How to Conduct Sales Interviews That Actually Predict Performance

Hiring the right salespeople is critical to business growth, yet many companies struggle with interviews that fail to predict real-world performance. Too often, hiring managers rely on gut feelings or impressive résumés rather than structured assessments that reveal a candidate’s true potential.

To build a high-performing sales team, you need an interview process that goes beyond generic questions and digs into the skills, mindset, and behaviors that drive success. Here’s how to do it.

1. Define the Must-Have Skills and Traits

Before conducting interviews, clearly outline the key competencies a successful salesperson needs in your company. These often include:

• Resilience: Can they handle rejection and keep pushing forward?
• Emotional intelligence: Do they listen, understand, and adapt to customers?
• Problem-solving: Can they think on their feet and overcome objections?
• Work ethic and self-motivation: Do they have the drive to exceed quotas?
• Coachability: Are they open to feedback and willing to improve?

By identifying these qualities upfront, you can craft interview questions and assessments that uncover whether a candidate truly possesses them.

2. Use Behavioral and Situational Questions

Instead of asking hypothetical or generic questions like, “How would you handle a tough customer?”, focus on past experiences with behavioral questions:

• “Tell me about a time you lost a deal. What happened, and how did you handle it?”
• “Describe a situation where you had to win over a difficult prospect. How did you approach it?”
• “What’s an example of a time you exceeded your sales target? What did you do differently?”

Candidates who can provide detailed, results-driven responses are more likely to replicate those behaviors in your company.

3. Role-Play Real Sales Scenarios

A candidate may sound great in an interview, but can they actually sell? A role-playing exercise—such as a mock sales call—can reveal their ability to think under pressure, handle objections, and engage a prospect.

For example, you might say:
"I’m a prospect who isn’t convinced I need your product. Sell it to me in two minutes."

Pay attention to their confidence, ability to ask good questions, and how well they adjust to your responses.

4. Test for Adaptability and Problem-Solving

Sales is unpredictable. Customers throw curveballs, competitors shift tactics, and industries evolve. To gauge adaptability, ask candidates how they respond to change:

• “Tell me about a time when a deal was going well but suddenly went sideways. How did you adjust?”
• “How do you handle unexpected objections that you haven’t been trained for?”

Great salespeople don’t just follow scripts—they think strategically and pivot when needed.

5. Assess Their Motivation and Work Ethic

Top sales performers are driven by more than just commission checks. Ask questions to uncover their intrinsic motivation:

• “What keeps you pushing forward when you’re having a rough sales month?”
• “What are your long-term career goals in sales?”

Candidates who talk about personal growth, building relationships, and achieving goals beyond money often have the work ethic needed to thrive.

6. Look for Cultural Fit and Coachability

Even the most skilled salesperson won’t succeed if they don’t align with your company’s values or aren’t open to learning. To assess this, ask:

• “Tell me about a time you received constructive criticism. How did you apply it?”
• “What type of sales environment do you thrive in?”

Salespeople who embrace feedback and align with your company culture will ramp up faster and contribute more effectively.

7. Back Up Interviews with Data

Interviews alone aren’t always reliable. Consider supplementing them with:

• Sales assessments to measure communication skills, negotiation ability, and critical thinking.
• Reference checks to validate claims about past performance.
• Trial periods for candidates to showcase their skills in a real sales environment before committing to a full hire.

‍