sales success behavioral interview guide final

Sales Success Interview Guide – DMThe Sales Success Interview is the second phase of the sales recruiting process and is specifically designed to select the best sales candidates available through thorough behavior based questioning techniques as to ascertain motives and intent rather that promises and hyperbole. Following a recommendation to move forward, the candidate will then meet with the hiring manager for a one-on-one interview to determine cultural compatibility.

Selecting Winners!

Sales Success Interview Guide

Sales Success Interview DM Created by Dan Gibbs 11/11/2013 Final

The Sales Success Interview is the second phase of the sales recruiting process and is specifically designed to select the best sales candidates available through thorough behavior based questioning techniques as to ascertain motives and intent rather that promises and hyperbole. Following a recommendation to move forward, the candidate will then meet with the hiring manager for a one-on-one interview to determine cultural compatibility.

Selecting Winners!

SSI Introduction Created by Dan Gibbs 11/12/2013 Final

Sales Success Interview Introduction

Impressions and gut feel are important, but they are only part of the equation of successful selection of sales professionals. This guide provides you with a best practice process to assess a candidate’s competence and capability, as well as their willingness and ability to contribute as an “A player” in a career with OUR COMPANY.

The best predictor of future behavior and performance is past behavior and performance. We are better able to predict success when we understand the candidate’s experience and career trajectory. It gives us insight into how they will likely react and respond to meeting the challenges and opportunities of the role that the department is filling.

For this reason, the Sales Success Interview (SSI) is comprised of fact based, performance description and behavioral questions. It follows the candidate’s chronological development of capabilities and experience. It is designed to elicit style, strengths, weaknesses and authenticity, with an emphasis on the essential competencies required in the role. It will lead you through the evolution of the candidate’s development and interpersonal effectiveness as an individual contributor and as a manager. Moreover, the process enables you to cut though savvy interviewing speak and uncover a truer insight into the candidate’s ability to be an A player at OUR COMPANY.

After the interview, each candidate is scored against identified competencies required of an “A player” at OUR COMPANY, providing you the ability to make a side-by-side comparison of candidates and make the best selection.

Preparing for the Interview

1. Reacquaint yourself with the Job Description. Revisit the Key Competencies that are required of an A player in the role.

2. Familiarize yourself with the Score Card (if applicable). The Score Card is based on Key Outcomes expected of “A” players in the job.

3. Review the candidate’s resume. Look for the number of jobs the candidate has had and how long spent in each one. If they have spent a significant time with one employer, take note of the career progression with the organization. Look for documented examples of work experience, knowledge or training to justify the candidate’s claims.

4. Study the Interview Score Sheet. Complete it after the interview is over. It provides a framework for a fair comparison of the candidates you interview. Keep them in mind during the interview so that you can adapt your questions if you are not gaining acceptable understanding of how the candidate stacks up against the key role requirements.

5. Acquaint yourself with the Interview Guide. It provides a proven framework for collecting the data you need to make the best selection decision. Ask the questions as they are provided on the guide. This will provide you with a better direct comparison when you consider your final candidates for selection.

During the Interview

1. Be prepared to begin the conversation in a way that is comfortable for the candidate. DO NOT put them on the witness stand. Try using the “4 I’s”: Introduce, Insight, Intrigue, and Invest. A sample may be:

“Hi John, I am Bob with OUR COMPANY. I am one of the senior recruiters here dedicated to sales professionals like yourself and I am following up on your application with us. I understand that you’re busy and your time is valuable, so we’ll make this as painless as possible, does that sound fair? Let me start by saying that we are excited about your candidacy and the potential of you becoming part of our team. Is now still a good time to spend about an hour or so to chat, or do you have a hard stop?”


2. Confirm that this will be a 60 to 120 minute process, so as best as possible, take your time to be thorough.

3. Follow the Interview Guide. It’s a proven process. Take notice of traits listed at the bottom of the page when your cursor is in a specific answer box: Press F1 for examples of what you are looking for.

4. Avoid influencing the candidate’s answers. Ask questions objectively and without showing approval or disapproval.

5. Don’t be the talker. You are talking too much if you don’t allow the candidate to carry 90% of the conversation.

6. Listen carefully. To effectively evaluate the candidate’s response take note of the Situation described, the Action they took, and the Outcome (what happened). Ask follow up questions to clarify and fill in any gaps.

7. Dig deep. It’s human nature for candidates to want to shed the best light on their activities. You want to know more than what the interviewee did, said, felt or thought in the past. (You will hear for example, “I did….”, “I said...” etc.) You also want to understand how their actions affected others, how they were perceived as a manager, colleague or subordinate.

8. Listen for continuity and authenticity. Explore how their actions and experience have grown and how they are using what they’ve learned in order to add value. No one is perfect. Authenticity requires a realistic understanding of one’s own strengths and weaknesses.

After the Interview

1. Complete your notes. Record as clearly as possible what each candidate has said. Any delay in recording can result in lost or incorrect information.

2. Complete the Guide’s Evaluation and Recommendation.


Candidate Profile Categories

District Manager I District Manager II District Manager III District Manager IV ADS V

Early stage sales with zero or limited non-

competitive sales experience

Early stage sales with limited competitive sales

experience

Mid-Later stage B2B competitive sales with

strong applicable network in SMB space

Direct competitive sales executive with proven

track record and strong network in SMB space

Direct competition sales manager with proven track record

of leadership & quota attainment

Years of sales experience 0-4 >2 >5 >5 >8

Years of B2B sales experience 0-4 >2 >5 >5 >8Years of B2B technology sales experience 0 >2 0 >5 >8Years of competitive industry experience 0 2-4 0 >5 >5

Prior income >$75K No Yes Yes Yes Yes

SSI Interviews

Strictly behavior based including academia, sports, minimal work

history, goals & objectives

Competitive metrics, goals & objectives, reasoning, and sales

processes, coachability

Decision making, coachability, reasoning, action oriented, rolodex

Competitive metrics, sales processes, rolodex,

reasoning, quota achievement and earnings

Competitive metrics, leadership

accomplishment, sales process & skills


Candidate Sales Competencies

Attitude Effort Results

Decision Making

Motivated - They ‘Run To’ opportunity rather than ‘Run From’

adversity.

Action - They make sound judgments base on having an end in mind with a sense of urgency and a ‘failure is not

an option’ attitude.

Urgency - Progressive career path and/or income and/or

accomplishments

Initiative

Adaptability

Fortitude

Sales Skill

Passionate - They have enthusiasm for sales and they are a student of the

profession.

Competitive - Never satisfied with performance that falls below

expectations; demonstrates the ability to adapt behavior to overcome

obstacles needed to achieve expected results..

Achievement - Can be counted on to achieve goals; is consistently a top

performer. Results oriented; steadfastly pushes self and motivates

others for results.

Process

Negotiation

Time Management

Business AcumenCurious - Learns and applies

technical and professional skills; seeks to stay current with

developments related to the industry.

Intellection - Looks for trends of opportunity in the business climate

and able to marshal resources

Trusted Advisor - Able to shorten sales cycles and reduce competition

Industry Knowledge

Coachability

Team Player


Competency Proficiency Scale

Score Proficiency Level Description1 Not Demonstrated Candidate has not demonstrated this competency and likely has not had related training or experience.

2 Baseline

(theoretical knowledge)

Shows basic knowledge and understanding sufficient to handle routine tasks. Focus is on learning. Training or on-the-job training; beginning to develop this competency and have completed formal

education/training; Understand and can discuss terminology, concepts, principles, and issues related to this competency; Utilize the full range of reference and resource materials in this competency.

3 Progressing

(limited practical application and experience)

Has depth/breadth of knowledge to handle non-routine situations. Begins to take initiative. Focus is on applying and enhancing knowledge or skill.

Has applied this competency in occasional situations and still require minimal guidance to perform successfully;

Understands and can discuss the application and implications of changes to processes, policies, and procedures in this area.

4 Proficient

(practical application and experience)

An expert who can handle broad organizational/professional issues; works independently; has long-term perspective; coaches, guides and empowers others.

Consistently provided practical/relevant ideas and perspectives on process or practice improvements which may easily be implemented;

Capable of coaching others in the application of this competency by translating complex nuances relating to this competency into easy to understand terms;

Participates in senior level discussions regarding this competency; Assists in the development of reference and resource materials in this competency.

5 Master

(recognized thought leader)

All criteria must apply

An expert whose advice is sought out by others, from both within their company and from outside of their department, or from other organizations; Shapes the organization/profession; is visionary; focus is strategic; copes with the unknown.

Demonstrated consistent excellence in applying this competency across multiple projects and/or organizations;

Considered the “go to” person in this area Creates new applications for and/or lead the development of reference and resource materials for this

competency; Able to explain the relevant process elements and issues in relation to organizational issues and trends in

sufficient detail during discussions and presentations, to foster a greater understanding among internal and external colleagues and customers.


Interview Date:

Candidate Name:

Interviewer:

Recruiter:

Recommend:

Hiring Manager:

Position Title:

Location:


Sales Success Interview District Manager

Decision-Making

Result: UrgencyEffort: Action

Attitude: Motivated

1. I understand that you are interested in a career with OUR COMPANY. May I ask what made you decide to apply to us?

1. How did you find the opportunity?

2. What is THE most important goal that you want to attain in your next role?

1. Why is that important to you?

1. Up to this point, what has prevented you from already doing that?

2. So, what would you have done differently if you could go back in time?

1. I see that your degree is in ; what made you decide to go in that direction?

2. What were your career thoughts towards the end?

3. How did you end up getting into sales?

3. Is there anything about your current role that you would like to maintain in your next position?

1. What do you stand to risk if we were to make you an offer today and you should accept it?

1. So I have to ask, why would you walk away from that?


Things to look for: Are they emotional, measured, or analytical? Do they ‘run from’ adversity, or ‘run to’ opportunity? Do they have an end in mind, are they adaptable, do they have fortitude, and are they action oriented?

4. Okay, so let’s walk through your resume:1. Explanation of any gaps:

Company

How did you find this

opportunity?

Quota /

Attainment

Why did you accept the

offer?

Base /

W2

Why did you leave the

company?

Stack Rank / Number of Salespeople


opportunity?

Quota /

Attainment


offer?

Base /

W2

Why did you leave the

company?



opportunity?

Quota /

Attainment


offer?

Base /

W2

Why did you leave?



5. So, what motivates you?

1. What maxims would you say that you live by?

1. Can you think of a time when that was challenged?

6. In terms of strengths and assets, what do you feel that you have the most to offer?

1. Starting a new position comes with a lot of change and learning. Describe how you go about on-boarding yourself to be successful.

2. Beyond the normal on-boarding process, what would you like see from management to help ensure

your success?

1. What if, for whatever reason, they are unable to provide that to you?

7. What are some of the biggest challenges that you’ve faced in your career?

1. Can you tell me about a time when you were not very satisfied or pleased with your performance?

What did you do about it?

1. Give me an example of a time your organization shifted goals (such as territory realignments or new

management or resources).

2. What do you do to alleviate stress?

2. Of all of the decisions that you’ve made in your career, which do you regret the most?

1. If giving career advice to someone who has never been in sales, what you tell them that their biggest challenge will be?

1. Was that a challenge for you?

2. We all have good and bad days. In terms of emotions, what sorts of things irritate you the

most?

3. Can you share with me a time in which you lost a very disappointing sale?


Sales Success Interview District Manager

Skill

Result: AchievementEffort: Competitiveness

Attitude: Passion

8. How would you describe yourself competitively?

1. Have you won any awards?

2. Talk to me about a sale that you’re most proud of.

1. What do you think that you did that the competition did not, or was unable to do?

2. Did you manage it cradle to grave?

3. Who else was involved in achieving the sales?

3. Professionally, if you knew that you could not fail, where do you see yourself in 5 years?

1. What is your vision of how you will achieve that goal?

2. Just curious, do you know how much you make an hour?

9. How would you define the step-by-step sales process?

1. If you had to choose, which part of that process do you like the least?

10. Help me understand your approach to sales and how you measure activity:

1. Let’s start with your strategy and approach to lead generation.

1. Cold-Calls per week:

2. How would you define a qualified ‘Prospect’?

1. Discoveries per week:

3. How do you go about developing a presentation?


Things to look for: A passion for the profession of sales, a methodical approach in how they sell, their solution based negotiation abilities to be successful at sales, and an awareness of the value of their time.

1. Demonstrations per week:

4. When preparing a proposal for a prospect, how do you determine what the price is going to be?

1. Proposals per week:

1. Tell me a little about how your company prices their solutions.

5. Sometimes customers want to ‘think about it’ after you have written up a contract. Why do you think

this is?

1. Contracts per week:

6. What is your average sale worth?

1. Close-Wins per week:

1. Work the math: # of wins x average sale; does this equal quota? If not, explain:

11. Sometimes we believe that we have the best solution to a customer’s needs, but they don’t act on it. Why do

you think this happens?

1. Most people cite ‘relationship’ as the reason that they win sales. When you lose a sale, why do you

think that is?

1. Can you share with me a time that you simply would not take ‘no’ for an answer?

12. How do you plan your day in detail to prioritize your time?

1. When was the last time that you missed a significant deadline?

2. How do you make your CRM to help you?

3. Are there other technologies or resources that you use to research and plan?


Sales Success Interview District Manager IV

Business Acumen

Result: Trusted Advisor / SMEEffort: IntellectionAttitude: Curious

13. In every opportunity, there are challenges. And, in every challenge, there are opportunities. What do you think that they are for this industry and/or OUR COMPANY?

1. Have you ever identified a trend and were able to turn it into a competitive advantage?

2. Beyond the decision makers themselves, what relationships do you have that could help you competitively?

3. As it applies to sales, what is your definition of ‘good money’ and ‘bad money’?

4. Have you ever competed against OUR COMPANY and, if so, can you tell about those opportunities?

14. If I were to ask your current (or former) manager what we need to do to ensure your success, what would he/she say?

1. What would your co-workers say that your biggest strengths and weaknesses are?

1. Strengths:

1. How do you capitalize on these strengths?

2. Weakness:

1. How do you manage these weaknesses?

2. Would you say that you have a mentor at work? Can you tell about him/her and how you rely on them?

15. What sales training have you taken? What was the “Big-Get” that you took away?

1. What are your favorite business books?

2. What about industry or trade rags?


Things to look for: A linear curiosity and apprehension of the industry, line of business, and/or economic environment as a whole as it applies to the sales profession and that of their customers. An ability to make decisions consistent with the objectives of others.

Focus Interview Evaluation

Candidate’s Name: Hiring Manager:

Interviewer: Position Title:

Recruiter: Location:

Not

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Bas

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Pro

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Pro

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Mas

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2 3 4 5 6Decision Making / MotivationAnalyzes situations effectively and makes appropriate decisions; makes clear, consistent, transparent decisions; distinguishes relevant from irrelevant information and makes timely decisions.Adaptability / InitiativeRemains open-minded and changes opinions on the basis of new information; performs a wide variety of tasks and changes focus quickly as demands change; manages transitions from task to task effectively; adapts to varying customer needs.FortitudeDeals effectively with pressure; remains optimistic and persistent, even under adversity; recovers quickly from setbacks. Is able to accept feedback and criticism and deal calmly and effectively with high stress situations.Passion / CommitmentTakes personal satisfaction in performing tasks and responsibilities related to sales, enjoys the challenges with work and seeks out new areas of personal development through their job.Competitive / UrgencyCan be counted on to achieve goals; is consistently a top performer. Results oriented; steadfastly pushes self and motivates others for results. Never satisfied with performance that falls below expectations; demonstrates the ability to adapt behavior to overcome obstacles needed to achieve expected results.Process / Selling SkillsFollows a solutions based sales process to identify and qualify prospects, explore for unmet needs, handle objections, adapt and respond to buyer personalities, make effective presentations and negotiate terms in the best interest of the customer and OUR COMPANY.Time ManagementEstablishes a course of action for self to accomplish specific goals; plans proper assignments for business plan; manages time, resources, and agenda effectively to avoid waste.NegotiationUnderstands how to handle objections or resistance, diffuse anger, and build and maintain relationships through win-win collaboration; is able to make decisions consistent with the economic objectives/contribution of their department.Industry KnowledgeUnderstands technical and professional information necessary for sales; learns and applies technical and professional skills; seeks to stay current with developments related to the industry.Team Player / CoachableEffectively works toward common goals by supporting, encouraging, and sharing information with colleagues; Is honest and ethical.MetricsAverage deal size, quota, revenue, commission rate, and earnings are accurate map correctly and do not conflict with any statements made by the candidate.


Interview Summary


sales success behavioral interview guide final

Recruiting & HR