, and customer needs to develop effective territory-specific sales plans. Identifies high-potential opportunities and allocates resources appropriately to maximize revenue.

Communication Skills: Articulates value propositions clearly and persuasively to diverse audiences. Listens actively to understand client needs and adapts communication style appropriately. Negotiates effectively to achieve win-win outcomes.

Adaptability: Adjusts approach in response to changing market conditions, client needs, and organizational priorities. Embraces new tools, processes, and sales methodologies to continuously improve performance.

Desired Outcomes

Achieve or exceed assigned quarterly and annual sales targets for the territory within the first year.
Develop and implement a strategic territory plan that increases market penetration by at least 15% within the first 18 months.
Build a healthy sales pipeline representing at least 3X quarterly quota within the first six months.
Establish strong relationships with key accounts resulting in at least 25% year-over-year growth in existing accounts.
Collaborate effectively with cross-functional teams to ensure client satisfaction and retention rates of 90% or higher.

Ideal Candidate Traits

Proven track record of sales success, with evidence of consistently meeting or exceeding targets in previous roles
Self-motivated professional who thrives in a results-oriented environment
Strong business acumen with the ability to understand client needs and position solutions effectively
Natural relationship builder who establishes trust quickly and maintains productive professional connections
Strategic thinker who can analyze market opportunities and develop effective sales approaches
Excellent time management skills with the ability to prioritize activities that drive results
Resilient and persistent in overcoming obstacles and objections
Coachable with a growth mindset and commitment to continuous improvement
Comfortable with regular travel within the assigned territory

Screening Interview

Directions for the Interviewer

This initial screening interview aims to quickly assess whether candidates have the basic qualifications, relevant experience, and sales capability to succeed as a Territory Sales Manager. Focus on past performance, sales approach, and motivations. Listen for specific examples that demonstrate achievement, relationship building, and strategic thinking. This interview should help you identify candidates with the right combination of experience, skills, and mindset to advance to the next stage of the interview process.

Directions to Share with Candidate

"I'll be asking questions about your sales experience, approach, and achievements to understand how your background aligns with our Territory Sales Manager role. Please provide specific examples whenever possible. We'll save time at the end for any questions you have about the role or our company."

Interview Questions

Tell me about your most successful year in sales. What targets did you have, and how did you perform against them?

Areas to Cover

Specific performance metrics and how they compared to targets
The sales environment and territory they were working in
Their approach to achieving these results
Challenges they overcame to achieve success
How their performance compared to peers

Possible Follow-up Questions

What specifically did you do differently from others on your team?
How did you prioritize your time to achieve these results?
What systems or processes did you implement to drive this success?
How did you maintain this performance level over time?

Walk me through your approach to developing a territory sales plan.

Areas to Cover

Their methodology for analyzing a territory
How they identify and prioritize opportunities
Their approach to account segmentation and targeting
How they allocate time across different accounts/prospects
How they measure the effectiveness of their plan

Possible Follow-up Questions

How do you adjust your plan when market conditions change?
What data points do you find most valuable when analyzing a territory?
How do you balance time between existing accounts and new business development?
Can you provide an example of how you've modified your approach based on territory analysis?

Describe your experience using CRM systems to manage your sales pipeline and activities.

Areas to Cover

Specific CRM systems they've used
Their approach to pipeline management
How they use CRM data to inform their sales strategy
Their discipline in maintaining accurate records
Any improvements they've made to CRM processes

Possible Follow-up Questions

How do you ensure your pipeline data stays accurate?
What reports or dashboards do you find most valuable?
How does your CRM usage help you forecast more accurately?
Can you share an example of how CRM insights helped you close a deal?

Tell me about a time when you had to develop new business in a challenging territory or market.

Areas to Cover

The specific challenges they faced
Their approach to prospecting and lead generation
How they built relationships in a new or difficult market
Specific actions they took to overcome obstacles
Results they achieved despite the challenges

Possible Follow-up Questions

What prospecting methods proved most effective in this situation?
How did you stay motivated when facing rejection?
What did you learn from this experience that you've applied since?
How long did it take to see meaningful results from your efforts?

How do you build and maintain relationships with your clients over time?

Areas to Cover

Their approach to understanding client needs
How they add value beyond the initial sale
Their communication style and frequency
How they handle client concerns or issues
Examples of long-term client relationships they've developed

Possible Follow-up Questions

How do you balance maintaining existing relationships with developing new ones?
Can you give an example of how you've turned a difficult client relationship around?
What methods do you use to stay top-of-mind with clients between purchases?
How do you identify upselling or cross-selling opportunities?

What motivates you to succeed in sales?

Areas to Cover

Their intrinsic vs. extrinsic motivators
How they maintain motivation during challenging periods
Their approach to goal-setting
Their competitive nature and drive
Alignment with the role and company culture

Possible Follow-up Questions

How do you stay motivated during a sales slump?
What's been your most satisfying professional achievement and why?
How important is recognition to you compared to financial rewards?
What aspects of sales do you find most fulfilling?

Interview Scorecard

Sales Achievement

0: Not Enough Information Gathered to Evaluate
1: Limited evidence of sales achievement; consistently misses targets
2: Meets some sales targets but lacks evidence of exceeding goals consistently
3: Consistently meets sales targets with some evidence of exceeding goals
4: Consistently exceeds sales targets with strong evidence of ranking among top performers

Strategic Territory Management

0: Not Enough Information Gathered to Evaluate
1: Little understanding of territory management; reactive approach
2: Basic understanding of territory management; some strategic thinking
3: Good understanding of territory management; deliberate strategic approach
4: Exceptional strategic thinking; sophisticated approach to territory analysis and planning

Relationship Building

0: Not Enough Information Gathered to Evaluate
1: Transactional approach to client relationships; limited rapport-building
2: Demonstrates some relationship-building skills but may lack depth
3: Strong relationship-building skills with evidence of long-term client relationships
4: Exceptional relationship-building skills; multiple examples of turning relationships into business growth

CRM and Pipeline Management

0: Not Enough Information Gathered to Evaluate
1: Limited experience with CRM systems; disorganized approach
2: Basic CRM experience; follows required processes
3: Proficient with CRM systems; uses data effectively for pipeline management
4: Advanced CRM utilization; leverages system for strategic insights and improved sales performance

Outcome: Achieve or exceed assigned sales targets within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; lacks relevant experience or track record
2: Might Partially Achieve Goal; inconsistent past performance
3: Likely to Achieve Goal; consistent history of meeting targets
4: Likely to Exceed Goal; strong history of exceeding targets in similar roles

Outcome: Develop a strategic territory plan that increases market penetration

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited strategic thinking or planning skills
2: Might Partially Achieve Goal; some strategic planning ability but limited execution
3: Likely to Achieve Goal; demonstrates good strategic planning and execution
4: Likely to Exceed Goal; excellent strategic thinking with proven results in market penetration

Hiring Recommendation

1: Strong No Hire; significant concerns about ability to succeed in the role
2: No Hire; does not meet key requirements for the position
3: Hire; meets requirements and likely to succeed in the role
4: Strong Hire; exceeds requirements and shows exceptional potential

Sales Role Play

Directions for the Interviewer

This role play exercise assesses the candidate's practical sales skills, including discovery, positioning, objection handling, and closing abilities. You'll observe how they prepare, how they build rapport, their questioning technique, and their overall sales approach. This is one of the most predictive assessments for sales roles, so pay close attention to both their preparation and execution. The scenario should be customized to your specific industry and products but should represent a realistic sales situation the candidate would encounter in this role.

Send the scenario and any supporting materials to the candidate 24 hours before the interview to allow adequate preparation time. This will give you insight into how thoroughly they prepare for important client meetings.

Directions to Share with Candidate

"We'd like you to participate in a sales role play to demonstrate your approach to a typical sales situation you might encounter in this position. I'll play the role of a potential client, and you'll be the Territory Sales Manager. The scenario details have been sent to you ahead of time for preparation. The role play will last approximately 20-30 minutes, followed by a brief discussion about your approach. Please treat this as you would a real sales meeting with a prospective client."

Role Play Scenario

Setup for Territory Sales Manager Role Play

You're a Territory Sales Manager for [Company] meeting with a potential client who has expressed initial interest in your [product/service]. This is your first meeting after a brief introduction at an industry event. The client has some familiarity with your company but doesn't know the details of your offerings. Your goal is to understand their needs, present your solution effectively, address any concerns, and move the sales process forward appropriately.

Client Background (to be shared with candidate)

Company: [Client Company]
Contact: [Client Name], [Title]
Industry: [Industry]
Current situation: Using a competitor's solution but experiencing some challenges
Known pain points: [List 2-3 relevant pain points]
Budget: Not yet determined/allocated

Interviewer Guidelines (not to be shared with candidate)

During the role play, present these objections/challenges:

"Your solution seems more expensive than what we're currently using."
"We'd need to get buy-in from multiple stakeholders before making any decisions."
"I'm concerned about implementation time and disruption to our operations."

Evaluate the candidate's ability to:

Build rapport quickly
Ask effective discovery questions
Listen actively and adapt to information provided
Present solutions that address specific needs
Handle objections professionally and effectively
Demonstrate product/industry knowledge
Move the sale forward appropriately (not pushing too hard or being too passive)

Interview Scorecard

Discovery Skills

0: Not Enough Information Gathered to Evaluate
1: Asked few questions; failed to uncover needs; mostly presented features
2: Asked basic questions but missed opportunities to dig deeper into needs
3: Asked good discovery questions; uncovered key needs and challenges
4: Exceptional discovery process; asked insightful questions that uncovered unstated needs and built trust

Solution Positioning

0: Not Enough Information Gathered to Evaluate
1: Generic pitch; failed to connect features to client's specific needs
2: Connected some features to needs but presentation lacked customization
3: Effectively positioned solution to address specific client needs
4: Outstanding positioning; created compelling value narrative specifically tailored to client situation

Objection Handling

0: Not Enough Information Gathered to Evaluate
1: Defensive or flustered when faced with objections; ineffective responses
2: Addressed objections directly but without much finesse or persuasiveness
3: Handled objections well; maintained composure and provided convincing responses
4: Masterful objection handling; anticipated concerns and turned objections into selling opportunities

Communication Style

0: Not Enough Information Gathered to Evaluate
1: Poor communication; unclear, disorganized, or inappropriate style
2: Adequate communication but lacked polish or persuasiveness
3: Clear, professional, and engaging communication style
4: Exceptional communicator; articulate, persuasive, and adaptable to the situation

Preparation Quality

0: Not Enough Information Gathered to Evaluate
1: Clearly unprepared; little research or thought evident
2: Basic preparation but lacked thoroughness
3: Well-prepared with good understanding of scenario and potential approaches
4: Extensively prepared; researched beyond provided materials and developed sophisticated approach

Outcome: Build a healthy sales pipeline

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; poor prospecting or qualification skills
2: Might Partially Achieve Goal; adequate approach but lacks efficiency or effectiveness
3: Likely to Achieve Goal; demonstrated solid approach to building pipeline
4: Likely to Exceed Goal; exceptional approach to identifying and qualifying opportunities

Outcome: Establish strong relationships with key accounts

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; transactional approach unlikely to build relationships
2: Might Partially Achieve Goal; some relationship skills but may not develop deep connections
3: Likely to Achieve Goal; demonstrated ability to build trust and relationships
4: Likely to Exceed Goal; exceptional relationship-building approach likely to create strong client loyalty

Chronological Interview

Directions for the Interviewer

This interview explores the candidate's career progression, focusing on their sales experience and achievements. The goal is to understand their development as a sales professional, their performance in previous roles, and how they've navigated challenges. Ask the same set of questions for each relevant previous position, starting with the most recent and working backward. Focus most deeply on roles most similar to the Territory Sales Manager position. Listen for patterns of achievement, growth, and how they've applied lessons learned throughout their career.

Directions to Share with Candidate

"In this interview, I'd like to walk through your sales career to understand your experience and achievements. We'll start with your current or most recent position and work backward through relevant roles. For each position, I'll ask a similar set of questions to understand your responsibilities, performance, and key learnings. Please be specific about your targets, achievements, and the context of your sales environment."

Interview Questions

Before we dive into specific roles, what would you say are the most important skills or qualities you've developed throughout your sales career?

Areas to Cover

Self-awareness about their strengths and development areas
How their skills have evolved over time
What they value in themselves as a sales professional
Their understanding of what drives sales success

Possible Follow-up Questions

How have these skills helped you achieve success?
Which of these qualities took the most effort to develop?
How do you continue to refine these skills?
What skills are you currently working to develop further?

Starting with your current/most recent role at [company], tell me about your responsibilities and the sales environment.

Areas to Cover

Their specific territory or account responsibility
The products/services they were selling
The target customer profile
Average deal size and sales cycle length
Team structure and their role within it

Possible Follow-up Questions

How was your territory defined and structured?
What was the competitive landscape like?
How did your role fit within the broader sales organization?
What CRM or sales tools did you use?

What were your sales targets, and how did you perform against them?

Areas to Cover

Specific quota numbers and their achievement percentage
How their performance compared to peers
Consistency of performance over time
Any recognition or awards received
How targets were set and measured

Possible Follow-up Questions

What percentage of the sales team achieved quota?
What was your ranking among your peers?
How did your performance change over time in this role?
What factors most influenced your ability to achieve targets?

Tell me about your most significant sales achievement in this role.

Areas to Cover

The specific situation and challenge
Their approach and strategy
Actions they took to win the business
The outcome and impact
What made this achievement particularly notable

Possible Follow-up Questions

Why do you consider this your most significant achievement?
What obstacles did you have to overcome?
What did you learn from this experience?
How did you apply these lessons to future sales efforts?

Describe a significant challenge you faced in this role and how you addressed it.

Areas to Cover

The nature of the challenge (market, internal, competitive, etc.)
Their approach to analyzing and addressing the issue
Specific actions they took
Results of their efforts
Lessons learned from the experience

Possible Follow-up Questions

How did this challenge affect your performance?
What resources or support did you leverage?
What would you do differently if faced with a similar situation?
How did this experience change your sales approach?

What was your approach to territory management and planning in this role?

Areas to Cover

How they analyzed their territory
Their approach to segmentation and prioritization
Time and resource allocation
How they measured the effectiveness of their strategy
Tools or systems they used to manage their territory

Possible Follow-up Questions

How did you identify and prioritize high-potential accounts?
How did you balance serving existing accounts with developing new business?
How did you adjust your territory plan over time?
What data points were most valuable in your planning process?

How did you build and maintain relationships with key stakeholders and clients?

Areas to Cover

Their approach to understanding client needs
Communication frequency and methods
How they added value beyond the sale
Their approach to managing complex stakeholder groups
Examples of relationship-driven business outcomes

Possible Follow-up Questions

Can you describe a relationship you turned around?
How did you manage relationships with different stakeholders in the same account?
What was your approach to maintaining relationships during quiet periods?
How did strong relationships translate to business results?

What were your primary reasons for leaving this position (or why are you considering leaving your current role)?

Areas to Cover

Their motivations and decision-making process
Whether the departure was performance-related
How they think about career progression
Their professional priorities and values
Alignment with the current opportunity

Possible Follow-up Questions

What did you find most fulfilling about this role?
What did you find most challenging or frustrating?
What were you looking for in your next opportunity?
How did this experience shape what you want in your career?

[Repeat the previous set of questions for each relevant sales role, focusing most deeply on roles most similar to the Territory Sales Manager position]

Looking back at your sales career, which previous position do you think has best prepared you for this Territory Sales Manager role, and why?

Areas to Cover

Their understanding of the current role requirements
Self-awareness about relevant experience and skills
How they've developed capabilities needed for this role
Their ability to connect past experience to future performance

Possible Follow-up Questions

What aspects of that role were most similar to this position?
What new challenges do you anticipate in this role?
What skills from previous roles will be most transferable?
What gaps do you think you'll need to address?

Interview Scorecard

Sales Performance History

0: Not Enough Information Gathered to Evaluate
1: Inconsistent performance; rarely met targets
2: Adequate performance; occasionally met targets
3: Strong performance; consistently met targets
4: Exceptional performance; consistently exceeded targets and ranked among top performers

Territory Management Experience

0: Not Enough Information Gathered to Evaluate
1: Limited experience; reactive approach to territory management
2: Some experience; basic strategic approach
3: Solid experience; strategic and systematic approach
4: Extensive experience; sophisticated strategic approach with proven results

Client Relationship Development

0: Not Enough Information Gathered to Evaluate
1: Transactional approach; limited evidence of relationship building
2: Basic relationship skills; some evidence of relationship-driven results
3: Strong relationship builder; clear examples of relationship-driven business
4: Exceptional relationship builder; multiple examples of turning relationships into significant business growth

Career Progression

0: Not Enough Information Gathered to Evaluate
1: Erratic progression; lateral moves or steps backward without clear rationale
2: Steady progression; logical career path with moderate growth
3: Strong progression; increasing responsibility and achievements
4: Exceptional progression; rapid advancement based on outstanding performance

Outcome: Achieve or exceed assigned sales targets within the first year

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; history of missing targets
2: Might Partially Achieve Goal; inconsistent track record
3: Likely to Achieve Goal; history of meeting similar targets
4: Likely to Exceed Goal; consistent history of exceeding similar targets

Outcome: Establish strong relationships resulting in account growth

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited evidence of account growth
2: Might Partially Achieve Goal; some evidence of moderate account growth
3: Likely to Achieve Goal; demonstrated ability to grow accounts
4: Likely to Exceed Goal; exceptional track record of significant account growth

Outcome: Collaborate effectively with cross-functional teams

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited cross-functional collaboration experience
2: Might Partially Achieve Goal; some collaboration experience
3: Likely to Achieve Goal; good history of effective collaboration
4: Likely to Exceed Goal; excellent track record of driving results through collaboration

Competency Interview

Directions for the Interviewer

This interview focuses on assessing the candidate's abilities in key competency areas critical for success as a Territory Sales Manager. Your goal is to evaluate their sales approach, strategic thinking, relationship management skills, and adaptability through behavioral questions. Listen for specific examples that demonstrate these competencies in action. Pay attention to the context, actions, results, and lessons learned from each situation they describe. This interview will provide insights into how they will likely perform in the key responsibilities of territory management and sales growth.

Directions to Share with Candidate

"In this interview, I'll ask questions about specific situations you've encountered in your sales career. Please provide detailed examples, including the context, your actions, the results, and what you learned. We're interested in understanding your approach to sales, relationship building, and territory management through real experiences."

Interview Questions

Tell me about a time when you developed and implemented a strategic plan to grow sales in your territory. (Strategic Thinking)

Areas to Cover

How they analyzed the territory and opportunities
The strategic framework or methodology they used
Specific actions and initiatives they implemented
How they measured success and adjusted their approach
Results achieved from their strategic plan

Possible Follow-up Questions

What data or insights informed your strategic plan?
How did you prioritize different opportunities within your plan?
How did you get buy-in from leadership on your approach?
What obstacles did you encounter, and how did you adjust?

Describe a situation where you had to build a relationship with a challenging or skeptical client. (Relationship Building)

Areas to Cover

The specific challenges in the relationship
Their approach to understanding the client's perspective
Actions taken to build trust and credibility
How they demonstrated value to the client
Evolution of the relationship and business outcomes

Possible Follow-up Questions

What initially made this relationship challenging?
How did you adjust your approach to this specific client?
What turning point helped change the relationship?
What did you learn that you've applied to other client relationships?

Tell me about a time when you had to adapt your sales approach due to unexpected market changes or challenges. (Adaptability)

Areas to Cover

The specific market change or challenge they faced
How they gathered information and assessed the situation
Changes they made to their sales approach
How they implemented these changes
Results of their adaptive approach

Possible Follow-up Questions

How quickly were you able to recognize the need to adapt?
What resources or support did you leverage?
How did you help clients navigate the changes?
What would you do differently if faced with a similar situation?

Describe your most successful experience growing business with an existing account. (Results Orientation)

Areas to Cover

The initial situation with the account
How they identified growth opportunities
Their approach to expanding the relationship
Specific actions taken to grow the business
Quantifiable results and impact

Possible Follow-up Questions

How did you identify untapped potential in this account?
What obstacles did you overcome to achieve this growth?
How did you maintain the relationship while pursuing growth?
What strategies from this experience could apply to our business?

Tell me about a complex sale that required you to communicate with and influence multiple stakeholders. (Communication Skills)

Areas to Cover

The complexity of the stakeholder landscape
How they identified and understood each stakeholder's priorities
Their communication and influence strategy
How they navigated differing priorities or objections
The outcome of their efforts

Possible Follow-up Questions

How did you identify the key decision makers and influencers?
How did you tailor your message to different stakeholders?
What challenges did you face in building consensus?
What would you do differently in a similar situation?

Describe a time when you lost a sale or client. What happened, and what did you learn? (Resilience and Learning Agility)

Areas to Cover

The context and what led to the lost opportunity
Their reaction to the setback
Analysis of what went wrong
Specific lessons learned
How they applied these lessons subsequently

Possible Follow-up Questions

Looking back, what were the early warning signs?
What could you have done differently?
How did you recover professionally from this setback?
How has this experience influenced your current sales approach?

Tell me about your experience collaborating with marketing, product, or other departments to support your sales efforts. (Cross-functional Collaboration)

Areas to Cover

Specific examples of cross-functional collaboration
Their approach to building relationships across departments
How they communicated needs and aligned priorities
Challenges they faced and how they addressed them
Results of effective collaboration

Possible Follow-up Questions

How did you ensure alignment between sales and other departments?
What challenges did you face in cross-functional collaboration?
How did effective collaboration impact your sales results?
What best practices have you developed for working across departments?

Interview Scorecard

Strategic Thinking

0: Not Enough Information Gathered to Evaluate
1: Tactical approach; limited evidence of strategic planning
2: Some strategic thinking; basic planning approach
3: Strong strategic thinking; systematic approach to territory planning
4: Exceptional strategic thinking; sophisticated analysis and planning with proven results

Relationship Building

0: Not Enough Information Gathered to Evaluate
1: Transactional approach; limited relationship development skills
2: Basic relationship skills; some evidence of relationship-driven results
3: Strong relationship builder; clear examples of building productive client relationships
4: Exceptional relationship builder; multiple examples of transforming challenging relationships into valuable partnerships

Adaptability

0: Not Enough Information Gathered to Evaluate
1: Rigid approach; struggles with change
2: Somewhat adaptable; can adjust with guidance
3: Adaptable; willingly adjusts approach as needed
4: Highly adaptable; proactively adjusts strategy in anticipation of changes

Results Orientation

0: Not Enough Information Gathered to Evaluate
1: Limited focus on results; struggles to achieve targets
2: Moderately results-focused; achieves some goals but lacks consistency
3: Results-driven; consistently focuses on and achieves outcomes
4: Exceptionally results-oriented; consistently exceeds goals through focused effort

Communication Skills

0: Not Enough Information Gathered to Evaluate
1: Basic communication; struggles with complex situations
2: Adequate communication; handles standard situations effectively
3: Strong communication; adapts message to audience and situation
4: Exceptional communication; persuasive and effective across various stakeholders and contexts

Outcome: Develop a strategic territory plan that increases market penetration

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; limited strategic planning abilities
2: Might Partially Achieve Goal; basic planning skills
3: Likely to Achieve Goal; demonstrated strategic planning success
4: Likely to Exceed Goal; exceptional planning with proven market penetration results

Outcome: Establish strong relationships with key accounts

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; transactional approach to relationships
2: Might Partially Achieve Goal; basic relationship skills
3: Likely to Achieve Goal; strong relationship building approach
4: Likely to Exceed Goal; exceptional relationship skills with proven results

Executive Interview (Optional)

Directions for the Interviewer

This final interview provides senior leadership an opportunity to assess the candidate's overall fit with the organization's culture and strategic direction. Focus on the candidate's career aspirations, leadership potential, and alignment with company values. This interview should be conversational rather than strictly structured. The goal is to validate findings from previous interviews while exploring the candidate's potential for long-term success and growth within the organization.

Directions to Share with Candidate

"This conversation gives us an opportunity to discuss your career aspirations and how they align with our organization's direction. We'll also explore your perspectives on sales leadership and how you might contribute to our company's success beyond the immediate role requirements. Please feel comfortable asking questions throughout our discussion."

Interview Questions

What attracts you most to this Territory Sales Manager role, and how does it fit into your long-term career plans?

Areas to Cover

Their understanding of the role and its challenges
Alignment between their career goals and the position
Their level of research and interest in the company
Their vision for their professional development

Possible Follow-up Questions

Where do you see yourself professionally in 3-5 years?
What aspects of this role will be most challenging for you?
How would this position help you achieve your career objectives?
What other roles or companies are you considering?

What do you believe makes a truly exceptional Territory Sales Manager versus one who simply meets expectations?

Areas to Cover

Their sales philosophy and values
Their understanding of what drives exceptional performance
How they set high standards for themselves
Their perspective on sales excellence

Possible Follow-up Questions

How have you demonstrated these qualities in your career?
How would you apply these principles in our organization?
How do you measure your own success beyond just numbers?
What have you learned from exceptional sales leaders you've observed?

How would you describe your personal sales philosophy, and how has it evolved throughout your career?

Areas to Cover

Their core beliefs about effective selling
How their approach has matured over time
Their adaptability to changing sales environments
Their self-awareness and continuous improvement

Possible Follow-up Questions

What experiences most shaped your sales philosophy?
How do you apply this philosophy to different client situations?
How might your approach need to adapt for our industry/market?
What aspects of your approach are non-negotiable?

Tell me about a time when you identified a significant market opportunity that others had missed.

Areas to Cover

Their market awareness and analytical thinking
Their approach to identifying opportunities
How they validated and pursued the opportunity
Results they achieved and lessons learned

Possible Follow-up Questions

What indicators led you to discover this opportunity?
How did you convince others of its potential?
What risks did you identify and how did you mitigate them?
How did this experience shape your approach to market analysis?

How do you stay current with industry trends, competitive landscapes, and evolving customer needs?

Areas to Cover

Their commitment to continuous learning
Specific methods they use to stay informed
How they apply new knowledge to their sales approach
Their curiosity and proactive information seeking

Possible Follow-up Questions

What sources of information do you find most valuable?
How do you filter and prioritize information?
How have industry insights given you a competitive advantage?
How do you share valuable insights with your team or organization?

What questions do you have about our company's strategic direction, sales organization, or culture?

Areas to Cover

The thoughtfulness and relevance of their questions
Their level of research about the company
Areas of genuine interest or concern
How they process new information

Possible Follow-up Questions

What other information would be helpful for you in evaluating this opportunity?
Based on what you've learned, what do you see as our key challenges?
How would you describe our company to a colleague considering applying?
What excites you most about potentially joining our team?

Interview Scorecard

Strategic Vision

0: Not Enough Information Gathered to Evaluate
1: Limited strategic thinking; focused primarily on tactical execution
2: Basic strategic understanding; some evidence of forward thinking
3: Strong strategic vision; demonstrates thoughtful market perspective
4: Exceptional strategic vision; insightful understanding of market dynamics and opportunities

Cultural Alignment

0: Not Enough Information Gathered to Evaluate
1: Potential misalignment with company values or culture
2: Some alignment with company values and culture
3: Strong alignment with company values and culture
4: Exceptional alignment; would likely enhance company culture

Leadership Potential

0: Not Enough Information Gathered to Evaluate
1: Limited leadership potential; focused primarily on individual contribution
2: Some leadership potential; could develop with guidance
3: Strong leadership potential; demonstrates key leadership qualities
4: Exceptional leadership potential; ready for increased responsibility

Business Acumen

0: Not Enough Information Gathered to Evaluate
1: Limited business understanding; focuses narrowly on sales tactics
2: Basic business acumen; understands fundamental business concepts
3: Strong business acumen; demonstrates broad understanding of business dynamics
4: Exceptional business acumen; sophisticated understanding of business strategy and operations

Outcome: Achieve or exceed assigned sales targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; lacks necessary skills or drive
2: Might Partially Achieve Goal; has some capabilities but potential gaps
3: Likely to Achieve Goal; demonstrates capabilities needed for success
4: Likely to Exceed Goal; shows exceptional potential for outperformance

Outcome: Collaborate effectively with cross-functional teams

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; siloed approach to sales
2: Might Partially Achieve Goal; basic collaborative skills
3: Likely to Achieve Goal; demonstrates effective collaboration approach
4: Likely to Exceed Goal; exceptional at driving results through collaboration

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 the sales role play, how do you assess the candidate's practical sales skills and approach?

Guidance: Discuss specific strengths and areas for improvement observed during the role play. Consider how their approach would translate to actual client interactions in your market.

How do the candidate's territory management strategies align with our current market challenges?

Guidance: Evaluate whether their approach to territory planning and management would be effective in your specific market conditions and with your customer base.

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 Calls

Directions for Conducting Reference Checks

Reference checks are a critical final step in evaluating a Territory Sales Manager candidate. Your goal is to verify their sales performance history and gain additional insights into their working style, strengths, and development areas. Focus particularly on verifying quantifiable achievements, understanding their relationship-building approach, and assessing their effectiveness in territory management.

Try to speak with former managers and colleagues who worked closely with the candidate. Ask the candidate to help arrange these conversations and provide context to the references about the role they're applying for. This preparation often leads to more insightful feedback.

Remember that even strong candidates will have development areas. Listen carefully for patterns across multiple references rather than focusing too heavily on a single comment. Use these conversations to validate your impressions from the interview process and identify any potential concerns that need further investigation.

Questions for Reference Checks

What was the nature of your working relationship with [Candidate], and how long did you work together?

Guidance: Establish the context of the relationship, including reporting structure, frequency of interaction, and how recently they worked together. This helps gauge the relevance and reliability of the reference's insights.

How would you describe [Candidate's] sales performance? Can you share specific metrics or rankings that illustrate their achievements?

Guidance: Push for specific performance data such as percent to quota, rankings among peers, and year-over-year growth metrics. If they're hesitant to share exact numbers, ask for percentiles or rankings.

What was [Candidate's] approach to territory management and planning? How effective were they at identifying and prioritizing opportunities?

Guidance: Listen for evidence of strategic thinking, systematic planning, and effective execution. Ask for specific examples that demonstrate their approach.

How would you describe [Candidate's] relationships with clients? Can you share an example of how they built or expanded a key relationship?

Guidance: Probe for specific examples that illustrate their relationship-building skills and approach to client management. Ask about long-term client relationships and their ability to navigate complex stakeholder environments.

What do you consider to be [Candidate's] greatest strengths in a sales role? Can you provide examples of how these strengths translated to business results?

Guidance: Note whether the strengths mentioned align with what you've observed in the interview process and the key competencies needed for your role. Ask for specific examples that demonstrate these strengths in action.

What areas would you suggest [Candidate] focus on for professional development? How did they respond to feedback in these areas?

Guidance: Listen for self-awareness, coachability, and growth mindset. Pay attention to whether development areas would be significant obstacles in your specific role and environment.

On a scale of 1-10, how likely would you be to hire [Candidate] again if you had an appropriate role available? Why?

Guidance: This question often elicits candid overall assessments. Ask what would make their rating higher to uncover any reservations they might have.

Reference Check Scorecard

Verified Sales Performance

0: Not Enough Information Gathered to Evaluate
1: Performance significantly below expectations; consistent underperformance
2: Performance met basic expectations but did not stand out
3: Strong performance; consistently met or exceeded targets
4: Exceptional performance; consistently ranked among top performers

Territory Management Effectiveness

0: Not Enough Information Gathered to Evaluate
1: Disorganized or reactive approach to territory management
2: Basic territory management skills; followed standard processes
3: Effective territory manager; strategic and thorough in approach
4: Exceptional territory manager; innovative and highly effective approach

Relationship Building Skills

0: Not Enough Information Gathered to Evaluate
1: Primarily transactional relationships; limited relationship development
2: Adequate relationship skills; maintained positive client relationships
3: Strong relationship builder; developed valuable client partnerships
4: Exceptional relationship builder; transformed relationships into significant business growth

Teamwork and Collaboration

0: Not Enough Information Gathered to Evaluate
1: Worked primarily independently; limited collaboration
2: Adequate team player; collaborated when necessary
3: Strong collaborator; worked effectively across functions
4: Exceptional team member; drove results through effective collaboration

Outcome: Achieve or exceed assigned sales targets

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; history of underperformance
2: Might Partially Achieve Goal; inconsistent performance history
3: Likely to Achieve Goal; consistent history of meeting targets
4: Likely to Exceed Goal; strong history of exceeding targets

Outcome: Develop and implement a strategic territory plan

0: Not Enough Information Gathered to Evaluate
1: Unlikely to Achieve Goal; lacks strategic planning skills
2: Might Partially Achieve Goal; basic planning abilities
3: Likely to Achieve Goal; demonstrated effective territory planning
4: Likely to Exceed Goal; history of exceptional strategic planning and execution

Frequently Asked Questions

How can I ensure the sales role play provides an accurate picture of the candidate's abilities?

Make the scenario as realistic as possible, based on typical sales situations your team encounters. Provide adequate preparation materials, but don't over-script the exercise. Observe not just their sales technique but also how thoroughly they prepared and how they adapt to unexpected objections or questions. Consider having another sales team member play the client role to create a more realistic dynamic.

What's the best way to evaluate a candidate's territory management skills?

Look for candidates who can articulate a systematic approach to analyzing, segmenting, and prioritizing their territory. During the chronological interview, ask how they've managed territories previously, what metrics they tracked, and what results they achieved. In the role play, observe whether they ask strategic questions about the territory or market. References can provide particularly valuable insights into a candidate's actual territory management effectiveness.

How much weight should we give to a candidate's industry experience versus their sales skills and competencies?

While industry experience can reduce ramp-up time, strong sales fundamentals and core competencies often matter more in the long run. A candidate with excellent relationship-building skills, strategic thinking abilities, and proven sales achievement can typically learn a new industry faster than an industry expert can develop core sales competencies. For more on this balance, see our article on hiring for potential.

How can we accurately assess a candidate's past sales performance?

During interviews, ask for specific metrics, rankings, and achievement percentages rather than vague statements about success. Request examples of recognition or awards. In reference checks, verify the performance data provided by the candidate and ask about their ranking compared to peers. You may want to review our guide on asking the right questions about sales performance.

What if the candidate performed well in the interviews but references raise concerns?

Take reference concerns seriously, especially if you hear consistent feedback across multiple references. Consider conducting additional reference checks to determine if there's a pattern. If the concerns relate to a critical aspect of the role, you might want to arrange another conversation with the candidate to discuss the feedback (without revealing the source). Sometimes what appears to be a concern may be explained by context or represent a development area the candidate has already addressed.