Avoid these common interview mistakes to hire top AEs

We've all been there.?

HOURS spent sifting through resumes and LinkedIn profiles, searching for that ideal account executive.?

COUNTLESS interviews to find the perfect match.?

Finally, we made the hire. But then, a month or two later, it dawns on us: something just isn't clicking, and this isn't the right fit.

I don’t wish the “hire-then-fire” plot twist on anyone, even my worst competitor. ??

So, how do we avoid this??

It all comes down to the interview. So, what's the trick to spotting the best from the just alright?

You might be unknowingly making mistakes in your interview process that prevent you from finding the perfect fit for your account executive roles.?

Sure, every candidate will claim to be the best closer, the most thorough during discovery, and a stellar conversationalist…

But how can you truly gauge if they'll deliver ?

Let’s dive into 5 common mistakes you may be making when interviewing AEs:

#1 Asking questions focused on experience, not behavior

A subtle shift in how you frame questions can provide valuable insight into a candidate's approach to various scenarios, revealing more than just what they know.

Again, anyone can know the right thing to say to answer the question. The real test is how they perform when they're faced with the actual situation.

What they do > what they know.

Let’s run through some examples of what I mean:?

Instead of asking "How do you handle competitor objections?" which often garners standard responses, ask about a specific instance: "Tell me about a time when a competitor was mentioned. How did you handle it?"?

This prompts candidates to share real experiences rather than theoretical prowess.

Let's reframe a few common questions to focus on behavior:

Now look at your list of questions.?

Are your interview questions designed to reveal their past behaviors which can give you insight into how they will work for you, or are they simply prompting candidates to give the answers they think you want to hear?

For a detailed look, read Chris Orlob’s insights (highly recommended) on how to develop these different questions.

#2 You’re not consistent in your interviews

As a sales team leader, I know, your schedule is probably packed.?

It's not surprising that you may conduct interviews spontaneously and end up going with the flow in conversation.

However, I want to emphasize the importance of consistency in your questions.?

Ask all candidates the same questions, in the same way, even the same order.?

This levels the playing field and helps you compare responses apples-to-apples. No one gets an easy layup with easier questions.?

If each interview is different, it's tough to spot patterns and identify the high performers.

?So, stick to the script—it's a simple way to make your hiring process smoother and more effective.

This approach enables a clearer assessment of standout performers and avoids favoritism.

#3 You’re not scoring each candidate

This one might seem hard, I know. Again, you have meetings back to back and we’re often just jumping into the next one.

But you really need to develop a scorecard or rubric outlining the key qualities and skills sought in candidates.?

Work with your HR team to have this done in the early stages of recruiting.?

This structured evaluation framework ensures consistency, mitigating biases in decision-making and aiding in comparisons between candidates.

Here is some examples of traits you may want to score:

• First impression : Overall how would you rate them?
• Responsiveness : How fast were they when responding to emails and calls from you?
• Discovery : How much research did they do about your company and the role?
• Coachability : When given feedback, were they open to it? Were they willing to learn and adapt?
• Conversation skills : Were they clear, engaging, and effective communicators?
• Social presence : Do they have any following on social channels?
• Experience : How relevant is their experience to this role?
• Referrals : What did their managers and peers say about their working style?

Assign scores on a scale from 1 to 5 for each area.?

Think of the final scorecards like baseball cards with all their stats, highlighting standout strengths.

You don’t have to hire the top number BTW!?

But this will give you an idea of what the candidate can bring to the table and what traits are most important to you . Everyone will have their strengths and weaknesses but what gaps do you need to bring to your team to make sure you are hiring the right person?

#4 You don’t bring in role-playing scenarios

Odds are you’re just asking questions.?

Remember, you’re their first prospect. They are trying to sell YOU on hiring them.?

For sure, nerves are bound to kick in, but how they handle these situations can be a real eye-opener for how they might engage with actual buyers.

It's not just about quizzing them on your product or competitors. Actually, we suggest using role-playing scenarios based on the products and companies they're familiar with. This way, they're more at ease, and we get a clearer picture of their style and approach.

So, watching how they communicate, the questions they ask, and how they think on their feet in these scenarios. It's all about seeing how they steer the conversation.?

You'll pick up a ton of insights into their skills and personality this way.

For instance, you might throw them into scenarios like handling a tough client objection, giving a 30 sec intro to a product demo, or negotiating with a potential customer. It's not just about what they say they can do—it's about seeing them in action, giving you a good sense of how they might handle the job as an Account Executive.

And that brings us to the perfect next step: giving feedback. If you include role-playing in your coaching programs, you'll want a candidate who's open to feedback.

#5 You don’t give feedback until after making your decision

Coaching is an important part of growing a high performing team. Even the best account executives out there benefit from coaching to keep their skills sharp and continue to learn and grow, especially with competitors popping up, market conditions changing, and new product features launched.?

If you notice a candidate's pride or ego getting in the way, or if there's resistance to feedback, it might give you a glimpse into what coaching them could be like.?

While you're looking for someone with experience who can hit those targets, it's also crucial to find a balance with someone who has potential and is open to learning.

Offer feedback to candidates post-interview or after role-playing scenarios. Assess how they receive and implement feedback, showcasing their openness to learning and improvement.

Observing a candidate's response to feedback offers clues into their coachability and potential for growth within the team.

Let’s get to hiring!

Finding the best Account Executives (AEs) for your sales team is no small task. However, with careful planning and a clear understanding of what to look for, you can distinguish the top performers from the rest.

Keep in mind that AEs represent your brand, tasked with building client relationships and driving revenue. When interviewing candidates, try to imagine yourself in the buyer's position. The impressions and experiences they convey can provide insights into how they might interact with real clients in the role.

Ultimately, ensure that the qualities you identify align with the strengths your team requires.?

Remember, a blend of industry expertise and a willingness to learn can be a winning formula.

What are your secrets when it comes to interviewing?