Questions to Ask at a Sales Interview

Walking into a sales interview is an opportunity to identify top-tier candidates who can drive your business forward. It’s about checking if they meet the qualifications and understanding their sales mindset, their approach to challenges, and how they can contribute to your team’s success.

That’s why asking strategic questions in a sales interview is just as important as answering them. Since 84% of business buyers expect the sales reps to be trustworthy, it’s important to hire the right talent. The right questions help you understand onboarding, career growth, client handling, and performance expectations—all before you sign the dotted line.

This guide will walk you through key questions to ask during a sales interview, ensuring you select candidates who align with your company’s goals and culture.

Top 20 Strategic Questions to Ask in a Sales Interview

1. How do you adapt to the onboarding and ramp-up process?

A strong sales team starts with how well new hires integrate into the company’s sales process. Asking candidates about their onboarding expectations helps assess their ability to learn quickly, adapt to training, and apply new strategies effectively.

Top-performing salespeople don’t just wait for training; they take the initiative. By discussing onboarding experiences and ramp-up strategies, you can identify candidates who are self-starters, eager to learn, and ready to contribute from day one.

2. How do you research potential clients before making a pitch?

Understanding a candidate's approach to client research is essential. This question assesses their ability to gather relevant information and tailor their sales strategies effectively. Candidates should demonstrate proficiency in utilizing tools like LinkedIn, industry reports, and customer databases to understand a prospect's needs and pain points. Their response reveals their commitment to preparation and their capability to personalize pitches, which can significantly enhance conversion rates. 

3. Can you describe your sales process from lead generation to closing?

This question provides insight into a candidate's strategic approach and organizational skills. A well-structured sales process indicates a methodical mindset, which is essential for consistent performance. Look for candidates who outline clear steps, such as prospecting, qualifying leads, presenting solutions, handling objections, and closing deals. Their ability to articulate this process reflects their experience and understanding of effective sales methodologies.

Read also: Top 5 reasons to work with a fractional sales person

4. How do you handle rejection in sales?

Resilience is a key trait for successful sales professionals. This question evaluates a candidate's ability to cope with setbacks and maintain motivation. Effective responses may include strategies like analyzing the reasons behind a rejection, seeking feedback, and using the experience as a learning opportunity. Candidates who demonstrate a positive and proactive approach to rejection are likely to persevere and thrive in challenging sales environments. ​

5. What strategies do you use to build and maintain relationships with clients?

Strong client relationships are fundamental to sustained sales success. This question assesses a candidate's interpersonal skills and their ability to foster trust and loyalty. Look for answers that highlight active listening, regular follow-ups, personalized communication, and a genuine interest in solving client problems. Candidates who prioritize relationship-building are more likely to secure repeat business and referrals.

6. How do you stay informed about your target market and industry trends?

A candidate's commitment to continuous learning reflects their ability to adapt and remain competitive. This question evaluates their initiative in keeping abreast of market developments. Effective responses may include subscribing to industry publications, attending webinars, participating in professional networks, and analyzing competitor activities. Such habits ensure that the salesperson can anticipate changes and adjust strategies accordingly.

Also Read: Building a SaaS Sales Team

7. What’s your approach to handling price objections?

Handling price objections requires more than just discounting. Strong sales candidates should focus on conveying the product's value, demonstrating ROI, and addressing customer concerns effectively. They should highlight how they justify pricing through case studies, testimonials, or data-driven results. 

Effective responses include strategies like reframing costs as investments, offering flexible payment options, or reinforcing the product's long-term benefits. This question helps assess whether a candidate can maintain profitability while closing deals. Companies should look for answers that emphasize confidence, product knowledge, and customer-centric selling.

8. How do you manage a long sales cycle?

Some industries require salespeople to nurture leads over months before closing deals. A strong candidate should demonstrate patience, consistent follow-ups, and a structured approach to maintaining engagement. Answers should include a mix of automated and personalized communication strategies, using CRM tools to track interactions and schedule touchpoints. 

They should also discuss ways to keep prospects interested, such as providing insights, case studies, or product updates. Candidates who can articulate a clear strategy for long sales cycles are better equipped to drive consistent revenue. Companies benefit from hiring sales professionals who balance persistence with customer relationship management.

9. How do you determine if a lead is worth pursuing?

Sales teams waste time on unqualified leads without a clear qualification strategy. A strong answer should mention frameworks like BANT (Budget, Authority, Need, Timeline) or MEDDIC (Metrics, Economic Buyer, Decision Criteria). Candidates should discuss their approach to identifying key decision-makers, understanding pain points, and evaluating a lead’s likelihood of closing. 

Companies should listen for responses that focus on efficiency and strategic decision-making. Sales reps who prioritize high-value leads based on data, engagement signals, and account-based intelligence are more likely to meet quotas and contribute to sustainable revenue growth.

Also Read: Powering Your Sales Team: Why Hiring a Top-notch Account Executive is Crucial for Growth

10. Tell me about a time you turned a “no” into a “yes.”

This question evaluates a candidate’s problem-solving skills, persistence, and ability to handle rejection. The best answers include specific examples of overcoming objections, adapting the sales pitch, and demonstrating value to the customer. Strong candidates will highlight their ability to listen, identify customer hesitations, and provide compelling reasons to move forward. 

Companies should look for salespeople who take a strategic approach to objections rather than relying on aggressive sales tactics. A salesperson who consistently converts hesitant leads into customers can drive significant revenue and build long-term client relationships.

11. How do you approach selling to different decision-makers in an organization?

B2B sales often involve multiple stakeholders with different priorities. Sales professionals must tailor their messaging to fit the needs of executives, finance teams, and end-users. Strong responses should highlight research techniques, adaptability, and the ability to frame a product’s value differently for each audience. 

Candidates who reference past experiences working with cross-functional buying teams show an understanding of complex sales cycles. Companies should look for sales reps who can influence diverse decision-makers and drive consensus within organizations. This skill is critical for closing enterprise-level deals.

12. What’s your strategy for upselling and cross-selling?

Maximizing customer lifetime value is crucial for any business. Sales reps should identify upselling and cross-selling opportunities by understanding customer needs and introducing relevant solutions. Effective candidates will discuss using data analytics, customer behavior insights, and targeted follow-ups to increase sales. They should explain how they introduce higher-tier products, complementary services, or long-term contracts to existing clients. 

Companies should prioritize candidates who emphasize relationship-building and customer success over pushy sales tactics. Those who integrate upselling naturally into conversations can significantly improve retention and revenue growth.

13. How do you structure your day to maximize productivity?

Time management directly impacts sales performance. Strong candidates should describe how they balance prospecting, follow-ups, client meetings, and administrative tasks. They should highlight tools like CRM systems, time-blocking methods, and automation to enhance efficiency. High-performing sales reps often start their day reviewing pipeline updates, prioritizing high-potential leads, and scheduling outreach strategically. Companies benefit from hiring salespeople who take a disciplined, proactive approach to their workload. A structured daily routine indicates focus, organization, and the ability to meet targets consistently.

14. What tools and technologies do you use to enhance your sales process?

Modern sales teams rely on various technologies to improve efficiency and effectiveness. Candidates should discuss their experience with CRM platforms like Salesforce or HubSpot, automation tools like Outreach, and data analytics software. Their answer should include how they use these tools to track leads, personalize outreach, and analyze sales performance. Companies should listen for responses that highlight adaptability to new technologies and a results-driven approach. A sales professional who uses technology effectively can streamline processes, reduce workload, and improve conversion rates.

15. How do you handle competition in sales?

Competition is inevitable in sales, and strong candidates should demonstrate how they differentiate their product without negative selling. Effective answers should focus on competitive research, unique selling propositions, and positioning strategies. Candidates should describe how they gather competitor insights, counter objections, and highlight their solution’s strengths. Companies should seek sales reps who maintain professionalism while positioning their product as the best choice. A salesperson who confidently addresses competitive challenges without undermining rivals builds trust and credibility with prospects.

16. Describe a deal you lost and what you learned from it.

Every salesperson loses deals, but the key is learning from them. Candidates should share an example where they analyzed what went wrong, adjusted their strategy, and applied lessons to future sales. Strong responses include self-awareness, constructive feedback from the client, and proactive changes to improve performance. Companies benefit from hiring salespeople who embrace continuous learning and can turn setbacks into growth opportunities. A rep who understands why a deal fell through—and takes action to improve—demonstrates resilience and adaptability, which are essential for long-term success in sales.

17. How do you build long-term relationships with clients?

Successful salespeople don’t just close deals; they nurture relationships that lead to repeat business and referrals. Strong candidates should discuss strategies like personalized follow-ups, regular check-ins, and adding value beyond the initial sale. They should mention using CRM tools to track customer interactions and identify engagement opportunities. Companies benefit from hiring sales reps who prioritize trust, consistency, and proactive problem-solving. A salesperson who builds long-term relationships can contribute to customer retention and revenue growth while strengthening the company’s brand reputation.

18. How do you handle situations where a prospect is hesitant to commit?

Sales professionals often encounter prospects who show interest but hesitate to close. Candidates should demonstrate their ability to identify the root cause of hesitation, whether it’s budget concerns, internal approval processes, or uncertainty about the product’s value. Strong answers should include strategies like providing additional case studies, offering a limited-time incentive, or involving other decision-makers. 

Companies should look for candidates who remain patient, ask the right questions, and provide reassurance without being overly aggressive. Sales reps who effectively manage hesitation can increase conversion rates and shorten sales cycles.

19. Can you describe how your previous product benefited your customers?

When evaluating this response, look for candidates who can clearly articulate the value their previous product or service provided. The best candidates will demonstrate a deep understanding of the customer’s pain points and explain how their product or service solved specific problems. They should emphasize measurable results, such as increased efficiency, cost savings, or improved customer satisfaction. Strong candidates will not only focus on the product features but also on how it directly impacts the customer’s business outcomes, showing they can connect product capabilities with customer needs.

20. Would you be comfortable jumping on a sales call right now?

Since 92% of sales people interact via call, this question is a great test of the candidate’s confidence and readiness. The ideal response should show that the candidate is comfortable engaging with prospects at any moment and can effectively transition from a conversation to a sales pitch. Look for candidates who express enthusiasm about immediate opportunities, demonstrating that they thrive in a fast-paced, proactive sales environment. 

Strong candidates will also mention their ability to quickly assess the prospect’s needs, build rapport, and adapt their pitch, all while maintaining professionalism and focus. Candidates who hesitate or show discomfort may not be as prepared for real-time sales interactions.

Also Read: Sales Development Programs in the United States

5 Questions to Ask in a Sales Interview

At the end of most interviews, your candidate is typically given the opportunity to ask questions. While it may seem like a formality, this is your moment to stand out as a better employer and demonstrate your preparedness for the hiring. Answering strategic questions during a sales interview can show your genuine interest in the candidate. Here are five powerful questions you can expect from candidates in your next sales interview.

1. What is the company’s approach to onboarding and ramping up new sales team members?

This question shows that the candidate is thinking ahead and interested in how they will be supported in their transition to the role. A strong candidate will want to understand the training, resources, and timeframes involved in getting them up to speed.

2. What opportunities exist for professional development and growth within the company?

A candidate asking this question is showing interest in long-term commitment and career advancement. They want to know how they can evolve and grow in their role. This reflects a proactive mindset and an ambition to contribute to the company’s future.

3. How do you measure the performance of sales representatives beyond hitting quotas?

A strong candidate is concerned not just with the numbers but with the broader value they bring to the team. Look for candidates who are focused on understanding the key performance indicators (KPIs) that will drive success in the role.

4. Can you describe the team dynamics and the culture within the sales department?

This question reveals that the candidate is focused on cultural fit and teamwork. They want to understand how the sales team collaborates, communicates, and supports each other in reaching goals. This reflects their desire to be part of a cohesive, high-performing team.

5. What is the compensation structure, including incentives, commissions, and earning potential for top performers?

A candidate who asks this question is clearly interested in aligning their success with the company’s reward system. They are focused on performance and motivated by tangible incentives, which is a great quality in a sales candidate. A competitive and transparent compensation structure also speaks to a candidate’s understanding of the sales profession.

Also Read: Essential Stages to Build a Strong B2B Sales Pipeline

Sales Interview Best Tips

1. Assess Sales Mindset and Motivation
   Focus on understanding the candidate's intrinsic motivation. Ask questions that explore how they stay driven during slow sales periods. Look for answers that demonstrate a resilient, positive attitude and a passion for closing deals, not just hitting quotas.
   
   
2. Evaluate Problem-Solving Abilities
   Sales are rarely straightforward, so look for candidates who excel in overcoming challenges. Ask about past sales hurdles and how they navigated through them. Ideal candidates should show adaptability, creative thinking, and a solution-oriented mindset in tough situations.
   
   
3. Look for Active Listening Skills
   A good salesperson isn’t just a talker; they’re an excellent listener. Pay attention to how well candidates listen during the interview. Do they ask follow-up questions to clarify details or provide thoughtful responses? Candidates who actively listen can better understand customer pain points and address them effectively.
   
   
4. Test Their Knowledge of Your Industry
   A great candidate should know more than just your product or service. Ask them questions about your industry, competitors, and market trends. This helps assess whether they’ve done their homework and are genuinely interested in your company.
   
   
5. Focus on Customer-Centricity
   Sales is about relationships, not just transactions. Candidates who can demonstrate a customer-first mentality are ideal. Ask them to describe how they build long-term customer relationships or how they handle difficult customers. Their answers should show empathy, adaptability, and an ability to nurture clients over time.

Conclusion

At Activated Scale, we understand that hiring the right salespeople is crucial for your business growth. By utilizing our expertise and tailored solutions, we help you identify candidates who not only possess the technical skills but also fit seamlessly into your company’s culture and sales strategies. Let Activated Scale streamline your recruitment process and bring top-tier sales talent to your team. Start Building an A-class Sales Team today with Activated Scale!