A strong first impression doesn’t always reflect real sales techniques
Raul Krebs
Most sales professionals are great communicators. In roles where they represent the company, they understand how appearance, attitude, and interaction shape a strong first impression. Key soft skills like sociability, efficiency, and confidence help them stand out in interviews — fluent speech, active listening, mirroring, and tailoring answers to recruiters’ expectations. But does this mean they have great sales techniques? Not necessarily.
A confident interview doesn't guarantee strong sales techniques. That’s why evaluating a candidate’s potential in sales shouldn’t rely on one conversation or gut instinct alone.
Real sales techniques show in real scenarios
After five years of hiring primarily for sales roles, we know this: real sales techniques are better evaluated through action, not theory. Especially when hiring for proactive sales positions.
One of the best ways to assess sales techniques is through a simulated sales scenario — not just “sell me this pen,” but a real-life situation. Let the candidate actually sell something.
Doing it helps to reveal two things:
- The candidate sees their own fit Even a skilled seller won’t succeed if they dislike the work. A realistic situation helps the candidate reflect: Do they feel confident representing your company? Does the product or service interest them? If there’s no connection, that will show in results.
- You see how they approach sales Many candidates confuse sales with listing features and prices. But real sales techniques go far beyond that.
Sales techniques is more than just a list of functions
Great sales techniques involve:
- Building trust from the start
- Identifying client pain points
- Explaining how your offer solves real problems
- Focusing on value, not just functionality
Simulations won’t reflect the full picture, but they give a far clearer view than a CV or standard interview ever could.
How to simulate a meaningful sales situation
A valuable sales simulation must feel realistic, not overly basic or artificial. The best scenarios are based on real situations your company has handled.
Key tips to create an effective sales test:
- Use your real product or service. Share background material — your website, case studies, or brochures.
- Include real client questions. These will show if the candidate can offer genuine answers.
- Create a simple backstory. For example: “You’re speaking with the CEO of a small manufacturing company struggling with marketing. Your task is to sell a digital marketing solution.”
- Let the candidate ask questions and lead the conversation. Pay attention to how they gather information and handle objections.
This way, the situation stays practical, and the candidate can fully demonstrate their sales techniques.
The goal is to assess sales techniques, not just confidence
To evaluate real sales techniques, you first need to define what success looks like in your specific sales context. Products and customers vary — so should your evaluation process.
Use these guiding questions to compare candidates fairly:
- Do they ask insightful questions before pitching?
- Can they understand the client’s situation and pain points?
- Do they tailor their approach based on new information?
- Can they relate to client concerns?
- Do they speak about value, not just product features?
It’s not about ticking every box — it’s about discovering their thought process, approach, and mindset.
Interviews alone can’t reveal sales techniques
It’s hard to judge sales techniques from words alone. Real selling is action-oriented — it takes experience to see how someone behaves in a sales moment and where they direct their focus. A deliberate process gives clarity to both sides. Candidates understand expectations. Employers make more confident hiring decisions — based on action, not assumption.
Need help hiring sales talent? We’ll help you define the right sales techniques for your product or service, set key evaluation points, and build a recruitment process tailored for success in sales roles.
Let’s connect:
📲 +372 5647 6222
🌍 More about us: www.southwesternrecruitment.com
