10 Essential Questions to Ask When Interviewing Sales Managers (2025)

1. Why Interviews Are Getting Harder to Run

In 2025, the number of applicants for sales leadership roles has grown significantly, driven by candidates using AI to craft polished resumes and automated outreach strategies. Even with AI-powered screening tools, it is difficult to identify professionals who excel at aligning revenue goals with customer relationship building.

As organizations demand more data-driven sales strategies and cross-functional collaboration, interview processes must be highly structured to identify truly strategic leaders. This increased competition and evolving expectations highlight the need for targeted questions and consistent evaluation frameworks.

2. Core Traits to Look for

Focusing on key traits helps you identify individuals who can thrive in roles that require revenue growth, team leadership, and strong client relationships:

Strategic Vision: Leaders who can translate business goals into clear sales initiatives set the direction needed to achieve targets.
Data Literacy: Comfort with CRM platforms and analytics ensures decisions are grounded in performance metrics.
Relationship Building: The ability to establish trust with clients and internal stakeholders is essential for long-term success.
Communication: Clear articulation of value propositions and negotiation tactics bridges gaps between product, marketing, and customers.
Collaboration: Team players who align with marketing and product teams ensure cohesive go-to-market strategies.
Adaptability: Agility in adjusting tactics based on market feedback and evolving sales channels is key in a fast-paced environment.

3. Personal and Career Background

Candidate profiles often reveal a mix of education and varied sales experiences:

Educational Credentials: Common degrees include Business Administration, Marketing, or related fields; many hold certifications in sales methodologies or leadership.
Industry Experience: Successful candidates often come from sectors like technology, finance, healthcare, or manufacturing, where they managed high-value accounts.
Previous Roles: Typical pathways include Sales Representative, Account Executive, Business Development Manager, or Customer Success Manager before stepping into leadership.
Cross-Functional Projects: Experience collaborating with marketing, product, and customer support teams indicates an ability to integrate sales strategies with broader business objectives.
Certifications & Portfolios: Many candidates hold certifications such as Salesforce Administrator or SPIN Selling and maintain case studies showcasing quota achievements and pipeline growth.

4. Technical Skills and Experience

Verifying technical proficiency and hands-on experience is crucial for success:

CRM Expertise (Salesforce, HubSpot): Mastery of CRM platforms enables efficient pipeline management, forecasting, and performance tracking.
Sales Automation Tools (Outreach, SalesLoft): Experience using automation enhances outreach efficiency and lead nurturing.
Analytics & Reporting (Tableau, Power BI): Ability to create dashboards and interpret sales metrics ensures data-driven decision making.
Forecasting & Budgeting: Proficiency in building accurate sales forecasts and managing budgets supports strategic planning.
Lead Generation Techniques: Knowledge of inbound and outbound tactics—such as LinkedIn Sales Navigator or email campaigns—drives pipeline growth.
Negotiation & Closing Frameworks: Familiarity with methodologies like Challenger Sale or Sandler Training demonstrates structured approaches to deal closing.
Order Management Systems: Understanding back-end order processes and integration with finance systems ensures smooth post-sales operations.

5. Soft Skills

Assessing essential interpersonal abilities ensures cultural fit and effective collaboration:

Leadership Presence: The ability to inspire and motivate sales teams builds confidence and drives performance.
Active Listening: Listening attentively to clients’ needs uncovers upsell opportunities and strengthens relationships.
Emotional Intelligence: Empathy allows managers to understand team dynamics and customer pain points.
Conflict Resolution: Skill in navigating disagreements between sales and other departments fosters collaboration.
Time Management: Managing multiple accounts, pipeline reviews, and coaching sessions without missing key milestones is essential.
Coaching & Mentorship: Guiding team members to improve skills and achieve targets reflects strong leadership.

6. The Best Interview Questions to Ask and Why

Targeted questions uncover strategic thinking, leadership approaches, and data-driven mindset:

“Describe a time you exceeded revenue targets—what strategies did you implement?”
Evaluates ability to set goals, execute tactically, and leverage resources to drive growth.
“How do you use CRM data to guide coaching conversations with your team?”
Probes data literacy and ability to translate metrics into actionable feedback.
“Tell me about a time you turned around a struggling account—what steps did you take?”
Assesses problem-solving, relationship building, and persistence in challenging situations.
“What methods do you use to forecast sales accurately, and how do you adjust when forecasts change?”
Tests proficiency in forecasting techniques and adaptability to shifting market conditions.
“Explain how you collaborate with marketing to generate qualified leads.”
Reveals cross-functional alignment and understanding of demand generation.
“How do you handle a conflict between sales priorities and product roadmap constraints?”
Examines negotiation skills and ability to balance competing interests.
“Describe your approach to coaching underperforming sales reps—what metrics guide your coaching?”
Demonstrates leadership style and focus on measurable improvement.
“How do you ensure customer retention while pursuing new business opportunities?”
Evaluates balance between growth and customer satisfaction.
“What tools and processes have you implemented to streamline the sales cycle?”
Highlights operational efficiency and process improvement initiatives.
“Describe a failed sales initiative—what went wrong, and what did you learn?”
Shows self-awareness, accountability, and capacity for iterative improvement.

7. Good vs. Bad Interview Questions

Good questions are open-ended, behavior-based, and scenario-focused, allowing you to probe a candidate’s leadership style, strategic approach, and relationship-building skills. For example, asking “Explain how you restructured your team’s sales process after missing quota—what changes did you implement?” encourages detailed discussion about analysis, decision-making, and outcomes.

In contrast, bad questions are leading, vague, or yield only yes/no responses, offering little insight into real-world capabilities. For instance, asking “Do you know Salesforce?” does not reveal whether the candidate can utilize CRM features to enhance sales processes or coach team members.

8. Scoring Candidates Properly

A structured rubric enhances objectivity, reduces bias, and ensures consistency across interviewers. By assigning clear weights to each criterion—such as leadership skills, data literacy, and relationship management—you can focus on the competencies that drive revenue and align with business goals.

9. Red/Green Flags to Watch Out For

Spotting red and green flags helps distinguish between candidates who will excel and those who may struggle.

Red Flags:

Reliance on Jargon: Overuse of buzzwords without concrete examples suggests superficial knowledge.
Vague Metrics: Inability to quantify achievements or forecast accuracy indicates weak data skills.
Blame-Shifting: Attributing missed targets to external factors rather than own strategies signals poor accountability.
Resistance to Feedback: Hesitancy to accept coaching or adapt plans suggests inflexibility.

Green Flags:

Quantified Achievements: Sharing specific metrics (for example, “increased pipeline by 30 percent”) shows result-oriented thinking.
Detailed Process Descriptions: Outlining step-by-step approaches to territory planning or deal negotiation demonstrates methodological rigor.
Collaborative Success Stories: Describing how they worked with marketing or product teams to create winning proposals indicates strong teamwork.
Continuous Learning: Explaining how they refined sales processes based on feedback or new tools reveals a growth mindset.

10. Common Interviewer Mistakes

Typical pitfalls include relying on unstructured questions that lead to inconsistent evaluations, focusing solely on quota attainment while ignoring leadership and team development, using hypothetical scenarios that do not reflect real sales challenges, and failing to calibrate interviewers on scoring criteria. These mistakes can result in overlooking qualified talent or selecting individuals who lack the necessary balance of strategic vision and relationship-building skills.

11. Tips for the Interview Process

A structured, candidate-centric approach ensures fair assessment and a positive experience:

Define a Success Profile: Align with stakeholders on revenue targets, team size, and leadership competencies before reviewing resumes.
Use Structured Scorecards: Create standardized evaluation sheets that capture leadership, data literacy, and communication criteria to reduce bias.
Calibrate Interviewers: Hold alignment sessions so all panelists share a common understanding of evaluation standards and scoring scales.
Limit Rounds to Key Stakeholders: Keep the process efficient by involving only essential decision-makers and avoid redundant interviews.
Allow Time for Candidate Questions: Encourage open dialogue, as insightful questions from the candidate can reveal deep industry knowledge and engagement.
Provide Prompt Feedback: Offer timely updates or decisions to maintain candidate interest and reinforce a strong employer brand.

12. How to Run Remote & Async Interviews That Actually Work

Structure and clarity are paramount in remote or asynchronous settings to maintain fairness and efficiency:

Select the Right Tools: Use video platforms such as Zoom or Microsoft Teams for live conversations and collaborative tools like Google Sheets or Airtable for pipeline exercises.
Design Realistic Case Exercises: Assign take-home tasks that simulate pipeline management—such as creating a territory plan and forecasting revenue—so candidates can showcase practical skills without time-zone constraints.
Set Clear Expectations: Provide detailed instructions, deadlines, and evaluation criteria upfront so candidates know what is required at each step.
Standardize Evaluations: Apply the same rubric for both live and asynchronous interviews to ensure consistent scoring, even when multiple stakeholders review submissions.
Ensure Timely Communication: Send feedback promptly, schedule follow-ups quickly, and maintain transparency to avoid candidate drop-off and frustration.

13. Quick Interview Checklist

A fast-reference guide keeps the process streamlined and consistent:

Define Role Requirements: Align with stakeholders on core objectives, essential skills, and revenue goals before reviewing resumes.
Create a Structured Scorecard: Map evaluation criteria and weightings (such as Leadership, Data Literacy, Relationship Management) to maintain consistency across interviews.
Screen Resumes with AI Tools: Leverage Litespace’s AI-driven screening to identify profiles showcasing quota achievement, leadership experience, and CRM expertise.
Conduct Initial Phone or Async Screen: Assess communication ability, basic sales knowledge, and cultural fit through a brief call or questionnaire.
Assign a Take-Home Case Study: Provide a scenario requiring pipeline forecasting, territory planning, and a client outreach strategy to evaluate real-world thinking.
Schedule a Behavioral Interview: Use open-ended, scenario-based questions to assess leadership style, conflict resolution, and adaptability.
Conduct a Technical Deep-Dive: Probe CRM usage, forecasting methodologies, and reporting techniques to validate core competencies.
Evaluate Role-Play Skills: Simulate a sales call or negotiation scenario to assess objection handling and persuasive communication.
Gather Stakeholder Feedback: Debrief with sales, marketing, and finance leads to align on candidate fit and address any concerns.
Check References: Focus on examples of revenue impact, team development, and ability to collaborate across departments.
Make a Data-Driven Decision: Aggregate rubric scores and stakeholder input to select the top candidate.
Extend Offer and Plan Onboarding: Communicate next steps clearly, outline training sessions such as CRM certification, and schedule introductions with key collaborators.

14. Using Litespace to Improve Your Recruiting Process

Litespace’s AI Recruiting Assistant can elevate every stage of your hiring workflow. With AI-driven resume screening, recruiters can quickly surface profiles showcasing quota achievements, leadership experience, and CRM proficiency, ensuring top talent advances to interviews. AI pre-screening interviews automate initial assessments of communication style, data literacy, and leadership aptitude, freeing up time for deeper evaluations. During interview planning, Litespace provides structured templates and scorecards tailored for sales leadership roles, promoting consistency and reducing unconscious bias. Its AI-assisted note-taking captures critical observations in real time, enabling hiring teams to focus on candidate engagement rather than manual documentation.

By integrating Litespace into your process, you gain greater efficiency, accuracy, and data-driven decision-making. Try Litespace today to enhance your recruiting process: https://www.litespace.io/

15. Final Thoughts

Structured interviews, clear evaluation criteria, and well-defined best practices—including in-person, remote, and asynchronous formats—are essential for successful hires in 2025. By defining rubrics, asking targeted questions, and maintaining consistent processes, recruiters can reduce bias, improve candidate experience, and achieve stronger alignment with business objectives. Embracing these principles ensures candidates are assessed holistically, balancing leadership competency with data literacy and relationship-building skills, ultimately leading to more impactful teams and better organizational outcomes.

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