Do’s and Don’ts of a Sales Interview

Do's

• Dress appropriately. Look like a sales professional by wearing a conservative two piece suit and tasteful accessories. Make sure your shoes are polished.
• Be punctual. Arrive 15 minutes before your scheduled interview time. There is no excuse for being late.
• Announce yourself to the receptionist. It’s a good idea for you to let the receptionist know you are there, who you are seeing and the time of your interview, so she can announce your arrival.
• Wait for the interviewer to make contact first.
• Make eye contact and offer a firm handshake. No one likes shaking hands with someone who has a limp handshake and lowers their eyes. Look directly at the interviewer, smile, extend your hand and exert a modest amount of pressure for 2 seconds.
• Get the interviewer to describe the position and its responsibilities early on. By getting the information upfront about the sales opportunity allows you to relate your background and skills to the position throughout the interview.
• Ask clarifying questions. If you are not sure what the interviewer is asking you, ask questions such as “Do you mean…?”
• Be enthusiastic. You don’t have to be Doris Day, but convey enthusiasm and pride about your accomplishments.
• Give your qualifications. When asked the question “What are your greatest strengths/accomplishments?” stress those that relate directly to the position.
• Watch your body language. Remember you are being judged not only on what you say but how you conduct yourself. Sit up straight, maintain eye contact and watch your body language and facial expressions. Better yet, have a friend put you through a “mock” interview in front of a mirror. Have your friend watch your reactions. Do you wave your hands about? Jiggle your feet? Squirm in your chair?
• Be natural. Prepare answers in advance to tough questions but deliver them naturally, pause where appropriate and use inflection. You are not delivering lines in a drama production.
• Ask questions. An interview is an exchange of information, not an interrogation. Use the interview to your advantage to find out about the company, who you will be working with and the company’s culture.
• LISTEN. Listening is one of the hardest things salespeople have to do. Concentrate on what the interviewer is saying, how he delivers questions, his tone of voice and body language. Pattern your responses according to his personality style. If you want to interrupt, count to 10 before you do anything.

Don’ts

• Don’t wear heavy perfume, aftershave or cologne. You are on a professional interview not a date.
• Don’t smoke, chew gum or place anything on the interviewer’s desk.
• Don’t sit down before your interviewer offers you a chair.
• Never interrupt. It’s rude to interrupt people before they are finished speaking under any circumstances.
• Don’t be overly familiar. Generally interviewers start off the interview with a remark to build rapport. Allow for 2-4 minutes to discuss mutual interests but get back on track.
• Don’t ramble. If you are giving an example of how you went above and beyond the call of duty for a customer, stick to the facts. A good rule of thumb is to review all your examples and “prune” out facts that having no bearing on the overall result.
• Don’t be too brief. Don’t answer questions with just a “yes” or “no.” Explain wherever possible and add details that give the interviewer a clear picture of what you did or how you contributed.
• Don’t ask about salary and benefits unless the interviewer brings these topics up.
• Don’t volunteer more information than is needed. You don’t want to talk yourself out of an opportunity.
• Don’t lie. Big lies and small white lies have a way of catching up to you. Answer questions as truthfully as possible.
• Don’t be arrogant. When asked about your accomplishments, provide the interviewer with the context. For example, “I was named Salesperson of the Year in 1999 for selling over $1,000,000 worth of business services out of 25 people in my division.” Avoid saying, “I was the best salesperson in my division in 1999 and I sold over $1,000,000.”

Good luck on the interview!

©Sales Resource Centre, Canadian Professional Sales Association, 2001.