just sales jobs logo

Handling Competency-Based Interviews for Sales Roles

Handling Competency-Based Interviews for Sales Roles: How to Address Questions That Assess Specific Sales Competencies and Traits Desired by Employers

Handling Competency-Based Interviews for Sales Roles

When it comes to landing a sales role, mastering the art of the competency-based interview is crucial. These interviews are designed to evaluate whether you possess the specific skills and traits necessary to succeed in sales. Unlike traditional interviews that focus on your resume and general qualifications, competency-based interviews delve into how you’ve demonstrated key competencies in real-life scenarios. Here’s how you can effectively navigate these interviews and leave a lasting impression on your potential employer.

Understanding Competency-Based Interviews

Competency-based interviews, also known as behavioral interviews, focus on assessing your past behavior as an indicator of future performance. Therefore, employers use this method to identify candidates who not only fit the job description but also align with the company’s values and culture. In particular, for sales roles, common competencies assessed include:

  • Communication Skills
  • Persuasion and Negotiation
  • Customer Focus
  • Resilience and Adaptability
  • Team Collaboration
  • Problem-Solving Abilities
  • Goal Orientation and Drive

Preparing for Competency-Based Questions

Research the Role and Company

Begin by thoroughly researching the company and the specific sales role. Understand the company’s products, services, target market, and sales process. This will help you anticipate the competencies the employer values most.

Reflect on Your Experiences

Think about your past sales experiences and identify situations where you demonstrated key competencies. Use the STAR method (Situation, Task, Action, Result) to structure your responses. This method helps you provide clear and concise answers that highlight your achievements and the impact of your actions.

Common Competency-Based Questions and How to Answer Them

Describe a time when you successfully closed a difficult sale.

Situation: Set the scene by describing the context of the challenging sale.

Task: Explain your specific role and the challenges you faced.

Action: Detail the steps you took to overcome these challenges, emphasizing your sales techniques, persistence, and negotiation skills.

Result: Share the outcome, quantifying your success when possible (e.g., achieving a significant percentage over your sales target).

Example: “In my previous role at XYZ Corp, I was tasked with securing a contract with a hesitant client. Despite initial resistance, I scheduled several meetings to understand their concerns and tailor our solutions to their needs. By addressing their specific pain points and demonstrating the ROI, I successfully closed the sale, resulting in a $200,000 contract, exceeding my quarterly target by 20%.”

Give an example of a time when you turned a dissatisfied customer into a satisfied one.

Situation: Describe the scenario involving the dissatisfied customer.

Task: Explain your responsibility in resolving the issue.

Action: Highlight the steps you took to address the customer’s concerns and rebuild trust, showcasing your customer service skills and empathy.

Result: Share the positive outcome and any follow-up actions you took to ensure continued satisfaction.

Example: “At ABC Sales, I handled a case where a major client was unhappy with our service. I listened to their complaints, apologized for the inconvenience, and offered a personalized solution, including a discount on their next purchase. This not only resolved the immediate issue but also led to a renewed contract and positive feedback, significantly improving our client relationship.”

Tell me about a time you had to adapt to a significant change in your sales strategy.

Situation: Outline the context of the change.

Task: Describe your role in adapting to the new strategy.

Action: Explain the specific actions you took to adjust, including learning new techniques or approaches.

Result: Share the successful outcome of your adaptability, such as meeting sales targets or gaining new clients.

Example: “During a market shift at DEF Inc., our sales strategy changed from a product-focused approach to a solution-based approach. I quickly adapted by attending training sessions and learning new sales techniques. This transition allowed me to better understand and address client needs, leading to a 15% increase in my sales figures within three months.”

Tips for Success

Practice Your Responses

Rehearse your answers to common competency-based questions. Practice with a friend or use a mirror to ensure you can deliver your responses confidently and clearly.

Be Honest and Authentic

While it’s important to highlight your achievements, always be honest about your experiences. Authenticity helps build trust with your interviewer.

Highlight Your Learning and Growth

Even if an experience didn’t end with the desired result, focus on what you learned and how it helped you improve as a sales professional. Employers appreciate candidates who demonstrate resilience and a willingness to grow.

Ask Insightful Questions

Show your interest in the role and company by asking thoughtful questions about their sales processes, team dynamics, and company culture. This demonstrates your proactive attitude and genuine interest in contributing to their success.


Handling competency-based interviews for sales roles requires preparation, reflection, and the ability to articulate your experiences effectively. By understanding the key competencies employers seek and preparing structured responses, you can confidently demonstrate your suitability for the role. Remember to be honest, highlight your growth, and show genuine interest in the company to make a lasting impression. Good luck!
Author: Bryan Payne is Chief Talent Scout and Founding Partner at Just Sales Jobs, a recruitment agency specializing in finding top sales talent in Toronto and surrounding areas. He has over 25 years of experience in sales recruiting and leading successful sales teams. You can contact him at bp@justsalesjobs.com

Leave a Reply

Your email address will not be published. Required fields are marked *

Recent News

Leveraging Technology in Sales Recruitment: AI and Beyond
Preparing for Sales Assessment Tests
Handling Competency-Based Interviews for Sales Roles
Mastering the Art of Dressing for Success in Sales Interviews
Creating a Positive Candidate Experience: Why It Matters in Sales Hiring
Creating a Winning Portfolio for Sales Roles: Showcasing Your Sales Savvy

Contact Us

    Franchise Application

      • $70,000 - $110,000 liquid Assets

      • Net worth $250,000+

      • 680+ credit score?

      Click here to Upload Resume

      Join Our Waitlist

      In the best interest of our clients, we carefully limit our subscription availability to maintain the optimal ratio of high-quality rookie candidates to employers.

      Unfortunately, this is one of those times, but the wait tends to be short. As soon as we have an opening, we will be in touch.