"Clare at Aaron Wallis was brilliant from the start. She discussed an opportunity with me, kept me updated throughout the process, and went above and beyond to help. By far the most proactive recruiter I’ve worked with in a long time, thanks to her support, I’ve landed my next role and couldn’t be more grateful."

Sarah Kendall

Clare Gillard, Senior Consultant working for Aaron Wallis Sales Recruitment

Competency Interview Template

Page Overview:

At Aaron Wallis Sales Recruitment, we help employers conduct more objective and effective competency-based interviews by offering a ready-to-use Competency Interview Template. Built for roles like Head of Sales, this template highlights critical competencies, such as performance versus targets, strategic sales development, coaching, conflict management, and resilience, and includes both scoring and weighting guidance to reflect what matters most. You'll find instructions for tailoring questions using the STAR method, designing a consistent scoring matrix (e.g., 1, 1.5, 2 weightings), and ensuring decisions are evidence-based rather than gut-driven. Use this tool to elevate your interview accuracy, fairness, and hiring quality.

To help you devise your own Competency interviewing template and scoring mechanism, we have linked to an example template.

How to Use

This example template is for a Head of Sales role, so it emphasises required competencies such as:

    • Performance against Targets
    • Strategic Sales Development
    • Delivering Training and Upskilling Team Members
    • Team Development, Coaching and Mentoring
    • Conflict Management
    • Change Management
    • Leading from the Front
    • Measuring and Controlling Progress
    • Resilience and Tenacity
    • Download the Competency Interview Template

You will see that it details a scoring and weighting mechanism.  For this Head of Sales role, it was deemed that 'Performance against Targets' was more important than 'Delivering Training and Upskilling Team Members'.  Therefore, the candidate would score double for this particular Competency.  Using 'weighting' when scoring helps ensure that the best candidate scores highly against an average applicant.

We suggest 'keeping it simple' by having a weighting system of 1 (or zero weighting), 1.5, or 2. 

Using the Competency Interview Template

Use our Competency Interview Guide to create your own competencies. 

It may also be useful to use our suggested Competency Interview Questions Guide to help create your own questions. 

Remember, though, that creating competency interview questions is relatively easy by following the STAR Interviewing method.  Consider a reasonably good question that will tease out evidence of the required Competency. 

For instance, if the Competency is  'Building and Managing a Pipeline', the question could be:

"Talk me through how you built your pipeline in your last role?" 

Then use laddering questions to probe and extract the details such as:

    • What was your annual target?
    • What was your average order value?
    • What was your pipeline-to-close ratio?
    • How did you measure your pipeline?
    • How did you ensure that your pipeline was at the required level to ensure you met your sales target?
    • What did you do if your measurement method was saying that you weren't on target?
    • Was there ever a time that you weren't on target?
    • What happened?
    • What action did you take?
    • What was the outcome of this intervention?
    • What did you learn from this?

Scoring a Competency Interview

Scoring should be objective and based upon the evidence provided by the candidate against each Competency.  Strictly speaking, you should design a scoresheet so that all of the interviewing panel members are following the same scoring mechanism.

Using the Competency of 'Building and Managing a Pipeline', the scoring mechanism could be:

Did not meet min. requirement (1 point)

    • Did not demonstrate any practical ability to build or manage a pipeline. They approached meeting targets in an unstructured manner and did not follow a process.

Met Required Level of Competency (3 points)

    • Demonstrated the ability to build and maintain a pipeline. Utilises systems and processes to measure the pipeline, ensuring it meets the required business levels to achieve the target.

Above Required Competency (4 points)

    • Demonstrated above-average ability to build and develop a pipeline. Gave examples of interventions that they put into place to ensure that targets were exceeded.  Built dates into tasks and had an effective process and system to track their pipeline.  Their system prioritised business and had a mechanism to forecast effectively.

Mastery at Competency (5 points)

    • Demonstrated exceptional capability in managing a pipeline to meet every expectation and target consistently.  Effectively communicated their systems and processes to break down their target into milestones and priorities.  Provided evidence of effective forecasting and several methods they use to rebuild a pipeline.

NB Having a scoring mechanism of 1,3,4, and 5 means that the better candidates will score significantly higher and lessen the risk of all candidates having comparable scores.  

Golden Rules of Designing a Competency Interview

    • Take the time to plan your competency interview structure effectively. 
    • Invite direct input from the hiring managers.
    • Choose the weighting and scoring mechanism carefully.
    • Try to keep the competencies to no more than eight, as each Competency will be circa ten minutes of interview time.
    • Make notes, lots of them, and keep them.
    • Always be able to clearly articulate why candidates were unsuccessful based on the interview's evidence and not on 'gut feeling' or 'opinion'.

We hope that you find this guide and competency interview helpful template and that it helps you to make the best possible hiring decisions.

Cultural Fit Interviewing

Download the Competency Interview Template

Competency Interview Template

Date published: 4th August 2025

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Rob Scott - Aaron Wallis

by Rob Scott

Managing Director

Rob Scott, Aaron Wallis Sales Recruitment, Author Photo

About the author

Rob Scott

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 24 years of experience in sales recruitment, Rob is a History graduate with an MBA (Merit) and 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, which host The Online Recruitment Awards every year.

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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

George came recommended by a colleague and has been a pleasure to work with. He was great at updating us on his progress and ensured a great experience for both client and candidate.

HR Manager, Annapurna Recruitment Ltd

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 have always found Rob to be very knowledgeable about our industry sector, and it is refreshing to see after all of these years that Rob continues to quickly and accurately understand my requirements.

HR and General Manager, THK

Really good service. Just the right amount of contact and easy to deal with.

HR Manager, Zircon Software Ltd

Very professional service and will certainly be in contact for future recruitment.

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Generally good standard of candidates. Especially liked the personality profile. Overall good value for money and will certainly use you again.

Managing Director, Medicash

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

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.

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George is a rare find in the world of recruitment - communicative without being pushy or over-bearing. He listens and understands what the customer needs as gets to know the business to ensure he provides fully competent candidates who fit.

HR Manager, Big Dug

George is a joy to work with, and I'd recommend him to anyone seeking that unicorn hire - he found me mine, and I'm delighted!

Director, Education Support

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

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

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

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

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

As always we were extremely impressed with Rob's understanding of the role and our specific needs.

Managing Director, Speck & Burke

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

Sophie did a great job at understanding our business and our needs, she is extremely professional and we hugely benefitted from her experience and expertise.

HR Manager, The Data Privacy Group Ltd

Thank you for your dedicated help during the recruitment process - we came to you after unsuccessfully searching elsewhere, and hired, not one, but two! Quick response times, and a really personal approach, without being pushy.

Managing Director, Accora Ltd

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

Managing Director, bigHead Bonding Fasteners Ltd

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 could not suggest anything I would like you to do better. The service you provided materially exceeded my expectations. I would especially like to commend Simon Bonner; he is easily the best recruitment consultant I have ever dealt with. I particularly valued his advice and guidance throughout the recruitment process. 

UK Sales Manager, BTS Holdings Limited 

I can't fault Sam or AW! Sam was a pleasure to work with and provided great support from the start. Sam always provided me with timely updates when required and provided outstanding candidates!

Director, Waste Managed Ltd

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

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

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C. Caine, Candidate

Excellent experience. Knowledgeable staff and really went the extra mile. Found my ideal position and I couldn't be happier. Special shout out to Sam and George: who made the process smooth and easy for me. Highly recommend.

K. Pearce, Candidate

Wanted to say a huge thank you to Simon Bonner who has just helped me secure my new role. He was one of the most professional recruiters I have ever worked with he was supportive really quick at replying and really put me at ease.

J. Marcinkiewicz, Candidate

Managed to get me placed within a week! Really friendly and easy to deal with. Always available for a call and my biggest challenge was I was in work at the time I was looking for my next opportunity (which is stressful) but Sam made that easy.

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I had a very good experience with Aaron Wallis. The company itself is offering great content for all things related to the hiring process. I definitely recommend.

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Professional and responsive from start to finish. I would highly recommend. Special thanks to Sophie J for her help and support throughout.

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I have to say using Aaron Wallis Recruitment has been nothing but an absolute pleasure. I've used many agencies over the years as the client and the candidate and its not always been a pleasurable experience!

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Fantastic customer service, communication was brilliant, happy polite people to talk to, made everything a lot easier and smoother. Thank you for all your help getting me back in the work force, Keep up the good work :-)

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I have to say coming across and having dealings with Aaron Wallis proved to be very successful. Being highly experienced did not seem to count for much during my job search bit a conversation with Robert Scott gave me a real confidence boost and enabled to get a position at the age of 63. Great service!!!

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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 

The service provided by Aaron Wallis has been just great. I was constantly informed about what was going on with the process interview and the agent has always been supportive and kind to me.

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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.

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S. Akers, 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.

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Sophie helped me secure a new role I have been searching for. She took her time to explain clear and concisely all I needed to succeed at the interview stage. Thanks again Sophie!

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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

Aaron Wallis is an outstanding recruitment agency specialising in high calibre sales positions. I was working directly with Darren Dewrance 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 to secure my dream job. Highly recommended and Thanks Darren for all your expertise and hard work.

R. Sealy, Candidate

Rob was really helpful when I was putting together a presentation for the second stage interview. Overall their communication was great and kept me updated of any progress

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George is a fantastic recruitment agent and provides a great service. It was a pleasure I thoroughly recommend George to anyone.

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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.

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