Interviewing
What Seven Steps do You Need to Take to Conduct Meaningful Sales Interviews ?
Most sales managers put more emphasis on sales interviews than any other selection technique. That’s unfortunate. Interviews will rarely predict future performance with any accuracy. Preparation can improve the odds.
1. Planning Sales Interviews
Interviews are effective only if focused on truly observable factors. By applying a behavioral format consistently across all candidates, an interview can:
- Offer avenues to explain unclear background data
- Provide opportunities to evaluate presentation skills, poise, appearance, and the candidate’s ability to think on one’s feet
- Furnish opportunities to check stress tolerance, planning, and learning ability
But, interviews cannot:
- Verify honesty or integrity
- Separate between real motivation and the present need for a job
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Provide totally objective and valid proof of non-bias in hiring (in most cases).
What to Avoid >>
2. Conducting the Sales Interview
Determine the job-relevant characteristics and skills necessary to do the job successfully. Define the purpose of a specific, upcoming interview. Earlier interviews typically screen people out. Sales interviews later in the selection process focus on confirming a positive impression . . . and that could lead to an offer. Prepare the questions to probe the potential sales person and determine the match between the person and the planned sales assignment.
Some clients also conduct a follow-up interview after receiving our test report on their candidate. Our reports may highlight characteristics that need deeper probing.
Structured Sample >>
3. Interviewing Potential Sales Candidates for the Real Picture
Start by greeting the candidate in a “professional” manner, establishing rapport, and stating the objective for this specific interview. Put the candidate at ease. Allot time to discuss each key area you need to talk about . . . before discussion of job requirements. Any effort spent on “selling your company” should be determined by how closely your applicant appears to match your sales person requirements.
Finally, ask your sales applicant if he or she has any questions: respond accordingly. Finish by telling the sales candidate the next steps and what to expect.
4. Listening – Don’t Give Away the Show
The key point of a sales interview is gathering information, not selling the job and your company. Even naive and inexperienced sales candidates can follow interview clues projected by a talkative interviewer, allowing them to package their answers. Practice the 80/20 Rule: listen to the applicant 80% of the interview; talk 20%.
5. Allowing Silence – Don’t Be Afraid of It
Talking may be communication or a defense. Too much talking indicates your own discomfort with silence. Likewise, the need for an Interviewee to talk too much indicates discomfort with silence, a characteristic that can hinder success. No one can listen while talking.
6. Offering Opportunity – Not Just Security
Good sales people live on their own merits: they expect to be rewarded as a result. They prefer more opportunities for growth, not just long-term security. They may not want to commit to guarantees for employment tenure which may inhibit their growth opportunities.
7. Looking for Sales People Who Exhibit Courage
People are better suited to persuade others to buy an idea or product in which they strongly believe. Even the best actor cannot fake a phony passion. Feigning a false belief in the product eventually leads to a lack of conviction leads to cynicism and eventually problems for the candidate.
