Finding an ideal candidate to fill a sales role in your company is a desirable outcome. But there are instances where you have two great sales candidates to choose from. Obviously, you don’t want to make the wrong decision. So, you need to have a process or some questions in place to help you differentiate between the two candidates.

When faced with the challenge of choosing between two highly qualified sales candidates, our sales recruiters recommend using the following three crucial questions can help you make a more informed decision:

1. Which candidate has a better understanding of the customer needs?

Which candidate put the most research into the role? Assessing the candidates’ knowledge and understanding of the target market and customer needs is vital in sales. Evaluate their research skills, and ability to identify pain points, and propose effective solutions.

Related to this, it’s important to consider their industry experience, previous successes, and how well they align with the company’s target audience. The candidate who demonstrates a deeper understanding of the market and customers is more likely to connect and engage effectively, ultimately driving better sales results.

2. Which candidate possesses superior relationship-building and communication skills?

Sales success often hinges on building strong relationships with prospects and customers. Evaluate the candidates’ interpersonal and communication skills, including active listening, empathy, and the ability to establish trust. Look for evidence of their ability to adapt their communication style to different audiences and effectively convey value propositions.

The candidate who excels in relationship-building and communication is more likely to foster long-term customer loyalty and generate repeat business. This will be a big win for your organization.

3. Which candidate has a stronger drive and motivation to succeed?

There is no question you want people in your company who are highly motivated to succeed. In the competitive world of sales, resilience, drive, and motivation are critical traits for success. Consider the candidates’ track records of overcoming challenges, their willingness to take ownership of their performance, and their ability to set and achieve goals. Look for indicators of self-motivation, such as past achievements, extracurricular activities, or personal development initiatives.

The candidate who exhibits a stronger drive and resilience is more likely to persevere through obstacles, maintain a positive attitude, and consistently deliver results.

It’s important to remember that these questions serve as guidelines, and the specific needs of your organization and sales role should influence your decision-making process. Ultimately, assessing the candidates’ fit with your company culture, teamwork abilities, and long-term potential can also contribute to making the right choice.

The good news is that if you have two great sales candidates, you’re already in a good position to make a good hiring decision, regardless of who you choose to fill the role.

More Hiring Advice From Our Sales Recruiters

Should You Ever Hire An Unemployed Salesperson?

Top 5 Lies People Tell on Their Sales Resumes and How to Spot Them

The Top 5 Challenges for Modern Sales Recruiters in 2023

SalesForce Search is a sales recruitment agency that specializes in hiring sales rockstars. Hiring top salespeople is tough. Only 55% meet their quota. Our proactive approach recruits talented salespeople before they hit the market. As North America’s leading sales headhunter we recruit salespeople in every sector of the economy including, software, manufacturing, financial services and medical devices. To find your next sales rockstar, start your search here. Did you know SalesForce Search is an IQ PARTNERS company?