Use these questions to identify a candidate’s technical knowledge and abilities
Use these questions to determine how a candidate handled situations in the past
Use these questions to assess a candidate’s personal traits and cognitive skills
Why this matters
Product knowledge is essential for inspiring new leads. Having a thorough understanding of the product and its features allows you to present the benefits accurately and persuasively. Plus, customers respond to enthusiastic lead generators who are passionate about what they’re offering. Their answer will also show if they researched your business ahead of time.
What to listen for
- Strong answers will include knowledge of the product (showing that the candidate did research), along with a detailed description—shared briefly and persuasively.
- Strong candidates might display some creativity and enthusiasm in their pitch.
- Bonus points if the candidate seems to have a good grasp of the “why” behind your offerings...how do they help customers to improve their work and/or their lives?
Why this matters
Much of an SDR’s time is spent reaching out to potential clients through the early stages of the sales funnel, from motivating new interest to screening intention to buy. While some of this is done through email, the phone can be also be a primary tool. A call can represent the very first interaction with a prospect, requiring a solid approach for getting past gatekeepers and getting a prospect to converse.
What to listen for
- Look for candidates that listen closely and respond engagingly: they will likely do this with leads as well.
- A strong candidate knows that rejection comes with the territory. They will take rejection in stride, demonstrating intelligence and persistence in sifting through new leads.
- A good candidate may mention they adjust their approach to each situation.
Why this matters
Uncovering information about a prospect is integral to knowing if they’re a good fit for your company. A strong candidate has a systematic approach to researching prospects, with built-in go-to resources and other tactics. They should be able to walk you through their process.
What to listen for
- Look for specific research tactics such as research on company size and/or fundraise, relevant company budgets, social media accounts, and the like.
- Look for an understanding of why the research matters—what it uncovers, and why that’s important to the ultimate objective (landing a long-term client).
- Excellent candidates will have a curious and analytical mindset to uncover details others may miss.
Why this matters
The most effective sales development representatives are resourceful and motivated to hit or exceed quotas. They should be aware of any performance shortfalls and proactively fix them. This might involve beefing up on their product knowledge, seeking managerial support and training, increasing their outreach effort (e.g. the number of calls or networking opportunities), and looking at root causes (e.g. marketing tactics) to make recommendations.
What to listen for
- A good answer mentions the importance of proactively monitoring their own performance.
- Candidates should demonstrate a willingness to learn and seek help when needed.
- Strong candidates know that they are part of an eco-system with a few different moving parts.
Why this matters
An SDR engages with many types of people during the qualifying process. From their sales “closers” to the leads themselves (and their gatekeepers), each conversation can make or break an eventual sale. This question will demonstrate the candidate’s ability to remain effective in the face of dismissiveness, resistance, negativity, and worse.
What to listen for
- A great response will demonstrate adaptability, humility, and an appetite for learning.
- Solid candidates will show a desire to make compromises and persevere when possible.
- An unwillingness to claim responsibility and ownership may be a red flag that the candidate doesn’t work well with others.
Why this matters
A good sales development representative knows that data is invaluable, and that success goes beyond meeting their quotas. The role requires them to assess sales pipelines, sources of lead generation, call interactions, and trends. Gaining a deeper understanding of your candidate’s experience with data can help you find someone who appreciates its worth.
What to listen for
- The candidate should convey a clear belief of the importance of data in the sales process.
- Bonus points for experience with customer relationship management (CRM) software.
Why this matters
Sales development representatives (SDRs) are trusted to evaluate if a lead can become a potential customer. Key questions will determine whether or not the prospect is worth their time. A great candidate will have a clear understanding of what types of customers are the right fit—and which questions will provide that insight.
What to listen for
- Candidates should touch on the importance of understanding pain points, needs, and solutions.
- Answers should indicate a solid reasoning behind their questions, along with a goal-oriented strategy.
Why this matters
While compensation is important to every candidate, it should not be the only driver. Do they enjoy a challenge? Are they looking to move up in the world of sales? Do they enjoy working as part of a team? A thoughtful answer shows that the candidate is fulfilled by this role—beyond a simple paycheck.
What to listen for
- Candidates should display passion for the work and a long-term outlook.
- Look for signs that your work culture will help motivate them to do their best work.
- Great answers will touch on relationships and collaboration.
Why this matters
Even the most passionate employees will admit to disliking some aspect of their role. This question will flush that out—shedding further insight. For instance, if it’s a strongly quota-based position and they don’t like dealing with pressure, they’re probably not the best fit. A candidate’s priorities must sync up with your company’s, or they may lose motivation and decide not to stick around long term.
What to listen for
- Top answers will show enthusiasm and resilience, despite the less desirable aspects of the job.
- Aversion to critical aspects of the role may be a red flag.
- If the candidate can’t come up with an answer, probe with more specificity.
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