Top Questions to Ask in a Sales Interview

A sales interview is a job interview in which a hiring manager evaluates a candidate’s qualifications and abilities to sell the company’s products or services. Sales interviews can be conducted in various formats, such as in-person, over the phone, or through video conferencing.

They may include role-playing exercises or hypothetical scenarios to test the candidate’s ability to handle common sales situations. The goal of the interview is to determine whether the candidate is a good fit for the sales role and has the potential to succeed in the company’s sales environment.

The point of a sales interview is to evaluate a candidate’s suitability for a sales role, based on their qualifications, skills, and experience. A sales interview serves several important purposes for the hiring company, including:

1. Assessing sales skills: A sales interview provides an opportunity for the company to evaluate the candidate’s sales skills, such as their ability to communicate effectively, build rapport, persuade others, and close deals. By assessing these skills, the company can determine whether the candidate has the necessary qualities to succeed in a sales role.
2. Evaluating industry knowledge: A sales interview also enables the company to evaluate the candidate’s knowledge of the industry, including the company’s products or services, competitors, market trends, and customer needs. This information is important for the company to determine whether the candidate can effectively sell its products or services and represent the company in a professional and knowledgeable manner.
3. Identifying cultural fit: A sales interview also provides an opportunity for the company to assess the candidate’s fit with the company culture and sales environment. This includes evaluating the candidate’s ability to work well in a team, their adaptability to change, and their willingness to learn and improve.
4. Providing an opportunity for the candidate to ask questions: A sales interview provides an opportunity for the candidate to ask questions about the company, the sales role, and the company culture. This helps the candidate to determine whether the company is a good fit for their career goals and personal values.

What do you know about our company and our product?

By asking this question, you are assessing the candidate’s level of preparation and understanding of your company’s products, services, and values. This question aims to evaluate the candidate’s knowledge about the company’s offerings and whether they have taken time to research and familiarize themselves with the company’s background and mission.

A candidate who has done their research and can demonstrate knowledge of the company’s products and services may be viewed more favorably, as this shows a strong interest in the role and a willingness to put in the effort to succeed. Additionally, the answer to this question can help you gauge the candidate’s ability to represent the company and effectively communicate its value proposition to potential customers.

In a sales role, the ability to understand and communicate the unique value of a company’s product or service is essential to building strong relationships with customers and closing sales. Therefore, asking this question during a sales interview is an important way for the company to assess the candidate’s potential fit for the role and determine whether they are equipped to represent the company and its offerings in the marketplace.

Can you pitch me our company’s product? Can you pitch me your company’s product?

It’s normal to want to hear how a candidate would pitch your company’s product to you, but the reality is without onboarding and training, the person does not know enough about your product, customers, or your customers’ needs. When you ask that question, therefore, the answer you want to hear is, “I can’t. For me to do that, I need to know more about your customers, their needs and challenges.”

On the other hand, asking the candidate to pitch their company’s product can help you assess three important things about the person:

1. Selling skills: By asking the candidate to pitch a product they are already familiar with, you can evaluate the candidate’s ability to communicate the value of a product, handle objections, and close a sale. This can help the hiring manager determine if the candidate has the necessary sales skills to be successful in the role they are interviewing for.
2. Knowledge of the industry: This question will help you assess the candidate’s knowledge of the industry, as well as the product’s features and benefits, the target market, and the competition.
3. Approach to sales: By understanding how the candidate approaches sales, including their communication style and their ability to build relationships with clients, you can assess whether the candidate’s approach aligns with the company’s sales philosophy and culture.

When you lose a deal, how do you follow up with that prospect?

Asking a sales candidate about how they follow up with a prospect after losing a deal can serve a few important purposes:

1. Assess the candidate’s approach to relationship-building: Following up with a prospect after losing a deal can be a valuable way to build relationships and maintain contact for future opportunities. By asking the candidate how they follow up with a prospect after losing a deal, you can assess the candidate’s approach to relationship-building and their ability to maintain connections with potential customers.
2. Evaluate the candidate’s problem-solving skills: Losing a deal can be a frustrating experience, but it can also be an opportunity to learn and identify areas for improvement. By asking the candidate how they follow up with a prospect after losing a deal, you can evaluate the candidate’s problem-solving skills, including their ability to analyze the situation, identify opportunities for improvement, and take proactive steps to address them.
3. Understand the candidate’s approach to sales: The way a candidate follows up with a prospect after losing a deal can also provide insight into their overall approach to sales. By understanding how the candidate handles rejection and responds to challenges, the interviewer can assess their resilience, determination, and ability to adapt to changing circumstances.

Good responses:

• “I would ask the prospect, ‘Can we please meet so I can find out why you chose not to buy from us and where we fell short?’”
• “I would escalate the issue quickly to the CEO and ask if they can talk to the CEO at the prospect’s company. That peer-to-peer exchange can sometimes help keep the conversation going.”

You do not want to hear the candidate say they would lower the price. Lowering the price devalues the product, sets a bad precedent, and may not address the underlying issue for not moving forward with the purchase.

Describe 2-3 times when you didn’t meet a goal or lost an opportunity. What did you learn?

Asking a sales candidate to describe times when they didn’t meet a goal or lost an opportunity is an important way to evaluate their resilience, problem-solving skills, and areas for improvement.

1. Evaluate resilience: Sales is a field with many ups and downs, and it’s important to hire salespeople who can handle rejection and setbacks. By asking about times when the candidate didn’t meet a goal or lost an opportunity, you can evaluate the candidate’s resilience and ability to bounce back from setbacks.
2. Assess problem-solving skills: When a salesperson doesn’t meet a goal or loses an opportunity, it’s a chance for them to learn from the experience and identify areas for improvement. By asking about what the candidate learned from these experiences, the hiring manager can assess the candidate’s problem-solving skills and ability to identify areas for improvement.
3. Identify areas for coaching: By understanding where the candidate has struggled in the past, the hiring manager can identify areas where the candidate may need coaching and support.

Why did you choose a career in sales?

Asking a candidate why they chose a career in sales can provide valuable insights into their motivations, strengths, and potential for success in the role:

1. Understand motivation: Sales is a field that requires a great deal of motivation and drive. By understanding why a candidate chose a career in sales, you can get a sense of their level of motivation and passion for the role.
2. Assess fit: Different people are drawn to sales for different reasons. The candidate’s response will help you assess whether their motivations and values align with the needs of the role and the company culture.
3. Identify strengths: Sales requires a unique set of skills and strengths, such as communication skills, persuasion, and the ability to handle rejection. By understanding why a candidate chose a career in sales, you can assess whether the candidate possesses the skills and strengths necessary to succeed in the role.
4. Evaluate long-term potential: Sales has many opportunities for growth and advancement. Asking why a candidate chose a career in sales helps you assess whether the candidate is likely to be committed to the field and if they have long-term potential for growth and advancement.

What’s your proudest sales accomplishment?

Asking a candidate about their proudest sales accomplishment is an important way to evaluate their achievement orientation, fit, storytelling ability, and problem-solving skills. It also allows them to demonstrate their ability to succeed in the role and add value to the organization.

Here are four things the candidate’s response allows you to do:

1. Assess achievement orientation: Sales is a field that rewards achievement and success. By asking about the candidate’s proudest sales accomplishment, the hiring manager can get a sense of the candidate’s orientation towards achievement and their ability to set and meet goals.
2. Evaluate fit: Different sales roles require different skills and strengths, and different salespeople may be more successful in certain types of roles. By understanding the candidate’s proudest sales accomplishment, you can assess whether their strengths and achievements align with the needs of the role and the company culture.
3. Evaluate their storytelling ability: Salespeople must have strong storytelling skills. Asking a candidate about their proudest sales accomplishment allows you to evaluate their ability to tell a compelling story and articulate the value they bring to the table.
4. Understand their problem-solving skills: Salespeople regularly face challenges and obstacles, and the best sellers are those who can think creatively and find solutions to problems. By understanding the candidate’s proudest sales accomplishment, you can assess the candidate’s problem-solving skills and ability to overcome obstacles.

What’s more important: achieving your quota or keeping customers happy?

Asking a candidate their opinion about whether achieving quota or keeping customers happy is more important helps you evaluate their ability to balance competing priorities, communicate effectively, and think strategically.

There is no one “best” answer to this question, as the candidate’s response depends on their priorities, values, and approach to sales. However, a strong answer will likely include some or all of the following elements:

1. Acknowledge the importance of both: Sales reps must balance multiple priorities, including achieving sales goals and building strong relationships with customers. A strong answer will acknowledge the importance of both of these goals.
2. Emphasize the importance of customer satisfaction: While achieving quota is important, building long-term relationships with customers is essential for sustained success in sales. A strong answer will emphasize the importance of keeping customers happy and satisfied.
3. Discuss strategies for achieving both: A strong answer will demonstrate the candidate’s ability to balance competing priorities and achieve both sales goals and customer satisfaction. This might include strategies such as building strong relationships with customers, focusing on value rather than price, and working collaboratively with customers to find solutions that meet their needs.
4. Consider the specific role and company: A strong answer will take into account the specific requirements and culture of the role and company. For example, in a customer-centric sales role, emphasizing the importance of customer satisfaction may be particularly important.

Would you rather close a guaranteed $10,000 deal or have a shot at a $100,000 deal?

By asking whether the candidate would prefer to close a guaranteed $10,000 deal or have a shot at a $100,000 deal, you are assessing the candidate’s risk tolerance, decision-making skills, and approach to sales opportunities.

A candidate who chooses the guaranteed $10,000 deal may be seen as risk-averse, while a candidate who chooses to go for the $100,000 deal may be seen as more willing to take on risk in pursuit of a bigger reward.

Asking this question also helps you understand how the candidate approaches sales opportunities and prioritizes their time and resources. A candidate who chooses the guaranteed $10,000 deal may prioritize closing deals quickly and efficiently, while a candidate who chooses the $100,000 deal may prioritize pursuing larger, more complex deals that require more time and effort.

There is no one “best” answer. It depends on the nature of your business and the types of deals that are a priority. Ideally, the candidate should be able to explain the reasoning for both options, identify the opportunity in each situation, and demonstrate they are capable of pursuing both.

How do you decide if a prospect isn’t the right fit?

Asking a sales candidate how they decide whether a prospect isn’t the right fit can help you assess their approach to the sales process, their judgment, and their ability to assess a buyer’s needs, priorities, and values and determine whether their product or service is a good fit.

The candidate should understand that not every lead is a good lead and show they are comfortable with walking away from a deal if the buyer isn’t a good fit. They should be able to demonstrate their thought process and provide examples of situations where they had to make this decision in the past.

Give an example of a time when you received constructive feedback. How did you respond?

Asking a sales candidate to give an example of a time when they received constructive feedback and how they responded can provide valuable insights into their ability to handle feedback, communicate effectively, collaborate with others, embrace improvement, and problem-solve.

For example, their response can help help you:

1. Assess their ability to accept criticism: The ability to handle and respond positively to constructive feedback is a crucial skill for any sales professional. As they answer your question, do they sound open to feedback or do they act defensive?
2. Evaluate their communication skills: Sales reps must be able to communicate with team members, as well as customers. By asking this question, you can assess how the candidate communicates and collaborates with others in the workplace.
3. Determine their attitude towards improvement: A willingness to learn and improve is a critical quality for a successful salesperson. By asking this question, you can assess whether the candidate is open to feedback and actively seeks to improve their skills.
4. Understand the candidate’s problem-solving skills: In the face of constructive feedback, a sales professional must be able to identify areas for improvement and take appropriate action.

Tell me about a time when you collaborated with other sales team members.

Asking a job candidate about a time when they collaborated with other sales team members helps you assess the person’s ability to work effectively with others and function as part of a team.

In particular, it helps you evaluate the candidate’s:

1. Communication skills: Sales professionals need to be effective communicators, both with customers and with their colleagues. The candidate’s response will provide insight into their communication style and their ability to work effectively with others.
2. Teamwork skills: In the sales industry, teamwork is essential to achieve success. By asking this question, you can assess the candidate’s ability to cooperate, share ideas, and support their colleagues.
3. Problem-solving skills: Collaboration often involves solving problems together. The candidate’s response allows you to understand their problem-solving skills in a team setting, such as their ability to identify challenges, develop solutions, and work together to implement them.
4. Cultural fit: Collaboration is a key aspect of many sales team cultures. By asking this question, you can assess whether the candidate aligns with the company’s values and teamwork expectations.

What questions do you have for me?

Asking a sales job candidate what questions they have is a way for you to evaluate the candidate’s level of interest, preparation, communication skills, and provide additional information about the company and the job.

A candidate who is genuinely interested in the job and the company is likely to have questions that show they have done research and are curious about the role and the organization. Candidate’s questions should be specific, demonstrating they have done their research into the company. They should not be about things easily found on the company website or in the job description.

When hiring for a more senior sales position such as an account executive or account manager, ask a few of the general questions (above) and then ask questions sales reps of that level should be able to answer. Top questions to ask in a sales interview:

Tell me about your area of expertise (financial services, medical device, technology, etc.). How much of that expertise was required in your past sales roles?

With this question, you are assessing whether the candidate knows and understands the intricacies of selling in a specific industry. Do they use the correct terminology? Do they accurately describe challenges buyers in that industry face?

What are the similarities and differences between selling a product, service, and solution?

Different products, services, and solutions require different sales strategies. Does the candidate know what to do in each scenario? Asking this question helps you understand the candidate’s sales experience and skills. For example, you can use it to:

• Assess the candidate’s adaptability
• Evaluate the candidate’s sales skills
• Test the candidate’s knowledge of the industry

Tell me about situations when you have sold to executives or higher-level roles versus mid-level sponsors (someone who would be considered a user of the product or service you are selling).

Each role has different needs, challenges, and concerns. With this question, you are uncovering the salesperson’s level of understanding of the roles of people involved in a complex sale and how they adjust their approach based on the person/role.

Do you prefer selling new business (hunting new customers) or managing and growing existing accounts (farming)? Why?

With account executives and account managers, you want people who are able to manage and grow accounts. You don’t want someone who wants to “hunt for new logos.” Use this question to uncover the candidate’s preferences, determine if they meet the requirements of senior-level sellers, and evaluate if they are a good fit for your sales team.

What roles have you had in the past? Have you had more success in one role over another?

This question helps you delve deeper into the candidate’s experience and skill level. Have their roles evolved over time? Do the different roles require different sales skills? Do their successes match those of account managers or account executives? The candidate should be specific when describing their roles and success stories. And they should connect their past experiences to the new role–how past roles prepared them for this one.

Tell me about a situation where you succeeded and a situation where you failed. And tell me why you thought those were the outcomes.

This sales interview question is often used to evaluate a candidate’s self-awareness, problem-solving abilities, and resilience. By discussing a past success, the candidate can demonstrate their ability to achieve goals and work well with others. By discussing a past failure, the candidate can demonstrate their ability to learn from mistakes, take ownership of their actions, and make improvements for future situations.

Additionally, asking this question allows you to assess how the candidate approaches challenges and responds to setbacks. Candidates who can demonstrate a positive and proactive attitude towards failures and setbacks are often seen as resilient and adaptable, which are valuable traits in a sales role.

How do you use resources within the company to assist in your selling process or in a specific sales campaign?

The goal with this question is to uncover how the candidate manages available resources to assist them with their sales. This can include people (sales managers, sales enablement, executives, or peers), content, digital resources, intelligence, or other information that can assist with a sale. If they don’t know how to answer the question, that indicates they haven’t been involved in a complex sale.

How would your past managers and people you worked with closely describe your communication skills and preferences?

With this question, you are trying to uncover the candidate’s ability to communicate via email, video, phone, and in person. Being able to write well is particularly important for virtual selling. Sales reps must write emails, messages, scripts, and text for digital sales rooms. A customer’s first impression is the written word. So, when communicating with a prospect, the sales rep must provide confident, well-written responses.

Why do you think people will buy from you?

The candidate’s response will help you assess their level of experience. If someone says they are likable, are direct, or have a sense of humor, that’s a junior answer. When hiring for a senior position, you want a seller who understands that people don’t buy from people they like. They buy from people they trust.