One of the key character traits that successful salespeople have in abundance is empathy or the ability to gain trust, establish a rapport and demonstrate their interest in providing a solution to customer’s problems. In an interview situation, empathy is best projected through curiosity. To gather information about a company check out the reference section and online resources of your local library, or go on the web to learn more about the company, its products/services, competitive position, locations and performance.

Ask yourself the following questions to guide you in your research:

• What are the primary and secondary product lines the company offers?
• Does the company perform any special services?
• What type of business are they in?
• Who are their competitors?
• What are the company’s annual sales?
• How many employees do they have in Canada?
• Are they publicly traded, privately owned or a family enterprise?
• Where are they located geographically?
• What are the different divisions?
• Is the company expanding, downsizing or under bankruptcy protection?
• Are they making money?
• How strong is management?
• What is their growth rate?
• Who are their primary customers/partners? What makes them unique?
• What’s their marketshare?
• How solid is their technology?
• What kinds of training programs do they have?

Having a list of intelligent questions in your head or in your hand, demonstrates to a prospective employer that you want to have a firm understanding of the opportunity and of the company. It also shows them you are serious about the opportunity and have the ability to probe for more details. The message you convey is “If I’m interested in an opportunity, imagine my interest in your customers.”

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