Interviewing Sales Managers

Profile for Rob Scott, Managing Director of Aaron Wallis Sales Recruitment

Profile for Rob Scott, Managing Director of Aaron Wallis Sales Recruitment

 Hiring a good sales manager is vital to any organisation that’s serious about building and growing their sales income.  However, it’s often a misunderstood position.

Being the best sales representative does not necessarily mean they will progress to be a successful sales manager. The skillsets required are different, and if you get this wrong then you will not only be left with a second-rate sales manager, but it will also cost you a star sales performer that is now absent from the field.


Competencies, characteristics and traits to look for

While several key competencies and characteristics will dovetail in any management position, like having empathy, showing gravitas, adaptability and listening skills, sales managers must possess some additional bespoke qualities.

Look for an ability to forecast, not just when it comes to sales numbers and budgets, but also in terms of predicting changes in the market and having strategies in place to cope with any eventuality. While salespeople will have the inherent skills required to sell, their manager must be able to train and mentor them to inspire growth.

Thomas International, a leading provider of occupational psychometrics, recently claimed that Sales Managers achieved 25% more sales when they had higher than average Emotional Intelligence (Thomas, 2019). Emotional Intelligence is, broadly, the ability to recognise the emotions of others and comprehend and control your own feelings. 

Salespeople are a special breed, and Emotional Intelligence is critical to successful sales management. Salespeople, by nature will be confident, but there can be a potent mix of egos in any sales team. The successful sales manager must possess the emotional intelligence to get the best from all members of a sales team, knowing when to motivate, support, deal with egos, encourage or discourage competition and constructively criticise, while still coaching to optimum performance.

While we know that savvy candidate can make their CV look impressive, but it’s only by asking probing interview questions that you can get an accurate picture of an individual’s capability for sales management.

Great Questions for Sales Manager Interviews

Here is a collection of crucial questions that will help hiring managers identify standout candidates.

Five questions to evaluate traits

  1. What personal qualities do you possess that makes you a successful sales manager?
  2. How would you motivate a struggling salesperson in your team?
  3. How would you create a positive yet competitive atmosphere within your team here?
  4. Would you prefer to be out there selling rather than being stuck in the office devising strategies?
  5. Define managing and leading, and what is most important?

Five questions to examine their past success

  1. How did your sales team perform against targets in the last financial year?
  2. What made you successful as a salesperson yourself, and how will your experiences in sales help how you manage your team here?
  3. Can you tell us about a time you created a successful strategy and how you implemented it?
  4. How do you go about goal-setting and ensuring your team reaches its target?
  5. What was the most significant learning curve that you overcame to become a successful sales manager?

Five questions to scrutinise cultural fit

  1. What do you think are the necessary skills and attributes for success in a Sales Management role?
  2. What do you think it takes to be a good leader?
  3. What does a good manager need to do within this organisation?
  4. What do you find rewarding about motivating and mentoring people?
  5. What are your values, and how do you feel these underpin your continuing success? (see value-based interview questions)

For further information see interviewing for cultural fit

Polishing your hiring process

With an abundance of talent in the sales sector, your recruitment process must be as efficient as possible to ensure you get the best candidates on board. If you don’t, one of your competitors surely will.

  • Identify needs – be sure there is an absolute need for the position, or if existing business processes and structures can shift to accommodate it.
  • Consider internal applicants – are there suitable candidates already working for you? Can they move as part of ongoing development? Make staff aware of the opportunity.
  • Select a recruitment firm or a headhunter – look for experts in their field like Aaron Wallis sales recruitment.  Choose an agency carefully and partner with them. If you commit to them then they will commit to you and target both active and passive job seekers.
  • Job descriptions and profiles – be definitive about the sought role and characteristics, experience and skills of the person expected to fill it. Be clear about salary expectations and precisely what you are looking for so that you do not miss it when they are sitting in front of you. See the importance of person specification
  • Put together the package – include all benefits like the car, pension, holiday, commission and bonus details and flexible working. Do some basic research by searching, as if you were the target candidate on a major job board and ask yourself whether it is competitive enough to attract the best Sales Manager?
  • Be assured with your interview process – where, when, and who will take part, how you make your final decision and how you inform rejected candidates.
  • Have an effective onboarding process – it’s one thing getting the right person through the door, but what’s the process to ensure that they settle down quickly and blossom in your company.



In any sales-led company, hiring the best sales manager must be your priority. If your sales team is motivated, firing on all cylinders, meeting or smashing targets, then your business will grow.

Get the sales manager recruitment process wrong, and you could impact a team that directly affects both your top and bottom line. Using sales recruitment specialists like Aaron Wallis will help ensure you get the right person for the Sales Manager vacancy.








About The Author

Robert Scott, Managing Director of Aaron Wallis

Robert Scott

Managing Director at Aaron Wallis Recruitment

Rob is the Managing Director of Aaron Wallis Sales Recruitment, a national recruitment agency specialising in sourcing sales and marketing staff for businesses across a broad range of commercial sectors. Before setting up Aaron Wallis, Rob spent ten years at a specialist Sales and Marketing recruitment division of a £0.5BN recruitment group, leaving in 2007 as Marketing & Sales Director to establish Aaron Wallis.

With over 20 years experience in recruitment, Rob is a History graduate with a PgCert in Management Practice.  In 2007, 2009 and 2013 Rob conducted the most extensive surveys of sales professionals in the UK and is a trusted authority in the sales industry. From guiding employers through the recruitment process to helping candidates find their dream job, Rob's advice has been quoted in leading publications such as Business Insider and The Independent, as well as OnRec, who host The Online Recruitment Awards every year.

Find out more about Rob here.





Navigate our other Employers Advice categories

by clicking the following icons:

Recruitment Planning

Interview Best Practice

Employer Interview Advice

Employer Interview Advice


Recruit Sales Staff



Milton Keynes
01908 061 400


01543 227973

Rob is a true recruitment professional that goes the extra mile that I have never experienced from any other recruitment agency before. If you need sales people call Rob or someone in his team, as they really are experts in sales recruitment.

Sales Director, Inside Business

I found Aaron Wallis to be very professional and efficient, taking time to understand the role and the type of candidate we were looking for. The candidates they put forward met our criteria and were of a high standard. The service they provided was exemplary and I would have no hesitation in recommending them, and will certainly consider using them again in the future.

HR Assistant, Fischer Connectors Ltd

Giles Phillips is a rare find in the minefield of sales recruitment; an honest and thoughtful recruiter who considers the needs of both the client AND the candidate to create perfect role matches. I look forward to working with him again in the future.

Marketing Director, City of London Police

Thanks for all your help during the recruitment process. I have been extremely impressed with Aaron Wallis especially when compared to other agencies we have dealt with. I really felt you grasped the type of person we required and found strong candidates.

UK Sales Manager, Nexcom

I really liked the YouTube presentations which made the service seem both simple and accessible. The company came to see me, and my management team, at short notice to present their service and I liked the support and advice that I received about maximising the results from the applicant.

Managing Director, Leisuresec plc

I have used Aaron Wallis to fill a number of our Sales Development Manager roles and I have found them to provide a very professional service. I will use their services again in future recruitment campaigns.

HR Business Partner, Greene King

In an industry where people over promise and under deliver, Rob and his teams have consistently provided a high-quality service. It is great to deal with someone that has an excellent understanding of UK industry, and a passion for sales.

Sales Manager, TR Fasteners

Aaron Wallis has continuously provided us with suitable candidates that have been proactively sourced. Having used countless recruitment companies, Aaron Wallis are the only company that I can count on to deliver.

Managing Director, JARK Healthcare Recruitment

Rob’s knowledge of the recruitment industry and his thoughts and how to make it better for his clients have always been eye opening. I would recommend Rob to anybody who is looking for a professional, knowledgeable and flexible recruitment specialist.

CEO, Friday Ad Online Services

We appointed Aaron Wallis in February and the successful candidate, out of the six which Aaron Wallis introduced, was able to join Alphametrics before the end of April. The whole process took less than three months. I would recommend Aaron Wallis’ services to others without hesitation.

Chief Financial Officer, Alphametrics

I just wanted to thank you for your help with our recruitment process which went very smoothly and has – we hope – found us just the person for the job!

Managing Director, Citrefine International Ltd

Giles is highly professional and was a pleasure to work with. He achieves excellent results through his personable skills and tenacity. I have no hesitation in recommending Giles to anyone who considers employing his services.

Commercial Director, G4S Government & Outsourcing Solutions

Understood the type of person we were looking for and good follow ups - not too frequent.

Managing Director, bigHead Bonding Fasteners Ltd

We were impressed not only by the quality of candidates you found for us but also the level of information, preparation and qualification you put into the process. You continually kept us informed of each person’s feelings about the process, which is very important but often overlooked. I am looking forward to working with your company again in the future.

Commercial Director, Incentive Facilities Management

Since joining DSGi, Rob has been a supplier of permanent staff and has performed to an extremely high standard, successfully filling 98% of roles he has worked on. If anyone is looking for a good sales and marketing based consultancy with an informal yet professional approach, I would recommend Rob.

Senior Recruitment Consultant, DSG International

Find out more >


The Recruitment agent I used, Simon, was extremely helpful and really went the extra mile to ensure all of my questions were answered, and that I felt as comfortable and prepared as possible. Very professional company and would definitely recommend to others. Thank you Aaron Wallis!

A. Callaby, Candidate

Perfect from start to finish. Simon deserves a shout out. Best recruiter there is. If you need a job, this guy will get you one. He's like the super man of recruiters. Top man, can't recommend him enough.

M. Crisp, Candidate

Good swift process with Aaron Wallis, informative regarding the role and the process was moved at a good pace with healthy interaction. Would recommend them to anyone pursuing a change.

S. Bartlett, Candidate

Aaron Wallis is an outstanding recruitment agency specialising in high calibre sales positions. I was working directly with Darren Dawrance who went above and beyond my expectations in sourcing me my perfect role. I was kept in regular communication with Darren and he worked extremely hard on securing my dream job. Highly recommended and Thanks Darren for all your expertise and hard work.

R. Sealy, Candidate

I've had a really good experience working with Giles Phillips at Aaron Wallis. From initial contact to the finer details of securing the job, he has been very professional and a pleasure to work with.

M. Shutt, Candidate

Less than two weeks after joining Aaron Wallis I was offered my new job. I got a £10,000 rise in my basic salary, car allowance, a laptop and many other perks, which will help to further my career. I definitely would not have found my dream job without the help of Aaron Wallis.

C. Hoy, Candidate

A great recruitment company to work with. Excellent experience with Aaron Wallis through the entire recruitment process. The team was really professional and extremely helpful. Darren was a pleasure to work with. He was friendly, supportive and gave me great advice. Thank you very much!

A. Bauchet, Candidate

Excellent service, very professional and friendly, would and have, recommended Aaron Wallis.

E. Heley, Candidate

Aaron Wallis helped me secure a position I really wanted. Giles saught to keep me updated with all the details preceding interviews and after with feedback. I would highly recommend Giles and Aaron Wallis Sales Recruitment.

L. Taylor, Candidate

Aaron Wallis have provided me with an excellent service, Giles went out of his way to help me preparing for my interview and supported me through all the processes. If you need an agency to give you a fully professional and consultative approach to finding you a new career move, the Aaron Wallis can certainly provide this for you.

D. Richards, Candidate

Aaron Wallis Sales Recruitment are a very friendly and professional recruitment organisation who listen to your needs, work with you and act on your behalf which sets them apart from many of their competitors who in my experience are willing to throw anything at you. We discussed my history, my preferences and my wishes - one opportunity was introduced. It was perfect. I start at the end of June.

R. Buckley, Candidate

Really excellent experience dealing with Aaron Wallis. Liam Oakes who helped me get a great job was brilliant. Kept me up to date during the process and offered great help and advice, and a thoroughly nice guy. Highly recommended!

J. Hathaway, Candidate

Very good advice and support was given during the course of the interviewing process. Potential job seekers would be well advised to use this company whilst looking for their new career.

R. Speakman, Candidate

Aaron Wallis (and in particular Rob Scott) have been fantastic throughout the recruitment process, and even a few months down the line, still continues to care. Rob clearly cares about each individual and has a wealth of knowledge and expertise, which shows in the work he does. Each candidate is not just a number, and the support received from Aaron Wallis has helped me get a career which I truly enjoy.

M. White, Candidate

Fantastic service, helped me find my ideal job quickly and smoothly. Would highly recommend them

C. Caine, Candidate

Find out more >

About our service to candidates

Copyright | Disclaimer | Site Map | Terms of Use | Privacy & Cookies Policy © 2020 Aaron Wallis Recruitment and Training Limited. All Rights Reserved. Registered in England No. 6356563.

Our core services:  Sales Recruitment  |  Marketing Recruitment