Use these questions to identify a candidate’s technical knowledge and abilities
Use these questions to determine how a candidate handled situations in the past
Use these questions to assess a candidate’s personal traits and cognitive skills
Why this matters:
By qualifying leads early in the pipeline, sales professionals can save their organization time and money by ensuring they’re only pursuing ideal prospects. Great sales professionals are well aware of this and will have a process for qualifying leads—determining early on whether they’re likely to convert and if the relationship will be mutually beneficial.
What to listen for:
- Every candidate will answer this a little differently, depending on the type of sales they specialize in.
- Look for a keen understanding of who their ideal prospects are and why.
- A strong answer will be highly focused and strategic.
Why this matters:
The best salespeople know what they’re selling, inside-out. That means they’re ready to tackle every objection before they hear it. Since they likely have an answer prepared, they can convey confidence in their business’s product or service—and pass that confidence on to their prospects.
What to listen for:
- Great answers will show the candidate does an exercise before client meetings to come up with potential objections the client may have—and prep a response.
- Look for candidates who are mindful about acknowledging client objections and who understand why it would be a concern.
Why this matters:
To win over a prospect, great salespeople tailor their pitch based on both professional information and personal details. Understanding a candidate’s approach to preparing for the sale is super important, especially if you’re selling complicated products or services.
What to listen for:
- Listen for evidence that the candidate researchs prospects on LinkedIn and other social platforms—not just the target company’s website.
- Great candidates will take recent events into account and sift through industry news to look for signals of sales readiness.
Why this matters:
Depending on the job description, your company may place more emphasis on one task or the other, or it may require someone who can balance both. Either way, there are only so many hours in the day, and sales professionals need to use their time wisely to build and nurture a healthy customer pipeline.
What to listen for:
- Listen for evidence that the candidate is clear on what the job description emphasizes and can focus on the task they’ll need to prioritize.
- Look for signs that they can self-monitor their time to avoid spending too long on any one task.
Why this matters:
The influence of social media on buying decisions cannot be understated. That means social media and social selling are critical sales tools for organizations of all types. Sales professionals should feel comfortable using social media as a regular part of their sales process and should be aware of what platforms their prospects typically use.
What to listen for:
- Identify experience using social to hunt for leads, share content, or engage—or a willingness to learn.
- Look for signs that the candidate is comfortable using various social channels.
- A top answer will reveal how social media and content was critical to getting the win.
Why this matters:
While some prospects will convert easily, others will be more difficult. Difficult prospects can include know-it-alls and those aggressive about negotiating a discount. Regardless of the challenge, top sales professionals can put their pride aside to focus on winning over a difficult prospect, if they believe the sale is worth the additional effort required to close.
What to listen for:
- Candidates should be able to describe the situation without getting defensive, along with the steps they took and the final result—ideally, a sale.
- Listen for signs that they adapt their approach depending on the specific type of resistance they’re facing.
Why this matters:
Your company’s core values are the foundations of how you do business. They should guide the behavior of every employee and shape their interactions with clients. If a candidate’s values don’t align with your company’s, they probably won’t be a good fit—and they may not be happy in the role.
What to listen for:
- Evidence that the candidate shares your company’s core values. It’s okay if they don’t match up completely, as long as they don’t hold contradictory values.
- Answers like “honesty” and “patience” can reveal their moral compass and what they pride themselves for.
Why this matters:
This question ultimately demonstrates the candidate’s ideal working relationship, which will tell you if they’re a good fit for your internal culture. Every sales manager has a different working and communication style, and every candidate has a different personality and expectations—so finding a good match is critical.
What to listen for:
- Look for clues that your style isn’t at odds with their description. If it is, you might end up butting heads.
- Listen for evidence that the candidate is self-motivated but can still take direction.
- A top answer will show self-reflection about the candidate’s own working style.
Why this matters:
This question screens for ambition—a core trait among sales professionals. It can also tell you how much awareness a candidate has about your specific organization and the work that you do. If you’re currently rolling out a new product, for example, you may expect them to discuss how that will affect their goals.
What to listen for:
- An ambitious candidate will have an action plan prepared.
- Their plan doesn’t have to be revolutionary, but should show that they’re ready to hit the ground running.
- Great answers may include everything from major overhauls to simple goals, like integrating with the culture.
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