Hiring the right salesperson can make or break your team’s success. But too often, sales interviews focus on surface-level traits rather than true selling ability. Asking the wrong questions or relying on gut instincts leads to costly hiring mistakes. Instead, use a structured interview process that uncovers a candidate’s real potential. Here’s how to conduct sales interviews that actually predict performance.
Resumes and charisma don’t close deals—strong sales fundamentals do. Instead of generic interview questions, put candidates in scenarios they’ll face on the job.
Try this:
“Sell me this product.”
Give the candidate a brief description of your company’s product or service and ask them to pitch it. Watch how they handle objections, structure their pitch, and engage the “buyer.”
Another effective approach:
“Walk me through a recent deal you closed.”
Have them break down the sales process step by step to assess their methodology, persistence, and strategy.
The best salespeople aren’t just skilled—they’re resilient. Sales is full of rejection, so a top candidate should demonstrate the ability to bounce back.
Ask:
“Tell me about a time you lost a deal. What did you learn?”
This reveals whether they take ownership of setbacks and learn from them.
Coachability is just as important. Great sales reps improve over time because they’re open to feedback. Gauge this by role-playing a sales scenario, then providing constructive criticism. If they get defensive, that’s a red flag. If they adjust their approach, they’re a strong prospect.
Past behavior is the best predictor of future performance. Instead of hypothetical questions, use the STAR method (Situation, Task, Action, Result) to get real examples of their skills in action.
For example:
“Tell me about a time you turned a ‘no’ into a ‘yes.’ How did you do it?”
This reveals problem-solving ability, persistence, and negotiation skills—key indicators of a top sales performer.
A salesperson might be great at closing deals but still be the wrong fit for your company. Your best sales hires should align with your team’s values, communication style, and work ethic.
Ask:
“What kind of sales environment do you thrive in?”
If their answer doesn’t match your company’s sales culture, they may struggle on your team.
“What’s the best feedback you’ve ever received?”
This shows self-awareness and whether they value continuous improvement.
Even strong interviewers can misjudge sales ability. If possible, incorporate a live sales exercise as part of your hiring process.
This practical evaluation ensures you’re hiring someone who can perform—not just talk about performing.
The best sales interviews aren’t about checking off qualifications—they’re about predicting success in the role. By testing real-world sales skills, assessing resilience, and focusing on behavioral evidence, you can confidently identify top-performing sales reps before they even start.
At Sales Hatch, we specialize in helping companies hire top-tier sales talent that actually delivers results.
