Secrets of Nailing a Perfect
Sales Interview

The sales job interview should always be viewed in exactly the same manner as any field sales call on a new prospective company. All of the same rules of a successful sales call can apply to a successful sales job interview! We represent a lot of sales candidates with wonderful track records that seem to leave their 'sales hats' at the door when interviewing for a new sales position.

The first rule of a successful sales interview is to treat it EXACTLY THE SAME as you would a sales call!

Next in a successful sales interview is preparation before the interview. We would rarely go on a sales call without adequate preparation. But, many sales candidates believe that without a glimpse of the company's interview style, that it would be difficult to prepare, so they attempt to 'wing it'. BIG MISTAKE!

Preparation:

Company info: Find out all you can about the company, it's products, its market share, the hiring manager, etc. This is not always easy, or possible. Try to get all the information you can, however. Researching articles on the company if it's publicly held is a good way to have an insight into the company in question.

Personal: While we can't always know the company's interview style, WE CAN prepare ourselves to answer a variety of typical interview questions. The first preparation is to take a walk down memory lane and selecting 3-4 anchor stories to assist in providing concrete details of our own sales track. Anchor stories are outcome stories from our own selling experience that a. have a successful outcome b. address goal orientation, successfully detailing acquisition of a new/difficult account c. solving a customer problem by going above and beyond the call of duty d. detailing a particularly creative, persistent or unusual tactic to gain a new account or sale.

Prepare yourself for a successful interview by reviewing correct answering theory

which is as follows: 1. Listen carefully to the question! Ask for clarification and restate the question in your own words, if necessary. No interviewer will recommend you for hire if you don't answer the question asked. Great sales people are great listeners. 2. Next, answer the question asked, briefly, but whenever possible, supplying concrete examples from your own experience to amplify your point. This is where you successfully utilize your 'anchor stories' in a creative way. The two advantages of this answering approach are: a. You reveal important info on yourself b. You reveal a lot about your personal selling philosophy. Remember to summarize your answer after the example. Perhaps, even ask the interviewer if your answer adequately met his question.

The second rule of a successful interview is in the preparation. Learn as much as you can about the company, prepare anchor stories on your successes, listen carefully to the interviewer's questions, answer succinctly, with use of concrete details.

Question best for success. In my experience, the best sales people ask the best questions. Did you ever notice that in a typical sales call, often one question unlocks the Pandora's Box of detailing the prospect's needs and desires? You can differentiate yourself from over 80% of your competition for any sales job by questioning effectively. The best question to ask of any (and EVERY) interviewer is: From your perspective, what are the three absolute requirements of the successful candidate for this job? (Listen carefully) The answer to this one simple question should provide you with all the ammunition you will need later to compose a summary close and to get that job!

Next, prepare a list of 20-25 company oriented questions. (It's highly doubtful you'll get the opportunity to explore a fraction of these, but, typically, in a 1-2 minute company presentation, the interviewer will answer the 3-4 most typical interviewee questions. Therefore, if you question effectively, you'll distinguish yourself from over 90% of your competitors for the job. Most people, when asked if they have any questions, say, "No, I think you've answered most of my questions." WRONG ANSWER! If I were hiring a person and they didn't want or feel the need to know about our company, the target market, our market share, what traits it takes to be successful; what shape the territory is in; why the position is open; when do they ABSOLUTELY need to have this position filled, etc., I'd be thinking--shallow person.

One note of caution--all of these questions should be 'you' oriented, as opposed to 'me' oriented questions, such as: What is a breakdown of the commissions? When do I qualify for vacation? How many sick days do I get? Is there a company car? These have their place ONLY after an offer is extended. Until there is an offer, you have nothing. The entire interview process is a quest for control. The hiring company maintains ALL control until an offer is tendered, passing control of the situation to the candidate. Your goal in EVERY JOB INTERVIEW is to get an offer.

Another great question is to ask the interviewer about his/her history with the company; where he/she came from prior to this company, etc. This not only is flattering, but establishes a personal as well as professional bond, that will imprint your candidacy in their mind's eye. If they're interviewing numerous people for your position, it will help them to remember you by your questions.

The third rule of a successful interview is to question right for success. The questions should be 'you' oriented, rather than 'me' oriented. The most important question is: What are the three most compelling requirements of the successful candidate for this position?

The final part of the successful interview is the closing strategy. Typically, sales professionals think of the close at the end of a call. In the interview setting it is best to think close early on, in the middle AND at the end of the interview. Utilize assumptive language and closing techniques during the question answering portion of the interview: "When I'm selected for territory X, I'll . . . ." During your question asking portion: "Let's suppose I'm the selected account executive for your Northside territory--what will I be doing on a weekly basis?" or during the summary close:

"I'm confident that when I represent your company . . . ."

Using assumptive language to both open questions AND answers forces the interviewer to psychologically picture you as their next sales person! This is a powerful tool that cannot be underestimated. I guarantee that if you insert 2-3 assumptive closes into your presentation in interview, you'll differentiate yourself from over 90% of your competitors. Substitute weak language like "If I'm selected", "I (hope, wish, feel)" with "I'm confident that; I know; In my experience; I've found that; I'm certain;" Power language works in any sales situation. Candidates that employ tentative, uncertain, unconfident language are questioned more.

End closes. As the interview winds to a close, it's obvious to most interviewees: The phone rings with the next appointment; the interviewer simply stands and puts a hand out, or looks at his/her watch. Before you walk out of that room, you MUST CLOSE! Here are a number of successful end closes to integrate into your standard interview demeanor:

1) Summary close. This is the traditional and safest, close. You simply reiterate the 3-4 compelling requirements the interviewer gave you (when you asked) and supply a succinct parallel to YOUR qualifications, indicating you meet or EXCEED their requirements. Then you ask for: a. the job b. the next step c. his/her recommendation for hire. If it's a first interview, it's doubtful a job offer is in sight, so you close to go to the next step. But, rest assured, if you don't close and indicate your interest in the opportunity AND your unique qualifications for the position, YOU WON'T BE CALLED BACK!

"Mr. Smith, before I leave, I'd like to thank you for your time and the information you shared. Based on your need for a stable, over-quota performer and a promotable type, I offer my own track record: 5 years with my current company, President's Club all 5 years and two subsequent promotions as evidence that I'm the person for your North side territory--where do we go from here?"

2) Humor close. If there's immediate chemistry, personal info has been shared and you are CERTAIN the interviewer can already see you for the position, it's possible to use an assumptive close that won't OVER FORMALIZE the end to a great meeting:

"Before I leave, Mr/Ms Interviewer, I have just two questions: When do I start and where do I hang my hat?" A touch of humor, a lighthearted demeanor and a definite acknowledgment of your interest in accepting the, as yet, unoffered position. WARNING: NEVER USE THIS TYPE OF CLOSE WHEN THE INTERVIEWER HAS BEEN ALOOF OR HUMORLESS. A humorless humor close is a nail in your coffin.

3) Two-step close. This is the best close I've heard in the past 10 years: "Mr. Smith,

before I leave your office, I have a question: Is there ANYTHING you've picked up

from either my resume or our discussion that would prevent me from going further in the interview process? "

(You've just asked a lawyer's question: One that will receive a courtesy answer.) Likely the answer will be, "Oh, no". On the off chance that a concern IS raised, you have a chance to rebut the objection. If the answer is 'No', you proceed to the REAL CLOSE. You've already painted the interviewer into a corner with your positioning question--he/she has just indicated they have NO concerns about your ability to do the job. Now, you nail it down: "Then, I have your recommendation to proceed to the second interview? Should we calendar that right now?" Or, "So, when should I expect a call to set up my next interview?" Or, "Who will my next interview be with?"

The beauty of this last close is that you use the interviewer's courtesy close and polite refusal to share any concerns as the springboard to your close. You take a potential negative and turn it into your reason for getting the position! A candidate taught me this close and used it successfully to get 6 recommendations for hire in an 8 interview process with ONE CLIENT! It works! The best close DOESN'T always get the job, but the sales candidate who doesn't close strongly, NEVER GETS CALLED BACK!

The last pillar of successful interviewing is closing. Close early and assumptively. Get the interviewer to picture you successfully performing in that role and you've closed. Use power language to assumptively close throughout the interview. At the end of the interview select an appropriate response that leaves NO DOUBT that a. You're interested in pursuing them and b. you're the most uniquely qualified candidate, based on the interviewer's stated needs.

Remember to treat your sales job interview like any other sales call on a new prospect. Listen carefully, answer with concrete detail and close early, often AND at the end of the meeting. By utilizing all of the rules of a successful interview, you'll build a strong foundation for your entire career!