Preparation is the key to be successful in an interview
Q: Please help. I have a second interview for a job as an advertising sales rep. I have been given a media package which breaks down pricing for the magazine and the subject focus for specific issues. In the interview I will be asked to role play a sales situation based on the information that has been provided to me. I’m really concerned as I have not done a role played in a long time. Do you have any kind of examples or advice for me?

A: Thank you for contacting the Sales Advisor. When it comes to interviews, you have to be prepared for the unusual. Some interviewers ask non-behavioural-based questions to test your abilities to think on your feet or your creativity. It stands to reason that a sales manager might ask you to role-play and "sell" a tangible/intangible product to evaluate your sales abilities. The sales manager is looking for the process you'll be using while on a sales call.

According to the Canadian Professional Sales Association's Guide to Hiring Winning Sales Representatives, the sales manager will be evaluating you on the following categories and criteria:

Communication Skills
1. Listening Skills. Is the candidate a marginal, evaluative or active listener? Does candidate take point-form notes to demonstrate active listening?

2. Questioning Technique. Does the candidate use a technique to determine needs and get the buyer's participation in the decision-making process? Does the candidate ask open, clarifying, expanding and closed questions?

3. Feature/Benefits Feedback. Does he/she constantly solicit feedback from the customer and relate it back to customer benefits?

4. Needs Determination. How well has he/she discovered the customer's need and has the candidate related the company's competitive advantage to the customer?

5. Observation Skill. Has he/she been able to observe and take advantages of any opportunities offered by the "buyer" to close the sale?

Presentation Skills
1. Structure. Did the presentation follow a logical sequence? Were summaries used effectively? Did the presentation include an introduction, options, analysis, summary and conclusion?

2. Feature/Benefits. Was a relationship established between features and customer needs to prove or underline the benefits of the company's product or service?

3. Customer Involvement. Did the candidate get the customer involved in the buying decision? In the presentation?

4. Creativity. How much creativity did the candidate invest in his/her presentation? Did the candidate use props or the product as part of the presentation?

Confirmation and Commitment
1. Transition. Has the "sales representative" moved steadily towards doing business and completing the sale?

2. Summary. Have the needs, features and benefits been summarized by the candidate in a way that favours the seller's competitive advantage?