Attracting Top 25% Sales Talent Starts with Better Interviewing Skills

10 Steps to Becoming a Better Interviewer and Attracting Top Sales Talent

It’s no secret that mastering the art of interviewing can make or break your chances of attracting top-tier talent. Every detail counts, and sales managers who regularly recruit high performers understand that great interviews are the foundation of top sales hires.

Consider this story about one of my well-known clients. One of my clients was so meticulous about his sales interviewing that he got into the details with his hotel about the type of water served and the location of the meeting room. 

And when I say details, he got into the ice, the number of glasses, the location of the beverages, and more.

Maybe you think this sounds a bit obsessive or over the top. I can understand jumping to this conclusion, but you’d be very wrong.

He felt the first sales interview was so important that he’d be doing the first 250 of them – right along with me. He grew this business, with many of these initial 250 hires, into a multi-billion-dollar SaaS company.

So, let’s get practical—these 10 steps will help you improve your interviewing skills so you can make offers to the candidates you WANT on your team. I can assure you the candidates you want to hire have competing options.

Step #1: One is Not Your Interview Number

Eventually, you will be tempted to hire someone after the first interview. 

Someone will come along that you are itching to hire, and they may even encourage you to do it right then and there. But never attempt to hire a candidate after only one interview. Although it may seem like a perfectly good idea, I promise you – it NEVER is. 

And here’s the reason why – you haven’t exchanged enough information yet. You haven’t seen this person show up on time more than once. You haven’t seen them more relaxed and comfortable on a new day under different circumstances. 

So, no matter how tempted you might be to pull the trigger, go ahead and have another interview. 

Step # 2 – Do More than Show Up

You have a lot going on. Naturally, in an interview situation, you feel you can get caught up quickly on the candidate you’re about to meet in the first five minutes of the interview. Who will catch you up? 

The candidate, of course! Bad idea! 

Walking into an interview unprepared sends a clear signal: you’re not invested in this candidate. You may think candidates won’t notice, but they always do. Have the candidate’s resume at hand, show up on time, and be ready to lead a focused discussion. 

If you don’t, the candidate may think this lack of preparedness is how your company operates. Spoiler alert: they won’t be impressed!

Step #3- Set Expectations Early

Kick off the interview by outlining the agenda. Let candidates know what topics you’ll cover, the interview format, and how long each section will take. A clear structure will make candidates feel more at ease and keep the conversation on track. 

For example: “Thanks for meeting with me this afternoon! Your background is impressive and I can’t wait to learn more about your experience.  I know we only have 30 minutes together so I’m sure our meeting will feel brisk but let’s make the most of our time together. 

I’d like to start by discussing your most recent experience at Oracle and dive specifically into pricing negotiations, as I find this is an area where many of our new hires struggle.

Then, we’ll chat more about the role in detail and I’ll give you some context as to how this position fits into the overall team. We recently acquired ChatAICorp, so I will cover that briefly, and we’ll save 5-10 minutes at the end of our time together for your questions. How does that sound? Ready to get started?”

Step #4 -Respect the Candidates’ Time

Extend professional courtesy to candidates. At times, candidates are treated with the least respect – because they don’t work for your company. 

They are ghosted, rescheduled, and invited to final interview rounds only to be a distant contender. Remember that every round of interviews is a round of time that’s lost by all – forever. 

And unlike marketing, hiring is not a pure volume game. More is well…only more! There is only one person who will fill the role, so keep your focus on interviewing quality candidates. 

If your talent pool is filled with candidates who aren’t right for the position- get clear on who you are looking for by tightening up your requirements.

Step #5 -First Impressions Last

You’ve got one shot to make a great impression. 

Building rapport starts from the first moment. Be prepared, stay professional, and give your full attention to the candidate. Make them feel like they’re your priority, even if it’s only for the duration of the interview.

If you’re welcoming a candidate to the office, treat them like a guest. Offer them something to drink, welcome them to the office, and don’t neglect to make timely introductions. There’s nothing like being kept waiting in a room to be interviewed.

If you’re holding a video call– don’t be late. If you must reschedule an interview, try your best to keep rescheduling to a minimum. If you feel the candidate isn’t a great fit, don’t delay in communicating this information promptly.

Step #6 -It’s a Small World

Glassdoor is a consistent reminder of our small world. LinkedIn is another place to quickly learn about former employees who’ve moved on. 

On a Friday afternoon, you can look up that evil boss you once had and remind yourself never to interview with their employer. At times, we seem to forget today’s ho-hum interview could be your boss in a few years. 

Never forget how you conduct yourself leaves a lasting impression. It always pays to be professional and courteous. Because the reputation you build in your industry will impact your talent options over time.

Step #7-Minor Imperfections are Expected

If you’re stuck searching for that “perfect” candidate, it’s time to adjust your expectations. Focus on the essential skills and cultural fit that will move your team forward. Because perfection is elusive—hiring someone who can adapt, learn, and grow with your company is often the smarter move. 

Candidates who can adjust their behaviors and learn new skills are the ones who will help you achieve your goals.

Step #8 -Balance the Conversation

Do you spend most of your interviews talking about the company? A simple rule of thumb is each party should be talking about 50% of the time. 

Give candidates the space to share their experiences and ask questions. This is how you gain valuable insights into whether they’re the right fit. If you do all the talking – what information will you use to help you evaluate the candidate? 

Use a brief outline to stay on track during the interview. Write down questions in advance that you would like answered so you leave the interview with the additional information you need to advance your decision.

Step #9 -Know How to Communicate Your Value

Most of the people you interview will be employed. They already have jobs, and are often only looking to better their current situation. Otherwise, they can simply stay put. So remember, you’re selling too.

Understand what your company brings to the table. When you know what makes your organization a standout place to work, it becomes easier to attract the right people. 

When you haven’t thought it through – and you rely on platitudes like, “It’s a great place to work.” it will be difficult to separate yourself from other employers. You are at risk of sounding like a “me too” organization.

You’ll also have a tough time hiring people who are a potential fit for your company because they will have a lot of guesswork to do about what separates your team from their other choices.

For example, let’s say you have a competitive sales environment. You might lead with:

“If you have a hyper-competitive spirit, you’ll love working here. You will always get the recognition you deserve, and you’ll never wonder how you are doing and where you rank on the sales team.

Weekly stack rankings go out to the entire sales team every Friday. 

You can see how you compare to everyone else in the region. It’s the highlight of Friday afternoons. Everyone gets to see how everyone in our region is performing. In fact, you’d be surprised how some reps in the smallest of cities compete head-to-head with top reps in major metro areas.”

This certainly beats describing your sales team as “great. It may also help weed out salespeople who aren’t competitive and, therefore, won’t fit your sales culture.

Step #10 -Take Notes

After or even during the interview, you may want to jot down a few notes. These notes will help you stay organized and provide forgotten details to refer back to as you interview more candidates, and inevitably, all the information starts to run together.

The last thing you want to do is start a second interview asking your candidate about a trip to Paris they never took because you mixed up details. Organizing your interview notes will be useful as you progress through the interview process.

Advancing Your Interview Game

Mastering these steps will advance your interview game and make a tangible difference in your ability to recruit top sales professionals.

Interestingly, most people feel they are good at interviewing. And we are all good in some interview areas but there are others that still need our attention.

Put these simple but not easy skills to work, and you’ll find yourself hiring the best sales team you can recruit!