The problem with how most companies interview for sales roles
Most interview processes are built around one question: “Can this person sell ?”
But hardly anyone asks: “Can we sell to this person ?”
Too many interviews still look like a checklist: A few questions about the CV. A quick summary of the company. A vague discussion about targets. Then.. “We’ll be in touch.”
It’s transactional, uninspiring and completely forgettable.
You need to remember that salespeople are professional qualifiers. They’re reading the room. They’re testing your clarity, energy and conviction. They’re deciding whether they believe in your story, your leadership and ultimately your product.
If your interviews don’t sell belief, they won’t close talent.
The alternative: Treat interviews like sales meetings
Every interview is a two-way pitch. They’re qualifying you just as much as you’re qualifying them.
When you treat interviews like sales conversations, everything changes:
- You prepare differently.
- You lead with value.
- You sell the reality of what it’s like to work in your world.
You’re not testing candidates, you’re inspiring them.
Top performers don’t join companies out of necessity; they join because they
What does good looks like
Here’s what happens when you run interviews like sales meetings:
Clarity → You set context early. Explain why the role exists, what problem it solves and how it links to company growth.
Connection → You create a genuine two-way conversation. You ask about motivations, ambitions and the kind of culture that helps them thrive.
Confidence → You sell your leadership, your support systems and your environment, not just the job description.
Commitment → You close every interview with energy: next steps, timelines and why they’re a strong fit.
You leave them wanting the offer, not wondering why they bothered
Why it works
It builds belief and belief drives conversions.
When candidates feel seen, respected and excited during the process, they respond faster, they stay more engaged and they accept offers with conviction.
If they don’t get the job..They still talk positively about your brand.
That’s the hidden ROI of a great interview experience, it turns candidates into advocates.
How to make it happen
Here are 4 practical ways to make your interviews feel more like sales conversations:
1️⃣ Lead with purpose. Don’t start with “Tell me about yourself.” Start with why the role matters and what success looks like.
2️⃣ Be transparent. Top performers don’t want fluff, they want facts and honesty, so be clear about challenges, targets and expectations.
3️⃣ Ask the right questions. Move past the CV. Try:
- “What kind of environment brings out your best ?”
- “What would make this opportunity truly exciting for you ?”
4️⃣ Close the meeting. Don’t end with “We’ll be in touch.” Summarise next steps, reinforce why they’re a fit and thank them for their time. It’s simple, but it changes the tone completely.
Why this matters
Your interview process is your brand in action.
If it feels chaotic, slow, or one-sided then that’s the impression candidates take away about your company.
If it feels structured, clear and inspiring then that’s the energy they associate with working for you.
It’s that difference that will determine whether or not they accept your offer… or your competitor’s
Quick win for this week
Before your next interview, take 15 minutes to:
Revisit your opening pitch – How do you introduce the company and role?
Review your questions – Are they designed to learn or just to filter?
Check your close – Do candidates walk away clear, or confused?
Small tweaks here create a huge shift in perception.
Takeaway
If your interviews don’t feel like sales meetings, you’re probably losing top sales talent without even realising it.
Remember: you’re not just evaluating, you’re selling belief.
Ask yourself:
“If this were a sales meeting, would I buy what I’m selling?”
If the answer’s no then start there.
