Seasoned sales professionals often get jobs because of what they know. However, sales professionals tend to lose their jobs because of who they are! Measure specific sales behaviors, attitudes, and competencies of your next sales hire whether they are fresh out of college or your biggest competitor.

1. Sales Success Interview DM Created by Dan Gibbs 11/11/2013 Final
Sales
Success
Interview
Guide – DM
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!
Sales
Success
Interview
Guide
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!

2. 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?”

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

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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 >8
Years of B2B
technology sales
experience 0 >2 0 >5 >8
Years 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

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

6. SSI Introduction Created by Dan Gibbs 11/12/2013 Final
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 Acumen
Curious - 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

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Competency Proficiency Scale
Score Proficiency Level Description
1 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.

8. SSI Introduction Created by Dan Gibbs 11/12/2013 Final
Interview Date: 10/16/2013
Candidate Name:
Interviewer:
Recruiter:
Recommend: Yes
Hiring Manager:
Position Title:
Location:

9. Sales Success Interview DM Created by Dan Gibbs 11/11/2013 Final
Sales Success Interview District Manager
Decision-Making
Result: Urgency
Effort: 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?

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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
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
How did you
find this
opportunity?
Quota /
Attainment
Why did you
accept the
offer?
Base /
W2
Why did you
leave?
Stack Rank /
Number of
Salespeople

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

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Sales Success Interview District Manager
Skill
Result: Achievement
Effort: 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.

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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?

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Sales Success Interview District Manager IV
Business Acumen
Result: Trusted Advisor / SME
Effort: Intellection
Attitude: 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.

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Focus Interview Evaluation
Candidate’s Name: Hiring Manager:
Interviewer: Position Title:
Recruiter: Location:
Not
Demonstrated
Baseline
Progressing
Proficient
Master
2 3 4 5 6
Decision Making / Motivation
Analyzes situations effectively and makes appropriate decisions; makes clear, consistent,
transparent decisions; distinguishes relevant from irrelevant information and makes timely
decisions.
Adaptability / Initiative
Remains 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.
Fortitude
Deals 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 / Commitment
Takes 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 / Urgency
Can 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 Skills
Follows 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 Management
Establishes 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.
Negotiation
Understands 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 Knowledge
Understands 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 / Coachable
Effectively works toward common goals by supporting, encouraging, and sharing information with
colleagues; Is honest and ethical.
Metrics
Average deal size, quota, revenue, commission rate, and earnings are accurate map correctly and do
not conflict with any statements made by the candidate.

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Interview Summary